SAGAR VAIBHAV– BORIVALI, IC COLONY

The Brief
 Need to re-brand the
Project Background location
“Borivali Extension”, IC
Colony

Location

• Mandapeshwar Rd, Mandapeshwar, Dahisar West, Mumbai, Maharashtra 400068

• IC Colony : https://goo.gl/maps/voEisWAd9tnsecQZA

Area of Plot

• 1.23 Acres

Number of Wings /Flat per Wing

• 3 Wings / 4 Apartments per floor

Number of Storeys

• Wing A: Lower Basement + Ground + 2 Podiums + 32 Floor

• Wing B : Lower Basement + Ground + 2 Podiums + 18 Floors
• Wing C : Lower Basement + Ground + 2 Podiums + 18 Floors
Master Plan
USP’s
• Spread across 1.23 Acres
• Open Area space of approx.
WING A
• Privacy
• Cross Ventilation/ Panoramic
Views
• Abundant Car Parking Space
• Connectivity
• The project is surrounded by
greens & serenity.
• Wing A : Highest Tower in the
Vicinity
• 1st Podium has Fitness Centre
of Approx. 4000 Sq Ft

Architectural USP’s yet to share

RG areas final list yet to be proposed
 Wing- A
Floors Flat no 1 Flat no 2 Flat no 3 Flat no 4

Inventory 32nd floor

31st floor
Part Terrace
677 679
685
685
Part
Terrace
681
30th floor 677 679 685 681
1 & 2 BHK Apartments 29th floor 677 679 685 681
28th floor 677 679 685 681
Wing- C Wing- B 27th floor 677 679 685 681
Floors Flat no 1 Flat no 2 Flat no 3 Flat no 4 26th floor 677 Refuge 685 681
Floors Flat no 1 Flat no 2 Flat no 3 Flat no 4
25th floor 677 679 685 681
18th floor 887 441 723 18th floor 440 442 722 293 24th floor 677 679 685 681
17th floor 442 440 441 691 17th floor 440 442 691 293 23rd floor 677 679 685 681
16th floor 442 440 441 691 16th floor 440 442 691 293 22nd floor 677 679 685 681
15th floor 442 440 441 691 21st floor 677 679 685 681
15th floor 440 442 691 293
20th floor 677 679 685 681
14th floor 442 440 441 691 14th floor 440 442 691 293 19th floor 677 Refuge 685 681
13th floor 442 440 441 691 13th floor 440 442 691 293 18th floor 677 679 685 681
12th floor 442 440 543 Refuge 12th floor 440 442 Refuge 542 17th floor 677 679 685 681
11th floor 442 440 441 691 16th floor 677 679 685 681
11th floor 440 442 691 441
15th floor 677 679 685 681
10th floor 442 440 441 691 10th floor 440 442 691 441 14th floor 677 679 685 681
9th floor 442 440 441 691 9th floor 440 442 691 441 13th floor 677 679 685 681
8th floor 442 440 441 628 8th floor 440 442 691 441 12th floor 677 Refuge 685 681
7th floor 442 440 441 628 11th floor 677 679 685 681
7th floor 440 442 691 441
10th floor 677 679 685 681
6th floor 442 440 1049 6th floor 440 442 691 441 9th floor 677 679 685 681
5th floor 442 440 495 Refuge 5th floor 440 442 Refuge 542 8th floor 677 679 685 681
4th floor 442 440 1049 4th floor 440 442 691 441 7th floor 677 679 685 681
3rd floor 442 440 1049 6th floor 677 679 685 681
3rd floor 440 442 691 441
2nd floor 442 440 1049 5th floor 677 Refuge 685 681
2nd floor 440 442 691 441 4th floor 677 679 685 681
1st floor 442 440 1049 1st floor 440 442 691 441 3rd floor 677 679 685 681
2nd Podium 2nd Podium 2nd floor 677 679 685 681
1st Podium 1st floor 677 679 685 681
1st Podium Member
Ground 2nd Podium FITNESS CENTER
Ground IH to Govt
1st Podium
Basement/L Basement/L Sale
Ground
G G Basement/LG
Inventory
1 & 2 BHK Apartments
Project Architect Reza Kabul Architects Pvt Ltd
Total member Total Sale Total Unit in
IH Unit Structural Consultant M/S. JW Consultants LLP
units units scheme
93 157 5 255 Liaisoning Architect Aakar and Associates

PARKING
PARKING
Basement 98 RG area Area FITNESS CENTER
Ground 49 RG on Ground 922.56 PROPOSED IN WING A
3293
Podium-1 35 RG on Podium 278.72 PODIUM 2 LEVEL
Podium-2 24 Total 1201.28
Parking
64
Tower
Total 270

TOTAL SALE 157

PARKING
TOTAL MEMBER 88
PARKING
VISITORS 25
GRAND TOTAL 270
Market Beat
 Project located in the main road
and IC colony is hardly the distance
of 400M from our site.
 Product is the mean of Dahisar &
Borivali land parcel divides them.
 Close proximity to schools ,
hospitals and the IC colony from
where we can expect good Sales
traction
 People are aware about our
project in the micro market of IC
Colony. As project has been
Launched prior to RERA named
“Breeze”
Market Sentiments
 No Major Competition in the vicinity
 Many of the small players projects was haled in between and the buyers confidence is been put to stake project (Like
Parinee Adney and some local developers).
 More than 70% buyers are end user in that market and prefer to book ready to move in apartments with OC
 Highlights
LOCATION BENFITS

Upcoming Metro Western Express

Station Link Road – Borivali Railway
Highway
IC Colony – 1.4 Km 1.4 km Station – 2.6 km
– 2,8 Km

