A

SUMMER TRAINING REPORT

ON

PROMOTIONAL STRATEGY OF SIKKA GROUP

DEHRADUN

SUBMITTED TO UTTARAKHAND TECHNICAL UNIVERSITY IN THE

PARTIAL FULFILMENT OF

MASTER OF BUSINESS ADMINISTRATION

(TWO YEARS REGULAR DEGREE PROGRAMME)

SUBMITED BY UNDER SUPERVISION

NITISH KUMAR Mr. PRADEEP JOSHI
MBA (III SEMESTER)
BATCH 2015-17

QUANTUM SCHOOL OF BUSINESS

Mandawar (22km milestone), Roorkee Dehradun Highway
(NH-73), Roorkee
Uttrakhand
 CONTENTS

CERTIFICATION OF COMPLETION AND ORIGINALITY OF WORK ............................... ii

ACKNOWLEDGEMENT............................................................................................................. iii
EXECUTIVE SUMMARY ........................................................................................................... iv
OBJECTIVES OF THE STUDY ................................................................................................. v
CHAPTER-1 INTRODUCTION .................................................................................................. 1
CHAPTER-2 INTRODUCTION TO THE TOPIC ................................................................... 22
CHAPTER 3 RESEARCH METHODOLOGY ..................................................................... 29
CHAPTER 4 ANALYSIS & FINDINGS ................................................................................ 34
CHAPTER 5 RECOMMENDATION ..................................................................................... 48
CHAPTER 6 CONCLUSION ................................................................................................. 50
CHAPTER 7 LIMITATIONS AND SCOPE OF THE STUDY............................................ 52
BIBILIOGRAPHY........................................................................................................................ 54
ANNEXURE ................................................................................................................................ 56

i
CERTIFICATION OF COMPLETION AND ORIGINALITY OF WORK

ii
 ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate enough to get
support from a large number of people to whom I shall always remain grateful.

I would like to record my gratitude to Sikka infrastructure for allowing me to undertake

this project.

I take this opportunity to thank Mr. Vaibhav Gangwar, sales manager of the company
for providing us an opportunity to work for Sikka infrastructure.

I am also desirous of placing on record profound indebtedness to Mr. Pradeep Joshi.

Project mentor of M.B.A department of Quantum School of Business, for the valuable
advice, guidance, precious time and support that he offered.

I would be failing in my duty if I do not acknowledge the gratitude to Dr. Rohit

Kushwaha, director of Quantum School of Business, who motivated us a lot in
carrying out this project.

Last but not least, I would also like to thank all the respondent for giving us their
precious time and relevant information and experience, as and when required without
which this project would not been possible.

Nitish Kumar

(MBA, 2nd Year)

Quantum School of Business, Roorkee

iii
 EXECUTIVE SUMMARY

Slowing global demand is dampening growth in the Indian economy. This is

exacerbated by domestic issues including the slow progress of economic reforms, high
interest rates and a struggling agricultural sector. India's real GDP growth decelerated
to 7.3% y-o-y in the third quarter (ending December 2015) of the 2015/16 financial year,
from 7.7% the previous quarter. However, we do expect the services and manufacturing
industries to perform well in 2016, which bodes well for continued demand for office and
industrial space.

Overall we see rental rates remaining stable in the office real estate industry in 2016.
The steady growth of India's IT and business process outsourcing industries, as well as
the local pharmaceutical industry, has led to good demand for grade A office space,
putting upward pressure on rental rates in the premium segment. Meanwhile,
government reforms are conducive to small company start-ups, which could see
demand rise for lower grade property in less central locations.

In the retail segment, changes in regulation of foreign direct investment (FDI) should
lead to an increase in interest from foreign retailers, and thus a rise in demand for
space. This offers good long-term potential for the real estate industry, but in the short
term the pipeline of new supply will slow on the back of lower absorption rates. We see
rental levels remaining stable in 2016, although demand will be strong for premium
space.

In the industrial real estate sub-sector demand is set to be driven by India's strong
manufacturing industry, as well as its rapidly growing retail, particularly e-commerce,
sector. The autos industry is a major driver of demand, and is performing well. Demand
for premium logistics and warehouse space is good, although there is ample space
available, which is limiting the scope for rental rate rises.

The Indian economy has been resilient in the face of slowing global economic growth,
boosted by rising local demand. Along with the government's structural economic
reforms, this should lead to continued investment in Indian commercial real estate.

iv
 OBJECTIVES OF THE STUDY

The main objective is to determine the current consumer behavior levels of the
customers with regards to real estate.
To study and analyze consumer shopping behaviour towards real estate.

