IMPACT OF PUBLIC RELATION

IN REAL ESTATE SECTOR

SUBMITTED BY: -

YASH YADAV
BBA IST YEAR

TRUBA INSTITUTE OF SCIENCE &

COMMERCE

SESSION 2021-22
 DECLARATION

I, YASH YADAV, hereby declare that information furnished in this

Project, is my original work containing authentic facts, has worked in

SKY UJJAWALA BUILDERS & DEVELOPERS , BHOPAL,

under able guidance and supervision of Mr. AJAY PARMAR ,

Marketing Manager, SKY UJJAWALABUILDERS &

DEVELOPERS.

The period for which I was on training was for 2 months, starting

from 21/02/2022 to 21/04/2022. This Internship report has the

requisite standard for the partial fulfillment the Under Graduation

Degree in Management. To be best of our knowledge no part of this

report has been reproduced from any other report and the contents are

based on original research.

Counter Signed by: - Name of the Student:-

AJAY PARMAR YASH YADAV

BBA IST YEAR

 ACKOWLEDGEMENT

I am very thankful to everyone who all supported me, for I have

completed my project effectively and more over on time. I am very

grateful to my Project guide Mr. AJAY PARMAR .He gave me

moral support and guided me in different matters regarding the topic.

He has been very kind and patient while suggesting me the outlines

of this project and correcting my doubts. I thank him for his overall

support.

I am also very thankful to Mr. JAWWAD KHAN ( Director of Sky

Ujjawala Builders & Developers Bhopal ), for his able guidance and

continuous support and cooperation throughout my project, without

which the present work would not have been possible and for

making me learn a lot of things and completing my project

effectively.

Thanking You

YASH YADAV

BBA IST YEAR

 Table of Contents

1) Introduction of the Topic

2) Organisational profile

3) Objective of the study

4) Research methodology

 Research Design

 Data collection

 Limitation of the Study

5) Data analysis & Interpretation

6) Findings & Observation

7) Suggestions & Conclusion

8) Bibliography & Annexure

 INTRODUCTION

The term real estate comes from the Bhopal word real, which means

royal. So real estate literally translates into royal estate. This is

because during Agrarian Age, there really were two classes of people,

royalty and peasants.

The royals owned the land and the peasants lived on and worked the

land. There are five types of Real Estate, namely Residential

(housing), Commercial (offices, shops, theatres, hotels, car parks),

Industrial (warehouses, factories, power plants) Agricultural (farms,

orchards, etc.) and Special purpose (hospitals, schools, etc.).

Real estate includes :

 Residential new houses and existing houses for resale

 Commercial shopping centers and offices,

 Industrial and manufacturing buildings and property,

 Vacant land and farms

 .

Real Estate covers private lodging, business workplaces, and retail

outlets, exchanging spaces, for example, theaters, inns and eateries,

mechanical structures, for example, manufacturing plants and

government structures.

It includes the buy, deal, and advancement of land and also private

and non-private structures. The exercises of the land division envelop

the lodging and development segments moreover.

Most real estate study is based on neoclassical economic theory that

assumes that people make rational decisions about renting and buying

real estate as part of their attempt to maximize utility.

While recognizing that real estate markets are imperfect, most real

estate researchers do not examine the influence that the diversity of

real estate consumers has on the demand for real estate.

Consumers are complex human beings driven by internal and external

forces, some of which are beyond their control and many of which

they are relatively unaware.

Rather than ignore the human element of decision making or put all

aspects of nonfinancial decision factors in a black box called “tastes

and preferences,” real estate students, professors, and practitioners

can benefit from integrating the study of consumer behavior with the

financial economic approach to real estate study.

Greater knowledge of real estate consumers and their behavior will

lead to better understanding and prediction of decision makers’

actions in the real estate market.

The purpose of this paper is to present some of the most common

consumer behavior concepts and explain how integration of consumer

behavior theories and understanding would improve real estate study.

.
Real estate investment is one of the most proven ways of wealth
generation all around the world. The great thing about putting your
money into a property is that you need not wait for the right time to
reap
profit as you have always the choice of renting it out.

Most new bies in this field know how to generate active and passive
income from their property investment. What they don’t know is how
many types of real estate properties exist. Experts suggest that each
type of real estate investment has its potential benefits and pitfalls. So,
there
is no safest or most beneficial avenue for investment, it all depends on
the market situation. Let’s know about the different types of real
estate investments.
 DEFINATION OF PUBLIC RELATIONSHIP

The formal practice of what is now commonly referred to as

“public relations” dates to the early 20th century. In the relatively

brief period leading up to today, public relations have been defined in

many different ways, the definition often evolving alongside public

relations’ changing roles and technological advances.

The earliest definitions emphasized press agentry and publicity,

while more modern definitions incorporate the concepts of

“engagement” and “relationship building.”

Public relation are defined by Real estate as, A Social-

Interpretive Approach, as ‘the management of formal communication

between organizations and their relevant publics to create and

maintain communities of interest and action that favour the

organization, taking full account of the normal human variation in the

systems of meaning by which groups understand and enact their

everyday lives’.
 This definition comes close to describe the best practice in

public relations which is concerned with mutual understanding

between an organization/government and its publics and also stresses

the importance of culture and diversity for different communities in

different locations.

This definition may seem simple but it has a great deal of substance,

as it focuses on management, leadership and mutual understanding..

In addition, Newsom and Kruckeberg (2004) said public

relationship is a leadership and management function that helps

achieve organizational objectives, defines philosophy, and facilitate

organizational changed.

As there is a communication of all relevant internal and external

publics to develop positive relationship and to create consistency

between organizational goals and societal expectations .

As a management function, public relations also encompasses in

researching, conducting and evaluating, on a continuing basis,

programs of action and communication to achieve the informed public

understanding necessary to the success of an organization’s aims.

These may include marketing; financial; fund raising; employee,

community or government relations; and other programs .Instead of

that, public relations also involved on planning and implementing the

organization’s efforts to influence or change public policy. Setting

objectives, planning, budgeting, recruiting and training staff, and

developing facilities. In short, it is managing the resources needed to

perform communication process that builds mutually beneficial

relationships between organizations and their publics..

