RESEARCH PROJECT REPORT

ON
“The Study on Marketing Strategies Adopted by
Real Estate”

Submitted in partial fulfillment of the requirement for the award of

degree of Master of Business Administration
from
Uttar Pradesh Technical University, Lucknow

Submitted by
AYUSH KUMAR
MBA (Batch 2019-2021), 4th Semester

Under the guidance of

KIRTI VERMA
(ASSISTANT PROFESSOR)
ICCMRT,LUCKNOW

INSTITUTE OF CO-OPERATIVE & CORPORATE MANAGEMENT,

RESEARCH AND TRAINING
21/467, RING ROAD, INDIRA NAGAR, LUCKNOW-226016

i
 Phone: 2716431, 2716092
Fax: (0522) 2716092
E-mail: info@iccmrt.ac.in
Website: www.iccmrt.ac.in

INSTITUTE OF CO-OPERATIVE & CORPORATE MANAGEMENT,

RESEARCH AND TRAINING
21/467, RING ROAD, INDIRA NAGAR, LUCKNOW-226016

CERTIFICATE

This is to certify that AYUSH KUMAR a student of Master of Business

Administration (MBA) Programme Batch 2019-21 at this Institute has
conducted a research project titled “The Study on Marketing Strategies
Adopted by Real Estate" under my guidance during the 4th semester. The
report has been prepared towards partial fulfilment for the award of MBA degree
from Dr. A.P.J Abdul Kalam Technical University. The research project report is
the original contribution of the student.

The research project report is hereby recommended and forwarded for evaluation.

Kirti Verma
(ASSISTANT PROFESSOR)

ii
 DECLARATION

I, AYUSH KUMAR, a student of Master of Business Administration (MBA)

Programme at the Institute of Co- operative & Corporate Management Research

and Training, Lucknow, U.P. hereby declare that all the information, facts and figures

used in this research project titled “The Study on Marketing Strategies Adopted by

Real Estate” have been collected by me. I also declare that this project report has been

prepared by me and the same has never been submitted by the undersigned either in part

or in full to any other University or Institute or published earlier.

This information is true to the best of my knowledge and belief.

AYUSH KUMAR
Roll No. 1901240700020

iii
 ACKNOWLEDGEMENT

“Acknowledgement is an art, one can write glib stanzas without meaning a word, on the other

hand one can make a simple expression of gratitude”

I owe many thanks to many people who have helped and supported me during the writing of this

report. I would like to express my deep sense of gratitude to Mr. Rajeev Yadav , Director

ICCMRT, and Dr. K Anbumani, Principal ICCMRT, Lucknow for their valuable support for

the completion of my research report.

I would also thanks Kirti Verma, ASSISTANT PROFESSOR, faculty guide for guiding and

correcting various documents with attention and care without whom this research report would

have been a distant reality. I would like to thank all faculty members□ for their support and

guidance, thanks and appreciation to the helpful people at ICCMRT, for their support.

I would also like to thank all those respondents who helped me in doing survey and my library

without which this project would have been a distant reality. I also extend my heartfelt thanks to

my family , friends and well-wishers.

AYUSH KUMAR
Roll No. 1901240700020

5
 TABLE OF CONTENT

TABLE OF CONTENTS PAGE NO.

Certificate by Supervisor 2
Declaration 3
Acknowledgement 4
Table 5

Chapter 1: Executive Summry 7 - 10

Chapter 2: Introduction 11-14
Chapter 3: Review of Literature 15-33

Chapter 4: Objectives and Research Methodology 33-39

• Objectives of Research
• Limitations of Study
• Research Design
• Types of Data and Data Collection

Chapter 5: Data Analysis 40-48

Chapter 6: Implication of study 49-53

Findings and Recommendations 54- 60

Conclusions 61

Bibliography 62

Annexure (Questionnaire) 63-69

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CHAPTER -1
EXECUTIVE SUMMRY

7
EXECUTIVE SUMMRY
The realty industry today has changed so much that each sector needs special skills to make
it work efficiently. All over the world, prices are fluctuating. Global agencies monitor
trends in the top influential cities. With many foreign investments in India and NRIs
returning, the Indian property market watch is on the top most of every big agency.

Mumbai is the costliest city to live in Asia. To understand real estate marketing one
should at least have the minimum knowledge required to step into the complex industry.
Out there, plenty of smart operators are looking for suckers. They may not be dishonest
but will technically confuse you to pay higher price and outsmart you. Therefore, if you
know your onions and the deep layers beyond the skins it helps to get the best.

The purchasing power of the new generation of Indians has increased. They are investing
in real estate in a big way- in terms of investment and assets. People have acquired refined
tastes in housing needs and become professional in dealing with builders. Financial
companies and banks have given a boost to real estate marketing as well. To add to this the
government has allowed foreign investors also to test the market conditions here have
helped. Every area of real estate be it industrial, retail space, malls, office complexes,
residential colonies, hospitals, clinics and other healthcare units have a vast potential for
growth.

As more opportunities grow for people to work they also wish to invest in places close by
to live in. Builders or developers in various regions are now separately marketing each
space. Even home loan companies and banks are independently marketing the properties
they are giving loans. This helps them to guide their dedicated clientele and ensure the
marketing trends remain closely monitored for future development.

They generally have customer relationship executives who are assigned (usually area wise)
to assist customers in making decisions. They do have good knowledge, are professionals
on the job and customers do benefit if they are not very familiar with various technicalities.
Each company has its own marketing device and portfolio to attract

8
Customers. Various tie ups with groups in India and overseas have taken place this year
with increase in FDI. MGF Developments based in New Delhi and Emmar Properties
based in Dubai have joined hands in the first quarter of 2006 for investments within the
country. Nowadays most of real estate focus is on shopping malls and residential
complexes. In some areas down south, the thrust is on IT parks, and corporate offices and
resorts.

However, on the other side everyone or every other executive does not feel the real estate
sector in India is being well marketed or managed. Yes, there are some gray areas, which
need to be covered up. For instance, foreigners who wish to invest or firms who are looking
at Indian partners are feeling the crunch of bureaucracy and familial ways of working. This
obviously makes it difficult for them to do business. The potential is there but it needs to be
tapped wisely. A proper way is to have real estate marketing with the right professionals.
Everyone wants to cash on the business.

After one and a half years of gradual consolidation, real estate in India has fathomed its
own comfortable ground, and is poised at the right threshold to take a giant leap in years to
come. While a differential pace of strengthening is evident across sectors, geographies and
segments, several property market indicators point to the fact that the industry has indeed
bottomed out in the current cycle. The fears of a possible double dip recovery have given
way to beliefs in the sustained healthy levels, if not a rapid growth.

The experience thus gained in this slowdown is invaluable and will serve real estate
strategists for years to come. The various stakeholders in the entire supply chain – the
material manufacturers, developers, property consultants, occupiers, investors and policy
makers, have all emerged stronger and primed than yesteryears. And, if we have taken our
lessons right, ‘caution’ and ‘diligence’ would be the keywords for the industry in the
medium term.

On one hand, the stakeholders can’t afford to sway on the riding waves of healthy demand,
and lose the ground advantage that they have so painfully regained by adapting to the
rapidly changing business environment. And on the other, the emerging opportunities
should be targeted with an unmatched fervor of potential and pragmatism.

9
 The year 2011 would usher a new decade of opportunities for Indian real estate, which will
be a test of sorts for its stakeholders between these two fringes of the fulcrum. And the
winners would be the ones who balance caution with diligence evaluating all the potential
opportunities with pragmatism.

