Chapter I

Introduction and Rationale of the

study.

Introduction:
The study was aimed at generating leads for the company and to approach the potential
customers in Pune. Hence, the study was titled Lead Generation and Sales of Business
Management Systems in Pune City for Edynamics

The study involved identifying the potential customer in Pune and PCMC area.

It involved understanding the Industry presence and customers responses for BMS
product.

It involved meeting the CEOs, MD and Sales manager of the companies and give
them demonstration of the BMS.

Creating a database of information received from internet and site visits.

It involved promoting the product in the industry in the said areas.

Involved gathering information about which software builders are using currently and
whether they are satisfied or not.

Creating awareness about the products, introducing it to new customers and obtaining
the feedbacks regarding the products.

Responding to the queries of clients and reporting the crucial concerns of the clients
to the concerned authorities of the company.

Rationale of the Project:

The project was important from the company point of view as it included Lead
Generation and Sales of BMS software, which would generate revenue for the
company.

Another aim of the company was to promote BMS among the builders and their trade
partners. It included collection of maximum amount of data about builders, property
consultants and sole selling agents.

The project also highlights some important factors and customer opinions which will
give the company a brief idea about the customers preferences; this will help the
company in making some changes in the product as well as its future offerings.

Although the study was carried out only in Pune City and the adjoining PCMC area,
the result can be considered as a representative of a much larger area. Though the
findings of the research are restricted to smaller area, but these findings and
suggestions would help organization to take appropriate decisions in better way to
understand the detail study of areas covering all the aspects of this sector of the
industry.

The study will also help the organization in the making decision regarding marketing
activities and also identifying new opportunities in terms of application. It will also
help management formulate the strategies for further expansion of its business.

Chapter II
Industry/ Sector Profile

Industry Overview:
Information technology in India is an industry consisting of two major components: IT
services and business process outsourcing (BPO). The sector has increased its contribution to
India's GDP from 1.2% in 1998 to 7.5% in 2012.According to NASSCOM, the sector
aggregated revenues of US$147 billion in 2015, where export revenue stood at US$99 billion
and domestic at US$48 billion, growing by over 13%.India's prime minister Narendra Modi
has started 'Digital India' project to give IT a secured position inside & outside India.

India is the world's largest sourcing destination for the information technology (IT) industry,
accounting for approximately 52 per cent of the US$ 124-130 billion market. The industry
employs about 10 million Indians and continues to contribute significantly to the social and
economic transformation in the country.
The IT industry has not only transformed India's image on the global platform, but has also
fuelled economic growth by energizing the higher education sector especially in engineering
and computer science. India's cost competitiveness in providing IT services, which is
approximately 3-4 times cheaper than the US, continues to be its unique selling proposition
(USP) in the global sourcing market.
The Indian IT and ITeS industry is divided into four major segments IT services, business
process management (BPM), software products and engineering services, and hardware.
The IT-BPM sector in India grew at a compound annual growth rate (CAGR) of 25 per cent
over 2000-2013, which is 3-4 times higher than the global IT-BPM spend, and is estimated to
expand at a CAGR of 9.5 per cent to US$ 300 billion by 2020.
India has emerged as the fastest growing market for Dell globally and the third largest market
in terms of revenue after the US and China, said Mr. Alok Ohrie, Managing Director, Dell
India.

Market Size:
India, the fourth largest base for young businesses in the world and home to 3,000 tech startups, is set to increase its base to 11,500 tech start-ups by 2020, as per a report by Nasscom
and Zinnov Management Consulting Pvt Ltd.
Indias internet economy is expected to touch Rs 10 trillion (US$ 161.26 billion) by 2018,
accounting for 5 per cent of the countrys gross domestic product (GDP), according to a
report by the Boston Consulting Group (BCG) and Internet and Mobile Association of India
(IAMAI). In December 2014, Indias internet user base reached 300 million, the third largest
in the world, while the number of social media users and smartphones grew to 100 million.
Public cloud services revenue in India is expected to reach US$ 838 million in 2015, growing
by 33 per cent year-on-year (y-o-y), as per a report by Gartner Inc. In yet another Gartner
report, the public cloud market alone in the country was estimated to treble to US$ 1.9 billion
by 2018 from US$ 638 million in 2014. The increased internet penetration and rise of ecommerce are the main reasons for continued growth of the data centre co-location and
hosting market in India.

Investments:
Indian IT's core competencies and strengths have placed it on the international canvas,
attracting investments from major countries. The computer software and hardware sector in
India attracted cumulative foreign direct investment (FDI) inflows worth US$ 13,788.56
million between April 2000 and December 2014, according to data released by the
Department of Industrial Policy and Promotion (DIPP).
The private equity (PE) deals increased the number of mergers and acquisitions (M&A)
especially in the e-commerce space in 2014. The IT space, including e-commerce, witnessed
240 deals worth US$ 3.8 billion in 2014, as per data from Dealogic.
India also saw a ten-fold increase in the venture funding that went into internet companies in
2014 as compared to 2013. More than 800 internet start-ups got funding in 2014 as compared
to 200 in 2012, said Rajan Anandan, Managing Director, Google India Pvt Ltd and Chairman,
IAMA.
Most large technology companies may have so far focused primarily on bigger enterprises,
but a report from market research firm Zinnov highlighted that the small and medium
businesses will present a lucrative opportunity worth US$ 11.6 billion in 2015 and US$ 25.8
billion in 2020. Moreover, India has nearly 51 million such businesses of which 12 million
have a high degree of technology influence and are looking to adopt newer IT products, as
per the report.
Some of the major investments in the Indian IT and ITeS sector are as follows:

Wipro has won a US$ 400 million, multi-year IT infrastructure management contract
from Swiss engineering giant ABB, making it the largest deal for the technology
company.

