Global Bubble (Pre Fest)

Verde
Enclave
“G
reen is the new luxury”
GLOBAL BUBBLE
(Business Plan)
Pre-Event
Niti Modi
Ankit Sharma
Amrita Biswas
Kartikey Mehra
Copyright @ MATS, Odyssey ‘09 Page 1

Aayush Singhania
Rahul Singh
Raunak Goracia
Parneet Kaur
CONTENTS
Executive Summary.......................................................................05
Declaration .......................................................................07
Aim and Objectives ......................................................................08
Sapphire Ltd-Introduction.............................................................11
Sapphire Ltd- SWOT analysis.......................................................12
Introduction of Proposed Site.........................................................14
Green Technology ................................................................16
Fact File of Kochi ....................................................................22

Situational Analysis ......................................................................26
Competitors’ Analysis.....................................................................30
Marketing:-
STP analysis…………………………………………………………..32
4 P’s ……………………………………………………………………35
USP of the project…………………………………………………….47
Marketing plan…………………………………………………………50
Marketing Expenses…………………………………………………58
Human Resource:-
Introduction……………………………………………………………59
Policies…………………………………………………………………60
Employment Structure……………………………………………….63
Labor force &Remuneration…………………………………………65
Security Functions……………………………………………………69
Finance:-
Introduction……………………………………………………………..76
Development in Phase I and II……………………………………….79

Home model Specifications………………………...........................82
Capital Structure………………………………………………………87
Sources of Raising funds……………………………………………91
Bifurcation of Current Assets and Current Liabilities………………91
Detail of Working Capital……………………………………………95
Balance Sheet……………………………………………………….101
CONCLUSION…………………………………………………………102

EXECUTIVE SUMMARY
The Real Estate industry has shown a fantastic growth in the last
decade not even in Kerala but in other states of India too. In kerala
the Real Estate sector shows a growth of 30 %. Inspired to get hold of
this ample growth opportunity Verde Enclave is designed to
be a gated community living in harmony with nature. Away from the
noise and pollution of the city, this peaceful sanctuary offers a quite
retreat. The entire development is built with natural materials, in
harmony with the local vernacular built – form with lush, green
landscape surrounding the villas. Using modern eco – friendly and
innovative technology we have tried to initiate a new source of power
for our villas which is found in abundance in the nature which is slight
expensive compared to the conventional ones in the short – run but
proven to be cheaper in the long – run. Our city is all about
contributing a greener space to the customer and the world. Our city
is an initiation and an example to the world how we can use a greener
way to live and nurture our environment without causing it any harm.
With the use of transparent solar photo – voltaic glasses and biogas
generator we have attained energy sufficiency and learned to live
sustainably. Following points justifies our effort towards formulation
of a green city:-
1) “The property sector needs to refocus. Buildings currently

represent 40 per cent of global CO2 emissions: if we continue on our
current trajectory then the world’s buildings will be at the top of the
environment’s epitaph.”
2) Green buildings improved corporate reputation, reduced

operational costs and risk, and improved staff productivity that going
green was an effective tool for attracting and retaining key talent in
the industry.
3) The cost premium for creating a sustainable building was 6-10 per
cent more than the cost of a standard building.
We are ready to deliver our customers keeping in mind the value
of green, because “ Green is the new luxury”.

DECLARATION
We hereby declare that this project is a outcome of

our own communal effort .It confirms University,
Departmental and Governmental laws, Cheating
and Plagiarisms. Material content of this project is
neither copied, manipulated or copied. We take the
complete responsibility of this project and its
content.
Niti Modi
Ankit Sharma
Amrita Biswas
Kartikey Mehra
Aayush Singhania
Rahul Singh
Raunak Goracia
Parneet Kaur

BBM &BBA
MATS College,
Raipur
(4th September 2009)
AIM AND OBJECTIVES
Partnering with community for

Mutual prosperity and development
• Inclusive Growth – Endeavor to leverage community

development aligned to company growth
• Partnership – Pursue win-win situation in harmony with

community
• Environment – preserve eco-diversity and practice safe and

responsible work progress

Honesty and fairness shall guide our
action
• Fairness – fair in all action and nurture tolerance, honesty and

integrity
• Transparency – Abide by ethical principles and do business

with honesty and openness
• Trust – Adhere to commitments and embrace mutual respect,

diversity and inclusion

Reaching goals through meticulous
execution is our working attitude
• Excellence – Work smart and add value beyond what is

expected
• Performance – Pride in self accomplishment and ownership for

result
Leading Change – Take initiative and challenge boundaries with

innovation and learning

SAPPHIRE LTD. - INTRODUCTION
Our firm Sapphire Iron & Steel has been in the steel
market for 15 years now. We are one of the most
prominent names in the steel hub of India i.e. Raipur.
30% annual growth in the Real Estate sector has
attracted us to venture into this sector. As a city Kochi
has made us do our first project of building a “green
city” named as Verde Enclave . Logo

SAPPHIRE LTD. –SWOT ANALYSIS
Strength Weakness
• Sustainable • Due to the expensive

technologies like solar Green technologies, we
powered houses, eco are forced to focus our
friendly power back up customer base only to the
(bio gas generator) upper middle class and the
higher class of the society
• Plush greenery round
the estate maintained
by using recycled water
(sewage treatment
plant)
• Free Solar powered

carts for each house for
transportation in the city
in order to minimize the
air pollution.
Opportunity Threats

• The Kerala government • Many big fishes like the
is promoting Green DLF and Sahara are
technologies in their coming in the same market
state, they have many
• As we already know that
organizations like IGBC,
Kerala is governed by a
Indian Green Building
Communist government,
Council helping and
like the TATA in West
promoting such
Bengal we also might face
projects.
some problems in the
future.
INTRODUCTION OF PROPOSED SITE

PROPOSED SITE: KAKKANAD

Kakkanad is the administrative
headquarters of the district of
Ernakulam in Kerala, India. It is also a
major industrial and residential area
located east of the city of Kochi.
• 18 Km (25 mins) Distance from airport
• 31 Km (35 mins) Distance from Railway Station
• 80 Km (120 mins) Distance from Naval Base
• 150 Km (250 mins) Distance from Sea Port
Close to several educational institutions
Kakkanad is the administrative headquarters of the district of

Ernakulam in Kerala, India. It is also a major industrial and residential
area located east of the city of Kochi. Kakkanad is situated outside
the city limits and is governed by a special grade panchayat.
Kakkanad is home to many important Government buildings.

These include the the Civil Station, a district panchayat office, the
Cochin High Power Transmitter, the Infopark, the Cochin Special
Economic Zone(CSEZ) and the Airman Selection Board. Prasar
Bharati recently opened a marketing division at Kakkanad..
Veega Land, one the largest water theme parks in the
state, is close to Kakkanad. Several important projects like the Smart
City and Fashion City would be coming up in Kakkanad. This has led
to several builders setting up projects here. There has been
tremendous development occurring lately at Kakkanad with the arrival
of industries from all sectors.

GREEN TECHNOLOGY
BASIC GREEN & SUSTAINABLE PROMOTERS THAT PROVIDES

FOUNDATION BASE TO OUR VERDE ENCLAVE
GREEN WALL
SAVANIOUS TURBINES
RAIN WATER HARVESTING
GEOTHERMAL AIR CONDITIONER
BIOGAS POWER GENERATOR
SOLAR REFLECTIVE GLASS
SEWAGE TREATMENT PLANT X 2
BIOGAS PLANT X 2
VEGETABLE PLANTATION
FRUIT PLANTATION
ANIMAL HUSBANDARY

ATTENUATION TANK
LED LIGHTING
WOOD, PLASTIC AND COMPOSITE FASTENINGS
RECYCLED CONTENT FURNITURE
CONCRETE AND MASONARY COATINGS
WALL COVERING ADHESIVES
RECYCLED GLASS TILE
NATURAL FIBRE FLOOR MATS
FLOORING ADHESIVES
COMPOSITE DOORS
BUILDING INTEGRATED PHOTOVALTIC GLAZING
WOOD ALTERNATIVE TRIM
TERRA COTTA MASONARY
INSULATING SHEATHING
BRICK PAVERS

SOLAR POWERED GOLF CARTS FOR EACH HOUSE
The term "technology" refers to the application of
knowledge for practical purposes.
The field of "green technology" encompasses a

continuously evolving group of methods and
materials, from techniques for generating energy to
non-toxic cleaning products.
The present expectation is that this field will bring

innovation and changes in daily life of similar
magnitude to the "information technology" explosion
over the last two decades. In these early stages, it is
impossible to predict what "green technology" may
eventually encompass.
GREEN WALL
A green wall is a wall, either free-standing or part of
a building that is partially or completely covered with
vegetation and, in some cases, soil or an inorganic
growing medium. The vegetation for a green façade
is always attached on outside walls; with living walls
this is also usually the case, although some living
walls can also be green walls for interior use. The
latter however does not provide such rigorous
cooling or air filtering benefits. They are also referred
to as living walls, bio walls, or vertical gardens.