Commercial Real Estate

o Office rents to start appreciating after mid-2011
o More outright purchases by occupiers as well as private equity players
o IT/ITES and BFSI would continue to account for 60-70% of office demand

Residential Real Estate

o Launch of premium products to continue, albeit at a slower pace
o Launch of Ultra Low Cost (ULC) Housing by private developers – ‘Housing for
All’
o Large number of launches would continue to be in the range of INR 2,000-3,000
per sq ft at the leapfrogged suburban locations
o Impact on affordability will influence the price and absorption dynamics
o Sustainability to gain focus as the industry looks forward towards IGBC Green
Homes standards

Retail Real Estate

o More collaborative models such as revenue sharing to emerge in the sector
o Rents to remain stable except select prime locations
o Large number of malls slated to become operational
o Retailers would continue to expand beyond Tier I into Tier II and III cities
o More international retailers to venture into India

10
CHAPTER -2
INTRODUCTIONS

11
 INTRODUTION OF ORGANIZATION

Elpida homes Group Developing India is the provide all type of land in Lucknow, Gorakhpur ,
Noida . If you are seeking to Elpida homes Sale Real Estate, we offer all the support and
services to make it easy for you.

Lucknow and Noida is involved in wide spectra of services in real estate dealing related services
and assure you to provide the best of all at competitive prices. We provide services such as sale
of residential and commercial properties .We are worked for last 10 year in real estate &
construction.

Today real estate market in is growing at an amazing pace. Many people have started relocating
to the NCR area to enjoy better quality of life. Every other day there is new project announced
and many options are available to buy your dream home, suiting your budget. You could buy a
ready to move-in flat to meet your immediate needs or you could invest in new projects launched
or buy in resale of a project under construction .

Elpida Homes Pvt Ltd. specialised in service related to leisure, economics development and
Elpida Homes Pvt Ltd. specialised in service related to leisure, economics development and quality of
living. The company has always strived for benchmark quality, customer approach, robust engineering
in house reserch. The best interest of our clients always come first and we are dedicated to the
development of long term client relationship.

Since its inception, Elpida's vision has been to seek out and provide the best possible real estate
development solutions to our valued customers, clients and stakeholders.

Our passion is to develop and position, ELPIDA HOMES as a lifestyle brand, a community with a soul
of its own.

12
OUR VISION -

Our Vision is to create world class living environment with unmatched quality of
life for people who inhabit them and that fit to their hearts desire and imagination. We are
committed to provide broad spectrum of construction solutions by adopting suitable technologies
for ensuring qualitative work and timely delivery of projects, meeting and exceeding customer
needs and expectations through continual improvements and contributing to the overall welfare of
the society.

OUR MISSION -

Our mission was clear: to engage in carrying out real estate business.
Development of group housing projects townships, construction and development of commercial
projects, shopping malls, farms or farm houses as well as sale and purchase of land to the
prospective customers. Traditionally, Elpida Homes has been involved in sale and purchase of
land. The company takes immense pride in its innovative approaches and having received trust
and faith of millions of institutional and retail investors from across the country.

QUALITY ASSURANCE -

Thank you for taking the time to get to know us. When I founded Elpida
Homes, it was my goal to create an environment of independence, professionalism, and
accountability. A company that would be able to meet the most stringent demands of each and
every client with their real estate needs. A company built upon a foundation of integrity, energy,
and drive – never wavering in the goal to achieve 100% client satisfaction. We use the best
material for the price band we sell. We declare all our building specifications and would not
deviate from that. We adhere to commitments, legal guidelines and schedules. We don't want our
buyers to be caught unaware when they are dealing with us.

13
LATEST PROJECT
1. Camellia City
LUCKNOW - NAGRAM ROAD
2. Legacy
FAIZABAD ROAD - LUCKNOW
3. Garden Estate
GOMTI NAGAR KISAN PATH
4. Severny City
SIFAT NAGAR, SULTANPUR RD-LKO
5. Zharki City
FAIZABAD ROAD-LKO
6. Kameshki
FAIZABAD ROAD - LUCKNOW
7. Rozhok
SITAPUR ROAD-LUCKNOW
8. Georgopol City
RAIBARELI HIGHWAY NIGOHA

14
CHAPTER -3
LITRATURE REVIEW

15
LITRATURE REVIEW

The real estate market in India has become so huge that to get everything or anything
specific within one roof is easy and difficult at the same time. With the kind of commercial
and residential property available –on rent/lease/ ownership one has to refer to portals or
good companies dealing in various listings. Generally typical real estate listing would
necessarily include the following heads:

Properties Area wise - Separate sections of residential and commercial nature.

Within this are included partnership, brokerage, requiring agents, and direct deals with
builders. The property rates of each area are usually determined every two three years
unless in a particular area shoots up due to construction or upcoming prestigious piece of
property (i.e. a five star hotel, IT corporate park, shopping mall or multiplex). In such areas
the rents and buying properties do increase because of job opportunities and close
residential facilities.

Property Valuation

Many old properties may not be in very good condition. But they still are valuable. Why?
Mostly because they can be refurbished or rebuilt entirely. This is why they usually fetch a
good price. But one cannot depend only on brokers or agents or property owners to
evaluate the land. Sometimes the owner is greedy and expects a bigger price, sometimes an
agent in between quotes a higher price so that it benefits him, sometimes the buyer may be
just rich and may not have rival bidders or competitors so quotes a fancy pricey according
to his choice.
But now the industry has attained a level of professionalism and valuers who have correct
knowledge and are impartial are used to assess the property. Even if it has to be handed
over from one brother to another the valuer needs to correctly assess the worth of the
property. Usually a lawyer does the valuation so that a stamp of legality can be given to the
property and no disputes rise thereafter. A known property valuer will charge a good
amount to the job.
Property Managers/ Property Brokers/ Property Agents etc

16
Dealing with one person who knows the entire property inside out is important. Usually
when an agent shows the property to a prospective client he knows the property manager
dealing with it. He normally deals on behalf of the owner.

He looks after the property and keeps in good shape till it is sold to the next owner.
Brokers and agents now all over India have associations. So certified ones and those
registered with the respective associations will definitely not cheat you when you are
buying property.

Even if there are disputes it can be challenged or sorted out through the right channels.
Real estate listings usually give area wise contacts of brokers and agents listed with them.
So even if one does not know one a portal provides the details.

Property Consultants and Designers

Now consultants are available for giving a better view of the industry in general. They are
aware of the rules, laws and regulations, which affect builders and buyers both. Each
consultant specializes in various kinds of property.

For example property consultant dealing with industrial properties knows what
environmental laws and rules about violating them. He can help the owners to be on the
right side of the law. Some consultants deal exclusively in townships, residential areas and
are aware of the rules that govern them. A good consultant will always be an asset for the
builder he works for.

Designers are usually required by architects or by individuals who need homes to be

designed. Some firms employ designers, some of them free lance or some do just
renovation work. Depending on the need they are listed too. They also deal with people
with knowledge of Vastu and Feng Shui-both applications are in vogue with clients.

Help in buying or selling property

Sometimes an individual may want to sell his business and home and relocate to another
17
place. Real estate listings allow the person to choose various methods of disposal for the
same.

Home Loans

Sometimes one falls short of a required amount or needs nearly 75% of the loan to buy a
house or an office premise. Generally people apply for home loans. There are many
financial institutions, banks, private persons, and organizations, which lend money to fulfill
dreams. It is easy to obtain a loan if all paperwork is complete.

