PROJECT REPORT ON

STUDAY OF MARKETING STRATEGIES

AT
ANAROCK
SUBMITED TO
SAVITRIBAI PHULE PUNE UNIVERSITY

IN PARTIAL FULFILMENT OF
MASTER OF BUSINESS ADMINISTRATION

YEAR 2018-2020
SUBMITTED BY

ROSHAN SUBHASH JADHAV

UNDER THE GUIDANCE OF

Mrs. MUGDHA JOSHI

GOKHLE EDUCATION SOCIETY’S

J.D.C BYTCO INSTITUTE OF MANAGEMENT STUUDIES & STUDIES
NASHIK-422005
CERTIFICATE FROM GUIDE

This is to certify that MR. ROSHAN JADHAV has completed project report on “STUDY
OF MARKETING STRATEGIES at ANAROCK, NASHIK” under my guidance and
supervision, and submitted the Report as laid down by Pune University, Pune. The
information that has been obtained from other sources is duly acknowledged in the Report. It
is further certified that the work or its part has not been submitted to any other University for
examination under my supervision. I consider this work worthy for the degree of Master of
Business Administration.

Name and Signature of Guide External guide:

MUGDHA JOSHI
Date:
ACKNOWLEDGMENT

The special environment at JDC BYTCO INSTITUTE FOR MANAGEMENT AND

RESEARCH, Nashik that always supports educational activities, facilitated my work on this
project.
I acknowledge the support, and encouragement, extended for this study by Director, Mrs.
Sarita Aurangabadkar.
I am very much thankful to Mrs. MUGDHA JOSHI for his encouragement and guidance for
this project work. It would not have been possible for me to complete this work without his
suggestions on every part of this work.
I acknowledge the authors’ whose works gave me insight and information related to the
subject.
I am thankful to the library staff and administrative staff of the JDC BYTCO IMSR, who
directly or indirectly, have been helpful in one way or other.
I thank my parents who encouraged me to extent my reach with their help and support. I
have been able to complete this work.

Roshan Subhash Jadhav.

DECLARATION

I, the undersigned, hereby declare that the Project Report entitled “STUDAY OF
MARKETING STRATEGIES AND CUSTOMER SATISFACTION AT ANAROCK,
NASHIK” written and submitted by me to the Savitribai Phule Pune University, in partial
fulfillment of master of business management under the guidance of Mrs. Dr. MUGDHA
JOSHI is my original work and the conclusion drawn therein are based on the material
collected by myself.

Place: Nashik
STUDENT NAME: ROSHAN SUBHASH JADHAV
EXECUTIVE SUMMARY

In the growing global competition, the productivity of any business concern depends upon
the behavioral aspects of consumer. This topic deals with the marketing strategies and other
Advances Product from ANAROCK at Nashik. This project report contains 6 different
chapters. The report begins with the introduction to topic and so on.

The second chapter is the introduction to the industry profile which gives a brief idea
regarding Marketing strategy of ANAROCK where the project is undertaken. It also
contains the objectives and limitation of the project.

The third chapter covers overall industry profile of the company.

The fourth chapter, research methodology adopted in preparing this report is mentioned. It
covers the sample procedure, types of data used and the data collection method.

The fifth chapter covers the data analysis and interpretation of overall project.

The sixth, seventh and eight chapter deals with the finding, suggestions & conclusion part
which is very much important after analysis is made.

As we know that only analysis and conclusions is not the end of a research, so in the eight
chapter the recommendation part is covered which are made after a depth study of the
analysis part of thesis.

In each of the eight chapters as described above, every chapter has been scheduled in a
manner so as to enable the reader to appreciate the contents easily. The report is supported
by figures and data wherever necessary with a view to assist the reader in developing a
clear-cut understanding of the topic.

I hope this project will be extremely useful for those it is meant. Constructive and healthy
suggestions for improvements of the report will be great fully appreciated.
CONTENTS

CHAPTE PARTICULARS P NO
R
1 Introduction to the Topic.
2 Industry Profile. 12
3 Company Profile. 15
4 Research and methodology: 22
4.1: Outline of the Problem.
4.2: Selection of the Topic.
4.3: Objectives of the Study.
4.4: Scope of Study.
4.5: Limitations of Study.
5 Data Analysis and Interpretation. 27
6 Findings 53
7 Suggestions 55
8 Conclusions 56
Annexure
INDUSTRY PROFILE

WHAT IS REAL ESTATE?