Functions=
1. Reduces overall temperature of the building which
inturn reduces energy consumption
2. Water reuse
3. Purifies polluted waters by absorbing the dissolved
nutrients.
Cost= Rs 4000- 5000 per sq ft

BIOMASS POWER GENERATION
Biomass can be burnt for releasing energy that can
be used for cooking, heating or generating electricity.
BIOGAS PLANT
Sintex Industries Ltd, based at Kalol in Mehsana
district of Gujarat, has come up with a 'ready-to-use
biogas plant' to address the problem of wet-waste.
Biogas technology in the form of biogas plant helps
to convert all types of organic waste into eco-friendly
biogas. "Within two years the cost of the product is
recovered,"
Cost-One cubic metre (35 cubic feet) capacity biogas

plant costs around Rs 19,000 and requires space of
around 2x2 metres, and needs 12-13 kg of biomass.
Supplier- Sintex
SEWAGE TREATMENT PLANT

Sewage treatment, or domestic wastewater
treatment, is the process of removing contaminants
from wastewater and household sewage, both
runoff (effluents) and domestic. It includes physical,
chemical, and biological processes to remove
physical, chemical and biological contaminants. Its
objective is to produce a waste stream (or treated
effluent) and a solid waste or sludge suitable for
discharge or reuse back into the environment. This
material is often inadvertently contaminated with
many toxic organic and inorganic compounds.
Sewage collection and treatment is typically subject
to local, state and federal regulations and standards.
Cost- 30- 40 lacs
Storm Water Attenuation Tanks & Systems

Environmental Construction Solutions
Ltd can supply a wide range of Storm
Water Attenuation Tanks to suit your
every application, ranging from
1200mm dia to 4000mm dia tanks,
through 1500, 1800, 2500 and
3000mm dia units.
Fitted at source with a FLOW CONTROL RESTRICTION

DEVICE, flow rates to meet the sites requirements can be
catered for with ease.
There is no restriction on the size of scheme that
Environmental Construction Solutions Ltd can supply, as the
volume of storage can be increased by interconnecting the
units on site.

Geothermal Airconditioning
FACT FILE OF KOCHI
Geo-thermal air-conditioning systems are considered to be the

most efficient airconditioning systems available till date on this
planet. This works on the basic principle that the temperature
remains constant below earth through out the year irrespective
of the temperature above ground. The temperature below earth
is generally constant around 27 Deg. Centigrades to 20 Deg
Centigrade at a depth of 5 to 20 feet below ground depending
upon Geographical location and soil conditions.
Geothermal systems removes the requirement and dependence

on mechanical systems such as cooling towers, heating
systems., furnaces and boilers etc. This reduces the long term
maintenance costs.
Since all other cooling systems depend on temperature of
outside air whose temperature varies from 0 to 40 Deg.
Centigrades with change in weather and thus effects efficiency
of cooling towers and other heat removal systems. This also
increases requirement of power systems and energy
consumption in buildings.
Geothermal systems instead uses water / refrigant naturally

cooled / heated by mother earth to remove heat from the heat
exchangers This also allows us to keep the total highly energy
efficient
Copyright @ space saving ceiling
MATS, Odyssey ‘09 hung machines inside the building
Page 22
nearest to the point of application and also allows division of
zones thus reducing dependence on large ducts and the losses
due to them.solar m
Fffdfdfdfd
REASON FOR KOCHI
Cochin, originally known as Perumpadappu Swaroopam, is the

beautiful cosmopolitan city of Malayalees. Rightly known as the
Queen of the Arabian Sea, it has attracted many voyagers and
traders over the centuries.
The Greco-Romans and all other east bound Western trade interests
had their strong presence here in the early period of trade and
commerce. Then there were the Arabs who were followed by the
Chinese in search of spices. It was the scene of the first European
settlement in India early in 1500 when the Portuguese, the Dutch, and
then the English came here and added to the rich history of this land.
Ruled by many Maharajas and Divans, this city evolved through the
centuries, assimilating the cultures of the many communities from all
over the globe who made it their home.
It was well known all over the world for spices, cashew nuts, tea, coir
products, handicrafts etc. The prosperity that all this brought is well
attested by the Italian traveller Nicolo Conti who described Cochin, as
early as five centuries ago, as “a place prosperous enough to spend
the money one makes in China”. It is now the commercial capital of
the State of Kerala. With a rich cultural heritage, be it in art forms,
literature, or music, Cochin is truly today’s symbol of Kerala’s
progress and promise of prosperity
FACT FILES OF KOCHI
odule
Also called a solar panel or photovoltaic (PV) module, an
integrated assembly of interconnected
Co India
esigned to deliver a selected level of working voltage and

current at its output terminals, and suited for incorporation in
a solar power system. In addition to the cells, a typical solar
module includes the following components:
• A transparent top surface, usually glass

• An encapsulant – usually thin sheets of ethyl vinyl acetate
that hold together the top surface, solar cells, and rear
surface
• A rear layer – a thin polymer sheet, typically Tedlar, that
prevents the ingress of water and gases
• A frame around the outer edge, typically aluminum
Solar modules are normally mounted on top of a roof as part of

a roof-mounted solar power system, or a holding rack of some
sort, within a frame structure. A solar module is the smallest
building block of the power generating part of a solar array.

Sta Kerala
Dis Emakulam
Ma Mercy Williams
De C K Manisankar
puty Mayor
Po 564,589
pulation
De 6,250 km
Me 1,541,175(2009)
Se 1.017
Lit 94.3%
Ti IST(UTC+5:30)
me zone
Ar 94.88km square(37 sqmi)
Ele 0m(0ft)
Co 48km (30mi)
Cli Am (koppen)
Pre 2’743 mm(108 in)

cipitation
Co
des [show]
Pin 682 0XX
Tel +91 (0) 484
Un INKOC
Ve KL-7 , KL-43
Coordinates: LATITUDE 9°58′37″N

76°16′12″E
LONGITUDE 9.977°N
76.27°E
SITUATIONAL ANALYSIS
Political
Communist Marxist Party
Unlike the rest of India, Kerala is governed by a Communist

Marxist Party. Which might pose a threat to our project in the future
because communist party’s views are completely opposite of that of
the thinking of other state governments.
Single Window Clearance
The Government of Kerala has introduced the Single Window

Clearance System in the State, with the intention of expediting the
issue of various clearances for new Industrial Projects, effective from
1st June 2000. A final clearance for all new projects, either approval
or rejection, is to be given within a specific period from the date of
submission of application, as per the system. This has been made a
statutory requirement under the Kerala State Single Window
Clearance Boards and Industrial Township Area Development Act
1999.
Economical
Government of India provides tax incentives for:-
 Corporate Profit
 Accelerated depreciation allowance
 Deductibility of certain expenses subject to certain conditions
Low Operating Costs:-
Compared to other competitive locations, start-up costs in the state

are substantially low; almost as low as 75% in walk-in-and-
manufacture environments like the Technopark and Infopark. Low
starting salaries, along with low rentals, power, water and transport
tariffs keep operating costs minimal for industrial units located in the
state.
Tax Incentives:-
Many incentives for instance tax benefits are provided by the Kerala
State Government to the civilians who contribute in the procedure of
energy and water saving.
Social
Most advance society
The living standard of Keralites is very high when compared to

the national level. With a population of about 30 million, the state is
India's most progressed society in terms of education, literacy and
health. In fact, Kerala has the highest Physical Quality of Life Index
(PQLI) in India and the highest Human Development Index. With
highest literacy rate in country, highest life expectancy, least
population growth, lowest infant mortality, Kerala, not surprisingly,
has been adopted by the world bodies as a role model for developing
countries

Technological
Communication Network
Kerala has a well-developed telecommunications infrastructure, with

the highest tele-density in the country. All the 988 telephone
exchanges in the state are digital and are connected to the National
Internet Backbone (NIB) by optical fibre cables. Kerala’s leadership in
telecom infrastructure is further strengthened by the International
Gateway facilities offered by VSNL. Kochi, the primary International
Gateway in India, handles two-thirds of the country’s data traffic.
The state is a forerunner in several e-commerce and e-governance

initiatives of the country. The district of Malappuram has even
emerged as the first 100% computer literate district in the country.
NASSCOM, the apex organization of the software industry in the
country, has already rated Kochi as the second-best destination in
India for setting up IT enabled Services (ITES) and Business Process
Outsourcing (BPO) ventures.
Green Power
There are 24 Hydel projects owned by KSEB and 2 by private

agencies. The wind farm located at Kanjikode, Palakkad with an
installed capacity of 2.025 MW is the only one of its kind utilizing the
non-conventional energy sources. The Brahmapuram and Kozhikode
Thermal Power Plants with installed capacities of 106.6 MW and 128
MW respectively uses LSHS as fuel and are owned by KSEB.

