SPECIALIZATION PROJECT

On
“MARKETING STRATEGY OF RUSTAMJEE BUILDERS WITH
REFERENCE TO THANEHOMES”

Submitted in Partial Fulfillment for the requirement of MMS

degree to University of Mumbai

To: Prof. DHARMARAJA GANESHAN

Submitted By:

ANSARI UZAIR AHMAD HABIB AHMAD

Roll No: 19012

MMS (MARKETING)
 SWAYAM SIDDHI COLLEGE OF MANAGEMENT AND RESEARCH,
BHIWANDI

DECLARATION BY STUDENT

I ANSARI UZAIR AHMAD HABIB AHMAD hereby declares that the work presented herein is original
work done by me and has not been published or submitted elsewhere for the requirement of a degree
programmed. Any literature date or work done by other and cited within this thesis has given due
acknowledgement and listed in the reference section.

MR. ANSARI UZAIR AHMAD HABIB AHMAD

Place: Bhiwandi
Date:

2
 CERTIFICATE

This is to certify that the Final Project Report titled “MARKETING STRATEGY OF RUSTAMJEE
BUILDERS WITH REFERENCE TOTHANEHOMES” is the study done by Student ANSARI
UZAIR AHMAD of MMS - MARKETING, at Swayam Siddhi College of Management &
Research, University of Mumbai, during the year 2019 -2021, in partial fulfillment of the requirements
for the Degree of Master in Management Studies is a result of bonafide research work carried out by
him under my supervision and guidance. No part of this report has been submitted for award of any
other degree, diploma, fellowship or other similar titles or prizes. The work has also not been published
in any Journals / Magazines.

Name of Student

ANSARI UZAIR AHMAD

PROF. DHARMARAJA G.
PROF . ARLOPH J.

Project Guide Director

Place: Swayam Siddhi College of Management and Research, University of Mumbai.

Date:

3
 ACKNOWLEDGEMENT

I would like to express my sincere gratitude to Prof. DHARMARAJA G.,

Associate/Assistant Professor, and Head of Department of HR / Finance / Marketing / IT / Operation
for allowing me to undertake this work and for his continuous guidance advice effort and invertible
suggestion throughout the Completing Final Project.

I would like to express my gratitude towards all the faculties, Librarian of Swayam Siddhi College of
Management and Research, for their support and guidance for their kind co- operation and
encouragement which help me in completion of this project.

My utmost gratitude to Director, Swayam Siddhi College of Management and Research, University of
Mumbai without their continuous support this study would not have been possible.

I would also like to thank my friends of Master of Management Studies Batch 2019-2021 of Human
Resource / Marketing / Finance / Operation / Information Technology for their help throughout the
study.

4
 INDEX

SR. NO. PARTICULAR PAGE NO.

1 INTRODUCTION 6-16

2 LITERATURE REVIEW 17-20

3 21
RESEARCH METHODOLOGY

4 INTRODUCTION TO RUSTAMJEE BUILDERS 22-29

5 INTRODUCTION TO THANEHOMES 30

6 DATA ANALYSIS & INTERPRETATION 31-33

7 FINDINGS 34

8 CONCLUSION 35

9 SUGGESTIONS 36

10 BIBLIOGRAPHY 37

5
 CHAPTER 01

INTRODUCTION TO REAL ESTATE

Land is a business, not a calling. Land is at times incorrectly discussed as a calling, yet it is asically a
business. A calling applies science, craftsmanship or figuring out how to the utilization of others, the
benefit to the educator or individual applying it being coincidental; while a business is occupied with
principally for benefit, and the benefit is to the one participating in the business.

A calling suggests purported accomplishment in exceptional learning. A man may take part in business
with or without uncommon information and nobody else is worried about the inquiry whether he has
any learning of the business, on the grounds that nobody else is influenced by the outcome. In the event
that he is effective the prizes are his; on the off chance that he fizzles he bears the misfortune. Yet, let
him endeavor to hone a calling and, in the event that he be unskillful, others are straightforwardly
influenced, and the way that his reward is lessened along these lines is simply coincidental to the way
that others endure.

Morals of the business.— yet whether land be a business or a calling has no association at all with the
assemblage of morals administering it.

Each business can be led upon a plane morally as high as the beliefs of any calling, and the men who
have been obviously effective in the land business have achieved achievement since they have
connected to their business the most astounding standards of business reasonable managing. This does
not imply that there is any moral prerequisite for the vender or the buyer to give away anything which
has a place with him, or for possibly one to unveil to alternate his need for offering or his prerequisites
for purchasing; yet the deal having been made, it is totally vital that it be satisfied by the two
gatherings, as indicated by its goal; and, if there be any uncertainty of the expectation of the deal as it is
communicated in composing, that the soul of the exchange be completed as opposed to that the catch
expressions of a composed instrument ought to oversee. Cases are regular of men who to their own
particular hindrance play out the thing which they have guaranteed to do in spite of the fact that not
lawfully committed, and the greater and more effective the man who makes the guarantee the all the
more without a doubt will it be completed. Imperative commitments are regularly brought about upon
the simple guarantee of a notable man to offer an essential bit of property at a positive cost, albeit no

6
legitimate and enforceable commitment exist; and the guarantee is constantly recovered on the off
chance that it is made by a man who knows the business, and it is reclaimed not only from unselfish
thought processes, but rather likewise for absolutely business reasons.