Today in India private bank HDFC and ICICI Bank and State Bank of India are the largest
lenders to their customers all over the country. They are also giving loans to NRIs to invest
in property in India.

Real estate Services

Right from choosing the property, availing loans, evaluating, filling forms online, property
management etc all services can be used. Real estate listings have the entire database for
the same.

Some real estate listings are also likely to include details and contacts of leading architects,
builders, news on upcoming projects, engineers, building materials and news and articles
which are likely to affect buying and selling decisions.

A regular monitor or a property watch is kept for any changes of rates in any zones. Some
also feature overseas properties and help in getting information to get there. A real estate
listing becomes popular with every new additional thing that will eventually help the client.

The real estate market in India has become so huge that to get every thing or anything
specific within one roof is easy and difficult at the same time. With the kind of commercial
and residential property available –on rent/lease/ ownership one has to refer to portals or
18
good companies dealing in various listings. Generally typical real estate listing would
necessarily include the following heads:
Designers are usually required by architects or by individuals who need homes to be
designed. Some firms employ designers, some of them free lance or some do just
renovation work. Depending on the need they are listed too. They also deal with people
with knowledge of Vastu and Feng Shui-both applications are in vogue with clients.
Sales marketing at different Level and different programme

One of the most difficult marketing decisions facing companies is how much to spend on
promotional John Wanamaker, the departmental - store magazine, said, "I know that half of
my advertising is wasted but I don't know which half."

Thus it is not surprising that industries and companies vary considerably in how much they
spend on promotion. Promotional expenditures might amount to 30-50% of sales in case in
cosmetics industry and only 10-20% in the industrial equipment industry. Within a
industry, a low and high spending companies can be found. How do companies decide on
their promotion budget? There are mainly four methods of this

Affordable Method:

Many companies set the promotion budget at what they think the company can afford. One
executive explained this method as follows : "Why, it’s simple. First I go upstairs to the
controller and how much they can afford to give us this year. He says a million and half.
Later, the boss comes to me and asks how much we should spend and I say ‘Oh about a
million and half."

It is a method which is uncertain one and makes long term planning difficult.

Percentage of Sales Method:

Many companies set their promotion expenditures at a specified percentage of sales.
Accordingly the sales is set on the basis of sales.

In this a specified sales percentage is decided for the promotional budget Advantages of
this method :

First, its use means that promotional budget v1a8ry with what a company can afford.
Second, it encourages the management to think in terms of the relationship among
promotion costs, selling price, and profit per unit,

Third, it encourages the competitive stability to the extent that competing firms spend
approximately the same % of their sales on promotion.

Inspite of the advantages, the % sales method has little to justify it. Its reasoning is circular:
It views sales as the determiner of the promotion rather than as a result. It leads to budget
setting by availability of funds rather than by marketing opportunities.

Competitive Parity Method:

Some companies set their promotional budget to achieve share-of-voice parity with other
competitors. Two arguments are made in support of competitive parity method. One is that
the competitors expenditure represents the collective wisdom of the industry. The other is
that maintaining a competitive parity helps prevent promotional wars.

Neither argument is valid. There are no grounds for believing that competition knows
better what should be spent on promotion.

Objective and Task Method

The objective & task method calls upon marketers to develop their promotion budgets by
defining their specific objectives, determining the task that must be performed to achieve
these objectives, and estimating the cost of performing these tasks.

Deciding on the promotion mix:

Companies face the task of distributing the total promotion budget over thefive
promotional tools:

• Advertising

• Sales marketing

• Public Relations and Publicity

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• Sales Force

• Direct Marketing.

Whatever method a company adopts for promoting its product it must be from above
mentioned method.

Sales marketing

Promotion is the final element in the marketing mix. After the nature of product is decided,
its price fixed and the methods of distribution decided, the manufactures has to take
effective steps in meeting the consumers in the markets. In the present consumer oriented
markets it is the duty of manufacturers to know what is required by the consumer. It is also
their duty to make the customers know where, when how and at what prices. The products
would be available.

Meaning of Promotion

The term promotion is the term and includes mainly three type of sales activity :

1. Mass impersonal selling methods (Advertising).

2. Face to face personal selling (Salesman ship).

3. Activities other than personal selling and advertising such as point of purchase display
(P.O.P.) show and exhibitions, demonstrations and other non securing selling efforts. This
form of activity is called ‘Sales marketing’.

There are two types of promotion blends:-

1. Pull Blend.

2. Push Blend.

Both of these are closely related to the channel of Distribution.

1. A pull blend is one in which mass impersonal, sales efforts are given the greatest
20
emphasis. The purposes of pull blend to pre-sell to the final consumers. So that they
demand the product at the retail level of distribution. The firm adopting this strategy would
spend more on advertising and Sales marketing rather than in personal selling. These
efforts pull down the product from the manufacturer.

2. A push blend emphasizes personal selling. Naturally firms adopting this methoddevelop
a strong sales force at both the distributor and the dealer level. This method would tends to
push the product through the channel of distribution.

Promotion and Selling

The term promotion is very often used as a synonym for selling. But selling is a narrow
term which includes only transfer of title or personal selling. Promotion on the other hand
is broader in its outlook and includes a variety of activities used ultimately for increasing
sales volume.

Promotion and Sales marketing

Similarly the terms Sales marketing cannot be taken to mean what is commonly does.
Sales marketing, is only a part of the promotion. Basically promotion is an "exercise" in
information persecution and influence. Promotion has come to mean the over all co-
ordination of advertising selling, publicity and public relations. Promotion is a helping
function designed to make all other marketing activities more effective and efficient. But
Sales marketing as such helps only the selling activity still, there exit same difference of
opinion on the real connection of the term Sales marketing.

Acc. to A.H.R. Delons :-

"Sales marketing means any step that are taken for the purpose of obtaining or increasing
sales".

Acc. to W.Q. Kelly Opines :-

"Muddled misused misunderstood that is Sales marketing Acc. to him the field of Sales
marketing as a marketing activity is still vaguely defined and organized.

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 Sales marketing and Advertising

There is no universally accepted distribution between these two terms. To same advertising
includes all forms of mass media communication directed towards influencing the end
consumer. Sales marketing on the other hand, includes the form of mass communication
directed towards information and influencing the channel of distribution (e.g. distributors,
retailers etc.). Hence a price of product literature distributed by retailers in Sales marketing.
These Sales marketing merges on one side in to advertising and on the other in to personal
salesman ship. It is concerned with the dissemination of information to whole salers,
retailers, customers (both actual and potential, and to the salesman).

Sales marketing is concerned with the creation. Application and dissemination of material
and techniques that supplement advertising and personal selling. Sales marketing makes
use of direct mail, catalogues, trade shows, sales contests, premiums, samples, windows
displays and other aids. Its purpose is to increase the desire of salesman, distributors and
dealers to sell a certain brand to make consumers more eager to buy that brand. Personal
selling and advertising do include prospects to make these decisions. Sale promotion
provides an extra stimulus.

Objective of Sales marketing

1. To increase sales directly bypublicity through media which are complementary to press
and poster advertising.

2. To disseminate information through sales man dealers etc. So as to insure the product
getting in to satisfactory use by the ultimate consumer.

3. To attract new consumer.

4. To face the competition effectively.

5. To help salesman in selling more to the retailers and consumers.

6. To check seasonal decline in sales. Generally speaking Sales marketing
involves rendering the following services:-

(a) Services to dealers.

(b) Services to own salesman.

(c) Special publicity.

