0% found this document useful (0 votes)
538 views21 pages

Marketing Strategies of Godrej Properties

Godrej Properties is a real estate company headquartered in Mumbai, India. It has a presence in 10 cities across India and employs over 2,300 people. The company develops residential projects including flats, townships, and row houses. It also offers commercial real estate like business centers. Godrej Properties focuses on quality, customer service, and profitability to achieve leadership positions in key markets through strategic pillars like disruptive growth, operational excellence, and margin expansion.
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
0% found this document useful (0 votes)
538 views21 pages

Marketing Strategies of Godrej Properties

Godrej Properties is a real estate company headquartered in Mumbai, India. It has a presence in 10 cities across India and employs over 2,300 people. The company develops residential projects including flats, townships, and row houses. It also offers commercial real estate like business centers. Godrej Properties focuses on quality, customer service, and profitability to achieve leadership positions in key markets through strategic pillars like disruptive growth, operational excellence, and margin expansion.
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 21

CONSTRUCTION

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.

Products & Services:


Residential flats, Townships, Row house, Business centre

Generation Year:
1985- to present

Directors at Godrej Properties:


The company has the following directors - Mr. A B Godrej (Chairman)
and Mr. Milind Korde (Managing Director)
CORPORATE STRUCTURE
EXTRA INFO
BUSINESS MODEL
STRATEGY
We remain committed to our strategy of
achieving a high return on equity (ROE)
and securing the top three leadership
positions by value amongst real estate
developers across all four major markets in
India (Mumbai, Bengaluru, Delhi/NCR and
Pune).
We are confident in our ability to leverage
the maximum value through our focus on
five strategic pillars.
FIVE STRATEGIC PILLARS

Quality obsession and


Individual contribution to Disruptive Growth:
Customer first:
creating a winning culture:
We aim to deliver disruptive growth
We are committed to
We reward an open mindset, through strong business development,
delivering a best-in-class
consistent collaboration and an sales, and delivery by investing in
product, superior quality and
organization-first approach. both capabilities and technology.
consistent customer service.

Profitable growth through strong Asset Operational Excellence:


Management:
Our focus remains on innovation led operational
We have adopted a bottom-up approach towards profit excellence for faster execution to deliver a healthy RoCE
delivery and capital efficiency through consistent and ROE. This includes investment in construction
margin expansion from deal underwriting to delivery methods, technology, procurement strategy and execution
together with strong cost management. models.
OPERATIONAL STRATEGY

Operational enablers to drive market share


Increasing the speed of execution:
acceleration:
Augmenting execution capabilities through long term
A focus on business development, aspirational launches
contractor/ supplier relationships, innovation in execution
and accelerated time-to-market are key enablers coupled
technology, and efficient collection mechanisms are key
with superior product, diversified future-ready channel
strategic pivots to fuel our growth aspirations.
strength and disproportionate focus on quality.

Adopting initiatives to constantly upgrade internal


Margin expansion via strong asset management: process and capabilities:

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

● The content is mainly informational and


promotional. It provides various blogs on its
website.
Facebook Page
● The main hashtags used in the social media
profiles are #GodrejProperties #Godrej
#SustainabilityMattersAtGPL
#ESG #GreenHomes.

You Tube Page Instagram Page


SEO Strategies
● SEO rankings state that having fewer than 500
keywords is awful, having more than 1000
keywords is fine, and having more than 10,000
keywords is exceptional. As you can see,
www.godrejproperties.com has 53,108 organic
keywords, which are considered great.
● That means the digital marketing of Godrej
Properties is gaining good insights. The monthly
organic traffic is nearly 362K which is considered
spectacular. Hence it is safe to say that the SEO
strategies of Godrej Properties are pretty sound.
DIGITAL
MARKETING
● Influencer Marketing ● Mobile Apps
● Godrej Properties Ltd has adopted many influencer ● GTP has a Godrej Properties limited App to enhance user
marketing strategies along the way. It roped in influencers experience. Customers can book properties through the app or
like Biswa Kalyan, etc. schedule visits to properties. The user interface enables one to
● Godrej Properties has sponsored a variety of artistic and check for stats like construction status, payment details, etc.
cultural events to engage and connect with customers, ● It also allows you to go through home loan options. The app
including Blame it on Yashraj, Women Decoded, etc. It has has 4.8 ratings and 10T+ downloads on the google play store.
sponsored CorpChef, India Real Estate Show 2022 and
many more. ● Content Marketing Strategies
● Godrej Properties is very active on social media. The social
● E-commerce Strategies media post content consists of their new ventures, properties and
● Godrej Properties Ltd provides an online property booking a few interior design tips.
service on its website. It has also partnered with ● Their Youtube channel consists of walkthroughs of their various
Snapdeal to offer online booking of its real estate projects. properties in multiple cities. Its website consists of multiple
● This partnership enables customers to have more booking blogs, upcoming projects, press releases, and news articles about
flexibility and special deals. GPL.
● The website provides an easy 3-step interface: Select ● The Godrej Properties Ltd website consists of various blogs and
Property, View Details, and Book your Home. Online articles about upcoming projects.
booking is available for only select projects.
EXTRA SLIDES
BELOW
BCG Matrix

Question Mark Star


Retail Residential

GPL BCG Matrix

Dog Cash Cow


Hospitality Commercial
The 4 P’s of GPL
The four Ps of marketing -product, price, place, promotion—are often referred to as the marketing mix. These are the
key elements involved in planning and marketing a product or service, and they interact significantly with each other.

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.

• Long term employment for the visually disabled – The


activity of hardware packet making for chairs has been outsourced to National
Association for Disabled Enterprises (NADE) for the last several years. The
UDAYACHAL SCHOOL,
objective of this decision was to ensure continued occupation for the visually VIKROLI
disabled.

• Godrej Memorial Hospital: Striving to strike the right balance – The


objective of the hospitals was to create a balance between the philanthropic
hospitals and the private hospitals in the city. For the same purpose, an alternate
business model was created which would emulate philanthropic hospitals but have
high quality healthcare services at an affordable cost in a rational and ethical
manner. GODREJ
MEMORIAL
HOSPITAL
• The Heroes Project – HIV/AIDS campaign – The
project is coordinated by Richard Gere and Parmeshwar Godrej and aims to
increase the awareness of HIV/AIDS through media and campaigns.

• Godrej Dance Academy – Preserves


the indian culture by teaching classical indian dances GODREJ
DANCE THETRE,
NCPA
Market Audit at GPL
• The marketing audit is a fundamental part of
the marketing planning process

• It is conducted at the beginning of the process and


at series of points during the
implementation of the plan
• The marketing audit considers both internal and
external influences on the company
• It helps the company to establish the
Segmentation, Target and Positioning of the
Product
• It also helps to define the competitors
Thanks!

You might also like