Post on 05-Apr-2018
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M U M B A I
Lets uncompromise
N
ileshSonawan
e
Husain
Telw
ala
PinakinOdhekar
AZHAR
SHEIKH
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VisionThe Castle Developers seeks to construct a better lifefor its customers by leveraging its core strengths - the
Cs of Customer, Credibility and Cost- to create valueby providing quality and design that benchmark thehighest standards of living.
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Mission
To responsibly serve societys need for affordableand quality living.
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Corporate Objective
To achieve LeadershipPosition in the market.
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Our ValuesQuality
InnovationTrust Respect
Customer Focus
Action Orientation
Responsibility to Society
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FEATURES
In a Standard 2BHK Flat:
Scenic surroundings
5 min from Railway station and Bus depot.
Semi-Furnished apartment.
Modular Kitchen
Individual Parking Space.layground for kids
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Standard Flat layout
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DSTP
Differentiation:-
Better living solutions at Economical Price
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Segmentation
BasicFully
FurnishedSemi
Furnished
25-30years
30-35Years
8-15 Lacs 15-23 Lacs 24-32 Lacs 33-40 Lacs
35-40Years
45 Yearsand Above
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Target
Customers looking for semi-furnished new flats ataffordable costs in western suburbs of Mumbai
Age Group of 30-35 years.
Income Group 15-23 lacs PA
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Positioning
Affordable, semi luxurious flats inwestern
suburbs of Mumbai
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Marketing Mix
2 BHKSEMI
FURNISHED
FLATS
1.25 CR.1300 SQ.FT
(RS.9610/SQ F)
GoregaonWesternsuburb
Mumbai
Promotion-OOH, PRINT,Digital(Viral,
Social)
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Values we give to
our customers
Money Benefits Affordablepricing
Strategic
Location Semi
furnished
Cost Effective Housing!
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How we shall Extract Value and deliver the same to customer
Buy DieselGenerators
Interrupted
Electricity
Buy Fly Ash Bricksplant
Eco-friendly,Low water
Absorption,high strength
Use of fireproofwiring
Important forevery house to
avoid
unfortunateevents
Install Rain-waterHarvesting
Will save costand avoid
wastage of water
Value to Company
Value to Customer
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Value Proposition
Quality CostCustomers
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Core Competency
The core competency of Castle is as strong as itslandmarks. The core competency of castle is
Quality housing in affordable Price
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SWOT ANALYSISStrengths: Good Reputation with Vast experience
Large geographic area for labor pool. Efficient & Loyal workforce
Nearby universities and colleges.
State and County Roads.
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SWOTWeakness: Lack of shopping and entertainment options
Far away Airport Poor road conditions
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SWOTOpportunities: Migrations from other cities to Mumbai
Increase in the purchasing power of Customer
Strategic partnerships and alliances are a key part of ourstrategy.
We have linked up with a number of major Indian andternational banks to offer financing packages to potential
ers.partner banks include HDFC, ICICI and Citibank.
properties are vetted and pre-approved by banks, thusng the loan process much simpler.
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SWOTThreats:Aggressive incentives by competitors
Available commercial lands controlled by fewindividuals
No managed growth plan for land development couldad to many incompatible land uses.
nging political and bureaucratic landscape
curity and limitation of base funding.
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From the SWOT Analysis
Opportunity :
Migrations to Mumbai Rise in the purchasing capacity Demand for affordable living Positive financial scenario
Strategy:
Converting tenets into potentialcustomers Leveraging the positive financialscenario
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5 Forces
GovernmentPolicies (FSI),Economies of scaleLegal BarriersPolitical InfluenceLocal Dominance
Price performancetrade off of substitute(Let out, Lease,MHADA,CIDCO)
Quota selling, Traderelations with existing
players, Price
Leadership, Monopoly
Bargaining leverage,Price sensitivity,Substitute available,Buyers incentives
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Interpretation 5 forces Model
Since Castle is focusing mainly on price sensitivecustomers , the possibility of threats from Long termlease and government housing solutions like CIDCO
and MHADA cannot be ignored.
