TABLE OF CONTENT

Particulars Page No.

Declaration 2
Certificate 3
Acknowledgement 4
Executive Summary 6

Synopsis 7
Introduction 10
Latest Prices 14
Prospect of NCR in Real Estate Industry 17
The Major Players of Real Estate Marketing in NCR 24
DLF 24
Unitech 33
Ansals API 36
Jain estate 39
Experiencing Boom in the Real Estate Sector 41
Marketing Strategies of the Real Estate Industry in NCR 43
Market Response and Adjustment 55
Analysis 57
Conclusion 65
Bibliography 66

EXECUTIVE SUMMARY

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In India real estate were presuming to be just sale and purchase of the property in the
market and attaching the word with real estate broker/agents. But the scenario has
tremendously changed. The sector now have become well organized industry with the
major players performing well in the field

Lot of players has entered in the market predominantly the DLF, UNITECH,
PARSAVNATH, ANSALS and OMAXE. They are well established corporate. They
have well established marketing strategy for facing changing democratic and
environmental scenario.

Liberalization has made the sector very attractive for investment and growth
.Government had open the route for FDI and public private partnership (PPP) for
major infrastructural and development project in the state of Haryana the state alone
are the hub of major real estate activities in India the average worth of Rs 20000 cr.
have been already invested in the state which will an estimated return of 15-23% on
the investment

The proposed plan of the government to create 46 new SEZ on which 6 new SEZ will
be created in Haryana alone which will give new positive shift to the town ship
developers to invest heavily in area lying under SEZ.

On the ground of business strategy NCR(areas surrounding Delhi) is playing pivotal

role in the eyes of think tanks of various companies they want to capture major market
through their various commercial and residential projects.

Therefore cities like Gurgaon, Faridabad and Noida are the ideal place to live or to
invest in it.

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 SYNOPSIS

OBJECTIVE OF THE STUDY:

The aim of this study will be to study the extent of marketing potential in NCR region

in bourgeoning real estate industry and what is it’s over all impact on the changing

Indian economy .This study will also put light on a changing trend and new area

developing for realtors in NCR region with their price components both launching and

pre launching price of the property.

Objective 1:

To study the real estate growth

Objective 2:

To investigate the possible growth regions

Objective 3:

To evaluate the role of changing scenario

OBJECTIVE 4:

To conclude the possibilities of investment in REAL ESTATE.

SCOPE OF THE STUDY

This research is important to prospective real estate investor, students, entrepreneurs

and developers who are having stakes in different small and mid size project in NCR.

This may be of special interest to marketing students who would like to know more

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about the practical step- by- step side of marketing world, rather than only the

theoretical aspects taught in business schools.

RESEARCH METHODOLOGY

The following methodology carried out for the research on backward integration in industry is as
follows.

1. Description of the Research

This research on will consist of exploratory research as well as conclusive research.
It begins with a hypothesis, and to arrive at a conclusion, which includes secondary data as well
as information from case data and questionnaire.

2. Data Collection Methods

The Sources of secondary data that are used are
• Libraries & resource center
• Internet Sites
• Books, News papers, Magazines & Journal
• Trade promotion council & Organization
The method of primary data collection is
• Direct interviews.
• Questionnaires

3. Field work
The fieldwork in this project consisted of data collection through taking the interviews and
getting the questionnaires filled up.

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 4. Analysis
Finally interpretation will be drawn from the analysis of the information gathered

 Primary Data

 Secondary Data

 Analysis and Findings of Data

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 INTRODUCTION

Real estate is a business, not a profession. Real estate is sometimes inaccurately

spoken of as a profession, but it is essentially a business. A profession applies science,

art or learning to the use of others, the profit to the professor or person applying it

being incidental; whereas a business is engaged in primarily for profit, and the profit

is to the one engaging in the business.

But whether real estate is a business or a profession has no connection at all with the

body of ethics governing it.

Every business can be conducted upon a plane ethically as high as the ideals of any

profession, and the men who have been conspicuously successful in the real estate

business have attained success because they have applied to their business the highest

ideals of commercial fair dealing. This does not mean that there is any ethical

requirement for the seller or the purchaser to give away anything which belongs to

him, or for either one to disclose to the other his necessity for selling or his

requirements for buying; but the bargain having been made, it is absolutely necessary

that it be lived up to by both parties, according to its intent; and, if there be any doubt

of the intent of the bargain as it is expressed in writing, that the spirit of the

transaction be carried out rather than that the catch words of a written instrument

should govern. Cases are frequent of men who to their own detriment perform the

thing which they have promised to do although not legally obligated, and the bigger

and more successful the man who makes the promise the more surely will it be carried

out. Important obligations are often incurred upon the mere promise of a well-known

man to sell an important piece of property at a definite price, although no legal and

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enforceable obligation exist; and the promise is always redeemed if it is made by a

man who knows the business, and it is redeemed not merely from altruistic motives,

but also for purely business reasons.

Divisions of the business.—the principal divisions of the real estate business are

investment, operation and agency. These differ from one another according to the aims

of the persons engaging in them and the methods by which those persons expect to

make their gains. To conduct either of the first two divisions of the business,

investment or operation, actual money capital is required. The most important capital

in the agency business is the good will of its customers, and that can be marketed,

increased and made very valuable for investment.

Investment is the employment of capital in the acquisition of real estate or interests

therein for permanent ownership or actual use of the person acquiring it. Operation is

the employment of capital in the acquisition or improvement of real estate or interests

therein for commercial operations.

Agency is dealing in or with real estate on behalf of others.

Investment in real estate is generally made for either of two purposes :

(a) To derive an income,

(b) To hold for resale in expectancy of an increase in value.

Investment for income may be for one of two purposes,

(1) The derivation of rental—that is, the direct return for the use of real property for

definite periods, or

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(2) The obtaining of income through others upon money lent on the security of real

property.

ECONOMIC OUTLOOK

The Centre for Monitoring Indian Economy (CMIE) estimates that India's gross

domestic product (GDP) will grow significantly by 2010-2011. From July 1, for high-

value real estate transactions, Form 37(I) Income Tax clearances are not required.

Budget 2010 had provided for the repeal of this provision allowing the government the

pre-emptive right to purchase immovable property. This is a progressive step that

significantly reduces the three-month waiting period before large-value transactions

could be registered. A Rs 500 billion (US$10.2 billion) Urban Reforms Incentive Fund

(URIF) has been proposed to motivate agencies at every level to undertake

infrastructure reforms. Extra funds have been announced to those States pushing

reforms, especially in the context of the Urban Land Ceiling Act. The soft interest

rates regime has lowered cost of funds to housing finance institutions, translating into

a drop in interest rates. This has triggered off a large take-up of finance by end users.

CURRENT SCENARIO

Office markets showed signs of revival towards the end of Q1 2010. Outsourcing

drove these to India of 'back office operations' of financial institutions and call

centers. The market is now looking more buoyant, with most corporates perceiving the

travel advisories as an over-reaction.

In Delhi, rental and capital values continue to be soft and the principle business

districts are seeing movement of small corporates from secondary markets to the CBD,
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focused on A or B+ grade buildings. The suburban markets of Gurgaon and Noida are

driven by larger space requirements of IT-enabled service (ITES) providers, primarily

call centers. Major corporate offices are also relocating from the CBD to Gurgaon in

Haryana, primarily driven by quality and size of space offered. Landlords are offering

single flexible and divisible floor plates of up to 100,000 sq ft.

There is a clear link between shifting corporate destinations and the boost this

provides to housing. This is evident in Gurgaon in Delhi where residential take-up has

been in tandem with corporate influx. The middle to upper middle class residential

market is active across the country. This market is driven by:

Tax incentives offered by the government on housing loans.

