The target audience consists of locals seeking modern housing with high accessibility to the city center, combined with the tranquility and nature they are accustomed to. The project is built on three levels: garden apartments, middle-floor apartments, and penthouse apartments. This is across four buildings that create a private, enclosed internal area with an orchard for residents. As part of marketing this project alongside another project under the same central neighborhood brand, we successfully created differentiation in the product, target audience, and even pricing.
The Pod vŕškami neighborhood is a modern neighborhood with accessible transportation routes to the center of Bratislava, designed for the local population. After approximately one month of research into consumer behavior and the local competitive environment, a different set of "products" was developed from the original plan, including changes to the apartment mix, program, finishes, and pricing.
The customer journey in Slovakia differs 180 degrees from the purchasing process in Israel, requiring us to create a buying experience tailored to local habits.
The project successfully sold at a rapid pace and at higher-than-expected prices, while working with local teams and suppliers based on the company's marketing and sales model, in addition to processes specifically developed for marketing in Eastern Europe.
The Pod vŕškami neighborhood is a modern neighborhood with accessible transportation routes to the center of Bratislava, designed for the local population. After approximately one month of research into consumer behavior and the local competitive environment, a different set of "products" was developed from the original plan, including changes to the apartment mix, program, finishes, and pricing.
The customer journey in Slovakia differs 180 degrees from the purchasing process in Israel, requiring us to create a buying experience tailored to local habits.
The project successfully sold at a rapid pace and at higher-than-expected prices, while working with local teams and suppliers based on the company's marketing and sales model, in addition to processes specifically developed for marketing in Eastern Europe.
Managing a sales process in a language we do not speak is a challenge that can be overcome in today's era. The connection with the sales team and the establishment of a correct and competitive success model among them contributed to increasing the sales rate and enhancing the selling price.
Building a customer experience tailored to the local audience was a new experience for us. Their consumption habits are completely different, from how they purchase to customer preferences. As part of brand creation, we began addressing three different levels of marketing: marketing the neighborhood itself, creating satellite sites to target specific audiences, and marketing the brand itself as young and modern, yet still appealing to an audience that desires the quality of life offered by nature and tranquility.
Market research and adaptation to the target audience were conducted after a month of studying consumer behavior and the local competitive environment. Based on the summary of results and our recommendations, we guided a process of changing the program, mix, specifications, and re-pricing. To create differentiation from other projects being built in the neighborhood, we created a "separate" brand under the umbrella brand. This was done to establish a luxurious and even more desirable boutique project, distinct from the other brands that existed until then.
