Rebranding a 5* KLCC Condominium-A case study
I served in the MC committee of a 5* KLCC condominium just minutes away from KLCC Park from 2010 to 2012. One of the most memorable achievements of my time there was the successful rebranding of the condominium to a more upmarket name, “Kirana Residence.”
It was our MC’s good fortune to have on board Jennifer Chan who was the country head of a top 5 advertising agency to head the sub committee that was responsible for detailed implementation of the rebranding exercise. Without her vision, hard work and drive I very much doubt we could have achieved so much in such a short time.
When Kirana Residence opened its doors to its first residents in 2000, it redefined luxury living in the Kuala Lumpur City Centre. But then over the years, the developer had done little to upgrade the facilities available to Kirana Residents. The opportunity for change came when a new MC committee comprising owners of Kirana units was established by the developer to take over . A collective decision was made. We needed to take immediate action to restore the 66 unit condominium at Jalan Pinang to its preeminent position as one of the most attractive freehold condominiums in the prime KLCC district.
Feedback from selected property agencies specialising in KLCC rentals suggested the name Kondominium Kirana had grown stale and outdated. Tenants preferred the newer condominiums that now dotted the neighborhood. These were perceived to have the latest technology and better facilities for their residents.
To catch up with the neighbourhood competition, the MC committee committed to an ambitious multi year plan to refresh the ground lobby lounge in Phase 1, and upgrade existing facilities, i.e. the 2F management office and pool deck in Phase 2. I had left the MC committee before new blood in the MC committee commenced Phase 3 - new facilities such as an improved cabana (termite infestation having unfortunately destroyed an earlier version) and a private dining area with built in BBQ and cooking hobs.
Starting with the ground floor lobby refresh in 2010-2011, leading interior design agency Geoffrey Thomas Associates was commissioned to update the previous Asian Contemporary decor of the double height lobby. Owners and residents’ views were canvassed before renovations commenced. Their input was taken into consideration when plans were finalised.
Jennifer proposed the pivotal change of the name of our condominium to Kirana Residence as part of the rebranding exercise. Other names were also suggested, eg Kirana on the Park, No 7 on the Park, etc because the launch of The Binjai on the Park had generated lots of publicity for being the only residential condominium actually sited beside the KLCC Park.
But in the end, it was a unanimous decision to stick to Kirana Residence. Jennifer was also responsible for the change of signage. The original Kondominium Kirana signage incorporated a crown. The new Kirana Residence signage, however, dropped the crown for a more streamlined modern look, emphasising the word KIRANA.
Key Objectives of Rebranding
Change market perceptions - change name to Kirana Residence, change signage, engage PR initiatives to get new name, refurbished lobby and upgraded facilities into print media
Achieve higher rentals - upgrade existing facilities such as the management office and introduce new facilities to remain competitive
Foster pride of ownership amongst owners and for residents, greater satisfaction with upgraded facilities - introduce a website and quarterly newsletters, a periodic residents survey to gauge satisfaction with improved facilities
Stand out from the competition - introduce drivers waiting room, a covered cabana with bar counter, a private dining area with seating for up to 12 guests
BEFORE Kondominium Kirana ground floor lobby before renovations commenced
AFTER Kirana Residence ground floor lobby. WiFi enabled.
To be continued ….