Lack of other attractive investment options such as the stock market or personal

savings schemes.

Improvement of transport linkages.

Good quality products offered at reasonable cost by developers to boost lack-luster

markets

The last quarter saw fresh leasing activity in Gurgaon with space commitments of

approx. 1,150,000 sq. ft. However, values are expected to continue to be under

pressure as new supply of over 165,000 sq. ft. is added.

In the next 8-12 months, demand for IT enabled services will be in excess of 1.2-1.4

million sq. ft. Approximately 65% of this demand is likely to be split over 6 cities:

Mumbai, Pune, Delhi, Bangalore, Hyderabad and Chennai.

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In the last 2 to 3 years corporate had observed a shift in the Delhi area most of them

are now function from Gurgaon and Manesar area which was earlier not as a favorable

investment place this shift has occurred due to increase in the price level at CBD area

of Delhi.

LATEST PRICES

CURRENT SCENARIO

Corporate take-up is driving Delhi's office market as well as call centers and other IT-

enabled users.

Tenants are generally seeking fully fitted office space. In the CBD, such space is often

vacated by corporates who have relocated to the suburbs. Sometimes landlords fit out

space to attract good tenants. Takers of smaller office space such as Infar, Tellabs and

Frederic R Harris in the CBD have opted for fully fitted facilities, vacated by previous

tenants. In Gurgaon and Faridabad too, there has been take-up of fully fitted

accommodation.

Most landlords offer air conditioning and power back up, supported by professional

real estate property management. In the CBD, landlords of properties such as Ashoka

Estate and Hindustan Times House have improved these buildings, which have

enabled them to upgrade tenant profile.

The industrial areas of Udyog Vihar, Okhla and Mohan Co-operative and Faridabad

too are seeing take-up by IT-enabled services. In the suburbs, developers have land

and schemes, which are being marketed to corporates with large build-to-suit

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requirements. Noida and Gurgaon offer buildings with such larger floor plates which

cater to large space users.

Both Faridabad and Gurgaon have emerged as prime residential locations, which

produce an English-speaking workforce capable of servicing call centers, and IT

enabled services companies. There are approx 40 call centers operational in Gurgaon

and Faridabad. Call centers typically employ upwards of 100 people at a per-person-

per-sq ft ratio of 70. Call center space take-up is therefore typically in excess of

7,000 sq ft up to approx 200,000 sq ft. Large players such as GE Capital, EXL

Services, Spectramind and Daksh have head counts upwards of 2,500 operating out of

multiple locations.

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 AN OUTLOOK OF PRICE COMPARISON IN DELHI NCR
OFFICE VALUES

Capital Values Rental Values

Location
Rs/ sq ft. Rs/ sq ft./ month

PRIME

Connaught Place A Grade** 27,000-35,000 120-150

Connaught Place B Grade** 22,000-26,500 100-120

SECONDARY

Bhikaji Cama Place# 15,000-25,000 80-120

Nehru Place# 15,000-25,000 80-120

Okhla Industrial Estate* 28,000-35,000 70-1200

Okhla Industrial Area* 25,000-32,000 70-120

Mohan Cooperative*^ N.A. 80-120

SUBURBAN

Gurgaon A Grade 15,000-25,000 75-100

Gurgaon B Grade* 12,000-15,000 60-100

www.zameenzaidad.com
www.magicbricks.com

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PROSPECT OF NCR IN REAL ESTATE INDUSTRY

The state of Haryana has emerged pioneer in the real estate growth in the country. It is

well known fact that the state is highest FDI getter in the sector and all the major

players of the industries have their base in the state therefore Haryana has edge over

engineering and technologies on other part

Real Estate Development has emerged as a principal growth engine for economic

development in this country. With the economy is on an upswing, the emphasis today

is on bridging the massive backlog in infrastructure and housing sectors. This coupled

with increased paying capacity, rapid urbanization and policies like FDI in urban

development sector has made Real Estate Development a lucrative investment option.

The Real Estate Development sector has the capacity to pay for itself without straining

the limited resources of the State Govt. However, to ensure the desired development, it

is necessary to have a clear view of the proposed development and a regulatory

framework with legal backing in place. On this basis, Haryana has been able to invite

private sector to invest in the State and we are proud to say that as of now the model

followed by State Govt. in this regard is being followed by other States also.

The geographical location of the Haryana is such that it encompasses Delhi-the

National Capital on three sides. Its other towns in rest of the State are also well

connected. Therefore, the entire State offers good investment opportunities for Real

Estate Development. The results are for everyone to see at Gurgaon, Faridabad and

Panchkula. Sonepat is also making progress in this direction.

Besides this, there are other factors responsible for large scale private sector

investment in the State.

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The Development Plans for all important towns in Haryana have been prepared for the

prospective year 2021 to divide the entire urban land into various land use zones like

residential, commercial, industrial etc. On the basis of this development plan, the State

Govt. agencies as well as private sector investors undertake development in the State.

Similarly, legal framework in the form of Haryana Urban Development and

Regulations of Urban Areas Act, 1975 and Rules, 1976 are applicable in the State.

This Act gives the regulatory framework for private investment in the State. The

framework is further supplemented by executive instructions wherever necessary.

A responsive techno-administrative set up which responds to the national and

international trends in urban development is the biggest asset of the State. All

investment proposals are viewed as an opportunity by the State Govt. and are treated

positively keeping in view the interest of the State as well as of the entrepreneurs.

However, in order to avail such opportunities, the Government of Haryana is creating

conditions that are conducive to more investment. The state has a number of

development plans in the pipeline at present. One such opportunity is the Development

of the Global Corridor along Kundli-Manesar-Palwal (KMP) Western Expressway. In

this corridor, top class infrastructure facilities that will be at par with international

standards are being created. These are meant to meet not only the needs and dreams of

the investors but also those who will be living there. Further, there will be a number of

specialized economic activities in this corridor, making it growth centric. Each lead

economic activity is envisaged to be the focus of a self sustaining specialized and

independent cluster city. A number of such cluster cities integrated under one

umbrella will provide the overall spatial form of the global urban corridor. In between

these nodes, recreational, forest and green area will be developed.

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The government also has an ambitious plan of developing Rajiv Gandhi Education

City at Kundli, Sonipat. The government is in the process of acquiring about 1500

Acres land abutting the National Highway-1 and KMP Western Express. This

knowledge city will have quality infrastructure and support services so as to invite top

class educational institutes of the world to setup campus there. This unique knowledge

city will have a cutting edge over others and frontier technologies devoted to research

in the emerging areas of learning. Needless to say that the Government of Haryana

will like to have not only the best of infrastructure here but also excellent living

conditions for the inhabitants of the campuses.

In order to improve connectivity between the National Capital and adjoining areas, it

is proposed to extend Metro to Gurgaon for which the State Government has given its

consent. National Highway No.8 from Delhi to Gurgaon is already being converted

into eight lanes expressway. In addition, we propose to introduce Rapid-Mass

Transport system between Delhi-Faridabad, Delhi-Panipat, Delhi-Rohtak as well. This

will open up new avenues for investment in real estate development. The government

is also exploring the feasibility of setting up an International Airport at Asaudha in

Rohtak. If this project comes through, it will, apart from decongesting the traffic at the

Indira Gandhi International Airport of Delhi, give a big boost to the development and

growth of the State.

