Upendra Kr Singh

8/4/2019 Upendra Kr Singh

1/70

SUBMITTED By

UPENDRA KR. SINGH (MBA)

From JB Knowledge parkFaridabad (2010-2012)

1 | P a g e


2/70

Any assignment puts to a litmus test of an individual knowledge,

credibility or experience and thus sole efforts of an individual are not

sufficient to accomplish the desired successful completion of a project

involved interest and effort of many people and so this becomes

obligatory on the part to record my thanks to those who helped me out in

the successful completion of my dissertation.

Life is a process of accumulating and discharging debts; not of all those

debts can be measured. I cannot hope to discharge them with simple

words of thanks but I can certainly acknowledge them.

First and foremost I take an honor to express my sincere thanks to Mr.Apratim sanatani, manager marketing, Amrapali group for giving mean opportunity to carry out work under his inspiring, vast & valuableexperience and guidance.

It is our heartfelt honor to thankDr. Rohit RameshDr. Rohit Ramesh; faculty MBAJB knowledge park ,JB knowledge park ,

faridabadfaridabad for his valuable guidance in successful completion of this project.

I thank Mr.Nalin kumar,, MMs. Sumeet Sanghu. Sumeet Sanghu, Ms Kas Kavita Joshioshi for giving me their

continuous encouragement and guidance with problem solving attitude through out theproject.

Finally I would extend my gratitude to all those who has contributed in many ways and madethis project a successful endeavor.

Thank you all.Thank you all.

Page | 2


3/70

PREFACE

As part of MBA curriculum summer training was under taken with AMRAPALI

GROUP, one of the biggest real estate company in INDIA.

The purpose of this training was to have practical experience of working in

marketing organization and to have exposure to various management practices

in the field of marketing.

During this training apart having the practical experience this project was

assigned to me.

The report is an attempt to go through the detail of penetration of AmrapaliGroup and to study the competitive strength of Amrapali group and study How

consumer behave in real estate market.

No professional curriculum is considered complete without work experience.

Every individual who is doing management studies has to under go this phase of

practical studies he/she can considered himself/herself fully qualified as potential

manager.

I hope that the words of projects will communicate the actual of experienced

gained with subtlety and precision, which is unapproachable, by any other

means.

Anybody can do a work but very few can excel it

and they are said to

be repository of expertise skills of that work.

Page | 3


4/70

EXECUTIVE SYNOPSIS

There are more than a half dozen real estate companies performing in Noida. Almost all of

them are focused in Northern Capital Region with their products for high middle class family.

AMRAPALI GROUP, a leading real estate as well as construction company is functioning in

Noida for last 10 years with its more than a half dozen projects. The company is poised to be

the most profitable real estate company in Noida with its excellent service and fastest sales

ratio performance

The objective of the project is to understand the behavior of buyers of Silicon City, the real

estate venture of AMRAPALI GROUP in Noida. The study of consumers is always been

very crucial for a company to position itself in the market. The ultimate purpose of anycompany is to endeavor to capture the untapped market and hence increase the market share

by introducing new products with new features. In order to find out new potential customer a

company is need to be fully aware about the trends in perceptions of consumers.

The research is targeted to know how the company can study and analyze the behavior of

consumer so that the company can focus and implement its various promotion mixes

effectively. The project has depth study of variation of consumer perceptions while

purchasing homes.

The study of consumer behavior for the company is very important because the products of

real estate industry are much different than any other industry. The reason is that there is a

huge investment while buying a home and the prices of products plays a determining factor in

a consumers decision making process.

Page | 4


5/70

A specific focus of the project is to find the way to capture the untapped market in

NCR region and to find the new market for the company. The project is to analyze the

competitors of AMRAPALI GROUP in view of the marketing strategy, pricing, discount,

schemes and product quality.

The research adopted quantitative as well as qualitative methodology by using the

simple survey methods into two phases, by meeting personally to actual buyers and

prospective buyers, understanding about the plans, projects and prices of the products of

various real estate companies functioning in Noida and to make comparative study and

analysis on basis of that information.

The findings are regard to AMRAPALI GROUP products in particulars. Insights have

been obtained about attitude towards products and perception and satisfaction level of

customers on the brand/product choice and the future strategies of company regarding the

projected projects of the company.

Finally, this report concludes by making a summary of the findings. Somerecommendations for marketing strategy of a product in terms of product and promotion mix

have been made for products.

Executive summaryPage | 5


6/70

Enterprises engaged in marketing activities seek competitive advantage

through market research. As the projects deals with Importance of

consumer behavior in real estate marketing in NOIDA region. We are

analyzing the behave of real estate customer in NCR.

The project is divided into:

Title Page

Certificate

Acknowledgement

Preface

Executive Summary

Company Profile

Research Methodology

Finding and analysis

Recommendation

Conclusion

Bibiliography

I am sure this project will help Amrapali group to build a data base for make

marketing strategy.

I thank to Amrapali Group for their encouragement to complete this project.

Page | 6


7/70

Contents

Acknowledgement 2

Preface 3Executive Summary 4

Chapter I

1. Company Profile 6-46

2. Introduction 47

1.1 Chairmans message

1.2 Brand Ambassdor

1.3 Overview of the Company

2. Real Estate Industry in India

2.1. Literature Review

2.2. Booming Indian Real Estate

2.3. Foreign Direct Investment in India

2.4. Guidelines for FDI Application in Indian Real Estate

1. Research Methodolgy

2. Finding and Analysis

3. Conclusion

4. Limitations

5. Recommendations

6. Bibiliography

7. Annexures

Page | 7


8/70

COMPANY PROFILECOMPANY PROFILE

Page | 8


9/70

AMRAPALI GROUP

Chairman's Message

With the upsurge of growth in real estate sector, Amrapali Group has always

been in the main stream. The increasing requirement of multinational and

indigenous occupiers, as well as growing profile of property consultancy services,

in India we need to shake hands and establish ethical relationship between each

other.

In present real state scenario market has grown competitive and sailing your shipis not a cake walk. Multifold effort of our executives, staffs, associates, friends,

buyers, occupiers and investors has been unprecedented, overwhelming and

encouraging.

Let us explore the opportunity, join hands and associates in the fraternity of

Amrapalis domain.

Wish you all the best.

Anil Kumar Sharma

Page | 9


10/70

Brand Ambassdor: Mahandra Singh Dhoni

Mahandra Singh Dhoni with Marketing managers (AMRAPALI GROUP)

Page | 10


11/70

Mission Rewarding investment - To create for our shareholders a stable and lucrative

investment platform providing realistic returns and long term benefits. Leadership - To be regarded as the most credible and reliable real estate company in

the region by the real estate and financial community as well as our customers and

partners.

Long-term Communities - To create modern, efficient, attractive and sustainable

environments to facilitate the social and economic development.

Growth - To achieve the attraction of inward investment, and controlled expansion

into international markets. Premium - To create communities developed to high-quality standards, balancing the

need for infrastructure with the sustainability of the environment.

