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SUBMITTED TO PROF. BIDYUT GOGOI
SUBMITTED BY ANKUR SINGH PGDM – C ROLL NO – 03
I would like to thank my project guide Mr. BIDYUT GOGOI, Lecture of Indira School business studies, Pune for his kind co-operation and guidance to help me on with this project. I would like to express my sincere gratitude to Mr. Dange, Depty director of Indira School business of studies, Pune providing constant guidance and encouragement. His constructive suggestions benefited me a lot. Also I am thankful to some of my friends and colleagues who helped me in discussions, and helped me with ideas and moral support. Thanking You ANKUR SINGH PGDM- C, ISBS, Pune
Topic Executive Summary Introduction Company History Vision and Mission of the Company Organizational Structure Financial Performance and ownership structure Market Capitalization Size in terms of no of employees and turnover Executive profiles Business Operation and Plant Location all over the world Joint Ventures and Alliances (if any) in those locations Business status (market situation/Relative market Position) PEST Analysis Industry Overview and analysis (Porter’s five forces model and competitor analysis) SWOT Analysis Market Strategies CSR Activities New Marketing Opportunities
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For execution of Research project methodology adopted is collection of data through secondary data source by searching the information on the internet and go through some magazines and collect data from it and make analysis. The main objectives of working in this project: 1: To have analysis of the company. This types of data collection method help in finding the actual position of the company and we get to know the important aspects of the industry.MARKETING RESEARCH DLF LTD 1. 2: To study the sector preferences in the industry. EXECUTIVE SUMMARY This secondary research project broadly involves the company analysis of “DLF LTD”. The main aim of this secondary research is that you get to know the particular company allotted to us and go through the company and make anlaysis of the working of the company. 4 .
5 . INTRODUCTION DLF Limited. The company has a unique business model with earnings arising from development and rentals. row houses and apartments of varying sizes. DLF has 216 msf of developed area under homes and residential plots. DLF has also forayed into infrastructure. The company has approximately 238 msf of completed development and 423 msf of planned projects. earnings. Since its inception in 2007. customer satisfaction. DLF's primary business is development of residential. duplexes. segments and geographies. mitigates any down-cycles in the market.Super Luxury. DLF is credited with introducing and pioneering the revolutionary concept of developing commercial complexes in the vicinity of residential areas. The development business at present has 391 msf of development potential with 25 msf of projects under construction. Annuity Business The annuity business consists of the rental businesses of offices and retail. DLF has successfully launched commercial complexes and is in the process of marking its presence across various locations in India. Fidelity Investments. commercial and retail properties. Development Business The development business of DLF includes Homes and Commercial Complexes The Homes business caters to 3 segments of the residential market . Luxury and Mid-Income.MARKETING RESEARCH DLF LTD 2. and innovation. Symantec and Sapient. SEZ and hotel businesses. is India's largest real estate company in terms of revenues. and has pan India presence across 30 cities. Citibank. Canon. Microsoft. WNS. Infosys. Its exposure across businesses. Bank of America. Hewitt. It has the distinction of developing commercial projects and IT parks that are at par with the best in the world. including GE. With over six decades of excellence. Cognizant. CSC. It has a 62-year track record of sustained growth. among others. The product offering involves a wide range of products including condominiums. DLF has become a preferred name with many IT & ITES majors and leading Indian and International corporate giants. Vertex. DLF is a name synonymous with global standards. market capitalisation and developable area. new generation workspaces and lifestyles. IBM.
MARKETING RESEARCH DLF LTD DLF pioneered the retail revolution in the country and brought about a paradigm shift in the industry by redefining shopping. business. DLF's mission is to build a world-class real estate development company with the highest standards of professionalism. ethics and customer service and to thereby contribute to and benefit from the growth of the Indian economy. DLF is actively creating new shopping and entertainment spaces all over the country. DLF has created a set of execution enablers – such as Laing O'Rourke for construction. DLF has acquired AMAN Resorts to expand its presence in the hotel business internationally. It has a development potential of 12 msf for its hotel business. Currently. For better implementation and execution of its projects. It also has a JV with Hilton hotels for the development and management of hotels pan-India. with 17 msf of projects under construction. leisure & recreational segments of the hospitality industry.. The company has land resource of 92 msf for office and retail development. DLF has a strong management team running independent businesses. recreation and leisure experiences with the launch of City Centre in Gurgaon in 2000. DLF plans to develop world-class hospitality properties under the luxury. The Retail Malls business is a major thrust area for DLF. 6 . though complementing each other in cases of opportunities of mixed land use.
