Segmentation and targeting of the ultra luxury residential real estate market in India

Abstract

In the highly competitive real-estate sector, KPDL has to undertake line extension of its product offerings to maintain its high growth rate. One such segment where the firm is extending its operations is the Ultra-luxury residential market. Marketing segmentation is the key to implementing a successful marketing plan using which suitable segments can be identified and targeted. This project deals with the segmentation of the ultra-luxury real estate market comprising of High net-worth individuals in the country. It also lays down a few targeting strategies for the market segments which can be used for product positioning suited to each segment.