To assess the behaviour level of different type of customers shopping at real

estate.
To identify what type of strategies are suitable for the company to reach the
targeted customers.
To identify effective a advertising sources which are influencing customer
purchasing behaviour at real estate.

v
.

CHAPTER-1

INTRODUCTION

1
 INTRODUCTION

Sikka group Established in 1986 by Gurinder Singh Sikka, Sikka group is engaged in
diverse fields like real estate developments, automobiles, hospitality, education, outdoor
advertising media business and filling stations. Like India bulls inaugural projects, the
group ventured into real estate development by participating in open auctions with
government bodies. Some of the groups completed projects include Sikka Palace in
Chandigarh, Sikka trade complex and Sikka Ekta House in Delhi.
Sikka Groups projects offer lucrative opportunities for investment, considering its large
portfolio in diverse segments of real estate which helped the company emerge as a
brand in the real estate market of Delhi-NCR region.

2
 ABOUT INDUSTRY

Sikka Group Housing& Commercial development industry is growing at a rapid pace but
the Challenge is getting the right service provides and builders or promoters. Sikka
Group of companies are today considered as one of the best housing and building
service provides and have a very rich and enviable track record. We have the best of
architects, builders, Chartered, engineers who can help identify the right area for such
home, apartment and other such residential construction. We have been able to create
a niche for ourselves in the field because of the simple fact that we understand the
construction and the domestic housing industry better than many others. This is
because of our rich experience in this field and our ability to offer different types of
solutions keeping in mind specific needs and requirements of customers.
We have been able to become so very successful because we have been able to
handover dozens of completed projects over the past many years. We have not
restricted ourselves to one geography but have spread our wings far and wide. We have
been able to acquire some of the best of lands in a fair and transparent manner where it
is a win-win situation for all those concerned and all the stakeholders. Further, we take
into account the needs of all sections of society and are able to offer the right kind of
homes, apartments and other such constructions taking into account budgetary
constraints and other factors into account.
Hence at the end of the day there is no doubt that we are just beginning to make our
presence felt on the constructions industry and it will not be long before we well and
truly move across regional and state boundaries and touch the lives of thousands of
home aspirants across the country. We are sure our previous records will speak for
themselves and we certainly will be setting new benchmarks.

3
 COMPANY PROFILE

Name of the Organization: Sikka Group

Head Office: Vikash Marg, Block F, Preet Vihar, New
Delhi
Company Incorporated: IN 1986
Company Location: New Delhi
Founder: Gurinder Singh Sikka
Managing Director: Harvinder Singh Sikka
Vice President: Mr. Pulkit Singh
Product: Flats, Luxurious Apartments, Penthouse
Industry: Real Estate
Competitors: Pacific Golf Estate, Doon Square
Projects: Around 23

4
SIKKA GROUP COMMERCIAL AND RESIDENTIAL PROJECTS

There is no doubt that when it comes to quality home constructions, whether they are
flats, apartments, villas, penthouses or individual homes there is hardly any doubt that
they can offer the best possible solutions. They have been in this line of business for the
past many years and their track record is extremely good to say the least. The Sikka
Group offers the best of dwelling units cutting across various budgets and price ranges.
This is what makes them so very special. Further it also would be pertinent to mention
that they have also have an excellent track record for timely completion and handover of
projects and this is what well and truly makes them a complete service provides in the
true sense of the term.

There are a number of projects which they have successfully completed and they are
testimony to the quality, workmanship, architecture, style and luxury which they offer to
their customers. They are a constructions company who believe that tomorrow should
always be better than today. They work tirelessly towards fulfilling their main objectives
and are willing to leave no stone unturned towards this step.

Over the years they have come up with many successful projects and the customers
are very happy with the quality of construction, the quality of fixtures and fittings, the
quality of common outdoor facilities and other such offerings to their customers. Further,
all the projects which Sikka Group has completed are located in very goods areas and
all the amenities and civic facilities are within very short distances.

Hence, there hardly is any doubt that it offers the best value for money to customers. All
customers who have invested in properties of Sikka Group have seen their investments
many times over within a short period of time. This certainly is a big testimony to their
commitment and objective towards their customers.

