CHAPTER - I Introduction Objective Limitations Methodology

INTRODUCTION
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Title: Brand awareness and Brand Loyalty

Brand
Brand means it is a name, sign, symbol, color combination or slogan to identify of a specific product, service or business. Definition: A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service, or business. A legally protected brand name is called a proprietary name. In detail A brand is the identify of a specific product, service, or business.A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service. People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Orientation of the whole organization towards its brand is called brand orientation. It's a new brand world A person wearing Levi Strauss Jeans, Louis Philippe shirt, Reebok shoe, addidas watch, Fast track goggles shows how Branding is playing a vital role in the market today.

Branding and importance of Branding

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Branding means setting the product or service in the mind set of the customer Example: Thunda Muthlab cocacola

Brand awareness
Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products (Keller). Brand awareness is of critical importance since customers will not consider your brand if they are not aware of it.

Brand Awareness Plan The major components of a plan to develop brand awareness are: • Identifying and understanding your target customers
• Creating a company name, logo, and slogans • Adding value through packaging, location, service, special events, etc. • Advertising and after sale follow up and customer relationship management.

Brand loyalty
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“Brand loyalty” is a term used to describe the tendency that consumers have to stick with the products or services bearing brand names they know and trust. Loyalty and retention strategies would have to be understood before customer equity strategies are formulated. so it’s in the best interest of the company that carries the brand to maintain its reputation and recognizability in order to maintain profit. Altering the look and feel of a brand can have disastrous consequences for a company. Brand loyalty translates to repeat sales. it is important to consider its impact on the bottom line of the company. The following aspects of customer equity may be useful for marketers:  What is brand loyalty?  Is brand loyalty built on functional or symbolic aspects?  Do psychological factors matter to brand loyalty in business-to-business marketing? OBJECTIVES A Study on Brand Awareness and Brand Loyality on DLF company 4 . RETAINING an existing consumer is often more profitable than finding a new consumer. until recently. This is known to marketers for the last two decades though one has not seen too many retention strategies in India. Customer equity deals with the manner in which customers can add value to the profitability of the company (customer equity also looks at how the company can create value for the customer but this article deals with the other aspect). as it runs the risk of alienating brand-loyal consumers who may not recognize or trust the product or service under different packaging. While retaining brand loyal customers.

5 .  To know the awareness level of the prospect customers.  To Know how DLF company have developed the brand awareness about their products/services.  To know the Satisfaction levels of the Brand loyals. Understanding the Importance of Brand awareness and Brand Loyality.  Understanding the Factors affecting DLF Company.  Giving suggestions how to maintain and improve Brand awareness and building brand loyalty.  To know Brand awareness influences Buying Behaviour or Not.

.. 6 . Strategies to create branding is the focus area for the organization.NEED OF THE STUDY: Every company looks for branding. opinions. so it is not a convenient data for the study for the study for a longer duration LIMITATIONS OF THE STUDY  The present study concentrates only on the existing customers of Hyderabad city only. SCOPE OF THE STUDY • The scope of the study is confined in the twin cities only • The study is limited to 45 days • The data collection from the respondents is qualitative in nature i.e.  As the time spent is only two months it is not possible to go in-depth study. Branding creates economic development as well as social status of individual. Branding plays a vital role in today’s competition. etc. views.

Secondary data includes the information available with the company. METHODOLOGY This study is basically depends on 1. 7 .  Due to small sample and biased opinions the results derived may not be appropriate. Secondary Data: The secondary data consists of information that already exist somewhere. other surveys conducted by known research agencies etc. Survey research is the approach best suited gathering. Secondary data can also be collected from magazines.Any researcher begins the research work by first going through the secondary data. There may be some biases due to ignorance on the part of respondents as they are not aware of the company. Primary Data 2. newspapers. Having been collected for another purpose . Secondary Data Primary data: Primary data consist of information collected for the specific purpose at hand for the purpose of collecting primary data. survey research was used and all the retail outlets sellers using different brands and their competitors were contacted. It may be the finding of research previously done in the field.

The respondents by means of personal interview administer this structured ended questionnaire. CHAPTER – II Industry profile Company profile 8 . The survey was carried out with the help of a structured questionnaire.RESEARCH METHODOLOGY The DLF Company have taken suitable plans for Brand awareness program and RETAINING an existing consumer is often more profitable than finding a new consumer Strategy to make the customers as Brand loyals. The survey was carried in twin cities of Hyderabad and Secunderabad with the sample size of 100. which helps in accomplishing the research objectives.

plots. and flats to the customers Different areas in Real estate Houses & Flats for sale • • • • Houses Flats Villas Apartments Houses & Flats for rent • • • Flats Villas Houses 9 .Industry profile Real estate Real estate means it is a business where in a person or organization markets and sells his/her land.

• Apartments Holiday Rentals in India • • • • Apartments Bungalows Houses Villa PG .Room Mates .Hostel • • Paying Guest Hostels Land & Plots for sale • • • • Residential Industrial Agricultural Commercial Parking .Storage Overseas Properties Overseas property For Sale Holiday Rentals Abroad Land & Plots For Sale Overseas Offices & Shops Office space • Furnished 10 .

Krishna Nagar. the local government assumed control of real estate development in Delhi and banned private real estate developers. South Extension. South Extension. Rajouri Garden. But at that time. Krishna Nagar.000 acres (1. Greater Kailash 1 & 2. In the 1970s and 1980s DLF purchased 3. Greater Kailash. Company profile DLF (originally Delhi Land and Finance) is India's biggest real estate developer based in New Delhi. Rajouri Garden. Kailash Colony. DLF started developing the 3.214 ha) of land from farmers in Gurgaon for $2000 per acre. History: In the early 40s-50s Raghuvendra Singh procured real estate around Delhi. Years later. That money was multiplied over the decades through investments like Punjabi Bagh. India.• Unfurnished Shops for Sale + Rent • • Restaurant Showroom and warehouse. the Haryana government did not allow private companies to develop the land. The Haryana government relented and Gurgaon underwent a private real estate boom which is continuing to this day. when Rajiv became Prime Minister. The DLF Group was founded by Raghuvendra Singh in 1946. he ensured that the Haryana Government change the local law and allow private compaines to develop the land. Hauz Khas and Panchsheel. DLF developed residential colonies in Delhi such as Shivaji Park (which was actually its first one). In 1985. Kailash Colony and Hauz Khas. In 1957.000 acres 11 . with the passage of Delhi Development Act.

office and retail properties. Sponsorship DLF is currently sponsoring Indian Premier League (IPL). 5-star hotels and a private expressway linking Gurgaon to Delhi Airport. DLF Group has paid US $40 million to be the title sponsor of the tournament for 5 years. shopping malls.(12 km) it had acquired from farmers. DLF Limited Industry Founded Headquarters Key people Products Real estate. apartments. Sports 1946 New Delhi. DLF developed its first A-grade office spaces for rent in Gurgaon The boom includes world-class office buildings. India [1] Kushal Pal Singh (Chairman) Offices Apartments Shopping Hotels Golf infrastructure courses Malls 12 . Developments DLF builds residential. a Twenty20 format cricket league in India. In 1999. golf courses. Retail.