Not only is the urban area the state going to invest heavily on the hinterland. Hinter

land has also to be opened up for development. In order to achieve this objective, state

funded proposal to upgrade the State highways connecting various towns like Jhajjar,

Rohtak, Jind, Kaithal, Ambala and Yamuna Nagar. This initiative will provide

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tremendous boost to development of these areas & provide ample opportunities to real-

estate investors.

In addition, three new townships near Sampla, Badli-Jahangirpur and Ganaur-

Samalkha are to be developed on the pattern of modern townships. They will not only

help in decongesting the national capital but in the process, also become growth

engines for development of the surrounding areas. It also needs to be remembered that

we intend to provide the most modern transport system to all these are

In the month of June this year the Government of Haryana announced its new

Industrial Policy. Briefly, the objective of the policy is to generate employment, create

investment and to facilitate dispersal of economic activity all over the State. To

achieve the objectives of this policy, a comprehensive plan for the development of

infrastructure all over the State has been drawn. Special Economic Zones are being

setup to give boost to exports. Three new Industrial Model Townships (IMT), apart

from the one at Manesar, are to be developed during the next five years. One of them

is to be located at Faridabad. The Haryana State Industrial and Infrastructure

Development Corporation (HSIDC) have already envisaged one such zone over an area

of 3000 acres at Garhi Harsaru, New Gurgaon. The State Government shall also be

promoting public and private sector initiative for establishing SEZs on KMP Western

Expressway artery, NH-10, NH-8 and NH-2. I hardly need to point out that these offer

excellent opportunity for the real estate developers to make their contribution visible.

The development of Mega Petro Chemical Hub would not have escaped your notice.

The Indian Oil Corporation Limited has implemented two mega projects at Panipat,

utilizing captive feeds stock from its refineries. In view of the availability of requisite

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raw material for polymer and other plastic related industry, Industrial Park in and

around Panipat for the development of downstream industries is being developed. The

State Government, in collaboration with the Central Government, is also setting up a

Central Institute of Plastic and Engineering Technology. In addition, the State is in an

advance stage of creating specialized industrial estates at strategic locations. Thus

there will be a Food Park at Kundli (Sonipat), Gems and Jewelery Park at Udyog

Vihar, two Apparel Parks at the SEZ at Gurgaon and Barhi in Sonipat and Foot Wear

and Leather Garments Parks at Karnal and Bahadurgarh.

Haryana has the unique distinction of surrounding the National Capital from three

sides and that forty per cent of the National Capital Region falls within Haryana. This

is both a challenge as well as an opportunity. Gurgaon has already emerged as an

outstanding example of private participation in real-estate and urban development.

Today the life style offered by Gurgaon draws to it not only companies like Maruti

Udyog, Hero Honda, Modi Alcatel, Whirlpool India, Bharti Telecom, Perfetti India,

DCM Benetton, TDT Copper, Honda Motorcycle and Scooters but also global giants

like Coke and Pepsi. Not only the Malls of Gurgaon draw the best of the clients of the

capital but also the residential areas developed are a big draw with the new generation.

But the pace of urban growth in Gurgaon has put the existing infrastructure under

serious stress. Therefore government had already in the process of implementing

projects to strengthen the infrastructure within investment of Rs. 750 crores.

HUDA’S ROLE

In all these planned development, the role of Haryana Urban Development Authority

(HUDA) is most significant Gurgaon is a naturally planned town. HUDA have

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realized the potential of Gurgaon – as earlier small township, growing into a metro

mega city and visualized it as a commercially and technically savvy city to establish

foundation for social commercial and industrial success, HUDA has realized that the

success of town lies in the satisfaction of its people and believe in bringing them

together. Keeping them in mind, HUDA has developed crèche building, schools,

colleges, dispensary, hospital, community building, police station, fire station, milk

booth, bus shelters, telephone exchanges, stadium, club, old age homes, golf course

etc.

Amongst other most important Infrastructure Facilities, is the ‘ACCESS- ROADS’.

Although Gurgaon as being old existing city – basic of infrastructure was available.

HUDA made their up-gradation developing to their excellence more feeding today

major demands of growth achieved. HUDA aims at making the township of Gurgaon

more easily accessible by providing long and wide roads, which are well lit. The

light-post has been fixed at regular intervals. Consideration of a circular road is also

under consideration. Rightly, Gurgaon roads are leading towards success.

Considering “Water –inevitable source of life” – HUDA truly realizing the importance

of water in all aspects of life. Consequently, a 70 km. Water channel from Sonepat to

Gurgaon has been constructed which is designed to supply 100 MGD treated water

capable of serving up to 16 lacs of people.

As for ‘Sewerage - which is the hygiene of Life’ HUDA has also designed a 4 zone

Sewerage system to ensure hygiene of community. The waste is carried through

proper channels and disposed in an appropriate engineered manner. It also provides an

efficient drainage system to stop the rain water from collecting in the town.

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It may be well said that in Gurgaon, HUDA makes the ‘Infrastructure Facilities on a

Firm Footings’.

As already known Haryana as a state and Gurgaon in particular is a front runner in the

GREEN REVOLUTION. Despite being a commercial township, it has not forgotten

the importance of nature. Accordingly, several provisions have been made to develop

parks, open spaces and green belts. A park has been already developed in Sector 29,

which is fully decorated with water bodies i.e. foundation etc.

For all round development of Gurgaon, HUDA has not ignored the rural population

along with urban lot. The water supply, sewerage, storm water, roads, streets, bricks

on edge of paving and electrification etc. are planned for the village: Jharsa, Khandsa,

Sukhranli, Sarhole, Dundahera, Mulahera, Carterpuri, Gurgaon village, Kadipur,

Kanhari, Basai, Islampur & Dhanwapur.

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THE MAJOR PLAYERS OF REAL ESTATE MARKETING

REAL ESTATE giant DLF Universal Ltd is going to match Mukesh Ambani's Reliance

Industries Ltd in setting up a 20,000-acre multiproduct Special Economic Zone (SEZ)

in Gurgaon. According to Haryana State Industrial Infrastructure Development

Corporation (HSIIDC) the private developer has offered the corporation a joint

venture for the SEZ. But the project will have to be first approved by the Haryana

Industrial Promotion Board (HIPB). The proposed project, which has already received

an "in-principle approval" of the Central government, is proposed to be set up on both

sides of (Gurgaon-Jaipur) National Highway 8, bisecting the proposed Kundli Manesar

Palwal (KMP) Expressway. In fact, the proposed DLF SEZ will look on to the 25,000-

acre Reliance-HSIIDC joint venture SEZ likely to come up in Gurgaon and Jhajjar

districts. The proposed DLF SEZ will be developed in four phases. The first phase of

500 acres is expected to be completed by 2009 and the final phase by 2018. The

company expects the SEZ to attract an investment of Rs 1, 24,000 crore in terms of

fixed as sets like industrial, commercial and residential stock. The annual export

potential of the project has been pegged at $10-12 billion once it is fully operational.

