SKYLINEPOWAI PR Presentation
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July 3, 2010 A Private & Confidential Plan for $KYLINEPOWAI 1
July 3, 2010 A Private & Confidential Plan for $KYLINEPOWAI 2
$$KYLINEKYLINEPOWAIPOWAI
Conceptualised by,
Tarun Mohinder Sareen
Communications Planfor
July 3, 2010 A Private & Confidential Plan for $KYLINEPOWAI 3
HowTo Make Communications WorkIn Sync With Sales & Marketing?
A Communications Approach Towards
Gaining Market-share
July 3, 2010 A Private & Confidential Plan for $KYLINEPOWAI 4
Brief
The ‘SKYLINE Group’ is coming-up with 5 towers of 25 stories each on a hill-site in Powai
2 towers to be announced in September as Phase-I Premium & Super-premium apartments, 1,800 sq. ft.
(3BHKs) - 2,300 sq. ft. (4 BHKs), 2 each, on each floor, 100 per tower
Other 3 towers to be announced in of Phase-II later 80% of the area to be developed is to be ‘Green’ A 1,00,000 sq. ft. Podium Garden with a Club House,
common to both the Phases are to be designed by International Consultants
3-level basement parking's for ~450 cars
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ProposedVisions, Missions & Core Value
Vision Financially sound Technologically strong Employee satisfaction Skill maximization
Mission Be the ‘Most Preferred Premium Developers’ within 2-3
years Leveraging technology Developing life-long relationships with Customers & Constantly creating value for all our stakeholders
Core Value “Together we can & we all will prosper!"
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Target Audience (TA) - I
Geographically: Existing owners of ‘Premium’ & ‘Super-premium’ properties in ‘Powai’,
especially in ‘Hiranandani’s Large MNCs Large Indian Corporate Houses HNWIs
Professionals Pilots & Businessmen
Also all the above from in & around… Chandivli Sakinaka Andheri-East Vikroli South Mumbai Pan-India & also NRIs
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Target Audience (TA) - II Families:
Very Affluent, Modern & Educated SEC A & above
Celebrities: Films Fashion Sports & Business World Consulates at BKC
Investors IPCs Very important 3rd Party Brokers All Our Staff (Very Effective Internal Communications)
Media will form the ‘Lifeline’ with our TA
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Lets First Understand…
What Exactly Are Brands?
Brands are either/&or identities, perceptions, images, opinions formed about an product, service, business or entity in the minds of the general public either through conscious or unconscious efforts
If one doesn’t create & keeps on evolving a Brand consciously, a Brand will automatically define & refine(?) itself, over a period of time, whether it is that of a cobbler, a ‘Kirana’ store, or what-so-ever, who-so-ever!
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Communication Needs To address such Large & Diversified TAs, it is very imperative to have an
Integrated & 360 Degrees Communications approach In a market as evolving & dynamic, all our endorsements need to be all
Pervasive, Unrestricted by Age, Sex, or any other factor The ‘New Economy’ has helped most of our Indian communities become
progressive & liberated rather than closed, regressive & orthodox But the BIG Question still remains…
Do we-drive our Customer needs or be-driven by our Customer needs?!?
So, To be perceived, in the Right Light, by the right TA, at the right Place, at the Right Time, are the Only Shortcuts to SUCCESS!
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Communication Objectives
Short-term Creating a Uniform pan-India hype about ‘SKYLINE’ with a High-Profile & Maximum-
visibility Campaign Ensuring TOM (Top-of-the-mind) Score & Recall by Profiling ‘SKYLINEs’ Unique, Stand-
alone & Only-of-their-kind apartments in & around ‘Powai’ across all TA within FYE 2010 Mid-term
Position ‘SKYLINE’ as one of the ‘Top Developers’ of its ‘Own’ Class Long-Term
Make ‘SKYLINE’ the ‘Foremost-choice Developer’ of most of our TA within 2-3 years by… Profiling ‘SKYLINEs’ High-quality, Friendly & Professional Approach, their ‘Class-apart Luxury Lifestyle’
Apartments, After-sales Services, etc. by… Pursuing a Proactive, Innovative & a Capability-based Communications Program
Communicate ‘SKYLINEs’ Core-values like Customer obsession Fast, Flexible & First-mover Innovation & Creativity Networking & Partnerships Openness & Learning
Thereby have more TA turn towards SKYLINEPOWAI
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Communication Challenges
Sustaining the Hype thus created Giving our Property, Apartments, Services their own
Distinct & Unique Brand Identities Being distinctively heard both by our TA Avoiding Key Message overlaps
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Few Samples About Possible
Key Messages
“Owners Envy, Neighbours Pride!”
