SUMMER TRAINING REPORT

ON
PROMOTIONAL STRATEGIES OF NILGIRI
INFRACITY

Submitted in partial fulfilment of the requirement of

Master of Business Administration,

Session 2017-2019

Guided by: Submitted by:

Mr. Amit Jaiswal Damini Singh
(R.M. NILGIRI) RollNo. 1710870016

RAJARSHI SCHOOL OF MANAGEMENT AND TECHNOLOGYVARANASI

1
 Rajarshi School of Management and Technology
(UdaiPratap College Campus)
Varanasi, 221002
Ph.No: 0542 2280674,228163
Fax No:0542 2281062

CERTIFICATE

This is to certify that the Summer Training report entitled “Promotional

Strategies of NilgiriInfracitypvt.Ltd. Submitted byDamini Singh, Roll No.
1710870016 in partial fulfilment of the Award degree of MASTER OF
BUSINESS ADMINISTRATION of Dr. A. P. J. Abdul Kalam Technical
University, Lucknowis a bonafide work for academic session 2017-19.
In my opinion the report fulfils the requirement of the regulation & ordinance in
relation to the nature and standard of work for MBA Degree.
I recommend sending this project report for evaluation.

(P.N. SINGH)
(Co-ordinator)MBA
RSMT VARANASI
2
 ACKNOWLEDGEMENT

A 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
pf this project.

I express my deepest and most sincere thanks to my (faculty member) and all my teachers
ofRajarshi school of management and Technologywho 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 would like to thanks Mr. Amit Jaiswalfor his valuable guidance during the project
completion.

During the course of my project, I had the good fortune of being guided, who with all his
magnanimity supervised this project report through all its stages. I have benefited a great
deal from his incisive analyses and erudite 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.

And lastly I am Thankful to my guide I was able to completed my summer training projects
successfully

Damini Singh
MBA

3
 PREFACE

The successful completion of this project was a unique experience for me become by
Visiting may 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.

4
 DECLARATION

I am Damini Singh hereby declare that the project work entitled

“Promotional Strategies of NilgiriInfracity”was carried by me in
the partial fulfilment of MBA Program from Rajarshi School of
Management & Technology, Affiliated to AKTU lucknow ,UP.
This project was undertaken as a part of academic curriculum
according to the university rules and norms and it do not have any
commercial interest and motive. It is my original work. It is not
submitted to any other organization for any other purpose

Damini Singh Date:

MBA IIIsem Place:
Rsmt Varanasi
Roll no: 1710870016

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Table of contents
Section 1
Company profile
 CONCEPT OF REAL ESTATE COMPANY

 TOP 10 REAL ESTATE COMPANY

 DIFFERENT MODELS OF REAL ESTATE

Section 2
Company profile
 LOCATION

 ORGANIZATIONAL STRUCTURE

 INTRODUCTION OF NILGIRI INFRACITY

 MISSION AND VISSION

 GOVERNANCE RERA

 FINANCIAL PERFORMANCE

 SWOT ANALYSIS

 HRD STRUCTURE

 WORK ON PROJECT

Section3
Literature Review
 Promotional and sales Strategies

 Sales Promotion methods

 Promotional Advertising and planning

 Objective of the study

Section 3
 FINDINGS

 LIMITATIONS

 CONCLUSION

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 BIBLIOGRAPHY

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SECTION 1
CONCEPT OF REAL ESTATE COMPANY
Real estate is the property, land, buildings, air rights above the land and underground rights
below the land. The term real estate means real, or physical, property. “Real” comes from
the Latin root res, or things. Others say it’s from the Latin word rex, meaning “royal,”
since kings used to own all land in their kingdoms. The U.S. Constitution initially restricted
voting rights to only owners of real estate.

Four Types of Real Estate

There are four types of real estate:

1. Residential real estate includes both new construction and resale homes. The most
common category is single-family homes. There are also condominiums, co-ops,
townhouses, duplexes, triple-deckers, quad lexes, high-value homes, multi-
generational and vacation homes.
2. Commercial real estate includes shopping centres and strip malls, medical and
educational buildings, hotels and offices. Apartment buildings are often considered
commercial, even though they are used for residences. That's because they are
owned to produce income.

1. Industrial real estate includes manufacturing buildings and property, as well as

warehouses. The buildings can be used for research, production, storage and
distribution of goods. Some buildings that distribute goods are considered
commercial real estate. The classification is important because the zoning,
construction and sales are handled differently.
2. Land includes vacant land, working farms and ranches. The subcategories
within vacant land include undeveloped, early development or reuse, subdivision
and site assembly. Here's more at Land Broker Transactions.

How the Real Estate Industry Works

Real estate also refers to producing, buying and selling real estate. Real estate affects the
U.S. economy by being a critical driver of economic growth.

Construction of new buildings is a component of gross domestic product. It includes both

residential, commercial, and industrial buildings. In 2017, it contributed $1.03 trillion, or 7
percent, to the U.S. economy.
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New home building is a critical category. It includes construction of single-family homes,
townhouses and condominiums. The National Association of Home Builders provides
monthly data on home sales and average prices. The data on new home sales is a leading
economic indicator. It signals how the housing market will do in nine months. That’s how
long it takes to construct new homes. The NAHB also reports new home starts, Those are
the number of home construction projects on which ground is broken.

Real estate agents assist homeowners, businesses and investors buy and sell all four types
of properties. The industry is typically divided up into specialists that focus on one of the
types.

Sellers' agents help find buyers through either the Multiple Listing Service or their
professional contacts. They price your property, using comparative listings of recently sold
properties known as "comps." The can help you spruce up your property so it will look its
best to customers. They assist in negotiations with the buyer, helping you get the highest
price possible. Here are more sellers' agent services.