The SEZ project will be developed through a special purpose vehicle (SPV) promoted

by DLF. The company has identified land on both sides of NH 8 for the project, and

has offered to keep any part of the land acquired by the state government for public

purpose out of the SEZ project. The project report submitted by DLF visualizes 5,000-

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6,000 acres of the total project area being developed for industrial use in two parts -

large industrial zone and small industrial zone. The large industrial zone will be

developed with plots of 10, 25 and 50 acres, while the small industrial zone will be

developed with plots of one, two and five acres. The company also proposes to

demarcate a "free trade zone" within the processing area of the SEZ, which would lay

emphasis on trading of goods and commodities manufactured within the SEZ, their

packaging/ repackaging/ exhibition and the service sector, including BPOs, IT and

ITES companies. The private developer will reserve about 2,000 acres for a

commercial zone that will include shops and other establishments such as hotels,

office complexes and banks. DLF will also develop about 20 million square feet of

built-up infrastructure, which would include business centers, Logistics Park,

warehouses and hotels. Almost 10,000 acres will be developed solely as residential

zone, providing all categories of houses for people working in the SEZ. DLF will also

develop about 2,000 to 3,000 acres as institutional area, providing educational,

healthcare and research infrastructure. The private developer will provide connectivity

to the 20,000acre SEZ by creating an arterial road connecting NH 8 and the proposed

Kundli-Manesar-Palwal Expressway during the first phase of development. DLF also

proposes to set up a gas-based captive power plant of 2,000 MW capacities at a cost of

Rs 6,000 crore. According to tentative company estimates, the land cost for the project

will work out to Rs 10,000 crore. The development cost has been estimated at Rs

6,142 crore, the cost for readily built infrastructure at Rs 2,625 and the cost of project

management at Rs 938 crore. LOCATION Both sides of Gurgaon-Jaipur highway (NH

8) COST Project cost for DLF to be Rs 26,000 cr Expected domestic and foreign

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investment Rs 1,24,000 cr STATUS Has received an in-principle approval from the

Centre.

OTHER PROJECTS OF DLF IN HARYANA

DLF CYBER CITY

The Cyber city project is prestigious venture, which aims to provide the world-class

office and recreational space to the reputed organizations. "DLF Cyber city", spread

over 125 acres of land on the Northern Edge of DLF City. It is located at the

intersection of NH-8 and the Sector Road that leads to the DLF Golf and Country Club

ranked as 7th largest Golf Club in Asia

Cyber city will offer over 15 million sq.ft.of modern workspace to leading corporate

houses; software majors and IT enabled service companies who seek International

grade infrastructure. This project besides the regular feature will also include facilities

like hotels, convention centers and multi-cuisine food court.

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DLF CITY GURGAON

 DLF Cybercity

 DLF Building No. 8- Cyber City

 DLF Building No. 9A & 9B Cyber City

 DLF Cyber Greens

 DLF Ericsson Forum

 DLF Infinity Towers

 DLF Square

 DLF Nestle House

 DLF Gateway

 DLF Atria

 DLF Centre Court

 DLF Plaza Tower

 DLF IBM Tower

 DLF Corporate

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RETAIL REVOLUTION AND DLF

DLF pioneered the retail revolution in the country and brought about a paradigm shift
in the industry by redefining shopping, recreation and leisure experiences with the
launch of City Centre in Gurgaon in 2000. Changing lifestyles and accent on quality
entertainment and transition in consumer preferences from conventional modes to a
wholesome entertainment experience along with growing customer aspirations,
enhanced income levels and propensity to spend have further triggered the growth in
the retail market in the country, establishing India as the fifth largest retail destination
in the world. DLF Retail's foray into the exciting arena of mall development
synchronized well with the Group's activities in multiplexes - DT Cinemas and
entertainment Industry. Recognizing the critical need for customer care factors such as
an engaging ambience, adequate and convenient parking spaces, comprehensive
entertainment centers along with full safety and security back up, DLF has ensured
that it matches each and every need of its customers. It has also been able to
strategically leverage its capabilities across the entire range of mall design,
development, execution and maintenance for promoting a healthy partnership across
its large customer base

Going forward, DLF retail is aggressively targeting a national growth plan to reinforce

and strengthen its leadership position in the industry. The commercial capital of the

country Mumbai, Hyderabad, Chennai, Bangalore, Cochin, Kolkata and the tier II

cities like Ludhiana and Jallandhar are amongst the other key destinations focused by

this business division.

With over 17 million sq. ft of ongoing retail projects under development, DLF Retail

is well on its way to establishing over 100 malls featuring close to 500 cinema screens

spread over some 60 cities, in the next 4-5 years. All these are in line with, the

division's single-minded mission of demonstrating its significant strength as a lead

player in the Indian retail sector. The drivers of DLF Retail's growth will be guided

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through its focus on innovation, creativity, technological excellence, enhanced

customer value and service.

In Haryana alone DLF are investing more than 1300 crore worth on different

commercial and residential project. Gurgaon is witnessing major price hike due to stiff

competition between these industries major. The major chunk of investment is coming

through FDI route therefore the main concern is about the price mechanism of

company to market their product well. Though the only major player in the market are

DLF right now but other player are emerging very fast to catch up the boom.

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PROPOSED PROJECT OF DLF IN HARYANA

THE BELAIRE THE SUMMIT THE PINNACLE THE ICON

(In Gurgaon) (In Gurgaon) (In Gurgaon) (In Faridabad)

The group is capitalizing on emerging market opportunities to deliver high-end

facilities and projects to its wide base of customers by constantly upgrading its

internal skills and resource capabilities. In line with its current expansion plans, the

DLF Group has over 130 million sq. ft. of development across its businesses,

including developed and on-going projects. This comprises over 28 million sq. ft. of

projects that the group has executed under its home, offices and shopping mall

segments.

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 THE FAMOUS DLF ATTRAIA IN GURGAON

With a booming retail environment on the horizon, this is a major thrust area for the

Group and DLF is actively creating new shopping and entertainment spaces all over

the country. There are over 42 million sq. ft. of quality retail space developed and

under development in metros and other urban destinations across the country. These

include categories of prime downtown shopping districts, shopping centre and super

luxury malls.

With the growth of the Indian economy and the resulting increase in corporate and

consumer incomes, as well as foreign investment, DLF sees significant opportunities

for growth in its three primary businesses. DLF’s mission is to build a world-class real

estate development company with the highest standards of professionalism, ethics and

customer service and to thereby contribute to and benefit from the growth of the

Indian economy

DLF’s office segment is one of the group’s most admired vertical. Nearly 20 million

sq. ft. of developed as well as on-going projects are a significant contributor to the

growth of office spaces of the most contemporary architecture in Gurgaon alone. Plans

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to develop another 110 million sq. ft. across 12 cities are aimed to give DLF 15-20%

of market share in the business and commercial sector.

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Unitech entered civil engineering in 1974 with its sights firmly set on the future. Building

upon experience and expertise Unitech is constantly looking for ways to satisfy its customers

in the best possible manner. From power transmission lines and highways to theme parks,

from steel plants to residential developments, from indoor stadiums to hotels its work is

often pioneering and always challenging. Its enviable track record proves its ability to

deliver.

Unitech has invested in all the sectors of real estate business namely residential, commercial

and retail & leisure. It has innovatively built homes, offices, shopping malls, theme parks,

hotels and schools in over past two decades.

 Homes (Residential) - In residential sector Unitech has done tremendously well and

has been building homes at a breakneck speed. The company has built houses and villas

keeping on mind the demand of different classes of people. It provides a wide range and

variety of houses to choose from. It has built countless homes. Some of its famous

constructions in residential sector are Escape, Uniworld Gardens, The Close, Uniworld

city, The World Spa, Heritage City, Unitech Heights, Unitech Horizon, Vista Villas,

Greenwood City, Rakshak, The Palms, etc.

29 | P a g e
 Offices (Commercial)- Some of Unitech’s famous commercial complexes are:

Global Business Park - Global Business Park embodies design innovation with a

striving for excellence in quality and craftsmanship. Situated directly on the Mehrauli-

Gurgaon Road, it combines the convenience of a central business location with the

advantages of a highly visible property, specially designed for international

companies.

