2910. Real Estate Market Research , Analysis and Sales of Omaxe

ACKNOWLEDGEMENT

I express my sincere gratitude to my industry guide Ms. Nishita

Malhotra ,Designation (HR Manager), (Company) Max Balaji Group,

for his able guidance, continuous support and cooperation throughout

my project, without which the present work would not have been

possible.

I would also like to thank the entire team of Max Balaji Group, for the

constant support and help in the successful completion of my project.

Also, I am thankful to my faculty guide Prof. of my institute, for

his/her continued guidance and invaluable encouragement.

Signature

(Student)

TABLE OF CONTENTS

4

Index no. Subject Page No.

1 Executive Summary 6-7

2 Industry Profile 8-9

3 Company Profile 10-32

4 SWOT Analysis 33

5 Research Methodology 34-35

6 Data Collection, Findings & Analysis 36-37

7 Final analysis and interpretation 38-57

8 Questionnaire 58-67

9 Case Study 68-94

10 Summary of Sales Experience 95-97

11 Bibliography 98-100

EXECUTIVE SUMMARY

5

The project “Real estate market research and analysis” was undertaken during summer

internship at the “Max Balaji Group” which is located in Jasola District in NEW DELHI.

The research was done on the Max Balaji Group which is one of the major

players in the real estate market. Here the research was in the sector of the RESIDENTIAL

MARKET where the end users, investors, dealers and many other parties were involved. The

research problem was on the topic “RESEARCH AND ANALYSIS OF THE REAL

ESTATE MARKET AND FEEDBACK OF THE PARTIES INVOLVED”. The areas

assigned were NOIDA SECTOR-93, SECTOR-50,. Here at the start the format and the

questionnaire according to the research problem were prepared by interviewing many

developers, dealers & customers and the data was collected. After the collection of the data

the data analysis was done and on the basis of the analysis the recommendations and

suggestions were given to the company so that the research problem can be solved. Also the

area wise residential property parameters and figures have been listed in the report.

The facts and the figures of the different areas according to their information on the price

list, current company price, market ruling price, project type, project location, additional

charges, average area and the main parameters was listed down in the formats and attached

area wise. The analysis was done firstly on the question wise and then through the analysis of

each of the question in each of the area the final analysis and interpretation was done. On the

basis of that final analysis and the other formats the recommendations were given as under:

6

Reducing the input cost i.e. the apartment’s cost so that the market would be open for

each one of the class of people.

For low income group people the idea of the AFFORDABLE HOUSES can be a

good way to penetrate fully in the market.

For full customer satisfaction each one of the project would be linked directly with

the nearest POLICE headquarters, FIRE STATION, HOSPITAL etc so that in case

of any mishap the customer have something in their reach.

Promotional methods are the best methods to get into the market and which helps

fully the customer to position the brand in their minds. So as per my suggestion Max

Balaji Group would definitely be the market leader down the line if they work upon

this promotional area.

The pre deal services are important but along with this the post deal services are

much more important. So Max Balaji Group will definitely excel if they improve

their post deal services.

Brand endorsement is also a good way to penetrate fully in the market.

INDUSTRY PROFILE

REAL ESTATE

It is a legal term (in some jurisdictions, notably in the U.S.A, United Kingdom, Canada,

and Australia) that encompasses land along with anything permanently affixed to the

land, such as buildings, specifically property that is stationary or fixed in location. Real

7

estate is often considered synonymous with real property (also sometimes called realty),

in contrast with personal property (also sometimes called chattel or personality).

However, in some situations the term "real estate" refers to the land and fixtures together,

as distinguished from "real property," referring to ownership rights of the land itself.

The terms real estate and real property are used primarily in common law, while civil law

jurisdictions refer instead to immovable property.

REAL ESTATE AS "REAL PROPERTY" IN THE U.K.

In British usage, “real property”, often shortened to just “property”, generally refers to

land and fixtures as such while the term “real estate” is used mostly in the context of

probate law, and means all interests in land held by a deceased person at death excluding

interests in money arising under a trust for sale of or charged on land.

French, Italian, Portuguese, Romanian, Spanish and German usages of the term

In French, Italian, Portuguese, Romanian, Spanish and German, real estate is called

"immovable" (French: immobilier, Italian: immobiliare, Spanish: inmueble Portuguese:

imóvel, Romanian: imobiliare and German: Immobilie); other property is called

8

"movables" (French: mobilier, Spanish: mueble, and German: Bewegliche Sachen).

REAL ESTATE IN MEXICO AND CENTRAL AMERICA

The real estate business in Mexico and Central America is different from the way that it is

conducted in the United States.

Some similarities include a variety of legal formalities (with professionals such as real

estate agents generally employed to assist the buyer); taxes need to be paid (but typically

less than those in U.S.); legal paperwork will ensure title; and a neutral party such as a

title company will handle documentation and monies in order to smoothly make the

exchange between the parties. Increasingly, U.S. title companies are doing work for U.S.

buyers in Mexico and Central America.

COMPANY PROFILE

9

Max Balaji Group has emerged as a Real Estate Development firm with a difference. Fuelled by zeal and an invincible belief in making a difference, by securing the lives of those who spend days and nights awake guarding the country’s border so that each citizen, like you and I, can sleep comfortably in our homes

ABOUT US

Since its inception, almost 5 years ago, Max Balaji Group has evolved into a New-age Real Estate Development Conglomerate embarked on a path breaking journey. We are resolute at providing affordable cost-effective housing solutions to the economically challenged yet developing section of the society at one end of the spectrum, and redefining & expanding the boundaries of Luxury Lifestyle at the other top end of the social pyramid.

As a fast growing real estate development firm, Max Balaji Group is not just an infrastructure developer but a conscientious housing development company which came into existence with a realization of the quality of life our soldiers deserve in their own homeland. And, ever since its inception, the company has been relentlessly working towards assisting our defence personnel acquire their own they can call home, and at a price they can easily afford.We’ve developed a reputation for reliability, personal service and innovative solutions and are very proud of the confidence and reliability that our customers have placed in us. Trust is the most important value at Max Balaji Group, a brand that is represented by the following:

How we do business

In everything we do, we will abide by these five principles:

10

To comply with the law, wherever we operate, and to be sensitive to local customs and traditions.

To conduct all our business and make all our decisions within a clear ethical framework.