Buyers' agents provide similar services for the home purchaser. They know the local
market. That means they can find a property that meets your most important criteria. They
also compare prices, called "doing comps." It allows them to guide you to areas that are
affordable. Buyers' agents negotiate for you, pointing out reasons why the seller should
accept a lower price. They help with the legalities of the process, including title search,
inspection and financing.

Real estate agents who want to increase their professionalism become REALTORS®.
The National Association of REALTORS® publishes provides monthly reports on the
number of homes resold and their average price. It's a better indicator of the health of the
overall housing industry than new home construction. That's because new home builders
can be overenthusiastic about future sales and overbuild. They can also cut prices to force
sales. Individual homeowners must follow the market's supply and demand.

They don't have the clout to manipulate the market. NAR provides the current housing
market statistics.

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Real Estate Investing

Everyone who buys or sells a home engages in real estate investing. That means you must
consider several factors. Will the house rise in value while you live in it? If you get a
mortgage, how will future interest rates and taxes affect you?

Many people do so well with investing in their homes they want to buy and sell homes as a
business. There are many ways to do that. First, you can flip a house. That's where you buy
a house to improve then sell it. Many people own several homes and rent them out.
Others use Airbnb as a convenient way to rent out all or part of their homes. You can rent
vacation homes using VRBO or Home Away.

Before you do that, make sure you know what' the current business cycle. You don't want
to start potentially risky investing if the real estate market is going to crash.

You can also invest in housing without buying a home. You can buy stocks of
homebuilders. Their stock prices rise and fall with the housing market. Another way is with
Real Estate Investment Trusts, called REITS. These are investments in commercial real
estate. Their stock prices lag behind trends in residential real estate by a few years.

What New Home Statistics Tell You about the Real Estate Market

Statistics about new home construction are important leading economic indicators. That
means they will give you a heads up on the future of the housing market.

Each of these indicators tells a little different story about the health of the homebuilding
industry. For example, say home starts are steady, but housing starts decline. That will take
a toll on home sales. Many buyers might not want to wait longer than a year. It also means
there's a shortage of lumber, concrete, or construction workers. Those shortages could drive
up costs, and sales prices. That would further decrease demand for new homes.

If mortgages are declining, the homebuilder will end up with an inventory of unsold homes
for sale. It also means demand is high, but homeowners can't get mortgages. Rising home
starts might seem like an indicator of housing strength. But it might be a bad sign.
Declining home closings mean the housing market is weak.

The new home sale is the first step in a nine to twelve-month process. If new home sales
pick up, then you know closings will rise in about a year. However, all of the remaining
three steps must be completed.
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A new home sales is when the buyer signs the paperwork and gives
the homebuilder a deposit. That's because most new homes are not constructed until there
is a buyer. The exceptions are spec homes that are used as model homes. The Census
Bureau releases monthly estimates of new home sales. They are given as an annual rate.

Two months after the paperwork is signed, the local housing regulators grant the permit. It
is an early indicator, but not always accurate. Builders can go bankrupt and never build the
permitted units. They can change the number of units built in a multi-family. In fact, 22.5%
of multi-family permits aren't built, or are changed to single-family units. Finally,
developers often receive permits for a large portion of a complex that could take months
and month to build.

Three months later is the new home start. It occurs when the builder breaks ground.
The National Association of Home Builders reports on this monthly. It’s very accurate
because the new home start only occurs when the builder is confident enough to break
ground.

Six to nine months later is the closing. The homebuyer must receive a mortgage before the
home can close. If the homebuyer doesn't qualify, the house remains in inventory. If this
statistic is lower than the home sale figure, it means the new home market will start to slow
down. There are too many homes being built, and not enough qualified home buyers. It can
also mean builders will begin lowering prices to clear their inventories. Fannie
Mae releases the report on all mortgages.

There are three other important indicators to watch.

1. Inventory - This is the total of homes that are available for sale, but unsold. The
NAHB reports this monthly.
2. Months of Supply this is how many months it would take to sell all the houses in
inventory. It's based on the sales rate and inventory. The NAHB also reports this
monthly.
3. Sales Prices - The Census Bureau reports on both the median and average new
home sales price.

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 TOP 10 REAL ESTATE COMPANY

1. Housing Development & Infrastructure Limited (HDIL)

2. Sunteck Realty Ltd (SRL)

3. Kolte-Patil Developers Ltd

4. SRS Real Infrastructure Ltd

5. Puravankara Projects LtD

6. The Prestige Group

7. Brigade Group

8. The Oberoi Realty

9. Sobha Developer

10.JAYPEE Group

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 DIFFERENT MODEL OF REAL ESTATE
COMPANY
Generally, people buy and sell houses the same today as they did 100 years ago. Aside
from property portals like Rightmove, Realestate.com.au and Zillow, the industry hasn’t
meaningfully shifted online. Real estate agents are front and center in the transaction, and
the bulk of the process still occurs offline.

When I bought a house a few years ago in New Zealand, I used a real estate agent (I didn’t
have a choice in the matter). The only way to negotiate with the sellers on price was to
have the agent drive across town to my apartment with a contract, cross out the selling
price with my counter-offer, and then have him drive to the sellers. This happened multiple
times in a process designed to reinforce the central role of the agent. Did I mention it was
10 p.m.? Sound familiar?

The residential real estate industry is huge, and buying or selling a home is likely the
biggest transaction people will make in their lifetime. So why does it feel so old? Why do
we still transact properties the same way our grandparents did, with agents so dominant?

Real estate technology (also called PropTech in the U.K.) is an extremely active space with
hundreds of companies around the world vying to change the industry. New models are
launching on a regular basis, and investment in the space is growing.

Coming from an entrepreneurial and then corporate M&A background, I know what a
successful business looks like. After founding my own gaming tech firm and selling it, I
served as head of strategy at New Zealand’s leading classifieds and marketplace
portal, Trade Me, for four years. I left that position in early 2016.

