skylinepowai pr presentation

July 3, 2010 A Private & Confidential Plan for $KYLINEPOWAI 1


$$KYLINEKYLINEPOWAIPOWAI

Conceptualised by,

Tarun Mohinder Sareen

Communications Planfor


HowTo Make Communications WorkIn Sync With Sales & Marketing?

A Communications Approach Towards

Gaining Market-share


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


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!"


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


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


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!


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!


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


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


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!”


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)


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


PR Route

To communicate effectively with our desired TA, we have to adopt a 2-pronged Route

Mass-media Non-mass media


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


Mass-media Activities


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


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


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!


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


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


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


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


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


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


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


Non-media Activities


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’


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


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!!!


Thank You!

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