SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT

A SUMMER TRAINING REPORT ON

Working Analysis of Organization in Real Estate

&

Consumer Behaviours

UNDERTAKEN AT

EARTH INFRA VENTURE PRIVATE LIMITED

Submitted in partial fulfillment of the requirements for the award of the

degree of

BACHELOR OF BUSINESS ADMINISTRATION

(SESSION 2011-2014)

SUBMITTED TO: SUBMITTED BY:

Dr.Rajneesh Kumar Srivastava AMAAN KHAN

(Principal) BBA-VTH

sem.

2

ACKNOWLEDGEMENT

It was a great opportunity for me to work with EARTH INFRA VENTURE PVT

LTD, one of the leading companies in Real Estate business in India. I am extremely

grateful to those who have shared their expertise and knowledge with me and

without whom the completion of this project would have been virtually impossible.

Firstly, I express my sincere gratitude and thank to Ms VAISHALI PANDEY

(DIRECTOR), EARTH INFRA VENTURE PVT LTD, LUCKNOW for whose

kindness I have the precious opportunity of attaining training at EARTH INFRA

VENTURE PVT LTD. Under her brilliant untiring guidance I could complete the

project being undertaken on the "WORKING ANALYSIS OF THE

ORGANISATION IN REAL ESTATE and CONSUMER BEHAVIOUR" successfully

on time. I would also like to thank the overwhelming support of all those people who

helped me a lot with their suggestions and ideas in the making of this project report.

I would also like to thank my faculties of Sherwood College Of Professional

Management for their constant enthusiastic encouragement and valuable

suggestions, without this project would not have been successfully completed.

I would also like to thank my parents and rest of my family members for being

patient and very supportive always especially during the project study.

AMAAN KHAN

BBA-VTH

SEMESTER

ROLL NO.11072101006

3

PREFACE

This Report is one of a series based on an analysis undertaken by

contraction and infrastructure Group to increase the body of

knowledge in India about the significance of real-estate industry

in facilitating economic productivity and enhancing National

competitiveness. The reports aim to increase the house

community's understanding.

A project team within construction India has undertaken this work

- with the assistance, in some cases, of contract expertise, and the

cooperation of all provincial and territorial governments in the

provision of house and devolvement authority.

4

CONTENTS:

Pg.No.

CHAPTER 1 6-13

INTRODUCTION

1.1 GENERAL INTRODUCTIONS ABOUT

THE

SECTOR.

CHAPTER 2 14-28

PROFILE OF THE ORGANIZATION

2.1 ORIGIN OF THE ORGANIZATION

2.2 GROWTH AND DEVELOPMENT OF THE

ORGANIZATION

2.3 PRESENT STATUS OF THE

ORGANIZATION

CHAPTER 3 29-33

DISCUSSION ON TRAININGS

3.1 MARKETING

3.2 OBJECTIVE OF THE STUDY

3.3 DESCRIPTIONS OF LIVE EXPERIENCES

5

CHAPTER 4 34-59

REAL ESTATE POSITION IN INDIA

INTEREST OF REAL ESTATE INVESTMENT

IN YOUNG GENERATION

OBJECTIVE OF RESEARCH-

RESEARCH METHODOLOGY

DATA COLLECTION METHOD

SUMMARY OF LEARNING’S EXPERIENCE

CAREERS IN REAL ESTATE

TYPES OF CAREERS IN REAL ESTATE

BARRIERS TO REAL ESTATE INDUSTRY

LIMITATIONS

CHAPTER 5

60-74

DATA INTERPRETATION

CONCLUSION AND RECOMMENDATIONS

Bibliography

Summer Training Appraisal

6

CHAPTER 1

7

1.1: GENERAL INTRODUCTION

Real estate investing involves the purchase, ownership, management, rental and/or

sale of real estate for profit Improvement of realty property as part of a real estate

investment strategy is generally considered to be a sub-specialty of real estate

investing called real estate development. Real estate is an asset form with limited

liquidity relative to other investments, it is also capital intensive (although capital

may be gained through mortgage leverage) and is highly cash flow dependent. If

these factors are not well understood and managed by the investor, real estate

becomes a risky investment. The primary cause of investment failure for real estate

is that the investor goes into negative cash flow for a period of time that is not

sustainable, often forcing them to resell the property at a loss or go into insolvency.

A similar practice known as flipping is another reason for failure as the nature of

the investment is often associated with short term profit with less effort.

Sources and acquisition of investment property

Real estate markets in most countries are not as organized or efficient as markets

for other, more liquid investment instruments. Individual properties are unique to

themselves and not directly interchangeable, which presents a major challenge to an

investor seeking to evaluate prices and investment opportunities. For this reason,

locating properties in which to invest can involve substantial work and competition

among investors to purchase individual properties may be highly variable

depending on knowledge of availability .Information asymmetries are commonplace

in real estate markets. This increases transactional risk, but also provides many

opportunities for investors to obtain properties at bargain prices. Real Estate

typically uses a variety of appraisal techniques to determine the value of properties

prior to purchase.

Typical sources of investment properties include:

Market listings (through a Multi listing services or Commercial Information

exchange )

Real estate agents and Real estate brokers

Banks (such as bank real estate owned departments for REO's and short

sales)

Government entities (such as Fannie Mae, Freddie Mac and other

government agencies)

Public auction (fore closer sales, estate sales, etc.)

Private sales (off-market transactions for sale by owner for sale by owner)

Real estate wholesalers and investors (flipping)

8

Once an investment property has been located, and preliminary due diligence

(investigation and verification of the condition and status of the property)

completed, the investor will have to negotiate a sale price and sale terms with the

seller, then execute a contract for sale. Most investors employ real estate agents and

real estate attorneys to assist with the acquisition process, as it can be quite complex

and improperly executed transactions can be very costly. During the acquisition of a

property, an investor will typically make a formal offer to buy including payment of

"earnest money" to the seller at the start of negotiation to reserve the investor's

rights to complete the transaction if price and terms can be satisfactorily negotiated.

This earnest money may or may not be refundable, and is considered to be a signal

of the seriousness of the investor's intent to purchase. The terms of the offer will also

usually include a number of contingencies which allow the investor time to complete

due diligence, inspect the property and obtain financing among other requirements

prior to final purchase. Within the contingency period, the investor usually has the

right to rescind the offer with no penalty and obtain a refund of earnest money

deposits. Once contingencies have expired, rescinding the offer will usually require

forfeiture of the earnest money deposits and may involve other penalties as well.

Sources of investment capital and leverage

Real estate assets are typically very expensive in comparison to other widely-

available investment instruments (such as stocks or bonds). Only rarely will real

estate investors pay the entire amount of the purchase price of a property in cash.

Usually, a large portion of the purchase price will be financed using some sort of

financial instrument or debt, such as a mortgage loan collateralized by the property

itself. The amount of the purchase price financed by debt is referred to as leverage.

