Earth Project on real estate

7/28/2019 Earth Project on real estate

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1 Nayan Mehta (12BSP1910)

A REPORT

ON

―Analysis of the real estate

sector in NCR region with

reference to ‗Earth

Infrastructure‘‖

By

NAYAN MEHTA

(Enrollment No: 12BSP1910)

Name of the Organization:

EARTH INFRASTRUCTURES LTD.




A REPORT

ON

“Analysis of the real estate sector in

NCR region with reference to

‗Earth Infrastructure‘

By

NAYAN MEHTA

(Enrollment No: 12BSP1910)

A report submitted in partial fulfillment of

The requirements of PGPM Program of

IBS-GURGAON

Distribution List:

1) PROF. SHALINI KHANDELWAL (FACULTY GUIDE)

2) MR. RAJ KARAN PURI (COMPANY GUIDE)

Date of Submission: 9th

May, 2013

http://www.google.co.in/url?sa=i&rct=j&q=ibs+gurgaon&source=images&cd=&cad=rja&docid=xipJjr7LV4ln5M&tbnid=exPypAFYCo6DYM:&ved=0CAUQjRw&url=http://www.indiacollegesearch.com/colleges/IBS_-_Gurgaon&ei=MV-JUaeGFJHzrQfyiYCQBQ&bvm=bv.46226182,d.bmk&psig=AFQjCNEYaDWnujCB3gfyvrnyF_d77NeSIw&ust=1368043681603553

http://www.google.co.in/url?sa=i&rct=j&q=earth+infrastructure+logo&source=images&cd=&cad=rja&docid=0go4emuCEbKRQM&tbnid=jS6OWxav0rrGYM:&ved=0CAUQjRw&url=http://realestatehub.sabkahub.com/EARTHINFRASTRUCTURES.aspx&ei=rWOJUd65O8PqrQebiIDQDQ&bvm=bv.46226182,d.bmk&psig=AFQjCNFGOuKTiXHwPX5lpA6ehp4hukKnBw&ust=1368044838389575




ABSTRACT

This project includes Analysis & Business Development at Earth Infrastructure throughvarious channel and promotional activities to ultimately increase the overall market share and

revenues for the company.

The project is divided into four stages:

a) Understanding the product at Earth Infrastructure and analyze the competitors and their

product present in the market.

b) Developing promotional and marketing strategies.

c) Conduct a market research to understand the promotional strategy which suits best to

generate business of the company.

d) Executing the process through follow ups and closing the sales.

The basic objective of the project is to understand the process of Business Developments and

various attributes related in the actual project with an objective to develop entrepreneurial

capabilities.

Stage I is completed - In stage I understood the real estate sector. The training program

increased my knowledge about the real estate sector and helped me develop the business of

the company.

Stage II is developing the markets - I bifurcated the market into two categories: Hot and Cold

Market. Hot Market includes our close relatives and friends, and Cold Market includes

general public. This stage also includes the research work with respect to earth infra.

Stage III is Lead Generation - It involves the different promotional strategies that I adopted

to attract the investors such as putting the canopies near the site and in the apartments,

visiting the shops in the marketplaces etc.

The Stage IV is Execution - It involves the follow ups of the investors and closing the sales.




1. INTRODUCTION

1.1 About the Company:

Earth Infrastructures is an independent infrastructure provider with committed customer

base. It is one of India‟s most well capitalized real estate companies. Today the name Earth

is synonymous with Quality, Innovation and Trust. Within a short time span, it has succeeded

to ride on a high growth curve and has witnessed significant investment interest and

transaction activities from all parts of India and across the globe. Strong financial support and

engineering expertise makes us a quality infrastructure provider with global presence. The

group is known in the Realty fraternity for its professional might. Implementation of

new technology and innovation has been its constant goal and this is evident in all its

projects.

This success is the result of the leadership which understands the power of compelling vision

and it is the compelling vision and its execution that has made Earth the “Investment of

Choice” (for the investors) “the employer of choice” (for the employees) and “Associate of

Choice” (for the channel Partners and associates)

The people-first, performance driven culture is spearheaded by the four Directors of Earth

Infrastructures Ltd., Mr Avdesh Goel, Mr. Atul Gupta, Mr Vikas Gupta and Mr.

Rajnish Mittal. Their expertise in their respective fields, powerful intuitive sense, alert and

intelligent thinking pattern and a hunger to excel, has influenced the internal and external

dynamics of the organization, synergizing them with the success.

The Company‟s ability to meet the special requirements of the real estate market and clients

demand comes from its strong foundations of professionalism.

The group‟s strength lies in its panel of dynamic, young, qualified and highly experienced

management and dedicated marketing professionals that take care of the entire activities

keeping its main thrust on customer satisfaction, which is the main motto of the company.




INNOVATION BEYOND IMAGINATION is the core philosophy of Earth Infrastructures

Ltd.

Setting benchmarks by initiating the concept of green building technology in North India,

Earth has been the pioneer in bringing the first LEED CERTIFIED Residential and

Commercial Projects in Noida and Gurgaon. The infrastructural marvels are a personification

of its dynamism and company‟s vision to create the finest elements of urban living with state

of art structures and sustainable models.

1.2 VISION

To be the most innovative and trusted brand in real estate industry by adopting new

technologies with a focus on green and eco-friendly construction with focus to fulfill the

expectations of the customers.

1.3 MISSION

1. ONE FACE, ONE VOICE

There will be one face, one voice of Earth for the outer world.

2. CUSTOMER CENTRIC ATTITUDE

To ensure complaint free operations with total customer satisfaction by resolving

customer‟s issues with utmost attention and speedy services round the clock.

3. BRAND VALUE

To deliver the projects „differently‟ and make the customer to feel at ease and comfort

and create the „Earth Brand‟ a most trusted brand.

4. INNOVATION THROUGH TECHNOLOGY

Earth would be effortful and creative to identify and deliver something new, matching

the technological up gradation in the Realty sector, all around the globe.

5. CORPORATE SOCIAL RESPONSIBILITY

Earth would concentrate towards development of affordable houses for the masses, to

reach to the heart of all.




6. EMPLOYEE CULTURE

To keep on constantly searching for the talented employees, developing employee

retention policies, providing continuous training and development to facilitate them to

contribute completely in the growth of the organization.

