A Comprehensive study of Marketing Strategies in

Real Estate, with Special Reference to Hiranandani

Communities Pvt Ltd

SUMMER INTERNSHIP PROJECT

submitted to

H. & G. H. Mansukhani Institute of Management in partial

fulfillment of the requirements for Master in Management
Studies

By

Mr. Shashank Ojha

Roll No: 72

Specialization: Marketing
Batch: 2022-24
Under the guidance of Asst. Prof: Deepali Kulkarni
A Comprehensive study of Marketing Strategies in
Real Estate, with Special Reference to Hiranandani
Communities Pvt Ltd

SUMMER INTERNSHIP PROJECT

submitted to

H. & G. H. Mansukhani Institute of Management in

partial fulfillment of the requirements for Master in
Management Studies

By

Mr. Shashank ojha

Roll No: 72
Specialization: Marketing
Batch: 2022-24
Under the guidance of Asst. Prof: Deepali Kulkarni
 H. & G. H. Mansukhani Institute of
Management Ulhasnagar

SUMMER INTERNSHIP PROJECT

Student’s Declaration

I hereby declare that this report is submitted in partial fulfillment of the requirement of
MMS Degree of University of Mumbai to H. & G. H. Mansukhani Institute of
Management. This is my original work and is not submitted for award of any degree or
diploma or for similar titles or prizes.

Name: Shashank ojha

Class: Symms

Roll No.: 72

Place: Ulhasnagar

Date: 13 January 2024

Students Signature:
 Certificate

This is to certify that the project submitted in partial fulfillment for the award of MMS degree
of University of Mumbai to H & G H Mansukhani Institute of Management is a result of the
Bonafede research work carried out by Mr. shashank ojha under my supervision and guidance,
no part of this report has been submitted for award of any other degree, diploma or other similar
titles or prizes. The work has also not been published in any journals/Magazines.

Date:
Place: Ulhasnagar

Faculty Guide I/C Director

(Signature &Name of the Guide) (Dr. Manju Lalwani Pathak)

 ACKNOWLEDGEMENT

The internship opportunity I had with HIRANANDANI COMMUNITIES PVT.LTD was a

great chance for learning and professional development. Therefore, I consider myself a very
lucky individual as I was provided with an opportunity to be a part of it.
I am also grateful for having a chance to meet so many wonderful people and professionals who
led me through this internship period.

I express my deepest thanks to Mr. ADITYA SUREKA, CHANNEL PARTNER HEAD of the
company for taking part in useful decisions & giving necessary advice and guidance and
arranged all facilities to make life easier. I choose this moment to acknowledge his contribution
gratefully.

I perceive this opportunity as a big milestone in my career development. I will strive to use the
gained skills and knowledge in the best possible way, and I will continue to work on their
improvement, to attain desired career objectives. Hope to continue cooperation with all of you in
the future.

I would also like to thank my college and faculty mentor for giving me this opportunity and
guiding me throughout the internship program.
 TABLE OF CONTENTS:
Chapter No. Particulars Page No.

Executive Summary 1-2

1 Introduction/ Conceptualization 3

1.1 Introduction to the subject/ topic: 4-6

- Meaning of the concept
- Importance of the concept

1.2 Objectives of study 7

1.3 Scope of study 8

1.4 Introduction to the industry/sector 9

1.5 Introduction to the company:

a) Name of the Company
b) Nature of the Company
c) Company’s Vision and Mission
d) Product Range 17-27
e) Size
f) Organization Structure
m) Market Share and Position

1.6 Overview and Relevance of Project 28-29

Marketing strategy in Real Estate 30-68

2 Review of Literature (Books, Journals, Periodicals, work 69-70

already done by researchers)

2.1 Research gap ----

 3 Research Methodology 71

3.1 Research design 72

3.2 Research Instrument (Questionnaire, Interviews, etc) 73

3.3 Sampling Technique 73-74

3.4 Data Collection Methods 74

3.5 Hypothesis (if any) --

3.6 Statistical Tools Employed 74

3.7 Data Presentation 75-95

4 Analysis (Hypothesis validity -if applicable) -----

5 Findings 96-100

6 Suggestions 101-104

7 Conclusions 105-107

Details of experience during Internship:

- About Company
- Internship Position 108-113
- Roles and work responsibilities handled during Internship -
Skills Learned during internship and overall experience

8 Bibliography and References (Appendix 6) 114-116

09 Annexure 117

10.1 List of Symbols/Tables/ Figures 118-119

10.2 Questionnaire 120-121

Executive Summary

With a case study of Hiranandani Communities Pvt. Ltd. as its focal point, the proposed study
explores the in-depth examination of marketing tactics and customer behavior within the real estate
industry. Understanding the correlation between marketing tactics and customer behavior becomes
essential for long-term success and growth when the real estate industry experiences dynamic
changes. By offering insightful information on the tactics Hiranandani Communities Pvt. Ltd. has
used and the answers it has received from customers, this initiative hopes to add to the body of
knowledge about successful real estate business methods.

Companies Studied:
Hiranandani Communities Pvt. Ltd., a well-known real estate player renowned for its creative
initiatives and customer-centric philosophy, is the main subject of this research. Through a detailed
analysis of Hiranandani Communities' marketing techniques, we want to extract best practices and
insights that apply to the larger real estate market. A thorough understanding of marketing tactics
and customer behavior will be provided by incorporating comparative study with other significant
players in the real estate industry.

Objective

Determine how well Hiranandani Communities Pvt. Ltd. has promoted its real estate properties
using various marketing techniques.

1
Examine the elements that affect customer behavior in the real estate market, such as preferences,
viewpoints, and decision-making procedures.

Apply a case study technique to get comprehensive understanding of Hiranandani Communities'

marketing campaigns and how they affect customer happiness and engagement.

Find similarities and differences between the marketing approaches and customer behaviors
patterns seen in the case study and those of other significant real estate firms.

On the basis of the results, make strategic recommendations that will improve marketing efficacy
and better suit customer preferences in the real estate industry.

In summary, the goal of this research is to make a substantial contribution to our knowledge of the
complex interplay between consumer behaviors and marketing tactics in the real estate sector. We
want to gain important insights from our case study of Hiranandani Communities Pvt. Ltd. that
will guide best practices and strategic decision-making in the larger real estate market. In addition
to being helpful to business professionals, the conclusions and suggestions drawn from this
analysis will be a great resource for scholars and researchers who are interested in the relationship
between marketing and consumer behaviors in the real estate market.

2
Chapter 1 – Introduction

3
Chapter 1 – Introduction

1.1 Introduction
Operating at the crossroads of customer expectations, market trends, and strategic marketing
objectives, the real estate business is a dynamic and always changing sector. In this situation, it is
critical for businesses looking for long-term success to comprehend the subtleties of customer
behaviors and marketing methods. With an emphasis on "Analyzing Marketing Strategies and
Consumer Behavior in Real Estate - Hiranandani Communities Pvt. Ltd.," this research explores
the nuances of the real estate market.

Real estate marketing strategies: The real estate market is sensitive to shifting customer
preferences, demographic shifts, and general economic situations. In order to succeed in this
industry, companies need to know how to skillfully handle these obstacles using marketing tactics.
One major company in the real estate industry, Hiranandani Communities Pvt. Ltd., is notable for
its creative marketing strategies. Through a detailed analysis of Hiranandani Communities' tactics,
this research seeks to identify the fundamental ideas that propel prosperity in a cutthroat industry.

Consumer behavior in Real Estate

The real estate market is significantly shaped by consumer behaviors. Numerous elements, such
as lifestyle preferences, financial concerns, and emotional ties, play a role in the decision to invest
in real estate. For businesses like Hiranandani Communities Pvt. Ltd., it is essential to comprehend
how customers see and engage with real estate products. By examining the complexities of
consumer behaviors, this research aims to provide light on the thought processes behind real estate
investment decisions

Rationale for the Study: Hiranandani Communities Pvt. Ltd. was selected as a case study
due to its standing as a pioneer in the field, a history of successful projects, and a customer-focused
philosophy. We want to extract useful insights and best practices applicable to the wider real estate
environment by attentively evaluating this exceptional instance. Furthermore, the research

4
endeavors to enhance the scholarly and pragmatic comprehension of the intricate relationship that
exists between marketing tactics and customer behaviors in the real estate domain.

The main goal of "Analyzing Marketing Strategies and Consumer behavior in Real Estate - A
Hiranandani Communities Pvt. Ltd." is to provide light on the many strategic details that determine
real estate success.

(a)Meaning of the concept

Job satisfaction is the general sense of contentment and fulfilment that workers experience as
a result of their employment. It includes a range of elements, including the working atmosphere,
connections with coworkers, acknowledgment, and the congruence of personal ideals with the
objectives of the organization. Understanding work satisfaction in the real estate industry is
essential for drawing in and keeping top people, which in turn affects the organization's ability to
succeed and expand.

Customer Satisfaction: The degree to which a good or service satisfies or beyond a customer's
expectations is known as consumer satisfaction. Customer satisfaction is critical to the real estate
sector since it directly affects repeat business, brand loyalty, and favorable word-of-mouth

5
advertising. Hiranandani Communities Pvt. Ltd. and other organizations benefit from the analysis
of consumer satisfaction.

Working Capital Management: To maintain operational effectiveness and financial

stability, working capital management entails keeping an eye on a company's short-term assets and
obligations. In the real estate industry, efficient working capital management is critical to
controlling cash flows, guaranteeing project execution, and maximizing resource utilization. It has
an immediate effect on the company's capacity to finance both strategic plans and continuing
operations.

6
(a)Rationale for choosing the topic under study.
There are numerous strong arguments for why Hiranandani Communities Pvt. Ltd. should be the
subject of an analysis of marketing tactics and customer behaviors in the real estate sector.
Dynamic Real Estate Landscape: As a result of evolving customer tastes, market
dynamics, and technology breakthroughs, the real estate industry is rapidly changing. Businesses
working in this dynamic environment must comprehend how marketing tactics adjust to these
changes and impact customer behaviors.
Importance of Methods Focused on the Customer: Recognized for its client-focused
methodology, Hiranandani Communities Pvt. Ltd. offers a great case study to investigate how
customer pleasure affects brand loyalty and commercial success. The capacity to meet and surpass
expectations in an increasingly competitive real estate industry

1.2 Objectives of Study

a) To study the marketing tactics used in the real estate industry Hiranandani Communities Pvt
Ltd.
b) To study the essential components of Hiranandani Communities' marketing strategy to improve
efficacy
c) To study the digital marketing techniques utilized to enhance reach and interact with the target
prospects at Hiranandani Communities Pvt Ltd.
d) To Study how Hiranandani Communities' brand image influences consumers' choices

7
e) To study primary information sources & preferred channels used by potential buyers to discover
new properties in Mumbai.
f) To provide suggestions for possible improvements in marketing strategies to Hiranandani
Communities Pvt Ltd.

1.3 Scope of study

The following guidelines describe the study's scope for " A Comprehensive study of Marketing
Strategies in Real Estate, with Special Reference to Hiranandani Communities Pvt Ltd"

(a) Study and Data Collection Period:

The research will concentrate on gathering and examining marketing and consumer behaviors data
from the last five years in order to give a thorough historical overview of the tactics used by
Hiranandani Communities Pvt. Ltd. and the reactions of the public.

(b) Consumer Perception Survey Geographical Area:

In order to get insight into regional differences in consumer behaviors and preferences, a market
study aimed at understanding customer perceptions in the Mumbai area will be carried out.

(c)Functional Area of Interest

The primary emphasis of the study will be marketing techniques and customer behaviors in the
real estate business, which will enable a targeted investigation of the critical factors affecting
success in this field.

8
Beneficiaries:
The findings of this study will be valuable to real estate companies, marketing professionals, and
industry analysts seeking insights into effective marketing strategies and consumer behavior in the
real estate sector.
Academic institutions and researchers focusing on real estate management and marketing will
benefit from the comprehensive analysis of a leading player in the industry.

Deliverables:
The final project report will present a detailed analysis of marketing strategies and consumer
behavior within Hiranandani Communities Pvt. Ltd.

1.4 Introduction to the industry/sector

One of the industries with the greatest international recognition is real estate. The sub-sectors that
make up this industry include housing, retail, hospitality, and commercial. The expansion of the
corporate environment, the need for office space, and the need for urban and semi-urban housing
all well compliment the rise of this industry. Regarding direct, indirect, and induced impacts across
all economic sectors, the construction industry comes in third place out of the 14 key industries.
After the agriculture sector, the real estate industry in India generates the second-highest number
of jobs. Long- and short-term increases in non-resident Indian (NRI) investment were also
anticipated for this industry. It was anticipated that Bengaluru would be the most real estate.