Unitech Trade Center - Unitech Trade Center is equipped to handle the challenges of

a fast moving business world. A fully computerized building management system

forms the central nervous system of the 6-floor complex. From security concerns to

comfort, Unitech Trade Center takes care of all. The combination of three strong

elements: glass, aluminum and stone is complimented by higher net usable space. A

modern architectural masterpiece.

Infocenter - Infocentre is strategically located within Infocity, a hi-tech park planned

by JTC International of Singapore. With only 33% of the plot built up, the rest is

dedicated to attractive landscaping, parking area and approach road. The complex

comprises two identical modules, rising 4 floors above the ground above the atrium.

30 | P a g e
Signature Towers - With an identity that's unique, Signature Towers has become one

of the best-designed office complexes in India. Many leading multinational and Indian

companies, as well as Unitech, have chosen to operate their businesses from Signature

Towers, with its perfect location just a few hundred meters off the National Highway 8

in Gurgaon.

 Shopping Malls & Theme parks (Retail & leisure),

Hospitality sector and Schools

Unitech is going to make huge investment in the family entertainment centers and

amusement parks in Delhi, Gurgaon and Noida. These would be fully integrated family

entertainment and amusement complexes with Amusement, shopping, multiplexes and

hotels. One of such amazing projects will be The Great India Place. The Great India

Place is retail and entertainment complex as part of Entertainment City, an

international standard amusement park. This integrated mix-use destination also

convinces with its prime location near Sector 18, right at the entrance of Noida.

Spanning 1,500,000 sq.ft, this will be the largest retail development in India.

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Ansal API has almost four decades of pioneering and successful track record of real

estate promotion and development, both in residential and commercial segments and it

is well known name in the Delhi NCR circle Ansal API has provide new growth

opportunities. in the real estate sector Starting with Ansal Plaza, which has ushered in

the shopping mall revolution in the country, development of well known Satellite

Townships and land mark high rise commercial properties, the Company has now

taken on the baton of pioneering development in many spheres apart from tier II cities.

, An ISO 9001:2000 company, it has gained recognition over the period of time as a

premier organization in the field of housing, institutional, commercial and industrial

construction. It has pioneered many consumer-friendly innovations too. Ansals has

first directed the government.

Ansals had first directed the centre government about the use of land as plot to build

the commercial project. they started one of the project in the Delhi alone in the name

of the Ansal building in 1977 in old Delhi from their Ansals have grown in their

ventures

Ansals have marketed their project from 80’s when they built another company in the

name of ansals build well .Their main concentration is in the building of office space

more than the commercial one but now they have shifted towards residential area and

build the well known sushant city in Gurgaon with the average price tag of minimum

one crore rupees

Most of these companies are in the direct marketing mode

32 | P a g e
LAND MARK OF ANSALS

ANSALS API IN OTHER PART OF HARYANA

Ansal API Sushant City, Panipat

Ansal API in its endeavor to provide the best real estate solutions and redefining

lifestyle standards in Panipat has introduced one of its kinds, truly Cosmopolitan

Township coined – Ansal API Sushant City. The township situated near G.T.Road will

offer its residents the privilege of a world-class civic infrastructure. This beautiful,

self-contained township will offer a fine experience, ultra modern lifestyle amidst

pollution free, tranquil and marvelously landscaped surroundings, far from the clutter

of an unplanned city life. Spread over 250 acres of lush greenery, the township will

boast of musical fountains, walking and jogging tracks, well planned residential and

commercial zones, underground electricity and water supply system, e-enabled

communication network, well planned sewerage system, wide and well lit roads, rain

water harvesting and round the clock security and vigil system.

33 | P a g e
The first, finest and the elite residential township of Panipat, Ansal API Sushant City

promises its residents a chance to enjoy a holistic perspective of luxury with this

project. The township will also house beautiful banquet halls, lawns for parties,

restaurants, swimming pools, spa and sauna, gym, tennis and badminton courts,

billiards etc. The Ansal API Sushant City, Panipat are going to make the unique

privilege of world class shopping within the township with departmental stores and

lifestyles boutiques, retail chain outlets, multiplex, food courts and multi-cuisine

restaurants and service agencies. Keeping in mind the intellectual developments of the

young residents of the Sushant City, Ansal API has dedicated space for nursery and

primary school and academic institutions. It also includes provisions for playground

and activity arenas that supplement the whole concept of quality education with focus

on the all round development of the children. The township will also have excellent

medical facilities with a state-of-the-art medical infrastructure for diagnosis and

treatment.

Ansal API Sushant City, Panipat is conceptualized in a way, which would surely suit

individual preferences. The options are innumerable ranging from free hold plots, built

up houses, villas to bungalows. Special emphasis is laid on optimum space utilization,

rich specifications and the quality construction material. Finance facility is also

available from leading financial institutions with easy repayment options.

Ansals are making the best environment to market their product they are ensuring

hassle free life and giving the enduring milieu to the buyer of their products

34 | P a g e
JAIN ESTATE

They are well established commercial real estate agents in Delhi, India who provide

their clients suitable properties in Delhi and NCR region for residential space and

office premises. The organization has achieved a distinct reputation among the

commercial real estate agents and property dealers in India by following a policy of

"Clients' First".

To empower their ability to provide full range of real estate services & to achieve the

international technical know-how and trade practices, they have partnered with

ONCOR International. ONCOR International is an organization of top-ranked,

privately owned commercial real estate companies which offer a comprehensive

selection of corporate & investor related services.

35 | P a g e
PRIOR TO MARKETING DETAI L MATTER

People gain a sense of their environment from every subliminal detail. Each item helps

from the overall perception, but it is the things people touch and feel which have the

most impact. They believe that a developer can exploit the environmental potential of

the project within a prudent and responsible financial approach. They believe in taking

an imaginative approach to the procurement of detail, by commissioning designers

who have a particular sympathy for each object. They need to ensure that each

component is properly executed, functions well, is aesthetically pleasing, and fits

within the whole. Due weight must be given to elements that are taken for granted.

Why they take the long term view in marketing?

They are Property Builders and believe that the long-term view in development is

good for business marketing. Buildings have high visibility and last for decades, even

centuries. They affect the lives of people who neither own them nor use them. They

therefore take responsibility for what they are building and care for what they leave

behind. They believe a development should add something to the community and

improve the environment where possible. Buildings of quality constantly increase in

value. They also add to the value of the land. Building built with care and quality is

easier to maintain, less costly in the long run and less damaging to the environment,

benefiting everyone. By being associated with high quality projects, owners and

investors protect or enhance their established reputation. Corporations are aware of the

value of a name. It can be powerful asset. They think in terms of developments which

offer something back to the community, as people take advantage of the extra facilities

which the development has made possible. This is not wasteful building. It is

36 | P a g e
economically and environmentally the right thing to do. If the project is based on

sound logic, what makes financial sense for the owner can also make good sense for

the community?

EXPRIENCING BOOM IN THE REAL ESTATE SECTOR IN

HARYANA FAVOURED MARKET
THE real estate market in India is on a high growth curve, on the back of a booming

economy, favorable demographics and liberalized FDI regime, although issues such as

lack of land reforms and absence of substantial tax incentive for real estate

development still need to be addressed.

In India's fast-growing economy, real estate has emerged as one of the most appealing

investment areas for domestic as well as foreign investors. The real estate sector will

continue to derive its growth from the booming IT sector, since an estimated 70 per

cent of the new construction is for the IT sector.

Besides the demand from the IT sector, the basic need for modern real estate would

provide lucrative opportunities for investment. All the major companies are

capitalizing on situation arise in comparison to other part of the country price level in

Haryana especially in Gurgaon and respected area are burgeoning with faster rate

which obviously favored the market and become the reason for more investment.

