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A.

Description Of The Industry

Real estate Industry


The real estate sector in Pakistan has assumed growing importance with the Liberalization of
the economy. The consequent increase in business opportunities and Migration of the labor
force has, in turn, increased the demand for commercial and housing Space, especially rental
housing. Developments in the real estate sector are being influenced by the developments in
the retail, hospitality and residential sectors (e.g., hotels, malls, housing developments)
industries, economic services (e.g., hospitals, schools) and Information technology (IT)enabled services (like call centers), etc., and vice versa.

1. Historical Development
Despite its deteriorating security condition and political turmoil, Pakistan is thriving, with
its real estate sector being a major contender of its survival. Real estate investment is
considered to be a stable and trusted form of investment, which is sure to reap profits, no
matter which-ever direction, the economy takes. Moreover, the family structure is as such in
our society that the male head has to provide shelter to his children and even after they
become financially independent, get married and have their own children, they continue to
live with their parents, who in turn provide them with sustenance. Likewise, the institution of
marriage holds utmost importance and as providing a respectable dowry to daughters and
sisters is much revered in Pakistan; people invest in real estate as futuristic plans of reaping
huge benefits by selling it off at the time of marriage. Hence, all of this contributes to
investing in real estate, an important step in securing the future of families.
In times of the current economic crisis, the realty sector is the undisputed center of
attraction for investors compared to other investment options. The major reason for this
increased interest is the decision to allow the Federal Board of Revenue to check the bank
accounts of the rich and thus they have started funneling investments in the real estate sector.
Moreover, there is a strict documentation required in the formal economy and people hence
prefer to invest in the properties market. Additionally, it is not just the local investors but also
overseas Pakistanis, especially from North African Muslim countries where civil unrest is
taking place, who are investing in their home country.
Lahore holds a prime position in the real estate sector due to its security condition and
massive development which is taking place. Some of the recently constructed projects
include EME, Bahria Town, DHA Phases 5 & 6, Lake View, Oasis and lots more. These are
developed according to the latest engineering techniques and have all in-built facilities for
their residents to lead a stress-free life. The leader position of Lahore particularly reflects on
the amount of offers and searches on Real estate portals Pakistan real
estate, lamudi and OLX. In addition, the same bullish trend in property prices and
development can be seen in the other big cities, primarily Islamabad and Karachi. According
to an informal survey conducted by The News, amongst real estate agents in Karachi, the
property prices in DHA, Bath Island, Clifton, Gulshan-e-Iqbal and Nazimabad have shot up
by almost 50% from 2008-2013.

Lastly, there is major rupee depreciation taking place, which gives rise to inflation and
with this, prices of oil, wheat, petrol etc. everything is rising, whilst the salaries are constant.
Hence, people have started to heavily invest in the real estate sector as an insurance of their
future! Therefore, all of the above practices contribute to making Pakistans real estate sector
an investment haven for investors.

2. Current Status
Real Estate markets in Pakistan have received little attention from researchers and policy
makers, in contrast with the large volume of work on the foundation stages of real estate
markets, such as land rights issues. The role of formal real estate investment markets in the
process of economic development, therefore, remains poorly understood. The lack of
understanding is, in part, a direct result of the absence of reliable information on real estate
values, yields and total returns., commenting on the real estate investment markets in
transitional East European economies, point out that data transparency is a key characteristic
of a mature market, and markets that are able to demonstrate that they possess such data have
a competitive advantage and are more likely to attract private sector investment funds.
Indicators of real estate transparency produced by international real estate advisors also
emphasize the importance of market data and benchmarks of investment return in creating
efficient capital markets
I.

Residential property prices will rise by 20 to 40%; rental rates will increase by 10 to 20%.
The availability of newly constructed houses will increase by 10%.
The demand for affordable, gated residential communities will increase by 20%.
Newly developed (or developing) residential areas which will attract the most investment
include Phase I and Sector F, DHA (Islamabad), Phase VIII, DHA (Karachi) and Phase
VIII, DHA (Lahore).
Older residential areas which will continue to attract the most investment include: Phases
III and IV, Bahria Town (Islamabad); Clifton and Defense (Karachi); Bahria Town and
DHA (Lahore).
Interest rates on home loans will remain the same as last year and vary between 14.3 and
14.8%.
II.

Residential Property:

Commercial Property

Commercial property prices will increase by 10 to 15%; rental rates will increase by 10 to
20%.
The demand for purpose-built office buildings (equipped with state-of-the-art facilities
and security) will increase by 20 to 40%.
Key commercial areas which will attract investment include Jinnah Super (Islamabad),
and those in Clifton (Karachi) and Gulberg (Lahore).
Agricultural land

Investment in agricultural land in the Punjab will increase by 10 to 15%; purchase prices
will increase by five to 15%.
III.
Other Projected Statistics Include:
Foreign investment will decrease by five to seven percent.
Construction costs will increase by 20%.

a. Sales Volume

Residential property: $48 trillion;


Commercial property: $14 trillion;
Equities: $20 trillion;
Government bonds: $20 trillion;
Corporate bonds: $13 trillion; and
Total: $115 trillion

b. Major Competitors

c.

EMMAR Construction Company


Eden Developers
DHA
Islamabad garden.
Green housing society
Gulberg Islamabad
Wapda Town
PWD housing society.
Media Town.

