RESEARCH PROJECT REPORT

on
SALES PROMOTION OF REAL ESTATE

SUBMITTED FOR PARTIAL FULFILLMENT OF THE

DEGREE OF

MASTER OF BUSINESS
ADMINISTRATION
By
Alka bhati
(Roll No.: 1471770001)
External Supervisor

Internal Supervisor

Mr. Anuj Rai

Sheetal Bhatia
Sales Manager
Group of Institutions
Amarapali Pvt. Ltd.
Noida

Mrs.

FMG
Greater

FMG Group of Institutions, Greater Noida

(Affiliated to DR.A.P.J.AKTU and Approved by AICTE)
1

ACKNOWLEDGEMENT
A dissertation projects is a golden opportunity for learning and self-development. I
consider myself very lucky and honored to have so many wonderful people lead me
through in completion of this project.
I express my deepest and most sincere thanks to my (faculty member) and all my teachers
of MBA, DEPARTMENT who provided me their valuable time and information and I
would like to express my gratitude to the teachers and the entire Institute for giving me
platform to have this wonderful opportunity and being able to get a glimpse of the
corporate word.
During the course of my project, I had the good fortune of being guided by superior who
with all his magnanimity supervised this project report through all its stages. I have
benefited a great deal from his incisive analyses and suggestions. I humbly acknowledge
his congeniality. The atmosphere of a leering organization that he has created along with
his peers with his student has not student has not only me but all so to others.
My Special thanks to all my friends for their unremitting help in numerous way, which
deserve adequate expression on this page.
I would also like to thank all the respondents of questionnaire for their cooperation and in
the end I would like to say that it was a great experience working in this project.

ALKA BHATI
MBA
Roll No. 1471770001
2

PREFACE
The successful completion of this project was a unique experience for me
become by Visiting many place and interacting various person, I achieved a
better knowledge about Sales Promotion in Real Estate Marketing industry.
The experience which I gained by doing this projects is being submitted
which content detailed analysis of the research under taken by me.
The research provides as opportunity to the student to devote his/her skill
knowledge and competencies required during the technical session. The
research is on the topic
Sales Promotion in Real Estate marketing industry

DECLARATION
The research project report entitled Sales Promotion in Real Estate marketing

industry. under the guidance of Mr. V.K. Chhabra (Senior General Manager,
Marketing & Sales), AMRAPALI., is the original work done by me. This is the property
of the institute and use of this report without prior permission of the institute will be
considered illegal and actionable.

Industry Guide

Faculty Guide

Date: _____________________
Place: ____________________

TABLE OF CONTENT

PAGE NO.

CHAPTER -1

EXECUTIVE SUMMARY

CHAPTER -2

INTRODUCTIONS

10

1.) INTRODUTION OF ORGANIZATION

2.) OBJECT OF STUDY

CHAPTER -3LITERATURE REVIEW

14

CHAPTER -4

35

RESEARCH METHODOLOGY
1.)
2.)
3.)
4.)
5.)
6.)

RESEARCH DESIGN
SAMPLING DESING
SOURCES OF DATA
DATA COLLECTION TOOLS
METHOD OF DATA COLLECTION
TOOLS AND TECHNIQYES OF ANALYSIS OF DATA

CHAPTER -5CONCLUSIONS

72

CHAPTER -6

74

IMPLICATION OF THE STUDY

CHAPTER -7FINDINGS /RECOMMENDATION

79

CHAPTER -8LIMITATIONS

82

CHAPTER -9OVERALL EXPERINCE

84

CHAPTER -10

QUESTIONNAIRE

90

CHAPTER -11

BIBLIOGRAPHY

93

CHAPTER -1
EXECUTIVE SUMMRY

EXECUTIVE SUMMRY
The real estate industry today has changed so much that each sector needs special skills to
make it work efficiently. All over the world, prices are fluctuating. Global agencies monitor
trends in the top influential cities. With many foreign investments in India and NRIs
returning, the Indian property market watch is on the top most of every big agency.
Mumbai is the costliest city to live in Asia. To understand real estate marketing one
should at least have the minimum knowledge required to step into the complex industry.
Out there, plenty of smart operators are looking for suckers. They may not be dishonest but
will technically confuse you to pay higher price and outsmart you. Therefore, if you know
your onions and thedeep layers beyond the skins it helps to get the best.
The purchasing power of the new generation of Indians has increased. They are investing
in real estate in a big way- in terms of investment and assets. People haveacquired refined
tastes in housing needs and become professional in dealing with builders. Financial
companies and banks have given a boost to real estate marketing as well. To add to this the
6

government has allowed foreign investors also to test the market conditions here have
helped. Every area of real estate be it industrial, retail space, malls, office complexes,
residential colonies, hospitals, clinics and other healthcare units have a vast potentialfor
growth.
As more opportunities grow for people to work they also wish to invest in places close by
to live in. Builders or developers in various regions are now separately marketing each
space. Even home loan companies and banks are independently marketing the properties
they are giving loans. This helps them to guide their dedicated clientele and ensure the
marketing trends remain closely monitored for future development.
They generally have customer relationship executives who are assigned (usually area wise)
to assist customers in making decisions. They do have good knowledge, are professionals
on the job and customers do benefit if they are not very familiar with various technicalities.
Each company has its own marketing device and portfolio to attract Customers. Various
tieups with groups in India and overseas have taken place this year with increase in FDI.
MGF Developments based in New Delhi and Emmar Properties based in Dubai have joined
hands in the first quarter of 2006 for investments within the country. Nowadays most of
real estate focus is on shopping malls and residential complexes. In some areas down
south, the thrust is on IT parks, and corporate offices and resorts.
However, on the other side everyone or every other executive does not feel the real estate
sector in India is being well marketed or managed. Yes, there are some gray areas, which
need to be covered up. For instance, foreigners who wish to invest or firms who are
looking at Indian partners are feeling the crunch of bureaucracy and familial ways of
working. This obviously makes it difficult for them to do business. The potential is there
but it needs to be tapped wisely. A proper way is to have real estate marketing with the
right professionals. Everyone wants to cash on the business.
After one and a half years of gradual consolidation, real estate in India has fathomed its
own comfortable ground, and is poised at the right threshold to take a giant leap in years to
come. While a differential pace of strengthening is evident across sectors, geographies and
segments, several property market indicators point to the fact that the industry has indeed
bottomed out in the current cycle. The fears of a possible double dip recovery have given
way to beliefs in the sustained healthy levels, if not a rapid growth.
7

The experience thus gained in this slowdown is invaluable and will serve real estate
strategists for years to come. The various stakeholders in the entire supply chain the
material manufacturers, developers, property consultants, occupiers, investors and policy
makers, have all emerged stronger and primed than yesteryears. And, if we have taken our
lessons right, caution and diligence would be the keywords for the industry in the
medium term.
On one hand, the stakeholders cant afford to sway on the riding waves of healthy demand,
and lose the ground advantage that they have so painfully regained by adapting to the
rapidly changing business environment. And on the other, the emerging opportunities
should be targeted with an unmatched fervor of potential and pragmatism.

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

Commercial Real Estate

o

Office rents to start appreciating after mid-2011

More outright purchases by occupiers as well as private equity players

IT/ITES and BFSI would continue to account for 60-70% of office demand

Residential Real Estate

o

Launch of premium products to continue, albeit at a slower pace

Launch of Ultra Low Cost (ULC) Housing by private developers Housing for
All

Large number of launches would continue to be in the range of INR 2,000-3,000

per sqft at the leapfrogged suburban locations
8

Impact on affordability will influence the price and absorption dynamics

Sustainability to gain focus as the industry looks forward towards IGBC Green
Homes standards

Retail Real Estate

o

More collaborative models such as revenue sharing to emerge in the sector

Rents to remain stable except select prime locations

Large number of malls slated to become operational

Retailers would continue to expand beyond Tier I into Tier II and III cities

More international retailers to venture into India

CHAPTER -2
INTRODUCTIONS
1. INTRODUTION OF ORGANIZATION
2. OBJECT OF STUDY

INTRODUTION OF ORGANIZATION
Amrapali Group was established by
MR. ANIL SHARMA in 2002 in Noida with50professionals & 150 supervisory-grade
employees
Amrapali is one of the fastest growing development firm from last 123 years, it is into the
business of the construction of LUXURIOUS RESIDENTIAL COMPLEX,
TOWNSHIPS, OFFICES, HOTELS AND RESORTS..
Amrapali Group providing all type of land in Delhi, Greater Noida, NCR, Noida. If you are
seeking to Amrapali sapphire Sale Real Estate, we offer all the support and services to
make it easy for you.
Greater Noida and Noida is involved in wide spectra of services in real estate dealing
related services and assure you to provide the best of all at competitive prices. We provide
services such as sale of residential and commercial properties .We are worked for last 12
year in real estate & construction.
Today real estate market in is growing at an amazing pace. Many people have started
relocating to the NCR area to enjoy better quality of life. Every other day there is new
project announced and many options are available to buy your dream home, suiting your
budget. You could buy a ready to move-in flat to meet your immediate needs or you could
invest in new projects launched or buy in resale of a project under construction.

10

PROJECTS

11

2. OBJECT OF STUDY
1

Properties Area wise Separate sections of residential and

commercial nature.

2.

Property Valuation

3.

Help in buying or selling property

4.

Home Loans

5.

NRI Real estate Services

6.

Property Managers/ Property Brokers/ Property Agents etc

7.

Property Consultants and Designers

8.

Sales Promotion

9.

