1

MISS.UME SUMMAIYA
RESEARCH PROJECT 01
BRAND AWARENESS
ZAMEEN.COM
GROUP:09

STUDENTS
Huzaifa Hafeez khan 44518
Enaas Zulfiqar 44090
Abdul Wahab 48565
M. Yasir 40111
Vernon Alam 40258

A Research Proposal
Submitted as a mandatory requirement for the
Course of Research Project-I in the program,
Bachelor of Business Administration
At IQRA University, Main Campus Karachi, Pakistan
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TABLE OF CONTENTS

INTRODUCTION………………………………………………………………………………………4

BACKGROUND………………………………………………………………………………………..4

COMPANY PROFILE…………………………………………………………………………………4

VISION………………………………………………………………………………………………5
MISSION…………………………………………………………………………………………….5

OBJECTIVE OF COMPANY………………………………………………………………………5

PORTFOLIO…………………………………………………………………………………………….5
What is a property portfolio?..............................................................................................5

Benefits and importance of property portfolio for investors…………………………………......6

How many properties are required to build a solid portfolio? ……………………………………6

How to build a strong property portfolio in Pakistan?.............................................................6

BUSINESS MODEL…………………………………………………………………………………….6

Mobile website……………………………………………………………………………………….6

Urdu website…………………………………………………………………………………………7

Tools………………………………………………………………………………………………….7

Plot Finder…………………………………………………………………………………………..7

Property Bank………………………………………………………………………………………7

Search Trends………………………………………………………………………………………7

Brand Logo…………………………………………………………………………………………7

TV Campaigns……………………………………………………………………………………..7

ORGANIZATIONAL CHART…………………………………………………………………………8

SWOT ANALYSES……………………………………………………………………………………10

INDUSTRY BACKGROUND………………………………………………………………………….10
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Political Factors……………………………………………………………………………………..10
Economic Factors…………………………………………………………………………………...10 Social
Factors………………………………………………………………………………………11

Technological Factors………………………………………………………………………………11

Environmental Factors……………………………………………………………………………11

Legal Factors………………………………………………………………………………………11

AREA OF INVESTIGATION……………………………………………………………………….11

DEFINITION OF KEY TERMS…………………………………………………………………….12

WORK PLAN METHODOLOGY…………………………………………………………………...12

ETHICAL CONSIDERATION……………………………………………………………….12
INDUSTRY EXPERIENCE…………………………………………………………………………..13

REFERENCE………………………………………………………………………………………….14
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INTRODUCTION:

Zameen.com is the first and largest property portal in Pakistan and is among the top five property portals in
the world. It was founded in 2006 and has since revolutionized the real estate industry of Pakistan by connecting
buyers and sellers online in a highly convenient way, making it a household name among Pakistanis around the
world. With over 30 million property listings and over 5.5 million monthly users, it is the pioneering property
portal in Pakistan, with more than 18,000 agencies registered.

BACKGROUND:

a) Zameen.com was the brainchild of two British-Pakistani entrepreneur brothers, Zeeshan Ali Khan, and
Imran Ali Khan. Their mission was to make Pakistani real estate accessible and convenient for everyone.
Together, they proceeded to lead Zameen.com from a small start-up to the premier real estate entity in
Pakistan. Zameen.com started its funding first round in 2012 which constituted of several angel investors
and substantial investment from venture capital firms. A further two rounds of major investment were
closed in late 2015 and early 2016, bringing in a total of $29 million. Then, in 2019, Zameen.com parent
company, the Emerging Markets Property Group (EMPG) raised $100 million. This round was led by
KCK Group, with Exor Seeds, a highly distinguished company, participating. Zameen.com has since
grown from strength to strength, with over 4,000 employees and presence in over 34 cities around
Pakistan, and offices in 13 major cities.
b) The project or company has been listed down with coated issues beneath alongside the utmost perks which
the company provides with exclusive marketing and sales services to premium projects all of which have
been great successes.
c) Reason for selecting Zameen.com is first one of the group members works here and we can research and
grab the insights of the company more clearly as most companies have confidentiality issues, but here the
trustee and reference are already built. Secondly, the transparency and services of the company are
guaranteed with a popular platform so a company with good a word of mouth must have some narrow
points.
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COMPANY’S PROFILE:
Zameen.com connects buyers with sellers and tenants with landlords for a highly user-friendly real estate
experience. The extensive listings and projects on offer provide something for everyone when it comes to
property.

a) Vision:
Zameen aims to become the one-stop destination for every real estate in Pakistan
b) Mission:
At Zameen, we believe in creating a lifelong partnership with our customers based on transparency, trust,
honesty, and an outstanding level of service excellence. By providing accurate and up-to-date information, in-
depth analysis, sound real estate advice, and exceptional products. We aim to bring the Pakistan real estate
market up to the highest international standards. Our mission is to introduce new ideas and technologies that
will transform the process of buying, selling, and renting real estate making it faster, more efficient, and much
easier for everyone involved
c) Objectives of the Company:
Zameen.com was the brainchild of two British-Pakistani entrepreneur brothers, Zeeshan Ali Khan, and Imran
Ali Khan. Their mission was to make Pakistani real estate accessible and convenient for everyone. Together,
they proceeded to lead Zameen.com from a small start-up to the premier real estate entity in Pakistan

PORTFOLIO:
The real estate industry is considered one of the most lucrative investment avenues in Pakistan—and rightfully
so. Property markets all around the country have been witnessing upward price trends for the past few decades.

Owing to the profitable nature of Pakistan’s real estate sector, not only local but also overseas investors take a
keen interest in capitalizing on investment opportunities available across the country. Luckily technology has
overcome many of the major issues previously faced by the property sector. Platforms like Zameen.com have
played a tremendous role in modernizing the industry.
Whether you are a new or an experienced investor, you need to have a strong property portfolio to establish a
successful real estate business in Pakistan. Wondering what is a property portfolio and how is it going to benefit
you as an investor? We’ve got you covered. In this post, we have tried to answer all these questions in a detailed
manner so make sure to read till the end.
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What is a property portfolio?

The property portfolio is a collection of real estate investments made by an individual investor or an investment
company. Your property portfolio is based on the properties that you purchase entirely for rental and investment
purposes, not for your use.
Owning multiple properties would help you generate a significant return on your investment over a certain
period. If you want to be a successful property investor, you need to treat it as a full-time career and capitalize
on any opportunities available.

Benefits and importance of property portfolio for investors.

One of the biggest benefits of having a strong property portfolio is that it allows investors to diversify the scope
of their real estate business. Also, investing in a wide range of properties naturally lowers the risk factor that is
usually associated with real estate investing, as every property market performs differently.
Moreover, by investing in different neighborhoods in the same or multiple cities, investors can generate
substantial rental incomes on a short-term basis as well as lucrative returns on investment in the longer run.
Even if some of their properties fail to translate into profitable outcomes, this loss could be easily covered by
other real estate investments generating profits.
How many properties are required to build a solid portfolio?
Well, no such benchmark has been defined in this regard. The more properties you invest in, the stronger your
portfolio will be as a real estate investor. You should be at least an owner of three or maybe more than three
investment properties to have a solid property portfolio in Pakistan.
How to build a strong property portfolio in Pakistan?
If you are a new entrant in the field of real estate investing, you need to take your time to do thorough research
on the property sector. Keep an eye out for new and rapidly evolving real estate trends in the country. Almost
all the major cities of Pakistan are going through a major real estate investment shift from plots to high-rises.
Karachi, which is the largest city in Pakistan, has turned into a skyscraper city. Super-tall buildings in Karachi
have turned the skyline of its urban landscape into a concrete jungle. Similarly, Pakistan’s second-largest city,
Lahore is also witnessing aggressive upward development.
Since high-rise and mid-rise developments have now been permitted by LDA in the city, Lahore is on its way to
becoming the next big hub of tall buildings in the country. Keeping in view the recent popularity of vertical
development trends, many well-known builders and development companies of the city have recently
introduced mixed-use projects in Lahore to promote the concept of multipurpose buildings, paving grounds for
a sustainable future for the city.
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BUSINESS MODEL:
Zameen.com allowed free property listings on its website but shifted to the paid advertisements model in 2010.
In 2014, the company also launched its monthly real estate print publication. Today, in addition to providing
advertising space on its online platform, Zameen.com also offers exclusive sales and marketing services to real
estate developers to generate revenue.
Mobile website:
In March 2013, Zameen.com launched a mobile version of its website. This was a move to make the portal
accessible to a wider audience and make it convenient for users.
https://www.zameen.com/apps.html

Urdu website:
In February 2013, the site rolled out its Urdu version.
Tools:
Pakistan Real Estate Price Index in February 2016, Zameen.com launched the Pakistan Real Estate Price Index.
The tool was created with the help of Lahore University of Management Sciences (LUMS) professors.
Plot Finder:
In November 2019, Zameen.com launched a new tool called Plot Finder. This product allows users to access
detailed, geo-coded maps of 2,500 housing projects across 38 cities in Pakistan. It roughly corresponds to 1.2
million plots and homes and accurately depicts the properties segmented and finalized by society developers
and approved by the authorities.
Property Bank:
Zameen.com is also slated to launch a new tool titled ‘Property Bank’. According to the company’s Country
Head Ahmad Bhatti, the feature will “cater to tens of thousands of seller leads that go to waste due to market
inefficiencies.” Additionally, it will catalog more than 25,000 properties presently listed on the company
website that remain without any agency representation.
Search Trends:
The ‘Search Trends’ tool allows users to explore real estate trends prevalent in the Pakistani marketplace based
on the searches launched for different projects as divided into cities, localities, and sub-localities. The
information is updated each month; rendered in a graphical format. Furthermore, the product allows users to
obtain a holistic picture of the most popular with buyers and renters at any given point over the last 12-month
period.
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Brand Logo:
Zameen.com launched in 2006, bearing the “Pakistan Property Portal” tagline as a part of its official logo. This
logo inscription changed to the more elaborate “Pakistan’s No 1 Property Website” in 2011. More recently, in
2018, it was further modified to read the Urdu transliteration of the brand’s popular TVC slogan: “Har Pata,
Humain Pata Hai” (Lit: We Know Every Address).

TV Campaigns:
September 2018, Zameen.com had successfully launched four different large-scale TV campaigns promoting its
website and brand operations. The first of these initiatives saw the company adopt the “Har Pata, Humain Pata
Hai” slogan, which has since become part of its logo as well. In 2017, actor Fawad Khan starred in a TV
campaign titled “Humain Pata Hai Aap Ke Dil Ki Baat”, coming on board as the company’s official brand
ambassador. The ad received approximately 20 million internet views – reportedly the highest online viewership
count for any Pakistani brand at the time.
The company’s 2018 campaign, popularized with its “We can help you find a house, but only you can make it a
home” TVC tagline, again featured Fawad Khan, and proved to be the brand’s most successful online
production to date – receiving more than 4 million views in a few hours, and a total of 22 million views across
the digital landscape over the next two months.

