Presentation on Summer

Training
at
IND-SWIFT GROUP

1
Diversification of Ind Swift into
Real Estate

With brand

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Objective of the Study
 To know the Marketing Strategy of Builders
 To know their Promotion Strategies.
 To know the USP of Builders.
 To know their Marketing budget.
 To know their Major Customers.

3
Industry Profile
Types of development Current scenario in real estate.

 Future Scenario in real estate.

Residential
 Real Estate in Tricity
(Panchkula,Mohali and Zirakpur)
Commercial Major players
 DLF

• Omaxe

• Parsvnath

• Unitech

• K Raheja

4
Political Environment
 Government Initiative.
 Excise duty on cement..

 Taxes

5
Company Profile
 Introduction to the company.

 Company under diversification front.

 New Manufacturing units

6
Research Methodology
Research Methodology –To solve research
problem systematically
. It may be understood as a science of studying
how research is done scientifically.
The term research methodology comprises of
all research activities .It includes various
types of research.

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 Data Collection

The data was collected through questionnaire

Target audience
All the builders in Tricity.
Sample size
A sample view of 37 builders are considered
appropriate for the purpose of the study These
builders are those who have projects in
zirakpur and kharar
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 DATA ANALYSIS
&
INTERPREATATION

9
Government Approvals

Approval

34%
MUNICIPAL
CORPORATION
GMADA/HUDA
66%

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No. Of Projects Undertaken by The
Builders
Projects Undertaken

5% 3%
11%
one
two
three
four
19%
62% five

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 Consumer Compliant Projects
COMPLIANCE

Price : 2.16 4.50 4.22

4.00
Location : 2.27 3.19
3.50
3.00 2.76
Facilities : 2.76
2.50 2.16 2.27
Area : 3.19 COMPLIANCE
2.00
Transportation : 4.22 1.50
1.00
.50
.00

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 Media Used By Builders To Promote
Their Projects
optimization
Reference

Personal web Property portals

Brand name Google search

newspaper Local

Print Media magazines consultants

International
pamphlets
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 Media Used By Builders To Promote
Their Projects

media

.90 .84
.80
.68 .70
.70
.60 .51
.50
.38 media
.40
.27
.30
.20
.10
.00
electronic print outdoor web personal consultant

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Marketing budget Criteria

Marketing budget

Market Conditions Festive Occasion Location

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Marketing Budget
monthly marketing budget

6%
16%
less than Rs 20,000
20,000-59,000
60,000-99,000
56%
22% more than 1,00,000

16
 Government Housing Schemes
Affect Local Builders Sale

GMADA’s Airport City

YES NO

Blockage of customer Ready to move in

Customer waits for the draw Cant wait for draw

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Government Housing Schemes
Affect Builder Sales
colonies promoted by govt bodies affected sales

11%

no
yes

89%

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 Target Audience Of The
Builders
target auidence

.80 .73
.70
.60

.50
.41
.40 target auidence
.30
.20
.11
.10
.00
high medium low

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 Unique Selling Proposition
unique selling proposition unique selling proposition

.80
.70
.70
.57 .59 .57
.60 .51
.50 .46

.40 .35
.30
.20 .16

.10
.00

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 Majority Of Consumers
majority of consumers

1.00 .95
.90
.80
.70
.60
.50 majority of consumers
.38
.40
.30
.20
.08
.10 .03
.00
cor end ind end cor inv ind inv

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Conclusion
 Builders have said that there USP is their cost,
reputation of the builder and timely possession.
 The projects are approved by government bodies
like Municipal corporation and GMADA
 The Projects are price compliant
 The Builders are budget cautious
 Majority of the consumers are the End users and
Investors

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Recommendations
 Builders should also focus on lower income groups and
should work on EWS segment
 Builders should provide all the facilities that they have
promised
 Builders should explain the concept of Super Area and
also tell the hidden cost while doing the booking.
 Builders should provide green area and also keep the
norms of government in their mind while developing any
project.
 Builders should give after sales services to the customer.

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THANKS AND REGARDS
 TO PRINCIPAL
 TO MY TEACHER
 TO MY COLLEAGUE
 AND ALSO TO THOSE WHO HELPED ME
IN DOING AND COMPLETING THIS
TRAINING.

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