Tech Mahindra has signed a definitive agreement to acquire Geneva-based SOFGEN

Holdings. The acquisition is expected to strengthen Tech Mahindras presence in the
banking segment.

Tata Consultancy Services (TCS) plans to set up offshore development centres in

India for Japanese clients in a bid to boost the company's margin in the market.

Reliance is building a 650,000 square feet (sq ft) data centre in Indiaits 10th data
centre in the countrywith a combined capacity of about 1 million sq ft and an overall
investment of US$ 200 million.

Intel Corp plans to invest about US$ 62 million in 16 technology companies, working
on wearable, data analytics and the Internet of Things (IoT), in 2015 through its
investment arm Intel Capital. The Indian IoT industry is expected be worth US$ 15 billion
and to connect 28 billion devices to the internet by 2020.

Keiretsu Forum, a global angel investor network, has forayed into India by opening a
chapter in Chennai. With this, the Silicon Valley-based network will have 34 chapters
across three continents.

Government Initiatives:
The adoption of key technologies across sectors spurred by the 'Digital India Initiative' could
help boost India's gross domestic product (GDP) by US$ 550 billion to US$ 1 trillion by
2025, as per research firm McKinsey.
Some of the major initiatives taken by the government to promote IT and ITeS sector in India
are as follows:

India and the United States (US) have agreed to jointly explore opportunities for
collaboration on implementing India's ambitious Rs 1.13 trillion (US$ 18.22 billion)

Digital India Initiative. The two sides also agreed to hold the US-India Information and
Communication Technology (ICT) Working Group in India later this year.

India and Japan held a Joint Working Group conference for Comprehensive
Cooperation Framework for ICT. India also offered Japan to manufacture ICT equipment
in India.

The Government of Telangana began construction of a technology incubator in

Hyderabaddubbed T-Hubto reposition the city as a technology destination. The state
government is initially investing Rs 35 crore (US$ 5.64 million) to set up a 60,000 sq ft
space, labelled the largest start-up incubator in the county, at the campus of International
Institute of Information Technology-Hyderabad (IIIT-H). Once completed, the project is
proposed to be the worlds biggest start-up incubator housing 1,000 start-ups.

Bengaluru has received US$ 2.6 billion in venture capital (VC) investments in 2014,
making it the fifth largest recipient globally during the year, an indication of the growing
vibrancy of its startup ecosystem. Among countries, India received the third highest VC
funding worth US$ 4.6 billion.

Major players in the Industry:

The leading companies in the information technology industry of India are

Wipro Ltd,
Aditya Technologies.
NIIT Ltd,
Patni Computer Systems (P) Ltd,
Polaris Software Lab Ltd, ,
HCL Infosystems Ltd,
9

Hexaware Technologies Ltd,

Iflex Solutions Ltd, CMC Ltd,
Igate Global Solutions Ltd,
HCL Corporation Ltd,
Infosys Technologies Ltd,
Satyam Computer Services Ltd,
Larsen & Toubro Ltd,
Tata Consultancy Services,
Tata Infotech Ltd
Mastek Ltd.

Major players in Real Estate Software:

Enterprise resource planning (ERP) is business management softwaretypically a suite of
integrated applicationsthat a company can use to collect, store, manage and interpret data
from many business activities, including:

Product planning, cost

Manufacturing or service delivery

Marketing and sales

Inventory management

10

Shipping and payment

ERP provides an integrated view of core business processes, often in real-time, using
common databases maintained by a database management system. ERP systems track
business resourcescash, raw materials, production capacityand the status of business
commitments: orders, purchase orders, and payroll. The applications that make up the system
share data across the various departments (manufacturing, purchasing, sales, accounting, etc.)
that provide the data. ERP facilitates information flow between all business functions, and
manages connections to outside stakeholders.

CRM Software
CRM (customer relationship management) software is a category of enterprise software that
covers a broad set of applications and software designed to help businesses manage customer
data and customer interaction, access business information, automate sales, marketing and
customer support and also manage employee, vendor and partner relationships.

11

CRM software is designed to help businesses meet the overall goals of customer relationship
management. Today's CRM software is highly scalable and customizable, allowing
businesses to gain actionable customer insights with a back-end analytical engine, view
business opportunities with predictive analytics, streamline operations and personalize
customer service based on the customer's known history and prior interactions with your
business.
CRM software is commonly used to manage a business-customer relationship however CRM
software systems are also used in the same way to manage business contacts, clients, contract
wins and sales leads.

Chapter III
Organizational profile and Business
overview

12

Vision and Mission:

To be a leader in providing business applications for small ,medium and large scale
enterprises in various industrial domains across India. They are on a mission to provide
systems which are designed specifically for a particular business to help them grow and run
their day to day operations in an effective and efficient way.

Company Profile

Edynamics was started with a vision to be a leader in providing business applications for
small ,medium and large scale enterprises in various industrial domains across India. We are
on a mission to provide systems which are designed specifically for a particular business to
help them grow and run their day to day operations in an effective and efficient way.
We are Inventors & Developers of Business Management System which is developed by
continuously analyzing and observing the needs and demands of the todays competitive

13

businesses. In this era where technology is changing every day we help companies flourish
by adapting to the changing market trends.
BMS Network is now spreaded over a market and delivering its services every day to the
Small, Medium & Large enterprises & their owners with the carefully designed effective
tools. BMS Network & its systems are designed to be upgraded to its latest tools & modules
for every client every month automatically.
edynamics is continuing its Simplifying Business journey in Indian market & soon will have
presence in International market too, having clear focus on respecting our customer's data and
confidentiality. We believe in building strong relationship with our client's by not only
providing them with a dedicated system but also providing them with after sales service to
their satisfaction.

