SUMMER INTERNSHIP PROJECT REPORT

ON
“MARKETING STRATEGY OF REAL ESTATE
GARDEN PALACE INFRATECH PVT. LTD.”
Submitted in partial fulfillment of the requirement for the award
of
Degree of Master of Business Administration

Under the guidance of

Dr. Ravi Jaiswal
Assistant professor

Submitted By
Prakhar Soni
MBA 3rd Semester
Roll No. 2300590700029
Semester (2024-2025)

LAL BAHADUR SHASTRI INSTITUTE OF

MANAGEMENT AND DEVELOPMENT STUDIES,
LUCKNOW
i
 DECLARATION

I do hereby declare that this Summer Internship report entitled “MARKETING

STRATEGY OF REAL ESTATE GARDEN PALACE INFRATECH PVT. LTD.” is

submitted by me in the partial fulfilment for the reward of Degree in MBA in

LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT AND
DEVELOPMENT STUDIES, LUCKNOW.

Date: (PRAKHAR SONI)

MBA (SM) 3rd SEM.

Roll No. 2300590700029

ii
 ACKNOWLEDGEMENT

I acknowledge the sincere assistance provided to me from several rather

unexpected quarters during the course of execution of this study. It would be a
mammoth task to place on record my gratitude to each and every one of them
but a whole hearted attempt would be made nevertheless, least I be branded
ungrateful.

I would like to thanks Dr. Ravi Jaiswal (Assistant Professor) for support and
guidance to complete this project.

PRAKHAR SONI
MBA (SM) 3rd SEM.
Roll No. 2300590700029

iii
Certificate of Industry Guide

iv
 TABLE OF CONTENT

Sr. Title
No. Page No.
i Title Page i

ii Declaration ii

iii Certificates by Guides (Industry and University) iii-iv

iv Acknowledgement V

1 Executive Summery 1-2

2 About the Industry 3-10

3 Conceptual Background of Topic 11-21

4 Company Profile 22-30

5 Research Methodology 31-33

6 Data Analysis & Interpretation 34-43

7 Finding, Suggestion & Conclusion 44-46

8 Bibliography 47

9 Appendix 48-49

v
 EXECUTIVE SUMMERY

REAL ESTATE

Real estate is "property consisting of land and the buildings on it, along

with its natural resources such as crops, minerals or water; immovable

property of this nature; an interest vested in this (also) an item of real

property, (more generally) buildings or housing in general. Also: the

business of real estate; the profession of buying, selling, or renting land,

buildings or housing." It is alegal term used in jurisdictions whose legal

system is derived from English common law, such as India, the United

Kingdom, United States, Canada, Pakistan, Australia, and New Zealand.

Real estate is a 12$ billion (revenue) industry in India. There has been a

rapid growth in the industry in the past few years.100% FDI is allowed in

real estate development subject to minimum scale norms of either: 25 acres

in case of serviced plots or integrated townships; or 50,000 sq. mtrs. of built-

up area for construction development projects.

Commercial and office complexes mushrooming in major Indian metros

present a minefield of opportunities. Over 20 million new housing units

required in the next 5 years. The real estate market is projected to grow to

1
$50 billion by 2010 CAGR of over 30% p.a. is expected over the next five

years. Increasing demand for commercial and office space especially from

the rapidly growing Retail, IT and Hospitality sectors and the Urban

Infrastructure Renewal mission is expected to give a boost to the sector.

Other factors include:

 $11.5 billion earmarked over the next five years for 60 cities.

 Investment opportunities exist in almost every segment business ;

About 20 million new units expected to be built in five years in office

space for IT and five-fold increase in office space requirement over the

next 3 years.

 Commercial space for organized retailing: 200 million sq. ft. by 2010.

 Hotels and hospitality: Over 50,000 new rooms in the next 5 years;

Investment opportunity of over $50 billion in the next five years

Residential real estate

Residential real estate may contain either a single family or multifamily

structure that is available for occupation or for non-business purposes.

Residences can be classified by, if, and how they are connected to

neighbouring residences and land. Different types of housing tenure can be

used for the same physical type.

2
ABOUT THE INDUSTRY

3
 ABOUT THE INDUSTRY

Sales and marketing

It is common practice for an intermediary to provide real estate owners with dedicated

sales and marketing support in exchange for commission. In North America, this

intermediary is referred to as a real estate broker (or realtor), whilst in the United

Kingdom, the intermediary would be referred to as an estate agent.

Various Real Investment Options

Real Estate Investment Options

Agriculture Land

Residential/Plotted development

Apartments/Villas

Commercial Spaces

Farm Houses

Real Estate Mutual Funds

AGRICULTURE LAND

Agriculture Land in India is the most protected area by the State and Central

Govt. Identification of Agricultural Land requires a bit of analysis about the

rate and assessment of future development in the nearby area. Due to fast

growing urbanization and development of infrastructure the price of agriculture

4
land zooms quickly. Agricultural land can be given on contract to cultivators

with sharing of crop model, to make small but regular tax-free earnings. Rural

agriculture land is completely free from capital gains tax and income from

lease out or sale of crop is also exempt as per the provision of IT Act, 1961.

RESIDENTIAL PLOTTED DEVELOPMENT

Most state governments have loosened their fists and have implemented land

reforms that make the conversion of agricultural land into residential land

much easier. The process of township development takes a period of about 5 to

10 years. Initially, the prices of plotted development are quite low which

rapidly increases with the pace of development and with the rise in inflation

factor.

APARTMENTS/VILLAS

As per the assessment made in the Indian Habitat Policy 1998, the demand for

houses in urban area is to the tune of 22 million houses. The gap in demand and

supply in housing stock has thrown big investment opportunities. Booking at

the launching stage and getting the exit at the completion stage ca offer shining

returns on investments. In this process the stamp duty and other taxes can be

legally avoided.

COMMERCIAL/RETAIL SPACES

The retail boom in India has fueled huge demand for commercial/shopping

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spaces. Many MNC’s and big corporate retailers prefer to take prime

commercial properties on long-term lease basis. The option offers regular

returns besides appreciation in capital value, taking both the returns together

gives handsome return and a wonderful combination of regular and a

wonderful combination of regular and long-term returns.

FARM HOUSES/SECOND HOMES

Many developers are offering lifestyle with smart returns through farm

houses/second homes. The offer comprises of sale of farm houses at affordable

rates with professional property management giving lifestyle and capital

appreciation together.

REAL ESTATE MUTUAL FUNDS

Securities Exchange Board of India (SEBI) has recently allowed the launch of

mutual funds which can invest in physical property. Many corporates such as

HDFC and IDBI are in the process of launching real estate mutual funds.

FACTS AND FIGURES

In India Construction is the second largest economic activity after Agriculture.

Investment in construction accounts for 11 percent of India’s Gross Domestic

Product (GDP) and nearly 50 percent of Gross Fixed Capital Formation

(GFCF). Construction accounts for nearly 65 percent of total investment in

infrastructure and is expected to be the biggest beneficiary of the surge in

Infrastructure Investment over the next five years. According to the Economic

6
Survey, India has the potential to absorb US$ 150 Billion of Foreign Direct

Investment in the next five years in the Infrastructure sector. The sector is

expected to grow at a CAGR of 15 percent over the next few years.

