SUMMER INTERNSHIP REPORT

ON

“PROMOTIONAL ACTIVITIES AT DIAL AASTHI”

Submitted in partial fulfilment of the requirements

For the award of the degree of

Master in Business Administration

SUBMITTED BY:

K.VASAVI

BIPD/MBA/040

UNDER THE GUIDANCE OF

Mrs.R.SATHYA RANI

Management Faculty

BIPD BUSINESS SCHOOL

Hyderabad

MBA 2008-2010

1
PROMOTIONAL ACTIVITIES AT REAL ESTATE HELP LINE
SERVICE
A CASE STUDY OF
DIAL AASTHI, BEGUMPET,
HYDERABAD

SUMMER INTERNSHIP PROJECT REPORT

SUBMITTED FOR THE AWARD OF

MASTER OF BUSINESS ADMINISTRATION

From
BIPD BUSINESS SCHOOL

HARVEY UNIVERSITY
U.K.

Project Report Submitted By

Miss. K.VASAVI
ENROLL.NO: BIPD/MBA/040

Under the guidance of

MRS. R.SATHYARANI
Faculty of Business Management
BIPD Business School, HYDERABAD.

2
 CERTIFICATE

This is to certify that the Summer Internship Project Report

entitled PROMOTIONAL ACTIVITIES AT REAL ESTATE HELP
LINE SERVICE - A CASE STUDY OF DIAL AASTHI, BEGUMPET,
HYDERABAD is the original work done by me under the valuable
guidance and supervision of Mrs. R.SATHYARANI, Management
Faculty at BIPD Business School, Hyderabad affiliated to HARVEY
University.

I also declare that this is the original work carried out by

Miss.K.VASAVI under my guidance and supervision and this Project
Report has not been submitted earlier either to HARVEY
UNIVERSITY or to any other institution for the award any degree or
diploma.

Mrs. R.SATHYARANI
BUSINESS MANAGEMENT FACULTY,
BIPD BUSINESS SCHOOL, AMEERPET
HYDERABAD- 500 061

Station:

Date:

3
 ACKNOWLEDGEMENTS

I would like to take this opportunity to express my sincere thanks to my

guide Mrs.R.SATHYARANI, a senior faculty of BIPD BUSINES SCHOOL,

HYDERABAD for continuously guiding me and extending his/her full co-

operation in completion of this Project Work.

I am grateful to the Management of DIAL AASTHI for permitting me to

do this project. I also acknowledge my special thanks to all the staff

members of DIAL AASTHI at Begumpet in Hyderabad for their assistance

and kind co-operation in presenting this Project Work.

Miss.K.VASAVI
ENROLL.NO: BIPD/MBA/040

Date :

Place :

4
 DECLARATION

I hereby declare that the Summer Internship Project Report

entitled PROMOTIONAL ACTIVITIES AT REAL ESTATE HELP LINE

SERVICE - A CASE STUDY OF DIAL AASTHI, BEGUMPET, HYDERABAD

is the original work done by me under the valuable guidance and

supervision of Mrs. R.SATHYARANI, faculty at BIPD BUSINESS

SCHOOL, HYDERABAD affiliated to HARVEY- UNIVERSITY, U.K.

Miss. K.VASAVI
ENROLL.NO: BIPD/MBA/040

Date :
Counter Signature

Mrs.R.SATHYARANI
BUSINESS MANAGEMNT FACULTY
BIPD BUSINESS SCHOOL
AMEERPET, HYDERABAD- 500 061

5
BIPD Business School, HYDERABAD
Summer Internship Project

Name of the Student : KODEY. VASAVI

Student Identification No. : BIPD/MBA/040

Name of the Company : DIAL AASTHI

Company address : Airlines Colony, Begumpet, Hyderabad

Project Specialization : MARKETING

Project Title : PROMOTIOANL ACTIVITIES AT DIAL

AASTHI
Date of Joining : 3-6-2009

Date of Completion : 24-6-2009

Total Duration : days

Name of the Faculty Guide : Mrs. R. SATHYARANI

Designation :

Signature of the Signature of the HOD Signature of

the
Faculty Guide Department of
Evaluator
Business Management

Project Project Not Total Remarks

Approved Approved Marks
Obtained

6
 INDEX

CHAPTER 1

 Introduction

 Definition

 Meaning

 Need & Importance

 Importance of Promotion

 Types of Promotional Strategies

 Merits & demerits

 Methods of Advertising

 Advertising strategies

 Stages of advertising strategy

 About the industry

CHAPTER 2

 Company profile

CHAPTER 3

 Promotional strategies in Dial Aasthi

CHAPTER 4

 Data analysis &Interpretation

CHAPTER 5

 Findings & Conclusion

 Suggestions & Recommendations’

7
 PROMOTIONAL ACTIVITIES
AT DIAL AASTHI
A CASE STUDY ON BEGUMPET, HYDERABAD
SYNOPSIS

Rationale for the study

Promotional Activities are very important to each and every business

in the world.

