A Summer Internship Project Report

On

“SALES AND MARKETING STRATEGIES USED BY BUILDERS AND

DEVELOPERS”

At

“HOMESFY”, THANE WEST

By

“GUPTA PRANAV AVANISH”

MBA-II (Marketing)

Batch (2018-20)

Under the guidance of

DR. AMIT MEDHEKAR

Submitted to

“SAVITRIBAI PHULE PUNE UNIVERSITY”

In partial fulfilment of the requirement for the award of Degree of

MASTER IN BUSINESS ADMINISTRATION (MBA)

ARIHANT INSTITUTE OF BUSINESS MANAGEMENT

S.NO. 276/1/2, 278/2, BAVDHAN (BK), PUNE-411021

 ACKNOWLEDGEMENT

I would like to express our sincere thanks to our institute chairman Mr. Suraj Sharma and
director Dr. Kumendra Raheja and CEO of Homesfy Mr. Ashish Kukreja, for bringing
out this project successfully.

I sincerely thank my mentor Prof. Shilpa Gaur and internal project guide Dr. Amit
Medhekar, who had an untiring and active participation along the course of my project in
selection of concepts and further development of the project with timely intervention.

I am also grateful to all teaching and non-teaching staff members of the Master of Business
Administration (MBA) for their help during the course of project work. I wish to thank
the management of Arihant Institute of Business Management, Pune for their
continuous support in my work.

I am thankful to them for their contributions in completing this project work. An

assemblage of this nature could never have been attempted without reference to and
inspiration from the works of others whose details are mentioned in reference section. I
acknowledge my indebtedness to all of them.

Last but not the least I would like to thank god, my parents and the almighty.

____________________
(Gupta Pranav Avanish)
MBA-II (Marketing),
Batch: 2018-20,
AIBM, Pune
SPPU, Pune

ii
 Arihant Education Foundation’s
ARIHANT INSTITUTE OF BUSINESS MANAGEMENT (AIBM)
(Affiliated to Savitribai Phule Pune University, Approved by DHE and AICTE, New Delhi)
Campus: S. No. 276/1/2, 277/1/2, 278/2, Bavdhan (BK.), Behind Crystal Honda Showroom,
Pune-411021, Maharashtra
Ph. : +91-20-67902403 Fax : +91-02-67902424 Email: admin@arihant.org.in
Website: www.arihant.ac.in
Ref. : AEF / AIBM / Date : / /

CERTIFICATE

This is to certify that the Project Report entitled “Sales and Marketing Strategies used
by Builders and Developers”, prepared by Gupta Pranav Avanish is a student of Second
Year Masters of Business Administration (M.B.A.) Semester - III course Academic
year 2019-20 at Arihant Institute of Business Management (AIBM), Pune – 411021.

To the best of our knowledge, this is an original study done by the said student and
important sources used by them have been duly acknowledged in this report.

The report is submitted in partial fulfillment of Masters of Business Administration

(M.B.A.) syllabus as per the prescribed guidelines of Savitribai Phule Pune University of
Pune.

(Project Guide) (External Examiner) (Director AIBM)

iii
 homesfy.in

Dated: Wednesday, 18thSeptember 2019

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. Pranav Gupta, a student of Arihant Institute of Business Management,
Pune,
has successfully completed his Summer Internship at homesfy from 20thMay
2019 to 25thJuly 2019.
During his assignment with us, he made valuable contributions in
understanding the Developers/
Channel Partners, their behaviors and their marketing strategies.

We found Pranav to be creative, sincere, amicable and a great

asset to the team.
We wish him success for his future endeavors!

Sincerely,

Adv; 4

Authorized Signatory

Homesfy (Craft Financial Advisors Pvt. Ltd.)

Corporate office : Homesfy (Craft Financial Advisors Pvt. Ltd.)

602, Dev Corpora, Cadbury Junction, Thane (W) - 400601
CIN:U67190MH2011 PTC21n 34
 EXECUTIVE SUMMARY

In this report first I want to say Real Estate is a property the term property referrers to
anything that can be owned or possessed, property can be a tangible asset or an intangible
asset. Tangible asset is land, building, automobile, etc. Intangible asset is any kind of
document paper such as deed of agreement.

India is emerging as an important business location, particularly in the service sector. Its
favorable demographics and strong economic growth make the country an attractive place
for property investors, given that demand for property is determined chiefly by business
development and demographic trends.

Homesfy started its journey in 2013 with the aim of simplifying the home-buying process
and make the real estate transaction reliable, trustworthy and hassle-free. They are one of
the oldest and one of the leading marketing aggregators in the real estate industry. They
have achieved this over the years by amplifying the reach of homebuyers with relevant and
personalized Home Solutions. Homesfy has currently more than 100 employees, including
peons.

As a mandatory requirement of summer internship program, I completed my internship at

Homesfy. I was working there at pre-sales department for two months and my prime
objective was to know about the marketing activities of builders and developers and to
understand the requirements of customers and help them by giving best options of property
accordingly to their requirements. The purpose of this internship report is to analyze selling
and marketing activities in the real-life situations of builders and developers, this consists
of objectives, mission, vision, departments of them.

This internship report covers the analysis of selling and marketing activities of builders and
developers; where, it presents how builders and developers select their target market. After
that builders and developers offers products to their target customers and set a price for the
offered product. Then builders and developers decide several policies for the target
customers for their offered products. This report contains the feature information about
builder’s and developer’s overall selling and marketing activities.

iv
At the concluding part of the report, it is covering the important findings about builders
and developers. Also, possible suggestions are given by own point of view. Finally, this
total report will help to describe, the selling marketing activities done by builders and
developers.

v
 Table of contents

I. Title page i
II. Acknowledgement ii
III.Certificate from institute iii
IV. Certificate from company iv
V. Executive Summary v
VI. Table of contents vii

Sr. no. Contents Pg. no.