7. CHARACTER, ETHICS AND VALUES

Earth be governed by its professional policies and procedures to ultimately benefit its

valued customers. The transparency of the policies would be maintained through the

company‟s operational manual. Adhering to the manual would be mandatory for all,

with an ultimate objective to make the EARTH “Favorite of all” and to create

―ETHICAL BRAND VALUE‖ within a short span.




1.4 Purpose, Scope and Limitations

Purpose:

The project will help to understand the marketing & selling strategies, projected &

implemented in the real estate sector. Then again while going for a deal with i.e. closing a

deal the major concentration on applying the selling strategies properly & also to satisfy the

customer needs according to their risk appetite & earnings.

As the aspects of this project is multidimensional so as its purpose. It will take into

consideration the mutual benefit of the company coupled with gaining some practical

knowledge about the real estate sector & their overall marketing strategies & processes.

Benefits to the company:-

Get increased sales of their products by the proper implementation of the

recommended measures.

To get an idea about the new marketing strategies that can be applied in future to

compete with the competitors.

To promote their product portfolio not only among the existing customers base but

also among new customers through lead generation.

Find out the various products present in the industry.

Academic Benefits:-

Experience of doing a market research & practical experience in convincing the end-

users to fill up the questionnaire.

Experience of interacting with perspective customers and convert them into real

customers.

Got an insight of real estate products and gain thorough knowledge of various

promotional strategies.

Scope of Project:

The objective of the project includes Business Development at Earth Infrastructures Ltd. The

company has entered the Real Estate sector 3 years back, so the basic aim of this project is

Business Development that is generating business for them by attracting investors to the

newly launched Residential and Commercial projects. This would include structuring of the

entire business so as to increase the efficiency of the work done at Earth Infrastructures Ltd.




The project would enable Earth Infrastructures Ltd in Business development of their

properties by reaching to the maximum number of investors. It also aims at developing

promotional strategies to increase the number of investors purchasing their property. The

project will also help in measuring the investors‟ preferences for Earth Infrastructures Ltd

projects.

Methodology:

The methodology followed comprises of a brief study of the evolution of real estate industry

and its growth in India.

In order to fulfil the above objective a descriptive study was taken up, in which primary and secondary data was collected from the records of the company etc. and

surveys respectively.

Tools like ghost calls etc were used to understand the strategies and offerings of

competitors.

After the collection of the required data a detailed analysis was done to understand the

overall market, products present and competitor offerings.

As a part of promotional strategy followed by EIL various activity like putting the

canopies near the market and offices, distribution of pamphlets and approaching the

people to convert them into our real customers.

Limitations of the Study:

The project taken is very vast so considering the accuracy of all the aspects as required by the

study is a major limitation. However, every attempt will be make to overcome any flaw

which might occur due to this.

Changing political, economic and legal environment.

Secondary source of data.

The company analysis is done on the basis of financial statements. Any discrepancy inthem will be reflected in the final valuation.

On data which can be quantified in numbers is taken into consideration while

qualitative aspects are ignored.

Other market impacts like manipulation, inside trading etc. are not taken into

consideration.




2. UNDERSTANDING THE PRODUCT AT EARTH

INFRASTRUCTURES LTD:

Earth infrastructure Ltd. is the fastest growing company in the Real Estate Sector. In the time

span of only 3 years, the company has launched its Six Projects in Delhi- NCR region. The

Six Projects are:-

1. Earth Tech One

2. Earth Towne

3. Earth Sapphire Court

4. Earth Copia I

5. Earth Iconic

http://www.google.co.in/url?sa=i&rct=j&q=earth%20iconic&source=images&cd=&cad=rja&docid=d0Ydd61tdIOy3M&tbnid=3FSbnsALBxCB0M:&ved=0CAUQjRw&url=http://www.earthnewproject.com/earth-iconic/&ei=j-KIUarhDY6KrgfX_IFI&bvm=bv.45960087,d.bmk&psig=AFQjCNGA-UQgCbNlO4jPMw82wqROEaW_Tg&ust=1368011769560162

http://www.earthinfra.com/creations-residential-three.html

http://www.google.co.in/url?sa=i&rct=j&q=earth+sapphire+court&source=images&cd=&cad=rja&docid=SG7BBGp9EzfxIM&tbnid=HWod57wfNqCLMM:&ved=0CAUQjRw&url=http://www.earthsapphirecourt.org/price-list.html&ei=C-KIUamGIYqIrAe1oYCgBQ&bvm=bv.45960087,d.bmk&psig=AFQjCNFCjeO65U9iAZQRYsglB0ECxsKB9w&ust=1368011634092640

http://www.google.co.in/url?sa=i&rct=j&q=earth%20tech%20one&source=images&cd=&cad=rja&docid=Q6DOK9262VuIaM&tbnid=dZX_-UX8hYJLEM:&ved=0CAUQjRw&url=http://noida-uttarpradesh.olx.in/it-ites-office-space-at-earth-tech-one-iid-283105984&ei=j-GIUZ_nGITlrAf_t4HYAg&bvm=bv.45960087,d.bmk&psig=AFQjCNEntDUc6YZARNOm0nptenFmoY9Eaw&ust=1368011523638767






























6. Earth Studio

7. Earth Gracia

8. Earth Elacasa

http://www.google.co.in/url?sa=i&rct=j&q=earth%20elacasa&source=images&cd=&cad=rja&docid=8V1e85W-HNsnyM&tbnid=JnGXjAu1NjGNeM:&ved=0CAUQjRw&url=http://gurgaon.locanto.in/ID_154431366/Earth-Elacasa-Live-up-your-Aspiration-Call-7838520200.html&ei=6OOIUZWqEMnorAeZhIHwBw&bvm=bv.45960087,d.bmk&psig=AFQjCNEHFHVhVUGiO_skmSqlWNOsvHc6Cw&ust=1368012081059116

http://www.google.co.in/url?sa=i&rct=j&q=earth+gracia&source=images&cd=&cad=rja&docid=QzCGlSpPC3PlmM&tbnid=1QXV60s-V78dbM:&ved=0CAUQjRw&url=http://www.earth-townenoida.in/&ei=X-OIUdejNobKrAfgw4DADg&bvm=bv.45960087,d.bmk&psig=AFQjCNEaBsA1EqJ8DNrpy1vwNaXomBhNwg&ust=1368011990889637

http://www.google.co.in/url?sa=i&rct=j&q=earth+studios&source=images&cd=&cad=rja&docid=wm7HL2vSbe8CfM&tbnid=rlm1oLPPTJHlpM:&ved=0CAUQjRw&url=http://sabkagharr.com/Commercial.aspx&ei=9uKIUe_5KcPTrQeSoYGADQ&bvm=bv.45960087,d.bmk&psig=AFQjCNHui6eqarVO2uMBv0vObuXmKN8iag&ust=1368011876561290
















2.1 Earth Techone

It is an integrated commercial project which focuses on providing every type of real estate

product in an area of 15 acres.

