Rustomjee Group: Positioning for a new market segment (B)
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 $1 million+ customer.
(a) What does customer centricity entail in the real estate industry in India? (b) How do you develop and communicate a unique positioning for a new market segment? (c) What is the right brand strategy and brand architecture for a company that caters to two distinct customer segments?
Rustomjee Group, Services, Real Estate, Construction and Engineering
2014-2015
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.
Research Information & Knowledge Hub for additional information on IMD publications
- Rustomjee Group: Positioning for a new market segment (A)
- Rustomjee Group: Positioning for a new market segment (B)
- Rustomjee Group: Positioning for a new market segment (A)
- Rustomjee Group: Positioning for a new market segment (B)
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
This study offers novel insights into how team structure and flexibility affect pivoting. It details how founding team coordination practices shape individual and collective sensemaking of feedback and efforts to improve a venture idea. Following ...
in Journal of Business Venturing March 2025, vol. 40, no. 2, 106472, https://doi.org/10.1016/j.jbusvent.2024.106472
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD Brain Circuits 13 February 2025
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD 13 February 2025
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications