Monday, April 14, 2008

How Ziggurat Sky Villas, real estate project of only 3 bhk flats at Ambegaon in Pune, turned the threat of Amit's Bloomfield into an opportunity

Amit's Bloomfield brings Singapore to Pune:

When one of the big builders in Pune real estate market, Amit Enterprises, launched Amit's Bloomfield at Ambegaon, on the new Mumbai Bangalore bypass, couple of months 'old' project, Ziggurat Sky Villas, was threatened to the core.

But Al-Track Group, promoters of Ziggurat, had a good product, a motivated team and a creative ad agency , D. K. Advertising. Together, instantly, they turned this threat into an opportunity and sold more number of flats and those too at an increased rate. At the same time Ziggurat Sky Villas added value to the brand equity of Al-Track Group. No wonder, celebrities like Amrut Purandare, son of Shivshahir Babasaheb Purandare and Charuhas Pandit, creator of the famous cartoon Chintoo, booked their flats here!

Glamorous Amit's Bloomfield:

Not only the location but at Amit's Bloomfield (252 Apartments and 22 Twin Bungalows and 21 Villas), every thing was totally opposite to what Ziggurat Sky Villas had. Which was more than a challenge. Amit's Bloomfield had a big advertising budget, big customer base (25 years, 80 projects, 2,000 plus flat buyers!) and a glamorous sample flat which was enough to convince any home buyer on the Sinhagad road to pay more and book a flat instantly.

Obviously, launching of Amit's Bloomfield was going to create the same situation when Paranjape Schemes' Blueridge was launched at Hinjewadi or when ParkStreet was launched at Wakad. Bookings at other projects in that area were going to stop completely! Forget about the bookings, i have seen (experienced!) that people do not take the trouble of visiting other sites!

Elements of Nature:

Where as based on the 5 elements of nature, Ziggurat is a township of 11 acres. In 7 buildings it has 192 flats. All are 3 bhk flats. Every flat is open from 3 sides or 4 sides. While designing Ziggurat, Arc. Vishwas Kulkarni has given importance to the pyramid shape and followed life enhancing Sun paths and Wind directions. Besides these Elements of nature, privacy for individual flats, view, community life, location and geographical realty is also taken into consideration.

Enhancing vs. Exploiting:

In short, you must have realized that Ziggurat is based on proven age old principals and concepts. Where as Amit's Bloomfield was trying to exploit the aspirations of the flat buyers by relating their project to the glamorous Singapore. Commercially, we all know, it is easy to sell glamour than something based on the principals. That's why Coca-Cola is a leading global brand.


Township on Sinhagad Road:

True, Darode Jog's Crossover County had already proved that there is a big demand for the 'township with all amenities and some sophistication' on the Sinhagad road. But in real estate marketing you only get two opportunities. First, when you launch the project and second when the property buyers visit your site. Ziggurat Sky Villas was already a couple of months old project so they had missed the first opportunity. Of course, Ziggurat Sky Villas still had the second opportunity to convince the flat buyer. But...only if he visits the site.

Thanks to Dhananjay Kale!:


D K Advertising, Pune Thanks to Dhananjay Kale of D. K. Advertising, says Vishwas Joshi one of the partners of Al-Track Group - promoters of Ziggurat, for his personal involvement and creative solutions. First ad positioned Ziggurat as a competitor and equally good option to Amit's Bloomfield and not as one more desperate builder who is trying to survive by cutting price and offering freebies.

Emotional and Rational Appeal:


Second and third ads, without mentioning Amit's Bloomfield or Singapore, in a normal conversational tone make an emotional as well as a rational appeal to the flat buyer. Ads talk about the flat buyer's love for his motherland , India! And assure him that he will not be taken for a ride by a glamorous presentation but will get a value for his money.

Indian Property Rate Rs. 3,100 per sq. ft. only!:


Released on Saturdays in Sakal, these ads successfuly motivated property buyers to visit the site of Ziggutat Sky Villas with a positive mind ( even about the property rate which went on increasing by 100 ruppess every weekend. From 2,900 it went up to 3,100 rs. per sq.ft.!) Which created the unexpected second challenge. Challenge of convincing and converting site visitors or "enquiries" comming in "huge" numbers. Yes, more than 75 "site visits" in a day is a huge number in the current Pune real estate slowdown. But the partners of Al-Track with the site engineers attended the customers along with the sales team till late in the evening and converted enquiry into booking!

