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m XYZ Developers
± 5 on-going residential projects across Bangalore
± Apartments priced between 65 & 90 lakhs
m Target Segment
± SEC A+, Annual Income 24+ lakhs
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m The customer is a new entrant in the market, less than 5
years in the market and industry
m The customer has completed not more than 5 projects
and less than 1000 apartments till date
m The customer has shown potential for growth
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m phere are we(XYZ)?
± In the category(residential apartments)
± Vis-à-vis. Competition
± Customer¶s Perception(Relevance, Salience/Prominence)
± Brand Visibility
m phat is our target?
m How do we get there?
± In the category
± Vis-à-vis competition
± Customer Perception(Relevance, Salience / Prominence)
± Brand Visibility
m How can The Times Group help you get there?
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m Identify the current position of the customer w.r.t category, for
example,
± New player in the market
± No long track record / history / credentials to showcase
± Question marks on experience by industry people
m Competition
± Real estate boom has spawned numerous players, with the
onslaught of established names from the rest of the country
± Perceived by competitors as a long term threat
± Ability to command a premium(luxury spaces in 65+ lakh price
bracket), owing to lack of history
m Customer Perception
± Every builder, big and small, promises ³quality´, ³transparency´ and
³customer orientation´. phom to trust?
± ³I am not clear why XYZ is different from others´
± ³XYZ ± Another local builder´
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m Need to establish credibility
± Clutter in the market due to numerous players with similar
offerings
± Relatively short track record
m Opportunity to own a mind space
± Create a differentiation
± Command price premium
± Build trust with current and potential buyers
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m Be remembered for something; for example
± Affordable / ³Value for Money´ Housing ± Janapriya
± ³Ultra Luxury´ living spaces ± Prestige Group
m Set customer expectations
± phen XYZ launches a project, I can expect; for example
m Spacious Floor Plans & Ventilation
m A self-sufficient community
m Competitiveness in the long term
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m phere do we want to be?
± Category / Industry
± Competition
± Customer
± Visibility
m Short term ± To be the most preferred brand in India in
the luxury apartments segment in 5 years
m Long term ± To be the most preferred brand in India in
the residential space
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m Identify Vision, Mission and Values
m Create a differentiation
± Align with Vision-Mission-Values
± Every project must project the differentiation
m Own a position
± The project is just a vehicle to showcase our brand strengths
± Communication must emphasise position


 

Strategic
± Brand
Building

Position
± Share
of Mind
Tactical
± Touch
Points