Political And Legal Challenges

Political
If we evaluate the policy of land administration in Pakistan in the wider political and
economic context, we notice that the way land is currently administered remains firmly
rooted in practices established during the colonial era. The British, from the outset, gave high
priority to a centrally-controlled management system that was designed to maintain political
control and secure a steady source of state finance. Relatively little has been changed in the
post-independence era.
Legal:
The legal structure in Pakistan has not kept pace with the changes that have taken place in
the economy. This is also true of the laws and regulations governing real estate Development and
investment. Development of a proper transparent process of title registration, for example, is

critical to the growth of the sector. The need for evidence of a good title, indicating that the
property is free from disputes, is essential for secure property transfers, and sales. Due to certain
historical phenomenon, outdated legislation, and a Plethora of inefficient systems, what we have
today in Pakistan is mostly transaction Registration, rather than title registration.

d. Major Markets
I.

Islamabad
DHA
Bahria Town
Eden Villas
Gulberg
EMAAR Estates
II.
Lahore
Lahore Development Authority
DHA
Wapda Town
Johar Town
III.
Karachi.
DHA
Gulshan-i-Sakina Fatima Cooperative Housing Society
Gulshan-i-Sanobar Cooperative Housing Society

e. Majors Suppliers

Kube Construction & Engineering

Sher Arab and Sons Cement Products

Ultra Construction Chemicals

3. FUTURE Outlook:
Bahria Town successfully redefined the dynamics of real estate industry by providing
customized solutions for both the poor and privileged classes of Pakistan. So in order to attain
maximum market and building more strong and long term relationship with its customer,
Bahria Town has many projects in its pipeline in different cities of Pakistan. The detail of
these projects are given as follows

Bahria Golf City

Bahria Gateway

Bahria Garden City

Bahria Paradise

The springs

Green Valley

Bahria Town Karachi.

Bahria Enclave.

Bahria Golf City.

a. Threats:

CDA opposed to development of Bahria enclave

Sindh High Court Decision of about construction of flyovers in Clifton Karachi.

Shifting of Islamabad Airport to Fateh Jang.

b. Opportunities:

Introduce low cost schemes

Green valley is low cost project is a bigger opportunity

Joint Venture with Dha

Bahria Enclave is good opportunity

Bahria Town Karachi and Islamabad is also an opportunity.

B. Description of Firm:

BAHRIA TOWN as a firm

Bahria Town officially Bahria Town (Pvt) Ltd. is the largest real-estate developers and
Investors in Pakistan and the largest private housing society in Asia. Bahria Town has
establishments in Islamabad (Phase 2 to 7 and enclave), Rawalpindi (Phase 1 & 8),
Lahore, Murree and Karachi. Bahria Town is a mega gated community, worth $6 billion only
in twin cities Islamabad and Rawalpindi where it is the original community with nine phases,

which has a capacity of a planned residential city for 1 million people. The Town's offers
amenities (24-hour armed security, schools, hospitals, a fire department, retail shopping,
restaurants and entertainment centers).
Given the Pakistan's security issues, Bahria Town remains the safest place to live with a
lower crime rate than other developments. Rival Pakistani developer, Defence Housing
Authority, have built similar gated communities in the suburbs of major Pakistani cities such
as Karachi. Bahria Town operators are Pakistans largest private sector fleet of heavy earth
moving equipment and the service workshops. Bahria is also building the First Formula
1 racing track with full proof safety provided to Bahria Town residents. It employs over
20,000 workforces with. Recently Bahria Town announced its collaboration with Starwood
Hotels for the opening the Sheraton Golf & Country Club, which would be the first of its kind
in Pakistan. Malik Riaz Hussain, Founder and Chairman, is the force behind Bahria Town,
started in the 1980s as a small-time contractor. As competitors targeted the rich, he built for
the emerging middle class, becoming one of the wealthiest Pakistanis alive. In May 2012,
Bahria Town won five awards at the Asia Pacific International Property Awards.
Bahria has been featured by international magazines and news agencies, referred to as the
prosperous face of Pakistan. According to Emirates 24/7 Bahria Town is 'where Pakistan's
new middle class takes refuge from the Taliban attacks and endless power cuts that plague the
rest of the country. Global Post claimed that in 2013, Bahria houses some 100,000 people in
total. Newsweek calls it as Pakistan's Gateway to Paradise. On October 6, 2011, Los Angeles
Times refereed Bahria as 'functioning state within a non-functioning one'. Regardless of that
Bahria has been subject to controversies, it is referred to as a symbol of inequality, blamed for
illegal encroachment of forests and unholy alliance with military.

1. Historical Development:
Bahria Town is the largest real estate company in Pakistan since 1996. True to its saloon
A World Class Project Bahria town is surely transforming dreams into reality. Its a unique
and extra ordinary endeavor, which is founded upon the most modern lines of development
and is dedication towards providing excellent living conditions to its high valued and
honorary members. Bahria Town intends to stretch its resources to establish and achieve
revolutionary benchmarks in the course of our venture. By leading the housing industry in the
development standards and strategic practices Bahria Town intend to provide the nation with
un-compromised facilities and numerous service based options. Bahria Town has recently
employed the services of international experts from Malaysia, Turkey and Dubai to
administer and assist our forthcoming mega projects worth billions of US dollars such as
Bahria Golf City (Islamabad), Bahria Lake City (Lahore), the Springs (Lahore), Phases VI to
VIII and IX in Bahria Town Rawalpindi.
2.