From these experiences, I know that a good real estate tech company is more than fancy
technology; it’s about a great product-market fit powered by a business model that works.
So I set out to find out which new models were getting traction, globally.

The market landscape

There’s a lot going on in the real estate tech space. For this article, I’ve focused on one
specific segment: new models changing how people buy and sell houses. I’m not covering

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the various tech innovations occurring in commercial real estate, rentals, tools for agents or
the myriad other areas changing real estate.

Let’s set the scene. The vast majority of houses are bought and sold using real estate
agents. In the U.S. and Canada, about 90 percent of transactions involve an agent, with the
remainder as private sales (for sale by owner aka FSBO). The percentage of transactions
involving an agent is even higher in the U.K., Australia and New Zealand.

In this article, I look at three new real estate models gaining market traction: fixed-fee
operators, for-sale-by-owner services and disruptive players.

I looked for strong product-market fit and business model viability. I’m looking for
businesses and business models that can materially change the way people buy and sell
houses in a sustainable way, while making money. In other words, a good business.

Fixed-fee operators

These businesses operate under a simple premise: they offer their services for a fixed fee,
as opposed to a typical real estate agent’s commission. The average commissions charged
by an agent vary from around 1.4 percent in the U.K., 2 percent in Australia, 2.8 percent in
New Zealand to 5-6 percent in the U.S.. Fixed-fee operators will typically save homesellers
thousands of dollars.

The business model is straightforward. For a simple fee (typically paid upfront), the firm
will list a house for sale. Advertising for properties is almost entirely done online via the
major property portals. They also typically provide a yard sign. Given that a greater
percentage of homebuyers now find the home they purchase from the web than from any
other source, according to the 2016 National Association of Realtors profile of homebuyers
and sellers, it’s logical the majority of advertising dollars shift online.

These businesses aim to offer at least the same level of service as a traditional real estate
agency, and in many cases exceed it by providing services like online dashboards and 24/7
support.

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The chart below shows average customer savings by using fixed-fee models. All numbers
are in local currencies, and the calculations are based on average home sale prices and
agent commission rates, excluding any additional marketing costs.

Aside from Purplebricks in Australia (which is an interesting outlier), the fixed-fee

operators usually have a price point that saves consumers between $2,200 and $3,000.

This model is getting the most traction in the U.K., where it accounts for approximately 6
percent of the market. A half-dozen major players compete in the U.K., the leader being
Purplebricks (who expanded into Australia in August 2016). Purplebricks was not the first
to market when it launched in 2014, but it’s taken off like a rocket; it went public in
December of 2015 and now has a market capitalization of £1.25 billion.

Purplebricks employ “Local Property Experts” -- essentially contractors paid when they
secure a listing. It’s a similar model to Uber in the sense that the holding company doesn’t
employ any agents directly, but pays them for completing jobs.

The consumer pays a fee of £849 upfront, no matter if the property sells or not.

Purplebricks is the clear U.K. leader because of its marketing machine. It has raised a lot of
money and spent almost all of it on marketing (to the tune of £1 million per month). One of
its model’s biggest challenges is the uncertainty around the unit economics, and if, when

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and how it will turn from negative to positive. Right now attracting each customer costs
Purplebricks more than the £849 fee it collects from them.

The other issue involves how the firm pays its Local Property Experts, Purplebricks
contractors who secure listings. Currently, their compensation is based on getting a listing,
not on selling a property. This incentivizes them to bring in more listings and more fees,
which is good for Purplebrick’s growth story to investors, but marks a disconnect with
home sellers (who, of course, simply want their homes sold).

Achieving scale is the key to this model’s success. Right now the firm spends money for
market share, which makes sense given the stage of the business and the wider market in
the U.K. Over time, customer acquisition costs should decrease, and Purplebricks will need
to raise its fees to become profitable.

Conceptually, the idea of Local Property Experts operating as contractors looks good on
paper (and investment presentations), but it results in a massive incentive misalignment and
churn risk. All customer interaction is through an individual outside of the company’s
direct control, who can effectively come and go as they please, with variable service levels.
This might work with low-cost, high-frequency transactions like car rides, but for a home
sale it presents its challenges.

The best operating models I’ve seen have fully employed their sales force, with all of the
resultant benefits and costs. At the end of the day it’s a better customer experience and I’d
back that business 10 times out of 10.

(By way of comparison on that last point, not all fixed-fee players around the globe use
contractors. There is typically a mix between salaried and contractors for the initial
customer consultation, after which the customer is serviced by full-time, salaried
employees.)

For sale by owner services

The for sale by owner (or FSBO for short) proposition is simple: save on commissions by
selling your home without an agent. These sellers take advantage of the ubiquitous nature
of property portals in their markets to advertise their property, and are willing to do

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everything else (open homes, negotiation, project management, paperwork, etc.)
themselves. It’s a non-trivial job, but some are up for the challenge.

FSBO rates vary across mature markets, but rarely account for more than 10 percent of
homes sold in any year. Rates for the U.S., Canada and New Zealand hover between 8 and
10 percent, while the U.K. and Australia rates are in the low single-digits.

The leader in this field, and who I consider to be the most successful real estate company
nobody has ever heard of, is the Canadian firm ComFree. Founded in 1997, it offers to sell
homes for a fee of between $600 and $1,000 Canadian, paid up front. In 2016 it listed over
40,000 properties across Canada with a market share approaching 25 percent in the
province of Québec!

Its proposition can best be summed up with, “Sell your own home with our help.” It
doesn’t just offer a technology solution, but empowers customers with a proven sales
roadmap, tools and expertise. For instance, for an extra fee (paid only if the home sells)
home sellers can hire its experts to negotiate for them.

ForSaleByOwner.com is the largest FBSO website in the US. It provides less overall
customer support than ComFree, only supporting the listing process and not getting
involved in the actual transaction. Its numbers suggest it facilitated roughly 10,000 sales in
the past year.

