Summer Training Research Project Report On

A Study on the Market Strategies at Earth Infrastructure Limited at Noida

For the partial fulfillment of

the requirement of

MASTER OF BUSINESS A MINISTRATION

Affiliated to Mahamaya Technical University !oida "U#P#$ "%&''(%&')$

Under The !uidance of" Supervision of:

Mr. PANKAJ KUMAR Mahmood hassan (Asst. Professor) (General Sales Mana er) GN!" MANAG#M#N" S$%&&'

Under the
Mr.

Su#mitted #y
Mr$ NIS%ANT &ESAR'ANI

Ro(( No$)*+,-.//+)

*!+T Management School

,(- .no/ledge Par0(++ *reater !oida " *# 1# !agar$
1

*!+T Management School

,(- .no/ledge Par0(++ *reater !oida "*# 1# !agar 2ate3

To 'hom It May

0oncern

This is to certify that Mr# 4Ms#NIS%ANT &ESAR'ANI student of M#1#A# course "%&'%('5$ at !NIT Management Schoo( /ith dual speciali6ation in MAR&ETIN! 1 %UMAN RESOUR0E has satisfactorily completed the summer "!-R$ Research project on A Study on the Market Strategies at Earth Infrastructure

Limited at Noida

This study is done under the guidance of the undersigned 7y partial fulfillment for the a/ard of M#1#A# + /ish him4her all the 7est for 7right future ahead#

Facu(ty irector

Su2er3isor

0ertificate
From company

Ackno4(edgement

A()no*led ement
I would like to record our thanks to Mrs. +r. Savita Mohan, (+ire(tor), GN!&"- Mana ement S(hool , Mahamaya technical
3

University for encouraging and supporting me in doing this project successfully. I owe my personal de t of gratitude to our guide MR. Pan)a. Kumar for his valua le ideas, creative support, timely advice, keen interest and the encouragement shown in successful completion of this project. I am deeply inde ted to Mr. Mahmood %assan !general sales manager" #$%&' I()%$*&%U+&U%# ,elhi, under whose guidance the project was carried out, and for valua le support, motivation, and assistance which served as the forces that helped me to ring this project to its present shapes. $nd all other faculty mem ers, students, friends and all those who are directly and indirectly involved in this endeavour.

2AT83 .8SAR:!+ P;A-8

!+S9A!T '%,<5=&&,' M1A ) rd S8M

5REFA0E
>;earning categori6es you and practicing on that learning speciali6es you?# Theoretical concepts taught and discussed in the classroom prove useful if they have to remain relevant# Practice orientation of management student is must generating competence to deal /ith issues at grass root level it is for this reason that t/o month training project study is prescri7ed as a part of sylla7us for M1A 2egree# This training is the mode of imparting practical training to the student# The o7jective is to provide a deep insight into practical aspects of the functioning of the organi6ation# Thetrain apprises the student to the actual function responsi7ility and pro7lem faced 7y an organi6ation# +t provides him /ith the 0no/ledge of the various 0ind of pro7lem that crop up in the day to day functioning of the organi6ation #The /ay they are solved 7y the departments and appraisal of the crucial decision ta0en 7y the manager at the crucial time# + got the opportunity to join 8ART9 +nfrastructure as a summer trainee# + /as fortunate enough to complete my mar0eting training at 8ART9 +!FRASTRU-TUR8 28;9+# The e@perience that + have gathered during the period of training has certainly give me a lot of courage to face the challenges in future#

E0LARATION
+ here7y that the summer Training project titled A Study on the Market Strategies

at Earth Infrastructure Limited at Noida

>7ased on my training in EART% INFRASTRU0TURE is an original and authentic /or0 done 7y me and is 7ased upon the study conducted 7y me#

The project /as underta0en as a part of the M1A programme of *reater !oida +nstitute of Technology and Management school *reater !oida#

,$&#/ (I*'$(& 0#*$%1$(I 23$+#/ 1245-67741 M8$ 3rd *#M

TABLE OF 0ONTENT

S#!o# '#

TOP+-9# + +ntroduction

PA*8 !O# '' ( %&

'#' '#% '#)

A7out The Topic O7jective Of The Study Method 8mployed

'% ( '= '< 'A

'#5

Significance Of The Study

%&

%# )# 5# B#

+ndustry Profile -ompany Profile S/ot Analysis Research Methodology

%' ( %5 %B ( B' B% ( ,, ,= ( ,<

,#

2ata Analysis And +nterpretation

,A ( <<

=# <# A# '&# ''# ''#' '%#

Findings -onclusion Sugesstion ;imitations Anne@ure Cuestionnaire Reference

<A ( A& A' ( A% A) ( A5 AB ( A, A= ( '&' A< ( '&' '&% ( '&)

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E6E0UTI7E SUMMAR8
+n this final report of Research Methods and technology this project report 7egins /ith and introduction# Then a 7rief introduction of the infrastructure industry# Statistical analysis of the gathered data and finish of this project is also part of this report# +n the end team mem7er tried to ma0e some recommendation regarding real state customer# +n order to accomplish this tas0 initially research proposal report had generated# + applied the /hole research process on to it starting from the very first step of setting the o7jective for my research to the result o7tained# :e /ant through a lot of step# After setting the o7jective /e have selected a sample# After selecting a sample from /hich primary data D the require information /as to 7e e@tracted# The research instrument used for this purpose /as questionnaires remained the main focus of this research# :hole data /as then analy6ed statistically# :e conducted a total survey of '%B questionnaires and put the primary data into SPSS# Then the end the result in the from conclusion /ere dra/n and finally recommendation /ere made according to the analysis#

17

$%AP"#R / 0

!N"R&+U$"!&N

11

A1&U" "%# "&P!$

A Study on the Market Strategies at Earth Infrastructure Limited at Noida
Understanding the company its products and analysis of its competitors gave me a clear picture a7out the real estate sector# The major tas0 that + /as assigned /as to understand the company o7jectives its target audience and then to develop mar0eting strategies /hich /ould help company to increase its 7rand a/areness in the real estate sector#

Introduction"
Promotions are 7est carried out 7y implementing advertising and promotion plans# The desired goals of these plans should depend on the overall goals and strategies of the organi6ation

A2ove the line sales promotion:

A7ove the line is a type of advertising through media such as TE cinema radio print 7anners and search engines to promote 7rands# Major uses include television and radio advertising /e7 and +nternet 7anner ads# This type of communication is conventional in nature and is considered impersonal to customers# +t differs from 1elo/ the line advertising /hich 7elieves in unconventional 7rand(7uilding strategies such as direct mail and printed media "and usually involve no motion graphics$#These strategies require huge amount of investments and are majorly 0a2ita( intensi3e.

Be(o4 the (ine sa(es 2romotion

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These are short(term incentives largely aimed at consumers# :ith the increasing pressure on the mar0eting team to achieve communication o7jectives more efficiently in a limited 7udget there has 7een a need to find out more effective and cost efficient /ays to communicate /ith the target mar0ets# This has led to a shift from the regular media 7ased advertising# These strategies involve high level of ground /or0 involving manpo/er and is hence more of La#or intensi3e.

5romotiona( Strategies Ado2ted By Earth Infrastructures

eciding on 2romotiona( 2(an"

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The plan usually faces three questions#

:hich segment of the mar0et should 7e targetedF :hat message should 7e conveyed to themF 9o/ to do thisF
For each service /e first consider all forms of media /hich are availa7le for promotion li0e TE radio ne/sletters classifieds displays4signs posters /ord of mouth press releases direct mail special events 7rochures neigh7ourhood ne/sletters etc D th en
decide /hich suits the organi6ation# Our selection of media should 7e 7ased on t/o factors afforda7ility D accessi7ility#

Ste2s in3o(3ed in de3e(o2ing the 2romotiona( strategy"

To develop a promotional strategy one should understand the target audience analy6e the competitor strategies understand the company constraints and other factors /hich can then 7e used to develop a comprehensive strategy to meet the company o7jective# The steps involved in developing strategies for 8arth(+nfrastructure can 7e enumerated as3(

STE5 )" Understanding com2any o#9ecti3e STE5 *" Understanding Segmenting Targeting 5ositioning STE5 :" Ana(y;ing com2any constraints STE5 -"Methods suggested

1-

STE5 )" Understanding the 0om2any<s O#9ecti3e"=

8arth +nfrastructures is a national player and is comparatively a ne/ entrant in the real estate sector# The company has relatively gained great a/areness in the 2elhi D !-R mar0et and its projects are scattered all over +ndia# So the major o7jective of the company for conducting promotions is3(

9it the target audience directly in cost effective manner -reate 1rand A/areness for the company in ne/ mar0ets D generate 7usiness for the company# -reate competitive advantage "comparing competitors$ -reate e@act positioning for companies in the mind of target audience Reminding the audience in the e@isting mar0et And ultimately to generate sales

STE5 *" Segmenting> Targeting and 5ositioning Segmentation?

A segment is a group sharing one or more characteristics that cause them to have similar product and4or service needs# Segmentation can 7e done depending on many varia7les /hich represents specific nature of the group some of the varia7les are3

*eographic

Region country 2ensity of Area -limate

1.

