A SUMMER TRAINING PROJECT REPORT

ON

“Sales and Marketing Strategies of Earth Infrastructure”

Submitted in the partial fulfilment for the award of Degree of

Bachelor in Business Administration 2011-

UNDER THE GUIDANCE: SUBMITTED BY:

Mr. Sachin Jindal Prateek Bhola

Faculty (Management), 02021501911
(2011-2014)

CHANDERPRABHU JAIN COLLEGE OF HIGHER STUDIES &

SCHOOL OF LAW
An ISO 9001:2008 Certified Institute (Approved by the Govt of NCT of
Delhi
Affiliated to Guru Gobind Singh Indraprastha University, Delhi)
Plot No OCF Sector A-8, Narela New Delhi -40

1
 DECLARATION

This is to certify that Report entitled “Sales and Marketing Strategies of Earth
Infrastructure” which is submitted by me in partial fulfilment of the requirement
for the award of degree BBA(CAM) to GGSIP University, Dwarka, Delhi
comprises only my original work and due acknowledgement has been made in
the text to all other material used.

Date: Name of Student

APPROVED BY Name of Subject Teacher/Guide

2
 CERTIFICATE

This is to certify that Report entitled “Sales and Marketing Strategies of Earth
Infrastructure” which is submitted by PRATEEK BHOLA, enrol no.
02021501911 in partial fulfilment of the requirement for the award of degree
BBA (CAM) to GGSIP University, Dwarka, Delhi is a record of the candidate
own work carried out by him under my/our supervision. The matter embodied
in this thesis is original and has not been submitted for the award of any other
degree.

Date:
Supervisor Signature

3
 ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards to Chanderprabhu Jain College of

Higher Studies & School of Law, GGSIP University, New Delhi for imparting
us very valuable professional training in BBA.
.
I pay my gratitude and sincere regards to Mr. Sachin Jindal my project Guide
for giving me the cream of his knowledge.

I am thankful to him as he has been a constant source of advice, motivation and

inspiration.
I am also thankful to him for giving his suggestions and encouragement
throughout the project work.
I take the opportunity to express my gratitude and thanks to our computer Lab
staff and library staff for providing me opportunity to utilize their resources for
the completion of the project.
I am also thankful to my family and friends for constantly motivating me to
complete the project and providing me an environment which enhanced my
knowledge

Student’s Signature

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 TABLE OF CONTENT

Particular Page No.

Acknowledgement

Preface

5
CHAPTER-1 : INTRODUCTION

CHAPTER-2: RESEARCH METHODOLOGY

CHAPTER-3 : CONCEPTUAL DISCUSSION

CHAPTER-4 : DATA ANALYSIS

Findings & Recommendations

Conclusion

Bibliography

Questionnaire

6
 CHAPTER-1

INTRODUCTION

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 INDUSTRY PROFILE

Real Estate Industry in India

The real estate sector in India has come a long way by becoming one of the fastest growing
markets in the world. It is not only successfully attracting domestic real estate developers, but
foreign investors as well. The growth of the industry is attributed mainly to a large population
base, rising income level, and rapid urbanization. The sector comprises of four sub-sectors-
housing, retail, hospitality, and commercial. While housing contributes to five-six percent of
the country’s gross domestic product (GDP), the remaining three sub-sectors are also growing
at a rapid pace, meeting the increasing infrastructural needs. The real estate sector has
transformed from being unorganized to a dynamic and organized sector over the past decade.
Government policies have been instrumental in providing support after recognizing the need
for infrastructure development in order to ensure better standard of living for its citizens. In
addition to this, adequate infrastructure forms a prerequisite for sustaining the long- term
growth momentum of the economy.

Market Size/ Growth Prospects

The total revenue of the real estate sector was US$ 66.8 billion during 2010-11. By 2020, the
sector is expected to earn a revenue of US$ 180 billion. In fact, the demand is expected to grow
at a compound annual growth rate (CAGR) of 19 per cent between 2010 and 2014, with tier I
metropolitan cities projected to account for about 40 per cent of this. Growing infrastruc ture
requirements from sectors such as education, healthcare and tourism are providing numerous
opportunities in the sector. Further, India is going to produce an estimated two million new
graduates from various Indian universities during this year, creating demand for 100 millio n
square feet of office and industrial space. In addition, presence of a large number of Fortune
500 and other reputed companies will attract more companies to initiate their operational bases
in India thus, creating more demand for corporate space.

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Investments

India is ranked 20th in the list of world’s top real estate investment markets with investme nt
volume of US$ 3.4 billion in 2012, according to the latest report titled 'International Investme nt
Atlas' by Cushman & Wakefield. The sector is set for robust inflows of US$ 4-5 billion from
overseas investors in the next couple of years, with Bangalore, Delhi and Mumbai emerging as
the favorites, according to Jones Lang LaSalle, a global real estate consultancy giant.

Construction development sector (including townships, housing, built-up infrastructure &

construction-development projects) has attracted a cumulative foreign direct investment (FDI)
worth US$ 22,007.67 million from April 2000 to February 2013. FDI flows into the
construction sector for the period April-February 2012-13 stood at US$ 1,260 millio n,
according to the department of industrial policy and promotion (DIPP).

Bengaluru witnessed the highest number and value of private equity investments at Rs 32.5
billion (US$ 585.57 million) in 2012, recording more than double of investment over last year,
followed by Mumbai with Rs. 13 billion (US$ 234.17 million) and National Capital Region
(NCR) with Rs 7 billion (US$ 126.09 million) of investments.

India needs to invest US$ 1.2 trillion over the next 20 years to modernize urban infrastruc ture
and keep pace with the growing urbanization, as per a report released by McKinsey Global
Institute (MGI)-India's urban awakening.