ORGANIZATIONAL CHART?

SWOT ANALYSES:
STRENGTHS:
• Marketing tactics.
• 80% of registered estate agents
• Mobile Application
• Presence of active users
• Website traffic
OPPORTUNITIES:
• Huge exploited industry
1
WEAKNESS:
• Personalized services
• Aggressive Sales Department
• Old Ads posting rather new content
THREATS:
• New Arrival in the real estate area of
expertise
• Property market uncertainty
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INDUSTRY BACKGROUND:
The upturn of the real estate sector as an industry in Pakistan was initiated in Karachi. The real estate agencies
in Karachi were in existence even before the independence of Pakistan. These few agencies were located in Old
Karachi near today’s Bandar Road. Some barons construct buildings and they hire laborers on daily wages.
Rarely does the selling of plots take place, initially, these deals were of a few thousand or a few lacs in some
rare cases.
The short-term investment opportunities in Pakistan is flourishing for the last 6 years. The two major factors
which include the 9/11 factor and the uninterrupted democracy factor from July 2010 until the 28th of June
2016, have left remarkable signs of fruitful short-term investments in the economy of Pakistan. This peak in
short-term investment will be beneficial for a few in the future however many will suffer from it. This shiny
market of short-term investment has been created by the disasters made by the ‘economic terrorists’. Many
white-collar businessmen invested their untaxed, unregistered, and undocumented money from other businesses
in this domain eyeing the lucrative returns. Interestingly, in the six years of slackness of business and
unproductive short-term investments, the provincial and federal governments deliberately or maybe carelessly
did nothing to control the overpricing in the real estate market. The respective governments could have
controlled the prices by simply just increasing the DC rates each year moderately.

a) There are a lot of competitors standing against Zameen.com and a few of the names are Graana.com,
Gharana.com, Right property .com. Intellectual property. One major difference between other real estate
companies and Zameen.com is that other real estate companies act as broker company that deals with
builders and then affiliate them with potential buyers acting as middle people. Whereas Zameen.com
acquires the properties, lands from the builders considering it as their own, and deals with the customers
till the end of the tenure rather than acting as a broker company. According to reports in March 2018,
Zameen.com had more than 5 million monthly visitors, with 32.9 million page views across all devices.
The website also has 11 million property listings, 14,500 registered agents, 1,000 developers, and more
than a million subscribers. so the market shares of zameen.com is cannot be compared to other
companies because zameen.com is the pioneer of the online real estate industry.
b) PESTEL Analysis is a strategic framework include further heads sub heads affecting the factors of an
industry or business.

Political Factors:
• Political stability and importance of the Real Estate sector in the country's economy.
• Risk of military invasion.
• Level of corruption - especially levels of regulation in the Real Estate sector.
• Bureaucracy and interference in the Real Estate industry by the government.
• Legal framework for contract enforcement.
• Intellectual property protection.
• Trade regulations & tariffs related to Real Estate.
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• Favored trading partners.

• Anti-trust laws related to Real Estate.
• Pricing regulations – Are there any pricing regulatory mechanisms for Real Estate.
• Taxation - tax rates and incentives.
• Wage legislation - minimum wage and overtime.
• Work week regulations in Real Estate.
•
Economic Factors:
• Economic growth rate.
• Discretionary income.
• Unemployment rate.
• Inflation rate.
• Interest rates.
• Type of economic system in Pakistan of operation – what type of economic system there is and how
stable it is.
• Government intervention in the free market and related Real Estate.
• Infrastructure quality in the Real Estate industry.
• Comparative advantages of host country and Real Estate sector in the particular country.
• Skill level of workforce in the Real Estate industry.
Social Factors:
• Demographics and skill level of the population.
• Class structure, hierarchy, and power structure in society.
• Culture (gender roles, social conventions, etc.)
• Education level as well as education standard in the Real Estate Trust’s industry.
Technological Factors:
• Technology's impact on product offering.
• Impact on cost structure in the Real Estate industry.
• Impact on value chain structure in the Real Estate sector.
• Rate of technological diffusion.
• Recent technological developments by Ante Real Estate Trust’s competitors.
Environmental Factors:
• Weather.
• Endangered species.
• Air and water pollution regulations in the Real Estate industry.
• Attitudes toward “green” or ecological products.
• Attitudes toward and support for renewable energy.
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Legal Factors:
• Discrimination law.
• Copyright, patents / Intellectual property law.
• Consumer protection.
• Employment law.
• Health and safety law.
• Data Protection.
• Heritage property.

AREA OF INVESTIGATION:
The area of investigation for us as briefed by the company is its end users’ lack of awareness and
acknowledgment of the terms and conditions of the company or what it has to offer in accordance to the real
estate field against all the old school, cliché methods to buy the properties or even trust over the authenticity of
it. It is so because most people prefer the sight of an eye in taking such huge decisions related to properties and
land, because huge finances are related to it so is the risk level. For instance, buying a 5 crore property over an
online company-based platform isn’t still something worth the shot by the old mentality of people who decides
on doing it all practically with the fieldwork. So Zameen.com is working on its brand image enhancement and
on how to create this awareness and trust between its end users on affiliating themselves with an organization
when it comes to buying property or land.

DEFINITION OF KEY TERMS:

The key terms in our research are customer services, brand awareness/ acknowledgement regarding real estate
affiliation with the source of well know, trust worthy company that is Zameen.com. Bringing the customers
towards realization if its authenticity in providing such services marketing removing the old school thoughts of
uncertainty and scam work when huge finances are involved.