COMPANY DETAILS

NAME Edynamics

MAIN OFFICE PUNE (Baner)

ADDRESS- No 5, Richmond Park, Opp. Orchid School, Near

Balewadi Phata , Baner Road, Pune 411045

CONTACT NO. +91-9595018000

Email sales@edynamics.co.in

Website http://www.edynamics.com

Number of branches:
Currently having 30 plus professionals working everyday by taking various responsibilities in
Solapur, Pune, Mumbai, Indore ,Bhopal, Nagpur and Thane. edynamics will soon have its
physical presence in Delhi, Bangalore & Chennai to move ahead in Simplifying Business
responsibility.

14

Organization Chart:

MSTJS
aDeu
lsn
e&ti
seo
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MED
aOe
rv
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np
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15

Major Customers:

Ranjeet Developers

S.R Group

Silver Oak Buildcon

Namrata Group

Poona Properties

Siddhivinayak Group

Montvert

Landmark Corporation

Oneroof Properties

Better Homes
16

Square Properties

Mantra Vastu

Jai Ganesh Developers

Rutupuran Developers

Shree Ram Group

Aarohi Developers

A & V Ventures

ACHIEVEMENTS

Edynamics has been recognised by Google as their official work partner and is their

official reseller for Google work product

Recently Google has invested Rs. 5 crore.
Google will be soon providing training to the technical team of Edynamics.
Edynamics has achieved the milestone of having more than 30 clients in its portfolio
within just 2 years.

ABOUT BMS SYSTEM& ITS VARIANTS:

BMS comes with any time upgradable 3 variants as mentioned below; any company can
upgrade the variant of their BMS system whenever they want.
1) BMS Base System
2) BMS Base Plus System
3) BMS Full Package
Below are the brief details of the variants and modules available as per the variant.
1) BMS Base System

17

Pre sales - BMS helps to collect & manage enquiries from various sources & project wise,
allows taking proper follow-up of each enquiry, automated reminders system is also there to
remind the customers about their visit & ongoing conversations with the Sales Person, it also
helps to the Sales Person to remind to get in touch with the customer for further comments on
his requirement on the date & time instructed by the customer previously.
Sales BMS allows users to convert an enquiry to deal, this module is designed to capture
each details of your deal with the customer so the same can be smoothly managed over a
years time. User friendly design of the Deal Management easily allows users to mention all
the details carefully.
Post Sales BMS works after successful booking and deal configuration this module plays a
very important role between the builders and buyers. It helps to maintain the proper
communication between customer & builder no matter if employees are getting changed
between the processes.
E-data Filing BMS (employees documents, customers documents, inventory documents)
This feature allows builders and construction companies to store the copies of their records
and various documents belong to their employees, customer document, and property and
inventory documents on a secure server. This feature is connected to various modules in this
system
Marketing BMS is designed to get in touch with the various potential buyers/ customers
through various sources such as SMS marketing, email marketing, automated callings. It also
connects builders/ construction companies to multiple real-estate agents/brokers in the market
to gain the potential leads and spread a information about their project.
Project Management BMS Base Project management is designed to demonstrate and
displayed upcoming or ongoing projects of the builders over a web. It also has a feature to
avail the brochure layouts plan location map amenities specification etc to the various
customers who are browsing web. The module allows you to enter unlimited projects under
multiple companies and their inventory to make the same available for the future transactions
and business management.
Inventory Management BMS comes in action after you enter a project in project
management. Inventory management allows you to enter a detailed inventory of a selected
project category wise, type wise, size wise, subtype wise etc. this module is idle to manage
18

residential project, commercial project and plotting project inventory at the same place in a
sophisticated manner.
Receivables Management BMS allows proper follow-up mechanism to track all
receivables from the market. This feature has an inbuilt alerting system to the companys
employees and the customer which make sure that the receivables should be followed
thoroughly and properly so that the company can get the collection amounts credited as soon
as possible.
MIS with BI BMS helps to identify all the management information system with the help
of analytical tool to capture all the project reports in a specific manner in pie charts, flow
charts, reports etc.
Automated Reporting's BMS defines the automated reports of the entire employees
working; you can manage all the reports of your projects on automated level.
HR Module BMS allows HR to help and keep the track of all the employees in terms of
salary slips, leave request, other approval on automated level

2) BMS Base Plus System

Over & above the BMS Base System below mentioned additional modules will be available
in BMS Base Plus System
Payments Management BMS payments management allows you to manage all the
payment management of every individual client on various stages of your projects.
Vendor Management BMS vendor management will give you control to manage your
various vendors, manage their rates as per your mutual understanding, issuing of purchase
orders, inwards on their delivery chalans & bills to manage their payment process.
Advance HR Module BMS caters to the advance HR management where in which the
module will work on automated level as per the configurations done by the respective
company.
19

3) BMS Full Package

Over & above the Base plus System below mentioned additional modules will be available in
BMS Full Package System
Advance Project Management BMS Package will provide the control to manage entire
details of your all projects so that you can modify all the details at every point of time to
enable the free flow of the projects & there construction Process.
Store Management: - store Management will allow companies to stop the leakages of their
materials handling process while taking it in the store or issuing the same to any project or
particular unit. It will save nearly 10% of the production cost of the project in upcoming
future.