Some of the major investments in the Indian real estate sector are:

 Ashiana Housing Ltd plans to foray into Gujarat's real estate with its first project worth
Rs 100 crore (US$ 18.01 million) at Halol
 Mr Akhilesh Yadav, Chief Minister of Uttar Pradesh (UP) has inaugurated and laid the
foundation of development projects worth Rs 3,337 crore (US$ 601.21 millio n)
pertaining to Noida, Greater Noida and Yamuna Expressway
 Wave Infra tech plans to invest Rs 500 crore (US$ 90.08 million) to set up its first
affordable housing venture in the Delhi national capital region (NCR) area

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  Mahindra Life space Developers has bought the stake of private equity Arch Capital in
its joint venture residential project at Chennai. The buyout of the stake was estimated
to be around Rs 70 crore (US$ 12.61 million)
 Godrej Properties Ltd (GPL) has signed a development management agreement with
United Oxygen Company Pvt Ltd to develop residential housing project in Bengalur u.
The project will offer approximately 1,000,000 sq. ft. of saleable area and will be
developed as a residential housing project

Government Initiatives

 According to the latest reforms, FDI up to 100 per cent is allowed under the automatic
route in townships, housing, built-up infrastructure and construction developme nt
projects to increase investment, generate economic activity, create new employme nt
opportunities and add to the available housing stock and built-up infrastructure
 The Ministry of Housing & Urban Poverty Alleviation has planned to introduce a
single-window system for clearance of all real estate projects across the country. The
system could bring down the average approval time from the current 196 days to 45-60
days
 The Government of India has sanctioned projects worth Rs 41,723 crore (US$ 7.51
billion) for building of 1,569,000 houses/dwelling units for economically weaker/lower
income group sections under the Ministry’s flagship Jawaharlal Nehru National Urban
Renewal Mission (JNNURM) programmes
 Housing finances are becoming feasible with the housing loan limit being raised to US$
52080 for priority sector lending

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Some of the initiatives taken in the union budget 2013-14 include:

 For homes and flats with a carpet area of 2,000 square feet or more or of a value of Rs
1 crore (US$ 180,213) or more, which are high-end constructions, where the component
of services is greater, rate of abatement reduced from 75 to 70 percent
 Rs 6,000 crore (US$ 1.08 billion) were given to Rural Housing Fund
 National Housing Bank plans to set up Urban Housing Fund. Rs 2,000 crore (US$
360.47 million) will be provided to the fund in the current financial year

Road Ahead

The real estate industry in India is yet in a promising stage. The sector happens to be the second
largest employer after agriculture and is expected to grow at the rate of 30 per cent over the
next decade. A growing migrant population due to increasing job opportunities, together with
healthy infrastructure development, is underpinning demand in the region’s residential real
estate market

The Kalpataru spokesperson feels that the Finance Ministry's motivation through softening of
interest rates and lending more to the real estate sector will have a positive impact on both
developers and consumers. The real estate market could start to perform better as the easing of
FDI norms will begin to show results during the second half of the year, according to Lalit
Kumar Jain, Chairman & Managing Director, Kumar Urban Development Ltd and President
National – CREDAI. "The economy will also recover in 2013 which in turn will perk up the
real estate sector in India. With the government trying to introduce developer and buyer
friendly policies, the outlook for real estate in 2013 does look promising," said Mr Lalit Kumar
Jain

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 OUR INTRODUCTION

We are an independent infrastructure provider with committed customer base. Backed by a

group of dynamic investors from India and Europe, Earth infrastructures is one of India’s most
well capitalized real estate company. Strong financial support and engineering expertise makes
us a quality infrastructure provider with global presence.

The group is known in the Realty fraternity for its professional might.

Implementation of new technology and innovation has been its constant goal and this is evident
in all its projects.

All these practices, policies, heritage, success and reputation are carried ahead by Earth
infrastructures ltd.

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CORPORATE MESSAGE

The Indian real estate sector is growing at a breathtaking pace. Outsourcing, the new
phenomena increased the demand for commercial buildings and urban housing besides related
improvement in infrastructure

The stand taken by the government for FDI policies has given a rise for the investments in the
realty sector. Earth Infrastructures is willing to embrace all the positive aspects of growth to
cater to the changing trends.

With its experienced and professional team, EIL will carve a niche out of
niche in the real estate industry by changing the skyline of the developing
cities in India.

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 DIRECTOR’S PROFILE

MR. AVDHESH GOEL

(FCA, AICWA, ACS) DIRECTOR )

An exemplar of learning & awareness, Mr. Avdhesh Goel has the power to transform
opportunities into success. He has worked tirelessly to put Earth Infrastructures Ltd. on the
Map of Indian Realty Sector.

His responsible outlook has helped him in shouldering many additional responsibilities in
addition to his professional callings. He has brought radical changes in business strategies,
professionalized the entire group and has redefined the internal systems.
Commandeering a powerful intuitive sense he has been instrumental in acquiring many
properties in the sunrise areas of National Capital Region. He has also been involved in
many core partnerships with prestigious and leading infrastructure companies.
His joy lies entirely in the happiness of deeds well done and in the zest of creating new
things and fresh goals. He is also a Certified Management professional from IIFT. His
vision is to make Earth Infrastructures Ltd a global organization, whose very name spells
trust and commitment.

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 MR. ATUL GUPTA :

( DIRECTOR )

Born with a strong charisma and hunger to excel, Mr. Atul Gupta is a symbol of
performance, drive and affirmation. An expert in numerous management methods, he
influences the internal and external dynamics of the organization, synergizing them with
the success. Principled yet open to fresh thoughts and ideas, he has always used emerging
practices and business models for rapid growth and sustainment of its own kind. Generous
by heart, he is also the founder of Utkarsh, an NGO that works for the old aged and
challenged.

MR. RAJNISH MITTAL :

( DIRECTOR )

Being an expert in Impression management he has done wonders to the company’s Public
Image. He possesses a strong sixth sense always offers our organization wise judgments.
His alert and intelligent thinking patterns create a win-win situation for all. His pioneering
strides towards relationship endeavours such as corporate assets and legitimizing long term
competitive advantages has helped in getting the company maximal social recognition.

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 MR. VIKAS GUPTA :
( DIRECTOR )

With the reputation of a valuable and trust worthy marketing expert, Mr. Vikas Gupta has
fulfilled all the expectations of the customers and has also managed to build a unique
corporate identity on the other. An innovator and youth icon, he implements his vision
with sheer perseverance and hard work. A well-established player in the realty industry, he
is known for giving value for money to the customers. His zeal and enthusiasm has earned
him the image of a youth icon and a team player. He has also made various outstanding
contributions to many American and European counterparts. An entrepreneur and pioneer
to the core he has created urbane and smooth choices for the customers, realty sector and
institutional segment. After choosing the roads less traveled he has reached the pinnacle of
success by his hard work, vision and determined spirit. His approach has enormously
added to the reputation capital of the company.