Current Status:

Bahria Town Rawalpindi consists of 8 phases. Phase 1 to 6 lie separate near PWD
housing society while Phase 7 and 8 are adjacent to DHA phase 1 Islamabad. These phases
consist of different residential sectors, commercial areas, parks, wide roads, attractive
monuments, beautifully constructed villas and houses, and clean and healthy environment.
Bahria Town Phase 1 to 7 is fully developed and has a large number of people living
there. Phase 8 is the largest phase which is partially developed. Bahria Town Phase 8 consists
of different sectors and blocks i.e. safari valley which includes Abu Bakar, Ali, Usman, Umer,
Rafi, Khalid and Awais blocks, Lake View Block, Safari Homes, Awami Villas 1 to 6 and
Sector A to P. Major commercial area in phase 8 is Commercial Hub which is the center
of safari valley, and Bahria Town Head Office is also situated here.
Bahria Town Rawalpindi Phase 9 was also launched a couple of years ago and many
people had booked plots in it, but this phase was abandoned later and most of the allotees
were transferred to Phase 8. Bahria Town is no longer transferring phase 9 plots to phase 8
and the management still have to decide the future of Phase 9

A. Statistical Information:
1. Size

2. Sales and Profitability:


Bahria Town pays millions of Rupees in direct and indirect taxes. Conducting its
business as a progressive corporate member of the society it provides opportunities to many
in the form of project management and customer driven initiatives. More customers attracted
in the year 2006 and 2007 as compare with the previous years due to better response and
improved construction policies and qualities.

Revenues
Operating
Expense
Profit Before
Tax
Taxation
Profit After
Taxation

2003
164,874,622
128,794,589

2004
169,314,711
134,335,074

2005
175,588,826
140,411,022

2006
177,948,215
150,657,419

2007
187,928,927
159,480,252

36,080,033

34,979,637

35,177,804

27,290,796

28,448,675

12,628,012
23,452,021

12,242,873
22,736,764

12,312,231
22,865,573

9,551,779
17,739,017

9,957,036
18,491,639

3. Market Share:
Bahria Town has a huge market share among competitors and is leading the market by
30% ahead of DHA.

B. MICRO Environment:

1. Customers:
Elite Class Customers
Middle/Low Class Customers living in Flats.
2. Suppliers:

Renowned few real estate agents that help Bahria town to increase the initial prices of
Bahria town plots

Property Dealers.

Construction Companies who are developing Bahria town.

Insurance Companies such as EFU and Saudi Pak Insurance in Karachi Lahore &
Islamabad.

3. Competitors:

Dha
Islamabad garden.
Green housing society
Gulberg Islamabad

Wapda Town
PWD housing society.
Media Town.

EMMAR Construction Company

4. Publics:

Foreigners

Elite Class.

5. Marketing Intermediaries:

Starwoods Hotels And Resorts

DHA Islamabad

Area Construction

TAK

Skyways

6. Organization:

Integral to our culture all actions taken to ensure safe and healthy workplaces, for staff
in our offices and the workers at the development site.

Our diverse team composition with representation from different regional areas,
religions, cultures and countries creates an institutional learning effect.

Preferred hiring of female staff at equal competency levels ensures gender balance
and assures a socially balanced working environment.

Diversity at workplace promotes human respect and garners tolerance simply the
presence of diversity exposes originality and stimulates imagination.

Variety of roles, disciplines, functions to satisfy various people, choose one that you
want.

A team of the most competitive and the innovative keeps you fuelled up with the spirit
of winning.

Workplace diversity keeps the environment warm, interesting and promotes


experiential learning.

Grow as fast as you want. Exceptional advancement opportunities totally based on


performance.

Training and development programs for all levels ensure a high professional standard
amongst our team.

Decisions that are timely and sound help you a lot in an uncertain environment. As a
manager you have ability and faith in you that you are strong enough in decision
making.

1: Demographics:
Demographics
Population

176,242,949 (July 2009 est.)

Production
Agricultural
products

Cotton, wheat, rice, sugarcane, fruits, vegetables; milk, beef, mutton,


eggs, shrimp, poultry, tea

Main industries

Automotive, textiles, chemicals, food processing, steel, transport


equipment, machinery, beverages, construction, materials,
clothing, paper products.

International trade
Major imported
commodities

Petroleum, petroleum products, machinery, plastics, transportation


equipment, edible oils, paper and paperboard, iron and steel, tea

Main import
partners

China 16.2%, Saudi Arabia 10.9%,UAE 10.1% US 5.7%, Japan


4.4%,Kuwait 4.9% (2007)

Major exported
commodities

Textile goods (garments, bed linen, cotton cloths, and yarn), rice,
leather goods, sports goods, chemicals manufactures, carpets and
rugs.

Main export
partners

United States 18%,UAE 10.4%,UK 4.7%,China 5.2%,Afghanistan


8.4%(2007)

C. Macro Environment:
A-Demographic environment:
Bahria Town is committed to operate in a way that protects the environment and
takes into account the economic and social needs of the communities where we
operate. Our goal is to achieve excellent environmental performance in each of
our businesses to Protect Tomorrow, Today.
A Sustainable Approach to Environmental Protection - Understanding the full
cycle of our operations is important to operate in an environmentally sustainable
manner. There are four key steps, which are integral to the life cycle and our
operations. The first step is to assess the surroundings prior to development. The
second is to design and construct facilities to minimize their environmental
footprint. The third is to ensure the integrity of the facilities we operate. The
fourth is to take all possible steps to restore the environment when operations
are concluded.
Green is Life - The Special Parks Support Department ensures that the natural
vegetation and ecosystem are maintained. Exotic plantation is also imported to
give exclusive touch to our developments. All projects are eco-friendly. Preassessments ensure that the balance is maintained between natural resources
like trees, greens, water bodies and the consumers i.e. inhabitants. Relocation for
any type of wild-life and precious plants is planned for each excavation work.
Nature's Land Engineering Design - Planning incorporates special emphasis on
the natural topography with a focus to refine its hidden aesthetics and not to
alter the layout altogether Nature is the best artist. We endeavor to build on the
same. Energy, water and resources, both natural and man-made, are utilized
efficiently.

