Tata Housing Sample Project for the Tata Value Homes project - Boisar

1. 2BHK, 3BHK Ready to move in

2. About New Haven (Boisar)
New Haven, true to its name is spacious and pleasant,
with amenities that ease the anxieties of everyday life.
It offers 2BHK and 3BHK apartments at Tata Value
Homes’ New Haven, Boisar (Mumbai) registered under
Maharashtra Real Estate (Regulation and Development)
Act, 2016 (RERA) .
Project Amenities:

3. Objective
 To sell 100 units of New Haven Boisar
 To create awareness about New Haven Boisar
 To generate new leads & increase conversion rates
 To increase website traffic & social media impressions
 Increase no. of new customers via social media & customer
referrals

4. Segmentation – Affordable Housing
Real Estate
Market
Commercial
Residential
Status
Budget
Age < 28
years
Age 28 to 58
years
Income (In
Lpa) < 8
8 -15
> 15
Age > 58
years
ConvenienceRetail
* Lpa – Lacs per annum

5. Target Audience
• Our TG – Service class earning an income between 8 to 15 lacs
per annum between the age group of 28 to 58.
• Majorly working class who look for affordable and stylish homes.

6. Positioning
• Futuristic living at affordable rates.
• Affordable township housing for mid - income and upper
middle income groups.
• Stress-free experience in peaceful environment.
• Located in the developing area of the city.
• Owing to the connectivity, availability of land and future
proposed infrastructure development initiatives, boisar is
one of the upcoming residential destinations in mumbai
metropolitan region.

7. Pen Portrait - Mr. Yusuf Shaikh & Family
• Mr. Yusuf Shaikh & his family is residing in
Palghar on rent for 10 years and has
arranged for a good amount of saving to
buy a home within western line since he
works for a company in Andheri.
• His wife is a homemaker and has 2 children
studying in IVth & Ist grade respectively.
• Mr. Yusuf requires a peaceful place to get
home to after a hard day's work but he also
needs safety for children. He has a modern
taste and is hunting home away from the
hustle and bustle but with good
connectivity.

8. Pen Portrait - Mr. & Mrs. Prashant Pathare
• Mr. Pathare has been working with for 5
years in an IT company which is located in
Borivali. His wife is a school teacher at
Carmelite Convent English High School
(Vasai).
• They are currently residing in a 1 BHK flat at
Virar and have been hunting affordable
homes for a year.
• They plan to buy 2 BHK home on loan as
they are planning their family and are
looking out various projects during
weekends.

9. Pen Portrait - Mr. & Mr. D’Mello
• Mr. D’Mello is a govt. employee and has
served the govt. for 39 years. He would get
retire in 2018 and is planning to buy a home
which is ready to move in.
• He is quite tech savy and alongwith his wife
hunts for home online, since its not possible
for them to visit each site at this age.
• He desires to purchase a home with full
down payment from his accumulated
savings and prefers to buy a 2 BHK flat.

10. Pen Portrait - Mr. Sushil Kapoor
• Mr. Sushil Kapoor resides with his family in
Mumbai.
• He has been working for 6 years in an MNC
and wants to invest in a property near the
outskirts of Mumbai for a long term return.
• However, he prefers to purchase a home
with good construction quality and from a
reputed builder who has a brand value for
resale.

11. Expected sale of 100 units
Space type Units
Price (in lacs
approx.)
Total (in crs.)
2 BHK Small - 530 sq. ft. 23 27 6.21
2 BHK Medium - 632 sq. ft. 35 32 11.2
2 BHK Large - 721 sq. ft. 22 36 7.92
3 BHK Small - 967 sq. ft. 12 46 5.52
3 BHK Large - 1114 sq. ft. 8 53 4.24
Total 100 - 35

12. Bifurcation of the expected sale of 100 units
2 BHK Small - 530 sq. ft.
2 BHK Medium - 632 sq. ft.
2 BHK Large - 721 sq. ft.
3 BHK Small - 967 sq. ft.
Approx. sale of 35 Crs.
from 100 units

13. category
Sum of
Expenses
(in lacs)
Advertising 9.2
Hosuing Websites 1.8
Magazine 7.4
Contest 20
Digital Medium 15
Referal Programme 5
Creative Agency 20
Brand Agency 20
Digital Marketing 14.8
SEM 10
SEO 3
Website 1.8
Events 40
Exhibition 40
Gifts & Misc 40
Brochures 10
Calenders/Diaries 1.75
Cards 0.75
Miscellaneous 26.5
Welcome Kit 1
Public Relations 6
Press 6
Grand Total 150
* Data: Exhibit A

14. Pre – Launch Plan
•Advertisements – billboards on roadside & nearby highway
• Hoardings on electric pole on a road to the project
• Real estate exhibitions
• Newspaper ads
• Radio ads
• Value added services like low interest loan
• In – cinema advertising

15. Q. Why customers prefer to buy Tata
Value Homes?
A. Tata Brand Value B. Affordable Housing
C. Modern Amenities D. All of the above
“A man can buy a house but only a woman can make it a home”
Sahi
Jawaab!!!

16. Tactic - Promotion
•Print ads
•Magazines: Trade & business
-Property plus
-Good homes
-Business world
•News papers
-Times property
-Mid day
•Outdoor: Mall activation
•AV:
- In cinema
-Ads & slides
• Digital
- PPC marketing
- Google Adwords
- Online advertising
•Brochures, flyers distribution
•Broker meet
•Corporate tie-up
•Property expo
•Mall activation
•PR
•Micro website
•Email campaigns
• Bulk SMS & WhatsApp marketing
ATL = 55% BTL = 45%

17. New Ideas
• Special Discounts on booking for Indian armed forces.
• Banners near D-mart and Hypercity.
• Special discount on booking to all Tata Employees who wish to buy
property Bosiar.
• Tata Sky – ads on their home channel.
• Pop ups on property sites : 99 acres, magic bricks, housing.com,
policybazaar.com, times property etc.
• Pop ups on stock broking sites: money control.
• Hoardings at Boisar, Virar, Vasai, Dhanu & Tarapur railway stations.
• Advertising in Mumbai metro trains.
• Putting up standees at Banks in the nearby vicinity.

18. Group Booking
• Targeting employees at
BARC (Tarapur) who desires
to buy/invest/rent
properties nearby.
• Setting up stall for 2-3 days
at their office to create
awareness about brand and
the project portraying the
benefits of investing at
Boisar.
• Also targeting the area near
BARC residential township.

19. Site Branding
• Because First impression is the last impression

20. Thank you for listening!
Are there any questions?
Presentation by
Aashiya Khan