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EIL’s Team

The company's ability is to meet the special requireme nts of the real estate market and clients
demand from its strong foundations of professionalism. The group's strength lies in its panel of
dynamic, young, qualified and highly experienced management and dedicated marketing
professionals that take care of the entire activities keeping its main thrust on customer
satisfaction, which is the main motto of the company.

The structured & unified marketing model followed in EIL has helped in
building a strong network of channel partners both in residential &
commercial segment.

EIL also has a dedicated customer care centre that comprises of experienced executives. A vast
database of customers is maintained and customers can call them up for inquiries, complaints
& feedback. Periodic training and on-site experience ensure that our staff is always geared
towards meeting the demands of the industry.

Vision

To be the most innovative and trusted brand in real estate industry by adopting new
technologies with a focus on green and eco-friendly construction with focus to fulfill the
expectations of the customers.

Mission

ONE FACE, ONE VOICE

There will be one face, one voice of Earth for the outer world.

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CUSTOMER CENTRIC ATTITUDE

To ensure complaint free operations with total customer satisfaction by resolving customer’s
issues with utmost attention and speedy services round the clock

BRAND VALUE

To deliver the projects ‘differently’ and make the customer to feel at ease and comfort and
create the ‘Earth Brand’ a most trusted brand.

INNOVATION THROUGH TECHNOLOGY

Earth would be effortful and creative to identify and deliver something new, matching the
technological up gradation in the Realty sector, all around the globe.

CORPORATE SOCIAL RESPONSIBILITY

Earth would concentrate towards development of affordable houses for the masses, to reach to
the heart of all.

EMPLOYEE CULTURE

To keep on constantly searching for the talented employees, developing employee retention
policies, providing continuous training and development to facilitate them to contribute
completely in the growth of the organization

CHARACTER, ETHICS AND VALUES

Earth would be governed by its professional policies and procedures to ultimately benefit its
values customers. The transparency of the policies would be maintained through the company’s
operational manual. Adhering to the manual would be mandatory for all, with tan ultima tum

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objective to make the earth “Favourite of all’ and to create “Ethical Brand Value” within a
short span.

Philosophy

INNOVATION BEYOND IMAGINATION

WE BELIEVE IN MAKING THE FINEST ELEMENTS OF URBAN

LIVING THROUGH ITS

MAGNIFICENT EXPERIENCE IN REAL ESTATE BUSINESS FOR

OVER A DECADE PERIOD.

With a commitment of high-quality construction, the company is willing to develop world -

class townships and commercial complexes in various

Prime locations of the country.

MILESTONES

We are a group of innovative people, who consider each of our projects as

an opportunity to do something different & unique. Our buildings are a
personification of our dynamic imagination and our vision is to create the
finest elements of urban living & working with our wide-ranging
experience in real estate business .

Our ability is to meet the special requirements of the real estate market and clients demand
from its strong foundations of professionalism. Every project which will bear the Earth
signature will stand out from the rest, in terms of design aesthetics and global standards of
construction.

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 Our Corporate Identity

The Earth Logo is an epitome of ancient history & modern

architecture. The logo is a remarkable union of the pyramid &
the sphere.

The pyramid dates back to early civilizations & for thousands of years, the largest structures on
earth were pyramids. In architecture pyramids are considered as a monumental structure and are
looked upon with reverence & awe. The pyramids have set the foundation for many future
constructions.

The use of pyramid therefore makes a lot of sense for a company that deals in real estate. The
circumference of a sphere reinstates the values of Earth infrastructures, as the earth is in itself is a
sphere. It renders a 3D feel to the logo. The presence of both the pyramid & sphere, highlight the
truth that Earth infrastructures was born to create outstanding structures, that’ll leave a deep
imprint on future.

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Also the latitudinal feel to the logo imbues a direction of growth. The logo symbolizes global
appeal, upward growth & progress. As like on planet earth latitudes, always spiral up and the same
outlook is hoped for the group too.

 Blue has been chosen as the logo colour as when seen from space Earth
appears to be blue, due to the presence of water & atmosphere, which is
why it is called The Blue Planet

 Also blue is the colour of royalty

 Blue is calming. It can be strong and steadfast or light and friendly.

Almost everyone likes some shade of the color blue
 Blue conveys importance and confidence
 Blue brings peace

Code of Conduct

Objective: Every action of the company & its employees is to provide 360 degree customer
solution at its door step. We ensure to provide full support for any compliance of the customers
or the stakeholders.

We are committed to continuously review and update our Policies and

Procedures to initiate policies and actions which are customer centric and
which promote financial prudence.

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Philosophy & Applicability of the Code - The company expects, the Management to
exercise good judgment to ensure the interest, safety and welfare of customers, employees and
other stakeholders and to maintain a cooperative, efficient, positive, harmonious and
productive work environment in the organization. The Code needs to be followed while
working in the premises of the company, at offsite locations where the business is being
conducted whether in India or abroad, at company sponsored business and social events or at
any other place where they act as representatives of the company.

Employment/Outside Assignment – Members of Management are prohibited from

engaging in any activity / employment that interferes with their performance or responsibilities
to the company or otherwise is in conflict with or prejudicial to the company. Business Interest
– If any member of Management considers investing in securities issued by the company’s
customer, supplier or competitor, they should ensure that these investments do not compromise
their responsibilities to the company.

Related Parties – As a general rule, the Management should avoid conducting company’s
business with a relative or any firm, Company, Association in which the relative is associated
in any significant role.

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 GROW WITH US

"A business opportunity to partner as a customer, client, channel partner

or vendor"

Earth Infrastructures Ltd. has miles to go and would love to welcome you to be a part of our
journey and grow with us. This is a just a beginning!
Our motto is to help each of our stakeholder make wise and profitable decisions. Earth
Infrastructures Ltd. strives to provide complete real estate solutions. We value your money
and time! We thank you for expressing interest in Earth Infrastructures Ltd. Just drop in a
message and we will get back to you very soon.

Earth Infrastructures complaints

"Help us figure out where we could not meet your expectations."

In case of any grievances or concern related to any project, please feel free to use Earth Infra
Complaints form to bring it to our notice. We assure you that prompt action will be taken on
all such issues as transparency and frankness is what we seek in all our actions.

