A REPORT ON Analysis of the real estate sector in NCR region with reference to Earth Infrastructure By NAYAN MEHTA (Enrollment

No: 12BSP1910) Name of the Organization: EARTH INFRASTRUCTURES LTD. 1 Nayan Mehta (12BSP1910)

A REPORT ON Analysis of the real estate sector in NCR region with reference to Earth Infrastructure By NAYAN MEHTA (Enrollment No: 12BSP1910) A report submitted in partial fulfillment of The requirements of PGPM Program of IBS-GURGAON Distribution List: 1) PROF. SHALINI KHANDELWAL (FACULTY GUIDE) 2) MR. RAJ KARAN PURI (COMPANY GUIDE ) Date of Submission: 9th May, 2013 2 Nayan Mehta (12BSP1910)

ABSTRACT This project includes Analysis & Business Development at Earth Infrastructure th rough various channel and promotional activities to ultimately increase the over all market share and revenues for the company. The project is divided into four stages: a) Understanding the product at Earth Infrastructure and analyze the com petitors and their product present in the market. b) Developing promotional and marketing strategies. c) Conduct a market research to understand the promotional strategy which suits best to generate business of the company. d) Executing the process through follow ups and closing the sales. The basic objective of the pr oject is to understand the process of Business Developments and various attribut es related in the actual project with an objective to develop entrepreneurial ca pabilities. Stage I is completed - In stage I understood the real estate sector. The training program increased my knowledge about the real estate sector and he lped me develop the business of the company. Stage II is developing the markets - I bifurcated the market into two categories: Hot and Cold Market. Hot Market i ncludes our close relatives and friends, and Cold Market includes general public . This stage also includes the research work with respect to earth infra. Stage III is Lead Generation - It involves the different promotional strategies that I adopted to attract the investors such as putting the canopies near the site and in the apartments, visiting the shops in the marketplaces etc. The Stage IV is Execution - It involves the follow ups of the investors and closing the sales. 3 Nayan Mehta (12BSP1910)

1. INTRODUCTION 1.1 About the Company: Earth Infrastructures is an independent infrastructure provider with committed c ustomer base. It is one of Indias most well capitalized real estate companies. To day the name Earth is synonymous with Quality, Innovation and Trust. Within a sh ort time span, it has succeeded to ride on a high growth curve and has witnessed significant investment interest and transaction activities from all parts of In dia and across the globe. Strong financial support and engineering expertise mak es us a quality infrastructure provider with global presence. The group is known in the Realty fraternity for its professional might. Implementation of new tech nology and innovation has been its constant goal and this is evident in all its projects. This success is the result of the leadership which understands the power of comp elling vision and it is the compelling vision and its execution that has made Ea rth the Investment of Choice (for the investors) the employer of choice (for the emp loyees) and Associate of Choice (for the channel Partners and associates) The people-first, performance driven culture is spearheaded by the four Director s of Earth Infrastructures Ltd., Mr Avdesh Goel, Mr. Atul Gupta, Mr Vikas Gupta and Mr. Rajnish Mittal. Their expertise in their respective fields, powerful int uitive sense, alert and intelligent thinking pattern and a hunger to excel, has influenced the internal and external dynamics of the organization, synergizing t hem with the success. The Companys ability to meet the special requirements of th e real estate market and clients demand comes from its strong foundations of pro fessionalism. The groups strength lies in its panel of dynamic, young, qualified and highly experienced management and dedicated marketing professionals that tak e care of the entire activities keeping its main thrust on customer satisfaction , which is the main motto of the company. 4 Nayan Mehta (12BSP1910)

INNOVATION BEYOND IMAGINATION is the core philosophy of Earth Infrastructures Lt d. Setting benchmarks by initiating the concept of green building technology in North India, Earth has been the pioneer in bringing the first LEED CERTIFIED Res idential and Commercial Projects in Noida and Gurgaon. The infrastructural marve ls are a personification of its dynamism and companys vision to create the finest elements of urban living with state of art structures and sustainable models. 1.2 VISION To be the most innovative and trusted brand in real estate industry by adopting new technologies with a focus on green and eco-friendly construction with focus to fulfill the expectations of the customers. 1.3 MISSION 1. ONE FACE, ONE VOICE There will be one face, one voice of Earth for the outer world. 2. CUSTOMER CENTRIC ATTITUDE To ensure complaint free operations with tot al customer satisfaction by resolving customers issues with utmost attention and speedy services round the clock. 3. BRAND VALUE To deliver the projects different ly and make the customer to feel at ease and comfort and create the Earth Brand a m ost trusted brand. 4. INNOVATION THROUGH TECHNOLOGY Earth would be effortful and creative to identify and deliver something new, matching the technological up g radation in the Realty sector, all around the globe. 5. CORPORATE SOCIAL RESPONS IBILITY Earth would concentrate towards development of affordable houses for the masses, to reach to the heart of all. 5 Nayan Mehta (12BSP1910)

6. EMPLOYEE CULTURE To keep on constantly searching for the talented employees, developing employee retention policies, providing continuous training and develo pment to facilitate them to contribute completely in the growth of the organizat ion. 7. CHARACTER, ETHICS AND VALUES Earth be governed by its professional polic ies and procedures to ultimately benefit its valued customers. The transparency of the policies would be maintained through the companys operational manual. Adhe ring to the manual would be mandatory for all, with an ultimate objective to mak e the EARTH Favorite of all and to create ETHICAL BRAND VALUE within a short span. 6 Nayan Mehta (12BSP1910)