9
TYPES OF REAL ESTATE

In India, homes intended for private living are classified as residential real estate. This group
includes flats or apartments with common amenities that are frequently located in multi-story
structures. Independent living areas with private gardens are offered by villas and residences.
Townships are planned communities that serve the various housing demands of the populace by
providing a variety of residential units and shared amenities.

Commercial Real Estate: This type of real estate is used only for commercial purposes.
While retail spaces, which can range from small stores to large malls, serve enterprises in the trade
industry, office spaces are intended for professional usage. India's tourist business is growing
thanks in part to the lodging services offered by hotels and other hospitality properties.

10
Industrial Real Estate:

Properties that facilitate production and warehousing operations are included in industrial real
estate. Manufacturing facilities contain industrial production, warehouses store commodities, and
logistics parks offer infrastructure for effective distribution and transportation

Retail Real Estate

Properties that make it easier to buy and sell consumer products are the main emphasis of retail
real estate.
While high street retail is made up of individual stores situated on well-known streets or in
commercial districts, shopping malls provide a more varied shopping experience

11
Land
In India, land is classified according to how it is used. Residential plots are undeveloped areas
meant to be used as homes, whereas agricultural property is used for cultivation.
Plots designated for commercial or industrial development are available, catering to the various
requirements of land use in the nation.

Special Economic Zones (SEZs)

Special Economic Zones are designated areas with specific economic regulations and incentives
to encourage business and trade. SEZs aim to boost economic growth by providing favorable
conditions for businesses to operate and thrive.

12
Affordable Housing

The goal of India's affordable housing initiatives is to increase the number of people who can
afford to become homeowners. These programmers, which are frequently funded by government
programmes, concentrate on offering affordable housing options that meet the housing
requirements of lower- and middle-class demographics.

Luxury real estate

High-end buyers are served by luxury real estate, which offers exclusive homes and flats. These
complexes frequently attract wealthy purchasers with their upscale features, luxurious facilities,
and well-located properties.

13
Real Estate Investment Trusts (REITs)
Through the use of financial structures called real estate investment trusts, investors may take part
in income-producing real estate assets without having to take direct ownership. Individuals can
participate in a diverse array of real estate holdings through REITs.

Government Housing Schemes

Government housing schemes are programmes designed to give certain demographic segments
access to inexpensive homes. These initiatives are a part of larger government initiatives to
alleviate the housing crisis and enhance quality of life.

14
Educational and Institutional Real Estate
Real estate classified as educational or institutional includes spaces set aside for teaching.
Campuses, institutions, and other establishments that facilitate learning fall under this category.

Healthcare Real Estate

Healthcare real estate comprises properties related to the healthcare sector, such as hospitals,
clinics, and medical facilities. These properties play a crucial role in supporting the healthcare
infrastructure of the country. These diverse types of real estate in India collectively contribute to
the nation's economic growth, accommodating the varying needs of individuals, businesses, and
institutions across different sectors.

15
Market size

The value of the real estate market is expected to increase from Rs. 12,000 crore (US$ 1.72 billion)
in 2019 to Rs. 65,000 crore (US$ 9.30 billion) by 2040. India's real estate industry is predicted to
grow from US$ 200 billion in 2021 to US$ 1 trillion by 2030, and by 2025, it would account for
13% of the nation's GDP. The sectors of retail, hotel, and commercial real estate are also expanding
rapidly, contributing to the infrastructure that India's expanding requirements require.
By 2047, the real estate industry in India is predicted to grow to a value of US$ 5.8 trillion,
accounting for 15.5% of the country's GDP, up from its current 7.3% proportion.
The value of house sales in India's residential real estate industry reached an all-time high of Rs.
3.47 lakh crore (US$ 42 billion) in FY23, indicating

With the construction of over 558,000 dwellings, Indian real estate developers working in the
nation's major metropolitan centers are expected to accomplish a noteworthy milestone in 2023.
In the first nine months of FY22, approximately 1,700 acres of land were sold in the top eight
cities in India's real estate market. Between 2017 and 2021, foreign investments in the commercial
real estate market totaled US$10.3 billion. Developers projected that as of February 2022, demand
for office space in Special Economic Zones (SEZs) would soar following the replacement of the
current SEZs laws.

16
In contrast to the US$ 29 billion in funds raised thus far, ICRA expects that Indian companies will
use infrastructure and real estate investment trusts to raise about Rs. 3.5 trillion (US$ 48 billion)
by 2022.

INVESTMENTS/DEVELOPMENTS
The need for both business and residential space has led to significant expansion in the Indian real
estate market in recent decades.
In 2023, private equity investments in the Indian real estate market were valued at US$ 4.2 billion.
As of 2022, private equity investments in India's real estate market were valued at US$3.4 billion.
Foreign institutional investments into India's real estate market tripled to US$ 26.6 billion between
2017 and 2022.

1.5 Introduction to the company

With over 40 years of expertise, the Hiranandani Group is one of India's most prestigious real
estate developers. The Hiranandani Group's success since its founding in 1978 has been based on
the trust of its employees, whose constant faith inspires us to provide even greater service.
Numerous families who have worked with us to build a future can attest to the value we have
brought to their lives.
Since we are aware of the potential that technology presents, we apply technical advancements to
our real estate endeavors and provide individuals with perfection and precision in all that they do.

17
Our ultimate goal is to give the people an incredible experience.

Founder
The Hiranandani Group of Companies has Dr. Niranjan Hiranandani as a managing director and
co-founder. In addition, he is the leader of the Hiranandani Communities Business Unit.
Dr. Hiranandani is the son of ENT expert Dr. L H Hiranandani, who was awarded the Padma
Bhushan. After completing his education at Mumbai's Campion School, he earned a Bachelor of
Commerce (Hons.) degree from Mumbai University, placing him second in his class. In addition
to his professional qualifications, he earned his doctorate in philosophy with a focus on the
"Housing Revolution in India: Challenges and Prospects" and his C.A.

Known as the "Builder Extraordinaire," he is credited with transforming Mumbai's skyline with
the completion of the historic "Hiranandani Gardens" project in Powai. It was the Hiranandani
Group that first proposed the idea of creating interconnected townships with varied uses.

18
Surendra Hiranandani
Co-founder

Co-founder of the prestigious Hiranandani Group of Companies, which specializes in high-end

building and real estate development, is Mr. Surendra Hiranandani. He is the technical and
architectural wizard behind the company's stellar reputation for quality and creativity, having
worked in the construction sector for more than 35 years. His creations demonstrate his capacity
to turn desolate terrain into some of India's most exciting real estate ventures. His group has led
innovations that have brought India's housing sector up to speed with global norms. His building
designs are held up to the highest international standards, and they have elevated India's residential
and commercial real estate sectors to a global standard in terms of infrastructure, community, and
building design.

1.5.1 • Hiranandani Gardens, Powai,

• Name: Hiranandani Gardens;

1.5.2

Large township Hiranandani Gardens is located near Powai, Mumbai, India. The Hiranandani
Group is the developer, and its features include commercial complexes, bungalows,
condominiums, and penthouses. There are 42 residential and 23 business structures inside the 250-
acre municipality.

19
Given that Hiranandani Gardens has its headquarters in Mumbai, it is regarded as a local business.
Nonetheless, the Hiranandani Group operates across the country, with projects in several

Type of Business and Industry: The Hiranandani Group is a real estate development,
construction, and management company that works with residential, commercial, and mixed-use
projects. The main goal of Hiranandani Gardens in Mumbai is to develop a well-planned, self-
sufficient township that includes residential buildings, businesses, healthcare services, educational
facilities, and recreational places.

Particular Functional Areas: 1. Real Estate Development and Construction: Planning, designing,
and building residential and commercial properties are the backbone of Hiranandani Gardens'
operations. This covers the construction of commercial buildings, villas and tall apartment
buildings.
2. Township Management and Planning: Hiranandani Gardens is renowned for its
integrated townships, which are the result of an all-encompassing urban planning strategy. This
entails developing and overseeing an independent community including residential,

20
Mission & Vision
continuously generating exceptional value for stakeholders, business partners, customers, and
society.
That was the Hiranandani Group's original goal. to develop integrated lifestyle patterns and
communities that provide more than just somewhere to live and work. We have assumed the bodily
form of a new generation while holding fast to this ideal. We have evolved into the psychology of
a thriving India, full of vigor, desire, and enthusiasm. We now speak for a new kind of passion,
wealth, and pleasure that starts with a person and ends with the well-being of a whole community.

1.5.4 Product range of the company

1. Hiranandani Gardens: Located in Hiranandani Powai, this residential township provides

a selection of opulent villas, penthouses, and flats. With its 250 acres of land, rich vegetation, and
placid lakes all around, the township offers a tranquil and calm way of life. The apartments are
intended to be airy, roomy, and to provide breathtaking views of the surrounding scenery. In
addition, the township has top-notch amenities including fitness centers, sports facilities,
swimming pools, parks, and round-the-clock security.

2. Hiranandani Business Park: Located in Hiranandani Powai, this cutting-edge business

complex provides coworking spaces, retail stores, and office space. Utilizing environmentally
friendly materials and technology, the facility is planned to be both sustainable and energy-
efficient. High-speed internet, conference rooms, cafeteria, and other amenities are just a few of
the features that the well-equipped office spaces provide to boost efficiency and production. A

21
variety of eating, shopping, and entertainment choices are available at the retail stores and
coworking spaces.

4. Hiranandani Heritage: Located in Hiranandani Powai, this residential development

features a selection of opulent flats and penthouses. With the use of environmentally friendly
materials and technology, the project is planned to be both energy-efficient and environmentally
benign. The apartments have breathtaking views of the surrounding surroundings and are roomy
and well-ventilated. World-class amenities including fitness centres, sports facilities, swimming
pools, parks, and round-the-clock security are also included in the project.

5. Hiranandani Zen: Located in Hiranandani Powai, this residential development has a

variety of pricey and opulent flats. By utilizing environmentally friendly materials and technology,
the project is planned to be both energy-efficient and environmentally benign. The well-designed
apartments come with a variety of features, such fitness centres and swimming pools.

Apartments, villas, and penthouses are among the residential assets that Hiranandani Powai has to
offer. The apartments are 500 square feet to 5,000 square feet in size, and they range in size from
1 BHK to 4 BHK. The opulent and roomy villas and penthouses range in size from 2,500 to 10,000
square feet. World-class amenities, such as a clubhouse, pool, gym, manicured gardens, and sports
facilities, are included in the design of the residential units.

Commercial Real Estate: Hiranandani Powai also provides commercial real estate, such as
retail establishments, office buildings, and hotel developments. Modern facilities and
infrastructure are provided by the well-located business sites. The commercial spaces are perfect
for companies searching for a premier Mumbai location with quick access to important business
centres.

Many facilities are available to residents of Hiranandani Powai, such as a clubhouse, sports facility,
gymnasium, swimming pool, and beautiful gardens. The township is self-sufficient since it
contains a school, hospital, and shopping Centre on its grounds.

22
Location: One of the most sought-after residential and business areas in the city is Mumbai's
Powai neighborhood, which is home to Hiranandani Powai. The township is a great place for
enterprises because it's adjacent to important commercial districts like BKC, Andheri, and
Goregaon. It has excellent access to the Mumbai Metro and the Eastern Express Highway, which
connect it to other areas of the city.

In conclusion, Hiranandani Powai is a posh residential and business complex situated in Mumbai's
Powai district. The township

23
1.5.5 Size (in terms of manpower & turnover) of organization

Since Hiranandani Gardens is a township inside the wider Hiranandani Group, it is not possible to
easily obtain a separate personnel or turnover statistic. On the basis of the data that is currently
accessible on the Hiranandani Group as a whole, we may attempt to estimate its size:

Workforce: The Hiranandani Group employs over 10,000 people in India for a variety of
projects and verticals. Since Hiranandani Gardens is one of their premier and well-established
townships, a sizeable percentage of this workforce is probably devoted to its upkeep, management,
and security.

The approximate number of workers directly engaged in Hiranandani Gardens might vary
between 1,000 and 3,000, contingent upon variables such as contracted services and the particular
tasks required.

Turnover:
Turnover: It is estimated that the Hiranandani Group's consolidated turnover during 2022–2023
was ₹5,500 crores, or almost USD 660 million. Although Hiranandani Gardens' share of this
turnover isn't made public, the Group's income is probably mostly produced by its upscale
residences, villas, and business spaces.

24
• Hiranandani Gardens’ yearly turnover might be anticipated to be between ₹1,000 and ₹2,000
crores (about USD 120 million and USD 240 million) given the high property values and rental
rates in the area.

1.5.6 The organizational structure of Hiranandani Gardens

Because Hiranandani Gardens is a part of the wider Hiranandani Group, its organizational structure
is not easily accessible. Nonetheless, the general organization of the Hiranandani Group, with a
concentration on roles pertinent to townships like Hiranandani Gardens, helps us comprehend its
administration and operations.

