Deleting things from this directory is not really legal operation. No wonder access to this directory has been limited since Window 7 (I don't count Vista). The content of this directory is registered with the Windows Installer database, so any direct deletion may break its integrity. Such operations can be done only via Windows Installer SDK.
For building installation, Visual Studio Setup projects are usually used, by they have been deprecated since v.2012, for a good reason. The project type is not MSBuild-compliant and has other problems. I strongly recommend open-source Microsoft Windows Installer XML Toolset (WiX):
http://en.wikipedia.org/wiki/WiX[
^],
http://wixtoolset.org/[
^].
—SA