The amount financed by the investor's own capital, through cash or other asset

transfers, is referred to as equity. The ratio of leverage to total appraised value

(often referred to as "LTV", or loan to value for a conventional mortgage) is one

mathematical measure of the risk an investor is taking by using leverage to finance

the purchase of a property. Investors usually seek to decrease their equity

requirements and increase their leverage, so that their return on investment (ROI)

is maximized. Lenders and other financial institutions usually have minimum equity

requirements for real estate investments they are being asked to finance, typically

on the order of 20% of appraised value. Investors seeking low equity requirements

may explore alternate financing arrangements as part of the purchase of a property

(for instance, seller financing, seller subordination, private equity sources, etc.)

9

If the property requires substantial repair, traditional lenders like banks will often

not lend on a property and the investor may be required to borrow from a private

lender utilizing a short term bridge loan like a hard money loan from a hard money

lender. Hard money loans are usually short term loans where the lender charges a

much higher interest rate because of the higher risk nature of the loan. Hard money

loans are typically at a much lower Loan to value ratio than conventional

mortgages.

Some real estate investment organizations, such as Real Estate Investment Trusts

(REITs) and some PENTION FUNDS and HEDGE FUNDS, have large enough

capital reserves and investment strategies to allow 100% equity in the properties

that they purchase. This minimizes the risk which comes from leverage, but also

limits potential ROI.

By leveraging the purchase of an investment property, the required periodic

payments to service the debt create an on-going (and sometimes large) negative cash

flow beginning from the time of purchase. This is sometimes referred to as the

CARRY COST or "carry" of the investment. To be successful, real estate investors

must manage their cash flows to create enough positive INCOME from the property

to at least offset the carry costs.

With the signing of the jobs Act in April of 2012 by President Obama there has been

an easing on investment solicitations. This leaves for new avenues for capital

sourcing such as crowd funding. Developers will be able to finance their projects or

fill funding gaps through crowd funding platforms such as collaperty and funding.

10

Sources and management of cash flows

A typical investment property generates cash flows to an investor in four general

ways:

Net Operating Income (NOI)

Tax Shelters offsets

Equity build-up

Capital Appreciation

Net operating income, or NOI, is the sum of all positive cash flows from rents and

other sources of ordinary income generated by a property, minus the sum of

ongoing expenses, such as maintenance, utilities, fees, taxes, and other items of that

nature (debt service is not factored into the NOI). The ratio of NOI to the asset

purchase price, expressed as a percentage, is called the capitalization rate , or CAP

rate, and is a common measure of the performance of an investment property.

Tax shelter offsets occur in one of three ways: depreciation (which may sometimes

be accelerated), tax credits, and carryover losses which reduce tax liability charged

against income from other sources. Some tax shelter benefits can be transferable,

depending on the laws governing tax liability in the jurisdiction where the property

is located. These can be sold to others for a cash return or other benefit.

Equity build-up is the increase in the investor's equity ratio as the portion of debt

service payments devoted to principal accrue over time. Equity build-up counts as a

positive cash flow from the asset where the debt service payment is made out of

income from the property, rather than from independent income sources.

Capital appreciation is the increase in market value of the asset over time, realized

as a cash flow when the property is sold. Capital appreciation can be very

unpredictable unless it is part of a development and improvement strategy.

Purchase of a property for which the majority of the projected cash flows are

expected from capital appreciation (prices going up) rather than other sources is

considered speculation rather than investment.

11

Market overview: Real estate

Real estate industry is currently estimated to be US$ 48 billion, with a CAGR

of 30 %.

Total economic value estimated to be US$ 40-45 billion accounting for four to

Five per cent of the GDP

Growth driven primarily by IT/ ITeS, growing Presence of foreign businesses

in India, the globalization of Indian corporates and, the rapidly increasing

consumer class providing a huge market potential

The real estate sector is in an early growth stage, can be segmented into

residential, commercial, retail and hospitality asset classes

Demand-supply gap

12

Risk Management

Management and evaluation of risk is a major part of any successful real estate

investment strategy. Risk occurs in many different ways at every stage of the

investment process. Below is a tabulation of some common risks and typical risk

mitigation strategies used by real estate investors.

Risk Mitigation Strategy

Fraudulent

sale

Verify ownership, purchase title insurance

Adverse

possesion

Obtain a boundary survey from a licensed surveyor

Environment

al

contaminatio

n

Obtain environmental survey, test for contaminants (lead paint,

asbestos, soil contaminants, etc.)

Building

component

or system

failure

Complete full inspection prior to purchase, perform regular

maintenance

Overpaymen

t at purchase

Obtain third-party appraisals and perform discounted cash flow

analysis as part of the investment pro forma, do not rely on

capital appreciation as the primary source of gain for the

investment

Cash

shortfall

Maintain sufficient liquid or cash reserves to cover costs and debt

service for a period of time,

Economic

downturn

Purchase properties with distinctive features in desirable

locations to stand out from competition, control cost structure,

have tenants sign long term leases

Tax

Planning

Plan purchases and sales around an exit strategy to save taxes.

13

Foreclosure Investment

Some individuals and companies are engaged in the business of purchasing

properties that are in Foreclosure. A property is considered in foreclosure when the

homeowner has not made a mortgage payment for at least 90 days. These properties

can be purchased before the foreclosure auction (pre-foreclosure) or at the

foreclosure auction which is a public sale. If no one purchases the property at the

foreclosure auction then the property will be returned to the lender that owns the

mortgage on the property.

Once a property is sold at the foreclosure auction and the foreclosure process is

completed, the lender may keep the proceeds to satisfy their mortgage and any legal

costs that they incurred. The foreclosing bank has the right to continue to honour

the tenants lease (if there is a tenant in the property), but usually as a rule the bank

wants the property vacant, in order to sell it more easily. Thus distressed assets

(such as foreclosed property or equipment) are considered by some to be worthwhile

investments because the bank or mortgage company is not motivated to sell the

property for more than is pledged against it.

Foreclosure statistics

The number of households in foreclosure increased 79 % in 2007, with about one of

every 100 U.S. households at some stage of the foreclosure process, according to the

latest numbers from data aggregator Realty track.

14

CHAPTER 2

15

PROFILE OF THE ORGANIZATION

Earth Infra Venture Pvt. Ltd.

Is one of the leading Real Estate marketing company

engaged in offering the clients with effectual residential and commercial real estate

services . These commercial and residential properties are planned and laid out by

some of the well-known builders and real estate tycoons.

We are one of the principal marketing companies engaged in offering best real

estate deals to the customers. The selling and renting is done of the properties that

are planned by some of the reputed organizations and are marketed under well-

known brand names.

Earth’s main focus remains to give tailor made packages which suits the

requirements of our clients as per his requirements and budgetary constraints. At

the same time we ensure that there is a definite level of assurance and back up

available.

Earth Infra Venture Pvt. Ltd.

is a progressive, future-focused, Indian real estate company

that is at the cutting edge of its industry. Its high levels of integrity and dedication

have made the company one of the most respected real estate developers. It is a

16

pioneer in conceiving and executing large sophisticated real estate projects in both

commercial and corporate segments, bringing together the unmatched experience &

expertise of India's most reputed business conglomerates.