particularly in the district of Gurgaon in the adjacent state of Haryana. which includes residential. the state assumed control of real estate development activities in Delhi. Greater Kailash. 7 . Following the passage of the Delhi Development Act in 1957.000 acres in Gurgaon and is an integrated township. We therefore commenced acquiring land at relatively low cost outside the area controlled by the Delhi Development Authority. DLF City is spread over 3. which resulted in restrictions on private real estate colony development. which has now evolved into DLF City. We developed some of the first residential colonies in Delhi such as Krishna Nagar in East Delhi. This led to our first landmark real estate development project – DLF Qutab Enclave. COMPANY HISTORY The DLF Group was founded in 1946.MARKETING RESEARCH DLF LTD 3. commercial and retail properties in a modern city infrastructure with schools. which was completed in 1949. It also boasts of the prestigious DLF Golf and Country Club with night golfing facilities. Kailash Colony and Hauz Khas. hospitals. including South Extension. hotels and shopping malls. Since then we have been responsible for the development of many of Delhi’s other well known urban colonies.
DLF MISSION To build world-class real-estate concepts across six business lines with the highest standards of professionalism. VISION / MISSION DLF VISION To contribute significantly to building the new India and become the world’s most valuable real estate company.MARKETING RESEARCH DLF LTD 4. quality and customer service 8 . ethics.
MARKETING RESEARCH DLF LTD 5. ORGANISATIONS STRUCTURE 9 .
FINANCIAL PERFORMANCE 10 .MARKETING RESEARCH DLF LTD 6.
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No.MARKETING RESEARCH DLF LTD OWNERSHIP STRUCTURE: S. 1 2 3 4 5 6 7 8 9 10 11 12 Director's Name K P Singh Rajiv Singh T C Goyal Pia Singh G S Talwar Kameshwar Swarup Ravinder Narain K N Memani Brijendra Bhushan Narendra Pal Singh M M Sabharwal D V Kapur Designation Executive Chairman Vice Chairman Managing Director Whole Time Director Non Executive Director Executive Director Independent Director Independent Director Independent Director Independent Director Independent Director Independent Director 14 .
2007 Number of Outstanding Shares 1.680 with paid-up value of Rs 2 each Exchanges on which it is Listed • Bombay Stock Exchange • National Stock Exchange Stock codes • • • • BSE: 532868 NSE: DLF Reuters: DLF. MARKET CAPITALISATION Date of Listing July 5.MARKETING RESEARCH DLF LTD 7. DLF.IN 15 .704.832.NS Bloomberg: DLFU.BO.
an increase of 800 employees since 31st OCT 2006.MARKETING RESEARCH DLF LTD 8. including 2. SZE IN TERMS OF NO.100 professionals.516 crore 16 .864 crore. TURNOVER: DLF financial results for Q1 FY09 Consolidated Revenue at Rs 3.846 crore. up by 23% from Rs 3.882 employees. OF EMPLOYEES & TURNOVER EMPLOYEES: DLF had approximately 2.121 crore Consolidated PAT at Rs 1. an increase of 23% from Rs 1.
EXECUTIVE PROFILES 17 .MARKETING RESEARCH DLF LTD 9.
MARKETING RESEARCH DLF LTD 18 .
Greater Kailash. These developments have always been all embracing with comprehensive solutions for eminent and quality living.MARKETING RESEARCH DLF LTD 10. the Group's complexes are truly a reflection of quality living and contemporary lifestyles. 19 . appropriate designs. has been a trendsetter in contemporary urban development and housing. impressive aesthetics and safety features. DLF has pioneered some of the best-known urban housing and retail destinations in Delhi including South Extension. Model Town. BUSINESS OPERATIONS: (I) HOMES Built on a foundation of strong lineage and an established reputation. DLF Home Developers. the residential business group of DLF. The product categories of the Group deliver the synergistic strengths of good architecture. Rajouri Garden. Featuring International standards geared to serve customer needs. Hauz Khas and Kailash Colony.