Vision

Through the planning of our developments, ensure delivery of the highest quality

products on time and on budget with the highest standards of finishes

At all times be stakeholder focused, responding and reacting to the needs, wants and

desires of our shareholders, customers and residents.

Create and promote developments that are forward looking, innovative and tailored

for specific markets.

Promote Noida development, a good place to live, work, visit and enjoy life.

Optimize personal development of staff through quality training, and establishing and

maintaining the highest standards of professionalism and ethics

Page | 11


12/70

Overview of the Company

Setting the trend for modern, luxurious and convenient living

A well constructed, luxurious home in a prime location with modern amenities and a

comfortable lifestyle - what more could you ask for? This and more is offered by the

Amrapali Group, one of the fastest growing real estate development corporates in Delhi and

the National capital region.

Focusing on Greater Noida, Indirapuram and other East Delhi locations, the Amrapali Group

has completed projects spread over more than 100 acres. What makes the Amrapali group

stand out is its steadfast dedication to quality and efficient service. Established by Mr. Anil

Sharma, a civil engineer from IIT Kharagpur and a former government employee, Amrapali is

run by a group of highly competent engineers and over 50 professional and 150 supervisory-

grade employees. Amrapali understands the importance of quality and ensures the best of

technology, planning, design and construction for all of its projects.

In a short span of time, Amrapali has developed luxurious residential complexes, townships,

family entertainment centres, offices and commercial complexes. With its unmatched

expertise in residential development, Amrapali has developed six ultra-modern residential

colonies in and around Delhi.

In its projects, the group's first priority is aesthetics. The name Amrapali has been drawn from

a historical queen, who was reputed to have the beauty and elegance of the likes of Cleopatra.

Design for comfort living is therefore the group's mantra and for this, it employs the nation's

best architect, "Hafeez Contractor". The best amenities for comfortable living are included in

the group's projects - splash pools, modern club facilities with swimming pools, gym, sports

facilities and spaces for community activities offer the best aspects of community living.

On-time project delivery is another advantage that comes with Amrapalis projects, one that

the group takes a lot of pride in. Professional project management, a dedicated site

supervision team and a high regard for punctuality mean that buyers and investors are never

kept waiting for their property.

Page | 12


13/70

The Indian economy has transformed substantively over the last two decades, growing

consistently at an average of 8 per cent and is poised to take its place among the leading

economies in the years to come. Strong performance of the economy can be particularly

attributed to healthy growth in manufacturing and services sectors. The economic

performance of India has provided strong impetus to the real estate sector, which has been

witnessing heightened activity in the recent years. Substantial end user and investor interest,

large scale investment in infrastructure and rapid urbanization have contributed to the growth

trajectory of Indian real estate. The real estate growth story is clearly visible in urban centre

such as Delhi, Mumbai and Bangalore which have acquired global character and recognition.

The strong fundamentals of the Indian economy are having a favorable impact on allasset classes of Indian real estate viz. housing, commercial office space and retail and

hospitality. In recent years, the growth has spread out to tier-II and III cities as well.

High growth in services as well as manufacturing sector has resulted in high demand

for commercial and industrial real estate.

Further the economic growth has trickled down to the large Indian middle class

increasing affordability and affluence. Improving living standards are driving the demand for

better quality housing and urban infrastructure. In fact, housing in India is today moving from

being viewed as a purely basic need to an inspirational purchase.

Though high interest rates coupled with soaring property prices have temporarily

impacted affordability of home buyers the demand-supply mismatch and low home loans to

GDP ratio in India (a meager 5 per cent as against more than 50 per cent in US, UK and

Germany) are expected to fuel demand for housing in the medium long run. The growth of

the sector has been complemented by favorable policy changes like liberalization of Foreign

Direct Investment (FDI) guidelines and significant increase in investment on physical

infrastructure.

Page | 13


14/70

REAL ESTATE INDUSTRY IN INDIA

The term real estate is defined as land, including the air above it and the groundbelow it, and any buildings or structures on it. It is also referred to as realty. It covers

residential housing, commercial offices, trading spaces such as theatres, hotels and

restaurants, retail outlets, industrial buildings such as factories and government buildings.

Real estate involves the purchase, sale, and development of land, residential and non-

residential buildings. The main players in the real estate market are the landlords, developers,

builders, real estate agents, tenants, buyers etc. The activities of the real estate sector

encompass the housing and construction sectors also.

The real estate sector in India has assumed growing importance with the liberalization

of the economy. The consequent increase in business opportunities and migration of the

labour force has, in turn, increased the demand for commercial and housing space, especially

rental housing. Developments in the real estate sector are being influenced by the

developments in the retail, hospitality and entertainment (e.g., hotels, resorts, cinema theatres)

industries, economic services (e.g., hospitals, schools) and information technology (IT)-

enabled services (like call centers) etc. and vice versa.

Literature review

Page | 14


15/70

Customers in Noida.

Internal customers (In NCR)

External customers (Not in NCR)

The market survey yielded the following results:

There is a great opportunity over the next years, since the Indian real estate industry is

supposed to grow sharply. The company will be able to achieve a valuable presence in

the real market

The dealers and customers of the company are very much satisfied with excellent

product quality of Silicon City. Although some of them are disappointed with its low

pace of future projects.

There is a need of creating awareness about products and services by doing more

marketing. The company should increase its advertising campaign.

The commitment regarding the time duration of possession of the company is

outstanding. The company is to sustain it in future to fetch the faith of customers. The

prices of products are high thats why competitors are creating hurdles for products to

sustain in the market.

Focus of company is mostly on the existing projects and less conscious aboutgrabbing the new untapped market by starting new ambitious projects. So there are

threats of steep fall in sales in near future. AMRAPALI GROUP has also presence in

construction industry with its image of fastest constructions which can make it one of

the larger players in the mark

In this the company is targeting external customers by advertising campaign as internal

customers or we can say customers of Noida are already influenced by company AMRAPALI

GROUP . AMRAPALI GROUP is a major player in construction as well as real estate sector

with turnover in excess of Rs 8000 Cr. The area of operation of the company is National

Capital Region, Moradabad, Jaipur, Agra etc. The reality campaign of the company is mainly

in NCR, but it is involved in constructions in overall North India. The company has four

decades of experience of its promoters in housing construction. It is well known for its

excellence quality product and timely completion of its product. The operations of

AMRAPALI GROUP can be categorized in two parts the construction and real estate .the

construction campaign of the company is in NCR, Moradabad, Jaipur, and Agra. In its

construction industry company is involved in following constructions multistory buildings it

Page | 15


16/70

parks bridges roads and other private government constructions and secondly real estate in

this. AMRAPALI GROUPP is leading realty player in Noida, a mini township concept of

Green Noida. The company operates its real estate business with its ambitious project named

as Silicon City. The company is functioning in Noida with its real estate and constructions

units. Thus the company has a major role in the Noida Campus and has various ambitious

projects in near future.