From concept to completion, Earth Infra Venture Pvt. Ltd is into prime real estate

development and property management, coordinating a full spectrum of services

including site acquisition, design and development, construction, marketing and

sales.

Earth Infra Venture Pvt. Ltd. today, is the name that is associated with quality and

reliability and deals in commercial and residential projects.

Earth Infra Venture Pvt. Ltd

is involved in number of prestigious projects all over India. We

are committed to deliver the projects in time following international construction

standards. Our current on-going construction projects are in progress at Noida,

Lucknow, Gurgaon, Ghaziabad and Delhi.

17

2.1 ORIGIN OF THE ORGANIZATION

EARTH INFRA VENTURE PVT LTD. Is the authorised channel partner of

WAVE INFRATECH.It has maintained its salience with leadership in its

chosen line of businesses, Earth Infra Venture Pvt. Ltd. is into prime real

estate development and property management, coordinating a full spectrum

of services including site acquisition, design and development, construction,

marketing and sales.

EARTH INFRA VENTURE is now currently have several partners.

wave 1st silver tower

wave city

wave estate

wave infratech

wave city centre

wave malls

wave one.

18

2.2 PRESENT STATUS OF THE ORGANIZATION

EARTH infra venture is now currently working on the WAVE CITY CENTRE at

NOIDA and WAVE CITY NH-24 GHAZIABAD project.

WAVE CITY CENTRE at NOIDA

The world’s newest destination, in sheer scale exceeding anything ever witnessed by

Delhi NCR. And, as the greatest commercial development ever built in the center of

a city, its epic ambition is unprecedented. Also unprecedented is our underlying key

principle: consideration, an entire project shaped and managed by the dreams,

hopes and aspirations of future citizens. In Wave City Center, work and play, study

and entertainment, bustle and peace, sport and shopping are balanced in perfect

equilibrium. Welcome home.

Wave City Centre is located at sector 32 and 25A, NOIDA

19

WAVE CITY CENTRE

OVER 152 ACRES

4 CRORE sq.ft. BUILT-UP AREA

MALL & ENTERTAINMENT

HIGH STREET SHOP CONDOMINIUMS

PREMIUM SERVICED RESIDENCE

PREMIUM OFFICE SPACE

5 & 4 STAR HOTELs

43000 + CAR PARKING

6.5 ACRES INFINITY PARK

WELL PLANNED DESIGN AVAILABLE IN SIZES

OF 672 sq. and 802sq.ft.

OVER 8lac sq. OF DEVELOPMENT.

20

SALIENT FEATURES:

HIGH RISE TOWER OF OVER 40 STOREYs.

FACING THE LANSCAPED PARK OF APPROX 6.5 ACRES.

FULLY FURNISHED AND AIR-CONDITIONED.

HIGH QUALITY IMPORTED FURNITURE.

Wi-Fi CONNECTIVITY.

3 LEVELS OF BASEMENT CAR PARKING.

TWO ENTRY POINTS FROM MAIN 45mtrs ROAD FACING INTERNAL

30mtrs ROAD.

HIGH END INTERNAL AND EXTERNAL FINISHES.

FIXTURES, LINES AND ELECTRONICs WILL BE PROVIDED IN

EVERY STUDIO APARTMENT.

CONCIERGE SERVICES,CLUB,BUSINESS CENTRE AND

HOUSEKEEPING WILL BE PROVIDED ON DEMAND.

CLOSE PROXIMITY TO SECTOR 32 METRO STATION.

DEVELOPMENTS IN IMMEDIATE VICINITY ICONIC

TOWER,CONVENTION CENTRE,4&5 STARS HOTELS,PREMIUM

SERVICED ,RESIDENCES,HIGH STREET SHOP

CONDOMINIUMS,LIVORK MULTI-USE STUDIO,MALL &

ENTERTAINMENT.

STUDIO APARTMENT is available in two sizes

672sq.ft

802sq.ft

21

WCC SERVICED STUDIO APARTMENTS BLOCK 3E

PRICE LIST

For Corners & Park Facing

S.

no. Super area sq. ft. Rate Total

1 672.00

9,750.00 6552000.00

2 802.00

9,750.00 7819500.00

Sector -35 Facing

S.no. Super area sq. ft. Rate Total

1 672.00

9,250.00 6216000.00

2 802.00

9,250.00 7418500.00

Down Payment plan under commitment charges scheme

S.

no. Description Installments cumulative

1

At the time of

booking 10% of BSP 10% of BSP

2

Within 45 days of

booking 80% of BSP 90% of BSP

3 At the time of

possession 10% of BSP

100% of BSP

+Other

Charges

22

Wave CityNH-24, GHAZIABAD

Wave Infratech presents Wave City. Smart cities can be identified (and

ranked) along six main axes or dimensions. These axes are: a smart economy;

smart mobility; a smart environment; smart people; smart living; and, finally,

smart governance. These six axes connect with traditional regional and

neoclassical theories of urban growth and development. In particular, the axes

are based - respectively - on theories of regional competitiveness, transport

and Information and Communication Technologies (ICT) economics, natural

resources, human and social capital, quality of life, and participation of

citizens in the governance of cities.

WAVE CITY is located at NH-24, GHAZIABAD

MAP LOCATION

23

A city can be defined as 'smart' when investments in human and social capital

and traditional (transport) and modern (ICT) communication infrastructure

fuel sustainable economic development and a high quality of life, with a wise

management of natural resources, through participatory governance. With

this thought in mind, Wave City has partnered with world renowned giant

IBM, in developing a living experience that is beyond compare, an experience

that can truly be called "Smart". In pre-paid energy meters, GPS tracked bus

system, Fibre Optic Connectivity throw out the project, Online Smart City

portal that gives you information about everything, right from the delay in the

bus service which you take to work to telling you about the parking slot

availability in the neighbourhood mall, Water recycling plants that recycles

grey water for re-use, Rain water harvesting to ensure minimum amount of

pressure on the ecosystem and Central Command Centre that manages

everything from traffic situations, CCTV surveillance to following SOP's in

times of emergency, we are developing a city that would take care you, your

home, your neighbourhood, your loved ones and in process of itself, to ensure

the most convenient and smart living environment.

WAVE CITY is spread across an area of 4500 acres , wave city is all set to

usher in a new era of contemporary living. with its world-class design and a

line-up of most modern and thoughtful facilities, wave city is indeed the only

place in Delhi and NCR that truly lives up to a 21st century lifestyle. Designed

on IBM's smart city concept. The amenities it offers range from beautiful

floors and lavish condominiums to the best medical care, primary education

to universities, shopping malls to luxurious landscaped greens and from a well

planned BRT system to an expansive golf course

24

SALIENT FEATURES: POSSESSION OF RESIDENTIAL PLOTS TO START BY

EARLY 2013

CONSTRUCTION OF BUILT-UP FLOORS IN FULL SWING

DIRECT CONNECTIVITY FROM NH-24

LEGALLY ACQUIRED,COMPLETELY LITIGATION FREE

PROJECT

DESINGED ON IBM SMART CITY CONCEPT

MASTER PLANNING BY BENTEL ASSOCIATES FROM

SOUTH AFRICA

WORLD CLASS SPORTS ACADEMY

JUST 30 MIN FROM DELHI AND 10 MIN FROM

INDRAPURAM

LUSH GREEN OPEN SPACES

INTERNATIONAL STANDARD 18 HOLE GOLF COURSE

25

PRICE LIST

AFFORDABLE GROUP HOUSING AT WAVE CITY NH-24

Price list under Construction Linked Payment Plan

S. Category Floor Approx Area Price

1 1BHK 580 Sq Ft 2550

1 2 BHK 808 SqFt 2500

1 3 BHK

Approx 1050

Sq Ft 2450

Note: Rates will be revised as & when required

Rates of 3BHK units is applicable for first 50 bookings

only.

