05 Oct The Launch of Chandra Modern Builders
Client: Chandra Modern Builders
Objective: Chandra Modern Builders as a premium real estate developer and successfully launch their flagship group housing project.
Background:
Chandra Modern Builders, formerly known as **Chandra Builders** until 2012, had built a reputation as a trusted contractor for other developers, including the Lucknow Development Authority. However, as they transitioned from contractors to independent developers, the challenge was to establish their own identity as a premium real estate company in an already competitive market. The task at hand was not only to build an image of trust and reliability but also to position them as a premium developer, allowing them to command higher prices for their projects. With established competition in the market, it was crucial to deliver a strong message that Chandra Modern Builders was stepping into a new era of premium developments.
Challenges:
– Shift market perception from contractor to premium developer.
– Create trust and value perception for their new residential projects.
– Compete against reputed builders and gain market share.
– Increase the base price of Rs. 2,700 per square foot to reflect the new premium image.
Strategy:
Our agency devised a comprehensive strategy focused on:
–Premium Product Design: We conceptualized a high-end, resort-like project with luxurious amenities that aligned with the idea of elevated living.
–Family-Inclusive Packaging: Messaging and branding that focused on families, emphasizing comfort, luxury, and community living.
– Raising Consumer Expectations: By creating excitement and highlighting exclusive facilities, we aimed to raise the perceived value of the project, positioning it as a desirable, premium option.
– Clear, Impactful Communication: A marketing campaign that was bold, confident, and centered on value for money, ensuring potential buyers were aware of the premium experience they would receive.
Execution:
Our work began with the creation of a corporate brand identity for Chandra Modern Builders, designed to convey trust, professionalism, and luxury. The logo, color schemes, and all communication materials reflected this new image.
We then launched their flagship project, Chandra Panorama, with a focus on the resort-like lifestyle, leveraging a high-quality living experience as a key selling point. The marketing campaign included:
– Tactical advertisements that showcased the premium facilities and exclusive living conditions.
– Strategic pricing stages to create urgency and value appreciation:
– Pre-launch price: Rs. 2,700/- per sq. ft.
– Launch price: Rs. 2,900/- per sq. ft.
– Diwali price: Rs. 3,900/- per sq. ft.
– Aiming for Rs. 4,200/- per sq. ft.
Results:
The launch of **Chandra Panorama** in October 2012 was a huge success, achieving:
– A successful price appreciation, rising from the pre-launch price of Rs. 2,700/- per sq. ft. to Rs. 3,900/- per sq. ft. by Diwali.
– Strong market acceptance of the brand as a premium developer.
– A revamped brand image that positioned Chandra Modern Builders as a leading real estate developer capable of delivering on its promises.
Conclusion:
Through a well-executed branding and communication strategy, Chandra Modern Builders successfully transitioned from contractors to premium developers. Our efforts not only helped launch their project at a higher price point but also reshaped the perception of the brand, establishing them as a trusted name in luxury real estate.
This case exemplifies how strategic branding, communication, and product positioning can elevate a company’s market presence and drive premium pricing, resulting in increased profitability and long-term brand value.