It mainly focuses on the smooth working of business by providing offices, apartments, retail

shops so that the investor who is seeking to commence his business may not have any kind of

problem as all the facilities are provided as his rest place (apartments) will be near and any

other stuff can be bought from retail shops.

Offices

Three types of offices provided;-

Alpha tech- fully furnished office space

Under this every facility will be provided like from desk to computers, printers and every

necessary thing which the person seeks to have in an office.

Sizes available - 350, 500, 750, 1000 sq. ft.

Rates - for 350 & 500 is RS. 6000 /sq.ft. , for 750 & 1000 is Rs. 5750/sq. ft.

Beta tech- semi furnished office space

It is office space which will have less facility than alpha tech and is best suited for an investor

who wants or has interest in doing further changes as per his/ her requirements.

Sizes available – 300, 500, 700, 1000

Rates – Rs. 5250/ sq. ft.

Gamma tech- unfurnished virtual space

It is an open space provided with no locks and space is distributed among the investors

according to their requirements.

Size starts from 200 sq. ft. and multiples of 200

Studio apartments – fully furnished

These apartments are basically for the persons who would be commencing there businesses in

the offices provided in the Tech one site. So that their work is not effected by wasting time in




travelling from their homes. It is also suited for the companies to reside their guests not far

from the workplace.

Ideal for executives, small families and senior citizens. So this concept is good as it saves

much money and time.

Sizes available – 495 & 800 sq. ft.

Rates – Rs. 4000/ sq. ft.

Express one – semi furnished retail spaces

These spaces are suitable for food courts, ATM‘s, Retail shops etc.

Are also a part of facility which is to be provided to the investor who is going to invest in

apartments and offices.

Retail shops -

Sizes available - 250 / 350 / 450 Sq. ft. (and, multiples)

Rates Rs. 11000 / Sq. ft. (GROUND FLR.)

Rs. 9500 / Sq. ft. (UPPER GROUND FLR.)

Bank Space -

Size available - 3000 Sq. ft.

Rates - Rs. 8500 / Sq.ft

Food Court -

Sizes available - 500 Sq. ft. & 1000 Sq.ft

Rates - Rs. 8500/Sq.ft.







2.2 GROWTH DRIVERS OF EARTH TECH ONE

1. Night Safari: GNIDA is planning to develop a Night Safari. It is fourth in the world

after Singapore, China and Thailand. Bernard Harrison will be designing the

upcoming Greater Noida night safari.

2. Formula 1 Race Track: Just 5 kms. Away from Tech Zone, It was First hosted in

2011. The track was officially inaugurated on 18 October 2011.

3. Amusement Park: It is proposed to be developed over an area spread in 200 acres.

India‟s largest amusement park by Essel World.

4. Taj International Airport hub: Very close distance from proposed airport will make

this zone as an attractive as well as comfortable destination to stay.

5. Surajpur Bird Sanctuary: Another significant step in bringing the city on tourists‟

map, GNIDA with collective efforts of World Wildlife Fund (WWF) and the Forest

department is developing a „paradise for bird lovers‟ in a massive area of 330 hectares

in Surajpur which includes 110 hectares of wetland. The project is expected to get

completed by 2013.

6. Wipro/ NIIT: Leading corporates are already making their presence felt in the

region, out of which, some of them are SEZs. In coming days, these corporates will

need stay arrangements for travelling executives, guests and even clients.

7. Gautam Budhha University: Spread over 550 acres, Asia‟s largest residential

university – Gautam Buddha University is exactly „opposite‟ to Tech Zone.

Moreover, this university faces the very first plot in Tech Zone – Plot No.1 which is –

Tech One.

8. India Expo Mart: To improve the vast potential of exporting Indian Handicrafts, and

to encourage professional tourism, India Exposition Mart Ltd. (IEML) which is

India‟s first state of the art project for cottage sector wherein Round „O‟ Clock

International Marketing is available has been concep- tualized and established in

Greater Noida in Knowledge Park -2, approximately 3 kms. from Tech Zone.

9. Delhi Metro: As an extension of Line 3 of DMRC, which connects Dwarka, Sec. 21

to Noida, Sec. 32, the work on proposed link between Noida, Sec. 32 and Greater

Noida is expected to begin this Sep. and the deadline to finish the same is 2014. This




will give connectivity to Delhi at lightning fast speed with all comforts of Delhi

Metro.

10. Yamuna/ Taj Expressway: 180 kms Expressway connecting Greater Noida to Agra

in less than 2 hours and hence will play pivotal role for Delhi – Greater Noida – Agra

tourism destinations.

11. FNG Corridor: 56 kms. long under construction expressway will help people

commute at a lightning fast speed between Faridabad- Noida- Ghaziabad. Trucks and

other heavy commercial vehicles will not need to enter Delhi.

12. Integrated Transport Hub at Boraki: Spread over 600 acres in Boraki, which will

include a world class ISBT and an upgraded Railway station on Ludhiana – Kolkata

main railway line, along with shopping malls and „five star‟ hotels in the area, the city

will boast of one of the unique and first integrated transport hub in India.




2.3 EARTH GRACIA (Open lifestyle)

3 BHK „semi-furnished‟ and „fully-furnished‟ apartments which will not only become a

symbol of lifestyle statement in near future, but the ones which will surpass your imagination,

befitting Earth Gracia

With Earth Gracia, not only, you‟ll see your future living address become a paradise of

modern living with hardcore sensibility of contemporary living… but a place, where it‟s hard

to beat imagination and when you beat it, you feel that heaven has fallen on your feet.

