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INTRODUCTION

INTRODUCTION TO THE TOPIC

The project work entitled a study on POSITIONING STRATEGY OF BEGRAJ GROUP OF

COMPANIES IN THE FIELD OF TODAYS REAL-ESTATE BUSINESS with special
reference to Begraj Group of Companies. Positioning strategy defines objectives and describes
the way you're going to be the number one in your chosen market.
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Positioning: The place the product occupies in consumers minds relative to competing
products or services. Positioning relates to strategy, in the specific or tactical
development phases of carrying out an objective to achieve a business or organizations
goals.

Positioning Strategy: It can be conceived and developed in a variety of ways. It can be

derived from the object attributes, competition, application, the types of consumer
involved or the characteristics of product class. All these attributes represent a different
approach in developing positioning strategies, even though all of them have the common
objective of projecting a favorable image in the minds of the consumers and audience.

Strategic thinking: Strategic Thinking is a planning process to choose Positioning

Strategy which comprises of various steps:
Identifying possible competitive advantages
-products, services, channels, people or image can be sources of differentiation
Choosing the right competitive advantage
- How many differences to promote? (USP)
- Which differences to promote?

NEED OF THE STUDY

To know the current market trend for having the investors and end-users for a real-estate

project in a particular area.

To know the number of respondents who prefers Begraj Group of Companies products as

compared to its competitors.

To know whether the quality and services provided are satisfactory.
To know that the financial services solution provided by the Begraj Group of Companies
is up to the mark.
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To find out whether the products offered are Value for Money.
To know whether the Begraj Group of Companies deliver the project on time.

OBJECTIVE OF THE STUDY

To evaluate the current price trends in the area.

To find out the factors which will help to outride the competitors.
To find the percentage of current market share of the Begraj Group of Companies.
To check the quality and services provided by the company.
To evaluate financial service solution provided by the company with that of

competitors
To find the correlation between the price and quality.
To check the delivery period.

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REVIEW OF LITERATURE
POSITIONING STRATEGIES
Positioning strategy is a universal coverage of positioning.
It is not a single distinct concept but includes many closely related concepts. Maggard talks
about positioning as a conceptual vehicle, head on positioning, social accountability
positioning, inclusion of internal and external positioning as part of positioning strategy.
Positioning strategy is concerned with creating, communicating, and maintaining distinctive
differences that will be noticed and valued by those customers with whom the firm would most
like to develop a long-term relationship. Successful positioning requires managers to understand
their target customers preferences, their conception of value, and the characteristics of their
competitors offerings. Price, product attributes are two of the 4Ps of marketing that are most
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commonly associated with positioning strategy. For services, however, positioning often relates
also to other Ps of the service marketing mix, including service processes (e.g., their
convenience, ease to use), distribution systems, service schedules, locations, the services
environment, and service personnel. Competitive strategy can take many different routes.
George Day observes:
The diversity of ways a business can achieve a competitive advantage quickly
defeats any generalization or facile prescriptions First and foremost, a business must set itself
apart from its competition. To be successful, it must identify and promote itself as the best
provider of attributes that are important to target customers.
This means that managers need to think systematically about all facets of the service offering
and emphasize competitive advantage on those attributes that will be valued by customers in
their target segments. Achieving a competitive advantage typically requires a firm to focus.

ACHIEVE COMPETITIVE ADVANTAGE THROUGH FOCUS

Its usually not reliable for a firm to try to appeal to all potential buyers in a market, because
customers are varied in their needs, purchasing behavior, and consumption patterns and often too
numerous and geographically widely spread. Service firms also vary widely in their abilities to
serve different types of customer well. Hence, rather than trying to compete in an entire market,
each company needs to focus its efforts on those customers it can serve best.
In marketing terms, focus means providing a relatively narrow product mix for a particular
market segment- a group of buyers who share common characteristics, needs, purchasing
behavior, or consumption pattern. Nearly all successful service firms apply this concept.
The extent of a companys focus can be described along two dimensions: market focus and
service focus. Market focus is the extent to which a firm serves few or many markets, while