Variable: Brand Awareness/ Acknowledgment is a general term that describes how familiar (aware) consumers
are with a brand or its products. It is the measure of how memorable and recognizable a brand is to its target
audience.
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WORK PLAN METHODOLOGY:

Opting the Quantitative Research method in our research, so that we can gain numerical and original
outcomes with proper statistical representation through close ended questions making it a reusable outcome.

a) The approach we are selecting is Quantitative Approach for our research based on survey forms created
through Google Documents. Customers are our center of attention, it is them whose thinking and
response we have to get in order to make our research results effective so, we will be surveying and
interacting with the customers.
b) We will be doing simple random sampling, as it will save our time and resources. It is quite effective in
obtaining information easily from any real estate customers randomly.
c) The sample size which we will be selecting for our research would be from 100-150 customers through
survey forms, mainly from any customer who have knowledge or past experiences about this industry.
d) The instrument for our data collection would be close ended questionnaire/ survey forms which would
be filled out by the customers to draw conclusions and solutions.
e) We will be selecting our areas where there are more physical related real estate dealings in different
offices providing all in person physical deals and services to their customers and no implementation of
any online work related criteria.
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STEP 1
Developmented of Brand Awareness Survey Questionnaire to attained the main
objective of the Research.

STEP 3

Distribute the Questionnaire and discussed with the customer and started getting responds.

STEP 4

Field Work (questionnaire were filled.)

STEP 5
Compensated Results.

STEP 6

Data Entry
.
STEP 7
Statistical Process of Qualitative Data Tested the data using SPSS.

STEP 8

Report Generated .

STEP 9

Delivery of Report.
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Results and Interpretation

To study the brand Awareness of zameen.com,. We got the brand awareness through Questionnaire. These were
online questionnaire and were filled to conducted response. The Customers responses are as follows:

What is your age?

Valid Cumulative
    Frequency Percent Percent Percent
Valid   1 1.5 1.5 1.5
  15 1 1.5 1.5 3.0
  18-24 40 60.6 60.6 63.6
  25-36 20 30.3 30.3 93.9
  37-48 4 6.1 6.1 100.0
  Total 66 100.0 100.0  

Chart Title 100.0

66
60.6

40
30.3
20

4 6.1
1 1.5 1 1.5

15 18-24 25-36 37-48 Total

Frequency Percent

The customer that we target are different age group,60% are to 20 -27 and 28 - 37 are 30 % and only 6 % are
above 40. The questionnaire was rotate randomly to different age group for batter frequency.

What is your gender?

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    Frequenc Percent Valid Cumulative

y Percent Percent
Valid          
           
  Female 24 30.3 30.3 37.9
  male 41 62.1 62.1 100.0
  Total 66 100.0 100.0  

180

160

140

120

100

80 Percent Frequency

60

40

20

0
Female male Total

From the data that we got from the survey, we find out that 30% are female and 60% are male. It's something
that we have to look into it, because the population of female is more than male.

What is your highest qualification?

Frequenc Valid Cumulative
    y Percent Percent Percent
Valid   1 1.5 1.5 1.5
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  ACCA 1 1.5 1.5 3.0

  Doing 1 1.5 1.5 4.5
ma
  FRCR 1 1.5 1.5 6.1
  graduate 5 7.6 7.6 13.6
  Graduate 29 43.9 43.9 57.6
  intermed 1 1.5 1.5 59.1
  Intermed 20 30.3 30.3 89.4
  Masters 2 3.0 3.0 92.4
  Matricul 1 1.5 1.5 93.9
  Ph.d 1 1.5 1.5 95.5
  post gra 1 1.5 1.5 97.0
  Post Gra 1 1.5 1.5 98.5
  Undergra 1 1.5 1.5 100.0
  Total 66 100.0 100.0  

100
90
80
70
60
50
40
30
20
10
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Gr

Frequency Percent

Data about qualification of customers stands up at 40% for graduated students, 30% for intermediated students
and the rest 30% for under graduates, post graduates and matriculation students.

What is your current employment status?

Frequenc Valid Cumulative
    y Percent Percent Percent
Valid   1 1.5 1.5 1.5
  Full-tim 30 45.5 45.5 47.0
  Home- 2 3.0 3.0 50.0
mak
  part-tim 1 1.5 1.5 51.5
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  Part-tim 5 7.6 7.6 59.1

  retired 1 1.5 1.5 60.6
  student 22 33.3 33.3 93.9
  Unemploy 4 6.1 6.1 100.0
  Total 66 100.0 100.0  

Frequency
1%

Full-tim
23%
Home-mak
2%
Total
50% part-tim
1%
Part-tim
student 4%
17% retired
1%

Unemploy
3%

Full-tim Home-mak part-tim Part-tim

retired student Unemploy Total

Employment status elaborates that among the customers 45% are full-time workers, 33% are students only with
a little bit of real estate experience and the remaining 22% are with part-time jobs, unemployment status, and
house designated.

Which income group does your household fall under?

Frequenc Valid Cumulative
    y Percent Percent Percent
Valid   1 1.5 1.5 1.5
  Full-tim 30 45.5 45.5 47.0
  Home- 2 3.0 3.0 50.0
mak
  part-tim 1 1.5 1.5 51.5
  Part-tim 5 7.6 7.6 59.1
  retired 1 1.5 1.5 60.6
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  student 22 33.3 33.3 93.9

  Unemploy 4 6.1 6.1 100.0
  Total 66 100.0 100.0  

Chart Title
Frequency Percent

100.0

66

45.5

33.3
30
22

5 7.6 4 6.1
1 1.5 2 3.0 1 1.5 1 1.5
Full-tim Home-mak part-tim Part-tim retired student Unemploy Total

20% of monthly household income falls under 200,000-240,000, 20% falls under 150,000-190,000, 21% falls
within 100,000-140,000, the majority with 31% falls under 50,000-90,000 and the remaining 19% belongs to
less than 40,000 criteria.