Major Product Lines:

1.

BMS for Builders & Construction Companies.

BMS System is designed to convert day-to-day operations on automated level, the system
works on unattended access and it helps you to keep your employees engaged with their
work. It helps builders to integrate all data and process of an organization in a single unified
system with a separate module for each department.
It helps them to focus on everyday workings and tasks. It also allows you to communicate
with your customers to satisfy their day to day communication requirements. BMS is
designed in such a manner that it reduces the dependability on manpower and gives exact
information required on daily basis.

20

This system reduces the time frame of every department in taking the managerial decisions.
BMS allows you to maintain the enquiries, thus increasing the conversion ratio of your
enquiry's to bookings. It gives managers a tool to identify their teams working on the system.
BMS gives you a platform to control all the activities of your business at a single level. It also
allows you to promote your business as well.
BMS has a state of the art Automated Assistance system to send reports & various analytical
data to key persons & owners of the company, which helps them to take every day decisions
with a support of correct inputs.
2. BMS System's for Property Consultants.
BMS system allows consultants to manage multiple properties on a single channel. Handling
different properties at a time can be a very difficult task for a firm to manage. This again will
require skilled and quality manpower which is a very limited resource. Our system which is
uniquely designed for consultant firms to do this job in an organized way. It helps to increase
working efficiency of the firm, manage information flow & gives accurate data.
BMS Systems helps to maximize consultants profit by using its carefully designed features
like automated smss and emails of matching properties & matching enquiries to the
customers & co-agents as required, rent agreement generation is also there to save time on the
task. Our system provides multiple websites which will display consultants properties,
company profile, accept enquiries for the properties, accept properties from the owners and
much more in an innovative manner.
BMS Comes with the automated property management system which periodically
communicates with owners through SMS & emails to check if their property is still available
or not. It helps the consultants to maintain the updated data of the available properties for
Sale or Rent.
This system provides the exact information as per the customer needs and wants. This process
gives the end result in a very effective manner. It provides the accurate reports of all the
departments on a single click by saving time and resources of the company.
BMS also supports to take collective business decisions every day. This system provides you
with competitive advantage over your competitors.
21

3. BMS System's for Sole-selling Companies.

Better businesses require better skills and qualified manpower which turns out to be a
difficult task in the world of e-governance. Sole-selling is a growing business opportunity in
the market. Analyzing the functioning we have come up with BMS for Sole-selling business,
with a tool of efficient utilization of resources and cost cutting in the fast changing business
dynamics of the modern world.
E-governance has come across the only efficient model to reach one target customers. We at
edynamics ensure to present a state of the art manpower and business enhancement tool
delivery through the e-governance & automation platform for Sole-selling companies,
allowing them to reach desired goals.
Companies can manage multiple construction projects of multiple builders & construction
companies by having complete access to its progress. Through this system companies can
connect multiple audiences. This system also have an interactive multiple web portal's on
which companies can demonstrate their projects,documents, plans etc. This system helps
companies to generate demand letter's, agreements of various projects on a same platform.
BMS has a state of the art Automated Assistance system to send reports & various analytical
data to key persons & owners of the company, which helps them to take every day decisions
with a support of correct inputs.

PRICING:
Private Package. (License Fee)

BMS STANDARD
Rs. 1,85,000/-

BMS BASE
Rs. 4,70,000/-

BMS BASE PLUS

Rs. 6,20,000/-

BMS FULL PACKAGE

Rs. 8,10,000/-

22

Yearly Recurring Charges.

Rs. 45000/-

Semi-Private Package. (License Fee)

BMS STANDARD
Rs. 1,22,050/-

BMS BASE
Rs. 3,05,500/-

BMS BASE PLUS

Rs. 4,30,000/-

BMS FULL PACKAGE

Rs. 5,26,500/-

Yearly Recurring Charges.

Rs. 25000/Which contains charges for:

SSL certification.

Domain Name Renewal.

Amazon Cloud Services.

System Maintenance.

SWOT ANALYSIS:

STRENGTHS

BMS has an array of versatile features like - automated follow-ups , dynamic website
and it also provides a mobile app which is first of its kind in any software in real
estate market.

BMS costs less as compared to ERP and other high end products but it delivers the
same value as other high end softwares do.

23

BMS provides SSL certification for the data protection, if anyone tries to hack the
data of BMS it gives them garbage data so it is very secured than other software.

BMS software is also been verified by the Google Corporation, California and the
team of Google engineers are also working for the BMS software which increase the
brand value of the Edynamics

Edynamics also works on BMS offline mode which enables the builders to use the
software in remote areas with have problems with network connectivity.

BMS also help builders in marketing because the software provides them with the
customers source, so the builder can know by which source of advertising they are
getting most enquiries, it gives him a fair idea about investing on a proper adverting
strategy.

WEAKNESSES

BMS is little complex as compared to other softwares. It requires a few days of

training for any builder and their staff to understand its working.

BMS is still in a developing stage. A complete version of the software which is called
Full Package is still not ready, because of which it is difficult to sell the Package to
any customer as they demand to see the demo of the whole system before further
discussion.

BMS is not perfect as of yet. It is still in developing state and sometimes the
customers do face some issues.

OPPORTUNITY

In software market for real estate, there is lot of potential for an innovative product
which will help them in sales and marketing and having effective communication with
the clients.

