SUMMER INTERNSHIP REPORT ON

SALES AND MARKETING WITH

GODREJ PROPERTIES
SUBMITTED FOR PARTIAL FULFILMENT
OF MASTER OF BUSINESS
ADMINISTRATION
(MARKETING)
(2019-2021)

SUBMITTED TO:
Prof. Madan Survase

SUBMITTED BY:
Pranit Desai
20191071
 ACKNOWLEDGEMENT
• This report has been made possible with the cooperation of many persons
whom I wish to express my gratitude and appreciation. I am very grateful
to the people who supported me to transform the report in the
materialistic form.
• I would like to thank Dr. Pramod Kumar President of International School
of Business and Media for allowing me avail this Internship program at
Godrej Properties.
• I am thankful to Dr. Mahesh Gadekar faculty management at International
School of Business and Media, Pune for his gratitude during my project
and giving me full co-operation and also valuable information and
guidance, without which it would not be possible for me to complete the
manuscript.
 SECTOR INFORMATION

• The real estate sector is one of the most globally recognized sectors
• Second largest employer after agriculture
• Housing sector is expected to contribute around 11 per cent to India’s GDP
by 2020.
• India's real estate market is expected to reach US$ 180 billion by 2020
from US$ 126 billion in 2015.
• The Government has also raised FDI limits for townships and settlements
development projects to 100 per cent
• Under Union Budget 2018-19, Pradhan Mantri Awas Yojana was allocated
Rs 33,000 crore while the urban programme of the scheme was allocated
Rs 31,500 crore.
 GODREJ GROUP
• The Godrej Group comprises of a varied business portfolio that includes real estate
development, fast moving consumer goods, advanced engineering, home appliances,
furniture, security, and agri-care. While a large number of our businesses are privately
held, the combined market cap of our publicly listed entities is in excess of USD 15
billion. Ranked as the 2nd most trusted Indian brand, an annual revenue of USD 5 billion,
and an estimated 1.1 billion customers across the world that use one or another Godrej
product every day, the Godrej Group is amongst India's most diversified and trusted
conglomerates.
• The Godrej Group was established in 1897 out of a desire to demonstrate economic self-
sufficiency and excellence within India in the pre-independence decades. From safes
that withstood fires better than international competitors', to one of the world's first
soaps from vegetable oil, and the ballot boxes for independent India's first general
election, the group has a proud tradition of making meaningful products and building
businesses that serve the country's interests. We have always focused on people and
the planet along with the profits. Approximately 23% of the promoter stake in the
Godrej Group, is owned by philanthropic trusts that work on environmental,
educational, and health care issues in India. We are also bringing together our passion
and purpose to make a difference through our Good & Green strategy of shared values
to create a more employable Indian workforce, build a greener India and innovate for
‘Good' and ‘Green' products.
 GODREJ PROPERTIES
• Godrej Properties brings the Godrej Group philosophy of innovation,
sustainability, and excellence to the real estate industry. Each Godrej
Properties development combines a 122–year legacy of excellence and
trust with a commitment to cutting-edge design and technology.
• In recent years, Godrej Properties has received over 250 awards and
recognitions, including ‘The Most Trusted Real Estate Brand’ in 2019 from
the Brand Trust Report, 'Real Estate Company of the Year' at the 9th
Construction Week Awards 2019, ‘Equality and Diversity Champion’ 2019
at the APREA Property Leaders Awards, ‘The Economic Times Best Real
Estate Brand 2018’ and the ‘Builder of the Year’ at the CNBC-Awaaz Real
Estate Awards 2018.
 Commercial
Space

Resident Real Retail Space

Estate
Space

Hospitality
Space
 Market Size of Real Estate in India
Billion Dollars
900 853
800
700
600
500
400 Billion Dollars
300
200 180
121 126
100 50.1 53.3 55.6 66.8
0
FY 08 FY 09 FY 10 FY 11 FY 13 FY 15 FY 20E FY 28E
50.1 53.3 55.6 66.8 121 126 180 853
DEMAND OF COMMERCIAL SPACE IN
TOP 8 CITIES IN MILLION SQ. FT.
Million Sq. Feet
30 28 28
27
25 23
22
20