Other Charges

S. Particulars Charges

1 Open Car Parking mandatory with 1BHK Rs. 100000

2

Covered Car Parking mandatory with 2

BHK Rs. 200000

3

Peripheral & Infrastructure Development

Charge Rs. 55/- Sqft.

4 Interest Free Maintenance Security Rs. 25/ Sqft.

5 Power Backup (1KVA Mandatory)

Rs. 20000/-

KVA

6

Club Membership

mandatory Rs. 50000/-

PLC Charges

S. Particulars Charges/Sft

1 Park Facing 50

2 Corner 25

3 GF 150

4 1st 125

5 2nd 100

6 3rd & 4th 75

7 5th & 6th 50

8 7th & 8th 25

26

Payment Plans

A) Down Payment Plan (With 10% Rebate*)

S Particulars Installments

1 At the time of booking 10%

2

Within 45 days from the date of

booking 85%

(with 10% rebate on 85% down

payment amount)

3 On offer of possession 5%

Note: PLC will be clubbed with the basic sale price

B) Construction linked Payment Plan

S Particulars Installments

1 At the time of Booking 10%

2 Within 60 days from date of Booking 10%

3

Within 120 days from the date of

Booking 7.50%

4 On start of Excavation 7.50%

5 On Casting of 2nd

floor roof slab 10%

6 On Casting of 4th

floor roof slab 10%

7 On Casting of 8th

floor roof slab 10%

8 On Casting of 10th

floor roof slab 10%

9 On Casting of 14th

floor roof slab 10%

10 On Commencement of Internal Plaster 5%

11

On Commencement of External

plaster 5%

12 On offer of possession 5%

Note : 1. The development linked stages can be called for payment in any

sequence irrespective of the sequence mentioned hereinabove

2. PLC will be clubbed with the basic sale price

27

LAYOUT PLAN OF 1BHK FLAT

578sq.ft

2BHK FLAT

802sq.ft

28

2.3 PRESENT STATUS OF THE ORGANIZATION

EARTH INFRA VENTURE is now working on its wave city and wave city

centre projects. EARTH INFRA VENTURE is now know in the best channel

partner of wave infra-tech and give real estate a new level.

EARTH INFRA VENTURE had an

experienced team of employees (manager, sales manager, sales executives,

telle-caller) who are always devoted to their work and make a peaceful

environment always in the organisation to work efficiently which lead in

generating new customers always.

EARTH INFRA VENTURE timely organised sales

promotion techniques and organised events and canopy to promote their

current project in the market which helps the people to know about their

projects in the current market.

29

CHAPTER-3

30

DISCUSSION ON TRAININGS

3.1 MARKETING

Marketing is the process of communicating the value of a product or service to customer

for the purpose of selling the product or service. It is a critical business function for attracting

customers.

From a societal point of view, marketing is the link between a society’s material requirements

and its economic patterns of response. Marketing satisfies these needs and wants through

exchange processes and building long term relationships. It is the process of communicating the

value of a product or service through positioning to customers. Marketing can be looked at as an

organizational function and a set of processes for creating, delivering and communicating value

to customers, and managing customer relationships in ways that also benefit the organisation and

its shareholders. Marketing is the science of choosing target markets through market analysis

and market segmentation, as well as understanding consumer buying behavior and providing

superior customer value.

There are five competing concepts under which organizations can choose to operate their

business; the production concept, the product concept, the selling concept, the marketing

concept, and the holistic marketing concept. The four components of holistic marketing are

relationship marketing, internal marketing, integrated marketing, and socially responsive

marketing. The set of engagements necessary for successful marketing management includes,

capturing marketing insights, connecting with customers, building strong brands, shaping the

market offerings, delivering and communicating value, creating long-term growth, and

developing marketing strategies and plans.

Promotion is one of the market mix elements, and a term used frequently in marketing. The

specification of five promotional mix or promotional plan. These elements are personal selling,

advertising, sales promotion, direct marketing, and publicity. A promotional mix specifies how

much attention to pay to each of the five subcategories, and how much money to budget for each.

A promotional plan can have a wide range of objectives, including: sales increases, new product

acceptance, creation of brand equity, positioning, competitive retaliations, or creation of

a corporate image. Fundamentally, however there are three basic objectives of promotion. These

are:

1. To present information to consumers as well as others.

2. To increase demand.

3. To differentiate a product.

There are different ways to promote a product in different areas of media. Promoters use internet

advertisement, special events, endorsements, and newspapers to advertise their product. Many

times with the purchase of a product there is an incentive like discounts, free items, or a contest.

This is to increase the sales of a given product.

31

Advertising or advertizing is a form of communication for marketing and used to

encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a

specific group) to continue or take some new action. Most commonly, the desired result is to

drive consumer behavior with respect to a commercial offering, although political and

ideological advertising is also common. This type of work belongs to a category called affective

labor.

In Latin, ad vertere means "to turn toward."The purpose of advertising may also be to

reassure employees or shareholders that a company is viable or successful. Advertising messages

are usually paid for by sponsors and viewed via various traditional media; including mass

media such as newspaper, magazines,television, radio advertisement, outdoor

advertising or direct mail; or new media such as blogs, websites or text messages.

Commercial advertisers often seek to generate increased consumption of

their products or services through "branding," which involves associating a product name or

image with certain qualities in the minds of consumers. Non-commercial advertisers who spend

money to advertise items other than a consumer product or service include political parties,

interest groups, religious organizations and governmental agencies. Nonprofit organizations may

rely on free modes of persuasion, such as a public service announcement (PSA).

32

3.2 OBJECTIVE OF THE STUDY

To present an overview of the Real Estate Industry.

To critically analyse the Future Trends in Real

Estate Industry.

To critically evaluate the position and prospect of

major players in Real Estate Industry.

To enquire about the future prospect of Real Estate

Industry.

To know the customer query and how to solve them.

To know the role of Real Estate company in the market.

33

3.3 DESCRIPTIONS OF LIVE EXPERIENCES

This is one of the primary things that are required within the company. During my visits

to different Company, I came across that there is no awareness of the company in the

form of posters, stands and other related things. One thing that I would like to

recommend would be the introduction of more promotional activities so as to generate

more revenues for the company. Company can introduce more--

– Schemes

– Get together’ for channel partners

– Brand recognition in the market

– To Keep more inventories

– Advertisement in Institutional Areas

Although every effort has been in to collect the relevant information through the

sources available, still some relevant information could not be gathered.

