M ar ke keti ti ng Pl an on: on: H al lm l m ar k –Z –Z av i er er a A n E x c l u si si v e L i f es e st y l e A p a r t m e n t
Prepared by:
Leena Jadhav (115) Trishna Malik (82) Arat Aratii Pad Padwa wall (90 (90)) Brindal Kothari (79)
Table of Contents Introduction: ................................................................................................................................................. 3 Abou Aboutt Hal Hallm lmar ark k Infr Infras astr truc uctu ture ress ...... ......... ...... ...... ...... ...... ...... ...... ...... .......... ...... ...... ...... ...... ...... ...... ...... ...... ...... .......... ...... ...... ...... ...... ...... ...... ...... ...... ...... .......... ...... ...... ....... 3 The Management Team ......................................................................................................................... 4 Hallmark, as a Group .............................................................................................................................. 4 Vision ............................................................................................................................................................. 4 Mission.......................................................................................................................................................... 5 Hallmark’s Specialty ............................................................................................................................... 5 Projects......................................................................................................................................................... 5
Real Estate Industry at Chennai - Overview ................................................................................... 6 Growth Stimulators:................................................................................................................................ 7
SWOT Analysis of Hallmark - Zaviera ................................................................................................ 9 PESTEL Analysis for Zaviera ............................................................................................................... 10 Seven P’s of Marketing for Zaviera ................................................................................................... 12 Segmentation, Targeting and Positioning - Zaviera ................................................................. 16 Financial Analysis of Zaviera .............................................................................................................. 17 Cost Structure of Zaviera ................................................................................................................... 19 Marketing and Advertisement Cost ............................................................................................... 20
Conclusion ................................................................................................................................................... 22
Introduction: Zaviera, an exclusive lifestyle apartments by Hallmark Infrastructures situated in Chennai. "Zaviera" is an unique project as it is surrounded by some of the top Companies near Mahindra World City including Infosys, Mindtree, Mastek, Wipro, BMW, TVS, Ascendas, Ford, Nissan, Renault, Ucal, Elforge, Appollo Tyres, Iprings, Audco, Visteon Valeo, Triumph and the list goes on. "Zaviera" is the only project of this nature in the vicinity where people can walk to their work. Spread in 1.74 acres near the Mahindra World City. At Zaviera, each and every apartment is designed to accommodate luxurious living with comfortable space. Care has been taken to avoid the common wall between apartments, thus, making a life style apartment exclusive in its own way. The focus has been on providing a conductive neighborhood ambience accentuated with clean landscapes along the extent of the site. The recreational zones have been created along the periphery while the Club House formed the core of the master plan. The apartments have been designed to exude a feeling of spaciousness while maintaining cross ventilation patterns. The blocks were left uncluttered with each core opening out only into four apartments. The buildings were specifically made mid rise (four floors only) to create a more definite sense of privacy and exclusivity.
About Hallmark Infrastructures Hallmark Infrastructure Pvt Ltd has carved a niche for itself in the Construction and Real Estate Industry of Chennai. The primary aim of company is to attain utmost customer satisfaction by developing excellent properties that are superior in quality and design. They endeavor to build elegantly designed, eco-friendly living space without compromising on quality. They have an expertise team of architects, civil engineers, administer and other professionals who ensures to maintain customer satisfaction by delivering properties
beyond the expectations of the customers. They have successfully completed several prestigious projects situated in the prime locations of Chennai city.
The Management Team
Mr. Anand Jain – Managing Director
Mr. H. Suresh Kumar – Director
Mr. Kamal Jain – Director
Mr. R. Vishwanathan – Group Advisor and CFO
Mr. K. Ramakrishnan – Chief Executive Officer
Hallm ar k, as a Gr oup
Hallmark Energy
The world around us would come to a halt if there wasn't enough power. Despite the fact that demand has always exceeded the supply, the market is adding more and more power-hungry machines and gadgets. To meet this ever-growing demand, and to tap into one of the core infrastructure segments, Hallmark has decided to get into energy generation. The company which has recently been incepted is studying the various options available including the alternative cleaner and greener renewable forms of energy.
Hallmark Capital
If money makes the world go round, the management of money plays a vital role in its economic expansion and contraction. And effective management of money -whether it's finding the right source of money when there's a need or investing the hard-earned money wisely when there's surplus - calls for a certain expertise. And that's something Hallmark has decided to offer to everyone from individual customers to corporate houses.
Vision
To attain excellence through unique, elegant and quality creations for customer satisfaction.
