Identifying an Emotional Positioning Route for Prestige Constructions
The Prestige Group is a prominent and leading real estate company, headquartered in Bengaluru, but with a presence across India. Over the last decade, the company has solidified its presence in Bengaluru and is keen to deliver the same equity across new markets.
Before venturing into the new markets, the team was keen to understand Pretige’s equity among existing consumers so that these insights could be leveraged and built into powerful communication for the new markets.
Consumer Insights
Prestige emanates a sense of establishment, premium quality, and unwavering customer focus. It's a respected player in the category, recognized even when not actively sought after. In the southern Indian real estate market, Prestige holds a leadership role with acclaimed properties in Chennai, Karnataka, and Andhra Pradesh. Owning a Prestige property signifies both a life milestone and membership within an exclusive class equipped to experience the pinnacle of luxury living. Prestige properties share signature traits that convey the brand's premium identity, such as a color palette of beige, white, and hints of red, select properties boasting distinctive brick or stone exteriors, exceptional club facilities, master bedrooms with wooden flooring, contemporary amenities like amphitheaters and tennis courts, and a steadfast commitment to lush green spaces and impressive entrances.