2emographic varia7les

age gender family family life cycle education income occupation socioeconomic religion nationality4race language

Psychographic varia7les

personality life style value attitude

1ehavioral varia7les

7enefit sought product usage rate 7rand loyalty product end use readiness(to(7uy stage decision ma0ing unit profita7ility income status

Segmentation at Earth Infrastructures

8arth +nfrastructures defines its segment on the 7asis of emogra2hic 7aria#(es>

primarily considering the factors Age> Occu2ation and Income# The managements jo7 is to formulate ne/ and creative strategies to target different segments of the mar0et# Also the investors are segmented on 7asis of their financial 7ac0ground "i#e# 1usiness man and service class people$ /hich helps to classify t/o different segments /hich have to 7e targeted /ith different promotional strategies# The age D the need of the investors also help us in segmenting the clients and thus facilitate 8arth +nfrastructures to find its target mar0et more accurately#

'$ planned to convert this data into the final sales#

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BUSINESS E7ELO5MENT

BUSINESS E7ELO5MENT FOR ENTIRE 0OM5AN8"

The main o#9ecti3e of the project /as to de3e(o2 the #usiness 2rocesses at 8arth +nfrastructures ;td# +t has just entered the real estate sector so the 7asic aim of this project is 1usiness 2evelopment that is generating 7usiness for them 7y attracting investors to the ne/ly launched projects situated in *reater !oida# This /ould include structuring of the entire 7usiness so as to increase the efficiency of the 4ork done at 8arth +nfrastructures ;td$

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15

OB@E0TI7E OF T%E STU 8

8arth +nfrastructures is a national player and is comparatively a ne/ entrant in the real estate sector# The company has relatively gained great a/areness in the 2elhi D !-R mar0et and its projects are scattered all over +ndia# So the major o7jective of the company for conducting promotions is3(

9it the target audience directly in cost effective manner -reate 1rand A/areness for the company in ne/ mar0ets D generate 7usiness for the company# -reate competitive advantage "comparing competitors$ -reate e@act positioning for companies in the mind of target audience Reminding the audience in the e@isting mar0et And ultimately to generate sales

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MET%O EM5LO8E
SAM5LIN!
The sampling technique used to survey the students /as Random sampling# The only thing 0ept in mind /as to survey investors from various a r e a s # The sam2(e si;e chosen 4as A/ in3estors /hom /e surveyed#

ATA 0OLLE0TION
A questionnaire / a s p r e p a r e d t o e l i c i t information from the investors# The questionnaire had all closed(ended and only one open(ended question to analy6e the 7ehavior in depth# Apart from filling up of questionnaire investors /ere as0ed questions and discussions /ere held for 7etter understanding of their responses.

ATA ANAL8SIS
The questions as0ed helped in qualitative analysis /hile /ith the closed ended questions analysis could 7e quantified# F requency analysis /as used for qualitative and qu antitative analysis# This helped in identifying the relevant factors that influence investors# Microsoft 8@cel /as used for analysis of the data.

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SI!NIFI0AN0E OF T%E STU 8

The o7jective of the project includes 1usiness 2evelopment at 8arth +nfrastructures ;td# The company has entered the Real 8state sector ) years 7ac0 so the 7asic aim of this project is 1usiness 2evelopment that is generating 7usiness for them 7y attracting investors to the ne/ly launched Residential and -ommercial projects# This /ould include structuring of the entire 7usiness so as to increase the efficiency of the /or0 done at 8arth +nfrastructures ;td

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0%A5TER=*

INTRO U0TION OF IN USTR8

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REAL ESTATE IN USTR8

The real estate industry is one of the fastest gro/ing industries in our economy /ith a -ompound Annual *ro/th Rate of appro@imately )&G# "8rnst and Houng$# AUSI ', 7illion industry at present it is e@pected to touch USI ,& 7illion in the ne@t five years# "8rnst and Houng$# The sustaina7ility of gro/th in the real estate industry has its roots in strong demand fundamentals3 o Rapid e@pansion of the +T4 +T8S and 7usiness outsourcing industry "including 0no/ledge process outsourcing and clinical testing outsourcing$J o Rising demand in the residential sector encouraged 7y rapidly# o Acceptance of shopping malls as >one stop destinations?for consumersJ and o *ro/ing popularity of Special 8conomics Kones as preferred destinations for 7oth manufacturing and service industries#

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 There is an estimated requirement of <& million housing units over the ne@t fifteen years and %&& million sq# ft# of office space over the ne@t five years# :ith a vie/ to cataly6ing the investment required to plug the aforementioned supply deficits the *overnment has allo/ed F2+ up to '&&G under the automatic route in specified real estate development projects including 7ut not restricted to to/nships 7uilt(up infrastructure and construction development projects# The investment is permitted su7ject to compliance /ith the follo/ing guidelines specified in Press !ote % "%&&B$ a# Minimum area to 7e developed under each project /ould 7e as under3 i# +n case of development of serviced housing plots a minimum land area of '& hectares# ii# +n case of construction(development projects a minimum 7uilt(up area of B& &&& sq#mts# iii# +n case of a com7ination project anyone of the a7ove t/o conditions /ould suffice# 7# The investment /ould further 7e su7ject to the follo/ing conditions3 i# Minimum capitali6ation of USI '& million for /holly o/ned su7sidiaries and USI B million for joint ventures /ith +ndian partners# The funds /ould have to 7e 7rought in /ithin si@ months of commencement of 7usiness of the -ompany# ii# ii#Original investment cannot 7e repatriated 7efore a period of three years from completion of minimum capitali6ation# 9o/ever the investor may

2-

7e permitted to e@it earlier /ith prior approval of the *overnment through the F+PS# c# At least B&G of the project must 7e developed /ithin a period of five years from the date of o7taining all statutory clearances# The investor /ould not 7e permitted to sell undeveloped plots# +n 2ecem7er %&&= S81+ the domestic stoc0 mar0et regulator issued draft regulations clearing the /ay for introduction of Real 8state +nvestment Trusts "R8+Ts$ in +ndia# This move is also e@pected to favora7ly serve the 7ooming property mar0et 7y serving as an alternative source for meeting the capital needs of the sector particularly for 7uilders /ho other/ise /or0 /ith internal accruals and high(cost 7orro/ings# +nitial Pu7lic Offerings have 7ecome another popular theme as a means of raising requisite capital in the real estate industry# This has resulted in the creation of a ro7ust mar0etplace /here retail investors can participate in the gro/th story /hile also offering a7ility for promoters and investors to project for/ard into yet another e@it strategy# As a result of the aforementioned stimuli this industry has 7een receiving increasing focus from the private equity sector /ith P8 investments in this industry as a percentage of total P8 investments soaring from '5G in %&&B(&, to over )%G in %&&,(&=# ".PM*$ +t is estimated that more than USI B 7illion in foreign funds /as invested in projects sponsored 7y rapidly gro/ing developers in %&&=# The significant development potential of the real estate industry coupled /ith favora7le F2+ regulations and increasing focus from the private equity sector has
2.

created su7stantial investment opportunities for real estate companies# As at 2ecem7er %&&= total outstanding investment in ' <<B real estate development projects /as USI 'AB 7illion# "-M+8 +ndustry Reports$ As this rapidly gro/ing industry matures into a sta7le and sustaina7le economic sector three 0ey trends /hich are li0ely to shape its future are emerging3 a$ +ncreased focus on e@ecution ris0sJ 7$ +ncreased investments in mi@ed(use development projects /ith a vie/ to e@tracting ma@imum synergic 7enefitsJ and c$ Syndication among real estate developers on e@ecution of >7ig(tic0et? development projects i#e# shift from competition to partnership#

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0%A5TER B :

0OM5AN8 5ROFILE

26

INTRO U0TION
ABOUT T%E 0OM5AN8" Earth Infrastructures is an independent infrastructure provider /ith committed customer 7ase# +t is one of +ndiaLs most /ell capitali6ed real estate company# Today the name Earth is synonymous /ith Cuality +nnovation and Trust# :ithin a short time span it has succeeded to ride on a high gro/th curve and has /itnessed significant investment interest and transaction activities from all parts of +ndia and across the glo7e# Strong financial support and engineering e@pertise ma0es us a quality infrastructure provider /ith glo7al presence# The group is 0no/n in the Realty fraternity for its professional might# +mplementation of ne/ technology and innovation has 7een its constant goal and this is evident in all its projects#

This success is the result of the leadership /hich understands the po/er of compelling vision and it is the compelling vision and its e@ecution that has made 8arth the >+nvestment of -hoice? "for the investors$ >the employer of choice? "for the employees$ and >Associate of -hoice? "for the channel Partners and associates$

