SUMMER TRAINING PROJECT REPORT

ON

“IMPACT OF RERA IN REAL ESTATE INDUSTRY

With the reference of ELDECO Housing”

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE AWARD OF DEGREE OF
MASTER OF BUSINESS ADMINISTRATION (MBA)
FROM
ABDUL KALAM TECHNICAL UNIVERSITY

SUBMITTED BY:

RAJAT YADAV
ROLL NO. 1812470099
MBA, 3rd SEM

Under the Supervision of:

Ms. Ruchi Sachdeva

(Faculty Guide)

INSTITUTE OF CO-OPERATIVE CORPORATE MANAGEMENT,

RESEARCH & TRAINING, LUCKNOW

1
 CERTIFICATE BY MENTOR

Phone: 2716431, 2716092

Fax: (0522) 2716092
Email. info@iccmrt.ac.in
Website: www.iccmrt.ac.in

Institute of Cooperative & Corporate Management, Research and Training

467, Sector-21, Ring Road, Indira Nagar, Lucknow - 226016

CERTIFICATE

This is to certify that MR. RAJAT YADAV a student of Master of Business

Administration (MBA) Programme Batch 2018 – 20 at this institute has undergone

Summer Training in the Eldeco Housing Industries Ltd. for 6 weeks from 17-Jun-

19 to 31-Jul-2019 and carried out a study title “IMPACT OF RERA IN REAL

ESTATE INDUSTRY With the reference of ELDECO Housing Ltd”. She has

prepared a report on the study carried out by her in the organization.

The student has also made presentation before a panel of experts at the institute.

MR. FARHAN JAMAL

(Faculty Mentor)

(Dr. K. Anbumani)
Principal, ICCMRT

2
 DECLARATION

This is to declare that I RAJAT YADAV (Roll: 1812470099) student of MBA,

have personally worked on the project entitled “Real Estate Marketing and

sales in Eldeco Housing & Industries Ltd.” The data mentioned in this report

were obtained during genuine work done and collected by me. The data

obtained from other sources have been duly acknowledged. The result

embodied in this project has not been submitted to any other University or

Institute for the award of any degree.

Date:

Place: Lucknow RAJAT YADAV

 ACKNOWLEDGEMENT

Any fruitful work is incomplete without a word of thanks to those involved

directly or indirectly in its completion. With my sincere gratitude I would like to
thanks everyone who has supported me in my project.

I would like to extend my sense of acknowledgement to MR. FARHAN

JAMAL (Faculty guide) for their immense help & guidance that they have
provided me during this summer training. The present work has taken its Sharpe
largely to their wise counsels, concrete and constructive suggestion and sincere
courtesy.

I would like to thanks MS. RICHA SACHDEVA for their support and
encouragement during this summer training. The opportunity provided by his
was an immense learning experience.

The help received from something without which the project would not have
been complete. Their insight as well as guidance helped me to understand the
essentials of the Project. I would like to thank them for their support.

I extend my gratitude to the entire Sales department for guiding me during the
summer training.

I would also like to place on record my sense of gratitude to my parents and

friends for their support and encouragement, which has always guided me my
entire endeavourer.
 PREFACE

I respect to the allotted period, I have formed relationship with the organization

as trainee but informally it is a sacred place for me as it’s my first practical

exposure to an organization to know and get aware to an organizational real

practical stressful environment.

Although I am student of M.B.A Lucknow. It is a two year full time

degree courses. So far this training is scheduled for third semester syllabi as a

separate topic to be asked in detail in viva-voice conducted by external So far I

have completed 3rd semester examination. Thus study will provided me a better

opportunity to survive in cut throat competition with a prosperous existence. I

have tried my best to gain out of well framed circumstances & with the help of

experienced personnel who helped me out so for become possible to them. As

being a very confidential functioning many things are there which can’t be

known but on the basis of gathered information and certain hints, the project has

been formed. It may have something missing but I have tried to present all

things what I have received. Although this report has been got checked by

different personnel but after that if there is some shortcomings I expect it to be

rectified. So the whole study bifurcated in different parts. Certain observations

& suggestions also have been stated which if possible to be reviewed.

 EXECUTIVE SUMMARY

While working in the organization I was trained as a relationship personnel

being engaged into various jobs such as dealing with clients, answering

customer queries through telephonic conversations and providing them

knowledge about new schemes and converting them into our customers.

As my summer internship project I was given the topic on “Real Estate

Marketing and sales in Eldeco Housing & Industries Ltd.”. The project

work was for this research was conducted in Lucknow to study the Marketing

and sales.

The research has been conducted to gather information from 100 respondents &

a structured questionnaire will be used to collect the information from the

respondents. The data which was collected from them will be analyzed and

classified. It was found that though the Eldeco Housing & Industries Ltd. has

the highest market share it needs to improve on its service quality and retail

services.
 TABLE OF CONTENT

1. INTRODUCTION

2. COMPANY’S PROFILE

3. OBJECTIVE OF STUDY

4. RESEARCH METHODOLOGY

5. DATA ANALYSIS AND INTERPRETATION

6. FINDINGS

7. LIMITATIONS

8. CONCLUSIONS

9. RECOMMENDATIONS

10.BIBLIOGRAPHY

11. ANNEXURE
INTRODUCTION
 INTRODUCTION

REAL ESTATE

Real estate is "property consisting of land and the buildings on it, along with

its natural resources such as crops, minerals or water; immovable property of

this nature; an interest vested in this (also) an item of real property, (more

generally) buildings or housing in general. Also: the business of real estate; the

profession of buying, selling, or renting land, buildings or housing." It is a legal

term used in jurisdictions whose legal system is derived from English common

law, such as India, the United Kingdom, United States, Canada, Pakistan,

Australia, and New Zealand.

Real estate is a 12$ billion (revenue) industry in India. There has been a rapid

growth in the industry in the past few years.100% FDI is allowed in real estate

development subject to minimum scale norms of either: 25 acres in case of

serviced plots or integrated townships; or 50,000 sq. mtrs. of built- up area for

construction development projects.

Commercial and office complexes mushrooming in major Indian metros present

a minefield of opportunities. Over 20 million new housing units required in the

next 5 years. The real estate market is projected to grow to $50 billion by 2010

CAGR of over 30% p.a. is expected over the next five years. Increasing demand

for commercial and office space especially from the rapidly growing Retail, IT

9
and Hospitality sectors and the Urban Infrastructure Renewal mission is

expected to give a boost to the sector.

Other factors include:

 $11.5 billion earmarked over the next five years for 60 cities.

 Investment opportunities exist in almost every segment business ; About

20 million new units expected to be built in five years in office space for

IT and five-fold increase in office space requirement over the next 3

years.

 Commercial space for organized retailing: 200 million sq. ft. by 2010.

 Hotels and hospitality: Over 50,000 new rooms in the next 5 years;

Investment opportunity of over $50 billion in the next five years

Residential real estate

Residential real estate may contain either a single family or multifamily

structure that is available for occupation or for non-business purposes.

Residences can be classified by, if, and how they are connected to neighbouring

residences and land. Different types of housing tenure can be used for the same

physical type. For example, connected residents might be owned by a single

entity and leased out, or owned separately with an agreement covering the

relationship between units and common areas and concerns.

10

Single-family detached house in India.

Major categories

 Attached / multi-unit dwellings

 Apartment (American English) or Flat (British English) – An individual

unit in a multi-unit building. The boundaries of the apartment are

generally defined by a perimeter of locked or lockable doors. Often seen

in multi-story apartment buildings.

 Multi-family house – Often seen in multi-story detached buildings, where

each floor is a separate apartment or unit.

 Terraced house (a. k. a. townhouse or rowhouse) – A number of single or

multi-unit buildings in a continuous row with shared walls and no

intervening space.

 Condominium (American English) – Building or complex, similar to

apartments, owned by individuals. Common grounds and common areas

within the complex are owned and shared jointly. In North America,

there are townhouse or row house style condominiums as well. The

British equivalent is a block of flats.

