EcoConnect Constructions is a real estate developer focused on developing eco-friendly residential complexes. Their vision is to be a leader in eco-friendly homes that are well-designed, safe and secure spaces with easy access to amenities. Their objective is to provide eco-friendly homes and increase their market share in the residential segment to 25% by 2016. They conduct a situation analysis that reveals a growing market opportunity in eco-friendly housing catering to upper middle class home buyers. Their marketing strategy involves targeting salaried couples aged 35-44, offering a 2BHK flat priced between 1.5 to 2 crores located near transportation with an emphasis on eco-friendly features.

1. HOUSING COMPLEX PROJECT

2. 1. Private owned Real Estate Developer established in 1989
2. Development of 15 million sq ft of Prime Real Estate spread
over 50 projects located in and around Mumbai
3. Product portfolio includes Residential and
Commercial Complexes
4. ISO – 9001 – 2000 certified from American Quality
Assessors (AQA)
ECOCONNECT CONSTRUCTIONS – AN
OVERVIEW

3. INTRODUCTION
• Vision
Our vision is to be a leader in the residential construction
segment promoting the value of Eco friendly homes
• Mission
To build homes that are eco friendly; are safe, secure, well
designed physical spaces that have a freshness of approach
and easy access to vital facilities which make living a joyous
experience
• Objective
Providing eco-friendly homes and increasing the market share
in the residential segment by 25% till 2016

4. • SUSTAINABLE COMPETITIVE ADVANTAGE
Extending Eco friendly approach to other avenues like Hospitality, Resorts,
Malls in next ten years
• CORE COMPETENCY
Providing eco friendly homes to our valued customer
• VALUE PROPOSITION
Eco friendly houses at an affordable cost
• VALUE DRIVER
Eco friendliness
VALUE CHAIN ANALYSIS

5. GENERIC MARKETING STRATEGY
• Broad differentiation - Appeals to masses with
functional excellence
• Differentiated eco-friendly houses will satisfy the
needs of the customers through having a sustainable
competitive advantage
• Sustainable competitive advantage - Eco-friendly
homes at affordable prices giving buyers value for
money

6. Value Driver Value Proposition Value
Chain Analysis
Core Competency
Sustainable Competitive
Advantage

7. Inference from Porter’s Five Forces Model
• Threat from new entrants is high as a result of which
we will adopt an extensive advertising strategy to
increase our brand equity and offer low prices
indirectly creating entry barriers
• Adoption of an intensive creative strategy to withstand
high competition by conducting seminars / workshops
on eco-friendliness during exhibitions and sponsoring
events
• Creating a marked differentiation as providers of eco
friendly homes in the minds of the consumer

8. PESTEL ANALYSIS

9. MARKETING PLAN
• Situation Analysis
• Problem Analysis
• Marketing Objective
• Marketing Strategy
• Marketing Tactics

10. SITUATION ANALYSIS
1. MARKET ANALYSIS
• Aspiring Upper Middle Class
• Rise in purchasing power
• Ease in availability of affordable finance
• Favorable reforms by government (rise in FDI)
• Real estate growing at the rate of 33% Compound Annual
Growth Rate

11. 2. CONSUMER ANALYSIS
• Emergence of nuclear family system
• House as an ‘Investment’ option
• Long term housing loans (easily available) have
encouraged the growth of consumers in Housing sector
SITUATION ANALYSIS

12. 3. COMPETITION ANALYSIS
• Other builders- Raheja, DLF, Parsvnath
• Market share
• Local builders
SITUATION ANALYSIS

13. SITUATION ANALYSIS
DLF
• Largest Real Estate Developers
• All classes- residential, retail, commercial
• Developed >220mn sq. ft of Built Up Area
K. Raheja Corp.
• Residential, retail, commercial asset classes
• Developed >5mn sq.ft. & planning for 13mn more sq.ft. BUA
Parsvnath Developers
• 46 cities- 17 states
• 81mn sq.ft. area under construction scope for 200mn sq.ft.
• IT parks and 12 SEZs are under plan

14. 4. MACRO SOCIO - ECONOMIC
• Migration of upper middle class in urban cities for better
working opportunities
• Convenience of purchasing a flat over building a home
• Aspiration of owning a house at a younger age
• More Financial and Insurance Institution’s support
• High registration and stamp duties levied by the
government
SITUATION ANALYSIS