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service focus describes the extent to which a firm offers few or many services. These two
dimensions define four basic focus strategies:
Fully focused: A fully focused organization provides a limited range of services (perhaps
just a single core product) to a narrow and specific market segment. Developing
recognized expertise in a well-defined niche may provide protection against would-be
competitors and allows a firm to change premium prices.
Market focused: A market focused company concentrates on a narrow market segment,
but has a wide range of services.
Service focused: Service focused firms offer a narrow range of services to a fairly broad
market. However, as new segments are added, firms need to develop knowledge and
skills in serving each segment.

Unfocused: Finally, many service providers fall into the unfocused category, because
they try to serve broad markets and provide a wide range of services. The danger with
this strategy is that unfocused firms often are jacks of all trades and master of none. In
general, thats not a good idea, although public utilities and government agencies may be
obliged to do so.
GENERIC POSITIONING STRATEGY
Al Ries and Jack Trout said that to develop a positioning program, six critical questions must
be answered. They are;
What position do you own in the mind of the prospect, now?
What position do you want to own?
Whom must you outgun to achieve that position?
Do you have enough money? Can you stick it out?
Does your communication match your position?
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DIMENSIONS

ITEMS/STATEMENTS

Top of the range

Value for money

Upper class, top of the range, Status, prestigious,

posh
Service, personal attention, consider people as
important, friendly
Reasonable price, value for money, affordability

Reliability

Durability, warranty, safety, reliability

Attractiveness

Good aesthetics, attractive, cool, elegant

Country of Origin

Patriotism, Country of origin

The brand name

Name of the offer, leaders in the market, extra

features, choice, wide range
Discriminatory, selective, high principles

Service Impressive

Selectivity

Fig. a: Generic Positioning Strategy

POSITIONING DISTINGUISHES A BRAND FROM ITS COMPETITORS
Competitive positioning strategy is based on establishing and maintaining a distinctive place in
the market for organization and / or its individual product offerings. Jack Trout distilled the
essence of positioning into the following four principles:
I.
II.
III.
IV.

A company must establish a position in the minds of its targeted customers.

The position should be singular, providing one simple and consistent message.
The position must set a company apart from its competitors.
A company cannot be all things to all people- it must focus its efforts.

These principles apply to any type of organization that competes for customers. Understanding
the principles of positioning is key to developing an effective competitive posture. The concept
of positioning is not limited to services- indeed, it had its origin in packaged goods marketing,
but it offers valuable insight by forcing service managers to analyze their firms existing
offerings.
MARKET, INTERNAL AND COMPETITOR ANALYSES
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Positioning links market analysis and competitor analysis to internal corporate analysis.
Market Analysis- Market analysis addresses such factors as the overall level and trend of
demand and the geographical location of this demand. Alternative ways of segmenting
the market should be considered and an appraisal made of size and potential of different
market segments. Research may be needed to gain better understanding not only of
customer needs and preferences within each of the different segments, but also of how
each perceives the competition.
Internal Corporate Analysis- The objective of this analysis is to identify the
organizations resources (financial, human labor and know-how, and physical assets),
limitations or constraints, goals (profitability, growth, professional preferences, etc.), and
how its value shape the way it does business. Using insight from this analysis,
management should be able to select a limited number of target market segments than can
be served with either existing or new services.
Competitor Analysis- Identification and analysis of competitors can provide a marketing
strategist with a sense of competitors strength and weaknesses that may, in turn, suggest
opportunities for differentiation. Relating these insights back to the internal corporate
analysis should suggest what might be viable opportunities for differentiation and
competitive advantage, thereby enabling managers to decide which benefits should be
emphasized to which target segments. This analysis conider both direct and indirect
competition.