 Types of real estate properties are:

1.Residential Real Estate:

Apartments, single-family houses, multi-family homes, villas,

townships, and condos all come under this category. Each of these
options presents different prospects from an investment point of view.
For example, the prices of well-built villas and independent houses
increase over time because of the rising value of land and longevity of
the building.

But contrary to this, the price of apartments might not witness

quality appreciation after 10-15 years of use. Thus, they need to
be
sold within the next five to 7 years.

2) Commercial Real Estate:

Shopping centers, restaurants, schools, hospitals, and office spaces all

are some examples of commercial properties that we’re probably
familiar with. Investing in them is more expensive as compared to
residential properties, but the chances of profit generation are better
too.
However, if you are a newbie investor, it might be difficult to choose
the right property for investment. And, to remain safe, you must seek
the
guidance of a real estate investor.

Arranging for a down payment is another area of concern in this type

of
investment because most Indian banks provide about 50% to 70% of
the
cost as loan. Also, unlike a housing loan, one taken for a commercial
investment requires a mortgage.

3) Industrial Real Estate:

Buildings and factories used for manufacturing goods and

warehousing
are known as industrial properties. They are generally located far-
away
from the city to avoid the citizens getting affected by their pollutants.
Investing in these properties might be a tricky affair as it’s difficult to
estimate the capital investment. Although the property might be
recently
converted from agricultural land to an industrial establishment, its
price
will be far more than the nearby farmlands.
Renting an industrial unit might also be difficult as the tenant’s needs
might change very frequently. Abiding by the laws and orders that
have
been imposed on industrial establishments in India is another area of
concern.

4) Investing in Land:
This is one of the least expensive and most secure real estate
properties in India. When you buy a piece of land for investment, you
need not worry about theft, damage, and maintenance, which is off
course great.

But at the same time, generating passive income from investment in

land
requires some out-of-the-box ideas, which might not work necessarily.
However, still, it’s good to invest in it because it could pay off
handsomely in the future.

However, there is a disadvantage to it as well i.e., loans will be

charged at more interest rates than a home loan. Moreover, you won’t
be saving any taxes on repayment of the principal amount.
 COMPANY PROFILE

Founded on the success of Gehna Apartments , a construction

company set up by first generation entrepreneurs Mr. Abdul Azim

Khan  and Mr. Abdul Aqeel Khan , Sky Ujjawala Builders &

Developers was established in 1993. Since then it has built an

enviable reputation for itself as a real estate development company.

Sky Ujjawala Builders &  Developers vision to develop value

housing in BHOPAL city soon bore fruit as it achieved success in its

city projects which were well received. Group housing projects in

Bhopal have added considerable depth and width to its portfolio.

The company has earned awards and accolades for its high quality

standards, innovation, creativity and high performance culture such

as the Best Layout of the Year award in 2017 by the Dainik

Bhaskar Group of India.

The entity is presently working on two large residential and

commercial developments in Bhopal.

All set to establish a new milestone in the real estate history of
Bhopal,
"AIRPORT CITY" is a proud presentation of SKY UJJAWALA
BUILDERS AND DEVELOPERS.

SKY UJJAWALABUILDERS AND DEVELOPERS is an

amalgation of "Sky Builders And
Developers" and "Ujjawala Builders And Developers" both of
which
have a remarkable name in the real estate World and an amazing track
record of delivering various successful projects to the beautiful city of
Bhopal.

SKY DREAMZ, SKY VILLAS, SKY APARTMENT, SKY

TOWER, AAMRA VIHAR, AAMRA ESTATE, AAMRA EDEN
PARK, AAMRA VELLEY are a few feathers which can be
mentioned
to mark the group's 30 Years of experience in the field of
construction.
With such an experienced team and an admirable track record, SKY
UJJAWALA, is now all set to proudly present its new high end
project in Bhopal by the name of AIRPORT CITY.
AIRPORT CITY- A project comprising of luxurious
Duplexes/Triplexes Bungalows with all modern amenities and an eco
friendly environment to give you all the comfort
you deserve and yet keeping you very close to nature.

The team welcomes all to come and experience the magic with us at
AIRPORT CITY.
 MISSION & VISION

Our Mission:

Our mission is to provide you best available properties in an

affordable
prize. A place you share your timeless emotions. Where you and your
family can live astonishing lifestyle e with great pleasure. Our aim is
to
provide you with all the amenities and elevate your lifestyle altogether
to
the different level.

Our Vision:

To be the most sought-after construction company for lifestyle

projects

in which meeting the challenges of execution, safety, and schedule set

us apart from our competition.

Concerned Living

At one end of the 'Concerned Living' continuum are customers and

their preferences and, at the other, the company’s commitment to

environmentally sustainable development. Remaining true to our

values and principles, Sky Ujjawala Builders & Developers believes

in creating living and working that are environmentally friendly,

energy efficient, cost effective yet stylish.

Harmony between form and function is the foundation of the

Concerned Living approach. In keeping with this focus, Sky Ujjawala

Builders & Developers creates world class living spaces suited to

Indian tastes and needs, so that its customers can enjoy healthy

lifestyles.
 OUR VALUES

Customers first:

Catering to our clients’ needs, preferences, and expectations

effectively and speedily is part of our DNA. We believe in providing

personal and individual service which we assess against core values

such as integrity, ethics and diligence.

Innovation:

We know we can achieve our goal of spear heading the regional real

estate business only by embracing innovative ideas and technology in

a constantly changing environment.

Quality:

Adherence to high quality standards is the key to delivering value for

money to our customers and creating client delight. Quality is the

driving force behind our work and our products. We believe in "doing

it right the first time."

Integrity:

At Sky Ujjawala Builders & Developers, we believe in scrupulous

professional integrity. We deliver what we promise!

Responsible Corporate Citizenship:

As responsible corporate citizens, we provide an enhanced living

experience to our customers through sustainable development. We are

actively involved in exemplary environmental practices as caring

corporate citizens. Embracing and promoting sustainable development

is at the heart of our core strategy.

LEADERSHIP

From a modest beginning in 1993 "Sky

Ujjawala Builders & Developers" has

now grown into a fully incorporated

building & construction corporation.