Sales Promotion and Advertising

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CHAPTER -3
LITRATURE REVIEW

LITRATURE REVIEW

13

The real estate market in India has become so huge that to get every thing or anything
specific within one roof is easy and difficult at the same time. With the kind of commercial
and residential property available on rent/lease/ ownership one has to refer to portals or
good companies dealing in various listings. Generally typical real estate listing would
necessarily include the following heads:
Properties Area wise - Separate sections of residential and commercial nature.
Within this are included partnership, brokerage, requiring agents, and direct deals with
builders. The property rates of each area are usually determined every two three years
unless in a particular area shoots up due to construction or upcoming prestigious piece of
property (i.e. a five star hotel, IT corporate park, shopping mall or multiplex). In such areas
the rents and buying properties do increase because of job opportunities and close
residential facilities.
Property Valuation
Many old properties may not be in very good condition. But they still are valuable. Why?
Mostly because they can be refurbished or rebuilt entirely. This is why they usually fetch a
good price. But one cannot depend only on brokers or agents or property owners to
evaluate the land. Sometimes the owner is greedy and expects a bigger price, sometimes an
agent in between quotes a higher price so that it benefits him, sometimes the buyer may be
just rich and may not have rival bidders or competitors so quotes a fancy pricey according
to his choice.
But now the industry has attained a level of professionalism and valuers who have correct
knowledge and are impartial are used to assess the property. Even if it has to be handed
over from one brother to another the valuer needs to correctly assess the worth of the
property. Usually a lawyer does the valuation so that a stamp of legality can be given to the
property and no disputes rise thereafter. A known property valuer will charge a good
amount to the job.
Property Managers/ Property Brokers/ Property Agents etc

14

Dealing with one person who knows the entire property inside out is important. Usually
when an agent shows the property to a prospective client he knows the property manager
dealing with it. He normally deals on behalf of the owner.
He looks after the property and keeps in good shape till it is sold to the next owner.
Brokers and agents now all over India have associations. So certified ones and those
registered with the respective associations will definitely not cheat you when you are
buying property.
Even if there are disputes it can be challenged or sorted out through the right channels.
Real estate listings usually give area wise contacts of brokers and agents listed with them.
So even if one does not know one a portal provides the details.
Property Consultants and Designers
Now consultants are available for giving a better view of the industry in general. They are
aware of the rules, laws and regulations, which affect builders and buyers both. Each
consultant specializes in various kinds of property.
For example property consultant dealing with industrial properties knows what
environmental laws and rules about violating them. He can help the owners to be on the
right side of the law. Some consultants deal exclusively in townships, residential areas and
are aware of the rules that govern them. A good consultant will always be an asset for the
builder he works for.
Designers are usually required by architects or by individuals who need homes to be
designed. Some firms employ designers, some of them freelance or some do just
renovation work. Depending on the need they are listed too. They also deal with people
with knowledge of Vastu and FengShui-both applications are in vogue with clients.

15

Help in buying or selling property

Sometimes an individual may want to sell his business and home and relocate to another
place. Real estate listings allow the person to choose various methods of disposal for the
same.
Home Loans
Sometimes one falls short of a required amount or needs nearly 75% of the loan to buy a
house or an office premise. Generally people apply for home loans. There are many
financial institutions, banks, private persons, and organizations, which lend money to fulfill
dreams. It is easy to obtain a loan if all paperwork is complete.
Today in India private bank HDFC and ICICI Bank and State Bank of India are the largest
lenders to their customers all over the country. They are also giving loans to NRIs to invest
in property in India.
NRI Real estate Services
Right from choosing the property, availing loans, evaluating, filling forms online, property
management etc all services can be used. Real estate listings have the entire database for
the same.
Some real estate listings are also likely to include details and contacts of leading architects,
builders, news on upcoming projects, engineers, building materials and news and articles
which are likely to affect buying and selling decisions.

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

16

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

One of the most difficult marketing decisions facing companies is how much to spend on
promotional John Wanamaker, the departmental - store magazine, said, "I know that half of
my advertising is wasted but I don't know which half."
Thus it is not surprising that industries and companies vary considerably in how much they
spend on promotion. Promotional expenditures might amount to 30-50% of sales in case in
cosmetics industry and only 10-20% in the industrial equipment industry. Within a industry,
a low and high spending companies can be found.How do companies decide on their
promotion budget? There are mainly four methods of this

Affordable Method:
Many companies set the promotion budget at what they think the company can afford. One
executive explained this method as follows : "Why, its simple. First I go upstairs to the
controller and how much they can afford to give us this year. He says a million and half.
Later, the boss comes to me and asks how much we should spend and I say Oh about a
million and half."
It is a method which is uncertain one and makes long term planning difficult.

17

Percentage of Sales Method:

Many companies set their promotion expenditures at a specified percentage of sales.
Accordingly the sales is set on the basis of sales.
In this a specified sales percentage is decided for the promotional budget Advantages of
this method :
First, its use means that promotional budget vary with what a company can afford.
Second, it encourages the management to think in terms of the relationship among
promotion costs, selling price, and profit per unit,
Third, it encourages the competitive stability to the extent that competing firms spend
approximately the same % of their sales on promotion.
Inspite of the advantages, the % sales method has little to justify it. Its reasoning is circular:
It views sales as the determiner of the promotion rather than as a result. It leads to budget
setting by availability of funds rather than by marketing opportunities.
Competitive Parity Method:
Some companies set their promotional budget to achieve share-of-voice parity with other
competitors. Two arguments are made in support of competitive parity method. One is that
the competitors expenditure represents the collective wisdom of the industry. The other is
that maintaining a competitive parity helps prevent promotional wars.
Neither argument is valid. There are no grounds for believing that competition knows
better what should be spent on promotion.

18

Objective and Task Method

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

Deciding on the promotion mix:

Companies face the task of distributing the total promotion budget over the five
promotional tools:
Advertising
Sales Promotion
Public Relations and Publicity
Sales Force
Direct Marketing.
Whatever method a company adopts for promoting its product it must be from above
mentioned method.

Sales Promotion
Promotion is the final element in the marketing mix. After the nature of product is decided,
its price fixed and the methods of distribution decided, the manufactures has to take
effective steps in meeting the consumers in the markets. In the present consumer oriented
markets it is the duty of manufacturers to know what is required by the consumer. It is also
19

their duty to make the customers know where, when how and at what prices. The products
would be available.
Meaning of Promotion
The term promotion is the term and includes mainly three type of sales activity :
1. Mass impersonal selling methods (Advertising).
2. Face to face personal selling (Salesman ship).
3. Activities other than personal selling and advertising such as point of purchase display
(P.O.P.) show and exhibitions, demonstrations and other non securing selling efforts. This
form of activity is called Sales Promotion.

There are two types of promotion blends:1. Pull Blend.

2. Push Blend.
20

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

1. A pull blend is one in which mass impersonal, sales efforts are given the greatest
emphasis. The purposes of pull blend to pre-sell to the final consumers. So that they
demand the product at the retail level of distribution. The firm adopting this strategy would
spend more on advertising and sales promotion rather than in personal selling. These
efforts pull down the product from the manufacturer.
2. A push blend emphasizes personal selling. Naturally firms adopting this method develop
a strong sales force at both the distributor and the dealer level. This method would tends to
push the product through the channel of distribution.

Promotion and Selling

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

Promotion and Sales Promotion

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

21

"Sales promotion means any steps that are taken for the purpose of obtaining or increasing
sales".
Acc. to W.Q. Kelly Opines:"Muddled misused misunderstood that is sales promotion Acc. to him the field of sales
promotion as a marketing activity is still vaguely defined and organized.

22

Sales Promotion and Advertising

There is no universally accepted distribution between these two terms. To same advertising
includes all forms of mass media communication directed towards influencing the end
consumer. Sales promotion on the other hand, includes the form of mass communication
directed towards information and influencing the channel of distribution (e.g. distributors,
retailers etc.). Hence a price of product literature distributed by retailers in sales
promotion.These sales promotion merges on one side in to advertising and on the other in
to personal salesman ship. It is concerned with the dissemination of information to whole
salers, retailers, customers (both actual and potential, and to the salesman).
Sales promotion is concerned with the creation. Application and dissemination of material
and techniques that supplement advertising and personal selling. Sales promotion makes
use of direct mail, catalogues, trade shows, sales contests, premiums, samples, windows
displays and other aids. Its purpose is to increase the desire of salesman, distributors and
dealers to sell a certain brand to make consumers more eager to buy that brand. Personal
selling and advertising do include prospects to make these decisions. Sale promotion
provides an extra stimulus.

23

Objective of Sales Promotion

1. To increase sales directly by publicity through media which are complementary to press
and poster advertising.
2. To disseminate information through sales man dealers etc. So as to insure the product
getting in to satisfactory use by the ultimate consumer.
3. To attract new consumer.
4. To face the competition effectively.
5. To help salesman in selling more to the retailers and consumers.
6. To check seasonal decline in sales. Generally speaking sales promotion involves
rendering the following services:(a) Services to dealers.
(b) Services to own salesman.
(c) Special publicity.

Sales Promotional at different levels

1. Sales promotion at Dealers Level :It may include various schemes some of which are discussed here.
(i) Advertising Materials:The advertising material prepared by the company such as store signs, banners, shelf signs,
board etc. are distributed to sub dealer for display purposes this is in fact a method of
advertising.

24

(ii) Store Demonstration:In the promises of the whole saler or the retailer the products sales personnel will conduct
special demonstration for the companies product. A personal demonstration is good to
introduce a new product at its peculiar advantage can be high lightened and the consumers
doubt clear. It can be used to restimulate an old product. A good demonstration with a great
dealer of action will draw heavy crowds in to the store and will attract attention to the
product.
(iii) Special Display and Shows:These are in seasonal in character but could be arranged in an elaborate manner and for all
the products of an company. Usually these are arranged along with trade fair and
exhibition. Besides effecting sales these shows impress the companys name generally on
the public.

Sales promotion at consumers level

The various schemes of sale promotion at Consumers Level may include.
1. Coupons (A Chit of Stated Value):These are given directly to the consumer these coupons are in most cases kept inside the
package. The consumers many receive a price reduction of the stated values of the coupon
at the time of purchase. The retailer receives reimbursement for the value of the coupon
form the manufacturer. Coupons act as a short run stimulus to the sale of the product, since
they are directly tied with the purchase of the item. They encourage the retailer to stock the
product.
What is important is that a coupon offer does not spoil the named price of the brand nor
does it un pair the margin of the dealers. But it is not easy to measure the effectiveness of a
coupon offer. One over knows how many customer would have bought the product without
the incentive. It is also difficult to find out how many customers were held after the coupon
offer expired.
25

2. Price-off-offer (Also known as bargain offer price packs):This offer is intended to stimulate the sales during a slump season. In this method the
customer is offered a reduction from the printed price list. It is also used when a substitute
for competing product enters the market.
Many experts on sales promotion fed that Off Schemes are among the weaker and less
desirable methods of promotion. These can be trade resentment particularly when the
retailer raises the price to retain his margin. Secondly that is not conductive to building up
brand loyalty. Consumers may simply shift to the products that offer this scheme.
3. Samples:In the hope of converting a prospect into a customer a sample (Some quantity of the
product) may be given. This helps the consumer to verify the real quality of the product.

Various pair manufacturing companies offer this method. For developing brand loyalty this
method is quite useful. Sampling is a fast method of demand creation because one knows
the result as soon as the consumer has had time to use the sample and buy the brand.
Disadvantage of Sampler:Offering sample in quit expensive. There is the cost of producing samples. The distribution
costs are also high. Sample have to be mailed to potential customers or to be distributed
through retail shops. There are also problems when the real product does not resemble the
sample supplied.

26

4. Money Refund Offer:An offer usually stated on the package is that manufacturers will return with in a stated
period part or all of the purchasers money if he is not completely satisfied with the
product.

5. Trading Stamps:A premium in the form of stamps is given by the sellers to consumers while selling goods.
The number and value of stamp that the buyer receives depends on the values of the
purchase. These stamps are redeemable through premium catalogues at the stamp
redemption centres.
6. Buy-Back Allowance:
This an allowance following a previous trade deal not offer a certain amount of money for
new purchases based on the quantity of purchases on the first trade deal. It extends the life
of a trade deal and helps to prevent part deal sales decline. It greatly strengthens the
buyers motivation to co-operate on the first deal.