 Cooperative (a. k. a. co-op) – A type of multiple ownership in which the

residents of a multi-unit housing complex own shares in the cooperative

corporation that owns the property, giving each resident the right to

occupy a specific apartment or unit.

 Semi-detached dwellings

11
  Duplex – Two units with one shared wall.

 Detached dwellings

 Detached house or single-family detached house

 Portable dwellings

 Mobile homes or residential caravans – Potentially a full-time residence

that can be (might not in practice be) movable on wheels.

 Houseboats – A floating home

 Tents – Usually very temporary, with roof and walls consisting only of

fabric-like material.

The size of an apartment or house can be described in square feet or meters. In

the United States, this includes the area of "living space", excluding the garage

and other non-living spaces. The "square meters" figure of a house in Europe

may report the total area of the walls enclosing the home, thus including any

attached garage and non-living spaces, which makes it important to inquire

what kind of surface definition has been used.

It can be described more roughly by the number of rooms. A studio apartment

has a single bedroom with no living room (possibly a separate kitchen). A one-

bedroom apartment has a living or dining room separate from the bedroom.

Two bedroom, three bedroom, and larger units are common. (A bedroom is a

12
separate room intended for sleeping. It commonly contains a bed and, in newer

dwelling units, a built-in closet for clothes storage.)

Other categories

 Chawls

 Villas

 Havelis

The size is measured in Gaz (square yards), Quila, Marla, Beegha, an acre.

See List of house types for a complete listing of housing types and layouts,

real estate trends for shifts in the market and house or home for more general

information.

Sales and marketing

It is common practice for an intermediary to provide real estate owners with

dedicated sales and marketing support in exchange for commission. In North

America, this intermediary is referred to as a real estate broker (or realtor),

whilst in the United Kingdom, the intermediary would be referred to as an

estate agent.

Various Real Investment Options

Real Estate Investment Options

13
 Agriculture Land

Residential/Plotted development

Apartments/Villas

Commercial Spaces

Farm Houses

Real Estate Mutual Funds

14
AGRICULTURE LAND

Agriculture Land in India is the most protected area by the State and Central

Govt. Identification of Agricultural Land requires a bit of analysis about the rate

and assessment of future development in the nearby area. Due to fast growing

urbanization and development of infrastructure the price of agriculture land

zooms quickly. Agricultural land can be given on contract to cultivators with

sharing of crop model, to make small but regular tax-free earnings. Rural

agriculture land is completely free from capital gains tax and income from lease

out or sale of crop is also exempt as per the provision of IT Act, 1961.

RESIDENTIAL PLOTTED DEVELOPMENT

Most state governments have loosened their fists and have implemented land

reforms that make the conversion of agricultural land into residential land much

easier. The process of township development takes a period of about 5 to 10

years. Initially, the prices of plotted development are quite low which rapidly

increases with the pace of development and with the rise in inflation factor.

APARTMENTS/VILLAS

As per the assessment made in the Indian Habitat Policy 1998, the demand for

houses in urban area is to the tune of 22 million houses. The gap in demand and

supply in housing stock has thrown big investment opportunities. Booking at

the launching stage and getting the exit at the completion stage ca offer shining

returns on investments. In this process the stamp duty and other taxes can be

legally avoided.

COMMERCIAL/RETAIL SPACES

The retail boom in India has fueled huge demand for commercial/shopping

spaces. Many MNC’s and big corporate retailers prefer to take prime

commercial properties on long-term lease basis. The option offers regular

returns besides appreciation in capital value, taking both the returns together

gives handsome return and a wonderful combination of regular and a wonderful

combination of regular and long-term returns.

FARM HOUSES/SECOND HOMES

Many developers are offering lifestyle with smart returns through farm

houses/second homes. The offer comprises of sale of farm houses at affordable

rates with professional property management giving lifestyle and capital

appreciation together.

REAL ESTATE MUTUAL FUNDS

Securities Exchange Board of India (SEBI) has recently allowed the launch of

mutual funds which can invest in physical property. Many corporate such as

HDFC and IDBI are in the process of launching real estate mutual funds.
FACTS AND FIGURES

In India Construction is the second largest economic activity after Agriculture.

Investment in construction accounts for 11 percent of India’s Gross Domestic

Product (GDP) and nearly 50 percent of Gross Fixed Capital Formation

(GFCF). Construction accounts for nearly 65 percent of total investment in

infrastructure and is expected to be the biggest beneficiary of the surge in

Infrastructure Investment over the next five years. According to the Economic

Survey, India has the potential to absorb US$150 Billion of Foreign Direct

Investment in the next five years in the Infrastructure sector. The sector is

expected to grow at a CAGR of 15 percent over the next few years.

The sustained growth and positive outlook for the future has increased focus on

Infrastructure development. Opening of the Infrastructure development to

private players, FDI and increased investment commitments from the govt. has

thrown a host of opportunities for companies in the infrastructure development

sector, innovative projects like the metro Rail and Sky Bus, along with the

proposed SEZ projects have provided additional opportunities for the SME’s in

the sector. While majority of the infrastructure development projects are given

out by the government Agencies, the private sector is also actively participating

through development projects like SEZs and commercial construction.

Along with the government bodies and funding agency, various infrastructure
development companies, machinery and materials suppliers, ancillary suppliers

and allied support industries would play an important role in meeting in demand

the for infrastructure development.

The Indian Infrastructure Sector is currently going through a vast

transformation. The Government’s decision to throw open the construction of

roads, Bridges Airports and ports to the private sector and allowing 100 percent

Foreign Investment in real Estate Projects has provided a boost to the

construction Industry as well as generate demand for construction machinery.

Housing and Infrastructure Projects like Roads, Bridges and Ports are expected

to grow about 20 percent per annum for the next 15 years.

The new and expanding housing and infrastructure construction ventures have

generated substantial demand for construction machinery manufacturing and

servicing, including erection, commissioning and maintenance. Several multi

national firms are already present in the country.

 REAL ESTATE AS AN INVESTMENT OPTION

Is Real Estate A Good Investment Option?

Are you fatigued by the diminishing income and risk-factors associated with

main-stream investment avenues – fixed deposits, stocks, mutual funds, etc.?

Think `real estate': a lesser explored investment option.

Why real estate investment stands out?

• Quantum of investment required is high

• Investment horizon is long

• Dual returns are available in form of rental income and capital Appreciation

What are the promising avenues of real estate investment?

• Offices

• Shopping malls

• Retail outlets

• Industrial warehouses

What is the current Indian real estate scenario?

• Periodic returns on commercial property ranges from 10 to 13 percent Per year

• The Indian real estate industry has a growth rate of 35 to 40 percent Annually

• The demand for real estate is picking up as the IT industries set up their Base

in India or look for expansion in these cities.

19
• Top financial companies have recognized the advantage of India as a Business

process outsourcing destination and had started expanding their business.

• Companies are increasingly switching over to renting office premises.

This offers flexibility in operations and avoids locking capital.

• Companies operating in automobile design, auto components manufacturing,

computer aided design and drawing are also entering India in search of

acquisition of space preferably as ready-to-occupy premises.

• Real estate developers are offering premises on long lease to the companies.

• Individual investors are benefiting from the developing commercial real Estate

market in India by investing in pre-leased properties.

• Norris / Pies are investing in real estate as the rental income and capital Used

to purchase the property is easily reparable.

What are funding sources supporting investment in real estate?

• Banks

• Financial institutions

• High net worth individuals

• Real Estate Mutual Funds

What are the procedures to be followed before investing in real estate?

• Find out credibility of the developer.

• Check out the attractiveness of property to tenants/ buyers

• Weigh future value potential

20
 • Get to know the chances of project completion (in case it’s under

Construction)

• Investigate the quality of project

• Explore the availability of financing option

• Take advice from a reputed and a credible real estate consultant.

