Megapolis

WHAT DO YOU DO WHEN A MARKET LEADER SLOWLY FADES INTO OBLIVION? YOU BRING IT BACK INTO SPOTLIGHT, OFCOURSE.

Business Transformation At A Glance

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velocity promised

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unit sold

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Revenue Generated

The Brief

Launched in 2008, Megapolis was Hinjawadi, Pune’s first integrated township, which enjoyed a market leadership position initially. But in the last few years, they have lost out on a lot of potential customers due to conflictory marketing positioning and several existing competitors in the primary micro market, offering perceptibly better products at better pricing.

Our Insights

Megapolis needed revival via a campaign with clear positioning by focusing on what it offered to differentiate it from the competition vis-à-vis branded competition to be in the top consideration set of home buyers.

Xanadu Strategy

Capitalizing on the existing good:

Trust of the Kumar brand name.

Trust of the Megapolis community with over 5000 homes delivered.
Removing redundant elements from previous marketing campaigns:

The developer used a similar bilboard design to pitch 2 different properties, which caused confusion.

Working on a Codename-based marketing approach to boost sales and send shock waves through the mark.

Striking a perfect balance between value and the product at just ₹49.9 lacs buyers became proud owners of fully air-conditioned Complete Smart Homes.
Fully furnished (in partnership with Hometown).
Alexa-enabled voice control with smart home automation elements.

Application Of Strategy

Megapolis and Kumar Properties

We established Megapolis and Kumar Properties as a market leader by revamping the entire site experience and offer a reason to believe and bring about a bigger vision to life.
Distribution Network

We strengthened the distribution network with attractive incentives and collaterals to create an exciting business proposition.
Target Audience

Our extensive 360˚ campaign included BTL, OOH and digital and introduced radio campaign offered excellent coverage in reaching out to our target audience.

Xanadu Impact

We entered the market with a current available 2BHK inventory and achieve 10X velocity of their current sales. We rose above the existing competitors by positioning the product as Complete Smart Homes and offering too-good-to-be-true kind of deals in partnership with leading support brands. The codename-based approach worked well across online and offline platforms to keep our project in the SPOTLIGHT while reminding our audience that it offered the perfect balance of value and smart home amenities offered.