1 Introduction 1
2 Industry / Company Overview 3
3 Theoretical Background 9
4 Objectives 19
5 Research Methodology 21
6 Data Analysis, Results and Interpretation 25
7 Conclusion and Findings 36
8 Limitations of the project 38
9 Suggestions and Recommendations 40

VII. List of figures

Sr. no. Figure no. Title Pg. no.
1 2.1 Real Estate Logo 4
2 2.2 Homesfy Logo 6
3 2.3 Homesfy, CEO – Ashish Kukreja 7
4 6.1 Question 1 27
5 6.2 Question 2 28
6 6.3 Question 3 29
7 6.4 Question 4 30
8 6.5 Question 5 31
9 6.6 Question 6 32
10 6.7 Question 7 33

vi
 11 6.8 Question 8 34
12 6.9 Question 9 35
13 6.10 Question 10 36

VIII. Bibliography
IX. Annexure

vii
 CHAPTER – 1

INTRODUCTION

GUPTA PRANAV AVANISH (2018-20) 1

1.1 WHAT IS THE PROJECT?
The Real Estate sector is experiencing significant changes. “Professionalism” is the
key words for success, nowadays and in the year to come only those companies
which have a total commitment to this sector will success. Homesfy has started fully
fledged operation in real estate sector in 2013 with the intention to take care of the
housing needs in this future Mega City. Homesfy works with A grade builders and
developers in fulfilling the requirements of homebuyers.
Builders and developers started to look for safe & sound, calm & quiet and above
all, a hassle-free living space. This stands builders and developers in good position
for delivering top quality land or plot. Builders and developers ensure full-fledged
after sales service support to their customers, backing them even in their smallest
needs. It is only logical that the customer feels very much at home with real value
investment.
1.2 DEFINITION AND PURPOSE OF THE PROJECT:
For completing my MBA degree Summer Internship Report is one of the parts of
the 1st year of the MBA (Marketing), Savitribai Phule Pune University. This is a
study on Sales & Marketing Strategies used by Builders and Developers. It was a
chance for me to learn about the management of sales and marketing and how
satisfying the customers.
1.3 SCOPE OF THE PROJECT:
Extensive survey on customer preferences will provide lot of valuable information
about the brand awareness of the product and it will be easy to find out the likes and
dislikes about the product. For company, it will provide through knowledge about
the consumer preferences in comparison with other market product and suggest
valuable direction of the current market trend. It will provide lot of information
about the market trend and customer preferences about the product. It will include
valuable suggestions for the company, how the company can strengthen their own
brand?
The study of customer preferences will provide me lot of information on: How
customer profile differs across the user segments? Dopes the different classes of the
customers differ their preferences?
My study includes an extensive survey over 60 customers who normally use the
services.

GUPTA PRANAV AVANISH (2018-20) 2

 CHAPTER – 2

INDUSTRY/COMPANY PROFILE

GUPTA PRANAV AVANISH (2018-20) 3

2.1 INDUSTRY OVERVIEW:

Fig 2.1: Real Estate Logo

2.1.1 Introduction:
The real estate sector is one of the most globally recognized sectors. Real
estate sector comprises four sub sectors - housing, retail, hospitality, and
commercial. The growth of this sector is well complemented by the growth
of the corporate environment and the demand for office space as well as
urban and semi-urban accommodations. The construction industry ranks
third among the 14 major sectors in terms of direct, indirect and induced
effects in all sectors of the economy.
It is also expected that this sector will incur more non-resident Indian (NRI)
investments in both the short term and the long term. Bengaluru is expected
to be the most favored property investment destination for NRIs, followed
by Ahmedabad, Pune, Chennai, Goa, Delhi and Dehradun.
2.1.2 Market Size:
Real estate sector in India is expected to reach a market size of US$ 1
trillion by 2030 from US$ 120 billion in 2017 and contribute 13 per cent of
the country’s GDP by 2025. Retail, hospitality and commercial real estate
are also growing significantly, providing the much-needed infrastructure
for India’s growing needs.
Sectors such as IT and ITeS, retail, consulting and e-commerce have
registered high demand for office space in recent times. Commercial office
stock in India is expected to cross 600 million square feet by 2018 end
while office space leasing in the top eight cities is expected to cross 100
million square feet during 2018-20. Gross office absorption in top Indian
cities has increased 26 per cent year-on-year to 36.4 million square feet
between Jan-Sep 2018. Co-working space across top seven cities has
increased sharply in 2018 (up to September), reaching 3.44 million square
feet, compared to 1.11 million square feet for the same period in 2017.

GUPTA PRANAV AVANISH (2018-20) 4

 2.1.3 Investments/Developments:
The Indian real estate sector has witnessed high growth in recent times with
the rise in demand for office as well as residential spaces. Private Equity
and Venture Capital investments in the sector have reached US$ 1.47
billion between Jan-Mar 2019. Institutional investments in India’s real
estate are expected to reach US$ 5.5 billion for 2018, the highest in a
decade.
According to data released by Department of Industrial Policy and
Promotion (DIPP), the construction development sector in India has
received Foreign Direct Investment (FDI) equity inflows to the tune of US$
25.04 billion in the period April 2000-March 2019.
Some of the major investments and developments in this sector are as
follows:
a) New housing launches across top seven cities in India are expected to
increase 32 per cent year-on-year by 2018 end to 193,600 units.
b) In September 2018, Embassy Office Parks announced that it would
raise around Rs 52 billion (US$ 775.66 million) through India’s first
Real Estate Investment Trust (REIT) listing.
c) New housing launches across top seven cities in India increased 50 per
cent quarter-on-quarter in April-June 2018.In May 2018, Blackstone
Group acquired One Indiabulls in Chennai from Indiabulls Real Estate
for around Rs 900 crore (US$ 136.9 million).In February 2018, DLF
bought 11.76 acres of land for Rs 15 billion (US$ 231.7 million) for its
expansion in Gurugram, Haryana.
2.1.4 Government Initiatives:
The Government of India along with the governments of the respective
states has taken several initiatives to encourage the development in the
sector. The Smart City Project, where there is a plan to build 100 smart
cities, is a prime opportunity for the real estate companies.
Below are some of the other major Government Initiatives:
a) Under the Pradhan Mantri Awas Yojana (PMAY) Urban, more than
8.09 million houses have been sanctioned up to May 2019.In February