Size
MARKET

Composition

ANALYSIS

Location

Define, Analyze Market

Segments

Trends
Select Target Segments to
Serve
Resources
INTERNAL

Reputation
Constraints
Values

Articulate Desired
Position in Market

MARKETING
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ACTION
PLAN

ANALYSIS

Strengths
COMPETITOR

Weaknesses

ANALYSIS

Current
Positioning

Select Benefits to
Emphasize to Customers

Analyze Possibilities for

Differentiation

Values

Fig. b: Developing a Market Positioning Strategy

POSITIONING MAP
Positioning refers to the perception of a product in the minds of consumer in relation to its
competing product. Positioning map is a graphical device to study and analyse the positions or
perception of each of a group of competing products in respect of two specific product
characteristic. It is a basically a graph that represents the strength or extent of the two product
characteristics on x and y-axis. Positioning map can help a company classify existing market
products in different position categories. It also identifies the products which are the closest
competitors of the company's product and the strength and weaknesses of the company's product
in respect of its competing products.
POSITIONING MAPS TO PLOT COMPETITIVE STRATEGY
Positioning maps are great tool to visualize competitive positioning, to map development over
time, and to develop scenarios of potential competitor responses. Developing a positioning map
is a task sometimes referred to as perceptual mapping. Perceptual mapping is a useful way of
representing consumers perceptions of alternative products graphically. A map usually is
confined to two attributes for ease of understanding, although three-dimensional models are
needed to describe product performance in a given market, then a series of separate charts needs
to be drawn for visual presentation purposes.

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Information about a product (or companys position relative to any one attribute) can be inferred
from market data, derived from ratings by representative consumers, or both. If consumer
perceptions of service characteristics differ sharply from reality as defined by management,
then communications efforts may be needed to change these perceptions.

LIMITATIONS OF THE STUDY

The limitations of the study are the following:

The data were collected through questionnaire. The response from the respondents may

not be accurate.
The sample taken for the study was only one of the good projects of Begraj Group and

the results drawn may not be accurate.

Since the organization has strict control, it acts as another barrier for getting data.
The project is under construction, so it is very difficult to visit each and every apartment

or the facilities of the project.

Another difficulty was very limited time-span of the project
Lack of experience of researcher.

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COMPANY PROFILE

BEGRAJ GROUP OF COMPANIES

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The group is pioneer in the Real-estate business at Siliguri by offering the first ever Mall in the
form of Cosmos and the first ever Multistoried Residential Complex filled with all amenities in
the form of Green Valley. Having developed over a 3 (Three) million square feet of residential
and commercial real estate space the Begraj Group has now launched one of the Most Luxurious
Residential Complex at Siliguri in the form of Begraj Silver Oaks.
Chairman: Sri. Begraj Agarwal
Director: Sri. Shyam Agarwal.

THE UPCOMING PROJECT - BEGRAJ SILVER OAKS

MISSION
Provide the best products and world class customer service to its customers. And create an
ambience for growth for every member associated.

VISION
To be the first choice store in global products segment.
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HISTORY OF BEGRAJ GROUP

Begraj Group has long been a Synonym to Quality Real Estate Development and is the
most Dynamic and admired organization in the Real Estate Sector in North Bengal
Region.
The visionary Founder and CMD of the Group Shri. Begraj Agarwal established the
organization in the City of Gangtok, Sikkim more than four decades ago.
The group started in the field of Construction and soon become a renowned name in the
Construction, Real Estate and Infrastructure development.
Over the Years the groups has been able to command a Strong Goodwill and market share
by delivering in terms of Quality, Timely Delivery and constant endeavor of providing
optimum Customer Satisfaction.
The company has always strived hard to keep its commitments and thus enjoys an
extremely resonant reputation in the construction industry.
The company today is one of the fastest growing entities in the realty sector with a
difference that offers luxury for reasonable costs, excellent customer care levels with
highest customer satisfaction index and the highest imaginable standards for the welfare
of its staff, society as well as for the environment.
Guided by a strong vision, fueled by enthusiasm and hard work, strengthened by a strong
work force and advantaged with Hi Tech building technologies and team of Engineer and
Architects, the Begraj Group is committed to give shape to the future of not just Siliguri,
but many more cities spread across the country.

