housing complex empyrean group
DESCRIPTION
TRANSCRIPT
Emerald TowersThe Empyrean
GroupA Truly Celestial
Experience
Team MembersKinnar Majithia (P1026)
Chintan Shah (P1051)Pallavi Jadhav (P1019)
Subir Pinto (P1044)Charusheela Khandale
(P1024)Athul Pillai (M1035)
About Us
Company ProfileProfessionally managed ISO 9001:2000 Certified Company specializing in Real Estate DevelopmentIndia’s most Trusted, Respected and Reputed Real Estate CompanyOver 3 decades of experience in Real Estate with several prestigious projects in Central & South Mumbai, Thane and Navi-MumbaiManages a portfolio spanning across residential, Office Space, Retail, Hospitality and Social Infrastructure properties
Vision, Mission and Objectives
VisionTo make every space that we create a testament to extraordinary modern living by reminding ourselves that the extra level of detailing makes a work of art unique
MissionTo ensure timely delivery of projects without compromising on quality employing cost effective methods to optimize resources and achieve the best price possible and thereby bring in financial effectiveness in each of our projects
ObjectivesTo sell contemporary homes that bring the customers closer to nature
Values
LuxuryWe don’t mind in spending but at the same time we also believe in providing value for money and it is this value that has brought us this far, and we know better than to flout it for the sake of it
Detailing‘Good Enough’ is never really enough. We understand that the extra levels of detailing is what distinguishes one master-piece from the other ; this is done by our team of quality control experts
Values
InnovationWhat seems as an impossible request to some is just another innovative day in the office. Most of our innovations are now a common place but it is only because we thought of them and introduced them some ten or twenty years back
Staying Eco-friendly What is heaven without nature? We believe that our customers deserve classy homes with the latest innovations and contemporary equipment in a primitive land where one can ‘care’ and ‘stand & stare’
Value Chain Analysis
Use of Fly Ash based bricks, hollow core slabsPre fabricated material used for constructionUse of rat trap bond in wall construction- no. of bricks reduced by 20%Green Building- Energy efficient ConstructionTie ups with financial institutes for loansElimination of real estate agent hence commission
Situation Analysis - Market Analysis
Highlights It has been estimated that there would be a shortage of 26.53 million homes in India during 11th Five-Year Plan (2007-2012)
During 2010-11, Indian real estate received US$ 1.12 billion in FDI according to the Department of Industrial Policy and Promotion India (DIPP)
Government initiatives to help retail sector:Allowing 100 per cent FDI in townships, housing, built-up
infrastructure and construction development projects through the automatic route, subject to guidelines as prescribed by DIPPAllowing 100 per cent FDI under the automatic route in
development of Special Economic Zones (SEZ), subject to the provisions of Special Economic Zones Act 2005 and the SEZ Policy of the Department of Commerce
Situation Analysis - Competitor Analysis
Major Players DLF Group Ansal Properties and Infrastructure Ltd. Unitech Ltd. Empyrean Group Omaxe Developers Ltd. Sobha Developers Ltd.
54%
12%
10%
7%
6%
6%5%
Leading Real Estate Developers
DLF GroupAnsal Properties and In-frastructure Ltd.Unitech LimitedEmpyrean GroupOmaxe Developers Ltd.Sobha Developers LtdEmmar MGF
Source: ibef.org
Situation Analysis – Consumer Analysis
A 118% rise in population of Navi Mumbai is estimated by Census of India
Source: MMRDA
Situation Analysis – Area Analysis
A steep rise is property rates of Kharghar as seen above
Source: MMRDA
Situation Analysis – Industry Analysis
Comparative analysis of property rates across Mumbai and Navi Mumbai
Source: MMRDA
Situation Analysis - Competitor Analysis
Major Players DLF Group Ansal Properties and Infrastructure Ltd. Unitech Ltd. Empyrean Group Omaxe Developers Ltd. Sobha Developers Ltd. Source: ibef.org
Marketing Problem and Marketing Objective
Marketing ProblemTo provide customers with luxurious homes amidst an eco-friendly and green environment that gives them a heavenly feeling in a developing location with great growth prospects in the near future
Marketing ObjectiveTo sell more than 70% homes before 50% completion of the project
DSTP Analysis
DifferentiationOur homes give the customers, the feel that they are living in a holiday location but with all the modern amenities at their disposal