The sustained growth and positive outlook for the future has increased focus on

Infrastructure development. Opening of the Infrastructure development to

private players, FDI and increased investment commitments from the govt. has

thrown a host of opportunities for companies in the infrastructure development

sector, innovative projects like the metro Rail and Sky Bus, along with the

proposed SEZ projects have provided additional opportunities for the SME’s in

the sector. While majority of the infrastructure development projects are given

out by the government Agencies, the private sector is also actively participating

through development projects like SEZs and commercial construction.

Along with the government bodies and funding agency, various infrastructure

development companies, machinery and materials suppliers, ancillary suppliers

and allied support industries would play an important role in meeting in

demand the for infrastructure development.

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REAL ESTATE AS AN INVESTMENT OPTION

Is Real Estate A Good Investment Option?

Are you fatigued by the diminishing income and risk-factors associated with

main-stream investment avenues – fixed deposits, stocks, mutual funds, etc.?

Think `real estate': a lesser explored investment option.

Why real estate investment stands out?

• Quantum of investment required is high

• Investment horizon is long

• Dual returns are available in form of rental income and capital

Appreciation

What are the promising avenues of real estate investment?

• Offices

• Shopping malls

• Retail outlets

• Industrial warehouses

What is the current Indian real estate scenario?

• Periodic returns on commercial property ranges from 10 to 13 percent

Per year

• The Indian real estate industry has a growth rate of 35 to 40 percent

Annually

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• The demand for real estate is picking up as the IT industries set up their

• Base in India or look for expansion in these cities.

• Top financial companies have recognized the advantage of India as a

Business process outsourcing destination and had started expanding their

business.

• Companies are increasingly switching over to renting office premises.

This offers flexibility in operations and avoids locking capital.

• Companies operating in automobile design, auto components

Manufacturing, computer aided design and drawing are also entering

India in search of acquisition of space preferably as ready-to-occupy

premises.

• Real estate developers are offering premises on long lease to the

companies.

• Individual investors are benefiting from the developing commercial real

Estate market in India by investing in pre-leased properties.

• Norris / Pies are investing in real estate as the rental income and

capital Used to purchase the property is easily reparable .

9
INVESTMENT NEEDS

The investment needs depend on the requirements of a particular person about

the liquidity of funds and his capacity and temperament bear risk. The tax

implication on return of investment to the investor is always a crucial matter

for choosing the right option.

FACTORS AFFECTING INVESTMENT DECISION MAKING

After Tax
Liquidity ROI

Tax
Safety Implication

Convenience
To Invest

10
 INVESTMENT OPTIONS:

The following are the major options available to the investors:

Investment Options

PO/Bank/Govt.Securities

Bonds/Debentures

Bullion (Gold/Silver)

Shares/Mutual Funds

Real Estate

All the options have different features with respect to various factors having

implication on investment decision making. The following Chart depicts the analysis

of features of various options at a glance:

*based on prevailing market rates

**based on last 25 years track record

11
 CONCEPTUAL BACKGROUND OF TOPIC

Garden Palace Infratech Pvt. Ltd.* is a real estate company dedicated to

developing high-quality residential and commercial properties. Known for its

innovative approach to construction and commitment to customer satisfaction,

the company integrates modern design and sustainable practices to create

beautiful, functional spaces that meet the evolving needs of today's

homeowners and businesses. With a focus on quality, transparency, and timely

project delivery, Garden Palace Infratech aims to enhance urban living

standards through projects that blend aesthetics with practicality.

Marketing is the process of performing market research, selling products

and/or services to customers and promoting them via advertising to further

enhance sales. It generates the strategy that underlies sales techniques, business

communication, and business developments. It is an integrated process through

which companies build strong customer relationships and create value for their

customers and for themselves.

Marketing is used to identify the customer, to satisfy the customer, and to keep

the customer. With the customer as the focus of its activities, it can be

concluded that marketing management is one of the major components of

business management. Marketing evolved to meet the stasis in developing new

markets caused by mature markets and overcapacities in the last 2-3 centuries.

12
The adoption of marketing strategies requires businesses to shift their focus

from production to the perceived needs and wants of their customers as the

means of staying profitable.

The term marketing concept holds that achieving organizational goals depends

on knowing the needs and wants of target markets and delivering the desired

satisfactions. It proposes that in order to satisfy its organizational objectives, an

organization should anticipate the needs and wants of consumers and satisfy

these more effectively than competitors.

Evolution of marketing

An orientation, in the marketing context, related to a perception or attitude a

firm holds towards its product or service, essentially concerning consumers and

end-users. Throughout history, marketing has changed considerably in time

with consumer tastes.

Earlier approaches

The marketing orientation evolved from earlier orientations, namely, the

production orientation, the product orientation and the selling orientation.

Organizational orientation

13
In this sense, a firm's marketing department is often seen as of prime

importance within the functional level of an organization. Information from an

organization's marketing department would be used to guide the actions of

other departments within the firm. As an example, a marketing department

could ascertain (via marketing research) that consumers desired a new type of

product, or a new usage for an existing product. With this in mind, the

marketing department would inform the R&D department to create a prototype

of a product/service based on consumers' new desires.

The production department would then start to manufacture the product, while

the marketing department would focus on the promotion, distribution, pricing,

etc. of the product. Additionally, a firm's finance department would be

consulted, with respect to securing appropriate funding for the development,

production and promotion of the product. Inter-departmental conflicts may

occur, should a firm adhere to the marketing orientation.

Production may oppose the installation, support and servicing of new capital

stock, which may be needed to manufacture a new product. Finance may

oppose the required capital expenditure, since it could undermine a healthy

cash flow for the organization.

Marketing research

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Marketing research involves conducting research to support marketing

activities, and the statistical interpretation of data into information. This

information is then used by managers to plan marketing activities, gauge the

nature of a firm's marketing environment and attain information from suppliers.

Marketing researchers use statistical methods such as quantitative research,

qualitative research, hypothesis tests, Chi-squared tests, linear regression,

correlations, frequency distributions, poisson distributions, binomial

distributions, etc. to interpret their findings and convert data into information.

The marketing research process spans a number of stages, including the

definition of a problem, development of a research plan, collection and

interpretation of data and disseminating information formally in the form of a

report. The task of marketing research is to provide management with relevant,

accurate, reliable, valid, and current information.

A distinction should be made between marketing research and market

research. Market research pertains to research in a given market. As an

example, a firm may conduct research in a target market, after selecting a

suitable market segment. In contrast, marketing research relates to all research

conducted within marketing. Thus, market research is a subset of marketing

research.

Marketing environment Market segmentation

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Market segmentation pertains to the division of a market of consumers into

persons with similar needs and wants. For instance, Kellogg's cereals, Frosties

are marketed to children. Crunchy Nut Cornflakes are marketed to adults. Both

goods denote two products which are marketed to two distinct groups of

persons, both with similar needs, traits, and wants.

Market segmentation allows for a better allocation of a firm's finite resources.

A firm only possesses a certain amount of resources. Accordingly, it must

make choices (and incur the related costs) in servicing specific groups of

consumers. In this way, the diversified tastes of contemporary Western

consumers can be served better. With growing diversity in the tastes of

modern consumers, firms are taking note of the benefit of servicing a

multiplicity of new markets.

Market segmentation can be defined in terms of the STP acronym, meaning

Segment, Target and Position.

Types of marketing research

Marketing research, as a sub-set aspect of marketing activities, can

be divided into the following parts:

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  Primary research (also known as field research), which

involves the conduction and compilation of research for a

specific purpose.

 Secondary research (also referred to as desk research),

initially conducted for one purpose, but often used to support

another purpose or end goal.