Divisions of the business.— the main divisions of the land business are speculation, activity and office.
These contrast from each other as indicated by the points of the people taking part in them and the
techniques by which those people hope to make their increases. To lead both of the initial two divisions
of the business, speculation or task, genuine cash capital is required. The most imperative capital in the
organization business is the positive attitude of its clients, and that can be husbanded, expanded and
made extremely important.

Speculation is the work of capital in the securing of land or interests in that for lasting proprietorship or
genuine utilization of the individual obtaining it.

Task is the work of capital in the obtaining or change of land or interests in that for business activities.

Office is managing in or with land for the benefit of others.

Interest in land is by and large made for both of two purposes: (a)To

infer a salary,

(b)To hold for resale in hope of an expansion in esteem.

Venture for money might be for one of two purposes,

(1) The inference of rental—that is, the immediate return for the utilization of genuine property for
clear periods, or
(2) The acquiring of wage through others upon cash loaned on the security of genuine property.
Activity.— Real home task might be gone ahead
(a) For the buy and offer of land,
(b) For the motivation behind building,
(c) For the motivation behind loaning cash upon contracts.
The buy and offer of land is that branch of activity which frets about managing in arrive as a
thing to be purchased and sold for benefit and misfortune. It might be isolated into two
sections:

(1) Speculation, unadulterated and straightforward, by which arrive is purchased in the

expectation of an ascent in esteem and exchanged when that expectation is either
acknowledged or known to be unwarranted.

7
 (2) Development of land, the most prominent piece of which is the advancement of empty
tracts by getting them discount in their wild condition, making them attractive by bringing them
to such a condition of improvement as is suggested by putting roads through them, pre-paring
them for utilize and after that offering them in little bundles.
This is a most essential and valuable piece of the business side of the land business, and has
brought about the advancement and settlement of numerous parts of the nation. That bit of
land activity which concerns itself in building might be comparably isolated into,
(a) Speculative building which comprises in building structures principally available to be
purchased, and not really for the utilization of the constructor, and
(b) Building for speculation which comprises of the erection of structures for rental or
essentially for the utilization of the individual leading the task.

ANCIENT CONCEPT ABOUT REAL ESTATE

Property is what has a place with or with something, regardless of whether as a trait or as a part of said
thing. With regards to this article, property is at least one segments (as opposed to qualities), regardless
of whether physical or ethereal, of a man's home; or so having a place with, as in being possessed by, a
man or mutually a gathering of individuals or a lawful substance like a company or even a general public.
(Given such significance, the word property is uncountable, and all things considered, isn't portrayed
with an uncertain article or as plural.) Depending on the idea of the property, a proprietor of property
has the privilege to devour, modify, share, rethink, lease, contract, pawn, offer, trade, exchange, give
away or annihilate it, or to prohibit others from doing these things, and also to maybe surrender it;

8
though paying little mind to the idea of the property, the proprietor thereof has the privilege to
appropriately utilize it (as a solid, mean or factor, or whatever), or in any event solely keep it.

In financial matters and political economy, there are three wide types of property: private property,
open property, and aggregate property (additionally called helpful property).

Property that together has a place with in excess of one gathering might be had or controlled in this
manner in fundamentally the same as or extremely particular ways, regardless of whether basically or
unpredictably, whether similarly or unequally. In any case, there is a desire that each gathering's will
(rather attentiveness) concerning the property be unmistakably characterized and unrestricted, [citation
needed] in order to recognize proprietorship and easement from lease. The gatherings may anticipate
that their wills will be consistent, or then again every given one of them, when no open door for or
plausibility of question with some other of them exists, may expect his, her, its or their own particular
will to be adequate and outright.

The rehashing (first) of property characterizes property as anything, unmistakable or elusive whereby a
legitimate connection amongst people and the state authorizes a possessory intrigue or lawful title in
that thing. This interceding connection between individual, property and state is known as a property
administration.

In human science and human sciences, property is regularly characterized as a connection between at
least two people and a protest, in which no less than one of these people holds a heap of rights over the
question. The refinement between "aggregate property" and "private property" is viewed as a perplexity
since various people frequently hold varying rights over a solitary question.

Critical broadly perceived sorts of property incorporate genuine property (the mix of land and any
enhancements to or on the land), individual property (physical belonging having a place with a man),
private (property claimed by legitimate people, business elements or individual normal people), open
property (state possessed or freely possessed and accessible belonging) and protected innovation
(selective rights over masterful manifestations, developments, and so forth.), in spite of the fact that the
latter isn't generally as generally perceived or enforced.an article of property may have physical and
ethereal parts. A title, or a privilege of proprietorship, sets up the connection between the property and
different people, guaranteeing the proprietor the privilege to discard the property as the proprietor sees
fit.