GUPTA PRANAV AVANISH (2018-20) 5

 2018, creation of National Urban Housing Fund was approved with an
outlay of Rs 60,000 crore (US$ 9.27 billion).
b) Under the Pradhan Mantri Awas Yojana (PMAY) Urban 1,427,486
houses have been sanctioned in 2017-18. In March 2018, construction
of additional 3,21,567 affordable houses were sanctioned under the
scheme.
2.1.5 Road Ahead:
The Securities and Exchange Board of India (SEBI) has given its approval
for the Real Estate Investment Trust (REIT) platform which will help in
allowing all kinds of investors to invest in the Indian real estate market. It
would create an opportunity worth Rs 1.25 trillion (US$ 19.65 billion) in
the Indian market over the years.
Responding to an increasingly well-informed consumer base and, bearing
in mind the aspect of globalisation, Indian real estate developers have
shifted gears and accepted fresh challenges. The most marked change has
been the shift from family owned businesses to that of professionally
managed ones.
Real estate developers, in meeting the growing need for managing multiple
projects across cities, are also investing in centralised processes to source
material and organise manpower and hiring qualified professionals in areas
like project management, architecture and engineering.

The growing flow of FDI into Indian real estate is encouraging increased
transparency. Developers, in order to attract funding, have revamped their
accounting and management systems to meet due diligence standards.

2.2 COMPANY OVERVIEW:

Fig 2.2: Homesfy Logo

Your Property search starts from numerous property portals, broker websites and
corner shop in locality, but you don’t find property of your choice or you are being

GUPTA PRANAV AVANISH (2018-20) 6

 convinced to buy available option for obvious reasons or you fail to understand
which property to visit out of 100 listings offered to you and you stop searching in
the end!
Homesfy is a real estate advisory firm which represents serious buyer market.
Homesfy makes your property search an experience of lifetime and nothing less.
We save your valuable time and identify properties closest to your requirement.
Homesfy specializes in promoting real estate as an important asset class and with
our expertise we offer end to end advisory. Our approach towards your requirement
starts with choosing a property, structuring the deal, client on-boarding and exit in
some cases.
Having carried out projects in various parts of India we offered strategic customized
solutions to our clients as per their requirements and profiling. So, you search after
we have already searched for you.

Fig 2.3: Ashish Kukreja

Ashish Kukreja – CEO, Homesfy

“As many, including myself, were grappling with house hunting in Mumbai, the
experience of our own customers and prospects gave us a vision. Our team
conducted one-on-one interactions, persona study, broker survey and thorough
research resulting in a bulk of unabridged list of problems.”

Ashish Kukreja, Founder, Homesfy.

GUPTA PRANAV AVANISH (2018-20) 7

 2.2.1 Vision:
To become India’s most customer-centric company and to revolutionize
real estate industry by delivering trustworthy experiences that our
stakeholders cherish for a lifetime.
2.2.2 Mission:
To enhance customer’s quality of life through value-added professional
service.
2.2.3 Core Values:
• Professional Experience
• Empowerment with Trust and Confidence
• Convenience of Business Transactions
• Knowledge Sharing & Improvement
• Transformational Leadership

GUPTA PRANAV AVANISH (2018-20) 8

 CHAPTER – 3

THEORETICAL BACKGROUND

GUPTA PRANAV AVANISH (2018-20) 9

3.1 MARKETING - PROMOTION STRATEGY:
Promotion is the method you use to spread the word about your product or service
to customers, stakeholders and the broader public. Once you’ve identified your
target market, you’ll have a good idea of the best way to reach them, but most
businesses use a mix of advertising, personal selling, referrals, sales promotion and
public relations to promote their products or services.
1. Advertising
2. Selling
3. Sales Promotion
4. Public Relations
3.2 SALES AND MARKETING STRATEGIES USED BY BUILDERS AND
DEVELOPERS:
Creating a sales and marketing promotions strategy requires a thorough knowledge
of your company’s products, competition and overall mission. Sales and marketing
promotions strategists must first be able to identify which segment of the general
public might be interested in purchasing products. For instance, targeting grown
men when selling Barbie dolls likely wouldn’t yield positive results. Sales and
marketing promotions strategists also must be creative in promoting their products.
3.2.1 Markets:
Marketing a product goes beyond just the obvious aspects of age group and
gender. Strategists have to factor in lifestyles, income and location, as well
as what is trendy. They conduct research and polls to discover what the
public likes about their products, or what the public would do differently.
They also need to find out why people are choosing not to buy their
products.
• Promotions:
A good sales and marketing promotions strategy involves a sure-fire
method to reach its audience. This involves designing graphics to
creating catchy jingles for advertising. Sales and marketing strategists
push their products and services through many different venues, such as
broadcast and print advertising, billboards and e-mail newsletters. Other
promotions include offering discounts on products or rewards for
purchasing a certain degree of service.

