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Introduction:-
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%
Objective
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.
Market Segmentation
REGULATORY ENVIRONMENT
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
Analysis
Objective: A three - Corporate Brands comparative analysis. Brands perceptional positioning after economic slowdown. Corporate Brands under comparison:
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
Composites
Perceptional Attributes are segregated into composites:
Product and Customer Company Others Trust
Composite: Company
Attributes
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
Attributes
Business associations Latest news about the Company
Composite: Trust
Attributes
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.
Thank You.