Due to growing number of projects and diverse locations of these projects, builders
are finding it difficult to keep track of the customers as well as the sales staff. A
software like BMS would help them immensely.

24

As no other software has a integrated mobile application which works offline, BMS
has lots of scope in markets which have limited network connectivity .

THREATS

There are more than 36 competitors all around India which provide the same kind of
software to the real estate industry.

As softwares are very costly it is very difficult to convince the small and medium
ranged builders to switch from their traditional business processes, which are mostly
manual and laborious.

Real estate market is very fluctuating so most builders dont want to invest in a costly
software.

25

Chapter IV
THEORETICAL
FRAMEWORK

4.1 ANALYZING SEGMENT ATTRACTIVENESS (PORTERS FIVE

FORCES):

26

Fig. 4.1 Porters 5 Forces Model

4.1.1

Threat of new entry:

As the real estate industry is growing at 30 percent annually, new entrants may
consider it a profitable to venture with innovative products.
As branded players are priced on a higher level, new entrants can come up with a
penetration pricing strategy.
New players with a distinct USP and marketing strategy may find it easier to enter the
market.
Veteran players such as ERP, SAP etc enjoy well-developed technology and good
customer relations.
Hence, the threat of new entrants is moderate.

4.1.2 Competitive Rivalry:

High Competition Branded Players involved in cut-throat competition to increase
market share, entice new consumers, find new markets.
Less differences among branded players.
Quality difference between big players and new/local players is offset by low price
offered by local players.
Cost of switching is high as all softwares are costly.
Brand Loyalty and Trust level is high for big players lik ERP,SAP.
Hence, the threat of competitive rivalry is high.
4.1.3

Bargaining power of suppliers:

Suppliers like Amazon Cloud Services provide infrastructure for BMS. Their ability
to raise input costs is high.
Hence, the bargaining power of suppliers is high.

4.1.4

Bargaining power of consumers:

Edynamics being just a two year old company and few reputed clients in its portfolio
lacks the power of negotiation with the consumers.
27

Hence, bargaining power of consumers is high.

4.1.5

Threat of substitutes:
Builders prefer traditional methods like book keeping and use of other usual
softwares like Microsoft Excel and Tally ERP.
Maintaining records and customer relations can be done by people in a more effective
way, hence recruiting more staff in sales and marketing can be a option for builders.

Hence, the threat of substitutes is moderate.

4.2 Marketing Mix:

Marketing involves a number of activities. To begin with, an organization may decide
on its target group of customers to be served. Once the target group is decided, the product is
to be placed in the market by providing the appropriate product, price, distribution and
promotional efforts. These are to be combined or mixed in an appropriate proportion so as to
achieve the marketing goal. Such mix of product, price, distribution and promotional efforts
is known as Marketing Mix.
According to Philip Kotler, Marketing Mix is the set of controllable variables that
the firm can use to influence the buyers response. The controllable variables in this context
refer to the 4 Ps [product, price, place (distribution) and promotion]. Each firm strives to
build up such a composition of 4Ps which can create highest level of consumer satisfaction
and at the same time meet its organizational objectives. Thus, this mix is assembled keeping
in mind the needs of target customers, and it varies from one organization to another
depending upon its available resources and marketing objectives. Let us now have a brief
idea about the four components of marketing mix.

28

Product: Product refers to the goods and services offered by the organization. A pair of
shoes, a plate of dahi-vada, a lipstick, all are products. All these are purchased because they
satisfy one or more of our needs. We are paying not for the tangible product but for the
benefit it will provide. So, in simple words, product can be described as a bundle of benefits
which a marketer offers to the consumer for a price. While buying a pair of shoes, we are
actually buying comfort for our feet, while buying a lipstick we are actually paying for beauty
because lipstick is likely to make us look good. Product can also take the form of a service
like an air travel, telecommunication, etc. Thus, the term product refers to goods and services
offered by the organization for sale.
Price: Price is the amount charged for a product or service. It is the second most important
element in the marketing mix. Fixing the price of the product is a tricky job. Many factors
like demand for a product, cost involved, consumers ability to pay, prices charged by
competitors for similar products, government restrictions etc. have to be kept in mind while
fixing the price. In fact, pricing is a very crucial decision area as it has its effect on demand
for the product and also on the profitability of the firm.
Place: Goods are produced to be sold to the consumers. They must be made available to the
consumers at a place where they can conveniently make purchase. Woolens are manufactured
on a large scale in Ludhiana and you purchase them at a store from the nearby market in your
town. So, it is necessary that the product is available at shops in your town. This involves a
chain of individuals and institutions like
distributors, wholesalers and retailers who
constitute firms distribution network (also
called

channel

of

distribution).The

organization has to decide whether to sell

directly to the retailer or through the
distributors/wholesaler etc. It can even plan
to sell it directly to consumers.
Promotion: If the product is manufactured
keeping the consumer needs in mind, is
rightly priced and made available at outlets
29

convenient to them but the consumer is not made aware about its price, features, availability
etc., its marketing effort may not be successful. Therefore promotion is an important
ingredient of marketing mix as it refers to a process of informing, persuading and influencing
a consumer to make choice of the product to be bought. Promotion is done through means of
personal selling, advertising, publicity and sales promotion. It is done mainly with a view to
provide information to prospective consumers about the availability, characteristics and uses
of a product. It arouses potential consumers interest in the product, compare it with
competitors product and make his choice. The proliferation of print and electronic media has
immensely helped the process of promotion.