20 . Symantec. Cognizant. DLF is a name synonymous with global standards. 24x7 medical services etc. healthcare. WNS. Thus. Infosys. Canon. Integrated retail and recreation areas. and Sapient. Bank of America. food court.MARKETING RESEARCH DLF LTD The Group is also establishing partnerships with reputed leaders in the field of education. DLF has pioneered the 'walk-to-work' concept in the 3. GE. IT SEZs in India under the guidelines of SEZ Act are offering huge tax incentives for the cost competitive IT/ITES industry. where well-planned residential developments are integrated with modern business and commercial complexes. business centre. Citibank. DLF Commercial offers ready-to-move-in as well as built-to-suit options in Campus Style development with scalable growth and large landscaped greens. Hewitt. To name a few. Effective Disaster Management Plan. including 17 million square feet of residential properties • Offers superior products in the super-luxury category • Several world-class projects in the pipe-line • Expansion into multiple cities across country • India’s leading player in homes: • • • Three generations of relationships with customers Trusted brand Superior execution track record (II) OFFICES With over six decades of excellence. Fidelity Investments.. Microsoft. health club.000-acre DLF City. Vertex. Today. Provision for amenities like gym. and hospitality services. The Group has a distinction of developing commercial projects and technology parks that are at par with the best in the world. new generation workspaces and lifestyles. including many Fortune 500 companies. DLF's contemporary workplaces are equipped with modern facilities that synchronize functional efficiencies with aesthetic appeal and have been identified as preferred destinations by leading MNC's and Indian corporate.. DLF has become a preferred name with many IT & ITES majors and leading Indian and International corporate giants. DLF is aggressively pursuing the development of IT SEZs across India and has already attained notification for five IT SEZ out of its current portfolio of over 10 IT SEZ. CSC. Pioneered townships and group housing in India 220 million square feet developed as colonies and townships in the past. IBM.
This spans a period of well over half a century. the indispensable leader in the commercial real estate business. management and execution skills makes DLF Commercial Complexes a leader in the business. (IV) RETAIL DLF pioneered the retail revolution in the country and brought about a paradigm shift in the industry by redefining shopping. developing Indian real estate for over six decades. involving the development of as many as 21 urban townships in Delhi including well-known retail destinations of South Extension. DLF Commercial Complexes is known for introducing and pioneering the revolutionary concept of developing Commercial Complexes in the vicinity of residential areas. It boasts of having completed projects of over 35 million sq. The success of the DLF Commercial Complexes Ltd can be attributed to its implementation of successful business models. DLF Commercial Complexes Ltd. A strong Pan-India presence backed with a full range of project planning. DLF Commercial Complexes is known to have developed some of the finest commercial complexes. The strategic positioning of its projects and scale of operations make DLF Commercial Complexes Ltd. commercial and retail businesses.MARKETING RESEARCH DLF LTD (III) COMMERCIAL COMPLEXES The DLF Group is founded on the strengths of a strong lineage and history. DLF Towers . DLF Plaza – Lucknow. Greater Kailash and Hauz Khas. DLF Commercial Complexes Ltd is a part of DLF Limited. which include development of innovative business strategies. This vision and commitment subsequently led to the development of DLF City in Gurgaon. Since its inception in 2007. across its residential. strengthening its professional resources and driving market penetration that is adaptive to local market needs. DLF Commercial Complexes Ltd is headed by Mr.Hyderabad. home to some of the best known and leading Corporate and Commercial houses. DLF Galleria – Kolkata to name a few. Ajay Khanna. DLF Towers Jasola. Managing Director. which combine the best in design. aesthetics and comfort offering the finest business solutions to their customers. recreation and leisure experiences with the 21 . ft. has successfully developed commercial spaces and is in the process of marking its presence across various locations in India. Some of the successful projects of DLF Commercial Complexes are DLF Towers – Okhla. DLF Commercial Complexes is a part of DLF group and is responsible for the development and construction of commercial complexes pan India. Today.
