PROJECT REPORT

ON

COMPARISION OF PROMOTIONAL STRATERGIES FOLLOWED

BY DIFFERENT REAL ESTATE COMPANIES IN KURNOOL TOWN

SUBMITTED BY

B. Aparna

G. Monika

G. S. Nagendra Rao

Swathi Thumula

R. Krishna Chaitanya

OF

HYDERABAD

INDIAN INSTITUTE OF PLANNING AND MANAGEMENT

HYDERABAD

UNDER THE GUIDANCE OF

Mr. PRASHANTH AARE

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 (Faculty)

ACKNOWLEDGEMENT

We give my most sincere thanks to JR Housing Developers Pvt. Ltd., Agri gold
properties, Raaga Mayuri Builders, Maruthi builders for giving there inputs for our project
completion.

We would like to express my deepest gratitude and sincere thanks to my Project

Guide Mr. Prashanth for his valuable suggestions, scholarly guidance, constructive
criticism, and constant encouragement at every step of the project

We give my sincere thanks to the Dean Mrs. Shirani Nayar. I am particularly

indebted greatly to her.

We feel immense pleasure to thank IIPM Hyderabad for providing a platform to

enrich my experience by giving me an opportunity to work on this project.

Finally we would like to thank my family and friends for their loving support and
encouragement. We would like to express my deep appreciation for their unstinting
patience and understanding.

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 DECLARATION

We hereby declare that all the information that have been collected, analysed and
documented for the project is entirely my authentic possessions. We would like to
categorically mention that the work here is not purchased nor acquired by any other unfair
means or from any external source. The data and information presented in this report are
accurate and updated to the current data, to the best of my knowledge.

However for the purpose of my project, information already computed in many

sources has been utilized

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 INDEX

S. NO. PARTICULARS PAGE

NO.
1 PREFACE 5
2 EXECUTIVE SUMMARY 8
3 AIM OF THE STUDY 10
4 RESEARCH METHODOLY 11
5 INTRODUCTION TO THE TOPIC (REAL ESTATE) 15
6 PROMOTIONAL STRATEGIES 21
7 ABOUT COMPANIES 23
8 DIFFERENT PROMOTIONAL STRATERGIES ADOPTED BY 34
DEVELOPERS IN KURNOOL
9 FACTORS INFLUENCING CUSTOMER BUYING 38
BEHAVIOUR
10 FINDINGS 45
11 SUGGESSTIONS 45
12 BIBLIOGRAPHY 46
13 ANNEXURE 47

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 PREFACE

The real estate sector in the country is one of great importance. According to the
report of the Technical Group on Estimation of Housing Shortage, an estimated shortage of
26.53 million houses during the Eleventh Five Year Plan (2007-12) provides a big
investment opportunity. India leads the pack of top real estate investment markets in Asia
for 2010, according to a study by PricewaterhouseCoopers (PwC) and Urban Land Institute,
a global non-profit education and research institute, released in December 2009. The report,
which provides an outlook on Asia-Pacific real estate investment and development trends,
points out that India, in particular Mumbai and Delhi, are good real estate investment
destinations. Residential properties are viewed as more promising than other sectors. While,
Mumbai, Delhi and Bengaluru top the pack in the hotel 'buy' prospects as well.

Andhra Pradesh is a south-eastern state in India. It belongs to the Dravidian

linguistic-cultural region of South India. The cities like Hyderabad, Visakhapatnam are
highly developed and there are excellent education facilities. Many educational institutions
are being built up. Andhra Pradesh has started an elite organization called APSHCL to
formulate and implement Weaker Section Housing Programs. Houses are being constructed
under various schemes to provide affordable housing facilities to homeless local residents.

Andhra Pradesh Real Estate Market

Andhra Pradesh is striving hard to become the topmost state and for that matter they
are investing heavily in information technology. Hyderabad, the capital city, has scaled new
heights and is now at the summit of technological glory. Apart from this there are excellent
medical facilities. Business is developing at a very fast rate and many new companies are
investing here. The path breaking success of the city in every circle of human activity has
led people from all corners of the country flocking to different cities of the state. Thus, the
pressure is mounting for more housing units and better civic amenities.

Residential Properties in Andhra Pradesh

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 It is also a place for tourist attraction because of the ancient monuments, sculptures,
zoological parks and leisure spots. Various means of transport have been developed and fast
connectivity between different parts of the state has been ensured. The state offers a much
better lifestyle compared to other parts of the country. Hence, it is being hailed as one of the
most exciting places in India to live in. As a consequence of it, we find people searching for
real estate properties either for sale or for rent.