Silicon City is brought by AMRAPALI GROUPP a name that carries with it over four

decades of experience of its promoters in housing constructions. As by doing the survey it

identifies that the company is well recognized in NCR only so the company had to take the

steps that how they expand their business globally however according to me the company

should invest in advertising campaign to promote their product or we can say had to adopt

several methods by which they can promote their product.Customers in Noida/internal customers- they are very much satisfied with

Silicon City as they are happy with the quality of product and other attributes.

External customers-they are not fully aware with the facilities introduced by

AMRAPALI GROUP as company did not adopt well promotional strategies for that

or to influence the external customers the company should adopt some specific

promotional measures by which they can influence their external customers.

Page | 16


17/70

The recent times have also witnessed an evolution of the sector - towards greater

institutionalization and corporatization. With the entry of global players, inflow of foreign

capital, evolution of capital markets, geographical diversification and introduction of reforms,

the sector has undergone some significant structural changes. Even critical concern areas like

transparency in the sector is also improving significantly. The trend is expected to continue in

the coming years.

Page | 17

Booming Indian Real Estate

Demand Pull factors Resultant Impact Supply Push

factors

Resultant Impact

Robust and sustained

macro economic growth

Upsurge in Industrial &

business activities ,esp.

new economic sectors

Favorable demographic

parameters

Significant rise in

consumerism

Rapid urbanization

Gamut of financing

options at affordable

interest rates

Increasing

occupier base

Significant rise in

demand for

office/industrial

space Demand for

newer avenues

for entertainment,

leisure &

Shopping

Creation of

demand for new

housing

Policy &

Regulatory

reforms (100 per

cent FDI

Relaxation)

Positive outlook

of global investors

Fiscal incentives

to developers

Simplification of

urban

development

guidelines

Infrastructure

support

& development by

government

Entry of number of

domestic & foreign

players increasing

competition & consumer

affordability

Easy access to mean of

project financing

Increases developers risk

appetite & allows large

scale

development

Improved quality of real

estate assets

Development of new

urban areas & effective

utilization of prime land

parcels in large cities


18/70

Foreign Direct Investment in Real Estate

India of today can be acknowledged as the one of the fastest growing economy in the

world and in this current economic status, real estate has emerged as one of the most

appealing investment areas for domestic as well as foreign investors. And this high growth

curve in the real estate sector owes some credit to a booming economy and liberalized

Foreign Direct Investments (FDI) regime in the real estate sector.

The Government of India in March 2009 amended existing norms to allow 100 per

cent FDI in the construction business. This liberalization act cleared the path for foreign

investment to meet the demand into development of the commercial and residential real estate

sectors. It has also encouraged several large financial firms and private equity funds to launch

exclusive funds targeting the Indian real estate sector.

Until now, only Non Resident Indians (NRIs) and Persons of Indian Origin (PIOs)

were permitted to invest in the housing and the real estate sectors. Foreign investors other

than NRIs were allowed to invest only in development of integrated townships and

settlements either through a wholly owned subsidiary or through a joint venture company in

India along with a local partner.

Some of the foreign players who have already tied up with Indian real estate

developers are Lee Kim Tah Holdings, CESMA International Pvt Ltd., Evan Lim, and KeppelLand from Singapore, Salim Group from Indonesia, Edaw Ltd., from USA, Emaar Group

from Dubai, IJM, Ho Hup Construction Co., from Malaysia etc.

Page | 18


19/70

Guidelines for FDI application in Indian real estate

The Government of India has set up certain guidelines for investors willing to apply in

FDI in real estate, which have conditions like area, investment options and target for

completion of a project.

1. Minimum area

In case of development of serviced housing plots, 10 hectares (25 acres)

In case of construction-development projects, built-up area of 50,000 sq m.

In case of a combination project, any of the above two conditions

2. Investment

Minimum capitalization

For wholly owned subsidiaries - US$ 10 million

For JV with Indian partners - US$ 5 million, to be brought in within 6

months of commencement of business.

Original investment cannot be repatriated before a period of three years fromcompletion of capitalization.

The investor may exit earlier with prior approval from Foreign Investment

Promotion Board (FIPB).

3. Time frame & rules

At least 50 per cent of the project to be developed within five years from the

date of obtaining all statutory clearances. Investor cannot sell undeveloped plots - where roads, water supply, street

lighting, drainage, sewerage and other conveniences are not available.

Page | 19


20/70

REMF(Real Estate Mutual Funds) and REIT(Real Estate

Investment Funds)

One of the most anticipated promises for the Indian real estate sector, which in turn

will benefit developments of hotels, has been the entry of Real Estate Mutual Funds (REMFs)

or Real Estate Investment Trusts (REITs).

Industry experts believe that REMFS and REITS will definitely ensure more

availability of funds to the developers and faster growth of real estate sector. A few real estate

entities like HDFC Real Estate Fund, ICICI-Tishman Speyer, Ascendas India IT Park Fund,

Kotak Mahindra Realty Fund, IDFC, and Edelweiss Capital have received approval andstarted investing in real estate.

Real Estate Investment in India

The growth curve of Indian economy is at an all time high and contributing to theupswing is the real estate sector in particular. Investments in Indian real estate have been

strongly taking up over other options for domestic as well as foreign investors.

The boom in the sector has been so appealing that real estate has turned out to be a

convincing investment as compared to other investment vehicles such as capital and debt

markets and bullion market. It is attracting investors by offering a possibility of stable income

yields, moderate capital appreciations, tax structuring benefits and higher security in

comparison to other investment options.

A survey by the Federation of Indian Chambers of Commerce and Industry (FICCI)

and Ernst & Young has predicted that Indian real estate industry is poised to emerge as one of

the most preferred investment destinations for global realty and investment firms in the next

few years.

The potential of India's property market has a revolutionizing effect on the overall

economy of India as it transforms the skyline of the Indian cities mobilizing investments

segments ranging from commercial, residential, retail, industrial, hospitality, healthcare etc.

Page | 20


21/70

But maximum growth is attributed to its growth from the booming IT sector, since an

estimated 70 per cent of the new construction is for the IT sector.

High demand for commercial real estate

The commercial property market has been growing at an annual rate of approximately

30% over the past eight years across major locations in India. Moreover, there is an up

shooting demand for 200 million sq. ft over the next five years.

Real estate industry research has also thrown light on investment opportunities in the

commercial office segment in India. The demand for office space is expected to increase

significantly in the next few years, primarily driven by the IT and ITES industry that requires

an projected office space of more than 367 million sq ft till 2012-13.

Page | 21


22/70

Retail sector facilitating real estate growth

Apart from the IT and ITES industry influencing the Indian real estate sector, India isalso getting into the knowledge based manufacturing industry on a large scale. Retail, one of

India's largest industries, has presently emerged as one of the most dynamic and fast paced

industries of our times with several players entering the market.

The contemporary retail sector in India which is reflected in sprawling shopping

centers and multiplex- malls is also contributing to large scale investments in the real estate

sector with major national and global players investing in developing the infrastructure and

construction of the retailing business. Over 500 shopping arcades are under construction

phase and will be operational by 2010.