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PAST PROJECTS OF BEGRAJ GROUP

COSMOS MALL

ORBIT MALL

JEEVANDEEP

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GEM HOUSE

CITY PLAZA

GREEN VALLEY

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MARKETING POLICIES ADOPTED BY BEGRAJ GROUP OF

COMPANIES
Understand
Customer

Review &
Revise

Analyse
Market

Financial
Analysis

Analyse
Competition

Define Marketing
Mix

Research
Distribution

To involve local brokers to sell the properties very fast.

To understand the need of each customer.
Analyze the current market.
Analyze the current market competition.
Research Distribution.
Define marketing mix.
Financial analysis.
Review and revise.
To appoint a strong marketing team to control the brokers and the direct marketing.

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METHODOLOGIES

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RESEARCH METHODOLOGY
Research is a systematic method of finding solutions to problems. It is essentially an
investigation, a recording and an analysis of evidence for the purpose of gaining knowledge.
According to Albert Einstein, If we knew what it was we were doing, it would not be
called research, would it?
RESEARCH BACKGROUND

Research

qualitative

Research design

descriptive

Data collection

primary data and secondary data

Sample area

Siliguri

Sample size

30 customers

Sampling design

simple random sampling

Research approach

survey method

Research instrument

questionnaire and positioning map

Sampling tool

structured questionnaire method

Analytical tool

percentage, cross tabulation

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1. Sampling Design
A sample design is a finite plan for obtaining a sample from a given population.
Simple random sampling is used for this study.
2. Sample Size
Number of the sampling units selected from the population is called the size of the sample.
Sample of 30 respondents were obtained from the population.
3. Sampling Procedure
The procedure adopted in the present study is probability sampling, which is also known as
chance sampling. Under this sampling design, every item of the frame has an equal chance of
inclusion in the sample.
4. Methods of Data Collection
The datas were collected through Primary and secondary sources.
4.1 Primary Sources
Primary data are in the form of Work-in-progress of the under construction projects to
which statistical methods are applied for the purpose of analysis and interpretations. The primary
sources are discussion with employees, datas collected through questionnaire.
4.2Secondary Sources
Secondary datas are in the form of finished commercial or residential projects as they have
already been treated statistically in some form or other. The secondary data mainly consists of
data and information collected from records, company websites and also discussion with the
higher management of the organization. Secondary data was also collected from journals,
magazines and books.

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5. Nature of Research
Descriptive research, also known as statistical research, describes data and characteristics about
the population or phenomenon being studied. Descriptive research answers the questions who,
what, where, when and how. Although the data description is factual, accurate and systematic,
the research cannot describe what caused a situation. Thus, descriptive research cannot be used
to create a causal relationship, where one variable affects another. In other words, descriptive
research can be said to have a low requirement for internal validity.
6. Questionnaire
A well-defined questionnaire that is used effectively can gather information on both overall
performance of the test system as well as information on specific components of the system. A
defeated questionnaire was carefully prepared and specially numbered. The questions were
arranged in proper order, in accordance with the relevance.
7. Nature of Questions Asked
The questionnaire consists of open ended, dichotomous, rating and ranking questions.
8. Pre-testing
A pre-testing of questionnaire was conducted with 10 questionnaires, which were distributed and
all of them were collected back as completed questionnaire. On the basis of doubts raised by the
respondents the questionnaire was redialed to its present form.

9. Sample
A finite subset of population, selected from it with the objective of investigating its properties
called a sample. A sample is a representative part of the population. A sample of 30 respondents
in total has been randomly selected. The response to various elements under each questions were
totaled for the purpose of various statistical testing.

