Professional Documents
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Ansal API
Ansal API
4)
C O M PA R I T I V E S T U DY O F M A R K E T I N G
S T R AT E G I E S I N R E A L E S TAT E I N D U S T RY
Presented by:
Bharat Krishnan
(WMP08008)
Mudit Dayal
(WMP 08023)
Nikhil Thapar
(WMP 08024) )
Ravissant Markandey
(WMP 08037)
Agenda
Company Profile
SWOT
Marketing Mix
Key Findings of the Survey
Analysis of Consumer Behavior
Suggestion and
recommendation
[2]
IT Parks
SEZs
Facilities Management
Infrastructure & Utility Services
[3]
[4]
[5]
S.W.O.T Analysis
[6]
Marketing Mix
Place
Typically a group housing society offered by Ansal API
comprises of
Type
1 BKK
2 BHK
2 BHK + Study
3 BHK
3 BHK + Study
4 BHK
Super Area
650 700 Sq Feet
950 1100 Sq Feet
1100 1250 Sq Feet
1300 - 1400 Sq. Feet
1350 1600 Sq Feet
1800 2100 Sq. Feet
[7]
Marketing Mix
Promotion
Advertisements
1) Printed Media through news papers, magazines and
brochures.
2) Banners and Hoardings in all major Highways and
places of commercial importance
3) TV commercials and advertisements
4) Property Expos and fairs
Sales Promotion
1) Offering a Pre-launch discount
2) Offering flexible payment terms
3) Hassle free Loan availability from major banks
4) Festive offers
5) Integrated wood work and additional facilities like RO,
Chimney etc
Publicity
Over the years, Ansal API has established for brand for
itself in the market and is known to offer a Quality
projects.
[8]
Marketing Mix
Place
As this is a high priced product and not a product of daily use so there are
limited
channels of distribution
Property Agents
Direct Selling at Corporate Office
Selling camps at site locations
Property portals
Property Expo
[9]
Analysis of Survey
Income
Preference(BHK)
< 5 lacs
1 or 2 BHK
5 -10 Lacs
2 or 3 BHK
> 10 lacs
3 BHK or Villa
Reference Groups
[11]
Age
o 28-45 possessed a greater potential
attributed to Easy availability of loans.
o Repayment capacity.
Occupation
o Preference of working class for gated
apartment (Corporate schemes to attract
pool
of buyers.
o Business class preferred
villas/independent house.
[12]
Analysis
Housing Scenario
Low Mortgage
Housing Demand
Source : DB Research
Households (000s)
Supply
8000
Su
ppl
y
7000
6000
Rs. (bn)
1600
1400
1200
1000
800
5000
Annual Income (Rs mm)
600
4000
400
3000
200
2000
Housing loan
disbursement
0
1989-99
2003-04
2009-10E
1000
0
Housing
Shortage
&
affordable
housing
absorption
showcase
a
strong fundamental driver in
the shape of housing.
Continued investment in
housing will reap positive
results
Middle
Income
familys
acceptance
to
mortgage
increasing tremendously
Lower mortgage rates and
consumer friendly policies
popularity increasing
Even today mortgage rates low
against other countries
traditional practices changing
Analysis
o
Recommendation
o
[14]
High Quality
Eldeco
Ansal API
Unitech
SuperTech
Jaypee
Spire Tech
Low Price
Orris
High Price
Low Quality
[15]
[16]
it Kumar
MP08004)
THANK
Bharat Krishnan
(WMP08008)
Mudit Dayal
(WMP 08023)
YOU
Nikhil Thapar
(WMP 08024)
Ravissant Markandey
(WMP 08037)
[17]