Busy Schedule of Concerned Executives: The concerned executives were having

very busy schedule because of which they were reluctant to give appointment.

Time:The time duration could not provide ample opportunity to study every detail

of the company.

Unawareness:Executives were unaware of many terms related to same while

asking to them.

Confidential Information:As the company on account of confidential report

has not disclosed some figures. Moreover, in some cases separate accounts of division

are not separately maintained thereby, leading to restrictions in study.

34

CHAPTER 4

35

Real Estate position in India

The real estate sector in India has come a long way by becoming one of

the fastest growing markets in the world. It is not only successfully

attracting domestic real estate developers, but foreign investors as well.

The growth of the industry is attributed mainly to a large population

base, rising income level, and rapid urbanization. The cities and towns in

India are expanding and the space requirement for education, healthcare

and tourism provides opportunities in the real estate sector. The industry

in India contributes about five percent to the country's Gross Domestic

Product and, in the next few years, this contribution is expected to rise to

six per cent. The total revenue generated in fiscal 2011-12 stood at

around 314 million USD. After undergoing corporatisation and

professionalization, today real estate is recognized as one of the key

sector contributing to the country's economic development. The Union

Budget 2013 on the other hand is looking forward to improving the

sector sentiment further and at the same time re-stimulates its growth.

Real estate plays an important role in the Indian economy, as it is the

second largest employer after agriculture. The size of the Indian real

estate market is expected to touch 180 billion USD by 2020.

36

Interest of real estate investment in young generation –

Real estate seems to be the hottest investment instrument for urban youth in India,

with a whopping 85% of those surveyed inclined to put their money into

immoveable on hopes of higher and guaranteed returns.

"Over 85% of urban working class prefer to invest in real estate saying it is likely to

fetch them guaranteed and higher returns," says a survey conducted by industry

body Ascham.

Those surveyed also said they cautiously stay off from investing in gold, stocks and

mutual funds as these instruments are found to be riskier, the survey said.

A majority of urban youth surveyed believe that investing in the yellow metal is not

as profitable as in real estate since they expect gold prices to fall.

Besides, global slowdown and the weak rupee have started casting a shadow on

stocks, as many corporations are rationalising the salary structure of their

employees with an emphasis on cost cutting which dampens the spirit of investment

in the capital markets.

However, a few respondents still chose to invest in stock markets, gold

and mutual funds.

The maximum concentration of real estate investments from urban working class

and professionals is seen towards residential properties in emerging Tier-II and

Tier-III cities.

These include Jaipur, Delhi, Rishikesh, Haridwar, Nainital, Chandigarh,

Dehradun, Sonepat, Panipat, Pune and Nasik, it said.

Most respondents felt that investments in real estate, residential and commercial

properties are found to be lucrative and much safer since they are completely

insured in contrast to those in gold, stocks and mutual funds.

Over 62% respondents, especially professionals, chose real estate properties in Tier-

I cities like Mumbai, Delhi, Kolkata, entire Northern Capital Region (NCR),

Hyderabad, Bangalore, etc for gaining maximum returns.

However, 78% of those working professionals

with double-income, who bought a house in a metro city, want to invest in their

home town for a second home, the survey added.

37

Some interesting insights into residential real estate trends

and consumer preferences across cities by ICICI HFC

Across cities, the preference is of premium suburbs with

supportive supply coming in only in Mumbai

Premium suburbs get preferred over other locations

owing to well-developed infrastructure supported by

commercial activity in close proximity

Delhi and Mumbai seem to have a potential demand for

mass suburbs, far surpassing the current supply, on

account of better infrastructure and connectivity to the

business districts

The mass suburbs in the other cities are still in their

initial stages with infrastructure and connectivity being

the core issues

2-3 BHK remain favourite across all the cities

There seems to be oversupply in > 3BHK segment

Mumbai is the only market with substantial 1-1.5 BHK

demand which remains largely unmet

Instead, Mumbai seems to have a huge pipeline of large

premium properties without adequate demand

As compared to the other cities, the Bangalore

residential supply seems to be aping consumer demand.

Vis-à-vis the other markets, the Bangalore consumers

are relatively more aspirational

Chennai has a fair distribution of population across

income classes; Bangalore has a higher concentration of

HIG

38

Median age of home seekers has been declining across

all cities

End use of the property for self-occupation indicates

that genuine buyers are still there in market and they

will certainly buy if right product as per their

expectation is available

Children play area and inverter backup seem to have

become a hygiene factor for any residential

development

A bus service and modular kitchen are the

distinguishing amenities for LIG segment

The differentiating amenities in case of HIG are

swimming pool, health club and club house

It seems that new launches have considerably slowed

down across the southern cities viz., Bangalore and

Chennai and builders are concentrating more on

completion and absorption of existing supply

While consumers in the Northern and Western markets

have exhibited apprehension on project delivery,

consumers in Southern markets are still willing to invest

in properties at launch stage thereby indicating relative

stability in the Southern residential market

39

Objective of Research

To know the working analysis and growth of

Real Estate company in India.

To know the current challenges faced by

real estate company.

To know the consumer behavior while

investing in real estate company.

40

Research Methodology

41

RESEARCH DESIGN AND METHODOLOGY

Research Methodology

Research Methodology is used to search answer of research

questions. An attempt has been made to describe nature of Lucknow

city, selected for the study samples procedure for data collection,

technology used to analyses and present the data required.

Methodology in common parlance refers to search for knowledge.

One can also define research as a scientific and systematic search for

pertinent information on a specific and systematic search for pertinent

information on a specific topic. In fact research is an art of scientific

investigation.

The advance Learner’s dictionary of current English lays down the

meaning research as “a careful investigation or inquiry specially through

search for new fact in any branch of knowledge.”

Research represents “a systematic method of exploring actual

persons and groups focused primarily on this experiences with in their

social worlds, include of social attitudes and values, the mode of

analysis of these experiences which permits stating proposition in the

form.”

“Methodology refers to systematic way that according researcher solve

the problem and come to conclusion”

42

Now Research Methodology is a way to systematically solve the

research problem it may be understood as a science of studying now

research is done scientifically. In it we study the various steps that are

generally adopted by researcher in studying his research problem along

with the logic behind them it is necessary for the researcher to not know

not only the research methods/ techniques but also methodology.”

In this project we consider a descriptive research that include surveys

and fact finding enquiries of different kinds. The major purpose of

description of the state of affairs as it exits at present.

43

RESEARCH PROCESS

RESEARCH DESIGN

Problem formulation

Research design

Sample design

Data collection technique

Fieldwork

Analysis & interpretation

Research report

44

A research design is the arrangement of conditions for collection and

analysis of data in a manner that aims to combine relevances to the

research purpose with economy in procedure. The design include an

outline of what the research will do from writing the hypothesis and its

operational implications to the final analysis of data. It helps to tackle the

problem of bringing various phases of research under control. The research

design helps to design the decision with respect to:

• What type of data is needed?

• From where data can be found?

• What period of time study include?

• How much material will be needed?

• What technique of gathering data will be adopted?

• How will data be analysed?