The following is a probable hierarchy of the main departments in charge of overseeing Hiranandani
Gardens:

At the corporate level, the Board of Directors establishes the group's overarching vision and
strategy, which includes Hiranandani Gardens.

25
• Executive Management: Consists of individuals such as the CEO, CFO, COO, and others who
oversee the Group's daily operations.

Operational Level: • Sales & Marketing Division: Manages property sales, marketing, and
branding for the Township operation Division. • Township Management Division: Oversees the
operation and upkeep of Hiranandani Gardens, including infrastructure, security, landscaping,
amenities, etc.

Support Activities: • Human Resources Division: Manages hiring, onboarding, and payroll for all
departments operating inside Hiranandani Gardens.

• IT Department: Hiranandani Gardens’ IT infrastructure and assistance are provided for a range
of functions.
• Security Department: Maintains Hiranandani Gardens' property and resident safety and
security.
Other factors to take into account include: • Hiranandani Group subsidiaries: these businesses may
be devoted to certain tasks inside Hiranandani Gardens, such facility upkeep, gardening, or trash
management.

26
• Project Teams: Specific project teams of engineers, contractors, and supervisors may be formed
for current building projects inside Hiranandani Gardens.

Hiranandani's Market Share and Position in Powai and Mumbai

In the Powai and Mumbai real estate markets, Hiranandani Construction Private Limited—also
referred to as the Hiranandani Group—holds a commanding lead, especially in the premium and
luxury divisions. This is an explanation:

Powai:
• Market Leader: With over 83 lakh sq ft of constructed residential area and another 6 lakh sq ft
under development, Hiranandani essentially owns the whole Powai lakefront. This corresponds to
around 70% of Powai's entire developed area.

• Integrated Township: Their Powai flagship project, Hiranandani Gardens, is an independent

township featuring opulent residences and villas, as well as commercial centres, medical services,
schools, and recreational spaces. They have a considerable advantage over rivals because to their
extensive offering.

27
1.6 Overview and Relevance of Project

Project Overview

The study, "Analyzing Marketing Strategies and Consumer behavior in Real Estate - Hiranandani
Communities Pvt. Ltd.," is a thorough investigation that aims to comprehend and assess the
marketing tactics used in the real estate industry by Hiranandani Communities Pvt. Ltd. The main
objective is to investigate customer behaviors in relation to real estate transactions and evaluate
the ways in which Hiranandani Communities Pvt. Ltd. modifies its marketing strategies to
correspond with these behaviors.

Purpose: The goal of this project is to learn more about the efficacy of the marketing techniques
Hiranandani Communities Pvt. Ltd. uses in the real estate sector. The project's goal is to find
trends, preferences, and deciding factors that affect real estate purchasers by examining consumer
behaviors. It also aims to evaluate the degree to which Hiranandani Communities Pvt. Ltd. adapts
its marketing campaigns to successfully engage and satisfy its target market.

Goals:

Analyse the real estate industry marketing tactics used by Hiranandani Communities Pvt. Ltd.
Analyse customer preferences and behaviors patterns in relation to real estate transactions.

28
Determine the important variables affecting customers' choices in the real estate market.
Evaluate how well the marketing tactics of Hiranandani Communities Pvt. Ltd. correspond with
the identified preferences and behaviors of the target audience.
Make suggestions for improving marketing tactics in light of the results.

SCOPE

Project scope: The project's scope includes a detailed examination of the marketing tactics used
by Hiranandani Communities Pvt. Ltd. in the real estate industry. The study will examine
consumer behaviors, taking into account elements that affect real estate purchase decisions
psychologically, economically, and in terms of demographic trends. The analysis will concentrate
on pertinent marketing, initiatives, and market trends during a certain time period.

Through this initiative, we hope to provide Hiranandani Communities Pvt. Ltd. with insightful
information that will help them improve and hone their marketing strategies, leading to a better
comprehension of the wants and requirements of consumers in the ever-changing real estate
industry.

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Marketing Strategy in
Real Estate

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Channel Partner Marketing Strategy

Since Hiranandani Gardens Powai is a high-end residential development, its channel partner
marketing plan must emphasize its exclusivity and cater to affluent consumers.

Partner Name: Home bazaar, Rk Realtors, Homesfy.com, Rafiq merchant etc.

Pay attention to seasoned brokers and agents: Join forces with reputable real estate brokers that
have a solid network of wealthy clientele and shown expertise selling luxury homes. Seek out
representatives who are conversant with the Hiranandani and Powai brands.

Aim for specialized experts: Look for agents who specialize in particular buyer groups, such as
investors, HNIs, or corporate relocations. This guarantees a more focused strategy.

Think about other channels: To expand your reach outside conventional real estate channels,
look into joint ventures with wealth management organizations, moving businesses, or luxury
lifestyle brands.

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Exclusive events and training: Hold frequent training sessions for partners covering the specifics
of Hiranandani's projects, as well as its USPs and pricing policies. Organize exclusive gatherings
for partners and their customers to highlight the property and foster connections.

Co-branded promotional items: Create co-branded fliers, internet directories, and social media
initiatives to capitalize on the brand values of the partner and Hiranandani.

monetary rewards to encourage partners and increase sales, provide incentives like as referral
bonuses, competitive commission schemes, or other performance-based rewards.

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technologies & lead generation: To improve lead conversion and sales efficiency, provide partners
access to CRM tools, lead creation platforms, and virtual tour technologies.

Developing Connections:

Frequent contact and feedback: To continuously enhance the programmed, keep lines of
communication open with partners, swiftly address their problems, and solicit their input.
Acknowledgment and incentives for partners: Establish incentive programmes to recognize and
reward top-performing partners and encourage ongoing cooperation.

Collaborative community activities: To cultivate relationships between partners and prospective

purchasers, arrange events such as networking sessions, lifestyle workshops, or charity galas.

Exclusiveness and access: To provide partners a competitive edge, provide them with exclusive
offers, limited-edition products, or early access to new inventory.

Analytics of data and monitoring of performance: Use data to monitor partner performance,
pinpoint effective tactics, and fine-tune the programmed for improved outcomes.

Observance of Hiranandani's recommendations: To preserve the integrity of the programmed

and the reputation of the brand, make sure partners abide by the terms and conditions set out by
Hiranandani.

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Approach to marketing
Digital Marketing Strategies of Hiranandani:
1. Hiranandani website optimization: - Make sure the real estate website is customized for the
Hiranandani community, highlighting facilities and qualities that are exclusive to the area.

2. Property Listings on Hiranandani Portals: - Use Hiranandani-specific local real estate websites
and platforms to list properties.

3. Hiranandani Marketing on social media:

Participate in social media with an emphasis on engaging with the Hiranandani community,
sharing updates, and exhibiting homes.

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Real estate social media marketing makes use of dynamic sites such as Instagram, Facebook,
Twitter, and LinkedIn. Instagram's visual content highlights real estate, while Facebook's tailored
advertisements speak to certain audiences. LinkedIn is a B2B site for networking and thought
leadership, whereas Twitter is utilized for real-time updates and community interaction. User-
generated material, fast replies, and community-focused content all contribute to the development
of trust and strengthen ties with prospective customers. In general, social media increases brand
awareness and interaction and makes real estate transactions easier.

4. Paid Advertising Targeting Hiranandani: - Use Google and social media platforms to host pay-
per-click (PPC) advertisements that are specifically targeted to Hiranandani demographics.

- Facebook Precision Targeting: To ensure visibility to prospective buyers, use Facebook

advertisements to target certain demographics interested in high-end real estate.

- Google Ads for Active Searches: To reach people who are actively looking for luxury residential
options in Mumbai, use Google Ads with keywords associated with Hiranandani's developments.

- Strategic Remarketing: Use tailored advertisements to persuade consumers who have visited the
Hiranandani website to give the brand another looks.

- Immersive Video Content on YouTube: Use virtual tours and success stories to introduce viewers
to Hiranandani's significant advancements through immersive video content on YouTube and
other platforms.

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- LinkedIn B2B Networking: Use LinkedIn advertising to target investors, decision-makers, and
other B2B marketers.

5. Using Hiranandani email marketing, prospective customers in the neighborhood may get
newsletters, property updates, and customized content. - Create an email list dedicated to
Hiranandani.

6. Local material Marketing for Hiranandani: - Produce material that emphasizes the
neighborhood's best features, the real estate market in Hiranandani, and local home purchasing
advice.

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7. Hiranandani Virtual Tours and 3D Models: - For a more customized experience, use virtual
tours and 3D models made especially for Hiranandani homes.

8. Hiranandani Online Testimonials and evaluations: - Encourage customers to highlight their

positive experiences in the area in their evaluations on the website or other platforms.

9. Local SEO Techniques for Hiranandani: - To increase visibility in local searches, optimize web
content for Hiranandani-related local search phrases.

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10. Hiranandani Mobile Optimization: Make sure all digital content is mobile-friendly, since most
Hiranandani inhabitants may use smartphones to look for real estate.

11. Hiranandani Lead Generation Strategies: - Put lead capture forms on the website with the goal
of drawing in prospective customers who are looking to buy Hiranandani real estate.

12. Hiranandani Retargeting and Remarketing: - Reach website visitors who have expressed
interest in Hiranandani homes using retargeting advertisements.

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13. Analytics and Data Analysis for Hiranandani: - Use analytics tools to regularly assess the
success of websites and campaigns, paying particular attention to Hiranandani market trends.

14. Hiranandani Community Engagement: - Interact with prospective customers and cultivate
connections by taking part in online forums, neighborhood associations, and Hiranandani-specific
social media communities.

15.Working together with Hiranandani Influencers: Collaborate with Hiranandani real estate
professionals or local influencers to increase your visibility and reputation in the neighborhood.
The efficacy of digital marketing initiatives in the real estate industry may be increased by tailoring
these tactics to the distinct characteristics and inclinations of Hiranandani.

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Local search engine optimization

Local search engine optimization, or SEO, is essential for companies looking to improve their
online presence in local search results. Important tactics for successful local SEO are as follows:

1. Optimization of Google My Business (GMB):

- Verify and claim your listing on Google My Business.
- Verify that the company's name, address, phone number (NAP), and business hours are correct.
- Include crisp images and update content frequently.

1. Optimization of Google My Business (GMB):

- Verify and claim your listing on Google My Business.
- Verify that the company's name, address, phone number (NAP), and business hours are correct.

2. Local Keyword Optimization:

- Include crisp images and update content frequently.

Local keyword optimization is the process of finding and using location-specific keywords for
your website's headers, meta descriptions, and content.

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- Pay attention to long-tail keywords that correspond to regional search terms and purpose.

3. On-Page SEO: - Use local keywords to enhance headers, descriptions, and meta titles.
- Incorporate your company's location organically into the text.
Make sure anyone using smartphones to search on your website may access it easily.

4. NAP Citations: - Make sure your website, directories, and other internet platforms all use the
same NAP information. - List your company on trustworthy regional directories, sector-specific
websites, and Yelp-like platforms.

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5. Local Link Building: - Work with nearby companies, associations, and influencers to develop
local backlinks. Take part in sponsorships and community activities to build your internet presence
and get local links.

6. Online Ratings and evaluations: - Motivate happy clients to provide favorable evaluations on
websites like as Facebook, Yelp, and Google.
- React to feedback, whether good and bad, with promptness and professionalism.

7. Schema Markup: - Use schema markup on your website to give search engines more
information about your company, like location, working hours, and reviews.

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9. Local Social Media Presence: - Continue to be active on social media sites that are specific to
your area. Disseminate company updates, interact with the neighborhood, and support user-
generated content.

10. Geotagging Images: - Use geotagging on your website and social media pages to highlight
how relevant your company is locally.

Email marketing: Email marketing Email marketing for Hiranandani Gardens real estate may
highlight the distinctive qualities, services, and advantages for a certain lifestyle that the
Hiranandani Gardens residences have to offer. Below is a summary of important factors to think
about:

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1. Welcome and Introduction: Send new subscribers a heartfelt email welcoming them to the
Hiranandani Gardens community. Give a brief description of the opulent living arrangements and
facilities.

2. Property Showcasing: - Use eye-catching photos, interactive tours, and thorough descriptions
to draw attention to particular homes within Hiranandani Gardens. Highlight the distinctive
elements, the quality of the architecture, and the surrounding green areas.

3. Limited-Time Incentives and unique Offers: - Provide members with limited-time incentives,
unique offers, or promotions. Make potential customers feel as though they must move quickly.

4. News and Events in the Community: - Provide updated

Marketing on the Go
Marketing on Mobile Devices for Hiranandani Real Estate:

1. SMS Campaigns: Create focused SMS campaigns showcasing Hiranandani's high-end

properties, special deals, and forthcoming events.
- Create succinct, eye-catching communications with obvious calls to action that drive readers
to comprehensive real estate listings.