including captive power generation facilities. Its vision is "to be India's premium hospitality real estate development company" by leveraging its real estate capabilities to build and own India's largest chain of hospitality assets. We see the development of sector specific as well as multi-product SEZs as a major growth area for our Company. acquire. The multi-crore investment in the business structure would include diverse property tie-ups. Each multi-product SEZ will be developed as an integrated township and will include residential accommodations. as well as schools. From its head quarters in Gurgaon. advanced technology and an 22 . DLF Hotels deploys a team of high caliber and talented professionals. Changing lifestyles. These include the introduction in 2005 of a Special Economic Zone regime under which specified land is deemed to be “foreign territory” for the purposes of Indian customs controls. The objective is to develop. finance and actively manage world-class hospitality properties. transition in consumer preferences from conventional modes to a wholesome entertainment experience. and provide attractive fiscal incentives for both developers and tenants. SEZs are a new business concept in India. hospitals. hotels and other support infrastructure. duties and tariffs. leisure & recreational segments of the hospitality industry. These factors have contributed to establishing India as the fifth-largest retail destination in the world.MARKETING RESEARCH DLF LTD launch of City Centre in Gurgaon in 2000. DLF Retail's foray into the exciting arena of mall development synchronized well with the Group's activities in the entertainment infrastructure development business – cine multiplexes that go by the brand name. These are being developed under the luxury. commercial and retail facilities. which are increasingly authorizing the development of SEZs in various locations across the country. business. SEZs are a key element of the infrastructure development plans of the central and state governments in India. an accent on quality entertainment. (VI) HOTELS DLF Hotels is a premium hotel and resort development company focused on developing the hospitality market segment in India. Equipped with its expertise in real estate development.000 rooms in more than 40 cities and tourist destinations across India. DT Cinemas. committed to developing and delivering premium properties. (V) SEZs The GoI has taken a number of measures to encourage foreign investment in and exports from the country. The company is in the process of building over 25. and enhanced income levels and propensity to spend have further triggered the growth in the retail market in the country. These would be with the finest and comprehensive global operators to suit "individual property" theme with some of the leading brand's of hotels in the world.
the parent company of DLF Hotels. DLF Limited. Infrastructure would propel the overall growth of the nation. (VII) INFRASTRUCTURE With the growing economic developments in the country. GURGAON. is the largest and most esteemed organization in the real estate business with over six decades of experience in the market. DLF Limited has a variety of projects that not just re-define the hospitality landscape.MARKETING RESEARCH DLF LTD enormous land bank. the strengthening of professional resources and driving market penetration. the company focuses on delivering innovative property designs with precise execution skills. DLF Limited was the only real estate firm amongst the 60 business names "Superbrands of India" under the real estate category. but the very concept of luxury as well. (VIII) LEISURE DLF Golf and Country Club DLF CITY PHASE V. These include the development of innovative business strategies. ON THE SOUTHERN BORDER OF NEW DELHI One of the landmark creations of DLF. The Arnold Palmer Signature Golf Course is India's first Golf Course to offer night golf facility. Going forward this business group would seek to tap opportunities for growth across the infrastructure sector through relevant strategic partnership with reputed global players in designated areas of operations. The emphasis now is on strengthening its lateral and vertical business drivers. There is a significant size of investments earmarked by the government and there are tremendous opportunities in the sector for private players to contribute in the nation's growth. The key focus areas of vertical are construction of expressways. In September 2006. highways. airports and other key infrastructure projects. it been ranked* as the best in the country and amongst the leading golf courses in Asia. Already two PPP Multilevel Parking projects for: Sarojini Nagar and Baba Kharag Singh Marg projects are underway. DLF has also earmarked the sector and foresees the infrastructure vertical to create new source of revenues and growth to the group. Significant growth opportunities in the infrastructure sector are expected through the route of Public-Private Partnerships (PPP). the major emphasis is on the infrastructure development across the country. the undulating greens light up in 23 .
Golfers are bred here by top-notch pros offering world class teaching technique and equipment. DLF Masters.MARKETING RESEARCH DLF LTD the night to offer a tee off under the stars! In the day. artistic and traditional yoga. aerobic classes. and of course world class fairways. DLF Women Indian Open and the Johnnie Walker Classic. It has played host to some of the most prestigious national and international tournaments like Hero Honda Indian Open. par-72 championship course. meandering streams. horse riding. variety of flora and fauna. Landscaped by internationally acclaimed architect Belt Collins. The Club House. PLANT LOCATIONS: 24 . The Sports Complex comprises a 25 meter lagoon sized swimming pool. masseurs. a bar and restaurant. designed in true colonial style. gymnasium. night-lit tennis courts. squash courts. The Course is complimented by the finest golf teaching academy offering the most comprehensive golf lessons in the country. snooker and pool tables. a delightful sun-deck with fabulous views of the landscape. a well-stocked pro shop. the dramatic Aravali range offers a magnificent backdrop to the 7204 yard. this beautiful parkland is home to five sparkling lakes. BILT Skins. steam and sauna. offers a lounge and locker rooms. basketball hoop. kick-boxing and taekwondo. 18-hole.
MARKETING RESEARCH DLF LTD 11. JOINT VENTURES & ALLIANCES 25 .