Mission
To create 10 million sq.ft. by 2013
To create habitats that are intelligent, eco-friendly, convenient, elegant, practical and energy efficient
To create infrastructure with green ratings in Tier 1 & Tier 2 cities
Hallm ar k’s Specialt y
Commercial Apartments
Residential Apartments
Projects
Current:
Golden Country
Upcoming:
HALLMARK SOLITAIRE - IT SEZ
HALLMARK MILLIONAIRES COUNTY - EXCLUSIVE VILLAS
HALLMARK OBERON - SERVICE APARTMENTS
HALLMARK GATED COMMUNITY - APARTMENTS
HALLMARK ADALIA - SEMI DETACHED VILLAS & ROW HOUSES
HALLMARK ZEPHYR - EXCLUSIVE APARTMENT
HALLMARK RAJIV GANDHI INFO CITY
HALLMARK SHOPPING MALL
HALLMARK RESIDENTIAL TOWNSHIP
HALLMARK WAREHOUSE
Real Estate Industry at Chennai - Overview The Chennai Real Estate Overview takes a look at the key micro-markets and the growth stimulators from a residential perspective. The current global economic scenario and the prevailing interest rates have impacted the real estate market in the short term. Chennai, which is primarily an end-user market, is expected to witness stagnation in capital values over a 12-month horizon. The Chennai realty market is driven by a healthy mix of IT/ITES, manufacturing and logistics. The investor participation is long-term in nature, thereby mitigating a speculative market scenario. North Chennai is dotted with locomotive workshops and port related industries. The selfemployed and the public sector employees drive business in the region. These micromarkets are marked by the presence of smaller projects, which cater to the surrounding catchments. These projects are expected to sustain absorption levels. The southern part of the city, along Old Mahabalipuram Road (OMR) and Grand Southern Trunk Road (GST), is driven by the IT/ITES segment. The micro-markets closer to the city will continue to show homebuyer interest. However the peripheral regions in these micromarkets are witnessing a moderation in sales, which can be attributed to the deferment of expansion plans by major corporate. One can estimate an inventory of 12-18 months present in this market. The micro-markets of Oragadam and Sriperumbudur are witnessing key infrastructural developments, which would help improve connectivity to the city and aid in the development of these micro-markets as self-sustaining hubs. In the current scenario, the products in the mid and premium segment are expected to witness a moderation in pricing of 5%-10% over a 12-month horizon. Products within the price bracket of INR 25 lac per unit would sustain sales volumes. The suburban markets along West of Porur, Poonamallee High Road and the southern micro-markets of Pallavaram, Chrompet and Tambaram are witnessing infusion of fresh supply. The surrounding catchments, proximity to the Central Business District (CBD) and
industrial corridors are expected to help these micro-markets witness a moderate appreciation of 5%-10% over a 12-month horizon. The commercial markets have remained fairly subdued along the peripheral areas of Chennai, with an estimated vacancy level of 20%-25% in the micro-markets of OMR and GST. Commercial spaces in SEZs continue to attract clients. There remains an inherent demand for smaller office spaces in the CBD and Off Central Business District regions. In the retail markets, the operating malls are performing well. Maximum leasing activity was witnessed along high streets, due to lack of quality supply. In the coming months, fresh supply of mall space is expected to become operational in Chennai. At South Chennai, Pallavaram, Chrompet and Tambaram continue to show homebuyer interest due to the attractiveness of the location and presence of operating office spaces at close proximity. Pallavaram and Chrompet are witnessing the redevelopment of old leather tanneries present in the region. Projects are in the price band of INR 3,500 psf-INR 4,500 psf depending on the location, builder and specification. We expect the markets to remain steady in the short-term. The region of Vandalur, Urupakkam and Guduvancherry is witnessing development of projects in the mid-budget and affordable segment. We expect a moderation in pricing and absorption levels in the coming quarters, due a slackening of end-user demand in this market. The Vandalur-Kelambakkam Road is witnessing the development of budgeted apartments and villas. The region also houses plotted developments for investment purposes. There has been a dip in absorption levels during the last two quarters and we expect the trend to continue in the coming months.
Gr owt h Sti mu lat or s:
IT/ITES corridor of OMR is developing into a self-sustaining hub with the presence of good schools, colleges, hospitals and organized retail. Further the infusion of mall space in the coming months, will lend greater push to real estate activity in the region. It has also been observed that IT companies are consolidating their operations from various parts of the city, into a single premise located along OMR. Such a development would help create a greater end-user segment for real estate activity in this belt.