15. SITUATION ANALYSIS
5 COMPETENCY ( S W O T) ANALYSIS
I Strength
• Eco friendly (optimal usage of natural resources)
• Proximity to railway station and bus stops
• Strong financial credibility with financial institutions
II Weakness
• Project located in the midst of the city
• Space for leisure and recreation
• Limited green cover

16. ( S W O T) ANALYSIS
III Opportunity
• Robust demand for Residential homes
• Consciousness of Eco Friendly housing
IV Threats
• Existing players
SITUATION ANALYSIS

17. MARKETING PROBLEM
• Variety of choices available for the consumer
• Inflation and recession
• Soaring real estate prices
MARKETING OBJECTIVE
Providing eco-friendly homes and increasing the market share
in the residential segment by 25% till 2016

18. SEGMENTATION
Comfort Convenience Hygiene Budget
25-34 years
5-15 lakhs
35-44years 45-54 years
16-30 lakhs 31-50 lakhs
MARKETING STRATEGY

19. I. TARGETTING
Salaried couples preferring convenience of travel ,between age
group of 35-44 years, earning approximately 16-30 lakhs p.a, in
need of a 2 BHK unfurnished flat
II. POSITIONING
Eco-friendly way of living
III. DIFFERENTIATION
Efficient usage of natural resources
( use of solar panels to generate electricity for lighting, rainwater
harvesting, day care center, vermiculture)
MARKETING STRATEGY

20. MARKETING TACTICS
I. PRICE
A 2BHK flat in the city center area in the range of
Rs.1.5 to 2 Crores
II. PRODUCT
An eco friendly 2 BHK with parking facility and play
parks
III. PLACE
Housing complex located at 5 min. walking
distance from railway station and bus depot in
urban area

21. • ‘Think Feel Do’ approach which includes ‘High
Involvement’ and ‘Rational’ thinking
• Cognitive - Rainwater harvesting, solar power
generation
• Affective - This leads to low maintenance cost
• Connative - Making this conviction of eco friendly
lifestyle the use of alternative natural resources
MARKETING TACTICS
70%
30%

22. MARKETING TACTICS
Inference –
• Making 70% of the population aware about Eco friendliness
and converting 30% to buy the flats
• This would require long media formats with large contents
like newspapers
• Short formats like radio jingles

23. MEDIA STRATEGY
I. OBJECTIVE
• To reach 70% of target audience with a budget of Rs. 1.8 crs
• Concentration on extensive advertising 6 months prior to ‘Bhoomy Poojan’,
in and around Mumbai, with a frequency of 3+ exposures per individual
More
Frequency
of Adv
Multiple
Exposures
Huge
Competition
More Sales

24. MEDIA STRATEGY
II. TARGET AUDIENCE
• Nuclear family, career oriented professional couple, between
the age-group of 35-44 years earning 16-30 lakhs p.a, looking
for Eco friendly homes that give them value for money
III. MEDIA TARGETABLE NUMBER
• Frequently advertising through ‘Times Property, HT estate’
(long format newspaper copies)
• Hoardings to make the homes look appealing
• We need to convert 30% for initial booking the flats within 6
months before ‘Bhoomy Poojan’

25. MEDIA STRATEGY
IV. MEDIA MIX
1. Newspapers(Times Property), magazines
2. Outdoor- Hoardings, Flex Advertisements
3. Radio jingles
4. Exhibitions

26. Objective – To covert 30% of people to book flats, before the actual
construction starts
Tone of Voice – Warmth and specific(informative)
• Two pronged strategy highlighting rational and
emotional benefits
• Employing long media format exhibiting the following
features :
- Eco-friendly lifestyle with an insurance cover
- Utilization of alternative energy resources
- Green Rating certified
- Wi-Fi Provision, CCTV
- Affordable EMI, tie up with banks
CREATIVE STRATEGY

27. ADVERTISING STRATEGY
• Long Media format like Newspapers, magazines lighting
informative content
• Application of short media formats highlighting
emotional benefits like:
- Day care centers
- Play and Park
- Scene of Dream home