Have you ever sold / purchased

property for you self?
Valid Cumula
Freque Perc Perc tive
    ncy ent ent Percent
Val   1 1.5 1.5 1.5
id
  no 43 65.2 65.2 66.7
  ye 22 33.3 33.3 100.0
s
  Tot 66 100. 100.  
al 0 0
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Frequency
1%

no
33%

Total
50%

yes
17%

no yes Total

65.2% people haven’t engaged themselves with selling and purchasing of properties, while 33% people have
quite knowledge and experience about selling and purchasing properties.

The property that I sold/purchased is for X

purpose?
Valid Cumulat
Freque Perce Perce ive
    ncy nt nt Percent
Val   13 19.7 19.7 19.7
id
    1 1.5 1.5 21.2
  All of 1 1.5 1.5 22.7
them
  Busines 5 7.6 7.6 30.3
s
  Have 1 1.5 1.5 31.8
not
  Investm 20 30.3 30.3 62.1
ent
  Never 1 1.5 1.5 63.6
  Never 1 1.5 1.5 65.2
bought
  Never 1 1.5 1.5 66.7
sold
  No sold 1 1.5 1.5 68.2
  None 1 1.5 1.5 69.7
  Not sold 1 1.5 1.5 71.2
  Not yet 1 1.5 1.5 72.7
  Residen 18 27.3 27.3 100.0
tial
  Total 66 100.0 100.0  
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Frequency
1%
All of them
1%
10%
Business
4%
Have not
Never
1% 1%
Total InvestmentNever bought
50% 15% 1%
Never sold
1%
No sold
1%
None
Residential
1%
14%
Not sold
1%
All of them Business Have not
Investment Never NotNever
yet bought Never sold No sold
1%
None Not sold Not yet Residential Total

The reasons for engaging with properties have been 30% investment-related, 28% residential matters, 8%
business related and 66% are either all of these reasons combined or never sold/bought.
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Do you find zameen.com online application helpful for

finding your desire property requirement?
Frequenc Valid Cumulative
    y Percent Percent Percent
Valid strongly 2 3.0 3.0 3.0
agree
  agree 23 34.8 34.8 37.9
  disagree 6 9.1 9.1 47.0
  neutral 22 33.3 33.3 154.5
  strongly 13 19.7 19.7 195.5
disagree
  Total 66 100.0 100.0  

100.0
100
90
80
70 66

60
50
40 34.8 33.3
30 23 22 19.7
20 13
9.1
6
10 2 3.0

0
strongly agree agree disagree neutral strongly Total
disagree

Frequency Percent

In this part as you can see the responders are not mostly agreeing to this because they are habitual of buying
property through the online portal although for some of them this portal is helpful in searching desire property
because they are young and energetic so they prefer a new way to find desire property. As in this new era of
technology this portal of zameen.com is perfect for time saving and very helpful if seller or third party put
honest review about property will make everyone in Pakistan to search desire need through zameen.com.
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The core objective of zameen.com is to digitalize

property in Pakistan and zameen.com have done
so.
Frequenc Valid Cumulativ
  y Percent Percent e Percent
agree 37 56.1 56.1 68.2
Disagre 2 3.0 3.0 59.1
e
Neutral 14 21.2 21.2 80.3
strongly 13 19.7 19.7 100.0
Total 66 100.0 100.0  

Chart Title
70 120.0

60 100.0

50
80.0
40
60.0
30
40.0
20

10 20.0

0 0.0
agree Disagree Neutral strongly Total

Frequency Percent

In this objective Zameen.com has played a vital role in digitizing the trend of buying and selling property
including land, home and commercial property which we think is a good initiative by the responses as you can
see most of the people responded to agree and some of them are neutral so this role is being considered as a
good step which is i think time saving for the potential buyers in market.
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Zameen.com fulfilled the gap of old school real

estate in Pakistan?

*
Frequenc Valid Cumulativ
  y Percent Percent e Percent
srangly 1 1.5 1.5 1.5
agree
agree 42 63.6 63.6 65.2
disagre 4 6.1 6.1 71.2
e
neutral 8 12.1 12.1 83.3
strongly 11 16.7 16.7 100.0
disagre
e
Total 66 100.0 100.0  

Chart Title
Total 66 100.0

strongly
disagree 11 16.7

neutral 8 12.1

disagree 4 6.1

agree 42 63.6

srangly agree 1.5

1

0 20 40 60 80 100 120 140 160 180

Frequency Percent

The big Realtor of real estate market in Pakistan has made their customer and they are so reliable that every
single project in Pakistan is owned by them and they do advertising every month for projects . But people who
have dealt with the zameen.com they are fully aware of fulfilling their need only on one touch so most of the
responses are neutral just because of market occupied by old style realtors and they still on the same trend to
continue with that.
 1

Has the name zameen.com crossed your

consciousness several times in the past 2 years?
Frequenc Valid Cumulativ
  y Percent Percent e Percent
agree 30 45.5 45.5 95.5
disagre 5 7.6 7.6 53.0
e
neutral 17 25.8 25.8 154.5
strongly 14 21.2 21.2 100.0
disagre
e
Total 66 100.0 100.0  

