r

4)

C O M PA R I T I V E S T U DY O F M A R K E T I N G
S T R AT E G I E S I N R E A L E S TAT E I N D U S T RY

Presented by:
Bharat Krishnan
(WMP08008)

Mudit Dayal
(WMP 08023)

Nikhil Thapar
(WMP 08024) )

Ravissant Markandey
(WMP 08037)

Agenda

Company Profile

SWOT
Marketing Mix
Key Findings of the Survey
Analysis of Consumer Behavior
Suggestion and
recommendation

[2]

Company Profile Basic facts

Ansal API was set up in 1967 as a Real Estate Development Company.

Over the years, the company has expanded its presence into more and more segments
in the Realty and Infrastructure sectors.
The company presently operates in the following verticals:
Integrated Townships
Retail Shopping Malls
Commercial projects
Hi- Tech Engineering

IT Parks
SEZs
Facilities Management
Infrastructure & Utility Services

[3]

Development and Delivery

Track record
A total of 17.59 mm sft has been delivered under the commercial and
residential asset classes in various locations in Delhi, UP and Haryana

A total of 17.59 mm sft has been

delivered under the commercial
and residential asset classes by
APIL in various locations in
Delhi, UP and Haryana

[4]

Current Projects in Greater

Noida

[5]

S.W.O.T Analysis

[6]

Marketing Mix
Place
Typically a group housing society offered by Ansal API
comprises of
Type
1 BKK
2 BHK
2 BHK + Study
3 BHK
3 BHK + Study
4 BHK

Super Area
650 700 Sq Feet
950 1100 Sq Feet
1100 1250 Sq Feet
1300 - 1400 Sq. Feet
1350 1600 Sq Feet
1800 2100 Sq. Feet

The group housing society comes in with

integrated facilities
like covered car parking, club house, swimming
pool, power
back up and security system.
Price
Typically the price is calculated at per sq/feet rate and
the approximate prevalent rate of projects by Ansal is
around 2700 per sq feet in Greater Noida.

[7]

Marketing Mix

Promotion
Advertisements
1) Printed Media through news papers, magazines and
brochures.
2) Banners and Hoardings in all major Highways and
places of commercial importance
3) TV commercials and advertisements
4) Property Expos and fairs
Sales Promotion
1) Offering a Pre-launch discount
2) Offering flexible payment terms
3) Hassle free Loan availability from major banks
4) Festive offers
5) Integrated wood work and additional facilities like RO,
Chimney etc
Publicity
Over the years, Ansal API has established for brand for
itself in the market and is known to offer a Quality
projects.

[8]

Marketing Mix
Place
As this is a high priced product and not a product of daily use so there are
limited
channels of distribution
Property Agents
Direct Selling at Corporate Office
Selling camps at site locations
Property portals
Property Expo

[9]

Analysis of Survey

50% of the respondents wished to buy a residential flat in next 2 years

48% lived in a rented apartment among which 45% of them were willing to buy
a residential property in the near future
50% wanted to buy a real estate as an investment option
Majority of people who were willing to buy a residential property were between age group
25-40
Gross Annual income of a family had direct relation with the type of buying preference(1BHK
2BHK,3BHK or Penthouse)
Around 70% respondents wanted to purchase a real estate property through bank loans
Around 70%of respondents wanted to invest in a new property against only 16% preferring
resale and 16% preferring sale after construction
Architecture, location of project ,ease of payment and maintenance after possession
formed utmost consumer preference factor for choosing a real estate.
[10]

Study and Analysis Of Consumer

Behavior
Social Factors

Income

Income group had strong coherence with the type of purchase

Salary Bracket(In Lacs)

Preference(BHK)

< 5 lacs

1 or 2 BHK

5 -10 Lacs

2 or 3 BHK

> 10 lacs

3 BHK or Villa

Reference Groups

Most effective form of advertisement was through word

of mouth by family, friends and relatives that is primary
groups play
a very important role in buying.

[11]

Study and Analysis of Consumer

Behavior
Personal Factors

Age
o 28-45 possessed a greater potential
attributed to Easy availability of loans.
o Repayment capacity.

Occupation
o Preference of working class for gated
apartment (Corporate schemes to attract
pool
of buyers.
o Business class preferred
villas/independent house.

[12]

Analysis

Strong Demographic & Economic fundamentals driving the demand

Growing Middle
Class

Housing Scenario

Low Mortgage

Housing Demand

Source : DB Research

Households (000s)

Supply
8000

Su
ppl
y

7000
6000

Rs. (bn)
1600
1400
1200
1000
800

5000
Annual Income (Rs mm)

600

4000

400

3000

200

2000

Housing loan
disbursement

0
1989-99

2003-04

2009-10E

1000
0

increase in middle income families

driving on economic growth
more number of rich families in the
market space demanding more
options and quality real estate
changes in tastes and expectations
have also lead to a drastic change in
the way real estate is being looked at
increasing demand for affordable
space

with the projected demand

growth for owned housing and
demand per annum for new
housing the industry provides an
immense opportunity to capitalize
Large scale investment in
billions of US$ required to fulfill
this demand gap
The demand gap increasing
every year with the increase in
population and urbanization

Housing
Shortage
&
affordable
housing
absorption
showcase
a
strong fundamental driver in
the shape of housing.
Continued investment in
housing will reap positive
results

Increasing rental substitution

with capital investment in real
estate

Middle
Income
familys
acceptance
to
mortgage
increasing tremendously
Lower mortgage rates and
consumer friendly policies
popularity increasing
Even today mortgage rates low
against other countries
traditional practices changing

RECOMMENDATION (based on survey conducted)

Analysis
o

Huge demand residential flats in Noida and Greater Noida

Consumers prefer a group housing society of a reputed builder

which
gives timely possession and has good construction quality

Consumers also have a strong preference for a flat having low

maintenance and maintenance cost of Ansal finished projects
are seen at a bit higher side.

Recommendation
o

As a policy they should make more use of social media to reach

out to a larger audience

Better advertisement should be adopted rather than plain brand

building

Give corporate discounts as offered by other builders as a

mechanism to increase sales

[14]

Positioning (Perpetual Map)

High Quality
Eldeco
Ansal API
Unitech
SuperTech

Jaypee

Spire Tech

Low Price
Orris

High Price

Low Quality

[15]

Sources and References

Ansal API Web Page

.
www.ansalapi.com
(09-01-2013)

American Chambers of Commerce in India Web portal

http://www.amchamindia.com/CBRE-AMCHAM_Indian_Real_Estate_Report.pdf
(14/01/2013)
Knight Frank property consultants web-portal
http://www.knightfrank.co.in/en/news
(16/01/2013)

Discussion with the management of the company

[16]

it Kumar
MP08004)

THANK

Bharat Krishnan
(WMP08008)

Mudit Dayal
(WMP 08023)

YOU

Nikhil Thapar
(WMP 08024)

Ravissant Markandey
(WMP 08037)

[17]