7. Premium:There are various forms of premiums provided by the manufacturer as sales promotional
devices:(a) Coupons are supplied for effecting price reductions.
(b) Factory in pack premium these are popular in the case of Body food and Tin food items,
Spoons, Cups, Measuring, Glass etc. and such other items are packed with the product in
the box itself. Factory in pack premium are particularly goods for product meant for

27

children. The Bianca Toothpaste packs contain animal shape toys. These are very attractive
and quite popular among the children.
(c) Self Liquidating Premiums :The cost of the premium is collected from the buyer himself. But when the buyers pays for
it he has to pay only a considerably low price for the premium. This is possible for the
manufacturer purchases the items in bulk at a premium and his cost per unit as is
substantially low.
Other Steps by Manufacturer for Promoting Sales
Dealers can be helps in different ways :1. Communicating Market News :Often this service is reciprocal the manufacturer may acquaint his dealer with the fact
relating to his production and prices while the dealer may familiarize him in return with the
information bearing on charges in the consumer's demand, their like and dislike complaints
and criticism, substitutes etc.
2. Inviting to Sales Conference and Convention:The gestures of regard and respect pave the way for better relation and co-operation.
3. Offering Reasonable Terms of Sale:Of all the forms of encouragement, the monetary incentive evokes immediate response.
Hence every producer must offer the most responsible terms of sale such as longer periods
of credit and higher rates of descants.
4. Supplying suitable packages and useful things.
5. By taking the return back.
6. By furnishing them with sales literature and display materials.
28

Aggressive Selling
Meaning:Goods are produced for market. Manufacturers have to make efforts to sell all they
produce. When the manufacturers uses various sales efforts to obtain increased sales
volume for his product it is called aggressive selling or offensive selling. The sales efforts
which a manufacturer makes to retain his customers i.e. to protect his already established
market against against his competitors is termed as defensive selling. In contrast to this
aggressive selling is concerned with the sales efforts made with the express objective of
selling more by expanding the market for the product of the selling firm.
Aggressive Selling and Defensive Selling :Aggressive selling is based on the answer to the question how much does the firm gain (in
term of sales with profit) by using this method defensive selling is based on consideration
as to how much the firm will lose if it does not use this method increase of sales can be
obtained from two sources:-

1. New customers if the market is expending.

2. From the competitors i.e. those consumers who were purchasing similar product of
competition firms, if the market for the product is static.
Acc. to H. Whitehead :"In case of an expanding market all the firm may stand to gain by following the methods of
aggressive selling but if the market is static manufacturer of a new market will have to be
much more aggressive to capture the established market of competitors".

29

When Aggressive selling is resorted ?

Usually manufacturer of a new product has to do aggressive selling :1. When the product has been improved.
2. When the manufacturers product is supervisor in quality to the product of the
established competitor.
3. When the total market for the product or line of product to expanding.
4. If the manufacturers share of the market is comparatively small.
5. If the manufacturer has unused production capacity with heavy investment in plant and
equipment he will like to develop the demand for his product rapidly so that demand for his
product is equal to the optimum production capacity of his plant ; and
6. When primary demand for a product must be created and provision must be made in the
channel of distribution to educate consumers regarding the new product and to instruct
them in its use.
Method of Aggressive Selling:Sales promotion efforts use for aggressive selling may be divided in two classes.
1. Trade Promotion.
2. Consumer Promotion.
1. Trade Promotion:Under trade promotion methods special incentives are offered to the trader to buy products
of the firm. Such incentive may take one or more of the following firm :-

30

(a) Cash Allowance:A definite percentage of discountsis allowed on the purchase of given unit of a product.
(b) Extra Product:Instead of giving any cash allowance extra product is given with each unit of product
ordered. For instance if a box normally contains 20 Cakes of Soap, special box contains 25
cakes may be made and sold at the same price as that of the box of 20 cakes.
(c) Gifts :Various gifts are awarded in return for an order of a particular magnitude.
2. Consumer Promotion:Under consumer promotion method special incentives are offered to the consumers to buy
the firms product. The more prominent amongst such incentives are as following.
(a) Coupons:A coupon of a giving value is sent to the consumer. By presenting this coupon to the
retailer consumers can purchase a particular product mentioned on the coupon at a reduced
price. The retailer sells the products mentioned. In the coupon to such consumer
(consumers presenting the coupons) under and agreement with the manufacturer at a price
lower than the user retail price. Thus the consumer get the benefit of reduced price to the
extent of the value of the coupons.
(b) Self Liquidating Offers:Under this system, the firm offers an article at an attracting price if the consumer send a
given sum of money accompanied by a given number of box tops from the packages of a
particular product the benefit to the consumer is that he receives the articles at a bargain
price.

31

(c) Bargain Packs:Under this system a product is sold at a reduced price for a short period Bargain pack
method encourages new consumers to try the product. It is also helpful in obtaining large
displays in the shops.
(d) Sampling :The method involves giving the product or a small quantity of the product to a consumer
free with the hope that the customer will be favourable impressed with its actual use and
will eventually become a regular purchaser of the product.
A firm selling new product or an extensively improved product finds this methods useful.
Also a firm whose market is hold by competitors whose free sampling almost expensive.
The above mentioned methods may be reinforced by adopting.
(i)

Direct method of selling through.

(ii)

Offer of door to door selling.

(iii)

Hire purchase and installment payment methods of selling and by forming

combination.

Other Methods of Aggressive Selling:(i)

Employment of Missionary Salesman also known as Promotional Salesman.

These salesmen call upon retailers and aggressively promote a product.

(ii)

Instead of using wholesalers, the firm may develop its own sales force to call
directly on retailers.

(iii)

The firm may follow a compromise method by employing a manufacturers agent

and giving him a large enough commission to encourage him to sell product
intensively and aggressively.
32

(iv)

New territory exploitation sales promotion has a particularly important role in

developing the companys product in new territories.

(v)

Increment and promotions.

(vi)

Letters to dealer and Customer.

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

33

CHAPTER -4
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
Any activity done without an objective in a mind cannot turn faithful. An objective
provides a specific direction to an activity. Objectives may range from very general to very
specify , but they should be clear enough to point out with responsible accuracy what
34

researcher wants to achieve through the study and how it will be helpful to the decision
maker in solving the problem.
Each research study has its own specific purpose. It is like to discover to question through
the application of scientific procedure. But the main aim of our research to find out the
truth that is hidden and which has not been discovered as yet.

1).RESEARCH DESIGN
On the basis of theoretical study a research has many types. All of these are distributed on
the nature of research. Some of these are like
1. Descriptive and analytical
2. Qualitative and Quantitative
3. Conceptual and Empirical
4. Applied and Fundamental
5. One Time Research
Our research is based on descriptive, qualitative and Quantitative research.
Descriptive Research:-Descriptive research includes surveys and facts finding enquires of
different kinds. The major purpose of Descriptive research is description of the state of
affairs as it exists at present. Researcher has no control over the variables of this type of
research.

Qualitative Research: - In our research we need comparison between different stage and
different condition. So this based on all qualitative data in short, Qualitative research is
especially important in the behavioral science where the aim is to discover the underline
35

motives of human behavior. Though such research we can analyses various factors which
motivate to people to behave in particular manner or which make people like or dislike a
particular thing.
Quantitative Research:- Quantitative research is based on the measurement of quantity or
amount. It is applicable to phenomena that cab be expressed in terms of Quantity. So we
can use it in our research for collection of all the numerical data.

2).SAMPLING DESIGN:Sample Design is a definite plan for obtaining a sample from a given population. It refers
to the technique or the procedure the researcher would adopt in selecting items for the
sample

3).SOURCES OF DATA
TYPE OF DATA
A) PRIMARY DATA
B) SECONDRY DATA
A) PRIMARY DATA:a) questionnaire
b) Interview schedule
B) SECONDRY DATA:a) Historical data of Real Estate Marketing
b) Online Database
c) Journal
d) Internet

4) DATA COLLECTION TOOLS

36

Our research is based on qualitative & Quantitative

research.

5) METHOD OF DATA COLLECTION

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

Statistical Tools :- it is sample percentage method.

6) TOOLS AND TECHNIQUES OF ANALYSIS OF DATA :-

Marco-economic Overview
The Indian economy currently stands among the world's fourth largest growing
economy in terms of purchasing power parity and holds the distinction of being a key
contributor to Asia's balance of payment surplus. India's GDP is estimated to be the third
largest in the world by2020. India is also considered the second most attractive country in
the world for Foreign Direct Investment (FDI). Forex Reserves (excluding gold and SDRs)
stood at US$157.25 billion at the end of July 2006. India now holds the fifth largest stock
of reserves among the emerging market economies and the sixth largest in the world.

37

The performance of the country has been consistent and steady over the past three years
with an average annual growth rate of 8%. The growth trend is being led by positive
movements across sectors in agriculture, manufacturing and services.

38

In recent years, the broad based growth in services sector has been a principle driver of the
GDP growth. Business services (including Information Technology (IT) and IT Enabled
Services), communication services, financial services, hotels and restaurants and trade
(distribution) services are among the fastest growing service sectors. Indias share in the
world market for IT software and services (including BPO) increased from around 1.7% in
2003-04 to 2.3% in 2004-05 and an estimated 2.8% in 2005-06.
The proportion of manufacturing in the GDP has remained stable at around 25%,
however, the growth rate of manufacturing has increased over years, from 2.7% in 2001 to
9.0% in 2006 against the growth rate of 2.3 % and 9.8% in agriculture and services
respectively. Manufacturing Industries like textiles, automobiles, cement, steel, petro
chemicals,
Infrastructure (civil aviation, roads, and ports), electronics, beverages and tobacco
products have been the prime drivers in Indias Industrial growth.

39

REAL ESTATE SCENARIO IN INDIA

The size of the Indian real estate market is estimated at USD 12billion and it is currently
growing at rate of about 30% annually. Real estate lending by banks has increased by 3.78
times in the last two years, forming 18% of the total bank credit. Strong and improved
economic growth, proactive policy initiatives like relaxation of FDI in construction and
availability of finance (institutional and retail) has driven the demand for real estate across
all sectors - Commercial, Residential, Retail and Hospitality. Also, there is an increased
focus towards development of Special Economic Zones (SEZ) in India.

40

The last few years have seen Indian market mature through regulatory reforms
(rationalization of stamp duties, reform of urban land ceilings ), improving products in
terms of quality and technology, changing tenant profile (MNCs, and respect for tenancy
laws), and improving management and maintenance models (enhanced product life-cycles
and sustained project / real estate yields). Although the initial real estate boom was
concentrated in places like Bangalore and the National Capital Region of Delhi (including
Gurgaon), more recently the geographical spread has widened. There has been a significant
shift in real estate market from metros to its suburbs and to tier II and tier III cities. Lease
rentals and occupancies have been picking up steadily and there is an increasing demand
for quality infrastructure across various segments of the real estate sector.