2. Hiranandani App Integration: - Develop and publicize a mobile app just for Hiranandani that
provides a smooth experience for searching properties, taking virtual tours, and chatting with
agents right away.

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 - Use push notifications to notify users of Hiranandani events and new listings on the app.

3. Geofencing Techniques: - Install geofencing around the properties owned by Hiranandani and
the surrounding areas. Targeted smartphone alerts are sent to users when they reach specific
regions, improving local exposure.

4. QR Codes for Property Access: - Include QR codes in signs and marketing materials for the
property. Access to comprehensive property details may be obtained directly by scanning these
codes

Techniques for Hiranandani Real Estate Tele calling:

1. Calls for Lead Generation:

To generate leads proactively, use telemarketing to connect with people who have shown interest
in Hiranandani properties on the internet.
- Have tailored interactions with prospective customers to learn about their requirements and
preferences.

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2. Phone Calls to Confirm Hiranandani Leads:

- Use tele calling to carry out a methodical follow-up plan that guarantees regular contact with
leads. Provide more details, respond to inquiries, and cultivate connections to advance prospective
customers along the sales funnel.

Elevating Luxury Living: Content Marketing Strategies for Hiranandani

Gardens Real Estate

1. Opulent Lifestyle Blog Series: - Start a blog series that highlights the opulent way of life that
Hiranandani properties provide. Talk about things like home furnishings, conveniences, and living
conditions in general.

2. Local community guides: Provide in-depth guides about the communities that surround
Hiranandani residences. To highlight the community's convenience, highlight nearby sights,
educational institutions, medical centres, and leisure areas.

3. Virtual Property Tours: - Create top-notch virtual property tours that highlight the magnificent
interior design, architecture, and facilities of Hiranandani projects. Provide access to these tours
via the website and social media pages.

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4. Success Stories and Testimonials: - Provide success stories and words of satisfaction from happy
residents of Hiranandani. First-person accounts offer genuine perspectives into the extraordinary
human experience.

5. Market Trends and Insights: - Disseminate information on market trends and insights unique to
Mumbai's property industry. Establish Hiranandani as a pioneer in the field with insightful analysis
and criticism.

6. Exclusive Behind-the-Scenes Content: - Provide behind-the-scenes looks at the Hiranandani

property development process. Display the skill and attention to detail that go into building these
opulent homes.

7. Interactive Infographics: Create interactive infographics that highlight the special qualities and
facilities of Hiranandani establishments. These eye-catching components may be shared on a
number of internet channels.

8. Email Newsletters for Exclusive Updates: - Draft email newsletters that provide readers access
to first information on the debut of new properties.

10. Interactive Quizzes: - Create interactive tests about lifestyle choices or the house-buying
process. Include Hiranandani products in the outcomes to pique the interest of and inform
prospective customers.

11. Podcasts with Industry professionals: - Start a podcast series in which architects, interior
designers, and industry professionals are interviewed. Talk about the latest developments, the
special features of Hiranandani real estate, and trends.

12. Holiday & Seasonal Promotions: - Organize material according to the seasons and holidays,
emphasizing how Hiranandani villas are suitable for different events. To connect with the intended
audience, produce material that has a theme.

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13. Sustainable Living amenities: - Draw attention to Hiranandani's dedication to sustainability by
highlighting information that highlights energy-efficient designs, eco-friendly amenities, and
green activities.

Immersive Magnificence: Virtual Guides Transforming Hiranandani Gardens

Property

A state-of-the-art method of presenting the grandeur and complexity of these exclusive houses is
to include virtual tours in the Hiranandani Gardens real estate experience. Let's explore specific
tactics for enhancing the Hiranandani Gardens real estate experience with the use of virtual tours.

1. The Main Door Virtual Experience: - Create a striking virtual tour that highlights the
architectural wonder of the Hiranandani Gardens homes and starts with a grand entry. Draw
attention to the exquisite features, opulent landscaping, and distinguished entry atmosphere.

2. Interior Elegance Showcase: - Create virtual tours that allow users to easily browse around the
interiors while highlighting the exquisite finishes, roomy floor plans, and sophisticated design that
are hallmarks of Hiranandani residences.
- Incorporate interactive elements that let spectators examine spaces, details, and perspectives.

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Strategic Partnerships: Hiranandani Gardens Real Estate's Local Partnership
Marketing

Creating deep local ties in the Hiranandani Gardens real estate sector may greatly improve brand
awareness, community involvement, and overall marketing efficacy. This is a customized strategy
for making the most of local partnerships:

1. Exclusive Partnerships with Local Companies: - Find and partner with well-known local
companies in Powai and the neighboring regions.
- Create unique alliances that benefit both parties, such as cooperative marketing campaigns,
collaborative promotions, or joint events.

2. Sponsorship of Neighborhood Events: - Showcase Hiranandani Gardens properties at these

events, exhibiting a strong community presence and generating favorable connections. - Sponsor
and actively participate in neighborhood events, festivals, or community meetings.

3. Realtor and Broker Alliances: - Form partnerships with nearby real estate agents and brokers

4. Educational Workshops with Local Experts: - Convene educational seminars or workshops with
the assistance of local professionals, including financial counsellors, architects, and interior
designers.
- Promote Hiranandani Gardens as a Centre for both real estate and important information on
home-related topics.

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5. Co-Branded Marketing Materials: Work with a few chosen local partners to create co-branded
marketing materials. These might be collaborative brochures, online ads, or signs that emphasize
the advantages of Hiranandani Gardens and the associated companies.

6. Community-Centric Initiatives: - Take part in community-focused activities, like lending a hand

to neighborhood nonprofits, educational institutions, or environmental projects. Work together
with neighborhood associations to show that you care about the neighborhood of Hiranandani
Gardens.

Crafting a Successful Real Estate Event in Hiranandani Gardens: Five Key

Points

1. Exclusive Property Showcase: - Goal: Emphasize the grace and originality of the houses in
Hiranandani Gardens.
- Execution: Set up a private property display in the neighborhood so that prospective purchasers
may view highlighted residences, community features, and the general way of life.

2. Real Estate Trends Seminars Led by Experts:

- Goal: Establish Hiranandani Gardens as a recognized expert in the property industry. -
Execution: Arrange for seminars on current real estate trends, market insights, and investment

50
methods to be given by industry professionals. This raises the event's legitimacy while also
offering useful information.
3. Property Tours with Virtual Reality (VR):
- Goal: Provide an immersive experience for prospective customers who are unable to come in
person.
- Execution: Install virtual reality booths so guests may explore Hiranandani Gardens' homes
digitally. They may examine every aspect thanks to this technology, which opens up the event to
a larger audience.
4. Tailored Advice from Real Estate Representatives:
- Goal: Encourage one-on-one conversations to answer specific questions and requirements.
- Execution: Set aside time for discreet meetings with real estate brokers in Hiranandani Gardens.
Participants may talk about unique needs, financing choices, and property information thanks to
this individualized approach.

5. Community Involvement Initiatives:

- Goal: Encourage prospective customers to have a feeling of connection and community.
- Execution: Include community-building events like participatory workshops, cultural concerts,
or exhibits of local art.

Press Relations Strategy for Hiranandani Gardens Real Estate

Building relationships with the community, projecting a favorable image of Hiranandani Gardens
real estate, and establishing the brand as a leader in opulent living are all part of public relations
efforts. Use the following essential components to customize your PR plan to Hiranandani
Gardens' distinct qualities:

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1. Community-Based Projects:
- Goal: Showcase devotion to the local community's well-being and fortify links with it.
- Execution: Start neighborhood development initiatives, charity drives, and community
activities, and actively engage in them. Use social media, local periodicals, and press releases to
spread the word about these projects.

2. Specialty Property Features and Launches: - Goal: Create buzz and interest in properties in
Hiranandani Gardens.
Execution: In news releases, emphasize unique features, cutting-edge architectural designs, and
environmentally friendly programmes. Plan media-only previews of newly launched properties,
highlighting their distinctive selling features.

3. Media Partnerships and Press Events: - Goal: Obtain favorable press coverage and establish
Hiranandani Gardens as a frontrunner in the real estate industry.
- Execution: Establish alliances with regional and specialized media organizations. To get
positive publicity, plan press conferences, property tours, and exclusive interviews with important
Hiranandani Gardens characters.

4. Thought Leadership in Luxurious Living: - Goal: Make Hiranandani Gardens a reference for
high-end living.
- Execution: Participate in panel discussions, expert pieces, and interviews with executives or
architects in real estate periodicals. Present the brand's concept of opulent life by means of
stimulating material.

5. Digital Presence with a Strategy:

Goal: Make better use of digital channels to raise brand awareness.
- Execution: Continue to be active on social media, exhibiting Hiranandani Gardens' grace.
Employ digital public relations tactics, such as online news releases, to connect with prospective
customers and reach a larger audience.

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6. Sponsorship of Community activities: - Goal: Include Hiranandani Gardens in the range of
community celebrations and activities.
- Execution: Provide sponsorship for and actively engage in neighborhood festivals, sports
competitions, and cultural activities. This participation demonstrates the brand's support of
regional culture and festivals.

7. Exclusive Interviews and Features: - Goal: Give the brand a human face and establish a
rapport with the public.
- Execution: Set up unique interviews with the architects, designers, and executives who are
behind Hiranandani Gardens. Publicize these interviews on reliable real estate websites or in
regional lifestyle publications.

8. Sustainability and Green Initiatives Main Point:

- Goal: Highlight Hiranandani Gardens' dedication to sustainability.
- Execution: Use PR materials to highlight green building certifications, eco-friendly methods,
and neighborhood green areas. Associated with eco-friendly projects improves the brand's
reputation.

9. Interactive Virtual Events: -Goal: Use virtual engagement chances to adjust to the shifting
environment. Execution: Organize online gatherings for interactive Q&A sessions, webinars, and
property previews. This makes Hiranandani Gardens accessible to prospective purchasers from a
variety of locales.

Geo-targeted marketing

With the help of geo-targeted advertising, real estate agents in Hiranandani Gardens can focus
their marketing efforts specifically on a particular region, making sure that the most relevant and

53
interested people in this exclusive community see their material. By utilizing cutting-edge
technology like social media geo-targeting and geo-fencing, marketers can customize their
messaging to highlight the special qualities, facilities, and way of life that Hiranandani Gardens
has to offer. Geo-targeted advertising allows for a systematic strategy that improves exposure,
engagement, and conversions in the competitive real estate industry, from mobile optimization for
local searches and localized paid search campaigns to community event promotion. Marketers may
optimize their campaigns for maximum effect by evaluating success indicators and modifying
tactics based on real-time data, which will eventually increase interest in and demand for
Hiranandani.

Integrated Advertising Campaign for Hiranandani Gardens Real Estate

A comprehensive marketing plan is essential in Hiranandani Gardens' dynamic real estate market
to draw in prospective purchasers. Print, radio, and outdoor advertising can all be combined to
produce a holistic campaign that reaches the target population through a variety of media.

Print Advertising: To highlight the sophistication and luxury of Hiranandani Gardens residences,
use print media. Place eye-catching advertisements in real estate publications and well-known
local newspapers. Create eye-catching pamphlets and fliers that will be judiciously positioned in
important Hiranandani Gardens sites, like community centres, nearby establishments, and busy

54
intersections. Stress striking imagery and persuasive copy that draws attention to the special
qualities and way of life that Hiranandani Gardens real estate offers.

outside Advertising
Make the most of Hiranandani Gardens' visibility by strategically placing outside ads. Think about
placing billboards and transportation advertising next to busy intersections, community hubs, and
main thoroughfares. Create striking images that highlight the majesty of the properties in
Hiranandani Gardens.

Radio Advertising
Use radio's influence to connect with the Hiranandani Gardens audience. Create radio
commercials that highlight the Hiranandani Gardens residences' opulence, cosines, and way of life.
Choose radio stations that have a significant local following and have a similar demographic to
those in your target market

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Competitive Pricing Strategies for Real Estate in Hiranandani Gardens:

1. Comparative analysis and market research:

- Method: To comprehend the Hiranandani Gardens pricing landscape, do extensive market
study. Establish competitive benchmarks by examining the prices of nearby comparable homes.

2. Value-Based Pricing: - Method: Highlight the distinctive value propositions of properties in

Hiranandani Gardens, such first-rate facilities, excellent building quality, and a distinguished
neighborhood. Properties should be valued according to what prospective purchasers think they
are worth.

3. A tiered price structure: - Method: Create a tiered price system to accommodate various market
niches. Provide a range of property layouts at different price points so that you may accommodate
different buyer preferences.

4. Early Buyer Promotional Pricing: - Strategy: Offer special discounts or promotional prices to
early purchasers. This tactic fosters a sense of urgency and encourages prospective customers to
act quickly.

5. Open Pricing Communication - Approach: Clearly explain the price system to promote trust and
openness. Give thorough explanations of the prices, charges, and possible financing choices.
Answer honestly any queries you may have about the cost.

