The real estate market in Ukraine is quite specific and has several features associated with unstable regulatory policies and currency fluctuations. In addition, there are many cases of fraud and deceived buyers/investors in real estate. At the same time, there are several very powerful players in the market, both in terms of the level of awareness among the target audience and the market share.
One of the Ukrainian developers contacted us with the ambitions to enter the TOP-3 brands in this market in terms of Purchase Intent, TOM Brand Awareness, and SBA. At the same time, the client planned to shift the focus from the economy class real estate segment to the business and comfort class, bringing the industry to a new level with the latest tech solutions, innovative materials, and effective management of both production processes and finished objects.
To develop a new positioning of the developer’s brand that would help meet the business’s strategic goals.
To meet the goal, we went through several stages of project work.
First, we carried out desk research, examining both the available research materials provided by the client and open market data from third parties. In addition, we researched customer feedback and opinions about the market and its problems. This gave us an understanding of the major pains that no player in the category covers.
The next step was to analyze competitors’ marketing activities, considering both media weight and messaging and positioning. It turned out that most competitors use categorical messages and do not try to deal with the audience’s pain. Others communicate overly abstract emotional messages that have little to do with the tasks of the audience considering buying a property.
Based on the tasks of different clients, we identified key audience segments and identified their key needs in the category. Based on this, we have developed separate sets of benefits that would meet the needs of each segment.
We analyzed the media info field and the information context that shapes the perception of the category by the target audience. It turned out that the media form a negative image of the category, cultivating fears due to unfinished projects and cases of fraud by developers.
Using the Brand Ladder methodology, we built a pyramid of brand attributes and benefits. And using Brand Key – derived positioning. Moreover, we formulated the brand’s mission and manifesto.
Now the brand is fully ready to build further communication and create its object positioning, taking into account the fundamental positioning of the developer.
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