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Case Study
Royal Purandar
Royal Purandar

Royal Purandar partnered with Amura to identify the problems in their current processes and map business decisions, as well as for strategizing growth and presence with digital marketing.

ABOUT THE CLIENT

Developed by Carcanet Infra Projects Pvt. Ltd., Royal Purandar is a township with N.A. villa Plots located off NH4.

The brand partnered with Amura to identify the problems in their current processes and map business decisions, as well as for strategizing growth and presence with digital marketing.

Amura handled the product strategy, onsite branding, go-to market strategies and pricing for the firm.

Challenges
  • To map the company’s sales processes in order to identify problems.
  • To analyse market data for Pune, in order to arrive at an effective selling pitch.
  • To boost sales with an almost completely digital marketing campaign.
EXECUTION

As per the research conducted, Amura designed a custom product and marketing strategy that targeted middle to top management in the IT, automobile, medical, Government, engineering and investment sectors. As the ticket size of the product was in the range of Rs.17-20 Lac, the target group also included small-time investors - loan approvals were hence obtained from all leading banks and financial institutions.

Transparent approach:

People are skeptical before buying property, due to land issues, title clearance and litigation issues. Amura used a transparent approach to market the product and address any concerns buyers may have.

  • All property documents were uploaded on the site for potential customers to access, thus answering any legal concerns and building trust in the product.
  • In line with the approach, actual images were used on the website to build trust with prospective customers.
Onsite activities:

Onsite activities were conducted to drive more site visits and get prospects acquainted with the product. The activities conducted were in line with the pitch of the product - onsite camping, adventure treks, outdoors activities and more.

Offer based campaigns:

We also ran offer-based campaigns for festivals such as Akshaya Tritiya, with a custom landing page, email marketing and digital advertising with precise targeting. Ads were constantly revamped for better conversions, with targeted communication for remarketing and nurturing customers.

SEO for organic traffic:

Content was shared via blogs, articles and press releases, optimised for search engines in order to garner organic traffic and spread awareness about the project.

Social media presence:

Onsite activities were promoted on the brand’s Facebook page along with an offline-integrated selfie contest to increase consumer engagement and to increase awareness about the brand on social media

Results

The transparent approach and onsite activities drove exponential results in the digital campaign as well as in the brand’s top line with a boost in sales.


  • Increase in the conversion ratio to 7%.
  • Sale of 25-30 units per month on an average.
  • Total sale of 200+ units.
  • Cost Per Conversion amounted to less than Rs.15,000.
  • Increase of over 100% in organic traffic.
  • –Reduced bounce rate by 50% approx. and increased time on site by 7%.