The people(first performance driven culture is spearheaded 7y the four

irectors of

Earth Infrastructures Ltd$> Mr A3desh !oe(> Mr$ Atu( !u2ta> Mr 7ikas !u2ta and Mr$ Ra9nish Mitta(# Their e@pertise in their respective fields po/erful intuitive sense alert and intelligent thin0ing pattern and a hunger to e@cel has influenced the internal and e@ternal dynamics of the organi6ation synergi6ing them /ith the success#
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They are joined in their drive for e@cellence 7y Mr$ Amit Aggar4a( and Mr$ Fau;an Ahmad> irectors 0o((ecti3e !ro4th Rea(ty 53t$ Ltd$Ca Strategic Marketing i3ision of Earth Infrastructures LtdD /hose entrepreneurial and pioneering strides have created ur7ane and smooth choices for customers in realty sector# The -ompanyLs a7ility to meet the special requirements of the real estate mar0et and clients demand comes from its strong foundations of professionalism# The groupLs strength lies in its panel of dynamic young qualified and highly e@perienced management and dedicated mar0eting professionals that ta0e care of the entire activities 0eeping its main thrust on customer satisfaction /hich is the main motto of the company# INNO7ATION BE8ON +nfrastructures ;td# Setting 7enchmar0s 7y initiating the concept of green 7uilding technology in !orth +ndia Earth has 7een the pioneer in 7ringing the first LEE 0ERTIFIE Residential and -ommercial Projects in !oida and *urgaon# The infrastructural marvels are a personification of its dynamism and companyLs vision to create the finest elements of ur7an living /ith state of art structures and sustaina7le models# IMA!INATION is the core philosophy of 8arth

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7ISION
To 7e the most innovative and trusted 7rand in real estate industry 7y adopting ne/ technologies /ith a focus on green and eco(friendly construction /ith focus to fulfill the e@pectations of the customers#

MISSION
)$ ONE FA0E> ONE 7OI0E There /ill 7e one face one voice of 8arth for the outer /orld# *$ 0USTOMER 0ENTRI0 ATTITU E To ensure complaint free operations /ith total customer satisfaction 7y resolving customerLs issues /ith utmost attention and speedy services round the cloc0# :$ BRAN 7ALUE To deliver the projects MdifferentlyL and ma0e the customer to feel at ease and comfort and create the M8arth 1randL a most trusted 7rand# -$ INNO7ATION T%ROU!% TE0%NOLO!8 8arth /ould 7e effortful and creative to identify and deliver something ne/ matching the technological up gradation in the Realty sector all around the glo7e# A$ 0OR5ORATE SO0IAL RES5ONSIBILIT8 8arth /ould concentrate to/ards development of afforda7le houses for the masses to reach to the heart of all#

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+$ EM5LO8EE 0ULTURE To 0eep on constantly searching for the talented employees developing employee retention policies providing continuous training and development to facilitate them to contri7ute completely in the gro/th of the organi6ation# .$ 0%ARA0TER> ET%I0S AN 7ALUES 8arth 7e governed 7y its professional policies and procedures to ultimately 7enefit its valued customers# The transparency of the policies /ould 7e maintained through the companyLs operational manual# Adhering to the manual /ould 7e mandatory for all /ith an ultimate o7jective to ma0e the 8ART9 >Favorite of all? and to create EET%I0AL BRAN span# 7ALUEF /ithin a short

5ur2ose> Sco2e and Limitations

5ur2ose" The 2ur2ose of the project is to get an overall idea a7out the mar0eting D selling strategies projected D implemented in the real estate sector# Then again /hile going for a deal /ith customer i#e# closing a deal the major concentration on applying the selling strategies properly D also to satisfy the customer needs according to their ris0 appetite D earnings# As the aspects of this project is multidimensional so as its purpose# +t /ill ta0e into consideration the mutual 7enefit of the company coupled /ith gaining some practical 0no/ledge a7out the real estate sector D their overall mar0eting strategies D processes#
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7a(ue=addition to the com2any ===

'# Find out the various products present in the industry %# To promote their product portfolio not only among the e@isting customers 7ase 7ut also among ne/ customers through lead generation )# To get an idea a7out the ne/ mar0eting strategies that can 7e applied in future to compete /ith the competitors# 5# *et increased sales of their products 7y the proper implementation of the recommended measures# B# Overall 7usiness development of company in terms of revenue and value enhancement and ma0ing the company operations more efficient and effective for long term 7enefit#

Academic Benefits '$ *ot an insight of real estate products and gained 0no/ledge of various promotional strategies# %$ Real time e@perience of interacting /ith perspective customers and convert them into real customers# )$ Real time e@perience of doing a mar0et research D practical e@perience in convincing the end(users to fill up the questionnaire#
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Sco2e of 5ro9ect" The o7jective of the project includes 1usiness 2evelopment at 8arth +nfrastructures ;td# The company has entered the Real 8state sector t/o years 7ac0 so the 7asic aim of this project is 1usiness 2evelopment that is generating 7usiness for them 7y attracting investors to the ne/ly launched Residential and -ommercial projects# This /ould include structuring of the entire 7usiness so as to increase the efficiency of the /or0 done at 8arth +nfrastructures ;td# The project /ould ena7le 8arth +nfrastructures ;td in 1usiness development of their properties 7y reaching to the ma@imum num7er of investors# +t also aims at developing promotional strategies to increase the num7er of investors purchasing their property# The project /ill also help in measuring the investorsL preferences for 8arth +nfrastructures ;td projects#

Methodo(ogy" The methodology follo/ed comprises of a 7rief study of the evolution of Real 8state mar0ets and its gro/th in +ndia# +n order to fulfill the a7ove o7jectives a descriptive study /as ta0en up in /hich primary and secondary data /as collected from the records of the company etc# and surveys respectively#

Tools li0e mystery shoppingJ ghost calls etc /ere used to understand the strategies and offerings of competitors#

After the collection of the required data a detailed analysis /as done to understand the overall mar0et products present and competitor offerings#
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 As a part of promotional strategy follo/ed 7y 8arth +nfrastructure various activities li0e putting the canopies near the project site in *reater !oida and in the apartments of Patparganj visiting the perspective customers at their shops at various mar0etplaces li0e Paschim Eihar .arol 7agh -handni -ho/0 .amla !agar Pragati Maidan etc# to convert them into our real customers# Phone 2irectories of different apartments and colonies li0e Mayur Eihar had 7een collected in order to generate more leads and more sales for the company#

Limitations Of The Study3 The project ta0en is very vast so considering the accuracy of all the aspects as required 7y the study is a major limitation# 9o/ever every attempt /ill 7e made to overcome any fla/ /hich might occur#

5RO U0T ETAILS AN 0OM5ETITOR ANAL8SIS

UN ERSTAN IN! T%E 5RO U0T AT EART% INFRASTRU0TURES LT " 8arth infrastructure ;td# is the fastest gro/ing company in the Real 8state Sector# +n the time span of only t/o years the company has launched its Si@ Projects in 2elhi( !-R region# The Si@ Projects are3( '# 8arth Tech One
3-

%# 8arth To/ne )# 8arth Sapphire -ourt 5# 8arth -opia + B# 8arth -opia ++ ,# 8arth +conic

1ut my tas0 /as to deal only in Earth Tech One and Earth To4ne therefore the focus is more on these t/o Projects in my Report#

EART% TE0%ONE
3.

+t is fully integrated commercial project /hich focuses on providing every type of facility to the investor# +t is a fully loaded plug and play concept for professionals /ho can start their 7usiness instantly /ithout /asting time on furnishing of the office# +t mainly focuses on the smooth /or0ing of 7usiness 7y providing offices apartments retail shops so that the investor /ho is see0ing to commence his 7usiness may not have any 0ind of pro7lem as all the facilities are provided as his rest place "apartments$ /ill 7e near and any other stuff can 7e 7ought from retail shops#

OFFI0E S5A0ES

Three types of offices providedJ( A(2ha tech( Fully Furnished Office Space Under this every facility /ill 7e provided li0e from des0 to computers printers and every necessary thing /hich the person see0s to have in an office#
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Si6es availa7le ( )B& B&& =B& '&&& sq# ft# Rates ( for )B& D B&& is RS# ,&&&4sq#ft# for =B& D '&&& is Rs# B=B&4sq# ft#

FA0ILITIES 5RO7I E IN FULL8 FURNIS%E OFFI0ES

8nergy efficient air conditioner ;aptop Personal computer Advanced printer system +P 7ased .TS system 2irectorLs ta7le 2irectorLs chair Specially designed visitor chair Modular staff /or0 stations Specially designed staff chairs 2esignerLs light +ndoor plant4 7onsai

Adjusta7le reading glass Eitrified flooring Rare painting Porta7le ;82 ta7le lamp Spacious 7oo0 shelf 1randed monitor D 0ey7oard 2igital cordless phones Scanner :ater filter Eenetian 7linds 1randed UPS Modular fitting ca7inet

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BETA TE0%( Semi Furnished Office Space These are Semi(Furnished office spaces 7est suited for an investor /ho /ants or has interest in doing further changes in his4her office as per his4 her requirements# Si6es availa7le N )&& B&& =&& '&&& Rates N Rs# B%B&4 sq# ft#