Caring for Local Communities - Working to Transform our Communities:


Our expansion plans, new initiatives and entry into new locations are always
welcomed and supported because of the trust, relationships and goodwill that we
have built with local community members. Our position as an industry leader &
innovator enables us to help transform communities in unique ways. We
specifically look for projects that combine our technical expertise, ability to
develop infrastructure, the energy of our employees, and creative ideas to help
build more inclusive, economically empowered and vibrant communities. We
work to build open and collaborative relationships with the local communities,
always striving to be an asset to the communities in or around Bahria Town
developments.
Financial Benefit - As a general accepted trend, the value of the land in adjacent
communities of Bahria Town appreciate greatly with Bahria Towns development.

This is due to the international standards & world class developments that are
synonymous with Bahria Towns name.
Local Roads & Infrastructure - Other than infrastructural development within the
Bahria Town communities themselves, Bahria Town has always supported &
contributed to the growth and developmentof the adjoining communities.
Regular development & up-gradation of the local community roads is done by
Bahria Town.
Legal Reforms - Bahria Town is consistently in the forefront of efforts to ensure
that Pakistans legal system operates fairly and efficiently. In past years, Bahria
Town has supported significant reforms that were directed towards minimizing
the incentives for manipulating the legal system to the benefit of special
interests. In particular, Malik Riaz Hussain Chairman Bahria Town has on several
forums advocated placement of stringent laws for land mafia and for many of the
ghost housing societies which have not only greatly damaged the trust for many
in this industry but also caused them financial damage. Malik Riaz Hussain,
Chairman Bahria Town addressed the Pakistani investors in House of Lords &
discussed with them in detail the issues facing them. He also informed the
audience about the measures that have already been taken to restore the
confidence of real estate investors, the precautions that must be taken at the
time of investment and what government law says about it. A large number of
Pakistani expatriates in Britain attended the forum held. People from all walks of
life including representatives of political, social and religious organizations
attended the forum and asked questions from Malik Riaz Hussain (London, April
2009)
Pakistan... A Land of Opportunities - Malik Riaz Hussain, Chairman Bahria Town
has always urged foreign investment for the Nation. He has invited High-profile
multinationals developers, entrepreneurs and financers worldwide to visit
Pakistan and explore the lucrative opportunities, especially in the sectors of
power, construction & transport. Addressing the Malaysian Construction
Investment & Development Board Melaka attended by CEOs and Managing
Directors of multinational and construction companies of Malaysia he
convincingly presented Pakistans case as a land of opportunities

2-Natural Environment:
Green is Life

The Special Parks Support Department ensures that the natural vegetation and
ecosystem are maintained.

Exotic plantation is also imported to give exclusive touch to our developments

All projects are eco-friendly. Pre-assessments ensure that the balance is maintained
between natural resources like trees, greens, water bodies and the consumers i.e.
inhabitants

Relocation for any type of wild-life and precious plants is planned for each excavation
work

Natures Land Engineering Design

Planning incorporates special emphasis on the natural topography with a focus to refine
its hidden aesthetics and not to alter the layout altogether

This ensures stability of the undergrounds for seismic resistance both for Bahria Town
and the adjacent or land-belt sharing habitats

Nature is the best artist. We endeavor to build on the same

Energy, water and resources, both natural and man-made, are utilized efficiently

Economies
Quality Products for the Public

Our product range contains a fit for everyone, every taste and every pocket. This is
why our communities truly depict a balanced community representation

Quality is maintain at all costs, in all designs, across nation-wide massive


developments and beyond the customer experience

Contributing to a Sustainable Local & National Economy

Bahria Town has created employment for more than 20,000 workers, both directly
and indirectly

Bahria Town has both revived and developed many construction sector support and
supplier concerns thus saving the real estate industry altogether

Foreign capital inflow has reached unprecedented levels due to the exposure
received by the real estate sector through Bahria Town developments

Collaborations with foreign engineering and technical companies has facilitated


shared learning, transfer of advanced technology and latest & safest trends in
construction engineering;

One such example has been the launch of Awami Villas. These pre-fabricated steel
structure patent design and technology is cutting edge and time tested.

3-Economical:
Bahria Town Rawalpindi also known as Bahria Town Islamabad is a master planned gated
community designed and developed by the largest private real estate developer of ASIA
namely BAHRIA TOWN. It has introduced the unique life-style features to general public
especially the middle class of Pakistan, which were once reserved for the elite. Bahria Town

can be considered as the catalyst for major growth of real estate industry in Pakistan. Real
Estate Sector in Pakistan stands nowhere without Bahria town.

4-Poltical :
5-Cultural:We care deeply about the environment and the societies in which we operate,
and we're determined to play our part in caring for the disadvantaged and promoting civic
values and providing sustenance on a long term basis. We have always emphasized that its
time for a radical change in our part of the world for some time, but words are no longer
enough. Businesses need to realize that by implementing socially responsible and sustainable
programs that benefit the society and raise the standard of living, they are also helping to
make their own businesses highly sustainable.

