WOODBARN INDIA: CASE ANALYSIS

Anik Chakraborty
C20-026

1. Analyse the segmentation base for the real estate market in India. Specifically, discuss
the justification behind the sub-segments of the residential housing segment. Based on
the information given in the case, which segment would you recommend that WoodBarn
target?

The real estate market in India can be segmented in the following categories:

a. Residential

b. Commercial/ Retail

c. Hospitality

d. SEZ

The Residential housing segment is further segmented as

i. Luxury

ii. Standard

iii. Low cost

The residential subsegment is purely based on the income level of people. In a country like
India, it a general perception that the type of house a person resides directly reflects their
social status. Also, it is very emotional of people having their own residence. There, in this
case it is quiet rightly segmented as people either go for luxury home (high income level),
standard (generally for middle & upper middle class) & low cost (it is basically value for
money mainly for low middle class & low-income groups).

The recommendation for Woodbarn would be to target Tier 2 & Tier 3 cities as in Tier 1
cities there is already lack of horizontal space & we do not find any facts given in this case
to support the idea of vertical structures that are strong. Also, we know for a fact that in
India in Tier 2 & 3 cities people love to build their own homes be it an isolated structure or
part of any township or small societies. Having said that the target should be mainly middle
& upper middle-class people in order to get more volumes.
2. Do you think WoodBarn has been able to create its intended mindset among its target
audience? What type of positioning strategy would you suggest?

Woodbarn is yet to create the intended mindset amongst its B2C customers. In order to
do so, the primary thing to be done it create awareness as it is most crucial factor that
drives a typical Indian Consumer. Then the next step would be creating the presence of
WoodBurn, followed by appealing to the emotional context of the consumer. Considering
all these WoodBurn should position themselves to be as a Value for money brand that is
also eco-friendly & thereby contributing directly to the environment.

3. Should Sanjay Sharma consider separate communication strategies for the B2B and
business-to-consumer (B2C) customers? Justify your stance.

Since the nature of B2B & B2C consumers are totally different from both economic as well
as emotions point of view, Sanjay Sharma should consider different communication
strategies. Also, the information flow varies greatly between these two groups making it
necessary to communicate differently.

4. If you were Subit Ghosh, the freelance consultant, how would you design a marketing
communication plan for the B2C market for WoodBarn? Consider the background
information, message strategy, creative tactic, choice of media and cost.

I would start off with an emotional campaign first to create awareness among the objective
portion. The initial stage would be tied in with planting the possibility of wooden house in
the consumer mind as of now house implies a brick made house as it were.

For this I would initially go with TV ads in news channels as they are less expensive and for
the most part it would focus on the leader legitimately (expecting the old individuals in
house observe a greater amount of news).
The second stage would convey the utilitarian advantage of the wooden house like an
value for money, toughness, security and so forth.

For this I would propose that alongside TV ads we have to go with print ads in normal paper
which has more course than business papers. Alongside that Kiosk showcasing should be
done with the goal that individuals can approach that and feel the house.

At what stage of the product life cycle are wooden houses in urban India? Given
the same, what should be the generic strategy for WoodBarn?

Considering a product lifecycle, the concept of wooden house is in the initiation phase.
Therefore, to reach its full potential the suggestion would be start with the basics, which
is awareness & reaching the mass that resides mainly in our Tier 2 & 3 cities. The goal
would be understanding their mindset & therefore make them aware about the product
to change the behaviour towards this product. This strategy should try to get customers
to the awareness set by emotional appeal and then move WoodBarn to consideration set
by rationality and functionality.