By these definitions, an example of primary research would be

market research conducted into health foods, which is used solely to

ascertain the needs/wants of the target market for health foods.

Secondary research in this case would be research pertaining to

health foods, but used by a firm wishing to develop an unrelated

product.

Primary research is often expensive to prepare, collect and interpret

from data to information. Nevertheless, while secondary research is

relatively inexpensive, it often can become outdated and outmoded,

given that it is used for a purpose other than the one for which it

was intended. Primary research can also be broken down into

quantitative research and qualitative research, which, as the terms

suggest, pertain to numerical and non- numerical research methods

and techniques, respectively. The appropriateness of each mode of

17
 research depends on whether data can be quantified (quantitative

research), or whether subjective, non-numeric or abstract concepts

are required to be studied (qualitative research).

Marketing planning

The marketing planning process involves forging a plan for a

firm's marketing activities. A marketing plan can also pertain to a

specific product, as well as to an organization's overall marketing

strategy. Generally speaking, an organization's marketing planning

process is derived from its overall business strategy. Thus, when top

management are devising the firm's strategic direction or mission,

the intended marketing activities are incorporated into this plan.

There are several levels of marketing objectives within an

organization. The senior management of a firm would formulate a

general business strategy for a firm. However, this general business

strategy would be interpreted and implemented in different contexts

throughout the firm.

Sales

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A sales consists of a plan that positions a company’s brand or

product to gain a competitive advantage. Successful strategies help

the sales force focus on target market customers and communicate

with them in relevant, meaningful ways. Sales representatives need

to know how their products or services can solve customer

problems. A successful sales strategy conveys this so that the sales

force spends time targeting the correct customers at the right time.

Planning and creating an effective sales strategy requires looking at

long- term sales goals and analyzing the business sales cycle, as

well as meeting with sales people about their personal career goals.

Going through these exercises helps business owners and managers

gain a more intimate knowledge of the sales intervals, seasonal

changes and what motivates the sales team. After creating the long-

term sales strategy based on long-term goals, sales managers should

19
create monthly and weekly sales strategies based on the long-term

strategy. This allows for short-term performance measurement of

the sales team.

Types

sales strategy is one of two basic types of sales strategies to their overall Plans:

direct or indirect. With the direct sales strategy, sales people attack

the competition head on when talking to the customer. They talk

about each feature of the competition’s product and compare it to

theirs. The term "negative selling" refers to the direct sales

approach. Indirect sales approaches apply more subtle techniques by

demonstrating features and benefits not available with the

competition’s products or services without ever mentioning them by

name. This more sophisticated, positive sales strategy requires

research and analysis of the competition.

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Components

A successful sales strategy includes product placement, promotion and

testimonials in addition to the core selling strategies for the sales force. Product

placement and promotion create brand awareness by using the various

marketing channels available today. Social media networks offer a free platform

for increasing brand awareness. Business owners can utilize these tools

effectively by spending time each day to communicate with fans and followers

on their social network pages. Customer testimonials readily available for

prospects to read or watch lend authority to a small business and the products

and services it offers.

Function

Regardless of whether a business uses a direct or indirect sales strategy, or a

combination of the two, sales managers need to work with sales people on

techniques. New customer acquisition and customer retention require two

approaches. A sales strategy lays out the steps and methods necessary for

customers in different stages. Potential customers need communication that

introduces the brand and product or service in ways that show how it can solve

his or her problems. Current customers require more personal communication

about new features or benefits to keep them engaged.

Promotions and referral discounts work to motivate current customers to spend

21
their money and to spread the word to others.

Creating an effective sales strategy requires market knowledge, awareness of

competitor activities, awareness of current trends and detailed business analysis.

Small business owners wishing to create and implement a sales strategy for the

first time may want to hire a professional business consultant to help guide the

process.

Promotion

It involves disseminating information about a product, product line, brand, or

company. It is one of the four key aspects of the marketing mix. (The other

three elements are product marketing, pricing, and distribution.)

Promotion is generally sub-divided into two parts:

 Above the line promotion: Promotion in the media (e.g.

TV, radio, newspapers, Internet and Mobile Phones) in which

the advertiser pays an advertising agency to place the ad

 Below the line promotion: All other promotion. Much of this

is intended to be subtle enough for the consumer to be

unaware that promotion is taking place. E.g. sponsorship,

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 product placement, endorsements, sales promotion,

merchandising, direct mail, personal selling, public relations,

trade shows

 The term "promotion" is usually an "in" expression used

internally by the marketing company, but not normally to the

public or the market - phrases like "special offer" are more

common.

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The price

Of all the aspects of the marketing mix, price is the one, which creates sales

revenue - all the others are costs. The price of an item is clearly an important

determinant of the value of sales made. In theory, price is really determined by

the discovery of what customers perceive is the value of the item on sale.

Researching consumers' opinions about pricing is important as it indicates how

they value what they are looking for as well as what they want to pay. An

organisation's pricing policy will vary according to time and circumstances.

Crudely speaking, the value of water in the Lake District will be considerably

different from the value of water in the desert.

The place

Although figures vary widely from product to product, roughly a fifth of the

cost of a product goes on getting it to the customer. 'Place' is concerned with

various methods of transporting and storing goods, and then making them

available for the customer. Getting the right product to the right place at the

right time involves the distribution system. The choice of distribution method

will depend on a variety of circumstances. It will be more convenient for some

manufacturers to sell to wholesalers who then sell to retailers, while others will

prefer to sell directly to retailers or customers.

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COMPANY PROFILE

25
 COMPANY PROFILE

Garden Palace Infratech Pvt. Ltd., incorporated on July 19, 2017, with the

Registrar of Companies in Kanpur under the Companies Act 1956 (Registration

No. U701000P2017PTC095143), is a Lucknow-based real estate development

company. It has a multi-dimensional portfolio across commercial, retail, and

residential segments and is also involved in the sale and purchase of agricultural

land with a substantial land bank.

Specializing in residential and commercial property transactions, property

management, business deals, and investment management, Garden Palace

Infratech understands market segmentation and offers expert guidance to help

clients achieve optimal results. With a focus on quality, international standards,

and timely delivery, the company upholds values of transparency,

responsibility, and teamwork to provide personalized and professional services.

The CMO and Directors of Garden Palace Infratech Pvt. Ltd. are Shavez Abbas

and Yasmeen

Garden Valley is just such a place. All you have to do is pick your plot of

choice. And, create your own unique masterpiece. There is no pressure to build

a home immediately. After all, your very own plot of land by itself is a great
26
investment for the future. However, if you wish, we even have 2 beautiful

projects for you to choose from. A statement of quality in our portfolio,. our

project is located at the prime residential layout on dewa road in Lucknow.

Garden Valley was designed to bring back the stately architectural wonders of

yesteryears into a present-day setting.

It now includes pre and post sales service and the need for simplification of the

entire process of buying a property. Garden Valley has earned a strong

reputation in the real estate industry as we strongly work for the Best Services

and satisfaction of our customers. It's our efficient and effective solution that

has given us domestic and global satisfied CLIENTS.

MESSAGE FROM CMD DESK

When one person addresses another person, it should not be just a written

communication. it must be an expression of conscience and cordiality. Being a

Owner of Garden Valley. Having much Experience in Banking Sector and Real

Estate Sector. I would like to invoke your confidence and affection in order to

ennoble my commitment to augment the company in all it's entirety. Our

organization would first like to become a better member of the society before

becoming the world's best real estate company. We should be careful in looking

at the welfare of every worker for it is they who construct our houses brick by

27
brick. We should also not forget about our planet that has permitted us to live on

it. Thus, our building should be environment friendly causing least burden on

the natural resources. Lastly, I Consider myself fortunate, to have got an

opportunity to make the dreams of so many people come true, of giving them

not just a house, but a home to cherish forever.