Generally promotion is a communicating with the public in an attempt to

influence them toward buying or purchasing of our products or services.

Promotion of a company’s products and services carried out primarily

to drive sales of the products and services but also to build a brand identity

and communicate changes or new product services to the customers.

Promotion has become an essential element of the corporate world and

hence the companies allot a considerable amount of revenues as their

promotional budget. There are several reasons for advertising some of

which are as follows:

The market today is highly competitive and to sustain in such a

condition, we often look for the best strategy that will suit for the business.

One of the most advanced solutions to this condition is to adopt promotional

items for the creation of brand image and recognition for our business. The

8
promotional items play a vital role in earning loyalty to our brand. Keeping

the efficacy of such items in mind, various manufacturers in the UK have

decided to make promotional items in tune with the target audiences and

nature of existing business.

NEED AND IMPORTANCE OF THE STUDY IN

THE PRESENT SCENARIO
In this competitive and imperfect market scenario it is important to

study the role of promotional strategies in the growth of the company by

facing the players in the market. It is proved and agreed by the whole world

that the promotion is much needed technique to face the competitors and

stand ahead than the competitors. It is also important to survive in the

market.

Promotional products can bridge the gap between the business and its

customers by conveying messages, depicted on the surface of items in the

form of the company name, logo, message, slogan, and website URL. The

dissemination of such a message will easily gain audience attention with

ease. The promotional items are available in a large variety, enabling the

companies to pick the most appropriate gift for their various promotional

activities. However, you can also use online stores to shop for cost-effective

items, which are available in various colours, shapes, values, and

promotional features.

LOCATION

This Dial Aasthi is located at Begumpet, Hyderabad

9
MANAGEMENT

The office is directed by the C.E.O. and one sr manager for sales 15
employees in the office because it is newly started so it is not so big in
nature but they are working their best for the development of the
organization.

OBJECTIVES OF THE STUDY

Primary objective

To study the method of promotion (both theory and practical) and to

know the feasibility of promotional programs

Other objectives

 To know how to implement promotional strategies.

 To know how to identify a right promotional technique.

 How to present and promotion properly.

 To know money and time for Promotion

 How to attract a customer according to situations.

 How to plan different promotional activities for different target

customers.

 How to face competitors in the market.

10
RESEARCH METHODOLOGY
The data can be collected in the form of primary and secondary
sources.

PRIMARY DATA

 used telephonic interview with the customers of Dial Aasthi

 also having personal interview with them
 And used observation method also with employees in the organization
and also with customers

SECONDARY DATA

 Newspaper articles
 Internet
 Brouchers
 Business manuals
 Real- estate articles

EXPECTED CONTRIBUTION FROM THE STUDY

The study is expected to contribute

 To build the best presentation on promotional activities at the

organization

 To bring out the new promotional activities for the development of the
organization.

 To suggest how the promotional activities are use full in the

development of the organization.

11
 CHAPTER 1

INTRODUCTION

DEFINITION OF PROMOTION

Generally promotion is a communicating with the public in an attempt

to influence them towards buying or purchasing of our products or services.

MEANING OF PROMOTION

Promotion of a company’s products and services carried out

primarily to drive sales of the products and services but also to build a

brand identity and communicate changes or new product services to the

customers. Promotion has become an essential element of the corporate

world and hence the companies allot a considerable amount of revenues as

their promotional budget. There are several reasons for advertising some of

which are as follows:

 Increasing the sales of the product/service

 Creating and maintaining a brand identity or brand image.

 Communicating a change in the existing product line.

 Introduction of a new product or service.

 Increasing the business-value of the brand or the company

12
DIFFERENCE BETWEEN PROMOTION AND

ADVERTISING

Promotion is the border all in inclusive term advertising is the just one

specific action. Promotion as a general term included all the ways available

to make a product or services know to purchase by customer and clients.

The word promotion is also used specifically to refer the business product or

services. Practical activity that is intended promotes.

Promotion is a form of communication a business or organization uses

to inform, persuade, or remind people about its products and improve its

public images.

NEED AND IMPORTANCE OF STUDY IN PRESENT

SCENARIO

In this competitive and imperfect market scenario it is important to study

the role of promotional strategies in the growth of the company by facing the

players in the market. It is proved and agreed by the whole world that the

promotion is much needed technique to face the competitors and stand ahead

than the competitors. It is also important to survive in the market

OBJECTIVES OF STUDY
13
MAIN OBJECTIVE

To study the method of promotion (both theory and practical) and to

know the feasibility of promotional programs.

