Marketing Mix for

Corporate Homes

Sustainable Corporate
Housing from Lotus Greens

Kotlers Principles

Segmenting
Segmentation Variables
Geographic
Demographic
Psychographic
Behavioural

Geographic Segmenting
Dividing markets into different geographic units.
Examples:
Micro Markets | Noida, Greater Noida, Gurgaon, New Delhi
Sub Micro Markets | NPR, SPR, Sector 89, Sector 15,16,17,
Dwarka
Proximities to office location Hubs
Population Density: rural, suburban, urban

Demographic Segmentation
Using Differences or Similarities in:
Age, gender, family size, family life
cycle,
Income, occupation, education, race,
and religion
Ease of measurement and cluster formation.

Psychographic
Segmentation
Partitioning of the prospective buyers based
on lifestyle and personality characteristics
Using psychology and demographics to
better
understand consumers.
Use AIO inventories (Activities, Interests &
Opinion)

Behavioural Segmantaiton
Divide buyers into groups on the basis of knowledge, attitude toward, use of, or
response to the housing product.
Roles in Buying Decision
Initiator
Influencer
Decider
Buyer
User

Behavioural Segmantaiton
Occasion
Special promotions for
festivals and holidays
Special products for
special occasions.

Loyalty Status
Nonusers, ex-users,
potential users, firsttime users, regular users.

Benefits Sought

Usage Rate

Different segments
desire different benefits
from the same products.

Light, medium,
heavy. Eg different
members of the
family spend
different amount
of time in the
house

Targeting
Focusing on those consumers we have the greatest
chance of satisfying.
Identifying Corporates basis:
No of Employees
Area Occupied
Salary Levels
Paretos Analysis

Positioning
Place Corporate Homes in consumers minds
relative to competing products
Create a customer-focused value proposition
, a reason why the target market should buy
the product.

Product Development
Controllables
Quality
Styling
Durability
Packaging
Range of Sizes
Availability &
Structure of
Finance
Warranties
Brand Image

Usage of Market Research for Product Development.

Eg.Primary Survey, Focus Group Interviews etc.

Pricing
Primary Considerations:
Customer demand, costs,
information, availability,
competition, market profit motives,
product positioning and statutory
Secondary Consideration:
Line Vs. Category Pricing

Promotion
Integrated Marketing Communication
(IMC) Approach
Advertising, publicity, sales
promotion, personal selling,
sponsorship marketing, and point-ofpurchase communications

Physical Distribution
Creation of a Network of Channels
Corporate HR
Roadshows
Personalised Coverage

Value Proposition
Brand,
Product &
Company

Target
Customers

Benefits

Value
Proposition

Lotus Greens
Corporate
Homes

Lifestyle
Oriented,
Affluent and
Working in Top
Corporate
Organizations

Peace of Mind,
Comfort,
Reliability

Homes that
provide you
comfort,
expanse and
like minded
communityfamily living.
Where one
investment is
good enough
for a lifetime.

Thank you !!