5
 SIKKA GROUP COMMERCIAL PROJECTS

1. Sikka Kosmic Globe Noida

Location: Sector 143B Noida

Type: Commercial
Starting price: 18,500/sqft
Payment plan: CLP

2. Sikka Kaima Galleria Noida

Location: Sector 78 Noida

Type: Commercial
Starting price: 16,500/sqft
Payment plan: CLP

3. Sikka Downtown Noida

Location: Sector 98 Noida

Type: Commercial
Starting price: 17,500/sqft
Payment plan: CLP

6
 SIKKA GROUP RESIDENTIAL PROJECTS

1. Sikka Kimaantra Greens

Location: Sector 79 Noida

Type: Residential
Sizes: 1355-1555 sqft
Sizes (BHK): 3/4
Starting Price: 54.18-62.18 Lac
Payment Plan:

2. Sikka Kirat Greens

Location: Greater Noida West

Type: Residential
Sizes: 640-1930 sqft
Sizes (BHK): 1/ 2/ 3/ 4
Starting price: 16.32-49.21 Lac
Payment Plan:

3. Sikka Kaavyam Greens

Location: Sector 143B Noida

Type: Residential
Sizes:
Sizes (BHK): 2/ 3/ 4
Starting Price:
Payment Plan:

7
4. Sikka Kaamya Greens

Location: Greater Noida West

Project Area: 6 Acers
Type: Residential
Sizes: 890-1690 sqft
Sizes (BHK): 2/ 3/ 4
Starting Price: 24.50-46.47 Lac
Payment Plan: CLP

5. Sikka Kaamna Greens

Location: Sector 143 Noida

Type: Residential
Sizes: 650-2075 sqft
Sizes (BHK): 1/ 2/ 3/ 4
Starting Price: 29.86-95.34 Lac
Payment Plan: CLP

6. Sikka Karnam Greens

Location: Sector 143 Noida

Type: Residential
Sizes: 590-1920 sqft
Sizes (BHK): 1/2/ 3/ 4
Starting Price: 28.40-92.44 Lac
Payment Plan: CLP

7. Sikka Karmic Greens

Location: Sector 78 Noida

Type: Residential
Sizes: 585-1910 sqft
Sizes (BHK): 1/2/ 3/ 4
Starting Price: 27.88.15 Lac
Payment Plan: CLP

8
 8. Sikka Fortune Greens

Location: Narela, Delhi

Type: Residential
Sizes:
Sizes (BHK):
Starting Price:
Payment Plan: CLP

9. Sikka Krisha Greens

Location: NH-48 Meerut

Type: Residential
Sizes: 990-1633 sqft
Sizes (BHK): 2/ 3/ 4
Starting Price: 23.27 Lac
Payment Plan:

10. Sikka Karma Greens

Location: Sector 4 Meerut

Project Area:
Type: Residential
Sizes:
Sizes (BHK): 2/ 3
Starting Price:
Payment Plan: CLP

11. Sikka Kimaya Greens

Location: Dehradun
Project Area:
Type: Residential
Sizes: 585-1910 sqft
Sizes (BHK): 1/2/ 3/ 4
Starting Price:
Payment Plan:

9
 SIKKA COMPLETED PROJECTS

Project Name Address

Sikka Classic Home GH-249 Kaushambi
Sikka Plaza 1 & 2 LSC, 17 CGHS , Mayur vihar, Phase-1, Delhi
Sikka Complex Sikka Complex-5 Community Centre, Preet Vihar,
Delhi
Sikka Building A-7, Jagatpuri, Shahdara, Delhi
Sikka Neat House B-125 , Hardevpuri, Delhi
Sikka Mansion 5 Local Shopping Centre Rashtriyajan, savita
Vihar, Delhi
Sikka Chamber 8 Local Shopping Centre, Dilshad Garden, Delhi
Sikka Palace SCO 62-63, Sector 34A, Chandigarh
Sikka M.S. Chambers C-1/A , Aruna Park, Laxmi Nager ,Delhi
Sikka Ajiesh House 16/3, WEA, Abdul Aziz Road, New Delhi
Sikka Trade Complex 8 Local Shopping Centre, New Rajdhani Enclave,
Delhi
Sikka Galaxy Plot no- 9 LSC, Shreshtha Vihar, Delhi
Sikka M. K. House 10A, Veer Savarkar Block, Shakarpur, Delhi
Sikka Building F-16, Main Vikash Marg, Preet Vihar, DELHI
Sikka H. K. House 6, Veer Savarkar Block, Shakarpur, Delhi
Sikka Ekta House 678/1, Kabool Nagar, G.T ROAD, Sahadara,
Delhi
Sikka Building X- 415, Gandhi Nagar, Asia Biggest Garment
Market, Delhi
Sikka Plaza 1 Plot No. 1, LSC, 17 CGHS, Mayur Vihar, DELHI
Sikka Plaza 2 Plot No. 2, LSC, 17 CGHS, Mayur Vihar, Delhi
Sikka Building Jheel Khuranja, Delhi