Commercial Real Estate

The demand for new office space in India has grown from an estimated 3.9 million
sq. ft. in 1998 to over 16 million sq. ft. in 2004-05.70% of the demand for office space in
India is driven by over 7,000Indian IT and ITES firms and 15% by financial service
providers and the pharmaceutical sector. Cumulative demand for office space in India over
the next two years (2006-08) is estimated to be in excess of 45 million sq. ft. The Indian ITITES Industry, estimated at USD 36.3 billion in 2006has grown at a CAGR of 36% over
the last decade and by 2008, is expected to account for over 7% of Indias GDP and 30% of
foreign exchange inflows. In 2005 alone, IT/ITES sector absorbed a total of approx. 30
million sq. ft. and is estimated to generate a demand of 150million sq. ft. of space across
major cities by 2010. South Indian cities like Bangalore, Chennai and Hyderabad along
with NCR (National Capital Region) continue to attract the major share of IT/ITES and
business investment. However, secondary cities, like Pune, Chandigarh, Indore, Kochi and
Kolkata are now emerging as the new preferred destinations for these companies due to
their cost and infrastructure advantage

41

42

Residential Real Estate

The residential property market in India constitutes almost 75% of the real estate
market in terms of value. Low per capita housing stock, rising disposable income coupled
with easy availability of finance from the housing finance companies and banks are driving
demand in this sector. Also, Average age of housing loan borrowers has decreased to30- 35
years from 40- 45 years a few years ago, indicating a young rebuying threshold. The
housing sector is currently growing at 30-35% per annum. A proportion of demand is also
being driven from investors who view housing as an attractive investment option as
compared to mutual funds and stocks. The demand for housing is geographically wide
spread with townships being built in both the metros and the tier II and III cities. In India,
there is a housing shortage of 19.4 million units out of which 6.7million are in urban areas
alone. This translates into very high opportunities for investors in the residential sector

Retail Real Estate

The Retail industry in India continues to be dominated by individuals mall format
stores with floor space of less than 500 sq. ft. Total number of retail outlets is estimated to
be around 12 -15 million, indicating retail density of 12-14 outlets per 1,000 people, which
is one of the highest in the world. The retail sector in India is currently estimated at USD
230 billion. The current size of the organized retail activity is USD 7billion, which is a
mere 3% of the total retail market. The retail sector is witnessing a growth of 5-7% per
annum; however the organized retail Ispoised to grow at a rate of 25% - 30% per annum
and is expected to be worth over USD 30 billion by the year 2010, thereby increasing the
share of organized retail activity from the current level of 3% to 15% in the coming decade

43

Hospitality Real Estate

Hospitality industry in India is growing at an annual rate of over8%. The number of
foreign tourists arrivals (a major driver of hospitality industry) in the country increased to
approx. 4 million in 2005. Over 55%of the total demand for hotels in the country is
generated by for eignleisure tourists and business travelers (domestic and foreign). A large
proportion of lodging demand in commercial cities such as Bangalore, Mumbai, and Delhi
etc. comes from business travelers.
This category also accounts for the major proportion of demand for five star or five
star deluxe hotels. However, against the total current supply of 96,000 rooms, five star
category accounts for just a quarter of the supply. With the expected growth in demand for
rooms at 18%, another 65,000 80,000 hotel rooms will be needed till 2010. This demand
supply gap is expected to result in high level of activity in construction of hotels. The
established brands in this sector such as Asian Hotels, Indian Hotels, ITC, Le Meridian etc
are in expansion mode with many new players such as Accor Group, Marriot, Choice, I H
G Group keen to establish their footprint

44

Special Economic Zones

The upcoming realty trend in India after multiplexes and mega housing projects are
the Special Economic Zones (SEZ). Currently, 28SEZs are operational in the country,
including those converted from Export Processing Zones (EPZ) to SEZ. Approx. 189
proposals have already been granted approval since the SEZ Act, 2005 came into force
.These include SEZs in various segments such as multi-product, Information Technology,
Bio-technology, Gems and Jewelry, Textiles and technology intensive industries. Both
developers and corporate have shown tremendous interest in developing SEZs in the
country. Reliance Industries, for instance, is planning a 25,000 acre SEZ in Gurgaon and is
also the main partner in twin SEZs coming up at Navi Mumbai and Maha Mumbai, with a
combined size of 35,000 acres.
The Adani group is also setting up an SEZ at Mundra, covering30,000-35,000
acres, and it proposes to invest Rs 7,300 crore on infrastructure. Other corporate who are in
process of setting up SEZs include TCG Refineries of the Chatterjee Group (SEZ refinery
at Haldia in West Bengal), Suzlon Infrastructure (hi-tech engineering products

and services near Coimbatore in Tamil Nadu, Udupi in Karnataka and Vadodara in
Gujarat), Hindalco (aluminum SEZ at Sabblpur in Orissa), Genpact (IT SEZ at
Bhuvnashwar in Orissa, Jaipur in Rajasthan and Bhopal in Madhya Pradesh), Vedanta
Alumina ( aluminum SEZ at Orissa). Seeking the permission for SEZs are also a number of
realestate developers, including DLF, Ansals, Omaxe, Parsvnath, Shipra Estate and Sunny
Vista Realtors

45

FDI in Real Estate

With the opening of the sector for 100% FDI under automatic route, the real estate sector
is estimated to capture about 18-20% of the total FDI coming to India in 2005-06. The FDI
in Real
Estate is expected to have a favorable multiplier effect on the economy. As an indicator, for
every rupee spent on construction, an estimated 75-80% gets added to the GDP. The spillover effect of
This initiative can also be witnessed in important sectors like the cemented construction
industries, where the key players are expanding capacity to meet the soaring demand.
With the relaxation of the FDI limit, the country saw an influx of global real estate
developers like Dubai-based Emaar Properties (the largest listed real estate developer in the
world) which entered India in a joint venture with Delhi based MGF Developments.

Growth and leverage to higher India growth

The real estate sector is developing rapidly in India. The demand side has robust and
sustainable macro drivers across all segments

Residential:
Accounting for more than 70% of the sector in terms of space, residential segment growth
is driven by urbanization and the migration of households up the income curve. According
to the National Council of Applied Economic Research estimates, the number
of urban households earning more than INR 500,000 (about US$12,000) should more than
double to 7.6m in 2006-10.

Commercial:
Rapid growth in IT/ITES services (manpower in the sector has doubled in the past three
years to 1.6m) is the main driver of Grade a commercial office space demand. Jones Lang
LaSalle, a property consultancy, estimates that the absorption of office space in the top
seven cities in India was 31.1m square feet in 2006.
46

Retail:
According to CRIS INFAC, the penetration of organized retail into the overall market will
increase from 3.5% in 2005 to 8% in 2010, there by driving the demand for mall space.

Hospitality:
According to CRISIL, the number of 5-star rooms is expected to grow by60% in the next
four years with foreign tourist arrivals growing at 10%CAGR

Structure Of Real Estate

The real estate industry has historically been fragmented and
Opaque, but this is changing:

Penetration of mortgage finance:

Mortgage disbursals grew by 38% in FY2001-06 and have become an integral part
of the buying process. This has helped reduce the unaccounted cash component of
transactions.

Entry of foreign capital:

Regulations governing foreign capital in the sector have been relaxed, motivating
developers to become transparent and improve corporate governance.

Change in legislation:
In many states, strict laws like the Urban Land Ceiling Act (which defines ceiling of
land holdings in urban areas) have been repealed or modified.

47

Consumer preferences:
Consumers are now willing to pay premium prices for better amenities and a good
brand. In response, most of the bigger developers are scaling up geographically, which
necessitates rigorous systems and processes

MUMBAI REAL ESTATE

Mumbai is no way behind when it comes to a talk on property. The Mumbai real
estate is in its growth orbit and attracts investors from major multinationals in the recent
times. Such is the potential of the city's infrastructure that it is known to be spearheading
most cities as far as property market is concerned. With Mumbai serving as the
entertainment city, even the organized retail sector here is fast flourishing.
Purchasing real estate in Mumbai requires a significant investment, and each piece
of land in the city has unique features, so the property market in Mumbai has evolved into
several different fields.
Having the potential to leverage high returns, a large number of real estate projects
are financed every day in Mumbai. NRIs can shop for property in the city with the
expectation of attaining an investment good, or with the purpose of utilizing it as a
consumption good, or both.
Mumbai is also the fashion capital of India, so it is one of the foremost cities to be
hit by the retail buzz. With the opening up of the retail market, there has been a growing
demand for retail properties in Mumbai. This has created a viable market for mall space
and other retail stores and showrooms. These retail stores and malls are either owned by a
business group or leased for hefty prices as the demand is high.
The property prices as well as the increase in rental values in Mumbai owe much of its
credit to the large scale investments in the commercial sector. Mumbai has always been
the hot favorite for most of the corporate sector to have their headquarters in the city.
And with increasing investments by MNCs in the IT, ITES and the BPO sector, there
has been a growing demand for office space; which have consequently created an
imbalance in demand and supply for residential properties. The rental values in Mumbai
have also in high corresponding to that in other metros.
48

Even Indias leading conglomerates have taken up commercial space here. The state
administration has already shifted whole sale commodity markets to Navi Mumbai. So, you
have endorsements from different segments that Navi Mumbais commercial real estate is
much sought after, he says. Suresh Haware, MD, Haware Builders concurs.
Even at the nano end of the commercial real estate spectrum, demand is high, he
says. It is the small offices and shops segment that have witnessed the highest demand at
Haware Builders commercial projects in Navi Mumbai, he reveals.
Today, industrial units in Navi Mumbai are relocating to locations in Raigadh district
and commercial is the latest buzzword in Navi Mumbais real estate scenario, says Vijay
Gajra of the Gajra Group. Commercial options in Navi Mumbai span a huge price band.
Growth of the residential segment in Navi Mumbai, prior to that of the commercial
segment, actually works out in favor of the end-user today, as manpower resources are
easily available, he points out. Commercial real estate in Navi Mumbai comes at
competitive prices vis--vis other options in the Mumbai metropolitan region (MMR), with
the added advantage of being located in a well-planned city, adds Gajra.
IT/ ITeS SEZs and businesses that have anything to do with rail/road transport and
logistics or shipping, are proving to be the next big segment in Navi Mumbais commercial
spectrum, shares Mayur Shah, honorary secretary, MCHI. Ramneek Bakshi, principal of
global property consultants, LJ Hooker, points out that MNCs view India within the
parameters of the Brazil, Russia, India, China (BRIC) equation.