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10. Variables of the Study

The direct variable of the study is the employee motivation and satisfaction.
Indirect variables are the incentives, interpersonal relations, career development opportunities
and performance appraisal system.
11. Presentation of Data
The data are presented through charts and tables.

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DATA ANALYSIS AND

QUESTIONNAIRE TO THE CUSTOMER

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1. PROPERTIES OWNED FROM COMPETITORS

PARTICULARS

YES
NO
TOTAL

NO. OF
RESPONDENT
S
19
11
30

NO. OF RESPONDENTS

Yes
No

37%

63%

INTERPRETATION
This chart shows 19 people out of 30 respondents which mean 63% owns the properties made by
the other builders in Siliguri when the group was not in Siliguri.

2. PURCHASED EARLIER IN BEGRAJ GROUP OF COMPANIES

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PARTICULARS

YES
NO
TOTAL

NO. OF
RESPONDENT
S
27
3
30

NO. OF RESPONDENTS

10%

Yes
No

90%

INTERPRETATION
From the above chart we can conclude that 90% of the Customers have earlier purchased
properties from Begraj Group in Siliguri.

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3. SATISFIED WITH THE QUALITY AND SERVICES PROVIDED

PARTICULARS
VERY GOOD

NO. OF
RESPONDENTS
15

GOOD

13

MODERATE

BAD

VERY BAD

TOTAL

30

16
14
12
10
No. of Respondent

8
6
4
2
0
Very Good

Good

Moderate

Bad

Very Bad

INTERPRETATION
The chart shows that 44% of the customers are satisfied and 50% of the customers are highly
satisfied with the quality, services and support provided by the company. On the other hand only
6% of the customers are dissatisfied.

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4. ONE TIME DOWN PAYMENT SCHEME IS SUITABLE

PARTICULARS

YES
NO
TOTAL

NO. OF
RESPONDENT
S
24
6
30

30
25
Yes

20

No

15
10
5
0
Number of Respondant

INTERPRETATION
From the above chart we can conclude that the introduction of One time down payment
scheme is one of the best strategies adopted by the Begraj Group of Companies to outride their
competitors.

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5. VALUE FOR MONEY

PARTICULARS

NO. OF RESPONDENT

EXCELLENT

15

VERY GOOD

13

GOOD

MARGINAL

POOR

TOTAL

30

NO. OF RESPONDENT
16
14
12
10

NO. OF RESP ONDENT

8
6
4
2
0
EXCELLENT

VERY GOOD

GOOD

MARGINAL

POOR

INTERPRETATION
The chart shows that 44% of the customers are satisfied with the quality in relation to its price
and 50% of the customers are highly satisfied. On the other hand only 6% of the customers are
dissatisfied.
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6. INFLUENTIAL DETERMINANTS

PARTICULARS
CONVENIENCE
ENTERTAINMENT
AMBIENCE
LOCATION
OTHERS
TOTAL

NO. OF RESPONDENTS
4
7
10
7
2
30

NO. OF RESPONDENTS
7%

13%
CONVINIENCE
ENTERTAINMENT

23%

AMBIENCE
23%

LOCATION
OTHERS

33%

INTERPRETATION
This chart shows that 34% are influenced by ambience, 23% are attracted by
entertainment and another 23% are attracted by location and the rest 20% by
convenience and others.
7. INSPIRED WITH THE PROPERTIES MADE BY COMPETITIORS

PARTICULARS

NO. OF
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AMBUJA REALTY
LTD.
MLA GROUP
MAYFAIR GROUP
NONE OF THE
ABOVE
TOTAL

RESPONDENTS
10
1
3
16
30

18
16
14
12
Ambuja Realty Limited

10

MLA Group

Mayfair Group

Not Inspired by any of the

above mentioned group

4
2
0
Respondant

INTERPRETATION
From the above chart we can conclude that 51% of the customer in our sample is not interested
in the properties made by the other builders or the competitors of Begraj Group of Companies in
Siliguri.

