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Compact case
Case
-
Reference no. IMD-7-1831
Subject category: Marketing
Authors: Goutam Challagalla (International Institute for Management Development (IMD)); Athanasios Kondis (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2017
Version: 18.12.2017
Revision date: 8-Jan-2018
Length: 4 pages
Data source: Field research
Topics: Positioning; Brand strategy; Customer centricity; Differentiation; Real estate
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Abstract

This is part of a case series. Founded in 1996, Rustomjee Group real estate developers has developed into a notable player and a well-known brand in the Mumbai Metropolitan Region (MMR). The case examines two flagship concepts - 'Childhoods Available' and 'My Spaces' - and sheds light on how Rustomjee Group has managed to achieve differentiation while catering to two distinctively different market segments. The mass market of middle-income families and the premium market of the USD1 million customer.
Location:
India
Industries:
Construction industry; Real estate industry
Size:
Rs1000 Crores (2014)
Other setting(s):
2014-2015
Case
-
Reference no. IMD-7-1830
Subject category: Marketing
Authors: Goutam Challagalla (International Institute for Management Development (IMD)); Athanasios Kondis (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2017
Version: 18.12.2017
Revision date: 8-Jan-2018
Length: 11 pages
Data source: Field research
Topics: Positioning; Brand strategy; Customer centricity; Differentiation; Real estate
View full details

About

Abstract

This is part of a case series. Founded in 1996, Rustomjee Group real estate developers has developed into a notable player and a well-known brand in the Mumbai Metropolitan Region (MMR). The case examines two flagship concepts - 'Childhoods Available' and 'My Spaces' - and sheds light on how Rustomjee Group has managed to achieve differentiation while catering to two distinctively different market segments. The mass market of middle-income families and the premium market of the USD1 million customer.

Settings

Location:
India
Industries:
Construction industry; Real estate industry
Size:
Rs1000 Crores (2014)
Other setting(s):
2014-2015

Related

Case
-
Reference no. IMD-7-1830
Subject category: Marketing
Authors: Goutam Challagalla (International Institute for Management Development (IMD)); Athanasios Kondis (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2017
Version: 18.12.2017
Revision date: 8-Jan-2018
Length: 11 pages
Data source: Field research
Topics: Positioning; Brand strategy; Customer centricity; Differentiation; Real estate
View full details