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Resurgence of New Cuffe Parade, Wadala, Mumbai,

Lodha Group - through the launch of a new tower

CASE SUMMARY: 

  • 12 tower development at Wadala, Mumbai, with total inventory count~5000:

2000 launched and 1250 sold i.e. 750 unsold. (August 2016).

  • Need for 20% market share (approx. 800 cr. in a 4000 cr. micromarket) to re-establish dominance (Chembur + Vikhroli + Sion + Dadar + Wadala + Ghatkopar in central Mumbai).

  • Delayed Possession Timelines – Addressing consumer angst a big need.

  • New Sales Team – unaccustomed to addressing and servicing volume walk-ins.

 

IMPACT CREATION:  ​

  1. Identification of a new SKU: Bolster sales and sampling: Right-sized, right-priced 2 bed.

  2. KCAs readiness and sampling: Extensive 2 month process of readiness and sequenced sampling by multiple internal and external stakeholders.

Monthly walk-ins in sustenance up from 50 to 200. 

  1. Large Pre-launch and Launch: 2 phase pre-launch and launch cumulatively netting ~ 400 cr. of business across 6 months, and counting.

  2. Extensive cross-vertical and Channel training: with multiple enablers at periodic intervals.

Lodha Codename Well-Connected + Lodha Altia @ New Cuffe Parade:

October 2016- March 2017

  1. Multiple Channel Partner Engagements: 

    • 4 major channel meets in Mumbai

    • Multiple meets in OS and ROM

    • Meetings in NRI markets​

  2. 3000+ walk-ins:

    • 250+ active CPs

    • Walk-ins from all micro-markets in Mumbai

    • Traction from Pune, Bengaluru, Kolkata, Delhi, Gujarat and Rest of Maharashtra and NRI markets

  3. 130+ homes sold:

    • 50% business class, 50% service class, across ethnicities

    • Service class across sectors - BFSI, Consulting, IT, Heavy Metal, FMCG, SMEs, Doctors, Lawyers

  4. 400 cr.+ of business done:

    • Even business across the period of pre-launch

    • Excellent Dussehra and Dhanteras weekends

    • Movement of bigger SKUs during December

© AGENCY 2017