PEST ANALYSIS 26 . 2. WSP Group Plc is also partnering DLF. London's Millennium Tower.UK based construction company credited with construction of Dubai International Airport. etc. ports and other megastructures of India's new economy. Laing O'Rourke. Feedback ventures. is providing consultancy for faster project execution to DLF. 4. will construct all DLF's landmark projects.MARKETING RESEARCH DLF LTD 1. 3. providing Management and consultancy to the built and natural environment. 13. Together DLF-Laing O' Rourke shall build the expressways. 5. DLF has also tied up with Hilton Hotels to jointly develop hotels in India. Nakheel of Dubai are partnering with DLF for developing townships in India.
INDUSTRY OVERVIEW The Indian real estate sector plays a significant role in the country's economy. The real estate sector is second only to agriculture in terms of employment generation and 27 .MARKETING RESEARCH DLF LTD Political Factors SEZ Act to Boost Infrastructural Development Cement Prices Reduced for State Infrastructure Projects FDI Liberalization to Augment Industry Growth REITs to Positively Affect Real Estate Business Economic Factors Growth in Construction Activity Stimulating GDP Growth Rate Hikes Unlikely To Slow Down Growth Social Factors Shifting Consumption Pattern to Fuel Industry Growth Rising Urbanization to Boost Industrial Growth Technological Factors Low Technology Adoption to Hinder Growth Construction as per Indian Requirements Ready-Mix–Concrete Being Experimented With 14.
according to a CRISIL paper. developers. In the next five years. Thus.4 million dwelling units. According to the Federation of Indian Chambers of Commerce and Industry (FICCI). Russia. Delhi and Bangalore top the pack in the hotel ‘buy' prospects as well. Are We Prepared'. hotels and hospitals. REITs alone would hold a market size of US$ 70 billion of the total real estate market as its concept is gaining ground in countries like India and other developing nations. brokers and consultants. According to Jones Lang LaSalle. which provides an outlook on Asia-Pacific real estate investment and development trends. according to the latest data given by the Department of Policy and Promotion (DIPP). The real estate sector is also likely to get a boost from Real Estate Mutual Funds (REMFs) and Real Estate Investment Trusts (REITs). says that by 2010. Foreign direct investment (FDI) into India in the real estate sector for the fiscal year 2008-09 has been US$ 2. the size of which would reach US$ 1. It has also been suggested that India's property sector could begin to improve from late 2009 and may attract up to US$ 12. According to the Tenth Five Year Plan. 80 to 90 million housing dwelling units will have to be constructed with a majority of them catering to middle. are good destinations. over the next 10 to 15 years. the Indian real estate sector is likely to experience consolidation wherein bigger players may opt for outright buy of smaller firms or forge joint ventures or business alliances with them. A McKinsey report reveals that the average profit from construction in India is 18 per cent. 28 . particularly Mumbai and Delhi. which is double the profitability for a construction project undertaken in the US. The paper titled. In fact. according to a study by PricewaterhouseCoopers (PwC) and Urban Land Institute. shopping malls. ‘Indian REITs. there is a shortage of 22. The report.and lower-income groups. faster economic growth in Brazil. property company representatives. lenders.400 billion in the next three years. India also scores on the construction front. this contribution to the GDP is expected to rise to 6 per cent. including investors.8 billion approximately. India and China (BRIC) could result in the property markets of those nations recovering at a faster rate than the UK and US real estate markets. Apart from the huge demand. the rest comprises of offices.11 billion in real estate investment over a five-year period. Moreover. India leads the pack of top real estate investment markets in Asia for 2010. a global non-profit education and research institute. Almost five per cent of the country's GDP is contributed to by the housing sector. Residential properties are viewed as more promising than other sectors and Mumbai. points out that India. The study is based on the opinions of over 270 international real estate professionals.MARKETING RESEARCH DLF LTD contributes heavily towards the gross domestic product (GDP). Almost 80 per cent of real estate developed in India is residential space. the REITs would have the potential to hold at least 5 per cent share of the total global real estate market by 2010.