To maintain safe and healthy work places, operate safe systems and methods of work and ensure the safety of the public.

To contribute positively to the physical and social environments in which we operate. To engage positively with our stakeholders and to provide them with information

adequate to their needs.

Our commitment is to Support and enhance communities Utilise our people's full talents and skills Seek like-minded suppliers Maintain safe working practices Protect the environment Achieve new solutions Make working for and with us enjoyable

DEFENCE ENCLAVE

11

ABOUT DEFENCE ENCLAVE

Located near a prime & fast developing area of the NCR, and with upcoming landmarks of Ghaziabad Development Authority in the immediate surroundings, is our latest & modern construction of a Residential Colony - DEFENCE ENCLAVE - exclusively built for the Defence Personnel.

Major Distance

Air Force Station (Hindan): 12 kms Dadri Air Force Station: 4 kms Ghaziabad Railway Station: 5 kms Lal Kuan Railway Station (Upcoming): 1.5 kms Ghaziabad Institutional Area: 9km

Surrounding Upcoming Landmarks

Sahara City Hi-Tec City Residential & Commercial Sectors of GDA

FEATURES AND AMENITIES

24 hours dedicated & trained security guards deployment.

Separate Parks & Children’s’ Play Areas.

Prachin Mandir.

12

Play School

Community Hall.

Exclusive private shopping area for Residents.

Wide well-lit roads.

Advanced sewerage system.

Total Green Area - 35%.

Self management by Resident Welfare Association (R.W.A.)

PLOT SIZE

57 Sq. Yds. : 18' x 28'

62 Sq. Yds. :18' x 31'

72 Sq. Yds. : 18' x 36'

100 Sq. Yds. : 20' x 45'

144 Sq. Yds. : 30' x 36'

150 Sq. Yds. : 30' x 45'

206 Sq. Yds. : (31' x 60')(31' x 59.8')

SITE PLAN

13

RAILWAY ENCLAVE

ABOUT

15

Constructed exclusively for the employees of the Indian Railways, over 10.5 Acres of land - the Railway Enclave - is situated in the prime and fast developing location of the NCR. The RAILWAY ENCLAVE is set ideally amidst surrounding mega development projects of Ghaziabad.

MaJor Distance

Air Force Station (Hindan): 12 kms Dadri Air Force Station: 4 kms Ghaziabad Railway Station: 5 kms Lal Kuan Railway Station (Upcoming): 1.5 kms Ghaziabad Institutional Area: 9km



FEATURES

24 hours dedicated & trained security guards deployment.

Separate Parks &Childrens’ Play Areas.

Prachin Mandir.

Play School.

Community Hall.

Exclusive private shopping area for Residents.

Wide well-lit roads.

Advanced sewerage system.

Total Green Area - 35%.

Self management by Resident Welfare Association (R.W.A.)

PLOT SIZE57 Sq. Yds. : 18' x 28'

16

62 Sq. Yds. :18' x 31'

72 Sq. Yds. : 18' x 36'

100 Sq. Yds. : 20' x 45'

144 Sq. Yds. : 30' x 36'

150 Sq. Yds. : 30' x 45'

206 Sq. Yds. : (31' x 60')(31' x 59.8')

NEW LAUNCH DEFENCE CITY DADRI

ABOUT DEFENCE CITY DADRI

17

Our latest massive development project, exclusively for Indian Defence Personnel, in Dadri, the beautiful, scenic and naturally enrapturing. Carrying forward the tradition, of Max Balaji Group, which is reputed to be synonymous with dedication & commitment and after successful run of 2 massive projects of Defence Enclave and Railway Enclave in Ghaziabad, Vinsun Buildcon has now unleashed a massive development project, exclusively for Indian Defence Personnel, in Dadri.

The Preferred Destination

In the heart of Gautam Budh Nagar lies a destination that is destined to become a cherished residential address.

Strategically located on NH-91(G. T. Road) Close to corporate ‘n’ commercial Hub of Surajpur & G. Noida Walking Distance from Dadri Air Force Base station Leading schools, colleges & hospitals within 4km radius Adjoining other residential projects Knowledge Park Vth, just 2km from Defence City Proposed Metro Station & Eight lane NCR corridor nearby, ensuring speedy

connectivity to Central Delhi



FEATURE AND AMENITIES

The World of Comfort

A new form of habitat is taking shape in urban India where the infrastructure coupled with the ambience is going to provide the inhabitants the highest global standards of comfort.

1,2 bedroom apartments & plots for row houses. Vaastu compliant master plan & layout. Land acquired directly from farmers, thus ensuring a secured future of the project. Project approved by District Housing Board, Gautam Budh Nagar. Incorporates “Cost Effective Intermediate Alternative Technologies” to develop

dwelling units consistent with design specifications, norms, rules and regulations prevailing for “Low Income Housing” specified by IS:8888.

A Wholesome Healthy Living

18

CLUB HOUSE DISPENSARIES

COMMUNITY PARK NURSING HOME

NEIGHBOR-HOOD PARKS

POLICE POST / POLICE STATION

LIBRARY AND INTERNET CAFÉ

ELECTRIC SUBSTATION/GRID

LOCAL SHOPPING CENTRE

COACHING CENTERS OFFICE

BANK & ATM FACILITIES

SPACES FOR PROFESSIONALS

VOCATIONAL TRAINING INSTITUTE

KIOSKS / BOOTHS

KINDER GARDEN INFORMAL BAZAAR

PRIMARY SCHOOLMEDITATION CUM SPIRITUAL CENTRE

SENIOR SECONDARY SCHOOL

RELIGIOUS BUILDINGS

COMMUNITY SPORTS COMPLEX

GYM AND HEALTH CENTRE

LAY OUT PLAN

TYPE I (455 SQ.FT.)

19

TYPE

2

21

BHK-

23

UPCOMING PROJECTS

ABOUT DEFENCE CITY ROORKEE

Our upcoming massive development project, exclusively for Indian Defence Personnel, in Roorkee, the beautiful, scenic and naturally enrapturing hamlet of Haridwar. Carrying forward the tradition, of Max Balaji Group, which is reputed to be synonymous with dedication & commitment and after successful run of 2 massive projects of Defence Enclave and Railway Enclave in Ghaziabad, Vinsun Buildcon has now unleashed a massive development project, exclusively for Indian Defence Personnel, in Roorkee, the beautiful, scenic and naturally enrapturing hamlet of Haridwar.