The rest of the FSBO field seems to be dominated by technology

startups. Homelister and HomeBayoperate in the U.S.; they provide a tech product that
steps home sellers through the selling process. As opposed to ComFree, they have a light
customer service touch, preferring to empower consumers to own the process.

FSBO operators, especially in the U.S., typically suffer from the same fate. Most of their
effort is spent developing the technology that facilitates a hands-off process for consumers.
They may get decent traction with early adopters in a local launch at the city or state level,
but then traction slows.

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There’s only a small percentage of sellers who are comfortable selling a house on their
own. The FSBO startup can appeal to those ultra cost-conscious and do-it-yourself
individuals, but mass market appeal will always, I predict, lie beyond their reach.

The key success factor for FSBO companies centers on how much support it provides
consumers. The winning formula that I’ve seen is, again, full-time employees with
specialised expertise -- just as with fixed-fee operators. ComFree has a staff of 400
employees, making it a technology-enabled business as opposed to a pure technology
company. Consumers in mature markets aren’t ready for an app to hold their hand; they
still want the comforts of a human voice and human touch.

Disruptive players

I’m not a fan of the term “disruptive” to describe new players in a market coming at a
problem from a different angle. It’s overused in the business world. A clown waking me up
at 2 a.m. is disruptive. Is that a good thing? A business should aim to be disruptive and add
value.

One of the striking observations about the residential real estate space is how few
innovative businesses there are. Most real estate companies offer incremental
improvements to the existing process, not a revolutionary way to do business. If you map
the path from consumers wanting to sell their house to actually selling it, these firms
primarily focus on optimizing the process or bringing parts of it online.

There’s only a tiny number of truly innovative companies who are remapping and
reimagining the entire home selling process. My favorite, and I believe the best example,
is Opendoor.

Opendoor is a San Francisco-based startup that will buy a seller’s home in a matter of days.
Its proposition is ease, simplicity and certainty. The entire process of selling a house is
thrown out the door: no agents, no open houses, no tidying up and fixing the fence before
listing.

It’s also reimagining the entire homebuying process by providing 24/7 open homes, a 30-
day money back guarantee, and a two-year warranty.

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To be clear, this startup has yet to prove itself as a viable business. It’s live in three U.S.
markets and has bought around 4,000 homes so far. It’s well-funded and has a great team.
But only time will tell if this model resonates with enough consumers to be considered a
valuable and disruptive business.

Since Opendoor’s launch and early success, a number of followers have cropped up, each
with a slight twist on the model. Knock, in Atlanta, promises to sell homes in six weeks or
it will buy it from the seller. Nested, in the U.K., will sell a home within 90 days or it will
buy it from the seller. There’s also OfferPad, Redfin Now, and Zillow’s Instant Offers.

So who’s making money?

Traction proves a product-market fit, but at the end of the day the business must make
money and turn a profit to thrive. Call me an old-fashioned M&A guy, but I like my
businesses to make money.

Let’s take a look at three examples as we explore the money-making potential and viability
of these new business models: ComFree, Purplebricks and Opendoor.

ComFree reported approximately $40 million in revenues in 2014, making it the largest
company by revenue in my market scan. It has roughly 40,000 listings and a staff of 400.

Its prices are significantly discounted in new markets it enters in Canada. Even so, the
average revenue per customer suggests it is able to successfully upsell premium services
(for instance, it offers expert negotiators for an additional fee).

Earlier this year, Purplebricks reported full-year revenues of £46.7 million and pre-tax
losses of £6 million. At the time, it had 450 local property expert contractors, and its
numbers suggest it listed around 41,000 properties in its 2016 fiscal year.

Opendoor has claimed it has bought over 4,000 houses and averages a 9 percent
commission fee (yes, you read that right: this disruptive player is charging higher fees than
agents). That’s a huge potential revenue pool! On the above numbers, that’s over $75
million in potential revenues (but on very slim margins), but revenues and profitability are
highly variable on eventual selling prices, costs to prepare houses for sale, debt servicing

19
 costs and the market risk associated with holding inventory (Check out my detailed
analysis of Opendoor's business model, Inside Opendoor: what two years of transactions
say about their prospects).

So that means the revenue potential is definitely there for Opendoor, but because of its
business model design, a few more years must pass before it earns the “money-maker”
designation. But it shows promise.

A note about Purplebricks

While its price point is higher than ComFree ($1,093 vs $643 in US Dollars), Purplebricks’
volumes are lower and the cost of customer acquisition is much, much higher (leading to
big losses as it builds audience).

Why are customer acquisition costs so much higher for Purplebricks? Because it is
relatively new in the market. ComFree has been operating for nearly 20 years in Canada,
Purplebricks just two years in the U.K. One would expect (and shareholders would hope)
that those costs will significantly drop over time, which is necessary for the company to
reach profitability.

The most important difference between the U.K. and U.S. markets for these new models is
what sellers pay for agent representation (1.4 percent in the U.K. vs. 5.5 percent in the
U.S.). That difference means that operators in the U.S. are able to charge higher prices
while still saving their customers money, which will make a big difference in revenue-
generating potential and eventual profitability.

What we can learn

There is clearly innovation occurring in the real estate space. I’m interested in the models
that are getting the most traction in the market and are making a real impact at changing
how people buy and sell houses. From the scan above, some clear learnings emerge:

 The models getting the most traction are those that smartly combine technology, human
support and a killer consumer proposition. ComFree and Purplebricks have hundreds of

20
 staff to support their customers, supported by technology, and offer a compelling
proposition of better service with lower cost.

 There’s no one, winning model. All share common ingredients, but a number of different
ways exist to achieve success.

 For sale by owner propositions suffer when they focus too much on technology. The
market isn’t ready for an app to sell your house.

 There’s exciting innovation occurring with the disruptive players, but it’s too early to say if
they’ll be disruptive and valuable. But watch this space.

