MARKETING: LODHA GROUP

The marketing organization is structured along the following lines -

1. Marketing management [Product & Brand management]
2. Marketing Services [Market Research, Pre-sales]
3. Loyalty and Referral
4. Below the line marketing including corporate, channel & NRI marketing
5. Technology & Information Systems Operations
6. Online Marketing
7. PR and Media Relations
The team works towards developing a multi-pronged and differentiated approach to brand building from the point
of conceptualizing the product, developing a differentiated product positioning and marketing strategy, managing
various marketing programs and customer interactions till the point of handover to customer.
The group strongly believes in using ‘brand’ as a differentiator and has developed itself as a pioneer of branded
realty, delivering consistent brand experience across customer touch-points. This has enabled to created strong
consumer affinity for the brand/s making the group no. 1 in real estate sales nationally. Also, as per syndicated
research conducted by a research firm of international repute, Lodha today is the most desired real estate brand in
Mumbai.
We have invested in building strong and professional team to meet challenges in an ever evolutionary and dynamic
environment and make significant contribution at the brand, category and company level. The teams together
comprise of professionals from the best business schools including IIMs, ISB, XLRI, SP Jain. These professionals have
been drawn from top FMCG, automobile, and consumer durables companies.

The role -
As a marketing manager, your role would include handling the end to end responsibility of a brand/s, category
identifying marketing and sales issues, conducting analyses, putting together conclusions and effectively deploying
marketing plans and programs. You would be mandated to contribute to individual or team projects and work
closely with associates with key functions within the organization and outside. You would be regularly involved in
interactions with the senior/top management

People -
• An ability to engage with stake holders through a distinct value-add
• Vision based approach rather than task based approach
• Network & relationship building with the aptitude and attitude to handle complexity
• Conveys energy & achieves results
• Keen eye for details

What we offer -
• Size of Brand - Ability to handle brands whose size is much larger than turnover of many companies:
Smallest at Rs 500 Cr and largest at Rs 15K Cr with 35 such brands
• Comprehensiveness - Handling the entire lifecycle of the brand – from conception to delivery and
opportunity to deliver high impact
• Variety – Largest portfolio of brands spread across the entire RE spectrum which allows to imbue learning
across customer segments
• Closeness – to the customer and the ability to immediately see the marketing impact on customer and
business
• Competitive compensation with leveraged performance based variable compensation and opportunity for
wealth sharing
 JOB DESCRIPTION
Functional Mandate & KRAs of Marketing Department
Functional Mandate
− To maximize Gross Contribution delivered segment
and project level at targeted sales volume
− To create effective product portfolio for the
business by understanding present and future
business opportunities
− To create and manage world class real estate
brands using advertising and other marketing tools
− Brand: To use various communication channels
(advertising, PR, BTL etc.) through various mediums
to create enhanced target audience awareness of
target brand attributes in cost effective fashion
and to deliver required footfalls in quality and
quantity
− To provide adequate and fast market intelligence
inputs for ensuring a robust pricing strategy and
mechanism for each product on an ongoing basis
KRA / Success Measures
− Targeted Gross Contribution - in Value and %age
terms as per business plan
− Qualitative assessment of marketing inputs and
speed of sales (No. of units sold per month Vs
Target) for each project
− Maximize brand valuation and maximize
capability to charge price premium
− Brand:
a) % change in public perception of target brand
attributes as measured by third party survey
b) % increase in actual brand spend over target
budget
− Competitor pricing change and sales transaction
information speed (Response time in number of
days)