The company has 399 msf of planned projects with 56 msf of projects under construction. mitigates any down-cycles in the market. which has now evolved into DLF City. segments and geographies. the state assumed control of real estate development activities in Delhi. customer satisfaction. hotels and shopping malls. We therefore commenced acquiring land at relatively low cost outside the area controlled by the Delhi Development Authority. and innovation. It has over 60 years of track record of sustained growth. which includes residential. DLF City is spread over 3. particularly in the district of Gurgaon in the adjacent state of Haryana. hospitals. commercial and retail properties.Following the passage of the Delhi Development Act in 1957.Super Luxury. commercial and retail properties in a modern city infrastructure with schools. DLF's primary business is development of residential. Development Business The development business of DLF includes Homes and Commercial Complexes. SEZ and hotel businesses. DLF has also forayed into infrastructure.DLF Limited is India's largest real estate company in terms of revenues.It also boasts of the prestigious DLF Golf and Country Club with night golfing facilities. which resulted in restrictions on private real estate colony development. Its exposure across businesses. earnings. The company has a unique business model with earnings arising from development and rentals. market capitalisation and developable area. The Homes business caters to 3 segments of the residential market . Luxury and Mid13 .000 acres in Gurgaon and is an integrated township. This led to our first landmark real estate development project – DLF Qutab Enclave.

IBM. DLF owns and operates the luxurious Aman Resorts across the world and also has an alliance with Hilton Group for development and management of hotels in India. WNS. DLF is actively creating new shopping and entertainment spaces all over the country. including GE. DLF has a strong management team running independent businesses. DLF has successfully launched commercial complexes and is in the process of marking its presence across various locations in India. commitment towards resources and the extent of scale and size that the company aspires to achieve in this segment. DLF's mission is to build a world14 . Cognizant. Fidelity Investments. Canon. among others. DLF is a name synonymous with global standards. CSC. The hotel business is currently undergoing a comprehensive review by the company as regards its future plans. new generation workspaces and lifestyles. The company has land resource of 86 msf for office and retail development. DLF is credited with introducing and pioneering the revolutionary concept of developing commercial complexes in the vicinity of residential areas. Vertex. Infosys. row houses and apartments of varying sizes. With over six decades of excellence. The product offering involves a wide range of products including condominiums. Annuity Business The annuity business consists of the rental businesses of offices and retail. recreation and leisure experiences with the launch of City Centre in Gurgaon in 2000. Currently. with 16 msf of projects under construction. Microsoft. Symantec and Sapient.Income. duplexes. DLF has a development potential of 11 msf for its hotel business. It has the distinction of developing commercial projects and IT parks that are at par with the best in the world. Hewitt. Bank of America. The Retail Malls business is a major thrust area for DLF. Citibank. though complementing each other in cases of opportunities of mixed land use.DLF pioneered the retail revolution in the country and brought about a paradigm shift in the industry by redefining shopping. DLF has become a preferred name with many IT & ITES majors and leading Indian and International corporate giants.

class real estate development company with the highest standards of professionalism. any opportunities that are discovered through the use of Company’s property. ethics and customer service and to thereby contribute to and benefit from the growth of the Indian economy. The Directors and Employees are also prohibited from competing directly with the business of the Company 15 . unless the opportunity is disclosed fully in writing to the Corporate Governance Committee and the Corporate Governance Committee authorizes the said Director or the Employee to purse such opportunities. Business The Directors and Employees are hereby prohibited from taking for themselves personally. information or position.

CHAPTER – III Conceptual frame work 16 .

color combination or slogan to identify of a specific product. service or business. sign. Brand awareness is of critical importance since customers will not consider your brand if they are not aware of it. Branding and importance of Branding Branding means setting the product or service in the mind set of the customer Example: Thunda Muthlab cocacola Brand awareness Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name. jingles and so on to certain associations in memory. or business. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. slogan or anything that is used to identify and distinguish a specific product.Understanding the importance of Brand awareness and Brand loyalty Brand Brand means it is a name. logo. sign. service. 17 . symbol. symbol. It also ensures that customers know which of their needs are satisfied by the brand through its products (Keller). A legally protected brand name is called a proprietary name. Definition: A brand is a name.

surveys found that more than 90% of US consumers had heard about the iPhone as a result of advertising and news reports. why bother? The answer is: There are few things more worthwhile than investing time in your brand’s awareness. I have plenty of customers and sales are decent. is brand awareness really all that important? You may be saying to yourself.What is Brand Awareness? The ultimate goal of most businesses is to increase sales and income. 18 . Within a week after its introduction. the more aware consumers are of your product and your brand. Ideally. The reality is. This is exceptionally high brand awareness. It can play a major role in purchasing decisions. Why is Brand Awareness Important? You may be asking yourself. How does purchase decisions depends on Brand awareness? Purchasing Decision Process Understanding the decision-making process helps you to better understand how to structure your brand awareness process. achieving successful brand awareness means that your brand is well known and is easily recognizable. Ultimately. you want to attract new customers to your products and encourage repeat purchases. the more likely they are to buy from you. Brand awareness is crucial to differentiating your product from other similar products and competitors. Brand awareness refers to how aware customers and potential customers are of your business and its products.

to purchase your product?  Do they need several hours to mull over the possibility of making the purchase?  To what extent does product type. marketers may do well to check if the repeat purchases are made out of commitment or if they are inertia purchases. Brand loyality Brand loyalty is the repeat purchase made by the consumer out of commitment to the brand. price. In many cases of loyalty. and environment affect the purchasing decision? Marketing specialists recognize five stages to a purchasing decision   The first stage in making a purchase decision is to perceive a need The second stage in making purchasing decisions is to seek information. Is the product worth the price? Do the values it possesses make it a worthwhile purchase?  The fifth and final stage involves an assessment of the purchase decision Understanding that the stages of a purchasing decision vary both in time and whether the stages really are distinct. What makes them buy your product?  Do they decide. A consumer may keep buying a brand of soap or toothpaste because of its availability with regard to a specific stock-keeping unit 19 . one can better assess where they might be able to have an influence on someone’s decision to purchase. upon an impulse.  The third stage is where the potential customer evaluates alternatives to your brand or product.  The fourth stage involves an assessment of the buying value.

