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Marketing Strategy Plan- Amura Marketing Technologies

CASE:

A known Pune based real estate developer has launched its project Acme Gardens in June 2015. The units range

from 2, 2.5 & 3 BHK starting Rs. 70 Lakhs per sq. ft.The Developer's marketing & sales team feel that they need to explore the digital medium for their marketing

activities, as their relevant competitors have been active on the digital channel.

Their launch budget for the digital medium is INR 15 Lakhs for duration of 2 months. Based on the performance of

this activity, they will decide on new budget allocations and further activities.

Develop a basic marketing strategy / plan (using digital only) for the above case study based on the below pointers

Goal - To increase brand awareness & project awareness

To get good enquires for the sales team

To maintain good presence on the Internet

Ans:

1)  STP OF RESIDENTIAL REAL ESTATE MARKET:

Residential segment contributes to 80% of real estate sector. For FY14, estimated housing shortage for urban

area was 21.7 million houses in India, indicating a tremendous growth opportunity. The demand for residential

segment would be 1, 65,000 units for period of 2013-17 (IBEF report)  

In Pune, the long-standing yen to living as close to the city centre as possible is finally giving way to a new way of thinking -

and a new lifestyle. More and more Puneris are now spurning the chaotic existence of inner city life and embracing the

privileges of living in less congested areas. Baner, Wakad, Undri, Wagholi and Dhanori are attracting serious demand from

home buyers who have had enough of being enslaved to traffic snarls, unacceptable air and noise pollution levels and the

uninspiring sight of a seamless concrete jungle. Developers in these areas follow the updated city planning blueprint,

which ensures open spaces, green cover, active social and civic infrastructure and wide roads. This means that they are in

no danger of becoming clones of the inner city. Properties in Pune's brand-new suburbs offer a healthier, less stressful and

more fulfilling lifestyle not only to this but for all future generations.

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As we can see the largest buying segment comprises from age group of 18-25 yrs (55%) and 25-34 yrs(32%). They both

account for 87% of all buying. Hence, it would be in most benefit to target these two segments.

We would position as

“Luxuries for Life” 

Catering to the premium segment in the above mentioned age groups.

2)  Platforms for advertising & its strategy / execution

Following are some snapshots which would help in gaining insights into Digital marketing

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We can infer following points:

  Neighborhood Info, Photo and contact information helps most in making decision: Hence we can

target sites like instagram, linkedin which caters to need of our premium segment.

3)  Budget allocation for the different digital channels & reasons for the same:  

As cost of things was not known, proper cost allocation could not be done. Instead a plan indicating

preparation and launch in indicated with various activities that can be carried out offline as well as online

in the following attached excel sheet.

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Commercial Real Estate Marketing PlanJan 2015 - March 2015

Marketing Action Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8

Offline

Print collateral

Window signage

Broker event

Print Ads

Public relations campaign

Online

Website development

Marketing PDFOutreach

Email campaign

Press release

Social Media

Media placement

Google Adwords

preparation/production

launch

January February