Bijou has over 31 years of experience in the FMCG / Consumer durables and Retail Industry. Having started his career with Hindustan Unilever Limited as a management trainee, he went to join the founding team at Titan Industries Limited.  In the last seven years, he has been at the forefront of Lifestyle retailing at Reliance Retail.

Bijou is associated with various Industry bodies in India and abroad.  He is the Chairman of the FICCI National Retail Committee and Executive Board, member of CII Retail Committee and the Karnataka State Council.  He is also on the governing board of the Retailers Association of India (RAI) and on the Advisory Board of the World Retail Congress.  Bijou has been adjudged the Asia Pacific Retail Leader of the Year in 2012 and Retail CEO of the Year by ET Now in 2013. He is currently the President and CE, Lifestyle at Reliance Retail.

 

What are few cliches in Real Estate Marketing?

Real Estate marketing has often been seen as spray and pray. Full page advertisements in the dailies, a response number, a fancy launch and glitzy brochures – the standard toolkit for a real estate marketing company. We need to get more creative and do things differently to get noticed. The current flood of launches in Bangalore (for example) don’t seem to differentiate between builders, let alone projects.

What are two rules that differ in Real Estate Marketing than from any other category like FMCG?

Unlike FMCG marketing where awareness is key, in real estate marketing, it is important to build interest through a detailed benefits presentation. While in FMCG marketing, you create a media plan for communicating your message to millions of potential buyers based on some socio-economic categorization, in real estate marketing you need to build a base of prospects who can convert to 200-300 buyers for a project. Hence, the target customer in real estate marketing has to be more sharply defined, identified and targeted.

Suggest ways by which Real Estate Marketing can be improved in India?

We need to move to the next level of real estate marketing by incorporating digital media and marketing, direct and focused marketing and also sharply targeting.

How can digital as a medium be used to improve and enhance real estate marketing?

As mentioned earlier, digital media can help define the prospect more sharply and also be used to serve up relevant advertising during searches.

Why do real estate marketers rely on print and OOH in their media mix, is that because it gives higher returns or is it because its convenient?

Since most of the projects are local, print and OOH tends to be used so that media spillover is minimized. However, they tend to be less cost-effective than TV though it works well for limited budget, single city launches.

Bijou Kurien is on the jury panel of Paul Writer’s The Great Indian Marketing Summit (GIMS) – Realty Conclave & Awards Program

Date : June 21, 2013

Venue: The Leela Palace Hotel, Bangalore



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