Pune real estate marketing:

Pune real estate advertising has a long tradition and a unique style of advertising. Thanks to real estate slow down because it brings out the best in creative talent. To read each and every story, please, subscribe to this blog in RSS or receive an email in your mail box. If you want to share your ideas, please, express yourself in the comments. You are well come to call me on my mobile or chat with me on Google Talk. Have you visited my Google Group? Do visit and subscribe to it if you are interested in Pune real estate news and related topics.

Saturday, April 05, 2008

Pune real estate expects a lot from this Gudi Padava!

1. Bungalow plots within Budget near Chandani Chowk, Bavdhan:

Today, in TimesProperty, there is a half page ad of fully developed bungalow plots on Kothrud - Pirangut road at Aditya Nissarg - bungalow plots colony. But you can not miss the small - 100 sq.cms. - ad of Windmill Village in WestsidePlus.

WestsidePlus is complementary to the readers of Times of India and distributed at Law College Road, Prabhat Road, Bhandarkar Road, Deccan, Model Colony, Senapati Bapat Road, Bhosale Nagar, Aundh, Baner, Hinjewadi, Kothrud, Paud Road, Karve Road etc. Considering this, small size of the ad created positive opinion about the project, Windmill Village, in my mind.

Spread over 30 acres, the project comprises of 175 N.A. plots. The plot areas ranging from about 3500 sq .ft. to 8000 sq .ft. Windmill Village is at about 2 km from Chandani Chowk at Bavdhan (Bk.) on Pune-Paud Road.

2. 2 and 3 BHK flats with matchless amenities on Sinhgad road:

Still stuck in a so-called creative ad? Jindal Mittal, come out of it. At least on the occasion of Gudi Padava you should have released new ad. However, according to the website: Sun Orbit is located in a "gracious" neighbourhood at Sinhagad Road, Pune. Spacious 2 and 3 bedroom flats offer "the privacy of an independent house" with the facilities, security and conveniences of "a luxury apartment". Exclusive facilities at Sun Orbit also includes a swimming pool, a fully equipped clubhouse with a gym and multipurpose hall.

3. 2, 2and1/2, 3bhk super luxurious apartments at Baner - Balewadi:

Did i tell you flats are open on three sides and gym is air-conditioned? Yes, i enjoy Kunal Group's Regulus ad. Regularly released in the Times of India. For more detail, at least, please, visit the website. You may be the visitor no.2287.

4. 3 bhk super luxury homes at Nyati County, near NIBM, South Pune!:

Here at Nyati Exotica, you get a privilege membership to 'The Corinthian Club', wooden flooring in Master Bedroom and vitrified tiles in the entire flat! Truly, as exotic as it can be..

5. 2 and 3 bhk flats at Vishrantwadi - Airport road:

Nyati Environ is a mega township which is bound to capture the imagination of the Pune city. The 2 and 3 apartments have been conceived to match your aspirations of a dream home. Means wooden flooring in the Master Bedroom!

6. 2 and 3 bhk luxury apartments at Nyati County, near NIBM, south Pune:

Website says - better read this and if you do not understand anything, please, call 91 98222 61214:
A congregation of 2/3 bedroom luxury apartments, Nyati Ambience incorporates elaborate finishes in every aspect of construction, outstanding amenities and an exclusive neighbourhood that make for an unmatched lifestyle for all residents.

Sprawled over endless greenery in the Nyati County, Nyati Ambience is miles from the noise of the city, yet minutes away from civilization.

7. iris - 2 and 3 bhk "iHomes" at Balewadi:

iris, joint venture of DNV Builders (Parag and Nilesh Patil) and SKYi (Sumangal Dwelling and Projects Private Limited), is a project of two 11 story towers of 132, 2 bhk and 3 bhk flats, sorry! apartments, no "iHomes", designed by an architect from Singapore. Obviously, elevation reminds you of Amit's Bloomfield at Ambegaon on new Mumbai Bangalore bypass. But here, at iris, dinning comes with the kitchen and not with the living, like Bloomfield.

Green home, secure home and quality home are 3 essential design dimensions of the "iHome" concept. There are 6 different options of 2 bhk and 3 bhk flats. Saleable area of 2 bhk flat is in the range of 1145 to 1201 sq.ft. and 3 bhk 1455 to 1480 sq.ft. Great thing is the interactive tour. You must take this tour. I am sure you will enjoy it.

