Tata Strategic was asked by a major real estate developer to carry out a demand assessment study and formulate the marketing strategy for an IT/ITES SEZ in Mumbai.
Tata Strategic used a robust approach to arrive at the projected demand for IT/ITES SEZ space in Mumbai based on expected growth of exports of IT/ITES industry. The team carried out extensive discussions with potential customers from the IT/ITES industry to understand the decision drivers influencing their choice for office space. The team evaluated the capability of the SEZ across the key parameters and also compared the attractiveness of its offerings with those of its competitors.
The approach helped the team in identifying the target segments for the SEZ and to arrive at a value proposition. The team suggested an appropriate pricing strategy for the SEZ based on rival offerings and prevailing commercial rates in the area. The team also recommended a channel mix for the client to effectively address its target customers.
Impact
The recommendations made by the team helped the client finalize the SEZ space and the marketing mix recommendations were incorporated into the marketing and promotion plan for the SEZ.
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