OTHER OBJECTIVES

 To know how to implement promotional strategies.

 To know how to identify a right promotional technique.

 How to present and promotion properly.

 To know money and time for Promotion.

 How to attract a customer according to situations.

 How to plan different promotional activities for different target

customers.

 How to face competitors in the market.

 How to convince customers.

 How to generate leads and achieve targets.

 How to work in a TEAM.

 How to develop the company brand image.

 How to apply theory in practice.

REASONS TO CHOOSE THIS INDUSTRY

14
 In the present scenario Real estate industry is having a wide scope of

growth.

 Scope of marketing is increasing in real estate industry.

 Real estate companies are using different marketing tools and techniques

to survive in the market.

 Indian real estate market is still in developing stage when compared with

other developed countries which is indirectly generating great

opportunities in this sector.

 In this industry every one can learn things while doing it self.

Generally in this industry people come across different kind of customers

and learn how to handle different people in different situations.

 Practical exposure is huge in this industry.

 The careers in this industry are huge in numbers.

REASONS TO CHOOSE DIAL AASTHI

As discussed earlier about the real estate industry and its growth need

to remember that were there are situations for growth it leads to generation

of new ideas and techniques.

Due to the growth in real estate it invited and acted as a plot form for

new ideas. Among such new ideas in real estate market one of the best idea

generated was DIAL AASTHI.

Reasons behind choosing this company for summer internship programme.

 The concept DIAL AASTHI 4499-4499 helpline for real estate is a

unique and new concept.

15
  DIAL AASTHI 4499-4499 is first ever real estate helpline in India.

 The concept has all the chances to become a great tool in future.

 The company is now in growth stage which gives a scope to study and

learn the challenges carried out in the company.

 Here there is a chance to learn how to establish and develop a new

company.

 The carrier opportunities are very good in this company in future.

REASONS BEHIND CHOOSING THIS TOPIC

Here are some of the important reasons which made to choose the

PROMOTIONAL ACTIVITIES AT DIAL AASTHI as my topic of study.

 The concept DIAL AASTHI 4499-4499 first ever real estate helpline is

new concept.

 For success of any new idea it needs a good advertising and

promotional strategies.

 The company is in implementation stage of its strategies.

 As a member of marketing team get a real time exposure to these

implementation techniques.

 The company is in the same stage and following a good advertising

and promotional strategies.

As it is an interesting topic and important so I choose this one as my SIP

project topic.

IMPORTANCE OF PROMOTION

16
 The modern age is an age of competition. The acute competition in

the market has made it absolutely necessary for the manufacturer to reach

the customers and to find out the new buyers. The demand creation has

become an important function now a day.

With the markets glutted with endlessly brands of products, the consumer is

influenced largely by advertising in his decision making process. Hence to

Survive in the ruthlessly competitive market; promotion has become a

major tool through which companies make direct persuasive communication

to the target buyers.

The art of advertising is prevailing in all walks of human life. It has

acquired the distinction of being the most visible and glamorous method of

communication. Effects to improve business are ineffective without some

form of sales promotion through the medium of promotional activities.

Promotion moves merchandise and creates the demand for services. It is

the quickest, and the most effective tool yet developed as an aid to selling.

Needs escalate and consumer perception of products and services also

change buyer’s attitudes towards products may be determined not merely

by products as manufactured in factories, but also by persuasive and

meaningful communication directed at a specific target audience in the form

of different promotional activities.

The market today is highly competitive and to sustain in such a

condition, we often look for the best strategy that will suit for the existing

business. One of the most advanced solutions to this condition is to adopt

17
promotional items for the creation of brand image and recognition of

business. The promotional items play a vital role in earning loyalty to the

brand. Keeping the efficiency of such items in mind, various manufacturers

in the UK have decided to make promotional items in tune with the target

audiences and nature of existing businesses.

No doubt, promotional products can bridge the gap between the

business and its customers by conveying messages, depicted on the surface

of items in the form of the company name, logo, message, slogan, and

website URL. The dissemination of such a message will easily gain audience

attention with ease. The promotional items are available in a large variety,

enabling the companies to pick the most appropriate gift for their various

promotional activities. However, you can also use online stores to shop for

cost-effective items, which are available in various colours, shapes, values,

and promotional features.

DIFFERENT TYPES OF PROMOTIONAL ACTIVITIES

Generally having different types of promotional activities but mainly 4

types they are as follows

1. ADVERTISING

2. PUBLICITY

3. SALES PROMOTION

4. PERSONAL SELLING

ADVERTISING

18
 Any paid form of non personal presentation and promotion of ideas,

goods, or services by an identified sponsor.

