Branding strategies for real estate companies in Delhi-NCR

Rajan Gupta (Author), Saibal K. Pal (Author)

Abstract

Real estate is one of the fastest growing industries in India mainly due to rising population and income, movement of people to larger cities & towns and increasing demand-supply gap. Many Indian and foreign companies have started investing heavily in this sector as bright prospects can be witnessed in metro and big cities as well as smaller towns in India. Major players like DLF, Unitech, Ansals, Omaxe and Parsavnath Developers have shown good turnover in recent times and many others are in the process of establishing themselves in this business. With New Delhi being the national capital of India, this region provides variety of opportunities to people from different parts of the country. Properties ranging from one bedroom residential flats to lavish bungalows and from small shops and offices to large commercial spaces and business centers are all in demand. The number of real estate and construction companies in this region has also increased drastically, thereby increasing competition amongst them. Different companies have started adopting unique and innovative marketing strategies for attracting different categories of customers in this region. This paper first analyzes existing marketing strategies that are adopted by popular real estate firms for addressing different customer segments and then suggests newer ones to attract business from investors and buyers in the Delhi - National Capital Region (NCR) for residential purpose. Secondary information from various sources was used and primary information was collected by interacting with real estate developers and different categories of customers. Innovative applications of Information Technology in this industry are also portrayed in this paper.

Keywords

real estate;brand differentiation;marketing strategy;consumer behaviour;

Data

Language:	English
Year of publishing:	2012
Typology:	1.16 - Independent Scientific Component Part or a Chapter in a Monograph
Organization:	UNG - University of Nova Gorica
UDC:	339.138
COBISS:	58261251
Views:	1414
Downloads:	0
Average score:	0 (0 votes)
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Other data

URN:	URN:SI:UNG
Pages:	Str. 31-39
ID:	12732221