OUR MISSION

With a commitment to deliver unique, integrated projects that best cater to

clients needs, Garden Valley to be the most innovative and trusted brand in real

estate industry by adopting new technologies with a focus on green and eco-

friendly construction.

OUR VISION

Hassle-free operations with total customer satisfaction by resolving customers

issues with utmost attention and speedy services round the clock. Garden Valley

is dedicated to develop and deliver state of art projects matching to standards

around the globe.

SUCCESS STORY

28
The best interest of our clients always come first and we are dedicted to the

development to the development of long term client relationship. Our

commitment to personalized service, continuing innovation and overall

expertise has brought annual recognition through numerous awards.

SOME PICTURES OF COMPANY

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30
ORGANISATIONAL STRUCTURE

31
 SOME MAJOR REAL ESTATE
MARKETINGSTRATEGIES.
GARDEN AERO INFRA PVT LTD.

Make sure you have social media accounts on all the big networks (Facebook,
Twitter, Pinterest, Google+, and even Instagram if you snap a lot of house pics).
Interact with users, share good press, and promote your properties.

1. Add Social Sharing To Property Pages.

• Chances are, home shoppers are eager to share their top housing
pics with friends and family, so make it easy for home buyers to
email and share various properties online by adding social sharing
buttons.

32
2. Create a Killer Business Card

• Get an awesome looking business card and hand them out like pizza
flyers on a Friday night.

3. Make Use of Local Images.

• In many ways, you’re not just selling a house, you’re selling a whole
town or area. Showcase the best that your area has to offer, with
high-quality, beautiful photos of local town landmarks and familiar
sites.

33
4. Create a Virtual Tour

• Your clients’ time is precious, and they want to understand as much as possible
about a property prior to visiting in person. Virtual tours are a great way to give
a comprehensive, accurate preview of the property for potential buyers.

• Here’s one example of a virtual tour (although you’ll find some aspects of this
video are quite outdated). If you make your own, I’d beg you to not use music
that resembles the soundtrack of The Sims.

34
5. Host Free Seminars For Home Buyers

• Make yourself and your knowledge available to the community by hosting

mini- seminars. Consider providing a basic 101 seminar about the basics of
home buying andmortgages.

• Remember, marketing today is all about inbound, and that doesn’t just apply
online. Users want you to share some of your knowledge for free before
investing time and money in you. A home buying seminar is the local
equivalent of a webinar. Yes, it will take time and energy, but attendees will
walk away impressed and will have establisheda relationship with you. That
relationship will be worth its weight in gold when they’re ready to shop for a

home.

35
6. Make Your Site Easy to Navigate

• All the great property pages in the world won’t mean much if your site is a
nightmare tonavigate. Your visitors need to have a good experience on your
website, so take the time to brush up on user experience design skills and
information architecture.

7. Keep In Touch

• Stay in touch (even months and years later) with past buyers in order to
build in thatgood relationship. Send anniversary cards, holiday cards, etc to
stay fresh in their
minds. When they have a friend who is ready to buy, they’ll pass along your info.

36
8. Encourage referrals and word-of-mouth

• Most successful real estate agents generate several deals through

referrals from previous customers. A customer referral is most valued by
a new buyer or seller.

• For example, new customers are more comfortable selecting a real estate
agent whenreferred by a friend, colleague, or relative. You can always boost
this approach by offering referral bonuses to the person who refers a new
customer.

37
38
OBJECTIVE

39
 OBJECTIVE

 Meeting with clients and attending the seminar.

 Learned how they sales and there ideas.

 How to post pictures and videos on daily basis.

 How to target Audience.

 Learning there Marketing

 Effectively communication with current and potential clients through

 DM and keep them interested in your side.

 To study the types of marketing and sales of GARDEN PALACE

INFRATECH PVT. LTD.

 To study how companies evaluate a marketing and sales.

 To study how salespeople improve their selling, negotiation, and

relationship-building skills.
 To Identify and explain key success factors for
salesperson performance
 To study describe relationship between buying centers and selling
centers and the nature of team selling.

40
MARKETING STRATEGY

OF COMPANY

41
 MARKETING STRATEGY OF COMPANY

1.Identify the target market through broker

2.Real estate consultant(broker).

3.Create a website and use social media for advertisement.

4.Encourage referrals and word-of-mouth.

5.Respond quickly

6.Publish a real estate newsletter.

7.Create a killer business card.

8.Host free seminars.

9.Keep in touch with broker and customer.

• Set Yourself Up For Social

Make sure you have social media accounts on all the big networks (Facebook,

Twitter, Pinterest, Google+, and even Instagram if you snap a lot of house pics).

Interact with users, share good press, and promote your properties.

• Add Social Sharing To Property Pages.

Chances are, home shoppers are eager to share their top housing pics with friends

and family, so make it easy for home buyers to email and share various properties

online by adding social sharing buttons.

• Create a Killer Business Card

Get an awesome looking business card and hand them out like pizza flyers on a

Friday night

42
 • Make Use of Local Images.

In many ways, you’re not just selling a house, you’re selling a whole town or area.

Showcase the best that your area has to offer, with high-quality, beautiful photos of

local town landmarks and familiar sites.

• Create a Virtual Tour

Your clients’ time is precious, and they want to understand as much as possible

about a property prior to visiting in person. Virtual tours are a great way to give a

comprehensive, accurate preview of the property for potential buyers.

Here’s one example of a virtual tour (although you’ll find some aspects of this

video are quite outdated). If you make your own, I’d beg you to not use music that

resembles the soundtrack of The Sims.

• Host Free Seminars For Home Buyers

Make yourself and your knowledge available to the community by hosting mini-

seminars. Consider providing a basic 101 seminar about the basics of home buying

and mortgages.

Remember, marketing today is all about inbound, and that doesn’t just apply

online. Users want you to share some of your knowledge for free before investing

time and money in you. A home buying seminar is the local equivalent of a

webinar. Yes, it will take time and energy, but attendees will walk away impressed

and will have established a relationship with you. That relationship will be worth

its weight in gold when they’re ready to shop for a home.

43
 • Make Your Site Easy to Navigate

•All the great property pages in the world won’t mean much if your site is a

nightmare to navigate. Your visitors need to have a good experience on your

website, so take the time to brush up on user experience design skills and

information architecture.

• Keep In Touch

•Stay in touch (even months and years later) with past buyers in order to build in

that good relationship. Send anniversary cards, holiday cards, etc to stay fresh in

their minds. When they have a friend who is ready to buy, they’ll pass along your

info.

• Encourage referrals and word-of-mouth

•Most successful real estate agents generate several deals through referrals from

previous customers. A customer referral is most valued by a new buyer or seller.

•For example, new customers are more comfortable selecting a real estate agent

when referred by a friend, colleague, or relative. You can always boost this

approach by offering referral bonuses to the person who refers a new customer.

