Weekend Getaway Bakeri Group (Serenity Meadows) - Real Estate Campaign Idea & Promotion Plan

1. CAMPAIGN IDEA & PROMOTION PLAN

2. The objective is to sell the plots not
merely as pieces of land, but as plots
that come with a promise. A promise of a
second home where you can travel to on
weekends and spend some quality time
in the lap of nature with your family when
you've had enough with the monotony of
the city life. Where you don't have to
travel distances for a few days of
pleasure or ensure that your savings are
sufficient for that big family holiday.
These plots come with another promise
i.e great investment whose value will
multiply with time.

5. A Promotion plan is a set of systematic
decisions making relating to all aspects of an
organization’s or individual’s communications
efforts. Based on the multitude of research and
consumer insights, we have come up with a
multi-pronged promotion plan to maximize the
impact of our communication.
This plan would take care of promotions across
a wide gamut of mediums like Television, Radio,
OOH, Print, Internet and Social Media etc. With
activations taking place simultaneously.
This Plan is centered around the brief provided
by the Bakeri group and is in sync with our
campaign idea.

6. “I love my family. I’ll go any distance to
provide them all the comforts of life. My wife
and kids are the pillars of my strength and my
pool of love. They deserve nothing but the
best. This is why I want to give them the
tranquillity of Serenity Meadows every
weekend. So that my wife can take that much
deserved break from her daily chores and my
kids can unwind in the nature that they rarely
get to see in the city. I am the provider for 5
days, but now I want to be the keeper for
these 2 days. Serenity Gardens helps me
rejuvenate my senses, replenish my energies
and return to rule this crazy world all over
again. It’s like owning my own handful of
paradise”
Dipan Patel
35 year old Businessman
Husband of a doting wife
and father of two little angels

7. Age: 35-45 yrs
Gender: Male
Family Size: 3-5 members
Income: ~ >₹70,000 per month
Occupation: Business/ Pvt. Job
Education: Graduate/ Post Graduate
Social Class: SEC A1
Languages spoken: English, Hindi, Gujarati
Lifestyle: Outgoing, Responsible, Environment
friendly
Personality: Ambitious, Caring, Health & Status
conscious

8. [See Appendix 3]

10. Genre: News Channels, GEC [English and
Gujarati]
Time slot: Late evening 7 – 9 pm & Night 9 –
11 PM [See Appendix 1]
Why: The head of the family comes back from
work and logs into a news channel (NDTV,
CNN IBN, CNBC TV 18 etc. ) do get his daily
dose of news. While, the housewife after
completing her chores in the day logs on to
GEC’s for her entertainment Since, the wife
plays an important role in influencing the
husband’s decision, making GEC’s an
important touchpoint.
How: Through short commercials based on
the campaign idea given

11. Type: LED billboards, billboards, buses
Where: Major traffic junctions [ SG Road,
Satellite, Prahladnagar, Judges Bunglow
Road, Vastrapur, etc.]
Why: They are the easiest touchpoints as
most of the cars are driven by chauffeurs
and the target group spends considerable
time in traffic jams. Public buses are good
OOH sites where the Volvo sides can be
used as an advertising medium
How: Using different print ads at different
locations but all of them tying in to the
same theme
Source: http://gujaratmoney.com/2010/03/12/banner-talk-the-
first-led-billboard-of-gujarat-by-lcpl-is-talk-of-the-town-in-
ahmedabad/

12. Type: Newspapers weekend supplements
and Full/Half page ads in Gujarati,
Business and English dailies
Newspapers to target: Mainly TOI and
Divya Bhaskar with occasional
advertisement in Mint and The Economic
Times [See appendix 2]
Why: The target families as per the data
reads the mentioned newspapers and
thus printing ads in these papers would
be effective. Though business papers
have comparatively less circulation, it is
known to be subscribed by the target
audience

13. Where: Facebook, Twitter, Youtube
How: The key is engagement in these mediums. We
can have, early bird discount campaign on these
two mediums along with marketing campaigns.
Example: ‘What is your favourite destination?’
campaign or ‘How do you spend most of your indoor
time during holidays?’ and then incorporating these
ideas into the weekend homes
On youtube, short video commercials play an
important role as the target consumer spends
considerable time nowadays on this medium
Why: According to recent data, heavy social media
usage patterns can be seen and Gujarat top in
social media usage via smartphones in the country.
For instance, Ahmedabad sees 60 per cent users
logged into the networking sites using their
smartphones as compared to Delhi
Source: http://articles.timesofindia.indiatimes.com/2013-08-31/social-
media/41641548_1_social-media-users-facebook-users-cent-users
http://articles.timesofindia.indiatimes.com/2012-06-
30/ahmedabad/32483456_1_social-media-gujarat-brands-social-
networking-sites

