Find all about a well-known brand of real estate industry - how it had started and how it will be maintaining and growing its share in Indian real estate market.
2. • Introduction
• Brand Story
• Brand Equity Pyramid
• Brand Identity
• Brand Strategies
• Competitors
• Managing Brands Over Time
• Brand Report Card
3. COMPANY PROFILE
Company Name: DLF Ltd.
Industry: Real Estate
Founded: 1946
Founder: Ch. Raghvendra Singh
Headquarter: New Delhi
Key People: Dr. K P Singh (Chairman)
Mr. Mohit Gujral (CEO)
Mr. Rajeev Talwar (CEO)
4. DLF BACKGROUND
• The largest Real Estate Developer in India
• Founded by Ch. Raghvendra Singh in 1946 and its based in New Delhi
• Builds Residential, Office (Commercial) & Retail properties
• Pan India Presence
• The company earnings arising from development and rentals
5. DLF ETHOS
To contribute
significantly to building
the new India & become
world’s most
valuable real-estate
company
Vision
To build world class real-
estate businesses across six
business lines with the
highest standard of
professionalism ethics,
quality & customer service
Mission
DLF Values
Sustained efforts to enhance customer value and quality
Ethical and professional service
Compliance and respect for all community, environmental and legal
requirements.
6. MILESTONES – BRAND STORY
2004
2003
2002
1999
1996
1985
1950-64
1946
2012
2011
2010
2009
2008
2007
2006
2005
Launched premium
residential
complexes with
luxurious milieu of
the Golf Links
Ventured into
organised retail
complexes
Ventured into group
housing project
Development of 22
urban colonies like
SouthEx, GK,
Kailash Colony,
Hauz Khas
•Launched 8.3 Km
Gurgaon Expressway
•2nd automated Car
Parking in CP, Delhi
Launched plots in
Gurgaon after a
decade, creating a
suburb- ‘New Gurgaon’
Commenced
operations of DLF
Emporio, India’s first
luxury mall
Significant progress in
pursuing and ramping
up new businesses –
Hotels and Large
Townships
Founded by
Choudhury
Raghavendra
Singh
Commenced
development of
3,000-acre DLF
City, Gurgaon
Ventured into
Grade ‘A’ office
spaces in
Gurgaon
Commences
development of
‘DLF Cybercity” in
Gurgaon
Focus on IT Parks
and next generation
malls
Formed JVs with
Prudential for Life
Insurance & AMC.
Also entered Capital
markets
Launched Capital
Greens, the largest
private sector
residential projects in
Delhi
Delivered Delhi’s first
Automated Car
Parking in Sarojini
Nagar
7. MILESTONES – BRAND STORY
2016
2014
2013
DLF launches, DLF Mall of India the first destination mall of the
country. Spread across 2 million (Sq.ft. GLA) The essence of the
mall is that of a destination, which encapsulates not just shopping
but a never-before food & entertainment experience, which is
thoughtfully and craftfully divided in 5 zones. The Mall is spread
over 7 floors and houses over 330 brands.
DLF Emporio concluded India's first CMBS issue
DLF becomes India's first development company to get ISO
certificate
DLF becomes world's first real estate company to get BSC 'Sword
of Honour' for the highest standards in office space safety
Launched Cyber Hub- India's first integrated Food-Entertainment
destination at DLF Cybercity, Gurgaon
9. BRAND IDENTITY = AWARENESS + IMAGE
BRAND NAMES, LOGOS AND SYMBOLS, CHARACTERS, URLS, SLOGANS, JINGLES, PACKAGING
• The pyramid consists of nine small pyramids which
show cohesion, interdependence, support and
foundation and all are serving for a common
purpose and dedicated to achieve greater heights.
• The company's name represents the solidity of the
enterprise; emphasizes accountability,
responsibility as being a strong and integral part of
the Group's ethics.
• The line ‘building India’ represents the mission line
and it also says they are a prime contributor to the
country’s growth and it also says about the
company’s heritage and culture for 60 years.
10. BRAND IDENTITY OF DLF AS
• Luxurious
• Honest
• Stylish
• Reliable
• National
• United
• Established
• Mature
• Honest
• Promising
• Trustworthy
• Reliable
• Entertainmen
t
• Joy
• Satisfaction
18. BRAND
STRATEGIES
• Business organizing on vertical basis
• Hotels, Homes, Office and retails independent of each
other
• Same structure is followed not only at corporate level
but also at national level.
