Marketing strategy of DLF
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The document provides an overview of the real estate sector in India and DLF Ltd. It mentions that the year was not favorable for the real estate sector due to economic trends and tightened credit policy. Demand varied across regions with Bangalore and Kolkata seeing high supply. NCR, Chennai and Pune saw new projects due to sustained demand. The commercial segment performed well in Mumbai and Bangalore. It then provides details on the residential, commercial, retail, hospitality and SEZ spaces. The document outlines DLF's vision and various business lines. It discusses DLF's shareholding pattern and positioning in the industry as a leading player with pan-India presence.
Marketing strategy of DLF
- 1. Made By:- Chanchal Sharma (76) Md. Sattar (90) Mudit Bahl (153) Pankaj Kumar (95) Priya Singh (99) Tushar Rastogi (119)
- 3. Considering overall economic trends, like GDP, inflation etc the year was not favourable for the sector Tightened credit policy made it difficult to raise funds Demand in the housing market varied highly across regions Bangalore, Kolkata witnessed highly supply NCR, Chennai, Pune saw infusion of new projects due to sustained demand. Commercial segment performed well in Mumbai, followed by Bangalore the supply is expected to grow at moderate rate of 2% The organised retail segment which is expected to grow to US $ 42.0bn in 2020, from US $25bn now
- 4. Residential space Real estate sectors Commercial space Retail space Hospitality space SEZs Fragmented market with few large players Demand of over 300,000 units in the seven major cities Few players with presence across India Over 38.2 million sqft. Demand in 7major cities in 2011 FDI in multi brand retail to boost demand Fragmented market with few national players Demand of over 15 million sqft. In major cities A competitive market with many players Over 121,000 hotel rooms in the country 589 SEZs have been approved by the government so far Majority of SEZs are in the IT/ITeS sector
- 6. To contribute significantly to building the new India and becomes the worlds most valuable real estate company To build world class real estate concepts across six business lines with the highest standard of professionalism, ethics, quality and customer service Sustained efforts to enhance customer value and quality Ethical and professional service Compliance and respect for all community, environmental and legal environments Vision
- 8. Analysing the various research marketing techniques for the betterment of promotion of any real estate firm To study the present scenario considering every aspects of real state sector Ensuring customer satisfaction as well as maximizing returns from them
- 16. Description Percent of share(%) Promoters 78.59 Individuals 3.79 Institutions 0.33 FII 15.47 Government 0.00 Others 1.82
- 17. Percent of Share (%) Promoters Individuals Institutions FII Govt. Others
- 18. DLF has spread its tentacles pan India covering almost all the cities Targets : For Home Luxury middle class & Upper class For Retail Tie ups with big retail company for malls For Offices Tie up mammoth companies DLF has positioned itself as a coveted brand in the field of real estate It is the largest company in terms of market share market volume also market capitalization.
- 38. Threat of Rival Threat of New Entrants Bargaining Power of Buyer Bargaining Power of Supplier Threat from Substitute
- 40. Strategy Formulation Strategy Short term Long term
- 42. Contd.
- 45. Funds Raising(Disinvestment) Gujarat DLF also sold its 150MW in Gujarat to Bharat Light and Power private Ltd for 282.3Cr Tamilnadu It has also signed an agreement with Tulip Renewable Powertech Ltd to sell 34.5MW Tamilnadu plant with related liabilities, assets and long term loans for 188.7 Cr Rajasthan DLF completed the sale of its 33MW wind turbine project to violet green power for Rs 67.44 Cr.
- 47. Targeting the Potential Segments Government projects Corporate Tier 2 & 3 cities
- 48. Positioning