!AMMA TE0%( Unfurnished Eirtual Space +t is an un(loc0a7le space /hich is distri7uted among the investors according to their si6e requirements#
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Si6e starts from %&& sq# ft# and multiples of *// STU IO A5ARTMENTS N Fully Furnished These apartments are 7asically for the persons /ho /ould 7e commencing there 7usinesses in the offices provided in the Tech one site# So that their /or0 is not effected 7y /asting time in travelling from their homes to their offices# +t is also suited for the companies to reside their guests not far from the /or0place# +deal for e@ecutives small families and senior citi6ens# So this concept is good as it saves much money and time# Si6es availa7le N 5,B D =B& sq# ft# Rates N Rs# 5=B&4 sq# ft#

E65RESS ONE B Semi Furnished Retail Spaces These spaces are suita7le for food courts> ATM<s> Retai( sho2s etc# RETAIL S%O5S ( Si6es availa7le ( %B& 4 )B& 4 5B& Sq# ft# "and multiples$ Rates ( Rs# AB&& 4 Sq# ft# "*ROU!2 F;R#$ Rs# =B&& 4 Sq# ft# "UPP8R *ROU!2 F;R#$

ATM S5A0E ( Si6e availa7le ( Rates ( '=& Sq# ft# *round Floor N Rs# )B la0h
39

Upper *round Floor N Rs# )& la0h

FOO 0OURT = Si6es availa7le ( %B& Sq# ft# "and increase 7y multiples of B& Sq# ft#$ e#g# %B& )&& )B& 5&& 5B& B&& and so on Rates ( Rs# <B&&4Sq# ft

!RO'T% RI7ERS OF EART% TE0% ONE )$ Night Safari" *!+2A is planning to develop a !ight Safari# +t is fourth in the /orld after Singapore -hina and Thailand# 1ernard 9arrison /ill 7e designing the upcoming *reater !oida night safari#

*$ Formu(a ) Race Track" Oust B 0ms# a/ay from Tech Kone +t /as First hosted in %&''# The trac0 /as officially inaugurated on '< Octo7er %&''#

-7

:$ Amusement 5ark" +t is proposed to 7e developed over an area spread in %&& acres# +ndiaLs largest amusement par0 7y 8ssel :orld#

-$ Ta9 Internationa( Air2ort hu#" Eery close distance from proposed airport /ill ma0e this 6one as an attractive as /ell as comforta7le destination to stay#

A$ Sura92ur Bird Sanctuary" Another significant step in 7ringing the city on touristsL map *!+2A /ith collective efforts of :orld :ildlife Fund "::F$ and the Forest department is developing a Mparadise for 7ird loversL in a massive area of ))& hectares in Surajpur /hich includes ''& hectares of /etland# The project is e@pected to get completed 7y %&')#

+$ 'i2roG NIIT" ;eading corporates are already ma0ing their presence felt in the region out of /hich some of them are S8Ks# +n coming days these corporates /ill need stay arrangements for travelling e@ecutives guests and even clients#

.$ !autam Budhha Uni3ersity" Spread over B'' acres AsiaLs largest residential university N *autam 1uddha University is e@actly MoppositeL to Tech Kone# Moreover this university faces the very first plot in Tech Kone N Plot !o#' /hich is N Tech One# ,$ India EH2o Mart" To improve the vast potential of e@porting +ndian 9andicrafts and to encourage professional tourism +ndia 8@position Mart ;td# "+8M;$ /hich is +ndiaLs first state of the art project for cottage sector /herein Round MOL -loc0

-1

+nternational Mar0eting is availa7le has 7een conceptuali6ed and esta7lished in *reater !oida in .no/ledge Par0 (% appro@imately ) 0ms# from Tech Kone#

I$

e(hi Metro" As an e@tension of ;ine ) of 2MR- /hich connects 2/ar0a Sec# %' to !oida Sec# )% the /or0 on proposed lin0 7et/een !oida Sec# )% and *reater !oida is e@pected to 7egin this Septem7er and the deadline to finish the same is %&'5# This /ill give connectivity to 2elhi at lightning fast speed /ith all comforts of 2elhi Metro#

)/$ 8amunaG Ta9 EH2ress4ay" '<& 0ms 8@press/ay connecting *reater !oida to Agra in less than % hours and hence /ill play pivotal role for 2elhi N *reater !oida N Agra tourism destinations#

))$ FN! 0orridor" B, 0ms# long under construction e@press/ay /ill help people commute at a lightning fast speed 7et/een Farida7ad( !oida( *ha6ia7ad# Truc0s and other heavy commercial vehicles /ill not need to enter 2elhi#

)*$ Integrated Trans2ort %u# at Boraki" Spread over ,&& acres in 1ora0i /hich /ill include a /orld class +S1T and an upgraded Rail/ay station on ;udhiana N .ol0ata main rail/ay line along /ith shopping malls and Mfive starL hotels in the area the city /ill 7oast of one of the unique and first integrated transport hu7 in +ndia#

-2

EART% TO'NE ' % ) and 5 19. Msemi(furnishedL and Mfully(furnishedL apartments /hich /ill not only 7ecome a sym7ol of lifestyle statement in near future 7ut the ones /hich /ill surpass your imagination 7efitting 8arth To/neLs mantra N >Direct Dil Se!?

:ith 8arth To/ne not only youLll see your future living address 7ecome a paradise of modern living /ith hardcore sensi7ility of contemporary livingP 7ut a place /here itLs hard to 7eat imagination and /hen you 7eat it you feel that heaven has fallen on your feet# Mentioned 7elo/ are some prominent MreasonsL to ma0e 8arth To/ne your future living address3 LEE 0ertification ";eadership in 8nergy and 8nvironmental 2esign$

Location" Plot no#5 Sector no#' *reater !oida Faci(ities" Tennis -ourt *olf Putting and 1as0et 1all *round 8ntertainment Kone /ith Single Screen Multiple@ 9orse Riding D Party ;a/ns 1ar7eque -orner Party Area /ith Pavilion and Amphitheater 9ealth Kone /ith Art of ;iving -lasses Hoga -lasses Aero7ics -lasses Fish Therapy Art Kone /ith Music 2ance D Painting -lasses
-3

 -lu7 Kone /ith Spa Facility -ard Room 1all Room *un Fight Salsa 2ance -lasses etc Fine 2ining Kone /ith dedicated Food -ourt ;ounge and Roof -afeteria -aring Kone /ith !ursing 9omes 9ospitals and Round the -loc0 -hemist Shop :ith the close pro@imity to !oida Sector ' !oida 8@t# "*reater !oida$ is going to /itness a very high speed gro/th in near future# The main attri7ute of the location is the /ay it /ill interlin0 /ith !oida *ha6ia7ad Farida7ad D 2elhi through different routes# The location is also /itnessing a potential mar0et for different industrial setupsJ companies li0e 2ae/oo Hamaha ;* Minda and T-S are in close vicinity of the location along /ith several other companies pipelined to come#

LO0ATION MA5 OF EART% TO'NE

--

 ;ocated on %&& feet /ide road -lose pro@imity /ith !oida *ha6ia7ad D Farida7ad :ell connected to proposed metro station !ear to ')& meter /ide road e@press/ay -lose to all daily need amenities Only B minute drive from !oida Sector '%'

Free 7a(ue Added Ser3ices Medical -onsultancy for Residents

-.

 8lectrician D Plum7er on call

%5 9ours Am7ulance Service

Pollution Free 1attery Operated -arts for residents

+n house -onsultancy 7y +nterior 2esigner

Feeder 7us facility to Metro Station

Eaastu and Astrology Advice

EART% INFRASTRU0TURES LT =5RO@E0TS

Earth Infrastructures Ltd$ 5RO@E0TS AT A !LAN0E B !REATER NOI A 5ro9ec 5ro9ect ty2e Location Basic Sa(e 5rice C2er sJ$ft$D 0o3ered 0(u#
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Status

t Name

5ayment 5(an $5$ F(eHi 0$L$5$

0ar 5arking

Mem#ershi2

) B%& CA-/ SJ$ft$D Plot !o# *9 )BB&4( )=&&4( )<B&4( Earth To4ne ( 5 Residentia( 8@tn# "*reater !oida$ %=&&4( %<B&4( )&&&4( Earth Tech One +ntegrated Plot !o# ' % && &&&4( =B &&&4( % && &&&4( =B &&&4( Sold Out

!oida * B%& CIIA sJ$ft$D G * B%& K St$ C)/IA sJ$ft$D G : B%& C)*IA sJ$ft$D G : B%& K St$ C):IA sJ$ft$D G - B%& C).IA sJ$ft$D K St$ K Str$ C**IA sJ$ft$D *G: B%& So(d Out G - B%&

A(2ha TechLFu((y Furnished Office S2aces

0ommercia( Tech Kone# :A/ sJ$ft$ G A// sJ$ft$ Hamuna !#A# 8@press/ay ,&&&4( !#A# *reater !oida .A/ sJ$ft$ G )/// sJ$ft$ B=B&4( B=B&4( B=B&4(

% B& &&&4( B& &&&4(

1oo0ings Open

% B& &&&4( B& &&&4(

1oo0ings Open

Earth StudiosLFu((y Furnished Studio A2artments ) B%& C-+A sJ$ft$D G * B%& C.A/ sJ$ft$D 5%B&4( !#A# !#A# % && &&&4( B& &&&4( So(d Out