Frequently property is characterized by the code of the neighborhood sway, and ensured completely
or all the more ordinarily mostly by such element, the proprietor being in charge of any rest of
insurance. The measures of confirmation concerning verifications of possessions are likewise tended
to by the code of the neighborhood sway, and such element assumes a part appropriately, normally
fairly administrative. A few thinkers [who?] affirm that property rights emerge from social tradition,
while others discover defenses for them in ethical quality or in common law.
Property, in the main occurrence, is a thing-in-itself.[citation needed] When a man finds a thing and
brings that thing into that individual's ownership and control, at that point that thing turns into a thing-
for-you for that individual. Once the individual has that thing in that individual's ownership, that thing
turns into that individual's property by reason of revelation and victory, and that individual has the
individual ideal to protect that (property enthusiasm) against all others by reason of self improvement.
Normally, people combine to shape a political state which may build up a formal legitimate framework

9
which authorizes and ensures property rights so the individual can go to court to get assurance and
authorization of that individual's property rights, as opposed to using self improvement. It is conceivable
that when a man has useful ownership of individual property, yet someone else has genuine ownership,
at that point the individual having useful ownership has uncovered legitimate title, while the other
individual has real ownership. For the most part, the ground and any structures which are forever joined
are viewed as genuine property, while mobile merchandise and intangibles, for example, a copyright are
viewed as individual property. Additionally, property can't be viewed as a reified idea, in light of the fact
that in the main example, property is extremely concrete as a physical thing-in-itself. [Citation needed]

Different insightful orders, (for example, law, financial aspects, human sciences or humanism) may treat
the idea all the more methodicallly, yet definitions fluctuate, most especially while including contracts.
Positive law characterizes such rights, and the legal can arbitrate and authorize property rights.
CURRENT SCENARIO OF THE REAL ESTATE MARKET IN INDIA

Business land segment is in blast in India. Over the most recent fifteen years, post progression of the
economy, Indian land business has taken an upturn and is required to develop from the current USD 14
billion to a USD 102 billion in the following 10 years. This development can be credited to ideal
socioeconomics, expanding buying power, presence of client cordial banks and lodging account
organizations, polished methodology in land and ideal changes started by the legislature to draw in
worldwide speculators

Characteristics of the Real Estate Market in India

Realization of large
commercial projects
Growing Market Demand IPOs by developers

Gradual organization of the markets in

the Tier I cities

Emergence of transparency
and liquidity
Greater availability of information Entry of international real
estate consultancies

10
 Governing legal framework relaxed •
Competitive pricing

The property showcase in India has customarily been chaotic and divided. Nonetheless, the current past
has seen a union of positions in the market as designers are extending their abilities to the most extreme
keeping in mind the end goal to take care of the developing business sector demand, which thusly has
empowered vast tasks with sourced financing. The IPOs by substantial land engineers like Sobha, Raheja
and DLF have prompted association of the market in the Tier I urban communities, yet the Tier II and
Tier III urban communities still exhibit the qualities of a chaotic market. While the Indian land advertise
still needs straightforwardness and liquidity contrasted with more develop land showcases, the
expanding prerequisites of multinational occupiers, and in addition the flood of global property
consultancies has prompted the presentation of more noteworthy accessibility of market data, both in
distributed and private frame pushing the part to a composed market shape.

Main impetuses
Expressed beneath are the reasons that have prompted the land blast in the nation
• Booming economy; quickened GDP to 7.8% p.a.
• India's rise as an alluring offshoring goal and accessibility of pool of very gifted professionals and
designers ; Development of huge hostage units of real players incorporate GE,
Prudential, HSBC, Bank of America, Standard Chartered and American Express

• Rise in extra cash and developing white collar class, expanding the interest for quality private
land and land as a speculation choice.
• Entry of expert players furnished with ability in land improvement;
• Relaxation of lawful decisions and procedures by the administering bodies empowering interests
in land
• Improvement in framework offices
Classification
The interest for new office space in India has developed from an expected 3.9 million sq. ft in 1998 to
more than 16 million sq. ft in 2004-05. 70% of the interest for office space in India is driven by more than
7,000 Indian IT and ITES firms and 15% by money related specialist organizations and the pharmaceutical
segment. In 2005 alone, IT/ITES division consumed an aggregate of approx 30 million sq. ft and is
evaluated to create a request of 150 million sq. ft. of space crosswise over real urban areas by 2010. This
information obviously shows the development of the land area in the nation.