Switchers . 2. banking services and books clearly show that a brand has to score on functional aspects whenever consumers use `search-oriented' products. Loyalty on such search-oriented products gets initiated when the consumer experiences the benefits of functional attributes. Factors effecting Brand Loyality 20 . Brand loyal consumers may become passionate about the brand and form clubs which results in further strengthening the brand.who buy the brand all the time. the repeat purchase made out of convenience can be classified under habit whereas a purchase made out of commitment is loyalty. is whether the customer is committed to the brand. a consumer may go through the ingredients of Colgate Total and derive inferences about the benefits and try the brand. defines four patterns of behavior: 1. looking for something different). Drawing upon several theories and models associated with consumer loyalty and learning processes. The consumer does not go through a decision process to select a brand when he/she is brand loyal. 3. consumers may initially become loyal to a particular brand because of its functional benefits. Brand loyalty is indicated when the consumer deliberately chooses a brand from a set of alternative brands. A second dimension. cars. Brand loyalty offers a number of advantages to the marketer.which he can afford .moving from one brand to another. 4. They may become advocates of the brand by their positive word of mouth. For instance.loyal to two or three brands. Shifting Loyals . Hard-core Loyals . however. again. When a consumer develops loyalty towards a brand he/she develops a favorable attitude towards the brand resulting in commitment. Though there is a great deal of similarity/overlap between habit and loyalty. Loyalty across toothpastes. Philip Kotler. Brand loyal consumers start building a relationship with the brand.with no loyalty (constantly looking bargain. Split Loyals .

Apple. brand promise is an attribute common to 'Parent' brands. one of the most influential writers on brand loyalty. Among the benefits from brand loyalty — specifically. or False promises.These brands are used to sell the same product across multiple markets and could be considered successful to the extent that the associated products are easily recognizable by the diverse set of consumers. or the brands under the parent brand umbrella. Gap and Sony. However. Fred Reichheld. the extensions. Brand promise is what a particular brand stands for (and has stood for in the past). Herein.It has been suggested that loyalty includes some degree of pre-dispositional commitment toward a brand. brand trust. It is determined by several distinct psychological processes and it entails multivariate measurements. longer tenure or staying as a customer for longer — was said to be lower sensitivity to price. and commitment are found to be the key influencing factors of brand loyalty. for example. Customers' perceived value. the brand may broadly stand for Quality. satisfaction. claimed that enhancing customer loyalty could have dramatic effects on profitability. Mastercard. and brand trust. Brand promise The marketer and owner of the brand has a vision of what the brand must be and do for the consumers. 'the best sparkling teeth'. CocaCola. Trust. They are brands sold in international markets. It has its roots from the identity that it gains over a period of time. Performance. Usually. may stand individually for a particular trait which it has delivered over the years. Global brands transcend their origins and create strong enduring relationships with consumers across countries and cultures. Brand loyalty is viewed as multidimensional construct. or 'the trusted bank to bank with for centuries' Global brand A global brand is one which is perceived to reflect the same set of values around the world. McDonald’s. Commitment and repeated purchase behavior are considered as necessary conditions for brand loyalty followed by perceived value. repeat purchase behavior.Examples:ofglobalbrandsinclude Facebook. customers' satisfaction. 21 .

Houses & flats for sale 2. Holidays rentals in India 22 .Benefits of global branding In addition to taking advantage of the outstanding growth opportunities. the following drives the increasing interest in taking brands global:      Economies of scale (production and distribution) Lower marketing costs Laying the groundwork for future extensions worldwide Quicker identification and integration of innovations (discovered worldwide) Preempting international competitors from entering domestic markets or locking you out of other geographic markets  Increasing international media reach (especially with the explosion of the Internet) is Increases in international business and tourism are also enablers Maintaining consistent brand imagery an enabler   REAL ESTATE Different areas in Real estate: 1. Houses & flats for rent 3.

creating a brand identity can be tricky. branding might not feel like a tangible aspect of running a business. Parking –storage 7.” he says.. It’s typically something that will fit on a page easily.4. or counted like a cash drawer at the end of the night. Overseas property for sale 8. But. Land &plots for sale(Residential. Land & plots for sale over seas 10. Find out how to make the most of the Internet by creating a web site that builds brand awareness. Here are seven strategies to build your business brand: Define the vision. a technology and market research firm that advises on the effects technology has on consumers and businesses. “This isn’t just. Good branding is the product of a clear vision. industrial . vision and values. Holiday Rentals Abroad 9. Office & shops / office space 11. and nobody knows more about vision than small business owners. commercial) 6. with limited resources. Mass. building brand awareness on the Internet doesn’t need to take a lot of money or resources. To some. Fortunately.Rom mates –hostels (paying guest. branding is the reason people pay three times more for a product at one store over another.agricultural. create a brand positioning statement. Shops for sale + Rent. It can’t be seen like a product on the shelf. PG. 23 . “It’s succinct. A good web site has the potential to sell products and promote your company's image. But. vice president at Forrester Research in Cambridge. hostels) 5. Good brand statements typically include the company’s mission. ‘What kind of web site do we want to be?’ This is ‘Who are we?’” says Harley Manning. Before moving ahead with the web site.

Customers should easily be able to recognize the company’s brand. clarity and functionality are paramount. “Don’t have a logo that in five years you’re going to be tired of and discard for another. Inc. for instance.” she says. If. “A web site is not just a communication medium. Fitch stresses that a sense of fun and whimsy will only enhance the likelihood that people will take an interest in the web site. Don’t let the company’s brand become so dominating that there is no room for new thoughts and ideas. Manning says. “You can’t frustrate and annoy people into liking your brand. the web site was an extension of the invitations because it followed through on the themes of red carpet imagery and references to visitors being treated like a VIP. “Do you so believe in what you’re creating that you would trademark it?” says Andrea Fitch. While a web site can be a significant tool for building brand awareness. Don’t communicate brand at the expense of delivering. the web site is the brand. Before she launched her company’s new web site.Build a brand worth believing in.000 silver tubes containing scrolls that looked like rolled-up carpet. Fitch made sure it would be an event that her potential clients would never forget. Create a cohesive experience between all mediums.” Manning says.” Manning says. creative choices must bring those attributes to life. whether it is print.” Essentially. online or some other form of media. president and CEO of RedCarpet Creations. Remember. Really consider what kind of brand could represent the business through the next decade.. the web site should look fresh and modern. Va. Once online. People should be able to understand how to navigate the site without knowing a thing about the company’s catch phrases. Once the brand’s guidelines are established. a business claims to be innovative. not the place where every new idea dead-ends. 24 . both based out of Alexandria. Manning says.” he says. Brand should be the jumpingoff point for interesting ideas. and national president of the Society for Marketing Professional Services. “It is actually a channel that must deliver on the promise. “Just be careful not to let the communication about your brand get in the way of delivering your message. RedCarpet Creations mailed 4. Don’t sacrifice creativity. a web site should embody the promise that it makes to customers. Inside the scrolls was an announcement about the web site’s launch.

but at the end of the day. FACTORS EFEECTING REAL ESTATE SECTOR Fundamental factors These factors includes Demand Demand refers to people’s willingness and ability to buy or rent a given property. IT and IT enable services sector in India is still in its growing stage due to increasing demand for business processing units in India and is estimated to grow by 107% to $583 million in revenue. This could lead to a space requirement of 20-25 million sq. the source of buying power comes from jobs. In part demand stems from a market area’s base. especially BPOs. In most real estate markets. International Research Journal of Finance and Economics . The rapid expansions of information technology. When it comes to building a brand. and has the 2nd highest GDP among the developing countries based on purchasing power parity. ultimately. it’s the consumer who decides what a brand is really worth. “It’s not what you say [about] yourself. Pay attention to customer feedback about the site because. The real estate market in India has seen remarkable changes in the past few years. it’s what others say of you. India is the 4th largest economy in the world.Listen to the customers: They determine a brand’s true value. it’s the customers’ opinion that counts. spurt in the middle class income and 8% growth in GDP are the potential key factors for the growth.” Fitch says. Property values follow an upward path when employment is increasing.Issue 24 (2009) 245 25 . a company can incorporate everything from signature colors to catch phrases.