Defence City

Imagine waking up to morning sunrays peeping from the hills and offering a picturesque view of early morning serenity, while the rejuvenating breeze gushes past you bringing with it the refreshing aroma of the moist greenery all around and the chirping sounds of colorful birds.

25

FEATURES & AMENITIES

Lush green area

Peacefully location

Under ground electricity

24X7 hour security-Three tier

Security equipment

Kids play area

Parks having aloe Vera plant

Community hall

Meditation &yoga centre

Modern gymnasium

Swimming pool

Basketball court

TOWNSHIP

Flats

Villas

Parks

Shopping centre

Schools

Kids play area

26

SITE PLAN

27

DEFENCE RESIDENCY NH 58

ABOUT

Our upcoming massive development project, exclusively for Indian Defence Personnel, in N.H. 58. Carrying forward the tradition, of Max Balaji Group, which is reputed to be synonymous with dedication & commitment and after successful run of 2 massive projects of Defence Enclave and Railway Enclave in Ghaziabad.

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Villas at least price

Near to Proposed 8 Lane NH-91

Good investment opportunity because of-1.Upcoming colleges and factories over there like modern public school,noida physical education ,cement factory

Adjecent to Air force station

Few km away from NTPC power plant

Water level at 15 feet deep.

FEATURES AND AMENITIES

Lush green area

Peacefully location

Under ground electricity

24X7 hour security-Three tier

Security equipment

Kids play area

Parks having aloe Vera plant

Community hall

Meditation &yoga centre

Modern gymnasium

Swimming pool

Basketball court

TOWN SHIP

Villas

Parks

29

Shopping centre

Schools

Kids play area

SITE PLAN

30

NRI SECTION

NRI SECTION

Definition of an NRI

An Indian Citizen who stays abroad for employment/ carrying on business or vacation outside India or stays abroad under circumstances indicating an intention for an uncertain duration of stay abroad is a non-resident. (Persons posted in U.N. organizations and officials deputed abroad by Central/ State Government and Public Sector Undertakings on temporary assignments are also treated as non-resident) Non-resident foreign citizens of Indian Origin are treated on par with non-resident Indian citizens.

SWOT ANALYSIS

31

STRENGTHS:

Impeccable goodwill in the market.

Very good locations.

Overseas contacts and global trading.

Best customer satisfaction department.

WEAKNESSES:

Inability to manage its huge customer base and deliver best post deal services.

Inability to promote the brand to the fullest.

OPPORTUNITIES:

Huge opportunities in the N.R.I investments.

Opportunities in the global trading such as newly launched DUBAI’S project.

THREATS:

Tough competitors like PARSAVNATH, DLF, UNITECH, ELDECO

Saturation in the real estate sector as in the location point of view

RESEARCH METHODOLOGY

32

OBJECTIVE

PRIMARY OBJECTIVE: To explore the real estate market and to observe the

scenario.

SECONDARY OBJECTIVE: The feedback of the dealers, developers and customers

towards each other.

RESEARCH DESIGN

EXPLORATORY:

This research is carried out through the exploratory research process in which the real estate market

was studied. The research involved the thorough outlook towards the sector and all of the various

stakeholders involved.

SAMPLE DESIGN

The samples of the dealers, developers and the customers out of the three areas i.e.

NOIDA SECTOR-93, SECTOR-50 were taken in the following manner:

DEVELOPERS: 100% POPULATION COVERAGE

DEALERS: MAJOR DEALERS OF AREA.(IN SECTOR-18)

CUSTOMERS: 5% FROM EACH OF TOTAL POPULATION.

SCOPE OF THE STUDY

33

In this research we have done the thorough study of the real estate market and collected the

data and the feedback of the major parties involved in this i.e. the DEALER, DEVELOPER

AND THE CUSTOMER. In this study the feedback is taken towards each of the party in

this manner:

LIMITATIONS

Though there was active participation and encouragement from all the dealers and

developers, there were some limitations that are listed below:

Sample size had to keep small due to the shortage of time.

The study was in some specified areas like NOIDA that made the results and changes

applicable in these areas only not in other areas.

Customers did not participate fully in the research process.

DATA COLLECTION

34

FINDINGS & ANALYSIS

The data was collected by the questionnaires with reference to the ANNEXURE-A. The

formats of the area wise analysis and the various parameters with respect to each one of the

developer in the assigned areas are attached here in.

As per the questionnaire each of the question in each of the segment of the questionnaire is

analyzed and the conclusion of each of them is represented graphically and on the basis of

that question and area wise analysis the final analysis is done with the results.

STAKEHOLDERS

DEALERS

DEVELOPERS

CUSTOMERS

INFORMATION ON AREAS LIKE

LOYALTY STATUS

FUTURE OFFERINGS

DEMAND ANALYSIS

MARKET ANALYSIS

UPGRADATION ABOUT THE MARKET

FUTURE INVESTMENTS

PAYMENT SCHEME

35

BRAND POSITIONING

REINVESTMENT

FUTURE REFERENCES

DOCUMENTATION

LOCATION

OCCUPANCY LEVEL

FUND ARRANGEMENT AND LEGALITY

INTIMATION ABOUT WHAT’S NEW

TRUST LEVEL

INTERNAL ENVIORNMENT

POST DEAL SERVICES

SECURITY

AREA COMMITMENT

ADVERTISEMENT AND PROMOTIONAL METHODS

POSESSION

DELIVERY

NEGOTIATION STYLE

FINAL ANALYSIS AND INTERPRETATION

DEVELOPER TOWARDS DEALER

(sample size: 10)

36

LOYALTY STATUS OF THE DEALER TOWARDS THE BRAND

Hardcore loyal Loyal Profit oriented2 2 5

This indicates that over the 3 areas ie NOIDA T the developer thinks that 56% of the

dealers are profit oriented,22% are hardcore loyal and the rest 22% are loyal to their

brand. So mostly the dealers are profit oriented and fairly loyal.

FUTURE OFFERINGS BY DEALER TO DEVELOPER

37

YES NO8 1

Conclusion: Out of all the 9 developers across mentioned areas 89% think that their

dealer will definitely offer them more deals in future and 11% think that they will not.

So the dealer will offer the future offerings to the developer. So the dealers definitely

will like to deal with the developers in future on the referral basis.

