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Iim calcutta invictus round2 Lodha Australia Strategy

Ghouse S
Ghouse S

This document outlines a marketing strategy to target Australian NRIs for investment in Indian real estate projects. It begins by noting favorable conditions like RBI permissions and government schemes. Market analysis shows higher projected price increases in Indian cities like Pune, Mumbai and Hyderabad compared to Australian cities. Australian NRIs are concentrated in Melbourne, Sydney and have high incomes. The strategy involves increasing awareness through events, advertisements and tying with banks and real estate sites. An online and social media lead generation process is outlined. Sales targets and growth forecasts expect a 30% CAGR over 3 years, though external risks like currency and economic fluctuations are noted.

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Lodha Soar for More INVICTUS - IIMC Arun Prasad R Ghouse Mohideen S Australian Market
From RBI: permission to invest in the real estate sector Can sell and gift the property Easy availability of loan and allowance of different many ways to service it From Government of India: Investment Promotion council to encourage NRI investments National Housing Banks to loan funds A good time for purchasing real estate Resilient Indian Economy Nature of the markets is expected to push the prices up the next three years and beyond Cautiously optimistic growth YOY forecasts (incl. rent and Capital value appreciation) Pune 15% Mumbai 13% Hyderabad 11% Weighted Average of these three places show 87 % increase over 2007 levels vs. Australias 25% Rupee Depreciation- A psychological boost to NRI property buyers and Investors INR has shown a sharp dip in the last two months against all the currencies Aussie Dollar appreciated 20% against INR in the last 2 遜 years. But the prices real estate prices have remained largely stagnant . So buying the property is 20 % cheaper. Wants to experience the best of both worlds. Improving Life-style and services in India Emotional: the desire to be with ones family to re-connect with ones roots and culture Career: Exposure to developing Economy- a value add in resume Advantage of updated technical skills Increasing trend of NRIS owned IT Startups INDIAN REAL ESTATE- AN ATTRACTIVE PROPOSITION FOR NRI Rupee Depreciation Schemes favorable for NRIsAn Attractive Investment Returning Indians
Concentration Melbourne and Sydney have 70 % of NRI population ( approximately 35% each) Perth and Brisbane have 10 % each Adelaide has 6 % Hobart and Darwin have less than 1 % each Age, Gender and Occupation Median Age is 31 The participation rate in labor force is 77% 48.3% employed either in a Managerial, professional or trade occupation DEMOGRAPHY OF AUSTRALIAN NRIS- IDENTIFYING TARGET SEGMENTS Tech Savvy Market-Online marketing would be highly efficient A sizeable NRI population from Andhra Pradesh- Target for Hyderabad properties Per Capita income of NRI Indians is higher than Australians Annual NRI remittance from Australia to India is ~$4.6 Billion Factors attracting NRI investment financial institutions tie-ups, fully licensed projects , early allotment of documents NRI Married household (Managers & Professionals) Rationale: Propensity to save and significant holdings Desire to invest for their children 20% amount upfront payment Combined husband and wifes income Brand Image Criteria for Individual Targets: Savings(Age) Occupation Credit Rating Luxury: Age:>35 Senior level Managers & Professionals Estimated number of Households: 19850 Aspirational : Age:>25, Managers & Professionals Estimated number of Households: 19950 For detailed information PFA excel Insights & Information Segmentation
In-Flight Ads in Airlines magazines connecting India and Australia and in the back of Flight tickets Highlight key words to improve recall Theatre: Advertise in Theatres displaying prominent Indian Films Advertisement India-Australia Cricket Series Indian Cultural events in Australia Alumni meet-ups (famous institutions) NRI meets organized by Indian HC India investment promotion events Regional meets organized by Telugus, Marathi, Guajarati Co-Sponsor Conduct & also Participate in Road Shows organized by Indian real-estate promoters in Australia Set-up Stalls in property shows Remittance service providers Online property websites Premium Indian Restaurants