Empress CityLuxury Living

RedefinedPresentation by: Amit Chhawal

Case Summary KSL Group is planning for a digital advertising initiative for their

property projects For this pitch the main focus was on Empress City Nagpur Our focus was on traditional banner advertising Unique initiative for leveraging social media

LOCATIONthe

Famed as the “City of Oranges” in India

Well planned and organised city

Located in the centre of India

The City is on the path to transform itself into a metropolis with improved infrastructure, higher standard of living, industrial and commercial growth

A magnet for both International and Indian MNC to setup a base of operations

Easy connectivity to Mumbai, Pune, Delhi and Bengaluru have helped accelerate growth

Education, IT, BPO’s and Manufacturing are garnering a strong presence in the city

PROJECTthe

A fully integrated Township in the city of Nagpur

Great Connectivity to Nagpur Station, Nagpur Airport and to National and State Highways

High end Luxury Apartments in 2, 3 and 4 BHK configuration

Mall and Banking services within the Township premises

IT Park and commercial centre

Five star hotel located within the premises

MARKETthe

Fast and Urbanised growth

One of the top 10 rich cities in India

3rd Largest city in Maharashtra

Rapid industrial and commercial growth has given rise to a influential Middle class and Upper middle class

Large part of the city population is young and below the age of 35

Large number of “Nouveau riche”

Bungalow ownership mentality is very strong in this region

AUDIENCEthe

Age: 27 to 40

Sex: Males / Working Couples

Marital Status: Married or About to get Married

Income: Above Rs.45,000 per month

Education: Graduate or Post Graduate

Middle class and upper middle class

Modern and western outlook

Aspirational and Ambitious

They are upwardly mobile in society

Tech Savvy

Located in Maharashtra and central India region

COMPETITIONthe

Apart from these there is major competition from the local traditional preference of owning Row houses or Bungalows.

OBJECTIVEthe

Position Empress city as the modern lifestyle living destination for urban professional

Primarily target will be Home Buyers for self use with secondary targeting done for Investors

Create awareness and desire about the Empress city among home buyers

Generate interest among investors for the project

Project “Empress city” as a self contained Metropolis within Nagpur city

METHODOLOGYthe

Audience

Message

Media

Audience- 27 to 40 Year Old- Male / Working Couple- Income Rs.45,000+ PM- Aspirational- Modern Outlook

Message

Come Home to the Luxury Lifestyle of

Empress City

Medium- Banner ads Online- search engine marketing- social media marketing

DIGITALmedium

Economical

Target Segmentation

High Level User

Engagement

High Volumes

Accountable

Digital Advantage

DigitalBanner Ads on Property

Portals

Search Engine

Marketing

Social Media Marketing

Website Development

Search Engine

Optimisation

Banner ads

To be mainly done on Property Portals only

Very targeted marketing based on geography and interests is possible

Drives already engaged and qualitative traffic to your website

Allows for tracking user behaviour to measure success

Based on pay per view model

Allows for project specific promotion

Banner Ads on landing pages

Search Engine Marketing

Visibility on the search engine result’s page

Allows highly targeted advertising as per Demographics and Geography Location.

Keywords ensure minimal spill over, People who click on your ad, are the ones genuinely interested in it

Pay per click advantage

Cost-effective

Social Media Marketing

Used for both professional and personal networking

Lots of data available for targeted advertising

Advertising can be done based on Geolocation, Demographics, demonstrated interest etc.

Allows for an one on one interaction that really engages the audience

Promotion Concept

Online auction of three flats located in Empress City, Nagpur

Create a buzz around the fact that people bid the amount they feel like

Leverage social media by allowing people to bid through Facebook by way of creating FB application

Get additional information with regards to what are the aspiration attached to participates in buying a house

Leverage this information to entice sales through traditional offline follow up after completion of the online bidding contest

Be in constant touch through email and through social media to participants and every two weeks enticing them to rebid

keep engaging the participates and upselling the project features to so as to enhance their appeal towards the project to entice post event engagement

Website Development

Create an engaging and world class website

Ease of navigation and interactivity will be the focus

To be in sync with or overall campaign focus

Will be used an informational tool

Designed to let our users have the full experience of “Empress City”

Search Engine Optimisation

Enhances visibility and improves search rankings

Increases website ‘quality traffic’

Long term approach

Economical

Boost customer loyalty

Search Engine Optimisation Methodology

Optimisation of the website will be done by:

By delivering quality content

Indexing optimization

Cross linking

Easy navigation and user friendliness

Meta tagging

Keyword optimization

SEO will be done primarily for Google and Bing Search

SHOWCASEcreative

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