As the demand for residential properties in Andhra Pradesh is rising at an unabated

pace in its different cities, the capital values of the properties available for residential use
are creating new records. Even the rental values are found to be escalating at a much faster
rate. However, the effort being taken by housing boards to develop more housing projects
and ensure the availability of apartments and flats is bringing new hopes to many home
seekers.

We also find many leading builders of the country developing townships and condos
near the cities of importance, such as Hyderabad, Secunderabad and Visakhapatnam. The
houses under these projects are being constructed with an aim to provide housing facilities
to every category of home buyers. You can also get financial assistance through home loans
from leading banks for purchasing such houses.

Andhra Pradesh Property Dealers

While it is logical to buy flats, apartments, villas, bungalows, duplexes etc for the
people who intend to stay permanently in a particular city of the state, the people with the
least intention to stay longer may opt houses on rent or on lease. The presence of property
dealers and real estate agents is a great help for the people seeking rental homes anywhere
in the state. You will also find the services of property dealers helpful in several other ways.

Andhra Pradesh section of India Housing focuses on all the issues related to buying
a house in Andhra Pradesh like housing companies in Andhra Pradesh, property dealers in
Andhra Pradesh, real estate agents, home loans, Andhra Pradesh architects, interior
decorators, building contractors in Andhra Pradesh, the list can go on and on.

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KURNOOL TOWN:

Kurnool is a city in the Kurnool district of Andhra Pradesh state in southern India,
about 212 kilometers (132 mi) south of state capital, Hyderabad. It is the administrative seat
of the district. Kurnool is the gateway to Rayalaseema and the largest city in the area, with a
population around 669,000. From 1 October 1953 to 31 October 1956, Kurnool was the
capital of Andhra State. It has many educational institutions and is also a major hub for
banking and insurance companies.

The name Kurnool is said to be derived from Kandenavolu or Kandanavolu (a

Telugu name by which it is referred to in the inscriptions and literature of the
past)pronounced as karnooluu. According to the legend, in the time of the Western
Chalukyas of Badami in the 11th century AD, the Vadderas who carted stones for the
construction of the temples at Alampur (also known as Dakshina Kasi in Mahaboobnagar
District), used the site on which the city now stands as a resting place before crossing the
Tungabhadra. The strategic position led to the formation of a small settlement on the spot
which subsequently came to be known as Kandenapalli, Kandenolu and Kandenavolu, the
city of Kandena or grease. The site which was used as a halting place by the Vadderas in
those days is still known as Bandla Metta (Bandla means carts and Metta means
headquarters or halting place). Today this is a street in the Old Kurnool city. Now this place
name has become to "Bandimetta".

In some of the inscriptions, Kurnool is referred to as Kannadu or Karu Nadu with

Karu meaning black and Nadu meaning territory. Other scholars argue that Kurnool derived
its name from Kallu which means stone and Nadu which means territory. Yet others say the
name Kurnool has been derived from Skandanavolu, the city of Skanda or Kumaraswamy.
The worship of Skanda in Andhra Pradesh dates back to ancient times. The cities were also
named after Skanda, the chief God of War of the Devas.

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 EXECUTIVE SUMMARY

In the "dog-eat-dog" world of business, real estate can be one of the most competitive
fields. Trying to find new ways to advertise your business can be difficult. Everyone thinks
of signs for real estate advertising, but how do you make yourself more noticeable. There
are many ways that you can do additional advertising, some for very little money. One hint
to consider creating a logo or, if you are part of a national company, making sure that
you’re advertising looks like your signs. This reinforces the psychological connection for
your potential clients. You may try things like email "blasts", advertising on the local TV
and radio stations and other such avenues. The problem is that everyone else has done the
same thing. You are still blending in with everyone else. We put together some ideas that
you may want to try for advertising that are not as common. Of course, always remember
that the signs for real estate are a great base to be built on.
• Work with your visitor’s center or local hotels and sponsor a map of the area.
• Write an article about the real estate industry from a unique angle and submit it to
magazines and other industry related publications
• Affiliate yourself with another business and help sponsor a brochure, menu or other
literature that is handed out. If it is a tourist attraction the brochure could also be put
at your local visitors center or a focal point of tourist traffic
• High schools or sports organizations sometimes have special activities that they
print programs or brochures for. Make sure and support the local kids with an
advertisement. This makes a good impression on many parents.
• Work with a non- profit organization. Habitat for Humanity is one that will help
associate you with houses as well as giving back to the public. There is sometimes
national coverage of these projects, which gives you a larger potential customer
pool.