GUPTA PRANAV AVANISH (2018-20) 10

 • Competition:
Sales and marketing promotions strategies focus must focus heavily on
what the competition is doing, and how it goes about promoting its own
products. Strategists have to ask if what the competition is doing is
successful, and if so, why. They also need to be aware that they can, in
fact, learn a lot from the competition, and if necessary, steal the
competition’s ideas and make it their own--much like Coke and Pepsi,
or Burger King and McDonald’s, all do on a regular basis.
• Pricing:
When it comes to making a purchase, the first thing a customer typically
observes is the cost. It’s up to sales and marketing promotions strategists
to figure out how much a customer is willing to pay for a product,
factoring in how much it costs to manufacture the product. There is also
the location factor, where prices for the same product might need to vary
by region.
• Supply and Demand:
Along with knowing the many facets of pushing products and services,
sales and marketing promotion strategists keep track of inventory,
making sure there are enough items available to meet buyer demand. If
another company is manufacturing the product, they have to make sure
orders are placed and that products arrive in good condition. Where and
how to store or display items may be another consideration.
3.3 HOW TO DESIGN A SALES PROMOTION STRATEGY:
For a sales promotion strategy to be successful there needs to be a plan in place.
When you design a sales promotion strategy, you need to make sure that the
company is getting the best return on investment and good marketing exposure in
exchange for the promotional part of the strategy. If a company is using a buy one,
get one free promotional strategy, then there needs to be sufficient return for the
item that will be given for free to make sales promotion a success.
• Reaching Sales Representatives:
➢ Step 1: Determine if you want the sales promotion to be a short-term or
long-term promotion. For a product just being introduced, you will want to
use a long-term promotion to help establish the product in the sales

GUPTA PRANAV AVANISH (2018-20) 11

 representatives’ minds. A product that is at the end of life would be a short-
term promotion as you are trying to get old product off shelves.
➢ Step 2: Create a spiff-based promotion for your product that will entice sales
representatives to want to push your product. The spiff can be done on a per-
unit basis where every unit sold gets a bonus, or you can create a spiff based
on volume where the bonus is not paid until a certain volume of sales is
reached.
➢ Step 3: Develop a registration system that will require sales representatives
to sign up to be part of the sales promotion. The registration will not only
track sales volume for each representative, it can also be used as a contact
database for future sales promotions involving sales representatives.
➢ Step 4: Create marketing material that outlines the complete program to
sales representatives, gives registration information and offers sales pitch
information that representatives can use when trying to sell your product.
➢ Step 5: Stay in touch with registered sales representatives with weekly sales
pitch information updates and updates on how each representative is
performing in the promotion. This will help to stoke the competitive fires
among the sales representatives and drive revenue.
• Promoting to Real Estate Customers:
➢ Step 1: Focus your promotion on one product, or one family of products. If
you make the promotion too broad, then real estate customers may get
confused and not participate. If the promotion works for one product, then
you can replicate it for other products as well.
➢ Step 2: Determine which kind of real estate sales promotion strategy you
want to use. Some of the popular real estate promotions are buy one, get one
free as well as free sample, buy a product and get a free accessory or a mail-
in rebate.
➢ Step 3: Create a comprehensive set of rules for the promotion and include
those rules on all of the promotional material. Work with your company’s
legal department to ensure that the rules of your promotion are complete and
effective.
➢ Step 4: Develop a website where customers can register to receive
promotional rewards and find out more information about the product and

GUPTA PRANAV AVANISH (2018-20) 12

 company. Ask customers to give their email address for future promotions.
Designate a toll-free phone number where customers can call and ask for
more information on the promotion.
➢ Step 5: Create a real estate display that gives all of the details of the
promotion to be placed in all of your retail outlets.
3.4 THE IMPACT OF ADVERTISING & SALES PROMOTION IN REVENUE:
While the two terms are often used interchangeably, advertising and sales
promotion designate different parts of a business’s marketing strategy. Advertising
has to do with building brand recognition and taking measures to build long-term
profitability, whereas sales promotions are shorter-term strategies that infuse
immediate revenue into a business by directly affecting the price of goods or
services. While both can potentially affect revenue, sales promotions have a direct
connection to the amount of money your business brings in.
• Increasing Value:
Advertising can help your business to increase its value and build its reputation.
This can happen in two ways: either through the purchase of advertising space
in magazines, newspapers, social media or other outlets, or through editorial
coverage. Ideally, editorial coverage is the aim of many small businesses. It
costs you virtually nothing and can have long lasting impact on building your
firm’s reputation. Essentially, this is about garnering public relations. Make
contacts with your local newspaper, community organizations, and social clubs.
Take part in promoting nonprofit events or sponsor a Little League team. All of
these are ways to get your business’s name out in the public without spending
money directly on advertising.
• Brand Reputation:
Apart from these more traditional means of increase brand value, your business
should also be concerned with its brand reputation. A solid brand reputation will
directly affect revenue, as customers will feel safe and secure in purchasing
goods and services from your company. Reputation management is about
understanding the influence of customer perceptions on your business’s revenue
prospects. The idea here is to manage customer expectations, to respond quickly
to problems or issues, and to always conduct your business in an ethical way.

GUPTA PRANAV AVANISH (2018-20) 13

 This concern with reputation should extend through all forms of marketing and
advertising and your approach to customer service.
• Sales Promotions:
Sales promotions are meant to directly drive revenue. There are many ways to
go about sales promotions, and all of them have to do with communicating an
added value or incentive to your consumers. For example, you can offer a free
trial of a product or service, issue coupons, offer rebates, or hold contests for
free goods. All of these methods aim to get customers into your business to
spend money.
• Bringing It Together:
As you might have guessed, marketing, advertising and sales promotions do not
exist in isolation. Businesses need a good mix of all of these methods to
encourage both short and long-term revenue and growth. The goal is to keep
your business profitable and to keep a good reputation in the community and
among your current and potential customers. By balancing value-increasing
activities with a direct investment in advertising and sales promotions,
businesses can prosper.
3.5 DIRECT SALES VS PROMOTION:
Direct sales and sales promotions are two major components of the promotional
element of marketing. The marketing mix outlines four critical strategic marketing
elements product, place, price and promotion. When marketing a product, sold
through specific distribution channels and at certain prices, various strategies such
as advertising, direct sales and promotions are common.
• Direct Sales Basics:
Direct sales involve person-to-person selling in which a company salesperson
communicates the benefits of products and services to prospective customers.
This can happen in business-to business, trade channel or consumer markets.
Direct sales are a more assertive marketing approach in which companies use
salespeople to personally present persuasive messages to customers, listen to
their feedback and concerns, and attempt to close the deal by responding
effectively to those concerns.