1.4 Purpose, Scope and Limitations Purpose: The project will help to understand the marketing & selling strategies, projecte d & implemented in the real estate sector. Then again while going for a deal wit h i.e. closing a deal the major concentration on applying the selling strategies properly & also to satisfy the customer needs according to their risk appetite & earnings. As the aspects of this project is multidimensional so as its purpose . It will take into consideration the mutual benefit of the company coupled with gaining some practical knowledge about the real estate sector & their overall m arketing strategies & processes. Benefits to the company: Get increased sales of their products by the proper impl ementation of the recommended measures. To get an idea about the new marketing s trategies that can be applied in future to compete with the competitors. To prom ote their product portfolio not only among the existing customers base but also among new customers through lead generation. Find out the various products prese nt in the industry. Academic Benefits: Experience of doing a market research & practical experience i n convincing the endusers to fill up the questionnaire. Experience of interactin g with perspective customers and convert them into real customers. Got an insigh t of real estate products and gain thorough knowledge of various promotional str ategies. Scope of Project: The objective of the project includes Business Development at Earth Infrastructu res Ltd. The company has entered the Real Estate sector 3 years back, so the bas ic aim of this project is Business Development that is generating business for t hem by attracting investors to the newly launched Residential and Commercial pro jects. This would include structuring of the entire business so as to increase t he efficiency of the work done at Earth Infrastructures Ltd. 7 Nayan Mehta (12BSP1910)

The project would enable Earth Infrastructures Ltd in Business development of th eir properties by reaching to the maximum number of investors. It also aims at d eveloping promotional strategies to increase the number of investors purchasing their property. The project will also help in measuring the investors preferences for Earth Infrastructures Ltd projects. Methodology: The methodology followed comprises of a brief study of the evolution of real est ate industry and its growth in India. In order to fulfil the above objective a d escriptive study was taken up, in which primary and secondary data was collected from the records of the company etc. and surveys respectively. Tools like ghost calls etc were used to understand the strategies and offerings of competitors. After the collection of the required data a detailed analysis was done to unders tand the overall market, products present and competitor offerings. As a part of promotional strategy followed by EIL various activity like putting the canopies near the market and offices, distribution of pamphlets and approaching the peop le to convert them into our real customers. Limitations of the Study: The project taken is very vast so considering the accuracy of all the aspects as required by the study is a major limitation. However, every attempt will be mak e to overcome any flaw which might occur due to this. Changing political, econom ic and legal environment. Secondary source of data. The company analysis is done on the basis of financial statements. Any discrepancy in them will be reflected in the final valuation. On data which can be quantified in numbers is taken int o consideration while qualitative aspects are ignored. Other market impacts like manipulation, inside trading etc. are not taken into consideration. 8 Nayan Mehta (12BSP1910)

2. UNDERSTANDING THE PRODUCT AT EARTH INFRASTRUCTURES LTD: Earth infrastructure Ltd. is the fastest growing company in the Real Estate Sect or. In the time span of only 3 years, the company has launched its Six Projects in Delhi- NCR region. The Six Projects are:1. Earth Tech One 2. Earth Towne 3. Earth Sapphire Court 4. Earth Copia I 5. Earth Iconic 9 Nayan Mehta (12BSP1910)

6. Earth Studio 7. Earth Gracia 8. Earth Elacasa 10 Nayan Mehta (12BSP1910)

2.1 Earth Techone It is an integrated commercial project which focuses on providing every real estate product in an area of 15 acres. It mainly focuses on the smooth working ess by providing offices, apartments, retail shops so that the investor eeking to commence his business may not have any kind of problem as all lities are provided as his rest place (apartments) will be near and any uff can be bought from retail shops.

type of of busin who is s the faci other st

Offices Three types of offices provided;Alpha tech- fully furnished office space Under t his every facility will be provided like from desk to computers, printers and ev ery necessary thing which the person seeks to have in an office. Sizes available - 350, 500, 750, 1000 sq. ft. Rates - for 350 & 500 is RS. 6000 /sq.ft. , for 7 50 & 1000 is Rs. 5750/sq. ft. Beta tech- semi furnished office space It is office space which will have less f acility than alpha tech and is best suited for an investor who wants or has inte rest in doing further changes as per his/ her requirements. Sizes available 300, 500, 700, 1000 Rates Rs. 5250/ sq. ft. Gamma tech- unfurnished virtual space It is an open space provided with no locks and space is distributed among the investors according to their requirements. S ize starts from 200 sq. ft. and multiples of 200 Studio apartments fully furnish ed These apartments are basically for the persons who would be commencing there businesses in the offices provided in the Tech one site. So that their work is n ot effected by wasting time in 11 Nayan Mehta (12BSP1910)

travelling from their homes. It is also suited for the companies to reside their guests not far from the workplace. Ideal for executives, small families and sen ior citizens. So this concept is good as it saves much money and time. Sizes ava ilable 495 & 800 sq. ft. Rates Rs. 4000/ sq. ft. Express one semi furnished retail spaces These spaces are suitable for food courts, ATMs, Retail shops etc. Are also a par t of facility which is to be provided to the investor who is going to invest in apartments and offices. Retail shops Sizes available - 250 / 350 / 450 Sq. ft. (and, multiples) Rates Rs . 11000 / Sq. ft. (GROUND FLR.) Rs. 9500 / Sq. ft. (UPPER GROUND FLR.) Bank Space Size available Rates 3000 Sq. ft. Rs. 8500 / Sq.ft Food Court Sizes available - 500 Sq. ft. & 1000 Sq.ft Rates - Rs. 8500/Sq.ft. 12 Nayan Mehta (12BSP1910)