With reference to the accessibility of foundation offices, following urban areas are right now drawing in
MNCs/corporate/land engineers:

Level I urban areas, Mumbai (Commercial center), Delhi (Political center point) and Bangalore
(Technological center):

• Preferred alternative for some new market participants

11
• Command the most elevated global profiles and critical extent of FDI
• Offer qualified work pool and the best foundation offices
• Exhibit improvement of sub-urban business land
• Yield of 9.5 – 10%
Level II urban communities, outstandingly Hyderabad, Chennai, Chandigarh, Kochi, Mangalore,
Mysore, Thiruvananthapuram, Goa, Bhubaneshwar, Ahmedabad and Pune
• Yield of 10.5-11.5%
• Offer focused business conditions, HR accessibility, broadcast communications network, nature
of urban foundation,
• Attract high esteem IT, ITES and biotech corporate houses
Level III urban communities, as Cuttack and Jaipur •Low
liquidity and still exceedingly sloppy.

12
 OBJECTIVE OF STUDY

The objective is to study the factors leading in the boom in real estate and determine whether the sales
promotion strategy of Rustomjee Developers is efficient or not. The tools which the company uses are
attracting the target audience as it determines the resources include time, money, opportunity cost
behind every customer for getting knowledge about the target audience. The main motive was to
enhance the knowledge about the various sales strategies of a successful brand.

FACTORS RESPONSIBLE FOR BOOM IN REAL ESTATE

Econo
mic
growt Une
h
Geographical mplo
factors
ymen
t

Inter
est
rates

Consumer
confidence

1. Economic development:- Demand for lodging is needy upon salary. With higher financial
development and rising wages individuals will have the capacity to spend more on houses; this will build request
and push up costs. Actually, interest for lodging is frequently noted to be wageversatile (extravagance great); rising
earnings prompting a greater % of wage being spent on houses. Correspondingly in a retreat, falling wages will

13
mean individuals can't stand to purchase and the individuals who lose their activity may fall behind in their home
loan installments and wind up with their home repossess.
2. Unemployment:- Related to financial development is joblessness. Unmistakably when joblessness
is rising, less individuals will have the capacity to manage the cost of a house. In any case, even the dread of
joblessness may debilitate individuals from entering the property advertise.
3. Interest rates:- Interest rates influence the cost of month to month contract installments. A time
of high loan fees will expand cost of home loan installments and will cause bring down interest for purchasing a
house. High financing costs make leasing moderately more alluring to purchasing. Loan fees have a greater impact
if property holders have vast variable home loans. For instance, in 1990-92, the sharp ascent in loan costs caused
an exceptionally soak fall in UK house costs since mortgage holders couldn't bear the cost of the ascent in
financing costs.4.Consumer certainty:- Confidence is vital for deciding if individuals need to go out on alimb of
taking out a home loan. Specifically a desire towards the lodging market is imperative; if individuals fear house
costs could fall, individuals will concede purchasing.
5. Mortgage accessibility:- In the blast a very long time of 1996-2006, numerous banks were
exceptionally quick to loan contracts. They enabled individuals to get substantial pay products (e.g. five
times salary). Additionally banks required low stores (e.g. 100% home loans). This simplicity of getting a
home loan implied that interest for lodging expanded as more individuals were presently ready to
purchase. Notwithstanding, since the credit mash of 2007, banks and building social orders attempted to
raise stores for loaning on the currency markets. Thusly, they have fixed their loaning criteria requiring a
greater store to purchase a house. This has decreased the accessibility of home loans and request has
fallen.
6. Supply:- In the Irish property blast of 1996-2006, an expected 700,000 new houses were
assembled. At the point when the property showcase crumbled, the market was left with a principal
oversupply. Opening rates achieved 15%, and in this manner with supply more noteworthy than request,
costs fell.

7. Geographical variables:- Many lodging markets are exceptionally topographical. For instance,
national house costs might fall, however a few regions (e.g. London, Oxford) may at present observe
rising costs. Attractive zones can evade showcase inclines as request is high, and supply restricted. For
instance, houses close great schools or a decent rail connection may have a critical premium to different
territories.

14
 CHAPTER 02

REVIEW OF LITERATURE
Evaluating the risk of Chinese housing markets: What we know and what we need toknow.

Land is an imperative driver of the Chinese economy, which itself is fundamental for worldwide
development. Notwithstanding, information restrictions make it trying to assess contending claims
about the province of Chinese lodging markets. This paper conveys new information and examination to
the investigation of free market activity conditions in about three dozen noteworthy urban
communities. We first record the most exact measures of land esteems, development expenses, and
general house costs. We at that point make and explore various free market activity measurements to
check whether value development sensibly can be deciphered as reflecting neighborhood showcase
essentials. Key outcomes incorporate the accompanying:

(1) Genuine house value development has been high, averaging 10% for each annum since 2006. Be
that as it may, there is generous heterogeneity crosswise over business sectors, extending from 2.8%
(Jinan) to 19.8% (Beijing). House value development is driven by rising area esteems, not by
development costs. Genuine land esteems have ascended by 14.4% for each annum by and large. In
Beijing, the expansion has been by a surprising 27.5% every year (or by 1036%) since 2004.

