PROJECT REPORT ON

Channel Management: Registering

Channel Partners and Creating Brand
Awareness
UNDERTAKEN AT

KALPTARU LTD, PUNE

(3RD JUNE to 17TH JULY 2014)

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Pramod B Kulkarni (PDGM II A 2013-15)

SUBMITTED IN THE PARTIAL FULFILMENT OF

REQUIREMENT
OF POST GARDUATE DIPLOMA IN MANAGEMENT (PGDM)

SUBMITED BY
PRAMOD BHALCHANDRA KULKARNI
(PDGM II A 2013-15)
Roll No 59
Institute of Management Development and Research
DES Campus, Deccan Gymkhana Pune-411004

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Pramod B Kulkarni (PDGM II A 2013-15)

EXECUTIVE SUMMARY

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Pramod B Kulkarni (PDGM II A 2013-15)

The project was started on 3rd of June 2014 after knowing all the relevant
information related to real estate industry, under the guidance of Mr. Ujwal
Kumthekar (AGM Marketing& Sales). The first part of my project involves the
study of Channel Partners and Competitor Developers in Pune & Lonavala
region, among which I had to identify potential Channel Partners among others
and helping them in order to increase the sale. For this I used the method of
personal face to face interaction with Channel Partners and visiting Competitor
projects as a mystery buyer.
Our project was base on following 3 points:(a)Market Penetration: According to Kalpatarus past experience, they
believe that majority i.e. around 80 per cent of their sale of houses/units take
place through Real Estate Agents and Brokers who are in Professional terms
called as Channel Partners. To know more about these Channel Partners and
build a good relationship with them, Kalpataru decided to penetrate the market
of these cities by Registering these Agents and Brokers as Channel Partners of
Kalpataru. Also by doing this they get to know the working culture of the Cps in
pune city what are their terms and condition what other builder are offering
them etc.
The Interns (Management Trainees) were sent out on field to meet these
Channel Partners in their respective cities and persuade them to become a part
of Kalpatarus sales network by registering them by simply filling up an
enrolment form and submitting a couple of documents along with this
enrolment form like address proof, PAN Card 3 photos etc.

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Pramod B Kulkarni (PDGM II A 2013-15)

(b)Competitor Analysis We had to visit top upcoming or under construction

projects in Pune as Mystery Clients/ Customers, find out their flat specifications
such as rate per square feet, total flats available, their area along with proper
cost sheet and brochures of the site visited. This would give an idea to Kalpataru
Ltd about what is the competition offering in the area where Kalpataru will
launch its future projects and accordingly they can offer something better and
unique in terms of specifications, amenities and other features as compared to
its competition.
The other purpose of competitor analysis was to have a basic idea
about the competitor project planning, size, technology, quality and financial
aspect and to get to know the challenges and opportunities in the current
business environment.
On daily basis, the data collected above from Registration of real estate agents
and brokers as channel partners and Competitor Analysis had to be entered into
ERP system. We would first enter it in an excel sheet and send it to the team in
the corporate office who would then enter it into the ERP system.

(c)Lead Generation Once these Agents and Brokers were registered as Channel
Partners of Kalpataru, they were pitched and given all the information on all the
ongoing and upcoming projects of Kalpataru in their respective cities so that
they prepare themselves and find clients/investors for the available or upcoming
flats/units which would result into the sales of such flats and units of Kalpataru.
This is how leads were generated by these registered Channel Partners which in
turn resulted in sale of flats.
These Channel Partners are given 2% Brokerage if the lead they generate
finalize and book the flat/unit in any Kalpataru Project.

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Pramod B Kulkarni (PDGM II A 2013-15)