6-Technological:
The housing units in Bahria Town are based on pre-fabricated technology imported from
Malaysia for building low cost houses in Pakistan. This technology has matured over last 20
years and has already contributed thousands of houses worldwide including 12,000 houses in
Sarawak, Malaysia. The same technology has been used and successfully implemented in
Australia, South America, South Africa and the Middle East.Modern Machineries are being
used in bahria town for the construction of houses and most of the machineries are brought
here from Malaysian "SKYWAYS" company which buys used modern machineries. Special
security arrangements are made to avoid any unpleasant incident. Walk through gates are

installed. Male and female security personnel are deputed to check gents and ladies
respectively. Fire brigade staff with vehicles and medical staff are also deputed

3. Future Projects:
Bahria Town successfully redefined the dynamics of real estate industry by providing
customized solutions for both the poor and privileged classes of Pakistan. So in order to attain
maximum market and building more strong and long term relationship with its customer,
Bahria Town has many projects in its pipeline in different cities of Pakistan. The detail of
these projects are given as follows

Bahria Golf City

Bahria Gateway

Bahria Garden City

Bahria Paradise

The springs

Green Valley

Bahria Town Karachi.

Bahria Enclave.

Bahria Golf City.

a. Threats:

CDA opposed to development of Bahria enclave

Sindh High Court Decision of about construction of flyovers in Clifton Karachi.

Shifting of Islamabad Airport to Fateh-Jang.

b. Opportunities:

Introduce low cost schemes

Green valley is low cost project is a bigger opportunity

Joint Venture with DHA.

Bahria Enclave is good opportunity

Bahria Town Karachi and Islamabad is also an opportunity.

1. Market Development:
Bahria Town has a Quality Control Department to ensure that the quality of work
conforms to the exacting standards of Bahria Town. The raw materials used are subjected to
the strict quality tests. The quality control teams monitor the development progress at all
stages from inception to handover. Just the basics required to be able to provide a desirable
lifestyle like Continuous experience of over 10 years, Comprehensive Lifestyle Supporting
Developments and Lifetime Maintenance & Support Services. Exclusive projects that come
complete with all civic amenities and security, educational, recreational, commercial and
recreational facilities for a livable lifestyle. Now have you seen any such offerings anywhere
else in Pakistan? Bahria Town Rawalpindi consists of 8 phases. Phase 1 to 6 lie separate near
PWD housing society while Phase 7 and 8 are adjacent to DHA phase 1 Islamabad. These
phases consist of different residential sectors, commercial areas, parks, wide roads, attractive
monuments, beautifully constructed villas and houses, and clean and healthy environment.
Bahria Town Phase 1 to 7 is fully developed and has a large number of people living
there. Phase 8 is the largest phase which is partially developed. Bahria Town Phase 8 consists
of different sectors and blocks i.e. safari valley which includes Abu Bakar, Ali, Usman, Umer,
Rafi, Khalid and Awais blocks, Lake View Block, Safari Homes, Awami Villas 1 to 6 and
Sector A to P. Major commercial area in phase 8 is Commercial Hub which is the center
of safari valley, and Bahria Town Head Office is also situated here.
Bahria Town Rawalpindi Phase 9 was also launched a couple of years ago and many
people had booked plots in it, but this phase was abandoned later and most of the allotees
were transferred to Phase 8. Bahria Town is no longer transferring phase 9 plots to phase 8
and the management still have to decide the future of Phase 9

2: Market penetration:
3: Product development:
4: Diversification

Bahria Town Dastarkhwan


Above and beyond the contribution of Bahria Town in different sectors, now Bahria
Town Pvt. Limited has come up with a new social project of Bahria Dastarkhwan to
feed the underprivileged people and for the people who are unable get the basic food.
Bahria Town Dastarkhawan is providing free meals daily to hard-up people.

Schools
Believing in an Educated Nation, Bahria Town aims to strengthen Pakistans future as a
nation. With conscientiously designed school setup and finest team of educationists to
facilitate objective learning, Bahria town is securing a desirable future for your
children. Fully equipped science laboratories, computer rooms, libraries and
playgrounds, Bahria town runs a host of primary and secondary education schools
providing the highest quality of teaching and extracurricular activities for an all-round
balanced growth of our most precious assets, our children.

Hospitals
A very integral part of any community living concept is to have complete and
comprehensive medical services, so that the residents feel well cared for. The medical
facilities at Bahria Town are equipped extensively with the most modern and
sophisticated medical equipment run by experienced and highly qualified medical
specialists.

Commercial Zones
The Bahria Town Commercial Zones are designed and managed to house all the retail
items of daily and specialized needs. From grocery to designer clothes, heart snatching
and home dcor are all available for the convenience and independence of our precious
family members; the residents of Bahria town.

Mosques
Bahria Town is a pretty spirit lifting place to live. The nature-full serene setting reminds
us all of the boundless blessings Allah, The Creator, has arranged for our peace. The
Home of Allah, Mosques, in such settings is but our humble effort to thank our Allah
Almighty for His kindness.

Garbage Disposal

Beauty is easier achieved but harder maintained. We have therefore diversified our civil
maintenance wing in order to cater to all the major focuses in maintenance. Our trained
staff with the modern cleaning and disposal equipment ensures that the roads are kept
clean, the garbage bins are emptied daily and any and all littering is removed before
becoming visible.

