Page 31 - Kolte Patil AR 2019-20

Overview jades over time and speed and quantum of sale;
Kolte-Patil reported a record needs to be ‘pushed’. The it was reflected in the fact
sales performance from a Company de-inventorised that the Company marketed
non-launch year in FY20. apartment stock, generated this throughput without
In the midst of a sectorial precious cash flows and reducing its sticker price.
slowdown, the Company helped mature the real The Company enhanced
reported 2.5 msf in net estate properties in which customer engagement
sales during the year under sustenance sales were through an increased Big numbers
review, possibly a record made. price-value proposition,
for sustenance sales by any Highlight protecting brand integrity.
Company in any city in India The highlight of the The Company trained in- 2.08
in FY20. The performance Company’s sustenance sales house 50 team members
validated the Company’s focus was the ZABARDUS and 500 channel partners. Quantum of net sales
credentials as a sales- campaign launched on The complement of this in msf, FY17
driven organisation with 7 November, 2019. The word-of-mouth goodwill,
capabilities in marketing Company focused on selling distribution network and
apartments in virtually 500 apartments inside social media translated into 2.50
any market condition. The the existing Life Republic an unprecedented sales
Company possessed an project in Hinjewadi (Pune). response. Quantum of net sales
unsold inventory that was It complemented superior All-round effort in msf, FY20
equivalent to 22 months design, relevant pricing,
of sales equivalent (based market analysis, forecasting The Company generated
higher international
on the FY20 average), and a promotional campaign 45
considerably lower than promising lifestyle upgrades sales compared with the
previous year. Sales were
the sectorial average – and (goods, services, accessories % of sales generated
possibly among the lowest and tax waivers) at no generated across projects
and all three regions
in India’s organised real additional cost. The result from channel
estate sector. of this intensive approach (Pune - Life Republic, Ivy partners, FY17
Estate, Tuscan, Downtown,
Rewriting rules was that within 38 days the Western Avenue, 24K Opula
The ability of the Company Company had marketed 500 and Stargaze; Bengaluru – 64
in generating all revenues units with a booking value Ragga, Mirabilis and Exente;
from sustenance sales of C205 Crore. The success Mumbai – Jai Vijay). % of sales generated
countered the longstanding of this initiative accounted Technology
industry belief that for sizeable percentage of from channel
sustenance offtake needs the Company’s sustenance The Company’s Falcon app partners, FY20
enhanced business ease,
to be complemented by sales during the year under
the excitement of fresh review. controlled employment
costs and increased sales
launches. The Company Success Perspective
also countered the The success of the velocity — a comprehensive “Our ZABARDUS
win-win.
commonly-held belief ZABARDUS campaign was campaign achieved
that sustenance inventory reflected not just in the
outstanding numbers in
the sustenance phase
of a project in a single
location. It indicates
Conscious our leadership position
engagement and brand equity in
of channel Pune and the value
partners proposition we deliver
across the demand
spectrum. The strong
demand validates
our decision to buy
Our effective the private equity
marketing partner’s share in Life
approach Republic. We now
Focused on Mined possess the multi-year
sales visibility from
intensive customer this project, enhancing
marketing data long-term shareholder
bursts value.” - Gopal Sarda,
Group CEO

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