The GST proves to be a vital connecting link between Chennai and the city of Trichy. The region is dotted with SEZs, IT Parks, educational institutions, premium hotels and also serves as a gateway to the industrial hubs of Oragadam and Sriperumbudur. The south of Chennai, primarily houses end-users employed in the IT/ITES and manufacturing segment. An improvement in the economic scenario would help drive growth in this region, backed by an inherent need to cater to the housing needs of the growing population.
SWOT Analysis of Hallmark - Zaviera
Strengths
Weakness
Ability to meet operating objectives because of strong operating & financial results
Uncontrollable natural calamities
Long
distance
between
construction
Product by prominent property developers
project & resources (eg: raw materials)
High level of evergreen demand
reduces efficiency
Premium apartments
Unrivalled execution facilities
Locality near to Mahindra World City, GST
Changing skills requirement and skill gap.
road
Full of amenities
No common wall between neighbors.
Opportunities
Strategic
alliances
Threats
&
partnership
with
surrounding Corporates
Global economy crisis has slow down sales.
Tie-ups with major Indian & International
Insecurity & limitation of base funding.
banks to offer financing packages.
Innovation by competitors
Property can be vetted & pre-approval by banks to simplify loan process.
PESTEL Analysis for Zaviera
Political factors:
Urban land ceiling regulation Act.
Stamp duty.
FDI in real estate
Economic factors:
House loan interest rates.
Per capita income has risen as compared to previous years.
The global economic crisis.
Inflation and currency exchange range.
Socio Factors:
People here are religious and believe in rituals and tradition. Keeping this in mind they have constructed VASTU complied homes.
As many multi-national companies are situated nearby, people of various cultures may meet here. Hence the homes are designed in such a way that it would not hurt the sentiments of anyone.
Rise in demand of quality & premium housing.
Technological:
As we know that temperature in Chennai is quiet hot Hallmark is planning to use exterior paints that helps in reducing the temperature.
The electronic appliances Security checks & alarms used at Zaviera are of latest technology understanding the change in the demand.
Environment:
Solar system is used for hot water supply.
The Zaviera is developed as the first green design apartments covering landscapes.
Legal:
Government’s regulations and policies
Heavy taxes imposed on this industry.
Seven P’s of Marketing for Zaviera
1. Product:
The product is Zaviera, a premium residential apartment with land area of 7340 sq.m. It is situated near Mahindra World City which has established companies like Infosys, Wipro, Shell, etc. The concept is that employees who stay at Zaviera can walk to office. Zaviera is covering 200 flats of three types as follows:
Type A: 2 BHK with two Balconies - 970 sq.ft
Type B: 1 BHK with Balcony and a study room – 780 sq.ft
Type C: 1 BHK with Balcony – 640 sq.ft
The apartment is designed with ample of amenities like play area, yoga & meditation room, swimming pool, super market, salon, wardrobes, modular kitchen, etc.
2. Price:
The current pricing for apartments is Rs. 3250/Sq.ft. various other charges like Car parking, maintenance, club membership, registration & service tax, etc sums up the
final price of the apartments. The net total price is in the range of Rs. 2635782 to Rs. 4099719. If compared with the premium segment apartments at Chennai the pricing is quite nominal considering the basic & advance amenities provided by Zaviera.
3. Place:
The location of Zaviera is very attractive, surrounded by companies like Wipro, TVS, Mindtree, Mahindra Research Valley, etc. Zaviera is just 3.5kms away from GST road. Mahindra World school, Crescent Engineering College are also quite near. Below map explains more detail insight of the location.
4. Promotion:
Few recommendations for Zaviera promotion activities are:
Media Campaign: i.
Hoardings at start of GST road on both sides of traffic by May’13.
ii.
Distribution of pamphlets along with local & English news dailies as it is cost effective.
iii.
Print advertisements in local & national magazines like Chennai Realty magazine.
iv.
Participate in realty exhibitions
v.
Local television and radio advertisements
Other than media campaigns, other few marketing strategies which Zaviera can adopt are: i.
Distribution of brochure at corporate offices of Infosys, TVS, Shell, etc.
ii.
Introduce referral schemes for existing customers
iii.
Bulk & corporate discounts.
iv.
Upload project treasures on websites: 99acres.com, magicbricks.com, etc.
5. Process:
The process involves the management of the database of their existing customers. The speed and quality of the construction as early possession of flat is one concern of every customer these days. Also the process of loan can be improved by Hallmark Infrastructure. They can keep their flats vetted and pre-approved from the banks, so than the loan procedure is reduced.