10
 ABOUT SIKKA KIMAYA GREENS, DEHRADUN

Sikka Kimaya Greens is a leading residential project situation at prime location of

Dehradun, Sahastradhara Road. This project is offering 1 BHK, 2 BHK, 3 BHK, 4 BHK
and penthouse, luxurious apartments with excellent feature and facilities like separate
service lift double secured doors, convenient shopping centre, CCTV coverage for entry
/ exit and across entire development, communication system linked to each unit, 100%
power backup 24*7 treated water supply and etc.
Located on the Sahastradhara Road, "IT PARK" Sidcul this Residential complex is part
of the largest privately / Govt -owned development in the city that promises to offer
retail, entertainment, leisure, best-in-class office space "Various MNC BPO in same
compound.
Sikka Kimaya Greens offers stylish, spacious and luxurious homes located at
Sahastradhara Road, IT Park Sidcul. Sikka Kimaya Greens Residential complex is part
of the largest privately/Govt. -owned development in the city that promises to offer retail,
entertainment, leisure, best-in-class office space "Various MNC BPO" in same
compound and high-end residences Sikka Kimaya Greens. Its proximity to the prime
locations of Dehradun makes it a perfect place for those looking for a home that's
secluded and yet, has everything within an arm's reach. Working with best-in-class
consultants, internationally acclaimed architects, light and design experts, sound and
acoustic specialists and experienced facility management teams, Sikka have earned a
name for building Super Luxury quality, themed environments and destinations. These
aesthetically designed premium apartments are a fine balance of the optimum use of
space and architectural flair.
Sikka Kimaya Greens land allotted by state infrastructure and industrial development
corporation of Uttrakhand Ltd. and Designed by Renowned Architect form Singapore
'Broadway Malyan'. Broadway Malyan has been ranked as one of the top architectural
practices in the world. Sikka Kimaya Greens will surely be a unique marvel which will
add more glamour and glitz to the home that you'll live in.

11
Sikka is a North India' leading premier Real Estate Developer, currently developing in
excess of 7 million sqft. of prime real estate, with over 12 projects in Northern Part of
the Country in different cities who has recently introduced the concept of branded office
spaces, with offerings at every level, from world-class corporate offices to large-scale
office campuses to signature boutique offices for growing businesses. Now Sikka has
further extended its promise of luxury living by introducing a Luxury project Sikka
Kimaya Greens at Dehradun, the capital of Uttrakhand.

12
 SPECIFICATION SIKKA KIMAYA GREENS

General
Earthquake resistant structure zone iv complaint designed by highly experience
structural engineers.
Super Structure:
Sheer wall structure with columns, r.c.c slabs and beams with brick wall partitions in
between.
Designed by it engineers (as per is code).

Flooring
Italian Stone.
Drawing & Dining.
Master Bedroom.
Lift Corridor/ Lift Faade
Powder Toilet.

Wooden Flooring
Bedrooms.
Study Room.

Tiles
Kitchen Floor (Anti-Skid Tiles).
Kitchen Wall (Spanish Tiles).
Toilet Floor (anti-skid Tiles).
Toilet Wall (Spanish Tiles).
Balcony (anti-skid Tiles).
Terrace (Anti-skid Tiles).

Granite Stone
Master Toilet (floor/ Wall).
Powder Room (floor/wall).

Door And Windows

External Doors And Windows Made Of Upvc.
Internal Flush Doors With (teak Finish- Polish).
Main Entry Door with Designer Teakwood Finish.

13
Kitchen
Granite Top Working Platform.
Modular Kitchen.
Stainless Steel Sink.
Spanish Tiles 2 Feet Above Working Platform With Chrome Finish Sanitary ware.
(Jaquar/ Equvalient).

External Finish/Lift
Modern and Elegant Outer Texture with Weather Proof Paint with Stone With Plaster.
Decorative Lobby with Wood / Tiles and Texture Paint.
External Faade.
Exterior with Superior Paint Finish
Water Supply
Underground and overhead water tanks with pumps for uninterrupted water supply.