ADVANTAGES OF ADVERTISING

1. A large number of people usually see the advertiser’s

Message

2. Costs per potential customer are usually lower than other forms

of promotion

3. Choose the most appropriate media to reach target market.

4. Control the content of an advertisement

5. Advertisements are subject to repeat viewing

6. Advertisements can “presale” products

DISADVANTAGES OF ADVERTISING

1. Cannot focus well on individual needs

2. Some forms of advertising can be too expensive for many

Businesses.

3. Sometimes advertising is wasteful and inefficient - message

may be spent on non-potential customers

4. Advertising must be brief

PUBLICITY
19
 Placing newsworthy information about a company, product, or person

in the media. Can be used to promote particular events and promote

particular products. The main purpose of publicity is to build an image.

Image - the way a business or organization is defined in people’s minds.

ADVANTAGES OF PUBLICITY

– Publicity is free; advertising is not

– It can be used to create a positive image within the community

– Viewed as being more credible or believable than advertising

– Viewed as news, people more attention to publicity

DISADVANTAGES OF PUBLICITY

– Give up much of your control of your message

– Not all publicity is positive

SALES PROMOTION

 All marketing activities, other than personal selling, advertising, and

publicity, that are used to stimulate consumer purchasing and sales

effectiveness.

• Objectives of Sales Promotion

– Increase sales

– Inform customers about new products

– Create a positive store or corporate image

• Characteristics

20
 – Short term activities

– Offers some type of incentive

– It can be successfully used in all channels of distribution.

• Sales promotion can be either consumer or trade oriented

• Trade Promotions - sales promotion activities designed to gain

manufacturers’, wholesalers’, and retailers’ support for a product.

More money is spent on promoting to businesses than to consumers.

1. Slotting allowances - a cash premium paid by the

manufacture to a retail chain for the costs involved in placing a

new product on its shelves.

2. Buying allowances - special price discount given by

manufacturers to wholesalers and retailers to encourage them

to either buy a product or buy a larger quantity.

3. Trade Shows and Conventions - designed to reach

wholesalers Sales incentives - awards given managers and

employees who successfully meet or exceed their company’s set

sales quota.

 Consumer Sales Promotions - designed to encourage customers to

buy a product.

1. Makers, sports teams, and celebrities, may license for a fee their

logo, trademark, trade characters, names and likenesses, or

personal endorsements to a business to be used in promoting

the business’s products.

21
 2.Promotional tie-ins - involve sales promotional arrangements

between one or more retailers or manufacturers. They combine

their resources (advertising and sales promotional activities) to

do a promotion that creates additional sales for each partner

3. Visual Merchandising and Displays -

Visual Merchandising - the coordination of all physical

elements in a place of business so that it projects the right

image to its customers

Displays - visual and artistic aspects of presenting a product to

a target group of customers.

4.Premium and Incentives - most popular and

frequently used sales promotion type

Premiums - low cost items given away free to

consumers as a condition of purchase.

 Coupons - certificates given to customers entitling cash discounts

 Factory Packs (in-packs)- free gifts placed in product packages

 Traffic Builders - low cost premiums like key chains, pens

 Coupon Plans - ongoing programs in exchange for labels, coupons, or

other tokens from one or more purchases

 Incentives - higher-priced products given in contests or sweepstakes

5. Product Samples - free trial size of a product that is sent through the

mail, distributed door-to-door, or through retail stores and trade shows

ADVANTAGES OF SALES PROMOTIONS

22
 – Unique and has special appeal to a potential customer

– Helps build customer loyalty

DISADVANTAGES OF SALES PROMOTIONS

– Difficult to end without the customers becoming dissatisfied

– Store image and sales can suffer if the promotion is not properly

planned and managed

– Only designed to supplement other promotional efforts and

cannot make up for poor products

PERSONAL SELLING

Making an oral sales presentation to one or more potential buyers. On

a per contact basis, personal selling is the most expensive form of

promotion.

Order-taking personnel - cashiers, counter clerks, and sales associates,

perform routine tasks.

Order-getting personnel - professional salespeople, are more involved

in informing customers and helping them to buy. Usually sell big ticket

items like real estate, cars, appliances, and industrial goods.

PROMOTIONAL MIX

23
 A combination of different types of promotion. A business decides on a

promotional mix that will be most effective in persuading customers or other

businesses to purchase and support the business’s products.

FACTORS EFFECTING THE SELECTION OF

PROMOTIONAL MIX

– Good, Service, or Idea

• Type of product

• Product nature

• Stage of life cycle

– Product’s market

• Type of consumer

• Number of Consumers

• Geographical location

• Distribution System

• Product’s Company

• Historical perspective

• Available funds

• Size of sales force

• Competition.

ADVERTISING:

24
 Advertising is the major part of promotion in each and every business

with out ‘Advertising’ no one can do promotion of their product and services

so, Advertising plays a major role in promotional activities of the company

the following are types of Advertising.

