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Real Estate Corporate Brands A Comparative Growth Analysis


As on 1st January 2010; Population: 1.153 billion GDP (2008-09) at US$ 111,112 trillion (growth rate of 6.7%) 1 Re spend on construction adds 60% to GDP. Real Estate contribution to GDP: 4-5%

Three - Corporate Brands Comparative Analysis Key Considerations: Increasing Household consumption : 65% of GDP. Large portions of disposable income & savings. Increased investments. Perceptional positioning after recent economic slowdown. Change in consumers preference over the period.

Key Characteristics of Real Estate In India

Regional dominance in highly fragmented market Local know-how a critical success factor High transaction costs Improved Institutional financing facilities Varied product portfolio Emotional Need Difficult to satisfy consumers

Key Drivers of Real Estate Sector

Fast pace of urbanization Changes in Lifestyle Uprise of Hospitality sector Strong Economy Changing Demographics Real Estate as an Investment Option Professionalisation of Industry Ease of Bank Finance Government Intervention and 100% FDI

Market Segmentation



Ancestral village of Guru Dronacharya Gurgaon evolves from Guru - Gram, which means teachers village Industrial and financial center of Haryana. Sixth largest city in India & part of NCR. On a growth track since 1990s, due to
favourable tax policy and Proximity to International Airport

First major commercial establishment by Pioneer GE Capital International Services

Survey by Business Today magazine in June 09

Ranking Life at work: 1 Per capita income : INR 122,212 (3rd highest after Chandigarh and Mumbai) Employment growth rate: 11% Credit growth rate: 25% Ranking Life after work: 11 Income between Rs. 3 10 lakhs (highest) No. of Malls : 43 (3rd Highest) Electricity connections (households): 100% (highest)

The Urban Land (Ceiling and Regulation) Act, 1976 (Urban Land Ceiling Act) Transfer of Property Act, 1882 Registration Act, 1908 The Indian Stamp Act, 1899 The Easements Act, 1882 Laws relating to employment Urban development laws Agricultural development laws Rent Control Acts Foreign Exchange Management Act


Corporate Brands
Base : Gurgaon Business evolvement; from segmented to structural Corporate Houses creating value for the products
By delivering quality products Building relationships Serving customer expectations

Sub-prime crises

Objective: A three - Corporate Brands comparative analysis. Brands perceptional positioning after economic slowdown. Corporate Brands under comparison:

Strategical & Situational Comparative Analysis

Pan India Expansion Strategy Strong past development track record Exposure to lucrative NCR market Focus on prime locations & well connected projects Established, well recognised brand Dominant presence / first mover advt in any single micro market Demonstrating earnings/profit velocity rather than future NAV Very well diversified business model (presence in residential, commercial, retail, hospitality & facility management) Presence of reputed PE investor at the Entity level (prior IPO)

Qualitative Survey
Based upon perception of 73 respondents comprising of consumers, property brokers and intellectuals in the field of real estate. Ranking on a likert scale : 1: Strongly Dis-believe 2: Dis-believe 3: Slightly Dis-believe 4: Slightly Believe 5: Believe 6: Strongly Believe

Perceptional Attributes are segregated into composites:
Product and Customer Company Others Trust

Composite: Product and Customer

Product Design Product Quality Timely delivery of products Uses latest technology Voluntary Development of infrastructural support Overall locational advantages Value for money pricing of products Diversified customer base

Composite: Company
Significant presence in Hotel Industry Significant presence in Hospitality Financial Stability Overall corporate governance policies & practices Pre sales services Post sales services Customer Relationship Management practices Corporate Social Responsibility activities

Composite: Others
Business associations Latest news about the Company

Composite: Trust

Interest in more than selling me a product than making a profit Limits to how far the Company will go to solve a problem Genuinely the Company is committed to my satisfaction Will do whatever it takes to make me happy Advertisement contains deliverable promises Whatever is declared by the company otherwise about its projects / products are true Some of the claims about the Companys projects / products are puffed up to make them seem better than they really are Makes a claim or promise about its projects/ products, they are probably true. What to expect about my product purchase from the Company. If I buy another product I would know what to expect from the Company.

Analysis 1: Net Promoter Score

Quantitative data which indicates the people who shall either promote a brand The NPS value = Favorability scoreUnfavorability score

Analysis 2: Mean Score Chart

Charting based on scores mean. Composite and Attribute based Charting Analysis.

Analysis 3: Scatter plot and Trend Line

Correlation is determined between two factors to compare change in one factor which attributes to change other factor. The correlation between two factors is determined as R2 and is presented by way of a trend line. Analysis..

Thank You.