4.3 Market analysis:A market

analysis studies

the

attractiveness

and

the

dynamics

of

special market within a special industry. It is part of the industry analysis and thus in turn of
the global environmental analysis. Through all of these analyses the strengths, weaknesses,
opportunities and threats (SWOT) of a company can be identified. Finally, with the help of
a SWOT analysis, adequate business strategies of a company will be defined.The market
analysis is also known as a documented investigation of a market that is used to inform a
firm's planning activities, particularly around decisions of inventory, purchase, work
force expansion/contraction, facility expansion, purchases of capital equipment, promotional
activities, and many other aspects of a company

30

CHAPTE
RV
OBJECTI
VE AND
SCOPE
OF
PROJEC
T
5.1 Objective of the Project:
Objectives for a project provide a guideline for the researcher for him to remain always
focused on the purpose of the project and avoid any possible hindrance from the main subject
handled.
PRIMARY OBJECTIVE

31

Identifying the potential customers, generating leads and motivating the builders to
shift their day to day business activities to BMS software.

SECONDARY OBJECTIVE

To find out how many builders are using the some kind of software already.
Identifying the factors affecting the buying behaviour for the software.

The secondary objectives indirectly help in accomplishing the primary objectives. The results of
the secondary objectives are the outcome of the research performed for the primary objectives.

5.2 Scope of the project:

This project was carried out in Pune City and PCMC region, so data collected is
applied for these regions only.

This project helped company to understand the expectations of prospective customers

so as to plan strategies accordingly.

This project has made it comfortable for the company to identify its competitive
advantage over competitors and build business to undercut the competition.
Duration

: The scope of project was limited to duration of 2 months.

Location

: Location for the project was Pune City and some areas of
PCMC was covered.

Area under Study : The builders and Real estate developers in Pune were under study.
1. Geographical Scope: The project was conducted in different areas in Pune. The main
areas in Pune under me were Swargate, Bibvewadi, Kothrud and Shivajinagar.

2. Temporal Scope: The duration of the project was two months from 18 st May till 18st
July 2015. The time spent on the project was 8 hours/day while working for 6 days in
a week.

32

CHAPTER VI:
METHODOLOGY
33

6.1 Flowchart of Registration process:

START

Meet the Client

Ask whether the client

is free

Is client free???
34

No

Give information
about application

Yes
Is client interested? No
Give information
and demonstration
of the application

Go to
next
client

Take appointment
for further details.

Yes
Take appointment
for next time

Sales pitch
Negotiation and
Payment Discussion
Collection of money
and installation of
system.

Ask whether the client

is interested?

Is client interested
No

STOP

Go to next
client

During the summer internship, in the initial week, we attended an induction program to get
acquainted with the product and the company. We came to understand all the features and
qualities of the product, demonstrations to be shown to clients, how to approach & the
registration process. Company assigned specific areas for our tasks. My area was Swargate,
Kothrud, Shivajinagar and nearby area.
The process started with approaching the clients of the said categories or businesses.
Then asking the client if we can meet him then or take an appointment for the next time.it
was followed by a demonstration of the application and the video of the same alongwith the
basic information of the company and product.
Looking at the client's response, we used to pitch for the sales. If the client was
interested, we used to ask them for an appointment with our manager to discuss the further
details. If the client needed some time to think about the product, then we used to ask for the
next follow-up date.

35

Achievements of sales:

2 Hot and 6 Warm Leads Generated during SIP.

Business of about Rs. 2000000/- can be generated from the above mentioned leads.
Offered PPO by the company for my performance.

Current status of the clients:

2 Clients converted. Revenue generated Rs. 3,95,000/ S.R. Builders BMS Standard Semi Private Rs. 1,20,000/ Siddhesh Developers BMS Base Semi Private Rs. 2,75,000/-

6.2 Sampling Plan Sampling Procedure Convenience Sampling

Sampling Method -Personal survey method through Preparation of questionnaire
Sampling Universe: Builders offices in Pune and PCMC area.
Sampling Frame: Builders who have more than 1 current project.
Sample Size 47
6.3 Data Sources
Primary Data:
The data collected for the first time is known as primary data. Primary data can be
collected by various methods such as observations, interviews, schedules and questionnaires.
Under this project the primary data collection method used is Questionnaire method.
Secondary Data
The data which have already been collected by someone else and which have already
passed through the statistical process is known as secondary data. It can be collected through
books, magazines, newspapers, company publications, websites, etc.
In my SIP training I have used both types of data collection methods. I visited more
than 80 offices and have surveyed 47 companies.

36

CHAPTER VII
ANALYSIS AND FINDINGS

37

Q.1) No. Of years company is in business:

Number of years
companies are in
business

No. of Firms

Percentage

Less than 2
2 to 5
5 to 10
More than 10
Total

2
8
6
31
47

4
17
13
66
100

INTERPRETATION:

In Pune region there are

66% builders who are in business for more than 10 years. It means that pune is fairly

developed in the business of real estate and reflects the sustainability in the market
There are few builders who are new into the market.

Q.2) How many current projects are going on?

38

Current
projects
going on
Up to 3
3 to 5
5 to 10
More than 10
Total

No. of firms

Percentage

25
10
6
6
47

53
21
13
13
100

No. of firms

up to 3
3 to 5

5 to 10
25

more than 10

10

INTERPRETATION:

From the graph, we can see that for maximum number of builders current projects are

between 1-3 i.e 53% which signifies the slowdown in the real estate sector.
13% Builders have more than 10 projects going on , from this we can interpret that the
builders having good brand name are going strong in the market in spite of the
slowdown.