14. Type: Printed flexes, standies
Where: Clubs, specifically Karnavati
and Rajpath Club
Why: The target audience has
membership in the clubs and visit them
on a regular basis
How: Print ads based on the campaign
idea can be advertised through standies
and fllexes at the clubs for greater brand
presence

15. Where: In Ahmedabad and Mumbai
Which: Like GIHED property show,
Grahapravesh, Times property Expo Mumbai
Why: A lot of the target population of Gujarati’s
lives in Mumbai too and these trade fairs are a
great touchpoint as only people with an
intention of buying tend to attend them
How: Using the campiaign idea brochures can
be designed and live model of the project can
be on display

16. Which: Radio Mirchi, Radio City
Why: Real estate promotions led the radio
advertisement category alongwith education.
The target audience spends a lot of time
travelling and inadvertently listening to one of
the two popular radio channels mentioned.
average audience in morning day part has
seen a surge in Ahmedabad, peaking at 9 am
with a 70 per cent growth.
How: A brief radio commercial on the lines of
the campaign design as elicited in the
campaign idea presented between 8 am and
10 am. Higher frequency on weekends. 95 per
cent of the audience can be targeted by the
morning day part alone
Source: http://www.indiantelevision.com/mam/headlines/y2k12/may/maymam61.php

17. Where: The Official Bakeri Group website and
enlisting on propert portals (Eg. 99acres,
Magicbricks etc.)
Why: Before buying or investing in any property
the target audience checks the brand/site online
presence first nowadays. Thus it is extremely
important to have a good looking website that
complements the project and have your project
enlisted on property prortals
How: The project design should be available on
the site alongwith a 3D model of the site, this will
engage consumers and give them a better
understanding of what they are investing in
Also, the presence of a mobile site extremely
important as data suggest that the target audience
is heavy mobile internet user.
Bakeri group should also focus on advertising the
print ads on property portals .
Source: http://articles.timesofindia.indiatimes.com/2013-08-
31/social-media/41641548_1_social-media-users-facebook-
users-cent-users

18. Television viewrship data
A: Age – 30 – 39 yrs, SEC A1 & A2, Ahmedabad
B Age – 40 – 49 yrs, SEC A1 & A2, Ahmedabad
Source: Indian Readership Survey (IRS)
All A B
Sample No 245691 197 207
Est. Individuals (000s) (000s) 889070 138 177
Daypart Viewership-Working Days : Early morning
before 9am
(000s) 53552 3 *
Col % 6.0 2.2 0.2
Daypart Viewership-Working Days : Late morning
9am-1pm
(000s) 65550 4 *
Col % 7.4 3.1 0.5
Daypart Viewership-Working Days : Afternoon 1-4pm (000s) 135110 20 20
Col % 15.2 14.7 11.1
Daypart Viewership-Working Days : Early evening 4-
7pm
(000s) 143575 21 26
Col % 16.1 15.0 14.8
Daypart Viewership-Working Days : Late evening 7-
9pm
(000s) 421611 70 102
Col % 47.4 50.6 57.6
Daypart Viewership-Working Days : Night 9-11pm (000s) 196327 101 130
Col % 22.1 73.2 73.4
Daypart Viewership-Working Days : Late night 11pm
onwards
(000s) 7255 3 6
Col % 0.8 2.3 3.1
Internet-Freq.(Usage) : Several times a day (000s) 2731 5 6
Col % 0.3 3.4 3.6
Internet-Freq.(Usage) : Once a day (000s) 7376 7 8
Col % 0.8 5.0 4.7

19. All A B
Sample No 245691 197 207
Est. Individuals (000s) (000s) 889070 138 177
Sole Readership by Language X Periodicity :
Ahmedabad Mirror
(000s) 25 1 7
Col % * 1.0 4.0
Sole Readership by Language X Periodicity : The
Times Of India - Ahmedabad
(000s) 303 14 18
Col % * 10.2 10.1
Sole Readership by Language X Periodicity : Mint (000s) 240 - -
Col % * - -
Sole Readership by Language X Periodicity : Divya
Bhaskar - Ahmedabad
(000s) 1224 43 46
Col % 0.1 31.2 26.0
Sole Readership by Language X Periodicity :
Sandesh - Ahmedabad
(000s) 932 10 17
Col % 0.1 7.3 9.5
Sole Readership by Language X Periodicity : The
Indian Express - Ahmedabad & Vadodara
(000s) 10 - 1
Col % * - 0.6
Sole Readership by Language X Periodicity : The
Economic Times - Other Editions
(000s) 106 - -
Col % * - -
Newspaper readership data
A: Age – 30 – 39 yrs, SEC A1 & A2, Ahmedabad
B Age – 40 – 49 yrs, SEC A1 & A2, Ahmedabad
Source: Indian Readership Survey (IRS)

20. Source: IICICI Property Services