The Real estate and its customers share a unique relation, it is an industry which gives a lots
of Value to the customer relations and the consumer satisfaction. It usually frames its
marketing Strategies which revolves around attracting the customers and influencing them
and persuading them towards having keen interest in the product which the company has to
offer. According to the consumer point of view the residential property is of much higher
value to them And is a product an individual usually never purchases very often but
sometimes once in a Lifetime. A House to an individual is amongst the basic three needs of
the human beings; food clothing and ‘shelter’ The real estate is at boom for past few decades
and the metro cities are experiencing a high growth of new infrastructure and new
residential requirements, but along with that the developing cities and towns around or
nearby such metro cities are also experiencing a high growth in the real estate sector as a lots
of companies are shifting to such nearby areas and markets which are yet to be explored
unlikely of the already saturated markets. And also the cost of the infrastructure in the metro
cities have skyrocketed and it is very difficult to manage all the funding and cost of living is
high. So the consumers now have seen to have being attracted to developing areas with great
potential. Nashik is such one of the developing cities in India which has a great potential and
also is very close to the financial capital if India and also one of the biggest metro city in
India, Mumbai.
In past few years Nashik has seen a humongous growth in its infrastructure and also
industrial development It has created a huge demand for the residential properties in Nashik,
because of new industries setting up and also a lots of migrations happening in the area and
also the overall increase in the standard of the living of the general public in the locality. The
boom in the demand for the residential properties in Nashik has been the major reasons for
the development which has been carried out in the city and the changes in the structure of
the city and also new areas have been developed, new township projects have been set up,
huge building and great infrastructure has been spreading across the city and also now the
city has been expanding. This makes the city a big market for the residential property
industry which is one of the biggest running industry in the Real estate sector, and
understanding the buying behavior of the general consumer residing in Nashik or planning
to settle or purchase a property in Nashik is very important in the framing the future
strategies for the development and undertaking new projects accordingly.
Real Estate:

Real estate is a 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. Real estate companies must project confident and trustworthy images
to consumers, largely because most of their business stems from referrals and word of mouth
advertising. To convince consumers that their companies are the ones to trust, they advertise
using commercials and internet marketing strategies that create well-known and liked brands
in the minds of consumers. These marketing tactics are used to elicit a response in the
viewer and motivate them to buy a house. This requires a comprehensive understanding of
the psychology used to market real estate. Today’s buyers have more options than ever to
choose a real estate company. These companies use strategies that allow them to connect
with customers on an emotional and psychological level. 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 and how they are connected to
neighboring residences and land. Different types of housing tenure can be used for the same
physical type. For example, connected residences might be owned by a single entity and
leased out, or owned separately with an agreement covering the relationship between units
and common areas.

REAL ESTATE IN NASHIK

Spread along the length of 190 km, Nashik is an ancient holy city of Maharashtra located on
the banks of holy river Godavari. The city is also a part of Golden Triangle project along
with Pune and Mumbai. Nashik has witnessed a steady cultural and social shift due to
economic and professional decisions and is major face of export center for agro based
products. Nashik is also seen as a potential auto hub. Establishment of Special Economic
Zones (SEZ) has altered job scenarios bringing a large number of people to the city.
Nasik is an emerging industrial hub of India with good infrastructure facilities and great road
and rail connectivity. These facilities have triggered real estate in Nashik, and the trends are
expected to match or surpass that of Pune. Residential property in Nashik has always
witnessed good returns on investment and market for commercial property is growing with
rapid industrialization.
Types of Property in Nashik

Nashik’s real estate trends are investor friendly. Hence, it incites property investors from
India and outside to invest in real estate Nashik. West of the city is crowded with residential
as well as commercial developments and now southern part of the city is offering investment
options. With Mumbai and Pune being in the proximity, property rates in the city are
attractive when compared to the two. Nashik, like Pune is developing at a very fast pace and
is performing quite well. City has demands for plots, apartments, penthouses, villas and
builder floor apartments as well as commercial developments.
Nashik has been dominated by the saturated markets of Mumbai and Pune. In Nashik, areas
such as Satpur and Ambad are already developed with industrial as well as residential
developments. In terms of social infrastructure and connectivity, Govind Nagar, Gangapur
Road and Indra Nagar are localities that are witnessing some extensive real estate
developments. Presence of a number of schools and colleges around these localities also
enhance rental demands in the areas. Third point of Golden Triangle has the lowest cost of
living with comparatively low real estate prices as well.
New developing suburbs of Nashik are the best places to invest. These include:
 Anandwalli
 Indirangar
 Pathardi Phata
 Makhmalabad
 Pune road
 Gangapur
Main reason that Nashik property market is getting all the attention from developers and
investors is that it is in the developing stage whereas Pune and Mumbai are on the verge of
saturation. The city expects a bright future with growing urban agglomeration and
improving connectivity.
 TOP BUILDERS IN NASHIK

 Suyojit Group
 Karda Constructions
 Bagad Properties
 Parksyde Homes, Parksyde Residences
 Samraat Group
 Nirmaan Group
 Vascon Builders
 Roongta group
Economy

Economy of Nashik is dominated by agriculture, rain water harvesting, upcoming IT

developments, establishments of SEZ’s and presence of big industries like Hindustan
Aeronautics Limited, India Security Press and others. Textile industry also has a strong
presence especially in the remote areas of Surgana block.
Other major industry of Nashik is Wine industry and the city is hence termed as the “Wine
Capital of India” due to a number of Wineries located within the district.

