ad management

8/8/2019 Ad Management

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Company History and Profile

Name of the builders: Amit Enterprises

Started in 2007

Pioneered residential settlements in a lot of places likeChandigarh, Ahemdabad

Specializing in profusion of luxury apartments,comfortable villas, and office complexes.

Focused on innovative design, superior standards ofconstruction, customer service and community values.


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Vision:To be a major infrastructure and growthdriver for the development of India so that the

whole nation get empowered.

Mission:To grow with a purpose in search of

excellence insuring that the organization andsocial goals are in complete harmony.


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Royal Ensign

Location: Undri (Pune)

3 BHK

Price: 40- 60 lakhs


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Area

Plot Area 10 Acres

Flat 1700 to1731 sq ft.

Hexagonal structure

6 towers

6 floors per tower

2 flats per floor


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Features

Excellent Rickshaw/Taxi service

Semi Furnished Scenic Surrounding

Ample Parking Space

Swimming pool Yoga Center

Exotic Designs


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Marketing Situation Analysis


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Research on real estate market

SIZE

Real Estate and Construction is a US$16-billion (2006) industry inIndia

There has been a rapid growth in the industry in the past few years

High-demand growth has led to prices doubling over 3 years in manycities

STRUCTURE

Fragmented sector with relatively few organised players of scale :

Margins are higher in India (>20%) as compared to the developedmarkets (5-6%)

Active participation of institutional finance in real estate Real estate venture funds permitted: Prominent Indian corporates like

Tata Group, ICICI Bank, SBI and HDFC have promoted real estateventure funds


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Competition

Main Competitors:

Inora Park (Tata) MarvelIsola

Pricing 20 to 40 Lakhs 50 to 70 lakhs

Positioning Simple Flats ForeignInvestment

Target Audience Retired people Investors

Rooms 1, 2 and 3 BHK 1 and 2 BHK

Othercompetitors:

B RahejaD S KulkarniGodrej PropertiesMahendra Gesco


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Consumer Preference

Buying Behavior:

Time After/Before yearly Budget, during Diwali time

and wedding season.Type Usually 2 to 3 BHK

SEC A

Investors in Real Estate

Low frequency of purchase

High Involvement


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Consumer Perceptions

High involvement, thinking product

Rational as well as emotional approach

Big investment

Status symbol


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STRENGTH WEAKNESS

PrivateSectorBoom Low-SkilledEmployment

Opportunities

Scenic and quitesurroundings LowEthnic andSocio cultural

Diversity

LowCrime Cr umbling Infrastructure in

surrounding areas

LowCostofLiving Farfromthemain city

PleasantWeather

SWOT


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OPPRTUNITIES THREAT

Continuousprivatesectorhousing

boomwill createmore construction

opportunities

Long termmarket instabilitymay

damagepreventexpansion oftraining

anddevelopmentstrategies

Developing supply chain throughinvolvement in largeprojectslikelyto

enhance construction

Inefficient accessibility in planningand concerning infrastructure and

signs.

Financialsupportslikeloan and

insurance and growthofpeople is in

supportof construction industry

Urban Sprawl

Rising Cost-of-Living Associatedwith

Pune

ClashesBetween Natives and

Newcomers


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Macro Socio Economic- PEST

Environment protection laws

Natural abnormal casualties such as earth quake andfloods are uncertain and can prevent the constructionboom

Inflation

Good structured national network facilitates the boom ofconstruction industry

Social mobility

Consumerism

Lifestyle changes: Private sector housing boom andcommercial building demand


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Questionnaire

1. What is your preferred number of rooms in your home?

1-2 3-4 5 or more

2. What is your budget when you consider buying homes?

Less than 20 Lakhs 20-30 Lakhs 30-40 Lakhs

40-50 Lakhs 50-60 Lakhs More than 60 Lakhs

3. What is your preferred space (in square feet) in your home that you buy?

Under 1,400 1,400-2,000 2,000-2,700

2,700-3,500 3,500-5,000 5,000 or more

4. On a scale of 1-5 (5- most important) rate which do you feel are the most

preferred location for you?