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• If you have a military installation in your area talk to them. They assist incoming
personnel finding homes, as well as the members that are retiring. Many people that
have been stationed in an area just before retirement decide to stay. The installations
typically give out lists of businesses that they recommend for their members. Work
with them to get on that list!
• Align yourself with a company such as a home improvement contractor. Work
together to cross promote your businesses.
• Have a give away at an open house. Each person that attends is entered into a
drawing. You may be able to get a free prize to give if you align yourself with a
company and allow them to do some advertising that will not detract from the open
house. A decorative piece or artwork would be unusual, and could be used in the
showing before the give away.
• Align with an interior decorator and have them give tips that relate specifically to
the house you are showing. Be sure to advertise their business as the one who has
the expertise to decorate that specific house. If you can build up a strong
relationship you may be able to do a temporary decorating in the home and either
have it there for prospective clients to see, or if the decorator is not comfortable with
that, you can get good quality photos and blow them up. They can then be hung in
the appropriate room to show the "potential".
• Become involved in local HOA's and keep your finger on the pulse of their
concerns. Work with them to help make improvements if possible. They may come
to trust you and recommend you to others, or even point you in the direction of
potential clients that are their friends.
• Give a free gift to the client who purchases a house. Make it appropriate to the new
home owner and the home if possible. If nothing that seems suitable comes to mind
give a gift certificate to a home decorating store, or perhaps a certificate for a
massage for after the move is complete.
• Become involved in the community. Whether you choose Scouting, the local theater
group or a gourmet club you are interacting with the community. Whenever possible
try to choose an organization that is your target audience. These are just a few ideas

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 that will make you stand out from your competitors. Of course, don't forget to
advertise with your signs for real estate. They are the foundation that will allow you
to build these other ideas, and thereby your business.

AIM OF THE STUDY

• To analyze and evaluate the promotional strategies of Real estate companies in

Kurnool
• Perception and purchasing behavior of customers in real estate

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 RESEARCH METHODOLOGY
Secondary data would consist of widely available resources like
1. Newspapers
2. Magazines
3. Journals
4. Websites
5. Books etc.
Primary data: Questionnaire is designed and survey was done to get the perception and
purchasing behavior of the customers in Kurnool.

METHODOLGY

Sampling Method – Convenience method of sampling was used for face-to-face survey
while snowball sampling method was used while conducting telephonic survey.

Sample Size
People living in Kurnool Town are the target with sample size of 50 but only 25 of them are
interested to invest in Kurnool town

Data Collection Method

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Data was collected by using primary as well as secondary methods of data collection.

Primary Method
• Face to Face interview
• Questionnaires
• Telephonic Survey
• Survey through E-Mail
• Survey through Reference

Secondary Method
• Magazines on Property
• Internet sites on Property
• Internet websites of popular property developers of India
Factors and Parameters Chosen for Survey
• The questionnaire was prepared in such a way so as to achieve all the three
objectives mentioned above. In order to attain the objectives five major questions
were included in the questionnaire along with few general questions.
Factors were

Brand name – Brand name is something that immediately comes into your mind when you
think of any product. Even in case of purchase of property, brand name plays a major role.
Many people to prefer buy the property developed by well-known and reliable developers.
Moreover properties developed by established developers help buyers in getting the best
returns, as these properties can be sold any time at a premium.

Advertisements – It’s an old belief that advertisement can sell literally anything. In order
to ascertain whether it’s true for property or not, it was also included as a first pull factor in
the questionnaire.

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Location – This deals with property and connectivity to road links, airports, railway
stations and bus stops. The more approachable the property is to the public transport
terminal, the more value it holds. Proximity to the Central Business District also plays an
important role in this aspect.

Affordability – Budget plays an important role in short listing the options available in the
market. Its only when the budget is decided, one starts looking for the available options in
the price range decided.

Some other factors were:

Need for More Space
Need for Better facilities
Need for Healthy environment
Want for Quality Construction
Lack of facilities in previous residence
Proximity to Workplace
Job transfer

Parameters were

Location - This parameter includes all the locational factors such as proximity to central
business district, to schools, to hospitals, existence of huge shopping malls, etc.