47 million IT Special Economic Zone (SEZ) in Chennai. buoyed by positive market sentiment and demand revival in housing. RBI has decided to extend exceptional concessional treatment to the commercial real estate exposure which are restructured. Full repatriation of original investment after three years. Government Initiatives The government has introduced many progressive reform measures to unlock the potential of the sector and also meet increasing demand levels. Urban Land (Ceiling and Regulation) Act. Lodha Developers. coupled with the Reserve Bank of India's (RBI) move allowing banks to provide special treatment to the real estate sector. Tata Realty and Infrastructure Limited (TRIL) will develop a US$ 758. Sahara Prime City and Ambience Ltd—are looking to mop-up over US$ 2. up to June 30.5 million towards setting up five-star business hotels and luxury residential properties over the next three years. Such projects would have to be completed before March 1. Unitech will invest US$ 853. Andhra Pradesh. Minimum capital investment for wholly-owned subsidiaries and joint ventures stands at US$ 10 million and US$ 5 million. is likely to impact the Indian real estate sector in a positive way.95 million making it. 51 per cent FDI allowed in single-brand retail outlets and 100 per cent in cashand-carry through the automatic route. one of the largest real estate transactions in India.93 million. theme and knowledge city over 250 acres at Kharghar in Navi Mumbai. An investment of US$ 627.MARKETING RESEARCH DLF LTD Moreover. In case of integrated townships. 2012. The stimulus package announced by the government. 1976 (ULCRA) repealed by increasingly larger number of states. • • • • • • 100 per cent FDI allowed in realty projects through the automatic route. four real estate companies—Emaar MGF Land.3 million will be made by industries in the Aeropsace and Precision Engineering Special Economic Zone at Adibatla.500 sq ft) have been granted a tax holiday on profits from projects initiated in the financial year 2007-08. The 2009-10 budget has also given sops to the realty sector.35 billion through public offerings. respectively. 2009. Real estate developer The 3C Company will develop an affordable housing project over 41 acres of land in Noida at an investment of US$ 519. 29 . in absolute terms. A consortium consisting of the Essel Group and Delhi-based Bhushan Steel and Power will develop an amusement.000-1. New Projects • • • • • • Zuri Group Global is planning to invest about US$ 247. Developers of affordable housing projects (units of 1.42 million in construction of up to 30 million sq ft of residential and commercial spaces to be launched by next year. the minimum area to be developed has been brought down to 25 acres from 100 acres. The total value of the transaction is US$ 454.
Employment and training opportunities in the field of construction 30 .2 Supplier Power Moderate/ High Bargaining Power of Suppliers 4. in turn.4 Threat of New Entrants Low barriers to entry 4.MARKETING RESEARCH DLF LTD At the same time.382. can accelerate real estate activities both in the residential as well as commercial spaces. Road Ahead According to the Confederation of Real Estate Developers' Associations of India (CREDAI). The revival is expected to be driven by infrastructure growth.5 Threat of Substitute Products low 15. SWOT ANALYSIS STRENGTH: 1. provided the cost of the home is not more than US$ 41. the affordable housing segment is set to play an important role in India's real estate sector in 2010 on the back of an uptick in demand. Moreover. which. the finance minister allocated US$ 207 million to grant a 1 per cent interest subsidy on home loans up to US$ 20.3 Intensity of Competition High 4. Michael Porter’s Five Force Analysis 4.1 Buyer Power Low/ Moderate Bargaining Power of Buyers 4. This subsidy is expected to give a further boost to the housing sector.691. 2010 is expected to be a positive year for the real estate sector.
6. 5. 6. Good structured national network facilitates the boom of construction industry. Construction of the multi building projects on the feasible locations in the country. Training itself has become a challenge. WEAKNESS: 1. Sufficient availability of raw material and natural resources in the country is supportive for the industry. Improve in long term career prospects in highly required to encourage staff retention and new entrants. 2. 7. 7. 5. Real estate development is on high and it is attracting the focus of the industry towards industry. 31 . External allocation of large contracts become difficult. Low cost well educated and skilled labor force is now widely available across the country. 4. 3. Continuous private sector housing boom will create more construction opportunities. Distance between construction projects reduce business efficiency. 4. lack of clearly define processes and procedures for construction and its management. Chances of natural disadvantage are there. 3.MARKETING RESEARCH DLF LTD 2. Changing skills requirements and an ageing workforce may accentuate the skills gap. Private sector housing boom and commercial building demands. OPPORTUNITY: 1.
