Precise Marketing Strategy of Brigade Enterprises – With Detailed Explanation

Updated on: Feb 16, 2023
marketing strategy of brigade enterprises - featured image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In the previous article, we learned about the extensive marketing strategy of CPIC. In this blog, we are going to elaborate on the marketing strategy of Brigade Enterprises, India’s leading real estate group.

The objective is to learn and gain insights into how the brigade became India’s leading property developer and what the brigade group aims to become in India’s leading property developers industry in India.

As you can see, the world is now fully online, and marketing plays a vital role in every industry. If you’re interested in learning more about marketing, check out our free masterclass on digital marketing led by IIDE CEO and founder Karan Shah.

By the end of this blog, you’ll have a complete understanding of the marketing strategy of Brigade Enterprises. But before we dive deep into that, let’s start with the company’s story, target audience, and digital presence.

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About Brigade Enterprises – 

marketing strategy of brigade enterprises - brigade enterprises logo

Source – Realty Plus Magazine

The Brigade Group has been one of India’s leading property developers for over three decades, with a focus on creating positive experiences for all stakeholders. Since its inception in 1986, the company has developed numerous landmark buildings and transformed the skyline of cities across South India, including Bengaluru, Mysuru, Mangaluru, Chikmagalur, Hyderabad, Chennai, Kochi, and GIFT City in Gandhinagar.

Brigade has completed over 250 buildings across the residential, commercial, retail, hospitality, and education sectors. Our real estate portfolio consists of over 76 million square feet of developed space across a variety of different types of properties.

Brigade offers best-in-class design and top-of-the-line facilities that exude elegance and sophistication in every aspect. Our Residential developments include villas, villaments, penthouses, premium residences, luxury apartments, value homes, urban studios, independent living for seniors, and mixed-use lifestyle enclaves and townships. Over the years, our projects have been unrivalled in the sector – for example, Brigade developed Bengaluru’s first lifestyle enclave, Brigade Gateway, as well as one of the tallest residential buildings in Bengaluru: Brigade Exotica.

Brigade promises the best in terms of design and top-of-the-line facilities that ooze elegance and sophistication. The company’s residential developments include villas, villaments, penthouses, premium residences, luxury apartments, value homes, urban studios, independent living for seniors, and mixed-use lifestyle enclaves and townships. These projects are unique in the sector and have set the company apart from its competitors, for example, Brigade developed Brigade Gateway, Bengaluru’s first lifestyle enclave, and Brigade Exotica, one of the tallest residential constructions in Bengaluru.

Brigade Retail’s first projects were the Orion Mall, Orion Avenue, and Orion Uptown, all located at the Brigade Gateway. In addition to these iconic and world-class ventures, Brigade’s hospitality offerings include star hotels, recreational clubs, convention centres, and The Baking Company – a one-of-a-kind patisserie.

Quick Stats of Brigade Enterprises –

CEO M R Jaishankar
CMO Smarajit Mishra
Area Served India
Industry Real Estate
Market Revenue Rs:2,304.20Cr
Vision Establishing a Real Estate category in india
Tagline Building Positive Experiences

 

Marketing Strategy of Brigade Enterprises –

Let’s learn about the marketing strategy of Brigade Enterprises! And how Brigade Enterprises carries the marketing campaign etc.

Segmentation, Targeting, and Positioning

One of India’s top property developers is Brigade Group. It is well known for its unique ideas and pioneering efforts.

The company’s business model is multifaceted, with contributions to revenue coming from residential, offices, retail, and hospitality.

Marketing Campaigns

India’s first real estate-focused accelerator program was recently launched to support startups whose products or services can be used in the real estate industry. The accelerator will mentor these startups and help them grow their businesses by providing guidance and advice. 

The sectors that the program is focusing on are the Internet of Things (IoT), Nano Technology, CleanTech& Renewables, Visual Computing such as Augmented Reality and Virtual Reality, and Logistics. Solutions that the startups provide can be applied in either B2B or B2C models.

The Brigade Real Estate Accelerator Program (REAP) has introduced strategic associations with two of the greatest technological know-how companies in the world Microsoft & Intel.

Brigade REAP will be a Microsoft Partner Accelerator. The Microsoft Accelerator is a global initiative that empowers entrepreneurs worldwide as they build great companies. This association will allow startups accepted into the accelerator program to benefit from Microsoft’s technology expertise, deep mentorship, and access to global markets.

Microsoft will also extend credits in its BizSpark program and may provide Go-to-Market assistance to startups whose solutions are built on Microsoft Technologies.

marketing strategy of brigade enterprises - marketing campaign

At Brigade, they understand the importance of driving quality leads in NRI markets. That’s why they use a combination of landing page A/B tests and multiple advertising channels to reach our target audience.

By separating under-construction and ready-to-move-in properties into two separate landing pages, they’ve been able to more effectively communicate with our audience and provide them with the clarity they need to make a decision.