COMPETITORS’ ANYLYSIS
Our city faces competition from big low cost projects in Kochi by DLF
& Sahara. As DLF & Sahara are one of the biggest & trusted names
in this sector. So, our marketing strategy would be to create
campaigns to show and make our customer realize the quality of our
villas which we are offering and displaying the edge over our
competitors. To compete with the existing competitors in the market
we would be using marketing schemes like early bird offer,
promotional discount & slogan writing competition will increase our
publicity & make the market much more in favor for our city than
theirs.
Sahara Grace is offering luxury fully – furnished bungalows but they

are not offering an alternate source of power as we are doing with our
solar energy & emergency power back up from bio – gas generators
so our market strategy would be to highlight this point.

DLF Riverside is offering luxury furnished apartments but at a higher
cost, not much landscaping & greenery and just a township of four
buildings. Hence, we have a bigger edge over them.
MARKETING
Introduction
“In thy nature is Beauty
In thy nature is earth
in thy nature I find my worth
in thy nature is peace

in thy nature I find myself
in thy nature every lasting greens
in thy nature there is more to be seen

in thy nature a beauty untold
in thy nature everything is worth more than gold
In thy nature is where I reside”

STP Analysis
Segmentation
Our marketing segmentation can be done on the following basis:
Geographic:
The Market can be segmented into 5 cities of Kerala including the city
where we are developing our project including Kochi. Other 4 cities
are: Thiruvananthapuram, Kozhikode and Kollam.
Demographic:
o Families: Nuclear, joint, and people living alone can all

use our city.
o Income: People from upper middle class to higher class.

o Generation: From first adulthood (30 - 49) of the life
development stage till the second adulthood (50 – 65 +)
o First Adulthood is a stage where we have found

companions and more or less settled.
o Second Adulthood is a stage in which a person has

earned a good living and now he is adjusting with the
work realities and waiting for his retirement.
• Physiological: People would feel proud to be associated with

our esteemed project as we are coming up with new technology
& innovations.
• The services which we offer are a smooth blend of new age

technologies and Mother Nature which will create a
psychological impact on our customers.
• Lifestyle: The people who believe in simplicity as well as the

people who have a taste of luxury.
• Benefits: The important benefit provided by us includes good

health, peace of mind & fresh breath.
Targeting
• We would be targeting the upper middle & higher class

as we are offering quality services & premium luxury
which will give them a privileged status in the society.

• Our target would be to provide a relaxing & luxurious
place to live, work & play.
• Our Prime target would be the entrepreneurs of the

state as we would offer them a place to reside and a
getaway.
• We would be looking forward to the people who are

retired and want to spend their lives in peace &
serenity.
Positioning
• Our product has been positioned in such a way that our
customers would feel the luxuries which they get in
return.
• Our product has been confined to those who feel that

they want to be a part of a green and healthy
environment.
• With our own power sufficiency our product can prove

slight expensive in the short – run but cheaper in the
long – run.
• With our exotic spa our customers would get a peaceful

place to relax and rejuvenate.
• Our splendid golf course would provide our customers

to enjoy strokes.
• Our city will also give a beautiful experience to feel the

nature’s adobe within because it’s a different world
within.
The Four Ps
Product (Real Estate)
Verde Enclave the Green city

Set amidst lush green landscape, Verde Enclave offers
a serene living environment for your family. Over ninety percent
of the land is left as landscaped green. The villas are built on
independent plots of land with all rooms overlooking the
landscape. Built with natural and recyclable materials like
terracotta roofing tiles and slate stone, the villas merge with the
landscape. The development has a club house, a golf course, a
temple, a lake, a resort and an amphitheatre surrounding with
villas all around.
• Total area of development: 120 acres
• Club House: 5 acres
• Resorts Area: 20,000 sq. ft.
• Three types of villas of varying sizes and budgets which

have outdoor water bodies
• Beautiful landscaped gardens with each villa
• Dedicated parking spots on each villa land
• Gated community with 24/7 security & video surveillance
• Transparent Photo – voltaic solar mirrors over the roofs

for power
• Biogas Honda Generators for power back-up
• Rain Water Harvesting
• Sewage Treatment Plant
• Water Treatment Plant
• Geo – thermal air conditioner

• Shopping Space
• Solar powered Golf Carts
The Club House
The entire development revolves around a club house which will

have facilities for all leisure activities you may want to use. The
club house is geared to cater to all age groups with activities for
all: toddlers, youth and the elderly.
• 20,000 sq. ft. of landscaped area
• Restaurants
• Bar
• Nature Trail
• Gym
• Olympic Size Swimming Pool
• Indoor Games (Badminton Court, Table Tennis, Squash,

Pool)
• Outdoor Games (Basket Ball, Lawn Tennis)
• Golf Chipping Green
The Resort & Spa
Enclosed within a covering of lush trees amidst a resort so fine

where our customers can give their guest a hospitality they’ll
remember forever. The resort would inspire our buyers &
provide a divine inspiration. The key element in the
development is the Spa for relaxation, rejuvenation and holistic

healing. The spa will offer both ayurveda and nature cure
treatments.
• Ayurveda and nature cure treatments
• Chocolate massage
• Leisure pool
• Yoga and group activity rooms
• Health food café
• Ayurvedic Herbs and medicine Tuck Shop
Pricing
Our pricing technique revolves around the needs & wants of our
customers made by their urge to feel the luxury & the nature within
themselves. Upper middle class & higher class people are being
targeted so the pricing has been done.
Firstly, the price has been kept in such a way that we are providing
the villas with all the modern amenities and facilities all included in a
single cost asking for no extra surcharges thereafter.
Secondly, our eco – friendly homes at a selected price would be a hit

in the people and people with futuristic & sustainable thinking would
be very keen & interested as they could interpret about the future
savings they can do and not worrying about the cost they have to
pay.
Thirdly, our customers will feel that they are not paying extra but are
getting more in returns from us.

Fourthly, our payment structure has been kept in an easy way to
create harmony between us & the customer while selling as follows:
25% of the amount is to be given at the time of booking.
50% of the amount is to be given within 6 months of the booking.
25% of the time to be given at the time of possession.
Fifthly, some of the other features of price-adjustment strategies

which can be used at regular intervals as well as permanently are:
Promotional pricing
For the promotion strategy we would be using an “early bird offer”

phase wise. The offer would be as follows:
Phase I
Villas Type No. of villas Early bird discount

2 BHK 4 5%
3 BHK 4 5%
4 BHK 2 5%
Phase II
Villas Type No. of villas Early Bird discount

2 BHK 8 5%
3 BHK 8 5%
4 BHK 4 5%

Above was the offer which would be given on first come first basis i.e.
“early bird offer” & for the late comers, we have made a scheme for
discount pricing for both phase I & II. We would be offering 20 villas in
phase I & 30 villas phase II which would be on the basis of the
following offer:
• If the customer pays the whole price of the villa within 1month
of the booking, the customer would get a discount of 7% on the
whole price.
• If the customer pays the installment within 3 months after
booking he would get a discount of 5% on the price decided
according to the scheme.
Place
Our city is being in developed in Kochi but we are also

targeting the nature lovers and people who love luxury from
different parts of the state.
Major cities in Kerala