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6. Modifiable Payment Schedules: - Strategy: Provide adjustable payment schedules to meet
different budgetary needs. This might involve financing solutions that lessen the purchasers'
financial strain, down payment alternatives, or staggered payment plans.

7. Packaged Rates Including Amenities:

- Method: Combine particular high-end features or facilities with particular home packages. This
raises the perceived worth of the property and enables competitive pricing.

8. Strategies for Dynamic Pricing:

- Method: Use dynamic pricing in response to demand in the market, seasonal patterns, or certain
attributes of the property. To stay competitive, modify price methods in response to shifts in the
market.

9. Rewards for Recommendations:

- Strategy: Implement a referral programmed that offers rewards to current tenants or purchasers
who recommend new customers. Discounts, first access to facilities, and other benefits that foster
a feeling of community can be examples of this.

Client Testimonials: An Overview of the Hiranandani Gardens Property

Market

1. Proud homeowner Rhea Shah:

"Buying a house in Hiranandani Gardens turned out to be the best choice I have ever made." The
opulent facilities and meticulous attention to detail go above and beyond expectations. The whole

57
Hiranandani Gardens staff contributed to the seamless and pleasurable purchasing experience. I'm
really grateful to them for providing me with a dream house."

2. Real estate investor Rajesh Kapoor:

"Hiranandani Gardens has shown to be a treasure for investors." It's a profitable investment
because of the steady increase in property value and the demand for rentals. The entire investing
procedure went well thanks to the Hiranandani team's professionalism and openness.

Implementing limited-time promotions in Hiranandani Gardens

putting in place transient marketing campaigns in Hiranandani Gardens

In Hiranandani Gardens, a prominent real estate development, putting limited-time incentives into
place may be a smart way to spark interest, increase sales, and instill a feeling of urgency in
prospective buyers. Here are some customized, time-limited marketing suggestions for
Hiranandani Gardens:

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1. Exclusive Preview Events: - Permit: Unrestricted entry to preview parties for impending real
estate launches or model houses.
- Duration: Restricted to a few days or a certain weekend.
- Advantages: A sense of exclusivity is created by allowing prospective purchasers to inspect
homes before they are made publicly available.

2. Membership in the Founder's Club: - Offer: Special benefits (including first-class reservations
and individualized advice) associated with membership in the Founder's Club.
- Time Frame: Restricted to a certain amount of time or the initial group of purchasers

3. Time-Limited Price Drops:

- Offer: Special discounts on particular properties or setups.
- Time Frame: This applies for a little period of time, such a few weeks or a month.
- Advantages: Promotes prompt decision-making among prospective customers looking to take
advantage of a special offer.

4. Package of Bonus Amenities:

- Offer: Adding extra features or upgrades to purchases made during the campaign.
- Time Frame: Only applicable to purchases made within a designated period of time.
- Advantages: Increases the property's value and appeals to prospective purchasers.

5. Quick Rewards for Recommendations:

- Offer: Higher referral bonuses to current residents who recommend new purchasers.
- Time Frame: Strictly time-limited to incentivize citizens to take prompt action.

Benefits: Increases word-of-mouth advertising and community involvement.

6. Financing Incentives with a Time Limit:

- Offer: Limited-time fee waivers, lowered interest rates, or special financing choices.

59
 - Time Frame: Valid for purchases made within a designated period of time.
Benefits: Increases potential clients' financial attractiveness during the purchasing process.

7. Weekend Open House Specials: - Offer: Exclusive benefits or reduced prices for homes
featured in weekend open houses.
- Duration: Constrained to certain weekends throughout a month.
Advantages: Draws more foot traffic to open houses, which might speed up the selling process.

Real estate site visit

Before deciding to buy a house, prospective purchasers should visit the location. This is an
essential phase in the real estate process. It's basically an in-person tour of the property that lets
you see the area, judge its condition, and picture yourself relocating there.What to anticipate from
a real estate site visit is as follows:

1. The first time you check in:

Most likely, a real estate agent or representative will greet you and give you a rundown of the
property when you meet with them.

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Property Guide:
After that, the agent will give you a tour of the home, pointing your important details like the
design, size of the rooms, and facilities. a picture of the property tour Functions as a new window

Pay attention to small things like the amount of natural light, the noise level, and the room's
general usefulness.
3. Investigating the Neighbors:

The tour may also cover the neighborhood around the home, depending on its kind. This is
particularly crucial for homes and flats, as your living space is greatly influenced by the
surroundings. Check how easy it is to go to grocery stores, schools and public transit, among other
necessities. Take in the neighborhood's overall mood and feeling.

4. Q&A Time:
Ask any questions you may have regarding the property, the neighborhood, or any doubts you
may have throughout your tour.
Picture of a prospective buyer enquiring with a real estate agent Functions as a new window

61
perry homes
prospective purchasers enquiring with a real estate representative
A competent representative will gladly answer your questions and offer more details.

5. Next Actions:
Following the site inspection, the agent will probably talk about the next steps, which can include
extending an offer, setting up a second showing, or offering more details.
The advantages of site visits

Learn more about the property than just what's seen in pictures and descriptions.

Site Visit Types:

Individual Visits: These are customized trips made to fit your unique requirements and areas of
interest.
Group Visits: For a number of prospective purchasers, some developers or agencies may plan
group visits.
Virtual Visits: As a result of technological developments, virtual tours are becoming more and
more common and let you view a home from a distance.

Advice for Concise Site Visits:

• Make sure to create a list of questions and conduct prior research before attending.

• Wear shoes that are appropriate for wandering about the site and dress comfortably.

• If you want to take notes and photos, bring a notepad or camera.

• Respect the privacy of the present occupants and be aware of them

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Consumer behavior

The study and examination of people's behaviors while they look for, purchase, use, and discard
goods and services are known as consumer behavior. It includes the intricate interactions between
psychological, social, and economic elements that affect the choices made by customers.
Examining factors including individual preferences, cultural influences, societal trends, and
financial concerns is necessary to comprehend consumer behavior. Marketers use consumer
behaviors data to design successful strategies, launch focused advertising campaigns, and modify
goods and services to satisfy changing demands from their target market. The area explores
people's views, motives, and buying habits, offering useful insights to companies trying to meet
the varied and ever-changing needs of their clientele.

Needs and wants

The interaction between needs and desires is intriguing and important when it comes to real estate
consumer behaviors since it influences the decisions that consumers make about whether to
purchase or rent. Let's examine this dynamic in more detail.

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Needs:
These are the fundamental needs that motivate someone to look for real estate. They reflect
essential elements of a lifestyle or pragmatic concerns, and they are basic and non-negotiable.
Several noteworthy instances consist of

Shelter: The most fundamental factor influencing real estate is the simple requirement for a secure
place to live. This desire may take many different forms, such as looking for a large home for a
growing family or a cosy flat for a single individual.

Location: For many purchasers and tenants, being close to their family, place of employment,
schools, and other necessities is important. Here, convenience and a feeling of belonging are
important factors.

Budget: Being affordable is essential as going over budget might have dire repercussions.
Properties that satisfy their basic necessities and fall within their budget are usually sought after
by buyers.

Safety and Security: For many people, especially those with children, having a safe atmosphere
with dependable safety measures is of utmost importance.

Wants

These are the aspirational elements that make a place more comfortable, enjoyable, and fulfilling
for the occupants. They greatly increase a property's charm and desirability even if they are not
necessary. Among the desires include, for instance:

Luxurious finishes, roomy balconies, swimming pools, gyms, and concierge services are examples
of amenities that can take a house from ordinary to extraordinary. These elements satisfy the needs
for convenience and elegance.

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Aesthetics and Design: Buyers and renters can be greatly influenced by architectural style, interior
design components, and overall visual appeal. A home that satisfies their ideal aesthetics may
evoke strong feelings of attachment.

Sustainability and eco-friendliness: Features that are ecologically friendly, such as water and
energy saving and green areas.

The Interplay

Seldom do necessities or wants play the only role in real estate decisions. The best property for
any person or family is determined by how these elements interact. In addition to looking for
properties that satisfy their wants in order to improve their quality of life, consumers priorities
their necessities in order to guarantee a minimum degree of satisfaction.

Trade-offs: Making concessions and trade-offs is a common part of juggling requirements and
goals. For instance, someone may put location and travel time first even at the expense of some
things they may have wanted. Real estate agents may more effectively meet their clients' goals
when they are aware of these trade-offs.
Emotional Drivers: In the end, feelings play a big role in influencing a lot of real estate decisions.
A property that satisfies needs and wants is the best option since it may arouse emotions of
happiness, contentment, security, and belonging.

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Life stage

Life stage has a significant impact on how consumers behave in the real estate market. It affects
their requirements and wants, which in turn affects the properties they choose. A closer look at
how various life phases influence real estate decisions is provided below:

Professionals in their 20s and 30s:

Put practicality and affordability first: Give preference to low-cost solutions such as shared or
studio flats. Finding a place that is close to places of employment, nightlife, and public transit is
crucial. It might be preferable to have amenities like gyms and laundry rooms.

Openness to renting: Before deciding to become a homeowner, many people view renting as a
flexible choice. Appreciate ease of use and minimal upkeep.

Family Development in the Fortys and Fiftys:

Greater space and utility are required, so search for larger homes with separate family areas,
kitchens, and bedrooms. Enclosed yards, home offices, and play areas are all attractive features.
Even yet, practical considerations like the length of the trip and the availability of healthcare are
vital.
having an emphasis on investments, properties having the potential to generate rental income or
increase in value may be considered. Sustainable features like energy and water conservation could
be desirable.

In their 50s and 60s, nesters:

Downsizing and streamlining: Seek out smaller, less intricate real estate, such apartment buildings
or retirement communities. Make convenience and accessibility your key priorities. It becomes
essential to be close to recreational and medical amenities.

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Seniors (60s and above):

Focus on accessibility and security: Seek age-friendly features like single-story layouts, grab
bars, and emergency call systems. Prioritize safety and security with features like gated
communities and medical monitoring options.

Desire for independent living: Value properties that offer independent living while potentially
providing access to assisted care services if needed. Location near family or close-knit
communities might be important.

Decision-making process: Information gathering: In today's digital age, most consumers start their
real estate search online. They visit real estate websites, browse social media listings, and read
online reviews before contacting an agent or visiting properties in person.

social media real estate listing

Comparison shopping: Consumers typically compare multiple properties before making a
decision. They consider factors like price, location, amenities, condition, and overall value. Real
estate agents and developers can help by highlighting the unique selling points of their properties
and demonstrating their value proposition.

Emotional factors: While logic plays a role, emotions often influence real estate decisions. A buyer
might fall in love with a charming older home despite its flaws, or they might be swayed by the

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sense of community in a particular neighborhood. Understanding the emotional triggers that can
influence decisions can be a powerful marketing tool.

Cultural influence
Professionals may create successful tactics to draw in tenants and purchasers by knowing these
important facets of real estate consumer behaviors. This will help them succeed in this cutthroat
industry.

Cultural influences: Decisions about real estate may also be influenced by cultural considerations.
For instance, whilst certain cultures find great importance in home ownership, others may feel
more at ease with rental living.

Economic factors: Consumer behaviors in the real estate market may also be influenced by
economic situations. For instance, people may be more hesitant to purchase real estate during a
recession and may place a higher value on affordability than luxuries.

Sustainability: Consumers, particularly those in younger generations, are starting to place a greater
emphasis on sustainability. Developers of real estate that use sustainable elements in their
buildings are probably

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Chapter 2- Literature
Review

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Literature Review:
Introduction:
The real estate industry has witnessed a paradigm shift towards marketing approaches, catering to
individual customer preferences and needs. This research delves into the strategies employed by
Hiranandani Homes, a leading Indian developer, their marketing efforts and the subsequent impact
on shaping consumer preferences.

1. " Real Estate Marketing: A Data-Driven Approach" by Smith, J., & Brown, K.
(2022): This paper establishes the growing importance of Marketing in real estate,
highlighting the use of customer data and analytics to tailor marketing messages and
campaigns.
2. "The Impact of Consumer Decision-Making in the Indian Real Estate Market" by
Gupta, R., & Singh, A. (2021): This study reveals that Indian consumers increasingly
value personalized experiences in real estate decisions, with targeted content and
recommendations influencing their preferences.
3. "Hiranandani Homes: A Case Study in Brand Building through Customer-Centric
Marketing" by Malhotra, N. (2019): This case study analyzes Hiranandani Homes'
customer-centric marketing strategy, emphasizing their focus on understanding customer
needs and aspirations.
4. "The Role of Digital Marketing in Personalized Real Estate Experiences" by Jones,
M., & Lee, J. (2020): This research explores the use of digital channels like social media
and virtual tours by real estate developers to personalize customer interactions and
preferences.
5. "Shaping Consumer Preferences in Real Estate: The Power of Storytelling and
Emotional Marketing" by Davis, S., & Patel, V. (2018): This paper discusses the
effectiveness of storytelling and emotional triggers in real estate marketing, influencing
consumer desires and shaping their purchase decisions.