8. OVERALL SATISFACTION

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PARTICULARS
VERY SATISFIED
SATISFIED
NEUTRAL
DISSATISFIED
VERY DISSATISFIED
TOTAL

NO. OF RESPONDENTS
22
7
1
0
0
30

NO. OF RESPONDENTS
25
20
15

NO. OF RESPONDENTS

10
5
0
VERY S ATIS FIED
S ATIS FIED
NEUTRAL
DIS S ATIS FIED
VERY DIS S ATIS FIED

INTERPRETATION
This chart shows that 73% of customers are highly satisfied, 24% of customers are
satisfied and only 3% are neutral.

9. INFLUENTIAL PERSON

PARTICULARS
MARKETING TEAM
ENGINEERS
BROKERS
CUSTOMERS

NO. OF RESPONDENT
13
5
2
9
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OTHERS
TOTAL

1
30

30
25

Marketing team of the

Group

20

Engineers

15

Customers

10

Others

Brokers

5
0
Number of Respondant

INTERPRETATION
This chart shows that the group is having strong marketing techniques along with the strong
marketing team, that is why they are able to influence and persuade many people to purchase
from their company.

10. BEGRAJ GROUP NO. 1 IN REAL ESTATE BUSINESS

PARTICULARS
YES
NO
TOTAL

NO. OF RESPONDENTS
23
7
30

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NO. OF RESPONDENT

23%

YES
NO

77%

INTERPRETATION
From the above chart we can see that the group have established itself in such a way after
satisfying a lot of clients, that out of 30, 23 are saying this is the right choice to have your dream
property.

11. DELAY IN DELIVERY

PARTICULARS
YES
NO
TOTAL

NO. OF RESPONDENTS
1
29
30

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NO. OF RESPONDENT
3%

YES
NO

97%

INTERPRETATION
This chart shows that 99% of respondent says that the group delivers all the projects on time,
which is one of the most important factors of maintaining the positioning strategy of the group.

POSITIONING MAP
Positioning map of BEGRAJ GROUP in respect to its competitors
1. Comparison between the quality of material used in the finished or under
construction projects of the groups in respect of Pricing per Sq. Ft.
Expensive

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Ambuja Realty Limited

Begraj Group
MLA Group
Low Quality

High Quality
Mayfair Group

Less Expensive

Fig. 1: Positioning map of Siliguris best Real Estate Companies- Price vs. Quality.
The map shows thatAmbuja Realty Limited- Expensive, Low Quality
MLA Group- Average Price And Quality
Mayfair Group- Low Quality, Less Expensive
Begraj Group- High Quality, Average Price
INFERENCE: It shows a clear correlation between the attributes of prices and quality.
Company that offers high level of quality are relatively more expensive and Begraj Group of
Companies falls in this category.
2. Facilities and Amenities of the finished or under construction projects provided by
the groups in respect of Pricing per Sq. Ft.

High Price

Ambuja Realty Limited

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MLA Group

Begraj Group

Mayfair Group
Inadequate
Facilities and
Amenities

Adequate
Facilities and
Amenities

Low Price

Fig. 2: Positioning map of Siliguris best Real Estate Companies- Price vs. Facilities and
Amenities.
This map shows that:
Ambuja Realty Limited- High Price, Average Amenities and Facilities
MLA Group- Average Price, Facilities and Amenities
Mayfair Group- Average Price, Inadequate Facilities and Amenities
Begraj Group- Average Price, Adequate Facilities and Amenities
INFERENCE: We can conclude that BEGRAJ GROUP provides best facilities and amenities at
average price. So, people opt for BEGRAJ GROUP over its competitors as it influences and
attracts them.
3. Locations of the finished or under construction projects of the groups in respect of
Pricing per Sq. Ft.