Rank City/Town District
01 Thiruvananthapura Thiruvananthapuram
m
02 Kochi Ernakulam
03 Kozhikode Kozhikode
04 Thrissur Thrissur
Thiruvananthapuram
It is the capital of Kerala; the economy is growing with the
contributions from more professionals in the fields of IT, and
Medical/Bio-Technology. The city contributes 80% of software exports
from the state. The city was rated as the best 2nd tier metro with
IT/ITES infrastructure. Techno Park houses global majors like IBS
Software Services, NeST Software, Infosys, TCS, McKinsey & Co.,
Ernst & Young, Allianz Cornhill, Tata Elxsi, UST Global, etc. The park
has around 110 companies employing over 19,500 professionals. It is
181 kms from Kochi. Since it is the capital of Kerala our marketing
strategy would be to attract the people to Kochi to our city as a
weekend destination, a picnic spot, a holiday destination & a getaway
from the city life with our exotic spa & villas.
Kochi
It is the economic capital of Kerala by volume of trade; though, unlike

other leading South Indian cities. In recent years the city has
witnessed heavy investment, thus making it one of the fastest-
growing second-tier metro cities in India. Major business sectors
include gold and textile retailing, seafood and spices
exports, information technology (IT), tourism, health services,
banking, shipbuilding, and the fishing industry. As in most of Kerala, a
remittance from non-resident Indians NRIs is a major source of
income. The city also houses Kerala's only Stock Exchange. As we
are making our project over here so our marketing strategy would be
to make them realize our estate as a place away from the city,
pollution, noise & filled with greenery. They could make our villas their
home forever & enjoy it. They won’t even have to go out of the
premises to do shopping, relaxation, etc.
Kozhikode
It is the one of main commercial cities of Kerala. The economy is

mainly business oriented. Calicut is one of the fastest growing second
tiers metro. Calicut has the most number of shopping malls and
multiplexes in the state. The 400acres Birla IT Park at Mavoor will
create one lakh job vacancies. It is 207 kms away from Kochi. Since it
is a 4 hour drive from our city we’ll lay stress on attracting the
customers who are fond of farm houses & would be interested to use
our villas & services for their relaxation so they can quit their home
town to enjoy with their families.
Thrissur
Thrissur, the heartland of Kerala’s business acumen and home to

almost every leading Malayali entrepreneur, is a major financial and
commercial hub of South India and Kerala after Chennai and Kochi,
India Thrissur is referred to as the gold capital of India, as crores of
gold jewellery is traded annually in the city. 70% of Kerala's jewellery
is manufactured in Thrissur. According to the World Gold Council, the
total annual sale of gold in Kerala for all purposes is around 70
tonnes while in the Indian market it is around 700 tonnes. It is 79 kms
from Kochi. Since, it’s a one and a half hour drive from Kochi our
target would be to attract our customers who daily up down to Kochi
for work & can also be their second home.

Promotion
Our promotional strategy is to divide our promotion into 3 stages of
Pre – launch, Launch & Post launch. Some of the tools & methods
are described as follows:
Advertising
Advertising through newspaper, magazines, radio, television, and on

the internet, will be done extensively starting prior to the opening of
the city. The promotion activity will cater to the need of setting a mind
set in the minds of people about the relevance of the new concept,
the innovative and the green technology which is also sustainable
and caters to the needs of everybody’s requirement. It also describes
about what our customers are doing by buying their villas and what
they are contributing towards the environment, the society and the
coming generation. All the major effective media will be used to reach
out to the masses as well as the inaccessible section of the society.
1. Newspapers: it the most used media of advertisement. It

has immediate impact; it has very high reach potential.
2. Magazine: It has no time constraints per message. It has

potential for multiple exposures per expenditure. It can
provide in-depth product description. Magazines can be
targeted for up-scale demography and it passes along
readership.

3. Television: It has audio visual impact; it also has quick
reach and good frequency and relatively homogeneous
national coverage.
4. Radio: It a good frequency media. It demands less active

involvement and it is also a good source of localized spot
coverage for cities or metros.
5. Hoardings and Banners: In all the 5 cities hoardings will

be placed at major locations, kiosks and flex banners will
be kept around the city.
Sales promotion
It will include villas model, contests and visiting renowned

environmentalists, politicians and celebrities especially during our
pre-launch and launch phase, where the intensity of all the
promotional activity will be at its peak.
We will conduct contests and surveys at regular intervals to keep our

existing consumers interested and to attract new customers.
Public relation
Press conferences, launch of model house, special events etc. We

will conduct press conferences to keep the media informed about its
plans and projects and we are aware of the importance of the media
in daily life these days.

Direct marketing & Brokers
It will be done through the Internet by setting up websites, customer

information center. One of the highlighting features of city will be that
the owners of the villas will be able to trace the progress of the
development plan. We would be connecting all the state brokers with
a central head at Kochi to promote our city & distribute the brochures.
Public Transportation
We will also use the public transportation for massive advertisement

by painting them with our ads. In buses we will use fibred cards
insertion in the hand supports. The reason behind using public
transportation is even people on the road who have no time to spend
for newspaper and T.V channels can catch a glimpse of the ads.
According to a survey conducted by a reputed magazine 75% of
people move outdoors during the day.
Promotion Program
We have a total budget of Rs. 13, 37, 19,990 crores for overall
promotion programs out of the 200 crores that our company plans to
invest.
We are using the following tools of advertising and our expected

heads of expenditure will be.
Television Ads: A bouquet of channels which could include

One news channel – NDTV
One Malayalam main channel – Surya TV
One Malayalam news channel – Malayalam News
Newspaper Ads: Ads would be placed in the main local daily

“Malayala Manorama”, the business newspaper “Business Week” &
the English news paper “The Hindu”. On Sundays, ads would be
placed in the supplements and on the main page as people are at
leisure on Sundays and read the newspaper patiently in details.
Radio Ads: FM Radio stations are the rage these days in Kerala and
especially in Kochi (Radio Mango, club FM). We could tie up with the
radio station that has spread its tentacles the widest. We could also
keep World Space (Radio Madhuri) as an option as its coverage is
not limited to certain cities and can be accessed to in any part of
India. Radio Ads would also prove to be cheaper than TV and Print
ads.
Hoardings and Banners: Hoardings and Banners play a key role in

any promotion program. If they are eye-catching enough, banners
and hoardings reach out the most number of people as 75% of the
population move outdoors. The busiest areas in each city would be
selected and hoardings would be place accordingly in the best
places. To attain a better connectivity with the masses we have tied
up with K3A agencies one of the leading advertising agencies in
Kerala.

Pamphlets: Pamphlets could be put inside newspapers and they are
quite direct & people have no choice but to go through it once. This
may result in a positive response sooner or later. These are also
more economical than placing ads in the newspapers as the per-head
cost is very low and the output is quite high.
Brochure: Brochure would be provided to the customers if they

would be interested in our project. It would be containing the detailed
specification of our product & services & a Disc which can be used for
the virtual tour of the project.
USP (Unique Selling Preposition) of the project

The name of the city “Verde Enclave” has been
kept to satisfy the theme of our green city because in
Spanish green is means “Verde”.
The name of the 4 BHK has been kept “Real”; Royal is said as
Real in Spanish.
The name of the 3 BHK has been kept “ Elite”. Elite means
enjoying super luxury & comfort both in English & Spanish.
The name of 2 BHK has been kept “ Orgullo”. Pride is said

as Orgullo in Spanish.
The name of the resort & spa has been kept “El Retiro”.
Retreat means spiritual. The Retreat is said as El Retiro in Spanish.
Our logo

The background has been used to define the efficiency in
our work as we have used bamboo in our villas, resort, etc
for furniture & fixtures as bamboo is one of the fastest
growing trees of the world. The flower Tulip has been used
effectively to personify beauty in its purest form as our city
has been beautifully landscaped to meet the demands of
peace, prosperity & harmony within; the Butterfly has been
used to describe our customers who are residing & enjoying
our city as a butterfly enjoys the sweet nectar of flowers.
Our tagline “Innovation has arrived!” defines the innovation

which we have brought in the market to change the present
scenario of how the people can live or dwell side by side with
the Mother Nature. As we are using this line in our pre –
launch it would create a stir in the market as it will create the
urge among the masses to know about the products or
services we are going to offer.
“Raising the curtains on __/__/__”
Will create a deadline in the minds of the masses & the
people would be excited for the unveiling.
Our main tagline
“Green is the new Luxury”
Symbolizes nature & science going hand in hand to create a
greener tomorrow. As we are using it in post – launch it will
reveal the identity & description of the product.