38

YES NO7 2

78% of the developers think that the dealer will plan out new and innovate investment

plans and more future ways for investors and the rest 22% think that they will not. So

the dealer will plan out the new and innovative future ways for investment in the

developer’s projects.

DEALER’S AWARENESS

39

YES NO4 5

56% say that the dealer do not give them the timely updated demand analysis bus the

rest 44% think that the dealer gives them that information. So the dealers do not give

the demand analysis to the developer.

40

44% of the developers say that the dealers give them the market analysis but the

rest 56% say that dealers does not give them the market analysis. Most of the

dealers do not give developers the market analysis.

YES NO4 5

41

YES NO8 1

89% of the developers say that the dealers keep hem updated about the needs and

wants of the customer but the rest say that dealers do not do the same for them. So the

dealers keep them updated about the needs and wants of the customers.

DEVELOPER TOWARDS CUSTOMER

42

FUTURE REINVESTMENT PLANS (sample size: 10)

Developers are very much sure that the customer that have invested already in their

brand will definitely reinvest in their brand and will make the new allotments also.

YES NO10 0

43

As per the developers perception they say that definitely the customer will reinvest in

their brand.

So the customers will definitely refer the name of developer to others.

PAYMENT RELATED INFORMATION

YES NO10 0

YES NO10 0

44

10% of the developers say that the customers have to follow the partial payment scheme

,20% say that customers have to follow full payment scheme and the 70% of them say

that the customers have to give the partial and full payment scheme both. So majority is

of the full payment scheme.

BRAND POSITIONING

PARTIAL FULL BOTH

1 2 7

45

Developers have the full confidence about the statement made by all of them that the

customers were able to position their brand in their mind.

YES NO10 0

46

DEALER TOWARDS CUSTOMER

PAYMENT INFORMATION

(sample size: 22)

All of the dealers said that the customers were able to make the payment timely. So the

payment was made on time.

PAYMENT SCHEME

TIMELY DELAYBEFORE TIME

22 0 0

47

PARTIAL FULL BOTH5 8 9

41% of the dealers said that the customers made the both payment scheme ie partial

and full both and 23% said that there was partial payment scheme and the rest 36% of

the dealers said that the customers had to give the payment on the full payment basis.

So most of the customers chose the both full and partial basis.

CUSTOMER’S INFORMATION

YES NO

13 9

59% of the dealers have full faith in their customers that they will definitely refer their

name to others but the rest 41% do not think the same but opposite. So most of the

customers refer the name of dealer to others.

48

MONEY ORIENTED

QUALITY ORIENTED

BOTH OF ABOVE

ALL ABOVE+RELATIONSHIP ORIENTED

4 1 10 7

32% of the dealers said that the customer was money+ profit+ relationship oriented

and 18% said that the customer was only money oriented,5% said that the customer

was quality oriented and 45% said that the customer was both ie the money and quality

oriented.

49

YES NO22 0

100% of the dealers said that the customer tendered all the stipulated documents on

time and with full compliance.

FULLY UPDATEDPARTIALLY UPDATED

20 2

50

91% of the dealers said that the customer was fully updated and they had all of the

relevant information regarding real estate but 9% said that the customer was partially

updated about the real estate dealing.

DEALERS TOWARDS DEVELOPERS

FUTURE BENEFITS TO DEALER BY DEVELOPER

(sample size: 22)

77% of the dealers said that the developer in future will definitely provide them the

future deals and the rest 23% think that the developer will not provide them the future

deals. So the developer will definitely provide dealer the future deals.

YES NO17 5

51

59% of the dealers said that if the dealers give them the deals they give them more of

the benefits bus the rest said opposite. So there are less chances of getting more benefits

by developer.

YES NO7 15

YES NO9 13

52

68% of the dealers said that the developer will give them the more of the commission

slabs if they will give them more of the deals and the rest 32% said opposite. If the

dealer will give more deals then more of the increment in commission slabs.

RATINGS BY DEALER TO DEVELOPER

1(VERY BAD) 2(BAD) 3(FAIR) 4(GOOD)5(VERY GOOD)

0 1 12 8 1

Most of the dealers rated the developers on a good scale but mostly gave the fair

response regarding the overall processing time basis.

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0 4 6 9 3

On the whole as the majority of the dealers the payment status and processing was

good.

54


0 3 7 9 3

Here the most of the dealers have an response towards the delivery and the possession

status of the developer in the region above the good and below very good.

FULFILLED NOT FULFILLED PARTIALLY FULFILLED19 0 3

Most of the dealers are satisfied with the commitment provision of the developers.

RECOMMENDATIONS

55

If Max Balaji Group wants to become the real estate market leader then it have to really work

upon these below mentioned areas.

Some of them are:

Reducing the input cost ie the apartment’s cost so that the market would be open for

each one of the class of people.

For the low income group people the idea of the AFFORDABLE HOUSES can be a

good way to penetrate fully in the market.

For the full customer satisfaction each one of the project would be linked directly

with the nearest POLICE headquarters, FIRE STATION, HOSPITAL etc so that in

case of any mishap the customer have something in their reach.

Promotional methods are the best methods to get into the market and which helps

fully the customer to position the brand in their minds. So as per my suggestion Max

Balaji Group would definitely be the market leader down the line if they work upon

this promotional area.

The pre deal services are important but along with this the post deal services are

much more important than that. So Max Balaji Group will definitely excel if they

improve their post deal services.

Brand endorsement is also a good way to penetrate fully in the market.

QUESTIONAIRE

56

Survey of Customer Feedback towards Developers

1 .Are you satisfied with project location provided by the Developer?

A. Excellent B. Very Good

C. Good D. Fair

1. How do you rate the occupancy level in term of Existing society?


C. Good D. Fair

2. Are you satisfied with the fund arrangement and legality provided by the Developer?


C. Good D. Fair

3. Will developer provide the detail of upcoming project timely?

A. YES B. NO (NO, then why…….)

4. The Developer provides you the Monthly report of a project timely and and with the

actual graph of the site?

A. YES B. NO (NO, then why…….)

5. Is your developer trust worthy and relationship oriented? How do you rate?

57


C. Good D. Fair

6. How do you rate the internal environment of your place?


C. Good D. Fair

7. facilities provided by the developer in terms of securities, housekeeping, water supply

etc. How do you rate?