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2.2 GROWTH DRIVERS OF EARTH TECH ONE 1. Night Safari: GNIDA is planning to develop a Night Safari. It is fourth in th e world after Singapore, China and Thailand. Bernard Harrison will be designing the upcoming Greater Noida night safari. 2. Formula 1 Race Track: Just 5 kms. Aw ay from Tech Zone, It was First hosted in 2011. The track was officially inaugur ated on 18 October 2011. 3. Amusement Park: It is proposed to be developed over an area spread in 200 acres. Indias largest amusement park by Essel World. 4. Taj International Airport hub: Very close distance from proposed airport will make this zone as an attractive as well as comfortable destination to stay. 5. Surajp ur Bird Sanctuary: Another significant step in bringing the city on tourists map, GNIDA with collective efforts of World Wildlife Fund (WWF) and the Forest depar tment is developing a paradise for bird lovers in a massive area of 330 hectares i n Surajpur which includes 110 hectares of wetland. The project is expected to ge t completed by 2013. 6. Wipro/ NIIT: Leading corporates are already making their presence felt in the region, out of which, some of them are SEZs. In coming day s, these corporates will need stay arrangements for travelling executives, guest s and even clients. 7. Gautam Budhha University: Spread over 550 acres, Asias lar gest residential university Gautam Buddha University is exactly opposite to Tech Z one. Moreover, this university faces the very first plot in Tech Zone Plot No.1 which is Tech One. 8. India Expo Mart: To improve the vast potential of exportin g Indian Handicrafts, and to encourage professional tourism, India Exposition Ma rt Ltd. (IEML) which is Indias first state of the art project for cottage sector wherein Round O Clock International Marketing is available has been concep- tualiz ed and established in Greater Noida in Knowledge Park -2, approximately 3 kms. f rom Tech Zone. 9. Delhi Metro: As an extension of Line 3 of DMRC, which connects Dwarka, Sec. 21 to Noida, Sec. 32, the work on proposed link between Noida, Sec . 32 and Greater Noida is expected to begin this Sep. and the deadline to finish the same is 2014. This 14 Nayan Mehta (12BSP1910)

will give connectivity to Delhi at lightning fast speed with all comforts of Del hi Metro. 10. Yamuna/ Taj Expressway: 180 kms Expressway connecting Greater Noid a to Agra in less than 2 hours and hence will play pivotal role for Delhi Greate r Noida Agra tourism destinations. 11. FNG Corridor: 56 kms. long under construc tion expressway will help people commute at a lightning fast speed between Farid abad- Noida- Ghaziabad. Trucks and other heavy commercial vehicles will not need to enter Delhi. 12. Integrated Transport Hub at Boraki: Spread over 600 acres i n Boraki, which will include a world class ISBT and an upgraded Railway station on Ludhiana Kolkata main railway line, along with shopping malls and five star hot els in the area, the city will boast of one of the unique and first integrated t ransport hub in India. 15 Nayan Mehta (12BSP1910)

2.3 EARTH GRACIA (Open lifestyle) 3 BHK semi-furnished and fully-furnished apartments which will not only become a sym bol of lifestyle statement in near future, but the ones which will surpass your imagination, befitting Earth Gracia With Earth Gracia, not only, youll see your f uture living address become a paradise of modern living with hardcore sensibilit y of contemporary living but a place, where its hard to beat imagination and when you beat it, you feel that heaven has fallen on your feet. Mentioned below are s ome prominent reasons to make Earth Towne your future living address: LEED Certification (Leadership in Energy and Environmental Design) Location: Gre ater Noida-West 16 Nayan Mehta (12BSP1910)

Facilities

17 Tennis Court Golf Putting and Basket Ball Ground Entertainment Zone with le Screen Multiplex Horse Riding & Party Lawns Barbeque Corner Party Area with P avilion and Amphitheater Health Zone with Art of Living Classes, Yoga Classes, A erobics Classes Fish Therapy Art Zone with Music, Dance & Painting Classes Club Zone with Spa Facility Card Room, Ball Room, Gun Fight, Salsa Dance Classes etc. Fine Dining Zone with dedicated Food Court Nayan Mehta (12BSP1910)

Lounge and Roof Cafeteria Caring Zone with Nursing Homes Hospitals and Round the Clock Chemist Shop Located on 200 feet wide road Close proximity with Noida, Gh aziabad & Faridabad Well connected to proposed metro station Near to 130 meter w ide road expressway Close to all daily need amenities

Free Value Added Services Medical Consultancy for Residents Electrician & Plumber on call 24 Hours Ambula ce Service Pollution Free Battery Operated Carts for residents In house Consulta ncy by Interior Designer Feeder bus facility to Metro Station Vaastu and Astrolo gy Advice Available Sizes Type 3 BHK+3T 3 BHK+2T Sizes 1525 sq.ft 1295 sq.ft SITE MAP OF EARTH GRACIA 18 Nayan Mehta (12BSP1910)