Infrastructure

Infrastructure of the city is the major reason that Nashik property market is witnessing a
boom. When compared to Mumbai or Pune, infrastructure of the city is at par with them but
prices are half attracting investors to the city. Nashik flaunts some of the longest flyovers in
the state. Other than this, city has wider roads, improved transport facilities, improved
transport, and good internal as well as external connectivity.
Property Rates & Price Trends in Nashik - 2019
The current price trends of Nashik show the overall direction of the real estate market. These
trends help an investor to know whether it is the correct time to buy or sell properties in
Nashik. Currently the price of properties in Nashik starts from around 1.02 lacs while the
average price of properties in Nashik is 49.46 lacs. There are nearly 52 localities in
Nashik which are showing an upward price trend while 35 localities are witnessing a
downward trend. Overall, Nashik has a price trend which is moving up since the last six
months.
Makaan.com provides detailed information on available price trends for various properties
for sale in Nashik. The best time to buy a property in Nashik is when the market is
correcting, however knowing when a locality in Nashik will hit the lowest price point is
difficult to predict. Our well-researched data on average per square feet rate in Nashik helps
the buyers make an informed decision. Information about the latest price trends of properties
for sale in Nashik helps buyers and sellers make the most out of the market conditions.

 Total number of properties listed in Nashik are 2685

 The price of properties in Nashik starts from around 1.02 lacs
 The average price of properties in Nashik is 49.46 lacs
 The most expensive property listed in Nashik is priced at 25.00 crore
 Number of localities in Nashik showing an upward trend is 52
 Numbers of localities in Nashik showing a downward trend are 35
Company Profile

ANAROCK

The ANAROCK Group is India's leading specialised real estate services company with
diversified interests across the real estate value chain. Our Group Chairman, Anuj Puri, is
highly-respected industry veteran and India’s most prominent thought leader in the real
estate domain. He has over 30 years' expertise in leveraging Indian and global real estate
opportunities.

ANAROCK Group’s key strategic business units are Residential Broking & Advisory,
Retail, Investment Banking, Hospitality, Land Services, Warehousing, Industrial &
Logistics, Investment Management and Strategic Advisory & Valuations. ANAROCK's
growing business teams’ account for over 1800 real estate specialists with operations across
all major Indian markets and dedicated services in Dubai. ANAROCK has formed strategic
business alliance with global partners - HVS | ANAROCK to bring global best practices in
Hospitality Consulting Services. We also have a global footprint with over 80,000 preferred
channel partners and affiliates in US and UK market.
Every facet of ANAROCK's rapidly-expanding business portfolio is governed by the Firm's core
assurance to its clients and partners - Values over Value.

BRAND ANALOGY

“Ana” is the mathematical direction in the fourth spatial dimension,

signifying our four goals- knowledge, innovation, enablement and
partnership. "Rock" symbolises a solidity and stability that represents our
permanence in this industry. And ANAROCK personifies that spirit of high-
credibility in the pedigree of our leaders and our committed customer-
centric approach.

The building blocks of ANAROCK have been industry veterans, who are
guiding lights for real estate decisions. Working in synergy with them is
young talent who imbibe a future facing spirit of a start-up.
CLIENTS

 DCB BANK
 BLACKSTONE
 SUNTECTH
 HDFC BANK
 RUNWAL
 TATA HOUSING
 INDUSLAND
3.4 Vision and Mission Statement
Vision

Breaking new ground with innovative, technology-driven solutions to real estate.