Low interest rates, modern attitudes to home ownership (the average age of a new

homeowner is now 32 years compared with 45 years a decade ago), economic

prosperity along with a change of attitude amongst the young working population from

37 | P a g e
that of `save and buy' to `buy and repay' and liberalized FDI regime have all

contributed to this boom

Listing out the challenges for the real estate market in India, the Indian Government's

tax policy was not in tandem with the liberalization initiatives being undertaken in the

sector.

There are no substantial tax incentives for real estate development except in the

limited circumstances. Even in these situations, the tax incentive windows have a short

life left. The prevailing tenancy laws in India are not in favors of owners of the land,"

it said.

The Urban Land Ceiling Act and Rent Control Acts have distorted property markets in

cities, leading to exceptionally high property prices, it said. Moreover, a high

percentage of land holdings do not have clear titles.

Land is generally non-corporatized and is typically held by individual or families.

This restricts organized dealing, and hinders transfer of titles. Legal processes for

property disputes are time consuming, adding that despite repeated calls for the

rationalization of stamp duties, they continued to be as high as 10-13 per cent in

certain states.

Once the Government puts into place land reforms and addresses the challenges facing

the real estate sector, this sector has the potential to contribute immensely to the

country's GDP

Although Government has not undertaken capital market level deregulation measures,

such as allowing REITs (whether domestic or foreign owned) to operate in India, in

38 | P a g e
2004 it had allowed international and domestic companies to operate real estate

funds/pooled vehicles through the private equity fund route.

The move combined with the boom in the real estate market opened the doors for a

host of realty funds.

While most funds were initially floated by financial Institutions or banks such as

HDFC, ICICI Bank and Kotak Mahindra Bank, real estate developers like DLF

Universal and even retailers such as Pantaloon have now entered the arena for creating

more retail facilities..

MARKETING STRATEGIES OF THE REAL ESTATE INDUSTRY

THE MARKETING CONCEPT

The marketing concept is a business philosophy that challenges the three business

orientations we just discussed. Its central tenets crystallized in the mid-1950s.

The marketing concept holds that the key to achieving its organizational goals consists

of the company being more effective than competitors in creating, delivering, and

communicating customer value to its chosen target markets.

The marketing concept has been expressed in many colorful ways:

"Meeting needs profitably."

"Find wants and fill them.'

"Love the customer, not the product."

"Have it your way.' (Burger King)

"You're the boss." (United Airlines)

39 | P a g e
"Putting people first." (British Airways)

"Partners for profit." (Milliken & Company)

Theodore Levitt of Harvard drew a perceptive contrast between the selling and

marketing concepts:

Selling focuses on the needs of the seller; marketing on the needs of the buyer.

Selling is preoccupied with the seller's need to convert his product into cash;

marketing with the idea of satisfying the needs of the customer by means of the

product and the whole cluster of things associated with creating, delivering and finally

consuming it.

The marketing concept rests on four pillars: target market, customer needs, integrated

marketing, and profitability. They are illustrated in Figure where they are contrasted

with a selling orientation. The selling concept takes an inside-out perspective. It

starts with the purchasing of land, focuses on existing products, and calls for heavy

selling and promoting to produce profitable sales. The marketing concept takes an

outside-in perspective. It starts with a well defined market, focuses on customer needs,

coordinates all the activities that will affect customers, and produces profits by

satisfying customers. see the Marketing Insight “Scholars and Dollars: Marketing and

Selling Comes to College”.

40 | P a g e
Target Market

Companies do best when then choose their target market(s) carefully and prepare

tailored marketing programs

CUSTOMER NEED

A company can define its target market but fail to correctly understand the customers'

needs. Consider the following example:

A major real estate company invented a new substance that on the preparation of

building the marketing start with that very first day they invite application for seeing

that building and company bear all the cost of customer to see the potential building.

Looking for an application, the marketing department decided to play a lot system on

the basis application and a lot one plot only on the basis of draw of lot. The company

created a few model marketing and exhibited them at a site show.

Understanding customer needs and wants is not always simple. Some customers have

needs of which they are not fully conscious. Or they cannot articulate these needs. Or

they use words that require some interpretation.

Customer can be segmented on the following basis whether they able to explain their

need or not

1. Stated needs (the customer wants an average home)

2. Real needs (the customer wants a expensive locality, not its initial price, is low)

3. Unstated needs (the customer expects good service from the developer)

4. Delight needs (the customer would like the dealer to include a gift of a NCR

road atlas)

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5. Secret needs (the customer wants to be seen by friends as a savvy consumer)

Responding only to the stated need may shortchange the customer. Consider a woman

who enters a hardware store and asks for a sealant to seal glass window panes. This

customer is stating a solution, not a need. The salesperson might suggest that tape

would provide a better solution. The customer may appreciate that the salesperson not

her need, not her stated solution.

A distinction needs to be drawn between responsive marketing, anticipative marketing,

and creative marketing. A responsive marketer finds a stated need and fills it. An

anticipative marketer looks ahead into what needs customers may have in the near

future. A creative marketer discovers and produces solutions customers did not ask

for but to which they enthusiastically respond.

Customers are notoriously lacking in foresight. Ten or 15 years ago, how many of us

were asking for cellular telephones, fax machines, and copies at home, 24-hour

discount brokerage accounts, multi valve automobile engines, compact disc players,

cars with on-board navigation systems, hand-held global satellite positioning re-

ceivers, automated teller machines, MTB, or the Home Shopping Network?

Why is it supremely important to satisfy target customers? Because a company's sales

each period come from two groups: new customers and repeat customers. One

estimate is that attracting a new customer can cost five times as much as pleasing an

existing one. And it might cost sixteen times as much to bring the new customer to the

same level of profitability as the lost customer. Customer retention is thus more

important than customer attraction.

Integrated Marketing

42 | P a g e
When all the company's departments work together to serve the customer's interests,

the result is integrated marketing. Unfortunately, not all employees are trained and

motivated to work for the customer. An engineer once complained that the

salespeople are "always protecting the customer and not thinking of the company's

interest'! He went on to blast customers for "asking for too much." The following

example highlights the coordination problem:

The marketing vice president of a major real estate company wants to increase the

market share. His strategy is to build up customer satisfaction through providing

better apartments, accessible locality, better trained sales staff, and better people in

management. Yet he has no authority in these matters. The management people

chooses inefficient people that increase the operating costs; the facility management

department uses that raw material that will cost low but with no sustainability human

resources department hires people without regard to whether they are naturally

friendly; the finance department sets the outstanding price. Because these

departments generally take a cost or production point of view, the vice president of

marketing is stymied in creating an integrated marketing mix.

Integrated marketing takes place on two levels. First, the various marketing functions-

sales force, advertising, customer service, product management, marketing research-

must work together. Too often the sales force thinks product managers set prices or

sale quotas "too high"; or the advertising director and a brand manager all not agree on

an advertising campaign. All these marketing functions must be coordinated from the

customer's point of view.

43 | P a g e
Second, marketing must be embraced by the other departments; they must also "think

customer." According to David Packard of Hewlett-Packard: "Marketing is far too

important to be left only to the marketing department!" Marketing is not a department

so much as a company wide orientation. Xerox goes so far as to include in every job

description an explanation of how that job affects the customer. Xerox factory

managers know that visits to the factory can help sell a potential customer if the

factory is clean and efficient. Xerox accountants know that customer attitudes are af-

fected by Xerox’s billing accuracy and promptness in returning calls.