be it a civil engineering project. 6. 6. 7. 3. construction of an intelligent building or 32 . Political and security condition in the region ad late legislative enforcement measures are always threats to any industry in India. forcing contractors to upgrade the quality and sophistication of their service. Financial supports like loan and insurance and growth in income of people is in support of construction industry. More flexible training delivery technique are now available. Current economic situation may have an adverse impact on construction industry. MARKETING STRATEGIES Product strategies The current trend in the construction industry is moving away from quantity to quality. 3.MARKETING RESEARCH DLF LTD 2. Renewable energy projects will offer opportunities to develop skills and capacity in new markets. Historical cultural heritage like the Taj Mahal encourage and provide a creative platform for the industry. 5. Infrastructural safety is challenging task in construction industry. 4. 5. Natural abnormal casualties such as earth quake and floods are uncertain and can prevent the construction boom. THREAT: 1. Long term market instability and uncertainty may damage the opportunities ad prevent the expansion of training and development facilities. 4. Developing supply chain through involvement in large projects is likely to enhance the chances in construction. 2. Lack of political willingness and support on promoting new strategies. Public sector projects through public private partnership will bring further opportunities. 16.
The IVRCL infra ltd location are located in the majoor cities eg Bangalore . Karnataka. Are advetising the comopany’s profile printed in the form 33 . Istanbul. Price Strategies Place Strategies: Location of the firm is not always an important factor as clients do not frequently visit them.MARKETING RESEARCH DLF LTD normal coventional construction. Mangalore. place and price. Tamil Nadu.Hence. If the firm’s target segment is in the central business district. Vemagiri. Turkey etc they are located nearer to their clients and project.The most commonly used promotional tools in the GMR Infra Ltd.marketing-oriented contractors will be concerned with the job of developing construction services to satisfy te ever-changing and intense competitive environment in the constructio industry. Promotion Strategies: Promotion is an method of infoming . persuading or reminding clints about the marketing mx of product. Thus they will be able to save on the costs and time spent on travelling. a head office is best located in that area that is Hyderabad like in IVRCL Infra Ltd. Channels are designed by IVRCL to deliver their services more effectively to clients. Delhi & Hyderabad. Andhra Pradesh. Chennai.
maintaining personal and past business contacts entertainment and personal visits to potential clints. it has not lost sight of its responsibilities as a change agent for accelerating the pace of social and economic transformation across various segments to complement the efforts of the government.MARKETING RESEARCH DLF LTD of brochures. 17. CSR ACTIVITIES While DLF continues to create world-class infrastructure throughout India. 34 .
At around the same time. beds and linen and separate areas have been 35 . This is an ongoing project likely to benefit 1100 students over a period of one year. At DLF it was their constant endeavor to improve the living conditions of their construction workers by providing them all the basic necessities at the site itself by efficient and effective space management. DLF partnered with Pratham in May 2007 and set up DLF Learning Excellence Centres in 25 villages by involving the government schools. the school today has on roll 220 students. DLF Labour Hutment While all the big developers focus only on providing world-class facilities to their buyers DLF carried its social responsibility initiatives to the construction work sites in Gurgaon once it started construction of the DLF Township. At DLF it was felt that even though there had been tremendous improvement in construction technology and quality it was distressing to note that the people who actually make all the glitzy buildings were a neglected lot and often required to do so in inhuman conditions. The entire labour hutment area was paved to ensure easy access even during the monsoons and the work of sanitation and housekeeping was outsourced to a third party namely M/s Lion Services. It was decided that before commencement of the construction a suitable location be identified on site for construction of hutments to house the workforce for the entire duration of the project. Starting from merely 10 students. these were overcome through a sustained education and awareness campaign conducted across the entire village community and by taking the village Panchayats into confidence. fans. DLF decided to undertake internal development work in the villages of Nathupur. The main hurdles faced during the project were lack of adequate means of public transport and resistance from the local community to involve the women. The sight of construction workers and their children living in jhuggies without even the basic facilities at most of the construction sites is not uncommon. Instead of constructing makeshift or temporary accommodation DLF sanctioned hefty budgets to build a mix of cemented hutments and dormitories for the workers. DLF initiated its first education initiative by setting up the Swapana Sarthak informal school for children of the construction workers. All the residential accommodation at the DLF labour hutment site is provided with electricity. This school manned by trained volunteers conducts classes for children who are ill equipped to join regular school or those who cannot afford to do so. DLF Learning Excellence Centres Taking the education initiative ahead. Initially getting the children out of their homes and instilling a sense of personal hygiene and cleanliness was a challenge and the volunteers had to really work on them to ensure the present state. mid day meals and learning material. water.MARKETING RESEARCH DLF LTD SWAPNA SARTHAK INFORMAL SCHOOL In fact DLF's first social responsibility interventions date back to the time that DLF was setting up the DLF township in Gurgaon when instead of turning a blind eye to the local problems. DLF seized the initiative in this respect and became a pioneer in providing all necessary facilities to its construction workers on site when it tied up with Laing O Rourke for construction projects. community teachers and introducing innovative teaching learning material. However. All children enrolled are provided with free uniforms. additional rooms in the schools and internal village electrification. Chakarpur and Wazirabad by contributing through construction of internal village roads.
