About 33 Central Avenue

Project:

33 Central Avenue By Garve Group

Developer:

Garve Group

Locality:

Tathawade, PCMC

Key Challenges:

Market related challenge

  • Offering smaller carpet areas in the Tathawade market, which typically prefers larger residential spaces, presents a significant challenge. The local market prefers more spacious living areas, making it difficult to attract potential buyers to properties with smaller dimensions.

Product related challenge

  • The project possesses a high floor density, i.e. 9 flats per floor which stands as a significant challenge for marketing. Modern day customers might prefer a little more isolation for their property.
  • Positioning a luxury segment property to a customer base that may not fully align with its premium offerings requires a thoughtful approach. It’s essential to highlight the unique value and exceptional benefits of the property to appeal to a broader audience.

Our approach and strategy:

Marketing Plan

  • The prelaunch teaser campaign for 33 Central Avenue featured the compelling tagline, “The 360° life is here.” This campaign employed a comprehensive strategy across three key areas: Digital, Offline, and Channel Partners.
  • Logo and Branding: Developed a new logo and brand identity for 33 Central Avenue, emphasizing its comprehensive offerings.
  • On-Site Partner Meet: Hosted an on-site Channel Partner meet to create excitement and encourage collaboration.
  • Digital Support for Partners: Provided Channel Partners with digital materials for effective online marketing campaigns.
  • Multi-Channel Activations: Implemented a variety of offline activities, such as leaflets, SMS campaigns, and creative materials.
  • Strategic Hoarding: Simultaneously installed 10 strategically placed hoardings in key locations to ensure high visibility and market presence.

Results

100+
Units Sold in a Day
700+
Site Visits in 3 Months
0.9%
Advertising Cost Per Booking
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