Residential projects

 earth towne
 earth copia
 earth studios
 earth gracia
 earth elacasa

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Facilities @ its best

 Sports Zone with Cricket Academy

 Tennis Court
 Golf Putting and Basket Ball Ground Entertainment Zone with Single Screen
Multiplex

 Horse Riding & Party Lawns

 Barbeque Corner
 Party Area with Pavilion and Amphitheater Health Zone with Art of Living Classes,
Yoga Classes, Aerobics Classes
 Fish Therapy Art Zone with Music, Dance & Painting Classes
 Club Zone with Spa Facility
 Card Room, Ball Room, Gun Fight, Salsa Dance Classes etc
 Fine Dining Zone with dedicated Food Court
 Lounge and Roof Cafeteria
 Caring Zone with Nursing Homes
 Hospitals and Round the Clock Chemist Shop

Common is so uncommon

There are certain facilities which are quite common but developers generally forget to provide
them while developing a township. We never wanted to repeat the same mistake and hence we
focused on them while strategizing the concept for Earth Towne.

Kids Zone with Swing Slope, Video Games, Play Area, Sand Pit & Creche to facilitate children,
Play School for the ease of parents, ATMs for your money convenience, Ample Parking Spaces
for your drive convenience, Maintenance Service round the clock for your Convenie nce,
Transport facilities for your commuting requirements, Laundry Service for your daily comfort,
Security System for your safety, First Lifestyle Leed Certified Green Homes in Greater Noida,
Bank Loan from Leading Banks, Earthquake Resistant Structure, Big LAP Swimming Pool,
Club Zone, Sports Zone, Entertainment Zone, Recreational Zone & Kids Zone.

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An Extra Mile for Your lifestyle at Affordable Price

With the close proximity to Noida, Sector 1, Noida Ext. (Greater Noida) is going to witness a
very high speed growth in near future. The main attribute of the location is the way it will
interlink with Noida, Ghaziabad, Faridabad & Delhi through different routes. The location is
also witnessing a potential market for different industrial setups; companies like Daewoo,
Yamaha, LG, Minda and TCS are in close vicinity of the location along with several other
companies pipelined to come.

 Located on 200 feet wide road

 Clos proximity with Noida, Ghaziabad & Faridabad
 Well connected to proposed metro station
 Near to 130 meter wide road expressway
 Close to all daily need amenities
 Only 5 minute drive from Noida, Sector 121

Free Value Added Services

 Medical Consultancy for Residents

 Electrician & Plumber on call
 24 Hours Ambulance Service
 Pollution Free Battery Operated Carts for residents
 In house Consultancy by Interior Designer
 Feeder bus facility to Metro Station
 Vaastu and Astrology Advice

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 CHAPTER-2

RESEARCH METHODOLOGY

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 RESEARCH METHODOLOGY

1. Primary Sources:

i. Group discussions and Brainstorming sessions

ii. Questionnaire

iii. Interaction with sales staff of EARTH INFRASTRUCTURE.

2. Secondary Sources:

i. Internet

Objectives of the study:

 To get an empirical view of the EARTH INFRASTRUCTURE.

 To study the procedure of customer complaints in EARTH INFRASTRUCTURE

 To get an insight of all the competitors.

 To study the various products offered.

 To study the customer’s preference and perception regarding EARTH

INFRASTRUCTURE.

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Scope of the study:

The objective of the project was to find out the prospective buyer of EARTH
INFRASTRUCTURE and also to provide key information about the buyer’s perception and
preferences. The study also helps in getting information about the performance of the company
as well as their own investment center or why people go for EARTH INFRASTRUCTURE. It
helps in finding out the problems related to buyers.

Managerial usefulness of study:

The study highlights the problems related to distribution of EARTH INFRASTRUCTURE so

that the company can improve the service rendered by them as a distributor. The study gives
information about prospective buyers both individual as well as institutional clients. The study
provides the complete information about all close competitors of EARTH
INFRASTRUCTURE. It provides the feedback from customers regarding their problems and
their perception about investing in EARTH INFRASTRUCTURE so that the company can
improve their services.

Data Collection

This report is based on primary as well secondary data, however primary data collectio n
was given more importance since it is overhearing factor in attitude studies. One of the
most important users of research methodology is that it helps in identifying the problem,
collecting, analyzing the required information data and providing an alternative solution
to the problem .It also helps in collecting the vital information that is required by the top
management to assist them for the better decision making both day to day decision and
critical ones.

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Data sources:

(A) Primary Data

Primary data are those, which were collected afresh & for the first time and thus
happen to be original in character. However, there are many methods of collecting the
primary data. All have not been used for the purpose of this project. The ones that have
been used are:

 Face to face communication (Interviewing)

 Observation

(B) Secondary Data

When an investigator uses the data that has been already collected by others is called
secondary data. The secondary data could be collected from the journals, reports and various
publications. The advantage of the secondary data can be economical, both in the terms of
money and time spent. In this report secondary data was collected through:

 Company balance sheets

 Reports and records
 Flow charts and tables
 Websites

Primary data was collected through questionnaires

Sample size : 120

Sample area : New Delhi

Sample method : Random sampling method

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Sampling:

(A) Sampling procedure:

The sample was selected of them who are the customers/visitors of EARTH
INFRASTRUCTURE. It was also collected through personal visits to persons, by formal and
informal talks and through filling up the questionnaire prepared. The data has been analyzed
by using mathematical/Statistical tool.

(B) Sample size:

The sample size of my project is limited to 20 people only. Out of which only 10 people
had invested in Tally. Other 10 people did not have invested in EARTH INFRASTRUCTURE.

(C) Sample design:

Data has been presented with the help of bar graph, pie charts, line graphs etc. The following
are the questionnaires that was been carried out at the time of survey. The questionnaires also
shows the value of perception of customers towards EARTH INFRASTRUCTURE.

1 Satisfied customers of EARTH INFRASTRUCTURE

2 Perception about the brand name
3 Buying behavior of customer to EARTH INFRASTRUCTURE
4 Preference of customers to EARTH INFRASTRUCTURE
5 Reasons to prefer EARTH INFRASTRUCTURE
8 awareness of the brand name in market

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LIMITATIONS:

 Suggestion is based on the given information.