• Consult a reputed financial institution

Selecting a right option to invest hard earned-money is always a matter of big

confusion. The decision making process requires in depth analysis of available

options which suits the needs of a particular person or organization. A

complete analysis and overview of investment decision making with innovative

solutions are given hereafter.

INVESTMENT NEEDS

The investment needs depend on the requirements of a particular person about the

liquidity of funds and his capacity and temperament bear risk. The tax implication

on return of investment to the investor is always a crucial matter for choosing the

right option.

21
FACTORS AFFECTING INVESTMENT DECISION MAKING

After Tax ROI

Liquidity

Tax Implication
Safety

Convenience To Invest
INVESTMENT OPTIONS:

The following are the major options available to the investors:

Investment Options

PO/Bank/Govt.Securities

Bonds/Debentures

Bullion (Gold/Silver)

Shares/Mutual Funds

Real Estate

All the options have different features with respect to various factors having

implication on investment decision making. The following Chart depicts the

analysis of features of various options at a glance:

*based on prevailing market rates

**based on last 25 years track record

 Comparative Features of
Investment Options

Features→ Liquidity Safety Convenience Tax Approx.

↓Options Options Benefits ROI

P.O/Bank/Got. Reasonable Good Good Good 6-8%*

Securities

Bonds/Debentures Reasonable Reasonable Reasonable NIL 8-10%*

Shares/Mutual Good High Risk Reasonable Reasonable 12-15*

Funds {With high

level of

uncertainty}

Bullion[Gold and Good Good Good Reasonable 5-7%**

Silver]

Real Estate Reasonable Reasonable Not so Good 14-24%

Convenient {High

Returns}
 REAL ESTATE MARKETING G
R
A
Marketing is the process of performing market research, selling products P
H
and/or services to customers and promoting them via advertising to further O
N
enhance sales. It generates the strategy that underlies sales techniques, business R
E
communication, and business developments. It is an integrated process through T
U
which companies build strong customer relationships and create value for their R
N
customers and for themselves. O
N
DI
Marketing is used to identify the customer, to satisfy the customer, and to keep F
F
the customer. With the customer as the focus of its activities, it can be E
R
concluded that marketing management is one of the major components of E
N
business management. Marketing evolved to meet the stasis in developing new %T
fro
mIN
markets caused by mature markets and overcapacities in the last 2-3 centuries. V
%
E
The adoption of marketing strategies requires businesses to shift their focus

from production to the perceived needs and wants of their customers as the

means of staying profitable.

The term marketing concept holds that achieving organizational goals depends

on knowing the needs and wants of target markets and delivering the desired

satisfactions. It proposes that in order to satisfy its organizational objectives, an

organization should anticipate the needs and wants of consumers and satisfy

these more effectively than competitors.

25
Further definitions

Marketing is defined by the American Marketing Association (AMA) as "the

activity, set of institutions, and processes for creating, communicating,

delivering, and exchanging offerings that have value for customers, clients,

partners, and society at large. Marketing is a product or service selling related

overall activities. The term developed from an original meaning which referred

literally to going to a market to buy or sell goods or services. Seen from a

systems point of view, sales process engineering marketing is "a set of

processes that are interconnected and interdependent with other functions,

whose methods can be improved using a variety of relatively new approaches."

The Chartered Institute of Marketing defines marketing as "the management

process responsible for identifying, anticipating and satisfying customer

requirements profitably." A different concept is the value-based marketing

which states the role of marketing to contribute to increasing shareholder value.

In this context, marketing is defined as "the management process that seeks to

maximise returns to shareholders by developing relationships with valued

customers and creating a competitive advantage."

Marketing practice tended to be seen as a creative organisation in the past,

which included advertising, distribution and selling. However, because the

academic study of marketing makes extensive use of social sciences,

26
psychology, sociology, mathematics, economics, anthropology and

neuroscience, the profession is now widely recognized as a science, allowing

numerous universities to offer Master-of-Science (MSc) programmes. The

overall process starts with marketing research and goes through market

segmentation, business planning and execution, ending with pre- and post- sales

promotional activities. It is also related to many of the creative arts. The

marketing literature is also adept at re-inventing itself and its vocabulary

according to the times and the culture.

Evolution of marketing

An orientation, in the marketing context, related to a perception or attitude a

firm holds towards its product or service, essentially concerning consumers and

end-users. Throughout history, marketing has changed considerably in time

with consumer tastes.

Buying behaviour

A marketing firm must ascertain the nature of customers' buying behavior if it is

to market its product properly. In order to entice and persuade a consumer to

buy a product, marketers try to determine the behavioral process of how a

given product is purchased. Buying behavior is usually split into two prime

strands, whether selling to the consumer, known as business-to-consumer

27
(B2C), or to another business, known as business-to- business (B2B).

B2C buying behaviour

This mode of behaviour concerns consumers and their purchase of a given

product. For example, if one imagines a pair of sneakers, the desire for a pair of

sneakers would be followed by an information search on available types/brands.

This may include perusing media outlets, but most commonly consists of

information gathered from family and friends. If the information search is

insufficient, the consumer may search for alternative means to satisfy the

need/want. In this case, this may mean buying leather shoes, sandals, etc. The

purchase decision is then made, in which the consumer actually buys the

product. Following this stage, a post-purchase evaluation is often conducted,

comprising an appraisal of the value/utility brought by the purchase of the

sneakers. If the value/utility is high, then a repeat purchase may be made. This

could then develop into consumer loyalty to the firm producing the sneakers.

B2B buying behaviour

Relates to organizational/industrial buying behavior. "B2B" stands for Business

to Business. B2B marketing involves one business marketing a product or

service to another business. B2C and B2B behavior are not precise terms, as

similarities and differences exist, with some key differences listed below:

28
In a straight re-buy, the fourth, fifth and sixth stages are omitted. In a modified

re-buy scenario, the fifth and sixth stages are precluded. In a new buy, all stages

are conducted.

Use of technologies

Marketing management can also rely on various technologies within the scope

of its marketing efforts. Computer-based information systems can be employed,

aiding in better processing and storage of data. Marketing researchers can use

such systems to devise better methods of converting data into information, and

for the creation of enhanced data gathering methods. Information technology

can aid in enhancing an MKIS' software and hardware components, and

improve a company's marketing decision-making process.

In recent years, the netbook personal computer has gained significant market

share among laptops, largely due to its more user-friendly size and portability.

Information technology typically progresses at a fast rate, leading to marketing

managers being cognizant of the latest technological developments. Moreover,

the launch of smartphones into the cellphone market is commonly derived from

a demand among consumers for more technologically advanced products. A

firm can lose out to competitors should it ignore technological innovations in

its organisation.

29
Technological advancements can lessen barriers between countries and regions.

Using the World Wide Web, firms can quickly dispatch information from one

country to another without much restriction. Prior to the mass usage of the

Internet, such transfers of information would have taken longer to send,

especially if done via snail mail, telex, etc.

Services marketing

Services marketing relates to the marketing of services, as opposed to tangible

products. A service (as opposed to a good) is typically defined as follows:

 The use of it is inseparable from its purchase (i.e., a service is used and

consumed simultaneously)

 It does not possess material form, and thus cannot be touched, seen,

heard, tasted, or smelled.

 The use of a service is inherently subjective, meaning that several persons

experiencing a service would each experience it uniquely.

For example, a train ride can be deemed a service. If one buys a train ticket, the

use of the train is typically experienced concurrently with the purchase of the

ticket. Although the train is a physical object, one is not paying for the

permanent ownership of the tangible components of the train.

30
Services (compared with goods) can also be viewed as a spectrum. Not all

products are pure goods, nor are all pure services. An example would be a

restaurant, where a waiter's service is intangible, but the food is tangible.