Urban Suburbs Town Mountain Area


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5. (Ifyou choosesuburbs) On a scaleof 1-5 (5- most important) rate

whichdoyou feel arethemost importantlocationson theoutskirtsof

Pune

Undri Kondwa ChinchwadSinghad Road Talegaon Other

6. On a scaleof 1-5 (5- most important) ratehow important arethe following

parameters foryou

Security Status Convenience

Privacy Price LocationBuilders Reputation Possession time Payment options

Serenity Space

Name: ________________ Age: _____

Income: __________ Marital Status: _____ Education: ______


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Research Findings


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Consumer Insight

The most important parameter that people look forwhen buying a house is Location and then Price.

Consumers especially are more likely to buy into a

product or idea that gives back to the community. People prefer to have more space at lower price

Usually people like to buy their home during Diwalitime.

The demand for homes also increase duringwedding season.


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Perceptual Mapping

Securit

y

Privacy

Serenity

Locatio

n

Statu

s

Convenien

ce


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Marketing Problems

Building Codes, Standards & Permissions

Fluctuations in real estate prices

Fluctuations in interest rates of home loans

Marketing Objective

The objective of all marketing strategies is to achieve at

least 70% of occupancy of the complex by the end of theyear.


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Targeting:

Primary:

Working parents with one/two children, Earning 1 to 5Lakhs per month between the ages of 35 and 45 looking

for a quite and peaceful outskirts to enjoy their family life.

Secondary:

People who purchase for the investment.


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Positioning:

The perfect harmony of modern interiors

and natural exteriors in the retail industry.

Valueproposition

A balance of comfortable lifestyle andcloseness to nature


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Marketing mix

Product: 3 BHK flat, semi furnished

Price: moderately priced, penetrationpricing

Place: Undri (out skirts of Pune)

Promotion: Advertising, PR, IMC


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Stage in PLC


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Dealer push customer pull

A balance of push(advertising) and pull(PR)

Customer Pull followed by the dealerpush strategy


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Augmented Product

Our real estates main proposition is serenity and peace


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Think- Feel- Do

1Think

2Feel

3Do

ConsumerType- Thinker


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Brand Strategy

Think :Creative Strategy - The copy would be more rational and would givemore information and benefits about the product and service.Pictures showing the facilities and ambience of the place to beplaced in different media vehicles.

Preferred media vehicles would be print media particularlyhoardings in and around road blocks and highways.

Feel :The emphasis would be on the good experience the customer faceswith the touch points like interactive and customized website,

approachable and friendly brokers, high visibility in events etc.

Do :Exciting offers, Discounts, Peoples testimonials, WOM


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Touch Points forRoyal Ensign

Property Brokers

Direct Mailers

Events Brochures

Web Site

Customer Care


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JNKAPFERERS MODEL

Physiqu

e

Relationshi

p

Reflectio

n

Personali

ty

Culture

Self

Image

Juhi Chawla

Familylife,

settled,peaceful

Safety and

security

Family

Bound

Italian,

Contemporary

I amreadyto

finallystop

running around


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IMC

Objective:To ensure credibility anddifferentiated promotions

Strategy: 360 degree communicationdirected towards all the TG touch points

Tools: Advertising, public relations, DM

Budget: 7. 5 lakhs approx. (medium wisedescription later)


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Advertising Strategy

The strategy for advertising is to appeal tothe emotional senses of the TG.

We will target Newspapers, radio and Outof Home that will be placed in and aroundPune and Mumbai

Teaser campaign pre launch


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Advertising Tactics

ATL:

Radio: High reach with Low frequency

Print: newspapers like Mumbai mirror, Pune mirror, articles in

lifestyle sections Innovative advertising layout- T shaped

OOH:

Hoardings: Placed in high traffic areas like around traffic signals(including the teaser)

Emotional + Positive appeal

Tone: Warm

Manner: Inviting, comforting

Personality: Caring, dependable, helpful, trustworthy and family-oriented


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ATL cont.

