In our previous article, we learnt in detail about the marketing strategy of Indiabulls Real Estate. In this article, we will elaborate on the marketing strategy of Godrej Properties one of the most well-known and multifaceted companies in India.
The objective is to help gain insights into one of the top real estate developers in India, Godrej Properties Ltd, a member of the Godrej Group.
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By the end of this article, we will have learned the comprehensive marketing strategy of Godrej Properties. Let’s, begin with the company’s history, target audience, and online presence before delving deeper.
About Godrej Properties –
Source – Track2Realty
Godrej Properties is a subsidiary of Godrej Industries Ltd, founded in 1897. Godrej Properties was founded in 1990 under the leadership of Adi Godrej. The company’s headquarters are in Mumbai, India. The current CEO of Godrej Properties is Mohit Malhotra. Godrej Properties introduces the real estate industry to the innovation, sustainability, and excellence-focused philosophies of the Godrej Group.
Each Godrej Properties project incorporates a 125-year heritage of excellence and trusts with a commitment to cutting-edge design and technology. The Indian real estate firm Godrej Properties Limited announced a consolidated income of 25.8 billion Indian rupees for the fiscal year 2022.
Additionally, GPL constructs commercial office buildings with cutting-edge amenities like auditoriums, snack lounges, parking, and integrated building management systems.
Godrej Properties has received more than 250 accolades in recent years, including “The Most Trusted Real Estate Brand” in 2019 from the Brand Trust Report, “Real Estate Company of the Year” at the 9th Construction Week Awards 2019, “Equality and Diversity Champion” at the APREA Property Leaders Awards 2019, “The Economic Times Best Real Estate Brand 2018, and “Builder of the Year” at the CNBC-Awaaz Real Estate Awards 2018.
Quick Stats on Godrej Properties –
|Market Revenue||2,585 crores INR|
|Vision||“We aspire to be the nation’s top real estate company while continuing to be the most trusted name in the industry. We shall deliver superior value to all stakeholders through extraordinary and imaginative spaces created out of deep customer focus and insight.”|
Marketing Strategy of Godrej Properties –
Let’s find out more about the marketing strategy of Godrej Properties, including STP Analysis, how it implements marketing campaigns, etc.
Segmentation, Targeting, and Positioning
Godrej properties use a variety of demographic, geospatial, and psychographic segmentation factors. Its main segment is Capital and metro cities. It also includes income class, occupation, age, gender, behaviour, area, and others to determine their affordability index.
Godrej’s business model mainly targets upper-middle and upper-class customers. According to Pirojsha Godrej, the business delivered roughly 6.5 million square feet in the most recent fiscal year and aimed to reach 10 million square feet.
With buyers placing a great deal of trust in GPL as a brand and its capacity to carry out and fulfil projects, the company has positioned itself pretty effectively in the market. Godrej employs a positioning strategy that is valued and user-benefit-based to showcase the ingrained culture and enduring relationship that businesses have developed with their customers.
“Everyday Joys- Jahaan Khushiyan Badi Hoti Hai” is a digital brand campaign that Godrej Properties launched in 2021. The advertising highlights GPL’s mission to build communities, families, and homes that enable everyday joys one at a time.
Three digital video advertisements produced by GPL showcase the beauty of everyday family moments that we all adore at home. They emphasise how essential home is to most of our fondest recollections.
In another campaign held by Godrej in 2018, The firm actively promoted the idea that purchasing a home can be as simple as buying a smartphone or an airline ticket. It’s called Happy EMIs.
The Happy EMIs campaign has been planned such that the brand emphasises the sentiment and significance of buying a house through several factors, including relationships, festivals and more. Godrej Happy EMI is a programme that allows you to realise your dream of owning a home. With the help of this programme, individuals can purchase 2 BHK, 2.5 BHK, and 3 BHK flats in prime locations throughout major cities like Pune, Mumbai, Noida, Thane, Bangalore, Chennai, etc.