Analogous to Sky Ujjawala Builders &

Developers, Gehna Apatrments has been making significant

contributions in infrastructure development. The guiding values of the

company throughout have been creation of insuperable commercial

and residential spaces, encouraging better living and providing value

for money deals to its patrons.

In business for over a decade, Sky Ujjawala Builders & Developers

has enjoyed a strong reputation in private construction. While Sky

Ujjawala Builders & Developers has established itself as a valuable

illustrious in private construction.

The company has plans to develop as a one-stop-shop for its clients

and investors as well. Projects of Sky Ujjawala Builders &

Developers have been bench-marked against the best constructed

with regular up-gradation of engineering and innovation. It is our firm

belief that value-driven constructions will lead to holistic

development of the nation and society. The world today desire green

and clean work and living spaces which has been a part of our

corporate culture since inception. Hence we have the aptitude and

ambition to be a global conglomerate committed to bettering lives

individually and society at large.

If today Sky Ujjawala Builders & Developers stands proudly as realty

major, it is largely due to the trust of its valuable clients and

confidence of its farsighted investors.

2017 was a year of excellence all round performance for Sky

Ujjawala Builders & Developers. Looking ahead we will continue our

journey towards building aesthetically unparalleled & environmental

friendly nation.

JAWWAD KHAN

Managing Director

Sky Ujjawala Builders & Developers

 LEGACY

After achieving many milestones, Sky Ujjawala Builders &

Developers, today holds a position of strength in the real estate

industry. Consolidating and building on this success, we sought new

opportunities and grew from strength to become reputed real estate

developers. Our experience as project contractors puts us in a win-win

situation. Our hands-on experience gives us valuable insight into the

real estate industry and a greater control over different aspects of

building construction. Another advantage is that we don't have to rely

on a third party for the execution of our projects. And, most

importantly, our extensive experience of project management

consultancy had proved to be our greatest asset. At Sky Ujjawala

Builders & Developers, we aspire to achieve the best quality work

within budget and on time by applying project management

techniques to building construction. Backed by our extensive

experience, we understand the art and craft of construction and are

committed to using this knowledge to the best advantage for our

customers.
 PROJECTS

 Commercial

 Residential

Completed Projects:-

 Sky Dreamz

 Sky Villas

 Sky Apartments

 Sky Tower

 Aamra Vihar

 Aamra Estate

 Aamra Eden Park

 Aamra Valley
OUR GREEN INITIATIVES

At Sky Ujjawala Builders & Developers we believe in creating spaces

that have international feel but suited to Indian tastes. Our innovative

architecture designs are modeled on eco-friendly concepts and

incorporate the best of East and West.

The idea behind our residential spaces is that directors come home to

green havens of peace, a place that evokes in them a feeling of joie de

vivre! Our commercial places that pulsate with human activity are

marvels of technical innovation based on the concept of sustainable

development.

For us aesthetics of open spaces is as important as the inner space, so

our open spaces are as meticulously planned and designed as the inner

one. We utilize our open spaces to create green patches around our

high rise buildings, so the people, who are always on the go, can take

some time off and connect with their inner being in the freshness of

their green surroundings.

No matter how tall our building may rise, never lose touch with our

roots. We are committed to protecting the environment. We believe in

the concept of green living and are incorporating the green building

techniques in our projects, because we understand that life flourishes

best when we align our needs without physical environment.

We believe in sustainable urbanization, so we build sustainable

homes. In our residential and commercial projects we have rainwater

harvesting facilities and solar panels to make buildings energy

efficient.

To improve the thermal performance of the building we use high-

performance glass for windows and roof insulation. We are also

working on facilities that can offer waste management solutions to

our buyers.
 OBJECTIVE OF THE STUDY

Main objective of the study is to know about “Public Relationship”.

Other objectives of the study are as follows:-

 To know about the real estate Industry in India.

 To know about the real estate market in Bhopal.

 To know about the Public Relationship in real estate sector.

 To know about the Sky Ujjawalabuilders & Developers.

PERIOD OF THE STUDY:

 21/02/2022 to 21/04/2022
 LITERATURE REVIEW

The domain of PR can appear mysterious to a stranger,

particularly in the arena of Real Estate, but in reality, it should not.

Extensive of PR’s role is elementary, open and direct to the business

success.

The companies have to be vibrant on its goals and

avail their requisite resources accessible. Real Estate groups

can subsist lacking PR, but with strategic PR tactics, they can

anticipate improved outcomes and a boosted image in the industry

and marketplace.

No amount of worthy PR can cover a bad quality product or

service, or an immoral trade. PR to get ahead of the business and

the public inside it must be reliable.

PR can support endorsing an optimistic image in the

standard circumstances, and reduce destruction which might

happen if something h a s g o n e e r r o n e o u s a s t h e u p s a n d

downs of the Real Estate markets so often can be

seen.

[ CITATION Bah17 \l 1033]

PUBLIC RELATION :

Public Relations Public relations (PR), which “is the planned

and sustained effort to establish and maintain goodwill and mutual

understanding between an organisation and its publics. The term

publics refer to anyone who is interested in or exposed to the

organization’s business and communications.

Usually public relations are used to market both the product/service

and the company itself. The former is called marketing public

relations (MPR) and the latter corporate public relations (CPR).

According to Cutlip et al. (1985), CPR is “a function of management

seeking to identify, establish and maintain mutual beneficial

relationships between an organisation and the various publics on

whom its success and failure depend.” (Cutlip et al. 1985, cited in Fill

2006: 247) MPR on the other hand are more concerned with the

products or services that the organisation is offering to consumers.

However, Fill (2006) emphasises that both forms of PR interact with

each other – MPR can have an immediate effect to the corporate

image and CPR can have an immediate effect

to the consumers’ perception of the product/service the company is

offering in the markets. Thus MPR has to be conducted in conjunction

with CPR and their approach has to be reflected in the organisation’s

performance.

Real Estate Experts have distinguished three different roles for PR,

which are creating goodwill and stimulating interest in the public;

propping up the marketing of the products and services; and giving

the means by which relationships can be developed. After all, the

overall goal should be to develop relationships by engaging the

organisation and its different audiences (Fill 2006: 248). It has been

discussed greatly in the marketing communications literature that PR

include, for example, press releases, lobbying,

interviews, different events, corporate advertising and sponsorship.