When they look at India as a business entity, Mumbai takes prime position. When they
start looking out for space, Navi Mumbai, which forms the third level of real estate pricing,
is attractive for MNCs looking to set up shop in the Mumbai region, he explains. At the
Norwegian consulate in Mumbai, George Mathew, honorary consul general, concurs, If
you look at real estate pricing trends in the MMR, Navi Mumbai fits the bill on many
counts. However, the clincher is the price efficiency and developed infrastructure that Navi
Mumbai provides, he concludes.

49

Appreciations
The hike in demand as well as supply and appreciation in capital values are
attracting good attention from overseas investors. The Mumbai real estate has become a
reflective of the high growth in Indian property market. There has been an increase in real
estate value across micro markets in Mumbai as well.
Mumbai is looked upon as one of the most organized and transparent property
market in India. With cash components and transactions shooting up in the last two years,
the city has gained much popularity among the investors, both domestic and international.
The investment market has been thriving with excellent returns going high over the past
few years. The real estate boom and an upsurge in development activities in major parts of
Mumbai have led to a rise in investment prospects in commercial and residential sector.
Known locations like Bandra-Kurla Complex (BKC) and Lower Parle have seen
appreciations in commercial spaces falling under the category of Grade A. The occupancy
levels in other preferable locations like And heri West and Nirman Point also increased in
the current yearand are believed to have marked the rise by 90-95%.Another mark
appreciation is in regard to commercial properties in Mumbai, and is prevailing in the city's
micro markets barring a few exceptions.

NRI Real Estate trends

Major property developers in Mumbai, underpinned by the vastness, scope, success
and scale of progress in the city are now transforming developing properties into strong
retail bases.
Then of course, the government permitting foreign direct investment (FDI) up to51% in
retail trade has also brought about major moves in retail industry.
The demand for property whether commercial or residential, is very high in Mumbai.
There has been steady demand for consecutive years and has resulted in an increase in the
yield rate. New real estate projects in Mumbai are always in queue to be launched by
private as well as by government. This encouraged overseas investors especially Non
Resident Indians (NRIs) to make significant investments in Mumbai properties.
50

With an excellent accessibility across the globe, the city of dreams, Mumbai has
emerged as an ultimate destination for most people. As per property surveys, one can sell
any property and get a price which is fairly good. Within the real estate industry, it is
believed that such periods come in cycles and bring an apt time to cash upon.
What makes real estate in Mumbai so exciting are an ongoing demand and the
proposed projects that are to be executed in approaching years. Builders always have
special offers and attractive schemes in store for end consumers. Capital Values of quality
apartments, in well-maintained old buildings and upcoming projects, in South and South
Central Mumbai, have gone through the roof

Agency
Agency is that branch of the real estate business which engages the attention of the
greatest number of persons who are concerned with the business, and in that respect it is of
prime importance. It is divided into two parts, brokerage and management.
A broker is a person who for compensation, usually proportioned to the value of the
subject-matter, brings about transactions between principals. Brokerage has two divisions
according to the kinds of business which usually engage the attention of the broker. The
sales broker is a broker who devotes his time and attention to the bringing about of the sale
or exchange of real property. A loan broker is one who gives his attention to the obtaining
of loans upon the security of real property. One man may practice both branches of the
business, or a specialist may devote himself to either of these branches.
Management, the second branch of agency, is the operation of deriving income and
caring physically for real estate structures. It concerns itself not only with the deriving of
income, but with the keeping down of expenses and the care in making expenditures. It is
popularly known as "Agency."

51

VISION
Benchmarking our services in terms of People, Pace & Passion tobe the best in the
Industry.
MISSION
To

provide

requirements
reach

its

creative
of

our

optimal

solutions,
clients.

potential

by
To

customizing
encourage

combining

its

&

our

services

facilitate

diverse

to
our

strengths

suit

the

team

to

to

provide

total customer satisfaction. Background

They started as a journey by a single individual with a desire toexcel has now
become an organization which is serving the needs of thereal estate industry in the country
today.
Alliance today has the best talent on its board of directors who are professionals in
real estate, finance, accounting and taxation striving to render the best of services to its
clients. Alliance today has given shapeto and has structured some of the most complex and
landmark transactions for reputed clients.

They add value to your properties through their experience and expertise, with their
wide network of clients and contacts all over India and global arena. They assist everyone
in identifying opportunities and the right partners to compliment their capabilities.
Projects HandledLittle World Mall:
They had sole mandate to lease the mall which started in October2007in Kharghar.
Complete project was completed by them withgoodanchors and brands as listed below:
Aditya Birla more, Archies, Levis, Levis Signature, Max Lifestyle,Adlabs, The
Raymond Shop, Reid & Taylor, Welspun,Thomas Scott ,Connections,Koutons,Planet M,
52

The Mobile Store, Homes & Apparels, Lilliput, Carmicheal House, Kittens, Thomas Scott,
Gini&Jony, LaDiamond, Nice Looks, Dosa Plaza, China Land, Chopking, Indian Tadka,
MotiMahal, Caf Energise, Caf Bollywood, Kwality Swirls JuiceZone, Namrata Cup Corn
.Curries and Parathas, etc.
City Center Mall:
They have leased Operational Mall on Palm Beach Road, Vashi. The
list of brands which we introduced to this mall are:
Levis, RoopSangam, Kittens, Gini&Jony,La Diamond, And Design,Adora, M&B
Shoes,Black berry, Weekender, Infancy,Timex, GKBOpticals, Black Berry, ITC John
Player, Unistyle,Addidas, Nike, Spykar,Lee Cooper, Ruff Kids, L effect, Live In, Lovable,
Dominoes,NiceLooks, Top Corn, Caf Coffee Day, Ameoba Game Zone, Stone
ageRestaurant.

Other Individual Projects Handled :

Brokerage deals:

Crystal Mall- Bandra&MuBBAi Times Caf

Reliance& Maithili Signet at Vashi.

Kstar Mall ChemburAditya Birla More

Fantasia Mall-Inox (Multiplex)

Bank Finance:

Arrangementfor Akshar Developers from Axis Bank

Arrangement for Well-wisher Constructions from Axis Bank

FDI investment for Little World Mall.

53

Quality Objectives
Continuous improvement in the quality of services.
Promptresponse tocustomer complaints
Strong property data bank.
Aggressive follow up & due diligence.
Panel of associates for legal, finance, market research,investments and other allied
subjects.

Handling properties in all metros and all other cities across thecountry

Overview
Alliance Property Services is professionally managed companyHaving presence in
Mumbai, India in the following activities:
1. Real estate Sale and lease.
2. Lease of retail outlets in malls and High street.
3. Joint ventures with developers.
4. Leasing and sale of entire properties with High Value clients./Builders/Investors/Private
equity /Venture capital /Foreign Direct Investors.
5. Franchising in retail and other spheres.
6. Arranging attractive investment proposals/ideas for investors.
7. Holding real estate/franchising /retailing /financing expositions and
Exhibitions in all towns and cities.
8. Finding investors for local developers and Builders.
9. Underwriting entire projects for marketing, investments andExecution

54

Corporate Real Estate Services

Transactions for all kinds of properties across the country including:

Residential

Office

Commercial

Retail & Shopping Malls

IT Park

BPO/ Call centre

Hotel & Resorts

Leisure & Entertainments

Hospitals

Multiplex es

Indus trial

Institutional.

Advisory Services:
Investment Advisory Services
Third Party Due Diligence & Service Management
Feasibility Analysis
Lease & Utility Audits
Relocation Studies
Property Valuation & Tax Consulting
Site Selection Modeling Analysis & Strategic Planning
Merger and Acquisitions
Joint Venture, Collaborations, Franchise
Foreign Direct Investment (FDI)

55

Allied Services:
Valuation and Land Appraisal
Tenant / Purchaser Representation
Research & Feasibility Studies
Project Management
Bank Finance: Preparing project and feasibility report, Bank
Turnkey Financing Solutions

Value added Services

1.

Turn Key Projects: Lessoning for Approval

a)

Central Govt. of India

b)

State Govt. of India

c)

Local Govt. and Municipal Corporations

2.Joint Venture with Best Indian Realtors for MultinationalCompanies.

3. Office Buildings and Houses for Company Management.
4. Project Management Consultancy Services.
5. Design, Architect, Marketing, etc.
6. Local Assistance for Site Development / Construction.
7. Global Partnership with leading realtors overseas for IndianRealtors.
After achieving a reasonable success in Mumbai and Navi Mumbai, theyare now planning
to have branches and associate offices in all cities and

56

SELLING & MARKETING DEPARTMENT

The ultimate aim of the Real Estate Marketing is to increase the demand for a
particular type of property and to increase the price so that the seller of the property owns
the highest amount of profit for himself. The Real Estate marketing is needful also to make
the Real Estate project work and make it familiar among the public as much as possible.
Most of the Real Estate sellers keep an amount intact just for their Real-Estate Marketing
and on that basis they choose certain Real Estate Marketing Agents and give them the
responsibility to sell their property off with as much profit as possible. If the sellers budget
is big enough then he can go for renowned Real Estate Marketing agency and for those
with small budgets the smaller agencies are also available. Most of the big Real Estate
owners who want to sell their properties prefer to go for big marketing agencies as they
have better ways to promote ones properties and have able agents who can find the right
kind of agents working for them who have better contacts and have better ways to
popularize the real estate property.
A good Real Estate Marketing Agency always puts special emphasis on the right
kind of information that one needs before starting Real estate Marketing and for that the
agency normally conducts some kind of survey to gather the right kind of information.
Later the Real-estate marketing Agency depending on that report develops their ways of
marketing. Nowadays a lot of Real estate marketing is done through the help of the
Internet. One can have various websites that do marketing for different real estate
properties for a certain amount of money. One also needs to make the website precise and
filled with to the point information. The Real estate Internet Marketing is a very simple
process and is cheaper in nature as well. Although one needs to keep the demands and the
reasonable amount of price in mind.
I was functioning under operational projects of Alliance Property
Services for Harares Commercial Projects namely Centurion Commercial & Shopping Complex, Nerul
Vashi InfoTech Park, Vashi
HawareInfotech Park, Vashi
Fantasia Mall, Vashi
57

In marketing, Promotional strategies were used namely News paper advertisements,

Visual media ads in local cable channels
Direct Marketing(door-to-door) in commercial complexes and
Through www.iproperty.com
Business cards can either by a waste of paper or an effective bridge between a prospect
and their potential as a long-term client. So, follow-ups of all the business cards that were
dropped in at the site office were done on a daily basis.
Brokers & agents were also approached to get their clients for the deals. Telephone &
Email follow-ups also formed a part of my job. There was face-to-face interaction with the
customers for the sale of shops/offices by convincing them to buy.
Customer Database was also maintained considering various heads like- Date of
purchase, Shop/Office no., Name of the customer, Area of the shop/office in sq.ft., Total
value of Shop/office in Rupees, Total Received(cash/cheque) and Balance amount
ADVANTAGE FOR REAL ESTATE AGENT:
10-Year Tax Holiday
The finance Ministry has announced a 10-year tax holiday for developers of Industrial
parks set up from April 1, 2006 to March 31,2009. According to the Industrial Park Scheme
2008 notified by the Central Board of Direct Taxed (CBDT), the industrial park developers
will be eligible for 100% tax deduction which is to be provided for 10consecutive
assessment years out of 15 years after the commencement of operations of such units. The
developers will be free to choose the 10consecutive years for the purpose of availing
themselves of the tax holiday.
Price Variations in India
There are unbelievable variations in the prices of real estate sector in the past. Which
mainly affect to the sale of business. Mainly there are two causes for the same:
58

 Per Capita Income

GDP at Market Price
Per Capita Income
As depicted by fig. 2 per capita income is increasing in India, which has increased the
purchasing power of the people. Due to this over the last year (2006-07) houses prices have
raised by 10-90% and commercial property prices by 10-30% in different area of India.
Correlation .996 is found between PCI and real estate prices. Thus there is a positive
correlation between per capita income and real estate prices.
GDP at Market Price
GDP, the indicator of the national growth, from the past 2-3 years is increasing by 6.5%
to7.5%. Every rupee spend on the construction addto nearly 60% of GDP. As shown by the
figure the GDP has increased from the 2463324 crore to 3529240 crore from 2002-03 to
2005-06, so it indicates that how the spending on the construction sector helps the realestate prices to increase.