Business Hub – This parameters helps in analyzing the perception that people have about
the job opportunities and business prospects available in different cities.

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Quality of Living – This parameter helps in analyzing what people think about the style of
living prevalent in the 5 cities included in NCR.

Law and Order – This parameter helps in analyzing what people about the safety and
security situation prevalent in the 5 cities chosen for the survey.

Infrastructural Development – This parameter helps in analyzing how respondents rate 5

different cities chosen for the survey, on the basis of conditions of road and highways,
availability of public transport, etc.

To know the degree of importance of various factors, which people consider while
purchasing the property,

Factors were
External Factors
Price Range
Connectivity to Public transport
Proximity to workplace
Availability of loan
Easy Payment Plans
Rate of Interest
Resale Value
Clear title of property
Proximity to School
Proximity to Hospitals
Proximity to Entertainment Centers

In Locality Factors
Peaceful Locality

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Pollution Free environment
Population/occupancy
Quality of Construction
Maintenance
Suitability of Home Type
Utilization of space
Water Availability
Power Backup
Safety-Security
Recreational facilities/Sports Complex
Club Membership

INTRODUCTION TO TOPIC

INTRODUCTION TO REAL ESTATE:

Construction sector has been the focus sector for some time as its impact on the
economy is big by virtue of its being a huge employment generator. The real estate market
is booming. Its growing at around 12% per annum. Today its boom time in the real estate
market and homebuyers couldn’t have asked for a better opportunity to buy a home. Indian
developers are now not talking of anything less than world class. Infrastructure and
economic development of some cities as well as the housing shortages are driving the
boom. There is a fundamental change in the approach of the buyer, developer and the
government. They all are seeking quality development. The middle class demands the best
that money can buy. With the competition in the market, developers have to deliver the best
within specified time frames and the government, discharged from the duty of construction
has to keep everyone’s interest at heart.

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 The term ‘real estate’ is defined as land, including the air above it and the ground
below it, and any buildings or structures on it. It is also referred to as realty. It covers
residential housing, commercial offices, trading spaces such as theatres, hotels and
restaurants, retail outlets, industrial buildings such as factories and Government buildings.
Real estate involves the purchase, sale, and development of land, residential and non-
residential buildings. The main players in the real estate market are the landlords,
developers, builders, real estate agents, tenants, buyers etc. The activities of the real estate
sector encompass the housing and construction sectors also.

The real estate sector in India has assumed growing importance with the
liberalization of the economy. The consequent increase in business opportunities and
migration of the labour force has, in turn, increased the demand for commercial and housing
space, especially rental housing. Developments in the real estate sector are being influenced
by the developments in the retail, hospitality and entertainment (e.g., hotels, resorts, cinema
theatres) industries, economic services (e.g., hospitals, schools) and information technology
(IT)-enabled services (like call centers) etc. and vice versa. The real estate sector is a major
employment driver, being the second largest employer next only to agriculture. This is
because of the chain of backward and forward linkages that the sector has with the other
sectors of the economy, especially with the housing and construction sector. About 250
ancillary industries such as cement, steel, brick, timber, building materials etc. are
dependent on the real estate industry.

Features of Real Estate Markets:

In particular, the unique features of the real estate market must be accommodated. These
include:

• Durability

• Heterogeneous

• High transaction costs

• Long time delays

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• Both an investment good and consumption good

• Immobility

Overview:-

Indian real estate sector is growing at thirty percent annually. The liberalized urban
policy frame work along with a stable home loan rates by Banks helped this growth phase
to sustain. The parameters for investment are changing and more FDI is expected to flow
into this sector in the coming period.

The Indian real estate sector has witnessed a resounding growth in recent years due
to factors like liberalization of urban policy and increased competition in the home loan
segment. Also the booming Indian economy, favorable demographics transition and
liberalized foreign direct investment (FDI) regime acted as a catalyst in this growth phase.
Growing at a rate of 30 per cent, the real estate sector has emerged as one of the fastest
growing investment areas for domestic as well as foreign investors. The sector will remain
as a booming sector and more investment is expected in the coming years.

Construction and allied sectors are considered as one of the largest employing sector
in India (including construction and facilities management). This vital sector is linked to
about 300 ancillary industries like cement, brick and steel. So this sector has a strong
backward and forward linkages and the growth will translate into an over all positive impact
on these ancillary sectors too. Resultantly, a unit increase in expenditure in this sector has a
multiplier effect and the capacity to generate income as high as 4.5 times.