Mentioned below are some prominent „reasons‟ to make Earth Towne your future living

address:

LEED Certification (Leadership in Energy and Environmental Design)

Location: Greater Noida-West




Facilities

Tennis Court

Golf Putting and Basket Ball Ground Entertainment Zone with Single Screen

Multiplex

Horse Riding & Party Lawns

Barbeque Corner

Party Area with Pavilion and Amphitheater Health Zone with Art of Living Classes,

Yoga Classes, Aerobics Classes

Fish Therapy Art Zone with Music, Dance & Painting Classes

Club Zone with Spa Facility

Card Room, Ball Room, Gun Fight, Salsa Dance Classes etc.

Fine Dining Zone with dedicated Food Court






Lounge and Roof Cafeteria

Caring Zone with Nursing Homes

Hospitals and Round the Clock Chemist Shop

Located on 200 feet wide road

Close proximity with Noida, Ghaziabad & Faridabad

Well connected to proposed metro station

Near to 130 meter wide road expressway

Close to all daily need amenities

Free Value Added Services

Medical Consultancy for Residents

Electrician & Plumber on call

24 Hours Ambulance Service

Pollution Free Battery Operated Carts for residents

In house Consultancy by Interior Designer

Feeder bus facility to Metro Station

Vaastu and Astrology Advice

Available Sizes

Type Sizes

3 BHK+3T 1525 sq.ft

3 BHK+2T 1295 sq.ft

SITE MAP OF EARTH GRACIA




Earth Gracia Payment Plans

Inventory Area Sq.ft Down

Payment

Plan

Construction

Link Plan

3 BHK + 3T 1525 *2950 *3250

46,46,625 51,18,750

3 BHK+ 2T 1295 *2950 *3250

38,20,250 42,08,750

http://www.google.co.in/url?sa=i&rct=j&q=earth+towne&source=images&cd=&cad=rja&docid=Uyw3cVaS8JjDVM&tbnid=M9hghGVieeBO3M:&ved=0CAUQjRw&url=http://www.indiaproperty.com/properties/greater-noida/sector-1/apartment-for-sale/earth-infrastructures-ltd/earth-towne_IP2005147.html&ei=weaIUYq1JcH5rAfyjYDYBQ&bvm=bv.45960087,d.bmk&psig=AFQjCNFpPoivlH_ad4nfnmm7zIbdMWIVZQ&ust=1368012758949705

http://www.google.co.in/url?sa=i&rct=j&q=earth+towne&source=images&cd=&cad=rja&docid=Uyw3cVaS8JjDVM&tbnid=M9hghGVieeBO3M:&ved=0CAUQjRw&url=http://www.indiaproperty.com/properties/greater-noida/sector-1/apartment-for-sale/earth-infrastructures-ltd/earth-towne_IP2005147.html&ei=weaIUYq1JcH5rAfyjYDYBQ&bvm=bv.45960087,d.bmk&psig=AFQjCNFpPoivlH_ad4nfnmm7zIbdMWIVZQ&ust=1368012758949705






Additional Charges

ECC ( External electrification charges ) = Rs 85/sq.ft

FFC ( Fire fitting charges) = Rs 40/sq.ft

Lease rent = Rs 100/sq.ft

Electric connection charges (min. 5kva) = Rs 5000/KVA

DG Power back up = Rs 20,000/KVA

Mandatory Club Membership = Rs 1.5 LACS

Covered Car Parking = Rs 2.5 LACS

Road Facing PLC = Rs 50/sq.ft

Corner Facing PLC = Rs 75/sq.ft

Park Facing PLC = Rs 75/sq.ft

Booking amount is 10% of B.S.P

Preferential Location Charges

Floor PLC Rs / Per Sq.ft Floor PLC Rs / Per Sq.ft

Ground Floor 150/- 8th 70/-

1

st

Floor 140/- 9th 60/-

2n Floor 130/- 10th 50/-

3r Floor 120/- 16th 60/-

4t Floor 110/- 17th 70/-

5t Floor 100/- 18th 80/-

6t Floor 90/- 19th 90/-

7t Floor 80/-




2.4 ANALYZING THE COMPETITOR:-

Competitor analysis in marketing and strategic management is an assessment of the strengths

and weaknesses of current and potential competitors. This analysis helps to identify

opportunities and threats.

PARAMETERS FOR COMPARISON:

Minimum ticket size

Minimum investment

Locational advantage Payment plans available

Assured Returns

Fully furnished or bare shell condition

Expected date of possession

Earth Tech One

1. Minimum ticket size - 350 sq. ft.

2. Minimum investment – Rs. 6000/sq. ft. (i.e. 21,00,000/-)

3. Locational advantage – Plot no. 1. Corner facing, three side open plot and Taj

Expressway facing. Convenient and easy to locate prime plot in the very beginning of

Tech Zone

4. Payment plans available - Down Payment plan, Flexible Payment plan and

Construction Linked Payment Plan

5. Assured Returns - Available (12% p.a. September. 2013 to September. 2015)6. Fully furnished or bare shell condition - Fully Furnished

7. Expected date of possession - 1st Apr. 2013

Spire Tech

1. Minimum ticket size – 500 sq. ft.

2. Minimum investment – Rs. 4560/sq. ft. (22,80,000/-)

3. Locational advantage – Plot no. 13A, last & corner plot from while coming from NOIDA, while it will be first while coming from Agra

http://marketing/

http://management/

http://competitor/

http://competitor/

http://management/

http://marketing/




4. Payment plans available - Down Payment plan:

a.100% DP (with 12% p.a. assured return)

b.50% DP (with 11% p.a. assured return), and

Construction Linked Payment Plan

5. Assured Returns – Available (i.e. till the date of offer of possession)

a.12% p.a. on 100% DP plan

b.11% p.a. on 50% DP plan

6. Fully furnished or bare shell condition – Raw/Bare Shell condition

7. Expected date of possession – 2015

Manthan



3. Locational advantage – Plot no. 9. None (investor or end user can not have a

choice of floors) - located on 4th, 5th and 8th floor in 25 acres of Kessel - I Valley

project

4. Payment plans available – Down Payment Plan / Flexi Payment, Construction

Linked Plan (also called as CLP)

5. Assured Returns - Available (till the date of offer of possession)

6. Fully furnished or bare shell condition - Fully furnished

7. Expected date of possession – June 2012

Stellar Business Park



3. Locational advantage – Plot no. 3. None, really. The only positive is that the plot is

located opposite green belt of Reserve Forest

4. Payment plans available – Down Payment and Flexi plans on 413 sq. ft.

Down Payment and Construction Linked Plan only on

816 sq. ft.