The price that people will pay is governed by their needs and the relative prices of the properties available to meet those needs.ft. To try to develop a property’s competitive edge. Taking this factor into consideration. an investor should consider five things: 1. The Property In real estate the property itself is also a key ingredient.132000. the Total value of real estate created by the IT and ITES sector in the next three years will be Rs. An integral part of value analysis requires identifying sources of potential competition and then inventorying them by price and features. Property management 26 . Supply Analysis Supply analysis means sizing up the competition. Site characteristics 4. Nobody wants to pay more for a property than the price they can pay for competing property. Restrictions on use 2. per annum. Location 3. Improvements 5. according to a Merrill Lynch report. An analysis of supply should not limit potential competitors to geographically and physically similar properties.

This is where the brand's ethic. we would like to take a moment to discuss this discipline. It constitutes the foundation and the federating element of all the activities we have designated as being manifestations of the brand. The notion of identity is still too little used by managers.Since the appearance of its initial slogan -. originating in the field of semiology. competition. What is the identity of a brand? Our first answer might be that it is what the brand 'says' to consumers -. and what it believes are situated. From our perspective as non-specialists but convinced users. prolonging and defending the identity of a luxury brand. its vision of the world. .making a distinction between what it says and how they understand it. because to our way of thinking it offers some very useful and concrete glimpses into the essence of the brand phenomenon itself.Nike has cultivated the universal values associated with sports and the Olympic movement: surpassing oneself. Brand ethics and aesthetics Of all the tools available today.'Just do it' -. which the company's concrete and methodical processes cannot influence. determination. in our opinion and based on our experience. semiology is. accomplishment. We sometimes have a tendency to confine brand identity to the intuitive. and that's a shame. . with which this area can be at least partially rationalized and provide very concrete lessons about managing a brand. Yet tools for analysis do exist. affective sphere. 27 . the discipline best suited to aiding a manager in defining.

" a simple framework developed by Jean-Marie Floch to bring out the different levels of analysis or definition of a brand universe . and generally of all the practices of signification that make up cultures. 28 .First of all. to aid us in. what is semiology? Imagine two 'No Smoking' signs. shapes and materials are resolutely baroque or classical.. to a certain disposition of the mind.that is. Jean-Marie Floch adds. The aesthetic study is fairly easy to put into practice.. as objectively as possible. . It aims at characterizing the brand's identity through its expression and its content -. In this domain. . . . especially if the brand in question is a very "typed" one.The use of the hinge is relatively simple. . we are making the following basic premise: brands are systems that produce meaning. that is the project of semiology. curious about anything that has (or could have) meaning. at giving a formal definition of its aesthetic and of its ethic. If we accept the validity of applying semiotics to the study of brand identities. Its aim (according to Greimas) is to describe. designing another type of sign (for example. has been essential. say. a "No Parking" sign)? In broad terms. Is it possible to describe exactly what makes one more effective than the other. who updated the work of Heinrich Wolfflin. the contribution of Jean-Marie Floch. The hinge The first of these semiotic tools is the "hinge. where the colors. the process of production of meaning. one of which gets its message across better than the other. But it can be extended. without the discussion becoming simply a matter of subjective tastes? And is it possible to describe it in general terms.

Versace. In the late 1990s. which can appear accidental  each part losing its autonomy and taking on meaning only in association with the rest of the work  movement treated in depth: volumes  chiaroscuro and deep colors. Rubelli.a century-and-a-half old and often referred to by the French as the 'Iberian Hermes' -. characterized pictorially by:  lines delineated by shadow effects: curves and criss-crosses  open forms. visible in their entirety: planes  Impressions of stability: symmetries  Saturated colours.have a tendency toward the baroque. Dolce & Gabbana.have an aesthetic of the classical type. led to the development and the communication of the concept of a "minimalist baroque" aesthetic.had good name recognition. The study conducted on Loewe in 1996 by one of the authors. this Spanish fashion brand -. in collaboration with Creative Business and Jean-Marie Floch. each with its own autonomy  Closed shapes. Majorica. On the other hand. These apparently contradictory terms met with much success with the press. associated with quality and a strong presence in Spain and Japan but was still weak in the other markets. characterised pictorially by:  Clearly defined lines and contours. who was its president at the time.Jil Sander.Loewe. Helmut Lang. Coach -. Donna Karan. Roberto Cavalli -. BMW and North American brands-Calvin Klein. Mediterranean brands -. Lamborghini. Struggling to achieve international status. the Northern European brands -. Ikea. Ferragamo. emphasizing individually recognizable elements  Space divided into easily identifiable zones.Loewe had the appearance 29 . and also suffering from the absence of a charismatic founder in its history — unlike Chanel.Note that generally. for example -.

Take Nike. its vision of the world. remember. is considerably more difficult. or that have squandered their heritage. is the goddess of victory. That message was coherent with the recruiting of designer Narciso Rodriguez." to use Jean-Marie Floch's expression. Nike. The characterisation of the brand's aesthetic effectively transmitted the message of a brand that was faithful to its roots (the baroque) and with a strong desire for modernity (minimalism. Certain brands are so clearly positioned that the task is easier. Since the appearance of its initial slogan -." This is clear to everyone. 10 per cent for [local] charity-an NGO. The study of the brand ethic. determination.'Just do it' -. This is where the brand's ethic. for Palestinian Childhood.of a slightly 'tired' brand. Its bottles and the opening page of its website say: "No more drinking stupid. accomplishment. which at the time was still in vogue).Nike has cultivated the universal values associated with sports and the Olympic movement: surpassing oneself. drink with commitment!" and ൒ per cent of our net profits. on the other hand. "what it stands for. and what it believes are situated. above all for brands that were not founded by a creator with a strong personality. who was himself a blend of modernity and respect for tradition. The launch of the controversial Mecca-Cola in France in November 2002 is a very significant example of a brand that directly communicates the values underlying the ethic of its brand identity. competition. without the need for a semiotician to 30 . for example.

setting about finding the permanent values the brand has expressed since its inception is a frustrating process. the Chairman of India’s largest real estate company DLF Ltd. The Spanish shoe manufacturer expresses very clearly which brand ethic it wants to promote through its slogan 'Walk don't run': a whole philosophy of life. In certain cases. 31 .to a recognition of the non-existence of a brand ethic. but also in determining precisely the objective procedures to be used in constructing that meaning. Such a situation has an advantage in that it leaves open a very broad field for the choice of values. and. It sometimes leads -.P Singh. Using a semiologist who is experienced in the study of the corpus of brands is an absolute necessity in this type of research. By describing in detail the nature of a brand's identity and the means of its expression. the semiologist will help the manager perpetuate that identity and prolong its life. Factors effecting Real estate in India given by DLF CEO K. it’s stringent monetary policies and subsequent high mortgage rates. therefore. sheds light on factors affecting the pace of Indian real estate.translate. has been perceived in a very imprecise way. According to him. The role of the semiologist consists not only in finding possible meanings beyond the signs. but it also shows that the brand has had no obvious permanent values over time. Another recently successful brand is Camper.as was the case with Loewe -.