Marketing Plan
We have decided to make our marketing strategy into three different
successive launches to attain the attention of the masses and attract
maximum number of customers. The brief description of our launch
strategies are as follows:
1)Pre-launch
We have decided that 10 days before the launch of our project would
be completely used to carry on a campaign in the whole state not to
introduce our project but to create a campaign in such a way that the
space of the product and services which we would offer will be left
unknown just to create curiosity in the market so as to make the
customers anxious about the product and leave them with their

creative imagination to run their mind to fill the blank space. Our Pre –
Launch ads would be containing simple background of green grass
and our tagline
“Innovation has arrived!”
And the revealing date below it. By using grass in the background
one can think or imagine the kind of product we are offering. Due to
this marketing act the masses would be curious and excited till the
reality of that unknown product will be revealed as we would be
providing a revealing date.
“Raising the curtains on __/__/__”
We would be using these above respective lines. This pre – launch

would be carried on public medias like Hoardings & banners and print
ads. With the help of our advertising partners K3A we would be
conveying our intentions across Kerala the banners & hoardings for
whole 10 days and print ads in news papers for alternate days.
Pre – launch paper & hoarding ad

2)Launch
With the successful pre – launch we’ll succeed it with our aggressive
campaign to launch our city. We have planned a launch ceremony at
Hotel Taj, Kochi inviting one of the most well known faces in politics
of Kerala and youth leader Mr. Rahul Gandhi and an environmentalist

Shri Kartikeya Sarabhai to hold a press conference to introduce our
city to the world and to the customer. With the introduction from these
great personalities it will also help us to attain our strategy to give
knowledge to the masses & introduce them to the new technology.
Our tagline would be
“Green is the new luxury”
It would be followed by ads on public Medias like the hoardings,

news paper ads, internet ads, TV commercials, etc. These ads would
be holding a changed look from the pre – launch and it would be also
marketed on other different media available other than the hoardings
and the print ads. These ads would be using the modal villa and
computer generated virtual tour disc of the project. Our ads would be
explaining the technology we are using so as to describe our unique
villas and mainly describing the idea of luxury meeting eco – friendly
ways. Our main concentration would be on explaining the system and
concept of our initiation that it is slight costlier/expensive in the short
run but comparatively very cheap in the long run. We would be
providing brochure containing the specification of the project & CD
consisting of virtual tour of the whole project. As the curtain would be
raised from the suspense which was held for 10 days would create a
stir in the mind of the masses due to the launch and attractive would
lead to frequent enquiries at our city office and various assigned real
estate brokers. Our financial offer to the customer’s enquiry would be
the “Early Bird Offer” which is crafted specially to attract the customer
towards us where he’ll get a discount and we would still earn profit.
Sample Hoardings across the state

Sample News Ad in the paper “The Hindu”

3)Post-launch
After the success of our launch, since we already now I have an
established brand name and sales we would be doing a post – launch
of our city to sell out the Phase II of our project. This post – launch
will be done by analyzing the prevailing situations of the market like
income of the people, number of villas sold in Phase I and purchasing
power of the people. There would be no celebrities but this time our
offer would be making news all around hence after creating a reliable
and trustful name in the market. Our job would be to provide
discounts to our customers. We would be offering an Early Bird for
Phase II & further discounts for those who’ll miss that offer.
Sample post – launch Hoarding

MARKETING EXPENSES
Particulars Amount
Hoardings Rs. 72,00,000
Newspaper Ads Rs. 5,48,19,990
Brochure Rs. 60,00,000
Pamphlets Rs. 1,00,00,000
Magazines Inside & Outside Rs. 30,00,000
Internet Ads Rs. 5,00,000
Radio Ads Rs. 2,00,000
Public Transport Rs. 20,00,000
TV Ads Rs. 5,00,00,000
Total Rs. 13,37,19,990
HUMAN RESOURCE
Introduction
Sapphire Ltd. is committed to providing a quality service to all our

clients and linked with this belief that this must be done in a way that
protects and enhances the environment.
Human resource management basically stands for the management

of the Human Capital. It is a vital part of an organisation, without
which a firm cannot function at all. Human Resource is not merely
related with the management of personnel rather it is a management
of complete human factors. A company is basically a bunch of its
human capital which completely depends upon its performance
because company doesn’t have a life of its own.
Now the basic functions of the HR department in a construction firm

could be categorized in the following points:-
• Necessary Policies – this includes all the employee related

polices that a firm adopts for a better management
• The labour force – Total no. of employed people required in a
construction firm
• Budget required for employee remuneration i.e. wages,
incentives, bonuses etc
• Employment Structure – The different levels of hierarchy in the
firm
• Security Functions – what measures are adopted by the firm for
the security of their employees
Policies:-
Two major policies followed by our firm are as follows:-
Environmental Policy
Sapphire Lmt. is dedicated to reducing the environmental impact the
construction industry by its very nature, has on the community,
whether this be environmentally, nature defense or aesthetically.
We at Sapphire Lmt. recognize that there is a duty to minimize any

detrimental effect our business might have, not only by way of
pollution and waste reduction, but by encouraging an greater variety
of the natural milieu into an area.
We have a duty to promote a positive attitude not only within in our

company, but also by encouraging responsible design, energy usage,
and waste management in new development / refurbishment projects
and awareness of historical heritage.
It is obvious many environmental issues associated with the

construction industry occur in the” supply chain” and our buying
department will therefore, whenever viable and consistent with our
clients instructions, source materials and products which are
sustainable, and which perhaps be re-useable or recyclable.
We have taken appropriate steps to comply with our basic statuary

obligations and all reasonable precautions both at planning stage and
during construction to alleviate environmental damage, disruption or
nuisance not only to our own sites, but adjacent properties and
highways.
Lavender Enclave, wherever practical, minimizes energy and water

consumption in our building, plant and equipment and minimizes
waste through careful and tightly controlled waste management..
We endeavor to promote awareness and understanding amongst our
workforce by means of induction, toolbox talks, memos, etc.
We are committed to protecting and developing the environment and

will be actively sourcing further ways in which our environmental
performance can be improved.
Health and Safety Policy
We acknowledge the responsibility for the implementation of the

following Health and Safety Policy:
• To create as far as is reasonably practicable an accident free

working environment for all persons.
• To design and implement safe practices which will benefit all

persons wherever their working environment.
• To investigate all serious accidents, as defined in the Reporting of

Injuries, Diseases and Dangerous Occurrences Regulations 1995, to
any person without delay and always within twenty four hours of
notification and all other accidents/incidents within ten days where
considered appropriate.
• To provide Health and Safety training to all staff on a programmed

basis and in accordance with the Training Policy set out in the Safety
Policy.
• To provide instruction and information to all persons working within

the Company as regularly as is necessary and always in relation to
new legislation as soon as possible after its implementation.
• To carry out Risk Assessments of all work tasks as required by the

Management of Health and Safety at Work Regulations 1999 and to
ensure these are communicated to staff as appropriate.

• To monitor the effectiveness of the Safety Policy throughout its
activities in accordance with the Safety Policy.
• To ensure that adequate financial provision is made by the

Company to address issues relative to Health and Safety.
Employment Structure

Labor Force & Remuneration (per
month)
During Construction
Phase # 1
Employees No. of employees Per month 18 months
salary
(avg.)
Construction Labors 1500 3000 8.1 crs
Engineers & Technicians 25 + 25 10000 + 0.81 crs

(Green Tech. ) 8000
Architects 4 10000 0.072 crs
Electricians 50 3000 0.27 crs
Carpenters 150 2700 0.73 crs
Plumbers 100 2700 0.49 crs
Painters 100 2700 0.49 crs
Top level managers 15 40000 1.08 crs
Miscellaneous 20 5000 0.18 crs
Total 1989 87100 12.222 crs
Phase # 2

Employees No. Of Employees Per Month 12 months
Salary
Labours 2000 3000 7.2 crs
Engineers & Technicians 30 + 20 10000 + 8000 0.55 crs
Architects 4 10000 0.048 crs
Electricians 50 3000 0.18 crs
Carpenters 150 2700 0.49 crs
Plumbers 100 2700 0.33 crs
Painters 150 2700 0.49 crs
Top level managers 15 40000 0.72 crs
Miscellaneous 20 5000 0.18 crs
Total 2539 86800 11.08 crs
Post – Construction

Employees No. Of Employees Per Month Salary
Gardeners and Cleaners 40 + 60 3000 x 100 =

300000
Farmers & Animal maintenance staff 30 + 30 3000 x 60 =

180000
Engineers & Technicians 2+2 10000 x 4 =

40000
Electricians 2 3000 x 2 = 6000
Carpenters 1 3000
Plumbers 1 3000
Painters 1 3000
Guards 60 5000 x 60 =
300000
Office Staff (reception, club etc) 40 5000 x 40 =

200000
Total 269 10,35,000

Total Budget for the labor force in 30 23.302 crs
months
Total amount of cash Incentives provided 8.698 crs

in 30 months
32 crs
Total Budget for Employees in 30 months

Security Functions
Nearly 6.5 million people work at approximately 252,000 construction

sites across the nation on any given day. The fatal injury rate for the
construction industry is higher than the national average in this
category for all industries.
Potential hazards for workers in construction include:
1. Scaffolding
2. Fall protection (scope, application, definitions)
3. Excavations (general requirements)
4. Ladders
5. Head protection
6. Excavations (requirements for protective systems)
7. Hazard communication
8. Fall protection (training requirements)
9. Construction (general safety and health provisions)
10. Electrical (wiring methods, design and protection)
Safety Measures
The following checklists will take steps to avoid hazards that cause
injuries, illnesses and fatalities.
Personal Protective Equipment (PPE)
Eye and Face Protection
• Safety glasses or face shields are worn anytime work

operations can cause foreign objects getting into the eye such
as during welding, cutting, grinding, nailing (or when working

with concrete and/or harmful chemicals or when exposed to
flying particles).
• Eye and face protectors are selected based on anticipated
hazards.
• Safety glasses or face shields are worn when exposed to any
electrical hazards including work on energized electrical
systems.
Foot Protection
• Construction workers should wear work shoes or boots with

slip-resistant and puncture-resistant soles.
• Safety-toed footwear is worn to prevent crushed toes when
working around heavy equipment or falling objects.
Hand Protection
• Gloves should fit snugly.