C. Good D. Fair

8. How you rate the builder post sale service in terms of maintenance and commitment?


C. Good D. Fair

9. Are you satisfied with the area commitment provided by the builder at the time of

purchase?

A. YES B. NO

10. Would you prefer investing again your money in the same brand name?

58

A. YES B. NO

11. Would you refer the developer name to your near and dears and your acquaintances?

A. YES B. NO

12. Were the advertisement and promotional method good enough to explain the features

and specification and the overall information of the brand ?

A. YES B. NO

13. Documents tendered to you by the developer were they :

Compliance

Non Compliance

Survey of Customer Feedback towards Channel Partner’s

59

Is your dealer is trust worthy? How do you rate your dealer?

A..Excellent B. Very Good

C. good D fair

1. Do your dealers know about developer’s capabilities and their future plan?

A.Yes B. NO

2. How was your overall experience with the dealer regarding the processing and the deal?

A. Good B. Very good

C. Excellent D. Satisfactory

3. How do you rate his overall approach in putting points and explaining about each and

every prospect?

A. 1 B. 2

C.. 3 D. 4

E. 5

4. You got each and every thing as per the commitments?

A. YES B. NO

5. You got your timely possession?

A. YES B. NO

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6. The documents tendered to you by the dealer were they

In compliance

Or not in compliance

With the commitments and agreement?

7. What was his negotiation style:

Competitive

Collaborative

Sharing

Self sacrificing

Avoidance

8. What you rate the post deal services out of 5?

DEALERS TOWARDS CUSTOMERS

61

1. Was the customer able to make the payment:

Timely

Before time

Delay

2. The payment was:

A. Partial B. Full

C. Both

3. Will he refer your name to others?

A. YES B. NO

4. Was the customer:

Money oriented

Quality oriented

Both of the above

All of above + relationship oriented

5. Did the customer tendered the stipulated documents on time:

A. YES B. NO

6. The customer was:

62

Fully updated

Partially updated

Not updated

DEALER TOWARDS DEVELOPER

1. Will the dealer provide you the future deals?

A. YES B. NO

2. Will the developer give you more of the future tangible and intangible benefits?

A. YES B. NO

3. Will he give you more of the commission slabs?

A. YES B. NO

4. How you rate the overall processing time and process out of 5?

5. Rate the payment status and process out of 5.

63

6. Rate the delivery status and possession status and process out of 5.

7. The commitments committed by the developer were:

They fulfilled

Not fulfilled

DEVELOPER TOWARDS DEALER

1. What is the loyalty status of the dealer towards the brand?

Hardcore loyal

Loyal

Profit oriented

2. Will in future he offer you more clients?

A. YES B. NO

3. Will he plan out some new future ways for investors?

A. YES B. NO

4. Dealer gives you the demand analysis:

A. YES B. NO

64

5. Dealer gives you the market analysis:

A. YES B. NO

6. Dealer keeps you updated about the needs and wants of the customer:

A. YES B. NO

DEVELOPER TOWARDS CUSTOMER

1. Will the customer make new and more allotments in your brand:

A. YES B. NO

2. The payment was made on:

Time

Before time

Delay

3. The payment scheme was:

A. Partial B. Full

65

C. Both

4. The customer was able to position your product in their minds?

A. YES B. NO

5. Will the customer reinvest here?

A. YES B. NO

6. Will he refer your name to any other interested parties?

A. YES B. NO

7. The documents tendered were in:

Compliance

Non compliance.

CASE STUDY

66

Max Balaji Group: STRATEGIES FOR REALISING

SUSTAINABLE GROWTH

REAL ESTATE SCENARIO IN INDIA:

Indian real sector has seen an flying boom in the last few years. This was ignited and fueled

by two main forces. First, the expanding industrial sector has created a surge in demand for

office-buildings and dwellings. The industrial sector grew at the rate of 10.8 percent in 2006-

07 out of which a growth of 11.8 percent was seen by the manufacturing sector1. Second, the

liberalization policies of government has decreased the need for permissions and licenses

before taking up mega construction projects. Opening the doors to foreign investments is a

further step in this direction. The government has allowed FDI in the real estate sector since

2002. FDI was deemed necessary in the view of making the sector more organized and

increasing professionalism farmers. The villages adjacent to the metro cities have

experienced sky-rocketing land prices. This has induced farmers to sell their land for good

money.

Now a factual look into the matter. According to MANOJ VAISH, President and CEO, Dun

& Bradstreet, real estate development in India was estimated to be around US $ 12 billion

and is growing at an annual pace of 30 percent every year. This substantial growth has been 1

67

the result of increasing demands from off-shoring businesses. Off-shoring consulting houses

and call centres have generated demand for real estate to the extent of more than 10million

sq.ft. Every year, 78 percent of the money spent on real estate goes to the GDP (Gross

Domestic Product). However the longing for own houses persists as housing accounts for 80

percent of the Indian real estate industry. The rest 20 percent is commercial real estate

including office space, hotels shopping centers etc. The real estate fascination: Real or

Sensational Over the last 4-5 years we have seen real estate companies raising money from

general public through the IPO (Initial Public Offering) way. Those who are risk averse

prefer to opt for the mutual funds (by SBI, TATA, LIC etc.) investing in the real estate. But

the big question is: what prompts an average person to try his fortune in the real estate

sector? The reasons are numerous. The first and foremost being the myth that the real estate

business is riskless. The second being the growing Indian middle class with a low propensity

to consume and more botheration about future. The third being the ever growing housing

needs fueled by low interest rate. May be the Last but not the least, behavior leading to

invest in the sector where everywhere else does.

The above mentioned goodies might have flared well in the Indian scenario but cannot be

generalized categorically. It is so because the value of a property, whether residential or

commercial depends highly on its present and future surroundings. In India, the linkage

effects and the trickle down effects either don't work or are inhibited by corruption and other

vagaries of our economy. So it is highly unlikely that a distant development (unless of

national importance) will lead to significant appreciation in a property value. Secondly, the

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rate of appreciation of an overvalued project will be much slower than that of an emerging

project. Those buying new homes must understand that the rise in real estate prices in recent

years has more than offset the reduced interest burden of a loan. Many developers have also

inserted a one-year lock-in clause with new homes so that the real estate speculators keep

themselves away and end-users can get access to residential projects. This reduces the

possibility of making a fast buck from the real estate sector. A recent concern that has hit all

and sundry sharply is the inflation due to shortage of fresh fruits and vegetables. The

expansion of real estate has shown a new way of becoming millionaire to the farmers. The

villages adjacent to the metro cities have experienced sky-rocketing land prices. This has

induced farmers to sell their land for good money.