It is proposed to set up six such centres in the present financial year. India Vision Foundation and the Rashtriya Blind School and others to enable them to exhibit their products for awareness and to create awareness for the cause they espouse. A subsidized canteen manned by a third party has also been made available on site to ensure hygienic and good quality food on site.MARKETING RESEARCH DLF LTD provided for toilets and washing. Rural Primary Health Centres In March 2007. The first Primary Health Centre was set up at Village Shikohpur in August 2007 in association with an NGO Deepalaya. Environment Programs Haryana Urban Development Authority (HUDA) has consistently over the last seven years awarded DLF with "Excellence in Horticulture Preservation". As part of this initiative in the retail malls set up in Gurgaon. Phase-II. In order to improve the skills of the workers as well as train potential workers on site a non-profit residential "Apprentice Training Centre" for imparting skills in carpentry and masonry was started. In order to take care of the children of the workers mobile crèches have been made available on site through a strategic tie up with an NGO named Mobile Creches. This will not only help in over all development of the Mandir primises but also help the community at large wherein devotees can come and seek spiritual solace. Customer Relations and Salels and IT enabled services. DLF awarded free space to a few NGO's like Khushboo Welfare Society. Development of Arya Samaj Mandir DLF Commercial Developers Ltd. wherein DLF was the pioneer in providing international standard shopping experience. Helping the Rural Craftmen While at one level DLF focused at initiatives for infrastructure augmentation. education and health at the same time it was felt that as a infrastructure creator DLF must also provide a forum for rural craftsmen to display their wares by bringing them closer to the urban consumers thereby increase their avenues of income. has contributed Rs. These training centres have been equipped with all necessary training infrastructures from computer labs to headphones and LCD projectors. 36 . It was decided to set up Rural Primary Health Centres in villages to provide free medical consultancy. DLF decided to focus on another hitherto neglected but vital area – rural healthcare. Medical help is available on site along with a 24-hour ambulance to take care of emergencies. health checkups and subsidized medicines to the villagers.20 lacs towards the development of Arya Samaj Mandir in DLF City. A total of 47 awards have been received under various categories. Vocational Training Centres As part of its strategy to train and empower people with permanent skills thereby enabling them to earn their livelihood for times to come DLF has set up job linked vocational training centres in Hospitality.
NEW MARKETING OPPORTUNIES: Health cities: Large scale integrated development. Securing participation of girl child in the education programs on account of lack of awareness and indifference to education of the girl child Employees volunteering programme Before undertaking any CSR initiative in a region. Securing participation of the entire community on account of Inter caste politics operating in the villages e. Challenges faced while initiating CSR initiatives a. the concerned employees in that region are contacted to understand the need of the area and CSR programmes are developed keeping in mind the identified need. 37 . Employees are further involved in monitoring of programmes to ensure effective delivery. Designing. This year (July-August. DLF is in the process of switching its street lighting system to 36 watts CFL with electronic choke thereby saving 15-20 watts per street light. Co-generation is also a part of this installation as we are utilizing the waste heat for air-conditioning and are in effect saving about 25 per cent of power. d. Securing active partnerships with the Panchayats in the Rural CSR initiatives account of strong internal politics and affiliations.MARKETING RESEARCH DLF LTD DLF has installed one of its kind gas-based power generation system at the Infinity Tower. developing and executing standard uniform facilities and guidelines at all construction sites b. c. Blood Donation camps are also being organised for blood donation by the employees in association with Lions Blood Bank. 18. In the present financial year DLF is initiating a donation programme wherein the employees will contribute and donate old clothes and other household articles for the construction workers and their families employed at DLF construction sites. 2007) DLF initiated an plantation drive in 21 villages of Haryana by involving the Government school children and the local Panchayats with support from the Forest Department . Identification of credible NGOs to run the various CSR programs.
MARKETING RESEARCH DLF LTD Hospitals: combining the services of a hotel and hospital. Slum-Rehabiliation Mass Housing 38 .