8 P'S OF SERVICES MARKETING

Whilst for some time there were considered to be 7Ps in the services marketing

mix, which included the traditional 4Ps plus Process, People and Physical

evidence (the last 3Ps represent the systemic vision from the Marketing point of

view), Services Marketing Academics and Experts from the sector have

recently added an 8th P (Lovelock and Wirtz, 2007, pp. 22- 23). Thus, the 8Ps

of services marketing are defined as follows: Product elements - the core and

periphery service elements at the centre of the company's marketing strategy;

Place and Time - delivering product elements to customers can be done

physically and/or electronically, depending upon the service. Speed and

convenience are essential to the customer and are important value-adds; Price

and Other User Outlays - pricing is only a part of what customers may part

with when purchasing a service; one must also consider time and convenience;

Promotion and Education - speaks for itself, but the marketer must make sure

communications not only provide information, but also persuade the customer

of the service's relevance to the customer's particular 'problem'; Process - the

means by which the firm delivers product elements; Physical Environment -

31
the appearance of the place where the services are delivered may have a

significant impact upon whether the service was satisfactory; People - front-line

staff will have a direct impact on perceptions; and Productivity and Quality -

improving productivity is a requisite in cost management; but quality, as

defined by the customer, is essential for a service to differentiate itself from

other providers.

SALES

A sales consists of a plan that positions a company’s brand or product to gain a

competitive advantage. Successful strategies help the sales force focus on target

market customers and communicate with them in relevant, meaningful ways.

Sales representatives need to know how their products or services can solve

customer problems. A successful sales strategy conveys this so that the sales

force spends time targeting the correct customers at the right time.

32
Planning and creating an effective sales strategy requires looking at long- term

sales goals and analyzing the business sales cycle, as well as meeting with sales

people about their personal career goals. Going through these exercises helps

business owners and managers gain a more intimate knowledge of the sales

intervals, seasonal changes and what motivates the sales team. After creating

the long-term sales strategy based on long-term goals, sales managers should

create monthly and weekly sales strategies based on the long-term strategy. This

allows for short-term performance measurement of the sales team.

Types

sales strategy is one of two basic types of sales strategies to their overall plan:

Direct or indirect. With the direct sales strategy, sales people attack the

competition head on when talking to the customer. They talk about each feature

of the competition’s product and compare it to theirs. The term "negative

selling" refers to the direct sales approach. Indirect sales approaches apply more

subtle techniques by demonstrating features and benefits not available with the

competition’s products or services without ever mentioning them by name. This

more sophisticated, positive sales strategy requires research and analysis of the

competition.

33
Components

A successful sales strategy includes product placement, promotion and

testimonials in addition to the core selling strategies for the sales force. Product

placement and promotion create brand awareness by using the various

marketing channels available today. Social media networks offer a free platform

for increasing brand awareness. Business owners can utilize these tools

effectively by spending time each day to communicate with fans and followers

on their social network pages. Customer testimonials readily available for

prospects to read or watch lend authority to a small business and the products

and services it offers.

Function

Regardless of whether a business uses a direct or indirect sales strategy, or a

combination of the two, sales managers need to work with sales people on

techniques. New customer acquisition and customer retention require two

approaches. A sales strategy lays out the steps and methods necessary for

customers in different stages. Potential customers need communication that

introduces the brand and product or service in ways that show how it can solve

his or her problems. Current customers require more personal communication

about new features or benefits to keep them engaged.

Promotions and referral discounts work to motivate current customers to spend

their money and to spread the word to others.

Creating an effective sales strategy requires market knowledge, awareness of

competitor activities, awareness of current trends and detailed business analysis.

Small business owners wishing to create and implement a sales strategy for the

first time may want to hire a professional business consultant to help guide the

process.

Promotion

Promotion involves disseminating information about a product, product line,

brand, or company. It is one of the four key aspects of the marketing mix. (The

other three elements are product marketing, pricing, and distribution.)

Promotion is generally sub-divided into two parts:

 Above the line promotion: Promotion in the media (e.g. TV, radio,

newspapers, Internet and Mobile Phones) in which the advertiser pays an

advertising agency to place the ad.

 Below the line promotion: All other promotion. Much of this is intended

to be subtle enough for the consumer to be unaware that promotion is

taking place. E.g. sponsorship, product placement, endorsements, sales

35
 promotion, merchandising, direct mail, personal selling, public relations,

trade shows.

 The term "promotion" is usually an "in" expression used internally by the

marketing company, but not normally to the public or the market -

phrases like "special offer" are more common.

Benefits of promotion products

Because people love freebies, promotional products have a value far beyond

their cost. This is particularly true when they become something the recipient

uses on an ongoing basis: a $2 coffee mug can provide constant reinforcement

of your brand if a customer uses it every morning, and promotional clothing

turns your recipients into walking advertisers for your business!

Flexibility is one of the key features of promotion products. They can work

within different budgets and as part of many types of programs, and can be

given to any audience: customers, prospects, dealers, employees, and vendors.

You can also easily tie them to other marketing efforts, either as incentives for

desired actions or as branding tools. And the actual product itself can be almost

anything.

The benefits of promotion products as marketing tools are well established.

Studies have proven time and time again that promotional items increase

36
response rates, boost brand recognition, and create more favorable impressions

of your company.

Drawbacks of promotion products

To achieve the best results, a promotional products campaign must be

carefully planned. No matter how “cool” or compelling the giveaway item is,

you have to have a plan in place to publicize the promotion, distribute the

product, and measure the results of your campaign. Tracking can be difficult,

especially for marketers used to the precise measurements of online advertising.

Starting with a small, focused campaign can help you get a handle on how to be

successful with promotional products.

In addition, the product you choose may carry restrictions as to the size

and/or colors of the logo and other printing you can apply, which can put a

damper on your plans. However, these types of restrictions are usually fairly

easy to work around – simply switch to a product that allows more imprinting

or scale back the amount of printing you want to do on each item.

Getting your customized items produced also takes some time. Depending on

the items you choose and the manufacturer's workload, you might get your

products in a few days, or it might take six weeks or more. If you're planning on

using your items at a specific event, make sure you leave enough time to get

37
them produced. Be especially careful in the last two months of the year: many

businesses order holiday gifts for customers and employees, making the end-of-

year rush a big one for the promotion products industry.

Marketing mix (Price, Place, Promotion, Product)

When marketing their products firms need to create a successful mix of:

 the right product

 sold at the right price

 in the right place

 using the most suitable promotion.

 To create the right marketing mix, businesses have to meet the following
conditions:

 The product has to have the right features - for example, it must

look good and work well.

 The price must be right. Consumer will need to buy in large

numbers to produce a healthy profit.

 The goods must be in the right place at the right time. Making sure

38
that the goods arrive when and where they are wanted is an important

operation.

 The target group needs to be made aware of the existence and

availability of the product through promotion. Successful promotion

helps a firm to spread costs over a larger output. For

example, a company like Kellogg's is constantly developing new

breakfast cereals - the product element is the new product itself, getting

the price right involves examining customer perceptions and rival

products as well as costs of manufacture, promotion involves engaging in

a range of promotional activities e.g. competitions, product tasting etc,

and place involves using the best possible channels of distribution such as

leading supermarket chains.The product is the central point on which

marketing energy must focus. Finding out how to make the product,

setting up the production line, providing the finance and manufacturing

the product are not the responsibility of the marketing function. However,

it is concerned with what the product means to the customer. Marketing

therefore plays a key role in determining such aspects as:

 the appearance of the product - in line with the requirements of the

market

 the function of the product - products must address the needs of

39
 customers as identified through market research.

The product range and how it is used is a function of the marketing mix. The

range may be broadened or a brand may be extended for tactical reasons, such

as matching competition or catering for seasonal fluctuations. Alternatively, a

product may be repositioned to make it more acceptable for a new group of

consumers as part of a long-term plan.

The price

Of all the aspects of the marketing mix, price is the one, which creates sales

revenue - all the others are costs. The price of an item is clearly an important

determinant of the value of sales made. In theory, price is really determined by

the discovery of what customers perceive is the value of the item on sale.