EXPECTED GROWTH

The size of the real estate industry in India is estimated to be around $12 billion and it is

continuously growing at the rate of 30% for the last few years. Almost 80% of real estate

developed in India is residential space and the rest comprises of office, shopping malls,

hotels and Hospitals. The main reason for growth is mainly due to off-shoring business,

including high end technology consulting, call centers and software programming houses

which covers 15 million square feet of real estate development.

With an ever increasing influx of funds, the real estate sector in India is growing bigger. In

the first half of 2007, at least 20 more funds have made an entry in India while 35 big ticket

foreign funds have already have their presence in India. It is expected that the Indian realty

69

sector will grow from US$ 12 billion in 2007 to US$ 50 billion in 2010 and to US$ 90 billion

by 2015. Global funds like Carlyle, Blackstone, Morgan Stanley, TRIKONA and WARBUS

PINCUS are sitting on a total corpus of US$ 12-15 billion. Even the most aggressive retailers

expands their business creates a huge demand for real estate.

The real estate development in India focuses on two primary areas: Retail and Residential.

Northbridge research has predicted growth rate of 20% in the organized retail segment by

2010. Lot of foreign players are attracted to invest in real estate market in India. Examples

are: Morgan Stanley Real Estate has invested $68 million in MANTRI Developers private

limited; a private Bangalore based Real Estate Developer.

When Farallon Capital Management, a U.S. hedge fund, and its joint-venture partner, India

bulls, snapped up an 11-acre property in central Mumbai in March 2005 for $54.5 million an

acre, the purchase was called an act of idiocy by local developers. A few months later, when

the same joint venture offered $95.5 million an acre for a nearby property, it was the second-

lowest bid. Property prices in India are rising fast, and not just in the biggest cities. As the

tech boom spreads across the country, as more Indians buy homes, and as the economy

grows at faster than 8% a year, real estate is attracting more investors, many of them from

abroad.

Concerns about an asset-price bubble have led the Reserve Bank of India to raise the risk

weightage on real estate loans extended by banks, and mortgage rates have gone from 7.5%

70

to about 9.5% as a result. That's still well below the 15% rates that most Indians were used

to, but it's enough to raise questions about whether the speculation of the past year and a half,

which has driven land prices up by 30% to 100% and real estate stocks up as much as

2,000%, may be coming to an end.

PLAYERS - NAME

- Real Estate Developers

- Construction Companies

- Corporate Houses

- Property consultants

- Real Estate brokers

- Housing finance companies

- Banks & Financial Institutions

- Architects

- Vendors & Suppliers

SIZE

Real Estate and Construction is a $12 billion (by revenue) industry in India.

The industry has seen a rapid growth in the past few years.

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STRUCTURE

In India, Real Estate sector is fragmented market

Most real estate developers have only a local or regional presence

There is participation of large corporations in this sector

India has higher margins (20%) as compared to the developed markets (5-6%)

Institutional finance in Real estate is just beginning.

Various foreign Real Estate and Finance companies like GE Commercial Finance,

TISHMAN SPEYER, ASCENDAS and FARALLON Capital have entered the Indian

market.

Category Cities Characteristics

Tier I Bangalore, Mumbai & NCR Well established real estate

market

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Tier II Hyderabad, Pune, Chennai & Kolkata. Growing real estate markets

Experiencing heightened demand &

Investments.

Tier III Chandigarh, Ludhiana, Lucknow,

Guwahati, Bhubaneswar, Jaipur,

Ahmedabad, Surat, Nagpur, Indore,

Goa, Mysore, Coimbatore, Kochi,

Vijaywada, Mangalore, Trivandrum, and

Baroda

Real estate markets yet to

establish.

Perceived to have substantial

potential demand

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GROWTH RATES

Real Estate sector is growing at an annual growth rate of 30%

Returns in India range between 12-15% compared to 3-4% in the advanced countries.

Northbridge research estimates that the 70% of the new construction will be for the IT

sector

CSR PRACTICES AT Max Balaji Group:

The CORPORATE SOCIAL RESPONSIBILITY(CSR) at Max Balaji Gruop begun with the

growth of the business. The company undergone many changes since its inception.

The management communicates and demonstrates support for the corporate social

responsibility.

Business units and the managers incorporate the economic, social and the environmental

objectives into their business plans to get the best.

Here the understanding of CSR is well articulated under the “corporate values” and thereby

the actions are guided accordingly from those values of the company. The core values being

the

Secular

Apolitical

Fair

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TYPE OF CUSTOMER

1. END USER

2. INVESTOR

long term investor

short term investor

3. DEALER

National dealer

International dealer

WAY TO GET TOUCH WITH CUSTOMER

Direct customer in site

With the help of advertisement

With dealer, nation or international

In exhibition, fairs

With reference of other customer

Self effort

With e-marketing

Web

Customer care data.

Corporate client.

KNOWLEDGE OF PROJECT SPECIFICATIONS

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(Area Sq.ft.)

TitleDescription

Brand Name

StructureEarthquake Resistant RCC frame structure

External Finish

Combination of long- lasting paint & glazing

FloorVitrified Tiles

WallsPlastered and painted with pleasing shades of O.B.D

CeilingPlastered and painted with pleasing shades of O.B.D.

STAIRCASES

FloorCombination of Udaipur Green and White Marble

Walls Plastering and painted with pleasing shades of O.B.D.

CeilingPlastering and painted with pleasing shades of O.B.D.

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Title Description Brand Name

MASTER BED ROOM

Floor Laminated Wooden Flooring

WallsPlastered and painted with pleasing shades of O.B.D.


Wardrobe Wooden cupboard up-to ceiling height.

OTHER BEDROOMS

FloorVitrified Tiles



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WardrobeWooden cupboard up-to ceiling height.

Title

DescriptionBrand Name

Floor Vitrified Tiles



KITCHEN

Floor Ceramic / Anti Skid TilesOrient/ Varmora/ Somany/ Kajaria or equivalent

Walls

Ceramic Tiles upto 2 feet height above counter and

Plastered and painted with pleasing shades of O.B.D.