Reliance Mall Raghuleela

D-Mart – 1.3 km Thakur Mall – Mega Mall –
– 3.4km 3.6 km 4.5 km

Vibgyor Thakur
Goenka Don Bosco – 3.5 km
School – 1 International
International
Km School – 600m
 F indings About Location & Insights Many of the prospects
within the age range of 30-
45 who are working in
Majority abroad and have very
Of apartments good potential to invest.
are 1 & 2 BHK
only (400-660 People staying near IC Colony are
Sqft) 28% within 0-18 years, 1% within
Near IC Colony- 9% homes are 1 18-24 years, 11% within 25-34
RK, 35% homes are 1 BHK, 36% years, 14% within 35-44 years,
homes are 2 BHK, 15% homes are Traffic condition in the 14% within 45-54 years, 12%
3 BHK, 1% homes are 4 BHK vicinity IC Colony is within 55-64 years, 17% within
average to low. Typical greater than 65 years
moving speed is 16
km/hr
Common people surnames near
Near IC Colony- 30% buildings are
IC Colony are Shah, Patil, Mhatre,
recently constructed, 43%
Patel, Mehata, Desai, Yadav,
buildings are at least 20 years old,
Shaha, Savant, Gupta, Joshi, We can tap the people
26% buildings are at least 10
Shetti, Jain, Thakur, More, Kadam, of IC colony and the
years old
Jadhav, Naik, Sharma, Rane surrounding area who
are staying in old
Communities building/stand alone
to target building and wanted
Maharashtrian to move into the good
& Christians brand projects.
Source : Dwello
Proposed Amenities

• LIST OF AMENITIES FOR SAGAR VAIBHAV

Welcoming you
1 Magnificent double height entrance lobby for wing A
2 Podium parking with ramp making optimal utilization of space
Recreational and fitness
3 Fitness centre with AC gym
4 Indoor game including pool table, playing card table, TT table
5 Jogging Track
6 reflexology area
Socializing, safety, security and others
7 Old folks zone
8 Power backup for common areas
9 Yoga zone
10 Children’s play area along with equipment
Objective of Launch

• KPDL wants to re-introduce Breeze as “Premium Luxury” project in the micro-market

• Right Configuration / Right Price / Right Location are key drivers
• A strong positioning of product with scalable theme needs to be proposed
• A strong brand connect needs to be established re-ensuring the “Legacy factor of 28 years of expertise in
Mirco-Market”
• We need to clearly define Nomenclature separately for Tallest Tower in the Vicinity as that would be Sales
Tower

Challenges
• The project has been in the micro-market for sometime prior to RERA

Based on theme/positioning /Concept of product following collaterals would needed for

Pre-Launch Phase: for CP’s / Ex Customer Base / Inter-City Customer Base
Launch Phase : 360 Degree Marketing
Sustenance Phase
Target Audience
• Primarily tap into a micro-market – Borivali/Dahisar & Beyond (Majority western suburbs)
• Secondary: reach out to our NRI customers specifity to UAE Markets because of ticket-size
• Maharashtrian & Christian community (focus)
• Cosmopolitan

Pen Portrait of Customer

• Typically a business owner/ Professional or a
salaried individual
• In case we consider an individual opting a
Home Loan for 1 BHK – 80 Lacs for 20 years
• Monthly EMI 66,915
• Typical a salary owner of 1.5 Lac individual at
Mid-Senior Management level
• Age Group of 35+ to 55+
• Investor & End User

*APR Considered at 22,000 per Sq Ft

Proposition
• What do we want them to think, feel or do in the future?

The project is surrounded by Greens, Tranquillity, Breeze & Serenity

• Mumbai being the Buzz City

• The Buzz stops at IC Colony
Competition
WADHWA AQUARIA GRANDE: 2.1 Kms Away
• Magnificent architectural elevation Designed by
internationally renowned architects - James Law
Cybertecture, HK
• A colossal triple-level designer entrance & lift lobby with
luxurious amenities
• Three-level car park
• 2 Towers / 38 Floors / 2.97 Acres / 3 & 4 BHK

ROMEL SHRADDHA :
• Ready to Move In / Single Storey
• 50 Units / 11 Floors / 0.32 Acres / 1,2 & 3 BHK
• Launch Date 2014
• Distance from Site : 450 M

ROMEL EMPRESS
• Roof-top amenities | Panoramic Views
• 22 Floors / 3 Towers / 0.76 Acres / 2 & 3 BHK
• Launch Date : 1st Phase 2015 & 2nd Phase 2019
• Price : 1.50 cr to 1.9 Cr
Pre-Requisites for Campaign

Immediate Requirements
• Photo-shoot for Views of Project
• Route Videos
• Project & Show Apartment (Virtual Tour)
• Renders/Walkthrough– Agencies Briefed (Plans being share)

Later post lockdown

• Site Branding on current structure. Permanent Hoarding Structure / Directional Boards from WEH
towards the Property.
• A dedicated Sales Pavilion with Show Apartment (Design Briefs have been shared. The Theme would
decide the Décor & messaging of sales office.
• Scale Model/Cut Section – Agencies Briefed (Plans being shared)
Expectation from Agency Pitch

• Name / Logo / Positioning for Project : Options are Expected

• Theme for the project : Expectation of choosing from atleast 2 to 3 Themes
• Round of Creatives to be used in
Pre-Launch Phase: for CP’s / Ex Customer Base / Inter-City Customer Base
Launch & Post Launch these creative include (Emailers /Print/Outdoor/Online
Banners)
This would be in series we need to ensure that identity we create would remain in
Lifecycle of project so accordingly we would need to draft the communication

• For Gopal Sir Ref : We are creating whole set & keeping it ready post lockdown we can evaluate &
Launch