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| Case Studies |
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| Pricol Property Development Ltd |
OVERVIEW
Real estate is one segment that's been booming for a while in Coimbatore.
There has been a shift from just selling property to selling lifestyles.
The old market segmentation of luxury and middle class has now been
further polarized into many niche segments. To add to this the competition
is fierce with Coimbatore positioned to emerge as an I.T hub. It is
under these conditions that Pricol was looking to make a name for itself
in the property development segment. Pricol is a trusted name and we
had to capitalize on that trust to build an image for them. The main
challenge was finding a niche here which had not already been exploited.
Also we had to pay extra attention to the consumers needs, as there
is nothing more personal than a house.
FACT ANALYSIS
Essentially the target segment was the upper middle class. The one
avenue that we could use was nature centered living. This concept received
a good feed back from today's health conscious urban population. “It's
the one thing that money can't buy “Archana Devdas, Creative Director.
We wanted to take the prospective buyers back to their roots, by offering
them real trees instead of a concrete jungle. Having settled on this
we wanted to also focus on the fact that going back to nature didn't
mean compromising on any thing. We were still selling a luxury item.
SOLUTION IMPLEMENTATION
The tag line “Rediscovering habitats in nature “says it
all. The naming of all the properties carried forward the nature theme.
Wenlock woods, Silver springs and Emerald Vistas are names that conjure
up images of luxury in nature. The colors used were a riot of natural
hues. The brochures all focused on the fact that nature would be a large
part of the living experience. Our campaign focused on shots of nature
rather than the traditional modern luxuries that one might expect. We
did however emphasize on these in our write ups of the property. This
gave Pricol all the edge they required in the field with some of their
properties being sold weeks after the first campaigns. |
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