Researching consumers' opinions about pricing is important as it indicates how

they value what they are looking for as well as what they want to pay. An

organisation's pricing policy will vary according to time and circumstances.

Crudely speaking, the value of water in the Lake District will be considerably

different from the value of water in the desert.

The place

Although figures vary widely from product to product, roughly a fifth of the

cost of a product goes on getting it to the customer. 'Place' is concerned with

40
various methods of transporting and storing goods, and then making them

available for the customer. Getting the right product to the right place at the

right time involves the distribution system. The choice of distribution method

will depend on a variety of circumstances. It will be more convenient for some

manufacturers to sell to wholesalers who then sell to retailers, while others will

prefer to sell directly to retailers or customers.

The promotion

Promotion is the business of communicating with customers. It will provide

information that will assist them in making a decision to purchase a product or

service. The razzmatazz, pace and creativity of some promotional activities are

almost alien to normal business activities.The cost associated with promotion or

advertising goods and services often represents a sizeable proportion of the

overall cost of producing an item. However, successful promotion increases

sales so that advertising and other costs are spread over a larger output. Though

increased promotional activity is often a sign of a response to a problem such as

competitive activity, it enables an organisation to develop and build up a

succession of messages and can be extremely cost-effective.

Product Promotion services

1. Product Promotion services comprises of the following

1. Market Tracking Services

41
 2. Building Databases of potential customers

o User companies in case of industrial products

o Leading distributors/ dealers/ agents in case of consumer

products

3. Targeted Mailing campaigns to potential customers

4. Representation at major relevant events in India

5. Advertisingcampaign through Agriwatch

web-site, print magazines and newsletters.

2. Scope of work

The objectives of the assignment are to formulate and execute a strategy to

enable YOU to find the right mix to promote and subsequently deliver your

products to the target market. The specific components of this objective are as

follows:

1. Identify the target end-users of the products and services and their

geographic clusters

2. Estimate demand potential

3. Formulate the pricing and positioning strategy

4. Develop communication themes and copy (some of which may be

standard ones, which will be provided by YOU, but may need translation)

42
 5. Identify events for participation, Develop event program mix, and

event calendar

6. Prepare monthly and quarterly execution plans

7. Execute the plans

43
 An Overview of Real Estate (Regulation & Development)

Act, 2016

Overview of UP RERA website

Establishment of RERA

The Real Estate Regulatory Authority (RERA) will come into existence one year

from the date of commencement of the act, by a notification, which will be issued

by the appropriate government.

The Government or Governments, as the case may be, have the discretion of

establishing just one RERA for two or more states, or establish more than one

RERA in a single state.

The Government can appoint any authority to carry out the functions of a RERA for

as long as the RERA is not established. As soon as the RERA is established, all the

cases would be transferred from the authority acting as RERA to the established

RERA. RERA shall be a body corporate.

44
Functions of RERA

 To register and regulate real estate projects and real estate agents.

 To publish and maintain a website of records, publicly accessible, of

all projects with details.

 To maintain a database online, publicly accessible, of defaulter

Promoters with their names and photographs.

 To maintain a database online, publicly accessible, of registered real

estate agents and a list of those whose registration has been rejected

or revoked.

 To advice and make recommendations to the Government to

facilitate the growth and promotion of a healthy, transparent,

efficient and competitive real estate sector.

 To ensure compliance of the provisions of the Act

Prior Registration of real estate project with RERA.

Promoters are not allowed to advertise, market, book, sell or offer for sale

any plot/apartment/building before registering the project with Real Estate

Regulatory Authority (RERA). Ongoing projects are required to be

registered within 3 months from commencement of this Act.

Registration not required where land size does not exceed 500 sq. meters,

45
 or when number of apartments in total does not exceed 8, or where

completion certificate has been received for the project.

Functions and Duties of Promoter

A registered Promoter shall use Login ID and password provided to him to create a

webpage on the Authority’s website and enter all details of the project for public

viewing, including details of registration and quarterly up-to-date status of project,

quarterly up-to- date list of number and type of apartment/units and garages booked

and quarterly up-to- date list of approvals taken and pending approvals.

The advertisement/prospectus issued by Promoter shall have prominently mentioned

the Authority’s website, where abovementioned information is available for public

viewing. Promoter shall, at the time of booking and issuing of allotment letter, make

available to the allottee:

i. Sanctioned plans, layout plans with specifications as approved by

competent authority, by display at site or as may be prescribed by RERA; and

ii. Stage wise schedule of completion of project.

Promoter shall be responsible for all obligations, responsibilities with

respect to the allottees until the conveyance of the apartment/plot has been

made to them.

Promoter shall obtain all relevant documents such as completion certificate or

occupancy certificate (or both, as applicable), the lease certificate (with all dues paid

46
in regard to leasehold land, where the project is on a leasehold land) and make it

available to the allottees.

Functions of Real Estate Agents

 Maintain proper books of accounts and records as prescribed

 Not facilitate sale or purchase of area under an unregistered

planning area

 Not engage itself in any unfair trade practices

 Provide all documents/information to the allottee required at the

time of booking and perform other functions as presc0ribed.

Reserve Escrow account

One of the primary reasons for delay of projects was that funds collected

from one project, would invariably be diverted to fund new, different

projects. To prevent such a diversion, promoters are now required to park

70% of all project receivables into a separate reserve account. The proceeds

of such account can only be used towards land and construction expenses

and will be required to be certified by a professional.

Penalty

To ensure that violation of the Act is not taken lightly, stiff monetary

penalty (up to 10% of the project cost) and imprisonment has been

47
 prescribed against violators

Standardization of sale agreement

The Act prescribes a standard model sale agreement to be entered into

between promoters and homebuyers. Typically, promoters insert punitive

clauses against home buyers which penalized them for any default while

similar defaults by the promoter attracted negligible or no penalty. Such

penal clauses could well be a thing of the past and home buyers can look

forward to more balanced agreements in the future.

INTRODUCTION

In the History of the Indian Real estate sector The Real Estate Regulation and

Development Act (RERA) 2016 proves to be a revolutionary Act. It is introduced

to boost the investment in the real estate sector and also to protect home buyers’

interests. The Act encourages fair practices in the Real Estate Sector and aims to

improve transparency. The Act applies to new projects as well as the projects

under construction (which were to be registered before 31st July 2017).

Commercial and Residential projects are included under this act as well as Real

estate agents or brokers are also included under the umbrella Moreover, the

developers will have to submit the project layout, government approvals and land

title status the regulatory authority. Failing to do so will result in penalty in the

form of fine or imprisonment or both, depending upon the severity. The Real

Estate Sector was in a desperate need for such a transparent system to improve

48
the market sentiment and to preserve the customer’s investments. The Bill also

mandates buyers to pay their payments to developers within the stipulated time,

failing which suitable action can be taken against them. The GST (Goods and

Service Tax) Bill was approved in the Lok Sabha on March 29, 2017, with four

supplementary Legislations:

i) The Central GST Bill, 2017

ii) The Integrated GST Bill, 2017

iii) The GST (Compensation to States) Bill, 2017

iv) The Union Territory GST Bill, 2017.

The GST has changed the entire scenario of the indirect taxation system in India.

It is considered as the biggest ever tax reformation since 1947. GST unifies all

the indirect taxes under one umbrella and created a smooth national market. The

main objective behind implementing GST is to avoid duplication of taxes and

thus focus on one nation one tax. By 2020 the India Real Estate Sector is

expected to grow 12% annually. In Real estate sector, a huge percentage of each

project expenditure goes unrecorded in the books earlier. GST has helped cut

down this percentage due to cloud storing of invoicing. Real estate sector also

has benefited with new tax law having a positive effect on all ancillary industries.