To foster teamwork among all departments, the company carries out internal marketing

as well as external marketing. External marketing is marketing directed at people

outside the company. Internal marketing is the task of hiring, training, and motivating

able employees who want to serve customers well. In fact, internal marketing must

precede external marketing. It makes no sense to promise excellent service before the

company's staff is ready to provide it.

Profitability

The ultimate purpose of the marketing concept is to help organizations achieve their

objectives. In the case of private firms, the major objective is profit; in the case of

nonprofit and public organizations, it is surviving and attracting enough funds to

perform useful work. Private firms should not aim for profits as such but to achieve

profits as a consequence of creating superior customer value. A company makes

money by satisfying customer needs better than its competitors.

44 | P a g e
Most companies do not embrace the marketing concept until driven to it by

circumstances. Various developments prod them to take the marketing concept to

heart:

♦ Sales decline: When sales fall, companies panic and look for answers. Today,

newspapers are experiencing declining circulation as more people rely on radio,

TV, and the Internet for their news. Some publishers now realize that they know

little about why people read newspapers. These publishers are commissioning

consumer research and attempting to redesign newspapers to be contemporary,

relevant, and interesting to readers. They are also starting Web pages.

♦ Slow growth: Slow sales growth leads some companies to search for new markets.

They realize they need marketing skill to identify and select new opportunities.

Wanting new sources of revenue, like in the case of the m tech developers where

they entered in the medium and small size project in the tier two and tier three

cities like Rewari, Sonipat, Karnal, Jind, Jakhal which is totally new area for

consumer markets and invested heavily to acquire consumer marketing expertise to

perform well in these markets.

♦ Changing buying patterns: Many companies operate in markets characterized by

rapidly changing customer wants. These companies need more marketing know-

how if they are to track buyers' changing values. Now customer demand are the

stimulating factor for these companies

♦ Increasing competition: Complacent companies may suddenly be attacked by

powerful competitors. DLF and Ansals was only players of the market till 2000

but the sudden boom and the liberalized policy of the government on FDI in

45 | P a g e
 infrastructure in infrastructure regulated, marketing-naive telephone company until

the 1970s, when the government began allowing other companies were jumped in

the bandwagon of the real estate bus . No one want to miss that bus to sell their

product and services equipment. DLF plunged into the marketing on overseas

particularly and hired best marketers it could find to help it compete. Companies in

deregulated industries all find it necessary to build up marketing expertise.

♦ Increasing marketing expenditures: Companies may find their expenditures for

advertising, research and development, sales promotion, marketing research, and

customer service to be poorly done. Management then decides it is time to

undertake a serious marketing audit to improve its marketing. In the course of

converting to a marketing orientation, a company faces three hurdles: organized

resistance, slow learning, and fast forgetting.

Some company departments (often manufacturing, finance, and R&D) believe a

stronger marketing function threatens their power in the organization. Initially, the

marketing function is seen as one of several equally important functions in a check-

and-balance relationship. Lack of demand leads marketers to argue that their function

is more important. A few enthusiasts go further and say marketing is the major

function of the enterprise, for without customers there would be no company.

Enlightened marketers clarify the issue by putting the customer rather than marketing

at the center of the company. They argue for a customer orientation in which all

functions work together to respond to, serve, and satisfy.

46 | P a g e
THE SOCIETAL MARKETING CONCEPT

Some have questioned whether the marketing concept is an appropriate philosophy in

age of environmental deterioration, resource shortages, explosive population growth,

world hunger and poverty, and neglected social services. Are companies that do an

excellent job of satisfying consumer wants necessarily acting in the best long run

interests of consumers and society? The marketing concept sidesteps the potential

conflicts among consumer wants, consumer interests, and long-run societal welfare.

Consider the following criticism:

The recent adopting of land by reliance group(ADAG) for preparing the SEZ in

Haryana had come under serious criticism because of unethical acquisition of farm

land similarly the land acquire by the Ansals in Manaser had the problem with some

group to not having all relevant land transaction paper from the farmer and land owner

make the sense that these companies are doing some unethical business In satisfying

consumer wants, these companies may be hurting ethical code of conduct and loosing

trust from the mind of the customer .

Situations like this one call for a new term that enlarges the marketing concept.

Among those suggested are 'humanistic marketing" and "ecological marketing." We

propose calling it the societal marketing concept.

♦ The societal marketing concept holds that the organization's task is to determine

the needs, wants, and interests of target markets and to deliver the desired

satisfactions more effectively and efficiently than competitors in a way that

preserves or enhances the consumer's and the society's well-being.

47 | P a g e
The societal marketing concept calls upon marketers to build social and ethical

considerations into their marketing practices. They must balance and juggle the often

conflicting criteria of company profits, consumer want satisfaction, and public in-

terest. Yet a number of companies have achieved notable sales and profit gains by

adopting and practicing the societal marketing concept. In recent past Ansals have

started various educational institute in various part of the countries

HOW BUSINESS AND MARKETING ARE CHANGING

We can say with some confidence that 'the marketplace isn't what it used to be.” It is

changing radically as a result of major societal forces such as technological advances

globalization, and deregulation. These major forces have created new behaviors

challenges:

Customers increasingly expect higher quality and service and some customization

They perceive fewer real product differences and show less brand loyalty They cab

obtain extensive product information from the Internet and other sources, peel ting

them to shop more intelligently. They are showing greater price sensitive their search

for value.

Brand manufacturers are facing intense competition from domestic and foreign brands,

which is resulting in rising promotion costs and shrinking profit margins. They are

being further buffeted by powerful retailers who command limited shelf space and are

putting out their own store brands in competition with national brands.

Store-based retailers are suffering from an over saturation of retailing. Small retailers

are succumbing to the growing power of giant retailers and "category killers.' Store-

based retailers are facing growing competition from catalog houses; direct-mail firms;

48 | P a g e
newspaper, magazine, and TV direct-to-customer ads; home shopping TV; and the In-

ternet. As a result, they are experiencing shrinking margins. In response, entrepre-

neurial retailers are building entertainment into stores with coffee bars, lectures,

demonstrations, and performances. They are marketing an 'experience" rather than a

product assortment.

COMPANY RESPONSES AND ADJUSTMENTS

Companies are doing a lot of soul-searching, and many highly respected companies are

changing in a number of ways. Here are some current trends:

♦ Re-engineering: From focusing on functional departments to reorganizing by key

processes, each managed by multidiscipline teams.

♦ Outsourcing: From making everything inside the company to buying more goods

and services from outside if they can be obtained cheaper and better. A few com-

panies are moving toward outsourcing everything, making them virtual companies

owning very few assets and, therefore, earning extraordinary rates of return.

♦ E-commerce: From attracting customers to stores and having salespeople call on

offices to making virtually all products available on the Internet. Consumers can

access pictures of products, read the specs, shop among on-line vendors for the

best prices and terms, and click to order and pay. Business-to-business purchasing

is growing fast on the Internet: Purchasing agents can use bookmarked Web sites to

shop for routine items. Personal selling can increasingly be conducted

electronically, with buyer and seller seeing each other on their computer screens in

real time.

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♦ Benchmarking: From relying on self-improvement to studying "world-class per-

formers' and adopting "best practices." Also going to six sigma

♦ Alliances: From trying to win alone to forming networks of partner firms.

♦ Partner-suppliers: From using many suppliers to using fewer but more reliable

suppliers who work closely in a 'partnership" relationship with the company.

♦ Market-centered: From organizing by products to organizing by market segment.

♦ Global and local: From being local to being both global and local.

♦ Decentralized: From being managed from the top to encouraging more initiative

and "entrepreneurship' at the local level.