 Due to the large number of employee it was not possible to collect all the
information from each.
 The time period is limited to know the entire process .We cannot draw effective
conclusion as it is continuous process.
 The area of survey was limited to some particular areas.

SCOPE OF THE STUDY

Extensive survey on customer preferences will provide lot of valuable information about the
brand awareness of the product and it will be easy to find out the likes and dislikes about the
product.

For company, it will provide through knowledge about the consumer preferences in comparison
with other market product and suggest valuable direction of the current market trend.

It will provide lot of information about the market trend and customer preferences about the
product.

It will include valuable suggestions for the company, how the company can strengthen their
own brand?

The study of customer preferences will provide me lot of information on:

How customer profile differs across the user segments?

Dopes the different classes of the customers differ their preferences?

My study includes an extensive survey over 100 customers who normally use the services. The
companies included:

31
 LITERATURE REVIEW

Marketing - Promotion Strategy

Promotion is the method you use to spread the word about your product or service to customers,
stakeholders and the broader public. Once you’ve identified your target market, you’ll have a
good idea of the best way to reach them, but most businesses use a mix of advertising, personal
selling, referrals, sales promotion and public relations to promote their products or services.

1. Advertising

2. Selling

3. Sales Promotion

4. Public Relations

Sales & Marketing Promotion Strategy of Earth Infrastructures

Creating a sales and marketing promotions strategy requires a thorough knowledge of your
company’s products, competition and overall mission. Sales and marketing promotions
strategists must first be able to identify which segment of the general public might be interested
in purchasing products. For instance, targeting grown men when selling Barbie dolls likely
wouldn’t yield positive results. Sales and marketing promotions strategists also must be
creative in promoting their products.

Markets
Marketing a product goes beyond just the obvious aspects of age group and gender. Strategists
have to factor in lifestyles, income and location, as well as what is trendy. They conduct
research and polls to discover what the public likes about their products, or what the public
would do differently. They also need to find out why people are choosing not to buy their
products.

32
Promotions
A good sales and marketing promotions strategy involves a sure-fire method to reach its
audience. This involves designing graphics to creating catchy jingles for advertising. Sales and
marketing strategists push their products and services through many different venues, such as
broadcast and print advertising, billboards and e-mail newsletters. Other promotions include
offering discounts on products or rewards for purchasing a certain degree of service.

Competition
Sales and marketing promotions strategies focus must focus heavily on what the competitio n
is doing, and how it goes about promoting its own products. Strategists have to ask if what the
competition is doing is successful, and if so, why. They also need to be aware that they can, in
fact, learn a lot from the competition, and if necessary, steal the competition’s ideas and make
it their own--much like Coke and Pepsi, or Burger King and McDonald’s, all do on a regular
basis.

Pricing
When it comes to making a purchase, the first thing a customer typically observes is the cost.
It’s up to sales and marketing promotions strategists to figure out how much a customer is
willing to pay for a product, factoring in how much it costs to manufacture the product. There
is also the location factor, where prices for the same product might need to vary by region.

Supply And Demand

Along with knowing the many facets of pushing products and services, sales and marketing
promotion strategists keep track of inventory, making sure there are enough items available to
meet buyer demand. If another company is manufacturing the product, they have to make sure
orders are placed and that products arrive in good condition. Where and how to store or display
items may be another consideration.

33
How to Design a Sales Promotion Strategy

For a sales promotion strategy to be successful there needs to be a plan in place. When you
design a sales promotion strategy, you need to make sure that the company is getting the best
return on investment and good marketing exposure in exchange for the promotional part of the
strategy. If a company is using a buy one, get one free promotional strategy, then there needs
to be sufficient return for the item that will be given for free to make sales promotion a success.

Reaching Sales Representatives

Step 1

Determine if you want the sales promotion to be a short-term or long-term promotion. For a
product just being introduced, you will want to use a long-term promotion to help establish the
product in the sales representatives' minds. A product that is at the end of life would be a short-
term promotion as you are trying to get old product off shelves.

Step 2

Create a spiff-based promotion for your product that will entice sales representatives to want
to push your product. The spiff can be done on a per-unit basis where every unit sold gets a
bonus, or you can create a spiff based on volume where the bonus is not paid until a certain
volume of sales is reached.

Step 3

Develop a registration system that will require sales representatives to sign up to be part of the
sales promotion. The registration will not only track sales volume for each representative, it
can also be used as a contact database for future sales promotions involving sales
representatives.

Step 4

Create marketing material that outlines the complete program to sales representatives, gives
registration information and offers sales pitch information that representatives can use when
trying to sell your product.

34
Step 5

Stay in touch with registered sales representatives with weekly sales pitch information updates,
and updates on how each representative is performing in the promotion. This will help to stoke
the competitive fires among the sales representatives and drive revenue.

Promoting to Retail Customers

Step 1

Focus your promotion on one product, or one family of products. If you make the promotion
too broad, then retail customers may get confused and not participate. If the promotion works
for one product, then you can replicate it for other products as well.

Step 2

Determine which kind of retail sales promotion strategy you want to use. Some of the popular
retail promotions are buy one, get one free as well as free sample, buy a product and get a free
accessory or a mail-in rebate.

Step 3

Create a comprehensive set of rules for the promotion and include those rules on all of the
promotional material. Work with your company's legal department to ensure that the rules of
your promotion are complete and effective.

Step 4

Develop a website where customers can register to receive promotional rewards and find out
more information about the product and company. Ask customers to give their email address
for future promotions. Designate a toll-free phone number where customers can call and ask
for more information on the promotion.

Step 5

Create a retail display that gives all of the details of the promotion to be placed in all of your
retail outlets.

35
The Impact of Advertising & Sales Promotion in Revenue

While the two terms are often used interchangeably, advertising and sales promotion designate
different parts of a business's marketing strategy. Advertising has to do with building brand
recognition and taking measures to build long-term profitability, whereas sales promotions are
shorter-term strategies that infuse immediate revenue into a business by directly affecting the
price of goods or services. While both can potentially affect revenue, sales promotions have a
direct connection to the amount of money your business brings in.