However. The Reserve Bank of India (RBI) raised interest rates five times since March 2006. 32 .Following the passage of the Delhi Development Act in 1957. which resulted in restrictions on private real estate colony development. the sale of residential property in India has seen a sharp downslide by over 70 per cent in May-June 2007. This created a need for commercial banks to raise lending rates including those on home loans by more than 200 basis points. particularly in the district of Gurgaon in the adjacent state of Haryana. Singh. The authority has also lifted banks’ reserve requirements to curb rising inflation and credit growth. Kailash Colony and Hauz Khas. as per the data showcased by the Associated Chambers of Commerce and Industry.6 per cent in the last financial year. We developed some of the first residential colonies in Delhi such as Krishna Nagar in East Delhi. Since then we have been responsible for the development of many of Delhi’s other well known urban colonies.Prices of residential property in India would only begin to fall in a fast flourishing economy with an increase in supply. Greater Kailash. And. And it was lower than 29. DLF BUILDING INDIA IN REAL ESTATE The DLF Group was founded in 1946. We therefore commenced acquiring land at relatively low cost outside the area controlled by the Delhi Development Authority. growth in home loans may slow to 17-20 per cent in the current fiscal.1 per cent in 2005-06. which was completed in 1949. Another factor affecting Indian property market is increasing interest rates on home loans. says Mr. He also adds that property prices will take a slip only if pushed by increased supply and not mere monetary policies. including South Extension. the state assumed control of real estate development activities in Delhi. Mortgage loans have risen by 26.

commercial and retail properties in a modern city infrastructure with schools. DLF City is spread over 3. to meet the needs of markets and to fulfill stakeholder expectations".000 acres in Gurgaon and is an integrated township. It has over 60 years of track record of sustained growth. strategy is about:  Where is the business trying to get to in the long-term (direction)  Which markets should a business compete in and what kinds of activities are involved in such markets? (markets. which has now evolved into DLF City. mitigates any down-cycles in the market. market capitalization and developable area. Its exposure across businesses. It also boasts of the prestigious DLF Golf and Country Club with night golfing facilities. and innovation.This led to our first landmark real estate development project – DLF Qutab Enclave. hotels and shopping malls. earnings. The company has a unique business model with earnings arising from development and rentals. hospitals. commercial and retail properties. In other words. DLF Limited is India's largest real estate company in terms of revenues. customer satisfaction. which includes residential. Strategy for Branding in Real Estate Strategy means it is a plan which completely beats the existing technology "Strategy is the direction and scope of an organization over the long-term: which achieves advantage for the organization through its configuration of resources within a challenging environment. DLF's primary business is development of residential. scope)  How can the business perform better than the competition in those markets? (Advantage)?  What are the values and expectations of those who have power in and around the business? (stakeholders)  What are the values and expectations of those who have power in and 33 . segments and geographies.

Business Unit Strategy .is concerned with how each part of the business is organised to deliver the corporate and business-unit level strategic direction. Your product or service's sell-ability is vital to survive when what you offer is supplied by various sources (competitors).intangible qualities that differentiate the item of choice from all other 34 . or business. Corporate strategy is often stated explicitly in a "mission statement". This is a crucial level since it is heavily influenced by investors in the business and acts to guide strategic decision-making throughout the business. entity persona.is concerned with the overall purpose and scope of the business to meet stakeholder expectations. or image.around the business? (stakeholders) Strategy at Different Levels of Business Strategies exist at several levels in any organization . What it doesn't mention. They are not only buying the actual product or service. promise. people etc. Today the dictionary lists branding as the promotion of a particular product or company by means of advertising and distinctive design. but of an idea. is branding is the basis of a identity and recognition of not just a product. Operational Strategy . consumers tend to view a brand's image as an integral part of the product or service they are purchasing. This additional part gives what is being promoted (sell-ability) within a competitive market in which consumers have a choice amongst various products or service providers that fill the same need. Today branding is the apple that didn't fall far from the tree. Particularly in today's market. meeting needs of customers. Operational strategy therefore focuses on issues of resources. Corporate Strategy .is concerned more with how a business competes successfully in a particular market. It concerns strategic decisions about choice of products. processes. but the status. exploiting or creating new opportunities etc. company. prestige and perceived benefits associated with the organization that is doing the selling . gaining advantage over competitors.ranging from the overall business (or group of businesses) through to individuals working in it.

why not use a similar brand strategy for associations? In the United States alone. So.. For example. should you join the American Bar Association. and if you do. If branding has worked so well for these products and services. while others are exclusive to select individuals.similar offerings in the marketplace. Similarly. Lean Cuisine). How do you create a positive brand image? 35 . creating a brand identity that sets an association apart from others offering similar services is a key factor in retaining and expanding one's share of the market. should you join an association. our credit cards (American Express). there are literally thousands of associations. they will often tell others. as with most organizations. And. as a lawyer. performing the best-known form of advertising – word of mouth. associations face competition in the marketplace. this applies to the vehicles we drive (Mercedes Benz). some with just a few members and some with membership ranging in the millions. the clothes we wear (Tommy Hilfiger) and even the statement we can make with a particular brand of pen (Mont Blanc). If they are satisfied with the products and services offered. Some are open to the general public allowing anyone with similar interests to join. the National Lawyers Association or your state's Bar Association? What differentiates one from the other? Or do they basically offer the same services? Members usually pay dues and purchase products or services offered by their association.g. Consider this: the majority of foods we purchase have brand images associated with particular items that make consumers perceive the products in a more favorable light (e.