5. Assured Returns – Available only on D.P. & Flexi Payment Plans on 413 sq. ft.




6. Fully furnished or bare shell condition – Raw/Bare Shell Condition

7. Expected date of possession – Dec. 2014

Ansal API – Green Tech IT HUB

1. Minimum ticket size – N.A.

2. Minimum investment – N.A.

3. Locational advantage – Plot no. 6.Yes, located right opposite to proposed plot

for night safari, and a corridor leading to the plot

reserved for 30 acres of common amenities area in Tech

Zone.

4. Payment plans available – N.A

5. Assured Returns - N.A.

6. Fully furnished or bare shell condition – N.A.

7. Expected date of possession – N.A.

Unitech Info Space

1. Minimum ticket size - N.A.

2. Minimum investment - N.A.

3. Locational advantage – Plot no. 4. None really; the only positive about the plot is

that it is Taj Expressway facing.

4. Payment plans available - N.A.

5. Assured Returns - N.A.

6. Fully furnished or bare shell condition - N.A.

7. Expected date of possession - N.A.




Advantage Earth Tech One - edge over competitors:

Availability of maximum project details – Project details of almost half of „either‟

soon to be launched projects or have not been launched projects are either, minimal

or not available at all.

Minimum Ticket Size - No other project offers a business space/suite of as less as

350 sq. ft.

Locational Advantage - Located in tech zone‟s most prime location and very first

plot on entrance – Plot no. 1, the plot is Taj Expressway facing and is located right

opposite of proposed Gautam Buddha University – largest university in Asia and a

huge catchment area for talented professionals.

Flexible Payment Options - Flexibility to choose from as much as three (maximum)

payment options available – D.P., Flexi and C.L.P. on different sizes of business

suites - 350, 500, 750, 1000 sq. ft; whereas in many of the other projects not as many

payment options are available.

Assured Returns + clearly specified possession date - As compared to other

projects which does not have any clearly defined possession date, and hence assured

returns till possession, Earth Tech one gives its investors a complete peace of mind

with a reason to smile as the investor would be sure of getting almost half of his

invested amount back in 51 months + manifold capital appreciation once the project

is completed in June 2013. The investor would be assured of both returns and timely

possession, and hence capital appreciation.

Fully Loaded, Plug & Play Concept - Early possession – June 2013 coupled with

fully loaded business suites means its plug & play for dynamic and charged up

professionals.




2.5 LOCATION

GREATER NOIDA:

Located in Uttar Pradesh, barely 40 kms. from New Delhi and 20 kms. from Noida, the area

of Greater Noida is slowly but surely on the path of becoming one of the largest industrial

and education centres of the country. The area of Greater Noida is 44,000 hectares and its

current population is 12,00,000. Real Estate in this area is amplifying at a good pace in wake

of its growing importance as a reality destination around Delhi. Like other areas of the NCR,

Greater Noida too is home to a number of Indian and Foreign companies, which is an

advantage for the area. It is on its way to becoming a commercial hub. Real estate in this city

has huge potential for development.

The proximity to Delhi and Noida and good connectivity with both cities has been a major

catalyst for the growth of the city. The modern infrastructure in keeping with the demands of

high quality living and improved living standards has made Greater Noida a destination of

choice. In addition, a large number of construction projects offer quality housing and office

space equipped with modern amenities, making real estate in the city all the more desirable.

In all, property in Greater Noida has come across as the next best option given its location

advantage, good connectivity, green environs and the enormous potential for development.




SWOT ANALYSIS OF GREATER NOIDA

STRENGTHS

2nd planned city.

Wholly Wi-Fi.

India expo mart.

Yamuna Expressway.

Knowledge Park.

An eco-friendly relaxed environment.

Shiv Nadar University Launched.

Affordable Property rates as compared to Delhi.

A modern, efficient city of internationalstandards.

Top quality housing and social infrastructure.Wider than access roads.

Ansal Plaza shopping mall operational.

F1 Racing track.

Gautam Buddha University and,

Galgotia University.

WEAKNESSES

Problem of law and order.

Lack of Public Transport.

Lack of Labour.

Show pace of development.

OPPORTUNITIES

4th Night Safari.

Boraki Railway Station.

Expected population in 2021 is21 lakhs.

DMIC (Delhi Mumbai Industrial Corridor)Gas based power project.

NIIT Tech to invest Rs175 crore for NoidaCampus expansion.

Shopping Malls, Multiplexes coming up.

Delhi Metro extended in Greater Noida.

The next major IT destination.

Excel World.FNG Corridor.

Biggest Milk plant to give empowerment tovillagers in Tapal.

Noida crime control plan to cost Rs380 crore.

Bird Sanctuary.

YEA is planning to open 4 internationaluniversities and 10 engineering collegesadjacent to Yamuna expressway.

THREATS

Noida extension fiasco.

Change of government will rise problem for themaster plan of Greater Noida.

SWOTANALYSIS






SWOT ANALYSIS OF EARTH INFRASTRUCTURES:

STRENGTHS:

1. Fastest Growing Company

2. Focused Portfolio

3. Strong Financial Background

4. Experienced Leadership & ManagementTeam

5. Leed Certified- Green Building Concept

6. Architect- Eigen

7. Wide Sales & Marketing Network

8. International Presence

9. Projects in SEZ area

WEAKNESSES:

1. Slow pace of development of the projects.

2. Brand name is not much known ascompared to the major players of real estatein the market.

OPPORTUNITIES:

1. Capturing prime locations in Delhi/ NCR -which would attract more investors in future.

2. Greenology concept can attract moreinvestors in comparison to other developers.

3. Economical and Innovative promotional

strategies.

THREATS:

1. Well established developers prevailing inthe market.

2. Threat of New entrants.

3. Change in Government policies.

4. Unorganised sectors in real estate, like,small scale brokers and property dealers etc.

SWOT

ANALYSIS






3. DEVELOPING PROMOTIONAL STRATEGIES

Understanding the company, its products and analysis of its competitors, gave me a clear picture about the real estate sector. The major task that I was assigned was to understand the

company objectives, its target audience, and then to develop marketing strategies which

would help company to increase its brand awareness in the real estate sector.

3.1 Introduction:

Promotions are best carried out by implementing advertising and promotion plans.