Features of good research design:

Flexible appropriate ,efficient and economical.

Design should minimize bias and maximize reliability of data collected and

analysed.

Design should give smallest experimental error.

Design should yield maximum information and provide an opportunity for

considering many different aspects of the problem.

45

Generally three types of research are included in research design. These are

as follows:

Exploratory research.

Descriptive and diagnostic research

Experimental research

TYPES OF RESEARCH

DESIGN

EXPLORATORY RESEARCH

DESCRIPTIVE AND DIAGONOSTIC

RESEARCH

EXPERIMENTAL RESEARCH

46

The research design used in this research project is DESCRIPTIVE

RESEARCH. Descriptive research studies are those researches which

are concerned with describing the characteristics of a particular

individual or a group.

Studies concerned with specific prediction, with narration

of facts and narration of fact and characteristics concerning individual,

group or situation are all example of descriptive research studies.

METHODOLOGY

The research design is Descriptive studies. Descriptive studies are well

structured, they tend to be rigid and its approach cannot be changed every now and

then. Descriptive studies are undertaken in many circumstances: When the

researcher is interested in knowing the characteristics of certain groups such as

age, profession. When the researcher is interested in knowing the proportion of

people in given population who have behaved in a particular manner, making

projection of certain things. The objective of this kind of study is to answer the

why, who, what, when and how of the subject under consideration. I have taken

descriptive because my research includes the knowing the behavior of customer

towards advertisement. I have analyzed how people of various age groups respond

to different advertising or their perception towards advertisement.

Methodology of the study

47

1) The training policy is formulated at the central office and the central office

reserves the right to make any modifications required. However the

implementation of the training policy will come under the purview of

Principals of Zonal T training centres in each zone.

2) Training modules must be designed differently so as to suit the specific needs

of a target group. E.g-functional topic must concentrate on theoretical aspets

and case studies

3) Ideally training sessions for management cadre should be conducted at MDC

so that along with functional and theoretical input, some managerial leadership

and decision making are also included.

4) Training inputs for clerical staff and offer up to A.O can be conducted at the

Zonal Training centers, D ivisonal and Employees Training Centers. Here the

emphasis would be on subject specific . knowledge use of relevant FEAP

modules etc

DATA COLLECTION METHOD

48

There are two type of data collection method

Types of Data collection method-

Primary Data

Secondary Data

PRIMARY DATA-Primary data means data that are collected by

different techniques likes Questionnaire, Depth interview, Surveys,

Schedules.

Sources of Primary data:-

CANOPY.

Online advertisement.

Office visit.

Data obtain by the Clients.

SECONDARY DATA-Secondary data means that data are already been

collected and analyzed by someone else.

Sources of Secondary data:- Telle calling

References

Data from other company.

Unpublished Data: Data may be obtained from several

companies, organizations, working in the same areas.

Data Collected by Industry Associations.

Journal/ Newspapers etc.: Some newspapers/ Journals collect

and publish their own data, e.g. Indian Journal of Economics,

Economist, Economic Times.

Questionnaire

49

The questionnaire is list of questions to be asked from the respondents. It also contains a

suitable space where the answer can be recorded.

“The term questionnaire usually refers to a self-administered process whereby the

respondents himself read the question and records his answers without the assistance of an

interviewer”

Types of questionnaire

1. structured

2. non-structured

Questionnaire used in the study

Structured Questionnaire

A structured questionnaire is one in which there are limited choices to the question

given. The person who fills in the questionnaire has to give answer from the given choices only.

Non-structured Questionnaire

In this type of questionnaire no limited choices to the question given. The person who

fills the questionnaire has to give answer from his own way.

In this survey used by me both type of question.

SAMPLING

50

AREA of sampling is LUCKNOW ONLY.The

size is 300 which include all age group between

18-60 years . Interest of people in real estate investment

Based on the response of 300 people following table has been made-

S.no TYPE INTERESTED NOT

INTERESTED

1 Flats 110 190

2 Villa 70 230

3 Plots 90 210

4 Commercial

area

30 270

0

50

100

150

200

250

300

1 2 3 4

interested

not interseted

51

Mode Of Investment In Land And Building By The People There is two type of investment take place in real estate investment either for residential purpose or for investment purpose. Based on the response of 300 people following table has been made-

FOR RESIDENTIAL PURPOSE =170 FOR INVESTMENT PURPOSE=130

0

50

100

150

200

RESIDENTIAL

INVESTMENT

52

RESEARCH METHODOLOGY

A questionnaire was prepared to gauge the

awareness of Real Estate investment.

Survey has been done in and out the office

covering a wide cross-section of the society.

The question was presented in one to one

interview with each of the respondents.

Respondents of the question had been

thoroughly analysed.

Conclusions had been arrived at using the

response of the questionnaire.

53

SWOT ANALYSIS

Strength

The key strength areas of EARTH INFRA

VENTURE is there motivated and highly competent staff

who is aggressive in their persuit for excellence in term of

employee competence it rivals the highly rated Real Estate Company

Weakness

Though Earth Infra has wide coverage of

network throughout the country it is not considered

adequate keeping in view is wide customer base.

Opportunity

EARTH INFRA VENTURE has good

opportunity in those urban areas which are still

untouched by other company.

Threat

Other company like ANSAL,GJK are

expanding at a very fast rate and are pperceived as

threat to Earht infra venture.

54

SUMMARY OF LEARNING’S EXPERIENCE

• Non-commission revenues will become critical to the

profitability formula.

• More and more menu driven services will be offered.

• Almost every aspect of the transaction will be part of an electronic.

• Electronic commerce will require standardization.

• Standards will cause commodization.

• The unconnected agent will become the endangered species.

• Predictability/accountability will be the keys.

• The agent will be re-evaluated.

• The Internet business will be a significant market share (25-

Interactivity on the Internet will be the norm.

• A significant share of transactions will be managed from point of

contact.

• Meeting the customer’s definition of value will be Managed

transactions will use designated service providers at all levels of the

transaction.

• Marketing resources will be invested where they generate proven

results.

• Range of products and services will be limited only by imagination.

• The real estate industry should prepare for an increasingly technology-

driven environment in which empowered consumers drive the mark

competitive dynamics.

• A plethora of new entrants will emerge to capitalize on technology

enabling new business models and value propositions.

55

CAREERS IN REAL ESTATE

The real estate profession has expanded and offers one of the widest career selections in

the business world today. Helping people buy and sell homes, office buildings, industrial

property and corporation farmland, property management, land development, mortgage

banking, urban planning, real estate counseling, appraisal and research are all aspects of a

career in real estate.

The "voice for real estate" and the industry's national professional

organization is the National Association of Realtors.

ADVANTAGES AND REWARDS OF A CAREER IN REAL ESTATE.

A career in real estate provides flexibility and freedom to set your own pace. Income

directly reflects your efforts, with no limits on what astute, hard-working men and

women can earn. Successful people in real estate are goal-oriented, persevering, self-

motivated, ambitious and people-oriented. The rewards of a real estate career are a

potential for high earnings, status in the community, autonomy, time freedom, helping

people, the intellectual challenge and the satisfaction from those accomplishments.