RISE AND FALL OF THE REAL ESTATE SECTOR SINCE

LIBERALIZATION.
49
This sector has been facing a lot of issues primarily from real estate developers

for the past years. Major problems include:

 Lack of Transparency and Accountability

 Delay in Construction and Delivery of Flats

 Incorrect information given by the developers through the advertisements

and brochures during booking related to area/size of the property and other

details, etc.

These problems have led to issues such as low investment ratio and buyer

confidence, unaffordable property rates in the recent years, a lot of properties

are left unsold, liquidity crisis, etc. For initial few years the sector saw a

steady in flow of foreign investments. However, the system remained opaque

with lack of accountancy on the flow of funds, misuse of investor’s money,

and infusion of black money.

In order to show more activities in their annual reports the Developers were

engaging themselves into detrimental practices like diverting the buyer’s

money towards creating massive land banks. The projects had to be stalled

and developers defaulted on deadlines after the money for construction

activities ran out. Buyers started defaulting their loans when they failed to get

their property on time. New projects kept coming up especially in the metro

cities but eventually the customers started losing their interest in the purchase

50
 of property due to the loop holes in the Real Estate Sector, which left the Real

Estate Sector stand still for some time.

NEED FOR STUDY

1. Real Estate is an important part of any economy. The Real Estate Sector aims

to be one of the most globally recognized sectors. In India, real estate is stated

to grow at 30% over the next decade and is the second largest employer after

agriculture. This sector comprises of four sub sectors: -

a) Housing b) Hospitality c) Retail and d) Commercial.

The growth of this real estate sector is well complemented by the growth of

the corporate environment and the demand for office spaces as well as urban

and semi-urban accommodations. Among the 14 major sectors, the

construction industry ranks third in terms of direct, indirect and induced

effects in all sectors of the economy

2. It is accountable for an extensive part of its development investment,

advancement of the nation’s infrastructure stand & major originators of

trade and industrial activity. The economy of a country is highlighted by

its infrastructural growth.

3. The real estate sector has strong connections with various industries such

as tiles, paints, fittings & fixtures, cement & steel etc. If the real estate

sector declines, there will be adverse effects on all other industries related
51
 to this sector.

4. RERA being a new act needs to be studied thoroughly so that the real

estate sector prospers and also preserves the motive of its implementation.

5. The interest of buyers in the real estate sector needs to be maintained as

the market depends on the consumers; hence their interest on this sector is

a major concern. A lot of apartments are left unsold for the past few years

due to incremented prices.

52
COMPANY PROFILE

53
 COMPANY PROFILE

The Eldeco Group has been at the forefront of Real Estate development in North

India since 1985. The group is synonymous with timely and quality delivery in a

number of cities like Lucknow, Kanpur, Agra, Noida, Greater Noida and other

parts of NCR of Delhi. Carrying more than 30 years of expertise in construction

and real estate development, Eldeco has delivered more than 150 projects

spanning townships, high-rise condominiums, industrial estates, malls and office

complexes. In addition, 30 projects are in various stages of active execution. The

aggregate delivered area stands at more than 20 million sq.ft. with more than

25000 satisfied customers. Currently, apart from the towns mentioned above,

Eldeco is developing projects in Panipat, Sonepat, Ludhiana, Jhansi, Neemrana

and Jalandhar. The unique 1200 acres state-of-the-art Eldeco Sidcul Industrial

Park at Sitarganj, Uttarakhand, is Eldeco's flagship project in the industrial

sector.

Eldeco's strength lies in its professional and experienced workforce. Apart from

in-house capabilities, Eldeco employs best-in-class consultants and experts to

deliver state-of-the-art projects. The group's business activities rest on the

principles of high quality, superior construction technology and high consumer

54
satisfaction. Over the years, the group has won numerous awards and accolades

for its projects.

The Group has two main companies:

Eldeco Housing and Industries Ltd. (EHIL): Incorporated in 1985, EHIL has

held an uninterrupted market leadership position in major towns of UP. Since

2006 EHIL has concentrated on its projects in Lucknow, U.P. EHIL is listed on

the Bombay Stock Exchange and has had an uninterrupted dividend paying

record since 1985.

Eldeco Infrastructure and Properties Ltd. (EIPL): Incorporated in 2000 to

professionally undertake projects in the NCR, EIPL in recent years has seen rapid

growth in other regions as well. EIPL is a closely held unlisted company that also

acts as the promoting company for many project specific special purpose

companies.

55
HISTORY

The Eldeco group was founded in 1975 in Agra by S. K. Garg to professionally

undertake real estate and construction projects. The Eldeco Group was formed with

a vision to excel in this field on the ideals of timely delivery, ethics in business and

transparency.

1975 - 1984

ECPL UNDERTAKES REAL ESTATE AND CONSTRUCTION PROJECTS

ECPL undertakes real estate and construction projects in Agra and other towns of

UP and gradually acquires a strong reputation for its fair and transparent business

practices.

1985

ELDECO HOUSING AND INDUSTRIES LTD. (EHIL) GOES PUBLIC

56
Eldeco Housing and Industries Ltd. (EHIL) goes public and is listed on the Bombay

Stock Exchange. Public issue hailed by investors in Eldeco's catchment area as a

source of local pride.

1985 - 1993

ELDECO STRENGTHENS ITS POSITION AS THE MARKET LEADER

Eldeco strengthens its position as the market leader in UP. Establishes strong

presence in Lucknow developing amongst others, 300 acres in joint development

with Lucknow Development Authority - one of the first instances of Public Private

Partnership (PPP) in the country.

1993

O. P. BAJAJ JOINS EHIL AS CO-PROMOTER

O. P. Bajaj, a prominent Agra based businessman, joins EHIL as co-promoter. The

group adds many more projects to its portfolio in the next few years.

1996

PANKAJ BAJAJ JOINS EHIL

57
Pankaj Bajaj, son of O. P. Bajaj, joins the board of EHIL. His background

includes a B Com. (Hons.) from Shri Ram College of Commerce (1993), Delhi, an

MBA from IIM Ahmedabad (1995) and a short stint as a Management Consultant

advising MNCs on their entry strategy in India.

1996 - 1999

THE GROUP EXPANDS ITS OPERATIONS IN LUCKNOW AND KANPUR

The Group expands its operations in Lucknow and Kanpur. Business focuses on

development of large scale residential projects.

2000

PANKAJ BAJAJ FORMS A NEW COMPANY EIPL

Pankaj Bajaj forms a new company, Eldeco Infrastructure and Properties Ltd.

(EIPL). EIPL's focus is to undertake large projects in the NCR of Delhi and other

states of North India.

2000-2004

EIPL EXPANDS RAPIDLY IN THR NCR OF DELHI

58
EIPL expands rapidly in the NCR of Delhi with a number of successful residential

projects especially in the Noida and Greater Noida region. EHIL continues its

leadership position in Lucknow and Kanpur.

2005-2008

ELDECO GROUP EXPANDS RAPIDLY WITH THE INTEGRATED

TOWNSHIP FORMAT

Eldeco group expands rapidly with the integrated township format to Sonepat,

Panipat, Ludhiana and Jalandhar. One of largest Industrial Parks in the PPP format-

1200 acres in Sitarganj, Uttarakhand - is undertaken by EIPL. FDI partnership is

tied up for township projects in Lucknow and Jalandhar.

2006

PROMOTERSHIP RESHUFFLE IN EHIL

Pankaj Bajaj and EIPL take over promoter holding of EHIL.

59
2008

OCH ZIFF TAKES EQUITY POSITION IN EIPL

One of the largest Hedge Funds Group in the world - Och Ziff - takes equity

position in the unlisted EIPL.

2008-2011

THE GROUP FOCUSES ON EXECUTION OF LARGE SCALE PROJECTS

The Group focuses on execution of large scale projects in hand in the aftermath of

the worldwide financial crisis. Large scale deliveries are achieved in Noida, Greater

Noida, Lucknow, Panipat, and Ludhiana.

