Beyond bricks and mortar: market research in township development

Learning outcomes After completion of the case study, the students will be able to assess the real estate marketing environment in Tier-II markets; understand the process of turning research findings into practical insights that guide managerial decision-making; designing segmentation, targeting and positioning criteria for real-estate ventures in emerging markets; and evaluate means of creating, communicating and capturing value through the marketing mix. Case overview/synopsis Navaladiyaan Construction, a regional property developer in central Tamil Nadu, was launching a “Mini Township” project in Perambalur. Larger developers from Chennai and Coimbatore had previously entered similar markets with standardized gated communities, but often failed to connect with local customers. Determined to avoid this misstep, managing director Raghul Prasanth engaged Sasikumar, an experienced real-estate consultant and the case’s protagonist, to design and conduct an in-depth market research study that involved secondary data analysis, focus groups, expert interviews and a large-scale household survey. The case study invites students to translate these market research findings into a coherent marketing plan and recommend actionable choices across segmentation, targeting, positioning and the marketing mix. These recommendations would not only determine the fate of the Mini Township project but would also shape Navaladiyaan’s credibility as a regional leader in sustainable housing development. Complexity academic level This case is appropriate for management students, both at the graduate and undergraduate levels. Supplementary material Teaching notes are available for educators only. Subject code CSS 8: Marketing.