These models aren’t going to change the industry overnight, but they do represent the best
of the new models gaining traction. The future of real estate is coming -- and it will look a
lot like these businesses.

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SECTION 2

COMPANY PROFILE

LOCATION OF THE COMPANY

 Address
 C27/273, C-14, Indian Press Colony, Maldahiya, Varanasi
 +91-0542-220 0278
 info@nilgiriinfracity.in

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 INTRODUCTION
COMPANY PROFILE
NilgiriInfracity a is a well known real estate company in Varanasi that has been brought so
many projects by analyzing the increasing demand of plots, flats, duplex, houses and
more properties for sale in Varanasi along with commercial and residential.

We are a dedicated team of truly passionate, property experts who understand our
customers needs and requirements. Built on a foundation of trust, honesty, and dedication,
today we are a full service real estate company in Varanasi with over 50 employees. Our
real estate agents are expert in local market that work diligently and tirelessly to represent
our customers best interests. Our professional administrative staff and real estate managers
assume the day to day responsibilities of operations. And our skilled maintenance and
construction team are committed to delivering quality services at affordable costs.

We committed to work in unison with our customers vision and requirements to formulate
strategies, deliver quality services, and always provide credible, extensive information and
analysis to assist our customers make the best decisions possible.

Corporate MessageOurTeamDirector's Profile

The real estate in Varanasi is growing at a breathtaking pace, soaring land price, Increased
awareness toward group housing society and group residency is redefining the real estate
scenario,this new demand has created a gap for well organized, technology savvy real
estate firms which can provide wished housing solutions to all. NilgiriInfracity is willing to
embrace all the positive aspect of growth to cater to the changing trend.

The Real Estate in Varanasi is developing at a magnificently pace. NilgiriInfracity is one

the trusted and reputed emerging brand name in Real Estate Industry. We are having
enough resources and technology in order to stunning development in this industry to
overcome the gap of increasing demand of Plots in Varanasi. NilgiriInfracity always
intends to embrace all the positive aspect whether it belongs to commercial aspects and
residential aspects of growth to cater to the changing trend.

23
NilgiriInfracity has been brought various properties in Varanasi to deliver. The people who
are willing to have their own residential homes and apartments. This reputed real estate
Company developing the strategies on the basics of the requirement for the concerned of
the clients need. Here you can get the detailed information from real estate experts before
the possession and full co-operation and flexibility of communication and reliability on
customizing the requirements. We always consider the facts of every individual aspect to
provide their homes or plot in Varanasi at affordable rates and best from the rest of Real
Estate Industry.

Nilgiri with its Innovative Approach, Experienced and Professional team will carve its own
path in delivering Desired Housing Solutions by changing the skyline.

ORGANISATIONAL STRUCTURE

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 Mission and Vision:

The mission of NilgiriInfracity , Company is to provide an outstanding

level of service and expertise in the real estate market that is innovative
and ambitious.

The Hybrid Real Estate, Company is dedicated to the highest standards,

systems and performance necessary to fulfill all of your real estate
dreams.

Vision:

The vision of NilgiriInfracity , Company is to achieve the highest possible

standards of the real estate market while establishing our agency as the
premier and preferred real estate company in surrounding area

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 Governance RERA

The Real Estate (Regulation and Development) Act, 2016 (RERA), intends to
protect the interests of home buyers and enhance transparency in the real
estate sector. We examine how it will affect various stakeholders – from home
buyers and builders, to brokers – and the provisions and penalties prescribed
under the act
The Government of India enacted the Real Estate (Regulation and
Development) Act 2016 on 26th March 2016 and all its provisions came into
effect, from May 1, 2017.

Developers have been given until the end of July 2017, to register their
projects under RERA. Likewise, real estate agents, who also fall under its
ambit, are still in the process of registering themselves. Several states still
need to notify the rules under the Act and most importantly for buyers,
developers/promoters need to register their projects under RERA.

What is the RERA (Real Estate Regulatory Act)?

The Real Estate (Regulation and Development) Act, 2016 (RERA) is an Act passed by the
Indian Parliament. The RERA seeks to protect the interests of home buyers and also boost
investments in the real estate sector. The Rajya Sabha passed the RERA bill on March 10,
2016, followed by the Lok Sabha on March 15, 2016 and it came into force from May 1,
2016. 59 of its 92 sections were notified on May 1, 2016 and the remaining provisions
came into force from May 1, 2017. Under the Act, the central and state governments, are
required to notify their own rules under the Act, six months, on the basis of the model rules
framed under the central Act.

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Why RERA?

For long, home buyers have complained that real estate transactions were lopsided and
heavily in favour of the developers. RERA and the government’s model code, aim to create
a more equitable and fair transaction between the seller and the buyer of properties,
especially in the primary market. RERA, it is hoped, will make real estate purchase
simpler, by bringing in better accountability and transparency, provided that states do not
dilute the provisions and the spirit of the central act.

The RERA will give the Indian real estate industry its first regulator. The Real Estate Act
makes it mandatory for each state and union territory, to form its own regulator and frame
the rules that will govern the functioning of the regulator.

How will RERA impact home buyers

Some of the important compliances are:

 Informing allottees about any minor addition or alteration.

 Consent of 2/3rd allottees about any other addition or alteration.
 No launch or advertisement before registration with RERA
 Consent of 2/3rd allottees for transferring majority rights to 3rd party.
 Sharing information project plan, layout, government approvals, land title status,
sub-contractors.
 Increased assertion on the timely completion of projects and delivery to the
consumer.
 An increase in the quality of construction due to a defect liability period of five
years.
 Formation of RWA within specified time or 3 months after majority of units have
been sold.