• Workers wear the right gloves for the job (for example, heavy-
duty rubber gloves for concrete work, welding gloves for
welding, insulated gloves and sleeves when exposed to
electrical hazards).
Head Protection
• Workers shall wear hard hats where there is a potential for

objects falling from above, bumps to their heads from fixed
objects, or of accidental head contact with electrical hazards.
• Hard hats are routinely inspected for dents, cracks or
deterioration.
• Hard hats are replaced after a heavy blow or electrical shock.
• Hard hats are maintained in good condition.
Scaffolding
• Scaffolds should be set on sound footing.

• Damaged parts that affect the strength of the scaffold are taken
out of service.
• Scaffolds are not altered.
• All scaffolds should be fully planked.
• Scaffolds are not moved horizontally while workers are on them
unless they are designed to be mobile and workers have been
trained in the proper procedures.
• Employees are not permitted to work on scaffolds when
covered with snow, ice, or other slippery materials.
• Scaffolds are not erected or moved within 10 feet of power
lines.
• Employees are not permitted to work on scaffolds in bad
weather or high winds unless a competent person has
determined that it is safe to do so.
• Ladders, boxes, barrels, buckets or other makeshift platforms
are not used to raise work height.
• Extra material is not allowed to build up on scaffold platforms.
• Scaffolds should not be loaded with more weight than they were
designed to support.
Electrical Safety
• Work on new and existing energized (hot) electrical circuits is

prohibited until all power is shut off and grounds are attached.
• An effective Lockout/Tag out system is in place.
• Frayed, damaged or worn electrical cords or cables are
promptly replaced.
• All extension cords have grounding prongs.
• Protect flexible cords and cables from damage. Sharp corners
and projections should be avoided.
• Use extension cord sets used with portable electric tools and
appliances that are the three-wire type and designed for hard or
extra-hard service. (Look for some of the following letters
imprinted on the casing: S, ST, SO, STO.)

• All electrical tools and equipment are maintained in safe
condition and checked regularly for defects and taken out of
service if a defect is found.
• Do not bypass any protective system or device designed to
protect employees from contact with electrical energy.
• Overhead electrical power lines are located and identified.
• Ensure that ladders, scaffolds, equipment or materials never
come within 10 feet of electrical power lines.
• All electrical tools must be properly grounded unless they are of
the double insulated type.
• Multiple plug adapters are prohibited.
Floor and Wall Openings
• Floor openings (12 inches or more) are guarded by a secured

cover, a guardrail or equivalent on all sides (except at
entrances to stairways).
• Toe boards are installed around the edges of permanent floor
openings (where persons may pass below the opening).
Elevated Surfaces
• Signs are posted, when appropriate, showing the elevated

surface load capacity.
• Surfaces elevated more than 48 inches above the floor or
ground have standard guardrails.
• All elevated surfaces (beneath which people or machinery could
be exposed to falling objects) have standard 4-inch toeboards.
• A permanent means of entry and exit with handrails is provided
to elevated storage and work surfaces.
• Material is piled, stacked or racked in a way that prevents it
from tipping, falling, collapsing, rolling or spreading.
Hazard Communication
• A list of hazardous substances used in the workplace is

maintained and readily available at the worksite.
• There is a written hazard communication program addressing
Material Safety Data Sheets (MSDS), labeling and employee
training.
• Each container of a hazardous substance (vats, bottles, storage
tanks) is labeled with product identity and a hazard warning(s)
(communicating the specific health hazards and physical
hazards).
• Material Safety Data Sheets are readily available at all times for
each hazardous substance used.
• There is an effective employee training program for hazardous
substances.
Crane Safety
• Cranes and derricks are restricted from operating within 10 feet

of any electrical power line.
• The upper rotating structure supporting the boom and materials
being handled is provided with an electrical ground while
working near energized transmitter towers.
• Rated load capacities, operating speed and instructions are
posted and visible to the operator.
• Cranes are equipped with a load chart.
• The operator understands and uses the load chart.
• The operator can determine the angle and length of the crane
boom at all times.
• Crane machinery and other rigging equipment is inspected daily
prior to use to make sure that it is in good condition.
• Accessible areas within the crane's swing radius are
barricaded.
• Tag lines are used to prevent dangerous swing or spin of
materials when raised or lowered by a crane or derrick.

• Illustrations of hand signals to crane and derrick operators are
posted on the job site.
• The signal person uses correct signals for the crane operator to
follow.
• Crane outriggers are extended when required.
• Crane platforms and walkways have antiskid surfaces.
• Broken, worn or damaged wire rope is removed from service.
• Guardrails, hand holds and steps are provided for safe and
easy access to and from all areas of the crane.
• Load testing reports/certifications are available.
• Tower crane mast bolts are properly torqued to the
manufacturer's specifications.
• Overload limits are tested and correctly set.
• The maximum acceptable load and the last test results are
posted on the crane.
• Initial and annual inspections of all hoisting and rigging
equipment are performed and reports are maintained.
• Only properly trained and qualified operators are allowed to
work with hoisting and rigging equipment.
Forklifts
• Forklift truck operators are competent to operate these vehicles

safely as demonstrated by their successful completion of
training and evaluation.
• No employee under 18 years old is allowed to operate a forklift.
• Forklifts are inspected daily for proper condition of brakes,
horns, steering, forks and tires.
• Powered industrial trucks (forklifts) meet the design and
construction requirements established in American National
Standards Institute (ANSI) for Powered Industrial Trucks, Part II
ANSI B56.1-1969.
• Written approval from the truck manufacturer is obtained for any
modification or additions which affect capacity and safe
operation of the vehicle.
• Capacity, operation and maintenance instruction plates, tags or
decals are changed to indicate any modifications or additions to
the vehicle.
• Battery charging is conducted in areas specifically designated
for that purpose.
• Material handling equipment is provided for handling batteries,
including conveyors, overhead hoists or equivalent devices.
• Reinstalled batteries are properly positioned and secured in the
truck.
• Smoking is prohibited in battery charging areas.
• Precautions are taken to prevent open flames, sparks or electric
arcs in battery charging areas.
• Refresher training is provided and an evaluation is conducted
whenever a forklift operator has been observed operating the
vehicle in an unsafe manner and when an operator is assigned
to drive a different type of truck.
• Load and forks are fully lowered, controls neutralized, power
shut off and brakes set when a powered industrial truck is left
unattended.
• There is sufficient headroom for the forklift and operator under
overhead installations, lights, pipes, sprinkler systems, etc.
• Overhead guards are in place to protect the operator against
falling objects.
• Trucks are operated at a safe speed.
• All loads are kept stable, safely arranged and fit within the rated
capacity of the truck.
• Unsafe and defective trucks are removed from service.
FINANCE
INTRODUCTION

VILLA 2 BHK “Orgullo”
Site area: 7,000 sft approx.
Built up: 1860 sft approx.
 Entrance verandah and foyer

 Living/dining
 Kitchen
 Outdoor deck/verandah
 One bedroom
 Wall-in dress
 4-Fixture toiler with outdoor courtyard
 Car parking
VILLA 3BHK “Elite”.