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Sales marketing at different levels

1. Sales marketing at Dealers Level :-

It may include various schemes some of which are discussed here.

(i) Advertising Materials:-

The advertising material prepared by the company such as store signs, banners, shelf signs,
board etc. are distributed to sub dealer for display purposes this is in fact a method of
advertising.

(ii) Store Demonstration:-

In the promises of the whole saller or the retailer the products sales personnel will conduct
special demonstration for the companies product. A personal demonstration is good to
introduce a new product at its peculiar advantage can be high lightened and the consumer’s
doubt clear. It can be used to restimulate an old product. A good demonstration with a great
dealer of action will draw heavy crowds in to the store and will attract attention to the
product.

(iii) Special Display and Shows:-

These are in seasonal in character but could be arranged in an elaborate manner and for all
the products of any company. Usually these are arranged along with trade fair and
exhibition. Besides effecting sales these shows impress the company’s name generally on
the public.

23
Sales marketing at consumer’s level

The various schemes of sale promotion at Consumer’s Level may include.

1. Coupons (A Chit of Stated Value):-

These are given directly to the consumer these coupons are in most cases kept inside the
package. The consumers many receive a price reduction of the stated values of the coupon
at the time of purchase. The retailer receives reimbursement for the value of the coupon
form the manufacturer. Coupons act as a short run stimulus to the sale of the product, since
they are directly tied with the purchase of the item. They encourage the retailer to stock the
product.

What is important is that a coupon offer does not spoil the named price of the brand nor
does it un pair the margin of the dealers. But it is not easy to measure the effectiveness of a
coupon offer. One over knows how many customer would have bought the product without
the incentive. It is also difficult to find out how many customers were held after the coupon
offer expired.

2. Price-off-offer (Also known as bargain offer price packs):-

This offer is intended to stimulate the sales during a slump season. In this method the
customer is offered a reduction from the printed price list. It is also used when a substitute
for competing product enters the market.

Many experts on Sales marketing fed that ‘Off Schemes’ are among the weaker and less
desirable methods of promotion. These can be trade resentment particularly when the
retailer raises the price to retain his margin. Secondly that is not conductive to building up
brand loyalty. Consumers may simply shift to the products that offer this scheme.

3. Samples:-

In the hope of converting a prospect into a customer a sample (Some quantity of the
product) may be given. This helps the consumer to verify the real quality of the product.

24
Various pair manufacturing companies offer this method. For developing brand loyalty this
method is quite useful. Sampling is a fast method of demand creation because one knows
the result as soon as the consumer has had time to use the sample and buy the brand.

Disadvantage of Sampler:-

Offering sample in quit expensive. There is the cost of producing samples. The distribution
costs are also high. Sample have to be mailed to potential customers or to be distributed
through retail shops. There are also problems when the real product does not resemble the
sample supplied.

4. Money Refund Offer:-

An offer usually stated on the package is that manufacturers will return with in a stated
period part or all of the purchaser’s money if he is not completely satisfied with the
product.

5. Trading Stamps:-

A premium in the form of stamps is given by the sellers to consumers while selling goods.
The number and value of stamp that the buyer receives depends on the values of the
purchase. These stamps are redeemable through premium catalogues at the stamp
redemption centres.

6. Buy-Back Allowance:

This an allowance following a previous trade deal not offer a certain amount of money for
new purchases based on the quantity of purchases on the first trade deal. It extends the life
of a trade deal and helps to prevent part deal sales decline. It greatly strengthens the
buyer’s motivation to co-operate on the first deal.

7. Premium:-

There are various forms of premiums provided by the manufacturer as Sales marketingal
devices:-

25
(a) Coupons are supplied for effecting price reductions.

(b) Factory in pack premium these are popular in the case of Body food and Tin food items,
Spoons, Cups, Measuring, Glass etc. and such other items are packed with the product in
the box itself. Factory in pack premium are particularly goods for product meant for
children. The Bianca Toothpaste packs contain animal shape toys. These are very attractive
and qutie popular among the children.

(c) Self Liquidating Premiums :-

The cost of the premium is collected from the buyer himself. But when the buyers pays for
it he has to pay only a considerably low price for the premium. This is possible for the
manufacturer purchases the items in bulk at a premium and his cost per unit as is
substantially low.

Other Steps by Manufacturer for Promoting Sales

Dealers can be helps in different ways :-

1. Communicating Market News :-

Often this service is reciprocal the manufacturer may acquaint his dealer with the fact
relating to his production and prices while the dealer may familiarize him in return with the
information bearing on charges in the consumer's demand, their like and dislike complaints
and criticism, substitutes etc.

2. Inviting to Sales Conference and Convention:-

The gestures of regard and respect pave the way for better relation and co-operation.

3. Offering Reasonable Terms of Sale:-

Of all the forms of encouragement, the monetary incentive evokes immediate response.
Hence every producer must offer the most responsible terms of sale such as longer periods
of credit and higher rates of descants.

4. Supplying suitable packages and useful things.

26
5. By taking the return back.

6. By furnishing them with sales literature and display materials.

Aggressive Selling

Meaning:-

Goods are produced for market. Manufacturers have to make efforts to sell all they
produce. When the manufacturers uses various sales efforts to obtain increased sales
volume for his product it is called aggressive selling or offensive selling. The sales efforts
which a manufacturer makes to retain his customers i.e. to protect his already established
market against against his competitors is termed as defensive selling. In contrast to this
aggressive selling is concerned with the sales efforts made with the express objective of
selling more by expanding the market for the product of the selling firm.

Aggressive Selling and Defensive Selling :-

Aggressive selling is based on the answer to the question how much does the firm gain (in
term of sales with profit) by using this method defensive selling is based on consideration
as to how much the firm will lose if it does not use this method increase of sales can be
obtained from two sources:-

1. New customers if the market is expending.

2. From the competitors i.e. those consumers who were purchasing similar product of
competition firms, if the market for the product is static.

Acc. to H. Whitehead :-

"In case of an expanding market all the firm may stand to gain by following the methods
of aggressive selling but if the market is static manufacturer of a new market will have to
be much more aggressive to capture the established market of competitors".

27
When Aggressive selling is resorted ?

Usually manufacturer of a new product has to do aggressive selling :-

1. When the product has been improved.

2. When the manufacturer’s product is supervisor in quality to the product of the

established competitor.

3. When the total market for the product or line of product to expanding.

4. If the manufacturer’s share of the market is comparatively small.

5. If the manufacturer has unused production capacity with heavy investment in plant and
equipment he will like to develop the demand for his product rapidly so that demand for his
product is equal to the optimum production capacity of his plant ; and

6. When primary demand for a product must be created and provision must be made in the
channel of distribution to educate consumers regarding the new product and to instruct
them in its use.

Method of Aggressive Selling:-

Sales marketing efforts use for aggressive selling may be divided in two classes.

1. Trade Promotion.

2. Consumer Promotion.

1. Trade Promotion:-

Under trade promotion methods special incentives are offered to the trader to buy products
of the firm. Such incentive may take one or more of the following firm :-

(a) Cash Allowance:-

A definite percentage of discounts is allowed on the purchase of given unit of a product.

28
(b) Extra Product:-

Instead of giving any cash allowance extra product is given with each unit of product
ordered. For instance if a box normally contains 20 Cakes of Soap, special box contains 25
cakes may be made and sold at the same price as that of the box of 20 cakes.

(c) Gifts :-

Various gifts are awarded in return for an order of a particular magnitude.