Security System
Bahria Town has installed comprehensive security systems throughout the project to
ensure secure living standards for the residents. Bahria town security department is
equipped with highly trained and resourceful security personnel who are consistently
patrolling the vicinity.

Maintenance Services
Afraid to have strangers in your house to fix a problem or regularly facing delays due to
scarcity of time after the office hours to resolve domestic issues. We ensure that you are
not bothered by such petty matters. 24 hours doorstep maintenance services are
available on a single call from your home to the Bahria Town Maintenance Services
Wing. No service charges except material replacements and that too without you having
to bother looking for someone

Fire Brigade Service


Since the safety of our residents is our prime promise, we have set up a comprehensive
fire brigade station system in both Bahria Town Lahore & Islamabad.

Transport System
Understanding the fact of travel issues and how the quality of travel contributes to the
quality of performance after reaching the destination, is the spirit behind the "Bahria
Town Transport Service". With an imported Commuter fleet Bahria town residents
shall have quick and joyful access to all Main Zones of Bahria Town.

Retail Areas
Caught unprepared in a surprise guest visit, last date for payment of utility bills,
emergency need for cash and above all no car is available at home, well bear no more
sweat! Realizing all the challenges of a fast-paced life of today and a hyper-tomorrow,

Bahria Town has designed all retail and commercial facilities around your address. You
can simply take a stroll around easily accessed shopping areas and fulfill of your
household needs. Kiosks have been placed in various locations in Bahria Town,
Rawalpindi to facilitate the members with the payment of their utility bills.

Post Office
We believe in keeping you connected to your relatives and your business network.
Dedicated post office equipped with modern postal services ensures swift and accurate
delivery from and to the desired locations.

Police Station
Our commitment to your safety is demonstrated by the fact that Bahria Town has a
dedicated government police station within the confines of the society. This gives
undivided attention to the total security of our valued residents. This is made possible
by donating free land and provisioning a fully constructed and functional station
building for the uncompromised security of our valued residents.

Description of the firms marketing strategy:


Every marketing strategy is unique, but if we abstract from the
individualizing details, each can be reduced into a generic marketing strategy, Bahria Town
make its marketing strategy as leader, follower and challenger.
Marketing Strategy of Bahria Town is as follows.

Leader

Challenger

Follower

Leaders
Bahria Town is the trend setter in the real estate industry of Pakistan.
Bahria Town Introduces unique and luxury life styles first time by the projects such as

Meadows

Safari Villas

Overseas schemes

Pre Fabricated Houses ( Awami Villas )

Bahria Homes

These projects are completed with the collaboration of famous multinational companies such
as AREA a Turkish construction company and AL-HABTOOR construction.

Challenger:
As Bahria Town is aiming to provide home for every person, So to
ready to face any kind of challenge in order to fulfill its dream. There is low income scheme
of 5 Marla Construed houses in the name of Awami Villas both at Lahore and Rawalpindi. In
the time of national disaster Bahria Town plays an important role in helping its country
fellows, so the marketing department making its level best to meet the challenges faces by the
company.

Follower:
Bahria Town follow anything new in the construction industry which
is unique and not implemented in Pakistan, new technologies, new ideas, latest equipments.
Its most recent example is the construction of Awami Villas low income housing scheme ,
which is made of pre fabricated material first time introduces in Pakistan. So marketing
Department is keep on searching the new ideas and making strategies either from inside the
country or outside the country. A selection of target markets served Different type of
market served by Bahria town including consumer and organizational, Bahria town target
different customers include elite class, middle class and business class also.

Types of market served.


Divisions;
Bahria Town is, un-doubted, Pakistan's Largest Real Estate Developer.

Bahria Town Real Estate

Revitalize the real estate sector in the region

Secure member investment

Master planned communities

High-quality housing solutions

Housing & Commercial Projects Development

Feasibility studies

Cultural, fashion and aesthetic comprehension of the market

Formulates economies of scale and materials

Town Planning & Urban Development

Manages development planning

Time keeper and evaluator of projects

Infrastructure & allied facilities

Provision of all allied infrastructure

Bahria Town Land Holding

Corporate Real Estate Management solution

Decision making and strategy planning

Forecasting trends and data

Collection and compilation of land data

Geographical Information Systems

Digitalization of land record for developments and holdings by


satellite imagery

Records for landholding have never been computerized

Scope of the project is wider than the governments initiated


project

Platform and web- based applications by ESRI: ARCGIS 9,


ARCIMS, MAPOBJECTS, ERMAPPER

Currently computerizing the records for Bahria Town detailing to


the house level mapping

Bahria Town Leisure & Recreation

Solutions to all Bahria Town residents for their unique preferences


in leisure, sports and entertainment activities

Initiates socializing and community building services.

Maintains and enhances existing recreational facilities

Designs and manages various sports, outdoors and cultural events

Manages promotion and invitation activities to various events

Bahria Town Education:

Provides an environment which is not only conducive to learning


and character building, but where students are prepared for the
responsibilities, opportunities and challenges of adulthood.

Conscientiously designed schools and the finest team of


educationists

ACE International Academy


Purpose Built Campus with 4 Storey Building giving modern facilities
for educational programs and play grounds.

Pre-school to IGCSE and A-levels.

Accredited Centre for Cambridge International Examination (CIE)


Board.