Site Area: 15,000 sft approx
Built up: 2,140 sft approx
 Entrance verandah and foyer

 Living/dining
 Kitchen
 Guest powder room
 Two bedroom
 One 4-fixture toilet with outdoor courtyard
 Water body
 Car parking

VILLA 4 BHK “Real”
Site area: 22,000 sft approx
Built up: 3,150 sft approx
 Entrance verandah and foyer with staircase

 Living/dining
 Kitchen
 Guest powder room
 Three bedroom
 Water body
 Usable terrace on first floor
 Car parking

DEVELOPMENT PHASES

PHASE DEVELOPMEN
I T
2BHK 40 Houses Fruit Plantation
3BHK 20 Houses Sewage Treatment
Plant x 2
4BHK 10 Houses Vegetable Plantation
Biogas Plant x 2 Animal Husbandry
Club House Swimming Pool
Temple Savonius Turbine
Resorts 10 Reception
Parking Half Shopping Area
Area
Phase development
ii
Security & Elegant Landscape
2BHK  60
Administration Office Party Area
Jogging Track WATER TREATMENT
3BHK 40 PLANT
Golf Chipping Green
4BHK 30 Amphitheatre
Resorts  10 Restaurant
Boat Jetty
Copyright @ MATS, Odyssey ‘09 Half Shopping Area Page 82
Medical Area School

BASIC ENVIRONMENTAL CONSTRUCTION PROCEDURES
Provide a healthy indoor air quality plan for construction
Prepare a construction reuse, salvaging and recycling plan
Provide temporary ventilation and exterior air changes to the

construction space
Install the specified green building products including the

specified low-voc sealants and adhesives
Install low- VOC ‘wet’ applied materials and allow to dry or cure
before installing fibrous ‘dry’ materials where feasible.

Protect finish surfaces from dust, particulates and VOS’S
Use construction methods that minimize airborne particulates
Recycle construction debris and material waste
Salvage usable components for off-site reuse
Implement construction methods that minimize waste
Clean up daily using methods that do not create dust and that
use nontoxic cleaning methods.

HOME MODEL SPECIFICATIONS
SPECIFICATIONS 2BHK 3BHK 4BHK

Foundation
 RCC framed structure √ √ √
Wall
 Internal : 125 thick brick √ √ √
masonry
 External : 400 thick stone √ √ √
masonry
 Green Wall √ √ √
Roof
 Terracotta tile over RCC slab √ √ √
 Rain Water Harvesting √ √ √
 Transparent solar photo- √ √ √

voltaic cell
 Insulating Sheathing √ √
Door
 Quality bamboo frame with √ √ √
solid core-flush/paneled

shutter or Composite Door
Window
 Quality bamboo frame with √ √ √
timber casement, fully glazed
shutter or Aluminium or wood
alternative trim
Living/Dining Room
 Recycled glass tile flooring √ √ √
and wall covering adhesives

 5 seater sofa with centre √ √
table
 6 seater dining table √ √
 Recycled content furniture √ √ √
Electrical
 Building integrated √ √ √
photovoltaic glazing
 Concealed copper wiring with √ √ √
modular switches.
 Adequate lights, fans, TV, √ √ √
Exhaust
 LED lighting √ √ √
Interior Finish
 Reflective glass plastic √ √ √
 Emulsion paint over plaster √ √ √
of paris
Exterior Finished

 Exposed stone masonry with √ √ √
pointing landscape principle

 Principal landscape with √ √ √
grass , shrubs and tress
Bedroom
 Recycled glass tile mattress √ √ √
 LCD and DVD player √
 Curtains √ √
 Wardrobe √ √
Kitchen
 Floor: Natural fiber floor mats √ √ √
 Wood , plastic and composite √ √ √
fastenings
 Counter: granite/ marbles √ √ √
stone
 With stainless steel sink √ √ √
 Wall: ceramic tile two feet √ √ √

above counter top
 Modular Kitchen √ √
 Fridge and Microwave oven √ √ √
 Electric Tea-maker √ √
Toilets
 Concrete and Masonry √ √ √
coasting
 Floor: Green Recycled Glass √ √ √

Tile
 Wall: Ceramic Tile √ √ √
 Sanitary ware: Quality √ √ √
Chinaware, chromium plated

fixture and accessories.
 Flooring adhesive √ √ √
Parking
 Brick pavers √ √ √
 Terra cotta masonry √ √ √
 Green Organic Food √ √ √
 Organic vegetables √ √ √
plantation
 Organic fruit plantation √ √ √
 Animal husbandry √ √ √
Additional common green

amenities
 Electricity solar panels √ √ √
 Electricity backup: bio gas √ √ √
powered generators
Sewage Treatment Plant
 Bio gas x 2 √ √ √
 Attenuation tank √ √ √
Additional common luxuries

amenities
 Intercom facilities √ √ √

 24 hour water supply √ √ √
Share Capital
 Library Amount
√ √ √
AUTHORISED
 Tennis CAPITAL
court SHARE √ √ √
70 LAKH SHARE 100 RS EACH

 Jogging 70√CRORE √ √
Share Capitaltrack Amount
 Shopping area SHARE
and Resorts √ √ √
AUTHORISED CAPITAL
ISSUED , SUB , CALLED PAID UP
 Closed
70 LAKH campus
SHARE 100 RS EACH with70√CRORE √ √
CAPITAL
boundary wall 31 CRORE
SECURITY
ISSUED , PREMIUM
SUB , CALLED PAID UP
CAPITAL
7.75 CRORE
25 CRORE
BANK LOAN (foreign currency)
SECURITY PREMIUM
INTERSET RATE (4.125 %)
20 LAKH SHARE 25 RS EACH 8 CRORE
5 CRORE
SECURED LOAN
FOREIGN BANK LOAN
9 % DEBTURE
INTERSET RATE (4.125 %) 16 CRORE
15 CRORE
SECURED LOAN
TOTAL
9 % DEBTURE 62.75 CRORE
10 CRORE
TOTAL 55 CRORE
CAPITAL STRUCTURE
PHASE II – CAPITAL STRUCTURE

PARTICULARS AMOUNT
LAND 15,96,00,000
RECEPTION 20,00,000
VIDEO SURVIALLINACE & 1,00,00,000
ADMINISTRATION OFFICE
SHOPPING AREA 1,24,00,000

PARKING AREA
125 X 88,000 sq. ft.

1,10,00,000
ELEGANT LANDSCAPE
20X24,00,000 sq ft
4,80,00,000
SEWAGE TREATMENT PLANT 1,05,00,000
FRUIT PLANTATION
A)Mango 1.5 Lakhs Per Acre X3

4,50,000
B)Papaya 1.0 Lakhs Per Acre X3
3,00,000
C)Banana 1.5 Lakhs Per Acre X4
2,00,000
VEGETABLE PLANTATION
A)Pumpkin 2,000 Per Acre X 3

6,000
B)Tomato 10,000 Per Acre X 3
30,000
C)Groundnut 20,000 Per Acre X 4
80,000
Animal Husbandry 95,00,000
200 Cows & 100 Buffalo
Swimming pool 2,00,00,000

Savanious turbine 50,00,000
Water treatment plant 75,00,000
Jogging track 10,00,000
Restaurant 25,00,000
Temple 70,00,000
Copyright
Club House @ MATS, Odyssey ‘09 Page 91
A)Spa
47,00,000
B)Gym
12,00,000
TOTAL FIXED ASSETS
Sources Of Raising Fund

BANK LOANS:- 15 crores
SECURED LOANS:- 10 crores
Initial Public Offering:- Issue of share capital through bank (51%

share issued to the SAPPHIRE LTD.):- 70 crores+ 25 crores
BIFURCATION OF CURRENT ASEETS &

CURRENT LIABILITIES PHASE I
CURRENT AMOUNT CURRENT AMOUNT

ASSETS LIABILITIES
STOCK 66300000 Sundry Creditors 77432730
BANK 89,00,000
OVERDRAFT
SUNDRY DEBTORS
1)65 % of 2BHK 13,58,97,84

units sold 0
2) 65 % of 3 9,40,12,490
BHK units
sold
3)65 % of 4BHK 6,27,85,125
units sold
CASH 2,23,00000
BANK 144560975
TOTAL 5258564 TOTAL 863327

30 30

BIFURCATION OF CURRENT
ASEETS & CURRENT LIABILITIES
PHASE II
CURRENT AMOUNT CURRENT AMOUNT

ASSETS LIABILITIES
STOCK 187960258 Sundry Creditors 412784774
Outstanding 55,00,000
Liabilities
Bills Payable 1,35,75,333
BANK 1,50,00,000
OVERDRAFT
EMPLOYEE 1,34,00,000
PROVIDENT
FUND
SUNDRY DEBTORS TAXES PAYABLE 1,24,97,429
1) 65% OF 2BHK 198184350
2)65% OF 3BHK 188024980