According to Mckinsey report the average profit from construction in India is 18%,
which is double the profitability for a construction project undertaken in the US. Five per
cent of the country’s GDP is contributed by the housing sector. In the next three or four or
five years this contribution to the GDP is expected to rise to 6%.

According to Knight Frank Research, the new residential space distribution of Pan
India will be more then that of before. The NCR will be having maximum of distribution all

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over India that is 35%. Total supply all over India is 530.5mn.sq.ft. Distribution in all the
places is as per the demand and availability of space.

According to ‘Housing Skyline of India 2007-08’, a study by research firm, Indicus

Analytics, there will be demand for over 24.3 million new dwellings for self-living in urban
India alone by 2015. As a result of this, this real estate sector is likely to throw huge
investment opportunities. In fact, an estimated US$ 25 billion investment will be required
over the next five years in urban housing, says a report by Merrill Lynch.

With the significant investment opportunities emerging in this industry, a large

number of international real estate players have entered the country. Currently, foreign
direct investment (FDI) inflows into the sector are estimated to be between US$ 5 billion
and US$ 5.50 billion. According to Cushman & Wakefield, foreign investors have raised
nearly US$ 30 billion since March 2005 for investing in Indian real estate. 100% FDI is
allowed under automatic route in townships, housing, built-up infrastructure and
construction development projects (which would include, but not be restricted to, housing,
commercial premises, hotels, resorts, hospitals, educational institutions, recreational
facilities, city and regional level infrastructure) subject to certain guidelines. Leading
companies like Carlyle, Blackstone, Morgan Stanley, Trikona, Warbus Pincus, HSBC
Financial Services, Americorp Ventures, Barclays and Citigroup are some of the
international players who have entered into Indian reality market. Real estate accounted for
26 per cent of total value of private equity investments, with 32 deals valued at US$ 2.6
billion. And according to industry estimates, another US$ 10-20 billion would pour into the
sector in the next three years.

Current scenario:-

The unending euphoria of real estate sector in India witnessed during the last few
years is finally starting showing signs of ebbing. The talks of new malls, complexes,
residential projects being built are all now being kept under bags.

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 There is an overall slowdown in demand across India as has been experienced by
industry players. Property prices and rentals are correcting which have led to the erosion
in market capitalization of many listed players like DLF and Unitech.

The slowdown is aided by the fall in stock markets as wealth creation does not
happen and there is lack of capital among investors to invest in real estate projects. Also, to
adjust their share market losses, many investors are forced to sell off their real estate
properties.

Other factors that have led to the slowdown is the increase in interest rates leading
to higher costs. Also income levels have not risen in proportion to the increase in property
prices thus forcing many potential buyers out of the market.

Also with rising input costs of steel, iron and building material, it has become
unviable for builders to construct properties at agreed prices. As a result, there may be a
delay in project completion leading to financial constraints.

Many residential buyers are waiting a price correction before buying a property,
which can affect development plans of builders. Also with IT industry continuously
experiencing a slowdown, there may be further constraints on residential as well as
commercial demand since IT/ITES segment accounts for 70% of the total commercial
demand.

So real estate players may continue to face liquidity concerns in future due to
rising costs and unfavorable stock market conditions for further capital raising.

Only those players who have achieved substantial revenues from past deals could
expect to rise against the tide. But the scenario may get worsen if the upcoming properties
are not sold off as it may lead to a financial crisis in the property market.

Participants in Real Estate

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 Participants are very important in Real estate as they are the Backbone of Real
Estate market. They are the one who carry out transactions in real estate market. They are
the one who are involved in Real Estate. There are various individuals who all take part in
Real estate. They are as follows:-

OWNER: These people are pure investors. They do not consume but rent out or lease the
property to someone else. They purchase houses or commercial property as an investment
and also to live in or utilize as a business.

INVESTORS: - A real estate investor is someone who actively or passively invests in real
estate. An active investor may buy a property, make repairs and/or improvements to the
property, and sell it later for a profit. A passive investor might hire a firm to find and
manage an investment property for him. Typically, investors choose real estate for several
reasons: cash flow, appreciation, depreciation, tax benefits and leverage.

