About Easter River Residency
Easter River Residency in Pimple Saudagar offers a majestic lifestyle on 8 acres with serene waterfront views. Conveniently located near Mumbai-Pune expressway, it ensures easy access to amenities. With 3 acres dedicated to amenities, it promises an excellently crafted living experience
Developer:Garve Group |
Location:Pimple Gurav, Pune 411061 |
Towers:5 buildings, 8 towers/wings |
Total Units:1200 |
Configuration:2 & 3 BHK |
Ticket size:2 & 3BHK from 79.5 lacs (All incl).
Market related challenge
Stiff competition from numerous Launches in PCMC that too from bigger & established brands like Godrej, Mahindra & Runwal
Product related challenge
Eastern River Residency was launched in 2019 & back then it was a small project (roughly 4 acres) with 14 floor towers & barely any amenities. Over the period it had over 2000 walkins & very poor conversion ratio. However, once they acquired the adjacent land, the project became 8 acre land parcel with 3+ acres of Amenities. To change the existing notion of the project was the important task at hand.
Garve Group branding & establishment : Garve group is primarily in the field of Automobiles along with two subsidiaries that are in real estate past 14 years. They have delivered various projects, however their market presence as a real estate company was pretty insignificant. Garve Group Rebranding & reputation building was needed considering many new launches were in the market from established brands.
Location : On paper the project is located in Pimple Gurav, however, to an average PCMC guy Pimple Gurav is an underdeveloped location. But due to the project being road touch to the 6 Laned BRTS road it needed to be marketed as Pimple Saudagar.
Low CP Traction: Pimple Gurav / Saudagar has very low new inventory, mostly the channel partners work in Resale Flats. This was a particular challenge since they had not worked with ERR during their 2019 Launch.
To Rebrand & Relaunch Eastern River Residency & Garve Group and get maximum tokens before launch.
Go-To-Market Strategy and Campaign Execution
The prelaunch teaser campaign for Garve Group’s new project, Eastern River Residency, was executed with the compelling tagline, “Get Ready for the Ultimate Upgrade.” The campaign encompassed a comprehensive strategy across three key fronts – Digital, Offline, and Channel Partners
- Logo and Branding: Crafted a fresh logo and brand identity for Garve Group, aligning with the project’s ultimate upgrade.
- Segment-Specific Logo: Developed a unique logo for Eastern River Residency, reflecting its new segment positioning.
- Location Wiki Doc: Published a comprehensive document highlighting the strategic advantages of the project’s location.
- On-Site Partner Meet: Organized a Channel Partner meet on-site to generate buzz and foster collaboration.
- Digital Support for Partners: Equipped Channel Partners with digital collaterals for effective online campaigns.
- Multi-Channel Activations: Deployed a mix of offline activities, including leaflets, SMS campaigns, posters, etc.
- Strategic Hoarding: Placed strategic hoardings in key locations, ensuring high visibility and market presence.
Units Sold in 18 Months
Advertizing Cost Per booking
Site Visits in 18 Months