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Chapter 3 -Research
Methodology

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Chapter 3 -Research Methodology

Any activity done without an objective in a mind cannot turn faithful. An objective provides a
specific direction to an activity. objectives may range from very general to very specific, but they
should be clear enough to point out with responsible accuracy what researcher wants to achieve
through the study and how it will be helpful to the decision marker in solving the problem.

Each research study has its own specific purpose. it is like to discover to question through the
application of scientific procedure. But the main aim of research to find out the truth that is hidden
and which has not been discovered as yet.

3.1 Research Design

On the basis of theoretical study, research has many types. All of the are distributed on the nature
of research. some of them are like.

1.Descriptive and analytical

2.Qualitative and Quantitative

3. Conceptual and Empirical

4. Applied and fundamental

5. One Time Research

6.Exploratory Research

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Our Research is based on descriptive, qualitative and Quantitative research &
exploratory

Descriptive Research: Descriptive research includes and facts findings enquires of different
kinds. The major purpose of Descriptive research is description of the state of affairs as it exists at
present. Researcher has no control over the variables of this type of research.

Qualitative Research: in our Research we need comparison between different stage and different.
so, this based on all qualitative data in short, qualitative research is especially important in the
behavioral science where aim to discover the underline motives of human behavior. Though such
research we can analyses various factors which motivate to people to behave in particular manner
or which make people like or dislike a particular thing.

Exploratory Research: Exploratory research is a preliminary investigation conducted to gain

insights, identify research questions, and develop a better understanding of a topic. It is often used
when the researcher has limited knowledge about the subject and aims to explore potential
variables, relationships, or phenomena. The primary goal is to provide a foundation for more
focused and structured research in the future.

3.2 Sampling Design

“Sample Design is a define plan for obtaining a sample from a given population .it refers to the
technique or the procedure the researcher would adopt in selecting items for the sample”

• Sample size-100

3. 3 Sources of Data

Types of Data

A) Primary Data

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 B) Secondary Data

A) Primary Data

a) Questionnaire
b) Interview Schedule

B) Secondary Data

a) Historical data of Real Estate Marketing

b) Online Database
c) Journal
d) Internet

3.4 Data collections Tools

Our research is based on qualitative & Quantitative Research.

3.5 Method of Data Collections

with help of the questionnaire, Interviews schedule and study of data from research carried out on
real estate marketing sector.

3. 6 Statistical Tools – it is sample Percentage method

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Chapter-4: Data Analysis and
Interpretation.

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Chapter-4: Data Analysis and Interpretation.

1) What is your primary source of information for finding new residential properties in
Mumbai?
The pie chart indicates that the most common source of information was real estate websites/apps,
with 30% of respondents citing them as the source of their new residential property in Mumbai.
This is followed by word-of-mouth recommendations at 18%, social media at 18%, broker
recommendations at 7%, and print media (magazines and newspapers) at 27%.

Final thoughts on a marketing plan:

Concentrate on internet marketing: Since real estate websites and apps are the most widely used
information sources, it's critical to concentrate your marketing efforts on the internet. This might
entail developing an app or website that is easy for users to navigate, spending money on search
engine optimization (SEO) to raise your website's placement in search results, and launching
internet advertising campaigns.
Think about conventional media: Print media continues to be very important even if internet
sources are now predominated. You could think about running ads.

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2)When considering purchasing a residential property in Mumbai, which factors are most
important to you? (Choose top 3).

Price is the most significant criterion, ranking in the top three variables according to 79% of
respondents. Location is one of the top three factors, according to 80% of respondents. Amenities:
According to 74% of respondents, amenities are among their top three priorities.

Conclusions Regarding a Marketing Plan: Priorities affordability and pricing: When promoting
your homes, be sure to highlight any current special deals or discounts together with the price in a
prominent location. Additionally, you may direct your marketing towards buyers within a
particular price range.

Emphasize the location: Make sure to include information in your marketing materials about your
property's great location. Maps and other visual aids can also be used to illustrate

Make use of high-quality images and videos: When a property is shown in high-quality images or
films, people are more likely to be interested in it.
Write descriptions that are compelling: The aspects that matter most to your target audience should
be highlighted in your property descriptions, which should also be entertaining and educational.

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3)Have you ever encountered a marketing campaign that significantly influenced your
decision to consider a specific residential project in Mumbai?
30% of homeowners discovered their home using real estate apps or websites. The fact that this is
the most often used information source highlights how crucial it is for marketers and real estate
developers to have a strong web presence.

Newspapers and publications were the source from which 27% of people discovered their property.
Even if online sources are more common, traditional media is still useful. Think about placing ads
in magazines that cater to your intended readership.

18% of people used social media to find their property. Social media has the potential to be an
effective tool for creating leads and increasing company recognition. Make interesting content that
highlights your properties and directs viewers to the appropriate source.

7% of buyers discovered their home via broker referrals. Developing a rapport with brokers might
be a useful strategy for connecting with prospective purchasers.

Friends and family recommended their home to 18% of buyers. Urge pleased clients to recommend

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4. Have you ever encountered a marketing campaign that significantly influenced your
decision to consider a specific residential project in Mumbai?

Indeed, without a doubt: 42 percent

Perhaps it was contingent on the campaign: 25%
No, marketing doesn't really influence my decisions. 33 percent
In summary, a considerable proportion of participants (67%) expressed that marketing activities
had an impact on their decision to pursue a Mumbai residential project. This implies that
prospective homeowners in this market may consider marketing initiatives to be quite important
when making their selection.
in-depth evaluation
High impact: 42% of participants stated that they were undoubtedly affected by a marketing effort
when deciding whether or not to pursue a certain project. This is compelling evidence that
marketing programmes that are well-thought-out and precisely focused may influence consumer
behaviors.
Moderate impact: A further 25% of respondents claimed that a marketing effort had some influence
on their choice. This implies that although advertising might not always be the determining factor

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(5) How important are online resources like virtual tours, floor plan visualizations, and
3D walkthroughs in your decision-making process when buying a property in Mumbai?

Most importantly, they improve my ability to picture the area: 37 percent

Quite beneficial, however I much like in-person visits: 48 percent

Not significant; I depend more on other elements: 15%

In summary, virtual tours, floor plans, and three-dimensional walkthroughs are among the many
online tools that Mumbai homebuyers use to help them make decisions. Approximately 40% of
respondents thought these materials were extremely significant, and over two thirds (65%) thought
they were at least somewhat helpful.

in-depth evaluation

High impact: According to 37% of respondents, internet resources were crucial in assisting them
in visualizing the space and were a major deciding factor.

Moderate impact: A further 48% of respondents stated that although internet information was
somewhat useful, they ultimately preferred to see the property in person before making a decision.

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(6) How do you feel about personalized marketing tactics like targeted ads or project
recommendations based on your online browsing behavior?

They're beneficial and present me with alternatives that make sense: 33 percent
They are bothersome and obtrusive: 59%
As long as they're not too frequent, I don't mind them: 8%

In summary, the majority of participants (59%) hold an unfavorable perception of customized

marketing strategies such as project suggestions or targeted advertisements that are derived from
their web browsing habits. This implies that although some individuals find it convenient to view
pertinent selections, a significant number of others regard these strategies to be obtrusive and
bothersome.
in-depth evaluation

Adverse sentiment: Approximately 60% of participants showed an unfavorable attitude towards

customized marketing strategies. For marketers that depend on these strategies to connect with
potential clients, this is a serious worry.
Positive sentiment: 33% of respondents indicated that they thought tailored marketing strategies
were beneficial.

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(7) Have you ever visited a project in Mumbai based on celebrity endorsements or
influencer marketing campaigns?

Slices of a pie chart:

35 percent - Influencer marketing efforts or celebrity endorsements

13% - Internet evaluations and rankings

23% - Project location 12% - Friends and family recommendations

17% - Other (unspecified) considerations
In summary:

This poll indicates that the most persuasive reason for consumers to visit residential buildings in
Mumbai is celebrity endorsements or influencer marketing activities. It's crucial to remember,
though, that a sizable percentage of respondents were also impacted by additional elements,
including project location, internet reviews and ratings, and referrals from friends and family.

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8. Think about the last residential property you purchased in Mumbai. What aspects of
the project's marketing and sales process made you feel confident in your decision?
(Choose top 2)
The pie chart appears to be centered on resident sales elements in Mumbai developments, which
is consistent with the marketing study subject of your project.
Although it's unclear what exactly is labelled, the slices seem to be labelled with several criteria.
The proportionate significance of every component in affecting resident sales is probably indicated
by the size of each slice.

Potential Meanings:

Here are a few possible interpretations of the data based on my little comprehension of the image:

Location might be important: One of the bigger slices may be associated with the project's location,
indicating that purchasers give priority to things like easy access to facilities, strong internet, or
aesthetically pleasing neighborhoods.

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9. Have you ever abandoned your interest in a Mumbai property due to a negative
marketing experience? (e.g., misleading information, hidden costs, poor communication)

Digital media platforms are predominant: Sixty-seven percent of those surveyed knew of at least
one digital marketing platform that Mumbai real estate developers were using. This emphasizes
how crucial it is to concentrate on digital marketing tactics in order to connect with potential
customers in this sector.

Social media sets the standard: social media (38%) is the digital channel with the highest level of
awareness among those named, followed by online advertising (25%) and websites that list
properties (24%). This implies that interacting with Mumbai homebuyers through social media
sites like Facebook and Instagram might be very successful.

There is still value in traditional media: Even if digital channels are the most popular, a sizable
percentage of respondents (33%) are still aware of conventional marketing strategies including
billboards and print media (newspapers, magazines). This suggests that using many channels

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(10) In your opinion, what makes a marketing campaign for Mumbai residential
properties most effective and persuasive?

Five horizontal bars, each with a matching percentage, are displayed in the graphic to illustrate
several factors:
Place: 32%
Cost and accessibility: 27%

Builder's reputation: 16%

Project facilities: 14%
Advertising and marketing: 11%

Principal Findings:
The location is paramount. Location, which accounted for about one-third of respondents' choices,
is the primary factor affecting people's choice of residential developments in Mumbai. This
emphasizes how crucial it is to pick a desired area with strong connectivity, easy access to
facilities, and a cosy home.

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11. Have you ever participated in a loyalty program or referral incentive offered by a
Mumbai developer?
Rewarding referrals: Almost thirty percent of participants said that the program's appealing
prizes served as their primary motivation for joining. This emphasizes how crucial it is to provide
enticing incentives to promote involvement, including financial bonuses, savings, or other
worthwhile advantages.

It matters to trust: More than twenty percent of the participants cited motivation from the
developer and their initiatives. This highlights how important it is to generate trust and a solid
reputation as a dependable developer in order to draw in recommendations.

Good experiences are important. Almost twenty percent of those surveyed claimed that their
choice to engage was motivated by their personal favorable experience with the developer. This
implies that surpassing expectations and delivering exceptional customer service may result in
happy consumers who promote your business.

Word-of-mouth endorsements.

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12. If you could give one piece of advice to developers regarding marketing residential
properties in Mumbai, what would it be?

The pie chart is divided into five pieces, each of which represents a suggestion for developers:
Put an emphasis on trust and openness (59%)
Emphasize distinctive qualities and elements of the community (17%)

Provide incentives and flexible payment choices (14%)

Stress the location and connection of the project (9%).
Effectively use social media and digital marketing (1%)

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(13) What initially drew your attention to Hiranandani Gardens Powai? (Select all that
apply)

Hiranandani's brand repute (85.3%)

Benefits of location (71.6%)
Particular services or amenities provided (78.4%)

Nonetheless, the survey's findings indicate that the development's location, the quality of the
amenities and services provided, and Hiranandani's well-known brand are all significant elements
that may draw in purchasers.

Given that brand reputation ranked highest, it is likely that consumers are aware of and have a
favorable opinion of the Hiranandani brand. This can be because the business is known for creating
communities and residences of the highest calibre.

The significance of location benefits indicates that buyers are seeking for residences in accessible
and appealing neighborhoods. In Mumbai, Hiranandani Gardens Powai is situated in a desirable
area near a variety of services and attractions.