2. Consumer Promotion:-

Under consumer promotion method special incentives are offered to the consumers to buy
the firms product. The more prominent amongst such incentives are as following.

(a) Coupons:-

A coupon of a giving value is sent to the consumer. By presenting this coupon to the
retailer consumers can purchase a particular product mentioned on the coupon at a reduced
price. The retailer sells the products mentioned. In the coupon to such consumer
(consumers presenting the coupons) under and agreement with the manufacturer at a price
lower than the user retail price. Thus the consumer get the benefit of reduced price to the
extent of the value of the coupons.

(b) Self Liquidating Offers:-

Under this system, the firm offers an article at an attracting price if the consumer send a
given sum of money accompanied by a given number of box tops from the packages of a
particular product the benefit to the consumer is that he receives the articles at a bargain
price.

(c) Bargain Packs:-

Under this system a product is sold at a reduced price for a short period Bargain pack
method encourages new consumers to try the product. It is also helpful in obtaining large
displays in the shops.

29
(d) Sampling :-

The method involves giving the product or a small quantity of the product to a consumer
free with the hope that the customer will be favourable impressed with its actual use and
will eventually become a regular purchaser of the product.

A firm selling new product or an extensively improved product finds this methods useful.
Also a firm whose market is hold by competitors whose free sampling almost expensive.

The above mentioned methods may be reinforced by adopting.

(i) Direct method of selling through.

(ii) Offer of door to door selling.

(iii) Hire purchase and installment payment methods of selling and byforming
combination.

Other Methods of Aggressive Selling:-

(i) Employment of ‘Missionary Salesman also known as Promotional

Salesman’. These salesmen call upon retailers and aggressively promote a
product.

(ii) Instead of using wholesalers, the firm may develop its own sales force tocall
directly on retailers.

(iii) The firm may follow a compromise method by employing a manufacturer’s agent
and giving him a large enough commission to encourage him to sell product
intensively and aggressively.

(iv) New territory exploitation Sales marketing has a particularly important role in
developing the company’s product in new territories.

(v) Increment and promotions.

(vi) Letters to dealer and Customer.

In fact, an ingenious sales manager can devise any number of incentives schemes for
promoting the sales volume.

30
What is Real Estate Project Finance?

Project finance is long-term financing of an independent capital investment, which are projects with
cash flows and assets that can be distinctly identified. Real estate project finance is a classic example.
Other examples of project finance include mining, oil and gas, and buildings and constructions.

Real estate project finance cash flows should be sufficient to cover operating expenses and to fund the
financing repayment requirements. Typically, the financing is made up of debt and equity matched to
the lifespan of the asset.

Real Estate Project Finance vs Corporate Finance

When a corporation takes on a new investment, it can use cash flows from other operating activities to
fund the new project. It can also use its general creditworthiness to borrow money and fund the project.
The corporation might also issue equity with an indefinite time horizon. In real estate project finance,
equity used to fund the project is usually repaid at the end of a specific time horizon.

Capital Stack in Real Estate Project Finance

When it comes to funding real estate project finance, the capital stack includes several considerations,
as follows:
31
  Draws on construction loans for financing

 Security and priority for various lenders in the capital stack

 Term that matches the length of time it takes to develop and sell the project

 Trade-offs between fixed and floating interest rate

 Pricing around the equity

The capital stack, which consists of all of the different types of financing that may be used, typically
comprises the following:

 Senior debt

 Subordinated debt

 Equity

Senior debt is the most secured capital, while equity is the riskiest out of the three.

Real Estate Project Finance Industry Terms and Definitions

To build a financial model, we need to understand the important terms and definitions frequently used
in real estate project finance:

Loan to value (LTV): The amount of debt financing a lender will provide as a percentage of the market
value of the real estate.
Loan to cost (LTC): The amount of debt financing a lender will provide as a percentage of the cost of a
development.
Net operating income (NOI): Gross rental revenue less operating expenses (property taxes, insurance,
maintenance, etc.).
Cap rate: NOI divided by the value of the property, expressed as a percentage.
Amortization period: The number of periods (months or years) the principal repayments of a loan take
to be completed.
Term: The length of time that the interest rate on a mortgage loan is agreed for.
General partner (GP): An owner of a partnership with unlimited liability – usually a manager who
actively participates in the operations.

32
Limited partner (LP): A passive investor who has limited ability, based on the amount they have
invested in the project.
Land loan: Financing used to acquire a piece of land with no NOI. The long-term value will be much
lower than that of an income-producing property.
Floor space ratio (FSR): Used to determine the size of a building and control the density of
development on a parcel of land.
Gross building area (GBA): The sum of all building spaces from wall to wall.
Gross leasable area (GLA): The sum of all enclosed livable space.
Gross site area: The two-dimensional measures of a site, based on its property lines.
Deductions: A portion of the gross site area that cannot be built on, such as public access areas, roads,
lanes, etc.
Net site area: The gross site area, less any deductions.
Max GBA: The gross building area, calculated based on the FSR.
Construction GBA: The gross building area, based on construction plans.
Saleable area: The gross building area based on construction, less all common spaces or other non-
salable areas.

33
CHAPTER -4
OBJECTIVE & RESEARCH METHODOLOGY

34
1. OBJECT OF RESREARCH

1 Properties Area wise – Separate sections of residential and

commercial nature.

2. Property Valuation

3. Help in buying or selling property

4. Home Loans

5. Real estate Services

6. Property Managers/ Property Brokers/ Property Agents etc

7. Property Consultants and Designers

8. Sales marketing

9. Sales marketing and Advertising

35
2.LIMITATIONS

#Due to limitation of time a sample size of only 50

respondents chosen

#The Survey was carried through Questionnaire and the

questions were based on perception.

#The Sample for research was chosen only from a limited

area.
#Some of the respondents may be biased in giving responses.

#Complete data was not available due to company privacy

and secrecy

#This conclusion and recommendation made are based on a

very less experience of researcher in this field.

36
 RESEARCH METHODOLOGY

Any activity done without an objective in a mind cannot turn faithful. An objective
provides a specific direction to an activity. Objectives may range from very general to very
specify , but the should be clear enough to point out with responsible accuracy what
researcher wants to achieve through the study and how it will be helpful to the decision
maker in solving the problem.

Each research study has its own specific purpose. It is like to discover to question through
the application of scientific procedure. But the main aim of our research to find out the
truth that is hidden and which has not been discovered as yet.

1). RESEARCH DESIGN

On the basis of theoretical study a research has many types. All of these are distributed on
the nature of research. Some of there are like

1. Descriptive and analytical

2. Qualitative and Quantitative
3. Conceptual and Empirical
4. Applied and Fundamental
5. One Time Research

Our research is based on descriptive, qualitative and Quantitative research.

Descriptive Research :- Descriptive research includes surveys and facts finding enquires
of different kinds. The major purpose of Descriptive research is description of the state of
affairs as it exists at present. Researcher has no control over the variables of this type of
research.

Qualitative Research: - In our research we need comparison between different stage and
different condition. So this based on all qualitative data in short, Qualitative research

37
is especially important in the behavioral science where the aim is to discover the underline
motives of human behavior. Though suc research we can analyses various factors which
motivate to people to behave in particular manner or which make people like or dislike a
particular thing.

Quantitative Research: - Quantitative research is based on the measurement of quantity or

amount. It is applicable to phenomena that cab be expressed in terms of Quantity. So we
can use it in our research for collection of all the numerical data.