They’re using landing pages to gauge the intent of customers and see if they’re interested in ready-to-move-in projects. They’re doing this because they’ve observed that NRI audiences are more likely to convert to ready-to-move-in projects, which can give them instant returns.

They experimented with advertising channels like Taboola, Columbia, One Note, OneIndia, Outbrain, and DMPs. The approach here was to find out which channel works best in addition to the mainstream channels like Google and Facebook.

marketing strategy of brigade enterprises - marketing campaign

Despite the Covid-19 pandemic affecting the real estate market, they were able to maintain a quality Ratio of above 20% at a CPL of less than Rs:2200.

By separating Ready move-in projects and creating a separate campaign and Landing page, they were able to achieve 4x the lead volume with a lead-to-qualification ratio of more than 40%.

They also identified various channels that work in specific markets and scaled them accordingly. For example, their Taboola strategy helped them generate great results in the SEA region.

Social Media Marketing

Brigade Group is present on popular social media platforms like Instagram, LinkedIn, and Facebook. It has the most followers on LinkedIn, followed by Facebook, and lastly Instagram. 

  • Instagram – 17K
  • Facebook – 89K
  • LinkedIn – 127K
  • Twitter – 4,677
  • Youtube – 64.1K

Instagram is more of an entertainment-oriented social media platform that includes mostly young teenagers since most of them have an account on Instagram. The posts usually contain professional and informational content, along with some posts related to new project launches and tie-ups with abroad companies.

SEO Strategies

marketing strategy of brigade enterprises - ubersuggest seo screenshot

Source – UberSuggest 

According to SEO ranking, it is said that the number of keywords below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see that www.Brigadegroup.com.in has 16,306 organic keywords and it’s considered good. That means the digital marketing of the brigade group is gaining a good number of insights.

Also, the traffic per month is around all time 1,54,062 which is known as less. Hence, Brigade group still needs improvements in its SEO strategies while working hard enough to keep the brand soaring in the Google organic SERP results.

Influencer Marketing

The Brigade Group has a strong Instagram presence, with 15.4 thousand followers. In the past 4 weeks, they’ve gained 441 new followers and have an engagement rate of 0.27%. Their average number of likes and comments per post is 41 and 1 respectively. brigade. the group publishes content mostly about Shows.

The Brigade Group has always had a strong focus on collaboration with other social media platforms such as Linkedin, Facebook, and Instagram for their marketing purposes. They have many influencers with large followings, 50 thousand or more. Followers are essential to influencers because they help promote the product or bridge the group to a wider audience. This increased popularity can lead to increased sales for the brigade group.

E-commerce Strategies

Brigade Group has an e-commerce website from which they sell their products. They also have an app that allows people to buy, sell, or rent a property. In addition, they have partnered with other apps such as Realestate.com, Realtor.com, Trulia Homes for Sale & Rent, and Redfin Houses for Sale & Rent.

Mobile Apps

One Brigade is created to be the single app that allows you to explore and learn about all of the Brigade Group’s services, including deals and offers at the Orion Malls, our Hospitality Clubs, our partners like the Sheraton, Grand Mercure, Holiday Inn, and others, as well as, of course, our residential projects.

Through the app, you may accumulate loyalty points for purchases and use them at a variety of merchants. Both the Apple App Store and the Google Play Store offer the app for download.

Content Marketing Strategies

Brigade Group is very lively on social media. The published content material is associated with their new Flats or their Apartments, recognition messages, etc. The sole supply of posting content material is thru Linked in or Facebook. Also, they press releases about their product with the aid of several sources such as The Hindu, Economic times, Indiainfoline, Business Standard, Money manipulate, etc.

This ends our elaborative marketing strategy of brigade enterprises. Let us conclude our getting to know below.

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What’s Unique in the Marketing Strategy of Brigade Enterprises?

The above advertising and marketing Strategies suggest Brigade Enterprises has a correct future in the upcoming digital technological world which means, they are going to tie-ups with Microsoft and FB each business enterprise already conquered the entire world’s data. They have analyzed effortlessly via the assistance of these giants. But one component they want to centre of attention on the Search engine optimization they want to enhance the natural searches via that solely they want to conclude the fulfilment. 

This detailed marketing strategy of Brigade enterprises might have given you an idea of how important digital marketing is in the current market scenario in order to stay connected with your target audience. Digital Marketing has become one of the most essential skills that businesses need to have in this fast & internet world.

IIDE’s Courses exactly help you with what you need. IIDE has 2 programs for learning Digital Marketing one is 4-Months Digital Marketing Program and the other is the 11-Months Digital Marketing Program. You can select any as per your convenience and need.

Hope this marketing strategy of Brigade Enterprises has given you an in-depth idea about how companies carry out their marketing. If such case studies interest you then IIDE Knowledge Portal has lot more interesting case studies for you to read.

Do share your views on the marketing strategy of Brigade Enterprises in the comments box.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

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