A STUDY ON THE MARKETING STRATEGIES OF MORPHEUS: A REAL ESTATE COMPANY

The real estate industry in India has a huge potential and is the second largest employer after agriculture. Large population base, rising income level and intense urbanisation has contributed to the growth of this Industry. Morpheus group, a leading real estate company based in Noida has been able to draw its revenue from this sector with effective application of marketing strategies. Marketing of a real estate project requires to start before the construction. It is a necessity to have a marketing plan which factors in real-time demand drivers as well as those that will prevail when the project nears completion. In short, actual real estate marketing consists of - studying every portion of the project, aligning it against prevalent and future market requirements, developing marketing mix and marketing funds in an effective manner. It is an exploratory case study using the primary sources of information.