59

Clear Title
90% of the lands in India do not have clear title. The ownership is unclear, thereby creating
a scarcity of land. This is due to poor recordkeeping and outdated complaint processes. All
updated records must be computerized to increase transparency in land ownership. And
special fast track courts must be set up to clear all legal land disputes in a short period of
time.
Stamp Duty & Registration
The cost of transferring land titles must be reduced from rates of 10%stamp duties to
reasonable levels of 3 to 5%; similar to prevailing rates in developed countries. This will
encourage sellers to pay stamp duties, instead of trying to cheat the government, thus
increasing the revenue for the country. The high duties have also encouraged unaccounted
money being used in most real estate transactions in India. The registration procedure
should also be made transparent and simple so that corruption can be minimized.

Building Codes, Standards & Permissions

There are several building guidelines and standards in various cities and states, however
they are neither followed by the developers nor implemented by the authorities.
Development and Planning
In India development and planning concerned with real estate sector is not up to the mark.
The city or state authorities must use professionals to plan and execute all development
plans for cities and towns, with future development in mind. This must be done without
political compulsions. This will allow proper zoning within cities and towns, green areas
and other infrastructure systems to fall into place as the development plans unfold.

60

Present Scenario in India

Indias house prices are now falling!

After
more than three years of spectacular house price rises, Indias property market continues its
downward trend, mainly due to high interest rates on home loans and slower economic
growth.
Residential property prices are now falling in most cities in real terms (given Indias high
inflation, it is important to distinguish nominal price rises from real price rises).
Nominal house prices rose in 13 cities (out of the 26 cities covered by National Housing
Bank (NHB) Residex figures) during the year to Q1 2014, while the remaining 13 cities
have seen their nominal house prices fall. But when adjusted for inflation, house prices
actually fell in 21 cities, whereas only 5 cities experienced price increases.
In New Delhi, house prices fell by 1.49% during the year to end-Q1 2014. When adjusted
for inflation, house prices in the capital city actually dropped 7.82% over the same period.
During the latest quarter, house prices increased 1.53% (2.81% in real terms).
The highest annual house price increase was in Surat at around 17.86% (10.28% in real
terms) y-o-y to Q1 2014. It was followed by Chennai, which had a 12.58% price increase
(5.34% in real terms), and Nagpur, which had a 10.43% price rise (3.33% in real terms).
Meerut registered the largest price drop in Q1 2014, plunging by 13.61% (-19.17% in real
terms). It was closely followed by Ludhiana with a 13.17% drop (-18.76% in real terms)
and Vijayawada with a 13.04% drop (-18.63% in real terms). Other struggling Indian
cities include Jaipur (-9.82% nominal, or -15.62% in real terms), Coimbatore (-7.61%
nominal, or -13.55% in real terms), Indore (-7.18% nominal, or -13.15% in real
terms), Chandigarh (-5.67% nominal, or -11.74% in real terms) and Kochi (-4.49%
nominal, or -10.64% in real terms).
61

Despite this, the Indian property market is expected to experience a post-election boost.
Newly-elected Indian Prime Minister Narendra Modi is expected to revive the slowing
economy and the struggling property market.
Local real estate experts are optimistic on the future of the Indian property market:
"We have a huge expectation from the new government as Modi ji has demonstrated good
governance in Gujarat. We expect efficiency in approval process and easier bank funding
which are the two major concerns for the industry," said Lalit Jain of realtors apex body
CREDAI.
"The formation of a stable government not dependent on coalition partners will hopefully
mean faster decision making and economic reforms. If GDP growth picks up, one of the
early beneficiaries would be the real estate industry," said Anshuman Magazine of CBRE
South Asia.
"We are optimistic about the reform and changes this government will bring in to boost the
economy. For the real estate in particular, we firmly believe that the sector will be given
industry status this time which will ease all fund inflow," said Parsvnath Chairman Pradeep
Jain.
Indias economic growth was 4.6% in the first quarter of 2014, after 4.6% in Q4 2013,
5.2% in Q3 and 4.7% in Q2, according to the Ministry of Statistics and Programme
Implementation.
The economy is expected to expand by 5.4% in 2014.
Previous annual GDP growth rates were 4.4% in 2013, 4.7% in 2012, 6.6% in 2011, and
10.3% in 2010, based on figures from the International Monetary Fund(IMF). Real estate
prices in India (as elsewhere) tend to be strongly boosted by high GDP growth, which puts
money in buyers pockets. Along with interest rates, GDP growth is more important than
any other factor for property prices.
Indias housing boom era
From 2002 to 2007, house prices in India rose rapidly. Strong economic growth and
urbanization supported house prices, as did inadequate infrastructure in city centres, lack of
planning and antiquated land laws. From 2005 to 2007, the economy grew at 8.9% per
annum, making it one of the worlds fastest growing, following on from 7.6% per annum
growth from 2003 to 2004.
The price increases were accompanied by interest rates which fell to as low as 7.5% from
early 2004 until 2005. By 2006 mini speculative boom had been set off, and residential
properties in Mumbai cost 100 times the average annual income. Developers capital
rapidly grew as their stock prices increased, and they used it to bid high prices for huge
plots of land, making it relatively easy to sell properties at very high prices.
During the world economic downturn in 2008 demand for luxury housing fell 50%. House
prices in Delhi fell by as much as 13.08% during the year to H2 2009. Developers
refocused on building low-income homes. But Indias economy quickly rebounded, and
house prices soon started rising again supported by the accommodative central bank.
Indias rupee and inflation crisis
The dramatic appointment as RBI governor of RaghuramRajan, former chief economist for
the International Monetary Fund, came in a situation of near-crisis.
On August 28, 2013, the Indian rupee had crashed to a record low of around 68.825 per
US$. The depreciation made Indias economic confidence drop sharply by 7 points to 53%
in August 2013, according to research firm Ipsos. Causes included:
The strong USD, aggravated by the Feds decision to reduce Quantitative Easing;
Slowing economic growth in India, rising inflation, volatility in the equity market, causing
massive withdrawals of international investment
62

A large current account deficit and fiscal deficit

The price of crude oil

In defending the countrys currency, the RBI had spent around US$ 17.23 billion worth of
foreign exchange reserves during the year to September 6, 2013, leaving the reserves at
around US$274.81 billion. Planning Commission Deputy Chairperson Montek Singh
Ahluwalia assures public that India has adequate amount of foreign exchange reserves to
defend its currency.
Given two years of rupee depreciation, it was expected that exports would be boosted. But
though there was an 11.6% y-o-y increase in exports in July 2013, the effect was limited,
with rising import prices having a severe effect on Indian industry.

Exports are unlikely to get any significant boost, according to Indranil Pan, chief
economist at Kotak Mahindra Bank. Any benefit [from the weak rupee] will be offset by
the fact that there is a huge inflation problem in India, and the cost of manufacturing is
very high for local companies.
Inflation was allowed to rise significantly during 2007-1010, and more recently has risen
worryingly again. Indias huge fiscal and current account deficits do not help. The current
account deficit in 2012/2013 soared to a record high of US$ 88.2 billion or around 4.8% of
63

GDP. The government aims to reduce it to US$ 70 billion this year. The fiscal deficit was
4.9% of GDP in fiscal year 2012/2013.
The Reserve Bank of India (RBI) has in recent years tended to accommodate inflation,
phased by the perplexing combination of high inflation and weak economic growth. The
RBIs stance has been extraordinarily lax, leading the prestigious Indian Financial Express
to talk of The rudderless Bank of India.

For example, the RBI reduced its key (repo) interest rate by 0.25 percentage points to
7.25% in May 2013, the third consecutive rate cut implemented this year. Amazingly, the
pressure from business has been for even lower rates. Agencies such as the Federation of
Indian Chambers of Commerce and Industry (Ficci), Confederation of Indian Industry
(CII), Associated Chambers of Commerce and Industry of India (Assocham), and India Inc,
all urged the RBI to announce a rate cut in the upcoming monetary policy review on
September 20, 2013.
Rajan took office on 4 September 2013. A day after he took office, the rupee reversed its
decline and on 19 September hit a one-month high of 61.77.
On 20 September the RBI released its first quarterly review on Rajans watch, announcing
an unexpectedly hawkish 25% increase in the key (repo) rate to 7.5%. Measures taken by
the RBI on 20 September included:
An increase in the key (repo) interest rate of 0.25% to 7.5%. The local market was shocked
and stocks fell but what is surprising is how moderate Rajans hawkishnessis, given
that:
The RBI also eased liquidity through a reduction in the marginal standing facility (MSF)
rate, at which banks borrow from the central bank, by 0.75% to 9.5%.
The RBI reduced the minimum daily maintenance of Cash Reserve Ratio (CRR) from 99%
of the requirement to 95%, a move aimed at inducing liquidity into the system.
The message was simple: (a) controlling inflation is top priority; (b) it must not be pursued
at the cost of killing the banking system.
Small mortgage market in India

64

Indian buyers usually pay for apartments before construction has been completed. Many
buyers do not take out mortgage loans. As a result, the ratio of housing loans to GDP is
very low. In 2012, housing loans in India were only around 4.14% of GDP. The leading
mortgage lender is the Housing Development Finance Corporation (HDFC) followed by
the State Bank of India (SBI). Total housing loans in India were around INR 4,033.78
billion (US$ 63.36 billion) in 2012, up by 12.3% from INR 3,590.67 billion (US$ 56.40
billion) a year earlier.
Interest rates at major banks and financial institutions range from 9.95% to around 11.10%,
while fixed-rate mortgages are at 11.50% to around 13%.
The loan to value (LTV) ratio of most Indian homes should not exceed 80%, according the
RBI. However, according to RBIs Master Circular dated July 1, 2013, as of June 21, the
following LTV ratios are now maintained by banks:

