
Resurgence of New Cuffe Parade, Wadala, Mumbai,
Lodha Group - through the launch of a new tower
CASE SUMMARY:
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12 tower development at Wadala, Mumbai, with total inventory count~5000:
2000 launched and 1250 sold i.e. 750 unsold. (August 2016).
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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).
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Delayed Possession Timelines – Addressing consumer angst a big need.
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New Sales Team – unaccustomed to addressing and servicing volume walk-ins.
IMPACT CREATION:
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Identification of a new SKU: Bolster sales and sampling: Right-sized, right-priced 2 bed.
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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.
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Large Pre-launch and Launch: 2 phase pre-launch and launch cumulatively netting ~ 400 cr. of business across 6 months, and counting.
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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
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Multiple Channel Partner Engagements:
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4 major channel meets in Mumbai
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Multiple meets in OS and ROM
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Meetings in NRI markets
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3000+ walk-ins:
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250+ active CPs
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Walk-ins from all micro-markets in Mumbai
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Traction from Pune, Bengaluru, Kolkata, Delhi, Gujarat and Rest of Maharashtra and NRI markets
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130+ homes sold:
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50% business class, 50% service class, across ethnicities
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Service class across sectors - BFSI, Consulting, IT, Heavy Metal, FMCG, SMEs, Doctors, Lawyers
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400 cr.+ of business done:
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Even business across the period of pre-launch
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Excellent Dussehra and Dhanteras weekends
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Movement of bigger SKUs during December
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