PNG Gas Pipeline

Provision for PNG gas connection gas bank.

14
SIKKA KIMAYA GREENS MASTER PLAN IN DEHRADUN

15
SIKKA KIMAYA GREENS SAMPLE FLATS AND BUILDING

16
17
 SIKKA KIMAYA GREENS FLOOR PLAN

Type 1 (Studio Apartment)

Type 2 (2BHK+4T+SR+Private Lift Lobby)

18
Type 3 (3BHK+5T+Family Lounge+ Bar +SR +Private Lift Lobby)

Type 4 (4BHK+5T+Bar+SR+Private Lift Lobby)

19
SIKKA KIMAYA GREENS PRICE LIST

20
SIKKA KIMAYA GREENS PAYMENT PLAN

21
 CHAPTER-2

INTRODUCTION TO THE TOPIC

22
 PROMOTIONAL STRATEGY OF SIKKA GROUP

Definition

Product promotion is one of the necessities for getting your brand in front of the public
and attracting new customers. There are numerous ways to promote a product or
service. Some companies use more than one method, while others may use different
methods for different marketing purposes. Regardless of your company's product or
service, a strong set of promotional strategies can help position your company in a
favorable light with not only current customers but new ones as well.

Contests

Contests are a frequently used promotional strategy. Many contests don't even require
a purchase. The idea is to promote your brand and put your logo and name in front of
the public rather than make money through a hard-sell campaign. People like to win
prizes. Sponsoring contests can bring attention to your product without company
overtness.

Social Media

Social media websites such as Facebook and Google+ offer companies a way to
promote products and services in a more relaxed environment. This is direct marketing
at its best. Social networks connect with a world of potential customers that can view
your company from a different perspective. Rather than seeing your company as "trying
to sell" something, the social network can see a company that is in touch with people on
a more personal level. This can help lessen the divide between the company and the
buyer, which in turn presents a more appealing and familiar image of the company.

23
Mail Order Marketing

Customers who come into your business are not to be overlooked. These customers
have already decided to purchase your product. What can be helpful is getting personal
information from these customers. Offer a free product or service in exchange for the
information. These are customers who are already familiar with your company and
represent the target audience you want to market your new products to.

Product Giveaways

Product giveaways and allowing potential customers to sample a product are methods
used often by companies to introduce new food and household products. Many of these
companies sponsor in-store promotions, giving away product samples to entice the
buying public into trying new products.

Customer Referral Incentive Program

The customer referral incentive program is a way to encourage current customers to

refer new customers to your store. Free products, big discounts and cash rewards are
some of the incentives you can use. This is a promotional strategy that leverages your
customer base as a sales force.

Causes and Charity

Promoting your products while supporting a cause can be an effective promotional

strategy. Giving customers a sense of being a part of something larger simply by using
products they might use anyway creates a win/win situation. You get the customers and
the socially conscious image; customers get a product they can use and the sense of
helping a cause. One way to do this is to give a percentage of product profit to the
cause your company has committed to helping.

24
Branded Promotional Gifts

Giving away functional branded gifts can be a more effective promotional move than
handing out simple business cards. Put your business card on a magnet, ink pen or key
chain. These are gifts you can give your customers that they may use, which keeps
your business in plain sight rather than in the trash or in a drawer with other business
cards the customer may not look at.

Customer Appreciation Events

An in-store customer appreciation event with free refreshments and door prizes will
draw customers into the store. Emphasis on the appreciation part of the event, with no
purchase of anything necessary, is an effective way to draw not only current customers
but also potential customers through the door. Pizza, hot dogs and soda are
inexpensive food items that can be used to make the event more attractive. Setting up
convenient product displays before the launch of the event will ensure the products you
want to promote are highly visible when the customers arrive.

After-Sale Customer Surveys

Contacting customers by telephone or through the mail after a sale is a promotional
strategy that puts the importance of customer satisfaction first while leaving the door
open for a promotional opportunity. Skilled salespeople make survey calls to customers
to gather information that can later be used for marketing by asking questions relating to
the way the customers feel about the products and services purchased. This serves the
dual purpose of promoting your company as one that cares what the customer thinks
and one that is always striving to provide the best service and product.

25
THE 6PS OF MARKETING

PRODUCT
PRICE
PROMOTION
PLACE
PEOPLE
PROCESS

Product

Because people buy benefits, not products, we focus on what your customers think of
your brand, how they use your products and services, and who or what they see as the
logical alternative to what you have to offer.

