PROJECT17 | Ashna Advani

LODHA

Research

Lodha Group

Lodha is a multinational corporation.
Tagline/ Slogan - Building a better life
USP - Luxury residential and commercial spaces.
Target Market - Medium and high income group.
Positioning - Delivers luxury and lifestyle projects in every category they operate.
They have created landmark developments across residential and commercial spaces over the past 30 years.
The developments are located in Mumbai, Thane, Pune and London.

Strategy

Product: Lodha group’s product strategy is developing lavishly decorated, modernised and premium class buildings.
Pricing: Lodha prices its offerings in the extreme premium segment.
Promotion: They use a variety of promotional and marketing gimmicks including celebrity endorsements for their projects.

SWOT Analysis

Strengths

Mumbai’s premier real estate developer with decades of experience.
Unique branding strategy and marketing exercises.
Location of the projects and tie-ups with international architects.

Weaknesses

Limited national presence.

Opportunities

Expansion in other parts of India.

Threats

Economic downturn.

The task was to choose a brand from the Medicine, Infrastructure, Agro Products, Amusement Park or Educational Industry and study the brand strategy extensively, to then create a campaign for commercial advertising based on the findings.

BACK

Media Used

Lodha group uses billboards across cities and highways.
They use ads in local newspapers to promote their projects.
They also use Twitter, Facebook, Instagram and YouTube for their digital campaigns.

Newspaper Ads

lodha-the-worlds-towers-worlds-finest-interiors-to-worlds-class-hospitality-services-ad-ti

lodha-florenza-fashionable-living-ad-times-of-india-mumbai-11-08-2019.jpg

Competitors

K Raheja Corporation
Oberoi Realty
Rustomjee
Kolte Patil Developers

Lodha group relies on high class designs, excellent and timely implementation and a differentiated branding to stand out from the competition.

Problem Statements

Limited national presence
No after sales service
Too much concentration on class consciousness
Attaching a lot of importance to material aspects of life
Misleading advertisements and brochures

Possible Solutions

Introduction of new projects in other cities
Promise of consistent after sales service
Getting rid of the monotony of class consciousness
More importance to holistic wellbeing
Honest advertising

Campaign Statement

Since the customers do not get what they are shown to begin with, the solution is to come up with a campaign that is based on the promise of honesty in every aspect.