Highly qualified and experienced faculty

Accommodating over 800 students

Fully Networked Classrooms

State-of-the-art Athletic Facilities

Knowledge Based Educational Programs

Classrooms equipped with smart interactive boards

Bahria University City


A purpose built campus with hostels, accommodation, administration block, restaurants,
conference halls, community club etc.

Schools in Bahria Town Lahore and Rawalpindi

Pre-school to intermediate level education

Accredited by University of Cambridge International Examination


for O/A Levels and Agha Khan Board Pakistan for Matriculation
Exams

Over 800 students in Bahria Town Rawalpindi School and 400 in


Bahria Town Lahore School

Bahria Town Health Care

Complete Healthcare facilities

High-quality, affordable and accessible care.

Most modern and sophisticated equipment

Run by highly qualified medical specialists.

Bahria Town Hospital Lahore & Islamabad

Fully operational hospitals

Departments: Nephrology, ENT, Neurology, Pediatrics,


Orthopedics, Dentistry, General surgery, Eye department,
Cardiology, Gynecology, Dental surgery, Dermatology, 24 hours
emergency care unit/trauma center, 24/7 On call ambulance
services

Bahria Town Retail

Comprehensive facilities to all residents

Mall of Lahore-Park Lane Tower

Pakistans largest Shopping & Lifestyle destination


(www.btplt.com)

Civic Center
It is a Mega Commercial project covering an area of thousands of
square feet. It will also contain a bus terminal, fuel station and public buildings for support
and maintenance.

Safari Mall
Purpose built building will host top global and regional brand shops

Executive Shopping Arcade


The project has been completed is serving residents and non-residents
alike.

Bahria Town Services

Provide comprehensive support services to all residents of Bahria


Town

Maintain existing infrastructure

Ensure persistent functioning of value added services

Resolves residents general complaints

Design Studio

Team of foreign qualified architects and engineers

One-stop comprehensive advice and services.

Services & Maintenance

Police Station

Post Office

Emergency Services (Fire Brigade, Mobile Health Units)

Maintenance Services & Garbage Disposal

Bahria Town Industries


Provides support to the projects by investing in industries for vertical
integration. Ensures quality benchmarking and control from raw materials to the finished
goods used in Bahria Town developments

Bahria Town Media

Raise standards of authentic and credible journalism

Provide insights and information on the latest economical,


financial and political developments in the region and globally

Bahria Town Trust

Akhtar Ruksana Memorial Trust

Modern Healthcare Hospitals in Rawalpindi & Lahore

More than Rs.400 Million so far spent on welfare activities in


different cities.

At forefront during the recent devastating earthquake that struck


our nation.

Process of setting up a chain of hospitals in Pakistan.

An established education trust fund.

Coordinating with a number of organizations and institutes


nationwide

Regular medical camps

1. Buying behavior of target market.


Mostly customers of Bahria town wants different things that they
want to purchase. The features that customers wants to purchase as follows.
And Bahria town is providing according to behavior of target market customers

Community Features
Master-planned gated community
Advanced security & rescue services
Pakistans largest shopping mall
5-star international hotel & USGA standard golf course
Commercial areas
Gold-Class cinemas
State-of-the-art sports facilities
World-class school, college and International University
International standard hospital
International theme park, play-land and water-rides
Wonders of the world monuments (Eiffel Tower, Taj-Mahal and
Statue of Liberty)
Jamiah Mosque

Landscaped parks
Community sports club & zoo
International standard construction & infrastructure
Grid station & telephone-exchange
Transport system from Bahria Town to City Centre
100 % backup power (No Load-shedding)

F. what buying decisions are made?


Bahria town see what decision is made by customers and what feature
standards they want in his house or property. Bahria town sets a standard for every class and
provide facilities to each and every class.

A. development of marketing mix to serve the target market


MARKETING MIX
Bahria Town also applies marketing mix strategy that is product, price, place and
promotion, which is necessary to survive in the market and in order to achieve its required
goals

1. Discussion of product:
a. Product line

Housing &Commercial Projects Development


Carries out project feasibility studies.
Identifies cultural, fashion and aesthetic comprehension of the market to finalize
architectural techniques.
Formulates economies of scale and materials selection to provide widely accessible quality
products.

Town Planning & Urban Development


Manages development planning (project management) and community design
Time keeper and evaluator of projects for public delivery

Development of Infrastructure & allied facilities

Creates and assures provision of all allied infrastructure grid stations, telephone exchange
and water treatment plants.

a.
b.
c.
d.
b.
a.
b.
c.
d.
c.
a.
b.
c.

product classification
packaging/ labeling/branding decisions
new product development process
product life cycle
discussion of price
pricing policies/ objectives and strategies
influences on price determination
product mix pricing strategies
price adjustment pricing strategies
discussion of place
nature of distribution channels chosen
physical distribution decisions
wholesale/ retail decisions

C: PRICING STRATEGY:
Pricing is an important strategic issue because it is related to product positioning,
furthermore, pricing effects other marketing mix elements such as product features, channel
decisions and promotions. Bahria Town follows the below steps for developing the pricing of a
new product

Developing Marketing Strategy


Perform marketing analysis, segmentation, targeting and positioning. These are the
key points that the marketing department does during the development of marketing
strategy

Marketing Mix Decisions


In marketing mix decisions company defines their product, how to distribute that
product in the market and promotional techniques so to increase the sale of their product
in the required market.

