Nilesh Sonawane Husain Telwala

Pinakin Odhekar
AZHAR SHEIKH

Lets uncompromise
MUMBAI

Vision
The Castle Developers seeks to construct a better life
for its customers by leveraging its core strengths - the Cs of Customer, Credibility and Cost- to create value by providing quality and design that benchmark the highest standards of living.

Mission

To responsibly serve societys need for affordable

and quality living.

Corporate Objective

To achieve Leadership Position in the market.

Our Values
Quality Innovation Trust Respect Customer Focus Action Orientation Responsibility to Society

FEATURES
In a Standard 2BHK Flat:
Scenic surroundings 5 min from Railway station and Bus depot. Semi-Furnished apartment. Modular Kitchen Individual Parking Space.

layground for kids

Cost Details
2BHK flat 1.25 cr. 1300 sq.ft Rs.9610/sq ft.

10% Down payment.

10 yr EMI. Finance available from HDFC BANK

Standard Flat layout

DSTP
Differentiation:Better living solutions at Economical Price

Segmentation
Basic Fully Furnished Semi Furnished

25-30 years

30-35 Years

35-40 Years

45 Years and Above

8-15 Lacs

15-23 Lacs

24-32 Lacs

33-40 Lacs

Target
Customers looking for semi-furnished new flats at

affordable costs in western suburbs of Mumbai Age Group of 30-35 years. Income Group 15-23 lacs PA

Positioning
Affordable, semi luxurious flats in western suburbs of Mumbai

Marketing Mix

2 BHK SEMI FURNISHED FLATS

(RS.9610/SQ F)

1.25 CR. 1300 SQ.FT

Goregaon Western suburb Mumbai

PromotionOOH, PRINT, Digital(Viral, Social)

VCA
Affordable pricing Money

Values we give to our customers

Benefits

Strategic Location Semi furnished

Cost Effective Housing!

How we shall Extract Value and deliver the same to customer

Value to Customer

Interrupted Electricity

Eco-friendly, Low water Absorption, high strength

Important for every house to avoid unfortunate events

Will save cost and avoid wastage of water

Buy Diesel Generators

Buy Fly Ash Bricks plant

Use of fireproof wiring

Install Rain-water Harvesting

Value to Company

Value Proposition

Customers

Quality

Cost

Core Competency
The core competency of Castle is as strong as its landmarks. The core competency of castle is

Quality housing in affordable Price

SWOT ANALYSIS
Strengths:
Good Reputation with Vast experience Large geographic area for labor pool.

Efficient & Loyal workforce

Nearby universities and colleges. State and County Roads.

SWOT
Weakness:
Lack of shopping and entertainment options Far away Airport

Poor road conditions

SWOT
Opportunities:
Migrations from other cities to Mumbai Increase in the purchasing power of Customer Strategic partnerships and alliances are a key part of our

strategy. We have linked up with a number of major Indian and ternational banks to offer financing packages to potential ers. partner banks include HDFC, ICICI and Citibank. properties are vetted and pre-approved by banks, thus ng the loan process much simpler.

SWOT
Threats:
Aggressive incentives by competitors Available commercial lands controlled by few

individuals No managed growth plan for land development could ad to many incompatible land uses. nging political and bureaucratic landscape curity and limitation of base funding.

From the SWOT Analysis

Opportunity : Migrations to Mumbai Rise in the purchasing capacity Demand for affordable living Positive financial scenario Strategy: Converting tenets into potential customers Leveraging the positive financial scenario

5 Forces
Government Policies (FSI), Economies of scale Legal Barriers Political Influence Local Dominance

Price performance trade off of substitute (Let out, Lease, MHADA,CIDCO)

Quota selling, Trade relations with existing players, Price Leadership, Monopoly

Bargaining leverage, Price sensitivity, Substitute available, Buyers incentives

Interpretation 5 forces Model

Since Castle is focusing mainly on price sensitive

customers , the possibility of threats from Long term lease and government housing solutions like CIDCO and MHADA cannot be ignored. There is a potential threat from suppliers as the preference towards existing giants and availability of RM is unpredictable. Chance of experiencing monopoly from supplier Price sensitivity of customers

Competitor Analysis
MANTRI BUILDERS
In just 12 years, the company has delivered over 6,000 homes, built 20 projects and has to its credit over 1 crore square feet of constructed area, over 30,000 satisfied residents and over one crore square feet under various stages of construction.
First to offer customization of interiors & specifications bare shell.

First to offer Home Concierge: on-call services at your doorstep

First PPP in India for development of a Metro station with Bangalore

Metro Rail Corporation Ltd (BMRCL)

 LODHA:
Established in 1980, the Lodha Group is Mumbais premier real estate developer. The Group is currently developing in excess of 30 million sq ft of prime real estate, over 27 projects in and around Mumbai, from NapeanSea Road to Dombivali.

Other accomplishments include: Winner of International Property Awards Winner, International Property Awards** in association with Bloomberg Lodha Fiorenza, Mumbai for best high-rise development Lodha Bellezza, Hyderabad for best high-rise architecture Lodha Golflinks, Palava for best residential golf development Leaders of Indian Infrastructure & Construction Award by Economic Times ACETECH.

Competitor mapping
Competitors
Both of the competitors

Strategy

Castle has an equal

are having a great repute In spite of the reputation and experience, they are serving only a niche Their area of expertise is design and landscaping Customers are image sensitive and less price conscious

level of reputation Castle is not ruling out the price sensitive market The core competency of castle (Great Quality and Affordable cost) can be leveraged

Macro-Socio Eco Analysis

Political: Increasing Need for Budget Homes and government support for the same.

Economical:

Social:

FCB Grid
High Involvement
Promotional Strategy : Use of strong visuals, Emotional appeal, Music and animations

Castle

Rational

Emotional

Low Involvement

Promotional Objectives
Communicating the project features to TG in most

effective and efficient way (using Social Media

Channels)
Creating awareness amongst people and convert

aware people into potential buyers

Converting 80% of informed customers into

potential buyers

Think, Feel.DO!
Castle is catering to Higher Middle Class and Middle Class of Mumbai. The Segment is purely price sensitive THINK-FEEL-DO is
Feel Do

The potential buyer will THINK 100 times before even reaching to any conclusion. (Price, Loans, EMI, DP, SFA, Offerings, Proximity to station, Bus stop etc)
Feel effect deals with emotional involvement in buying. (First home)

Think

Do = Action! (Buying a Flat)

Expected promotional performance

200 180 160 140 120 100 80 60 40 20 0 10 12.3 25 Q1 Think Q2 Feel Do Q3 18.3 21.3 75 50 54.1 49.09

Scenic surroundings 5 min from Railway station and Bus depot Semi-Furnished apartment

Modular Kitchen Site address: Individual Parking Space Near Dindoshi Bus Playground for kids depot, Goregoan

(East)

GO!REGAON (E

2 BHK FLAT Semi Furnished Flat

INR 1.25 CR. 1300 SQ.FT RS.9610/SQ FT. 10% DOWN PAYMENT. 10 YR EMI.

Call Now :

022 65465465
Visit us: www.castlecorp.in

Follow Us on

Harmony

Promotional Strategies
How are we going to reach to our TG??? (ATL)

Print TV
Your Very own Castle
Your Very own Castle

Goregaon (E)

Goregaon (E)

THANK YOU!!!