GUPTA PRANAV AVANISH (2018-20) 14

 • Pros and Cons:
Direct selling is more personalized and engaging than other types of marketing.
Salespeople personally interact with customers face-to-face, whereas with
traditional advertising, messages are delivered through media with the hope of
a consumer response. Direct selling also allows the company, through its
salespeople, to build effective long-term relationships with key customers.
Costs of employing salespeople and the potential alienation of customers driven
away by high pressure selling tactics are drawbacks.
• Promotion Basics:
A sales promotion is a form of advertising that focuses on short-term sales
inducements. Sales promotions entice customers with price discounts or other
price-oriented benefits. This separates promotions from brand-building
advertising that focuses on the long term. Sales promotions center on the price
side of the value equation, which means consumers perceive value as a
comparison of price and product benefits. Sales promotions suggest a good
value because of a reduced price point, but constant benefits.
• Tactics and Goals:
Coupons, off-price discounts, rebates and percent-off sales are among common
sales promotion techniques. Companies use sales promotions for a variety of
reasons. New companies use them to drive instant traffic. Clearing out excess
inventory is another common intention. Additionally, companies use sales
promotions to attract customers in hopes of also selling higher margin products.
Generating immediate cash flow to cover short-term debt and expense
obligations is another common and important purpose of sales promotions.
3.6 SALES PROMOTION ADVANTAGES:
A sales promotion is a marketing technique that is designed to entice a customer to
take a specific action such as make a purchase or request more information. A sales
promotion usually occurs for a limited period of time to help create a sense of
urgency. Examples of sales promotion can include coupons, free trial periods and
discounts, to name a few. Sales promotions offer a number of advantages to the
owner of a small business.

GUPTA PRANAV AVANISH (2018-20) 15

 • Luring New Customers with Price:
By offering a reduced price on a popular item, you can lure customers away
from competitors, which may ultimately help turn them into regular shoppers.
For example, if you own a small electronics store that’s competing with a large
retailer, offer a discounted price on a popular cell phone model for a limited
time. If you serve the customers well during the purchase process, they may be
willing to come back.
• Gaining Community Favor:
Create a good name for your business by staging a promotion that supports a
worthy cause. For example, if your town needs a new fire engine or police car,
donate a portion of customer purchases at your business to the cause. You’ll be
helping your community, which is a win-win for everyone and may lead to more
business for you.
• Encourage Repeat Purchases:
Businesses like airlines and hotels successfully use rewards programs to
encourage customer loyalty, and you can do the same for your small business.
If you own a coffee shop, for instance, give customers a rewards card that you
hole-punch each time they make a purchase. After they make five or 10
purchases, they can redeem the card for a free cup of coffee.
• Entice Reluctant Consumers:
Giving away free products or services is a good way to get people to try them
for the first time, which may lead to a purchase. If you own a deli and you’ve
added a new sandwich to the menu, pass out small samples to each of your
customers as they come in the door. If you operate a health club, offer a free
trial membership or free personal training sessions to get people to give you a
try.
• Providing Information:
A sales promotion can help you provide information to potential customers that
aids them in making a decision. This can be beneficial for products or services
that are complicated or are unfamiliar to consumers. For example, if you’re a
financial planner and you’re attempting to gain clients in the area of retirement
planning, a free seminar allows you to explain what you do and how some of
your investment products work.

GUPTA PRANAV AVANISH (2018-20) 16

3.7 OBJECTIVES OF SALES PROMOTION:
A sales promotion is a marketing technique usually designed to last for a relatively
short time. Common sales promotion techniques can include special pricing,
coupons and staging events to gain publicity. Small businesses can make use of
sales promotions to achieve a number of specific business objectives.
• Keep Existing Customers:
A sales promotion can be geared toward keeping existing customers, especially
if a new competitor is opening nearby. For example, a barbershop owner can
mail coupons to all of his existing customers to take attention away from a
competitor’s grand opening event. A dry cleaner could implement a referral
program where he gives existing customers a discount when they refer new
customers to make a purchase, which can help build customer loyalty.
• Inventory Clearance:
A special promotion can help you clear inventory to make room for seasonal or
new merchandise. If you own a clothing boutique, for example, you may need
to advertise a reduced price on winter clothing to make room for spring and
summer fashions. The owner of a gift shop can conduct a clearance sale on
Halloween merchandise to make room for Christmas products.
• Reaching New Market:
A promotion can be a way to reach a new segment of the market. For example,
if you operate a health club and you’ve developed a fitness plan geared toward
senior citizens, you can use a mailing list with addresses of those who are age
65 and older. You can then mail a coupon or special offer to this market
segment.
• New Product Launch:
A sales promotion can help you introduce a new product to the marketplace. For
example, if you operate a bakery and you’re unveiling a new line of pastries,
you can generate a promotion to get people to come to your bakery and try them.
Your promotion can offer a discounted price or the addition of a free item, such
as a cup of coffee.
• Increased Brand Awareness:
A sales promotion can help increase awareness of your brand, which can
ultimately lead to additional sales. For example, by sponsoring a charity, event

GUPTA PRANAV AVANISH (2018-20) 17

 such as a chicken barbecue or raffle, you can make people in the community
aware of your company in a positive way, which can lead to them patronizing
your business.

GUPTA PRANAV AVANISH (2018-20) 18

 CHAPTER – 4

OBJECTIVES

GUPTA PRANAV AVANISH (2018-20) 19

4.1 OBJECTIVES OF THE STUDY:
• To get an empirical view of the Builders and Developers.
• To study the procedure of customer complaints in Builders and Developers.
• To get an insight of all the competitors.
• To study the various products offered.
• To study the customer’s preference and perception regarding Builders and
Developers.