Price

Price is an integral piece of a good value equation. In a crowded marketplace, most

organizations lower their prices to compete for the available business but a smart
pricing strategy ensures that you remain competitive without diminishing your brand's
value.
Remember "cheaper" isn't "better."

Promotion

Promotion lays out what and where you tell the world about your products or services to
encourage more customers to buy more of what you have to offer more often. We like
benefit-driven promotions that support a superior value proposition.

Place

Place can make or break a new or established brand and can be used to differentiate
your brand from the competition. Province, city, neighbourhood, street, store design, in-
store product position, display type and product size are just a few of the variables that
affect sales. While we've used a terrestrial example here, place is equally
important online.

26
People All companies are reliant on the people who run them from front line Sales
staff to the Managing Director. Having the right people is essential because they are as
much a part of your business offering as the products/services you are offering.

Processes The delivery of your service is usually done with the customer present so
how the service is delivered is once again part of what the consumer is paying for.

27
 ADVRTISING AND PROMOTION

The marketing activities will include the following

1. Mass Marketing:- This will focus on providing the maximum coverage for the
project. The key element of this will be:

Print advertisement in newspapers

Print advertisement in relevant magazines

Hoardings at strategic locations

2. Direct Marketing:- The key element of this will be:

Mailing project brochures to select existing and prospective customer

Sending walkthrough CDs to select existing and prospective customer to

enable them to get a feel of the project.

3. Indirect Marketing:- The key element of indirect marketing will be:

Sales though big property consultants specifically international property

consultants

Sales through local brokers.

4. Other complementing Activities These would includes:

Working closely with a selected group of banks/financing agencies who

would be interested in extending financing facilities to individuals planning
purchase residential units.

Participating in property development exhibition in India in order to attract

target customers.

28
 CHAPTER 3
RESEARCH METHODOLOGY

29
 RESEARCH METHODOLOGY
Research Process
The research process has four distinct yet interrelated steps for research analysis it has
real estate market:
Determination of information research problem.
Development of appropriate research design.
Execution of research design.
Communication of results.

Each step is viewed as a separate process that includes a combination of task, step and
specific procedure. The steps undertake are logical, objective, systematic, reliable,
valid, impersonal and ongoing.

Exploratory Research
The method I used for exploratory research was
Primary Data
Secondary Data

Primary Data
New data gathered to help solve the problem at hand. As compared to secondary data
which is previously gathered data. An example is information gathered by a
questionnaire. Qualitative or quantitative data that are newly collected in the course of
research, Consists of original information that comes from people and includes
information gathered from surveys, focus groups, independent observations and test
results. Data
gathered by the researcher in the act of conducting research. This is contrasted to
secondary data, which entails the use of data gathered by someone other than the
researcher information that is obtained directly from first-hand sources by means of
surveys, observation or experimentation.
Primary data is basically Collected by Getting questionnaire filled by the
respondents.
30
Secondary Data
Information that already exists somewhere, having been collected for another purpose.
Sources include census reports, trade publications, and subscription services. There
are two types of secondary data: internal and external secondary data. Information
compiled inside or outside the organization for some purpose other than the current
investigation Researching information, which has already been published? Market
information compiled for purposes other than the current research effort; it can be
internal data, such as existing sales-tracking information, or it can be research
conducted by someone else, such as a market research company or the U.S.
government.
Secondary source of data used consists of books and websites
My proposal is to first conduct a intensive secondary research to understand the full
impact and implication of the industry, to review and critique the industry norms and
reports, on which certain issues shall be selected, which I feel remain unanswered or
liable to change, this shall be further taken up in the next stage of exploratory research.

Research Design
Research design is a conceptual structure within which research was conducted. A
research design is the detailed blueprint used to guide a research study towards its
objective. It is a series of advanced decision taken together comprising a master plan or
a model for conducting the research in consonance with the research objectives.
Research design is needed because it facilitates the smooth sailing of the various
research operations, thereby making research as efficient as possible yielding
maximum information with the minimum effort, time and money.

31
Descriptive Research
STEPS in the descriptive research:-

Statement of the problem

Identifying the selling problems.

Selection or development of instruments for gathering the information.

Identification of target population and determination of sampling Plan.

Design of procedure for information collection.

Collection of information.

Analysis of information.

Generalizations and predictions.