Calculate Cost
The cost calculation includes fixed and variable cost linked with the product. Fixed
cost remains same either the product is produced or developed in large quantity or in
small quantity, which includes two important factors that are overhead cost and salaries of
the staff while per unit variable cost increase if the quantity decreases. Variable cost
includes cost of raw material and transportation cost. The pricing policies of Bahria Town
vary from product to product and scheme to scheme. Low income schemes have different
prices while luxury homes have different prices.

DISTRIBUTION STRATEGY:
Distribution is the pillar of the marketing department. Without proper and on time
distribution the product of the company cant sale. Marketing department in Bahria Town provide
exact information to its customers for their newly launched schemes and products. Bahria Town
take care of the following points while making the distribution strategy
How to create and satisfy demand for products

How to move products from point of creation to point of consumption in an efficient and cost
effective manner.
How to develop and maintain customer loyalty

d. Discussion or promotion
a. Promoting policies/ objective and strategy
For the completion of marketing process the marketing department fully perform the
activities which is necessary for the marketing operations, that is receiving customers
queries from fax, emails, telex, letters that I observed during my internship period in the
marketing department.

Marketing department focuses on the following areas


Print advertisement Management
Electronic advertisement management
Designing and printing of advertisements
Out door billboards and streamers
Overall coordination with all departments
Responsible of corporate identity of Bahria Town
New Project launching
Themes
Ways
Direct Marketing Shorts
Communication
Media Management
Conferences and Event Management
Involvement in Corporate level deals (National and International)
Presentations to foreign and local investors

NUMBER OF EMPLOYEES WORKING IN THE MARKETING


DEPARTMENT
There are total 10 employees working in Bahria Town Marketing department, out of
which 9 are working at Lahore and 1 person is working in Rawalpindi, main marketing
department is at Lahore. This team includes Executive Director, Senior Brand Managers,
Assistant Marketing Managers, Director Design, Designers and copywriter. All are MBAs
from different local and international institutions.

MANAGING BRANDS
One of the most important and over-looked components of an effective marketing
strategy is managing companys brand assets. Marketing department of Bahria Town invests a
significant amount of money and effort in producing and distributing brand books and
building and maintaining specialized brand websites.
1. MARKETING STRATEGY

Every marketing strategy is unique, but if we abstract from the individualizing details,
each can be reduced into a generic marketing strategy, Bahria Town make its marketing
strategy as leader, follower and challenger

Marketing Strategy Of Bahria Town is as follows


Leader
Challenger
Follower

Leader
Bahria Town is the trend setter in the real estate industray of Pakistan. Bahria Town
introduces unique and luxary life styles first time by the projects such as
Meadows
Safari Villas
Overseas schemes
Pre-Fabricated Houses ( Awami Villas )
Bahria Homes
These projects are completed with the collaboration of famous multinational companies such
as AREA a Turkish construction company and AL-HABTOOR construction companies of
Dubai.

Challenger
As Bahria Town is aiming to provide home for every person , so to ready to face any
kind of challenge in order to fulfill its dream. There is low income scheme of 5 Marla
construed houses in the name of Awami Villas both at Lahore and Rawalpindi. In the time of
national disaster Bahria Town plays an important role in helping its country fellows, so the
marketing department making its level best to meet the challenges faces by the company.

Follower
Bahria Town follow anything new in the construction industry which is unique and not
implemented in Pakistan, new technologies, new ideas, latest equipments. Its most recent
example is the construction of Awami Villas low income housing scheme , which is made of
pre-fabricated material first time introduces in Pakistan. So marketing department is keep on
searching the new ideas and making strategies either from inside the country or outside the
country.

2. PRODUCT PLANNING, DEVELOPMENT & MANAGEMENT


Product Planning
Product planning is the most controversial part within the companies because
everyone have to take part in the development of the new product and share his idea, so to
company has to take it on merit whose idea is more beneficial for the company. The
marketing team here in Bahria Town applies the following steps while doing product
planning
Product Ideas Refined
Market Requirements redefined
Development Initiated

Products Approved Product Development & Management


Bahria Town makes its product according to international standards and needs and
demands of the customers. Bahria Town does the following product planning steps

Creativity
In creativity marketing team consider the following things:
How to continually come up with new ideas for new business?
How to develop new ways of attacking problems?
How to capture and assess these ideas and distil them down to the ones that are worth
investing more time and effort in?

Defining the concept


While defining the concepts Bahria Town consider the following steps:
How to turn an idea into a real business opportunity and determine the necessary investment
and expected return?
What is the market potential?

Is it technically feasible?
What are the timescales?
How will it affect existing products?
How will the competition react?

Developing the concept


While developing the concepts Bahria Town keeps the needs and demands of its
customers, so to launch successfully the new product. The key is that perceived customer
needs are translated into a possible solution to these needs.

Testing and finalizing the concept


After developing the concept the marketing team test and finalize these concepts in
order to convert them in launching form. It is the controlled release of the product so that the
sales, customer, manufacturing and support organizations can test and modify the product.

Full Product launch


After testing and finalizing the concept, the product is ready to launch this is probably
one of the most difficult and expensive stages. It includes developing the market, the correct
sales channels, ramping up the volume of business and supporting the product. Bahria Town
gets 100 % results in launching its most of the products and schemes.

B. Advertising:

Print Media
Daily Jinnah
Daily Jung
Bill Board
Online Advertising etc.

C. Sales Promotion:
Sale promotion is done through print media, banners, electronic media, and some of its
renowned real estate agents etc.
public relations
personal selling