Accounting for over 10 per cent of the country's GDP and around eight per cent of the

employment retailing in India is gradually inching its way toward becoming the next boom

industry. And if industry experts are to be believed, the prospects of both the sectors are

mutually dependent on each other.

Another emerging trend in real estate sector in India is investment in the hospitality or

hotel industry. The exceptional boom in inbound tourism and the IT sector has also led to an

unprecedented shortage of rooms, with hotels all over the country witnessing their highest-

ever occupancy rates.

Page | 22


23/70

SEZs(Special Economic Zone) - the emerging investment option

Moreover, as real estate sector expands beyond the city limits with governmentpromoting industrial belts, real estate developers are eyeing special economic zones (SEZs) as

an extension of their business. Several upcoming special economic zones are also expected to

provide the momentum to the commercial office space development in related area where the

land comes cheaper; and a SEZ developer is entitled for tax exemptions like a 10-year

corporate tax holiday.

On the whole, Indian real estate sector is slated to mark the growth to $40-50 billion

in the next five years. Also, India is witnessing developments of hi tech cities, a trend that has

been embraced by most Indian cities.

Further, India's improving image, as a corporate base for Asian markets and strong

growth opportunities in emerging sectors such as financial services, pharmaceuticals,

telecommunications, and biotechnology will also boost demand and broaden the occupier

base.

Page | 23


24/70

FDI - inviting real estate investments

Not surprisingly, most foreign investors have aimed India in a big way, largelythrough joint ventures. Along with curtailing the risk factor, it provides the participating

companies an exit route.

The Government of India's liberalization and economic reforms programme

encourages industrial policy reforms that have reduced the industrial licensing requirements,

removed restrictions on investment and expansion, and facilitated easy access to foreign

technology and FDI. Increased inflow of investments arising out of flexible FDI policies is

sure to have a direct and positive impact on the real restate scenario of India. More

investments mean more job opportunities and more jobs means more workforces. This has

created a huge demand and supply gap in housing in India. The booming IT industry has also

resulted in a large section of young investors who with high-income jobs chose real estate as

an investment option.

Page | 24


25/70

Major Real Estate Players

DLF is India's largest real estate company in terms of revenues, earnings, market

capitalisation and developable area. In line with its current expansion plans, DLF has over425 million sq. ft. of development across its businesses, including developed, on-going and

planned projects. This land bank is spread over 32 cities, mostly in metros and key urban

areas across India. Already a major player in locations across the country, DLF, with over six

decades of experience, is capitalising on emerging market opportunities to deliver high-end

facilities and projects to its wide base of customers by constantly upgrading its internal skills

and resource capabilities.

Omaxe Ltd. has been building quality structures since 1989 and they are no stranger to

the needs and developments of Noida. The company is well aware of the unique challenges

that this burgeoning city faces and is already building and developing flats for all income

levels and family sizes. Developing, building and managing real estate is what keeps Omaxe

at the forefront of the Indian real estate market.

Page | 25


26/70

Parsvnath Developers Limited is one of Indias leading Real Estate Developers, with

pan India presence across 47 cities in 16 states. Parsvnath Developers Limited has a

diversified portfolio which includes, Integrated Townships, Group Housing, Commercial

Complexes, Hotels, I.T. Parks, B.O.T. Projects, SEZs and 3rd Party Contracting. As on date,

the company has 98 ongoing projects and a total developable area of over 193 million square

feet across all real state verticals.

Supertech Group, is founded in 1988, has set new trends and benchmarks of

architectural excellence in the contemporary global scenario. An ISO 9001:2000 certified

company; Supertech has successfully completed 20 years in real estate business and today it

has revolutionized the real estate arena. Under the dynamic and pragmatic leadership of Mr.

R.K.Arora, Chairman & CMD and experienced Board Members, Supertech Group is scaling

new heights and touched the horizon of excellence. Their vision and entrepreneurial acumen

and have taken the group to the greater heights.

Supertech Group has already converted more than 33 million sq. ft. area of residential

and commercial entity into architectural landmarks and more than 36 projects that

accommodates nearly 6000 families. Its various projects viz. Residential & Commercial

Townships, Shopping Malls, Hotels and IT Parks have either completed or about to complete.

We are inspired by our clients to endeavour the dreams turning into reality. Our commitment

to deliver quality with aesthetic design surges ahead with the enterprising vision of creating

value through excellence. Our world class architecture shows true modern lifestyle.

Page | 26


27/70

Unitech is the leader in Real Estate and Infrastructure Development in India and one

of the top 50 Real Estate companies in the world. Unitech is a leading player across

residential and commercial/IT parks real estate projects.

Jindal Construction Company

Jindal Construction Company is a premier commercial construction company building

a reputation of quality, craftsmanship and expertise throughout India. Whether your next

construction project is a remodel, tenant improvement, renovation or new construction, we

have the knowledge and resources to meet your needs. Jindal Construction utilizes state of the

art technology to maximize project management efficiency for every project.

Page | 27


28/70

Introduction

COMPANY BACKGROUND

AMRAPALI GROUP is a major player in construction as well as real estate sector

with turnover in excess of Rs 8000 Crore. The area of operation of the company is National

Capital Region, Moradabad, Jaipur, Agra etc. The reality campaign of the company is mainly

in NCR, but it is involved in constructions in overall North India.

The company has four decades of experience of its experience of its promoters in housing

construction. It is well known for its excellence quality product and timely completion of its

product.

The operations of AMRAPALI GROUP can be categorized in two parts:-

1. Constructions

The construction campaign of the company is in NCR, Moradabad, Jaipur, and

Agra. In its construction industry company is involved in following constructions-

Multistory buildings in Noida

Residential flats in all over North India

IT parks

Bridges, over bridges

Roads

Other private and government constructions

2. Real Estate

AMRAPALI GROUP is leading realty player in Noida, a mini township concept of

Green Noida. The company operates its real estate business with its ambitious project named

as SILICON CITY.

The company is functioning in Noida with its real estate and constructions units. Thus

the company has a major role in the Noida Campus and has various ambitious projects in near

future.

Page | 28


29/70

SILICON CITY

ABOUT AMRAPALI SILICON NOIDA

Noida is the buzzword in the real estate industry nowadays and land prices in Noida have

zoomed up by 40%. The industry veterans Amrapali group has entered the market with its

new project Amrapali silicon city in Noida.

The group is targeting the residential segment with this upbeat housing project Amrapali

silicon city. The commercial sector in Noida began to develop at a phenomenal speed with

many companies settling down there.Both these reasons directly led to the development of

Noida as the next hot spot for both residential and commercial activities.

Number of IT companies, educational institution and other residential units are setup around

the Amrapali silicon city The strategic location and greenery of the Amrapali silicon city is

attracting all the more people to lay foundations of their homes. The high value is given to

boost further by improving the infrastructure in the form of wider roads, refined drainage

system and perfect underground cabling. Many world class shopping malls are opening up

near Amrapali Silicon city. Amrapali Silicon city distance from New Delhi , is a biggest asset

for the area's growth and infrastructure therefore property developers are scouting land banks

there.