EH2ress OneLRetai( S2aces Sho2s 1 Sho4rooms CA3ai(a#i(ity" !roundGU22er !round F(oorD *A/ SJ$ft$G :A/ SJ$ft$G -A/ SJ$ft$ Cand mu(ti2(esD AB&&4( =B&&4( "2#P4Fle@i$ %#B& &&&4( !#A# C!FD CU!F D
-6

1oo0ings Open

ATM S2aces CA3ai(a#i(ity" !roundGU22er !round F(oorD )./ SJ$ft$ on(y )B la0h C!FD )& la0h CU!F D Food0ourt CA3ai(a#i(ity" *nd F(oor> on(yD *A/ SJ$ft$ "and unit si6e increase in multiples of B& Sq#ft# e.g. 250,300,350, 400 Sq.ft$ <B&&4( "2P and Fle@i Plan$ !#A# !#A# !#A# 1oo0ings Open !#A# !#A# !#A# !#A# 1oo0ings Open 1oo0ings Open

ANAL8MIN! T%E 0OM5ETITOR"=

-ompetitor analysis in mar0eting and strategic management is an assessment of the strengths and /ea0nesses of current and potential competitors# This analysis helps to identify opportunities and threats#

5ARAMETERS FOR 0OM5ARISON"

Minimum tic0et si6e Minimum investment

-5

 ;ocational advantage Payment plans availa7le Assured Returns Fully furnished or 7are shell condition 8@pected date of possession

Earth Tech One"

'# Minimum tic0et si6e ( )B& sq# ft# %# Minimum investment N Rs# ,&&&4sq# ft# "i#e# %' && &&&4($ )# ;ocational advantage N Plot no# '# -orner facing three side open plot and Taj 8@press/ay facing# -onvenient and easy to locate prime plot in the very 7eginning of Tech Kone 5# Payment plans availa7le ( 2o/n Payment plan Fle@i7le Payment plan and -onstruction ;in0ed Payment Plan B# Assured Returns N '%G p#a till Septem7er %&'B ,# Fully furnished or 7are shell condition ( Fully Furnished =# 8@pected date of possession ( 'st Septem7er# %&')

Spire "e(h:
-9

'# Minimum tic0et si6e N B&& sq# ft# %# Minimum investment N Rs# 5B,&4sq# ft# "%% <& &&&4($ )# ;ocational advantage N Plot no# ')A last D corner plot from /hile coming from !O+2A /hile it /ill 7e first /hile coming from Agra

5# Payment plans availa7le ( 2o/n Payment plan" a#'&&G 2P "/ith '%G p#a# assured return$ 7#B&G 2P "/ith ''G p#a# assured return$ and -onstruction ;in0ed Payment Plan B# Assured Returns N Availa7le "i#e# till the date of offer of possession$ a#'%G p#a# on '&&G 2P plan 7#''G p#a# on B&G 2P plan ,# Fully furnished or 7are shell condition N Ra/41are Shell condition =# 8@pected date of possession N %&'B

Manthan:

'# Minimum tic0et si6e N B&& sq# ft# %# Minimum investment N Rs# B=B&4sq# ft# "%< =B &&&4($ )# ;ocational advantage N Plot no# A# !one "investor or end user can not have a choice of floors$ ( located on 5th Bth and <th floor in %B acres of .essel ( + Ealley project
.7

5# Payment plans availa7le N 2o/n Payment Plan 4 Fle@i Payment -onstruction ;in0ed Plan "also called as -;P$ B# Assured Returns ( Availa7le "till the date of offer of possession$ ,# Fully furnished or 7are shell condition ( Fully furnished =# 8@pected date of possession N Oune %&'%

Stellar 1usiness Par):

'# Minimum tic0et si6e N 5') sq# ft# %# Minimum investment N Rs# )AB&4sq# ft# "', )' )B&4($ )# ;ocational advantage N Plot no# )# !one really# The only positive is that the plot is located opposite green 7elt of Reserve Forest 5# Payment plans availa7le N 2o/n Payment and Fle@i plans on 5') sq# ft# 2o/n Payment and -onstruction ;in0ed Plan only on <', sq# ft# B# Assured Returns N Availa7le only on 2#P# D Fle@i Payment Plans on 5') sq# ft# ,# Fully furnished or 7are shell condition N Ra/41are Shell -ondition =# 8@pected date of possession N 2ec# %&'5

Ansal AP! / Green "e(h !" %U1:

.1

'# Minimum tic0et si6e N N$A$ %# Minimum investment N N$A$ )# ;ocational advantage N Plot no# ,#Hes located right opposite to proposed plot for night safari and a corridor leading to the plot reserved for )& acres of common amenities area in Tech Kone# 5# Payment plans availa7le N N$A B# Assured Returns ( N$A$ ,# Fully furnished or 7are shell condition N N$A$ =# 8@pected date of possession N N$A$

Unitech Info s2ace"

'# Minimum tic0et si6e ( N$A$ %# Minimum investment ( N$A$ )# ;ocational advantage N Plot no# 5# !one reallyJ the only positive a7out the plot is that it is Taj 8@press/ay facing# 5# Payment plans availa7le ( N$A$ B# Assured Returns ( N$A$ ,# Fully furnished or 7are shell condition ( N$A$ =# 8@pected date of possession ( N$A$

'i2ro IT SEM"
.2

'# Minimum tic0et si6e ( N$A$ %# Minimum investment ( N$A$ )# ;ocational advantage N Plot no# B# Taj 8@press/ay facing and 7iggest plot "'&& acres$ in the 6one dedicated to Special 8conomic Kone# 5# Payment plans availa7le ( N$A$ B# Assured Returns ( N$A$ ,# Fully furnished or 7are shell condition ( N$A$ =# 8@pected date of possession ( N$A$

Uppal3s "e(h &asis:

'# Minimum tic0et si6e ( N$A$ %# Minimum investment ( N$A$ )# ;ocational advantage N Plot no# =# Plot is Taj 8@press/ay D Proposed site for !ight Safari facing# The plot is also adjacent to facilities li0e Police Station and Fire Station# 5# Payment plans availa7le ( N$A$ B# Assured Returns ( N$A$ ,# 8@pected date of possession ( N$A$

&LI Net4ork 0ity"

'# Minimum tic0et si6e ( N$A$ %# Minimum investment ( N$A$

.3

)# ;ocational advantage N Plot no# '%# !one# +nvestor /ouldnLt have much of a choice as the plot is located on the other side of the tech 6one in %B acres of .essel + Eallley project and faces )& mtr# /ide green 7elt running parallel to %B mtr# /ide MdamL 7uilt on river Hamuna# 5# Payment plans availa7le ( N$A$ B# Assured Returns ( N$A$ ,# Fully furnished or 7are shell condition ( N$A$ =# 8@pected date of possession ( N$A$

!(o#us Business 5ark

'# Minimum tic0et si6e ( N$A$ %# Minimum investment ( N$A$ )# ;ocational advantage N Plot no# '&# !one really# +nvestor /onLt have much of a choice as the plot is located on the other side of the tech 6one and faces )& mtr# /ide green 7elt running parallel to %B mtr# /ide MdamL 7uilt on Hamuna river# +tLs surrounded on the other side 7y )& acres of proposed -ommon Amenities area# 5# Payment plans availa7le ( N$A$ B# Assured Returns ( N$A$ ,# Fully furnished or 7are shell condition ( N$A$ =# 8@pected date of possession ( N$A$
.-

Ad3antage Earth Tech One = edge o3er com2etitors"

Availa7ility of ma@imum project details N Project details of almost half of MeitherL soon to 7e launched projects or have not 7een launched projects are either minimal or not availa7le at all# Minimum Tic0et Si6e ( !o other project offers a 7usiness space4suite of as less as )B& sq# ft# ;ocational Advantage ( ;ocated in tech 6oneLs most prime location and very first plot on entrance N Plot no# ' the plot is Taj 8@press/ay facing and is located right opposite of proposed *autam 1uddha University N largest university in Asia and a huge catchment area for talented professionals#

Fle@i7le Payment Options = Fle@i7ility to choose from as much as three "ma@imum$ payment options availa7le N 2#P# Fle@i and -#;#P# on different si6es of 7usiness suites ( )B& B&& =B& '&&& sq# ftJ /hereas in many of the other projects not as many payment options are availa7le#

Assured Returns Q clearly specified possession date = As compared to other projects /hich does not have any clearly defined possession date and hence assured returns till possession 8arth Tech one gives its investors a complete peace of mind /ith a reason to smile as the investor /ould 7e sure of getting almost half of his invested amount 7ac0 in B' months Q manifold capital appreciation once the project is completed in Oune %&')# The investor /ould 7e assured of 7oth returns and timely possession and hence capital appreciation#

Fully ;oaded Plug D Play -oncept = 8arly possession N Oune %&') coupled /ith fully loaded 7usiness suites means itLs plug D play for dynamic and charged up professionals#

..