exists to fill a particular need within society and to accomplish particular goals or objectives. The leaders of the association must ask themselves: "What is our business? Who are our primary customers? What does the association mean to the industry or the profession? What do our customers want and value? Are we accomplishing our goals?" Any successful organization must continuously ask these questions and answer them truthfully so that it is kept on a clear path to fulfilling its objectives. 36 . enhance – or. exceed or fall below members' expectations? Do members think that they can get the same or better service elsewhere? Exactly what does their association provide that members feel they would not get from another association? What is unique about this association? How important is it to belong to this particular association? Does the association have a strong.  Are members satisfied with the products and services offered by their association? Do they meet. it then has a basis for internal evaluations (how can it improve services to better serve the members) and external evaluations (how is it performing in comparison to the competition). The first step in creating a positive brand image is finding out specifically how members currently perceive the association. The association must be sure what its mission is in order to succeed. like any other organization. strategic recommendations. Rockbridge can design a creative approach for obtaining members' perceptions. Rockbridge will then offer innovative. Using the right mix of qualitative and quantitative research techniques. A market-oriented mission statement is helpful in defining an organization in terms of satisfying its customers. change or reposition – the current image.Rockbridge is a proven leader in developing research solutions for brand equity and awareness and brand image issues that companies often face. clear image? What is it? Is the association following through on its mission statement?     An association. in certain situations. Once an association knows how it is perceived in its members' eyes. after which the data will be analyzed and interpreted. The answers to these questions can help associations discover their brand image with members and then implement plans or programs to create.

however. When this value is created. a better community. it will be transformed into an economic value linked directly to the brand equity or “good will” that this brand can create. Creating value starts with adding value to people’s life whether by offering them a better home. the number of projects. This is the key to ensuring customer satisfaction and loyalty. In a marketplace cluttered by clones and homogeneous products and services. dependability. customer satisfaction. In real estate. To be more specific. which in turn translates into a larger market share for the company concerned REAL ESTATE BRANDING The Creation of Value The principle of “value creation” for customers and consumers is widely understood in the business and branding arena. delivered and perceived well by hundreds and thousands of customers. and high quality with an emphasis on excellent service.and work alongside the client to create a brand image or brand repositioning strategy that will add value and a competitive edge to the organization. or simply a better business opportunity. While 37 . this notion of “value creation” is practically linking the cumulative positive performance of a company to the creation of a certain brand equity that will have immediate influence on the business and its success with future projects or joint-ventures. successes and also failures. a better investment. it is important to create a brand image that differentiates itself from competitors and suggests integrity. the applications of this basic principle in a category like real-estate are quite complex. better facilities. we can say that value creation in real estate is a process that is a function of time.

The successes and credentials of the master brand will start travelling around the market and offer new experiences to new customers and different target groups. 38 . especially in highlighting the endorsement role that the Master brand is bringing to new projects. This positive value is subject to growth and even to “transfer” to new projects that the brand is developing or even new markets where the brand is expanding. if the focus on the brand will help building the value and spreading it across projects and markets. equity and image in the market.Marketing and communication role is very important in this process. One key advice here is to be brand focused and transparent. one single failure could be detrimental to the build-up of brand value and can hinder the whole process. transparency will buy the company some forgiveness if anything went out of control in any project or operation The Transfer of Value Real estate brands that have managed to create value through a number of successful and sometimes iconic projects would benefit from a good reputation. The core brand promise. The positive experience that people have had with the brand in the past could be expected from new projects provided that a good marketing and communication job is supporting the brand and its activities. The immediate results of “value transfer” will be noticed when the new projects from this same brand will start reaping substantial acceptance and “good will” in a relatively very short time. Projects do not have to be of the same nature or even in the same country. values and personality should be clearly pronounced in all these projects.continuous successes and growing satisfaction will make brand value grow exponentially.

This phenomenon will keep developing as long as the brand is keeping its promises and delivering value every time and in every project or development. Since the brand value is cumulated by the success of its projects and decreased by project failures and customers dissatisfaction. the equity of the project itself stays in the project and contributes to its value on secondary markets. The gain in equity and value every time we have a successful project will feed the image of the project and the image of the master brand simultaneously. a brand that manages to transfer value from one project to another is a brand that can make substantial savings on marketing investments. when companies realize that they are not only building apartments. But once the project is developed and sold and experienced by new people. while the value that goes to the master brand could be transferred and injected in new projects. First. However. the project takes all what it can in terms of “good will” and “expectations” from the Master Brand.The Value Transfer process is a two way alley. This will lead us to another important observation about real estate branding – the need for a Strong and Attractive Master Brand – Businesses that are planning to be the real estate development for a long period of time should always build a strong master brand and not only projects. Therefore. the customers’ satisfaction and Project Brand value will pay back and add value to the Master Brand in a snow bowling effect. it is better on the long run to only concentrate on well planned and executed projects to optimize the chances of success and avoid the negative experiences that can drain the brand value. Moreover. The master brand is where the value resides and travels once projects are finished and sold out. As long as real estate companies are thinking in terms of “projects” and “developments” the real estate branding process cannot reach its full potential in terms of value creation. 39 . THE RIGHT DOSE OF BRANDING : Branding and commodities goes in two opposite directions.

The 5 Rules 1 – Always build a master brand not only project brands. marketing investments behind these small projects will not have real branding effects besides supporting sales at a specific time. An idea like “community concept” will give a bigger role to the relationship between the brand and customers. Everything else should be part of a bigger brand that could be one of the above mentioned categories. otherwise. 40 . On the other hand. Developers should avoid going to the extreme where every single building or precinct is branded. Moreover. Then. where to draw the line? Besides the Master Brand that is the centrepiece of corporate strategy that we believe it is a necessity to have in real estate business. Communities and Icons. malls and recreational centers but “communities” and “lifestyle” in general.villas. it will be very difficult to make it stand alone as a distinguished and different brand. we recommend serious branding effort for three additional types of developments: Destinations. Too much branding is like no branding – As people and customers will not remember all these individual brands and will not be able to have meaningful relationships or even perceptions about a growing number of projects and developments. while those who are marketing lifestyle are actually building connection and value. houses. the shift in thinking and in business will start happening. offices. Real estate companies that are selling houses and apartments are selling bricks and mortar. This will project the brand role and relationship through time and make the creation and transfer of value a lifetime process. too much branding will go back to square zero and give a similar effect to commoditized sectors and markets.

Destinations. it will come very handy if the recession arrives to your market – In worst case scenario. 3 – Treat your portfolio of projects as a necklace – good value and good fit with a common thread that assure the exchange of value and image perception. never break that promise STRATEGIES FOLLOWED BY DLF IN BRANDING 41 . it is a good ticket to cut through the competitive clutter. 5 – Start building your brand during the time of abundance and favorable market conditions. All these claims and unique propositions will help real estate projects and companies and eventually appeal to customers with different needs and mindsets. 4 – Avoid over-branding by keeping branding efforts to key developments which have the potential to become lifetime brands i.e.2 – Make sure that all projects are successful in their own areas and for their specific target groups – so the master brand value will keep growing. But behind all these propositions we can find one Core Promise that real estate brands should be offering. it is the promise of a “better life” – If you want to build a brand in real estate. Communities and Icons – Smaller developments would fall under these 3 groups. possibly as a sub-brand.