2).SAMPLING DESIGN:-

“Sample Design is a definite plan for obtaining a sample from a given population. It refers
to the technique or the procedure the researcher would adopt in selecting items for the
sample”

3). SOURCES OF DATA

TYPE OF DATA

A) PRIMARY DATA
B) SECONDRY DATA

A) PRIMARY DATA:-

a) questionnaire

b) Interview schedule

B) SECONDRY DATA:-

a) Historical data of Real Estate Marketing

b) Online Database

c) Journal

d) Internet

38
4) DATA COLLECTION TOOLS
Our research is based on qualitative & Quantitative research.

5) METHOD OF DATA COLLECTION

With the help of the questionnaire, interview schedule and study of data from research
carried out on Real Estate marketing Sector.

Statistical Tools :- it is sample percentage method.

39
CHAPTER -5
DATA ANALYSIS

40
 DATA ANALYSIS

1) Table showing present type of Residential Ownership.

Type No. of Respondents % of Respondents

Ownership 36 36%

On Rental 49 49%

Others 15 15%

Total 100 100%

Residential Ownership

15%
36% Ownership
On Rental
Others

49%

The above table shows that, maximum no. of respondents stays on rental basis i.e.49%, 36% of the

respondents have their ownership on residence and 15% of respondents are in others category, which

include residence on lease or staying at relative.

35
2) Table Showing Factors taken into consideration while purchasing Residential properties.

Factors No. of Respondents % of Respondents

Location 28 28%

Price 39 39%

Transportation Facility 16 16%

Accessibility to Market 07 07%

Others 10 10%

Total 100 100%

Factors while Purchasing Resendential

Properties
10%
7% 28%

16%

39%
Location Price
Transportation Facility Accessibility to Market
Others

The above table shows that maximum no. of respondents i.e. 39% consider Price, whereas 28% consider

location while 16% consider transportation facility whereas 10% consider other factors like Vastushastra,

Water availability etc. and 07% of respondents consider accessibility to market as important factor for

purchasing residential properties.

36
3) Table showing Parameters considers while selecting residential properties.

Parameters No. of Respondents

Brand Name 53

Quality 62

Space (Sq. ft.) 49

Facilities 73

Interior 30

Schemes 57

Parameters considers while selecting

residential properties
No. of Respondents

80 73
70 62 57
60 53 49
50
40 30
30
20
10
0
Brand Name
Quality
Space (Sq. ft.)
Facilities
Interior
Parameters Schemes

The above table shows that maximum no. of respondents i.e. 73 consider Facilities as parameter while 62

respondents consider Quality, whereas 57 of respondents consider Schemes whereas 53 respondents consider

Brand name while 49 respondents consider Space (Sq. ft.) and 30 respondents consider Interiors as the

parameters while selecting residential properties.

37
4) Table showing sources of Information for respondents while Property Purchasing.

Sources No. of Respondents % of Respondents

Hoardings 13 13%

Newspapers 17 17%

Agents/Consultants 33 33%

Relatives/Friends 28 28%

Others 09 09%

Total 100 100%

Various Sources of Information for Property

Purchasing
9% 13%
28%
17%

Hoardings
Newspapers
Agents/Consultants
33% Relatives/Friends
Others

Above table shows that 33% of respondents get their information from Agents /Consultants, where as 28% of

respondents get information from Relatives/ Friends while 17% of respondents get information from

Newspapers whereas 13% of respondents get information from Hoardings and 09% of respondents get their

information through Other Sources like Local News Channel,Radio,Internet etc. for Purchasing Residential

Properties.

38
5) Table showing awareness in respondents about various schemes offered by Elpida Homes Pvt & ltd.

Awareness No. of Respondents % of Respondents

Yes 67 67%

No 33 33%

Total 100 100%

Awareness of Respondents to Various

Schemes

33%
Yes
No

67%

The above table shows that maximum no. of respondents i.e. 67% were aware about the various schemes

offered by Elpida Homes whereas 33% of respondents were not aware about various schemes offered by

Elpida Homes .

39
6) Table showing duration of the year when normally respondents like to purchases residential

properties.

Month No. of Respondents % of Respondents

Jan to Apr 35 35%

May to Aug 13 13%

Sept to Dec 52 52%

Total 100 100%

Duration of Purchasing Residential

Properties
35%

Jan to Apr
May to Aug
52% 13%
Sept to Dec

Above table shows that maximum no. of respondents i.e. 52% would prefer Sept to Dec as the duration where

as 35% respondents would prefer Jan to Apr while 13% of respondents prefer May to Aug as the duration of

the year where they would like to purchase residential properties.

40
7) Table showing type of Residential property respondents would like Purchase.

Type No. of Respondents % of Respondents

1 BHK Flat 18 18%

2 BHK Flat 48 48%

3 BHK Flat 24 24%

Bungalow/Row house 04 04%

Others 06 06%

Total 100 100 %

Type of Resedential Property

4% 6% 18% 1 BHK Flat

24%
2 BHK Flat

3 BHK Flat

Bungalow/Row
house
48% Others

Above table shows that maximum no. of respondents that is 48% would like to purchase 2 BHK Flat, whereas

24% respondents prefer 3 BHK Flat, while 18% respondents prefer 1BHK Flat whereas 4% of respondents

prefer Bungalow/Row house and 06% respondents prefer others which include Duplex, Terrace Flat, Attached

Flat etc. for purchases of residential property.

41
8) Table showing mode of purchases of residential property preferred by respondents.

Mode No. of Respondents % of Respondents

Home Loans 57 57%

Lum-sum 06 06%

Installments 33 33%

Others 04 04%

Total 100 100%

Mode of Purchase
4%
33%

Home Loans
Lum-sum
6%
57% Installments
Others

Above table shows that maximum no. of respondents i.e.57% would prefer Home Loans whereas 33% of

respondents would prefer Installments while 06% of respondents would prefer Lum-sum and 04% of

respondents prefer Others.

42
 FINDINGS

1) During the time of survey, it was found that 49% respondents are having the resident on rental, 36%

respondents are having own property & 15% respondents are having other sources such as lease,

relatives & friends etc.

2) It was found that the price & location is major factor which consider by the customer at the time of

purchasing the residential property. Here 39% respondents are considering the price, 28% respondents

are consider location & 16% & 7% respondents are considering transportation & market facility.

3) It was found that the ‘quality’ & ‘facilities’ are most considerable parameters at the time of selecting

residential property. Brand Name & schemes are also consider the consumer at the time of purchasing

the residential property.

4) It was found that the source of information for consumers the real estate consultant play very vital role.

33% respondents go through the consultants, 28% respondents prefer relatives & friends, 17% go

through newspapers & 22% respondents prefer through hoarding & others sources.

5) It was found 67% respondents were aware of various schemes offered by Elpida Homes &

33% respondents were not aware. Here the most of the respondent’s opinions about schemes of

Elpida Homes are good.

6) In the duration of September to December the most of the respondents were like to purchase the

residential property because most of the festival are in this duration. Here 52% respondents preferred in

September to December, 35% respondents preferred in January to April & 13% respondents preferred in

May & August.

7) It was found that demand of the 2 & 3 BHK flats were more as comparing to other types. 48%

respondents prefer 2 BHK flat, 24% respondents prefer 3 BHK & 18% & 4% respondents choose the 1

BHK & Bungalow respectively. Here 6% respondents go through the other type such as Duplex flat,

Gallery or Terries & 1 HK flat.

8) In the mode of payments 57% respondents go through home loans of various banks & private financial

institutes, 33% respondents go through installments, 6% respondents through lum sum amount & 4%

43
 respondents choose other mode of payments.