The most positive aspect of this Act is that it provides a unified legal regime for the
purchase of flats; apartments, etc., and seeks to standardise the practice across the country.
Below are certain key highlights of the Act:

Establishment of the regulatory authority: The absence of a proper regulator (like the
Securities Exchange Board of India for the capital markets) in the real estate sector, was
long felt. The Act establishes Real Estate Regulatory Authority in each state and union
territory. Its functions include protection of the interests of the stakeholders, accumulating
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data at a designated repository and creating a robust grievance redressal system. To prevent
time lags, the authority has been mandated to dispose applications within a maximum
period of 60 days; and the same may be extended only if a reason is recorded for the delay.
Further, the Real Estate Appellate Authority (REAT) shall be the appropriate forum for
appeals.

Compulsory registration: According to the central act, every real estate project (where
the total area to be developed exceeds 500 sqmtrs or more than 8 apartments is proposed to
be developed in any phase), must be registered with its respective state’s RERA. Existing
projects where the completion certificate (CC) or occupancy certificate (OC) has not been
issued, are also required to comply with the registration requirements under the Act. While
applying for registration, promoters are required to provide detailed information on the
project e.g. land status, details of the promoter, approvals, schedule of completion, etc.
Only when registration is completed and other approvals (construction related) are in place,
can the project be marketed.

Reserve account: One of the primary reasons for delay of projects was that funds collected
from one project, would invariably be diverted to fund new, different projects. To prevent
such a diversion, promoters are now required to park 70% of all project receivables into a
separate reserve account. The proceeds of such account can only be used towards land and
construction expenses and will be required to be certified by a professional.

Continual disclosures by promoters: After the implementation of the Act, home buyers
will be able to monitor the progress of the project on the RERA website since promoters
will be required to make periodic submissions to the regulator regarding the progress of the
project.

Title representation: Promoters are now required to make a positive warranty on his right
title and interest on the land, which can be used later against him by the home buyer,
should any title defect be discovered. Additionally, they are required to obtain insurance
against the title and construction of the projects, proceeds of which shall go to the allottee
upon execution of the agreement of sale.

Standardisation of sale agreement: The Act prescribes a standard model sale agreement
to be entered into between promoters and homebuyers. Typically, promoters insert punitive
clauses against home buyers which penalised them for any default while similar defaults by
the promoter attracted negligible or no penalty. Such penal clauses could well be a thing of
the past and home buyers can look forward to more balanced agreements in the future.

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 Penalty: To ensure that violation of the Act is not taken lightly, stiff monetary penalty (up
to 10% of the project cost) and imprisonment has been prescribed against violators.

SWOT ANALYSIS

The following model should be considered as an example, because every real estate should
value its own necessities and variables.
However, this following example might reflect (just as an orientation) its applicability to
the real estate or to the real estate field in general:
Internal analysis of the real estate.
– Strengths (positive points):
 Valuation of the different capacities.
 Individual abilities reflected in a group.
 Higher level of available resources.
 Good levels of proactivity, assertiveness and resilience.
 Well-defined individual competences.
 Well-defined action conventions.
 An effective and productive real estate team.

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 – Weaknesses (negative points):
 High level of resistance and adaptability to changes.
 Gaps in the organizational leadership.
 Motivational problems of the staff.
 Limited levels of the individual abilities.
 The stress and the difficulties to process them.
 Lacks in the social abilities and training.
 Absence of organizational policies.
External analysis of the real estate.
– Opportunities (positive elements):
 Implement the new technologies in an effective way.
 Weakening of the competition.
 Strategic real estate visibility.
 An effective use of the new ways of communication.
 International real estate strategy.
– Threats (negative elements):
 Take on high levels of risk.
 Changes of the real estate positioning environment.
 Changes in the real estate market.
 Changes of the potential buyers´ preferences.
 Eventual legal modifications.
Based on the SWOT model, the real estate´s potential and the potential of its real
estate team is the result of the combinations between the strengths and opportunities. Once
determined these two, we can detect the strategical lines of action in order to get the best
results.
In the same time, the limits of the real estate as an organization will be determined by the
combination between the weaknesses and threats that the applicable model reflects.
It is highly important that the real estate clears the aspect of the risks that it should assume
in the organization and the risks will always be determined by the combination between its
strengths and threats.
On the other hand, the challenges that the real estate has to confront are determined by the
result of the combination between the weaknesses and opportunities.
What can a real estate analyze with the help of the SWOT Model.
The several possibilities that the SWOT model offers to a real estate are complex, because
there are like dozens of uses and applications of it inside the real estate sector.

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 This strategic model is not only useful when applied generally by the real estate (if used
generally, it proves to be positive), but it allows us to expand its applicability to different
areas and particular situations.
The applicability of this model will depend on the particular necessities of every real estate,
but it can also be used for:
 Exploring possible solutions to different problems.
 Detecting which are the weaknesses of the real estate.
 Increasing the individual and collective level of productivity.
 Taking more accurate decisions.
 Modifying strategies.
 Discovering new opportunities of this business.
 Strengthening individual and collective abilities.
 Managing the real estate´s resources in a better way.
 Speeding up the internal and external managing processes.
 Getting to the potential clients in a more effective way.
 Generating positive synergies (internal + external).

HRD Structure

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 Projects Work of NilgiriInfracity

Garden Galleria
A State - Of - the - Art Hi - Tech Township at Babatpur, Varanasi

Garden Galleria is an amalgamation of the perfect range of plots ideally suited for any of your dream
projects, Be it be a residential duplex or villa you have in mind..or a commercial structure in your thoughts,
the well crafted plots and the tactical location of the entire project brings you very intimately near to the
developing Varanasi.

Epitome of Reliability, Quality & Trust

Garden Galleria is one such project in most developing zone of Varanasi. Comprising of 140 plots divided
into three area group which are 1000 Sq.ft., 1200 Sq.ft. and 1500 Sq.ft.. We offer you a whole lot of
spacousness as the base for your dream place. Park and open spaces for recreation activities are incorporated
in the peroject. We feel proud to introduced this project for the people wishing to have their own place in the
land on kashi.