• Respond quickly

•We live in a world that is moving at a much faster pace than ever before. It is very

important to respond to customer queries or else you will risk losing new business

44
 RESEARCH
METHODOLOGY

45
 RESEARCH METHODOLOGY

The report is the result of a survey which was undertaken in Lucknow city. The

objectives of the project has been fulfilled by getting response from the customer

associated to these segments through a personal interview in the form of a

questionnaire. The responses available through the questionnaire are used to evaluate

the brand loyalty for the products of GARDEN PALACE INFRATECH PVT. LTD.

and the willingness of the customer to purchase its products on future. The project

also covers an analysis of the switch over of customers to competitors products in the

market.

THE RESEARCH PROBLEM

The problem formulation is the first step to a successful research process. The

project undertake the problem of analyzing the customer satisfaction level of the

GARDEN PALACE INFRATECH PVT. LTD. and to find the marketing sales of the

product in comparison to other products.

46
 THE RESEARCH OBJECTIVE

 To study the types of marketing and sales of GARDEN PALACE

INFRATECH PVT. LTD.

 To study how companies evaluate a marketing and sales.

 To study how salespeople improve their selling, negotiation, and

relationship-building skills.

 To Identify and explain key success factors for

salesperson performance

 To study describe relationship between buying centers and selling

centers and the nature of team selling.

THE RESEARCH DESIGN

The research design used in the project is exploratory design. The

investigation is real estate upon the customers in Lucknow city. The

reason for choosing this design is to get responses from the customers so

that their perception about the products of the company and their loyalty

could be predicted.

47
 THE DATA SOURCE

Secondary data source

Secondary data was collected from following sources

Prior research reports

Websit

es

Books

Newsp

aper

Personal consultation

THE AREA OF WORK

The field work is conducted in the Lucknow

THE ANALYTICAL TOOLS USED

The analytical tools used are mostly graphical in nature which

include

 Pie charts

 Cylindrical charts

 Column charts

 Tables showing percentage

48
SWOT ANALYSIS OF GARDEN AERO INFRA PRIVATE
LIMITEDS:

STRENGTHS: WEAKNESSES:

1. Fastest Growing Company 1. Slow pace of development of the

projects.
2. Focused Portfolio
3. Strong Financial Background
2. Brand name is not much known as
4. Experienced Leadership & Management compared to the major players of real estate
Team in the market.
5. Leed Certified- Green Building Concept
6. Architect- Eigen
7. Wide Sales & Marketing Network
8. International Presence
9. Projects in SEZ area

OPPORTUNITIES: THREAT
S:
1. Capturing prime locations in Delhi/ NCR -
which would attract more investors in future. 1. Well established developers prevailing in
the market.
2. Greenology concept can attract more
investors in comparison to other developers. 2. Threat of New entrants.

3. Economical and Innovative promotional 3. Change in Government policies.

strategies.
4. Unorganised sectors in real estate, like,
small scale brokers and property dealers etc.

49
SWOT ANALYSIS OF GREATER LUCKNOW:

STRENGTHS
WEAKNESSES
2nd planned city.
Wholly Wi-Fi. Problem of law and order.
India expo mart.
Yamuna Expressway.
Lack of Public Transport.
Knowledge Park.
An eco-friendly relaxed environment.
Shiv Nadar University Launched. Lack of Labour.
Affordable Property rates as compared to Delhi.
A modern, efficient city of international standards. Show pace of development.
Top quality housing and social infrastructure.
Wider than access roads.
Ansal Plaza shopping mall.
F1 Racing track.
Gautam Buddha University and,
Galgotia University.

OPPORTUNITIES THREATS

4th Night Safari. Noida extension fiasco.

Boraki Railway Station.
Expected population in 2021 is 21
lakhs. Change of government will rise problem for the
master plan of Greater Noida.
DMIC (Delhi Mumbai Industrial Corridor) Gas
based power project.
NIIT Tech to invest Rs175 crore for Noida Campus
expansion.
Shopping Malls, Multiplexes coming up.
Delhi Metro extended in Greater Noida.
The next major IT destination.
Excel World.
FNG Corridor.
Biggest Milk plant to give empowerment to villagers
in Tapal.
Noida crime control plan to cost Rs380 crore.
Bird Sanctuary.
YEA is planning to open 4 international universities
and 10 engineering colleges adjacent to Yamuna
expressway.

50
 MARKETING MIX

The marketing mix is a business tool used in marketing products. The marketing
mix is often crucial when determining a product or brand's unique selling point;
the unique quality that differentiates a product from its competitors, and is
often synonymous with the four Ps: price, product, promotion, and place.
These are defined as:

 Product - A product is seen as an item that satisfies what a consumer

needs or wants. It is a tangible good or an intangible service. Intangible
products are service based like the tourism industry, the hotel industry and
the financial industry. Tangible products are those that have an independent
physical existence.

 Price – The price is the amount a customer pays for the product. The price
is very important as it determines the company's profit and hence, survival.
Adjusting the price has a profound impact on the marketing strategy, and
depending on the price elasticity of the product, often it will affect the
demand and sales as well. The marketer should set a price that
complements the other elements of the marketing mix.

 Promotion - represents all of the methods of communication that a

marketer may use to provide information to different parties about the
product. Promotion comprises elements such as: advertising, public
relations, personal selling and sales promotion and Word-of-mouth.

 Place - refers to providing the product at a place which is convenient for

consumers to access. Place is synonymous with distribution. Various
strategies such as intensive distribution, selective distribution, exclusive
distribution and franchising can be used by the marketer to complement the
other aspects of the marketing mix.

51
 PRODUCT PRICE

Marketing Mix

PROMOTION PLACE

PRODUCT/SERVICE STRATEGY:

 LEED Certified Green Building

 Various ranges of Office space from 350 sq. ft. to 1000 sq. ft.

 Retail Space available in different cluster of sizes starting from 250 sq. ft.

 Fully furnished Studio Apartments for ready to move-in.

 Office spaces sub divided into Fully furnished, Semi furnished and raw
shell or Virtual spaces to cater the needs of different customers.
 Office and Retail shops are within walking distance from Studio Apartments.

 Food Courts and ATM space also available in large sizes.

PRICE STRATEGY:

 Penetration strategy

 Product price range started for Rs. 4200 sq. ft. – Rs. 7500 sq. ft

 Minimum amount of Investment required

 Assured Return of 12% until possession.

52
  Reasonable Price.

 Attractive one time discount for customer

 Attractive allowance for dealers

PROMOTION STRATEGY:

 Activity in Local markets

 E-mailing and posting Ad in Property websites

 Advertisement in Local newspaper and magazines

 Brochure

 Sales force (1000+ across country)

 Marketing surveys through:-

1. Canopies

2. Demonstration

3. Reference by old customer

4. Cold call

53
PLACE / DISTRIBUTION STRATEGY :

 Launched in Greater LUCKNOW

 Positioned at a Prime Location of 650 acres of SEZ

 Developments around Earth TechOne like Yamuna Expressway,

Universities, Sports Complex, Racing Track, and various I.T Indstries.

 High Capital Appreciation of the project

nd
 2 Most planned City

 Growing to be one of the largest industrial and education hubs of India

54
 MARKETING AND PROMOTIONAL STRATEGY

Marketing strategy is a process that can allow an organization to concentrate its

limited resources on the greatest opportunities to increase sales and achieve a
sustainable competitive advantage.