 Small business owners can choose from two opposite philosophies

when preparing their advertising strategy. The first of these,

sometimes called the push method, is a stance wherein an advertiser

targets retail establishments in order to establish or broaden a market

presence. The second option, sometimes called the pull method,

targets end-users (consumers), who are expected to ask retailers for

the product and thus help "pull" it through the channel of distribution.

Of course, many businesses employ some hybrid of the two when

putting together their advertising strategy.

 PUSH METHOD The aim of the push method is to convince retailers,

salespersons, or dealers to carry and promote the advertiser's

product. This relationship is achieved by offering inducements, such

as providing advertising kits to help the retailer sell the product,

offering incentives to carry stock, and developing trade promotions.

 PULL METHOD The aim of the pull method is to convince the target

consumer to try, purchase, and ultimately repurchase the product.

This process is achieved by directly appealing to the target consumer

with coupons, in-store displays, and sweepstakes.

25
 ADVERTISING STRATAGIES

An advertising strategy is a campaign developed to communicate

ideas about products and services to potential consumers in the hopes of

convincing them to buy those products and services. This strategy, when

built in a rational and intelligent manner, will reflect other business

considerations (overall budget, brand recognition efforts) and objectives

(public image enhancement, market share growth) as well. As Portable MBA

in marketing authors Alexander Hiam and Charles D. Schewe stated, a

business's advertising strategy "determines the character of the company's

public face." Even though a small business has limited capital and is unable

to devote as much money to advertising as a large corporation, it can still

develop a highly effective advertising campaign. The key is creative and

flexible planning, based on in depth knowledge of the target consumer and

the avenues that can be utilized to reach that consumer.

Today, most advertising strategies focus on achieving three general

goals, as the Small Business Administration indicated in Advertising Your

Business: 1) promote awareness of a business and its product or services;

2) stimulate sales directly and "attract competitors' customers"; and 3)

establish or modify a business' image. In other words, advertising seeks to

inform, persuade, and remind the consumer. With these aims in mind, most

businesses follow a general process which ties advertising into the other

promotional efforts and overall marketing objectives of the business.

26
STAGES OF ADVERTISING STRATEGY

As a business begins, one of the major goals of advertising must be to

generate awareness of the business and its products. Once the business'

reputation is established and its products are positioned within the market,

the amount of resources used for advertising will decrease as the consumer

develops a kind of loyalty to the product. Ideally, this established and ever-

growing consumer base will eventually aid the company in its efforts to

carry their advertising message out into the market, both through its

purchasing actions and its testimonials on behalf of the product or service.

Essential to this rather abstract process is the development of a

"positioning statement," as defined by Gerald E. Hills in "Marketing Option

and Marketing" in The Portable MBA in Entrepreneurship: "A 'positioning

statement' explains how a company's product (or service) is differentiated

from those of key competitors." With this statement, the business owner

turns intellectual objectives into concrete plans. In addition, this statement

acts as the foundation for the development of a selling proposal, which is

composed of the elements that will make up the advertising message's

"copy platform." This platform delineates the images, copy, and art work

that the business owner believes will sell the product.

With these concrete objectives, the following elements of the

advertising strategy need to be considered: target audience, product

concept, communication media, and advertising message. These elements

27
are at the core of an advertising strategy, and are often referred to as the

"creative mix." Again, what most advertisers stress from the beginning is

clear planning and flexibility? And key to these aims is creativity, and the

ability to adapt to new market trends. A rigid advertising strategy often

leads to a loss of market share. Therefore, the core elements of the

advertising strategy need to mix in a way that allows the message to

envelope the target consumer, providing ample opportunity for this

consumer to become acquainted with the advertising message.

PRINT ADVERTISING

Newspapers, Magazines, Brochures, Fliers.

The print media have always been a popular advertising medium.

Advertising products via newspapers or magazines is a common practice. In

addition to this, the print media also offers options like promotional

brochures and fliers for advertising purposes. Often the newspapers and the

magazines sell the advertising space according to the area occupied by the

advertisement, the position of the advertisement (front page/middle page),

as well as the readership of the publications. For instance an advertisement

in a relatively new &less popular newspaper would cost far less than placing

an advertisement in a popular newspaper with a high readership. The price

of print ads also depend on the supplement in which they appear, for

example an advertisement in the glossy supplement costs way higher than

that in the newspaper supplement which uses a mediocre quality paper.

28
OUTDOOR ADVERTISING

Billboards, Kiosks, Tradeshows and Events

Outdoor advertising is also a very popular form of advertising, which makes

use of several tools and techniques to attract the customers outdoors. The

most common examples of outdoor advertising are billboards, kiosks, and

also several events and tradeshows organized by the company. The

billboard advertising is very popular however has to be really terse and

catchy in order to grab the attention of the passers by. The kiosks not only

provide an easy outlet for the company products but also make for an

effective advertising tool to promote the company’s products. Organizing

several events or sponsoring those makes for an excellent advertising

opportunity. The company can organize trade fairs, or even exhibitions for

advertising their products. If not this, the company can organize several

events that are closely associated with their field. For instance a company

that manufactures sports utilities can sponsor a sports tournament to

advertise its products.