It covers an area of 20. The company has partnerships and joint ventures with various global luxury brands. It also plans to tap international markets like West Asia. Market City Mall and Phoenix Mall. The brand is targeting customers coming from the middle and the premium class. The brand has facilities in Moradabad. Sunglass Hut and Ferragamo. “What makes us different is that we are a vertically-integrated entity involved in designing. Pure Home+Living is the first in-house brand of DLF Brands. Boggi Milano. including Infinity Mall. representing sellers under a listing contract to widely share information about properties with other brokers who may represent potential buyers or wish to cooperate with a seller's broker in finding a buyer for the property or asset. is venturing into the home furnishing segment. accumulates and disseminates information to enable appraisals. The company plans to set up another five to six stores in Delhi and Mumbai each and three in Bangalore. facilitates cooperation with other broker participants. It aims to launch 30 home solution stores under the brand name ‘Pure Home+Living’ in the next three years at an investment of Rs 200 crore. manufacturing and retailing.” said Timmy Sarna. The brand plans to enter cities like Hyderabad. Chennai and Pune among others. Keeping prices of our products reasonably low is not our starting strategy. including Mothercare. 42 .000 sq ft. part of real estate company DLF. “We plan to launch 70 stores across India this year. South Asia and Europe. A Multiple Listing Service (MLS. The first Pure Home+Living store has been opened at DLF Place Mall in Delhi.” said Sarna. The company has already finalised 11 locations in these cities. So far. most of the company’s retail operations have been either through franchisee or joint ventures. Ferozabad and Jaipur. against 60 stores launched last year.DLF Brands. A multiple listing service's database and software is used by real estate brokers in real estate (or aircraft broker in other industries for example). customers and the public. and is a facility for the orderly correlation and dissemination of listing information to better serve broker's clients. Not just Pure Home+Living. also Multiple Listing System or Multiple Listings Service) is a suite of services that enables brokers to establish contractual offers of compensation. of which two are DLF malls and nine non-DLF malls. DLF Brands. DLF Brands has plans for other brands as well. Our strategy will always be volume over margin. vicechairman.

Choose a Niche Market Successful real estate agents concentrate on one or two specific markets or categories. agents can keep their contacts updated on industry news and changes in the marketplace. over 50 percent of the agents in the U. you may find that people are more comfortable hiring you to help them find their first homes. while others prefer to network in person. Use Social Networking Successful agents use popular social networking sites to attract new clients and keep up with existing ones. Attend meetings at your local chamber of commerce. By posting new information regularly. Become the real estate expert in your town. Positioning yourself as the expert on a particular geographic area can help build incremental sales in that community.Marketing & Advertising Strategies of DLF in Real Estate sector Successful real estate agents use a variety of marketing strategies to promote themselves and their services. If you market yourself as a first-time home buyer specialist. Agents can also create their own personal websites to help build their businesses. word-of-mouth advertising can be effective as neighbours recommend agents to each other. Connect with other realtors to share ideas. Speak at community events. Some rely on the Internet to help increase sales. you can create effective marketing plans that add value to business. By understanding your customer and his needs. use social media. Just by sharing that piece of 43 . In this case. Build Your Personal Network Agents can build personal networks in a variety of ways. Tell everyone you are a real estate agent.S. According to the National Association of Realtors. Get involved in programs at your child's school.

44 . you can help build your business and promote your personal brand. Keep in Touch A successful real estate agent keeps in touch with clients long after the sales transaction is complete. Participating in various events and becoming a high-profile personality in the community can also help you gain credibility in the industry. By following up with clients after they've bought or sold a home. By putting your clients in touch with each other. Sponsor Local Events If you concentrate your marketing efforts on a particular geographic area. such as signage. If you support a local fundraiser or charity event. newsletters or phone calls..How a simple classified ad formula can have you closing multiple transactions every single month. but homes magazines produce profit. Advertising Strategies Invest a minimum of 20 minutes into just one of these 5 proven.Have Highly Qualified Prospects Calling You . Review your client list to see where their skills can help other clients. Let your clients know you're available to help them.This may shock you.. their families and their friends with their real estate needs. This is an effective method of advertising that also shows your desire to give back to your community.10 essential tricks every real estate agent should know. Find out how to harness the power of the single most potent source for lead generation and you could be at the head of a landslide of leads.and all it takes is 30-45 days to get the train rolling. invest in all of them for grand profits. brochures and banners. you help promote your own business. Keep in contact through emails. The Art of Persuasion . absurdly low-cost real estate marketing and advertising strategies for good profits.information. You can also add value by creating a referral network within your client base. your name and company information can appear on marketing materials. you may be able to attract more potential customers through referrals.Make Your Homes Magazines Produce Profit . you can make an impact in that community by sponsoring events there.

” Your sellers will continually be seeing all the properties that represent competition. ad expense drops a staggering 30% to 50%.) This auto-updating feature has far more potential. However. (This technology will be deadly to your competition. However.Consider the idea of putting your sellers into the system too. But the implications are much farther reaching. handing out business cards like it is an Olympic event and they are vying for the gold medal. This way they can be completely aware of “their competition.Learn how to easily track every single response from every single ad with pinpoint accuracy…so you can eliminate those sources that lose money and maximize those sources that make money. I discovered that most business owners rely on just two or three marketing strategies to attract new business. Yes. there is a multitude of ways to drive new business to your door. it is often poorly executed.Slash Marketing Costs By 30%-50% Instantly . It’s great on the buyer side.Inbound leads skyrocket to 300% over last year. matures prospects and helps you serve clients at a much higher level. When you take a listing prepare your seller with the idea that every time a new listing in the area comes on the market you’re going to send them an email with that info. In a recent marketing workshop I attended. They bounce from person to person. Here are a few: Net working Networking is perhaps the most commonly used approach by small business owners.Get More Inbound Leads While Cutting Costs . It incubates leads. Referrals 45 . Many people attend a networking function and take the wrong approach by trying to meet as many people as they can. They fail to realize that the most effective way to network is to cultivate relationships and give referrals to other members first.

ask for that referral. Tell people who your ideal client is and ask for their help in finding these types of clients. does not sound like she’s begging. it can be a good way to uncover qualified prospects in a relatively short period of time.This marketing strategy places a close second in preferred methods of generating new business leads. Writing This often under-utilized marketing strategy is an excellent way to become recognized as an industry expert.I know very few people who actually enjoy cold calling. and I’m confident it helps generate new leads. help your prospects and customers solve problems. In other words. A local real estate agent regularly sends out a one-page update of the housing market in our neighborhood Cold calling Without a doubt. However. It is not pushy. this is usually the most challenging way to market a business . I now write at least one article every month and send it to more than two hundred publications. Although it is less expensive to send a newsletter electronically. you can issue it in paper format. Provide key insight into business challenges and offer solutions to them. The key here is to ensure that you take a proactive approach rather than a passive one. Some newsletters are nothing more than advertising so be sure to provide valuable information to your customer. Be sure to start your conversation with a good opening to capture the other person's attend 46 . The real estate agent who represented the seller when we bought our house sends us a card every year and reminds us that she loves referrals. Every industry has trade magazines and most are hungry for good content. The Internet is also filled with websites and e-zines looking for material to send to their subscribers and customers. Newsletters This is another powerful marketing strategy to keep your name in front of your customers and prospects. Instead of assuming that a satisfied client will refer someone to you. It is sometimes challenging to come up with ideas and to write an 800 word article but the investment of time and effort is definitely worth it. This marketing strategy alone has helped drive more traffic to my website more than anything else.

