Green Office Space Marketing Plan

Rohit Mittal
MARKET SUMMARY GURGAON (COMMERCIAL SPACE) [DATA - COLLIERS
REPORT JULY 2016]
Leasing Activity 46% increase QOQ
Rents are likely to remain stable with upward bias due to limited supply of quality space
Gurgaon office property market witnessed about 1.02 million Square feet of office absorptions to
totaling to about 1.72 million sq. ft. YTD.
IT/ITES, BFSI were the key occupiers with 32% and 25% share respectively in lease volume
Manufacturing and Consulting firms looking to expand or enter the market
NH8 and Sohna Road are the most preferred micro markets sharing about 32% and 24% total office
absorption

Product Definition
Completely Green property (*Note* Dont know any other aspect of the product)
Consumer Promise
Low TCO (Total cost of ownership) in comparison to the tradition brick and mortar structures from
other competitors by 50% (*Note* - A random idea of why a prospect should buy)
MARKET SEGMENTATION
Identified Target Audience & Cities

IT/ITES
BFSI
MANUFACTURING
CONSULTING
CONSUMER GOODS
ENERGY
HEALTHCARE
PHARMACEUTICALS
RETAIL
SKILLS & EDUCATION
TELECOM
START-Ups
SME/SOHO

Cities where the HQ of the above TA is available

New Delhi-NCR
Mumbai & Pune
Chennai, Bengaluru, Hyderabad, Cochin
Kokatta
International Markets

Green Office Space Marketing Plan

LAUNCH STRATEGY
Messaging by Target Audience
1. Identify a universe of top 100 organizations from the above mentioned TA via various means
like LinkedIn, Industry level databases like ASSOCHAM, NASSCOM, People Matters, HR
Katha.
2. List marketing messages for different audiences.
3. Both offline and online mediums to be used for the message dissemination
AWARENESS CREATION & EXECUTION PLAN
Public Relations
Enrollment of an effective PR agency (for a quarter to test the waters)
Prepare the PR plan in conjunction with the agency
Backup PR plan, including editorial calendars, speaking engagements, conference schedules,
etc.
Advertising Strategy and Execution (Considering that the client has budget)
Identify the On Air Partners based on their reach and cost effectiveness
Identify the Print partners like ET, Relevant trade magazines, OOH
Identify the relevant industry and trade events for promoting the property
Direct Marketing / BTL
Organize networking events with the Broker community / Architects in the target cities
Organize site visits
Brochures & Giveaways
Tele Calling/Text Messaging concentrated on to the TA
DIGITAL Marketing

The digital world has not changed the principles of marketing but rather has magnified everything we know to
be true about building a great brand. Digital tools have become virtual water coolers.

Dedicated website of the property backed by SEO

Social Networks Facebook, LinkedIn, Instagram
Affiliate Marketing to generate traffic
Ad Networks / PPC
Email Marketing
Display Advertising
Digital PR

Broad Timelines
Q1 to be dedicated to ATL (PR, Advertising, Digital Marketing). Weekly or fortnightly
review of the activities and apply any tweaks if needed. Progress reports to be
submitted
Q2 & Q3 to understand the results, analytics, lead generation
Q4 Final thrust
August 17, 2016

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