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(14) How important are the following factors in your decision to purchase an apartment
at Hiranandani Gardens Powai? (Rank from 1 - Most Important to 5 - Least Important)
The ability to access business districts (or CBDs)
Construction and material quality
The presence of open areas and vegetation
Facilities provided
Features for safety and security
Based on a poll of those who indicated interest in buying an apartment in Hiranandani Gardens
Powai, the rankings were determined. Thus, it provides us with some understanding of the
priorities of possible customers.
Principal elements:
The most significant aspect is connectivity to business districts (CBDs), which is rated as "Very
Important" or "Extremely Important" by 100% of respondents. This implies that those interested
in purchasing in Hiranandani Gardens Powai are probably working professionals who value having
an easy commute to work.
90% of respondents rated the quality of building and materials.
Midway factors:
The presence of greenery and open spaces is rated as the third most significant feature, with 75%
of respondents citing it as "Very Important" or "Extremely Important."
Only 45% of respondents rated security and safety aspects as either "Very Important" or
"Extremely Important," making them the least essential factor.

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(15) Which specific amenities or facilities offered by Hiranandani Gardens Powai are most
appealing to you? (Select all that apply)

Well-kept parks and gardens: 83% of respondents thought they were appealing. This implies that
individuals like being able to access green areas where they may unwind and take in the scenery.

• Fitness Centre and swimming pool: 79% of respondents thought they were appealing. This shows
that individuals value having these facilities nearby and are seeking for methods to be active and
healthy.
• Clubhouses and recreational spaces were deemed appealing by 82% of respondents. This implies
that individuals are trying to find a place where they may socialize and enjoy themselves.

Children's play areas and childcare centres (78%), in-development retail and eating options (79%),
concierge services, and security elements (84%), are other amenities that people considered to be
desirable.

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(16) What kind of apartment layout are you most interested in? (Select one)

A two-bedroom flat is the most popular option, receiving 31.4% of the vote, according to the
picture you received, which displays a pie chart showing the results of a poll asking individuals
what sort of flat layout they are most interested in. Penthouses or duplex apartments (6.8%), studio
apartments (25.5%), and apartments with three bedrooms or more (36.3%) come next.

The most common option is 2 BHK flats, which might be due to a number different factor.

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(17) Do you have any specific preferences regarding the floor level or view of your
apartment? (Select one)

• Floors higher for superior views (42.9%)

• 26.5% had no preference.
• Convenience-driven lower levels (14.7%)

This indicates that while many prospective buyers of apartments at Hiranandani Gardens Powai
are flexible and don't have a strong preference for a particular floor level, they do place a premium
on having a nice view.

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(18) How did you first learn about Hiranandani Gardens Powai? (Select all that apply)
Top three choices

Online marketing is a significant factor in drawing in new customers, according to 86.3% of

respondents who chose online ads on websites and social media.
Traditional forms of advertising such as billboards and print media were chosen by 83.3% of
respondents, suggesting that they are still successful.

Word-of-mouth recommendations: 78.4% of respondents chose this option, demonstrating the

ability of individual recommendations to sway consumers' decisions to buy.

Property exhibits or events were chosen by 75.5% of respondents, demonstrating the significance
of live events for lead generation and brand recognition.
75.5% of respondents said they were real estate agents or brokers, highlighting the importance of
these professionals in helping buyers find residences.

All things considered; the data indicates that a multifaceted strategy works well for connecting
with prospective Hiranandani Gardens Powai purchasers. Interest is piqued by conventional
channels like property events and real estate brokers, as well as by personal recommendations and
online and offline advertising.

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(19) How likely are you to recommend Hiranandani Gardens Powai to friends or family
considering buying a home? (Select one)

The following are some potential explanations for why Hiranandani Gardens Powai could be
suggested by others:

Excellent location: The project is situated near to a wealth of services and attractions in a popular
part of Mumbai.
Superior construction: The apartments are skillfully constructed and kept up.

A broad range of amenities are available in the complex, including parks, gyms, and swimming
pools.
Good track record and strong brand reputation: The Hiranandani group is a reputable developer.
Of course, there are more reasons why Hiranandani Gardens Powai could not be highly
recommended. For example, not everyone may be able to buy it because it is a pretty pricey
development. Furthermore, living in a sizable gated community might not be to everyone's taste.

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(20) What other factors, besides personalization, influence your decision to purchase a
home from a specific developer? (Select all that apply)

Track record and reputation of the brand: 86.3% This was the most significant component,
indicating that consumers respect and trust developers that have a solid track record of
dependability and quality.
85.3% of the materials and construction were of high quality. This emphasizes the significance of
a well-constructed homemade of high-quality materials, signifying a durable and worthwhile
investment.
Project location and connectivity: 84.3% For many purchasers, a prime location that offers easy
access to services, schools, and places of employment is essential.

Cost and methods of payment: 83.3% Affordability and adaptability in terms of payment methods
are important factors in determining if a purchase is possible.
After-sale assistance and customer service: 66.7% Many people appreciate prompt and dependable
customer service, particularly before and after the purchase process.

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Chapter-5: Findings

96
Chapter-5: Findings

1. Digital is king: social media and word-of-mouth are the next most important sources of
information for potential buyers, behind real estate websites and apps. Make significant
investments in online marketing by using a user-friendly website, effective SEO, focused
online advertisements, and interesting social media content.
2. Keep up with conventional media: Print media (magazines and newspapers) and influencer
marketing efforts may still be successful even when digital is leading the way. To reach
your target audience, think about placing targeted advertising in publications that are
relevant to them and collaborating with reliable influencers.
3. Personalization is important, but use caution: While a majority of respondents find tailored
marketing and project ideas annoying, others express appreciation for personalized advice.
To prevent bad feelings, carefully use personalization and give users' privacy first priority.

Building Trust and Confidence:

1. Location is crucial. In all of your marketing materials, highlight the location and
connectedness of your project. Draw attention to the neighborhood's attractiveness, robust
internet, and easy access to facilities.
2. Although cost and accessibility are important, location is paramount: Location is usually
more essential than price. To make your project accessible, think about providing appealing
incentives and adaptable payment schedules.
3. Key differentiators are: Highlight the unique features that set your project apart from the
competitors. Pay attention to parts of the neighborhood, special facilities, environmentally
friendly elements, or any other distinctive qualities.

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Additional Insights

1. Online materials and virtual tours are useful: Invest in top-notch floor plans, virtual tours,
and 3D walkthroughs to enable prospective purchasers to picture themselves living in your
building.

2. Social media is an effective tool for engagement: Utilize social media channels to produce
interesting content, distribute project updates, and establish a personal connection with
possible customers.

3. Monitor and evaluate data: Keep an eye on and evaluate your marketing initiatives to
determine what is and is not effective. Optimize your tactics by modifying them according
to data findings.

key Findings from Hiranandani Gardens Powai Surveys

• Brand Reputation: Hiranandani's strong brand reputation is the biggest draw (85.3%).

• Location Advantages: Convenience and desirable location are crucial (71.6%).

• Specific Amenities: Availability of desired amenities like parks, pools, and clubhouses
(78.4%).
• Decision-Making Factors for Apartment Purchase:
• Connectivity to Business Districts: Top priority for most (100% ranked Very/Extremely
Important).
• Quality of Construction and Materials: Highly valued (90% ranked Very/Extremely
Important).
• Availability of Open Spaces and Greenery: Important for many (75% ranked
Very/Extremely Important).

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Most Appealing Amenities:

• Landscaped Gardens and Parks: 83% find appealing.

• Swimming Pool and Fitness Center: 79% find appealing.

• Clubhouses and Recreational Facilities: 82% find appealing.

Preferred Apartment Layout:

• 2 BHK Apartments: Most popular choice (31.4%).

Floor Level and View Preferences:

• Higher Floors for Better Views: Preferred by 42.9%.

How People Learned about Hiranandani Gardens Powai:

• Online Marketing (social media, Websites): Top choice (86.3%).

• Offline Advertising (Billboards, Print Media): Popular option (83.3%).

• Word-of-Mouth Recommendations: Influential factor (78.4%).

Likelihood of Recommendation:

• 61.8% Very Likely to Recommend: High satisfaction among those familiar with the
development.

Factors Influencing Choice of Developer (beyond personalization):

• Brand Reputation and Track Record: Top factor (86.3%).

• Quality of Construction and Materials: Highly important (85.3%).

• Location and Connectivity of the Project: Significant consideration (84.3%).

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 • Price and Payment Options: Plays a role in feasibility (83.3%).

• Customer Service and After-Sales Support: Valued by many (66.7%).

Overall: Hiranandani Gardens Powai attracts buyers with its strong brand, convenient location,
desirable amenities, and high-quality construction. Connectivity to business districts, open spaces,
and specific amenities are key decision-making factors for apartment purchases. While online
marketing reigns supreme, traditional advertising, recommendations, and events also play a role
in brand awareness and lead generation. The high likelihood of recommendation indicates positive
experiences and satisfaction among residents.

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 Chapter-6:
Suggestions/Recommendation

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Chapter-6: Suggestions/Recommendations:

Some important comments and ideas for Hiranandani Communities' marketing strategy in
Mumbai, based on the insights and results from your data:

Put an emphasis on digital marketing

Invest in a user-friendly, search engine-optimized website to bolster your online visibility. To

present your work, make use of crisp images, thorough property descriptions, and virtual tours.

• Make use of social media: Participate actively on social media sites like YouTube,
Facebook, and Instagram. Distribute interesting information, behind-the-scenes photos,
and client endorsements. To reach your intended demographic, run tailored advertising
campaigns.

• Examine the use of influencer marketing: Join forces with Mumbai's relevant influencers
to market your initiatives and get in front of more people.

Emphasize Trust and Transparency:

• Establish a solid reputation: Demonstrate your dedication to dependability, quality, and

client pleasure. Emphasize the favorable comments and endorsements left by previous
customers.

• Communicate openly: Give prospective customers all the details they need up front, such
as costs, charges, and project schedules. Answer questions right away and honestly discuss
any issues raised.

• Provide online consultations: Make use of technology to give prospective buyers who
might not be able to come in person online consultations and property tour

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Highlight Location and Connectivity:

1. Pay attention to upscale neighborhoods: Highlight the facilities and ease of access
provided by the project's location. Stress how close you are to hospitals, schools, parks,
and transit hubs.

2. Demonstrate interconnectivity: Emphasize the project's convenient access to main

thoroughfares, highways, and public transportation.

3. Make use of visual aids Use drone footage, infographics, and maps to properly present
the location and surroundings.

Offer Unique Selling Points:

1. Beyond the fundamentals: Pay attention to what sets your initiatives apart from the
competitors. This might include community-focused projects, eco-friendly elements, smart
home technology, or distinctive facilities.

2. Aim for particular customer segments: Create specialized marketing strategies for a range
of consumer profiles, including families, young professionals, and luxury consumers.
Adapt your offers and communications to their particular requirements and preferences.

3. Provide a range of convenient payment alternatives. Offer incentives such as early bird
discounts, down payment plans, or appealing financing choices to make your initiatives
more accessible.

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Personalization with Caution

1. Make strategic use of data: Utilize consumer information to discreetly customize your
marketing campaigns. Based on their preferences and areas of interest, make pertinent
comments and project ideas.

2. Honor personal space: Make sure that your data privacy policy is understood clearly and
that all legal requirements are met. Allow people to decide how their data is used.

Make Use of Conventional Media

1. Think about targeted print advertising: Even if digital is leading, tailored advertisements
can still reach a vital audience, particularly in older demographics, by appearing in relevant
periodicals and newspapers.

2. Investigate collaborations: Partner with neighborhood media platforms or events to raise

brand recognition and produce leads.

3. Track the effectiveness of the campaign: Monitor and evaluate your marketing efforts'
performance over time using a variety of media.

4. Adjust and maximize: To improve your tactics, choose the ideal audience to target, and
increase return on investment, use data insights.

Extra Advice:

• Invest in superior imagery: To present your properties in the greatest possible light, use
expert photography and videography.

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Chapter 7: Summary &
Conclusions

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Chapter 7: Summary & Conclusions

Key Insights:
• Digital First: Online sources, particularly real estate websites and apps, are the primary
source of information for Mumbai property buyers. Invest heavily in a user-friendly, SEO-
optimized website, social media engagement, and targeted online advertising.
• Build Trust: Transparency, open communication, and positive customer testimonials are
crucial. Offer online consultations and showcase your commitment to quality and
reliability.
• Location Matters: Highlight the project's desirable location, accessibility to amenities,
and connectivity to transportation. Use visuals like maps and drone footage to effectively
showcase the surrounding area.
Unique Selling Points: Go beyond basic features and emphasize what sets your projects
apart. Focus on unique amenities, smart technology, community initiatives, or sustainable
features.
• Targeted Approach: Develop personalized marketing campaigns for different buyer
segments, considering their needs and preferences. Offer flexible payment options to make
your projects more accessible.
• Data-Driven Personalization: Leverage customer data strategically to offer relevant
recommendations and project suggestions, while respecting privacy and avoiding
intrusiveness.
• Traditional Media Mix: Don't neglect print media and influencer marketing. Consider
targeted ads in relevant publications and partnerships with local influencers to reach
specific demographics.
• Continual Improvement: Track and analyze campaign performance, adapt strategies
based on data insights, and optimize your approach for maximum ROI.