Earth Gracia Payment Plans Inventory Area Sq.ft Down Payment Plan *2950 46,46,625 3 BHK+ 2T 1295 *2950 38,2 0,250 Construction Link Plan *3250 51,18,750 *3250 42,08,750 3 BHK + 3T 1525 19 Nayan Mehta (12BSP1910)

Additional Charges

ECC ( External electrification charges ) FFC ( Fire fitting charges) Leas Electric connection charges (min. 5kva) DG Power back up Mandatory Club Membersh ip Covered Car Parking Road Facing PLC Corner Facing PLC Park Facing PLC = = = = = = = = = = Rs 85/sq.ft Rs 40/sq.ft Rs 100/sq.ft Rs 5000/KVA Rs 20,000/KVA Rs 1 .5 LACS Rs 2.5 LACS Rs 50/sq.ft Rs 75/sq.ft Rs 75/sq.ft Booking amount is 10% of B.S.P Preferential Location Charges Floor PLC Ground Fl oor 1st Floor 2nd Floor 3rd Floor 4th Floor 5th Floor 6th Floor 7th Floor 20 Rs / Per Sq.ft 150/140/130/120/110/100/90/80/Nayan Mehta (12BSP1910) Floor PLC 8th 9th 10th 16th 17th 18th 19th Rs / Per Sq.ft 70/60/50/60/70/80/90/-

2.4 ANALYZING THE COMPETITOR:Competitor analysis in marketing and strategic mana gement is an assessment of the strengths and weaknesses of current and potential competitors. This analysis helps to identify opportunities and threats.

PARAMETERS FOR COMPARISON: Minimum ticket size Minimum investment Locational advantage Payment plans avail ble Assured Returns Fully furnished or bare shell condition Expected date of pos session Earth Tech One 1. Minimum ticket size - 350 sq. ft. 2. Minimum investment Rs. 6000/sq. ft. (i.e . 21,00,000/-) 3. Locational advantage Plot no. 1. Corner facing, three side ope n plot and Taj Expressway facing. Convenient and easy to locate prime plot in th e very beginning of Tech Zone 4. Payment plans available - Down Payment plan, Fl exible Payment plan and Construction Linked Payment Plan 5. Assured Returns - Av ailable (12% p.a. September. 2013 to September. 2015) 6. Fully furnished or bare shell condition - Fully Furnished 7. Expected date of possession - 1st Apr. 201 3 Spire Tech 1. Minimum ticket size 500 sq. ft. 2. Minimum investment Rs. 4560/sq. ft. (22,80 ,000/-) 3. Locational advantage Plot no. 13A, last & corner plot from while comi ng from NOIDA, while it will be first while coming from Agra 21 Nayan Mehta (12B SP1910)

4. Payment plans available - Down Payment plan: a.100% DP (with 12% p.a. assured return) b.50% DP (with 11% p.a. assured return), and Construction Linked Paymen t Plan 5. Assured Returns Available (i.e. till the date of offer of possession) a.12% p.a. on 100% DP plan b.11% p.a. on 50% DP plan 6. Fully furnished or bare shell condition Raw/Bare Shell condition 7. Expected date of possession 2015 Manthan 1. Minimum ticket size 500 sq. ft. 2. Minimum investment Rs. 5750/sq. ft. (28,75 ,000/-) 3. Locational advantage Plot no. 9. None (investor or end user can not h ave a choice of floors) - located on 4th, 5th and 8th floor in 25 acres of Kesse l - I Valley project 4. Payment plans available Down Payment Plan / Flexi Paymen t, Construction Linked Plan (also called as CLP) 5. Assured Returns - Available (till the date of offer of possession) 6. Fully furnished or bare shell conditio n - Fully furnished 7. Expected date of possession June 2012 Stellar Business Park 1. Minimum ticket size 413 sq. ft. 2. Minimum investment Rs. 3950/sq. ft. (16,31 ,350/-) 3. Locational advantage Plot no. 3. None, really. The only positive is t hat the plot is located opposite green belt of Reserve Forest 4. Payment plans a vailable Down Payment and Flexi plans on 413 sq. ft. Down Payment and Constructi on Linked Plan only on 816 sq. ft. 5. Assured Returns Available only on D.P. & F lexi Payment Plans on 413 sq. ft. 22 Nayan Mehta (12BSP1910)

6. Fully furnished or bare shell condition Raw/Bare Shell Condition 7. Expected date of possession Dec. 2014 Ansal API Green Tech IT HUB 1. Minimum ticket size N.A. 2. Minimum investment N.A. 3. Locational advantage P lot no. 6.Yes, located right opposite to proposed plot for night safari, and a c orridor leading to the plot reserved for 30 acres of common amenities area in Te ch Zone. 4. Payment plans available N.A 5. Assured Returns - N.A. 6. Fully furni shed or bare shell condition N.A. 7. Expected date of possession N.A. Unitech Info Space 1. Minimum ticket size - N.A. 2. Minimum investment - N.A. 3. Locational advanta ge Plot no. 4. None really; the only positive about the plot is that it is Taj E xpressway facing. 4. Payment plans available - N.A. 5. Assured Returns - N.A. 6. Fully furnished or bare shell condition - N.A. 7. Expected date of possession N.A. 23 Nayan Mehta (12BSP1910)