(2) There is variety about the solid positive pattern in house cost and land esteem development. Land
esteems fell by about 33% toward the start of the worldwide budgetary emergency, yet more than
completely recouped in the midst of the 2009– 2010 Chinese jolt. Later development has been
considerably more unassuming, with a few markets starting to decrease. Amounts of land deals by
nearby governments to private designers have dropped pointedly since 2013. The latest information
demonstrate exchanges volumes around half or more. This should prompt a lessened supply of new
lodging units in coming years.

(3) Market-level examination of short-and longer-run changes in supply– request adjusts finds
essential variety crosswise over business sectors. In the significant East area markets of Beijing,
Hangzhou, Shanghai and Shenzhen which have encountered high rates of genuine value

development, we gauge that the development in families requesting lodging units has outpaced new
development since the turn of the century. Be that as it may, there are thirteen vast markets,
fundamentally in the inside of the nation, in which new lodging creation has outpaced family unit
development by no less than 30% and another eleven in which it did as such by no less than 10%.
Relapse comes about demonstrate that a one standard deviation increment in nearby market lodging
stock is related with a 0.45 standard deviation bring down rate of genuine house value development the
next year.

15
(4) There are no official information on private opportunity rates in China, however a few analysts
have detailed high figures (17 %+). We build up another arrangement at the common level which yields
a much lower opportunity rate by and large, yet it has been ascending—from
5.2% out of 2009 to 7.8% out of 2014.

(5) The danger of lodging even in business sectors, for example, Beijing which demonstrate no
confirmation of oversupply, is best prove by cost to-lease proportions. They are well over 50 in the
capital city. Poterba's (1984) client cost show recommends these levels can be legitimized just if
proprietors have adequately exclusive standards of future capital increases. Indeed, even a

Humble One Rate Point Drop In Expected Thankfulness (Or Increment In Financing Costs)
Would Bring About A Drop In Costs Of Around 33%, Missing A Balancing Increment In
Rents: The Role of Contagion in the Last American Housing Cycle

Anthony DeFusco, Wenjie Ding, Fernando Ferreira, and Joseph Gyourko, The Wharton School,
University of Pennsylvania and NBER

Utilizing restrictive smaller scale information on the total arrangement of lodging exchanges in the
vicinity of 1993 and 2009 out of 99 metropolitan regions, we research whether virus was an essential
factor in the last lodging cycle. We characterize disease as the value connection between's two
distinctive lodging markets following a stun to one market that is well beyond that which can be
legitimized by basic total patterns. Our appraisals manage the accompanying experimental difficulties:

(a)characterizing the planning of nearby lodging blasts in a non-specially appointed way;(b) tending to
detail seek predisposition that emerges when just a single total arrangement is utilized to assess both
the planning of the lodging blast and the greatness of value instability amid that period; and

(c) controlling for normal variety in financial conditions. We find solid confirmation of infection amid the
lodging blast, yet not amid the bust. These impacts seem to emerge for the most part from the nearest
neighboring metropolitan region, with the value versatility going from 0.10 to 0.27. This is sufficiently
extensive to represent up to 30% of the hop in costs toward the start of neighborhood blasts, by and
large. Evaluated flexibilities are more prominent when transmitted from a bigger to a littler market, and
furthermore more essential for the most flexibly provided markets. At long last, nearby essentials and
desires of future basics have exceptionally constrained capacity to represent our assessed impact,
recommending a potential part for non- judicious powers.

Control and Housing Supply-Joseph Gyourko and Raven Molloy

A wide cluster of nearby government directions impacts the sum, area, and state of private
advancement. In this part, we audit the writing on the circumstances and end results of this sort of
control. We start with an exchange of how scientists measure direction observationally, which features
the assortment of techniques that are utilized to compel advancement. Numerous hypotheses have
been created to clarify why direction emerges, including the part of property holders in the nearby

16
political process, the impact of recorded thickness, and the monetary and exclusionary thought
processes in zoning. With respect to the impacts of direction, most examinations have discovered
generous consequences for the lodging market. Specifically, direction seems to raise house costs,
diminish development, decrease the flexibility of lodging supply, and modify urban shape. Other
research has discovered that direction impacts neighborhood work markets and family unit arranging
crosswise over groups. At long last, we examine the welfare ramifications of control. Albeit some
particular principles plainly relieve negative externalities, the advantages of more broad types of
direction are exceptionally hard to measure. On adjust, a couple of late examinations propose that the
general effectiveness misfortunes from restricting requirements on private improvement could be very
expansive.

Lodging Supply and Housing Bubbles-Edward L. Glaeser, Joseph Gyourko, Albert Saiz
In the same way as other different resources, lodging costs are very unpredictable with respect to
perceptible changes in basics. On the off chance that we will comprehend blast bust lodging cycles, we
should join lodging supply. In this paper, we display a straightforward model of lodging bubbles which
predicts that spots with more versatile lodging supply have less and shorter rises, with littler cost
increments. Be that as it may, the welfare outcomes of air pockets may really be higher in more flexible
spots on the grounds that those spots will overbuild more because of an air pocket. The information
demonstrate that the value run-ups of the 1980s were only experienced in urban areas where lodging
supply is more inelastic. More versatile spots had somewhat bigger increments in working amid that
period. In the course of recent years, an unassuming number of more versatile places additionally
experienced expansive value blasts, however as the model recommends, these blasts appear to have
been very short. Costs are as of now moving back towards development costs in those zones.