2012

THE GROUP LOOKS FOR GROWTH AGAIN

The Group enters Rajasthan with 2 large residential projects in Neemrana. New

projects launched in Lucknow by EHIL.

2015

60
THE GROUP RE-ENTERS THE GURGAON MARKET

The group re-enters the Gurgaon market with mid-income housing on Sohna Road.

Gives successful exit to numerous FDI and Private Equity partners.

2017

NEW PROJECTS

Many new projects are tied-up including the group’s maiden entry into the Delhi

office market.

ELDECO HOUSING AND INDUSTRIES LTD

Incorporated in 1985, EHIL has held an uninterrupted market leadership position in

most major towns of UP, most notably Lucknow and Kanpur. EHIL is listed on the

Bombay Stock Exchange and has had an uninterrupted dividend paying record since

inception.

AWARDS & ACHIEVEMENTS

61
 20.Best Builder Excellence Award 1987 by Shri K.C. Pant, Former Defence

Minister, instituted by Builders Information Bureau.

 19.An award for the Best Entrepreneur of the decade in construction business

instituted 'by Chitpanshi a cultural organisation of AGRA in 1986, presented by

renowned Film Actress Smt. Shabana Azmi.

 18.Lok Shree Award for excellence in social commitment towards society by

Shri Vasant Sathe, former Energy Minister, instituted by-Institute of Economic

Studies.

 17.Lok Shree Award for excellence in social commitment towards society by

Shri Vasant Sathe, former Energy Minister, instituted by-Institute of Economic

Studies

 16.Udyog Ratan Award for outstanding performance in economic

development by Hon'ble Giani Zail Singh, Former President of India.

 15.Honoured by His Excellency Mohd. Usman Arif, the Governor of U.P. for

excellence in designing and construction of U.P. Stock Exchange Building at

Kanpur at the time of inauguration of the building by the President of India.

 14.Public Honour by U. P. Vaish Sabha during 1990 at the gracious hands of

Chairman, U.P. Vidhan Sabha, Lucknow.

 13.Rajiv Gandhi Memorial Award for promoting creative, inventive,

constructive and productive talents, by Hon'ble Gulam Nabi Azad, Minister of

Parliamentary Affairs, on 22.8.91.

62
 12.Pride of India Gold Medal for international excellence by N.R.I. Institute

(U.S.A.) at New York on 12th July 1991.

 11.Public Honour given by Hon'ble Shri Satya Prakash Vikal, Minister, U.P.

Government, for his contribution to, social cause and giving free land for old age

home, at a function organized by Baradhjan Samitee (International).

 10.Secular India Harmony Award -1991 sponsored by United Children's

Movement (Inter-continental) New Delhi presented by Shri Shivraj V. Patil,

Hon'ble Speaker, Lok Sabha, in recognition of outstanding services rendered in

upholding the cause of national irrigation and promotion of communal harmony

 9.Action Award -1991 by Hon'ble Smt. Girija Vyas, Dy. Minister of

Information and Broadcasting at Kanpur on 29 October 1992, sponsored by

"ACTION", an English daily of Kanpur, for improvement and development of

Kanpur.

 8.Given a prestigious award of Sewashree sponsored by Shreeparv, Lucknow

in November 1992 for continuous individual devotion and distinguished

achievement, by His Excellency the Governor of Punjab.

 7.Given an award (1994-95) in recognition of his professional excellence, at a

ceremony performed under the auspices of Rotary Club, Lucknow Rajdhani at

Vivek Vihar, Kapoorthala Complex, Lucknow on 24.10.94 through the gracious

hands of Shri Moti Lal Vohra, His Excellency the Governor of U.P.

63
 6.Granted "Agra Ratna Award" on 6.11.94 by Agra Social and Cultural

Society for his unceasing efforts and performance in the social as well as

professional fields, at a function organized at Agra, on the eve of Deepawali.

 5.A prestigious "Architectural Engineering Award 1995" given by Hon'ble

Governor, Moti Lal Vohra on the occasion of the Platinum Jubilee Celebrations

of the Institution of Engineers (I) U.P. Centre on 3.12.95, in recognition of the

contribution and services for the cause of architectural engineering and its

development in the State of U.P. during the last two decades.

 4.Received "Indo-Nepal Friendship Award" by His Majesty's Govt. of Nepal

on 29th May, 1999 organised by Global Economic Council for the distinguished

role played in the development of our country.

 3.Honoured by Hon'ble Shri Suraj Shan, Governer, U.P. Government, for his

contribution in helping families of martyrs by giving life pension to their widows

and scholarship to their children and construction of Shaheed Smarak at

Lucknow.

 2.Received "Abhiyantha Gaurav Samman" by the gracious hands of Hon'ble

Minister, Shri Om Prakash Singh (Irrigation, Public Works & Higher Education)

for excellence contribution in the field of engineering during the function

Abhiyantha Samman Samaroh -2001 organised by the Uttar Pradesh Award

Society on 15th September 2001 at Lucknow.

 1.Honoured U.P. Ratan Award by H.E. Shri Vishnu Kant Shastri, Hon.

Governor of U.P on 16th September 2001 for the recognition of the

64
distinguished services rendered to the people at large, instituted by All India

Conference of Intellectuals-U.P. Chapter.

PROJECTS

65
OVERVIEW

Eldeco redefines regality with its new and premium township, Eldeco Regalia.

Spread over 33 acres of pure luxury and charm, this township is aesthetically

designed in rich colonial architecture, offering you 2/3/4 BR expandable built-up

villas & residential plots at affordable price. Unwind in the privacy & space of a

bungalow and stay safe with the security & convenience of an apartment complex.

Make the best of both worlds with a host of classy features like lifestyle club and

shopping complex.

So Lucknow, wait no more and stir in a new wave of regal living with Eldeco

Regalia

Quick Facts

Accommodation:1-4 BR Expandable Villas & Plots

Location:Off IIM Road Lucknow

Project Type:Residential Township

ELDECO SAUBHAGYAM

66
OVERVIEW

Now live a lifestyle that is surprisingly affordable. Eldeco presents Eldeco

Saubhagyam, an 11 acres residential housing complex with 2/3/4 bedroom

apartments. Each apartment is open from at least 2 sides providing refreshing green

views, fresh air and ample natural light. Each building block has independent green

area apart from central lawn inside the complex. The complex is encircled by 45 to

18 meters wide road making the residential complex open from all sides.

Eldeco Saubhagyam is located on Amar Shaheed Path and well connected to

Raibarelly road with key localities of Lucknow like Hazratganj, SGPGI and Amausi

Airport in close vicinity.

Quick Facts

 Accommodation:1-4 BR Apartments

 Location:Amar Shaheed Path, Lucknow

 Project Type:Residential Group Housing

 Scheme Type:Hi Rise Residential Complex

FUTURE PLANS

Today, the Eldeco Group is synonymous with credibility and timely delivery of

large projects in major markets of North India. The group is currently focused on the

successful phase wise delivery of its 30 projects. Simultaneously, it is tying up more

67
large scale projects in tier 1, 2 and 3 towns of North India to continue on its growth

trajectory.

68
OBJECTIVE OF STUDY
 OBJECTIVE OF STUDY

 To explore the RERA act.

 To analyze the Impact of RERA on Real estate sector.

 To study the taxation system based on GST for the construction

industry.

 To analyze the effect of GST on the Indian real estate sector.

 To propose any other statements, that can be added to the systems,

which would prove beneficial to both the providers and consumers.

 To study the type of impact of RERA at Real Estate industries.

 To study the types of marketing and sales of Eldeco Housing &

Industries Ltd.

 To study how companies evaluate marketing and sales.

RESEARCH METHODOLOGY
 RESEARCH METHODOLOGY

The report is the result of a survey which was undertaken in Lucknow city. The

objectives of the project has been fulfilled by getting response from the

customer associated to these segments through a personal interview in the form

of a questionnaire. The responses available through the questionnaire are used

to evaluate the brand loyalty for the products of Eldeco Housing & Industries

Ltd. and the willingness of the customer to purchase its products on future. The

project also covers an analysis of the switch over of customers to competitors

products in the market.