“By Nature, Buy Nature!”
“Nothing Artificial About It!”
“Luxuries Fully Loaded…Naturally”!
“Cozy-up In Natures Own Most Natural Luxury Destination!”
“Buy The Only Bed-rock Of Nature In Mumbai…Naturally!”
“The Most Sought-after Addresses In Mumbai!”
“We Deliver Homes & Not Just Houses!”
“Home Developer, International Quality & After-sales Services!”
“Customer-friendly, Innovative & Technically Advanced Developers!”
“Your Hard-earned Money Invested In Very Safe Hands!”
“Your Money, Natures Magical Transformation!”
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Communications Strategy
A company whose Communications Program is not as Active as its Competitors, the Focus has to be on…
A strategy that pitchforks it into almost ‘Instant Limelight’ via… Creating immediacy through Multi-location Media Programs A Substantially Personalised Communications Program, leading to
direct Communications with the TA by Increasing its Brand Recall value via for e.g. PR & Events…
PR: Creating Photo-ops through perhaps with the use of a Celebrity Endorser Ensuring a Constant & Consistent Media Presence Translating the Media attention into Customers Enquiring/Vying for the
Products & Services by increasing footfalls to the ‘Plush Office’ cum the ‘Sample Apartment
Events: Generating First-hand Database via Road-shows (Personal Meetings)
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PR Strategy
Optimally tap the latent need to leverage Corporate/Segment/Product PR on a Country-wide basis
Support the MarCom Exercise with positive Editorial Build-ups across all Demographics & Geographical Markets
Support the various Advertising/Promotion Programs with News Angles & Editorial Opportunities in the Print, Electronic & the Interactive Social Media
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PR Route
To communicate effectively with our desired TA, we have to adopt a 2-pronged Route
Mass-media Non-mass media
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Campaign Split
Mass media activities: Creating a… …Press Room …an Editorial Pack Public Profiling Personality Profiling Corporate Profiling Services/Products Profiling
Non-media activities: Develop Activities that encourage a High-level of Personalised involvement of our TA via…
An Events Cell & Grass-root Level Activities On-ground Promotions
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Mass-media Activities
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Editorial Pack
Create an Information Pack of the ‘SKYLINE Group’ & its Apartments & various Services…
For Information Dissemination to the media
A Theme Bank of… News, & Feature Angles
The Theme Bank will form the Base of the Nation-wide PR Program
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Press Room
...is a Centralised place from where Information has to be Decimated Instantly
It’s activities will be… National Media Programming Social Media Monitoring & Analysis (Spotting & Identifying the
Right Media Opportunities & ‘Neutralising the ‘Doosara’s/Wrong-ones!’
Search engine & Web Optimising Strategic & Tactical Multi-location & Multi-layered Media
Placements
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Public Profiling Co-building & Enhancing Our Brand Equity by giving the Company
a Human Face, by Publically Profiling, one of our Directors, our TA can associate with by… Positively talking about his contributions to the Real Estate Industry, the
‘Skyline Group’ & its growth since the merger Talking about his…
Activities in the company His Visions, Missions & Values about the ‘Skyline Group’ TKIM’s (Target Key Identified Markets) Other Directors, Partners & Investors Profiles The Company’s/their
Track Records Achievements Strategies Philosophies & Views about the Industry
Corporate Image will start being Managed Right from the Top!
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Just for e.g., getting a Brand Ambassadress like ‘Katrina Kaif’, having the ‘X-factor/Sex Appeal’, on board for say 4-5 years, by paying her in-kind like, gifting her a 4 BHK, ‘Built-to- Suit Apartment, Designed, Exclusively’ for her, by an ‘International Designer’
Regularly getting Industry ‘Opinion Makers/Representatives/Observers/Existent well-known Clients’ positively Commenting on us/our Developments
Syndicated Columns by National/International Pundit’s/Spokesperson’s/Personalities
Creating & Profiling ‘The ‘Skyline Groups’ Dream Marketing & Branding Team’, etc.