Data Collection

Data collection took place with the help of filling of questionnaires. The questionnaire
method has come to the more widely used and economical means of data collection.
The common factor in all varieties of the questionnaire method is this reliance on verbal
responses to questions, written or oral. I found it essential to make sure the
questionnaire was easy to read and understand to all spectrums of people in the
sample. It was also important as researcher to respect the samples time and energy
hence the questionnaire was designed in such a way, that its administration would not
exceed 4-5 minutes. These questionnaires were personally administered.

32
Sample area
Dehradun

Sample Size

100

Sample Unit

Customers

Sample Technique

None of these

33
 CHAPTER 4

ANALYSIS & FINDINGS

34
1. Gender:
a) Male b) Female

Showing Gender of the Respondents

Female
24%

Male
76%

Inference:-

From the above diagram it is found majority of the respondents are belongs to Male
(76%) and rest of the respondents are belongs to Female.

35
2. Age:-

(a) 18-27 (b) 28-37 (c) 38-47 (d) Above 48

Age of the respondents

14%
23%
18-27
28-37
38-47
17%
Above 48
46%

Inference:-

From the above diagram it is found majority of the respondents are falls of age28-
37(46%).

36
3. Occupation:-

(a) Student (b) Self Employee (c) Govt. Employee

(d) Private Employee (e) Others

Occupation

Govt. Employee
27% Private
Other Employee
Self Employee 37% 34%
32%
Others
3%
Student
4%

Inference:-

The above diagram is shows majority of respondents they are Private employee (34%)
and rest of those who are falls on Govt. employee, Self employee, and other category
and few of them some respondents are Students.

37
4. Income (Monthly):-

(a) 30000-40000 (b) 40000-50000 (c) 50000-60000 (d) Above 60000

Income

30k-40k
11%

Above 60k
35% 40k-50k
22%

50k-60k
32%

Inference:-

From the above diagram I found that most of the respondents income had Rs.60k
(Above) & 32% peoples income had falls Rs.50k-60k.

38
5. How do you come to know about Sikka group residential Apartment?

(a) Newspaper (b)Television Ads (c) Roadside Hoardings (d) Others

Sources of Ads.
Newspaper Television Ads. Hoardings Others

11%

40%
26%

23%

Inference:-

From the above diagram shows that majority of the respondents can know about Sikka
group through Newspaper Ads. & rest of the peoples they come to know through
Hoardings.

39
 6. Do you know Sikka Group?

(a) Yes (b) No

Particulars Respondent %

Yes 45 45

No 55 55

Response

45 Yes
55 No

Inference:-

Out of 100 respondents, but 45% respondent said yes in market and 55% respondent
said no.

40
 7. Are you interested to know about Sikka Group in Dehradun?

(a) Yes (b) No

Particulars Respondents %

Yes 60 60%

No 40 40%

Response

40
Yes
No
60

Inference:-

Out of 100 Responds, 60% said yes but 40% said no because they are not interested to
know about Sikka Group.

41
 8. Would you like to buy the Sikka Groups products?

(a) Yes (b) No

Particulars Respondents %

Yes 30 30%

No 70 70%

Response

Yes
NO
70

Inference:-

Out of 100 responds, 30% said yes because they wants to the products and satisfied
but 70% said no because the price is high and problem in location.

42
 9. Why are you choosing Sikka Product?

(a) Facilities Base (b) Location (c) Price Base

Particulars Respondent %

Facilities Base 65 65%

Location 25 25%

Price Base 10 10%

Sikka Appartements

10

25 Facilities Base
Location
Price Base
65

Inference:-

spondents, 65% say that buying facilities base choosing, 25% said that
Out of 100 respondents,
location and 10 said that price based buying Sikka products.

43
 10. Any specific services that you want from Sikka Group?

(a) Yes (b) No (c) Other

Particulars Respondent %

Yes 65 65

No 15 15

Other 20 20

Service

20

Yes
No
15 Other
65

Inference:-

65% of total respondents said that the service is excellence keep extra, 20% said no its
service is slow and 15% no response.

44
 11. Will you think of changing your service of Sikka if better service are provided?

(a) Yes (b) No

22

Yes
No

78

Inference:-

78% said that yes because they are attractive of this opportunities and 22% No because
they not interested because its payment procedure is not good.

45
 12. Is there defect on these products or not?