Advantage Earth Tech One - edge over competitors: Availability of maximum project details Project details of almost half of either s oon to be launched projects or have not been launched projects are either, minim al or not available at all. Minimum Ticket Size - No other project offers a busi ness space/suite of as less as 350 sq. ft. Locational Advantage - Located in tec h zones most prime location and very first plot on entrance Plot no. 1, the plot is Taj Expressway facing and is located right opposite of proposed Gautam Buddha University largest university in Asia and a huge catchment area for talented pr ofessionals. Flexible Payment Options - Flexibility to choose from as much as th ree (maximum) payment options available D.P., Flexi and C.L.P. on different size s of business suites - 350, 500, 750, 1000 sq. ft; whereas in many of the other projects not as many payment options are available. Assured Returns + clearly sp ecified possession date - As compared to other projects which does not have any clearly defined possession date, and hence assured returns till possession, Eart h Tech one gives its investors a complete peace of mind with a reason to smile a s the investor would be sure of getting almost half of his invested amount back in 51 months + manifold capital appreciation once the project is completed in Ju ne 2013. The investor would be assured of both returns and timely possession, an d hence capital appreciation. Fully Loaded, Plug & Play Concept - Early possessi on June 2013 coupled with fully loaded business suites means its plug & play for dynamic and charged up professionals. 24 Nayan Mehta (12BSP1910)

2.5 LOCATION GREATER NOIDA: Located in Uttar Pradesh, barely 40 kms. from New Delhi and 20 kms. from Noida, the area of Greater Noida is slowly but surely on the path of becoming one of th e largest industrial and education centres of the country. The area of Greater N oida is 44,000 hectares and its current population is 12,00,000. Real Estate in this area is amplifying at a good pace in wake of its growing importance as a re ality destination around Delhi. Like other areas of the NCR, Greater Noida too i s home to a number of Indian and Foreign companies, which is an advantage for th e area. It is on its way to becoming a commercial hub. Real estate in this city has huge potential for development. The proximity to Delhi and Noida and good connectivity with both cities has been a major catalyst for the growth of the city. The modern infrastructure in keepi ng with the demands of high quality living and improved living standards has mad e Greater Noida a destination of choice. In addition, a large number of construc tion projects offer quality housing and office space equipped with modern amenit ies, making real estate in the city all the more desirable. In all, property in Greater Noida has come across as the next best option given its location advanta ge, good connectivity, green environs and the enormous potential for development . 25 Nayan Mehta (12BSP1910)

SWOT ANALYSIS OF GREATER NOIDA STRENGTHS 2nd planned city. Wholly Wi-Fi. India expo mart. Yamuna Expressway. Kn owledge Park. An eco-friendly relaxed environment. Shiv Nadar University Launche d. Affordable Property rates as compared to Delhi. A modern, efficient city of i nternational standards. Top quality housing and social infrastructure. Wider tha n access roads. Ansal Plaza shopping mall operational. F1 Racing track. Gautam B uddha University and, Galgotia University. OPPORTUNITIES WEAKNESSES Problem of l aw and order. Lack of Public Transport. Lack of Labour. Show pace of development . SWOT ANALYSIS THREATS 4th Night Safari. Boraki Railway Station. Expected population in 2021 is 21 lakh s. DMIC (Delhi Mumbai Industrial Corridor) Gas based power project. NIIT Tech to invest Rs175 crore for Noida Campus expansion. Shopping Malls, Multiplexes comi ng up. Delhi Metro extended in Greater Noida. The next major IT destination. Exc el World. FNG Corridor. Biggest Milk plant to give empowerment to villagers in T apal. Noida crime control plan to cost Rs380 crore. Bird Sanctuary. YEA is plann ing to open 4 international universities and 10 engineering colleges adjacent to Yamuna expressway. Noida extension fiasco. Change of government will rise problem for the master pl an of Greater Noida. 26 Nayan Mehta (12BSP1910)

SWOT ANALYSIS OF EARTH INFRASTRUCTURES: WEAKNESSES: 1. Slow pace of development of the projects. 2. Brand name is not much known as compared to the major players of real estate in the market. STRENGTHS: 1. Fastest Growing Company 2. Focused Portfolio 3. Strong Financial Background 4. Experienced Leadership & Management Team 5. Leed Certified- Green Building Concept 6. Architect- Eigen 7. Wide Sales & Marketing Network 8. International Presence 9. Projects in SEZ are a SWOT ANALYSIS OPPORTUNITIES: 1. Capturing prime locations in Delhi/ NCR which would attract more investors in future. 2. Greenology concept can attract more investors in comparison to other developers. 3. Economical and Innovative promotional strategies. THREATS: 1. Well established developers prevailing in the market. 2. Threat of New entran ts. 3. Change in Government policies. 4. Unorganised sectors in real estate, lik e, small scale brokers and property dealers etc. 27 Nayan Mehta (12BSP1910)