Increasing Value
Advertising can help your business to increase its value and build its reputation. This can
happen in two ways: either through the purchase of advertising space in magazines,
newspapers, social media or other outlets, or through editorial coverage. Ideally, editorial
coverage is the aim of many small businesses. It costs you virtually nothing and can have long-
lasting impact on building your firm's reputation. Essentially, this is about garnering public
relations. Make contacts with your local newspaper, community organizations, and social
clubs. Take part in promoting nonprofit events or sponsor a Little League team. All of these
are ways to get your business's name out in the public without spending money directly on
advertising.

Brand Reputation
Apart from these more traditional means of increase brand value, your business should also be
concerned with its brand reputation. A solid brand reputation will directly affect revenue, as
customers will feel safe and secure in purchasing goods and services from your company.
Reputation management is about understanding the influence of customer perceptions on your
business's revenue prospects. The idea here is to manage customer expectations, to respond
quickly to problems or issues, and to always conduct your business in an ethical way. This
concern with reputation should extend through all forms of marketing and advertising and your
approach to customer service.

36
Sales Promotions
Sales promotions are meant to directly drive revenue. There are many ways to go about sales
promotions, and all of them have to do with communicating an added value or incentive to
your consumers. For example, you can offer a free trial of a product or service, issue coupons,
offer rebates, or hold contests for free goods. All of these methods aim to get customers into
your business to spend money.

Bringing It Together
As you might have guessed, marketing, advertising and sales promotions do not exist in
isolation. Businesses need a good mix of all of these methods to encourage both short- and
long-term revenue and growth. The goal is to keep your business profitable and to keep a good
reputation in the community and among your current and potential customers. By balancing
value-increasing activities with a direct investment in advertising and sales promotions,
businesses can prosper.

37
Direct Sales Vs. Promotion

Direct sales and sales promotions are two major components of the promotional element of
marketing. The marketing mix outlines four critical strategic marketing elements -- product,
place, price and promotion. When marketing a product, sold through specific distributio n
channels and at certain prices, various strategies such as advertising, direct sales and
promotions are common.

Direct Sales Basics

Direct sales involves person-to-person selling in which a company salesperson communica tes
the benefits of products and services to prospective customers. This can happen in business-to-
business, trade channel or consumer markets. Direct sales is a more assertive marketing
approach in which companies use salespeople to personally present persuasive messages to
customers, listen to their feedback and concerns, and attempt to close the deal by responding
effectively to those concerns.

Pros and Cons

Direct selling is more personalized and engaging than other types of marketing. Salespeople
personally interact with customers face-to-face, whereas with traditional advertising, messages
are delivered through media with the hope of a consumer response. Direct selling also allows
the company, through its salespeople, to build effective long-term relationships with key
customers. Costs of employing salespeople and the potential alienation of customers driven
away by high pressure selling tactics are drawbacks.

38
Promotion Basics

A sales promotion is a form of advertising that focuses on short-term sales inducements. Sales
promotions entice customers with price discounts or other price-oriented benefits. This
separates promotions from brand-building advertising that focuses on the long term. Sales
promotions center on the price side of the value equation, which means consumers perceive
value as a comparison of price and product benefits. Sales promotions suggest a good value
because of a reduced price point, but constant benefits.

Tactics and Goals

Coupons, off-price discounts, rebates and percent-off sales are among common sales promotion
techniques. Companies use sales promotions for a variety of reasons. New companies use them
to drive instant traffic. Clearing out excess inventory is another common intentio n.
Additionally, companies use sales promotions to attract customers in hopes of also selling
higher margin products. Generating immediate cash flow to cover short-term debt and expense
obligations is another common and important purpose of sales promotions.

39
Sales Promotion Advantages

A sales promotion is a marketing technique that is designed to entice a customer to take a

specific action such as make a purchase or request more information. A sales promotion usually
occurs for a limited period of time to help create a sense of urgency. Examples of sales
promotion can include coupons, free trial periods and discounts, to name a few. Sales
promotions offer a number of advantages to the owner of a small business.

Luring New Customers with Price

By offering a reduced price on a popular item, you can lure customers away from competitors,

which may ultimately help turn them into regular shoppers. For example, if you own a small
electronics store that's competing with a large retailer, offer a discounted price on a popular

cell phone model for a limited time. If you serve the customers well during the purchase
process, they may be willing to come back.

Gaining Community Favor

Create a good name for your business by staging a promotion that supports a worthy cause. For
example, if your town needs a new fire engine or police car, donate a portion of customer

purchases at your business to the cause. You'll be helping your community, which is a win- win
for everyone and may lead to more business for you.

Encourage Repeat Purchases

Businesses like airlines and hotels successfully use rewards programs to encourage customer
loyalty, and you can do the same for your small business. If you own a coffee shop, for instance,
give customers a rewards card that you hole-punch each time they make a purchase. After they

make five or 10 purchases, they can redeem the card for a free cup of coffee.

40
Entice Reluctant Consumers
Giving away free products or services is a good way to get people to try them for the first time,

which may lead to a purchase. If you own a deli and you've added a new sandwich to the menu,
pass out small samples to each of your customers as they come in the door. If you operate a

health club, offer a free trial membership or free personal training sessions to get people to give
you a try.

Providing Information
A sales promotion can help you provide information to potential customers that aids them in

making a decision. This can be beneficial for products or services that are complicated or are
unfamiliar to consumers. For example, if you're a financial planner and you're attempting to

gain clients in the area of retirement planning, a free seminar allows you to explain what you
do and how some of your investment products work.

Objectives of Sales Promotion

A sales promotion is a marketing technique usually designed to last for a relatively short time.
Common sales promotion techniques can include special pricing, coupons and staging events
to gain publicity. Small businesses can make use of sales promotions to achieve a number of
specific business objectives.

Keep Existing Customers

A sales promotion can be geared toward keeping existing customers, especially if a new
competitor is opening nearby. For example, a barbershop owner can mail coupons to all of his
existing customers to take attention away from a competitor's grand opening event. A dry
cleaner could implement a referral program where he gives existing customers a discount when
they refer new customers to make a purchase, which can help build customer loyalty.

41
Inventory Clearance
A special promotion can help you clear inventory to make room for seasonal or new
merchandise. If you own a clothing boutique, for example, you may need to advertise a reduced
price on winter clothing to make room for spring and summer fashions. The owner of a gift
shop can conduct a clearance sale on Halloween merchandise to make room for Christmas
products.