High Luxury
MLA Group
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Ambuja Realty Limited

Begraj Group
Mayfair Group
Backward
Location

Prime Location

Less Luxury

Fig. 3: Positioning map of Siliguris best Real Estate Companies- Luxury vs. Location.
This map shows that:
Ambuja Realty group- Good Location, High Luxury
MLA Group- Good Location, High Luxury
Mayfair Group- Good Location, Moderate Luxury
Begraj Group- Prime Location, High Luxury
INFERENCE: We can conclude that people from outside also prefer BEGRAJ GROUP for their
perfect location over its competitors.

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4. Work-in-progress or the completion of the under construction or finished projects of

the groups in respect of specific Time.

Before due time

Begraj Group

Progress: Slow

Ambuja Realty Limited

Progress: Fast

Mayfair Group

MLA Group

After due time

Fig. 4: Positioning map of Siliguris best Real Estate Companies- Delivery Time vs.
Progress.
This map shows that:
Ambuja Realty Group- Average Time, Slow Progress
MLA Group- After Due Time, Slow Progress
Mayfair Group- After Due Time, Slow Progress
Begraj Group- On Time, Good Progress
INFERENCE: This is the main reason for which BEGRAJ GROUP has competitive edge over
its competitors as it completes its project before or on time.

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FINDINGS

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The findings of the study may be summed up as follows:

It has been found that positioning strategy of Begraj Group of Companies in the field of
todays real-estate business are:

They are mainly focused on consumers interests.

They concentrate more on increasing the number of consumer in this area and the

outside also.
They provide the customers with best quality and services at reasonable rate.
They are very much conscious about the possession date of each and every

project. They always deliver their projects on time.

The company today is one of the fastest growing entities in the realty sector with

a difference that offers luxury for reasonable costs.

They do a lot of survey so that their customers avail the best and prime location.
They provide the facility of one-time down payment to their customer, this is one

of the most attractive discount scheme.

They focus on providing the best possible facilities and amenities at average

price to their customers.

Positioning map made it easier to analyze the positions or perception of each of a

group of competing products in respect of two specific product.

They provide housing complex for all class of people.
They have a strong team of management and marketing.
The director Mr. Shyam Agarwal himself is taking care of the projects personally.
The chairman of the company Shri. Begraj Agarwal often visits all the projects
personally.

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CONCLUSION

After having the total survey and analysis about the positioning strategy of the Begraj Group of
Companies with its competitors is that the customers are highly satisfied with the quality and
services provided by the group as compared to its competitors. In the field of Real Estate
business the Begraj Group occupies 51% market share as per the survey. The time taken by the
company to deliver their project to its customers is one of the most influential determinant or
factor to position them to be the leader in the market, which helps them to attract a lot of
customers. On time delivery made the competitors customers to switch over to Begraj Group.
Begraj Group of Companies is one of the most Reputed, Dynamic and Admired organization in
the Real Estate Sector in North Bengal Region. So, investing in this group is like a Dream
Come True was what I thought but after working in this project report, I found out that Begraj
Group made housing facilities for all class of people. Such as - Shanti Niketan is a housing
complex which is CHEAP and BEST, Silver Oaks the upcoming project is made for the ELITE
class.
Positioning map simplified the problem of directly comparing process with its
competitors which was not possible in questionnaire method. The company does a lot of
survey to provide the best and prime location to its customers. All these facilities,
customer service and on time delivery has led them to be a No. 1 in Real Estate Business.
The group is managed by a highly educated group of employees and the depths of
knowledge of the workers are very good and the strategy of the directors is very skilled
and well shaped. The company also maintained a very good relation with the past and
present clients; as a result they have got a number of repeated investors for their
upcoming and ongoing projects.