Chart Title
120

100

80

60

40

20

0
agree disagree neutral strongly disagree Total

Frequency Percent

The responses in this are more towards neutral because in Pakistan many people are still not aware of this portal
as zameen.com did advertising in starting years when e-commerce was not that much niche in Pakistan but as
the world is running fast towards e-commerce but in Pakistan people are not that much reliable so this is why
people don’t think of zameen.com as they have forgotten about it or they don’t rely on online portals for such
serious task of buying property so advertising and reliability play important part for people conscious to let the
country people know about this .
 1

Zameen.com application is convenient and

customer friendly in terms of operating
Frequenc Valid Cumulativ
  y Percent Percent e Percent
strangly 2 3.0 3.0 3.0
agree
agree 30 45.5 45.5 48.5
disagre 2 3.0 3.0 51.5
e
neutral 17 25.8 25.8 148.5
strongly 15 22.7 22.7 100.0
dsiagre
Total 66 100.0 100.0  

Chart Title
3.0 45.5 3.0 25.8 22.7 100.0 agree disagree
neutral strongly dsiagre Total

100.0

66.0 66

45.5

30.0 30
25.822.7
17.015.0 17 15

2 2.0 3.0 2
Frequency Percent

The application of zameen.com is convenient and friendly for the generation who are aware of technology this
is why most of the people are neutral with question because they are not that much aware of technology and
online stuff. The main investors in Pakistan are above age 45 who believe in personal deals and physical
appearance of property and its owner. Although zameen.com portal is hassle free and easy to locate desire
property in Pakistan as for some this is very customer friendly and convenient situation in this fast growing
world.
 1

Do you think Zameen.com is modern way for

Realtor?

*
Valid Cumulative
  Frequency Percent Percent Percent
strongly 2 3.0 3.0 3.0
disagre
e
agree 30 45.5 45.5 48.5
disagre 2 3.0 3.0 51.5
e
neutral 8 12.1 12.1 125.8
strongly 24 36.4 36.4 100.0
agree
Total 66 100.0 100.0  

Chart Title
120

100

80

60

40

20

0
strongly disagree agree disagree neutral strongly agree Total

Frequency Percent

Yes, Zameen.com is a modern way for realtor as shown in the table by the no. of responses acquired through
the survey. Real estate apps like Zameen.com have become increasingly popular in recent years, offering
several advantages over traditional websites with most significant benefit as usability.
 1

Is zameen.com portal easy for selecting property?

Frequenc Valid Cumulative
  y Percent Percent Percent
agree 33 50.0 50.0 65.2
Disagree 3 4.5 4.5 54.5
neutral 13 19.7 19.7 130.3
strongly 17 25.8 28.8 198.5
agree
Total 66 100.0 100.0  

Chart Title

180
160
140
120
100
80
60
40
20
0
agree Disagree neutral strongly agree Total

Frequency Percent

Considering the average of 50% - Zameen.com is convenient for selecting property. It makes the home
buying and selling process more convenient for clients. By allowing users to access listings, schedule
appointments, and track their progress in one place, Zameen.com can save buyers and sellers significant
time and effort.
 1

Zameen.com is reliable in terms of online

transactions?

Frequenc Valid Cumulative

  y Percent Percent Percent
agree 18 27.3 27.3 39.4
Disagre 5 7.6 7.6 34.8
e
Neutral 30 45.5 45.5 80.3
strongly 13 19.7 19.7 183.3
agree
Total 66 100.0 100.0  

Frequency

agree
14%

Disagree
4%

Total
50%
Neutral
23%

strongly agree
10%

With the on-going, increasingly hacking trends, it can be unbelievable to have a newly launched platform with
the reliability in terms of online transaction. However, a neutral response is expected for such a huge
investment.
 1

I'm quite aware of Karachi real estate market I don't

need online application to help me.
 
Valid Cumulative
  Frequency Percent Percent Percent
Strongly 2 3.0 3.0 3.0
disagree
agree 9 13.6 13.6 21.2
disagree 25 37.9 37.9 77.3
agree 22 33.3 33.3 150.0
Strongly 8 12.1 12.1 100.0
Total 66 100.0 100.0  

Chart Title
Total

Strongly

agree

disagree

agree

Strongly disagree

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Frequency Percent

Our survey includes 50% University Business students and 50% Industry insiders, which explains the above
results well enough. Awareness is key to not only catch up with trends but having a platform to compare all
odds. Real estate mobile app have push notification feature, which allows realtors to promote any new scheme
they launch or any discount on the properties.
 1

Do you think Zameen.com should do more marketing?

Valid Cumulative
  Frequency Percent Percent Percent
strongly 2 3.0 3.0 3.0
agree
agree 28 42.4 42.4 45.5
disagree 6 9.1 9.1 54.5
neutal 13 19.7 19.7 143.9
strongly 17 25.8 25.8 100.0
disagree
Total 66 100.0 100.0  

Chart Title
100
90
80
70
60
50
40
30
20
nt

y
nc
rce

10
ue
Pe

eq
Fr

0
strongly agree agree disagree neutal strongly Total
disagree

Frequency Percent

When is marketing not useful? As through a good marketing you have an opportunity to capture a huge market
and provide a solution to a problem. The more effective and efficient the marketing is, the greater shall be your
brand awareness, compelling clients to avail your services.
 1

Every time I hear zameen.com no competitor comes in my

mind.
Valid Cumulative
  Frequency Percent Percent Percent
strongly 2 3.0 3.0 3.0
disagree
agree 32 48.5 48.5 62.1
disagree 8 12.1 12.1 118.2
neutral 16 24.2 24.2 154.5
strongly 8 12.1 12.1 197.0
agree
Total 66 100.0 100.0  