There is a potential threat from suppliers as thepreference towards existing giants and availability ofRM is unpredictable.
Chance of experiencing monopoly from supplier
Price sensitivity of customers
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Competitor Analysis
MANTRI BUILDERS
In just 12 years, the company has delivered over 6,000 homes, built 20projects and has to its credit over 1 crore square feet of constructed
area, over 30,000 satisfied residents and over one crore square feetunder various stages of construction.
First to offer customization of interiors & specifications bare shell.
First to offer Home Concierge: on-call services at your doorstep
First PPP in India for development of a Metro station with BangaloreMetro Rail Corporation Ltd (BMRCL)
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LODHA:
Established in 1980, the Lodha Group is Mumbais premier real estate
developer. The Group is currently developing in excess of 30 million sq ft ofprime real estate, over 27 projects in and around Mumbai, fromNapeanSea Road to Dombivali.
Other accomplishments include:
Winner of International Property Awards Winner, International PropertyAwards** in association with Bloomberg
Lodha Fiorenza, Mumbai for best high-rise development
Lodha Bellezza, Hyderabad for best high-rise architectureLodha Golflinks, Palava for best residential golf development
Leaders of Indian Infrastructure & Construction Award by EconomicTimes ACETECH.
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Competitor mapping
Both of the competitorsare having a great repute
In spite of the reputationand experience, they areserving only a niche
Their area of expertise isdesign and landscaping
Customers are imagesensitive and less priceconscious
Castle has an equallevel of reputation
Castle is not ruling outthe price sensitivemarket
The core competency
of castle (Great Qualityand Affordable cost)can be leveraged
Competitors Strategy
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Macro-Socio Eco AnalysisPolitical:
Increasing Need for Budget Homes and governmentsupport for the same.
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Economical:
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Social:
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High Involvement
Low Involvement
Rational Emotional
Castle
FCB GridPromotional Strategy :Use of strong visuals,
Emotional appeal,
Music and animations
http://castle.pptx/http://castle.pptx/7/31/2019 Castle (Met Bkc)
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Promotional Objectives
Communicating the project features to TG in most
effective and efficient way (using Social Media
Channels)
Creating awareness amongst people and convert
aware people into potential buyers
Converting 80% of informed customers into
potential buyers
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Think, Feel.DO!
Think
Feel
Do
Castle is catering to Higher Middle Classand Middle Class of Mumbai. The Segment is purely price sensitive THINK-FEEL-DO is
The potential buyer willTHINK 100 timesbefore even reaching to any conclusion.(Price, Loans, EMI, DP, SFA, Offerings,
Proximity to station, Bus stop etc)
Feel effect deals with emotionalinvolvement in buying. (First home)
Do = Action! (Buying a Flat)
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Expected promotional performance
2550
7512.3
21.3
54.1
10
18.3
49.09
0
2040
60
80
100
120
140
160
180
200
Q1 Q2 Q3
Think Feel Do
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GO!REGAON (
Scenic surroundings5 min from Railwaystation and Bus depot
Semi-Furnishedapartment
Modular KitchenIndividual Parking SpacePlayground for kids
Site address:Near Dindoshi Busdepot, Goregoan(East)
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2 BHK FLAT Semi Furnished Flat
INR 1.25 CR. 1300 SQ.FT
RS.9610/SQ FT.
10% DOWN PAYMENT.
10 YR EMI.
Call Now :
022 65465465
Visit us:www.castlecorp.in
Follow Us on
http://www.castlecorp.in/http://www.castlecorp.in/7/31/2019 Castle (Met Bkc)
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Promotional Strategies
How are we going to reach to our TG??? (ATL)
TV
Your Very own Castle
Goregaon (E)
Your Very own CastleGoregaon (E)
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THANK YOU!!!