Mission

The national firm of choice for employees and clients

The inspiration for intelligent, mature, thought provoking market leaders
The catalyst for change for a rapidly evolving market
3.4 Product and Services

Residential Investment
Banking
1. Project marketing solutions 1. Capital markets
2. Home buying solutions 2. Corporate finance
3. Corporate divestment solution 3. Private wealth
management
4. Leasing solutions

Hospitality Warehousing, Industrial & Amp;

Logistics
1. Consulting & valuation 1. Warehouse Leasing/Selling
2. Transaction management 2. Industrial Space Leasing/Selling
3. Asset management 3. Joint Venture/Joint Development
4. Executive search 4. Investment Sale

Land Digital

1. Strategic solutions 1. Client management

2. Portfolio management 2. Campaign management
3. Acquisition & disposition 3. Marketing technology
4. Analytics/Reporting

Strategic Advisory & Valuations Investment

Management

1. Development Advisory 1.Fund

2. Financial Feasibility 2. Managed
Accounts
3. Asset Valuation 3. Asset
Management
4. Corporate Consulting
5. Consulting For Government & Public Sector Agencies

Retail

1. Transaction Advisory
2. Retail Capital Markets
3. Retail Consultancy
RESIDENTIAL
Building relationships based on trust and performance.
ANAROCK's experience and expertise gained through serving some of the
most reputed developers, corporate houses, portfolio investors and
individual investors make us one of the trusted name in residential real
estate market in India. Our business model is technology and process
driven. It enables supply, demand and discovery through a digital
platform, with transactions facilitated offline via highly-trained real estate
experts.
We offer services throughout the complete Real Estate Value Chain. We
help dispose high volume inventory for developers, provide vast options
with best price for home buyers, maximize property value for investors
and offer best deals and timely payment for brokers. Our services are
strongly backed up by quantitative & qualitative data collated by our in-
house research team.
CORPORATE DIVESTMENT
Divest for success.
Corporate Divestment is an imperative fuel for future growth to align the
business strategies and financial goal. Our integrated team of specialists
can assist you make the right decisions throughout the sales process,
combining nuanced market knowledge and the foresight that comes from
experience.
When it comes to securing best value for divestiture, we hand hold our
clients across the transaction lifecycle from identifying potential buyers
and creating a competitive bidding environment to augmenting brand
value of the retained business.
3.5 BUSINESS STRATEGY
Project Feasibility
Study
1. Project
understanding
2. Micro market
analysis
3. Competition
analysis

Sales Strategy

1. Pricing
2. Inventory
Management
3. channel
Partner
Activation
4. Consumer
offer
Proposition
5. Domestic &
International
Cross Selling
Affiliation
Strategy
1. Loyalty
2. Referrals
3. Focused
Targeting

Go-to Market Strategy

1. Co
m
mu
nic
ati
on

Strategy
2. Campaign Planning
3. Buyer Sourcing
4. Campaign Dimensioning
 Transaction Management

1. Technology Platform
2. Site Digitization
3. Call Centre
4. Onsite Mobilization
5. Face to Face Meetings
6. Site Visit
7. Final Transaction Closure with Developer

ORGANISTIONAL STRUCTURE

Group Chairman

Anuj Puri

Director

Rohin R Shaha

Group vice
chairman MD & CEO Chief business
President
officer
sa
Chief
Sr. director &
Technology
head
Officer
RESEARCH METHODOLOGY

“Research is the process of systematic and in-depth study or search for any particular
topic, subject of investigation, backed by the collection, compilation, presentation and
interpretation of relevant details of data.”

Some people consider research as a movement, a movement from the known to the
unknown. It is actually a voyage of discovery. We all poses the vital instinct inquisitive
makes us probe and attain full and fuller understanding of the unknown. This inquisitiveness
is the mother of all knowledge and the method, which man employs for obtaining the
knowledge of whatever the unknown, can be termed as research. Research is an academic
activity and as such the term should be used in a technical sense. According to Clifford
Woody research comprise define and redefine problems, formulating hypothesis or
suggested solutions. Collecting, organizing and evaluating data; making deductions and
reaching conclusion; and at last carefully testing the conclusion to determine whether they
fit the formulation hypothesis. D. Slazenger and M Stephenson in the Encyclopedia of social
science define research as the manipulation of thing, concept or symbols for the purpose of
generalizing to extend, correct or verify knowledge, whether that knowledge aids in
construction of theory or in the practice of an art. Research is thus an original contribution to
the existing stock of the knowledge making for its advancement. It is the pursuit of the truth
with the help of study, observation, comparison and experiment. In short, the research for
knowledge through objective and systematic method of finding solutions to a problem is
research. The systematic approach concerning generalization and the formulation of the
theory is also research. As such the term “research” refers to the systematic method
consisting of enunciating the problem, formulation of a hypothesis, collecting the fact or
data, analyzing the fact and reaching the goal.
Marketing research is often partitioned into two sets of categorical pairs, either by target
market:

 Consumer marketing research, and

 Business-to-business (B2B) marketing research

1. Market research:
Identification of special market and measurement of its size and other characters.
2. Product research:
Identification of a need or want the characteristic of the good or services that will satisfy it.

3. Consumer research:
Identification of the preferences, motivations, and buying behavior of the targeted customer