Nilgiriinfracity trend towards developing the strategies on the basics of the reqiurement for the conrened
client. We always consider the facts of every individual aspect to provide their homes or plot in varanasi at
affordablr rates and best from the rest Real Estate Industry.

" Nilgiri with its Innovative Approach, Experienced and Professional team will carve
its own path in delivering Desired Housing Solution by changing the skyline"

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FEATURES

 Close to International Airport.

 Gated Properties.
 Located near Varanasi - Lucknow Highway.
 Nearby 5 Hotels
 40 feet wide main Road.
 Proposed Future Development.
 Near proposed Metro Route.
 Close to 6 Lane Highway.
 Prestigious school & college in vicinity.

 600 mt. distance from Bus Stand.

 Spacious Plots (1000/1200/1500 Sq.ft.)
 Eco Friendly Enviroment.
 Park & Open Spaces.
 Lush greeen surrounding.
 Easy TranspotAvailibility.
 Nearby Ring Road.
 Round the clock security.
 Close to Hospital.

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PROJECT LOCATION
Garden Galleria brings you very intimately near to the developing Varanasi. Project is surrounded by
residential societies, education instititions and Hospitals.

Very close to Airport, Projected metro route, 6 Lane Highway and Ring Road.

Kutumb
Project Overview
NilgiriKutumb offer apartment and flats in varanasi that are exprssion of its
owner aspiration and expectation, located at Pahariya, Varanasi.These
apartments are morderndesigned ,vibrant with the spirit of well being
comfort. Buying apartment in varanasi or anywhere in India can be along
and drawn out experience

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 Facilities & Specs
 Modular Kitchen.

 Automated Lighting System.

 Intercom Facility.

 Video Confrence from gate.

 24×7 CCTV Surveillance.

 Basement Parking

 Password Protected Gate.

 Specious Design.

PREVIOUS

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36
Location Plan

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 Nilgiri city
Nilgiri Greens is the firstIntegrated township in Varanasi, offering Plots, Flats and
commercial space.

Location Advantage
Varanasi – Mughalsarai Road is very prime location in Varanasi. Exellent connectivity
to with all major facilitation center like hospital, mall, educational institution, railway
station and city center.

 IP Mughal Mall : 3.5 km.

 BHU : 8 km.
 Jaipuriya School :2 km.

Amenities & Features

 Gated Security & CCTV
 30 feet, 25 feet and 20 feet damar road.
 Drainage System.
 Hyper Market.

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  Play School.
 Hospital.
 Park, Gym , Yoga Center and Jogging Track.

PREVIOUS

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Vrindavan

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Vridavan HI-TECH Township is one of the most visionary residential projects in
Varanasi UP that provides you with the best living spaces and residential comforts.
Located at Rohaniya (Varanasi), the magnificence of this brilliant property makes
you feel blessed in the surroundings of your own lavish space. Comprising of
several best in class amenities such as Club House, Tennis Court, Rock Climbing,
School and innovations like fully independent Sewage treatment plan, power
supply backup and water pumping stations.

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 OBJECTIVE 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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 LITRATURE REVIEW

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.

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Property Managers/ Property Brokers/ Property Agents etc

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 proerty 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 free lance or some do just
renovation work. Depending on the need they are listed too. They also deal with people
with knowledge of Vastu and Feng Shui-both applications are in vogue with clients.

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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.

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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:
Designers are usually required by architects or by individuals who need homes to be
designed. Some firms employ designers, some of them free lance or some do just
renovation work. Depending on the need they are listed too. They also deal with people
with knowledge of Vastu and Feng Shui-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, it’s 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.

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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.

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.

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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.

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 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
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.

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.

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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 can not 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 over all co-
ordination 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. Delons :-

"Sales promotion means any step 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.

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 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.

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.

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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.

(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 consumer’s
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 company’s name generally on
the public.

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Sales promotion at consumer’s level

The various schemes of sale promotion at Consumer’s 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.

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.

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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.

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 purchaser’s 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
buyer’s motivation to co-operate on the first deal.

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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
children. The Bianca Toothpaste packs contain animal shape toys. These are very attractive
and qutie 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.

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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.

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:-

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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".

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 manufacturer’s 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 manufacturer’s 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.

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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 :-

(a) Cash Allowance:-

A definite percentage of discounts is 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:-
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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.

(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.

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(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 manufacturer’s agent
and giving him a large enough commission to encourage him to sell product
intensively and aggressively.

(iv) New territory exploitation sales promotion has a particularly important role in
developing the company’s 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.

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RESEARCH METHODOLOGY

64
 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 the should be clear enough to point out with responsible accuracy what
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 there 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

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is especially important in the behavioral science where the aim is to discover the underline
motives of human behavior. Though suc 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

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4) DATA COLLECTION TOOLS

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 fourthlargest growing
economy in terms of purchasing power parity and holdsthe distinction of being a key
contributor to Asia's balance of paymentsurplus. India's GDP is estimated to be the third
largest in the world by2020. India is also considered the second most attractive country in
theworld for Foreign Direct Investment (FDI). Forex Reserves (excludinggold and SDRs)
stood at US$157.25 billion at the end of July 2006. Indianow holds the fifth largest stock of
reserves among the emerging marketeconomies and the sixth largest in the world.

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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.

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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. India’s 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 India’s Industrial growth.

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
improvedeconomic 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.

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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.