I generated mediocre results for the first two years. Using this marketing strategy on my website. Create a great ad by concentrating on the problem you can solve.or no-cost options. Eliminate this concern and offer a guarantee. However. You do not need to give away all the information relevant to your product or service. 47 . I have experienced this first-hand. Use them consistently and watch your sales grow. when people sign up to my e-zine. Advertising This can be a great marketing strategy if you know how to create a good ad. Instead. Glance through the ads in your trade magazine and you will quickly notice that most ads focus on the company's product features instead of on the customer's problem. they receive a report that outlines 100 tips they can use to increase their sales.Give free information At the marketing workshop I attended. When I began selling my book on my website. The best marketers know that great sales copy is what makes the difference. I have quadrupled the number of subscribers to my newsletter in the last year. Offer a guarantee A concern many people have when changing suppliers is the risk associated with the change. offer information that will help your target market with their problems. I eventually changed the copy on my site and sales have soared every since. the marketing strategies I mention in this article are effective low. They may not be completely satisfied with their existing supplier but the risk of choosing a supplier who may be worse can prevent them from changing. the facilitator suggested giving information to interested prospects. For example. There are many other ways to market your business and generate new business leads.

III Primary data analysis & Interpretation 48 .CHAPTER .

PRIMARY DATA ANALYSIS AND INTERPRETATION 1. Are you aware of DLF COMPANY? 49 .

YES NO CANT SAY

78 22 0

INTERPRETATION: THE ABOVE CHART INDICATES THAT DLF IS WELL KNOWN TO MAJORITY OF PEOPLE. THIS IS GOOD BRAND NAME IN TODAY’S COMPETITIVE MARKET.

2. How do you come to know about DLF? NEWS PAPERS TELEVISION HORDINGS WORD OF MOUTH 40 20 8 32
50

INTERPRETATION: IN THE ABOVE GRAPH IT IS CLEAR THAT NEWS PAPERS AND WORD-OF-MOUTH ADVERTISING PLAYS A VITAL ROLE IN DLF AWARENESS.

3. Do you feel that DLF is efficient in building brand image in real estate sector?

YES NO CANT SAY

60 10 30

51

INTERPRETATION: THE ABOVE CHART SAYS THAT MAJORITY OF CUSTOMERS SAYS THAT DLF IS EFFICIENT IN BUILDING BRAND IMAGE IN REAL ESTATE.

4. Do you really think that DLF is performing perfect brand awareness by promoting DLF
IPL cricket matches?
52

Do you feel that DLF Brand name is influencing the buying behavior? STRONLY AGREE AGREE 35 40 53 . 5.STRONLY AGREE AGREE STRONGLY DISAGREE DISAGREE 45 30 10 15 INTERPRETATION: THE ABOVE CHART CLEARLY INDICATES THAT DLF IS GOOD IN PERFORMING A PERFECT BRAND AWARENESS BY PROMOTING DLF IPL CRICKET MATCHES.

Retaining an existing customer is more profitable than finding a new customer.STRONGLY DISAGREE DISAGREE 10 15 INTERPRETATION: THE ABOVE CHART EXPLICITLY SAYS US THAT DLF BRAND NAME IS INFLUENCING THE BUYING BEHAVIOR OF CUSTOMERS. 6. Do you feel that DLF is following this strategy? YES NO CANT SAY 53 20 27 54 . MAJORITY OF CUSTOMERS AGREE TO THIS STATEMENT.

RETAINING AN EXISTING CUSTOMER IS MORE PROFITABLE THAN FINDING A NEW CUSTOMER.” 7. Do you agree that DLF Following this strategy? STRONLY AGREE AGREE STRONGLY DISAGREE DISAGREE 80 10 0 10 55 . Brand loyality refers to social status.INTERPRETATION: THE CHART TELLS US THAT DLF IS STRONGLY FOLLOWING THE STRATEGY OF “.

MAJORITY OF CUSTOMER STRONGLY AGREE. DLF is creating a value to customers. Do you agree? STRONLY AGREE AGREE STRONGLY DISAGREE DISAGREE 65 20 5 10 56 . 8.INTERPRETATION: THE ABOVE CHART CLEARLY INDICATES THAT BRAND LOYALITY REFERS TO SOCIAL STATUS.

INTERPRETATION: DLF CREATES A VALUE ALONG WITH SECURITY AND SOCIAL STATUS. THIS IS STRONGLY AGRRED BY MAJORITY OF CUSTOMERS 9. Do you think that DLF is attracting new customers to make purchases? YES NO CANT SAY 50 40 10 57 .

10. 50% AGREES. Do you thing that DLF is creating a brand loyalty to customers? 58 .INTERPRETATION: IN THE ABOVE CHART. 40% DON’T AGREE AND 10% CAN’T SAY THAT DLF IS ATTRACTING NEW CUSTOMERS TO PURCHASE THE PROPERY.

YES NO CANT SAY 60 30 10 INTERPRETATION: DLF CREATES A BRAND LOYALTY TO CUSTOMERS. 60% CUSTOMERS STRONGLY AGREE. 59 . THERE IS NO DOUBT TO SAY IT.

CHAPTER – IV Findings Suggestions Conclusion 60 .

 Customer care services are also recognizable. So the company should undertake should to undertake brand-building measures for its future benefit.  There is need of more distribution channel so as to capture of market. It will be a cause of concern to the company.FINDINGS  The brand image of DLF is satisfactory. 61 .  Business development deportment is also doing well but there is no up gradation of strategies.

 Financial benefits to the customers are too provided in order to retain it.  Distribution channel is required to be widened.  Upgrade the business development strategies as per the present market. 62 .  Pricing is to be reduced keeping the competitors in view.SUGGESTIONS  Company should be focus on brand image still as there is tough competition.  Social benefits are required to implement and improve awareness.

CONCLUSION BRAND AWARENESS AND BRAND LOYALTY  DLF has its unique brand name in real estate sector. DLF build such a word-of-mouth advertising which is unbeatable  DLF stands as a bench mark in a real estate sector 63 .  DLF is well known by all groups of people.  Word-of-mouth plays a vital role in any branding of company.

BIBLIOGRAPHY List of books 1. New Delhi. New yark. DLF brand name is influencing buying behavior.1994 3. W. Philp kotler. 2.  DLF maintains a very good process of CRM. ‘’marketing management ‘’. Magazines: 64 . ‘’marketing management’’.Himalaya publishers. prentice hall of India. Rajan saxena. j Stanton. ‘’fundamentals of marketing’’ mc graw-hill. New Delhi.

Business India. Business world. Advertising &marketing. Economic times of India.dlf. WEBSITES www. Business line.in 65 . The Hindu. News papers: 1. 2. 3. 3.1. Facts for you 2. 4.

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