branding
Every marketing campaigns is unique in itself. A campaign is not only about creative and communication, but it is much more than that. A campaign address a particular objective be it creating brand salience or improving sales of the product.
LUXURY SEGMENT
It is the target audience who we are speaking to. The niche target audience who has a particular choice, who value quality over quality , who wants to be pampered and they value exclusivity. Luxury marketing needs to be subtle. Here push strategy , offers is not advisable to be used. Luxury marketing is more about story telling. Weaving a story on all the luxury quotient of the product. Making the customer feel that why the product is unique and why is the product carved for them.
PREMIUM SEGMENT
This segment the objective should be create value for money in the mind of the end consumers.Premium segment products where we speak of the product features and their benefits, How the product will enhance the life of the end customers, why a certain feature has been added. How the product should enhance the lifestyle of the end consumer. The communication should differentiate the product from other segments with the unique product features.
VALUE SEGMENT
The customers in the segment are price conscious. Offer, discounts, added benefits etc. connect with the customer base in this segment more than the product features.
The offers are which attract the customers and ultimately help in closure. The main focus of the communication strategy here should be the offer or the benefits.
Challenge
To sell the higher ticket sizes where inventory started at 4 crores.
Solution
Campaign to highlight the exclusive features of the development and the units and the lifestyle they provide.
Challenge
The positioning og the project as premium in the mind of the customers.
Solution
the USP of the project was the amenities it provided and the abundance of nature, gave to the campaign Lifestyle Above Par.
Santorini – Spanish styled homes
Positioned as Spanish Styled Apartments and second home.Chennai’s Statement Spain’s Charm.The bright colors were chosen to communicate the vibrancy in the project and communicate with the South Indian audience, the yellow and blue design language has been chosen to connect with the audience.It is a lend of the color of Chennai and the blue represents Santorini color blue.
Challenge :
The project had very low absorption rate and the it needed a revamp of the communication language and positioning.Positioning it as second home and adversting with the actual image made it a destination in itself . It gained populrty among the TG , attracted people for SV and led to the purchase.
Sales number increased by 200% with the right communication and correct marketing strategies.
Few Game changing Campaigns at a Glance
Happy Place Called Home, Q1 2020-21
Scheme :
Exclusive offer of “100% happiness by paying just 10%, Pay the rest in 2021”
During the time of pandemic the aim was to reduce the financial burden of the customers.
First ever digital campaign launch with more than 2000+CPs present . Assisted by digimeets, video tours etc,
Move IN India , Q2 2020-21
Scheme :
Exclusive offer of “Pay just 15% & Move in NOW”, a subvention scheme with immediate move in
With no signs of COVID-19 leaving soon, people realised the need of owning a home.
Tapping into this need of customers, we decided to highlight our RTMI properties across India with ‘Move In India’ campaign, also targeting NRI customers.
Again a dgital campaign launch with presence in Print.
Wow is Now, Q3 2020-21
Scheme :
A festive season campaign promoting an all-time low home loan interest rate 6.5% p.a. to 7% p.a.
Key offer of 3.99% flat interest rate for next 12 Months
The offer was supported by on gorud activation alongwith digital as the market had started opening up. It was very well accepted by the customers. Wow zones were created at the sites where gifts vouchers were given with every purchase.
Wow is Now, Q3 2020-21
Scheme :
A festive season campaign promoting an all-time low home loan interest rate 6.5% p.a. to 7% p.a.
Key offer of 3.99% flat interest rate for next 12 Months
The offer was supported by on gorud activation alongwith digital as the market had started opening up. It was very well accepted by the customers. As a part of the campaign Happiness Zones were created at site
The flash Sale Q4 2020-21
Scheme :
72 hours flash sale window opened. Following its success 48 hours was also done for the last week of March.
The highest performing campaign os the FY.
ShareEMI, Launched during the festive season of 2018
Scheme :
Tata Value homes paid upto 30% of the EMI for 36 months
It was a helping hand extended to the customers.
The benefit to the customers were shown in the creative with cut prices.
Marketing Strategy
- Print ads city specific
- Print ads in regional language for South – Chennai
- Hoarding
- BTL activation
- Digital Presence.
Ghar Aaaja India in association with Indiabulls Home loans launched at Independence day Q2 2018
Scheme :
Pay 10% on booking and no EMI for first 12 months.
Marketing Strategy
- Print ads city specific
- Print ads in regional language for South – Chennai
- Hoarding
- BTL activation
- Digital Presence.
- Campaign launched with teaser to generate curiosity then followed by revealer and mop up phase with countdown.
The flash Sale Q4 2020-21
Scheme :
72 hours flash sale window opened. Following its success 48 hours was also done for the last week of March.
The highest performing campaign os the FY.
ShareEMI, launched during the festive season of 2018
Scheme :
Tata Value homes paid upto 30% of the EMI for 36 months
It was a helping hand extended to the customers.
The benefit to the customers were shown in the creative with cut prices.
Marketing Strategy
- Print ads city specific
- Print ads in regional language for South – Chennai
- Hoarding
- BTL activation
- Digital Presence.
A home for her launched on Women’s Day. March 2018
Scheme :
Book a Home at Rs 1
Marketing Strategy
- Print ads city specific
- Print ads in regional language for South – Chennai
- Hoarding
- BTL activation
- Digital Presence.
Offer of the Century October 2017
Scheme :
Urgency campaign created with the offer.
Marketing Strategy
- Print ads city specific
- Print ads in regional language for South – Chennai
- Hoarding
- BTL activation
- Digital Presence.
Challenge –
Customers looked for schemes for faster conversion
Solution –
Campiagn was rolled out which intrigues the customers as two schemes remained a mystery. Lead inflow was witnessed and gave the opportunity to the sales team to converse with more number of customers and close the deal.
Challenge-
to sell the slowest moving 3.5 BHK inventory due to the unit plan design.
Solution –
The campaign spoke about the best use of the 3.5 BHK and how the small room can be used in a multiple ways.
Challenge –
To get more people to site as the project was in the outskirts.
Solution –
An unit was made ready for customers to check in for a day or weekends and experience Santorini for itself the concept and the campaign proved to be very suceesful