Track2Realty-Agencies: While the sentiment in the real estate sector continues to be sluggish, SRS Real Infrastructure is eyeing Rs 1,200 crore of revenue this fiscal, mainly on the back of new launches, a top company official has said.
Track2Realty Exclusive: Placement stands as the fifth P of branding. The built environment in branding is all about heightening the customer’s experience and amplifying the aura of brand’s essence. Hence, the branded environment, the moment of truth, is where it must live the brand by staging immaculate detailing that engages all senses of the discerning luxury consumer.
Track2Realty Exclusive: Persona stands for the third P and it is something that has been all elusive in the real estate. The persona of a luxury brand is largely a consequence of distinctive projection and coherence of the application. The visual brand identity captures the brand’s personality, mystique & emotional values in a nutshell.
Track2Realty-Agencies: RBI has asked banks to link the disbursal of home loans to stages of construction to protect the interests of buyers and contain the fallout of “innovative” housing financing schemes.
Track2Realty Exclusive: When it comes to the first P, that is Performance, the brand is measured at two levels—product level and experience level. At the product level, it must satisfy the functional and utilitarian characteristic as well as deliver on its practical physical attributes. It must stand up to the expected quality or design excellence ingredients like creativity, exclusivity, craftsmanship, precision, materials, high quality & innovation.
Track2Realty Exclusive: Brands in general and luxury brands in particular are scaled up on the 8 Ps—Performance, Paucity, Persona, Public Relations, Placement, Personal Touch, Pedigree and Public Figure. Bhawna Modgil tries to scale up the Indian real estate on the given 8 Ps to measure how each of the metrics of branding has been redefined by the developer; not to customise it to the Indian sensibilities but to satisfy their ego, misplaced conviction of brand positioning and assuming sales calls as the branding ROI.
Track2Realty Exclusive: In one of the classic example, one of the advertising agency recently came out with a creative idea of suggesting the name of the project as 1947. The spacious luxury flat’s advertising was suggested to be played around the concept of freedom—from space crunch, parking mess, traffic snarls etc. with the tag line “when every lips had one word freedom this apartment was conceptualised”. Result: the agency was asked to get out of the hangover of being ‘creative’ or leave.
Track2Realty-Agencies: Real estate developer Emaar MGF Land Ltd has been directed by the apex consumer forum to refund Rs 2.4 lakh to a man for “deficiency” in service in connection with booking of a residential plot in Mohali.
Track2Realty: Citing the inordinate delay in obtaining approvals for projects that is stalling growth of the real estate sector and also the economy of the country, Lalit Kumar Jain, Chairman CREDAI and CMD, Kumar Urban development Ltd, urged the Union Government to form a high power realty committee to accelerate big ticket realty projects worth between Rs.200 Cr and Rs.1000 Cr.
Track2Realty Exclusive: Isn’t it ironical that the second largest advertiser in the Indian media space is not attracting the best of creative talent and seen as stale and repetitive in the collective consciousness?