6. People:
People the most important P in real estate sector. People could refer to the target consumers of real estate to be invested in, a developer who has the ability to develop a
real estate project as promised or a fund manager with the expertise and market savvy to deliver results. Hence identifying key consumers, partners and investment managers becomes very important. Also to target the minds of customers & fund managers Zaviera must be marketed with various promotional activities. Managing customer database will give a key to achieve results.
7. Physical Evidence:
Physical evidence in real sector can be a sample flat which must be kept ready for customer visit. This flat can be well furnished with all amenities, coloring, etc. This is necessary to target customer minds by making them experience the homely feeling, tangible and intangible clues, etc. A virtual tour must also be uploaded on their website: www.hallmarkinfrastructure.co.in so that customers & investor from other cities can view it.
Segmentation, Targeting and Positioning - Zaviera Hallmark infrastructure’s Zaviera project is a premium residential project located near Mahindra world. This area located in New Chennai is a corporate zone having many corporate hot shots like BMW, Mindtree, TVS, Wipro and Infosys. The main Idea behind this project is to create lavish and premium flats for the high as well as the upper middle class masses. Since the location is surrounded by corporate, they should strategize and make tie ups with them so that these flats can also be utilized as guest’s houses. This will be a very convenient option for the corporate as the location of this project is very near from their main offices. Following is the detailed STP for the project.
Parent Company
Hallmark Infrastructure
Project Name
Zaviera
Sector
Infrastructure- Premium Apartments
Segment
Targeting
High Profile Individuals
Masses wanting a lavish lifestyle
High profile Corporates
Convenience and style conscious group
M.D, Executives, Head of Departments etc. i.e. individuals with high purchasing power mostly working in surrounding areas. Wanting to purchase from and investment point of view
Upper middle class segment wanting to purchase to increase their standard of living
Corporate tie ups for guest houses
Corporate tie ups to utilize the lobby and surrounding pool area for official parties and functions
Positioning
1. Premium apartments promising lavish lifestyle and convinience
Financial Analysis of Zaviera Hallmark infrastructure has brought its own money for the Zaviera Project. After interviewing them we found out that they are of the opinion that their previous projects have given them sufficient returns so that they are well capable of financing Zaviera by their own money and refraining from bank borrowing or through any other sources.
As discussed above there are three types of flats. The flat rate (excluding registration charges and Service Tax of 12.36%) is as follows:
Type
Area
Flat Rate
Type A: 2BHK
970 Sq.ft
Rs. 3669340
Type B: 1 BHK +Study room
780 Sq.ft
Rs. 2359282
Type C: 1BHK
640 Sq.ft
Rs. 2862316
As we didn’t find the exact number of units they are selling in each of the types of flats we have taken an average all the three areas in each type of flat they are offering. Hence we are considering an average of all the three is 800 Sq. ft per flat. We have taken in to consideration that hallmark infrastructure is selling 200 flats of 800 per sq. ft . The construction cost in Mumbai is Rs. 1800 per sq,ft as of today as per the sources. The cost of living in Chennai is less as compared to Mumbai. Keeping this in mind when comparing with the prices in Chennai the latter will be less. Therefore we have taken the construction cost per Sq. ft to be Rs. 1100 per Sq. ft in Chennai.
Therefore, Cost price:
800 Sq.ft * Rs 1100 = 8,80,000 Rs / flat.
Now as we had considered an average of whole area offered by Hallmark Zaviera while calculating the Square Feet of flat, while deciding on its cost too we have found the average i.e. For a 800 Sq. ft / flat Hallmark Infrastructure is charging Rs. 29,63,646 (3669340 + 2359282 + 2862316)/3 = Rs. 29,63,646 .
Hence as the cost price of per flat is Rs. 8,80,000 and they are selling at Rs. 29,63,646. We consider the amenities provided by the Zaviera, still there is a margin of approximate 225% to 250% for one flat.
Cost Str uctur e of Zaviera
Particulars
Amount (in Crs.)
Land Acquisition Costs:
Rs. 6.40
Buying the actual land including all the taxes, stamp duty and other necessary permits.