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MARKETER RESPONSES AND ADJUSTMENTS

Marketers also are rethinking their philosophies, concepts, and tools. Here are the ma-

jor marketing themes as the millennium approaches:

♦ Relationship marketing: From focusing on transactions to building long-term,

profitable customer relationships. Companies focus on their most profitable cus-

tomers, products, and channels.

♦ Customer lifetime value: From making a profit on each sale to making profits by

managing customer lifetime value. Some companies offer to deliver a constantly

needed product on a regular basis at a lower price per unit because they will en- the

customer's business for a longer period.

♦ Target marketing: From selling to everyone to trying to be the best firm serving

well-defined target markets. Target marketing is being facilitated by the

proliferation of special-interest magazines, TV channels, and Internet newsgroups.

♦ Individualization: From selling the same offer in the same way to everyone in the

target market to individualizing and customizing messages and offerings.

Customers will be able to design their own product features on the company's Web

page.

♦ Customer database: From collecting sales data to building rich data warehouse

information about individual customers' purchases, preferences, demographics, and

profitability. Companies can 'data-mine" their proprietary databases to detect

different customer need clusters and make differentiated offerings to each cluster.

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♦ Integrated marketing communications: From heavy reliance on one

communication tool such as advertising or sales force to blending several tools to

deliver a consistent brand image to customers at every brand contact.

♦ Channels as partners : From thinking of intermediaries as customers to treating

them as partners in delivering value to final customers .in real estate business

brokers are the channel partner

♦ Model-based decision making: From making decisions on intuition or slim data to

basing decisions on models and facts on how the marketplace works.

In recent years, some have questioned whether the marketing concept is an appropriate

philosophy in a world faced with major demographic and environmental challenges.

The societal marketing concept holds that the organization's task is to determine the

needs, wants, and interests of target markets and to deliver the desired satisfactions

more effectively and efficiently than competitors in a way that preserves or enhances

the consumer's and the society's well-being. The concept calls upon marketers to

balance three considerations: company profits, consumer want satisfaction, and public

interest

Therefore relationship marketing is the crux of real estate marketing Relationship

marketing is one of the hottest trends in marketing today. Experts have defined the

term in many ways-but the bottom line is always getting to know your customers

(clients, publics, etc.) better so you can meet their wants and needs better."

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ANALYSIS

1. Occupation.

Out of 100 respondents:

• 36 – Public Officials

• 44 – Private Employees

• 20 – Self Employees/Business

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 2. Age group

Out of 100 respondents:

• 43 – In age group of 25-35

• 28 – In age group of 36-45

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 • 21 - In age group of 46-55

• 8 - In age group of 56- 65

3. Which type of house do you live in?

Occupation v/s Housing

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 Out of 100 Respondents

• In Apartment societies – 23 were Private Employees, 6 were Public

Officials and 8 were Self Employees.

• In Builder Floors – 15 were Private Employees, 14 were Public

Officials and 10 were Self Employees.

• In Plot Houses – 5 were Private Employees, 14 were Public Officials

and 2 were Self Employees.

• In P.G accomodatition – 2 were Private Employees, 2 were Public

Officials and 0 were Self Employees.

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 4. Which type of house do you live in?

Age v/s Housing

Out of 100 Respondents

• In Age Group of 25-35 – 15 are living in Apartment Societies, 20 are

living in Builder Floors, 3 are living in Plot Houses and 5 are living in
P.G accommodation.

• In Age Group of 36-45 – 12 are living in Apartment Societies, 10 are

living in Builder Floors, 6 are living in Plot Houses and 0 are living in
P.G accommodation.

• In Age Group of 46-55 – 15 are living in Apartment Societies, 2 are

living in Builder Floors, 4 are living in Plot Houses and 0 are living in
P.G accommodation.
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 • In Age Group of 56-65 – 2 are living in Apartment Societies, 1 is living
in Builder Floors, 5 are living in Plot Houses and 0 are living in P.G
accommodation.

5. Which factor/s affected you the most in your decision of choosing above
mentioned option?

Out of 100 respondents

• 56 – Consider Geographical Location as most important factor in

choosing a House.

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 • 25 – Consider Bank Loans as most important factor in choosing a
House.

• 02 – Consider Promotional Activities by companies as most important

factor in choosing a House.

• 17 – Consider other reasons like hometown, peers etc. as most

important factor in choosing a House.

6. Which factor/s affected you the most in your decision of choosing above mentioned
option?

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 Out of 100 Respondents

• 15% – Decide their location on basis of Living Standard.

• 44% – Decide their location on basis of Basic Amenities.

• 31% – Decide their location on basis of Price of Deal.

• 11% – Decide their location on basis of Social Life.

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 7. On the following attributes, please compare the housing options.

Attributes Apartments Builder Floors Plot Houses P.G

Connectivity 25 92 88 78

Power Back-Up 96 0 0 69

Water Supply 95 44 90 50

Parking Space 68 70 95 20

Above table shows the No. of responses in each section.

8. Which mode have you chosen to gather information about projects?

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 Out of 100 Respondents

• 72 consulted Property Dealers for any information

• 10 made their decision on the basis of Advertisements

• 18 made their decision on reference from Friends/Relatives

9. Modified Decision

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 Out of 100 Respondents

• 56 decided to change or delay their decision of purchasing a

property

• 44 decided not to change their decision of purchasing their decision

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CONCLUSION

The real estate industry is on up ward slope again. Many people are interested in investing in

Real Estate industry an Industry is also providing them various offers. Based on the report and

analysis following key points can be concluded:

1. Builder floors are emerging to be a possible area for investment in terms of ROI and

availability.

2. Much of the organized activities need to be implemented in this industry as they are not a

prime choice of consumers. Various reasons for this are – High Rates, Govt. Regulations,

and Lack of certain Amenities etc.

3. Consumers are looking at various choices available to them in Developer Apartments

and Societies and they are on their prime choice for housing. This is due to advantages

offered like – Low Cost, Power & Water Back-Up, Easy loan schemes etc.

4. Moreover Land Rates are very much high and thus the Builder floors are loosing

preference in economical housing.

5. But certain individuals are changing their mind and are shifting to Builder floors because

of certain changes like:

• Service tax on Under Construction Apartment.

• Delhi Faridabad Flyover at Badarpur Border.

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BIBLIOGRAPHY

• www.unitechgroup.com

• www.dlf-group.com

• www.ansalspropertiesltd.com

• www.eldecogroup.com

• www.omaxe.com

• www.parsvnath.com

• www.gurgaonproperties.net

• www.realestatencr.com

• www.gurgaonrealestate.com

• www.estatedeveloper.com

• www.indiaproperty.com

• Business Standard

• Times Property

• HT Property

• International Real Estate summit Hong Kong report

• India Today Buyer’s Guide – January 2010 Edition

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NAME
Ph. No.
OCCUPATION
AGE
ADDRESS

QUESTIONNAIRE

1. Which type of house do you live in?

Apartments Builder Floors

Plot Houses Others

2. Which factor/s affected you the most in your decision of choosing above mentioned
option?

Geographical location Bank Loan/Schemes

Promotional activities Others

3. Which factor affected you the most in your decision of choosing above mentioned
option?

Living standard Basic amenities

Pricing Social life

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 4. On the following attributes, please compare the housing options.

Attributes Apartments Builder Floors Plot Houses Others

Connectivity

Power Back-Up

Water Supply

Parking Space

5. Which mode have you chosen to gather information about projects?

Dealers Advertisements

Friends/Relatives Others

6. Have recent changes in real estate industry modified your decision?

Yes No

7. Please state the reason (if any)

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