Positioning‘Your Home is your Paradise’
DSTP Analysis
Segmentation and Targeting
Need-based segmentationPsychographic (Lifestyle-based) segmentationDemographic segmentation
Age-wiseIncome-wise
Investment Residential (SOP)
Luxury
25 - 35 years
Annual Income 5L -
10 L
Annual Income 10L-
20L
Annual Income more
than 20L
36 - 45 years
45 years and above
High Priced Affordable
Marketing MixProduct
Empyrean Group presents premium customised luxury residences amid exquisite landscaping that innovatively uses the water element to bring unmatched beauty, peace and harmony to the lives of its residents Emerald Towers, an island of unmatched luxury and serenity- it is a state of the art residential development designed around a unique theme – Water
PlaceLocation – Kharghar (2km away from the station and just off the Sion-Panvel highway)Upcoming Navi Mumbai International AirportCentral Park: India’s largest Recreational Park with Amphitheatre, Musical Instrument Park, Theme Park, Amusement Park , Yoga Park, Virtual Herbarium , Conservatory, Parking AreasGolf CourseShift of Commercial Hub to Navi MumbaiKharghar declared as an Official Education Zone
Marketing Mix
Price 2BHK – 1.75 Crores 3BHK – 2.75 Crores 4BHK – 3.65 Crores
Our Offering
COMFORT
SPA
FITNESSROOF TOP SUN DECK
LUXURY
Findings - Porter’s Model Analysis
Imposition of stringent quality norms by the government or if imports become expensive, may cause the suppliers to raise the prices
Availability of lower cost but lesser attractive housing options
Competitors engaging in innovation and heavy advertising
These range from competitors high on innovation with a good reputation in the market to the low-cost MHADA houses
Findings - PESTEL Analysis
Important PointsCurrent housing loan rate is approx. 14% which may curb people from buying propertyThe demographic split of our country is favorable with our population being a growing population (64.9% of the population between 16-64)Purchasing power of Indians is on the rise (Per capita income is 3500$)For operations, there is use of rat trap bond which reduces number of bricks by 20%Assessing environmental and social impacts is almost mandatory in most project categories
Findings - SWOT Analysis
Important PointsProximity to the Mumbai-Pune Express Way and hill stations like lonavala and khandalaAll inclusive housing complex with a multiplex, shopping complex and a world-class hospitalLocation: Since khargar is not an up-market area people may not be very keen on buying a property in that placeFavorable demographics with 64.9% of population between the age group 16-64Increase in the purchasing power of the people in the countryDue to high inflation and high housing loan rates many people are not willing to invest in the housing sector
FCB Grid
Rationale
Emotional
High Involvement
Low Involvement
Emerald Towers
The Empyrean GroupA Truly
Celestial Experience
IMC PLAN
ObjectiveTo reach 40% of our target audience in the first year employing media mix
Budget Total Budget Allocation of 10 cr for all kinds of promotions
IMC PLANMedia Strategy
3 Pronged Fork Approach
Create Awareness
Educate & Enlighten Incentivize
IMC PLANPromotions
ATL-60%• Print ads in
newspapers-Times property
• Ads in Property India Magazine
• Virtual Tour Video uploaded on YouTube.
• Register on Just dial.• Tie-up with Furnishing
Houses to set up Digital Signage Boards
• Hoardings on Bus Stop and Highways.
• Tie-up with Art Gallerys.
BTL-30%• Direct Marketing• Send mails to existing
clients• Online Advertising on
moneycontrol.com• Right panel
placements on Magic bricks.com
• Face book ID Tagging and Hoarding
Incentives-10%
• Top 5 Performers(min. 10 flats in first 2 months) get 2Day/3 Nights trip to Singapore
• Next 10 performers get free weekend trip to a resort along with their spouse.
• Commissions to DSA’s
IMC PLANDescription Ads: ON FACEBOOK THIS CAN ALTER YOUR THOUGHTS. Company Image being used as persons photograph thereby acting as virtual bill Boards..
Emerald Towers
The Empyrean GroupA Truly
Celestial Experience
Emerald Towers
The Empyrean GroupA Truly
Celestial Experience
IMC PLANHoarding on Highway
Emerald TowersThe Empyrean
GroupA Truly Celestial
Experience
IMC PLANWashroom Ads
EMERALD TOWERS
THE EMPYREAN
GROUPA TRULY
CELESTIAL EXPERIENCE
EMERALD TOWERS
THE EMPYREAN
GROUPA TRULY
CELESTIAL EXPERIENCE
EMERALD TOWERS
THE EMPYREAN
GROUPA TRULY
CELESTIAL EXPERIENCE
IMC PLANWashroom Ads
EMERALD TOWERS
THE EMPYREAN
GROUPA TRULY
CELESTIAL EXPERIENCE
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