Branding in special sections in newspapers like Real Estatesection

Viral Marketing: Branding in application like Mind Jolt and gameslike City Bloxx

PromotionalVideo

SocialNetworking Sites Advertisements on LinkedIn and Twitter

Advertisement in Real Estate/Interior Magazine like Real EstateTimes

JournalAdvertising


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Teaser


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BTL

Corporate tie ups

Direct Mailers

Interactive Website : showing thelocations, ambience, pricing

Promotional Activities: 30% off on early bookings or choice ofHome dcor according to your need

Real Estate Trade Shows


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Public Relations

OBJECTIVE:

Building Awareness About our brand Creating Interest among people to try the brand Providing Information about the USP of our building

Stimulating Demand by different PR tactics Reinforcing the Brand

PR STRATEGIES:

Media Relations

Knowledge about our Market Monitoring the Web Using technology ( Telephone, Internet) Social Awareness


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PR Tactics

Syndicated columns

Brochures- Emphasizing visuals

Visually integrated website

Press release Press conference: about the amenities provided by us.

Giving our location for film shooting.

Interviews of the designer on news channels and newspapers.

Case Studies/Histories of the interior designer in newspaper.

Bulk Deal with Corporates.

Sponsoring the Corporate Events


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Direct marketing

Objective: To create awareness to the specific potential TG

Target:

Specific data base Working

Married

Rented flats

Strategy: Innovative mailers containing symbols of good luck forthe new house

Emotional approach


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Media Strategy

PLC Stage: Introductory

Characteristics: Widely dispersed targetmarket, long repurchase cycle

Media Strategy - High reach with low

frequency


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Media Strategy

Roughly 500 people (specific TG)

Print, Radio, Hoardings, Direct mailers, PR

October- March: high advertising period

Primarily in Pune and Mumbai


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Coordination of Media plan withMktg Mix Interaction of media with Product Since real estate is a high

involvement rational product we need a lot of print advertisingto explain the features to our TG clearly

Interaction of media with Price Use of credible and reliablemedia

Interaction of media with Place Decisions Local media ofPune and Mumbai used since its in Undri

Interaction of media with Promotion Mix- A balance mix ofadvertising and public relations to create awareness andreputation.


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Media Vehicles

Print Media:

Newspapers: Property Supplements & Solace Advertisements in :Mumbai mirror, Pune Mirror, Dainik Desh , Daily Sakal ,MaharashtraTimes, Bombay Samachar , Janambhoomi

Magazines: CW Interior, Infrastructure today, Construction world, Betterhomes

Broadcast Media:- Radio: Radio Mirchi , Red FM, Radio1- In film Advertisements

Outdoor Media: Hoardings: At places like road blocks and Pune-Mumbai Highway, Bus Shelters

Other Media Branding in application like Mind Jolt andgames like City Bloxx


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Reach Vs Frequency

Target Market Turnover: Since the productis useful for a long period the product has aslow turn over

Message Creativity: High creativity thereforehigh reach in print Product Differentiation: Appealing and

convincing

Competitor Activity: Tracking competitors Solicited Response: the response of the TGtowards the communication message


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Selecting Media Types &V

ehicles Match of the media type to the target market:the media type similar to the consumer profile

Relative efficiencies of the media Costefficient medium

Media types used by competitors

Nature of the product.

Overall campaign objectives & strategy:proper and channeled brand promotion

Geographic Coverage: Properly directed


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Media

Schedule: Pulsing (MaximumAdvertisement during Diwali, Marriageseason and Budget)


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Frequency

0

0.2

0.4

0.6

0.8

1

1.2

*Subject to predictions in the Budget.


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Creative Strategy

Target group: SEC A, workingprofessionals, male and female

Objective: Achieve 70% of occupancy of thecomplex by the end of the year

Benefit:Location, infrastructure, nature

Claim:Value for money

Tone:credible


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RADIO 1,00,00,000

PRINT NEWSPAPERS 3,00,00,000

MAGAZINES 2,00,00,000

DIGITAL SOCIAL NETWORKINGWEBSITES

1,00,000

VIRAL MARKETING GAME DEVELOPMENT &

MAINTAINENCE

10,00,000

Direct Marketing INNOVATIVE 70,000

OOH HOARDINGS 1,00,00,000

BROCHURE 50,000

REAL ESTATE TRADE

FAIRS

BI- YEARLY 5,00,000

PRESS CONFERENCE VENUE 10,000

PRESS KITS 2,000

LOGISTICS 2,000

TOTAL 7,17,34,000

Budgeting


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Presented by:

Group 4

Lini AntonyNeha Mishra

Nishtha Sabharwal

Pooja ThawraniPreeti Sahu


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