A study of Market Expansion strategies

through Enlargement of Channel Partner

Base in Godrej Properties Ltd.

NAME – Ajit Gupta

Roll no.- DM17CM05
GODREJ ELEMENTS
HINJEWADI, PUNE
 SECTOR INFORMATION
The real estate sector is one of the most globally recognized sectors

Second largest employer after agriculture

Housing sector is expected to contribute around 11 per cent to India’s GDP by 2020.

India's real estate market is expected to reach US$ 180 billion by 2020
from US$ 126 billion in 2015.
The Government has also raised FDI limits for townships and settlements
development projects to 100 per cent
Under Union Budget 2018-19, Pradhan Mantri Awas Yojana was allocated Rs 33,000
crore while the urban programme of the scheme was allocated Rs 31,500 crore.
 SEGMENT IN REAL ESTATE SECTOR
SECTOR

COMMERCIAL SPACE RETAIL SPACE

RESIDENT SPACE

HOSPITALITY SPACE SEZs

 ACTION PLAN
Corporate &
MagicBrick.com Society Activity

Customer
99acers.com Calling &
Sourcing Other follow-up

of Channel Actions
Partners Plan &
1 Month Google
Activities Project
MyBusiness Presentation

Involved in Project
RERA List
Launched Process
 MARKET SIZE OF REAL ESTATE IN INDIA
900 853

800

700

600

500

400

300

200 180
121 126
100 50.1 53.3 55.6 66.8

0
FY08 FY09 FY10 FY11 FY13 FY15 FY20E FY28E
BILLION DOLLARS 50.1 53.3 55.6 66.8 121 126 180 853
 DEMAND OF COMMERCIAL MALL SUPPLY ACROSS
SPACE IN TOP 8 CITIES IN TOP 8 CITIES (2017)
MILLION SQ. FT.
Kolkata NCR Ahemdabad
30 28 28 Pune 3% 2% 2%
27 4%
Hyderabad
25 23 24%
22

20
Bengaluru
19%
15

10

Channai
0 24%
2013 2014 2015 2016 2017 Mumbai
MILLION SQ.FT 22 23 28 28 27 22%
 ABOUT GODREJ PROPERTIES LTD.
1989 Godrej
Industries Limited Listed in NSE and Total Assets
enter into the real BSE ₹5,615.48 crore
estate business

Revenue: 1,733
Headquarter in Projects in 12 cities
crores INR (US$270
Mumbai across India
million

Owner Adi Godrej A subsidiary of India’s first ISO-

& CEO Mohit Godrej Industries certified real estate
Malhotra Ltd, developer
 COMPETITOR OF GODREJ PROPERTIES
Name Last Price Market Cap. Sales Net Profit Total Assets
(Rs. cr.) Turnover
DLF 190.50 33,986.82 3,055.90 365.20 22,442.70

Oberoi Realty 480.35 17,465.63 974.19 417.16 5,336.78

Godrej Prop 687.10 15,756.71 955.83 240.85 5,934.67

HUDCO 53.40 10,690.15 4,075.42 799.06 35,860.92

Prestige Estate 268.50 10,068.75 2,992.50 232.00 8,007.10

Phoenix Mills 626.05 9,590.54 397.21 154.83 3,109.71

India bulls Real 155.10 7,393.31 82.36 -19.75 8,721.94

Delta Corp 238.40 6,380.54 375.80 104.56 997.95

Sunteck Realty 407.90 5,968.19 175.73 123.59 1,077.84

 PROJECT METHODOLOGY

Client
Handling
Project
Presentation
Customer
Calling &
Organized follow-up
Promotional
Channel
Partner Activities
Outreach
Assigned location in Pune

 Viman Nagar
 Kharadi
 Lohegaon
 Vishrantwadi
 Dhanori
 Koregaon Park
 Wagholi
 Wadgaonsheri
 Kalyani Nagar
 CONVERSION OF CHANNEL PARTNER
16
15
14
14

12

10

8
8 No
7
6
6 yes
5

4
3 3 3 3 3
2 2 2 2 2 2
2
1 1 1 1

0
kalyani keshavna Koregaon tingre Viman Viman vishrantw Wadgaon
Dhanori Kharadi Lohegaon wagoli
nagar gar park nagar Nagar Nagrar adi sheri
No 3 1 5 3 3 6 1 2 2 2
yes 2 1 1 15 8 7 2 14 3 3 2
 OBSERVATION
Role of
Digital Role of
Less CPs
Channel Promotional
Platform Partners in
Registered
Activities
in Real in RERA
Real Estate
Estate

Brand Launching why

Position in Type of Process of Inventory
customer Sales in New unsold in
Mind Real Estate Project the Sector
 LEARNINGS

 Business Model of Real Estate Sector

 New Channel Partner Outreach
 Sourcing of New Customers
 Various Promotional Activities
 New Project Launching Process
 Project Presentation
 Calling and Customer follow up
 Customer Pitching
 Corporate Exposure
Metro from Hinjewadi to Shivajinagar
Road from our project towards Balewadi stadium

Shivaji Chowk Hinjewadi Bridge

Godrej Mumbai Bangalore

HINJAWADI Highway

Balewadi Stadium

Mercedes Benz
GODREJ ELEMENTS
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FOR YOUR
VALUABLE TIME