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.

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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

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ABSTRACT
This project includes Analysis & Business Development at Earth Infrastructure through various 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.

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1. INTRODUCTION
1.1 About the Company:
Earth Infrastructures is an independent infrastructure provider with committed customer base. It is one of Indias 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 Companys ability to meet the special requirements of the real estate market and clients demand comes from its strong foundations of professionalism. The groups 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.

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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 companys 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 customers 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.

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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 companys 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.

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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 endusers 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.

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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 in them 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.

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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

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6. Earth Studio

7. Earth Gracia

8. Earth Elacasa

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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

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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, ATMs, 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 Rates 3000 Sq. ft. Rs. 8500 / Sq.ft

Food Court Sizes available - 500 Sq. ft. & 1000 Sq.ft Rates - Rs. 8500/Sq.ft.

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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. Indias 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, Asias 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 Indias 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 14 Nayan Mehta (12BSP1910)

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.

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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, youll see your future living address become a paradise of modern living with hardcore sensibility of contemporary living but a place, where its 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

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Facilities
17 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 Nayan Mehta (12BSP1910)

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 3 BHK+3T 3 BHK+2T Sizes 1525 sq.ft 1295 sq.ft

SITE MAP OF EARTH GRACIA

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Earth Gracia Payment Plans

Inventory Area Sq.ft Down Payment Plan *2950 46,46,625 3 BHK+ 2T 1295 *2950 38,20,250 Construction Link Plan *3250 51,18,750 *3250 42,08,750

3 BHK + 3T

1525

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Additional Charges
ECC ( External electrification charges ) FFC ( Fire fitting charges) Lease rent Electric connection charges (min. 5kva) DG Power back up Mandatory Club Membership Covered Car Parking Road Facing PLC Corner Facing PLC Park Facing PLC = = = = = = = = = = Rs 85/sq.ft Rs 40/sq.ft Rs 100/sq.ft Rs 5000/KVA Rs 20,000/KVA Rs 1.5 LACS Rs 2.5 LACS Rs 50/sq.ft Rs 75/sq.ft Rs 75/sq.ft

Booking amount is 10% of B.S.P Preferential Location Charges Floor PLC Ground Floor 1st Floor 2nd Floor 3rd Floor 4th Floor 5th Floor 6th Floor 7th Floor 20 Rs / Per Sq.ft 150/140/130/120/110/100/90/80/Nayan Mehta (12BSP1910) Floor PLC 8th 9th 10th 16th 17th 18th 19th Rs / Per Sq.ft 70/60/50/60/70/80/90/-

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 21 Nayan Mehta (12BSP1910)

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
1. Minimum ticket size 500 sq. ft. 2. Minimum investment Rs. 5750/sq. ft. (28,75,000/-) 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

1. Minimum ticket size 413 sq. ft. 2. Minimum investment Rs. 3950/sq. ft. (16,31,350/-) 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. 22 Nayan Mehta (12BSP1910)

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.

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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 zones 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.

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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.

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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 international standards. Top quality housing and social infrastructure. Wider than access roads. Ansal Plaza shopping mall operational. F1 Racing track. Gautam Buddha University and, Galgotia University. OPPORTUNITIES WEAKNESSES Problem of law and order. Lack of Public Transport. Lack of Labour. Show pace of development.

SWOT ANALYSIS

THREATS

4th Night Safari. Boraki Railway Station. Expected population in 2021 is 21 lakhs. DMIC (Delhi Mumbai Industrial Corridor) Gas based power project. NIIT Tech to invest Rs175 crore for Noida Campus 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 to villagers in Tapal. Noida crime control plan to cost Rs380 crore. Bird Sanctuary. YEA is planning to open 4 international universities and 10 engineering colleges adjacent to Yamuna expressway.

Noida extension fiasco. Change of government will rise problem for the master plan of Greater Noida.

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SWOT ANALYSIS OF EARTH INFRASTRUCTURES: WEAKNESSES:

1. Slow pace of development of the projects. 2. Brand name is not much known as compared to the major players of real estate in the market.

STRENGTHS: 1. Fastest Growing Company

2. Focused Portfolio 3. Strong Financial Background 4. Experienced Leadership & Management Team 5. Leed Certified- Green Building Concept 6. Architect- Eigen 7. Wide Sales & Marketing Network 8. International Presence 9. Projects in SEZ area

SWOT ANALYSIS
OPPORTUNITIES:
1. Capturing prime locations in Delhi/ NCR which would attract more investors in future. 2. Greenology concept can attract more investors in comparison to other developers. 3. Economical and Innovative promotional strategies.

THREATS:
1. Well established developers prevailing in the 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.

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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.

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4. Promotional Strategies Adopted By Earth Infrastructures

Promotion

Above the line promotion:

Below the line promotion:

Radio Mobile Phones Newspapers Internet

Sponsorship Endorsements Sales Promotion Direct Mail Personal Selling

Public Relations Trade Shows

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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

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STEP 1: Understanding the Companys 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 31 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 Nayan Mehta (12BSP1910)

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 & NRIs 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.

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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) consists of 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 realestate developers - CREDAI NCR and for that purpose to make provision for the establishment of authorities for the settlement of customers dispute and other related matters.

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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 in various 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".

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Nayan Mehta (12BSP1910)

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 Earth Infrastructures 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 Selffunded 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 detailed information 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 35 Nayan Mehta (12BSP1910)

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.

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Nayan Mehta (12BSP1910)

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 companys name, logo, address and telephone numbers printed on it and these bags were freely distributed in the market to create awareness about earths 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 Earths projects in the minds of the people.

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Nayan Mehta (12BSP1910)

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 Earths 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 Inhouse 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

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Nayan Mehta (12BSP1910)

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 dont miss any information about our product and try to convert him into a real investor for the company.

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Nayan Mehta (12BSP1910)

TEAM DEVELOPMENT

FOLLOW-UP

DEAL CLOSED

LEAD GENERATION

CALLING

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.

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Nayan Mehta (12BSP1910)

6. QUESTIONNAIRE
1. Is investment in property is good? Yes 2. Have you invested in property earlier? Yes 3. Was earlier investment fruitful? Yes 4. Would you like to invest in property? Yes No No No 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 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 41 Nayan Mehta (12BSP1910) Noida Greater Noida Delhi

AMR Infrastructure Stellar Business Park Earth Infrastructure ltd Jaypee Greens Unitech DLF 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 space Retail 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 lac Rs. 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 Facilities Growth rate 42 Nayan Mehta (12BSP1910)

Communication 16. Which amenities are you looking for while buying a commercial property? Car parking Rest rooms Security 17. Which amenities are you looking for while buying a residential property? Clubs Hospital Market Security School Car parking Personal Details: Name: E- mail id:

Age: Contact No:

(The details will be kept confidential)

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Nayan Mehta (12BSP1910)