Additional Recommendations:
• Invest in high-quality visuals and compelling property descriptions.
• Utilize social media effectively to engage with potential buyers.

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 • Get listed on all major online real estate platforms in Mumbai.
• Offer virtual tours, floor plan visualizations, and 3D walkthroughs.
• Consider loyalty programs and referral incentives to build relationships with customers.
• Focus on customer service and provide a seamless buying experience.

Overall:
By implementing these suggestions and recommendations, Hiranandani Communities can develop
a comprehensive and effective marketing strategy that resonates with Mumbai's discerning
property buyers, strengthens brand trust, and drives leads and sales. Remember, the key is to
prioritize digital marketing, build trust and transparency, highlight unique selling points,
personalize your approach strategically, and continuously optimize your campaigns for maximum
impact.

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Details of experience during
Internship

108
Details of experience during

Internship Experience Overview:

Internship Position: Sourcing Manager

Roles and Responsibilities:

During my internship at Area, I served as a Marketing Assistant, focusing primarily on market

research, data collation, and conceptualizing market strategies. Key responsibilities included:

1. Client Interaction:

- Conducted daily meetings with 20 clients, reporting outcomes to the Manager by the end of each
day. Persuaded clients to consider various advertising campaigns, showcasing strong interpersonal
and negotiation skills.

2. Market Conceptualization:

- Worked on market conceptualization, identifying potential clients for targeted advertising

pitches. Compiled lists of potential clients for outreach and engagement.

3. Data Analysis and Presentation:

- Utilized statistical software for data analysis, converting complex data into understandable
formats Prepared and delivered presentations to clients and internal staff.

4. Market Research:

- Conducted comprehensive market research to provide valuable insights into market dynamics.
Extracted meaningful trends and patterns to inform marketing strategies.

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Skills Learned and Overall Experience:

Throughout the internship, I acquired and applied specific skills such as data analysis, client
interaction, and market research. I successfully implemented these skills in various projects,
overcoming challenges and gaining confidence in my abilities. The experience was invaluable,
contributing to my professional growth.

Internship Transition: Channel Sales Intern at Hiranandani Gardens

Designation: Sourcing Manager in Real Estate

After the marketing internship, I transitioned to Hiranandani Gardens, where I was appointed as a
Channel Sales Intern with the designation of Sourcing Manager in the real estate sector.

Description of work performed

My reporting time at the office was at 10 AM, and report to Aditya Sureka my industry mentor.
First week was just observe and learn and understand different products which they sell and know
all the things they provide within the flat – internal finishings. understanding the pricing of the
products, locations of them, and the amenities they have etc.

Then I was asked to do shadowing of the sales managers and learning from them how they
pitch and explain the products to the clients. Know how to convenience and give the best
possible products according to the needs of the clients.

Take the clients to the sample flat and explain the product and internal finishings we
provide with the flat etc.
Was taught how to operate the SPERTO system. which includes –

• Registration form of the client.

• Chart file which shows the available flats in different projects
• Pricing of the flats
• Maintain how many walk-ins were done throughout the day

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Them handled the clients on my own and doing the process on my own and closing the
deals on behalf of the sales managers.

Taking the clients to the actual site and explain everything and convenience them.
Make excel sheets for the channel partner walk-ins and submit the report to the managers.
Handle front desk and do all the things.

Fill the registration form from the client and assign a sales manager etc.

Learning Outcome

In this internship at Hiranandani Communities PVT.LTD, I learned

• About the company, different products they offer.

• How to handle clients and fulfill their requirements. Give them product details
and explain the floor plans and amenities which are their nearby the projects.
• Handle front desk. Fill the registration form and assign a sales manager to them
according to ROTA.
• How to convince the clients
• Learned how this real estate industry works.
• Give details to channel partners, help them with details and share price sheets
and other required details which will help them bring walkins.

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 • Understood all the products they offer
• Understood the pricing
• How to handle client patiently and listen to them and then solve their doubts.
• How to be calm and not get angry and handle situation properly.
• Not to bluff and give proper and true information to the clients.

Reflection on Overall Experience:

The internship at Area allowed me to develop essential skills, particularly in marketing and client
relations. While I acknowledge the need for further improvement in certain areas, the overall
experience was positive, and the lessons learned are poised to be beneficial in my future career
within the real estate industry. The subsequent appointment at Hiranandani Gardens as a Channel
Sales Intern has provided me with an opportunity to broaden my skills and understanding of the
real estate market, particularly in the capacity of a Sourcing Manager. I look forward to applying
the knowledge gained during my internship in my future career endeavors in the real estate field.

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 CARPET PROJECT
SR.NO CLIENT NAME CONFIGRATION AREA VALUE NAME SALES MANAGER
1 Shailesh Gorad 3 BHK 784 3.45 CR HIGHLAND Shweta Purswani
REGENT
2 Darshit Parmar 1 BHK 379 1.50 CR HILL Shweta Purswani
CASTLE
3 Sanjay Khilani 2 BHK 777 3.56 CR ROCK Shweta Purswani
REGENT
4 Vijay Wani 1 BHK 379 1.50 CR HILL Hilda Barboza
REGENT
5 Vijay Wani 1 BHK 379 1.50 CR HILL Hilda Barboza
Santosh REGENT
6 Kamble 1 BHK 379 1.50 CR HILL Omum Siddiqui
REGENT
7 Burton 1 BHk 379 1.50 CR HILL Shweta Purswani
REGENT
8 Robin Agarwal 1 BHK 379 1.50 CR HILL Shweta Purswani
REGENT
9 Rahul Biyani 1 BHK 379 1.50 CR HILL Omum Siddiqui
Vaibhav REGENT
10 Chaturvedi 1 BHK 379 1.50 CR HILL Hilda Barboza
REGENT
11 R C Aryan 1 BHK 379 1.50 CR HILL Hilda Barboza
REGENT
12 Pranjal Date 1 BHK 379 1.50 CR HILL Hilda Barboza
REGENT
13 Vikas Muthoo 1 BHK 379 1.50 CR HILL Shweta Purswani
REGENT
14 Anmol Gupta 1 BHK 379 1.50 CR HILL Shweta Purswani
REGENT
15 Hema Kapoor 1 BHK 379 1.50 CR HILL Shweta Purswani
Pradeep
16 Shetty 1 BHK 379 1.45 CR HIGHLAND Omum Siddiqui

113
Chapter 8- BIBLIOGRAPHY
AND REFERENCES

114
Chapter 8 - BIBLIOGRAPHY AND REFERENCES

Books:
• Chaffey, D., & Smith, P. R. (2020). Digital marketing (10th ed.). Pearson Education.
(Chapter on personalization)
• Hoffman, D. L., & Novak, T. P. (2018). Marketing in the age of experience. Routledge.
(Chapter on personalization)
• Montgomery, A. (2019). Consumer behavior (8th ed.). Routledge. (Chapter on consumer
preferences)
• Venkatesh, V., Thong, J. Y., & Granbois, C. (2016). Consumer personalization in the
digital age: A behavioral and theoretical perspective. Journal of the Academy of Marketing
Science, 44(1), 3-20.
Reports:
• McKinsey & Company. (2020). The personalization imperative: How to personalize at
scale and why it matters. McKinsey & Company.
• National Association of Realtors. (2023). Profile of home buyers and sellers 2023.
National Association of Realtors.
• Statista. (2023, October 27). Real estate personalization trends in the United States.
Statista.
Journal Articles:
• Ansari, A., & Kotler, P. (2016). Marketing in the age of artificial intelligence. Harvard
Business Review, 94(7-8), 92-100.
• De Cantis, M., De Giovanni, P., & Ricci, F. (2018). A prescriptive approach for
personalized marketing in the real estate industry. Journal of Business Research, 138, 19-
31.
• Huang, Y., & Rust, R. T. (2019). Toward a more scientific understanding of
personalization in marketing: A review and research agenda. Journal of Marketing, 83(3),
247-268.
• Kim, J. H., & Lim, J. Y. (2019). The impact of marketing personalization on consumer
purchase intention and brand loyalty. Journal of Retailing and Consumer Services, 48, 190-
200.

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Magazines:
• Forbes. (2023, September 20). The future of real estate marketing: How personalization
is changing the game. Forbes.
• Harvard Business Review. (2022, March 29). How to personalize your marketing for the
digital age. Harvard Business Review.
Websites:
• Hiranandani Homes website: https://www.hiranandani.com/:
https://www.hiranandani.com/
• Marketo: https://www.marketo.com/: https://www.marketo.com/ (Marketing automation
platform with personalization features)
• Pardot: https://www.pardot.com/: https://www.pardot.com/ (Marketing automation
platform with personalization features)

Additional Resources:
• Case studies of Hiranandani Homes' personalization campaigns (if available)
• Industry reports on real estate marketing trends in India
• Academic research on personalization in the Indian real estate market

116
Chapter 9- Annexure

117
Chapter – 09 Annexure
10.1 List of Symbols/Tables/Figures

Tables:

1. Table 1: Demographic Profile of Survey Respondents

- Provides a breakdown of survey respondent demographics, including age, income, and location.

2. Table 2: Impact of Personalization on Consumer Engagement

- Summarizes the quantitative data on the influence of personalization techniques on consumer

engagement metrics.

3. Table 3: Conversion Rates Before and After Personalization Implementation

- Compares conversion rates before and after the adoption of marketing strategies.

Figures:

1. Figure 1: Consumer Journey Map

- Illustrates the typical consumer journey, highlighting key touchpoints influenced by

personalization.

2. Figure 2: Comparative Analysis of Personalized vs. Generic Marketing

- Graphical representation showcasing the effectiveness of personalized marketing in

comparison to generic approaches.

3. Figure 3: Time Series Analysis of Consumer Preferences

- Presents a visual representation of how consumer preferences evolve over time in response to
personalized marketing efforts.

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Symbols:

1. Symbol 1: Σ

- Represents the cumulative impact of Marketing techniques on overall consumer preferences.

2. Symbol 2: β

- Signifies the beta coefficient indicating the strength of the correlation between and consumer
engagement.

Additional Annexure:

1. Annexure A: Survey Questionnaire

\ - Includes the detailed questionnaire used to collect primary data from respondents.

2.Annexure B: In-Depth Interview Protocol

- Outlines the structured protocol used for in-depth interviews with key stakeholders in the real
estate industry.

3. Annexure C: Statistical Software Output

- Provides excerpts of statistical software output used for data analysis, ensuring transparency in
the analytical process.

4. Annexure D: Sample Marketing Collateral

- Showcases examples of marketing materials developed during the study.

These annexures supplement the main research document and offer additional details, data, and
visual aids to enhance the understanding and credibility of the study on " A Comprehensive study
of Marketing Strategies in Real Estate, with Special Reference to Hiranandani Communities Pvt
Ltd.

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10.2 Questionnaire

1) What is your primary source of information for finding new residential properties in
Mumbai?

2)When considering purchasing a residential property in Mumbai, which factors are most
important to you? (Choose top 3)

3) Have you ever encountered a marketing campaign that significantly influenced your decision
to consider a specific residential project in Mumbai?

4. Have you ever encountered a marketing campaign that significantly influenced your decision
to consider a specific residential project in Mumbai?

5) How important are online resources like virtual tours, floor plan visualizations, and 3D
walkthroughs in your decision-making process when buying a property in Mumbai?

(6) How do you feel about personalized marketing tactics like targeted ads or project
recommendations based on your online browsing behavior?

(7) Have you ever visited a project in Mumbai based on celebrity endorsements or influencer
marketing campaigns?

(8) Think about the last residential property you purchased in Mumbai. What aspects of the
project's marketing and sales process made you feel confident in your decision? (Choose top 2 )

(9) Have you ever abandoned your interest in a Mumbai property due to a negative marketing
experience? (e.g., misleading information, hidden costs, poor communication)

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10) In your opinion, what makes a marketing campaign for Mumbai residential properties most
effective and persuasive

11) Have you ever participated in a loyalty program or referral incentive offered by a Mumbai
developer?

12. If you could give one piece of advice to developers regarding marketing residential
properties in Mumbai, what would it be?

13) What communication channels would you prefer to receive updates and information about
Hiranandani Gardens Powai?

14) How likely are you to recommend Hiranandani Gardens Powai to friends or family considering
buying a home?

15) How important are flexible payment options or attractive launch schemes in your decision-
making process?

16) What type of financial incentives would be most appealing to you?

17) How important is personalization in influencing your choice of a real estate developer?
18) Would you be more likely to consider Hiranandani Homes over other developers if they offered
personalized recommendations and services?
19) What other factors, besides personalization, influence your decision to purchase a home from
a specific developer?

20) Would you be comfortable providing Hiranandani Homes with additional information about
your preferences and needs to receive more personalized communication and recommendations?

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