Assignment

1. GODREJ
PROPERTIES
Brand & Digital Audit

2. HELLO!
Brand Context
A Market Overview
2

3. The Real Estate Market In India
Subdued Growth:
Buyer’s Market
Difficulty in availing
clearances Inventory Build Up
due to slow growth
RERA Intervention
Dependency on
availability of affordable
housing finance
Various organized, mid-
sized & smaller,
fragmented players

4. Demand Drivers
▪ Rising
population
with limited
availability
▪ Urbanisation/Br
eakdown of
joint family
properties
▪ Ease in
availing
financial
facilities
 4
 Income growth
& increase in
standard of
living
 Tax Benefits,
Yojanas and
incentives
 Investment as
an asset class/
Aspiration

5. HELLO!
Brand Proposition
Building Imaginative Spaces across India
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6. Brand Ethos Derived from the Corporate Brand
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Innovation
Industry first
practices - tallest
occupied building,
mixed use properties
Trust
Corporate
Transparency, clean
practices, safety net.
Sustainability &
Excellence
Excellent quality of construction &
holistic development practices.
Certified green building. ISO Certified.

7. Brand Communication Tonality
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“Infinite Opportunities”
“Want this view?”
“Step into your private
world of exclusivity”
“Luxury Living in the
heart of Nagpur”
“Closer to nature, even
closer to sky’
“For the next generation
of big ideas”
🏰 Aspirational
🌏 Upscale
🔑Growth Led
👪 Community
What they Say
What they Mean

8. 8
PRINT & OUTDOOR COMMUNICATION

9. Competitors
Godrej
Properties
The Lodha
Group
Mahindra
Lifespaces
TATA
Housing
Oberoi
Realty
Ashiana
Housing
Other Key Competitors across
residential, commercial and
township segments:
 HDIL
 Supertech
 Oberoi Realty
 Raheja
 Piramal Realty
 Runwal Group
 Kalpataru
 Hiranandani
Substantial
overlap in
positioning and
targeting due to
the commoditised
nature of the
offering.

10. “ Brand Performance
 Godrej Properties commands 20% – 30%
premium in catchment.
 40% growth in 2015 – 16 when degrowth
across industry was rampant.
 5000 Cr. of real sales in previous year.
 Highest commercial end-user sales
purchase.
 115 million sq. feet under development in
12 cities.
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11. What works well?
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Changing Nature of the
Modern Consumer
Changing lifestyles,
radicallly different
consumer journeys
and segments allow
Godrej Properties to
play in multiple niches
for different
consumers.
Strong Brand Equity of
Corporate Brand
The legacy of Godrej
as a fair, clean
corporate citizen
reflects positively on
Godrej Properties.
Strong assurance in a
high ticket sized
industry with multiple
malpractices.
Design Led Thinking
Holistic projects that
look at lifestyle and
not just development
attract the new age
buyer.
Design incorporates
sustainability, art and
functionality.

12. HELLO!
Digital Channels:
Mapping Presence
12

13. Digital User Journey
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Intrigue & Recall
through Digital
Communication
Seeking
information
through Content,
Opinions &
Verified Sources
Advanced
Interaction:
Scheduling
discussion &
site visits
Digital Payment,
Process
Approval, cross
checking &
verification
Follow up
communication
– resale,
evaluation,
maintenance

14. “ Channels:
 Website – Direct & Organic Traffic
 Google Text & Banner Ads
 Facebook Ads: CTW & Carousel
 YouTube: Content
 App
 LinkedIn: Content
 Email and SMS Database Marketing
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15. 15
Flagship Digital
Purchase
Scheme

16. Website Review
Criterion of Evaluation Optimized – Yes/No with remarks
Desktop Website and Mobile Optimized Website for both Android &
iOS.
Yes.
Blogging Yes. Linked to multiple properties.
Content & Affiliate Partners No partnerships ongoing
SEO Yes. Strong
Lead Generation Mechanism Yes. Lead form present on website.
Paid Ads Yes.
Press Partnerships Active Yes.
Native Content Yes, present.
Landing Page Yes – optimized.
Payment Gateway Integration Yes – present.
Property Microsites No.
CRM, GA & Social Handle Links Yes.

17. SEO Report
▪ 94.5% visitors are Indians followed
by UAE
▪ 11,646 most visited website in India
▪ Globally – 150, 987th most visited
▪ Improvement in page ranking over
time
▪ Godrej properties/meridian/
elements most common keywords
▪ Low backlink collaboration (only 159
websites redirect to the website).

18. Social Media Presence
▪ Facebook (Active)
▪ YouTube (Active)
▪ Google+ (Passive)
▪ LinkedIn (Passive)
Recommended:
▪ Pinterest (Home is a strong category)
▪ LinkedIn Ads
▪ Instagram (Highest CTR with home as a strong
category) 18

19. Facebook Page Analysis
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Basis of Comparison Status Remark
Profile & Cover Picture Provided Accurately depicts Brand
About Section Provided Incorrect description: Lists address
Username Provided For direct traffic
Call To Action Provided Clearly directs to property related content
Chatbot Provided Needs to have leading questions. Response time good.
Milestones Provided Further details needed
Reputation Management Provided Erratic Response. Could be streamlined.
Facebook Remarketing Not Provided Might be due to current custom audience not following.
Contact Information Provided Accurate and responsive.
Paid Advertising Provided Static and Carousel Ads only.
Events Not Provided Under – utilised
Engagement Not Provided Low engagement. Does not allow community to post. Engages
minimally with other pages.
Content Provided Frequency of Update is not daily, Video content and some
engagement content present. Post length 4X longer than standard.

20. YouTube Presence
Total Videos 128
Total Playlists 6
Type of Playlists Design, Properties, Events, Walkthrough, Liked & Corporate
Subscribers 3455
Maximum Views 181,000
Engagement No feature with other channels
Brand Information & Contact Not Present
CTR Rate/ Ads Not Available
View Rates (0-100%) Not Available
20

21. 21
DIGITAL CONTENT

22. 22
Key Business Performance Indicators
(KPIs)
▪ Lead: Form fills from paid
advertising to the Website
▪ Conversion: Prospects and
Visitors
▪ Sessions: Duration of visitor
visit and perusal of content
▪ Digital Service Adoption: App
Downloads/ Service Portal
Registration
▪ Google My Business (GMB) –
Digital Web Presence
▪ Sale: On field conversion of
digital lead & direct purchase
▪ Reactions & Reach of Social
Media posts
▪ Brochure Downloads from
website
▪ Conversions from email
▪ SEO: Page Ranking
▪ Engagement – Comments,
queries, chats

23. 23
Recommendations
 Content Partnerships with partners like Conde Nast, TLC etc.
 Webinars for Home buyers
 Creating WhatsApp Content for sharing property previews.
 Programmatic Buying of Digital Media (Advanced Audience
Targeting)
 Using Instagram with influencer community
 Keyword Optimisation for generic property search engine as
opposed to only flagship Godrej Properties
 Facebook Events
 Twitter Ads

24. CREDITS
▪ Sixth Sense Communications
▪ White Dwarf Media
▪ Kulzy
▪ Livemint
▪ Alexa
▪ Likealyzer
▪ Hubspot Academy
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