BRIEF: Value and Budget Housing Corporation 1. Background 2. Markets Current and target 3.

. VBHC 201011 (current status) 4. VBHC Competitors 5. VBHC USP 6. Strategic Objective 7. Communication / Positioning Objectives 1. Background Value and Budget Housing Corporation (VBHC) is a company that has been cofounded by Jerry (Jaithirth) Rao, former Chairman of Mphasis; P.S. Jayakumar (formerly Consumer Banking Head, Citibank) and Sunil Narayan (leading real estate specialist) to address the growing need of quality housing in the country. The Housing Development Finance Corporation Ltd. (HDFC) has taken an equity stake in VBHC. VBHC plans to build over 1 million (10 lacs) houses across the country in the next 10 years and is already working on its upcoming projects in Chennai, Hyderabad and NCR. VBHC was co-founded by Mr. Jaithirth Rao, Mr. P.S Jayakumar and Mr. Sunil Narayan with a vision to build one million homes in the next ten years across urban India. VBHC is in the process of setting up an expansive network of integrated housing projects nationwide, that will apply industrial engineering to the construction process, build scale through standardisation all while using the latest construction technology. VBHC is committed to providing value to the consumer by focusing on financial options for the end-customer, lowering maintenance costs and ensuring sustainable living with a high level of commitment towards renewable energy and water & waste management. VBHC projects are situated in the urban periphery and are well connected to the city's central transportation system. Each of the projects will be self sufficient and will contain an on-site English medium school, working women's centre, day care medical centre and a local shopping complex.

2. Markets Only in Bangalore at the moment, but projects planned in over 15 cities in India. Chennai, Delhi and Mumbai are next, including a second project in Bangalore. Therefore VBHC is looking at a pan India presence

3. VBHC 201011 (current status) VBHC launched their first project Vaibhava in Bangalore in August 2010. Phase 1 of the project will be handed over to owners in September 2011. VBHC has kept to their construction schedule.

Strengths: Unique value proposition Budget homes, with no compromise on quality Use of latest technology to achieve cost efficiencies High level of commitment towards renewable energy and water & waste management Ease of payment for buyers online option HFFC easy sanction of home loans Transparent, timeline driven process regular construction updates, live webcam to monitor progress Gives buyer the option of renting apartment out through VBHC Weaknesses: Cluttered market large and small players Many established players Media/customer has an understanding of VBHC value proposition, but lacks regular traction

Opportunity Category building value for money sector, Self sufficient living areas facilities owned by VBHC Niche player own the segment Very strong management team and ability to showcase expertise and knowledge Threats Danger of being perceived as cheaper = inferior Business model being replicated City-wise local players

4. Competitors No pan-India competitor in the same segment. There are however some local players such as Bangalore: Janagraha Mumbai: Star City

http://bangalore.citizenmatters.in/articles/view/2231-pricey-bangalore-gets-affordablehousing

5. VBHC USP Value for money proposition Budget homes, with no compromise on quality. Savings from efficiencies in construction and usage of latest technologies passed back to buyer Transparent, timeline driven Regular and detailed construction updates. Transparent pricing structure. Technology Driven Application of industrial engineering to the construction process, building scale through standardisation - all while using the latest construction technology VBHC is committed to providing value to the consumer by focusing on financial options for the end-customer, lowering maintenance costs and ensuring sustainable living with a high level of commitment towards renewable energy and water & waste management.

6. Strategic Objective VBHC aims to be one the key players in the Indian market particularly in the budget homes sector. Increase awareness and knowledge among target market VBHC spokespersons should be established as credible though leaders in the real estate market

7. Communication / Positioning Objectives Achieve high levels of recall among target audience Budget home buyers and investors Establish a clear and differentiated positioning for VBHC own a niche category Establish VBHC as a though leader in the real estate sector