• With core business reaching stable operating
performance, focus is to aggressively ramp up new
businesses
• DLF will look into making small pure investment in
non-real business, with target ROI of 20%.
• Key focus on execution of unfinished projects
• Branding, re-establishing the company name
• LIG flats – House for Medium & lower class family
• Emphasis on Projects in Tier 2 & 3 cities
• Contribution in the making of smart city project
19. MARKET SIZE OF REAL ESTATE COMPANIES IN INDIA
34%
11%
7%
6%
12%
Sales
DLF
Oberoi Reality
Godrej Property
Sobha
Prestige estate
Others
COMPETITORS
22. REVITALISING BRANDS
DLF GOES PHYGITAL
Gurgaon based real estate
major DLF is all set to transform its
organized retail or 'mall' platforms to a
'phygital' experience or a combination
of physical and artificial intelligence
guided digital exposure. They are kick
starting this experience with the re-
launch of Cyber Hub as Cyber Hub
2.0.
23. ADJUSTING BRAND PORTFOLIO
DEVELOPERS RENEW
INTEREST IN SEZ
Smart City initiative and GST roll-
out seem to augur well for both IT
and commercial Special
Economic Zones (SEZs) with
institutional funds and domestic
real estate developers pitching in
to develop the category.
24. B U SIN ESS TIE - U P W ITH
SN A PD EA L TO SELL
FLATS ON LIN E
• DLF has tied-up with online market place Snapdeal to
sell its apartments and would offer 1% discount to
potential home buyers
• DLF will offer on Snapdeal about 50 flats in eight
housing projects across the country in a price range of
Rs 34 lakh to Rs 3 crore
• Customers of the country's largest realty player will be
able to buy flats at Rs 30,000 booking amount
• These flats are in projects located at New Chandigarh,
Panchkula, Lucknow, Bangalore, Chennai, Kochi and
Kolkata.
ACQUIRING NEW CUSTOMERS
NEW DISTRIBUTION OUTLETS
25. DLF TIE-UP WITH SBI
FOR HOUSING PROJECT IN
GURUGRAM
DLF and SBI have signed a MoU to collaborate on
providing quality services to their premium
customers.
SBI and DLF will give preferred treatment to the
customers serviced by each other, by way of
specially designed packages, pricing, project tie-ups.
SBI has approved several ongoing and future
projects of DLF and will also be reaching out to their
premium customers and providing them information
on the products and services.
The MoU was signed by Alok Kumar Choudhary,
Chief General Manager, SBI and Aakash Ohri, Senior
Executive Director, DLF5.
26. STRATEGIES
With core businesses reaching stable operating
performance, focus is to aggressively ramp up new
businesses like hotels, infrastructure, SEZs, etc.
Implementing all the short term strategies
Procurement of funds for Projects in Tier II & III cities
via IPO, Disinvestment
Tying up with Loan Institutions
In February, DLF had said it will invest about Rs 3,500
crore this year to complete construction of almost all of
its existing housing projects
DLF has 18.5 million square feet area under
construction in various housing projects, and it is
targeting to complete about 15-16 million sq ft by end of
this year and create finished stocks amid slow sales in
the residential segment.
IMPLEMENTATION
27. BRAND REPORT CARD
ELEMENTS SCORE
(on a scale of 1-5)
COMMENTS
Is DLF positioned strongly? 4 Differentiated, Reliable &
Accountable
Is DLF as strong as it needs to be? 3 Yes, in comparison with
competitors
Is the brand personality the best
reflection of DLF?
4 Satisfactory, yet could explore
more
Is the brand memorable, meaningful? 3 Up to some extend
Is DLF involved in enough mass
communication tactics to really build
strong brand equity?
2 Could/Should do much more to
grow brand awareness
Are current secondary brand
associations relevant to desired brand
identity and personality?
3 Need some more association to
leverage
Does the social media branding match
DLF branding?
2 Require more salience (Visibility)
29. BALANCE SCORE CARD
Attributes Score (out of 10) Rating (in order of
importance)
Areas which need
more focus
Delivering on
customer’s desires
5.5 2
Relevance 6 4
Value 6.5 6
Positioning 6 1
Portfolio 8 3
Integrated Marketing
Activities
5.5 5
Management 6 7
Support 5 8
Monitoring 5.5 9