The desired goals of these plans should depend on the overall goals and strategies of

the organization

3.2 Above the line sales promotion:

Above the line is a type of advertising through media such as TV, cinema, radio, print,

banners and search engines to promote brands. Major uses include television and radio

advertising, web and Internet banner ads. This type of communication is conventional in

nature and is considered impersonal to customers. It differs from Below the line advertising,

which believes in unconventional brand-building strategies, such as direct mail and printed

media (and usually involve no motion graphics).These strategies require huge amount of

investments and are majorly Capital intensive.

3.3 Below the line sales promotions

These are short-term incentives, largely aimed at consumers. With the increasing pressure on

the marketing team to achieve communication objectives more efficiently in a limited budget,

there has been a need to find out more effective and cost efficient ways to communicate with

the target markets. This has led to a shift from the regular media based advertising. These

strategies involve high level of ground work involving manpower and is hence more of

Labor intensive.

http://en.wikipedia.org/wiki/Advertising#Media

http://en.wikipedia.org/wiki/Tv

http://en.wikipedia.org/wiki/Film

http://en.wikipedia.org/wiki/Radio

http://en.wikipedia.org/wiki/Print_media

http://en.wikipedia.org/wiki/Web_banner

http://en.wikipedia.org/wiki/Search_engine

http://en.wikipedia.org/wiki/Brands

http://en.wikipedia.org/wiki/Television


http://en.wikipedia.org/wiki/Web

http://en.wikipedia.org/wiki/Web


http://en.wikipedia.org/wiki/Television

http://en.wikipedia.org/wiki/Brands

http://en.wikipedia.org/wiki/Search_engine

http://en.wikipedia.org/wiki/Web_banner

http://en.wikipedia.org/wiki/Print_media


http://en.wikipedia.org/wiki/Film

http://en.wikipedia.org/wiki/Tv

http://en.wikipedia.org/wiki/Advertising#Media




4. Promotional Strategies Adopted By Earth Infrastructures

Promotion

Above the linepromotion:

Radio

Mobile Phones

Newspapers

Internet

Below the linepromotion:

Sponsorship

Endorsements

Sales Promotion

Direct Mail

Personal Selling

Public Relations

Trade Shows






4.1 Deciding on promotional plan:

The plan usually faces three questions.

Which segment of the market should be targeted?

What message should be conveyed to them?

How to do this?

For each service we first consider all forms of media which are available for

promotion like TV, radio, newsletters, classifieds, displays/signs, posters, word of

mouth, press releases, direct mail, special events, brochures, neighbourhood

newsletters, etc, & then decide which suits the organization. Our selection of media

should be based on two factors affordability & accessibility.

4.2 Steps involved in developing the promotional strategy:

To develop a promotional strategy one should understand the target audience, analyze

the competitor strategies, understand the company constraints, and other factors which

can then be used to develop a comprehensive strategy to meet the company objective.

The steps involved in developing strategies for Earth-Infrastructure can be enumerated

as:-

STEP 1: Understanding company objective

STEP 2: Understanding Segmenting Targeting Positioning

STEP 3: Analyzing company constraints

STEP 4:Methods suggested




STEP 1: Understanding the Company‘s Objective:-

Earth Infrastructures is a national player and is comparatively a new entrant in the real

estate sector. The company has relatively gained great awareness in the Delhi & NCR

market and its projects are scattered all over India.

So the major objective of the company for conducting promotions this year was:-

Hit the target audience directly, in cost effective manner

Create Brand Awareness for the company in new markets & generate business

for the company.

Create competitive advantage (comparing competitors)

Create exact positioning for companies in the mind of target audience

Reminding the audience in the existing market

And ultimately to generate sales

STEP 2: Segmenting, Targeting and Positioning

Segmentation —

A segment is a group sharing one or more characteristics that cause them to have

similar product and/or service needs.

Segmentation can be done depending on many variables which represents specific nature of

the group, some of the variables are:

Geographic

Region ,country ,Density of Area, Climate

Demographic variables

age ,gender ,family ,family life cycle, education , income, occupation

socioeconomic, religion, nationality/race , language

Psychographic variables

personality ,life style, value, attitude

Behavioral variables

benefit sought ,product usage rate, brand loyalty, product end use

http://en.wikipedia.org/wiki/Geography

http://en.wikipedia.org/wiki/Region

http://en.wikipedia.org/wiki/Country

http://en.wikipedia.org/w/index.php?title=Density_of_Area&action=edit&redlink=1

http://en.wikipedia.org/wiki/Demographics

http://en.wikipedia.org/wiki/Ageing

http://en.wikipedia.org/wiki/Gender

http://en.wikipedia.org/wiki/Family

http://en.wikipedia.org/wiki/Education

http://en.wikipedia.org/wiki/Income

http://en.wikipedia.org/wiki/Socioeconomics

http://en.wikipedia.org/wiki/Religion

http://en.wikipedia.org/wiki/Nationality

http://en.wikipedia.org/wiki/Race_(classification_of_human_beings)

http://en.wikipedia.org/wiki/Psychographic

http://en.wiktionary.org/wiki/personality

http://en.wikipedia.org/wiki/Life_style

http://en.wikipedia.org/wiki/Value_(personal_and_cultural)

http://en.wikipedia.org/wiki/Behavior

http://en.wikipedia.org/w/index.php?title=Product_usage_rate&action=edit&redlink=1

http://en.wikipedia.org/wiki/Brand_loyalty

http://en.wikipedia.org/wiki/Brand_loyalty

http://en.wikipedia.org/w/index.php?title=Product_usage_rate&action=edit&redlink=1

http://en.wikipedia.org/wiki/Behavior

http://en.wikipedia.org/wiki/Value_(personal_and_cultural)

http://en.wikipedia.org/wiki/Life_style

http://en.wiktionary.org/wiki/personality

http://en.wikipedia.org/wiki/Psychographic

http://en.wikipedia.org/wiki/Race_(classification_of_human_beings)

http://en.wikipedia.org/wiki/Nationality

http://en.wikipedia.org/wiki/Religion

http://en.wikipedia.org/wiki/Socioeconomics

http://en.wikipedia.org/wiki/Income

http://en.wikipedia.org/wiki/Education

http://en.wikipedia.org/wiki/Family

http://en.wikipedia.org/wiki/Gender

http://en.wikipedia.org/wiki/Ageing

http://en.wikipedia.org/wiki/Demographics

http://en.wikipedia.org/w/index.php?title=Density_of_Area&action=edit&redlink=1

http://en.wikipedia.org/wiki/Country

http://en.wikipedia.org/wiki/Region

http://en.wikipedia.org/wiki/Geography




readiness-to-buy stage, decision making unit, profitability, income status

Segmentation at Earth Infrastructures

Earth Infrastructures defines its segment on the basis of Demographic Variables, primarily considering the factors Age, Occupation and Income. The managements

job is to formulate new and creative strategies to target different segments of the

market.