8. Lavish 3 and 4 bhk "E-Series" condominiums with servant room at Jagtap Dairy, Pimple Nilakh:

Water's Edge has added all those premium lifestyle accessories you always dreamt of! So rush...It's limited edition..genuinely. But i did not find the list on their website...! What a creative ad!

9. Ready possession 3 and 4 bhk row-houses at Hadapsar:

On monday, after Gudi Padava, i am going to call 91 98500 53249 or 020 6525 0457 and ask, "Website says last 22 row-house but now how many row-houses are available at Swar Vihar? M/s Naiknavare and Associates, why all smart families are choosing only Dwarka at Chakan? Why not Swar Vihar at Sasane Nagar, Hadapsar?"

10. 4 side open homes near Pancard Club, Baner:

Living at Venkatesh Mirabel, designed by Arc.Vishwas Kulkani, will be like living undisturbed on your own private island. Thanks to luxurious 4-side open island design with no common walls. It is for those who value privacy and protect it fiercely. Congrats Venkatesh Mirabel, for Building Biology India Green Certification!

11. 1 bhk - Rs. 19 lakhs and 2 bhk Rs. 27.84 lakhs onwards, including all charges, at Hadapsar:

15 Acre Vardhaman Township at Sasane Nagar - Hadapsar has 900 flats of 1 bhk and 2 bhk. Sample flat is ready and possession is within 6 months! If you want to know more, please, visit the website.

I have already written about special offers and launches on the occassion of Gudi Padava. Besides these projects, following projects were also there in today's news paper:
1. Midori Towers - 2 and 3 bhk flats at Pimple Nilakh
2. Concord Portica - 2 and 3 bhk flats at Balewadi
3. Kalpataru Estate - launching 2nd phase of 2, 2&1/2 and 3 bhk flats at Pipmple Gurav, Aundh annex. Call 020 6410 0000, 91 98503 20508.
4. Supreme Pallacio - apartments at Baner
5. Runwal Seagul - 2, 21/2, 3 bhk terrace flats at Handewadi road, Hadapsar
6. Wateridge - 2 and 3 bhk flats at Undri
7. Swiss County - 2 and 3 bhk flats at Wakad - Annex -Thergaon
8. Aditya Garden City - 2 and 3 bhk flats at Warje - adjoining Kothrud
9. Venkatesh Serenity - at Dhayri - Sinhgad road
10. Serenity Hilltop Villas near NIBM
11. Emerald Isel - row-houses and Sylvan Retreat - twin bungalows at Wagholi
12. Sukhwani Campus - township of 2 and 3 bhk flats at Mumbai Pune Highway
13. Sai Saheb - 2 and 3 bhk flats
14. Sonigara Kesar - 3 bhk flats at Wakad
15. Lake Paradise - twin bungalows, row houses, apartments at Talegaon
16. Ganeesham - 2, 2&1/2 and 3 bhk flats at Aundh annex
17. Yash promotors and builders at Baner, Nahre road, Dhayri, on Sinhagd road and NIBM road, Kondhwa
18. Felicita - Baner and Regalia - Wakad - 2, 2&1/2, 3 bhk flats
19. Platinum Towers - 2 and 3 bhk flats at Wakad
20. Mahavir's Natura - 1 and 2 bhk flats at Talegaon
21. Vanshaj - ready possession flats at Bavdhan, Baner - Pashan Link road and Pashan - Sus road
22. The Metropolitan in the heart of Chinchwad
23. Celebria - 3 side open 2 and 3 bhk terrace flats at Hadapsar
24. Welworht Samrudhi - 2 bhk terrace flats at Kothrud.
25. Shree Bal Developers' 2 and 3 bhk flats at Bibvewadi, Dahanukar colony - Kothrud and Baner Road
26. KoolHomes - 2 and 3 bhk flats at Balewadi, Bavdhan, Mohammadwadi and Kondhwa
27. Dynasty - 2 and 3 bhk flats at Wakad
28. Sobha Carnation - 3 and 4 bhk flats, duplexes and penthouses at NIBM, Kondhwa
And, of course, few others!
So, be a smart property buyer.. ask your builder for the CIDC-CQRA Certificate before booking a flat! Happy Gudi Padava!