Raunak Group
Problem Statement
Boost sales: To sell a variety of unsold inventory across Kalyan, Thane, Mumbai markets that were in various stages of construction.
Our Objective
The Insight
The Solution
Each project was launched with its customized solution.
Raunak City:
This 34-acre township project was languishing in sales. Xanadu team reengineered the product from “Raunak City” to Raunak Urban Centre. Besides, to boost the sales further, we crafted various sub-brands under this umbrella brand, such as Landmark Towers, 40under40, Overloaded Homes, etc.
Raunak Bliss:
This 3-acre section of Raunak’s 20-acre land parcel was re-imagined as a large 20-acre township and was branded as Raunak Codename Bonus City by adding features beyond expectation. The project provided 60+ experiences ranging from Mumbai’s first Kid Clubhouse, fully-furnished homes; all 1BHKs sold in the sub-50 Lac category and Township powered by JioFiber, etc
Raunak Unnathi Woods:
Unnathi Woods has been a mainstay for Raunak Group since 2010. This project had 3 towers with unsold inventory. With the delivery and confidence of customers established in the market, a simple & clear BLOCKBUSTER Deal opportunity was created to run for 3 months. This ensured a high-octane campaign with significant product refashioning, which included Furniture & Electronics, modern conveniences, and dedicated amenities in the sector to enhance customer attractiveness.
Raunak Centrum:
A commercial project by nature was converted into a prime residential tower for sale. This solution was the basis of the uptick in demand for RE in the Wadala-Sion region after the BKC connector’s competition. A complete reengineering of the project, homes, and amenities led to the brand name’s birth – Raunak Codename Centre of Mumbai. Our team also manifested the value the project offered to elevate the project as a dream home in the Centre of Mumbai. It was achieved by altering home layouts, and the combination of value pricing ensured a dream home in the Centre of Mumbai at Thane prices – an unthinkable proposition.
The Approach
- National & International brand alliances: Top-notch brand alliances were forged to boost the offering and gain the instant trust and consideration of customers. Examples include – JioFiber, IKEA, Pepperfry, Sleek, Jaquar and more.
- Significant product enhancements: Many facilities designed by the group were modified to offer an elevated lifestyle experience. Example: Addition of amenities in common areas, redesigning spaces to create family first experiences, the addition of furniture and electronics and premium finishes etc. were made to offer an enormous value for the customer. This helped Raunak Group hit the higher value perception.
- Elevating Raunak Group brand stories: Raunak’s past laurels, such as an impeccable delivery record in Thane and Kalyan, were utilized to create trust and happiness stories in every product launch with customers and distributors alike.
- High octane marketing: Clear, simple communication campaigns were derived to target relevant consumer groups. This was backed up by high-intensity marketing campaigns across print, OOH, BTL and digital media.
- Higher sampling to ensure targets: The focus shifted from a maximum conversion drive to expand the sampling strategy. This provided higher visibility of sales in the long term, with potential customers buying in at a later stage or on launch.
The Xanadu Impact
Thane
Thane’s leading RE brand by homes sold in FY21
Kalyan
Over 1500+ homes sold in a year across various price points
Mumbai
Complete sell-out of the first project launch in the island city in just one week
Portfolio
Catapulted from being the number 27 ranked developer in Aug’ 2019 in MMR to number 4 ranked developer in 2021