Also the investors are segmented on basis of their financial background (i.e. Business

man and service class people) which helps to classify two different segments which

have to be targeted with different promotional strategies. The age & the need of the

investors also help us in segmenting the clients and thus facilitate Earth Infrastructures

to find its target market more accurately.

Targeting:

For any organization it is not possible to serve every segment, so the marketer decides

to serve the segment which provides the maximum opportunity, a process which is

known as Targeting.

Targeting at Earth Infrastructures —

Considering the constraints of finances, time and other factors, Earth Infrastructures

has different promotional strategies for different segments such as high, middle &

lower income group of people .

Earth Infrastructures generates a lot of business from tier 2 cities, so our marketing

and promotional activities are carried out in these cities as well. We offer the same

product to people from different segment of market but with different promotional

strategies.

Earth Infrastructures specifically focuses on Professionals, Businessmen & NRI‟s and

the promotional strategies are formulated in such a manner that they directly reach the

target audience e.g. Door to door activity, canopy activities.

http://en.wikipedia.org/w/index.php?title=Readiness-to-buy&action=edit&redlink=1

http://en.wikipedia.org/wiki/Decision_making_unit

http://en.wikipedia.org/wiki/Profit_(accounting)

http://en.wikipedia.org/wiki/Profit_(accounting)

http://en.wikipedia.org/wiki/Decision_making_unit

http://en.wikipedia.org/w/index.php?title=Readiness-to-buy&action=edit&redlink=1




Positioning:

It is the process by which marketers try to create an image or identity in the minds of

their target market for its product, brand, or organization.

Positioning at Earth Infrastructures —

Most of the competitors serve more than one segment, with no clear positioning of

their company.

The market has a stiff competition as a large number of real estate developers have

been coming in the city at different locations. Many players have positioning in terms

of Quality-Prices modal, others on basis of location and so on, but no player in the

market specifically focuses on being environment friendly by introducing the green

building concept and we very firmly believe in customer satisfaction

The following distinction separates us from our competitors:

1. LEED Certified - Leadership in Energy and Environmental Design (LEED) consistsof a suite of rating systems for the design, construction and operation of high

performance green buildings, homes and neighborhoods. We are the first LEED certified

real estate developers.

2. CREDAI Member - The Consumer Grievance Redressal Forum has been enacted to

provide better protection to the interests of customers connected with the “member real -

estate developers - CREDAI NCR” and for that purpose to make provision for the

establishment of authorities for the settlement of customer‟s dispute and other related

matters.

http://en.wikipedia.org/wiki/Green_building

http://en.wikipedia.org/wiki/Green_building




3. EIGEN (Architect)- A Synonym to high quality

An International Architecture & Engineering firm with synonym of high quality assurance

provides One Stop Solution for all Design Engineering and Technology Solutions for the

Construction Industry. You name the best and they have it from the Burj Tower, Dubai to

Strawberry Place, Newcastle Upon Tyne, U.K. The company has provided a wide range of

Architectural Services or Various Consultancy for some part of the services to projects invarious markets of Global Construction Industry including India, Australia, Middle East,

United Kingdom, Caribbean Islands and the US.

SEGMENTATION

•DEMOGRAPHICS

•AGE,OCCUPATION,

•INCOME

TARGETING

•PROFESSIONALS,

BUSINESSMAN,RETIRED

AND NRIs.

POSITIONING

•LEED CERTIFIED

•GREEN BUILDING

CONCEPT

•CREDAI MEMBERSHIP

•WORLD RENOWNED

ARCHITECHT - ''EIGEN".










The overall STP analysis of the company helps in understanding which market to be catered,

and hence helps in customizing the overall promotional effort to be channelized in the same

direction facilitating the best utilization of the available resources and meeting the company

objectives.

STEP 3: Analyzing Company Constraints

Earth Infrastructures has just entered into the market of real estate. It is their 2 year of

operation. With the presence of number of competitors in the market and also with the

increasing brand value of the major leader, it was very difficult for EarthInfrastructures make its presence felt. Apart from this, there were some other

constraints also which were to be kept in mind while designing the promotional

strategies. They were:-

Financial Constraint: Earth Infrastructures is a Self – funded organization which was

started in 2010. Problem which was confronted by our company in its promotional &

advertising campaign was lack of funds for advertisements on television.

STEP 4: Methods suggested

A strategy had to be developed wherein the target audience could be hit directly in the most

cost effective manner and conveying the message clear to the audience.

So it was decided to use below the line marketing strategy. The strategies used were:-

1) Direct mail: Mails were sent directly to the customers to provide them detailedinformation about the Commercial and Residential projects of Greater Noida with

an immediate calling helpline to generate response.

2) Pamphlet Distribution: The company also adopted a very effective way of

promotion i.e. Pamphlet Distribution The distribution was done in two main

promotional activities of the companies: Canopies and Marketplaces. The activity

helped the organization to hit a very refined crowd, directly the target audience.

3) Posters & Banners: Posters and Banners can be very powerful when placed where

the customers will actually notice them. Hence various posters were placed on the




pillars of the Delhi Metro and Banners were placed on the back of the cars of

general public. The company has also put some hoardings on the road side.

4) Telemarketing: The use of telemarketing is on the rise as the response rate in

comparison to other promotional tools is very high. All the work done during the

outdoor publicity lead to collection of huge investors data, the dedicated telesales

were planned to convert this data into the final sales.




5. BUSINESS DEVELOPMENT FOR ENTIRE COMPANY

The main objective of the project was to develop the business processes at Earth

Infrastructures Ltd. It has just entered the real estate sector, so the basic aim of this project is

Business Development that is generating business for them by attracting investors to the

newly launched projects situated in Greater Noida. This would include structuring of the

entire business so as to increase the efficiency of the work done at Earth Infrastructures

Ltd.