Page | 29


30/70

SILICON CITY ADVANTAGE

2,3,4 BR Apartments, Conceptually Low Rise

All Flats three sides open and Park facing

Green Club with sports, Health, Leisure & Entertainment Facilities

Swimming Pool, Kids, Pools with Gymnasium

Multi-utility Sports Hall, Medical Facility

Open Amphitheatre, Auditorium, Multi-Cusine Restaurant

FACILITIES

CCTVs for Common Area

3-Level 24X7 Security

Intercom for Every Apartment

Earthquake Resistant Structure

24X7 Water Supply

Ample Parking Space

Video Door Phone with every Apartments

Facility Management

24X7 Power Backup

Page | 30


31/70

LOCATION

Page | 31


32/70

LOCATION ADVANTAGE

0 km. from Sec. 50

1.5 Km. from Sai Mandir

2.5Km. from Metro Station

3 Km. from fortis Hospital

15 Min. Drive from DND Flyway

10 Min. Drive from Sec. 18 Mkt.

Amrapali Group new project Amrapali Silicon City located at sector 76, Noida.

Amrapal Silicon City offers 2, 3 & 4 bedroom apartments varying in sizes from 950 sq. ft. to

2410 sq. ft and offers the best and the highest standard of living in all respects.

Amrapali Silicon City has excellent amenities such as Green Club with sports, Health,

Leisure and Entertainment Facilities, Swimming Pool, Kids, Pools with Gymnasium, Multi-

utility Sports Hall, Open Amphitheatre, Auditorium, Multi Cosine Restaurant. It is your life

time opportunity to move up in life, into the worldyou dream of.

Major attraction of Silicon City are-

Located at Noida, a mini township

Convenient connectivity to Delhi Well planned and wide approach road

Neo-rich neighborhood of elite projects

Academic institution and health care facilities Comming with this world class

integrated township, Noida, is Silicon City- an adorable choice of affluent group

housing. Silicon City will offer the prospective residents a distinct choice of two, three

and four bedroom apartments- each one of them designed to perfection with excellent

space management, ergonomic interiors and adorable amenities.

Page | 32


33/70

All this encapsulated in a breathtaking expense of captivating landscape which are

adorned with beautiful plantation boulevards and water bodies. This superb amalgam ensures

that the residents enjoy the finest quality of life for lifetime.

Noticeable feature are-

Choice of 2/3 /4 bedroom apartments

Clutter free approach

Excellence architectural synergy

Affluent amalgam of amenities

The vast park at Silicon City is a paradise for the little ones, where they swing, slide

and indulge in various other games of their preference. All under the strict vigilance of three-

tier security arrangements. This sense of security within the complex gives you a relaxing

time and faith of a carefree life.

Other facilities-

Three-tier security

Car parking

Vast park

Pollution free environment

Coral Height can be think as an address with all the luxuries of the home and a home

with all the convenience of a city. The heartwarming magnificence of this integrated

residential complex simply inspires to admire the view.

Surrounded by the greenery, it is just a short drive of the highway and just minutes away from

the Anand Vihar ISBT.

While taking a walkthrough the sample flat, one will be convinced that no detail has

been left untouched. From spacious rooms to large balconies and from modern kitchen topush bathroom. Every comers spells luxury. Every single window of all homes opens to

Page | 33


34/70

serene surroundings. For children there are open parks within the complex to play in totally

safe and secure area. Yet, the greatest surprise is its down to earth price and highly convenient

payment term.

SPECIFICATION

Structure designed for highest seismic consideration stipulated by the code, code, for

better safety.

Livings/DiningFloor Imported

Walls Oil bound Distemper

Ceilings Oil bound Distemper

All Bed RoomsFloor Imported Laminated wooden flooring in bed rooms vitrified

tiles flooring in one bed room

Walls Oil bound Distemper

Ceiling Oil bound Distemper

KitchenWalls Tiles 2-0 above Counter level with Oil Bound Distemper

in the balance area

Floors Combination of one or more of vitrified tiles/ ceramic-

tiles /marbles/ stones

Counter Graphite

Fittings/Fixtures CP fitting from premium range of standard brands, single

bowl stainless steel sink drain board

Page | 34


35/70

BalconyFloors Combination of one or more of vitrified tiles/ ceramics-

tiles/marbles/stones

Ceilings/walls Exteriors textured paints

ToiletsWalls Combination of one or more vitrified tiles/ceramics-

tiles/marbles/ mirrors/oil bound distemper

Floors Combination of one or more of vitrified tiles/ marbles

Counters Granite

Fittings/ Fixtures CP fitting of standards brands

Servant Room ( whenever applicable)

Floor Ceramic tiles / stones

Walls Dry Distemper

Ceiling Dry Distemper

Toilet Conventional fittings and fixtures

Doors and windowsEntrance doors Veneered & Polished flush shutter door with hard wood

rame

Internal doors Polished hardwood Frame with veneered flush doors

External doors and

Windows

Power coated aluminum

Hardware All hardware & hinges in stainless steel / brass. All doors

except in the toilet to be provided with the mort ice lock.

Electricals Modular switches 100% power backup

Security Systems Intercom facility with cc camera from the entrance of the

complex.

Lift lobby

Floor Combination of one or more of Indian Marbles/ graniteWalls Combination of one or more of Marble/ Granite cladding

Page | 35


36/70

/oil bound distemper

Connectivity Broad band Internet Connectivity

Premium Specifications

1. General: - Earthquake resistance designed by highly experienced structural engineers

duly vetted.

2. Structure: -R.C.C. framed structure with tie beans connecting the columns, R.C.C slabs

and beams with brick wall partition in between.

3. Doors/ windows: - All the external doors and window of powder coated aluminum

frames and glass. All internal door frames in hand wood with doors shutters (Masonite or

equivalent) duly polished.

4. Flooring: - Drawing, dining, bedroom and kitchen flooring to have 2x2

vitrified/ceramic tiles. Master bedroom of laminated wooden flooring. Imported ceramic

files in the entire toilet, Balconies and several rooms in branded ceramic tiles. Marblesflooring in lifts, lobbies and staircases.

Page | 36


37/70

5. Internal Finish: - All internal walls and ceilings plastered with POP finish. Branded

plastic emulsion paint in pastel shades on all the internal walls. Ceilings in white shades

of oil bound distemper with concise in drawing, dining and bedroom. Wooden skirting in

all rooms duly polished.

6. External Finish: - Modern & elegant outer finish with high quality texture paint.

7. Toilets:- Provision for hot and cold water system, imported glazed tiles in pleasing

colors on walls up to doors level, European WCs, washbasins and cisterns in light shade,

chrome plated sanitary fittings of standard make. Indian WC in servants toilet, Granite

counters.

