SALES PROMOTION & MARKETING OF REAL ESTATE

PROJECTS

A Project Report
Submitted in partial fulfillment of the requirements for the Award
of Degree

MASTER OF BUSINESS ADMINISTARTION

SUBMITTED By:- GUIDED BY:-

Sidharth Dhingra. Ms. Shveta Chawla.

BHARATI VIDYAPEETH DEEMED UNIVERSITY

SCHOOL OF DISTANCE EDUCATION
Academic Study Center - BVIMR, New Delhi
An ISO 9001:2008 Certified Institute
NAAC Accredited Grade A University
 TO WHOM IT MAY CONCERN

This is to certify that Mr. Sidharth Dhingra S/O Mr. Sushil

Dhingra Student of MBA (III Semester) BHARATI VIDYAPEETH
DEEMED UNIVERSITY INSTITUTE OF MANAGEMENT & RESEARCH,
NEW DELHI, has successfully completed his training at Unity
Group, Delhi.

He has undergone training with us as a Marketing & Sales Executive during the
period of internship that is from 01 March 2016 to 01 May 2016.

The project undertaken by him during this training period is Sales

Promotion & Marketing of Real Estate Projects, in our Group Housing
Project. He is hard working, sincere and focused in his work and can be an
asset to the college or the organization he works for.

We wish him all success in life.

Mr. Kunal Behrani

Vice President - Marketing & Sales
(Unity Group)
 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 to lead me through in
completion of this project.

I express my deepest gratitude to Mr. A.R.DESHMUKH Director of Distance Education,

BVIMR,New Delhi who provided me here 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.

I express my earnest and pro-founded thanks to Ms Shveta Chawla, my internal project

guide who gave her fullest support throughout the plan, guided me and helped to learn above
theoretical knowledge.

I also thank all the staff members and respondents who took their valuable time to co-operate
with me to complete the project.

Sidharth Dhingra
MBA (2015-2017)
 STUDENT UNDERTAKING

CERTIFICATE OF ORIGINALITY

I Sidharth Dhingra (MBA IIIrd Sem) would like to declare that the project report entitled

Sales Promotion & Marketing of Real Estate Projects, Submitted to Bharati

Vidyapeeth University Pune, School of Distance Education Pune, Academic Study Centre

BVIMR New Delhi in partial fulfillment of the requirement for the award of the degree.

It is an original work carried out by me under the guidance of Ms Shveta Chawla,All

respected guides, faculty member and other sources have been properly acknowledged and

the report contains no plagiarism.

To the best of my knowledge and belief the matter embodied in this project is a genuine work

done by me and it has been neither submitted for assessment to the University nor to any

other University for the fulfillment of the requirement of the course of study.

Sidharth Dhingra
MBA (2015 2017)
 PREFACE

The successful completion of this project was a unique experience for me by visiting many
place and interacting with various persons. 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 an 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 & Marketing of Real Estate Projects
TABLE OF CONTENT PAGE NO.

CHAPTER -1 INTRODUCTION [1-10]

1.) INTRODUTION OF ORGANIZATION
2.) OBJECT OF STUDY

CHAPTER -2 RESEARCH METHODOLOGY [11-30]

1.) RESEARCH DESIGN
2.) SAMPLING DESING
3.) SOURCES OF DATA
4.) DATA COLLECTION TOOLS
5.) METHOD OF DATA COLLECTION
6.) TOOLS AND TECHNIQUES OF ANALYSIS OF DATA

CHAPTER -3 CONCEPTUAL DISCUSSION [31-48]

CHAPTER -4 DATA ANALYSIS [49-63]

CHAPTER -5 FINDING & CONCLUSIONS [64-66]

CHAPTER -6 SUGGESTIONS [67-69]

CHAPTER -7 IMPLICATION OF THE STUDY [70-74]

CHAPTER -8 LIMITATIONS [75-76]

CHAPTER -9 OVERALL EXPERIENCE [77-83]

CHAPTER -10 ANNEXURE [84-86]

CHAPTER -11 BIBLIOGRAPHY [87-88]

EXECUTIVE SUMMRY
The realty 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 the deep 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 have acquired 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
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 potential for 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 tie ups
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.

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

o More outright purchases by occupiers as well as private equity players
o 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

o Launch of Ultra Low Cost (ULC) Housing by private developers Housing for
All
o Large number of launches would continue to be in the range of INR 10,000 -
15,000 per sq ft at the leapfrogged suburban locations
o Impact on affordability will influence the price and absorption dynamics
o 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

o Rents to remain stable except select prime locations
o Large number of malls slated to become operational
o Retailers would continue to expand beyond Tier I into Tier II and III cities
o More international retailers to venture into India