Urban Decline and Durable Housing Edward L. Glaeser∗ Joseph Gyourko†

This paper is posted at Scholarly Commons.

Connection: -http://repository.upenn.edu/penniur papers/10

Urban decay isn't the identical representation of development, and strong lodging is the essential reason
the idea of decrease is so extraordinary. This paper displays a model of urban decrease with tough
lodging and checks these ramifications of the model:

(1) City development rates are skewed with the goal that urban communities develop more rapidly than
they decay;

(2) Urban decrease is profoundly constant;

(3) Positive stuns increment populace more than they increment lodging costs;

(4) Negative stuns diminish lodging costs more than they diminish populace;

(5) If lodging costs are beneath development costs, at that point the city decays; and

17
(6) The blend of modest lodging and frail work request pulls in people with low levels of human funding
to declining urban communities.

Chapter 03

RESEARCH METHODOLOGY METHODOLOGY

1. Type of research: Descriptive Research

2. Sampling region: Thane
3. Respondent: Employees of thane homes(channel accomplice)
4. Sampling product:6

PRIMARY DATA

This venture is assemblage of distributed information from different sources like web.

My path was to comprehend the idea driving "Mumbai property bubble-think about on Rustomjee a
brand in land" or reason for aggregation every one of the information was altogether contemplated and
improved.

To take in more about the "Mumbai property bubble-ponder on Rustomjee a brand in land" an essential
study was led by going to workers of channel accomplice, Thane homes.

I have gathered essential information from the overview, as I arranged a survey of 15 inquiries and I had
taken 6 as an example item for my venture.

SECONDARY DATA

This project is compilation of published data from various sources like internet. I had collected secondary
data from the internet for collecting data for my project.

WWW.GOOGLE.COM

WWW.WIKIPEDIA.COM
Chapter 04

INTRODUCTION ABOUT RUSTOMJEE BUILDERS DEVELOPERS

18
About Rustomjee

• Started in 1996 by a gathering of qualified experts.

• Completed to date, almost 4 million Sq. feet of improvement.

• With Primary Focus being on Residential Projects crosswise over Mumbai.

• Planned Development of more than 25 million square feet and townships outside Mumbai.

• Now, expanding its quality in Commercial and Retail Sectors through PremiumOfferings in Prime
Locations.

Rustomjee is a youthful, dynamic and professionally oversaw engineer set for real development

crosswise over divisions. Estimations of Rustomjee

• ISO 9001:2000 confirmed Real Estate Developer

• "The Most Customer Friendly Developer" by Maharashtra Chamber of Housing Industry

(MCHI) Operating in Multi area and Multi Cities

• Commitment to Society : School and Hospital

And additionally shaping key connections...

• Client Profile: Banks, MNCs, Corporates and Professionals

• Bankers: HDFC, HSBC, ICICI, KOTAK and other Nationalized Banks

Pass Track of Rustomjee

• Ranked among the Top 6 Real Estate Developers in Mumbai

• Grown at CAGR 54% since 1996

Rustomjee Acres was judged as "The Best Project of the Year under the class of Mass
Housing", a honor organized by Accommodation Times

19
• Excellent Brand in Real Estate, State Level, Mapsor India Properties Awards

• Promising Builder, Building Industry Leadership Awards

• Young Achiever, Accommodation Times

• Outstanding Contribution Memorial to Community and Society

• Best Developer – Commercial Projects granted to RustomjeeNatraj at Cityscape Asia

Real Estate Awards Nearness

in Mumbai

• Dahisar

• Malad

• Goregaon

• Andheri

• Juhu

• Bandra

• Matunga
• Sion

• Thane

• Virar

TEAM

At Rustomjee, we trust that the adventure towards greatness starts with individuals who drive
our techniques through all in all advanced procedures, guaranteeing client dependability. We
enlist the best, guaranteeing the most noteworthy standard for dependability in the parts in
which we work. We intentionally give arranged learning and formative chances to the immense
pool of ability that constitute our workforce.

We fabricate, manage and tenaciously strengthen an organization culture that mirrors a

superior environment steered in its estimations of execution center, trust and dependability,
proficient morals, group center and development
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 A GLANCE ON RUSTOMJEE’S PROPERTY

RUSTOMJEE URBANIA

A standout amongst the most granted and mindfully composed township in India, RustomjeeUrbania
offers 2 and 3 BHK flats with host of conveniences outlined around youth. Near 2500 families as of now
call Urbania Home! This township has a special area advantage given its nearness toward the Eastern
Express Highway. The private towers in Azziano – part of Urbania's progressing advancement, offers
home purchasers with all the cutting edge extravagant conveniences like Spa and Sauna, Kids Pool,
Tennis Court, Alfresco eating territory, Amphitheater, Library to give some examples. In addition, this
rich residence offers entrancing perspective of Thane city &Yeoor slopes. Known as one of the Top
private tasks in Mumbai, RustomjeeUrbania likewise offers Commercial Spaces, Retail Spaces, Fire
station, Multi sports Arena and Kids Play Area.