"

.4

0%A5TER B -

S'OT ANAL8SIS

S'OT ANAL8SIS OF EART% INFRASTRU0TURES

.6

LO0ATION

.5

!REATER NOI A" ;ocated in Uttar Pradesh 7arely 5& 0ms# from !e/ 2elhi and %& 0ms# from !oida the area of *reater !oida is slo/ly 7ut surely on the path of 7ecoming one of the largest industrial and education centres of the country# The area of *reater !oida is 55 &&& hectares and its current population is '% && &&&# Real 8state in this area is amplifying at a good pace in /a0e of its gro/ing importance as a reality destination around 2elhi# ;i0e other areas of the !-R *reater !oida too is home to a num7er of +ndian and Foreign companies /hich is an advantage for the area# +t is on its /ay to 7ecoming a commercial hu7# Real estate in this city has huge potential for development#

The pro@imity to 2elhi and !oida and good connectivity /ith 7oth cities has 7een a major catalyst for the gro/th of the city# The modern infrastructure in 0eeping /ith the demands of high quality living and improved living standards has made *reater !oida a destination of choice# +n addition a large num7er of construction projects offer quality housing and office space equipped /ith modern amenities ma0ing real estate in the city all the more desira7le# +n all property in *reater !oida has come across as the ne@t 7est option given its location advantage good connectivity green environs and the enormous potential for development#

.9

S'OT ANAL8SIS OF !R$NOI A

47

For any organi6ation it is not possi7le to serve every segment so the mar0eter decides to serve the segment /hich provides the ma@imum opportunity a process /hich is 0no/n as Targeting#

Targeting at Earth Infrastructures? -onsidering the constraints of finances time and other factors 8arth +nfrastructures has different promotional strategies for different segments such as high middle D lo/er income group of people #

8arth +nfrastructures generates a lot of 7usiness from tier % cities so our mar0eting and promotional activities are carried out in these cities as /ell# :e offer the same product to people from different segment of mar0et 7ut /ith different promotional strategies# 8arth +nfrastructures specifically focuses on Professionals 1usinessmen D !R+Ls and the promotional strategies are formulated in such a manner that they directly reach the target audience e#g# 2oor to door activity canopy activities#

5ositioning" +t is the process 7y /hich mar0eters try to create an image or identity in the minds of their target mar0et for its product 7rand or organi6ation#

5ositioning at Earth Infrastructures?

41

Most of the competitors serve more than one segment /ith no clear positioning of their company# The mar0et has a stiff competition as a large num7er of real estate developers have 7een coming in the city at different locations# Many players have positioning in terms of Cuality(Prices modal others on 7asis of location and so on 7ut no player in the mar0et specifically focuses on 7eing environment friendly 7y introducing the green 7uilding concept and /e very firmly 7elieve in customer satisfaction

The fo((o4ing distinction se2arates us from our com2etitors"

'# LEE

0ertified ( Leadershi2 in Energy and En3ironmenta(

esign "LEE $

consists of a suite of rating systems for the design construction and operation of high performance green 7uildings homes and neigh7orhoods# :e are the first ;882 certified real estate developers#

%# 0RE AI Mem#er ( The -onsumer *rievance Redressal Forum has 7een enacted

to provide 7etter protection to the interests of customers connected /ith the >mem7er real(estate developers N -R82A+ "-onfederation of Real 8state 2eveloperLs Association of +ndia$ !-R and for that purpose to ma0e provision for the esta7lishment of authorities for the settlement of customerLs dispute and other related matters#

)# EI!EN CEarth<s ArchitectD( A Synonym to high quality

42

An +nternational Architecture D 8ngineering firm /ith synonym of high quality assurance provides One Stop Solution for all 2esign 8ngineering and Technology Solutions for the -onstruction +ndustry# Hou name the 7est and they have it from the 1urj To/er 2u7ai to Stra/7erry Place !e/castle Upon Tyne U#.# The company has provided a /ide range of Architectural Services or Earious -onsultancy for some part of the services to projects in various mar0ets of *lo7al -onstruction +ndustry including +ndia Australia Middle 8ast United .ingdom -ari77ean +slands and the US#

43

The overall STP analysis of the company helps in understanding /hich mar0et to 7e catered and hence helps in customi6ing the overall promotional effort to 7e channeli6ed in the same direction facilitating the 7est utili6ation of the availa7le resources and meeting the company o7jectives# STE5 :" Ana(y;ing 0om2any 0onstraints 8arth +nfrastructures has just entered into the mar0et of real estate# +t is their % year of operation# :ith the presence of num7er of competitors in the mar0et and also /ith the increasing 7rand value of the major leader it /as very difficult for 8arth +nfrastructures ma0e its presence felt# Apart from this there /ere some other constraints also /hich /ere to 7e 0ept in mind /hile designing the promotional strategies# They /ere3(

Financia( 0onstraint3 8arth +nfrastructures is a SelfNfunded organi6ation /hich /as started in %&'&# Pro7lem /hich /as confronted 7y our company in its promotional D advertising campaign /as lac0 of funds for advertisements on television#
4-

STE5 -" Methods suggested A strategy had to 7e developed /herein the target audience could 7e hit directly in the most cost effective manner and conveying the message clear to the audience# So it /as decided to use #e(o4 the (ine marketing strategy# The strategies used /ere3( %$ irect mai(3 Mails /ere sent directly to the customers to provide them detailed information a7out the -ommercial and Residential projects of *reater !oida /ith an immediate calling helpline to generate response#

)$ 5am2h(et

istri#ution" The company also adopted a very effective /ay of

promotion i#e# Pamphlet 2istri7ution The distri7ution /as done in t/o main promotional activities of the companies3 -anopies and Mar0etplaces# The activity helped the organi6ation to hit a very refined cro/d directly the target audience#

5$ 5osters 1 Banners3 Posters and 1anners can 7e very po/erful /hen placed /here the customers /ill actually notice them# 9ence various posters /ere placed on the pillars of the 2elhi Metro and 1anners /ere placed on the 7ac0 of the cars of general pu7lic# The company has also put some hoardings on the road side#

B$ Te(emarketing" The use of telemar0eting is on the rise as the response rate in comparison to other promotional tools is very high# All the /or0 done during
4.

the outdoor pu7licity lead to collection of huge investors data the dedicated telesales /ere

,$ 1RA!2+!*

The major aim of the 7randing activity /as to increase the 3isi#i(ity of 8arth +nfrastructures in various 6ones# The activity needed promotional effort of distri7uting Free *ifts at different locations to create 7rand a/areness and increase 7rand recognition The main tools used in the process /ere3( -loth 7ags -aps and T(shirts 1anners D 9oardings Standees -loth 1ags /ere specially designed 7y the company /hich had the companyLs name logo address and telephone num7ers printed on it and these 7ags /ere freely distri7uted in the mar0et to create a/areness a7out earthLs Projects#

44

Similarly the -aps and T(shirts /ere also designed for promotional purposes /ith the name and logo of the company printed on it and /ere freely distri7uted in the mar0et to create 7rand a/areness and to generate interest a7out the 8arthLs projects in the minds of the people # +n designing the 7anners and hoardings the main aim /as to create recognition of the company name and its address so the design majorly comprised of the name and address /ith the company tag line presented along# The 7anners /ere placed inside the vehicles of all the employees of the company /hich acted as a great promotional technique and hence these 7anners /ere made in such a /ay that they /ere visi7le to each every person even at far distances#

The Standees /ere placed as they are more informational in nature discussing elements such as the 7enefits to the investors facilities provided and other core advantages for the company

All the efforts /ere channeli6ed effectively and efficiently and in the proper manner and helped the company in generating leads 7y creating 7rand a/areness#

A0TI7ITIES +n my t/o months internship program in 8arth +nfrastructures + have learnt a lot a7out real corporate /orld# +n this t/o months time span + have conducted lots of activities /ith the help of my team head and my team mem7ers# + along /ith my team mem7ers

46

had conducted many Activities and /e can classify the activities into t/o categories3 Field Activities and +n(house Activities#

:e can further classify the Fie(d Acti3ities into three categories3( '#$ 0ano2y Acti3ity" On every Saturdays and Sundays /e used to place our -anopies near the site of our *reater !oida Projects# :e had to set up a -anopy and loo0 for the people /ho /ere passing 7y in their -arRs and people /ho /ere interested used to stop their car and as0 for the details#Then /e used to e@plain them the project and as0 them for the Site Eisit so that they can get a clearer picture of /hat they are or /ill invest in and they /ere encouraged for an official meeting#

%#$ Market Acti3ity" + also visited at various shops in the mar0ets of Paschim Eihar .arol 1agh -handni -ho/0 -ha/ri 1a6ar .amla !agar and the The Times Property 8@po in Pragati Maidan# :e need to e@plain the people a7out the project /ith the help of pamphlets and 7rochures provided 7y the company and e@changed my Eisiting cards /ith theirs to generate the data#

)#$ A2artment Acti3ity" :e have also put our -anopies in the 1alco Apartment of +#P# 8@tension Patparganj# :e used to e@plain our /hole project to the residents of the Apartment#
45

