case study
Key Facts
With more than 73 years of experience in the real estate industry, DLF Ltd. is the largest developer of properties in India. The business engages in all phases of real estate development, including project planning and execution, project construction, and project marketing.
GROWTH
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Sales bookings for DLF increased from Rs 3,084 crore to Rs 7,273 crore in the year 2021–22.
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DLF's sales bookings in the first quarter of this fiscal year increased from Rs 1,014 crore to Rs 2,040 crore.
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DLF's pre-sales surged by 136% to Rs 7,200 crore last year, led by a positive reaction to new goods and Camellias.
INVESTMENTS
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It has raised a total funding of $131 million over just 2 rounds
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The first round was a Post-IPO equity round in 2009, and the 2nd round was a Post-IPO debt round in 2020.
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Its Initial Public Offering (IPO) happened back in July 5, 2007.
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The total amount raised in the IPO was Rs. 9187 Cr., which was the biggest IPO ever in India at that time.
TECHNOLOGIES
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Along with capital-intensive expenditures in rolling out new hardware throughout its malls, the next stage was to form more collaborations with technology businesses that specialize in fields like customer insights and database administration.
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It installed IoT-based sensors on 16.6 lakh square feet of DLF mall space in order to better understand customers from the moment they enter the building until they leave. In fact, as soon as shoppers park their cars or enter the mall via the doors, the IoT sensors start working.
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Predictive algorithms and machine learning are used to process the data collected and stored in data lakes to provide actionable insights that will improve the understanding of customers by the DLF division and retailers.
MARKETING STRATEGIES
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“If you need storytelling to sell a Rs 5 or Rs 10 packet of biscuits, then you need storytelling to sell a product that is worth Rs 2.5 crore, Rs 3 crore, or Rs 30 crore,” says Karan Kumar, Chief Marketing Officer, DLF.
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The lack of trust and openness between the client and the builder is a significant obstacle for marketers and sellers. DLF was able to resolve this, earning its clients' trust.
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The "DLF Cares" campaign, which was held on several platforms, including social media and offline, was one of their most recent and successful efforts.
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They consider it to be a major commandment to engage in genuine dialogues with their clients. Another was developing the ideal internal marketing organisation to succeed greatly.
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