Ceiling Plastered and painted with pleasing shades of O.B.D.

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Platform Pre-polished granite platform with stainless steel sink.

Fixture/ Fittings

Modular Kitchen cabinets with Gas hub, Chimney & Geyser


BALCONIES

Floor Anti Skid Ceramic Tiles

Walls Long- lasting water repellent paint.


TOILETS

WallsDado of Glazed / Ceramic tiles up to ceiling height.

FloorAnti Skid Ceramic Tiles

Geyser in all bathroomsWash basin, Wall hung W.C. in all toilets except servant toilet, Towel Rail, Hot &

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Fittings/FixturesCold water system.

Exhaust Fans In all Bathrooms.

Additional Features in

Master Bathroom

Wall – Ceramic / Glazed TilesFloor – Anti Skid Ceramic Tiles

Jacuzzi in Master BathroomShower Cubical


DOORS & WINDOWS

Entrance Door Seasoned hardwood frame, Teakwood shutter with paneling of designer vineer with Melamine polish & electronic lock.

Internal Doors Seasoned Hardwood frame both side teak finish flush door / Skin Moulded / Door Shutter with melamine polish or Duco paint.

External Doors & Windows

Powder coated glazed aluminum / Wooden / UPVC .

ELECTRICAL AND AIR-CONDITIONING

LightDecorative Lights in all rooms inclusive of Living/Dinning.

WireCopper concealed wires in all rooms, Living/Dinning, toilets & Kitchen.

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PlugPlug point in each bedroom / Drawing / Dining , Toilets & Kitchen.

Air ConditioningSplit Air Conditioners in living room & all the bedrooms.

FansFancy Fans in all the bed rooms & living room.

Chandelier In the Living room only.


LIFT LOBBY

Floor Vitrified TilesKajaria/ Euro/ Orient or equivalent


Lifts Two high speed elevators in each tower.

SECURITY

24 hours manned perimeter security for the complex.

Video Door Phone with intercom in the living room.

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TECHNOLOGY WI-FI broad-band facility in the apartment.

INTERNATIONAL LEVEL SPA (CLUB) FACILITIES

Swimming Pool, Sauna, Steam, Jacuzzi, Shower Cubical.

Hi- Tech Gymnasium

Indoor Games like: Billiards, Snooker Pool etc.Tennis/ Multi Purpose Court

Provision for Restaurant / Cafeteria.

Conference Room with all Business Facilities like Broadband Connectivity, FAX etc.Aurvedic Massage Facility and health oriented Club.


OTHER FACILITIES

CAR PARKING Open/covered

PLAY GROUND

Children's Play Ground

RO Water system in every Apartment.

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Beautifully landscaped park with water bodies

100% Power backup

24 hour water supply

Launderette and car wash area.

Provision for Business lounge area.

Solar Water heating System for hot water system as per norms.

Satellite TV / Phone connection

Gas detector in Kitchen.

BASIC FACTOR WHILE PLANNING

1. Land Clearance

2. Possession of Land

3. Registration/Lease Deed

4. LOI Status/License Status

5. Issues on Land (If yes, to be described)

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6. Zoning Plan

7. CLU

1. Approvals from Government

a) NHAI/Railway

b) Airport

c) Forest

d) EIA

e) Pollution

f) Fire

g) Other approvals

h) Other laisoning works

PLANNING

1. Building Plans Approvals

2. Elevation (drawings)

a. Bird Eye View

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b. Satellite View

c. Night View

d. Front elevation facing pool & greenery

2 Layout Plan of the site

3 Location Map

4 Individual Floor Plan / Cluster Plan

5 Facilities Detail

a) Construction versus green area

b) Car Parking (Stilt, open, & basement)

c) EWS area

6 Model of the project

7 Architect/ Associates

8 Project C D-walk through

9 Presentation with marketing FAQ'S

SITE DEVLOPEMENT (CONSTRUCTION)

1. Boundary wall

2. Main Gate

3. Boundary wall Lights/Street light

4. Site Office

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5. Leveling of Land

6. Approach Road

7. Sample Flat

8. Movie Theatre

9. Cafetaria Setup

10. Specification Find

Advertising/Media/Printing/ Publication/ Outdoor Publicity

1. Designing & Installation of Unipole/ Hoarding /Gantry

2. AD-Concept National & International

3. Broachers Designing / Printing

4. Dealers Banners

5. Flags with Poles at Site

6. Signage Board at Site of different places

7. Launch Party

8. Advertising Budgeting/Scheduling

9. Canopy/Umbrella

10. Media Planning

11. CD Writing

12. Radio Jingle ( Punjabi / Hindi / English)

13. Press Release

14. Hoarding Locations

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15. Actual photo shoot of the sample flat & provide the four sheeter highlighting the Spa Village

16. Movie Clips at multi-plexes at different locations of Punjab

International/E-Marketing

1. Website updating

2. Exclusive Telemarketing/E-mailing

3. International Sales Plan along with Budgeting

SALES & MARKETING

1. Market Feedback

2. Competitors Analysis

3. Features & Specification

4. Pricing & Payment Plan

5. Dealer Identification/Coordination

6. Dealer Meet

7. POP Material for Dealer

8. Auth Dealer Glow Sign Board

9. Corporate Sales Presentation

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10. Corporate Sales Strategy

11. Rent Scheme

12. Incentive Scheme

13. Executive Summary

14. Commission Schedule

15. Budgeting & Promotional Schemes

CORPORATE FINANCE

1. Loan against Land (If yes, how much & time)

2. Interest per annum ag Bank Approvals

3. Bank Approvals

4. Bank Loan Scheme

LEGAL

1. Application Form

2. Allotment Letter

3. Agreement Paper

4. Transfer Set

5. All documents should be vetted by Legal Depth.

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DISTRIBUTION OF COMMISSION TO DEALERS

Commission & Disbursement Schedule

Following will be the slab for Associate/Dealer Commission for Project The disbursement schedule of the same is also mentioned.

1. Associate/Dealer Commission

No. of Bookings Proposed %

1 to 10

11 to 30

31 & Above

2. Disbursement of Commission ScheduleA) Down Payment Plan

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Schedule

Commission Slab (%)

3 4 5

After of encashment of Booking Amt. (Approx.10% payment received)

After receiving 95% of BSP

B) Construction Linked Plan

Note:- All the new booking done by the dealer after launch will also be clubbed with the booking done by them at the time of pre launch.