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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
Indiaoverthe next two years (2006-08) is estimated to be in excess of 45 million sq. ft. The
Indian IT-ITES 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 India’s 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

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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 erbuying 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

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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 aretail density of 12-14 outlets per 1,000 people,
which is one of thehighest 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 iswitnessing 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 beworth 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 thecoming decade

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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, Varanasi, 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

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 Jewellery , 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 inGurgaon and is
also the main partner in twin SEZs coming up at NaviVaranasi and MahaVaranasi, 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 Haldiain West Bengal), Suzlon Infrastructure (hi-tech engineering products

74
 and services near Coimbatore in Tamil Nadu, Udupi in Karnataka and Vadodara in
Gujarat), Hindalco ( aluminum SEZ at Sambalpur in Orissa), Genpact (IT SEZ at
Bhubaneshwar 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

FDI in Real Estate

With the opening of the sector for 100% FDI under automatic route, thereal estate sector is
estimated to capture about 18-20% of the total FDIcoming 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 spill-
over effect of

this initiative can also be witnessed in important sectors like the cementand construction
industries, where the key players are expandingcapacity to meet the soaring demand.

With the relaxation of the FDI limit, the country saw an influx of globalreal estate
developers likeDubai-based Emaar Properties (the largestlisted real estate developer in the
world) – which eneteredIndia 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 sidehas 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 ofhouseholds up the income curve. According to
the National Council ofApplied Economic Research estimates, the number

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of urban householdsearning more than INR 500,000 (about US$12,000) should more
thandouble to 7.6m in 2006-10.

Commercial:

Rapid growth in IT/ITES services (manpower in the sector has doubledin the past three
yearsTo 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 inthe top
seven cities inIndia was 31.1m square feet in 2006.

Retail:

According to CRIS INFAC, the penetration of organized retail into theoverall market will
increase from 3.5% in 2005 to 8% in 2010, therebydriving 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 becomean integral part of
the buying process. This has helped reduce theunaccounted “cash component” of
transactions.

Entry of foreign capital:

Regulations governing foreign capital in the sector have beenrelaxed, motivating

developers to become transparent and improvecorporate governance.

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Change in legislation:

In many states, strict laws like the Urban Land Ceiling Act (whichdefines ceiling of
land holdings in urban areas) have been repealed ormodified.

Consumer preferences:

Consumers are now willing to pay premium prices for betteramenities and a good
brand. In response, most of the bigger developersare scaling up geographically, which
necessitates rigorous systems andprocesses

VARANASI REAL ESTATE

Varanasi is no way behind when it comes to a talk on property. TheVaranasi real

estate is in its growth orbit and attracts investors from majormultinationals in the recent
times. Such is the potential of the city'sinfrastructure that it is known to be spearheading
most cities as far asproperty market is concerned. With Varanasi serving as the
entertainmentcity, even the organized retail sector here is fast flourishing.

Purchasing real estate in Varanasi requires a significantinvestment, and each piece of

land in the city has unique features, sothe property market in Varanasi has evolved into
several different fields.

Having the potential to leverage high returns, a large number ofreal estate projects
are financed every day in Varanasi. NRIs can shop forproperty in the city with the
expectation of attaining an investment good,or with the purpose of utilizing it as a
consumption good, or both.

Varanasi is also the fashion capital of India, so it is one of theforemost cities to be hit
by the retail buzz. With the opening up of theretail market, there has been a growing
demand for retail properties inVaranasi. This has created a viable market for mall space

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 CONCLUSIONS

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 term’s, 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.

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IMPLICATION OF THE STUDY

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IMPLICATION OF THE STUDY

India has enormous potential in all its property investmentcategories. Strong

population growth, a large pool of qualifiedworkers, greater integration with the world
economy and increasing domestic and foreign investment are fuelling demand for office,
retailand residential property. Although not discussed in depth in thispaper, this demand
growth can also be applied to many specialproperty classes, such as hotels or second
homes.Going forward, it will be a matter of exploiting this potential. For thereal estate
industry, three aspects are most particularly important.First, further opening to foreign
investment is desirable. Not only dointernational investors have the means to finance new
constructionprojects, but also possess the expertise in market analysis, facilityanagement
and building construction. In the medium term thesewill act as catalysts to bring greater
transparency to the market.Second, India needs a stronger capital market base for
propertyfinancing. The debate on the potential introduction of REITs and realestate funds
points in the right direction. The introduction of REITs in2007 will giveinternational
investors in particular a familiarinvestment vehicle. Private investors could also enter into
indirectinvestment in real estate. Although interest in new products is mostlikely to come
primarily from institutional investors, the rising middleclass is likely to seek new
instruments aside from direct propertyinvestments in the medium term.Third, the
government needs to step up developing the urban infrastructure.In recognition of this,
India’s finance minister Shri P.Chidambaram presented an extensive urban investment
packageduring his budget speech for fiscal year 2005/2006: “If our cities arenot renewed,
they will die.”40 In December 2005 the JawaharalNehru 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 onFebruary 28, 2006
the finance minister also announced that thegovernment wishes actively to promote the
establishment of newtowns.41 Channelling the process of urbanisation into
newagglomerations is a plausible step, given the growth scenarios forthe metro cities. But
it requires additional funding and is likely, atbest, to make an impact on real estate markets
in the medium term.

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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
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.Regus Global Report Corporate Real Estate Impact on Enterprise Success
April 2011 Findings: Fundamental CREM management 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 management’s
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

81
should be able to strongly influence and drive improved practice and policies consistently
across the entire portfolio.Figure 2: Basis for CRE Organization Structure 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 aren’t currently using
integrated solutions on an international b

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( 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). Respondent’s 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: Organization’s
formal telework or telecommuting policyUse 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 employee’s work in places that are not assigned individually. Figures 7 and 8
summaries current and future AWS availability to the work for

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 FINDINGS /RECOMMENDATION

FINDINGS /RECOMMENDATION
84
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 agent–is 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 doesn’t just
happen–it 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, it’s 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.

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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.

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LIMITATIONS

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LIMITATIONS

# 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.

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 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

D. I would prefer this lot size:

Average Tract 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 apply):
Urban
Suburbs

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 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
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

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BIBLOGRAPHY

 Different Journals.
 Indian Real Estate marketing ( Anil kumarsaini )
 www.google.com
 www.wikipedia.com

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