3)65 % 0F 4BHK 213469425
CASH 25000000
BANK 922925423
TOTAL 1735564 TOTAL 4727575

436 36

DETAILS OF WORKING
CAPITAL
PHASE-I PHASE-II
CURRENT ASSET 8281641 173556443

59 6
CURRENT 8893015 472757536

LIABILITY 9
WORKING 7392340 12628069

CAPITAL 00 00
TOTAL WORKING
CAPITAL=200,20,40,900
PURCHASE OF LAND AT DIFFERENT INTERVALS
Purchase at 1998 110 Acres @ Rs 1, 98,000 Per

Acre
110 x 1, 98,000 =
Total: Rs. 21, 78, 00,000
Purchase at 2007 10 Acres @ Rs 1, 32, 00,000

Per Acre
10 x 1, 32, 00,000 =
Total: Rs. 13, 20, 00,000
Proposed Area for 2BHK, 3BHK, 4BHK
Specification 2BHK 3BHK 4BHK
No of Houses 100 60 40
Houses Houses Houses
Total Plot Area 7,00,000 9,00,000 8,80,000

Sq ft Sq ft Sq ft

Individual Plot (7,000 (15,000 (22,000
Area Sq ft) Sq ft) Sq ft)
Total Built Up 1,86,000 1,28,400 1,26,000

Area Sq ft Sq ft Sq ft
Individual Built 1,860 2,140 Sq 3,150 Sq

Up Area Sq ft ft ft
Strategy of Fixing Cost Price and Sale Price
COST PRICE
Purchase Cost per Acre Area Price
1997 Land Rs. 1,98,000 Per 110 Acres Rs.21,78,00,0

Purchased Acre 00

2007 Land Rs. 1,32,00,000 10 Acres Rs.13,20,00,0
Purchased Per Acre 00
TOTAL 120 Acres Rs.34,98,00,0

00
Construction Cost per Sq Ft Area Price

Cost
2 BHK Rs. 1,774/ Sq. Ft 1,86,000 Sq Rs.

Ft 32,99,64,0
00
3 BHK Rs. 1,774/ Sq. Ft 1,28,400 Sq Rs.

Ft 22,70,20,0
00
4 BHK Rs. 1,774/ Sq. Ft 1,26,000 Sq Rs.

Ft 22,35,24,0
00
TOTAL 4,40,400 Rs.

SqFt 78,05,08,0
00

Amenities Price
Cost
Club House Swimming Pool Boat Jetty
Shopping Area Restaurant Jogging

Track
Security Office Solar Power Car Party Area
Parking Area Temple Amphithrea

tre
Medical Area Banks Golf Area
Organic Education Hub Animal Hus.

Plantation
TOTAL Rs.
24,87,43,0
00
TOTAL COST OF PROJECT == Rs. 137, 90,

51, 000

SALE PRICE
BUNGLOW BUILT Cost per Sq. Area Price

UP PRICE Ft.
2 BHK Rs. 2,990/ Sq. Ft 1,86,000 Sq Rs.

Ft 55,61,40,000
3 BHK Rs. 2,990/ Sq. Ft 1,28,400 Sq Rs.

Ft 38,39,16,000
4 BHK Rs. 2,990/ Sq. Ft 1,26,000 Sq Rs.

Ft 37,67,40,000
TOTAL 4,40,400 Rs.131,67,96,

Sq ft 000
SUPER BUILT- Cost per Sq. Area Price

UP AREA Ft.
2 BHK Rs. 450/ Sq. Ft 7,00,000 Sq Rs.

Ft 31,50,00,000

3 BHK Rs. 450/ Sq. Ft 9,00,000 Sq Rs.
Ft 40,50,00,000
4 BHK Rs. 450/ Sq. Ft 8,80,000 Sq Rs.

Ft 39,60,00,000
TOTAL 24,80,000 Rs.

Sq Ft 111,60,00,0
00
TOTAL SALE OF PROJECT == Rs. 243, 27,

96, 000
Balance Sheet
As on 31/03/10 and 31/03/11
Liabilities Phase 1 Phase 2 Assets Phase 1 Phase 2
Amount Amount Amount Amount

(Year 31/03/10) (Year 31/03/11) (Year 31/03/10) (Year 31/03/11)
Current Current
Liabilities: Assets:
Creditors 77432730 412784774 Cash 22300000 25000000
Bank Overdraft 8900000 15000000 Bank 144560975 922925423
Bills Payable - 13575333 Debtors 292695455 187960258
Employees - 13400000 Stock 66300000 187960258

Provident
Fund
Provision for - 12497429

Tax
Capital: Fixed Assets:
Share Capital 1250000000 1325000000 Furniture 500000000 260000000

And
Fixtures
Profit/Loss (13610300) 329506900 Other 296866000 131700000
TOTAL 1322722430 2127264436 1322722430 2127264436
CONCLUSION
With Real estate conditions looking most vibrant with a growth rate of
30% annually. Real Estate in Kochi has a huge scope because of the
vast market and the growing consciousness of the customer about
environment and methods to lead life without harming it.
With such ambitious prediction, we are ready to enter in the real

estate market with a foray through our innovative eco – friendly city
that will not only save the environment but will also help in catering
the environment in a much more sustainable way so that our future
generation can also reside.
The strategy is to revolutionize the market with our attractive offers &
ads in Kochi.
The important task for the company will be to position itself in the
minds of the target market, with the most attractive, identifiable and
feasible plan of action.
The marketing mix of the company is specially tailored keeping in

mind the propensity of spending power of the people.
The main crux for the success will also rely on the promotional
activity. The same is divided into 3 phases: pre-launch phase, launch
phase, and post launch promotion phase.
So we are ready to hit the floor with our green technology and
innovation.

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Copyright @ MATS, Odyssey ‘09 Page 1

Aim and Objectives ......................................................................08

Sapphire Ltd- SWOT analysis.......................................................12

Introduction of Proposed Site.........................................................14

Green Technology ................................................................16

Fact File of Kochi ....................................................................22

Copyright @ MATS, Odyssey ‘09 Page 2

USP of the project…………………………………………………….47

Labor force &Remuneration…………………………………………65

Development in Phase I and II……………………………………….79

Copyright @ MATS, Odyssey ‘09 Page 3

Sources of Raising funds……………………………………………91

Bifurcation of Current Assets and Current Liabilities………………91

Detail of Working Capital……………………………………………95

Copyright @ MATS, Odyssey ‘09 Page 4

1) “The property sector needs to refocus. Buildings currently

2) Green buildings improved corporate reputation, reduced

Copyright @ MATS, Odyssey ‘09 Page 6

We hereby declare that this project is a outcome of

Copyright @ MATS, Odyssey ‘09 Page 7

AIM AND OBJECTIVES

Partnering with community for

• Inclusive Growth – Endeavor to leverage community

• Partnership – Pursue win-win situation in harmony with

• Environment – preserve eco-diversity and practice safe and

Copyright @ MATS, Odyssey ‘09 Page 8

• Fairness – fair in all action and nurture tolerance, honesty and

• Transparency – Abide by ethical principles and do business

• Trust – Adhere to commitments and embrace mutual respect,

Copyright @ MATS, Odyssey ‘09 Page 9

• Excellence – Work smart and add value beyond what is

• Performance – Pride in self accomplishment and ownership for

Leading Change – Take initiative and challenge boundaries with

Copyright @ MATS, Odyssey ‘09 Page 10

Copyright @ MATS, Odyssey ‘09 Page 11

• Sustainable • Due to the expensive

• Free Solar powered

Copyright @ MATS, Odyssey ‘09 Page 12

INTRODUCTION OF PROPOSED SITE

Copyright @ MATS, Odyssey ‘09 Page 14

Kakkanad is the administrative headquarters of the district of

Kakkanad is home to many important Government buildings.

Copyright @ MATS, Odyssey ‘09 Page 15

BASIC GREEN & SUSTAINABLE PROMOTERS THAT PROVIDES

RAIN WATER HARVESTING

GEOTHERMAL AIR CONDITIONER

BIOGAS POWER GENERATOR

SOLAR REFLECTIVE GLASS

SEWAGE TREATMENT PLANT X 2

Copyright @ MATS, Odyssey ‘09 Page 16

WOOD, PLASTIC AND COMPOSITE FASTENINGS

RECYCLED CONTENT FURNITURE

CONCRETE AND MASONARY COATINGS

WALL COVERING ADHESIVES

RECYCLED GLASS TILE

NATURAL FIBRE FLOOR MATS

BUILDING INTEGRATED PHOTOVALTIC GLAZING

WOOD ALTERNATIVE TRIM

TERRA COTTA MASONARY

Copyright @ MATS, Odyssey ‘09 Page 17

The field of "green technology" encompasses a