Chart Title
100
90
80
70
60
50
40
30
20
10
0
strongly agree disagree neutral strongly agree Total
disagree

Frequency Percent

Are you familiar with zameen.com services

Frequenc Valid Cumulativ
  y Percent Percent e Percent
strongly 2 3.0 3.0 3.0
agree
agree 28 42.4 42.4 54.5
disagre 8 12.1 12.1 104.5
e
neutral 20 30.3 30.3 153.0
strongly 8 12.1 12.1 197.0
disagre
e
 1

Total 66 100.0 100.0  

Chart Title

100.0

66

42.4

28 30.3
20
12.1 12.1
8 8
2 3.0
strongly agree agree disagree neutral strongly disagree Total

Frequency Percent

Zameen is the pioneer of digitalize real estate in Pakistan, it very shocking that most of the people which is
lying under the aged of 40 and doing investment in property is still not aware of Zameen because 20 % and 8%
and those people that are unaware of services of zameen.com.

As a customer I feel comfortable of zameen.com

projects because I feel secured after investing in
them

Frequenc Valid Cumulativ

y Percent Percent e Percent
strongly 2 3.0 3.0 3.0
agree
agree 17 25.8 25.8 28.8
disagree 3 4.5 4.5 33.3
neutral 31 47.0 47.0 80.3
strongly 13 19.7 19.7 100.0
disagree
Total 66 100.0 100.0  
 1

Chart Title
100.0
Total
66

19.7
strongly disagree
13

47.0
neutral
31

4.5
disagree
3

25.8
agree
17

3.0
strongly agree
2
0 20 40 60 80 100 120

Percent Frequency

frequency show that there is still a hesitation in zameen.com projects, in this there are two things one is people
might not know what they are selling or how they are selling it. Second is there are better options. because data
is showing that almost 50% is neutral on this, 25% agrees and 23%is on the disagree side. big question should
be asked on that.

The transparency level of zameen.com is truthful

regarding its products and services
 

Valid Cumulative
Frequency Percent Percent Percent
strongly 2 3.0 3.0 3.0
agree
agree 27 40.9 40.9 43.9
disagree 4 6.1 6.1 50.0
neutral 23 34.8 34.8 84.8
strongly 10 15.2 15.2 100.0
disagree
Total 66 100.0 100.0  
 1

Chart Title
120

100

80

60

40

20

0
strongly agree agree disagree neutral strongly disagree Total

Frequency Percent

costumer respond is this in a very unique way in a total more than 20% people say that transparency level is not
truthful, on the other hand zameen.com has a policy of clear transparency in finances , documentation of the
projects and builder profile , but the 40 % part of populations agrees so it seems like zameen.com is truthful of
their product and services

Based on your own experience would you

recommend zameen.com to others?
Valid Cumulative
  Frequency Percent Percent Percent
strongly 2 3.0 3.0 3.0
agree
agree 26 39.4 39.4 42.4
disagre 3 4.5 4.5 47.0
e
neutral 21 31.8 31.8 78.8
strongly 14 21.2 21.2 100.0
disagre
e
Total 66 100.0 100.0  
 1

Chart Title

Total

strongly disagree

neutral

disagree

agree

strongly agree

0 20 40 60 80 100 120

Percent Frequency

again after all this there is a large part of data is indicating that people don’t have good experience with
zameen.com but in percentage is been recommended more than 41% people.
 1

CONCLUSION:
This whole report about Zameen.com and its specific elements was our project for Research Project 1,2.
As it is clear that we opted quantitative analysis through a questionnaire based survey filled by approximately
100 customers. Our focal point was brand awareness or vast marketing, creating an understanding of
Zameen.com services among the target audience. Zameen.com has huge billboards in various areas but that is it,
people only know its name as a real estate basis but not the depth acknowledgement or actual services
awareness as compared to other real estate platforms with an easy reach, old school services and
communicative methods. This is because Zamen.com majorly deals in online platform, online transactions and
online services through its online portal/ application and majority people might think this could be a scam,
untrusted platform, not worthy of dealing a great amount of finances through it. In our questionnaire we asked
the customers about their experiences, related sale and purchase of property to know about their knowledge and
experience. Other than this we asked the customers to what level they are aware of Zameen.com name and its
services and most of them were affiliated with and had experiences with Zameen.com and most of them only
heard the name.
For starters, Zameen.com should bring up more strong marketing strategies to reach the customers when real
estate, buying selling comes to their mind. They should put a strong hold on SEO so even people searching
online should have top listings of Zameen.com. Overlapping and recreation of the website’s old content and
advertisements should be done, some audience-impacting advertising and social media content through all
social media applications would be preferable in such a digital era, especially when your services are based on
digital against the old-school on-site platforms.
There is a lot more to study and research, but from what we have gathered the experienced customers are
comfortable with Zameen.com services with positive word of mouth in comparison to other real-estate
companies which have somewhat limited options or limited residential to offer unlike Zameen.com but so many
people are not even comfortable or aware about it which needs to be evaluated.
 1

Recommendation

TARGET MARKET RECOMMENDATION:

                Top of all Organization should be fully aware of the compatible target market (audience) according to
its goals and requirements. Every organization have a main goal that is seeking for more sales and profits
eventually and for that they need to put their resources on the right track of market with the cost margin aswell.
Your marketing strategy should be strong and done through strong medium which is social media these days, it
could bring your organization great value.
In our case we should get a grip on paid marketing ads on social media applications, we should make our
website more informative and easy to use with the perk of adding clientele best reviews on how their
experiences was affiliating their business with Zameen.com, as it creates certain trust and word of mouth.