:e can also further classify the In=house Activity into t/o categories3( '#$ Te(e=0a((ing" + have also done an activity of collecting the Residential :elfare Association "R:A$ Phone 2irectories from Mayur Eihar and Patparganj and then + have to call those perspective customers and e@plain them the /hole details of our project and mail them if needed# -ompany also provided me the data of the perspective customers on /hich + need to call#

%#$ Bu(k E=Mai(s and Bu(k SMSs" The company also provided a very refined data so that + can send them 1ul0 8(Mails and 1ul0 SMSs and give them the details of our -ommercial and Residential Projects of *reater !oida and encourage them for an official meeting#

These are the certain /ays /hich are helping me in generating leads and finding the actual customers 7ut still 7ringing the customer to the purchasing stage is in progress

49

STE5S OF A0TI7ITIES '$ TEAM E7ELO5MENT" This phase of the activity /as the development of the teams /hich means that /e have to /or0 in a team of %() mem7ers and visit the shops in the mar0ets and stand for the -anopies and target the perspective investors#

%$ LEA !ENERATION" +n this phase + along /ith my team mem7ers /ent to the perspective investors and ma0e them understood a7out our real estate projects of *reater !oida# :e use to tell them a7out the facts that after investing ho/ this property can 7e fruitful to them# Then in the end /e use to ta0e the name and num7er of that customer 7y e@changing our visiting cards /ith theirs# )$ 0ALLIN!" The ne@t step /as to call on the data7ase /hich /as collected 7y me and my team mem7ers of those persons /ho /ere sho/ing interest in 7uying the property# :e used

67

to call them to provide more information a7out our product if they needed or to as0 them for a Meeting#

5$ FOLLO' = U5" + used to maintain a proper follo/ up and try to convert the hot leads into deal closing# + used to call them again according to their convenience# + 0eep the follo/ up of that particular lead to ma0e sure that the investors donLt miss any information a7out our product and try to convert him into a real investor for the company # 5$ EAL 0LOSE "This is the final and the last stage /here the customer finally comes for the meeting and agrees to 7uy the desired propert and give the 7oo0ing amount in the form of a cheque#

FI!URE3 The a7ove figure sho/s the step(7y(step procedure that /as follo/ed in order to covert a lead into a sale T%E MOST EFFE0TI7E 5ROMOTIONAL A0TI7IT8 As + have mentioned earlier that /e have adopted many promotional activities such as -anopies Mar0et Activity Residential Activity 2istri7uting pamphlets and caps etc#
61

1ut from my personal e@perience in 8arth +nfrastructures + thin0 that 0ano2y Acti3ity near our site is the most effective activity# This activity has 7een proved to 7e very fruitful 7ecause at -anopy + /as a7le to meet the interested investors and ma0e them understand the /hole project of our company and at the same time + /as a7le to ta0e the investor to the site for the site visit so that they can get a clearer picture of /hat they are or /ill invest in# The Activity saves our three steps at the same time# The reason 7ehind selecting the -anopy Activity as the most effective promotional tool is that from the -anopy Activity only + have got a 2eal -losed# This /as the 7iggest achievement for me as my all hard /or0 has 7een paid off#

0%A5TER=A

RESEAR0% MET%O OLO!8

62

SAM5LIN!
The sampling technique used to survey the students /as Random sampling# The only thing 0ept in mind /as to survey investors from various a r e a s # The sam2(e si;e chosen 4as A/ in3estors /hom /e surveyed#

ATA 0OLLE0TION
A questionnaire / a s p r e p a r e d t o e l i c i t information from the investors# The questionnaire had all closed(ended and only one open(ended question to analy6e the 7ehavior in depth# Apart from filling up of questionnaire investors /ere as0ed questions and discussions /ere held for 7etter understanding of their responses#

ATA ANAL8SIS
The questions as0ed helped in qualitative analysis /hile /ith the closed ended questions analysis could 7e quantified# F requency analysis /as used for qualitative and qu antitative analysis# This helped in identifying the relevant factors that influence investors# Microsoft 8@cel /as used for analysis of the data#
63

0%A5TER=+

ATA ANAL8SIS AN INTER5RETATION

6-

'# 2o you thin0 Property is a good option for +nvestment purposeF 8ES NO ,AN 'BG

INTER5RETATION"
6.

From our survey it is concluded that <BG respondents thin0 that property is a good option for investment purpose /hereas only 'BG of the people thin0 it is not /hich is a good sign for the real estate sector#

%# Ran0 the follo/ing real estate companies from ' to , according to your S Ansa( A5I Earth Infrastructures Limited @ay2ee !reens 0osmic Structures Limited AMR Infrastructures Limited Ste((ar Business 5ark *+N ',G %=G =G 'BG AG

preference

64

INTER5RETATION" From our survey it is concluded that %=G of the respondents are in favor of Oaypee *reens# The reasons found out /ere3 1rand name +nnovative projects Pricing On the other hand the second preference /as Ansal AP+ /ith a %,G 8arth

+nfrastructures 7eing the third preference /ith ',G respondents in favour reason 7eing that 8arth is ne/ to the real estate sector and is gradually capturing the mar0et# AMR ran0ed fourth /ith 'BG respondents in favor AG respondents in favor of Stellar /hereas only =G respondents /ere in favor of cosmic#

66

)# :hat is your purpose of 7uying a propertyF Se(f Use In3estment */N <&G

INTER5RETATION" From our survey it is concluded that %&G of the respondents prefer to use the property for self /hereas <&G of the respondents are interested in the investment in property reason 7eing that most of the properties give '%G assured return on the amount invested therefore it serves as a profita7le option for investment#
65

5#:hich among the follo/ing cities /ould you prefera7ly invest in F !urgaon Noida !reater Noida Farida#ad !ha;ia#ad :*N )&G %&G '&G <G

INTER5RETATION"
69

From our survey it is concluded that )%G of the respondents are interested in investing in *urgaon as it is one of the major satellite cities and is a part of the !ational -apital Region "!-R$ /ith the third highest Per -apita +ncome in +ndia therefore people are /illing to invest more in gurgaon# On the other hand %&G respondents sho/ed interest in *reater !oida as it is the most /ell planned upcoming cities in !-R region and the land rates are very lo/ as compared to other !-R regions )&G respondents sho/ed interest in investing in !oida '&G respondents preferred Farida7ad /hereas only <G respondents opted for *ha6ia7ad as it is the most underdeveloped !-R region and /ill ta0e time to develop

B# :hat type of investment are you loo0ing for in a propertyF

57

INTER5RETATION" From our survey it is concluded that )BG respondents prefer short term investment as they /ant to re(sell the property in future or give it for leasing /hereas ,BG respondents opted for long term investments as they have future plans to live or /or0 in that area or they might re(sell or lease the property after a long time /hen the circle rate increases# F

,# :hat is your 7udget for 7uying a propertyF

51

INTER5RETATION" From our survey it is concluded that ,BG of the respondents have a 7udget 7et/een Rs %& ;a0h( Rs B& ;a0h /hich is very good for the company as most of our projects lie 7et/een this /indo/ /hich /ill ena7le us to attract more and more investors to 7uy our property Only BG of the respondents had a 7udget 7et/een Rs <& ;a0h( Rs ' crore#

=# 9o/ long you can /ait for possessionF

52

More than : 8ears * B : 8ears ) B * 8ears Less than ) 8ear

AN 5&G 5BG '&G

INTER5RETATION"

53

From our survey it is concluded that 5BG of the respondents can /ait for '(% years for the possession 5&G can /ait for %() years '&G can /ait for less than a year and only BG /ill /ait for ) years or more#

<# :hat 0ind"s$ of property are you loo0ing forF Office s2ace Studio a2artments Retai( s2ace Residentia( 5(ots :/N %&G %&G 'BG 'BG

INTER5RETATION"
5-

From our survey it is concluded that )&G of the respondents are interested in 7uying office spaces %&G interested in purchasing studio apartments %&G interested in retail spaces 'BG interested in 7uying residential property and 'BG interested in 7uying plots# Therefore respondents are mostly interested in investing in office spaces as they give '%G assured return and help them to e@pand their 7usiness#

A# :hich si6e /ill suit you 7est in case you /ant to go for a residential propertyF ) B%& * B%& : B%& - B%& :AN 5BG 'BG BG

5.

