Peninsula AshokVan is a gated plotting community amidst the scenic views of lush greenery. Situated in the prime locality of Gahunje, it is well connected to the infrastructural hub of West Pune. It occupies a sprawling area of 19 acres, of which 8+ acres comprise open spaces.
The project is developed by Peninsula Land, Ashok Piramal Group. It combines the serenity of nature with an urban living experience.
To create high aspirational value for the project and make it the most appealing choice for consumers. The main aim was to secure token conversions, and boost sales velocity after the project launch.
Lack of Product Awareness
Peninsula AshokVan is a very unique project, and there was a lack of awareness regarding it. The right communication and branding strategy had to be used to make consumers aware of the benefits of investing in it.
Uncertainty of Token Conversions
Due to a strong presence of market competitors, there was uncertainty regarding the tokens secured by the project.
Lack of Urgency for Consumers
Peninsula AshokVan is not a project targeted for immediate end-use. Since it was composed of villa plots, there was no urgency in the minds of consumers for a prompt purchase.
Go To Market Strategy
We positioned the project around the ‘luxury of space’ that it offers. The narrative used for the product positioning focused on how consumers can build their dream homes on spacious lands, which are surrounded by nature as well as modern lifestyle amenities.
- Value proposition
- Extensive market research
helped to create the right positioning strategy.
We communicated to consumers about the high value associated with the purchase of villa plots, and how it could offer a good return on their investment. Creatives were designed that elaborated how villa plots could be more economically beneficial as compared to ready-to-use properties. Some of the factors that were included for this comparison are:
- Plot size
- Constructed carpet area
- Total price
- Effective rate per sq. Foot
Calculations against each of these criteria showed how AshokVan’s plots had more value associated with the purchase.
An omni-channel approach was taken, which combined the use of various platforms. Digital remarketing, as well as OOH Activation and Word-of-Mouth marketing was leveraged. The online remarketing strategy was done simultaneously through multiple routes such as:
- Email marketing
- Launching of digital ads
- Leveraging the power of the Beyondwalls Brokers App
Our vast network of Channel Partners was leveraged to expand the scope of the marketing efforts. The value-based selling approach was adopted by them too, which made AshokVan appealing for consumers. We also organized an on-site event for Channel Partners to generate interest in the project.
A smooth and seamless experience was created during the launch for customers. The tech platform IRIS was used to optimize the entire booking process.
- Event Curation
- Tools for Closure
- 360-degree virtual link generation
- Razorpay Payment Gateway Integration
all contributed towards creating an enhanced customer experience. The pricing model was revealed to consumers, and a special launch discount too was offered.
The right project positioning and marketing strategy made Peninsula AshokVan a desirable and unique real estate opportunity.