Another PR tool is blogging, which according to Bovée and Thill

(2008) can boost sales, create relationships with different stakeholders

and arouse consumers’ interest and awareness of the company or its

brands.

PR tools are commonly used in organisations, because public

relations’ absolute and relative costs are minimal, credibility is high

and it does not demand paid airtime or space in the different

mediums. Fill (2006) also underlines that public relations is an

important tool, since it has the ability to reduce buyers’ perceived

risk, because it is associated with trust and confidence.

Nonetheless, the level of control that the marketing management has

with PR messages is quite low, since “any changes in the message

may not been agreed with the management”, which may result in

totally different message that was intended to distribute.

PERSONAL SELLING

Personal Selling Personal selling involves person to person

communication with a prospect. It is a process of developing

relationships; discovering needs; matching the appropriate products

with these needs; and communicating benefits through informing,

reminding, or persuading underline that personal selling is an

important part of the promotion mix, since it can help to gather

information from customers and their problems and thereby adjusting

the marketing offer and terms of sale increases the chance to

purchase.

However, personal selling is more than creating sales because it can

build and maintain long-term relationships. In this sense, discuss

value added selling, where a salesperson creates value for the

customer by developing a quality relationship, which is based on

careful identification of the customer’s needs and creation of the best

possible product or service solution.

Value added selling will not stop after the sale has been done – the

value creation continues in excellent after sales service. Furthermore,

Manning and Reese (2007) underline that successful selling process

depends quite heavily on the salesperson’s own abilities, such as the

ability to develop, manage and improve interpersonal relations with

the customer.

Real estate experts have identified seven steps in the selling process.

The steps are prospecting and qualifying, where the salesperson

identifies and qualifies prospective customers; pre-approach, which

includes learning about the customer before making the approach; the

actual approach, where the salesperson encounters the customer the

first time; presentation and demonstration, where the salesperson

introduces the product and how it will give value for the customer;

handling objections, in which the salesperson seeks out, clarifies and

overcomes possible objections to purchase; closing, where the

salesperson asks for an order; and follow-up, where the salesperson

confirms customer satisfaction and possible repeat purchase have

clarified the selling process by stating that “agreement is reached

through a process of bargaining – an exchange of detailed information

on the issues at stake which also incorporates the parties’ beliefs and

expectations. The techniques often combine both argument and

persuasion.” have stated that the selling process can include both

competitive and collaborative moves, which depend on the degree of

trust between the parties.

ADVERTISEMENT

Advertising is any paid form of non-personal presentation and

promotion of ideas, goods or services by an identified sponsor .

According to Real Estate Experts advertising is usually used to aid

sales and it uses four different ways: by generating awareness; by

giving essential information to consumers; by helping to construct a

brand image; and by being as a regular reminder for consumers to try,

purchase or use the brand. However, suggests that advertising does

not have only one role since it can be used in many different

situations in order to achieve different outcomes. Real estate expert

have distinguished four different types of advertising. The first is

informative advertising, where advertising is used to give information

about the new product or service thus creating primary demand.

The second is persuasive advertising, where advertising is used to

create selective demand for the product or service by persuading

consumers that it will give value for money. The third is comparison

advertising, where the product or service is directly compared to one

or more rival brands. The last is reminder advertising, which is mainly

used to keep the product or service in consumers’ minds. According

real esatate advertising’s main benefits are that it can easily reach

large mass audiences with simple messages; management can easily

control over the message that is sent; advertisements are relatively

quick to change according to unexpected environmental changes; it

has low cost per thousand (low unit cost); and advertising can be

successful in maintaining brand image. However, nowadays

consumers require more personal contact from the companies and

advertising might not be the most effective way to increase sales

anymore since it is an impersonal tool in the communication mix.

As Fill (2006) underlines, the way a consumer sees advertising is

always industry specific, for example, in retail industry advertising is

still the main promotion tool used by the companies, since in this case

consumers widely accept advertising from the retailers. Although

advertising might have quite low unit cost its absolute costs (costs of

purchasing space in media) can be tremendous (Fill 2006)

Real Estate Expertssuggest the advertiser has to decide reach,

frequency and impact of the advertisement, the media through which

the advertisement is delivered to the target audience and timing of the

advertisement.

Here reach means the percentage of people exposed to the

advertisement; frequency means the amount of times an average

person is exposed to the advertisement; and impact means “the

qualitative value of an exposure through a given medium” (Kotler et

al. 2005: 772). In other words, Brassington and Pettitt (2005) state

that the essential part in communicating with consumers is to decide

what to say, to whom to say it, by what means it is said and with what

results.
Direct marketing

According to Real Estate Experts direct marketing focuses on

carefully targeted consumers in order to create an immediate response

and to nourish already created customer relationships. Direct

marketing is done mainly through telephone, email, mail or the

Internet. As Pickton and Broderick (2005) have stated, direct

marketing is based on customer databases, which force the focus of

direct marketing on customers instead of products.

Sales promotions

“Sales promotions include a wide variety of promotion tools designed

to stimulate earlier or stronger market response.” (Kotler et al. 2005:

785) Sales promotion can include, for example, samples, coupons,

cash refund offers, premiums, point-of-purchase promotions 19 and

competitions.
Consumer buying behaviour

According to real estate experts the consumer purchasing process

starts with problem recognition, moves to information search and

evaluation of alternatives and then leads to purchase decision and post

purchase evaluation .

The second stage, information search, includes two different search

types: internal search and external search. In internal search the

consumer evaluates brands already existing in his/her evoked set and

considers which ones he/she is willing to consider during the search

and evaluation process. In external search the consumer receives

information from different sources, for example, family, friends,

books or Internet
 Research Methodology

The main purposes of the study were to evaluate different marketing

communication tools used in a Finnish real estate company in Bhopal

and to suggest possible improvement options based on the outcomes

of the evaluation.