Marketing strategies serve as the fundamental underpinning of marketing plans

designed to fill market needs and reach marketing objectives. Plans and
objectives are generally tested for measurable results. Commonly, marketing
strategies are developed as multi-year plans, with a tactical plan detailing specific
actions to be accomplished in the current year. Time horizons covered by the
marketing plan vary by company, and by industry, however, time horizons are
becoming shorter as the speed of change in the environment increases. Marketing
strategies are dynamic and interactive. They are partially planned and partially
unplanned. Marketing strategy involves careful scanning of the internal and
external environments. Internal environmental factors include the marketing mix
plus performance analysis and strategic constraints. External environmental
factors include customer analysis, competitor analysis, target market analysis,
as well as evaluation of any elements of the technological, economic, cultural or
political/legal environment likely to impact success. A key component of
marketing strategy is often to keep marketing in line with a company's
overarching mission statement.

Once a thorough environmental scan is complete, a strategic plan can be

constructed to identify business alternatives, establish challenging goals,
determine the optimal marketing mix to attain these goals, and detail
implementation. A final step in developing a marketing strategy is to create a plan
to monitor progress and a set of contingencies if problems arise in the
implementation of the plan.

55
 By understanding the company, its products and analyzing its competitors, it gave
me a clear picture about the real estate sector. The major task that I was assigned
was to understand the company objectives, its target audience, and then to develop
marketing strategies which would help company to increase its brand awareness
and business development. The two kinds ofsales promotions are described as:

Above the line sales promotion:

Above the line is a type of advertising through media such as TV, cinema, radio,
print, banners and search engines to promote brands. Major uses include television
and radio advertising, web and Internet banner ads. This type of communication is
conventional in nature and is considered impersonal to customers. It differs from
Below the line advertising, which believes in unconventional brand-building

56
strategies, such as direct mail and printed media (and usually involve no motion
graphics).These strategies require huge amount of investments and are majorly
Capital intensive.

57
Below the line sales promotions

These are short-term incentives, largely aimed at consumers. With the increasing
pressure on the marketing team to achieve communication objectives more
efficiently in a limited budget, there has been a need to find out more effective
and cost efficient ways to communicate with the target markets. This has led to a
shift from the regular media based advertising. These strategies involve high level
of ground work involving manpower and is hence more of Labor intensive.

Promotion

Above the line Below the line

promotion: promotion:

Radio Sponsorship

Mobile Phones Endorsements

Newspapers Sales Promotion

Internet Direct Mail

Personal Selling

Public Relations

Trade Shows
Deciding on promotional plan:

The plan usually faces three questions.

58
  Which segment of the market should be targeted?

 What message should be conveyed to them?

 How to do this?

For each service we first consider all forms of media which are available for
promotion like TV, radio, newsletters, classifieds, displays/signs, posters, word of
mouth, press releases, direct mail, special events, brochures, neighborhood
newsletters, etc, & then decide which suits the organization. Our selection of
media should be based on two factors affordability & accessibility.

Steps involved in developing the promotional strategy:

To develop a promotional strategy one should understand the target audience,

analyze the competitor strategies, understand the company constraints, and other
factors which can then be used to develop a comprehensive strategy to meet the
company objective.

The steps involved in developing strategies for Earth-Infrastructure can be

enumerated as:-

 STEP 1: Understanding company objective

 STEP 2: Understanding Segmenting Targeting Positioning

 STEP 3: Analyzing company constraints

 STEP 4:Methods adopted

STEP 1: Understanding the Company’s Objective:-

The company will be a national player and is comparatively a new entrant in the
real estate sector. The company will relatively gain great awareness in the market
of Lucknow and its projects will be scatter all over India.

59
 So the major objective of the company for conducting promotions in future year are:-

 Hit the target audience directly, in cost effective manner

 Create Brand Awareness for the company in new markets & generate business for
thecompany.

 Create competitive advantage (comparing competitors)

 Create exact positioning for companies in the mind of target audience

 Reminding the audience in the existing market

 And ultimately to generate sales

STEP 2: Segmenting, Targeting and

Positioning Segmentation—

A segment is a group sharing one or more characteristics that cause them to have
similar product and/or service needs. Segmentation can be done depending on
many variables which represents specific nature of the group, some of the
variables are:

 Geographic
 Region ,country ,Density of Area, Climate
 Demographic variables

 age ,gender ,family ,family life cycle, education , income, occupation

 Socioeconomic, religion, nationality/race , language

 Psychographic variables

 personality ,life style, value, and attitude

 Behavioral variables

 benefit sought ,product usage rate, brand loyalty, product end use

60
  readiness-to-buy stage, decision making unit, profitability, income status

Segmentation of the company:

The company will define its segment on the basis of Demographic Variables,
primarily considering the factors Age, Occupation and Income. The
management’s job is to formulate new and creative strategies to target different
segments of the market. Also the investors are segmented on basis of their
financial background (i.e. Business man and service class people) which helps to
classify two different segments which have to be targeted with different
promotional strategies. The age & the need of the investors also help us in
segmenting the clients and thus facilitate the company to find its target market
more accurately.

Targeting:

For any organization it is not possible to serve every segment, so the marketer
decides to serve the segment which provides the maximum opportunity, a process
which is known as Targeting.

Targeting at Garden Aero Infra Private Limited—

Considering the constraints of finances, time and other factors, Garden Aero Infra
Private Limiteds has different promotional strategies for different segments such
as high, middle & lower income group of people .Garden Aero Infra Private
Limiteds generates a lot of business from tier 2 cities, so our marketing and
promotional activities are carried out in these cities as well. We offer the same
product to people from different segment of market but with different promotional
strategies.

Garden Aero Infra Private Limiteds specifically focuses on Professionals,

Businessmen & NRI’s and the promotional strategies are formulated in such a

61
 manner that they directly reach the target audience e.g. Door to door activity,
canopy activities.

Positioning:

It is the process by which marketers try to create an image or identity in the minds
of their target market for its product, brand, or organization.

Positioning at Garden Aero Infra Private Limiteds—

Most of the competitors serve more than one segment, with no clear positioning
of their company. The market has a stiff competition as a large number of real
estate developers have been coming in the city at different locations. Many
players have positioning in terms of Quality-Prices modal, others on basis of
location and so on, but no player in the market specifically focuses on being
environment friendly by introducing the green building concept and we very
firmly believe in customer satisfaction

The following distinction separates us from our competitors:

1. LEED Certified - Leadership in Energy and Environmental Design

(LEED) consists of a suite of rating systems for the design, construction

and operation of high performance green buildings, homes and
neighborhoods. We are the first LEED certified real estate developers.

2. CREDAI Member - The Consumer Grievance Redressal Forum has

been enacted to provide better protection to the interests of customers

connected with the “member

real-estate developers - CREDAI NCR” and for that purpose to make

62
 provision for the establishment of authorities for the settlement of
customer’s dispute and other related matters.

3. EIGEN (Architect)- A Synonym to high quality. An International

Architecture & Engineering firm with synonym of high quality

assurance provides One Stop Solution for all Design Engineering and
Technology Solutions for the Construction Industry. You name the best
and they have it from the Burj Tower, Dubai to Strawberry Place,
Newcastle Upon Tyne, U.K. The company has provided a wide range of
Architectural Services or Various Consultancy for some part of the
services to projects in various markets of Global Construction Industry
including India, Australia, Middle East, United Kingdom, Caribbean
Islands and the US.

SEGMENTATION TARGETING POSITIONING

DEMOGRAPHICS PROFESSIONALS, LEED CERTIFIED
BUSINESSMAN,RETIRED GREEN BUILDING
AGE,OCCUPATION, AND NRIs. CONCEPT
INCOME CREDAI MEMBERSHIP
WORLD RENOWNED
ARCHITECHT - ''EIGEN".