BROADCAST ADVERTISING

29
 Television, Radio and the Internet

Broadcast advertising is a very popular advertising medium that constitutes

of several branches like television, radio or the Internet. Television

advertisements have been very popular ever since they have been

introduced. The cost of television advertising often depends on the duration

of the advertisement, the time of broadcast (prime time/peak time), and of

course the popularity of the television channel on which the advertisement

is going to be broadcasted. The radio might have lost its charm owing to the

new age media however the radio remains to be the choice of small-scale

advertisers. The radio jingles have been very popular advertising media and

have a large impact on the audience, which is evident in the fact that many

people still remember and enjoy the popular radio jingles.

MERITS AND DEMERITS OF ADVERTISING

MERITS

 It increases the sales of the company.

 It makes the customers aware about the image of the company.

 It attracts new customers and creates brand loyalty in the previous

Customers.

 If a company introduces a new product in the market then the

 Company can use Advertising strategies to inform the customers.

DEMERITS

30
  It requires a lot of budget.

 It can create issues of under demand and under supply for the

Company and dislocates the demand and supply equilibrium for the

Company.

 It can also distort the mission of the company and the image of the

Company in the market through wrong concept in advertisements.

 Over advertisement of a company can create a fuss among the

Customers

ABOUT REAL ESTATE INDUSTRY

All immovable properties including land, structures on it and all other

natural resources can be classified as real estate. Realtors, builders,

brokers, buyers and sellers are the major players of the real estate industry.

All types of residential, commercial and industrial properties fall under its

domain. With its huge growth potential it has emerged as a major field of

business in recent time.

The real estate sector in India is flourishing rapidly with a growth rate

of 30 percent each year. About 80 percent of the real estate development in

India has been in the field of residential housing. The remaining 20 percent

of the real estate includes office, shopping malls, entertainment centers,

hotels, multiplexes and hospitals. India’s booming outsourcing business

industry and consumption-led growth are contributing significantly to its real

estate growth. The outsourcing business houses including call centers,

31
technical consultancy services, and medical transcription units and

programming houses constituted around 10 million square feet of real

estate growth in India till 2003. In last couple of years the share of

commercial sector in the overall real estate growth has been more

prominent.

Considering the advantages of significantly lower cost of operations in

India, several multinational companies across the globe are expressing their

willingness to shift their operations to India. According to a 2003 estimate,

the demand for office space by the ever expanding IT and IT-enabled

service sectors in India would be around 66 million square feet, in the next

five years. These multinational companies have realized Indian work force

can be of great use to them. So they need to provide the Indian

professionals with all the facilities of modern life starting from housing to

entertainment, so that they can give their best in the work place and at the

same time be happy with their standard of living. This trend has set off the

development of world-class entertainment centers and business centers,

across the country, thereby bringing a radical change in the lives of urban

population in India. The growing demand of skyscrapers in all the

metropolitan cities across the country has changed the image Indian

skyline.

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 CHAPTER-2

ABOUT DIAL AASTHI 4499-4499

Dial aasthi is a product of aasthi multitech private limited. It was

launched on 8-october-2008. It was launched by real- estate king

Dr.Murlimohan the Chairman of Jayabheri constructions. The function

was held at Katria de-royel at Begumpet.

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DAIL AASTHI (040-44994499) is a first ever telephonic helpline for real

estate.

The reason behind DIAL AASTHI is that now a day’s mobile is a gadget

of every person. Everybody can easily access it and can get information.

This target group of people are the users of DIAL AASTHI which is an first

ever real estate helpline which provides the information about the real

estate by just making a call to DIAL AASTHI a real estate help line. It is just

like JUST DIAL but limited to the real estate.

To provide visibility to DIAL AASTHI it has a complimentary product

that is AASTHI.COM.

Aasthi.com is a unique real estate portal which provides a

comprehensive outlook and serves as an interface to the Real-Estate

fraternity. Aasthi.com is a portal which serves as a virtual gateway to the

34
world of real estate services and helps all the segments related to the real

estate market. A simple and effective user interface which is designed to

help even the most novice user with limited internet knowledge to navigate

the website with ease is our hallmark. Aasthi.com aims to be the best

ranked portal on the internet for real estate information on a global scale

and this is strongly reflected in our effective and simple design of our pages

and web layouts.

