Ayush Choudhary

2018PGP084

Insight from given data

1) The most profitable inventory is 2 BHK Luxury with Rs 9466 Price/Sq.ft . The least profitable is
2 BHK Smart with Rs. 7923 Price/Sq.ft. The other two are 1 BHK Rs. 8817 Price/Sq.ft, and 3 BHK
Smart Rs. 9166 Price/Sq.ft.
2) Reason for withdrawal is Layout/ floor plan if highest. We need to look into the room sizes of 2
BHK optima second (2) tower & 1 BHK Ultima third (3) tower in which only one or two
inventories is sold. May be room sizes is ok but structure of rooms are problematic
3) We need to tweak some prices of 2 BHK optima second tower & 1 BHK Ultima third (3) tower
because as many as 12 customers are facing issues with bugdet . The customer is not willing to
pay 52.5-60.5 Lacs because he/she think it is not worth to pay for “No specific view”.
4) # of customers who asked for refund/ # of expression of interest collected = 85/480 = 18% and #
of visits on allocation day is 326 meaning that 154 customers haven’t visited the site on
allocation day and we still have their token money and customer are still interested in property.
5) The Number of bookings on allocation day/ Targeted booking on allocation day = 131/250*100 ~
52%. We need to give offers to customer so that this number is driven up to at least 70%
6) Marketing spend /# of bookings on allocation day = 3 cr /131 = 2.29 Lacs is too high. We need to
target our customers through better channels.

Metrics

1) Metrics based on Budget and Income Group

For ex- If a customer earning is less than 3 lac and his/her budget is in the of range 80 -90 lac, it
is unlikely to buy inventory or she might default. So, it is better not to market to such customers

2) Metrics based on mismatch between Budget and Configuration Interested in (1,2,3 BHK)

For ex- His/her budget is in the of range 40 -50 lac and he/she is asking for 3 BHK, then it is not
possible. So, it is better not to market to such customers

Post-launch

1) We should tie-up with HDFC bank as it is the most preferred choice of customers (65%) and we
can negotiate with HDFC bank for better interest rates.
2) We should stop giving Ads on Radio Channel as it form a very low percentage (0.21%) and
instead give some incentives to Friends/Relatives who recommend our properties. In this way,
we encourage maintaining relationships and they can further give more business.
3) 98% of customers want Modular Kitchen. For this also, we can tie-up with vendors like Kitchen
City etc to optimise the cost and take advantage of Economies of Scale.
4) 67% of customers preferred 2 BHK (comfort and luxury). We should construct more 2 BHK
properties or sell remaining inventories by give attractive offers as this are in high demand.
5) Customers earning less than 10 lac form 66% (317) out of which 215 customers showed
interest in 2 BHK (comfort and luxury).