Crowded market place, huge unsold inventory across all players, sluggish market conditions lead to an aggressive price cut by Competitors. This immediately would result in value erosion for our client’s project, Ekta Parksville. While sales is critical, maintaining values was even more important. Hence the challenge was:

How do we sell a certain number of units?

How do we excite and motivate the home buyers?

How do we ensure that there is no negative impact on the image of EKTA?

Ekta Parksville being the flagship project and a price leader in the relevant micro market, it was important to maintain price points without eroding brand value or cash value. Few meters away from Ekta Parksville was another chunk of land for which we proposed a launch of a new affordable project which could combat aggressive competitive price points. A new opportunity was created for end consumers to buy into this new project at a highly competitive price that helped us keep competition at bay yet offer the Ekta World quality under new affordable brand name called, NEW STAR. Similar to Datsun and affordable range from the Toyota automobile stable was created New Star and aggressively priced product from Ekta World. This gave buyers an opportunity to buy into EKTA WORLD quality and brand at never before prices in the market. The offer was made close ended with a specific closing date with an objective of pushing sales in an otherwise slow market.

We were successful in establishing NEW STAR with our campaign called ‘GRAND MAUKA’. The campaign acted as a price cushion for the offer for a limited period of time and limited inventory. The client was successful in generating several leads and enquiries. Steady sale has been observed since then.

Naming, Brand strategy, Brand Identity, Advertisement Campaign, Brochures, Marketing Collaterals