Site Address: - Off Eastern Express Highway, Near Majiwade Junction, Thane (W)

Current Status: - Ongoing Project (Ready Possession pads likewise accessible.) Setup

Available: - 2 and 3 BHK Apartments

THE FOUR PILLARS OF RUSTOMJEE’S CULTURE

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 RUSTOMJEE RUSTOMJEE
PROCESS SOCIETAL
LEADERSHIP PEOPLE
FOCUS PRACTICES FOCUS INVOLVEMENT

(1)RUSTOMJEE LEADERSHIP FOCUS

The senior initiative Teaam of the organization has verbalized the organization's vision, mission, Values
and Competencies at the organization level which is displayed somewhere else.

The Vision and Value fortification exercise was taken out at an away site went to by 80 of the senior
Team individuals as the initiative Team understood that as the organization jump frogs into yet another
development stage there was a need to return to and verbalize the organization's vision ; ensuring that
the establishment is stout/solid and intense.

Rustomjee Values

• Customer centered

• Integrity

• Commitment to convey

• Long Term organization

(2)RUSTOMJEE PEOPLE PRACTICES

The Company's kin rehearses are affected by the Articulated Values. They help strengthen the way of life
ceaselessly.

A)Performance Focus
An all in all developed PMS (Performance Management System) with its components: - a vigorous Goal
setting exercise with linkages to organization vision, execution evaluations, pay connected to execution,
prizes and acknowledgments connected execution and showed capabilities.

The Company has

• A Job Description for every Role

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• A KRA sheet for every individual

• A Transparent Appraisal System

• The last augmentation proposition for the organization, for its 400 individuals was created by
the HR Team as a feature of the Appraisal procedure and affirmed by the chiefs.

• It's just the best that is selected. The better among them are held and created.

B) Trust
and unwavering quality
The most reduced ever wearing down level in the area is the evidence that Trust sires trust. Also, it's a
two way path. A really people driven association, the straightforwardness in its basic leadership process
and adherence to the frameworks and procedures strengthens the trust.

C) Profe
ssional Ethics
There have never been any bargains on issues of trustworthiness and genuineness in proficient dealings
and reasonable dealings in the organization. The organization energizes work constrain assorted variety.
Men and ladies: of all districts/religions, of all age bunches work shoulder to bear.

D) Team
Focus

The month to month administration Meetings, Company Annual day festivities sports and occasions for
representatives and youngsters, Long Service Award Functions and inner client center that is being
accentuated, Departmental Picnics , get together , group gatherings and considerations help in building
the cooperation , other than evaluation of every individual consistently on Team introduction which is an
organization level competency.

E) Conti
nuous Learning
Learning at Rustomjee is an individual activity. Be that as it may, the Horse is constantly taken to the
crisp, consistently streaming streams to taste, guzzle and assimilate learning. The on boarding activities,
recognizable proof of adapting needs through the examination procedure ,various source criticism for
the administration Team, competency appraisal and input, week by week learning sessions, are a couple
of the activities that advances learning.

(3) PROCESS FOCUS

Each part of the work life at Rustomjee is represented by procedures and frameworks while endeavors
are made to guarantee that the organization does not turn into a slave to process adherence that
smothers speed and advancement. The optional specialist that is vested with the chiefs guarantees this.

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 (4) SOCIETAL INVOLVEMENT

The aggregate duty of the association to the bigger society is supported/fortified/supplemented in

bunch ways; be it the instructive activities of the gathering, instructors acknowledgment through the
"Unsung saints, no more" activities, sponsorship of Akansha activities, sponsorship of ancestral kids for
training through 'Vedhi'

Driving the change, Building the way of life.

As Mr. Percy Chowdhry, organization's executive put it the all hands meeting held at Le meridian We
have to lead the adjustment in the part. We need to make what's to come. Association building is never
conceivable without articulating the qualities, living the qualities, rehearsing the qualities, fortifying
them, compensating and remembering them. The way of life is a result of qualities and practices and
Competencies. Taking a prompt from that point the HR group of the organization advanced the vast
skills that each and every Rust vermin ought to have, develop, learn and improve proficiencies.