Q.3) What is the category of projects?

39

Category of projects
Residential
Commercial
Plotting
Residential
+Commercial
Total

No. of
firms
30
0
2

Percentage
64
0
4

15

32

47

100

No. of firms
residential
commercial

15

plotting
30

residential
+commercial

INTERPRETATION:

64% builders are in the business of constructing projects solely for residential purposes

and 32% is combination of both residential and commercial.

Very few builders are solely in the business of commercial and plotting projects.
The company should focus more on builders who are solely into residential projects.

Q.4) Are you using any software to manage your day to day business activities?

40

Using any
software ?
Yes
No
Total

No. of
firms.
28
19
47

Percentage
60
40
100

Percentage

40%

yes

no

60%

INTERPRETATION:

There are 60% of builders who are using some kind of software for their project as most

of the builders are fairly old in the market.

40% builders are the ones who do not use any software. They all do their work
manually or on Microsoft Excel.

Q.5) If yes, which?

41

Software
BMS
ERP
SAP
CRM
Desktop
Software
Other
Total

No. of
Firms
0
10
5
0

Percentage
0
35
18
0

32

4
28

15
100

40
35
30
25
20
15
10
5
0

No. of firms
Percentage

INTERPRETATION:

In Pune, more than 15% builders are using softwares which are developed by their

own IT team , which is customized according to their practises.

Close to 50% are using high-end softwares like ERP and SAP, which dominate the

pune market.
ERP is leader in this segment and has high market share in country.
Local Players like Newton, Highrise, Homeby365 etc have a combined market share of
30%, due to low cost and less maintenance charges.

Q.6) What is the duration of your usage of the software?

42

Duration of
Usage
Less than 1
year
1 to 3 years
More than3
years
Total

No. of
Firms

Percentage

11

17

61

28

28

100

Percentage

11%
28%

less than 1 year

1 to 3 years
more than3 years

61%

INTERPRETATION:

From the above pie chart we can see that most of the builders have just started to use
software i.e. close to 70% builders are using it since last 3 years of which 11% have

started using it recently i.e. less than 1 year.

The builders have started to use software instead of using traditional methods.

Q.7) Are you satisfied with the current software you are using?
43

Satisfied level
Highly satisfied
Satisfied
Cant say
Unsatisfied
Highly unsatisfied
Total

No. of
firms
6
15
6
1
0
28

Percentage
21
55
21
3
0
100

S a tis fa c tio n le v e l
No. of firms
70
60
50
40
30
20
10
0

Percentage

54
21
6

15

21
6

4
1

INTERPRETATION:

Majority of the builders who are using the software are satisfied with it.
Close to 25% builders are in a dilemma whether they like it or not , some are clearly
unsatisfied . These builders can be approached by Edynamics.

Q.8) How would you rate the quality of service you received from the software
company?
44

Quality of
service
Very helpful
Helpful
Cant say
Unhelpful
Very unhelpful

No. of
firms

Total

Percentage
4
17
7
0
0

14
61
25
0
0

28

100

Quality of service recieved from the software

25%
very helpful

14%
helpful

cant say

61%

INTERPRETATION:

75% of the builders are satisfied with the service they receive from their current service
providers

Q.9) Would you recommend the software you are using to your trade partners?

45

Recommendation of
software
Very likely
Likely
Cant say
Unlikely
Very unlikely
Total

No. of firms Percentage

4
14
10
36
7
25
6
21
1
4
28
100

Recommendation of software

21%

4% 14%

very likely
likely
cant say

25%

unlikely

36%

very unlikely

INTERPRETATION:

Since close to 50% builders are satisfied with the software they are currently using and
are also happy with the service provided to them, in future they may recommend to

others as well.
But , due to advancement in technology and introduction of modules such as store
management and vendor management they may themselves see the need to shift to
some other system in the future.

Q.10) How frequently do you get updates for your system?

46

Frequency of
update
Monthly
Quaterly
Bi-annualy
Annually
Never
Total

No. of
firms

Percentage
0
0
0
12
16
28

0
0
0
43
57
100

frequency of software update

no. of firm

percentage
57
43

12

monthly
0
0

quaterly
0
0

bi-annualy
0
0

annually

16

never

INTERPRETATION:

Only 43% builders get annual updates for their software, for which the builder has to

pay to the service provider. The cost is substantial in some cases.

Most of the builders do not get updates at all; they only have to pay for one time license
fee. If they want to make any changes, they have to get it customized from the software

provider, which is very costly.

BMS provides free monthly updates to all its users, which means they dont need to
switch to other software in case of technology changes, which may happen in the future.

Q.11) Do you have to pay for the updates?

47

Payment
for the
Updates
No. of
Firms
Percentag
e

Yes

No

Total

24

28

86

14

100

Payment for the Update

14%
Yes
No

86%

INTERPRETATION:

There are more than 85% builders who have to pay for any updates which they get from

software service provider.

Only 14% out of them do not have to pay for the updates towards the software they are
using.

48

Parameter
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5

Price
10
6
4
4
4

Ease of
use
10
4
10
3
1

Brand
5
4
2
9
8

After sales
service
2
9
6
5
6

Data
Security
1
5
6
7
9

Q.12) Rank these parameters according to your preferences:

12
10
8

Rank 1
Rank 2
Rank 3
Rank 4
Rank 5

6
4
2
0

INTERPRETATION:

35% builders consider Price and Ease of Use as the most important factors while

choosing any software.