9) It was found that the close competition of Elpida Homes were Urban door, Bramha Builders &

Nyati Builders which were mostly known by the respondents.

44
CHAPTER -6
IMPLICATION OF THE STUDY

45
 IMPLICATION OF THE STUDY

India has enormous potential in all its property investment categories. Strong population
growth, a large pool of qualified workers, greater integration with the world economy and
increasing domestic and foreign investment are fuelling demand for office, retail and
residential property. Although not discussed in depth in this paper, this demand growth can
also be applied to many special property classes, such as hotels or second homes. Going
forward, it will be a matter of exploiting this potential. For the real estate industry, three
aspects are most particularly important. First, further opening to foreign investment is
desirable. Not only do international investors have the means to finance new construction
projects, but also possess the expertise in market analysis, facility anagement and building
construction. In the medium term these will act as catalysts to bring greater transparency to
the market. Second, India needs a stronger capital market base for property financing. The
debate on the potential introduction of REITs and real estate funds points in the right
direction. The introduction of REITs in 2007 will give international investors in particular a
familiar investment vehicle. Private investors could also enter into indirect investment in
real estate. Although interest in new products is most likely to come primarily from
institutional investors, the rising middle class is likely to seek new instruments aside from
direct property investments in the medium term. Third, the government needs to step up
developing the urban infrastructure. In recognition of this, India’s finance minister Shri P.
Chidambaram presented an extensive urban investment package during his budget speech
for fiscal year 2005/2006: “If our cities are not renewed, they will die.”40 In December
2005 the Jawaharal Nehru National Urban Renewal Mission estimated that the selected 63
cities will require annual investments of USD 4 bn. Roughly half of this is for the seven
biggest cities. In his latest budget speech on February 28, 2006 the finance minister also
announced that the government wishes actively to promote the establishment of new
towns.41 Channelling the process of urbanisation into new agglomerations is a plausible
step, given the growth scenarios for the metro cities. But it requires additional funding and
is likely, at best, to make an impact on real estate markets in the medium term.

46
Response Variance Across Sample Characteristics. The sample was tested to see whether
the responses to the practice questions varied significantly relative to a number of control
factors. The factors tested were: Real estate portfolio size CRE team size CRE&FM
operating budget size Professional membership (73% of the sample are industry association
Core Net Global members) CRE organization structure Industry sector Enterprise annual
revenue Total number of enterprise employees No significant differences across responses were found
based upon these factors. The only difference in means that was greater than 1 (i.e. one point
difference in average response on the 1-7 scale) was the difference between the lowest and highest
industry sectors. Regus Global Report Corporate Real Estate Impact on Enterprise Success
April 2011 Findings: Fundamental CREM management Practices The study collected
information regarding four fundamental corporate real estate practices: organizational
structure, budget control, CRE reporting and use of suppliers. Responses were limited to
four choices. The responses are informative on their own, and were also compared to
the practices maturity scales to see if any of these fundamental characteristics correlated
with the survey results, as discussed above. There is very little information published
documenting the relative distribution of these practices, and the results shed light on some frequent
debates. Further, one question solicited the opinion of the surveyrespondent regarding senior management’s
view of CRE .Given the increase in tele work (where employees are allowed to work from
home or another location) and implementation of alternative workplace strategies (AWS),
the survey also enquired into current telework and AWS practices, and asked respondents to
predict future policies and practices regarding alternative work and sustainability at their
company. Fundamental CRE Practices Among the four generic approaches to CRE
organizational structure presented in the survey, a hybrid of functional and geographic
operations was most commonly cited, possibly due to the global scope of many of the
participating companies. The rest evenly balanced between either functional or geographic
driven organizational structures, as shown in Figure 2. None of the participating companies
managed corporate real estate at the business unit level. Figure 3 summarizes the budgetary
control and real estate cost charge-back policies at the companies surveyed. The
most common practice is to budget and manage CRE costs centrally and then recharge all
costs back to business units. There is a fairly even spread across the other three methods. In
the majority of the organizations (78%) the central CRE function has control of the overall
CRE budget and through this

47
should be able to strongly influence and drive improved practice and policies consistently
across the entire portfolio. Figure 2: Basis for CRE Organization Structure Figure 3:
Budgetary Control and Recharging Practices. The distribution of where the CRE function
reports into the overall corporate management reporting line is also quite diverse across the
sample, as Figure 4demonstrates. The survey respondents most frequently report to the
Chief Financial Officer, followed by both the Chief Operating Officer and the Technology function.
Corporate Real Estate Impact on Enterprise Success The survey collected information
about the level of activity where suppliers are used. The results are shown in Figure 5.
Given that the survey was targeted at the largest corporate occupiers who would potentially
be best positioned to benefit from integrated services across the globe, it may be surprising
that 38% of the respondents only use suppliers tactically at a local or national/regional
level. At the other end of the spectrum, an equal proportion of respondents engage
suppliers on an “an international level based around a limited number of
principal relationships responsible for integrated solutions across a wide range of functions
and/or countries.” This points to a considerable growth potential for the major international
service providers, as over 60% of those surveyed aren’t currently using integrated solutions
on an international b

48
( Search From Google site )

Real Estate Impact on Enterprise Success Current and Future Workplace and Sustainability
Practices The survey found wide variation in formal ‘telework’ or telecommuting policies
(where employees are allowed to work from home or another location). Respondent’s were
asked to select the category that best represented the proportion of the organizations which
‘telework’ applied. The responses, shown in Figure 6, indicate that formal policies
regarding telework are limited to a relatively small percentage of the workforce at half
of the participating companies. However, at the other end of the spectrum, 18%of these
large companies allow over 40% of their workforce to telework .Figure 6:
Organization’s formal telework or telecommuting policy Use of telework tends to foster
the use of alternative workplace strategies (AWS) which were described as arrange of
flexible workplace settings provided for an employee’s work in places that are not assigned
individually. Figures7 and 8 summaries current and future AWS availability to the work for
CONCLUSIONS

44
 CONCLUSIONS

After studying all the factors of the real estate it can be concluded that the Real Estate is a
very wide concept and it is highly affected by the macro-economic factors like GDP, FDI,
per capital income, Interest rates and employment in the nation. The most important factor
in the case of Real Estate is location which affects the value and returns from the Real-
Estate. India needs a stronger capital market base for property financing. The debate on the
potential introduction of REITs and real-estate funds points in the right direction. The
introduction of REIT s in2007, will give international investors in particular a familiar
investment vehicle. Private investors could also enter into indirect investment in real-estate.
Although interest in new projects is most likely to come primarily from institutional
investors, the rising middle class is likely to seek new instruments aside from direct
property investments in the medium term’s, in the end we can say that the investment in
Real Estate in India is aviary good investment opportunity. But one should be very careful
while taking decision in this direction due to rising inflation and interest rates. Legal issues
should also be kept in mind while choosing a property.

45
 FINDINGS
/RECOMMENDATION

46
FINDINGS /RECOMMENDATION

Referrals
It has been estimated that in North America, referrals and word-of-mouth recommendations
generate 85% of new business.

In effect, a referral or recommendation, is third party confirmation that the business,–i.e.

the agent–is competent and trustworthy. The challenge for agents is to increase the number
of people who believe that they are sufficiently competent and trustworthy to recommend
them to other people. This reputation for competence and trustworthiness doesn’t just
happen–it has to be earned.