3. DEVELOPING PROMOTIONAL STRATEGIES Understanding the company, its products and analysis of its competitors, gave me a clear picture about the real estate sector. The major task that I was assigne d was to understand the company objectives, its target audience, and then to dev elop marketing strategies which would help company to increase its brand awarene ss in the real estate sector. 3.1 Introduction: Promotions are best carried out by implementing advertising and promotion plans. The desired goals of these plans should depend on the overall goals and strateg ies of the organization 3.2 Above the line sales promotion: Above the line is a type of advertising through media such as TV, cinema, radio, print, banners and search engines to promote brands. Major uses include televis ion and radio advertising, web and Internet banner ads. This type of communicati on is conventional in nature and is considered impersonal to customers. It diffe rs from Below the line advertising, which believes in unconventional brand-build ing strategies, such as direct mail and printed media (and usually involve no mo tion graphics).These strategies require huge amount of investments and are major ly Capital intensive. 3.3 Below the line sales promotions These are short-term incentives, largely aimed at consumers. With the increasing pressure on the marketing team to achieve communication objectives more efficie ntly in a limited budget, there has been a need to find out more effective and c ost efficient ways to communicate with the target markets. This has led to a shi ft from the regular media based advertising. These strategies involve high level of ground work involving manpower and is hence more of Labor intensive. 28 Nayan Mehta (12BSP1910)

4. Promotional Strategies Adopted By Earth Infrastructures Promotion Above the line promotion: Below the line promotion: Radio Mobile Phones Newspapers Internet Sponsorship Endorsements Sales Promotion Direct Mail Personal Selling Public Relations Trade Shows 29 Nayan Mehta (12BSP1910)

4.1 Deciding on promotional plan: The plan usually faces three questions. Which segment of the market should be ta rgeted? What message should be conveyed to them? How to do this? For each servic e we first consider all forms of media which are available for promotion like TV , radio, newsletters, classifieds, displays/signs, posters, word of mouth, press releases, direct mail, special events, brochures, neighbourhood newsletters, et c, & then decide which suits the organization. Our selection of media should be based on two factors affordability & accessibility. 4.2 Steps involved in developing the promotional strategy: To develop a promotional strategy one should understand the target audience, ana lyze the competitor strategies, understand the company constraints, and other fa ctors which can then be used to develop a comprehensive strategy to meet the com pany objective. The steps involved in developing strategies for Earth-Infrastruc ture can be enumerated as: STEP 1: Understanding company objective STEP 2: Unders tanding Segmenting Targeting Positioning STEP 3: Analyzing company constraints S TEP 4:Methods suggested 30 Nayan Mehta (12BSP1910)

STEP 1: Understanding the Companys Objective:Earth Infrastructures is a national player and is comparatively a new entrant in the real estate sector. The company has relatively gained great awareness in the Delhi & NCR market and its project s are scattered all over India. So the major objective of the company for conduc ting promotions this year was: Hit the target audience directly, in cost effectiv e manner Create Brand Awareness for the company in new markets & generate busine ss for the company. Create competitive advantage (comparing competitors) Create exact positioning for companies in the mind of target audience Reminding the aud ience in the existing market And ultimately to generate sales STEP 2: Segmenting, Targeting and Positioning Segmentation A segment is a group sharing one or more characteristics that cause them to have similar product and/or service needs. Segmentation can be done depending on many variables which represents specific n ature of the group, some of the variables are: Geographic 31 Region ,country ,De nsity of Area, Climate Demographic variables age ,gender ,family ,family life cy cle, education , income, occupation socioeconomic, religion, nationality/race , language Psychographic variables personality ,life style, value, attitude Behavioral vari ables benefit sought ,product usage rate, brand loyalty, product end use Nayan M ehta (12BSP1910)

readiness-to-buy stage, decision making unit, profitability, income status Segmentation at Earth Infrastructures Earth Infrastructures defines its segment on the basis of Demographic Variables, primarily considering the factors Age, Occupation and Income. The managements j ob is to formulate new and creative strategies to target different segments of t he market. Also the investors are segmented on basis of their financial backgrou nd (i.e. Business man and service class people) which helps to classify two diff erent segments which have to be targeted with different promotional strategies. The age & the need of the investors also help us in segmenting the clients and t hus facilitate Earth Infrastructures to find its target market more accurately. Targeting: For any organization it is not possible to serve every segment, so the marketer decides to serve the segment which provides the maximum opportunity, a process w hich is known as Targeting. Targeting at Earth Infrastructures Considering the constraints of finances, time and other factors, Earth Infrastru ctures has different promotional strategies for different segments such as high, middle & lower income group of people . Earth Infrastructures generates a lot o f business from tier 2 cities, so our marketing and promotional activities are c arried out in these cities as well. We offer the same product to people from dif ferent segment of market but with different promotional strategies. Earth Infras tructures specifically focuses on Professionals, Businessmen & NRIs and the promo tional strategies are formulated in such a manner that they directly reach the t arget audience e.g. Door to door activity, canopy activities. 32 Nayan Mehta (12BSP1910)