Rs. 6
Hard Costs: Buying the raw materials (Cement, sand , iron bars, grills, wooden rods, bricks, etc ) and
capital expenditures like
machinery, equipments, (cement mixer trucks , etc) for constructing the building Soft Costs:
Rs. 2.7
Paying architects, designers, contractors, lawyers, legal fees, and engineers to design and construct the Building Office and Admin Expenses :
Rs. 0.7
Office, administration, sales office, site office, staff and managers cost Marketing Costs :
Rs. 1.8
(Details given below) Total cost for the builder for 1 block of 200 units
Rs. 17.60
Total Cost Price of Tower is 17,60,00,000. Percentage division of the total cost is as follows:
SR. NO. INPUTS
COST IN CRORES (RS.)
PERCENTAGE
1.
Land Acquisition Costs
6.40
36.36 %
2.
Hard Costs ( Raw materials )
6
34.10 %
3.
Soft Costs (architect, contractor)
2.7
15.34 %
4.
Office and Admin
0.7
4 %
5.
Marketing and selling costs
1.8
10.23 %
Total
17.60
100%
Mar keting and Adver ti sement Cost
The allocated marketing cost is Rs. 1.8 Crores. Before the marketing starts, tie-ups with reputed Indian & International banks is required. So this can be displayed on print hoardings & other contents. The break-up goes as follows:
Print Media Advertisement Expenditure:
1. Brochures (similar to e-brochure) : Rs. 5 lakhs 2. Pamphlets
: Rs. 2 lakhs
3. Advertisement in Newspapers
: Rs. 2 lakhs
Distribute NEWPAPER SUPPLEMENTS along with newspapers for wider reach and cost effectiveness. Newspaper ads in one Tamil (DINAKARAN) & one English paper every 3 weeks for a month (Business line, New India Express)
4. Advertisement in Magazines
: Rs. 3 lakhs
Advertisements in Chennai Realty magazine, Tamalian Express Magzines.
5. Large Hoardings at GST road
: Rs. 15 lakhs
6. Small Hoardings
: Rs. 10 lakhs
Other Advertisement Expenditure:
1. Website with Virtual tour of flat & e-portal treasures
: Rs. 15 lakhs
We can prepare website content and upload project details on Hallmark website by March’13. Can also upload project teasers/ run marketing campaign on RE websites – Prop Tiger, All check Deals, 99 acres, India Property, Magic Bricks … from September 2013 to January 2014.
2. Targeted Marketing with Existing Customers
: Rs. 10 lakhs
A team can be designed to collect the data & calling to existing customers. We can provide special discount schemes for existing customers, referrals or bulk bookings. Send them the brochures by post. Invite them for visit and collect the feedback.
3. Stalls at existing projects of Hallmark
: Rs. 5 lakhs
4. Stalls at Corporate offices
: Rs. 5 lakhs
5. Corporate tie-ups (from Mar’13 – Nov’13)
: Rs. 10 lakhs
Dedicated stalls at corporate office and special corporate discounts to be offered for bookings. Tie-ups with different companies within Mahindra World city like Infosys, BMW.
6. Electronic Media (Sep to Feb 2014)
: Rs. 50 lakhs
Television commercial in SUN TV, Zee Tamil, Radios in Suryan FM 93.5 MHz, etc for continuous 2 months.
7. Participate in Realty Exhibitions
: Rs. 10 lakh
Participate from March 2014 in property exhibitions like Fair Pro, Hindu.
8. Sample Flat ready
: Rs. Rs. 30 lakhs
This flat must be well furnished with all the specified amenities within the flat. Same flooring & coloring must be done. This is required to give the customer homely feeling when he comes for an enquiry.
9. Other Initiatives
: Rs. 8 lakhs
This can include other expenditures like Bulk messaging, emailers, research, data collection, etc.
Conclusion Real Estate sector has been the biggest contributor to Indian Gross Domestic Product. It is also the fourth largest sector in terms of foreign direct investment (FDI) inflows in the country. The two main reasons responsible for boom in the real estate industry in India include liberalization of Government policies, which has decreased the need for permissions and licenses before taking up mega construction projects and the expanding industrial sector. As per McKinsey Global Institute, India still needs to invest US$ 1.2 trillion over next 20 years to modernise urban infrastructure and keep pace with the growing urbanization, Real Estate marketing is lot of dependent on the situation of the economy. If the economy is slowing down people tend to postpone their house purchase. A lot of things are dependent on the interest rates as well. Interest rate going up demotivates the buyer from purchasing the house. The marketing here is totally different as compared to consumer durables marketing. Consumer durables are basically the wants of individual and house is a need of an individual. Consumer durable being a want can be replaced within a year or two but due to raising prices & global economic conditions for a middle class segment the basic necessity is difficult to replace. Hence, the marketing of real estate must be much more practical and personal.