The research was merely analytical or explanatory based research,

where “the research goes beyond merely describing the

characteristics, to analyzing and explaining why or how it is

happening.” (Collins and Hussey 2003: 11) At first the researcher

wanted to analyse only offline marketing communications tools, but

after defining the problem further, it was decided to analyse all the

marketing communications further in order to create a clear picture

for the company. Research objectives:

Research questions were designed to identify the type of marketing

communications Sky Ujjawala Builders & Developers utilises, to

discover whether those marketing communications strategies have

been profitable, and to analyse ways Sky Ujjawala Builders &

Developers can improve its marketing

communications in order to increase profits. Both qualitative and

quantitative research methodology were chosen in order to obtain the

best possible outcome of the research.

“A quantitative approach involves collecting and analysing numerical

data and applying statistical tests” whereas qualitative research “is

more subjective in nature and involves examining and reflecting on

perceptions in order to gain an understanding of social and human

activities.” (Collins and Hussey 2003: 13) Since the study is about a

certain company’s marketing communication it was convenient to

interview the company’s director about their tactics and compare

them to a client survey held for the clients that had purchased

property from the company.

In this way it was possible to analyse if the company has the right

understanding how its marketing communication is working and

which tools are bringing the most clients. The secondary research

included a four weeks period where the researcher was gathering

information from different academic publications, such as marketing

communication books, e-books, academic journals and articles, and

also literature regarding marketing communication practices in real

estate industry.

While some of the books and e-books might provide a little outdated

information, the academic journals and articles will provide more up

to date information to fill the gap. During the research process the

researcher 26 noticed that literature about real estate industry is

relatively hard to find and thereby also one real estate marketing blog

was used to create a sufficient picture about the industry’s marketing

communication.
Even though a blog might not provide the most reliable source for

information and it was aimed at North-American markets, it gave

relevant points to compare with the literature. The secondary research

provides background for the primary research by providing theory

where the primary research can compare its results.

The primary research was implemented by two different techniques:

surveying clients who have purchased property (quantitative

approach) and interviewing the company’s managers (qualitative

approach).

Finally, the results of these two were compared in order to suggest

improvement options for the company. The client survey was

conducted through a free online survey tool

(www.freeonlinesurvey.com) within a two weeks period. The online

survey tool was chosen because it offered also quick and easy

analyzing template for analyzing the results.

At first, the survey was designed to be sent to all of Sky Ujjawala

Builders & Developers’ previous clients, but in the end the company

only gave 10 clients’ contact details. The overall response rate from

10 contacts was 70 percent. It was felt that 25 percent sample from

the total pool of 40 clients was enough to carry out the survey.

However, it should be bore in mind that 25 percent might not give a

proper picture of the overall pool, which might affect the reliability of

the survey. The questions of the client survey were designed so that it

would give comparison to the questions asked from the director of the

company thus forcing to word the survey carefully so that it would be

easy to compare with the interview results.

The survey questions were designed to elicit responses concerning

the clients’ buying behaviour, purchase satisfaction and their

evaluation of the company’s different services and communication

tools (See Appendix 4). The survey was conducted on an anonymous

basis and the expected outcome was that all questions would receive

only positive answers from the respondents.

The interview questions were sent to the director of the company

through email, which she answered in written form. Questions

aroused from the answers of the director’s responses and the

researcher were clarified by the director via telephone or Skype

conversation.

The 27 primary interview with the director was held in this way

because no recording device was available and therefore writing down

the whole interview while talking would have caused

misunderstandings. The interviews were first designed to be held with

two persons, the director and the managing director, but after the

managing director resigned from his position, the interview was only

held with the director of the company.

Interviewing the managing director would have brought more

objective perspective to the study, since the managing director have

directorship of the company. Nonetheless, since the interview was

compared to the results of the client survey, it reduces the subjectivity

of the study. The interview included questions, for example, about

customer satisfaction, marketing and marketing communications

objectives, budgeting, and target market and audience.

 Analysis and findings

Comparison: Client survey and interview with the

director 1) The company’s target market, according to its director,

consists of Finnish consumers who want to purchase a property in

luxury destination of Bhopal.

The age group was not identified. The target audience consists of

consumers’ wives, husbands and friends, who influence their decision

making and thereby purchasing behavior.

According to the client survey, the majority (57.2%) of the

respondents was over 50 years old and the rest of the respondents

belonged to age groups 30-39 years and 40-49 years.

2) Referring to the survey, all of the company’s clients had purchased
either duplex, plots or a garden facing houses or villas. The survey’s

results correspond with the director’s own view, and thereby the

company could concentrate on gathering all different types of

properties in its portfolio.

By concentrating on a few different types of properties the company

had improved its customer service and the quality of the actual selling

process when they are showing properties that they truly know inside

out.
Table showing type of Residential property customer have

Purchased.

Type No. of Respondents % of Respondents

plots 30 30%

Duplex 40 40%

Villas 20 20%

Others 10 10%

Total 100 100 %

Above table shows that maximum number of customers that is 40%

had purchased duplex, whereas 30% customers prefer Plots, while

20% respondents prefer Villas and 10% customers prefer others

which include Triplex , Garden facing units etc. for purchases of

residential property.
The survey reveals that all of the respondents were satisfied with their

purchase. It was clarified that the location and the size of the property

were the main reasons for satisfaction.

The director of the company further clarified that usually their clients

want a property that is easy to maintain. These findings could give the

company the chance to adapt their property portfolio so that it would

consist of properties with desirable locations (close to the Airport,

services and transportation possibilities) and easy-care.

3) How one think before making the purchasing decision:
The survey reveals that all of the respondents were satisfied or very

satisfied with the service they received from Sky Ujjawala Builders &

Developers, and all of them would recommend Sky Ujjawala Builders

& Developers to others.

Furthermore, according real estate experts ,consumers are connected

to each others in many ways, and usually personal preferences and

needs are not the only factors that affect their purchasing decisions.

An individual may purchase a product or service because he/she

wants to belong to certain social group or to reach a specific status.

Thus unsatisfied customers can easily create negative word-of-mouth

about any company and therefore word-of-mouth’s influence on

success is crucial.

Sky Ujjawala Builders & Developers has been able to satisfy its

clients, which has created positive word-of-mouth.