Positioning: It is the process by which marketers try to create an image or identity in the m inds of their target market for its product, brand, or organization. Positioning at Earth Infrastructures Most of the competitors serve more than one segment, with no clear positioning o f their company. The market has a stiff competition as a large number of real es tate developers have been coming in the city at different locations. Many player s have positioning in terms of Quality-Prices modal, others on basis of location and so on, but no player in the market specifically focuses on being environmen t friendly by introducing the green building concept and we very firmly believe in customer satisfaction The following distinction separates us from our competitors: 1. LEED Certified - Leadership in Energy and Environmental Design (LEED) consist s of a suite of rating systems for the design, construction and operation of hig h performance green buildings, homes and neighborhoods. We are the first LEED ce rtified real estate developers. 2. CREDAI Member - The Consumer Grievance Redres sal Forum has been enacted to provide better protection to the interests of cust omers connected with the member realestate developers - CREDAI NCR and for that pu rpose to make provision for the establishment of authorities for the settlement of customers dispute and other related matters. 33 Nayan Mehta (12BSP1910)

3. EIGEN (Architect)- A Synonym to high quality An International Architecture & Engineering firm with synonym of high quality as surance provides One Stop Solution for all Design Engineering and Technology Sol utions for the Construction Industry. You name the best and they have it from th e Burj Tower, Dubai to Strawberry Place, Newcastle Upon Tyne, U.K. The company h as provided a wide range of Architectural Services or Various Consultancy for so me part of the services to projects in various markets of Global Construction In dustry including India, Australia, Middle East, United Kingdom, Caribbean Island s and the US. SEGMENTATION DEMOGRAPHICS AGE,OCCUPATION, INCOME TARGETING PROFESSIONALS, BUSINESSMAN,RETIRED AND NRIs. POSITIONING LEED CERTIFIED GREEN BUILDING CONCEPT CREDAI MEMBERSHIP WORLD RENOWNED ARCHITECHT ''EIGEN". 34 Nayan Mehta (12BSP1910)

The overall STP analysis of the company helps in understanding which market to b e catered, and hence helps in customizing the overall promotional effort to be c hannelized in the same direction facilitating the best utilization of the availa ble resources and meeting the company objectives. STEP 3: Analyzing Company Constraints Earth Infrastructures has just entered into the market of real estate. It is the ir 2 year of operation. With the presence of number of competitors in the market and also with the increasing brand value of the major leader, it was very diffi cult for Earth Infrastructures make its presence felt. Apart from this, there we re some other constraints also which were to be kept in mind while designing the promotional strategies. They were:Financial Constraint: Earth Infrastructures i s a Selffunded organization which was started in 2010. Problem which was confront ed by our company in its promotional & advertising campaign was lack of funds fo r advertisements on television. STEP 4: Methods suggested A strategy had to be developed wherein the target audience could be hit directly in the most cost effective manner and conveying the message clear to the audien ce. So it was decided to use below the line marketing strategy. The strategies u sed were:1) Direct mail: Mails were sent directly to the customers to provide th em detailed information about the Commercial and Residential projects of Greater Noida with an immediate calling helpline to generate response. 2) Pamphlet Dist ribution: The company also adopted a very effective way of promotion i.e. Pamphl et Distribution The distribution was done in two main promotional activities of the companies: Canopies and Marketplaces. The activity helped the organization t o hit a very refined crowd, directly the target audience. 3) Posters & Banners: Posters and Banners can be very powerful when placed where the customers will ac tually notice them. Hence various posters were placed on the 35 Nayan Mehta (12B SP1910)

pillars of the Delhi Metro and Banners were placed on the back of the cars of ge neral public. The company has also put some hoardings on the road side. 4) Telem arketing: The use of telemarketing is on the rise as the response rate in compar ison to other promotional tools is very high. All the work done during the outdo or publicity lead to collection of huge investors data, the dedicated telesales were planned to convert this data into the final sales. 36 Nayan Mehta (12BSP1910)

5. BUSINESS DEVELOPMENT FOR ENTIRE COMPANY The main objective of the project was to develop the business processes at Earth Infrastructures Ltd. It has just entered the real estate sector, so the basic a im of this project is Business Development that is generating business for them by attracting investors to the newly launched projects situated in Greater Noida . This would include structuring of the entire business so as to increase the ef ficiency of the work done at Earth Infrastructures Ltd. The main activities cond ucted for Business Development were: 5.1 BRANDING The major aim of the branding activity was to increase the visibility of Earth I nfrastructures in various zones. The activity needed promotional effort of distr ibuting Free Gifts at different locations to create brand awareness and increase brand recognition. The main tools used in the process were: Cloth bags Caps and T-shirts Banners & Hoardings Pamphlets and Brochures Standees Cloth Bags were specially designed by the company which had the companys name, lo go, address and telephone numbers printed on it and these bags were freely distr ibuted in the market to create awareness about earths Projects. Similarly the Cap s and T-shirts were also designed for promotional purposes with the name and log o of the company printed on it and was freely distributed in the market to Creat e brand awareness and to generate interest about the Earths projects in the minds of the people. 37 Nayan Mehta (12BSP1910)

