Subject: Brand Management and Integrated Marketing

Name - Karthik Subramaniam Roll No 0928 Submitted to Prof. Kedar Dunakhe

Disha Direct, the market leaders and pioneers of second home products, now offers Services across entire spectrum of real estate industry. A brand to reckon with, Disha Direct has created a niche in the realty sphere from last seven years and explored a new Avenues of growth. With over 7000 happy customer, over 300 professional, 23 completed and 20 ongoing Projects, Disha Direct is poised to surge ahead with great growth in coming time. With four defining pillars of Ideas, Innovation, People & Technology, Disha Direct proclaims a niche in the Indian realty sector. If dreams are our passion, innovation is our mantra for growth. Disha Direct as a firm stirs dynamism well-reflected in the wide spectrum of real estate services it offers ranging from Residential Properties in cities, 2nd Homes away from the city, Budget Homes within city limits, Developed Plots, Commercial Properties to Expansive Acres of land. Disha Direct aspires to create a home for every dream and present India with finest abodes and properties at prominent destinations. From the last seven years, Disha Direct has dignified its moves and made its heartwarming presence felt in the Indian & International markets. Today, it operates through 10 offices in Western India and two international offices in New York & Dubai. The success story of 24 completed projects and 20 current projects clearly brings to light the distinctive reach of Disha Direct in Mumbai, Thane, Pune, Nashik, Nagpur, Alibaug, Shahpur, Karjat, Lonavala, Wada to name a few. A customer centric organization, Disha Direct continually strives to ensure the best service to its customers. As a customer-connect initiative, it has launched 4 strategically based DISHA DIRECT MY STORE outlets at Thane, Kandivali, Vashi & Bhayander. The receptive stores facilitate end-to-end solutions in three major arenas of real estate i.e. Investments, Properties and Lifestyle. It offers perfect match for customers & investors with regards to their interests and budget availability and aims to make this entire process hassle-free & pleasant. 25 more outlets are planned across Mumbai in the near future. An expert led investment advisory division; Investment Square puts forth investment's four varied dimensions i.e. Promising Destination, Legitimate Property, Well-planned & Developed Project and Assured Appreciation. It caters real estate services to NRI customers through the dedicated portal Buy Indian Properties.

Disha Direct now strides in the lifestyle arena with Greenarth Leisure. Conceived as a chain of theme resorts across Maharashtra, Greenarth is a combination of enriched lifestyle, warm hospitality, contemporary recreation and pure nature. Each resort is being imaginatively created to ensure that lifes beautiful for everyone on this earth. Bringing novel ideas to life has been our ardor and we envisage being a one stop real estate & lifestyle brand spread across the country and the world. Realizing the cherished dreams of our customers has constantly driven our achievements and today we take pride in revering the inimitable bond we share with 6000+ happy customers. We believe in having complete transparency in dealings, ensuring secure, risk free, legitimate properties. We wish to surpass all boundaries to emerge as the Most Respected Brand by offering value for money and variety in three distinct sectors of Investments, Properties & Lifestyle while catering to every segment of the society.]

Vision
"Being the Most Innovative & Professionally Managed Real Estate Service Organisation"

Values
Integrity SincerePartnership Customer Satisfaction SERVICES OFERED Conceptualizations of Projects Ideation is the base of our entire marketing and brand building exercise. Developing distinctive concepts and presenting real projects with a strong theme have inspired us to rise above competition. Over the years, we too have realised that every home speaks a language of its own. The more we continued adding newness to our concepts, our projects generated stupendous interest among buyers. And the project developers took keen interest in being creatively superior and earned a reputation that was distinctive. Aug 2005 Promoting a destination instead of individual projects with the help of a brand ambassador has proved out to be one of the best innovative strategies. The destination was Talegaon promoted by renowned film and stage actor 'Prashant Damle'. As a result, projects at Talegaon received an overwhelming response from people based all across Maharashtra. Jan 2009 Disha Direct for the first time introduced 'Florets' (Flower Shaped Homes) in Vikramgarh. Spread across 82 acres of dream geography, the project exuded charm and wonder with every

home resembling a blooming flower. Branding & Promotion The I in our logo stands for innovation. As a feature, innovation is what differentiates & empowers us to escalate greater heights. Through continuous innovation in our branding and promotional activities, we have emerged as a reputed brand with maximum recall value. Our inhouse creative, advertising and architectural firms Blueleaf Innovations and Bluebell Architects provide a cutting edge to our innovative approach. Aug 2005 The sale of residential project in Thane viz. Prestige Residency increased 10 times with our innovative approach in Marketing. We surveyed the entire project site and studied the drawbacks. With our team of architects, we immediately revived the entire site in minimum cost and revised the advertising campaign. The results achieved were record breaking. May 2006 Mango Village, promoted by creating a village around 3000 mango trees was a huge hit. The project is located in Wada at village Sajan. Conductors of ST bus plying on this route, now issue tickets for Mango Village. Jan 2007 Orange city, a project built around the mascot 'Ongy'. The concept was a huge hit & today stands as a benchmark for other projects on Mumbai-Nashik Highway. Jan 2009 Strong presence in all Shoppers Stop stores across Mumbai with Disha Direct Stalls. Prominently placed, these stalls promoted different projects and at the same time established Disha Direct as a reputed brand in the minds of thousands of people visiting the stores.

Marketing & Sales The aspirations of a property buyer matter to us. So our marketing and sales programmes imbibe the finer details of a project. We have made it our practice to exceed expectations of home buyers in the realty sector. It is all about making them realise that our plans are specially designed to make their dreams come true. Our comprehensive marketing & sales planned over the years have facilitated in strengthening our relationship with customers. THE FACTS Mar 2006 A remarkable sale of 75 units tracked in just 43 days for 'Sanskriti' project, Talegaon. Aug 2008 Another milestone was Landmarc Hills, a N. A. Plots project at Shirol which recorded a sale of 100 units in 3 consecutive days.

Online & Offline Customer Support Our IT department and online support system strive every moment to achieve new levels of perfection. Ingeniously developed CRM (Customer Relationship Management) software presents a detailed summary of reports on enquiries, sales & post sales, payments and other information. Our corporate website, brand centric websites and a dedicated portal for NRI services act as a single platform to seek information at the click of a mouse. And for instant access, a toll free number adds to the convenience of our patrons. Oct 2006 A technological breakthrough was achieved by establishing wireless connectivity between our Corporate Office, Customer Relationship Centre and Marketing Office at Thane. Jan 2007 A high-tech email and CRM server was hosted at the Corporate Office, which enabled better performance of Customer Service. The installation further simplified the process of computer maintenance on regular basis.

DISHADIRECT Brand & Line Extension of dishadirect

DISHADIRECT MYSTORE GREENEARTH LEISURE RESORTS

Yash infraventures

These are some of the brand & line extension of DishaDirect Properties

Suggestions for strengthening DishaDirect Properties in market

y As DishaDirect is the market leader in 2nd Home market and it has created a niche for it and hence it should come up with more Brand and line extension in order to be a leader for a long time. y DishaDirect has to do a strong SWOT analysis of its 2nd Home market and carefully work on weakness. y Disha direct has to increase its presence . y Lot more ads to increase their visibility