GUPTA PRANAV AVANISH (2018-20) 20

 CHAPTER – 5

RESEARCH METHODOLOGY

GUPTA PRANAV AVANISH (2018-20) 21

5.1 DATA SOURCES:
5.1.1 Primary Sources:
i. Trainings and Group discussions
ii. Questionnaire
iii. Interaction with sales staff of builders and developers.
iv. Telecalling
5.1.2 Secondary Sources:
i. Internet
5.2 SCOPE OF THE STUDY:
The objective of the project was to find out the prospective buyer of builders and
developers and also to provide key information about the buyer’s perception and
preferences. The study also helps in getting information about the performance of
the company as well as their own investment center or why people go for builders
and developers. It helps in finding out the problems related to buyers.
5.3 MANAGERIAL USEFULNESS OF STUDY:
The study highlights the problems related to distribution of builders and developers
so that the company can improve the service rendered by them as a distributor. The
study gives information about prospective buyers both individual as well as
institutional clients. The study provides the complete information about all close
competitors of builders and developers. It provides the feedback from customers
regarding their problems and their perception about investing in builders and
developers so that the company can improve their services.
5.4 DATA COLLECTION:
This report is based on primary as well secondary data, however primary data
collection was given more importance since it is overhearing factor in attitude
studies. One of the most important users of research methodology is that it helps
in identifying the problem, collecting, analyzing the required information data and
providing an alternative solution to the problem. It also helps in collecting the vital
information that is required by the top management to assist them for the better
decision making both day to day decision and critical ones.

GUPTA PRANAV AVANISH (2018-20) 22

5.5 DATA SOURCES:
5.5.1 Primary Data:
Primary data are those, which were collected afresh & for the first time and
thus happen to be original in character. However, there are many methods
of collecting the primary data. All have not been used for the purpose of
this project. The ones that have been used are:
➢ Telecalling
➢ Face to face communication (Group Discussion).
➢ Observation
5.5.2 Secondary Data:
When an investigator uses the data that has been already collected by others
is called secondary data. The secondary data could be collected from the
journals, reports and various publications. The advantage of the secondary
data can be economical, both in the terms of money and time spent. In this
report secondary data was collected through:
➢ Reports and records
➢ Flow charts and tables
➢ Websites
5.6 PRIMARY DATA WAS COLLECTED THROUGH QUESTIONNAIRES:
Sample size : 70
Sample area : Thane
Sample method : Simple random sampling method
5.7 SAMPLING:
5.7.1 Sampling procedure:
The sample was selected of them who are the customers/visitors of builders
and developers. It was also collected through personal visits to persons, by
formal and informal talks and through filling up the questionnaire prepared.
The data has been analyzed by using mathematical/Statistical tool.
5.7.2 Sample size:
The sample size of my project is limited to 70 people only. Out of which
only 58 people had invested in builders and developers. Other 12 people
did not have invested in builders and developers.

GUPTA PRANAV AVANISH (2018-20) 23

 5.7.3 Sample design:
Data has been presented with the help of bar graph, pie charts, line graphs
etc. The following are the questionnaires that was been carried out at the
time of survey. The questionnaires also show the value of perception of
customers towards builders and developers.
• Satisfied customers of builders and developers.
• Perception about the brand name.
• Buying behavior of customer to builders and developers.
• Preference of customers to builders and developers.
• Reasons to prefer builders and developers.
• Awareness of the brand name in market.

GUPTA PRANAV AVANISH (2018-20) 24

 CHAPTER – 6

DATA ANALYSIS, RESULTS AND INTERPRETATION

GUPTA PRANAV AVANISH (2018-20) 25

1) Do builders and developers have enough resources to sell their products?
(a) Agree
(b) Neutral
(c) Disagree
(d) Strongly Disagree

Strongly Disagree

Neutral

Disagree

Agree

0 5 10 15 20 25 30 35 40
Agree Disagree Neutral Strongly Disagree
Total 34 7 27 2

Fig 6.1: Question 1

Interpretation: The survey showed that 48.6% of the people who were surveyed
strongly agree to the option that builders and developers possess relevant resources to
sell out their products that is construction of housing societies and complexes to the
relevant customers, where as 38.6% and 10% respectively came to a conclusion of
agreeing and disagreeing the fact and fixtures. Whereas 2.8% strongly disagreed with
the point and thought that the company has to improvise in the certain areas so that the
selling of the product may increase as per the yearly targets.

GUPTA PRANAV AVANISH (2018-20) 26

2) What according to you is the product’s best-selling point?
(a) Pricing
(b) Quality
(c) Easy Availability
(d) Location

Quality

Pricing

Location

Easy Avaliability

0 5 10 15 20 25 30 35
Easy Avaliability Location Pricing Quality
Total 3 29 17 21

Fig 6.2: Question 2

Interpretation: Builders and developers being a relatively new company in the market
and having high competition, the respondents agreed to a certain level that the location
and quality of the construction is the main and leading beat selling point. A cumulative
of 71.4% (41.4% and 30%) respectively agreed to the same, where as a healthy
percentage of 28.6% came to the decision that the price and easy availability were the
main selling point of the product.

GUPTA PRANAV AVANISH (2018-20) 27

3) What is the target audience for builders and developers?
(a) High Income Group
(b) Medium Income Group
(c) Low Income Group
(d) All

Medium income group

High income group

All

0 10 20 30 40 50 60
All High income group Medium income group
Total 49 11 10

Fig 6.3: Question 3

Interpretation: In the questionnaire the main question was the target audience of
builders and developers. Being a real estate firm, it is very important for the company
to set their preferences in regard to target audience. The respondents agreed to the point
that the company should focus more on the all income group people because the
segment of the housing societies that the company deals in can be easily sold to middle
income group. Nearly 70% of the respondents agreed to that point. 15.7% respondents
also agreed to the fact that high income group can also be targeted as know they have
the power of housing loan schemes from various banks. 14.3% favored the medium
income group people to be the target audience keeping in mind the business of the
company of building complexes.