The main reasons for recommending Sky Ujjawala Builders

&Developers to others were, for example, good customer service; Sky

Ujjawala Builders & Developers gives support through the whole

sales process; Sky Ujjawala Builders & Developers offers sufficient

after-sales services; Sky Ujjawala Builders & Developers offers legal

help when needed; Sky Ujjawala Builders & Developers’ staff is

professional and competent; and Sky Ujjawala Builders &

Developers’ staff has a thorough knowledge about the area.

According to Sky Ujjawala Builders & Developers’ web pages and its

director,

the company is using similar arguments on its web pages and in its

marketing material. It can be seen that the company has been able to

pass its values to its clients well.

In addition, satisfied clients will pass the same arguments on to their

friends and family, which will create positive word-of-mouth for the

company.
4) Factors at sky Ujjawala builders & developers’ service that

affected ones purchasing decision the most.

According to the managing director of Sky Ujjawala Builders &

Developers, the company has used various marketing

communications techniques during its existence thus the survey

included a question seeking to identify how the respondents first

located Sky Ujjawala Builders & Developers to reveal which

techniques have been the most effective in reaching new clients.

A quite large part of the respondents (42.9 %) had found Sky

Ujjawala Builders & Developers through search engines on Internet

and 28.6% of the respondents found Sky Ujjawala Builders &

Developers through the Home fair held in Bhopal.

The company is putting a lot of effort in its position in Google and is

constantly creating content into its web pages, and this has generated

profits to the company according to the survey.

Investing also in personal selling in different fairs has brought return

on investment (ROI).

The director clarified that the company is investing heavily in its web

pages. In other words, the personnel is creating new and sufficient

content to the company’s web pages including articles about Bhopal

real estate markets and economy, information packages about the

activities in the area and displaying pictures and property information

about the properties the company has in its property portfolio, and

adding videos and PowerPoint presentations about the area.

The respondents were asked, how helpful Sky Ujjawala Builders &

Developers’ web pages where when they were seeking information

about the area and its properties.

The survey reveals that only 42.9% of the respondents answered that

Sky Ujjawala Builders & Developers’ web pages helped a lot or very

much in their information search and 42.9% of the respondents said

that Sky Ujjawala Builders & Developers’ web pages helped only a

little in their information search. It seems that the company is not

completely fulfilling the information need a potential customer can

have.

Furthermore, the respondents were asked to clarify what type of

information they were searching from the web pages. The results

were: information about properties; pictures of properties; information

about the are the company is representing; pictures of the area;

information about the possible activities in the area; information about

golf in the area; articles about Bhopal real estate markets; articles

about Bhopal economic situation; and information about the company

itself.

According to Real Estate Experts at present real estate purchasers are

searching information about their next home with entirely different

ways than before mainly because of the Internet and real estate

agencies are examined and compared constantly.

Further, the company is targeting Finnish consumers while located in

Bhopal so it should develop its web pages to match with customers’

demands and to allure more potential buyers to the area.

5) How would you rate Sky Ujjawala Builders & Developers’
Sales Team ?
Sky Ujjawala Builders & Developers’ sales team was rated as

good or very good.

This question was further clarified by asking which factors make a

good salesperson.

The results were: reliability; personal and customer friendly service;

sufficient knowledge of real estate industry; sufficient legal

knowledge of the real estate industry; good social and communication

skills; and fast responses to answers.

Since the overall rate for the sales team was good or very good, Sky

Ujjawala Builders & Developers’ sales team seems to fulfill the

characters by which the respondents were describing a good sales

person.
Success in selling depends heavily on the salesperson’s ability to

develop, manage and enhance interpersonal relations with the

customer, and thereby Sky Ujjawala Builders & Developers’ sales

team should try to maintain its level of service in order to succeed in

the future.
6) Table showing mode of purchases of residential property

preferred by respondents.

Mode No. of Respondents % of Respondents

Home Loans 57 57%

Lum-sum 06 06%

Installments 33 33%

Others 04 04%

Total 100 100%

 Mode of Purchase
4%
33%

Home Loans
Lum-sum
6%
57% Installments
Others
Above table shows that maximum no. of respondents i.e.57% would

prefer Home Loans whereas 33% of respondents would prefer

Installments while 06% of respondents would prefer Lum-sum and

04% of respondents prefer Others

7) Table showing number of respondants interested

in legality RERA (The Real Estate (Regulation

and Development) Act, 2016 ) approval.

Awareness No. of Respondents % of Respondents

Yes 98 98%

No 02 02%

Total 100 100%

During the survey it was observed / found that mostly respondants ,

about 98% of the respondants were completely aware & interested in

knowing about RERA approval.

While only a small amount of respondants , about 2% were un-aware.

08) Table showing number of respondants interested in

legality OF TNCP The Town and Country Planning Association

Awareness No. of Respondents % of Respondents

Yes 95 95%

No 05 05%

Total 100 100%

During the survey it was observed / found that mostly respondants ,

about 95% of the respondants were completely aware & interested in

knowing about TNCP approval.

While only a small amount of respondants , about 5% were un-aware.

 SUGGESTIONS

The survey revealed that the company has been able to reach clients

through its various marketing communications tools. The company

has been using public relations (articles in magazines and

newspapers), personal selling (participating in fairs, contacting clients

through telephone and email, keeping seminars about the Bhopal real

estate markets in india ), advertising (advertisements in different

newspapers and magazines),and direct marketing (telephone

marketing).

Further, the company has been investing in its web pages to provide

useful information about india and the company to Finnish

consumers. However, the company has not implemented proper

evaluation about how its marketing communications tactics are

working. “Marketing communications is a management process

through which an organisation seeks to engage its various audiences.

To accomplish this, the organisation develops, presents and evaluates

a series of messages, which it sends to and receives from its different

audiences” . As Fill stated, marketing communications is all about

engaging audiences to the company and thereby it should be done

coherently and evaluated continuously in order to reach the set

objectives.

The first improvement for the company would be to create a

consistent marketing communications plan and set objectives for what

it wants to achieve. The marketing communications plan should

include situational analysis, target market analysis, marketing and

marketing communications objectives, marketing communication

strategies, budget, and evaluation process. Marketing communications

strategy helps to clarify objectives as well as the current situation in

the prevailing real estate markets in bhoapl, which then again could

improve the company’s profits in the long run. The company does not

have to change its current marketing communications as a whole, only

a few adjustments are needed.