Reaching New Market

A promotion can be a way to reach a new segment of the market. For example, if you operate
a health club and you've developed a fitness plan geared toward senior citizens, you can use a
mailing list with addresses of those who are age 65 and older. You can then mail a coupon or
special offer to this market segment.

New Product Launch

A sales promotion can help you introduce a new product to the marketplace. For example, if
you operate a bakery and you're unveiling a new line of pastries, you can generate a promotion
to get people to come to your bakery and try them. Your promotion can offer a discounted price
or the addition of a free item, such as a cup of coffee.

Increased Brand Awareness

A sales promotion can help increase awareness of your brand, which can ultimately lead to
additional sales. For example, by sponsoring a charity, event such as a chicken barbecue or
raffle, you can make people in the community aware of your company in a positive way, which
can lead to them patronizing your business.

42
 CHAPTER-4

DATA ANALYSIS

43
 DATA ANALYSIS

1. Does EARTH INFRASTRUCTURE has enough resources to sell

their products?

(a) Strongly Agree (c) Disagree

(b) Agree (d) Strongly Disagree

Resources To Sell

10%
30% Strongly Agree
26% Agree
Disagree
Strongly Disagree
34%

The survey showed that 30% of the people who were surveyed strongly agree to the option that
EARTH INFRASTRUCTURE possess relevant resources to sell out their products that is
construction of housing societies and complexes to the relevant customers, where as 34% and
26% respectively came to a conclusion of agreeing and disagreeing the fact and fixtures.
Whereas 10% strongly disagreed with the point and thought that the company has to improvise
in the certain areas so that the selling of the product may increase as per the yearly targets.

44
2. What according to you is the product’s best selling point?

(a) Cheap (c) Easy availability

(b) Quality (d) Others

Best Selling Point

18% 20% Cheap

Quality
Easy availability
30% 32% Others

EARTH INFRASTRUCTURE being a relatively new company in the market and having high
competition, the respondents agreed to a certain level that the easy availability and quality of
the construction is the main and leading beat selling point. A cumulative of 62% (30% and
32%) respectively agreed to the same, where as a healthy percentage of 38% came to the
decision that the price and various other factors were the main selling point of the product.

45
3. What is the target audience for EARTH INFRASTRUCTURE ?

(a) High income group (c) lower Income Group

(b) Middle Income Group (d) All

Target Audience
High Income
14% 18% Group
Middle Income
Group
28%
Lower Income
40% Group
All

In the questionnaire the main question was the target audience of EARTH
INFRASTRUCTURE Being a real estate firm it is very important for the company to set their
preferences in regard to target audience. The respondents agreed to the point that the company
should focus more on the Middle income group people because the segment of the housing
societies that the company deals in can be easily sold to middle income group. Nearly 40% of
the respondents agreed to that point. 28% respondents also agreed to the fact that lower income
group can also be targeted as know they have the power of housing loan schemes from various
banks. 14% favoured the high income group people to be the target audience keeping in mind
the business of the company of building complexes.

46
4. Where does EARTH INFRASTRUCTURE sells their products?

(a) In a business premise (c) Online

(b) Through Agents (d) through business sources

Place Of Selling

15% In a Business Premise

30%
10% Through Agents

Online

Through Business
Sources
45%

According to the respondents the main place of selling for EARTH INFRASTRUCTURE is
within their business premises. 30% agreed to the point that the main business is generated
within the premises this is because the purchasers visit the company so as to view the flats and
complexes and main collaborations regarding the construction of various sites for roads is done
within the company. The company also sells the products through the agents on the commiss io n
basis. This helps them to obtain good volume of sales because more often the customers goes
to agents and property dealers to buy property, which in turn have link with the company, 45%
selling is done through these dealers. With the growing use of internet for various purchases
the company had also started online procedures for sales through internet.

47
5. What Does the Marketing plan of EARTH INFRASTRUCTURE
covers?

(a) Internet (c) Sales Promotion

(b) Advertising (d) Direct Marketing

(e) Public Relations

Market Plan

9% 13%
Internet
Advertisement
29% Sales Promotion
28%
Direct marketing
Public Relations
21%

The main aims of the marketing plan that EARTH INFRASTRUCTURE has is to advertise
their product in the market and to do direct marketing at the same time. 28% and 29% of the
respondents agreed to the same point. Then main focus is on sales promotion of the products,
later comes the use of internet to advertise and market the product so as to grow public relations
with more and more customers which in turn will be a great help increasing the turnover of the
company.

48
6. How can marketing help increase in sale for EARTH
INFRASTRUCTURE ?

(a) Increase in profit (c) Building a brand name

(b) Increasing customer knowledge (d) no use

Marketing Helps in
Increase In Profit
8%

38% Increasing
31% Customer's
Knowledge
Building a Brand
Name
23%
No Use

Marketing has a core aim of increasing the sale of the company. According to a large number
of respondents (38%) marketing will help the company to increase sale which will result in
increasing the profit of the company which can be further used for expansion of the business.
More over EARTH INFRASTRUCTURE being a new brand in the market has to also
understand the importance of building a potential and sustainable brand name in the market.
Marketing will contribute in the cause according to 31% of the respondents. Marketing and
proper advertisement will also make the customers aware of the upcoming projects and will
provide them with the knowledge.

49
7. What is the best medium for the advertisement according to your point
of view?

(a) Local Newspapers (c) Radio

(b) Hoardings (d) Campaigns

(e) Internet

Medium Of Advertisement

7%
Local Newspaper
18% 34% Hoardings
Radio
Campaigns
23% Internet
18%

EARTH INFRASTRUCTURE according to the respondents should advertise the product

through local news papers. 34% agreed to it. The reason being easy penetration of newspapers
amongst the people in the society, a very large percentage of people read newspapers on daily
basis and this can be a core means of advertising the product. Radio in the present day has
become very popular amongst the people, with easy access in every house and cars it has grown
as a very strong medium of advertisement, 23% of the respondents also share the same view.
18% each agreed to the point that hoardings and campaigns can also be used as effective means
of advertisement.

50
8. What according to you can be other modes of marketing that can be
used by EARTH INFRASTRUCTURE.