The second most important parameter which they consider is the After sales Service

provided by the software provider

Brand and Data security are not considered very important as it does not directly
contribute to the working of the software

Q.13) If No Software is Used, Why?

49

Reason
High Price
Less no of
projects
Unawareness
Not Required
Other

No. of
Firms
0

Percentage
0

7
7
4
1
19

37
37
21
5
100

5%
21%

High Price

37%

Less no of Projects

Unawareness

Not Required

Other

37%

INTERPRETATION:

From the above pie chart we come to know that close of 37% builders dont use
softwares because the number of projects handled by them at the moment are less and

can be handled manually.

Around 37% builders were unaware of such kind of softwares, the reason being that
they relatively new into the market or are small or are mostly into government projects,

redevelopment projects.
The other 21% feels that that they dont require any software as they may have tie-ups
with sole selling agents or else they think that they can handle their projects without any
software.

Q.14) If any software satisfies your requirements and fits in your budget, will you buy it?

50

Yes

No Total

No. of
Firms

16

Percentage

84

16

19
1
00

Will you buy it?

16%
Yes

No

84%

INTERPRETATION:
From the above pie chart, we come to know that 84% are willing to buy the software if
it fits into their budget and fulfills their requirement at that point of time.
The other 16% builders will not buy the software even though it fits into their budget
and requirement, as they are very small or have tied up with a sole selling company for
the sale of their projects.

CHAPTER VIII: FINDING AND

51

SUGGESTIONS

8.1 FINDINGS OF THE PROJECT & OBSERVATIONS:

More than 40% of builders are not using any kind of software which creates lots of
scope for Edynamics to target those builders and can convert into them into potential
clients.

60% of builders are using some sort of software in which many are using ERP which
is very costly and only big builders can afford.

52

In that 60% of builders, 50% are using either the customized software or desktop
software which is easy to use and also cheap in the price.

Majority of the builders using any software are satisfied with it and also find the
service provider to be helpful.

Companies providing softwares like ERP & SAP do not provide frequent updates to
their clients, so builders tend to discontinue their services after certain period of time.
Builders find it difficult to pay for the updates even when they are available.

Many builders at this point feel that they would recommend the software that they are
using to their trade partners as they are really satisfied with it.

Builders tend to buy and use software which is tried and tested, they also see if the
service provider has successful and satisfied clients, they avoid softwares which are
in development stage as they want to use the full potential of the software as soon as
possible.

Most of the builders consider price of the software as the most important factor
while choosing any software, it is closely followed by the ease of use of the software
as most of the staff may find it difficult to operate after installation.

Builders usually like to try the product i.e. the software before actually buying and
installing it. They want a demo or trial version of it and want to experience its
usefulness before making the actual purchase which may be very costly in some
cases.

Many of the builders surveyed were not aware of any software available for their
business, and many others would want to use some kind of software if it is in their
budget.

8.2 RECOMMENDATIONS & SUGGESTIONS:

Edynamics is a Pune based start-up company in the software market while there are
big players which provide the software such as ERP , SAP and customized softwares,
these companies have good presence in overall Pune market , so Edynamics should
target tier II cities like Nagpur, Nasik, Aurangabad etc. in Maharashtra. They should
also expand in other Metro cities and eventually other states.
53

Company should target builders who are already using some sort of software by
providing them with an option like free limited period trial which will give them a
first-hand experience of the BMS and will influence the builder to switch from their
current software.

In real estate market, buyers are price sensitive and price of BMS by Edynamics is
considerably high therefore company can give clients an option to pay in the form of
PDCs or instalments. In this way they can convince clients who say that they cannot
invest such an amount at present.

At present the company does not have all the modules of BMS in ready condition i.e.
it is still in developing and testing stage. The company should make a detailed plan of
action for addition of these modules in the software which can be presented to the
potential customers as and when required.

Salespeople should be informed about the developments planned in the future as it

would help them in getting them an extra edge when talking about the software in
front of the customer who is already considering proposals from other competitors.

Edynamics has very less no. of salespeople as compared to other software companies;
they currently have only 3 employees in the office who cover the whole Pune area
sales, so they should employ more salespeople to increase the reach of software in
areas beyond Pune city, this will also help the senior sales manager in concentrating
only on HOT clients rather all the suspects and prospects.

Edynamics does not have any marketing department and they dont indulge in any
kind of promotional activities. They should advertise in magazines and trade journals
related to real estate sector as many builders dont know about the existence of
Edynamics.

Suggestion

Free Trial for 1 Month.

Investment Required

Nil

54

Projected
Business
Outcome

Remarks

Rs. 6,00,000/-

3 Clients asked
for trial version,
said they want to
try the software
before buying.

Facility to pay in
Instalments.

Nil

Rs. 4,00,000/-

2 Clients asked if
this was possible,
they would think
of buying.

# Average Price of Rs. 2,00,000/- per installation is considered for the above calculations.

Additional revenue of Rs.10,00,000/- can be generated if the above suggestions

are considered and implemented.

55

CHAPTER IX: BIBLIOGRAPHY

9.1 BIBLIOGRAPHY:
Websites:
1. www.edynamics.co.in
2. www.highrisehq.com
56

3.
4.
5.
6.
7.

www.in4velocity.com
www.ibef.com
www.justdial.com
www.softwaresuggest.com
www.wikipedia.com

Books:
8. Marketing Management, Philip Kotler & Kevin Keller,2012,14th Edition, Pearson.
9. Basic Marketing: A Managerial Approach, E. Jerome McCarthy , 1975, 5 th Edition,
R.D.Irwin

57