For Associate/Dealers of Canada & U.S.A.

Associate/Dealer Commission

No. of Bookings Proposed %

Schedule

Commission Slab (%)

3 4 5

After of Encashment of Booking Amt.(Approx.10% payment received)

After receiving 30 % of BSP


90

6 to 15

16 & Above

Disbursement of Commission ScheduleA) Down Payment Plan

Schedule

Commission Slab (%)

3 4After one month of encashment of Booking Amt. (Approx.10% payment received)


B) Construction Linked Plan

Schedule

Commission Slab (%)

3 4

After one month of Encashment of Booking Amt.(Approx.10% payment received)

After receiving 30 % of BSP

After receiving 40% of BSP 91

DISTANCE CHART

RAILWAY STATION(Dadari) KM

BUS STAND KM

GAUTAM BUDH UNIVERSITY KM

4 COMMERCIAL MALL & MARKET KM

JP GOLF COURS KM

TAJ EXPRESS HIGHWAY KM

INDIA EXPOSITION MART KM

DELHI Min

PRPOSED INTERNATIONAL AIRPORT KM

IT PARKS AND INDUSTRIAL AREA KM

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USP OF PROJECT

1. Lavishly designed areas of Sq. Ft. and PENTHOUSE

2. G+ & above stores building with penthouses.

3. Great connectivity through highway.

4. World-class civic infrastructure.

5. Convenient shopping centers inside the complex.

6. Introduction of SHUTTLE to Noida Shopping areas.

7. Specified car wash area.

8. Wi - Fi enabled complex.

9. Rich neighborhood of elite class people.

10. Intercom facilities from guard unit to each apartment.

11. Apartments facing green reserve and central park.

12. Excellent housekeeping services through professionally managed companies.

13. Easy accessibility to wide road.

14. Minute’s drive from Golf Course.

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15. Amusement park in close vicinity.

16. Landscaped jogging and walking tracks.

17. Specially designed play area for children.

18. Sculpted garden with sand pits and amphitheatre

19. km from proposed international Airport .

20. Night safari in close vicinity.

CLUB FACILITIES

1 Swimming Pool

2 Gym With Latest Facilities Likes Sauna Stem & Jacuzzi.

3 Internet Room

4 Party Lounge Area

5 Billiards, Snooker Pool & Squash Room

6 Tennis / Multi Purpose Court

7 Conference Room With All Business Facilities Like Broadband Connection Etc.

8 Lap Pool

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SUMMARY OF SALES EXPERIENCE

My sales experience in Max Balaji Group gave me a deep insight in

the corporate world. In these 45 days got acquainted with the basics of

selling. Selling is an art which requires many basic skills of which the

conversation skill having convincing power is of utmost importance.

One is required to give impressive presentation of the product and of

the company to obtain faith of the customers. Behind this presentation

lies the detailed knowledge of all aspects of the product and the

company. Also, the presentation should be flexible depending on the

type of customer.

The detailed knowledge of the product, the company, the existing

companies in the same field is must to answer the queries of the customers

satisfactorily. One should be tactful in answering instant and at the spot

questions to prove the worth of the product. The biggest lesson I learnt is that

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to master in the art of selling one need to have a lot of patience because we

have to deal with both serious and non serious customers.

When I was preparing for the presentation of the apartment in

Noida, I got familiar with various aspects which should be given importance

to prove your product worth buying. Also when I handled the three day

property expo at Pragati Maidan, New Delhi, I gave enquiries about the

product to all sorts of people with great patience because most of them

seemed to be non serious. In this process I created many clients for my

company. These opportunities boosted up my confidence level and instilled in

me the feeling that I can perform very well in this field.

The importance of dealers cannot be underestimated in REAL

ESTATE business. They make the selling easier. Thus we have to maintain

good relations with the dealers. My industry guide constantly kept telling me

of the importance of dealers and proved with examples that how those dealers

with whom they maintained good relations brought big business to our

company. We have to make the deals more and more lucrative for dealers so

that they appreciate our product more than any other product existing in the

market.

Loan facility is a major in real estate business because these projects

require large investments by our customers. Since our company has

collaboration with the leading banks making it easier to provide loans for our

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customers. We have to highlight these points in front of our customers to lure

them in making deal with our company.

Also the knowledge of other products of same nature of other

companies in the market is compulsorily to be obtained, to prove our

company’s product to be the best among all other by highlighting positive

points of ours and negative points of others. An intelligent customer always

makes survey of a product of all companies to make an intelligent decision

and we should try to turn this tendency of the customers to increase the

business of our company. We should keep ourselves update with the market to

constantly improve our presentation and to be able to answer queries in a

better manner.

This summer training has opened the door of an entirely new

world to me and gave me new view points and various aspects to think upon.

Now I am completely aware of the direction in which I have to develop my

personality to succeed in this field. I chose for a real estate company out of my

natural interest in real estate business.

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Mc EWEN, WILLIAM J. WHY CONSUMERS BOND WITH SOME BRANDS FOR

LIFE 2007, MARRIED TO THE BRAND,

RATH, TOM; O CLIFTON, DONALD POSITIVE STRATEGIES FOR WORK AND

LIFE 2007, HOW FULL IS YOUR BUCKET?

BUCKINGHAM, MARCUS; COFFMAN, CART WHAT THE WORLD’S GREATEST

MANAGERS DO DIFFERENTLY 2006, FIRST BREAK THE RULES

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CHEN, H REAL ESTATE BOOM 2008, FULLERTON BUSINESS REVIEW.

WHARTON, HENRY REAL ESTATE BOOM OR BUBBLE: 2008, ARTICLE BY

INDIAN KNOWLEDGE WHARTON ON BACKGROUND AND FUTURE OF REAL

ESTATE,

REAL ESTATE GROWTH AND EMPLOYMENT 2007, REVIEW OF ECONOMY

WATCH:

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CHEMLA,GILLES REAL ESTATE GROWTH 2004, JOURNAL OF PRIVATE EQUITY

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CHEMMANUR, THOMAS J.; CHEN, ZHAOHUI REAL ESTATE AND

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LIBRARY

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2910. Real Estate Market Research , Analysis and Sales of Omaxe

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