(a) Direct Mail (c) Social Media Marketing

(b) Brand Marketing (d) Mobile Web Marketing

Mode Of Marketing

Direct Mail
12% 16%
Brand Marketing

Social Media
39% 33% Marketing
Mobile Web
Marketing

Ways of marketing is another important segment of marketing. The various modes can be direct
mail, brand marketing, social media marketing and mobile web marketing. 39% of the
respondents agreed to the point that social media marketing can be a perfect way of marketing.
Whereas 33% approved that brand marketing can be used as the mode, which states that the
company should use its brand name for marketing the product. A cumulative of 28% agreed
that direct mail and mobile web marketing that is marketing through SMS and cold calling can
also turn as an effective way of marketing.

51
9. How much according to you EARTH INFRASTRUCTURE is willing
and realistically able to spend on advertisement?

(a) 0 to 10% of Revenue (c) 20% to 30% of Revenue

(b) 10% to 20% of Revenue (d) 30% to 40% of Revenue

Marketing Budget

0 to 10% Of
12% 15% Revenue
10% to 20% Of
Revenue
25% 20% to 30% Of
Revenue
48%
30% to 40% Of
Revenue

Every company has to decide a budget for marketing. A proper budget helps in effective ness
of the marketing schedule. 48% of the respondents agreed to the point that EARTH
INFRASTRUCTURE should invest about 20% to 30% of their revenue in marketing because
being a new company they need to build a brand name and to do that it takes a lot of funds and
resources. While 25% people have a view that a little less amount can also do the needful.

52
10. What according to you is the impression of the advertisement by
EARTH INFRASTRUCTURE ?

(a) Funny (c) Informative

(b) Interesting (d) Boring

Effectiveness of the Advertisement

7%
18%
Funny
Interesting
42% Informative
33% Boring

When the respondents were questioned regarding the effectiveness of the current
advertisement, 42% of them said that the advertisement is informative and provides knowledge
about the product. 33% agreed that the advertisement was interested enough to pay attention
on the advertisement. On the other hand 18% and 7% respondents respectively replied the
advertisement was funny and boaring.

53
FINDINGS

54
 FINDINGS

 The survey showed that 30% of the people who were surveyed strongly agree to the
option that EARTH INFRASTRUCTURE possess relevant resources to sell out their
products that is construction of housing societies and complexes to the relevant
customers

 Relatively new company in the market and having high competition, the respondents
agreed to a certain level that the easy availability and quality of the construction is the
main and leading beat selling point.

 Being a real estate firm it is very important for the company to set their preferences in
regard to target audience.

 Then main focus is on sales promotion of the products, later comes the use of internet
to advertise and market the product so as to grow public relations with more and more
customers which in turn will be a great help increasing the turnover of the company.

 Marketing and proper advertisement will also make the customers aware of the
upcoming projects and will provide them with the knowledge.

55
RECOMMENDATIONS

56
 RECOMMENDATIONS

 EARTH INFRASTRUCTURE is entering the market and therefore has to necessarily

preparing the entire costing with an intention to provide the best goodwill.

 I have seen the attitude and style of the working of this company’s people is very good
and target oriented. They are full of zeal to work for the organization which is a good
sign for the development of the company.

 Even in this recession period when most of the companies are struggling to survive this
company is one of those strong companies which is not only stable but making huge
profits.

57
CONCLUSION

58
 CONCLUSION

The investment objective of the Portfolio is to generate long term capital appreciation
from a portfolio of equity and equity linked instruments. The investment portfolio for equity
and equity linked instruments is primarily drawn from the banks in the BSE 30- Index. As
observed, the portfolio is undiversified as the EARTH INFRASTRUCTURE included are from
a single sectors viz. banking. Thus the risk cannot be diversified to a large extent. Moreover it
is also observed that the returns from the Portfolio are on the tracks.

Initially for some period the Portfolio did not give as good returns as the Index i.e. BSE 30
but after sometime the returns generated by the fund outperformed the Index Returns. After
that a very heavy fall in the return of index as well as portfolio was seen.

59
 BIBLIOGRAPHY

WEBSITES:

 www.Earth Infrastructure.com

 www.scribd.com

 www.google.com

 www.wekipedia.com

 http://en.wikipedia.org/wiki/ Earth Infrastructure

 http://en.wikipedia.org/wiki/ Earth Infrastructure

 http://www.salespromo.co.uk/article/40

 http://en.wikipedia.org/wiki/ Earth Infrastructure

 http://en.wikipedia.org/wiki/ Earth Infrastructure

 Earth Infrastructure notebooks Catalogue

NEWSPAPERS & MAGAZINES:

 Times of India

 Hindustan Times

 India Today

 Business Today

60
 QUESTIONNAIRE

1. Do EARTH INFRASTRUCTURE has enough resources to sell their

products?

(a) Strongly Agree (c) Disagree

(b) Agree (d) Strongly Disagree

2. What according to you is the product’s best selling point?

(b) Cheap (c) Easy availability

(b) Quality (d) Others

3. What is the target audience for EARTH INFRASTRUCTURE?

(c) High income group (c) lower Income Group

(d) Middle Income Group (d) All

4. Where does EARTH INFRASTRUCTURE sells their products?

(a) In a business premise (c) Online

(b) Through Agents (d) through business sources

5. What Does the Marketing plan of EARTH INFRASTRUCTURE

covers?

(a) Internet (c) Sales Promotion

(b) Advertising (d) Direct Marketing

(e) Public Relations

61
6. How can marketing help increase in sale for EARTH
INFRASTRUCTURE

(c) Increase in profit (c) Building a brand name

(d) Increasing customer knowledge (d) no use

7. What is the best medium for the advertisement according to your point of
view?

(a) Local Newspapers (c) Radio

(b) Hoardings (d) Campaigns (e) Internet

8. What according to you can be other modes of marketing that can be used
by EARTH INFRASTRUCTURE?

(a) Direct Mail (c) Social Media Marketing

(b) Brand Marketing (d) Mobile Web Marketing

9. How much according to you EARTH INFRASTRUCTURE are willing

and realistically able to spend on advertisement?

(a) 0 to 10% of Revenue (c) 20% to 30% of Revenue

(b) 10% to 20% of Revenue (d) 30% to 40% of Revenue

10. What according to you is the impression of the advertisement by EARTH

INFRASTRUCTURE?

(a) Funny (c) Informative

(b) Interesting (d) Boring

62