In yet another campaign, The Thane Commissioner’s office has started a public service campaign called Humara Sankalp to combat the coronavirus and prepare the populace for it mightily.
Together with the Thane Police, Godrej Properties has developed and distributed this message throughout Thane and Mumbai. The CSR of Godrej Properties, a responsible corporation, supports the Thane Police’s efforts to combat this epidemic and stop the spread of this virus. While Thane Police is constantly on guard, it also encourages the public to remain on guard and take all necessary precautions to ensure their safety as well as the safety of their families.
Social Media Marketing
Godrej Properties is active on social media like Facebook, Instagram, Youtube and Linkedin. It has the most followers on Linkedin. Their current following on their social media is:
- On Facebook – 356,006 followers
- On Instagram – 44.9 K followers
- On YouTube – 22.4 K subscribers
- On Twitter – 6074 followers
- On Linkedin – 407 K followers
The content is mainly informational and promotional. It provides various blogs on its website. The main hashtags used in the social media profiles are #GodrejProperties #Godrej #SustainabilityMattersAtGPL #ESG #GreenHomes.
Source – UberSuggest
SEO rankings state that having fewer than 500 keywords is awful, having more than 1000 keywords is fine, and having more than 10,000 keywords is exceptional. As you can see, www.godrejproperties.com has 53,108 organic keywords, which are considered great.
That means the digital marketing of Godrej Properties is gaining good insights. The monthly organic traffic is nearly 362K which is considered spectacular. Hence it is safe to say that the SEO strategies of Godrej Properties are pretty sound.
Godrej Properties Ltd has adopted many influencer marketing strategies along the way. It roped in influencers like Biswa Kalyan, etc.
Godrej Properties has sponsored a variety of artistic and cultural events to engage and connect with customers, including Blame it on Yashraj, Women Decoded, etc. It has sponsored CorpChef, India Real Estate Show 2022 and many more.
Godrej Properties Ltd provides an online property booking service on its website. It has also partnered with Snapdeal to offer online booking of its real estate projects.
This partnership enables customers to have more booking flexibility and special deals. The website provides an easy 3-step interface: Select Property, View Details, and Book your Home. Online booking is available for only select projects.
GTP has a Godrej Properties limited App to enhance user experience. Customers can book properties through the app or schedule visits to properties. The user interface enables one to check for stats like construction status, payment details, etc.
It also allows you to go through home loan options. The app has 4.8 ratings and 10T+ downloads on the google play store.
Content Marketing Strategies
Godrej Properties is very active on social media. The social media post content consists of their new ventures, properties and a few interior design tips.
Their Youtube channel consists of walkthroughs of their various properties in multiple cities. Its website consists of multiple blogs, upcoming projects, press releases, and news articles about GPL.
The Godrej Properties Ltd website consists of various blogs and articles about upcoming projects.
This leads us to the culmination of the brilliant marketing strategy of Godrej Properties. Let’s evaluate the insights we took away from this case study.
What’s Unique in the Marketing Strategy of Godrej Properties?
The main factor in GPL’s success over its rivals is the great advertising initiatives it has used to draw attention to the brand among consumers. Godrej Properties has a lot of organic traffic to its websites due to the relevance of the company. Its E-commerce presence makes it one of a kind in the real estate space. It also has an in-house design studio, GPL Design Studio which consists of an exceptional group of innovators.
Commercial office space has developed globally in response to new forces that have an impact on how we work today. Their main goal has been to design Grade A sustainable structures that provide top-notch interiors, amenities, infrastructure, and flexibility. They want to boost employee productivity, stimulate creativity, and raise user satisfaction.
Every industry has been touched by the pandemic, as is publicly recognized, and this has resulted in a major shift in digital marketing. 60% of people globally use the internet, as according to figures on digital marketing. The pandemic and the boom in online businesses over the previous two years both contributed to the 20% increase. The credibility of a well-known company is crucial. A company’s advertisements can establish or damage the perception of its brand. Digital marketing allows you to create successful campaigns and swiftly correct any mistakes.
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