The Marketer's Mind at Shamm-mein-Ghazal By Jagjit Singh

The Gazal Maestro from India, Jagjit Singh, visited Raipur, organized by Kalpavriksha Resort and Villas, 27 Kms from Main City on 10th April, Saturday Evening from 7:00 PM Sharp.
Now what we will concentrate upon is the Marketing and opportunity point of you.
First the 4P's

P- Product

The Product is a well-established brand, Mr. Jagjit Singh, people from all age Groups have an affinity for him. He breaks across many clutters with sections.
The Organizer, Kalpavriksha resorts had one aim: to occupy the Mind/ Heart Space of every individual.
But, If we closely see, the product was not Jagjit Singh,
the product is the Villas, which Kalpvriksha has built. The Average cost of a Single BHK is 52 Lacs, which means the product is targeted at SEC A of the society, and preferably at an age of 35+ ( The Buyer ).
Since buying a House is a High Involvement decision, so having a family minimizes the deflection towards buying.
Now this product must be visual, hence bringing SEC A to the site was the task in hand.
These people brought a perfect Pull factor "Jagjit Singh".

P-Place

They had ample place but the distance was long. One major point of avoidance was the huge distance, but there was no option as the product is immovable. So very less is left about to discuss on Place.




P-Promotion

The Promotion was a major point of attraction.
They used PR to get Mileage. Press Releases , Press Meet etc were organized to attract the eyeballs, which got people talking about the event. Many more strategies was used, but most involved Money, in my viewpoint, more remarkable your product is, less money you will need to spend on promotion.

P- Price

The Price strategy was designed decently well. They gave free passes, but they made three divisions,
VIP- basically meant General
VVIP- People who belong to Climbers
VVVIP- Which involved the who’s who, the real Target.

The FINAL VALUE Extracted.
1. They ensured enough Eye balls and at least 5000+ Population reached their destination, much more than expected (They planned 3500 seating capacity)
2. They had people visiting inside their Sample Villas.
3. People will remember Kalpavriksha and the Brand Recall will be high ( Only for the Visitors)
4. Giving free water Bottles with Kalpavriksha Logo was a great Idea and executed well.

The OPPORUNITY Missed.

Now this is the most important aspect of the whole Marketing.
The Most important points which they should have executed to extract maximum value from their investment are:

1. They must have used the Road to their site efficiently.

There was enormous scope of Creating the Brand Buzz, Amazing Outdoor Campaigns, great Lighting Strategy, could have created a Buzz for Longer Time.
Everyone wanted to know what it would be like to visit the site.
As very rightly quoted, the wait is tastier than the food.
Most of the clients kept their eyes glued to the road in anticipation.
An enormous opportunity went to waste.
2. They must have used the Entry Gate to the Fullest.

This was where the first Touch point of the Customer is made. If one reads BLINK- the bestseller from Malcom Gladwell, he clearly says, that the first Impact which is formed in first Two seconds lays the expectation for the person.
In this case, entering through the gate one witnessed Line of cars with only two guards checking the Cars passes- a Big Disaster.
More over the Guards were not trained, they must have been trained to go towards the Driver's side to ask for Passes- just to boost the Ego of the customer(that was the basic idea for the Event)- but the guards went everywhere seeking passes, towards ladies side, kids except the right person.
Now Imagine, a client response when he receives a Chilled bottle at the entry after getting passed checked.
Giving a Bottle of Chilled water with a Small envelope along with a Letter- having their Visiting Card and Thank you letter, at the Gate would have been the most amazing thing, which could have sent the multiple message at the same time- foremost, We care that you have come so far for your Passion of Ghazals.
This was the place where they would have resonated with the audience and created a niche market for the entire prospective buyer.
A great Opportunity Missed. Also a Chillded water with Kalpvriksha Logo must have quenched the thirst of "WOW".

3. The Parking was missing the Midas touch.

The Coordination at Parking was good at Start, but they made a Big Poo-poo when someone wanted to take their Car Out.
They must have shown the Length and Breadth of their Site by keeping distance between cars, but they just kept it all near, and all the cars Together. I personally went through a lot of trouble and spent around 30 mintues to take my Car Out because of BAD PARKING.

4. Opportunity of DATABASE

What came as the biggest surprise was that no one was interested in knowing the customer.
"One small step in knowing your customer will go farther than Wooing your customer".

At the parking, they could have put Numbers on the parking positions, and for every PARKED vehicle at that number, they could have given a small form asking for Name, Contact Number, Email address, and Comments to be submitted after the Show and this Must be collected when the customer left the Final Gate, accompanied by yet Another chilled water bottle. The Pen with a Kalpavriksha logo to write comments will remain with the customer for longer duration than the watered bottle...............

5. On the Spot.

The Spot was well decorated, and organized. With small issues like not allowing food packets inside etc, the major opportunity missed was starting the function at 8:15 instead of the committed time of 7:00.
This was the most important moment which they could have utilized to tilt the customer in their favour.

Starting the function sharp at 7:00 and saying one Line,
" We always Fulfill our Promise of Delievering- Dot on Time" could have raised most of the SEC A customer to great heights.
if one closely understand the most important issue which comes in to work while buying a property is that a buyer wants assurance thousand time whether his House will be ready to be occupied on committed Time.
This was the point where Kalpvriksha could have killed its competitors by thousand miles.

Just saying “We always deliver on time, whether it’s Concert or Your House”.
And then, using a Projector in small intervals with slides showing
the Time when they started the Show and resonating the same message.
For all those people who came late, will take an Amazing message which they will share with the Peers.- ( that was the basic objective of the Event- To position Kalpavriksha as the most honest brand in the market)

6. They Never BRANDED their organization but branded only the Location. There was an opportunity to create Resonance with the Umbrella Brand which was missed completely. Big players who can invest couple of crore in a house want to know whether you have other projects planned or you are a first timer. Branding your Umbrella brand would have been effective strategy at this point.

7. A prospective like me who belongs to SEC A and with disposable income was never targeted by Saree Clad women.
They had the girls clad with Saree but no one among them knew what to do except that they stood with some Rough papers and gave the message like, “when will all this gets over”.
That does clearly showcase the Missing training to be given to the Outsourced party involved.
When the customers reached Home they were talking about Jagjit Singh, rather than Kalpavriksha.

CONCLUSION

A great Event organized by the standards of Raipur, but there was enough room of delievering the "WOW" which they missed.

Over all a 4 out of 7 Stars for this Event.