The overall STP analysis of the company helps in understanding which market

to be catered, and hence helps in customizing the overall promotional effort to

be channelized in the same direction facilitating the best utilization of the

63
 available resources and meeting the company objectives.

STEP 3: Analyzing Company Constraints

The company will just enter into the market of real estate. With the presence of

number of competitors in the market and also with the increasing brand value

of the major leader, it will be very difficult for the company to make its

presence . Apart from this, there is some other constraints also which is to be

kept in mind while designing the promotional strategies which were financial

constraint. This company is a Self–funded organization which will start soon.

Problem which is confronted by our company in its promotional & advertising

campaign will lack of funds for advertisements on television.

STEP 4: Methods adopted

A strategy had to be developed wherein the target audience could be hit

directly in the most cost effective manner and conveying the message clear to

the audience.

64
So it was decided to use below the line marketing strategy. The strategies used

were:-

BRANDING:

The major aim of the branding activity is to increase the visibility of the

company in various zones. The activity need promotional effort of distributing

Free Gifts at different locations to create brand awareness and increase brand

recognition.

The main tools used in the process were:-

 Cloth bags

 Caps and T-shirts

 Banners & Hoardings

 Pamphlets and Brochures

 Standees

65
Cloth Bags will be specially designed by the company which hold the

company’s name, logo, address and telephone numbers printed on it and these

bags will be freely distributed in the market to create awareness about earth’s

Projects. Similarly the Caps and T-shirts will also be designed for promotional

purposes with the name and logo of the company printed on it and will be

freely distributed in the market to create brand awareness and to generate

interest about the Earth’s projects in the minds of the people. The company

In designing the banners and hoardings the main aim is to create recognition of

the company name and its address, so the design majorly compris of the name

and address with the company tag line presented along. The banners will be

placed inside the vehicles of all the employees of the company which acted as

a great promotional technique and hence these banners will made in such a

way that they will be visible to each every person even at far distances.

Pamphlets and Brochures will distribute randomly to each and every person in

the respective zone which made the people take a glance at Earth’s Projects in

brief hence creating brand awareness. The Standees will place as they are more

informational in nature discussing elements such as the benefits to the

investors, facilities provided, and other core advantages for the company.

66
All the efforts will channelize effectively and efficiently and in the proper

manner and helpful for the company in generating leads by creating brand

awareness.

ACTIVITIES

I have learnt a lot about real corporate world. In this time span, I have

conducted lots of activities with the help of my team head and my team

members. I along with my team members had conducted many Activities and

we can classify the activities into two categories: Field Activities and In-house

Activities:-

1.) Canopy Activity: On every Saturdays and Sundays, we used to place our

Canopies near the site of our Greater LUCKNOW Projects. We had to set up a

Canopy and look for the people who were passing by in their Car's and people

who were interested used to stop their car and ask for the details. Then we

used to explain them the project and ask them for the Site Visit so that they can

get a clearer picture of what they are or will invest in and they were

encouraged for an official meeting.

2.) Market Activity: I also visited at various shops in the markets of Chandni

Chowk, Chawri Bazar, and The Times Property Expo in Pragati Maidan. We

need to explain the people about the project with the help of pamphlets and

67
 brochures provided by the company and exchanged my Visiting cards with

theirs to generate the data.

3.) Tele-Calling: I have also done an activity of collecting the Residential

Welfare Association (RWA) Phone Directories from Mayur Vihar and

Patparganj and then I have to call those

perspective customers and explain them the whole details of our project and mail

them, if needed. Company also provided me the data of the perspective customers on

which I need to call.

4.) Bulk E-Mails and Bulk SMSs: The company also provided a very refined

data so that I can send them Bulk E-Mails and Bulk SMSs and give them the

details of our Commercial and Residential Projects of Greater LUCKNOW and

encourage them for an official meeting.

These are the certain ways which are helping me in generating leads and

finding the actual customers but still bringing the customer to the purchasing

stage is in progress

FOLLOW - UP:

After adopting the above said promotional activities, It helped me in

generating leads and finding the actual customers but still bringing the

customer to the purchasing stage is in progress. I used to maintain a proper

68
follow up and try to convert the hot leads into deal closing. I used to call them

again according to their convenience. I keep the follow up of that particular

lead to make sure that the investors don’t miss any information about our

product and try to convert him into a real investor for the company.

69
DATA ANALYSIS AND
INTERPRETATION

70
 DATA ANALYSIS AND INTERPRETATION

Monthly No. of

Income respondent

30000-50000 62

51000-100000 24

above 100000 14

No. of respondent

14%

24%

30000-50000 51000-100000 above 100000

Interpretation :

The data indicates that the majority of respondents (n = 62) have a monthly income
between 30,000 and 50,000, suggesting that most participants are in lower to mid-level
income brackets. A smaller portion of respondents (n = 24) earn between 51,000 and
100,000, representing a mid-level income group. The fewest respondents (n = 14)
report incomes above 100,000, indicating that high-income earners are less common

71
within the sample. This distribution suggests an income disparity where the majority
fall into lower-income categories, with fewer individuals represented in higher-income
brackets. Such findings may reflect socioeconomic structures within the sample
population.

1. How you become interested about GARDEN PALACE INFRATECH PVT. LTD.?

No. of
respondent
News paper 13
T.V ad 4
Trade show 18
Internet 2
Peer group 38
Personal approach by dealer 25

No. of respondent

13%
25% 4%

18%
2%
38%

News paper
T.V ad
Trade show
Internet
Peer group
Personal approach by dealer

Interpretation :

13% respondent said that Information source about GARDEN PALACE

72
INFRATECH PVT. LTD. by news paper, 4% T.V. ad, 18% trade show, 2%

internet, 38% peer group, 25% personal approach by dealer.

2. - Which language News paper and T.V channel do you prefer?

No. of
respondent
Hindi 38
English 52
Other 10

No. of respondent

10%
38%

52%

Hindi English Other

Interpretation :

38% respondent said that they prefer hindi language news paper T.V.

channel , and 52% English.

73
3. - Have you seen GARDEN PALACE INFRATECH PVT. LTD.

Advertisement (print ad or T.V commercial)?

No. of

respondent

Print ad 74

T.V commercial 26

No. of respondent

26%

74%

Print ad T.V commercial

Interpretation :

74% respondent said that they seen GARDEN PALACE INFRATECH PVT.

LTD. Advertisement in Print ad, and 26% T.V. commercial.

74
4. - Was that Advertisement effective for marketing and sales?

No. of respondent

Yes 82

No 18

No. of respondent

18%

82%

Yes No

Interpretation :

82% respondent said that Advertisement is effective for marketing and sales

, and 18% no

75
5. What was the influencing power of marketing and sales?

No. of respondent
Discount 68
Brand ambassador 6
Free gifts 4
performance 22

No. of respondent

22%

4%

6%
68%

Discount Brand ambassador Free gifts performance

Interpretation :

68% respondent said that the influencing power of marketing and sales is

discount, 6% brand ambassador, 4% free gifts, 22 performance

76
6. - How many times do you see GARDEN PALACE INFRATECH

PVT. LTD. and competitors advertisement?

No. of
respondent
monthly 18
Weekly 26
daily 34
yearly 22

No. of respondent

22% 18%

26%
34%

monthly Weekly
daily yearly

Interpretation :

18% respondent said that they see GARDEN PALACE INFRATECH PVT.

LTD. and competitors advertisement monthly, 26% weekly, 34% daily, 22

yearly

77
7. - Which company’s Advertisement is effective? Please rank 1 to 5 as

below.