INTER5RETATION" From our survey it is concluded that 5BG of the respondents are interested in purchasing %19. apartment )BG interested in 7uying '19. apartment 'BG interested in purchasing )19. apartment and only BG interested in purchasing 519. apartments# 9ence the demand is more for %19. apartments#

54

'&# :hich si6e /ill suit you 7est in case you /ant to go for a commercial propertyF

56

Less than :A/ sJ$ ft$ :A/ sJ$ ft$ B A// sJ$ ft$ A// sJ$ ft$ B .A/ sJ$ ft$ .A/ sJ$ ft$ B )/// sJ$ ft$ More than )/// sJ$ ft

:AN B&G '&G BG &G

INTER5RETATION From our survey it is concluded that B&G of the respondents are interested in purchasing if the si6e is 7et/een )B&sq ft(B&& sq ft /hereas )BG are opting to invest in the si6e less than )B&sq ft# only '&G respondents are interested in purchasing si6es 7et/een =B&sq ft N '&&& sq ft# ''# :hat is the most important factor /hile 7uying a commercial propertyF

55

INTER5RETATION" From our survey it is concluded that 5&G of the respondents 7uy a property due to return /hich they get on investment i#e '%G assured return )&G 7uy due to less cost %&G ta0e it 7ecause of the location of the project /hereas only '&G 7uy it 0eeping the si6e in mind# '%# :hich amenities are you loo0ing for /hile 7uying a residential propertyF 0(u# %os2ita( Schoo( Market G Sho22ing Ma(( *- H . Security )/N 'BG '&G 5&G %BG
59

Others

&G

INTER5RETATION" From our survey it is concluded that 5&G of the respondents 0eep this factor in mind that there should 7e a Mar0et or a shopping mall near7y /hile purchasing a residential property %BG people opt for %5@= security 'BG have opted that there should 7e a hospital near7y '&G respondents /ant that there should 7e amenities li0e a school and a clu7#

97

')# +n your opinion /hich media do you find the most informative /hile searching for a propertyF Bi((#oardsG %oardings Ne4s2a2er ad3ertisement 0ano2y 2(acement Banners at the #ack side of the cars Te(e=ca((ingG Bu(k E=mai( and SMS<s oor=to= oor Se((ing 'e#sites )AN '&G %BG )BG '&G &G BG

91

INTER5RETATION" From our survey it is concluded that )BG respondents agree that they find 7anners 7ehind the cars as the most informative tool /hile searching for a property %BG find canopies as the most informative tool '&G find ne/spapers and tele calling and 7ul0 e( mail and SMSLs as the 7est media for information /hereas 'BG find 7ill7oards and hoardings as the most informative tool#

92

0%A5TER=.

FIN IN!S

93

FA0TS 1 FIN IN!S

<BG respondents thin0 that property is a good option for investment purpose ',G respondents /ere in favor that 8arth +nfrastructures is the third 7est company in real estate sector <&G of the respondents are interested in the investing in property )%G respondents are /illing to invest in gurgaon and consider it as the most prefera7le city for investment ,BG respondents opted for long term investments ,BG of the respondents have a 7udget 7et/een Rs %& ;a0h( Rs B& ;a0h 5BG of the respondents can /ait for '(% years for the possession )&G of the respondents are interested in 7uying office spaces 5BG of the respondents are interested in purchasing %19. apartment B&G of the respondents are interested in purchasing if the si6e is 7et/een )B&sq ft(B&& sq ft 5&G of the respondents 7uy a property due to return /hich they get on investment i#e '%G assured return
9-

 5&G of the respondents 0eep this factor in mind that there should 7e a Mar0et or a shopping mall near7y /hile purchasing a residential property )BG respondents agree that they find 7anners 7ehind the cars as the most informative tool /hile searching for a propert

0%A5TER=,

0ON0LUSION
9.

0ON0LUSION
The major factors /hich people consider /hile purchasing the property are3 Amenities *reen and 8co(Friendly Price ;ocation Return on +nvestment# Cuality of construction Availa7ility environment# As *reater !oida is still in developing phase and facing pro7lems regarding la/ and order therefore at this moment there is not much of footfall 7ecause there is lo/ density of population in the area# +nvestors are more interested in investing their money in plots rather than in flats 4 apartments so that they can 7uild their o/n customi6ed house# 8arth +nfrastructure 7eing a relatively ne/ company in the Real 8state sector customer hesitates to invest in a ne/ company and /ould rather rely on the
94

e@isting players in the mar0et such as 2;F OAHP88 *ROUP A!SA;LS /hich have a 7rand name and recognition etc # +n my opinion +nvestors should invest in *reater !oida this very moment as the land rates are e@tremely lo/ as of no/ and /ill go s0y high in the coming future#

0%A5TER=I

RE0OMMEN ATION

96

RE0OMMEN ATIONS
As 8arth +nfrastructure is the third preference of investors the company should adopt more and more innovative technologies in comparison to other competitors so that the company can 7ecome the first preference of the investors# 2ue to stiff competition in the mar0et 8arth +nfrastructures shall focus on the Cuality of homes provided and shall also try its 7est to meet different 0ind of requirement of different 7uyers# :e have analysed that investors are more interested in investing in Office Spaces so the company should focus more on its other projects to increase its sales in other products# Today customers /ant convenience as they have very 7usy schedule and from our analysis /e have found that investors /ant the mar0ets or shopping malls near to their

95

residential and /or0 places so company should provide more and more shopping facilities to the customers# :e have also analysed that investors found the 7anners 7ehind the cars more informative rather than other medium# So company should focus more on other mode of media to provide more and more important information to the investors so that they can get information more easily a7out the companyLs products# 8arthLs Projects are already doing /ell in *urgaon and *reater !oida therefore it should come up /ith its projects in Farida7ad and *ha6ia7ad as /ell and e@pand its operations and esta7lish a good 7rand name#

99

0%A5TER B )/

LIMITATIONS

177

LIMITATIONS
The project ta0en is very vast so considering the accuracy of all the aspects as required 7y the study is a major limitation# 9o/ever every attempt /ill 7e ma0e to overcome any fla/ /hich might occur due to this# -hanging political economic and legal environment# Secondary source of data# The company analysis is done on the 7asis of financial statements# Any discrepancy in them /ill 7e reflected in the final valuation# On data /hich can 7e quantified in num7ers is ta0en into consideration /hile qualitative aspects are ignored# Other mar0et impacts li0e manipulation inside trading etc# are not ta0en into consideration#

171

0%A5TER = ))

ANNE6URE

172

OUESTIONNAIRE
This is a sur3ey conducted to eH2(ore ho4 to #e the most inno3ati3e and trusted #rand in rea( estate industry #y ado2ting ne4 techno(ogies 4ith a focus on green and eco=friend(y construction 4ith focus to fu(fi(( the eH2ectations of the customers$ 5(ease gi3e your 3a(ua#(e in2uts to he(2 us ser3e you$ It 4i(( take on(y A minutes of your time$

'# 2o you thin0 Property is a good option for +nvestment purposeF T Hes T !o

%#

Ran0 the follo/ing real estate companies from ' to , according to your

preferenceS "' 7eing the 7est and , 7eing the /orst$ T Ansals AP+ T 8arth +nfrastructures ;imited T Oaypee *reens T -osmic Structures ;imited T AMR +nfrastructures ;imited T Stellar 1usiness Par0

173

)# :hat is your purpose of 7uying a propertyF T Self use T +nvestment

5# :hich among the follo/ing cities /ould you prefera7ly invest in F T *urgaon T !oida T *reater !oida T Farida7ad T *ha6ia7ad B# :hat type of investment are you loo0ing for in a propertyF T Short term investment T ;ong term investment ,# :hat is your 7udget for 7uying a propertyF T A7ove B -rore T Rs ' -rore N Rs B -rore T Rs <& ;a0h N Rs ' -rore T Rs B& ;a0h N Rs <& ;a0h T Rs %& ;a0h N Rs B& ;a0h 045

T Rs '& ;a0h N Rs %& ;a0h =# 9o/ long you can /ait for possessionF T More than ) Hears T % N ) Hears T ' N % Hears T ;ess than ' Hear

<# :hat 0ind"s$ of property are you loo0ing forF T Office space T Studio apartments T Retail space T Residential T Plots A# :hich si6e /ill suit you 7est in case you /ant to go for a residential propertyF T ' 19. T % 19. T ) 19. T 5 19. '&# :hich si6e /ill suit you 7est in case you /ant to go for a commercial propertyF T ;ess than )B& sq# ft# 046

T )B& sq# ft# N B&& sq# ft# T B&& sq# ft# N =B& sq# ft# T =B& sq# ft# N '&&& sq# ft# T More than '&&& sq# ft# ''# :hat is the most important factor /hile 7uying a commercial propertyF T ;ocation T -ost T Return on +nvestment T Amenities 4 Facilities T Si6e of property

'%# :hich amenities are you loo0ing for /hile 7uying a residential propertyF T -lu7 T 9ospital T School T Mar0et 4 Shopping Mall T %5 @ = Security T Others "Please Specify$ ')# +n your opinion /hich media do you find the most informative /hile searching for a propertyF Ran0 them in the order of ' to ,# "' 7eing the 1est and , 7eing the :orst$ 047

T T T T T T T

1ill7oards4 9oardings !e/spaper advertisement -anopy placement 1anners at the 7ac0 side of the cars Tele(calling4 1ul0 8(mail and SMSLs 2oor(to(2oor Selling :e7sites

'5# 2o you have any other e@pectations /hen 7uying a propertyF

"Please fill in you details 7elo/$ !ame Age *ender 8(mail +d

048

0%A5TER B )*

REFEREN0E

049

BIBLIO!RA5%8

'# 8@cel 1oo0s3 !e/ 2elhi %# .otler P D Armstrong * "'AA=$ Principles of Marketing !e/ 2elhi3 Prentice 9all +nc#

)# Sharma S "%&&5$ Indian Management. 5# :e7sites3 ///#earthinfra#com ///#collectivegro/th#in ///#google#co#in

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