Working in real estate allows for independence and choices of environment in which to

work, such as affiliation with a large or small firm as a listed salesperson. With more

experience and upon passing of an additional exam, becoming a real estate broker is the

next step. Brokers can own their own businesses and employ other salespeople.

TYPES OF CAREERS IN REAL ESTATE:

Careers in Residential Brokerage –

Helping people buy and sell homes, is one of the most important and basic services a real

estate agent performs. Agents are experts in the process of buying and selling property,

financing, government programs, for example. The real estate agent's expertise facilitates

the transaction, saving clients time, trouble and money. Real estate professionals need to

have a thorough knowledge of such areas as real estate law, local economics, and fair

housing laws, types of financing, mortgages and government programs.

Careers in Commercial Brokerage –

Commercial brokers specialize in income-producing properties, such as apartment and

office buildings, retail stores and warehouses, shopping centers and industrial parks. To

understand and explain why the properties are good investments, commercial brokers

need to be aware of the growth possibilities of the area where the property is located,

current income tax regulations and purchasing arrangements that give the buyer a greater

return on investment. Commercial brokers may also have to arrange financing.

56

Careers in Industrial and Office Brokerage –Industrial and office brokers

specialize in the developing, selling or leasing property used for industry or

manufacturing. Brokers need to understand different types of industries and determine

such variables as transportation, proximity to raw materials, water and power, labor

availability and local building, zoning and tax laws.

Careers in Property Management –The property manager's primary function is

to maintain the property in order to produce the highest possible financial return over the

longest period of time. More importantly, the property manager is responsible for

protecting the owner's investment. Managed commercial properties are likely to be office

buildings and shopping centers. Residential properties might be apartment buildings,

apartment developments, condominiums and groups of homes owned by a single

investor. Property managers usually work for real estate firms. However, other

opportunities are found in the real estate department of banks and trust companies. For

large housing and commercial developments, managers are often expected to maintain an

office or residence on the premises and work with only one enterprise. When living

onsite, property managers can expect to be on call for emergencies at all times, beyond

maintaining standard working hours.

Careers in Land Development –Land development is one of the most important and

challenging specialties in real estate today. Developers turn land into profitable,

marketable developments - residential, commercial or industrial. Site selection is the first

decision developers must make. Planning and layout is handled only after the developer

determines the need for a project. Before the actual building can begin, developers must

first analyze all costs and arrange the financing. Then, they contract for the physical

structures and supervise construction. Finally, developers promote the finished

development to the prospects for whom it was planned.

Careers in Farm and Land Brokerage –Land brokers deal in land for farming and

acquisition of rural land by cities for residential, commercial and industrial expansion.

Success as a land broker depends on how accurately the income potential of the property

can be established. Brokers need a good working knowledge of various factors which

determines a farm's capacity to produce, including agricultural knowledge and

information such as market centers and transportation facilities.

Careers in Real Estate Appraising –Real estate appraisers determine the value of

properties. Real estate is appraised to determine many types of values - assessed value for

tax purposes, investment value or present value for a potential investor, "book" value for

accounting purposes, rental value for income projections and insurable value. Appraisers

need to know acceptable principles of appraisal and related information. They need to

have practical experience, technical education, good judgement and some knowledge of

mathematics, accounting and economics.

57

Careers in Urban Planning – If you would like to improve the environment and the

quality of people's lives, becoming an urban planner may fulfill your career objective.

Urban planners work with local governments and other civic groups to anticipate their

city's future growth. They propose physical changes to accommodate this growth. Not

many career guidelines exist for urban planning, but broad general experience is

important. Some colleges are now offering degrees in urban planning.

Careers in Real Estate Counselling–Real estate counsellors are in the business

of giving advice about property. They are the experts others seek when they want

answers to real estate questions. Counsellors must know every phase of the real estate

business because they use that knowledge in nearly every consultation. Often they will be

asked about income opportunities and productive uses of different kinds of properties.

There are relatively few brokers specializing in counseling, but the field will grow as

investors and owners realize the value of expert advice in developing property and

improving income. While accumulating experience in other real estate specialties, people

planning to become real estate counsellors also continue to study in continuing education

programs in financial management.

Careers in Real Estate Research –Real estate researchers contribute to the

decisions of many other real estate specialists. Brokers, property managers, appraisers,

financing experts and counsellors all depend on data provided by research. Research can

be divided into two main categories - physical and economic. Physical research means

studying buildings and structures of all types, especially in terms of the selection and

efficient use of construction materials. Economic research consists of determining

reliable answers to questions like, "How many people hope to buy homes next year?" -

"What will it cost them to borrow mortgage money?" and "What percentage of the

nation's homes are sub-standard?"

58

BARRIERS TO REAL ESTATE INDUSTRY

First, barriers for market access will be removed this year. According to INDIA’s

WTO commitment, wholly foreign-funded companies will be allowed to enter its

real estate market within three years after its WTO accession, and Sino-foreign

cooperative and joint venture real estate companies given national treatment.

Following this principle, Delhi has relaxed the restrictions for overseas investment

to enter the city’s property market. Though overseas investment in the sector

appeared mostly in the form of a joint venture, some foreign companies still plan

on setting up wholly owned firms in India.

Second, the 2008 Olympic Games to be held in Beijing has spurred the

development of the city’s real estate industry. Seeing the event as an opportunity,

many foreign companies came to seek cooperative

partners in property development, including those from the United States, the

Republic of Korea and Germany.

Third, the increasingly mature market has helped boom the sector. Delhi has also

witnessed the improvement of the financing market and opening of land transactions,

both serving as important conditions for the sound development of its real estate market.

Early this year, Delhi issued a new regulation on the use of land for commercial projects.

According to the regulation, the former practice of transferring the right to use land on

the basis of agreement is replaced by auction, public bidding and other open ways, which

is seen as a tangible step toward the establishment of an open, transparent and regular real

estate market.

The on-going designing of the overall layout of Delhi will be completed at the

end of this year. By then more opportunities for overseas investors will present

themselves. The design is a new blueprint for the development of Delhi.

59

LIMITATIONS-

Although every effort has been in to collect the relevant information through the

sources available, still some relevant information could not be gathered.

Busy Schedule of Concerned Executives: The concerned executives were

having very busy schedule because of which they were reluctant to give

appointment.

Time: The time duration could not provide ample opportunity to study every

detail of the company.

Unawareness: Executives were unaware of many terms related to same

while asking to them.

Confidential Information: As the company on account of confidential

report has not disclosed some figures. Moreover, in some cases separate accounts

of division are not separately maintained thereby, leading to restrictions in study.

60

CHAPTER 5

61

QUESTIONNAIRE

62

Question/Answer

Q.1. Have you purchased any flat or commercial

shop from Real Estate?

ans.

Q.2. From which Real Estate have you purchased?

ans.

Q.3. Have you purchased wave infratech?

ans.

Q.4. How are the services you get from wave

infratech?

ans.

Q.5. Are they provide good facility comparison to

others?

ans.

63

Q.6. Are the Banks provide loan against flat easily?

ans.