GUPTA PRANAV AVANISH (2018-20) 28

4) Where do builders and developers sell their products?
(a) In a business premises
(b) Through marketing and channel partners or agents
(c) Online
(d) All

Through marketing and channel partners

or agents

In a business premises

All

0 10 20 30 40 50 60
Through marketing and
All In a business premises
channel partners or agents
Total 55 3 12

Fig 6.4: Question 4

Interpretation: According to the respondents the main place of selling for builders
and developers are using all the business sources. 78.6% agreed to the point that the
main business is generated using all the business sources this is because the purchasers
visit the company so as to view the flats and complexes and main collaborations
regarding the construction of various sites for roads is done within the company. The
company also sells the products through the agents on the commission basis. This helps
them to obtain good volume of sales because more often the customers go to agents
and property dealers to buy property, which in turn have link with the company, 17.1%
selling is done through these dealers. With the growing use of internet for various
purchases the company had also started online procedures for sales through internet.

GUPTA PRANAV AVANISH (2018-20) 29

5) What does the marketing plan of builders and developers cover?
(a) Internet
(b) Sales and promotion
(c) Direct Marketing
(d) Advertising
(e) Public Relations
(f) All

Sales and Promotion

Public Relations

Internet

Direct Marketing

All

Adverstising

0 10 20 30 40 50 60
Direct Public Sales and
Adverstising All Internet
Marketing Relations Promotion
Total 1 56 3 2 2 6

Fig 6.5: Question 5

Interpretation: The main aims of the marketing plan that builders and developers has
is to advertise their product in the market and to do direct marketing at the same time.
80% and 8.6% of the respondents agreed to the same point. Then main focus is on sales
promotion of the products, later comes the use of internet to advertise and market the
product so as to grow public relations with more and more customers which in turn will
be a great help increasing the turnover of the company.

GUPTA PRANAV AVANISH (2018-20) 30

6) How can marketing help increase in sale for various builders and developers?
(a) Increase in profit
(b) Increasing customer knowledge
(c) Building a brand name
(d) No use
(e) All except option D

Increasing customer knowledge

Increase in profit

Building a brand name

All except option D

0 5 10 15 20 25 30 35 40 45 50
Building a brand Increasing customer
All except option D Increase in profit
name knowledge
Total 43 15 3 9

Fig 6.6: Question 6

Interpretation: Marketing has a core aim of increasing the sale of the company.
According to a large number of respondents (61.4%) marketing will help the company
to increase sale which will result in all types of benefits of the company which can be
further used for expansion of the business. More over being a new brand in the market
has to also understand the importance of building a potential and sustainable brand
name in the market. Marketing will contribute in the cause according to 21.4% of the
respondents. Marketing and proper advertisement will also make the customers aware
of the upcoming projects and will provide them with the knowledge.

GUPTA PRANAV AVANISH (2018-20) 31

7) What is the best medium for the advertisement according to your point of
view?
(a) Local Newspapers
(b) Hoardings
(c) Radio
(d) Campaigns
(e) Internet
(f) All

Radio

Local Newspapers

Internet

Hoardings

Campaigns

All

0 5 10 15 20 25 30 35 40 45 50
Local
All Campaigns Hoardings Internet Radio
Newspapers
Total 45 3 5 13 3 1

Fig 6.7: Question 7

Interpretation: Builders and developers according to the respondents should advertise
the product through all media, 64.3% agreed to it. The reason being easy penetration
of media amongst the people in the society, a very large percentage of people use all
types of media sources on daily basis and this can be a core means of advertising the
product. Internet in the present day has become very popular amongst the people, with
easy access in every house and cars it has grown as a very strong medium of
advertisement, 18.6% of the respondents also share the same view. 8.5% each agreed
to the point that hoardings and campaigns can also be used as effective means of
advertisement.

GUPTA PRANAV AVANISH (2018-20) 32

8) What according to you can be other modes of marketing that can be used by
builders and developers?
(a) Direct mail
(b) Brand Marketing
(c) Mobile web marketing
(d) Social media marketing

Social Media Marketing

Mobile Web Marketing

Direct Mail

Brand Marketing

0 5 10 15 20 25 30 35 40 45
Mobile Web Social Media
Brand Marketing Direct Mail
Marketing Marketing
Total 16 2 11 41

Fig 6.8: Question 8

Interpretation: Ways of marketing is another important segment of marketing. The
various modes can be direct mail, brand marketing, social media marketing and mobile
web marketing. 58.6% of the respondents agreed to the point that social media
marketing can be a perfect way of marketing. Whereas 22.9% approved that brand
marketing can be used as the mode, which states that the company should use its brand
name for marketing the product. A cumulative of 18.6% agreed that direct mail and
mobile web marketing that is marketing through SMS and cold calling can also turn as
an effective way of marketing.

GUPTA PRANAV AVANISH (2018-20) 33

9) How much according to you builders and developers are willing and
realistically able to spend on advertisement?
(a) 0 to 10% of Revenue
(b) 10% to 20% of Revenue
(c) 20% to 30% of Revenue
(d) 30% to 40% of Revenue

30% to 40% of Revenue

20% to 30% of Revenue

10% to 20% of Revenue

0 to 10% of Revenue

0 5 10 15 20 25 30 35 40
10% to 20% of 20% to 30% of 30% to 40% of
0 to 10% of Revenue
Revenue Revenue Revenue
Total 12 34 19 5

Fig 6.9: Question 9

Interpretation: Every company has to decide a budget for marketing. A proper budget
helps in effectiveness of the marketing schedule. 27.1% of the respondents agreed to
the point that builders and developers should invest about 20% to 30% of their revenue
in marketing because being a new company they need to build a brand name and to do
that it takes a lot of funds and resources. While 48.6% people have a view that a little
less amount can also do the needful.

