Kumar Properties

Gold Mine

Kumar Properties 47 East was a project located in Hadapsar, which we marketed as a property with Gold Mine potential, that buyers and investors would be sitting on a goldmine with this purchase.

The Xanadu Impact

Business transformation was like mining a gold mine

0 Days

full project sold-out

0

units sold

INR 0 CR+

Revenue generated

The Brief

A high potential project that needed
lots of work

The project’s entry location and surrounding was in dilapidated condition which deterred potential buyers. The project barely got any attention in the last 3 years while the biggest hurdle was the lack of driving the project’s vision to the end consumer.

Our Insights

Sitting on a gold mine

Our project transformation started with positioning the property as the GOLDEN TRIANGLE OF EAST PUNE, while we codename the property Goldmine, as being at the heart of the golden triangle – An undiscovered asset waiting to be explored with the promised benefits of the best of 3 worlds-

THE SOCIAL HUB – Kumar Properties – A lively place with a plethora of dining and partying opportunities

THE GROWTH CORRIDOR – HADAPSAR – a neighbourhood where one enjoys the benefits of retail, medical, educational and hospitality infrastructure

THE HUB OF FUTURE DEVELOPMENT- Mundhwa – with the growth of new age IT parks like Mundhwa

Xanadu Strategy

Going from bermuda triangle to golden triangle for our customers

Once the GOLDEN TRIANGLE was established, we moved on to our next phase of customer retention by driving at the location advantage of this undiscovered GOLDMINE. The future sanctioned road development is another boon, given Kumar Properties is conveniently located, with infrastructure like AMANORA MALL and SEASONS being just about 2 and 5 minutes away respectively.

We worked on the concept of ergonomically designed spacious homes with curated amenities, which our audience desired like a healthcare centre, cycle charging pods, Astro deck and an open work lounge.

Application Of Strategy

Transformation came before appreciation

COMFORT. CONVENIENCE. CONNECTIVITY

C-Transformation of the location via COMFORT. CONVENIENCE. CONNECTIVITY presented the project “CODENAME GOLDMINE” as gold that is waiting to be discovered. Just like gold sitting in a gold mine.
Smart Home Automation

We offered ergonomic Homes with Smart Home Automation to boost the property’s value, which together with an attractive pricing proposition The launch execution was complemented with an extensive 360° campaign that included Print, OOH, Radio and digital outreach, which garnered a huge number of enquiries and walk-ins to the site.

Our Impact

This gold mine was undermined, we fixed that.

We marketed this property as being something of great value which is unfairly undervalued. This location which was once seen as a dead project owing to poor customer experience suddenly developed a lot of FOMO and the property completely sold-out in the first month of its launch.