Rating Scale

No. of respondent
GARDEN PALACE 40
INFRATECH PVT.
LTD.
Ansal 10
DLF 30
other 20

No. of respondent

20%
40%

30%
10%

MRF Ansal DLF others

Interpretation :

40% respondent said that GARDEN PALACE INFRATECH PVT. LTD.

Advertisement is effective, 10% Ansal, 30% DLF, 20% others

78
8. - What is the influencing power of the marketing and sales?

No. of respondent

Quality 42

Marketing 8

sales service 34

performance 16

No. of respondent

16%

42%

34%
8%

Quality marketing sales service Performance

Interpretation :

42% respondent said that influencing power of the marketing and sales is

Quality, 8% Marketing, 34% sales service, 16% performance

79
9. Are you satisfied with Marketing and sales activity for

GARDEN PALACE INFRATECH PVT. LTD.

Feed back from customer

No. of respondent

Fair 26

Good 38

Excellent 36

No. of respondent

26%
36%

38%

Fair Good Excellent

Interpretation :

26% respondent said they Marketing and sales activity for GARDEN

PALACE INFRATECH PVT. LTD. is fair , 38% good, and 36% excellent.

80
FINDING

81
 FINDING
 13% respondent said that Information source about GARDEN PALACE

INFRATECH PVT. LTD. by news paper, 4% T.V. ad, 18% trade show, 2%

internet, 38% peer group, 25% personal approach by dealer.

 38% respondent said that they prefer hindi language news paper T.V. channel

, and 52% English.

 74% respondent said that they seen GARDEN PALACE INFRATECH PVT.

LTD. Advertisement in Print ad, and 26% T.V. commercial.

 82% respondent said that Advertisement is effective for marketing and sales,

and 18% no

 68% respondent said that the influencing power of marketing and sales is

discount, 6% brand ambassador, 4% free gifts, 22 performance

 18% respondent said that they see GARDEN PALACE INFRATECH PVT.

LTD. and competitors advertisement monthly, 26% weekly, 34% daily, 22

yearly

 40% respondent said that GARDEN PALACE INFRATECH PVT. LTD.

Advertisement is effective, 10% Ansal, 30% DLF, 20% others

 42% respondent said that influencing power of the marketing and sales is

Quality, 8% marketing, 34% sales service, 16% performance

 26% respondent said they Marketing and sales activity for GARDEN

PALACE INFRATECH PVT. LTD. is fair , 38% good, and 36% excellent.

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SUGGESTION

83
 SUGGESTION
• Marketing Strategy Suggestions for Real Estate Garden Palace Infratech Pvt. Ltd.:

• Leverage Digital Marketing: Utilize SEO, PPC advertising, and social media

campaigns to increase online visibility and reach a larger audience.

• Content Marketing: Develop informative content, including blogs and videos,

showcasing project highlights, benefits, and investment potential.

• Virtual Tours and 3D Walkthroughs: Offer immersive virtual property tours to

attract remote buyers and investors.

• Referral Programs: Implement referral incentives to encourage current clients to

bring in new leads.

• Collaborate with Real Estate Influencers: Partner with influencers and bloggers to

promote properties.

• Host Webinars and Q&A Sessions: Engage potential buyers by hosting

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 Conclusion

This effort for the innovation in marketing and sales of GARDEN PALACE

INFRATECH PVT. LTD. will help the road shows, TV Advertisement, Mouth

publicity etc. And other thing is provide some offers like Discount, Diwali offers,

Free Gift like music system, Accessories etc.

My project is a key to open the door of greater comfort to the all segment.

 The customers of GARDEN PALACE INFRATECH PVT. LTD. are brand

loyal with only a small percent want to shift over to other brands. Trying of

other brands by customers is mainly because the customer wants to try

something new.

 The performance of GARDEN PALACE INFRATECH PVT. LTD. good in

comparison to other brands.

 After sales service is the basic feature influencing brand loyalty.

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LIMITATIONS

86
 LIMITATIONS
Market Volatility: The real estate market is subject to economic fluctuations,
which can impact the demand for properties. Economic downturns or market
instability can affect the company's sales and revenue.

Regulatory Changes: Changes in government policies, regulations, or zoning laws

can have an impact on real estate development projects. Adapting to new
regulations and obtaining necessary approvals can sometimes lead to delays or
increased costs.

Construction Challenges: Real estate development involves various construction

challenges, such as labor shortages, material price fluctuations, and unforeseen
delays. These factors can affect project timelines and profitability.

Competition: The real estate industry is highly competitive, with numerous

players vying for market share. Competitors with similar offerings or stronger
market presence can pose challenges in attracting customers and securing sales.

Financing and Capital Constraints: Real estate development projects often require
substantial financial resources. Difficulty in obtaining financing or capital
constraints can hinder the company's ability to undertake new projects or expand
its operations.

Changing Customer Preferences: Customer preferences and market trends can

evolve over time. Real Estate Garden Aero Infra Private Limited needs to stay
abreast of changing customer demands and preferences to ensure its projects
remain attractive and aligned with market needs.

Environmental Factors: Real estate projects are susceptible to environmental

factors such as natural disasters, climate change, and ecological considerations.
These factors can impact the feasibility and sustainability of projects, requiring

87
additional investments or adjustments.

Reputation Management: Real Estate Garden Aero Infra Private Limited's

reputation is crucial for its success. Any negative publicity or customer
dissatisfaction can harm the company's image and affect its ability to attract new
customers and investors.

88
BIBLIOGRAPHY

89
 BIBLIOGRAPHY
Books & Generals

 Kothari, C.R., (2004), Research Methodology Methods And

Techniques, Delhi, New Age International (I) Ltd., Publishers, Pg 1 &

65.

 Krishnamacharyulu, C. S. G. & Lalitha Ramakrishna, (2002), Rural

Marketing, Delhi, Pearso n Education (Singapore) Pte. Ltd., Indian

Branch, 482 F.I.E. Patparganj, India, Pp 93-114.

 Ravindranath. V. Badi & Narayansa. V. Badi, (2004), Mumb ai,

Himalaya Publishing House, Pp. 78-96.

 Tull Donald, S. & Hawkins, Del I. (2005), Marketing Research

Measurement & Methods, New Delhi, Prentice-Hall Of India Pvt. Ltd.,

Pg 530-552

 India today

 Business standard

 4ps of marketing ( vol. no.3 feb.2010)

Web sites

 www.rizvireality.com
 www.google.com

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APPENDIX

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 APPENDIX
1. How you become interested about GARDEN PALACE INFRATECH PVT. LTD.?

 News paper
 T.V ad
 Trade show
 Internet
 Peer group
 Personal approach by
dealer

2. - Which language News paper and T.V channel do you prefer?

 Hindi
 English
 Other

3. - Have you seen GARDEN PALACE INFRATECH PVT. LTD.

Advertisement (print ad or T.V commercial)?

 Print ad

 T.V commercial

Interpretation :

74% respondent said that they seen GARDEN PALACE INFRATECH PVT.

LTD. Advertisement in Print ad, and 26% T.V. commercial.

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4. - Was that Advertisement effective for marketing and sales?

 Yes

 No

5. - What was the influencing power of marketing and sales?

Discount
Brand ambassador
Free gifts
performance

6 - How many times do you see GARDEN PALACE INFRATECH

PVT. LTD. and competitors advertisement?

 monthly
 Weekly
 daily
 yearly

93