Aasthi.com web portal provides a one stop solution for all your real

estate related information requirements and acts as a virtual gateway for

prospective clients to get best deals to Sell, Buy, Rent or Lease. Aasthi.com

mission is to be the best value added portal for the real estate fraternity,

which encompasses Buyers, Sellers, Owners, Tenants and various Service

Providers, Material Suppliers to the real estate fraternity through innovative

use of technology and human interfaces all under one roof. It caters to

various members of the real estate fraternity in Residential, Commercial,

Agricultural and Industrial segments. http://www.aasthi.com

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36
 CHAPTER-3

PROMOTIONAL STRATEGIES IN DIAL AASTHI

DIAL AASTHI is using different types of Promotional strategies

mainly four they are as follows

1. MOBILE BILBOARD ADVERTISING

2. PRINT MEDIA

3. MAIL CAMPAIGN

4. TELE CAMPAIGN

MOBILE BILBOARD ADVERTISING

They think that mobile billboard advertising is very attractive way to

reach the customers so; they used this strategy as their promotional activity

in that they mainly targeted common people so they give their

advertisement on city buses because the common people regularly used the

bus for their traveling purpose so they used that mode of advertising.

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PRINT MEDIA

We are all know about the results of print media this the oldest

mode of advertising in this print media we have different types of

promotional activities in print media some of them are as follows

 NEWS PAPERS

 BROUCHERS

 POMPLETS

 POSTERS

NEWS PAPERS

It is the best way of advertising in olden days still most of the people

are habituated to read the news paper in the early morning so they used

this type of advertising.

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BROUCHERS

Most of the upcoming companies are using this type of Promotional

activity because in this way we can reach the customers easily in this we

can use photographs and taglines in an attractive way.

PAMPLETS

Each and every small companies are also using this pamphlets for

promoting their products and services because the best way to reach each

and every customer by distributing this pamphlets to the common public.

POSTERS

By pasting the posters in the busy area and in the main area where

we can gain the public attraction so these people focused on this type of

advertisement mode.

MAIL CAMPAIGN

This is the latest technology they used in their promotional activities

by this type of promotional activity because they mainly targeted corporate

clients so they used this most corporate people check their mails frequently

so it gives better results in the sales and promotion of their products and

services.

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TELE CAMPAIGN

Companies who are seeking for efficient, cost-effective and

communication solutions are hiring a telemarketing service. Businesses of

all shapes and sizes, in locations scattered around the globe, use

telemarketing to introduce new products and services, set qualified

appointments and to communicate with and receive feedback from the

customers and clients. Direct marketing is the most effective method of

reaching current customers and potential clients, and telemarketing is

nothing more than direct marketing in its most pure form. Hiring a

telemarketing service benefits business.

And also it is better way of promoting their sales and service so they do

the telemarketing for their services.

ADVANTAGES OF DIFFERENT PROMOTIONAL

STRATEGIES

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Newspapers

Newspapers are one of the traditional mediums used by businesses,

both big and small alike, to advertise their businesses.

Advantages

 Allows you to reach a huge number of people in a given geographic

area

 You have the flexibility in deciding the ad size and placement within

the newspaper

 Your ad can be as large as necessary to communicate as much of a

story as you care to tell

 Exposure to your ad is not limited; readers can go back to your

message again and again if so desired.

 Free help in creating and producing ad copy is usually available

 Quick turn-around helps your ad reflect the changing market

conditions. The ad you decide to run today can be in your customers'

hands in one to two days.

Direct Mail

Direct mail, often called direct marketing or direct response

marketing, is a marketing technique in which the seller sends marketing

messages directly to the buyer. Direct mails include catalogs or other

41
product literature with ordering opportunities; sales letters; and sales letters

with brochures.

Advantages

 Your advertising message is targeted to those most likely to buy your

product or service.

 Marketing message can be personalized, thus helping increase positive

response.

 Your message can be as long as is necessary to fully tell your story.

 Effectiveness of response to the campaign can be easily measured.

 You have total control over the presentation of your advertising

message.

 Your ad campaign is hidden from your competitors until it's too late for

them to react

 Active involvement - the act of opening the mail and reading it -- can be

elicited from the target market.

Telemarketing

Telephone sales, or telemarketing, is an effective system for

introducing a company to a prospect and setting up appointments.

Advantages

42
  Provides a venue where you can easily interact with the prospect,

answering any questions or concerns they may have about your

product or service.

 It's easy to prospect and find the right person to talk to.

 It's cost-effective compared to direct sales.

 Results are highly measurable.

 You can get a lot of information across if your script is properly

structured.

 If outsourcing, set-up cost is minimal

 Increased efficiency since you can reach many more prospects by

phone than you can with in-person sales calls.

 Great tool to improve relationship and maintain contact with existing

customers, as well as to introduce new products to them

 Makes it easy to expand sales territory as the phone allows you to call

local, national and even global prospects.

CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

The Dial Aasthi used three different ways to collect the data from

different areas they are as following

 TELE CALLING

43
  OBSERVING METHOD

 INTERVIEW METHOD

TELE CALLING

Tele calling to know about the opinion of the existing customers about

services which are provided by the Dial Aasthi

For this took past records of the customers and make calls to them

and fixing an appointment and then make call again to know the feed back

from them and then done analysis of that data and also bring business for

the organization by solving their problems and giving appropriate answers

for their questions and providing best services for them and if they want

then the call was transferred to the top management for further

clarifications and quires by that way can gain more information and also

know that the behavior of the customer.

OBSERVATION METHOD

I used Observation Method also for my project in Dail Aasthi at that

time I found that they are so week in the promotional activities even it is

unique and practical concept they are not focusing on promotional activities

and they doesn’t having correct business plan for their business. At the

beginning it was good with N.R.I. customers but at present the market is

very low so the business comes down. And also the staff of that

organization is also not up to the mark so it makes the company down.

44
PERSONNEL INTERVIEW

In personnel interview meet some customers directly and make an

oral interview to know about the real estate market and what is the impact

of present situation on that and how they are existing in that market and

how they are survive with this and most of the people giving the same

answer that is because of the recession the industry was effected badly so

now it is very difficult to survive in the market most of them are not even

started any new constructions and most of the construction people are

thinking that this is not a right time to do new projects .

So by this data analysis it is clear that all connected with each other

because the down fall of IT effects remaining all industries at present most

of the industries are going downwards and most of them not at all

interested to invest at the present situation.

CHAPTER-5

FINDINGS

Each and every industry is linked with all other industries

o The promotional activities are very poor at the dial aasthi

o The staff working in this not up to the mark for the present market

o But their concept is very unique and practical.

45
CONCLUSIONS
The purpose of promotional activities is to form, inform, reform,
transform and perform. Promotional activities act as a very important role in
each and every business.

Promotion department plays a very important role in the development

of the organization. It can be considered as blood of the organization
because it always tries to find out the loopholes in the organization and it is
used to expansion of the business

GOALS OF PROMOTIONAL ACTIVITIES

 To improve the standards of product.

 To generate more business to the organization.
 To create awareness in the customers.
 To satisfy the customer needs in the reasonable way.
 To compete with competitors.

With the above goals of promotional activities any organization can improve
and make its performance better to a greater level.

SUGGESTIONS

This Dial Aasthi is a help line for real estate people.

It is better to follow the following suggestions to the development of the

organization

 Promotional activities

 Recruiting

 New ways to attract the customers

46
  Diversifying the business

If they focused on the above areas and implemented in the correct way then

the organization will be developed

RECOMMENDATIONS

The following are the recommendations want to suggest the following

recommendations

 They can improve their promotional activities

 They can recruit best persons for the top management

 They can focus on different ways to do better promotion for their

products and services

SCOPE OF STUDY

The “Promotional Activities” is a very vast subject so there is so much

of scope to do further study because with out these promotional activities

we can’t run any business so their so much of scope for this study in the

future because with out promotional activities we cant run even a small

business and we cant introduce any single product in to the market and

they cant create awareness in the public about the specific products and

services.

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ANNEXURE

Aasthi.com is a unique real estate portal which provides a comprehensive

outlook and serves as an interface to the Real-
Estate fraternity. Aasthi.com is a portal which serves as a virtual gateway
to the world of real estate services and helps all the segments related to the
real estate market. A simple and effective user interface which is designed
to help even the most novice user with limited internet knowledge to
navigate the website with ease is our hallmark. Aasthi.com aims to be the
best ranked portal on the internet for real estate information on a global
scale and this is strongly reflected in our effective and simple design of our
pages and web layouts.
Aasthi.com web portal provides a one stop solution for all your real estate
related information requirements and acts as a virtual gateway for

48
prospective clients to get best deals to Sell, Buy, Rent or
Lease. Aasthi.com mission is to be the best value added portal for the real
estate fraternity, which encompasses Buyers, Sellers, Owners,
Tenants and various Service Providers, Material Suppliers to the real
estate fraternity through innovative use of technology and human interfaces
all under one roof. It caters to various members of the real estate fraternity
in Residential, Commercial, Agricultural and Industrial segments.
Aasthi.com was founded by Aasthi MultiTech Private Limited headed
by Mr. Sridhar Gogineni, C.E.O, who is very dynamic and innovative in his
business approach. Aasthi believe our strength lies in our commitment to
qualitative services through team work and passion to excel in everything
we do in order to provide client and user satisfaction at every
step. Aasthi.com has been designed with a strong passion and desire to
become the most comprehensive and dynamic web portal for any real estate
related product or service in the market.

49