As the company is the only Finnish real estate agency targeting its

properties to Finnish consumers in the area, it gives a competitive

advantage for the company. Nonetheless, the company should

objectively evaluate its situation by different measures, for example,

by mapping its strengths, weaknesses, opportunities and threat

(SWOT-analysis). SWOT analysis provides useful information about

the company’s situation, but it is quite subjective way to analyse the

company, which may lead to vague conclusions. Therefore a company

should use various different evaluation techniques to create as

objective picture 35 of the situation as possible. In order to get more

objective picture about the situation of the company SWOT-analysis

should be combined with environmental (country-specific) factors. By

understanding the environment the company is operating in will give

deeper insight to the business and enhance their ability to forecast the

future.

According to real estate experts a company must recognise both

macro and micro environmental factors in order to succeed in its

marketing communications. Furthermore, they emphasize that a

company must adapt to a constantly changing environment and

thereby investigation and analysis of the environment is essential.

For instance, evaluating the environment’s political, environmental,

social, technological and legal factors (PESTL-analysis) affecting in

Bhopal can help to modify the company’s objectives and tactics in its

marketing communications.

The next step is to identify company’s target market and audience.

The company has already done the identification, since according to

the director of the company the target market consists of Finnish

consumers who are seeking a property from luxury destinations such

as near International Airport in Bhopal. Further, the target audience

consists of persons who can affect the decision making process of the

persons inside the target market.

The audience can include family members, friends, opinion leaders in

real estate industry, researcher of economics and so forth. However,

the company could further identify its target market by segmenting it

by age. The survey revealed two different age groups: 30 to 50 year

old customers and over 50 year old customers. These two age groups

have different perceptions, attitudes and beliefs and thereby the

company should segment its target market further. By identifying the

target market and target audience carefully, the company can modify

its marketing communications messages so that it fits properly with

the perceptions, attitudes and beliefs of the target market and target

audience.

For example, carefully planned marketing communications can

change the target market’s attitudes towards Spanish real estate

industry more positive and receptive.

The interview revealed that the company’s marketing objective is to

find the consumers which do not follow main stream and want to find

quality properties. The director further clarifies that these type of

consumers purchase usually from Bhopal. that marketing

communications objectives derive from marketing objectives and they

should be designed so that it will help to reach the overall marketing

objectives.
Marketing communications can assist in reaching marketing

objectives, for example, by increasing awareness levels of the area,

changing the audience’s attitudes towards Bhopal real estate industry

and providing relevant information to the target market.

Thus the company’s marketing communications objective could be to

increase the awareness of the area and the company by a certain

percentage and to inform Finnish consumers about the current

economic situation of market. The interview showed that the

company has an annual budget for marketing communications.

This budget is set before the different marketing communications

campaigns are designed thus it can affect negatively to the outcome of

the campaign, since it can eliminate possible good options for the

campaign.

For example, advertising can be seen as very expensive form of

marketing communications and thereby the costs can create barriers to

implement it. The company could specify its annual marketing budget
by identifying the practices, which have brought the most clients to

the company thus calculating the overall costs.

As the survey revealed, 42.9% of the respondents had found Sky

Ujjawala Builders & Developers through Internet search engine and

another 42.9% found the company from different travel or holiday

home fairs held in Bhopal .

By using this information, the company could set its budget for the

next year without eliminating the most profitable ways so far.

state that when a company sets the budget by evaluating how much

they can afford, it can ignore the effect of promotion on sales and

thereby lead to vague annual marketing communications budget.

Yet it is important to remember that marketing communications is not

the only factor affecting sales. In addition, vague budget makes long-

term planning difficult, which can affect negatively to long-term

performance. “By understanding the impact of media in the longer

term, marketing decision makers are far better placed to allocate

marketing budgets effectively across various activities – with a more

robust view as to the likely return from any activity undertaken.”

Have further suggested that marketing communications should be

regarded as an investment, not a cost. This can be hard to picture

because marketing communications might not create visible results.

Sky Ujjawala Builders & Developers’ main marketing

communications strategy consists of direct marketing, personal selling

and public relations ant the main marketing communications tools

were Google optimisation, good and comprehensive website,

telemarketing, participating in fairs in Finland, writing and publishing

articles in magazines and newspapers, and monthly newsletter.

As the survey revealed, most of the company’s clients have found

Sky Ujjawala Builders & Developers through an Internet search

engine or fairs in Finland thus proving that Sky Ujjawala Builders &

Developers’ marketing communications strategy has been profitable.

However, the survey also revealed that most of the clients did not find

Sky Ujjawala Builders & Developers’ web pages quite useful when

they were searching information about the area and its property

offering.

Sky Ujjawala Builders & Developers wants to provide good and

comprehensive website for its customers, but this has not been

fulfilled. Additionally, the respondents were asked what type of

information they were seeking and the majority wanted to find out

information and pictures about the property offering, the company

itself and the area they are representing, hence Sky Ujjawala Builders

& Developers has to develop its website by adding more

comprehensive content about the area and its properties.

For instance, personal experiences of the purchased clients about their

living in the area and videos introducing different places could be

more interactive way to arouse interest amongst the target market.

The director wants to educate clients to understand that Sky Ujjawala

Builders & Developers is selling properties in the best area in Bhopal

and that it is important with whom consumers are doing property

business in Bhopal.

These objectives can be reached through continuous website

development. As the company is using telemarketing to existing

customers in the database to create a close contact with them, the

company could train its sales representatives so that they are fully

aware of the calling process. Planning beforehand is necessary for

successful telephone call to a customer. A salesperson should plan

what to talk about with the customer and how to talk with the

customer.

Pre-planning is essential and it can be achieved through well kept

customer database, where the company collects information about its

customers. Real Estate Experts Have suggested that internal database

should include information about, for instance, customer’s location,

purchasing plans, initial contact, preferences concerning the product

or service, and what is known about their families, occupation and

such.
As the director of the company has noticed, the first contact between

the company and a prospect should be done by telephone rather that

email, because the first few minutes creates the first impression of the

company.