Q.7. Have you got good environment around the

flat?

ans.

Q.8. According to you are you satisfy with wave

infratech?

ans.

Q.9. Have you purchased another flat from any

Real Estate?

ans.

Q.10. If yes, then from which company?

ans.

64

QUESTIONNAIRE

Name…………………………..

Age…………………………….

Address………………………

Contact No…………………….

Q.1. Have you purchased any flat or commercial shop

from Real Estate?

(a) Yes (b) No

Q.2. From which Real Estate have you purchased?

(a) WAVE Infratech (b) Unitech (c) DLF (d) Ansal Plaza

Q.3. Have you purchased wave infratech?

(a) Yes (b) No

Q.4. How are the services you get from Wave infratech?

(a) Excellent (b) Better (c) Poor

Q.5. Are they provide good facility comparison to others?

(a) Yes (b) No

65

Q.6. Are the Banks provide loan against flat easily?

(a) Yes (b) No (c) Can’t Say

Q.7. Have you got good environment around the flat?

(a) Yes (b) No (c) Can’t Say

Q.8. According to you are you satisfy with wave

infratech?

(a) Yes (b) No

Q.9. Have you purchased another flat from any Real

Estate?

(a) Yes (b) No

Q.10. If yes then from which

(a)wave infratech (b) Unitech (c) DLF (d) Ansal Plaza.

66

CONCLUSION

67

CONCLUSION

The Indian real estate sector continues its steady progress with overall

sales activity going up significantly in the past six months. And the

driving factor behind the entire process has been the information

technology (IT) sector which has contributed considerably to the

demand side. Moreover, the nature of demand has also undergone a

complete transformation.

From small floor plates of 1,000 sq ft to 5,000 sq ft, the demand has

shifted to large contiguous floor plates of 6,000 sq ft to as high as 20,000

sq ft. This has forced builders/developers to offer large floor plates as

office space in case of both lease and capital values. "In a buyer's

market, sellers will have to offer products as per the requirement of

buyers. In this market, only those builders catering to the need-based

demand can succeed,.

Most of the metros are today gearing up to meet the demand for large

floor plates in accordance with the international trend. No longer is

work station space per person limited to a mere 50-70 sq ft. Most of

these IT companies are looking out for larger office spaces to meet their

100-120 sq ft per person work station need. Partho Gupta, a Mumbai-

based software consultant, states that the bottomline is to enhance the

productivity level of staffs by providing a conducive working ambience.

"The nature of job in this sector is such that one needs a particular kind

of surrounding for achieving an optimal efficiency level,.

According to a Cushman & Wakefield report, many multinationals are

viewing Bandra-Kurla complex as the preferred destination for large

commercial space requirement as there are limited options for large

contiguous spaces of comparable quality in south, central and north

Mumbai.

"Earlier it was the price (capital value & rental) factor that governed

the relocation process to a large extent. However, now in the last one

year or so, companies are relocating their offices in search of large floor

spaces," opines Mr Ashok Kumar, director, Brooke International.

Never before the industry had experienced this kind of demand for

large floor plates for office spaces.

68

Adding to this demand is the recent emergence of dotcom start-ups.

According to an estimate, in the past eight months, one out of four

transactions belonged to dotcom or net-related business.

Even as the initial hype has cooled down considerably, these dotcom

ventures have played a big role in boosting the demand. Aashish Velkar,

director, Cushman & Wakefield is still very bullish about the dotcom-

driven demand. "On the positive side, mergers and acquisition have

already started in the dotcom business.

This will provide consolidation to the entire business and help these

companies sustain in the longer run. According to Velkar, once again

Bangalore is emerging as the favourite IT destination if one goes by the

transactions that have taken place in the past three months.

69

RECOMMENDATIONS

70

RECOMMENDATIONS

Promotional activities-This is one of the primary things that are

required within the company. During my visits to different Company, I came

across that there is no awareness of the company in the form of posters,

stands and other related things. One thing that I would like to recommend

would be the introduction of more promotional activities so as to generate

more revenues for the company.

Company can introduce more--

– Schemes

– Get together’ for channel partners

– Brand recognition in the market

– To Keep more inventories

– Advertisement in Institutional Areas

Focus more on “b” and “c” category Companies - This is also one of the prime

things that are required. With around 80% of the revenues coming from less

than 20% of the Companies, more focus should be given on ‘b’ and ‘c’

category companies.’ A’ category agents are said to be the agents who

contribute more than Rs.50000 of revenues per month. Companies should

focus more on ‘b’ and ‘c’ category clients so that more of these clients can be

converted into ‘a’ category.

Co-ordination among different channels-With agency office in a different

building and no direct control over the district operations, transparency

between different channels is lacking. With the plan for executives that I have

suggested above, there could be more transparency that can come in the

overall operations of the NCR region.

Different commission slabs for different channels- With commissions being

one of the prime motives for the sales Executive to do business with different

companies, more and more emphasis should be given on the commissions that

are rendered to the agents.

Very limited corporate tie ups-This should be one of the most important

thing that should be on the agenda for the travel category. A corporate tie-up

71

can easily deliver a business of more than 50000 per month. Other than that,

the contract is on a long term basis. This therefore helps in getting an easy

business for the company. Therefore, from my point of view, more emphasis

should be given on this category of business as well.

72

BIBLIOGRAPHY

73

BIBLIOGRAPHY

BOOKS:

• Kotler, Philip and Armstrong, Graw - Principles of Marketing,

Pearson Education, New Delhi 2007.

• Kotler, Philip - Marketing Management: Analysis, Planning,

Implementations and Control, Pearson Education, New Delhi.

2003, 11th ed.

• Sharma J K - Business Statistics (Pearson Education)

• Kothari C.R. – Research Methodology

DAILYS & JOURNALS

• Business World

• Business Today

• The Economic Times

WEBSITES

1. www.google.com

2. www.earthinfraventure.com

3. www.indianrealestateforum.com

4. www.wavecitycenter.com

5. www.wave-city-ghaziabad.com

74

Summer Training Appraisal Student’s Name:

Programme:

You are requested to provide your opinion on the following parameters.

Outstanding Good Satisfactory Unsatisfactory

A B C D 1. Technical knowledge gathered about the industry and the job he/she was involved.

2. Communication Skills: Oral / Written / Listening skills

3. Ability to work in a team

4. Ability to take initiative

5. Ability to develop a healthy long term relationship with

client

6. Ability to relate theoretical learning to the practical training

7. Creativity and ability to innovate with respect to work methods & procedures

8. Ability to grasp new ideas and knowledge

9. Presentations skills

10. Documentation skills

11. Sense of Responsibility

12. Acceptability (patience, pleasing manners, the ability to instil trust, etc.)

13. His/her ability and willingness to put in hard work

14. In what ways do you consider the student to be valuable to the organization?

Consider the student’s value in term of: (a)Qualification

(b) Skills and abilities

(c) Activities/ Roles performed

15. Punctuality

Any other comments ________________________________________________.

Assessor’s Overall rating Assessor’s Name:

Designation:

Organization name and address:

Email id:

Contact No: