Marketing Research of the Local Primary Market of Residential Complexes in Kyiv

Marketing Consulting Group analyzed the primary real estate market in Kyiv's Shevchenkivskyi, Holosiivskyi, Pecherskyi, and Podilskyi districts.

Research Goals

1. Analysis of the density of the real competitive environment by price ranges and qualitative indicators.
2. Development of recommendations for the positioning and promotion of the client's residential complex.

Research Objectives

1. To analyze the structure of the current supply in the local primary market of residential complexes (hereinafter — RCs) by price ranges, considering objects, readiness stages, and apartment types.
2. To conduct a comparative analysis of projects' qualitative indicators:
   
   • general characteristics
   • positioning
   • formation of value chains
3. To develop a price development plan for the client's RC (for different types of apartments and living conditions).
4. To review competitors' advertising and marketing activities at the time of the marketing research.
5. To describe the advantages of the RC for use in further promotion.

The following data collection methods were used in the research process:

1. Analysis of secondary information sources, positioning analysis.
2. Monitoring of objects, sales departments (telephone survey).
3. Involvement of a construction expert to assess the qualitative indicators of housing, conducting mystery visits.
4. Monitoring of competitors' advertising and marketing activities at the time of the marketing research.

Results

• • specifics of the local market
  • ranking of Kyiv districts by quality of life in recent years
  • positioning of RCs by comfort level
  • specifics of qualitative characteristics of the local market
  • online reputation of projects

    Also:

  • a report on mystery shopper visits and conclusions was prepared
  • a review of competitors' advertising and marketing activities was conducted
  • a photo report of competitors' outdoor advertising was compiled

• The most commonly used positioning elements among the studied objects were identified, and advantageous positioning points were developed for the client.
• The service, quality, and attractiveness of offers in the primary housing market were assessed, and based on the findings, recommendations were proposed to the client.
• Price indicators of the local market and the density of the competitive environment by the cost per square meter were analyzed.
• The advantages and disadvantages of the RC were identified, and recommendations for the positioning and promotion of the client's RC were developed.
• Price indicators of the RC were analyzed.
• A forecast of value chains for the RC was made.