In designing the banners and hoardings the main aim was to create recognition of the company name and its address, so the design majorly comprised of the name a nd address with the company tag line presented along. The banners were placed inside the vehicles of all the employees of the company which acted as a great promotional technique and hence these banners were made i n such a way that they were visible to each every person even at far distances. Pamphlets and Brochures were distributed randomly to each and every person in th e respective zone which made the people take a glance at Earths Projects in brief hence creating brand awareness. The Standees were placed as they are more informational in nature discussing ele ments such as the benefits to the investors, facilities provided, and other core advantages for the company All the efforts were channelized effectively and efficiently and in the proper m anner and helped the company in generating leads by creating brand awareness. 5.2 ACTIVITIES In our two months internship program in Earth Infrastructures, I have learnt a l ot about real corporate world. In this two months time span, I have conducted lot s of activities with the help of my team head and my team members. I along with my team members had conducted many Activities and we can classify the activities into two categories: Field Activities and Inhouse Activities. We can further classify the Field Activities into three categories:1.) Canopy Ac tivity: On every Saturdays and Sundays, we used to place our Canopies near the s ite of our Greater Noida Projects. We had to set up a Canopy and look for the pe ople who were passing by in their Car's and people who were interested used to s top their car and ask for the details. Then we used to explain them the project and ask them for the Site Visit 38 Nayan Mehta (12BSP1910)

so that they can get a clearer picture of what they are or will invest in and th ey were encouraged for an official meeting. 2.) Market Activity: I also visited at various shops in the markets of South X, Karol Bagh, Chandni Chowk, Chawri Bazar, and Noida. We need to explain the peopl e about the project with the help of pamphlets and brochures provided by the com pany and exchanged my Visiting cards with theirs to generate the data. 3.) Apart ment Activity: We have also put our Canopies in the Krishna Residency Apartment of Noida sec.51. We used to explain our whole project to the residents of the Ap artment. STEPS OF ACTIVITIES 1) TEAM DEVELOPMENT: This phase of the activity was the development of the teams , which means that we have to work in a team of 2-3 members and visit the shops in the markets and stand for the Canopies and target the perspective investors. 2) LEAD GENERATION: In this phase I along with my team members went to the persp ective investors and make them understood about our real estate projects of Grea ter Noida. We use to tell them about the facts that after investing how this pro perty can be fruitful to them. Then in the end we use to take the name and numbe r of that customer. 3) CALLING: The next step was to call on the database which was collected by me and my team members of those persons who were showing intere st in buying the property. We used to call them to provide more information abou t our product, if they needed or to ask them for a Meeting. 4) FOLLOW - UP: I us ed to maintain a proper follow up and try to convert the hot leads into deal clo sing. I used to call them again according to their convenience. I keep the follow up of that particular lead to make sure that the investors dont miss any information ab out our product and try to convert him into a real investor for the company. 39 Nayan Mehta (12BSP1910)

TEAM DEVELOPMENT FOLLOW-UP DEAL CLOSED LEAD GENERATION CALLING 5.3 The Most Effective Promotional Activity As I have mentioned earlier that we have adopted many promotional activities suc h as Canopies, Market Activity, Residential Activity, Distributing pamphlets and caps etc. But from my personal experience in Earth Infrastructures, I think tha t Canopy Activity near our site is the most effective activity. This activity ha s been proved to be very fruitful because at Canopy I was able to meet the inter ested investors and make them understand the whole project of our company, and a t the same time I was able to take the investor to the site for the site visit s o that they can get a clearer picture of what they are or will invest in. The Ac tivity saves our three steps at the same time. 40 Nayan Mehta (12BSP1910)

6. QUESTIONNAIRE 1. Is investment in property is good? Yes 2. Have you invested in property earli er? Yes 3. Was earlier investment fruitful? Yes 4. Would you like to invest in p roperty? Yes No No No No 5. What is your purpose of buying a property? User Investor 6. What type of investment are you looking for in a property? Short term investm ent Long term investment 7. What is your preference for location in terms of investment? Gurgaon Noida Gr eater Noida Delhi 8. Rank the cities in terms of development on the following pa rameters from 1 to 4 Gurgaon Location Cost Quality of living Law & order 9. Rank the following real estate companies from 1 to 7 according to your preference(1 being the best and 9 being the worst) Ansal API 41 Nayan Mehta (12BSP1910) Noida Greater Noida Delhi

AMR Infrastructure Stellar Business Park Earth Infrastructure ltd Jaypee Greens Unitech DLF Omex Parasnath Developers 10. What kind of property you are looking for? Commercial Residential 11. What kind of commercial property you are looking for? Office space Retail sp ace Theatre Studio apartments 12. Which size will suit you best for commercial p roperty? Less than 350 sq. Ft. 350 sq.ft 500 sq. Ft 500 sq. ft. 750 sq. ft. 750 sq. ft. 1000 sq. ft. More than 1000 sq. ft. 13. Which size will suit you best fo r residential property? 2 BHK + 2 Toilets 3 BHK + 2 Toilets 3 BHK + 3 Toilets 4 BHK + 3 Toilets 14. What is your budget for buying a property? Rs. 10 lac - Rs. 20 lac Rs. 20 lac - Rs. 50 lac Rs. 50 lac - Rs. 70 lac Rs. 70 lac - Rs. 1 cr Rs. 1 cr- Rs. 5 cr Above Rs. 5 cr. 15. What is most important factor while buying a property? Location Cost Facilities Growth rate 42 Nayan Mehta (12BSP1910)

Communication 16. Which amenities are you looking for while buying a commercial property? Car parking Rest rooms Security 17. Which amenities are you looking fo r while buying a residential property? Clubs Hospital Market Security School Car parking Personal Details: Name: E- mail id: Age: Contact No: (The details will be kept confidential) 43 Nayan Mehta (12BSP1910)