8. Kitchen: - Granite working platforms with 2ft high glazed ceramic tiles. Double bowl

stainless steel sink, Independent RO system.

9. Electricals: - All cooper writing in PVC connected conduit. Provision for adequate light

and power points with modular switches as well as telephone & TV outlets with

protective MCBs of reputed make.

10. Water Supply: - Underground and overhead water tanks with pumps for

uninterruptible supply of water.

Rich Features

Earthquake resistance RCC framed structure

80% open area

Freehold property

Vastu friendly layout and design

Firm price, no escalation on apartment sold

Assured timely possession

Customized interiors

Power backups of 11 kw in each flat

Page | 37


38/70

Total power backup for essential services

Modular kitchen and cupboards(optional)

Round the clock security

Independent RO unit in each flat

Adjoining convenient shopping facility

Latest fire fighting systems

Ample space for parking

Pollution free environment

Shopping malls and multiplexes like PVR, Galaxies and others of walking distance.

The floor plans of Silicon City is although very much similar to other ones in Noida, But in

case of Silicon City there is a abundance of open area( 80%). The specific feature in the

project is that there is proper difference between super area and carpet area.The project is well

arranged that there is no risk of high tension at all. Almost each flat are well covered with

greenish parks.

Price List AMRAPALI SILICON CITY

PLC (Preferred location charge) FOR FIRST FLOOR Rs. 200/SFT.

PLC FOR SECOND FLOOR Rs. 175/SFT.

Page | 38

Type Of Flat Specification Area (Approx.)

Type-1 2BHK+2Toilets 950 Sq.ft

Type-2 2BHK+2 Toilets + study 1075 Sq.ft. & 1180 Sq.ft.

Type-3 3BHK+2 Toilets 1325 Sq.ft. 1420 Sq.ft.

Type-4 3BHK+3 Toilets +Study 1475 Sq.ft. & 1545 Sq.ft

Type-5 3BHK+4Toilets+Study 1775 Sq.ft. & 1835 Sq.ft

Type-6 4BHK+5Toilets+Study 2350 Sq.ft. & 2410Sq.ft


39/70

PLC FOR THIRD FLOOR Rs. 150/SFT.

PLC FOR FOURTH FLOORRs. 125/SFT.

PLC FOR FIFTH FLOORRs. 100/SFT.

PLC FOR FRONT/ROAD FACING Rs. 50/SFT.

PLC FOR PARK FACING Rs. 75/SFT

Construction Link Plan : Rs. 3600/sq.ftFlexi : Rs. 3420/sq.ftCash Down Plan : Rs. 3240/sq.ft.*

Other Charges:

One Covered car parking : Rs.300000/-

One Open car parking : Rs. 150000/- Lease Rent : Rs. 95/Sq.ft.

Power Back-up : Rs. 15000/Kva

External Electrification Charges : Rs. 40/Sq.ft

Fire Fighting Charges : Rs. 40/ Sq.ft

Club Membership : Rs. 75,000/-

Maintenance Deposit : Rs. 20/ Sq.ft.

All specifications, numbers & areas are tentative.

Cheque/DD should be drawn in favor ofAmrapali Silicon City Pvt. Ltd.

*Service Tax =2.575%

PAYMENT PLAN

PLANA CDP

ON BOOKING 10%

WITHING 30 DAYS FROM BOOKING 90%

ON POSSESSION OTHER CHARGES

PLANB

CLP

ON BOOKING 10%

WITHING 30 DAYS FROM BOOKING 10%

Page | 39


40/70


41/70

Let's look at human motivations as introduced by Abraham Maslow by his hierarchy

of needs: The hierarchy is triangular. This is because as you move up it, fewer and fewer

people satisfy higher level needs. We begin at the bottom level.

Physiological needs such as food, air, water, heat, and the basic necessities of survivalneed to be satisfied. At the level of safety, man has a place to live that protects him from the

elements and predators. At the third level we meet our social and belongingness needs i.e. we

marry, or join groups of friends, etc.

The final two levels are esteem and self-actualization. Fewer people satisfy the higher

level needs. Esteem means that you achieve something that makes you recognized and gives

personal satisfaction, for example writing a book. Self-actualization is achieved by few. Here

a person is one of a small number to actually do something. For example, Neil Armstrong

self-actualized as the first person to reach the Moon.

The model is a little simplistic but introduces the concept a differing consumer needs

quite well.

Page | 41


42/70


43/70


44/70

stimulus are given by social factors, based on the economical, political and culturalcircumstances of a society. The buyers black box contains the buyer characteristics and thedecision process, which determines the buyers response.

The black box model considers the buyers response as a result of a conscious, rationaldecision process, in which it is assumed that the buyer has recognized the problem. However,

in reality many decisions are not made in awareness of a determined problem by theconsumer.

Information search

Once the consumer has recognised a problem, they search for information on products andservices that can solve that problem. Belch and Belch (2007) explain that consumersundertake both an internal (memory) and an external search.

Sources of information include:

Personal sources Commercial sources Public sources Personal experience

The relevant internal psychological process that is associated with information search isperception. Perception is defined as "the process by which an individual receives, selects,organises, and interprets information to create a meaningful picture of the world".

The selective perception process

Stage Description

Selective exposure consumers select which promotional messages theywill expose themselves to.

Selective attention consumers select which promotional messages theywill pay attention to.

Selective comprehension consumer interpret messages in line with theirbeliefs, attitudes, motives and experiences.

Selective retention consumers remember messages that are moremeaningful or important to them.

The implications of this process help develop an effective promotional strategy, and selectwhich sources of information are more effective for the brand.

Information evaluation

At this time the consumer compares the brands and products that are in their evoked set. Howcan the marketing organization increase the likelihood that their brand is part of theconsumer's evoked (consideration) set? Consumers evaluate alternatives in terms of thefunctional and psychological benefits that they offer. The marketing organization needs tounderstand what benefits consumers are seeking and therefore which attributes are most

important in terms of making a decision. It also needs to check other brands of the customersconsideration set to prepare the right plan for its own brand.

Page | 44


45/70

Purchase decision

Once the alternatives have been evaluated, the consumer is ready to make a purchasedecision. Sometimes purchase intention does not result in an actual purchase. The marketingorganization must facilitate the consumer to act on their purchase intention. The organizationcan use a variety of techniques to achieve this. The provision of credit or payment terms mayencourage purchase, or a sales promotion such as the opportunity to receive a premium orenter a competition may provide an incentive to buy now. The relevant internal psychological

process that is associated with purchase decision is integration. Once the integration isachieved, the organization can influence the purchase decisions much more easily.

Postpurchase evaluation

The EKB model was further developed by Rice (1993) which suggested there should be afeedback loop, Foxall (2005) further suggests the importance of the post purchase evaluationand that the post purchase evaluation is key due to its influences on future purchase patterns.

