Shubh Tristar in Koregaon Park Annexe offers opulent living with 3-4 BHK residences, sleek design inspired by the ‘DUBAI Frame,’ and Pune’s highest amenity floor at 450 feet, spanning 4 acres.
Location : Koregaon Park Annexe, Pune | Configuration :3 & 4 BHK starting From Rs 1.58 Cr*
Challenges
Sudden rate appreciation in Mundhwa with rates rising 15-20% in the span of a year
Competition with upcoming major launches in the luxury segment.
Luxury product with a relatively new brand competing with established CAT A developers.
A delay in project renders and walkthroughs was expected where the customers needed a visual hook.
Our Approach
To position Shubh Developers as luxury real estate brand & take Shubh Tristar to market
Go-To-Market Strategy
Malaika Arora was taken on as a brand ambassador for Shubh Developers & her ageless appeal was compared to the brand offering. The product was taken to market with “The Gold Standard of Living”. Heavy presence on digital & outdoor was established & a large-scale CP event was done for maximum outreach in the market
After a large scale ATL branding & awareness, focus was shifted to database marketing, & ABM to tap into the demand segment & ad personalization. Heavy nurturing & reverse marketing pyramid with B2B approach was established.
The marketing strategy begins with an initial Above-The-Line (ATL) and awareness campaign, employing a 360-degree approach across various channels. This broad campaign aims to create widespread awareness. Subsequently, an Account-Based Marketing (ABM) approach is adopted, leveraging Customer Data Platform (CDP), Customer Relationship Management (CRM) tools, and datascrapers. This personalized strategy focuses on specific target accounts, ensuring a more tailored and efficient marketing effort to engage and convert potential customers.
Results
Marketing cost per booking
Site visits in 60 days
Units sold in 60 days