Godrej lays non intrusive designs for real estate consumers

Marketing and branding initiatives in the real estate business have increased with the boom in property development business. Players across the industry are using all kinds of media platforms to woo consumers but at times becoming intrusive in the latter’s life. However, in order to make more meaningful consumer connect, Godrej Properties Limited (GPL), the real estate arm of the Godrej group, has unleashed a slew of consumer engagement initiatives to stay ahead of the curve.

In fact it is one of the first companies to launch its property videos on YouTube Channel and is also using Flickr gallery, to increase consumer engagement with the company’s product and services. Thus, the company is using online media more aggressively to create a positive online perception amongst consumers. The online videos range from advertisements to project walkthroughs including mock ups of apartments that highlight features of the product. This allows viewers to get an actual feel of the property.

Girish Shah - VP Sales & Marketing, Godrej Properties Ltd

Girish Shah, Vice President – Sales & Marketing, GPL, says, “Real estate being an extremely location-driven business, using advanced in-house tools and research we have been able to deep dive and get an indepth understanding of our consumer segments, which helps us tailor make engagement programs for them across several platforms.” He says that with the demand for good quality housing growing unprecedentedly, it has become imperative for marketers to engage consumers beyond transactions.

TG specific strategy
GPL’s marketing initiatives, hence, focus on the different needs of different consumer segments. “The idea is to tap consumers through a platform which  appeals to them the most, for instance, HNI’s enjoy golf, polo, theatre and musicals; for others its regional plays and festivals. It’s also heartening to see consumers today being concerned about environmental issues which we strongly and deeply support and have been actively involved in addressing,” adds Shah.

Thus the company kick started its customer engagement programs this year, by sponsoring a golf event for its Bangalore market and later as associate sponsors for Delhi Golf Club’s sporting event.  In Delhi, the company rewarded players with Godrej Properties Branded golf kits. Apart from the sports, GPL also sponsored various musical and theatre shows for its high income consumers. It also supported the Gujarati theatre festival at National Centre Performing Arts, Mumbai. Another mainstay for its branding initiatives has been high-end race courses and cultural events even beyond India. Dubai happens to be one of its other important markets.

Shah says, “There are many Indians residing overseas who wish to invest in India but have limited mediums to evaluate properties. By sponsoring shows abroad, we can personally showcase our properties to them.”

The company also promotes an eco-friendly environment for its properties. For instance, for its Kolkata project Godrej Prakriti, whose micro-positioning has been built around the concept of nature, the company conceptualised an interactive consumer engagement activity to create an ambiance of how it would be to live in Godrej Prakriti.

Shah adds, “To maintain natural elements like the lake and the green cover, the master planning of the project has been conceptualised around the natural habitat. We created an interesting Oxygen bar concept in malls for customers to experience the feeling of staying at Godrej Prakriti, which is in line with the positioning of the project.”

The Company introduced several activations as part of this drive including a mobile ‘O2 Experience Zone’, and distributed saplings to educate children about environment protection through activations across schools.

Source:pitchonnet.com