(a) Yes (b) No

Particulars Respondent %

Yes 17 17%

No 83 83%

17

Yes
No

83

Inference:-

After analyzing all the respondents I found that only 17% respondents that they got

defect free finish products where as 83% found defective output i.e. finished product.

46
 FINDINGS

During my study I found that most of the respondents are unaware about the
Sikka Group.
60% respondents are interested in Sikka Group.
The another findings is that 70% people are not interested to buy Sikka
residential apartment.
65% peoples are chooses Sikka residential apartment on basis of facility and
25% peoples are chooses Sikka residential apartment for location based & few
customers are interested in priced based.
65% peoples they wants other specific service in Sikka Group residential
apartments &rest of the peoples they dont wants any specific services in Sikka
Group.
78% peoples are they dont wants any changes in services.
After analyzing all the respondents I found that only 17% respondents that they
got defect free finish products where as 83% found defective output i.e. finished
product.

47
 CHAPTER 5

RECOMMENDATION

48
 RECOMMENDATION

Sikka Group has to implement good real estate industry implementation at

warehouse.

The company should promote about the entire feature offered by it.
The strategies formulated by the marketing department must be after SWOT
analysis.

There is a direct connection of real estate sector with the other forms of
industries. So, accurate information should be considered while using marketing
research.

Various counselling programmes should be held in institution to attract the

students towards this sector.

Real estate sector must be provided with proper government programmes.

The culture of India should also used in promoting these programmes but should
be maintained properly.

As majority of the respondents is real estate market.

49
CHAPTER 6

CONCLUSION

50
 CONCLUSION

India has enormous potential in all its property investment categories. Strong population
growth, a large pool of qualified workers, grater integration with the world economy and
increasing domestic and foreign investment are fuelling demand for office, retail and
residential property. Although not discussed in depth in this paper, this demand growth
can also be applied to many special property classes , such as hotels or second
homes. Mainly people want good location . Power back is a task for real estate
company. But also possess the expertise in market analysis to the promote the real
Estate.
Sikka are now a central feature of consumer marketing, they are important in building
long-term relationships with the consumer, irrespective of the type of market.
I would like to suggest Sikka Group to indulge itself into Inbound Marketing, sponsor
events, hoardings and they can go for organic search results on search in market such
as Google which will help Sikka group to gain attention from its target group and
increase its market share. In Dehradun Sikka Group perform and its products sales on
the based facilities like flooring and good location.

51
 CHAPTER 7

LIMITATIONS AND
SCOPE OF THE STUDY

52
 LIMITATION AND SCOPE OF THE STYDY

It is well known fact that constraint and limitations are bound to be present in any study

and this also has some limitation as:-

The major limitation which was faced during the project was shortage of time.

Marketing requires more analysis and less theory.

Everything practical we learn cant summarized.

Lack of knowledge about the statistical techniques and methods.

In the market is very difficult communicate and convince of the customers.

It is very difficult to make employee understand the significance of conducting

survey.

53
BIBILIOGRAPHY

54
 BIBLIOGRAPHY
Books
KOTHARI, C. R. (2015). Research Methodology (Third Edition ed.). New Delhi: New
Age International (P) Limited.
Varshney, D. R. (2016). Marketing Management. New Delhi: Sultan Chand & Sons.

Website
www.google.com
www.wikipedia.com
www.sikka.in

55
ANNEXURE

56
 QUESTIONNAIRE

1. Name (Optional):-

2. Gender:-

(a) Male (b) Female

3. Age:-

(a) 18-27 (b) 28-37 (c) 38-47 (d) Above 48

4. Occupation:-

(a) Student (b) Self Employee (c) Govt. Employee

(d) Private Employee (e) Others

5. Income (Monthly):-

(a) 10000-20000 (b) 20000-30000 (c) 30000-40000 (d) Above 40000

6. How do you come to know about Sikka group residential Apartment?

(a) Newspaper (b) Television Ads (c) Roadside Hoarding (d) Others

7. Are you interested to known about Sikka Group in Dehradun?

(a) Yes (b) No

57
8. Would you like to buy the Sikka Groups products?

(a) Yes (b) No

9. Why are you choosing Sikka product?

(a) Facilities Base (b) Location (c) Price Base

10. Are you satisfied with our services and infrastructure Design?

(a) Yes (b) No

11. Any specific services that you want from Sikka Group?

(a) Yes (b) No

12. Is there defect on these products or not?

(a) Yes (b) No

13. Will you think of changing your service of Sikka if better service are provided?

(a) Yes (b) No

58