Internal influences

Consumer behaviour is influenced by: demographics, psychographics (lifestyle), personality,motivation, knowledge, attitudes, beliefs, and feelings. Consumer behaviour concern withconsumer need consumer actions in the direction of satisfying needs leads to his behaviour ofevery individuals depend on thinking

External influences

Consumer behaviour is influenced by: culture, sub-culture, locality, royalty, ethnicity, family,social class, past experience reference groups, lifestyle, market mix factors.

Marketing mix

The term "marketing mix" was coined in 1953 by Neil Borden in his American MarketingAssociation presidential address. However, this was actually a reformulation of an earlier

Page | 45


46/70


47/70

Internet adverts through print media and billboards. Public relations arewhere the communication is not directly paid for and includes pressreleases, sponsorship deals, exhibitions, conferences, seminars or tradefairs and events. Word of mouth is any apparently informal communicationabout the product by ordinary individuals, satisfied customers or peoplespecifically engaged to create word of mouth momentum. Sales staff often

plays an important role in word of mouth and Public Relations (see Productabove).

Any organization, before introducing its products or services into the market; conducts amarket survey. The sequence of all 'P's as above is very much important in every stage of

product life cycle Introduction, Growth, Maturity and Decline.

In recent years the 4 P's have been updated to include several more factors. Some people evengo up to as many as 10 P's.

Four Cs

(CONSUMER, COST, CONVENIENCE and COMMUNICATION , CULTURE )

Page | 47


48/70

Robert F. Lauterborn proposed a four Cs classification in 1993.The Four Cs model is moreconsumer-oriented and attempts to better fit the movement from mass marketing to nichemarketing.

Product part of the Four Ps model is replaced by 'Consumer' or ConsumerModels, shifting the focus to satisfying the consumer needs. Another C

replacement for Product is Capable. By defining offerings as individualcapabilities that when combined and focused to a specific industry, createsa custom solution rather than pigeon-holing a customer into a product.

Pricing is replaced by 'Cost' reflecting the total cost of ownership. Manyfactors affect Cost, including but not limited to the customer's cost tochange or implement the new product or service and the customer's costfor not selecting a competitor's product or service.

Placement is replaced by 'Convenience'. With the rise of internet andhybrid models of purchasing, Place is becoming less relevant. Conveniencetakes into account the ease of buying the product, finding the product,finding information about the product, and several other factors.

Promotions feature is replaced by 'Communication' which represents abroader focus than simply Promotions. Communications can includeadvertising, public relations, personal selling, viral advertising, and anyform of communication between the firm and the consumer.

Factors affecting consumer behavior

Price

Location

Pride Fear

Page | 48


49/70


50/70


51/70

No conscious planning. Found a shirt looking nice,immediately purchased it!

RESEARCH METHODOLOGY

Research Methodology includes the different research aspects used in the making of this

report. The method used for collecting the data for project report is questionnaire.

I interacted with 50 clients and asked about their expectations from the builders. The

questionnaires were filled by meeting personally to the customers while dealing with them at

office of Silicon City. Their view and suggestions are taken into consideration in preparing

the project report.

Research design

I used quantitative techniques for collection of data. I interacted with the clients and asked

about their views.

Page | 51


52/70


53/70

AD Brochure Website Dealers Others

0

10

20

30

40

50

60

70

Count

Above graph reveals that advertisement is the most effective way of to communicate

the consumer about the product of Silicon City. The company is required to focus on its

advertisement campaign among its various promotional strategies.

The reason to enhance its advertisement activity is that most of buyers are used to be in lack

of time. They usually prefer to see the advertisement about flats in news paper, hoardings and

on websites like www.99acre.com , www.magicbrics.com etc.

By developing its advertising strength company can capture the new customer who are in

search of new home but confused about availability of the right flats, right location in right

price.

Most preferred flats by consumers

Page | 53
http://www.99acre.com/http://www.magicbrics.com/http://www.99acre.com/http://www.magicbrics.com/


54/70

The buyers of Silicon City are very much oriented to flats with Two bedrooms (one

master bedroom, one kids room or guest room). The reason is that most of buyers have the

budget of 30 lacks to 40 lacks and the prices of these types of flats usually fall in this

segment. More ever the number of single family is increasing sharply, and the flats with two

bedrooms meet their requirements effectively.

According to above, company should invest in its future projects of two bedrooms flats, to

capture most of the buyers. The company should prepare the floor plans in such a way that it

could increase the number of two bedrooms flats.

Budget Levels of the consumer of Silicon City

Page | 54

Two bedroom Three bedroom Four bedroom

What is your requirement regarding no of bedrooms.

0

10

20

30

40

50

60

Count


55/70

Although there are customers are many a budget groups but the proportion of the

buyers which have their budget approximately 30 lacks to 40 lacks. The reason of maximum

numbers of buyer in this clusters is that the number of first time buyers of homes in

increasing by a great margin. Generally they prefer this range flats so that they can easily

purchase it.

The company should focus it to capture that segment of customers whose income level meets

above criteria. The strategies of the company should be made keeping this group of consumer

in mind. So that it would get a better response from the maximum numbers of prospective

buyers.

Mode of payments Choose by buyers

Page | 55

less than 30lacks

30 lacks to 40lacks

40 lacks to 60lacks

60 lacks to 75lacks

75 lacks to 1 crore

What is your budget for home.

0

10

20

30

40

50

60

Count


56/70

only by cashthrough plan A

Only by cashthrough plan B

only by loan by cash andloan both

through plan A

By cash andloan both

through plan B

0

10

20

30

40

50

60

70

Count

There are basically above five types of mode of payments of your home in Silicon

City. Most of people preferred the fifth one because of maximum discount (6% to 8%)

provided by the company.

To attract the customers towards its exclusive way of payments the company is need to ease

its procedure of payment through this plan. The customer who will find the easier and cheaper

product form the Coral Height they would shift toward the company and will surely purchase

the product

Thus by making new customer aware about companys scheme of payment, it can turn the

huge group of customer to its loyal customers.

Consumer Behavior regarding time of possession

Page | 56


57/70

Since most of the customers of the Silicon City are either first time buyer or single

family, so they usually demand for the possession on time. They are so conscious about the

time duration of possession that they could shift to another companys product because of this

single reason.

Thus the company must take this into consideration while producing their product to

customer and make sure that the customer demanding for possession on time , he must be

satisfied about the possession time.

The company should make a fine reputation regarding possession of home to maintain

the faith of customer. The must fulfill its commitment regarding the time of handover.

COMPETITIVE PROJECT

Page | 57

Early As on time withgraceperiod

late

By when you do want possession

0

10

20

30

40

50

60

70

Count


58/70

Brand

Feature

Silicon

City

Zodiac

DREAM

VALLEY

Sapphire

Price

(minimum)

Quality

(best)

Commitments

Parking

Space

(Maximum)

PromotionMix

(Used by

large)

Price, Quality and competitors

Silicon City is the leading real estate company in Noida because of its excellenceproduct quality and services. All the consumers of Silicon City are very much satisfied. The

Page | 58


59/70

quality of the product is comparatively better than any other real estate companys product in

Noida.