CATEGORY OF LOAN

LTV RATION
(%)

(a) Individual Housing

Loans
Upto ` 20 lakh

90

Above ` 20 lakh &upto ` 75

lakh

80

Above ` 75 lakh

75

(b) CRE RH

NA

Despite reforms since 1991, Indias mortgage market is held back by problems:
Banks prefer to lend to middle and high-income sectors, leaving limited financing options
for low-income individuals.
The government has a huge influence on major domestic banks, discouraging initiative.
Theres no proper legal framework for foreclosures
Titling problems are rampant.
65

Low rental yields

Rental yields are relatively low in India. Smaller apartments have higher yields than their
bigger counterparts, based on the Global Property Guide research of April 2013.
South Mumbai has higher rents than in New Delhi and Bangalore. Monthly rents range
from 21.95 to 27.05 per sq. m. Rental yields range from 2.28% to 2.44%, lower than the
2.64% average recorded last year.
In New Delhi, apartments can be rented at around 7.13 to 8.94 per sq. m. Yields are also
low at around 1.92% to 2.75%. However, the average New Delhi yield for this year
(2.38%) was actually an improvement from last years average of 1.93%.
Bangalore has higher rental yields as compared to South Mumbai and New Delhi. Gross
rental yields range from 3.75% to 3.97%. Apartment rents in Bangalore are cheaper, at
3.32 to 3.44 per sq. m.
From Q4 2012 to Q1 2013, according to Colliers:
Rents in Mumbai fell in almost all micro-markets by 1% to 4%, except in Bandra, Colaba,
Cuffe Parade, Juhu, and Santacruz.
In Delhi, rents for premium residential properties were stable, with a marginal downward
pressure in some micro-markets.
Bangalore had an increase of around 1% to 9% of rental values in almost all micromarkets, while rents remained stable in areas such as Airport Road, Cooke Town and
Indiranagar.
Rents in Chennai rose by 4% to 5% in most micro-markets.
Increases in rents were also observed in Gurgaon (3% to 6%) and Kolkata (2% to 5%).
Rents in Noida and in Pune remained unchanged in almost all micro-markets.
Bangalores rental market growth may be due to migration from other cities. This reflects
to the 35,000 residential units launched in 2012 and 8,100 units in Q1 2013, according to
the recent Knight Frank India Residential Research Report.
On the other hand, Mumbai may be suffering from lack of demand. "Some transactions in
Mumbai may be taking place at 5-10% lower than last year's rentals," according to
executive director for residential business at Cushman & Wakefield India, Shveta Jain.
Indias rental market is hindered by problematic laws protecting tenants. The laws are
generally poorly conceived and ineffective, making implementation difficult. Although
they are gradually being replaced by more market-oriented laws, the rental markets full
potential is yet to be realized.
Cities with rent controls generate lower yields. Mumbai rents in houses with sitting tenants
are frozen at their 1947 levels, due to the Maharashtra Rent Act of 1999, an extension of
the Bombay Rent Control Act of 1947. Delhi also has rent controls.
Stronger economic growth, rupee depreciation

66

After two years of below 5% growth (4.4% in 2013 and 4.7% in 2012), the Indian economy
is expected to grow more strongly for the remainder of 2014, with the International
Monetary Fund (IMF) forecasting a full-year GDP growth rate of 5.4%. Indias economy
expanded by 4.6% in the first quarter of 2014, according to the Ministry of Statistics and
Programme Implementation.
High inflation is one of Indias major problems, standing at 8.28% in May 2014. Inflation
is expected to slow slightly to 8% this year, after average annual inflation of 10.3% from
2008 to 2013, according to the IMF.
In June 2014, the Reserve Bank of India (RBI) kept its key interest rate unchanged at 8%.
The RBI is expected to keep the key rate on hold at the third consecutive meeting in August
2014, according to HSBC.
The Indian rupee (INR) continues to slide, following two years of sharp depreciation. In
July 31, 2014, the rupee depreciated to a three-month low of INR60.55 against the U.S.
dollar, on capital outflows after the US Fed trimmed its monthly bond buying programme
by another US$10 billion by end-July 2014. Moreover, high demand for the U.S. dollar
from importers and the weakness in local equities also pulled the Indian rupee down
against the U.S. dollar.
In defending the countrys currency, the RBI spent around US$ 17.23 billion worth of
foreign exchange reserves during 2013, leaving the reserves at around US$274.81 billion.
Planning Commission Deputy Chairperson Montek Singh Ahluwalia assures public that
India has adequate foreign exchange reserves.
Modi brings hope

67

Right after NarendraModis election victory, there was widespread optimism about Indias
economy and employment outlook. Modi has pledged to reduce inflation and eradicate
corruption. The new PM also vowed to step up investment and clear regulatory hurdles for
businesses.
Modi also pledged to reduce Indias fiscal deficit to 4.1% of GDP this year, from 4.5% in
2013 and 4.9% in 2012.
"After two consecutive years of sub-5% growth, the change in government is significant
given the [BharatiyaJanata Party] BJP's economic emphasis, stability in composition and
decisive governing structure," said RohiniMalkani of Citigroup India.

68

Findings
As the GDP increases the real estate prices also increases because there is a high degree
of positive correlation between the real estate prices and GDP.
Real estate prices also increases with increase in the per captaincies as there is high
degree of positive correlation between these two also.
The infrastructure of India is also growing day by day so it adds to the
Better facility to different sectors which affect the real estate prices.

The FDI into the country affects the real estate FDI and real estate having a positive
correlation leads to the boom in this sector. Increase in FDI from 2006 to march 2007 is
10%. Earlier it was 16% and now in2008 it is 25%.
The interest rate also affects the real estate prices because it affects the lending and
borrowing by the investors.
The growth in the real estate sector is between 25-30% in a residential Sector, 10-15% in
commercial sector and agriculture sector.

Housing sector constitute 80% of real estate in terms of value and 20%
by commercial sector.
In residential segment, availability of easy home finance and rising purchasing power has
driven the growth. Builders are launching high-end, life style residential products to cater
to the growing bunch of high net worth individuals.

In 2008 the growth of real estate sector is going down due to high inflation and hike in
home loan rates by the banks following the increase in bank rate and SLR by the RBI

69

 The outsourcing and IT/ITES industry have contributed to the demand for quality officespace. The estimated demand from IT/ITES sector alone is expected to be 150mm sq. ft. of
space across the major cities by 2010.
Suggestions
The following recommendations are made this paper Due to high prices the lower income group is not able to purchase the shops, so company
should take kept in mind to protect the lower income group.
The agriculture land covered into the commercial and residential purpose. But the
population is also increasing day by day. So company should steps for the same.
The investors should analyze the type of project in which they are
going to invest and the potential returns from it.
Privatization of Airports and ports needs to be speed up.
There is a lack of proper data and management of the real estate sector so company
should take the corrective steps in this regard so that the proper estimation and
management of the real estate can be made possible.
Commonwealth is scheduled for 2010. Hotels, sport stadiums another infrastructure to
have successful games need to be expedited. This is another great opportunity for foreign
developers and investors to step in India. Thus more and more encouragement should be
given to foreign investors. Stamp duty is extremely high and must be rationalized and
brought down to 2-3% as per global practice, which is now in India varies from 5-6%.
Due to lot of investment avenues in real estate in India, fraud cases are
also increasing day by day like in Delhi deconstruction of buildings. Thus
Careful measures and laws should be enacted to deal with these types of situations.

70

CHAPTER -5
CONCLUSIONS

CONCLUSIONS
71

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

72

CHAPTER -6
IMPLICATION OF THE STUDY

IMPLICATION OF THE STUDY

73

India has enormous potential in all its property investment categories. Strong
population growth, a large pool of qualified workers, greater integration with the world
economy and increasing domestic and foreign investment are fuelling demand for office,
retail and residential property. Although not discussed in depth in this paper, this demand
growth can also be applied to many special property classes, such as hotels or second
homes. Going forward, it will be a matter of exploiting this potential. For the real estate
industry, three aspects are most particularly important. First, further opening to foreign
investment is desirable. Not only do international investors have the means to finance new
construction projects, but also possess the expertise in market analysis, facility
management and building construction. In the medium term these will act as catalysts to
bring greater transparency to the market. Second, India needs a stronger capital market
base for property financing. The debate on the potential introduction of REITs and real
estate funds points in the right direction. The introduction of REITs in 2007 will give
international investors in particular a familiar investment vehicle. Private investors could
also enter into indirect investment in real estate. Although interest in new products is most
likely to come primarily from institutional investors, the rising middleclass is likely to seek
new instruments aside from direct property investments in the medium term. Third, the
government needs to step up developing the urban infrastructure. In recognition of this,
Indias finance minister Shri P. Chidambaram presented an extensive urban investment
package during his budget speech for fiscal year 2005/2006: If our cities are not renewed,
they will die.40 In December 2005 the Jawahara lal Nehru National Urban Renewal
Mission estimated that the selected63 cities will require annual investments of USD 4 bn.
Roughly half of this is for the seven biggest cities. In his latest budget speech on February
28, 2006 the finance minister also announced that the government wishes actively to
promote the establishment of newtowns.41 Channeling the process of urbanization into
new agglomerations is a plausible step, given the growth scenarios for the metro cities. But
it requires additional funding and is likely, at best, to make an impact on real estate markets
in the medium term.

