Keenjhar Lake Resort Project - Sindh Board Of Investment ...

For infrequent users and investors, the development offers a
designated package with the option of short-let accommodation
whereby farmhouses are managed and let out on behalf of the owners
making this a self sustaining, income generating investment
proposition.
Of the 156 one-acre farmhouses, parcels of exclusive farmhouses
overlooking the lake have been set aside for specified target markets
such as corporate buyers, and high net worth individuals. These
parcels will be enclosed in a restricted access, high security perimeter
with round the clock security patrols, surveillance, back-up power and
centralized maintenance facilities. The community also benefits from
catering services from the eateries within the Keenjhar Lake Resort.
In order to organise the sales process and balance the pricing mechanism, the farmhouse component
has been split into 3 parcels. The suggestive product parcels and associated target markets are as
follows:
The concept behind splitting the farmhouse proposition into parcels is to group together products
which are aimed at the same target market, namely general buyers and investors, high net worth
individuals and corporate entities. It is however important to note that the parcels are not mutually
exclusive and a degree of overlap will be encouraged in the sales of the general category parcels.
Further parcels subdivisions such as those focused exclusively on corporate entities and high net
worth individuals take into account the specific target market requirements such as homogeneity of
ownership, security, exclusivity and controlled access.
Each parcel has been priced separately taking into account its location, proximity to demand
generators such as the recreational / theme park area, golf course, lake vistas and convention centre.
The exclusivity of this offering is further enhanced by a select buyer profile, which may be targeted
through the sales strategy as set out.
While farmhouse sales for all 3 parcels would take place simultaneously for the corresponding target
markets, the marketing activities to support the process have been broken up into 3 Phases to allow
for pricing escalations and to bundle together various unit locations within the area allocated to
farmhouses. The phasing process should be designed to create a sense of urgency and to control the
flood of farmhouses creating a supply – demand imbalance in the market.
Sales Strategy
The proposed price ranges applied in the feasibility study for the Keenjhar Lake Resort was selected
after having extensively benchmarked the various types of farmhouses currently available in the
region and assuming that general land prices would have inflated by the time the resort is announced.
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Keenjhar Lake Resort Project - Project Information Memorandum