15
Million Sq. Feet

10

0
2013 2014 2015 2016 2017
MALL SUPPLY ACROSS TOP 8
CITIES(2017)
Percentage

19% 22%
Mumbai
Chennai
4% Hyderabad
Ahemedabad
3%
2% NCR
2% Kolkata
Pune
24%
Bengaluru
24%
 ABOUT GODREJ PROPERTIES
1989 Godrej
Industries Limited Listed in NSE and Total Assets
enter into the real BSE ₹5,615.48 crore
estate business

Revenue: 1,733
Headquarter in Projects in 12 cities
crores INR (US$270
Mumbai across India
million

Owner Adi Godrej A subsidiary of India’s first ISOcertified

& CEO Mohit Godrej Industries real estate
Malhotra Ltd, developer
 PROJECT METHODOLOGY

Client
Project Handling

Customer Presentation

Organized Calling &

Promotional follow-up
Channel
Partner Activities
Outreach
 ACTION PLAN

MagicBrick.com

Sourcing
99acers.com
of Channel
Partners
Maha rera list
 ACTION PLAN

Corporate & Society Activity

Other Customer Calling & follow-up

Action
Plans and Project Presentation
activities
Involved in Project Launched
Process
 COMPETETORS OF GODREJ
PROPERTIES
Name Last Price Market Cap. Sales Net Profit Total Assets
(Rs. cr.) Turnover
DLF 190.50 33,986.82 3,055.90 365.20 22,442.70
Oberoi 480.35 17,465.63 974.19 417.16 5,336.78
Realty
Godrej Prop 687.10 15,756.71 955.83 240.85 5,934.67
HUDCO 53.40 10,690.15 4,075.42 799.06 35,860.92
Prestige 268.50 10,068.75 2,992.50 232.00 8,007.10
Estate
Phoenix 626.05 9,590.54 397.21 154.83 3,109.71
Mills
India bulls 155.10 7,393.31 82.36 -19.75 8,721.94
Real
Delta Corp 238.40 6,380.54 375.80 104.56 997.95
Sunteck 407.90 5,968.19 175.73 123.59 1,077.84
Realty
PORTERS 5 STAGE MODEL
Threat of
new
entrants
(medium)

Bargaining
Competitiv Substitute
Power of
e Rivalry Products
Customers(
(High) (Low)
medium)

Bargaining
Power of
Suppliers
(medium)
 PORTERS 5 STAGE MODEL
Threat of new
Competitive Rivalry Substitute Products
entrants
• Strong rivalry due • Uncertain • No specific
to large number of investment Substitutes
players operating timeline due to available.
in India long gestation • Substitutes are
• Limits a sellers period basically
ability to set the • High cost of land Government
prices of goods and land use provided housing.
and services restrictions act as
natural barrier
• Brand value of the
incumbent Player
of the consumers.
 PORTERS 5 STAGE MODEL