GUPTA PRANAV AVANISH (2018-20) 34

10) What according to you is the impression of the advertisement by builders and
developers?
(a) Funny
(b) Boring
(c) Interesting
(d) Informative

Interesting

Informative

Funny

Boring

0 5 10 15 20 25 30 35 40 45 50
Boring Funny Informative Interesting
Total 10 3 45 12

Fig 6.10: Question 10

Interpretation: When the respondents were questioned regarding the effectiveness of
the current advertisement, 64.3% of them said that the advertisement is informative and
provides knowledge about the product. 17.1% agreed that the advertisement was
interested enough to pay attention on the advertisement. On the other hand, 4.3% and
14.3% respondents respectively replied the advertisement was funny and boring.

GUPTA PRANAV AVANISH (2018-20) 35

 CHAPTER – 7

CONCLUSION AND FINDINGS

GUPTA PRANAV AVANISH (2018-20) 36

 7.1 CONCLUSION:
The investment objective of the Portfolio is to generate long term capital
appreciation from a portfolio of equity and equity linked instruments. The
investment portfolio for equity and equity linked instruments is primarily drawn
from the banks in the BSE 30- Index. As observed, the portfolio is undiversified
as the builders and developers included are from a single sector viz. banking.
Thus, the risk cannot be diversified to a large extent.
Moreover, it is also observed that the returns from the Portfolio are on the tracks.
Initially for some period the Portfolio did not give as good returns as the Index
i.e. BSE 30 but after sometime the returns generated by the fund outperformed
the Index Returns. After that a very heavy fall in the return of index as well as
portfolio was seen.
7.2 FINDINGS:
The survey showed that 30% of the people who were surveyed strongly agree
to the option that builders and developers possess relevant resources to sell out
their products that is construction of housing societies and complexes to the
relevant customers.
Relatively new company in the market and having high competition, the
respondents agreed to a certain level that the easy availability and quality of the
construction is the main and leading beat selling point.
Being a real estate firm, it is very important for the company to set their
preferences in regard to target audience.
Then main focus is on sales promotion of the products, later comes the use of
internet to advertise and market the product so as to grow public relations with
more and more customers which in turn will be a great help increasing the
turnover of the company.
Marketing and proper advertisement will also make the customers aware of the
upcoming projects and will provide them with the knowledge.

GUPTA PRANAV AVANISH (2018-20) 37

 CHAPTER – 8

LIMITATIONS OF THE PROJECT

GUPTA PRANAV AVANISH (2018-20) 38

• Suggestion is based on the given information.
• Due to the large number of employees it was not possible to collect all the
information from each.
• The time period is limited to know the entire process. We cannot draw effective
conclusion as it is continuous process.
• The area of survey was limited to some particular areas.

GUPTA PRANAV AVANISH (2018-20) 39

 CHAPTER – 9

SUGGESTIONS AND RECOMMENDATION

GUPTA PRANAV AVANISH (2018-20) 40

• Builders and developers are entering in the market and therefore has to
necessarily preparing the entire costing with an intention to provide the best
goodwill.
• I have seen the attitude and style of the working of builders and developers is
very good and target oriented. They are full of zeal to work for the organization
which is a good sign for the development of the them.
• Even in this recession period when most of the builders and developers are
struggling to survive some reupdated builders and developers are one of those
strong companies which is not only stable but making huge profits.

GUPTA PRANAV AVANISH (2018-20) 41

BIBLIOGRAPHY
• Websites:
1. www.homesfy.in
2. www.scribd.com
3. www.ibef.org
4. www.businessdictionary.com/definition/real-estate.html
5. www.naredco.in
6. https://www.myloancare.in/info-bank/rera-real-estate-regulatory-authority
7. https://en.wikipedia.org/wiki/Real_Estate_(Regulation_and_Development)_A
ct,_2016
8. https://maharerait.mahaonline.gov.in/
9. https://en.wikipedia.org/wiki/Indian_property_bubble

• Newspapers and Magazines:

1. Hindustan Times
2. Business Standard
3. Times of India
4. India Today
5. Business Today
ANNEXURE
 QUESTIONNAIRE
1) Do builders and developers have enough resources to sell their products?
(a) Agree
(b) Neutral
(c) Disagree
(d) Strongly Disagree
2) What according to you is the product’s best-selling point?
(a) Pricing
(b) Quality
(c) Easy Availability
(d) Location
3) What is the target audience for builders and developers?
(a) High Income Group
(b) Medium Income Group
(c) Low Income Group
(d) All
4) Where do builders and developers sell their products?
(a) In a business premises
(b) Through marketing and channel partners or agents
(c) Online
(d) All
5) What does the marketing plan of builders and developers cover?
(a) Internet
(b) Sales and promotion
(c) Direct Marketing
(d) Advertising
(e) Public Relations
(f) All
6) How can marketing help increase in sale for various builders and developers?
(a) Increase in profit
(b) Increasing customer knowledge
(c) Building a brand name
(d) No use
(e) All except option D
7) What is the best medium for the advertisement according to your point of
view?
(a) Local Newspapers
(b) Hoardings
(c) Radio
(d) Campaigns
(e) Internet
(f) All
8) What according to you can be other modes of marketing that can be used by
builders and developers?
(a) Direct mail
(b) Brand Marketing
(c) Mobile web marketing
(d) Social media marketing
9) How much according to you builders and developers are willing and
realistically able to spend on advertisement?
(a) 0 to 10% of Revenue
(b) 10% to 20% of Revenue
(c) 20% to 30% of Revenue
(d) 30% to 40% of Revenue
10) What according to you is the impression of the advertisement by builders and
developers?
(a) Funny
(b) Boring
(c) Interesting
(d) Informative

***