Advertising
Advertising properties listed for sale represent implied endorsements of agents’
competence and trustworthiness. After all, the owners of the properties advertised for sale
must have believed the agents to be competent and trustworthy; otherwise they would not
have hired them to help sell their properties.

Open Houses
Open houses allow real estate agents to showcase their technical expertise and personal
characteristics. By interacting with agents at open houses, prospective clients can assess
individual agents’ competence and trustworthiness and by extension, how the agent can
help them. For prospective clients, it’s like test driving a new car.

Networking
Networking is the most multi-faceted, versatile and effective marketing tool available to
real estate agents. Among other things, it allows them to exchange information and
showcase their trustworthiness. Above all, it also makes it possible to interact with other
people, who ideally will like and trust an individual agent well enough to do business with,
and refer others to him or her.

47
Prospecting
The best way to develop a client base is by well focused prospecting.
Prospecting is an essential marketing strategy. It generates new leads that can be converted
into clients. It also provides the inflow of new clients. These clients will ultimately become
part of the pipeline by contributing repeat and referral business.

A Benefit For All Agents

All real estate agents can benefit from applying the best marketing practices of high
producing agents. Specifically, this means that the key marketing strategies of high
producing agents will help you attract clients.

48
ELPIDA HOMES DEVELOPING INDIA
It have to many types of project in Lucknow, Gorakhpur, and another city.
Project is Elpida Homes, Gorakhpur city, Hanging garden & Green valley.

ELPIDA HOMES PVT & LTD ,LUCKNOW

1. This project is in total 22.5 acres of land.

2. Total 25 towers A,J,N,V, towers are 4BHK & another tower are 2&3BHK.

3. This project is near to sector 4 which is prime location of Gomti nagar.

4. Elpida Homes is front of Kashi Ram Yojana lucknow gomti nagar.

5. This project connected to Kisanpath flyover.

6. From this project bbd Garden, Metro Station-37, Metro Station -18 & GIP mall
only 5min.Drives.

7. In Lucknow project name is GARDEN ESTATE, 55 acres of land .This

project is near to Gomti nagar lucknow.

49
 UNIQUE SELLING POINT

1. CONNECTIVITY- KISANPATH FLYOVER

2. LOCATION - NEAR TO SECTOR 4 PRIME LOCATION OF GOMTI
NAGAR
3. GENTRY- BUROCRATES

TYPES BHK AREA

Type-1 2BHK + 2 toilet 1140/sqft
Type-2 3BHK+ 2toilet 1390/sqft
Type-3 3BHK+ 3toilet 1640/sqft
Type-4 3BHK+ 3toilet+Servent Room 1850/sqft
Type-5 4BHK+ 4toilet+Servent Room 2465/sqft
Type-6 4BHK+ 4toilet+Servent Room 3075/sqft

PREFFERED LOCATION CHARGE (PLC);-

1. First Floor - 200/sq.ft.

2. Second Floor - 175/ sq.ft.
3. Third floor - 150/ sq.ft.
4. Fourth Floor - 125/ sq.ft.
5. Fifth Floor - 100/ sq.ft.

50
CASH DOWN PAYMENT;-

PHASE-1 = 6100/sqft
PHASE-2 = 5900/sqft

OTHER CHARGES –

1. One covered car parking - 4,00,000 Rs

2. Lease Rent - 150/ sqft

3. Power backup - 15,000/kv

4. External Electrification Charges - 40/sqft

5. Fire Fighting charges - 40/sqft

6. Club Membership - 1,00,000 Rs

7. Maintenance Deposit - 20/sqft

ADDITIONAL COVERED CAR PARKING 6,00,000 Rs

15th floor downward to be 20/sqft/floor PLC & Upward no Charge.

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 CASH DOWN PAYMENT-

On the booking time - 10%

Within 30 days of booking period - 85%
On possession time - 5% Other charges

SPECIFICATION :-

1. Floor - Verified Tiles

2. Wall - Texture painting in Living room & Master Bedroom

3. Kitchen- Modular & Semi Modular

4. Toilet - Hind ware & jaguar fitting

5. Master Bedroom – Wooden flooring

6. Ceiling - P.O.P.

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BIBLOGRAPHY

53
 BIBLOGRAPHY

1. Chua, A., (1999). The role of international real estatein global mixed asset
investment portfolios. Journal ofReal Estate Portfolio Management, 5(2), 129-137.
2. Case, K. E., and Shiller, R. J. (2003). Is there a bubblein the housing market?
Brookings Papers on EconomicActivity, 2, 299-362.
3. Cho, M. (1996). House price dynamics: A survey oftheoretical and empirical
issues. Journal of HousingResearch, 7(2), 145-172.
4. Clapp, J. M., and Giaccotto, C. (1994). The influenceof economic variables on
local house price dynamics.Journal of Urban Economics, 36(2), 161-183
5. Clapp, J. M., and Tirtiroglu, D. (1994). Positive feedbacktrading and diffusion of
asset price changes: Evidencefrom housing transactions. Journal of
EconomicBehaviour and Organisation, 24, 337-355
6. Clayton, J. (1996). Market fundamentals, risk and theCanadian property cycle:
Implications for propertyvaluation and investment decision. Journal of
RealEstate Research, 12(3), 347-367.
7. De hesh, Pug h. ( 19 96). Re al e st ate cycles,internationalised transmission,
mechanism and theJapanese boom economy. Sheffeild Hallam
University.http://articles.timesofindia.indiatimes.com/2013-07-
08/internet/40442721_1_property-portals-estate-market-sudhir-pai. (Accessed 25
July 2014).
8. http: //www.emp ulseglobal.com/us/whitepapers /Construction_Real_Estate_
Market_Research_India_White_Paper.pdf. (Accessed 20th June, 2014).
9. http://www.trrinitypartners.com/index.php?option=com_ content&vi ew=ar
ticle&id=49&Itemid=65.(Accessed 20th June, 2014).Jacob, Shajai (2013).
10.Basics of Real Time Real EstateMarketing, http://www.moneycontrol.com
/master_your _money/stocks_news_co ns um pt io n. php?autono=673579.
(Accessed 20th June 2013)

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ANNEXURE

55
 QUESTIONNAIRE

1. Do you have any plan to purchase residential property in Lucknow?

 Yes  No

2. What is your present type of property?

 Ownership On rental  Others

3. In which city would you prefer to purchase residential properties? Why?

 Lucknow  Any Other city

4. Which factor do you take in to consideration while purchasing residential properties? (Choose any one)

 Location  Price

 Transportation facility  Accessibility to market

 Others

5. Which parameters do you take in to consideration while selecting a residential property? (Allow to multiple

choice)

 Brand Name  Quality

 Space (sq. ft)  Facilities

 Interiors  Schemes

6. Which other construction company / industry are you aware of other than Elpida Homes? (Open ended)

7. Kindly Indicate the source of information that you consider for property purchasing? (Choose any one)

 Hoarding  Newspapers

 Agent  Relatives

 Others

8. Are you aware of various schemes offered by Elpida Homes?

 Yes  No

If yes what is your opinion,

56
  Very Good  Good  Average

9. During which duration of the year normally would you like to purchase residential properties?

 Jan. to Apr.  May to Aug.  Sep. to Dec.

10. What type of residential property you would like to purchases?

 1BHK Flat 2BHK Flat

 3BHK Flat  Bungalows/Row House

 Others

11. What will be your mode of purchase of residential property?

 Home Loans  Lum sum

 Installments  Others

12. Which source of information do you use while choosing real estate property?

 Brokers 4 Family/Friends
Real Estate advertisement Internet
Other

Signature

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