By going through all the stages of selling , the company can reach

better customer satisfaction and return back to its previous more

warmer and personal marketing communications. However, following

the stages of selling may lead to too robotic communication with the

customer and therefore a salesperson should be allowed to improvise

to prevent too pre-planned and routine discussion.

Although marketing communications literature presents personal

selling as more effective in the final stages of the purchasing-decision

process it should be bore in mind that personal selling can create

strong customer relationships already in the beginning of the process.

For example, informative, professional and personalised contact can

produce bonds between the client and the seller, which usually leads

to purchase.
As the first contact with the company’s customer is usually done by

telephone, the company should not underestimate the power of

personal selling. The company is already performing quite well in this

area, since all of its clients would recommend the company to others

and Sky Ujjawala Builders & Developer’s good customer service

affected a lot to their purchasing decision.

“Companies cannot control all the word-of-mouth created by the

consumers”, but the company can affect to the level of satisfaction the

customer retrieves during the purchasing transaction and this can be

done through planned personal selling and consistent marketing

communications in all levels.

According to the director of Sky Ujjawala Builders & Developers,

the company is using public relations (PR) as one of its marketing

communications tools. The personnel are writing articles to

magazines and news papers in order to arouse people’s interest of the

area and Bhopal in general. PR is a cost efficient way to promote the

company as well as its properties and it is preferred to have more

credibility than, for instance, advertising and thereby the company

should continue with PR as before. Although the company is not

investing a lot in advertising, yet it should consider it as a part of its

marketing communications strategy, because it can be used

simultaneously, for example, when the company is participating in

different fairs in Bhopal.

 Conclusion

The purpose of this thesis was to analyse Sky Ujjawala Builders &

Developer’s marketing communications and elicit if the company’s

marketing communications has increased profits. Furthermore, the

researcher wanted to reveal areas of development to enhance Sky

Ujjawala Builders & Developers’ marketing communications in the

future.

The research revealed that the company has been using mainly direct

marketing, personal selling and public relations in its marketing

communications and it has been able to reach its target market and

bring purchasing clients to the company. “Marketing communication

enhances all means on communication between the firm and the target

market, increases the tangibility of the product-service combination,

creates or observes customer expectations, and convinces the

customers for purchase.” The survey revealed that every respondent

was satisfied with the service they received from Sky Ujjawala

Builders & Developers and they would recommend the company to

others.
The respondents also defined the reasons for recommending the

company and those were the same arguments that Sky Ujjawala

Builders & Developers has been using in its marketing

communications thus proving that the company has been quite

successful in encoding its marketing communications messages.

However, the company has not created a proper marketing

communications plan during its existence, which has probably

affected negatively to performance.

The literature review revealed that clear and consistent marketing

communications plan is essential for a company to succeed and

thereby companies should put time and effort in designing and

implementing it. Further, constant monitoring and evaluation of

marketing communications is important for a company since it can

expose areas of improvement and areas, which might have to be taken

out of the repertoire in order to reach objectives better.

“If you are going to evaluate your communication properly, you need

good data. But more than that, you need to analyse those data very
carefully. As we have seen, simplistic analysis can be very

misleading.” Since the researcher did only have limited access to Sky

Ujjawala Builders & Developer’s customer database while carrying

out the client survey, the reliability of this thesis should be taken into

consideration.

Such a small survey does not properly reflect the overall opinions of

purchased clients, which may give false feeling of security for the

company. Therefore the company should carry out a new survey for

all of its purchased clients in order to receive a proper picture of its

performance in the eyes of their clients. In addition, during the whole

process the researcher noticed that it was relatively hard to find

reliable literature about marketing communications used in real estate

industry.

As the company might have access to wider information in real estate

industry, it would be worth to consider investigating the literature

further to elicit new marketing communications tactics for the

company. Although the research should be viewed critically, it

pointed out useful areas of development for Sky Ujjawala Builders &

Developers. Clear and consistent marketing communications is the

key for bringing more clients and developing a marketing

communications plan will help to achieve objectives of the company.

If implemented, the improvement suggestions can improve the

company’s performance in the future thus possibly reflecting

positively in Sky Ujjawala Builders & Developer’s profitability.

 BIBLIOGRAPHY

 http://www.ibef.org/industry/indian-real-estate-industry-

analysis-presentation

 http://www.airportcitybhopal.com

 https://www.99acres.com › Bhopal-Real-Estate

 https://www.magicbricks.com

 https://www.housing.com

 https://www.makan.com

 https://quiker.com

 https://olx.com

 https://homeonline.com

ANNEXURE
 QUESTIONNAIRE

Personal Details

NAME:-        

OCCUPATION:-        

GENDER:-  

FAMILY SIZE :-  

CONTACT :    

E-MAIL:-        

NO. OF EARNING MEMBERS:-

ANNUAL INCOME:

1. Do you have any plan to purchase residential property in

Bhopal ?

 Yes  No
2. What is your present type of property?

 Ownership On rental  Others

3. In which city would you prefer to purchase residential

properties? Why?

 Bhopal  Any Other city

4. Which factor do you take in to consideration while

purchasing residential properties? (Choose any one)

 Location  Price

 Transportation facility  Accessibility to market

 Others ___________________________
5. Which parameters do you take in to consideration while

selecting a residential property? (Allow to multiple choice)

 Brand Name  Quality

 Space (sq. ft)  Facilities

 Interiors  Schemes

6. Which other construction company / industry are you aware

of other than sky Ujjawala builders & Developers ? (Open

ended)

____________________________________________

____________________________________________

7. Kindly Indicate the source of information that you consider

for property purchasing? (Choose any one)

 Hoarding  Newspapers

 Agent  Relatives
  Others

8. Are you aware of various schemes offered by sky Ujjawala

builders & developers ?

 Yes  No

If yes what is your opinion,

 Very Good  Good

 Average

9. During which duration of the year normally would you like

to purchase residential properties?

 Jan. to Apr.  May to Aug.

 Sep. to Dec.

10. What type of residential property you would like to

purchases?
  Duplex plots

 Villas  Others

11. What will be your mode of purchase of residential

property?

 Home Loans  Lum sum

 Installments  Others

__________

Signature