Recommended Zameen.com Marketing Strategy

The recommended marketing strategies for the market entry of Zameen.com are specifically analyzed below:
Target Markets Identification and Segmentation Strategy
The target market should be the high-income earners, who are principally middle-aged or elderly; this is
because aged individuals tend to have more money in their hands, and are more likely to invest in the property
market – thus, the market would be segmented according to ‘high to low’ income groups, and age
demographics.
Market Entry Strategy
Whilst there are many ways in which the company can make its market entry, it is highly advisable for the
company to follow the joint venture strategy, as other entry routes can be highly expensive and risky. If it solely
enters the market, the risks would be high, as being a u.k-based business; there was a time when they were
unaware on the Pakistani market As a result, it is pragmatic to select a stable local real estate company and
enter into a joint venture with them, so that the market can be easily accessed at low costs and the expertise of
the local business can be used. But last few years back zameen.com developed a department called affiliate.
affiliate department works with local real estate agencies. but they need to be more fucus on this department.
Zameen.com Marketing Mix and Tactics
The key marketing mix strategies and tactics are considered below:
Product/Service and Branding Strategy
The company would offer its existing range of services in the PAKISTAN, but try to focus more on creating
brand awareness amongst the public by using brand promotional strategies over a longer period.
 1

Place (Distribution) Strategy

As the company plans to enter the market, it would try to keep the costs lower and make sure that it uses the
existing distribution strategy of its partner company – since they have better knowhow of the market, this
should be appreciated.(only in small cities )
Price Strategy Structure
Zameen.com would be using highly competitive pricing strategy because there are a huge number of
competitors in the market who are able to offer lower prices , the company would provide regular discounts in
order to attract the customers and create a loyal customer base.

Promotion Strategy (Including Promotional Budget)

Promotion Reason
Strategy

Television Television campaigns are expected to be the best media to attract people of all ages,
advertisement including middle-aged men and women spending their leisure, or working people
watching TV at a Saturday night, Zameen.com could get more opportunity to exhibit the
services through TV campaign besides of reaching mass public at the same time

Campaign Newspaper is one of the most essential campaigning media for any company to come into
through print the attention of mass people; so, Zameen.com will start and continue paid circular
media campaigns in the PAKISTAN market

Radio campaigns Zameen.com will also go through radio-advertising, as this form of advertisement will
better address those busy people

Online marketing This may include web marketing, including search engine optimization, advertisement
campaign through social networking sites, website development, blogs, and e-mails; moreover, by
advertising through Google+, Twitter, Facebook, Myspace, etc should also be emphasized

Outdoor Outdoor campaigns can be a great form of marketing to keep huge contributions; this may
marketing include setting billboards at busy streets beside colleges, universities, offices, shopping
campaign malls, etc

Special Zameen.com will also undertake other forms of campaigns, such as promoting through
campaigns & magazines, sponsoring concerts, sporting events, etc
others
 1

INDUSTRY EXPERIENCE:

Abdul Wahab (48565):

The reason we choose Zameen.com is that we all are aware of it and have somehow experienced it, but it
was first time I visited their Head Office in shara-e-faisal which was not normal for me as I was not
expecting that this online real estate platform might be having their Head Office at such a big Business Hub
area at main Share-e-faisal road in Karachi.). Overall the interior of the office and their office was matched
with logo color theme and the environment was good but felt like everyone is too busy in working and
providing services to their customers.
The experience with their manager with whom we met for interview was welcoming and he answered all the
questions without hesitating and even their higher authority was able to meet us and provide knowledge
about this online platform(Zameen.com) as we are working on our Research project for them and it went all
good to put details in our research report.
Enaas Zulfiqar (44090):
overall is it was a new experience for us, involved in a research project where we are not only experiencing
the industry closely and identifying problems but to providing a solution to those problems as well in the
future as per zameen.com I would they have to be just a little more organized, but the company is still in the
growing phases so we can hope it will change.
Huzaifa Hafeez khan (44518):
For me, it has been a great experience, I have conducted so many meetings throughout my university period.
but I have never been in a sales organization, the environment, culture, the employee behavior is very
professional, although zameen.com is a growing phase, it kind of looks like they are working for many
years in this industry, the chain of command is very decentralized in zameen.com, I think a good step for a
sales organization, we have conducted the interview of executive senior manager Mr. shah zaman khan.
 1

Zameen.com is the pioneer in this online real estate industry, so I think, our research will be a good
beneficial for them and for as well…

M. Yasir (40111):
Zameen.com is the first and largest Real Estate Portal in Pakistan. The Biggest challenge of zameen.com is
to reassure people that you are also making money on offline properties. Zameen.com wants to ensure
people that it is trustworthy and they are successful to build trust in Punjab but in Sindh it will still take
some time. In Pakistan zameen.com have 3 to 4 competitors. In offline properties, they face challenges to
convert investors because people do not want to invest a big amount, they want to invest less money. They
want to change people who work in the wrong way and old methods and have been quite successful in
Punjab but still have some challenges in southern areas in Pakistan. They face difficulty to change the old
school thoughts and old people. Before zameen.com real estate 3 to 4 years ago is normal people were open
shops and they don’t have their own offices when they started providing service through online application
and working environment is good and staff is cooperating.

REFENCES:
https://www.zameen.com/ https://www.zameen.com/apps.html
https://www.faizanbarai.com/pakistans-real-estate-market-current-situation-in-context-with-history/