THE RESEARCH PROBLEM

The problem formulation is the first step to a successful research

process. The project undertakes the problem of analyzing the customer

satisfaction level of the Eldeco Housing & Industries Ltd. and to find the

marketing sales of the product in comparison to other products.

THE RESEARCH DESIGN

The research design used in the project is exploratory design. The

investigation is real estate upon the customers in Lucknow city. The reason for

choosing this design is to get responses from the customers so that their
 perception about the products of the company and their loyalty could be

predicted.

THE DATA SOURCE

Secondary data source

Secondary data was collected from following sources Prior research reports

Websites, Books, Newspaper, Personal consultation

THE AREA OF WORK

The field work is conducted in the Lucknow

THE ANALYTICAL TOOLS USED

The analytical tools used are mostly graphical in nature which include

 Pie charts

 Cylindrical charts

 Column charts

 Tables showing percentage

DATA ANALYSIS AND

INTERPRETATION

80
DATA ANALYSIS AND INTERPRETATION

Monthly No. of

Income respondent

30000-50000 62

51000-100000 24

above 100000 14

No. of respondent

14%

24%
62%

30000-5000051000-100000above 100000
1. How you become interested about Eldeco Housing & Industries Ltd.?

No. of
respondent
News paper 13
T.V ad 4
Trade show 18
Internet 2
Peer group 38
Personal approach by dealer 25

No. of respondent

13%
25% 4%

18%
2%
38%

News paper
T.V ad Trade show Internet Peer group
Personal approach by dealer

Interpretation :

13% respondent said that Information source about Eldeco Housing &

Industries Ltd. by news paper, 4% T.V. ad, 18% trade show, 2% internet, 38%

peer group, 25% personal approach by dealer.

2. - Which language News paper and T.V channel do you prefer?

No. of
respondent
Hindi 38
English 52
Other 10

No. of respondent

10%
38%

52%

HindiEnglishOther

Interpretation:

38% respondent said that they prefer hindi language news paper T.V. channel ,

and 52% English.

3. - Have you seen Eldeco Housing & Industries Ltd. Advertisement (print ad or

T.V commercial)?

No. of

respondent

Print ad 74

T.V commercial 26

No. of respondent

26%

74%

Print adT.V commercial

Interpretation:

74% respondent said that they seen Eldeco Housing & Industries Ltd.

Advertisement in Print ad, and 26% T.V. commercial.

4. - - What was the influencing power of marketing and sales?

No. of respondent
Discount 68
Brand ambassador 6
Free gifts 4
performance 22

No. of respondent

22%

4%

6%
68%

DiscountBrand ambassadorFree giftsperformance

Interpretation:

68% respondent said that the influencing power of marketing and sales is

discount, 6% brand ambassador, 4% free gifts, 22 performances.

5. Do you know about RERA Act.?

No. of respondent

Yes 82

No 18

No. of respondent

18%

82%

YesNo

Interpretation:

82% respondent said that they know about RERA Act, and 18% said they don’t

know about RERA Act.

6. - How many times do you visit Real Estate Company and faced impact of

RERA on Real Estate Industry?

No. of
respondent
monthly 26
Weekly 18
Quaterly 22
yearly 34

No. of respondent

34% 26%

22%
18%

monthly Quarterly
yearly
Weeklyu

Interpretation:

18% respondent said that they visit weekly real estate company and faced

impact of RERA Act and, 26% Monthly, 34% Yearly and 22 quarterly
 7. - Which company’s Advertisement is effective? Please rank 1 to 5 as below.

Rating Scale

No. of respondent
Eldeco Housing & 40
Industries Ltd.
Ansal 10
DLF 30
other 20

No. of respondent

20%
40%

30%
10%

MRFAnsalDLFothers

Interpretation:

40% respondent said that Eldeco Housing & Industries Ltd. Advertisement is

effective, 10% Ansal, 30% DLF, 20% others

8. - What is the influencing power of the marketing and sales?

No. of respondent

Quality 42

Marketing 8

sales service 34

performance 16

No. of respondent

16%

42%

34%
8%

Qualitymarketingsales servicePerformance

Interpretation:

42% respondent said that influencing power of the marketing and sales is

Quality, 8% Marketing, 34% sales service, 16% performance.

 9. Are you satisfied with impact of RERA Act.

No. of respondent

Fair 26

Good 38

Excellent 36

No. of respondent

26%
36%

38%

FairGoodExcellent

Interpretation:

26% respondent said they satisfied by RERA Act and act is fair , 38% good, and

36% excellent.

90
FINDINGS
 FINDINGS

 13% respondent said that Information source about Eldeco Housing &

Industries Ltd. by news paper, 4% T.V. ad, 18% trade show, 2% internet, 38%

peer group, 25% personal approach by dealer.

 38% respondent said that they prefer hindi language news paper T.V. channel ,

and 52% English.

 74% respondent said that they seen Eldeco Housing & Industries Ltd.

Advertisement in Print ad, and 26% T.V. commercial.

 82% respondent said that Advertisement is effective for marketing and sales,

and 18% no

 68% respondent said that the influencing power of marketing and sales is

discount, 6% brand ambassador, 4% free gifts, 22 performance

 18% respondent said that they see Eldeco Housing & Industries Ltd. and

competitors advertisement monthly, 26% weekly, 34% daily, 22 yearly

 40% respondent said that Eldeco Housing & Industries Ltd.

Advertisement is effective, 10% Ansal, 30% DLF, 20% others

 42% respondent said that influencing power of the marketing and sales is

Quality, 8% marketing, 34% sales service, 16% performance

 26% respondent said they Marketing and sales activity for Eldeco Housing

& Industries Ltd. is fair , 38% good, and 36% excellent.

LIMITATION
 LIMITATION
Though, best efforts have been made to make the study fair, transparent and

error free. But there might be some inevitable and inherent limitations.

Though outright measure are undertaken to make the report most accurate. The

limitation of the survey is narrated below:

 The project is valid for Lucknow city only.

 It was not possible to cover each and every showroom due to time

constrains.

 There may be some biased response form the respondents

 Some respondents did not provide the full data.

 Unwillingness on the part of the customers to disclose the information as

per the questionnaire.

 The decisiveness on the part of the customers regarding some question

Hence, difficulty faced in recording and analyzing the data.

CONCLUSION
 CONCLUSION

This effort for the innovation in marketing and sales of Eldeco Housing

& Industries Ltd. will help the road shows, TV Advertisement, Mouth publicity

etc. And other thing is provide some offers like Discount, Diwali offers, Free

Gift like music system, Accessories etc.

My project is a key to open the door of greater comfort to the all segment.

 The customers of Eldeco Housing & Industries Ltd. are brand loyal with

only a small percent want to shift over to other brands. Trying of other

brands by customers is mainly because the customer wants to try

something new.

 The performance of Eldeco Housing & Industries Ltd. good in comparison

to other brands.

 After sales service is the basic feature influencing brand loyalty.

SUGGESTION AND

RECOMMENDATION
SUGGESTION AND RECOMMENDATION

After this study some points emerge which should be implemented by

the media for enhanced the impact of advertisement for marketing and

sales is.

1. Advertisement should be given more space news paper.

2. Advertisement should be published in colored forms more now

days it is too much effective for sales.

3. Marketing and sales is effective through advertisement.

BIBLIOGRAPHY
 BIBLIOGRAPHY
Books & Generals

 Kothari, C.R., (2004), Research Methodology Methods And Techniques,

Delhi, New Age International (I) Ltd., Publishers, Pg 1 & 65.

 India today

 Business standard

 4ps of marketing ( vol. no.3 feb.2010)

Web sites

 www.Eldecogroup.com

 www.google.com

 www.up-rera .in

100