COMPETITORS OF RUSTOMJEE DEVELOPERS

Competition has its own advantage & disadvantage as it motivates to work efficiently & it is also a threat
for an organization because if not worked efficiently may lead to closure. Rustomjee developers give a
tough competition to its competitor:-

ACTIVITIES FOR PROMOTION AND SALES AT RUSTOMJEE

Rustomjee designers being the monster mark in the land business in Mumbai, it utilizes the different
procedures to advance the brand of the Rustomjee. While elevating it guarantees to conceal the USP of
solace and high life style.rustomjee designers uses the accompanying wellsprings of commercial:

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 Hoardings

News papers/
Outsourcing pamphlets

Special launch Website

of new project promotions

Digital
Marketing

1. Hoardings: Rustomjee being the luxzirous mark endeavor to bring new territories having
huge quantities of its intended interest group i.e. individuals with the high pay. They lean
toward spots like airplane terminal, private settlements of multinational organizations and
refined shopping centers.
2. News papers/flyers: an awesome market can be tapped through daily paper promoting.
Rustomjee being having the intended interest group of high salary class incline toward daily
papers like – times of India, financial circumstances, Mumbai reflect and so on.
3. Website advancements: Rustomjee is dynamic promoter of brand through sites. It always
continues refreshing the data on site. It has most astounding offered value, this empowers it to
pull in larger part of web-guests to visit the site of Rustomjee

4. Digital Marketing: Rustomjee being very much aware about the energy of advanced
showcasing uses it as the real apparatus for advancement. It centers around

Chapter 05

INTRODUCTION TO THANE HOMES

25
Upper east Property Management has been in to property counseling since year 2012. They are in
consistent practice to extend the geological reach and investigate the best property bargains for
theirvaluableclients.They have as of late taken an activity to make your look for the fantasy home a
simple and a deliberate ordeal. Thane homesare pleased to show you their own particular
thanehomes.in, an online entryway to oblige all your property related prerequisites. Through
thanehomes.in, they aim to influence your property to look simple and astute.

They are a group of youthful experts, with a modest bunch involvement in the field of
land/broking/home advance and legitimate. They endeavor not simply to give you the best property
choices however the conclusion to end arrangement, guaranteeing the most extreme nature of
administration and support till you turn into the pleased proprietor of one. Vision

To end up favored accomplice for all your land prerequisites.

Mission

We confer you the best property arrangements with a conclusion to end bolster guaranteeing a problem
free property dealings.

Administration Team

Pankaj Bhelsekar, Partner

MohnishGodbole, Partner

CHAPTER 06

DATA ANALYSIS & INTERPRETATION

Note : in the above scale 1- not satisfactory, 2- average, 3- good, 4- very good, 5-excellent)

Interpretation: from the above chart it can be interpreted that 50% of the employees find branding of
Rustomjee very good & 50% of employees find it excellent.
26
Interpretation: from the above chart in can be interpreted that approax 16% of employees find sales
promotion statergies of Rustomjee developers average, while approax 33% of employees find it either
averagegly effective or low effective. While the rest of 17 % find it highly effective.

Interpretation: the above pie - chart sh ows that 33.33% employees find about 25% of the
cuistomers of the Rustomjee developers are attracted through nespaper

Interpretation : the above pie chart clearly explains that 50% of customers are attracted towards
Rustomjee developers through hoardings.

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Note nnnn

Note : ( 1- not efficient,2- sometimes efficient, 3- average, 4- efficient, 5- always successful)

Interpretations:the chart about of the efficency of launching program of Rustomjee developers states
that it if efficient.

Interpretation: from the above pie chart it can be interpreted that approax 83% of flats sold are 2
BHK.

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 Chapter 07

FINDINGS
• Rustomjee engineers is a fruitful brand with viable brand advancement startergies.

• For Rustomjee engineers advancement through accumulating is more productive than daily
paper.

• Rustomjee designers should attempt to advance deals through more and all the more propelling

projects. •2BHK pads have more request than some other in focal Mumbai.

• Though Rustomjee engineers has major fulfilled clients, there are still some who are not fulfilled.

• Rustomjee engineers flops in bringing deals to a close because of absence of shutting strategies
and preparing representatives.

• Rustomjee designers being a main brand in land should be forewarned about its rivals like
lodha&Hiranandani.

Chapter 08

CONCLUSION

• From the above study on the Mumbai property bubble it can beconcluded that the real estate is
booming into Mumbai.
• This can prove a biggest opportunity for rustomjee to increase the market share.
• This can be done by overcoming the drawback of longer possession period,closing target sales
etc.

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 Chapter 09

SUGGESTIONS

• Rustomjee is right now driving the land market of Mumbai, hence it have to manage its position
while rivaling contenders.

• Rustomjee designers should endeavor to give ownership in brief day and age as it is
exceptionally tedious.

• Rustomjee designers ought to give preparing to the representatives of its channel accomplice,
this will expand the proficiency and it will build deals.

• Rustomjee engineers ought to promote through hoardings as opposed to daily paper

• Rustomjee engineers ought to spur the channel accomplice to utilize multi-procedures to bring
deal to a close.

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 Bibliography

WWW.GOOGLE.COM

WWW.WIKIPEDIA.COM

THANEHOMES.IN

WWW.RUSTOMJEE.COM

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