The intended audience for this project consists of local residents seeking modern housing that offers both easy access to the city center and a peaceful, nature-filled environment. The project consists of four buildings, each with three levels of apartments: garden, middle, and roof. Together, they create a private and enclosed inner area with a playground for residents. As part of the marketing strategy, this project is being promoted alongside another development within the same neighborhood, under the same central brand. This helps to differentiate the product, target audience, and pricing.
Pod vŕškami is a modern neighborhood located in a convenient location for transportation to the center of Bratislava, intended for the local population. After a month-long study on consumer behavior and the local competitive environment, a different "product set" was developed from the original plan, starting with changes to the apartment complex, program, finishes, and pricing. The customer journey in Slovakia is 180 degrees different from the purchasing process in Israel, and we had to create a purchasing experience tailored to the habits of the locals. The project succeeded in selling at a faster pace and at higher prices than expected, while working with local teams and suppliers on the company's marketing and sales model, in addition to processes built specifically for marketing in Eastern Europe.
Pod vŕškami is a modern neighborhood located in a convenient location for transportation to the center of Bratislava, intended for the local population. After a month-long study on consumer behavior and the local competitive environment, a different "product set" was developed from the original plan, starting with changes to the apartment complex, program, finishes, and pricing. The customer journey in Slovakia is 180 degrees different from the purchasing process in Israel, and we had to create a purchasing experience tailored to the habits of the locals. The project succeeded in selling at a faster pace and at higher prices than expected, while working with local teams and suppliers on the company's marketing and sales model, in addition to processes built specifically for marketing in Eastern Europe.
Managing sales processes in a language that we do not speak is a challenge that can be bridged in today's era. Connecting with the sales team and building a successful and competitive model between them can contribute to increasing sales rates and improving the sale price.
Creating a customer experience tailored to the local audience was a new experience for us. Their consumption habits are completely different, starting with the way they shop and continuing with their customer preferences. As part of creating the brand, we began to address three different levels of marketing: marketing the neighborhood itself, creating targeted advertising campaigns to reach specific audiences, and marketing the brand as young and modern, yet still speaking to the audience that desires the quality of life offered by nature and the peace and quiet we provide.
A market research and audience adaptation was done after a month of learning about consumer behavior and the local competitive environment. Based on the results summary and our recommendation, we accompanied a process of changing the program, layout, specifications and pricing. In order to create a distinction from other projects being built in the neighborhood, we created a separate brand under the main brand. This was done to create a boutique luxury project that is even more desirable than the other brands that existed until then.