Thus, Spreading our Endorser Exposure evenly over a Multiple of Platforms
Personality(Brand Ambassador) Profiling
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Corporate Profiling
Building & Enhancing the Corporate Image by… Profiling the ‘Skyline Group’ as a Professional, Reliable &
‘Stable Quality Developers’ Group The ‘Skyline Groups’ - Visions, Missions & Value ‘Success Stories’ (Highlighting Real-world Case Studies) Initiating ‘Feature Stories’ about/on the ‘Skyline Group’ Initiating Features ‘Evaluating’ the ‘Brand Skyline’ Talking about the various International & National
Associations/Tie-ups/Alliances (Existent/Potential) Features on the Marketing/Communication (very discreetly)
Strategies
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Apartments & Services Profiling
Building & enhancing our Apartments & Services Image via… Communicating the VEPs (Value Enhanced Propositions), of our
Apartments & Services Range With a SOCO (Single Overriding Communication Objective) Phases/Towers & Launch Conferences/Meets (Pre & Post) Targeting various Real Estate & Services Launch Columns across
all relevant Media Pan-India Press Releases with Key Messages & News Leveraging PR in an Industry in which Product/Service/Brand
Communications are predominately via Advertising, road-shows & Direct Mails, etc.
Path-breaking Technologies/Processes/Safety-measures, Quality Controls & Assurances used in bringing the ‘Ultimate’ in ‘Plug-n-Play’ Luxury Apartments & Services to our Customers
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Apartments & Services Profiling
How?
Apartments/Services Introduction (Pre-launch & Launch PR)
Dissemination of the Events & Happenings Pan-India (All Stages)
Phased & Monitored Messaging (Post-launch PR) Product/Services Conduct (Competition Analysis &
Behaviour) Mid-term Correctives (Promos, Lifecycle
Enhancing & Loyalty-building Programs) Sustained Messaging & Desired Consistent
Imaging
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Why This Strategy?
Enhances Corporate Image Product & Services Demand Induced
Builds Corporate Equity Product & Services Pull Generated
Corporate Awareness Product & Services Awareness
Corporate, Products & Services Image Perpetuation
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Target Media
Mainline Publications Business/Financial
Publications Regional/Vernacular
Publications Trade Magazines/
Supplements
Life-style Magazines General Interest
magazines Social Media on Internet Satellite/Local TV
Channels/Programs FM Radio Channels
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Media Tools To Be Used
Press Conferences/Meets – Launch, News, etc. Visit’s to our site by the Media Profiling our Celebrity Brand Endorser Visits of Brand Ambassador/Foreign Delegates Multi-location & Multi-layered One-on-One Interviews Syndicated Articles from our various Directors/
Departmental Chiefs General Features Electronic Media Coverage Events (Seminars & Conferences) & Road Shows Regular Strategic Press Releases
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Non-media Activities
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Events Cell
Proactively identifying Platforms & Promos, that can be used for achieving High-visibility ATL & BTL Activities
Creating Low-cost, Maximum-spread & Innovative PR Events Engaging our TAs
Developing Relationship Programs for both - Media & our TAs Meeting TAs on their Grounds - At their Offices & Homes, as
per their own conveniences & time, but preferably at our own Office & ‘Sample Apartment’
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ATL & BTL Activities Conducting Road-shows with our Brand Ambassador across all
important International & National Locations Co-branding/Cross-promo Exercises with various Identified Key
Partners Associating/Creating Cost-effective Events Creating Road Shows for our TA & Media Roping in Financial Experts & Analysts Creating Tie-up’s with various important Industry Bodies like CII, etc. Social/CSR Projects - Individually/involving our Industry
Partners/Personnel & TA
All the above Activities to be executed in a such a way that it very naturally attracts Media Attention
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A ‘STOP-THE-PRESS’ Cricketing Event…
The REAL BAAP OF IPL & 20-20!
Unique Sporting Event for all-ages, that is… Easy to understand & play Doesn’t need any special or expensive equipment, education nor training Something which is associated strongly with as popular as cricket &
Peppered with Celebrities participation, it can go a long way in… A Huge Proprietary Internationally Brand-building Exercise at an Investment of
Only Rs 50 lakhs with a ‘Guaranteed ROI’ Within 11 months (details available, only on ‘Absolute Non-disclosure Terms & Conditions)
Encouraging everybody to participate irrespective of their Age, Caste, Sex, Class, Religion, etc.
Lending to our Brand Recognition Internationally along with - Popularity, Warmth & Loyalty
Such an Event can be taken around the World, even ‘Independently’ & be kept ‘Alive Immortally’!!!
International Media Coverage will only be a natural process that will follow!!!
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Thank You!