Although the prices of products of the company is higher than other ones, but the

standard of features used in the flats are able enough to compensate this extra cost. The

almost customers are satisfied with the price because they think that the price is according to

quality.

The company has Vastu friendly layout design which usually missed in the products

of other reality players. The company grabs effectively this uniqueness of its product. Some

of customers are disappointed with the company because it does not give any free backup

installation (usually many a company does not charge anything up to 1 kw backup

installation.

The major strength of the company is its highly experienced and educated employees.

The marketing executives are with a long industry experience in handling of customer. Most

of the marketing strategies are usually succeeds because of so energetic and presentable

employees. The open area provided by the company is really noticeable. The company

provides maximum open area in comparison to other real estate companies.

The space for car parking available in Silicon City is very much satisfactory. There

are ample parking space for each of customer a number of bikes and as well as cars.

Opinions of Dealers

The USP of Silicon City is its high quality product and services. This is why thecompany is still on top in selling its product.

Page | 59


60/70

The problem with the Silicon City is that the company is little conscious about the

development of its new project. Though the current scenario of market is not in favor of large

investment in this industry but the situation will not go on worse for long time. The company

should think about speeding its future projects so that it could meet the increase demand of

flats in near future.

There is a lack of advertisement done by company. Many a customer sometimes used

to be unaware about the schemes and products of the company.Availability of three bedroom

flats in majority and lack of other type of flats is also a problem with the company. The

company is lacking the ample number of flats with three bedrooms. One major plus point

with the company is that there is no off day in Silicon City. A customer can visit any of the

days to Silicon City.

SWOT ANALYSIS

STRENGTH

1- Quality of product is excellent

Silicon City is excellence in its product quality.

2- High Experienced workforce

All the employees of Silicon City are very much enthusiastic and committed. Most of

them have a long industry experience.

3- Wide network of dealers

Wide network of dealers has built a quick response framework of consumers.

Page | 60


61/70

4- Constructions Group Company

The companys construction subsidiary is an effective construction firm which plays

an important role in preparing tower in time.

WEAKNESS

1- Less Advertising

Company expends less on the advertising.

2- Low customer Awareness

Customers are not aware of the presence of company in the market and its specialty.

3- Small product line

The company does not have a long range of product which can fulfill all type of

requirement.

4- Low discounts

Company does not give any discounts on its most of products.

OPPORTUNITIES

1- Boom in construction sector

2- Boom in real estate sector

3- Customer becoming conscious about life style

4- Rising income level of consumers in NCR

THREATS

1- Threats from new entrants and existing players in market

2- No promotion scheme which is hampering the growth

Page | 61


62/70

3- Less number of future projects

4- No expansion in market share

RECOMMENDATIONS

1- Focus on Advertisement

Many a buyers are still not aware about the available products of company due

to less marketing and advertising. For several customers it is a new name and they are not

able to rely on the company in spite of its high quality of services.

It is found that advertising and publicity effect the consumers buying decision because

these information impacts in to the conscious mind of consumer and when he makes

buying decision these things effect his buying decision.

2- Interaction with Dealers and Customers

Page | 62


63/70

Continue interact with dealers and customers to know their feedback related to

the products and services of the company. To know the market demand exactly related to

the development of the new product or change in the existing product interaction is

important.

3- Make available flats other than three Bedroom

According to customer the availability of a range of product is a crucial factor to

shift of customer from one brand to other. To meet the demand of customers not only

is important but make them available the needed product is most important. For this

there should be sufficient number of flats of each type as per the demand.

4- Promotion Schemes

Launch promotion schemes for dealers because they are the main influencer in

buying decision of customers. So any promotional scheme beneficial for dealers can

also affect sale positively.

5- Media selection for advertising

Magazines, Direct Mail, Hoardings, Websites

CONCLUSION

AMRAPALI GROUP is a leading real estate company and it would not be wrong to

state that AMRAPALI GROUP has a valuable presence in real estate market. The company is

poised to be the most profitable company in Noida.

There is a great opportunity over the next years, since the Indian real estate industry is

supposed to grow sharply. The company will be able to achieve a valuable presence in the

real market

The dealers and customers of the company are very much satisfied with excellent

product quality of Silicon City. Although some of them are disappointed with its low pace of

future projects. But company has stopped its investment due to adverse situation arise in real

estate industry because of worldwide recession.

Page | 63


64/70

There is a need of creating awareness about products and services by doing more

marketing. The company should increase its advertising campaign.

The commitment regarding the time duration of possession of the company is

outstanding. The company is to sustain it in future to fetch the faith of customers. The prices

of products are too much high thats why competitors are creating hurdles for products to

sustain in the market.

Focus of company is mostly on the existing projects and less conscious about

grabbing the new untapped market by starting new ambitious projects. So there are threats of

steep fall in sales in near future. AMRAPALI GROUP has also presence in construction

industry with its image of fastest constructions which can make it one of the larger players in

the market.

Page | 64


65/70

LIMITATIONS

1. The study is limited to the NOIDA region.

2. The respondent group comprises of only the clients who visited the office.

Page | 65


66/70


67/70

www.marketingteacher.com

ANNEXURE

SILICON CITY - QUESTIONNAIRE

Name:

Address:

Telephone:

Q1 How did you hear about Silicon City?

1- Advertisements

2- Brochure

Page | 67


68/70

3- Websites

4- Through dealers

5- Recommended by others

Q2 What is your requirement regarding number of bedroom?

1- Single bedroom

2- Double bedroom

3- Three bedroom

4- Four bedroom

5- Five bedroom

Q3 What is your budget for the home?

1- Less than 50 lacks

2- 50 lacks to 70 Lacks

3- 70 lacks to 90 lacks

4- 90 lacks to 1 Crore

5- Above 1 crore

Q4 How will you pay for the home?

1- Only by cash with plan A*

2- Only by cash through plan B**

3- Only by loan

4- By cash and loan both with Plan A*

5- By cash and loan both with plan B**

Page | 68


69/70

Q5 From which bank would you prefer to take loan?

1- ICICI bank

2- PNB bank

3- SBI bank

4- Bank Of Baroda

5- Axis bank

Q6 By when do you want possession?

1- Within two months

2- Within six month to eight months3- Within fifteen months

4- Within 2 years

5- Within 3 years and above

Q7 Which specific floor would you prefers?

1- Ground floor

2- First floor

3- Second floor

4- Top floor

5- No specification

Q8 What is your requirement regarding parking?

1- Parking for a bike

2- Parking for a car3- Parking for car and bike both

Page | 69


70/70

4- Parking for several cars and bikes

5- No need of parking

Q9 How much power back-up installation do you want?

1- Up to 1 kw

2- 2 to 4 kw

3- 4 to 6 kw

4- 6 to 8 kw

5- 8 kw and above

Q10 Do you need any other specifications?

___________________________________________________________________________

_____________________________

Upendra Kr Singh

Documents

Transcript of Upendra Kr Singh