Marketing Strategies of Godrej Properties
Marketing Strategies of Godrej Properties
MARKETING
MANAGEMENT
MARKETING STRATEGIES FOR CONSTRUCTION/
REAL ESTATE COMPANY
ASSIGNMENT 3
Done by-
AKANKSHA PENDHARKAR - 05
SHALAKA S. TAWDE - 08
GODREJ
PROPERTIES
REAL ESTATE COMPANY
COMPANY’S PROFILE
Introduction:
Godrej Properties brings the Godrej Group philosophy of innovation,
sustainability, and excellence to the real estate industry. Each Godrej
Properties development combines a 126–year legacy of excellence and
trust with a commitment to cutting-edge design and technology.
Headquartered in Mumbai, Godrej Properties is present in 10 cities in the
country and has a workforce of 2,391 employees
Description:
The company is engaged in real estate and construction Business.
Generation Year:
1985- to present
Robust asset and portfolio management with a focus on Continuous evaluation and improving our internal process
cost structure and contracting strategy to unlock supply and controls to enable greater scale through strategic
chain value would result in better profitability. initiatives including Product innovation, Quality
management systems, and Risk management frameworks.
BUSINESS STRATEGY
STP ANALYSIS
SEGMENTATION TARGETING POSITIONING
• Godrej properties use a • Godrej’s business model mainly • With buyers placing a great deal of
variety of demographic, targets upper-middle and upper- trust in GPL as a brand and its
geospatial, and class customers. capacity to carry out and fulfil
psychographic segmentation • According to Pirojsha Godrej, projects, the company has positioned
factors. the business delivered roughly itself pretty effectively in the market.
• Its main segment is Capital 6.5 million square feet in the • Godrej employs a positioning
and metro cities. most recent fiscal year and aimed strategy that is valued and user-
• It also includes income class, to reach 10 million square feet. benefit-based to showcase the
occupation, age, gender, ingrained culture and enduring
behaviour, area, and others to relationship that businesses have
determine their affordability developed with their customers.
index.
Marketing Campaigns
● “Everyday Joys- Jahaan Khushiyan Badi Hoti Hai” is a digital brand campaign that
Godrej Properties launched in 2021. The advertising highlights GPL’s mission to build
communities, families, and homes that enable everyday joys one at a time.
● Three digital video advertisements produced by GPL showcase the beauty of everyday
family moments that we all adore at home. They emphasise how essential home is to
most of our fondest recollections.
● In another campaign held by Godrej in 2018, The firm actively promoted the idea that
purchasing a home can be as simple as buying a smartphone or an airline ticket. It’s called
Happy EMIs.
● The Happy EMIs campaign has been planned such that the brand emphasises the sentiment and
significance of buying a house through several factors, including relationships, festivals and
more.
● In yet another campaign, The Thane Commissioner’s office has started a public service
campaign called Humara Sankalp to combat the coronavirus and prepare the populace for it
mightily.
● Together with the Thane Police, Godrej Properties has developed and distributed this
message throughout Thane and Mumbai.
Social Media Marketing
● Godrej Properties is active on social media like
Facebook, Instagram, Youtube and Linkedin. It
has the most followers on Linkedin. Their current
following on their social media is:
○ On Facebook – 356,006 followers
○ On Instagram – 55.4 K followers
○ On YouTube – 22.4 K subscribers
○ On Twitter – 6074 followers
○ On Linkedin – 407 K followers
PRODUCT
PRICE
• Retails: Infrastructure, They sell and Lease the properties
• For Homes, Super Luxury is targeted towards Elite class,
• Houses: Mid-Income, Luxury, Super- Luxury homes, Group
Luxury towards Upper class, Mid- Income towards Middle
Housing Societies
class
• Offices: Grade A- Office Leasing Market
• For Offices, Multiple tenants office buildings for Small and
• Golf Courses
Middle segment Offices, Integrated Offices are for Big
• Hotels
Companies
• Land Development: Develop lands for both the segment
• The Properties are aptly priced according to the segments
business as well as housing
• They offer financing with major Private and PSU banks
PROMOTION
• Promotional campaigns through Traditional and
PLACE Digital Media
• It also sponsors major events like IPL, etc.
• GPL is established in Tier I, Tier II cities • They also promote through local Malls and luxury
• GPL is planning to enter in Tier III cities
establishments
• GPL properties are situated in Prime areas in the • They also participate in major Real Estate
cities which makes them better than their competitors Exhibitions
• Indirect Promotion through CSR activities
CSR ACTIVITIES
• Udayachal Schools: Providing Quality Care and Education – It
symbolises the schools ideal - to help students from even the humblest origins to
rise to the heights of a fulfilled life. Today, so many parents are thankful that due to
this scheme they have been able to provide so much more towards their children’s
future.