The main activities conducted for Business Development were:

5.1 BRANDING

The major aim of the branding activity was to increase the visibility of Earth Infrastructures

in various zones.

The activity needed promotional effort of distributing Free Gifts at different locations to

create brand awareness and increase brand recognition.

The main tools used in the process were:-

Cloth bags

Caps and T-shirts

Banners & Hoardings

Pamphlets and Brochures

Standees

Cloth Bags were specially designed by the company which had the company‟s name, logo,

address and telephone numbers printed on it and these bags were freely distributed in the

market to create awareness about earth‟s Projects.

Similarly the Caps and T-shirts were also designed for promotional purposes with the name

and logo of the company printed on it and was freely distributed in the market to

Create brand awareness and to generate interest about the Earth‟s projects in the minds of the

people.




In designing the banners and hoardings the main aim was to create recognition of the

company name and its address, so the design majorly comprised of the name and address

with the company tag line presented along.

The banners were placed inside the vehicles of all the employees of the company which acted

as a great promotional technique and hence these banners were made in such a way that they

were visible to each every person even at far distances.

Pamphlets and Brochures were distributed randomly to each and every person in the

respective zone which made the people take a glance at Earth‟s Projects in brief hence

creating brand awareness.

The Standees were placed as they are more informational in nature discussing elements such

as the benefits to the investors, facilities provided, and other core advantages for the company

All the efforts were channelized effectively and efficiently and in the proper manner and

helped the company in generating leads by creating brand awareness.

5.2 ACTIVITIES

In our two months internship program in Earth Infrastructures, I have learnt a lot about real

corporate world. In this two months‟ time span, I have conducted lots of activities with the

help of my team head and my team members. I along with my team members had conducted

many Activities and we can classify the activities into two categories: Field Activities and In-

house Activities.

We can further classify the Field Activities into three categories:-

1.) Canopy Activity: On every Saturdays and Sundays, we used to place our Canopies near

the site of our Greater Noida Projects. We had to set up a Canopy and look for the people

who were passing by in their Car's and people who were interested used to stop their car and

ask for the details. Then we used to explain them the project and ask them for the Site Visit




so that they can get a clearer picture of what they are or will invest in and they were

encouraged for an official meeting.

2.) Market Activity: I also visited at various shops in the markets of South X, Karol Bagh,

Chandni Chowk, Chawri Bazar, and Noida. We need to explain the people about the project

with the help of pamphlets and brochures provided by the company and exchanged my

Visiting cards with theirs to generate the data.

3.) Apartment Activity: We have also put our Canopies in the Krishna Residency Apartment

of Noida sec.51. We used to explain our whole project to the residents of the Apartment.

STEPS OF ACTIVITIES

1) TEAM DEVELOPMENT:

This phase of the activity was the development of the teams, which means that we have to

work in a team of 2-3 members and visit the shops in the markets and stand for the Canopies

and target the perspective investors.

2) LEAD GENERATION: In this phase I along with my team members went to the

perspective investors and make them understood about our real estate projects of Greater

Noida. We use to tell them about the facts that after investing how this property can be

fruitful to them.

Then in the end we use to take the name and number of that customer.

3) CALLING:

The next step was to call on the database which was collected by me and my team members

of those persons who were showing interest in buying the property. We used to call them to

provide more information about our product, if they needed or to ask them for a Meeting.

4) FOLLOW - UP:

I used to maintain a proper follow up and try to convert the hot leads into deal closing. I

used to call them again according to their convenience. I keep the follow up of that particular

lead to make sure that the investors don‟t miss any information about our product and try to

convert him into a real investor for the company.




5.3 The Most Effective Promotional Activity

As I have mentioned earlier that we have adopted many promotional activities such as

Canopies, Market Activity, Residential Activity, Distributing pamphlets and caps etc. But

from my personal experience in Earth Infrastructures, I think that Canopy Activity near our

site is the most effective activity. This activity has been proved to be very fruitful because at

Canopy I was able to meet the interested investors and make them understand the whole

project of our company, and at the same time I was able to take the investor to the site for the

site visit so that they can get a clearer picture of what they are or will invest in. The Activity

saves our three steps at the same time.

DEAL

CLOSED

TEAM

DEVELOPMENT

LEAD

GENERATION

CALLING

FOLLOW-UP






6. QUESTIONNAIRE

1. Is investment in property is good?

Yes No

2. Have you invested in property earlier?

Yes No

3. Was earlier investment fruitful?

Yes No

4. Would you like to invest in property?

Yes No

5. What is your purpose of buying a property?

User Investor

6. What type of investment are you looking for in a property?

Short term investment Long term investment

7. What is your preference for location in terms of investment?

Gurgaon

Noida

Greater Noida

Delhi

8. Rank the cities in terms of development on the following parameters from 1 to 4

Gurgaon Noida Greater Noida Delhi

Location

Cost

Quality of living

Law & order

9. Rank the following real estate companies from 1 to 7 according to your preference-

(1 being the best and 9 being the worst)

Ansal API




AMR Infrastructure

Stellar Business Park

Earth Infrastructure ltd

Jaypee Greens

UnitechDLF

Omex

Parasnath Developers

10. What kind of property you are looking for?

Commercial Residential

11. What kind of commercial property you are looking for?

Office spaceRetail space

Theatre

Studio apartments

12. Which size will suit you best for commercial property?

Less than 350 sq. Ft.

350 sq.ft – 500 sq. Ft

500 sq. ft. – 750 sq. ft.

750 sq. ft. – 1000 sq. ft.

More than 1000 sq. ft.

13. Which size will suit you best for residential property?

2 BHK + 2 Toilets

3 BHK + 2 Toilets

3 BHK + 3 Toilets

4 BHK + 3 Toilets

14. What is your budget for buying a property?

Rs. 10 lac - Rs. 20 lacRs. 20 lac - Rs. 50 lac

Rs. 50 lac - Rs. 70 lac

Rs. 70 lac - Rs. 1 cr

Rs. 1 cr- Rs. 5 cr

Above Rs. 5 cr.

15. What is most important factor while buying a property?

Location

Cost

FacilitiesGrowth rate



Communication

16. Which amenities are you looking for while buying a commercial property?

Car parkingRest rooms

Security

17. Which amenities are you looking for while buying a residential property?

Clubs

Hospital

Market

Security

School

Car parking

Personal Details:

Name: Age:

E- mail id: Contact No:

(The details will be kept confidential)

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