Bargaining Power of Bargaining power of

suppliers customers
• Large real estate firms • Due to large variety of
have good bargaining quality players ,
power against customers. customers have many
• Unregulated and badly options to choose from.
managed land banks • They are also becoming
make land acquisition more discerning and
difficult for realty demanding better quality
companies
 Factors Driving Growth , Future
opportunities and Challenges
• Factors Driving Growth
• Rapid urbanization
• Significant rise in consumerism.
• Surge in Industrial and Business Activities.
• Increasing demand for newer avenues for entertainment,
leisure and shopping.
• Tourism industry.
• Strategy
• Brand image
• Profit Maximization
• Target Customers
• Hospitality Sectors
FACTORS DRIVING GROWTH , FUTURE
OPPORTUNITIES AND CHALLENGES AT
GODREJ PROPERTIES
• Future Opportunities
• As the standard of flow of money comes in, it automatically increases the
buying capacity , and seeing to the present scenario of the world
economy which has lately being up from the recession and taking a giant
leap towards prosperity the growth is ascertain.
• Challenges
• Growing population.
• Inadequate land.
• Cost involved in building.
• Extinguishing Resources.
 SWOT ANALYSIS FOR GODREJ
PROPERTIES
• Godrej Properties Strengths-
• 1. Risk management in land sourcing
2. Out sourced support functions
3. Superior execution
4. Diversified portfolio
• Godrej Properties Weaknesses-
• 1. new in the real estate sector
2. reach is limited to a few metro cities
• Godrej Properties Opportunities-
• 1. with RBI’s rate cut there will be boom on real estate sector
2.there are large untapped market In tier ii & iii cities
• Godrej Properties Threats-
• 1.current economic situation may have adverse effect on construction
industry
2.infrastructure safety always a risk
3.competitoers are emerging by leaps and bounds
 CONVERSION OF CHANNEL
PARTNERS BY ME
16 15
14
14
12
10
10
8
6 YES
6 5
4 NO
4 3 3 3
2 2
2 1 1 1 1 1
0
 OBSERVATION
• Role of digital platform in real estate.
• Role of channel partners in real estate.
• Less CPs registered in RERA.
• Promotional Activities.
• Brand Position in customer mind.
• Types of Sales in Rreal estate.
• Launching process of new project.
 LEARNINGS
• Business Model of Real Estate Sector
• New Channel Partner Outreach
• Sourcing of New Customers
• Various Promotional Activities
• New Project Launching Process
• Project Presentation
• Calling and Customer follow up
• Customer Pitching
• Corporate Exposure
 PROJECTS ON WHICH I WORKED
• Godrej Nirvan, Thane.
• Godrej RKS, Chembur.
• Godrej Exquisite, Thane.
• Godrej Emerald, Kandivali.
• Godrej Serenity, Chembur.
 Recommendation
• Godrej Properties has to implement good
customer relationship management strategy
that enhances Marketing Strategies level.
• The company can for the undertake R&D to
improve the existing feature which field help
increase in the Marketing Strategies.
• The company should promote about the
entire feature offered by it.
 EXECUTIVE SUMMARY
• Initially I was posted at Godrej Nirvan project in Thane which was freshly
launched project. I was inducted just after the launch. Initially I was
briefed about the project and was told to do cold calling to the customers
and pitch them our product.
• After this I was asked to deal with the customers who have visited the site
but not bought the product. By this time my pitch was perfect and I was
feeling confident to deal with the customers. I was given a certain set of
customers for which I had to maintain a Excel sheet and do follow ups for
the same.
• Next I was asked to deal with the customer face to face on the table. I was
included in the negotiations with the customer and I was also responsible
for the closing the client deals at this stage.
• Next I was transferred to a New project Godrej Emeralds, here I was asked
to deal with the channel partners(CP) in a particular area and was also
responsible for the generation of the new CPs in a particular area.
 EXECUTIVE SUMMARY
• Next I was asked to work on new launch project in Thane i.e. Godrej Exquisite.
This was new project which was not launched and I was included in the new
launch team of this project.
• During this fresh launch all the members were distributed into several teams
for different locations for the purpose of Market Storming. In Market storming
we have to visit each and every CP in your allocated area and brief him about
the new upcoming project and record his desire to work on this project. At the
end of the day we had to give report via Google sheets based on which you
were rated.
• Next was the Launch period, In any project Launching is the most important
part, because there are about 300 customer visits on site and we have to
manage it.
• I was also included in the Launch of Godrej RKS which is one of best project of
Godrej properties and its market segment is high end clients. Minimum price
for a unit starts with 4 Crore, so the clients here are very knowledgeable and
accordingly you have to prepare your pitch.
 EXECUTIVE SUMMARY
• Looking at my performance later I was promoted to Preferred partners(PP)
team from CP team. PP are those partners who are working with Godrej from
a long time and deliver the major chunk of the clients in a particular project.
• I was assigned to Property Pistol which is one of the oldest preferred partner,
there was a team of 15 people under me. Here I had to manage this team and
had to make sure that each and every member of this team deliver his/her
best.
• My duty was to extract the best I can from this PP, I was responsible for the
performance of this PP. This was a great opportunity and responsibility which
was passed on to my shoulder. I enjoyed it to my best and also delivered the
best I can.
• During the Covid crises we had organized online Webinar for the clients we
use to try to contact the customers via phone present them our product via
email or Whatsapp. We made use of Social media platforms during the
Lockdown in order to attract customers.
• Basically I have learned a lot of leadership qualities via internship, I have given
a lot of presentations because of which now my pitch for any speech or talk
has improved. I also learned how to work in a team and deliver collectively.
 References
• All the information is taken from Godrej official website.
• Some information is also taken from Godrej properties official annual
report.