Events &Tie-Ups INCREASE AWARENESS Establish emotional connect and Stress on the Indianess for all our offerings Highlight inherent desire to come back to India Depending on category we should highlight the following characteristics High-End Luxury stress on leadership, smartness, distinctiveness & charm Aspirational Housing communicate luxury through cues of innovation and progressiveness. COMMUNICATION Constitutes 30% of sales Post customer feedbacks on website Promote referrals by providing incentives (no monetary benefits) eg. Tour package for a family on securing 3 deals Encourage our customers to act as brand ambassadors leverage our customers trust factor in securing new deals Referrals
Better Build Web site Our Website should clearly state our existing, past and also future projects in pipeline. It should be updated with latest information. Setup a social tab in our website which provides a platform for customers to interact with company. Social tab Helps us to secure a direct contact with customers and help us offer personalized approach It provides a platform to build a good rapport with our potential customers Helps us to communicate our future projects to interested customers Leads generated will be followed up through our sales representative Step2: Securing Leads Online Marketing Google Search Organic Perform SEO of Better Build website for NRI searching for luxurious, aspirational residential homes in Mumbai, Pune and Hyderabad. This improves Google ranking of our website. Inorganic (Google AdSense) Employ social media analytics (SMA)to identify long tailed keywords and adopt PPC strategy and improve listing of our website in search results. Use spyfu.com, keywordspy.com, etc. for SMA . Long tail Key word Advantages: Low cost, High Conversion rate Deploy ads in prominent real-estate sites & forums related to India also depending on search history. Restrict our ads only to search queries arising from Australia. Social Media Lead Generation through online Step 1 :Driving Customers to our website Facebook LinkedIn Deploy ads depending on their location, profile, likes, browsing history through cookies. Employ cost per click bid methodology. Conduct campaigns and use sponsored updates to drive Customers to our site. Since our target audience are Indian Managers and Professionals , LinkedIn could be an effective medium to reach out
Using data from social tab identify prospective customers for each of our offerings. One to one marketing with clients(Sales rep) Explain exit opportunities available. Assist in securing loan and documentation work Step 3: Lead Conversion Most of NRIs hold NRE or NRO accounts in India. Explore the possibility of potential tie-ups with banks and target NRE & NRO account holders It provides a win-win opportunity for all parties (customer, bank and also Better Build) involved. Tie up with SBI Sydney branch, Commonwealth Bank of Australia and ANZ (Mumbai Branch) Tie-up with Banks our own sales representative team -6 members operate out of Sydney or Melbourne Sales Agent Functions Promoting brand Generating good leads Prospect conversion And other tie-ups mentioned in awareness page No Brokers - cost prohibitive Channel Partners Conduct road shows and exhibitions for our existing and new offerings in Sydney and Melbourne (70% NRI concentration) Create a buzz in city prior to road shows Road Shows & Exhibitions Lead Generation and Conversion
Expectation of at least 100 leads per month Awareness Promotion and Events Sponsorship Lead Generation- Social media analytics, SEO Facebook ads to generate leads to our websites Sales targets for each sales representative Increased commission (1.5-2.0%) on any additional sales. Ramping up of Investment in promotion in 2nd and 3rd year to meet sales targets. Focussed marketing strategy- Higher conversion rate Expecting a conservative CAGR of around 30.65% in three years. PFA Excel Sheet for our forecast. Growth Forecast Increase interest rates (India) Depreciation of Australian Currency Any restriction in capital movement (Australia) Slowdown in Indian Economy, Indian Real Estate market Recovery of Australian Real-Estate market Real-estate investment funds in India Increase in Indian political or policy uncertainty Downgrade of Indias Rating External Risk Factors Growth Forecast and Risk Factors E2014 Exp. Revenue INR255 Cr. E2015 Exp. Revenue INR333 Cr. E2016 Exp. Revenue INR434 Cr.