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Page | 49

RECOMMENDATIONS

Following are some of the recommendations based on the observation under the study of
BEGRAJ GROUP OF COMPANIES which will enable them to provide better product and
services.
The BEGRAJ GROUP OF COMPANIES should expand its business and try to position
their strategy in such a way so that it will be easy for the company to capitalize it as a
national brand.
Additional marketing personnel should be hired so that the company can understand and
survey the competitors policies and strategies and accordingly formulate their strategies
to outride their competitors.
The company should focus and invest more on advertisements on electronic media as
advertisements is one of the most effective way of

persuading and influencing

customers.
The company should update their website on regular basis about their on-going projects
and up-coming projects with unique features, estimates, images and other required
information as people feel easy accessing information from the internet.
The company should hire a safety engineer for their construction site as safety measures
with proper instructions needs to be followed in construction sites and to ensure smooth
flow of the work in progess.
The company is known for its on time delivery of their projects to their customers so to
avoid any delay, more of local personnel should be hired as most of the staffs belong to
other places and the company faces problem when these staffs go on their vacations.
BEGRAJ GROUP OF COMPANIES is the only company in Siliguri which provides the
facility of one-time down payment to their customers and this offer has really attracted
many customers, so the company should introduce one or more of these offers to attract
and retain their customers.

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BIBLIOGRAPHY

Certain reference and links while doing this Project are:

1.
2.
3.
4.
5.

Google Search
www.begrajgroupofcompanies.com
www.begrajsilveroaks.com
Philip Kotler Marketing Management (14th edition)
Upkars A Compresensive Study Of Data Interpretation Analysis And Sufficiency
6. Naresh Malhotra Marketing Research : An Applied Orientation 6th Edition

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APPENDICES

Please select that option that best describes your thoughts about the BEGRAJ GROUP OF
COMPANIES.
1. PERSONAL INFORMATION
Name: .
Gender: MALE

FEMALE

Age: BELOW 30

30-40

40-50

Occupation: BUSINESSMAN
HOMEMAKER

50-60

ABOVE 60

PROFESSIONAL/TECHNICIAN

OTHERS

Marital Status: SINGLE

MARRIED

Monthly Income: BELOW 30K

SEPARATED/WIDOWED

30K-40K

40K-50K

ABOVE 50K

Total Number of Family Members .

Number of Children: UNDER 8 YRS

OVER 8 YRS

2. Do you own any other property made by the competitors of Begraj Group when the
group was not in Siliguri?
YES

NO

3. Have you purchased earlier in BEGRAJ GROUP OF COMPANIES?

YES

NO

4. Considering your own experience what you may have read or heard, how would you
rate the quality, services and support provided by the company?
V.GOOD

GOOD

MODERATE

BAD

V.BAD

5. Is the One time Down Payment Scheme suitable for you?

YES

NO
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6. Considering the overall quality of the company in relation to its prices, how would
you rate the value offered?
EXCELLENT

V.GOOD

GOOD

MARGINAL

POOR

7. What are the determinants which influenced you to buy from BEGRAJ GROUP OF
COMPANIES?
CONVENIENCE

ENTERTAINMENT

AMBIENCE

LOCATION

OTHERS
8. Are you inspired with the properties made by another builders like Ambuja Realty
Ltd., MLA Group, Mayfair Group and others?
AMBUJA REALTY LTD.

MLA GROUP

MAYFAIR GROUP

NONE OF THE ABOVE

9. How would you rate the overall satisfaction of the company?
V.SATISFIED

SATISFIED

NEUTRAL

DISSATISFIED

V.DISSATISFIED
10. Who influenced you to purchase the apartment or properties built by BEGRAJ
GROUP?
MARKETING TEAM

ENGINEERS

BROKERS

CUSTOMERS

OTHERS
11.

Is the Begraj Group No. 1 in todays Real Estate market in Siliguri?

YES

12.

NO

Is there any delay to deliver their projects?

YES

NO

13. Any suggestions, please specify...

...

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