Response Variance Across Sample Characteristics. The sample was tested to see whether
the responses to the practice questions varied significantly relative to a number of control
factors. The factors tested were: Real estate portfolio size CRE team size CRE&FM
74

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

75

should be able to strongly influence and drive improved practice and policies consistently
across the entire portfolio.Figure 2: Basis for CRE OrganizationStructure Figure 3:
Budgetary Control and Recharging Practices. The distribution of where the CRE function
reports into the overall corporate management reporting line is also quite diverse across the
sample, as Figure 4demonstrates. The survey respondents most frequently report to the
Chief Financial Officer, followed by both the Chief Operating Officer and the Technology
function. Corporate Real Estate Impact on Enterprise Success The survey collected
information about the level of activity where suppliers are used. The results are shown in
Figure 5. Given that the survey was targeted at the largest corporate occupiers who would
potentially be best positioned to benefit from integrated services across the globe, it may be
surprising that 38% of the respondents only use suppliers tactically at a local or
national/regional level. At the other end of the spectrum, an equal proportion of
respondents engage suppliers on an an international level based around a limited number
of principal relationships responsible for integrated solutions across a wide range of
functions and/or countries. This points to a considerable growth potential for the major
international service providers, as over 60% of those surveyed arent currently using
integrated solutions on an international b

76

(Search From Google site )

Real Estate Impact on Enterprise Success Current and Future Workplace and Sustainability
Practices The survey found wide variation in formal telework or telecommuting policies
(where employees are allowed to work from home or another location). Respondents were
asked to select the category that best represented the proportion of the organizations which
telework applied. The responses, shown in Figure 6, indicate that formal policies
regarding telework are limited to a relatively small percentage of the workforce at half
of the participating companies. However, at the other end of the spectrum, 18%of these
large companies allow over 40% of their workforce to telework. Figure 6: Organizations
formal telework or telecommuting policy Use of telework tends to foster the use of
alternative workplace strategies (AWS) which were described as a range of flexible workplace
settings provided for an employees work in places that are not assigned individually. Figures 7 and 8
summaries current and future AWS availability to the work for
77

CHAPTER -7
FINDINGS /RECOMMENDATION

FINDINGS /RECOMMENDATION
78

Referrals
It has been estimated that in North America, referrals and word-of-mouth recommendations
generate 85% of new business.
In effect, a referral or recommendation is third party confirmation that the business,i.e. the
agentis competent and trustworthy. The challenge for agents is to increase the number of
people who believe that they are sufficiently competent and trustworthy to recommend
them to other people. This reputation for competence and trustworthiness doesnt just
happenit has to be earned.
Advertising
Advertising properties listed for sale represent implied endorsements of agents
competence and trustworthiness. After all, the owners of the properties advertised for sale
must have believed the agents to be competent and trustworthy; otherwise they would not
have hired them to help sell their properties.
Open Houses
Open houses allow real estate agents to showcase their technical expertise and personal
characteristics. By interacting with agents at open houses, prospective clients can assess
individual agents competence and trustworthiness and by extension, how the agent can
help them. For prospective clients, its like test driving a new car.
Networking
Networking is the most multi-faceted, versatile and effective marketing tool available to
real estate agents. Among other things, it allows them to exchange information and
showcase their trustworthiness. Above all, it also makes it possible to interact with other
people, who ideally will like and trust an individual agent well enough to do business with,
and refer others to him or her.

79

Prospecting
The best way to develop a client base is by well-focused prospecting.
Prospecting is an essential marketing strategy. It generates new leads that can be converted
into clients. It also provides the inflow of new clients. These clients will ultimately become
part of the pipeline by contributing repeat and referral business.
A Benefit For All Agents
All real estate agents can benefit from applying the best marketing practices of high
producing agents. Specifically, this means that the key marketing strategies of high
producing agents will help you attract clients.

80

CHAPTER -8
LIMITATIONS

LIMITATIONS
81

Due to limitation of time a sample size of only 50 respondents chosen

The Survey was carried through Questionnaire and the questions

were based on perception.

The Sample for research was chosen only from a limited area.

Some of the respondents may be biased in giving responses.

Complete data was not available due to company privacy and secrecy

This conclusion and recommendation made are based on a very less

experience of researcher in this field.

82

CHAPTER -9
OVER ALL EXPERIENCE

OVER ALL EXPRINCE

India has enormous potential in all its property investment categories. Strong population
growth, a large pool of qualified workers, greater integration with the world economy and
increasing domestic and foreign investment are fuelling demand for office, retail and
residential property. Although not discussed in depth in this paper, this demand growth can
also be applied to many special property classes, such as hotels or second homes. Going
forward, it will be a matter of exploiting this potential. For the real estate industry, three
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aspects are most particularly important. First, further opening to foreign investment is
desirable. Not only do international investors have the means to finance new construction
projects, but also possess the expertise in market analysis, facility management and
building construction. In the medium term these will act as catalysts to bring greater
transparency to the market. Second, India needs a stronger capital market base for property
financing. The debate on the potential introduction of REITs and real estate funds points in
the right direction. The introduction of REITs in2007 will give international investors in
particular a familiar investment vehicle. Private investors could also enter into indirect
investment in real estate. Although interest in new products is most likely to come
primarily from institutional investors, the rising middleclass is likely to seek new
instruments aside from direct property investments in the medium term. Third, the
government needs to step up developing the urban infrastructure. In recognition of this,
Indias finance minister Shri P. Chida BBA ram presented an extensive urban investment
package during his budget speech for fiscal year 2005/2006: If our cities are not renewed,
they will die.40 In December 2005 the Jawaharal Nehru National Urban Renewal Mission
estimated that the selected63 cities will require annual investments of USD 4 bn. Roughly
halfof this is for the seven biggest cities. In his latest budget speech on February 28, 2006
the finance minister also announced that the government wishes actively to promote the
establishment of newtowns.41 Channeling the process of urbanization into new
agglomerations is a plausible step, given the growth scenarios for the metro cities. But it
requires additional funding and is likely, at best, to make an impact on real estate markets
in the medium term.

AMRAPALI GROUP DEVELOPING INDIA

It has too many types of project in Noida, Noida extension, Ghaziabad, Delhi and
another city. Project is Amrapali Sapphire, Heart beat city, Hanging garden Zodiac
& Leisure valley.

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AMRAPALI SAPPHIRE Sector 44 Noida

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

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

3. This project is near to sector 44 which is prime location of Noida.

4. Amrapali sapphire is front of unitech golf course.

5. This project connected to Mahamaya flyover.

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

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UNIQUE SELLING POINT

1. CONNECTIVITY- MAHAMAYA FLYOVER

2. LOCATION NEAR TO SECTOR 44 PRIME LOCATION OF NOIDA
3. GENTRYBUROCRATES

TYPES
Type-1
Type-2
Type-3
Type-4
Type-5
Type-6

BHK
2BHK + 2 toilet
3BHK+ 2toilet
3BHK+ 3toilet
3BHK+ 3toilet+Servent Room
4BHK+ 4toilet+Servent Room
4BHK+ 4toilet+Servent Room

PREFFERED LOCATION CHARGE (PLC);1. First Floor 2. Second Floor 3. Third floor 4. Fourth Floor 5. Fifth Floor -

200/sq.ft.
175/sq.ft.
150/sq.ft.
125/sq.ft.
100/sq.ft.

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AREA
1140/sqft
1390/sqft
1640/sqft
1850/sqft
2465/sqft
3075/sqft

CASH DOWN PAYMENT;PHASE-1

PHASE-2

=
=

6100/sqft
5900/sqft

OTHER CHARGES
1.

One covered car parking-

4,00,000 Rs

2. Lease Rent

150/sqft

3. Power backup

15,000/kv

4. External Electrification Charges-

40/sqft

5. Fire Fighting charges

40/sqft

6. Club Membership

1,00,000 Rs

7. Maintenance Deposit

20/sqft

ADDITIONAL COVERED CAR PARKING 6,00,000Rs

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

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CASH DOWN PAYMENTOn the booking time 10%

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

1. Floor

2. Wall -

Verified Tiles
Texture painting in Living room & Master Bedroom

3. Kitchen-

Modular & Semi Modular

4. Toilet -

Hind ware & jaguar fitting

5. Master Bedroom

Wooden flooring

6. Ceiling -

P.O.P.

88

CHAPTER -10
ANNEXURE

89

ANNEXURE

A. I want to consider homes in this value category:

Under` 200,000 (condos)
`200,000-`250,000
`251,000-`350,000
`351,000-`500,000
` 501,000-` 750,000
`751,000-`1,000,000
`70,000,00-`3,0000,000
unlimited
B. I want this number of bedrooms:
1-2
3-4
5 or more
C. I am looking for roughly this amount of square footage of living area:
Under 1,400
1,400-2,000
2,000-2,700
2,700-3,500
3,500-5,000
5,000 or more

90

D. I would prefer this lot size:

1/4 - 1/2 acre
1/2 - 1 acre
1 - 5 acres
5 or more acres

E. I would like to investigate this type of neighborhood (check all that applies):
Urban
Suburbs
Town
Mountain Area

F. I will consider:
only single family homes
villa and penth house
both of the above
G. YES, I must sell my present home before considering the purchase of another
home.
I would estimate its selling price at approximately: in Rs.
200,000-250,000
251,000-350,000
351,000-500,000

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501,000-750,000
751,000-1,000,000
1,000,000-1,500,000
Over 2,500,0000
I do NOT need to sell my present home before purchase.
H. I need a new home:
Immediately
In 90 days
In 6 months
Within a Year

92

QUESTIONNAIRE

93

(QUESTIONNAIRE)
1 What are your investment objectives?
o Short term
o Long term
o Situation

Reason-

2 In which Investment would you like to most?

o REIT
o REMF
o NONE

Reason-

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3-What is your investment priority?

o Increase returns
o Reduce risk
o Both

Reason-

4. Are you looking to finance your purchase?

o Yes
o No

Reason-

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5. When do you expect to begin withdrawing money from your

investments?
o Low Interest
o High Interest
o High return

Reason-

6. What do you think for investing in real estate?

o Good
o Ok
o Poor

Reason-

7. In which you would like to invest your money?

o Real estate
o Banks
o Both

Reason96

8. What kind of real estate investments have you made in the past?
o Residential
o commercial
o Both

Reason-

9.Are you interested in investment in real estate?

o Yes
o No

10.Have you invested in real estate in the past?

o Yes
o No

11.If yes, for what purposes you look in while investing into real
estate?
o Long term return
o Short term return
o Recurring return
o Own use
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o I dont invest in Real estate

12.What all risk factors apart from the following you consider before
investing?
o Legal factors and regulatory risks
o Political factors
o Lack of reliable valuation data
o Lack of professional advice
o Hard to determine the best opportunities
o Asset volatility
Others_______________________________

13.What will be your preferential size of apartment?

2 BHK*
3 BHK*
4BHK*
Independent Villa
Penthouse
o Other: ______________
o
o
o
o
o

* (BHK- Bedroom, Hall and Kitchen)

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14.What all developers you can recall in Noida?

o Paravnath
o Jaypee
o Assotech
o Omaxe
o ATS
o Eldecco
o Purvanchal
o Unitech
o Supertech
o Gaur

15.Have you visited any of the site-offices in Noida?

o Yes
o No
If yes, please specify whose? _________________________
16.What all parameters and facilities you look into any real estate
property before investing?

o Golf course
o Club/ Parks
o Affordable Price Range/ Low Interest Rates
99

o Peaceful Locality/ Pollution Free environment

o Swimming Pools/ Lakes/ Other water bodies
o Wi-fi Internet
o Proximity to Markets/ Schools/ Hospitals/ Places of worship/
Entertainment Centres
o Connectivity to Office/ Public Transport
o Clear Title/ Resale Value
o Return On Investment
o Others:_____________________________________________

17. What all other factors your previous (Or Current) property
lack?
Please specify:__________________________________________________

18.What are your locations and projects preferred?

o Noida: __________________________________________

o Greater Noida:____________________________________

o Others: __________________________________________

And why?
_____________________________________________________

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CHAPTER -11
BIBLOGRAPHY

101

BIBLOGRAPHY

Different Journals.
Indian Real Estate marketing ( Anil kumar saini )
google
wikipedia

102