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Iim calcutta invictus round2 Lodha Australia Strategy

  • 1. Lodha Soar for More INVICTUS - IIMC Arun Prasad R Ghouse Mohideen S Australian Market
  • 2. From RBI: permission to invest in the real estate sector Can sell and gift the property Easy availability of loan and allowance of different many ways to service it From Government of India: Investment Promotion council to encourage NRI investments National Housing Banks to loan funds A good time for purchasing real estate Resilient Indian Economy Nature of the markets is expected to push the prices up the next three years and beyond Cautiously optimistic growth YOY forecasts (incl. rent and Capital value appreciation) Pune 15% Mumbai 13% Hyderabad 11% Weighted Average of these three places show 87 % increase over 2007 levels vs. Australias 25% Rupee Depreciation- A psychological boost to NRI property buyers and Investors INR has shown a sharp dip in the last two months against all the currencies Aussie Dollar appreciated 20% against INR in the last 2 遜 years. But the prices real estate prices have remained largely stagnant . So buying the property is 20 % cheaper. Wants to experience the best of both worlds. Improving Life-style and services in India Emotional: the desire to be with ones family to re-connect with ones roots and culture Career: Exposure to developing Economy- a value add in resume Advantage of updated technical skills Increasing trend of NRIS owned IT Startups INDIAN REAL ESTATE- AN ATTRACTIVE PROPOSITION FOR NRI Rupee Depreciation Schemes favorable for NRIsAn Attractive Investment Returning Indians
  • 3. Concentration Melbourne and Sydney have 70 % of NRI population ( approximately 35% each) Perth and Brisbane have 10 % each Adelaide has 6 % Hobart and Darwin have less than 1 % each Age, Gender and Occupation Median Age is 31 The participation rate in labor force is 77% 48.3% employed either in a Managerial, professional or trade occupation DEMOGRAPHY OF AUSTRALIAN NRIS- IDENTIFYING TARGET SEGMENTS Tech Savvy Market-Online marketing would be highly efficient A sizeable NRI population from Andhra Pradesh- Target for Hyderabad properties Per Capita income of NRI Indians is higher than Australians Annual NRI remittance from Australia to India is ~$4.6 Billion Factors attracting NRI investment financial institutions tie-ups, fully licensed projects , early allotment of documents NRI Married household (Managers & Professionals) Rationale: Propensity to save and significant holdings Desire to invest for their children 20% amount upfront payment Combined husband and wifes income Brand Image Criteria for Individual Targets: Savings(Age) Occupation Credit Rating Luxury: Age:>35 Senior level Managers & Professionals Estimated number of Households: 19850 Aspirational : Age:>25, Managers & Professionals Estimated number of Households: 19950 For detailed information PFA excel Insights & Information Segmentation
  • 4. In-Flight Ads in Airlines magazines connecting India and Australia and in the back of Flight tickets Highlight key words to improve recall Theatre: Advertise in Theatres displaying prominent Indian Films Advertisement India-Australia Cricket Series Indian Cultural events in Australia Alumni meet-ups (famous institutions) NRI meets organized by Indian HC India investment promotion events Regional meets organized by Telugus, Marathi, Guajarati Co-Sponsor Conduct & also Participate in Road Shows organized by Indian real-estate promoters in Australia Set-up Stalls in property shows Remittance service providers Online property websites Premium Indian Restaurants Events &Tie-Ups INCREASE AWARENESS Establish emotional connect and Stress on the Indianess for all our offerings Highlight inherent desire to come back to India Depending on category we should highlight the following characteristics High-End Luxury stress on leadership, smartness, distinctiveness & charm Aspirational Housing communicate luxury through cues of innovation and progressiveness. COMMUNICATION Constitutes 30% of sales Post customer feedbacks on website Promote referrals by providing incentives (no monetary benefits) eg. Tour package for a family on securing 3 deals Encourage our customers to act as brand ambassadors leverage our customers trust factor in securing new deals Referrals
  • 5. Better Build Web site Our Website should clearly state our existing, past and also future projects in pipeline. It should be updated with latest information. Setup a social tab in our website which provides a platform for customers to interact with company. Social tab Helps us to secure a direct contact with customers and help us offer personalized approach It provides a platform to build a good rapport with our potential customers Helps us to communicate our future projects to interested customers Leads generated will be followed up through our sales representative Step2: Securing Leads Online Marketing Google Search Organic Perform SEO of Better Build website for NRI searching for luxurious, aspirational residential homes in Mumbai, Pune and Hyderabad. This improves Google ranking of our website. Inorganic (Google AdSense) Employ social media analytics (SMA)to identify long tailed keywords and adopt PPC strategy and improve listing of our website in search results. Use spyfu.com, keywordspy.com, etc. for SMA . Long tail Key word Advantages: Low cost, High Conversion rate Deploy ads in prominent real-estate sites & forums related to India also depending on search history. Restrict our ads only to search queries arising from Australia. Social Media Lead Generation through online Step 1 :Driving Customers to our website Facebook LinkedIn Deploy ads depending on their location, profile, likes, browsing history through cookies. Employ cost per click bid methodology. Conduct campaigns and use sponsored updates to drive Customers to our site. Since our target audience are Indian Managers and Professionals , LinkedIn could be an effective medium to reach out
  • 6. Using data from social tab identify prospective customers for each of our offerings. One to one marketing with clients(Sales rep) Explain exit opportunities available. Assist in securing loan and documentation work Step 3: Lead Conversion Most of NRIs hold NRE or NRO accounts in India. Explore the possibility of potential tie-ups with banks and target NRE & NRO account holders It provides a win-win opportunity for all parties (customer, bank and also Better Build) involved. Tie up with SBI Sydney branch, Commonwealth Bank of Australia and ANZ (Mumbai Branch) Tie-up with Banks our own sales representative team -6 members operate out of Sydney or Melbourne Sales Agent Functions Promoting brand Generating good leads Prospect conversion And other tie-ups mentioned in awareness page No Brokers - cost prohibitive Channel Partners Conduct road shows and exhibitions for our existing and new offerings in Sydney and Melbourne (70% NRI concentration) Create a buzz in city prior to road shows Road Shows & Exhibitions Lead Generation and Conversion
  • 7. Expectation of at least 100 leads per month Awareness Promotion and Events Sponsorship Lead Generation- Social media analytics, SEO Facebook ads to generate leads to our websites Sales targets for each sales representative Increased commission (1.5-2.0%) on any additional sales. Ramping up of Investment in promotion in 2nd and 3rd year to meet sales targets. Focussed marketing strategy- Higher conversion rate Expecting a conservative CAGR of around 30.65% in three years. PFA Excel Sheet for our forecast. Growth Forecast Increase interest rates (India) Depreciation of Australian Currency Any restriction in capital movement (Australia) Slowdown in Indian Economy, Indian Real Estate market Recovery of Australian Real-Estate market Real-estate investment funds in India Increase in Indian political or policy uncertainty Downgrade of Indias Rating External Risk Factors Growth Forecast and Risk Factors E2014 Exp. Revenue INR255 Cr. E2015 Exp. Revenue INR333 Cr. E2016 Exp. Revenue INR434 Cr.