DEVELOPERS: - Developers purchase a tract of land, determine the marketing of the

property, develop the building program and design, obtain the necessary public approvals
and financing, build the structure, and lease, manage, and ultimately sell it.

CONTRACTORS: - Real estate contractor can be described as a person, who carries out a
contract that is related to building of architecture or providing the building material. In
some cases, a contractor also provides labor for the construction purposes. All real estate
contractors are professionals and licenses that permit them to perform certain tasks as
mentioned in the license. Some real estate contractors also provide services related to
remodeling of buildings, roofing etc. Some contractors also provide services after the
completion of the construction work i.e. maintaining the structure etc.

BANKERS: - Real estate investment banker provides innovative approach to financing of

real estate. There are many types of services carried out by real estate investment banker
and these services are far beyond the traditional banking services being offered. For
example, structuring of various types of real estate projects is one main type of service
provided by real estate investment banker.

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AGENTS: - Real Estate Agents are employed by the seller to get the best price and
conditions for the seller. Real Estate agents have been helping buyer to buy and seller to sell
the property. Real Estate agents are Present in every corner of world. They all act as
middlemen between the Buyer and the seller.

BROKER: - A Real estate broker finds buyers for those wanting to sell real estate and
finds sellers for those wanting to buy real estate. Real estate brokers help sellers market
their property and sell it for the highest possible price; they also help buyers purchase
property for the best possible price. Once the broker successfully finds a buyer, the real
estate broker receives a commission for his or her service.

LESSOR: - They have the complete ownership of the property but they lease or mortgage
their property to someone else. High amount of rent is charged by the renters. These people
are pure consumers.

MORTGAGER: The security created on the property by the lender, which will usually
include certain restrictions on the use or disposal of the property (such as paying any
outstanding debt before selling the property).

TENANT:-When a land owner or a house owner allows some one to use his/her land or
house in some way for some time period, then the person who takes for lease from the
owner is called as a tenant and the relation between them is called as tenancy. The tenant
will pay the rent for the leased property to the owner.

BUYERS: - Buyers are one who purchases the property. Buyers are the one who have
bargaining power. They pay for the property. The property can be in any form. (Residential,
commercial, retail).

PROMOTIONAL STRATAGIES

ADVERTISING

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 • Print advertising such as that in programs for events, trade journals, magazines,
newspapers
• Direct mail
• Outdoor advertising, such as billboards and bus boards
• Broadcast advertising on radio and TV (or Internet sites)
• Print advertising such as that in programs for events, trade journals, magazines,
newspapers
• Direct mail
• Outdoor advertising, such as billboards and bus boards
• Broadcast advertising on radio and TV (or Internet sites)

MARKETING COLLATERAL

You might choose to produce and distribute materials such as:

• Brochures
• Newsletters
• Flyers
• Posters

PROMOTIONAL ACTIVITIES

• Sponsorships for special events (like fun runs)

• Participation in community projects and boards of directors
• Trade Shows - Your product or service might be one that is suited to exhibiting at a
trade show attended by your target audience. Trade shows are typically one- or two-
day events that allow businesses to set up exhibits or booths showcasing their
products or capabilities.
• Fairs (like Health Fairs, Job Fairs)
• Give-aways (like baseball caps and mugs with your logo)
• Coupons and free samples
• Conducting contests

PUBLIC SPEAKING AND CONFERENCES

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 Making speeches at conferences, professional association meetings and other events
positions you and your company as a leader in your field. Attending conferences is also an
opportunity to make valuable contacts that lead to sales.

PUBLICATIONS

• Newsletters
• Trade journals
• Books.

MEDIA RELATIONS CAMPAIGNS

A campaign is your overall plan for contacting and staying in touch with targeted members
of the media (reporters). You might want to develop a media relations campaign if it would
benefit your company to be mentioned in newspaper, magazine or TV broadcasts viewed by
your target audience. Developing press releases, press kits and public service
announcements

PERSONAL SELLING

A process of helping and persuading one or more prospects to

purchase a good or service or to act on any idea through the use of an oral presentation.
Examples: Sales presentations, sales meetings, sales training and incentive programs for
intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone.

SALES PROMOTION

Media and non-media marketing communication are

employed for a pre-determined, limited time to increase consumer demand, stimulate
market demand or improve product availability. Examples: Coupons, sweepstakes, contests,
product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and
exhibitions

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 ABOUT COMPANIES
JR housing:
JR Housing Developers Private Limited was established by Sri. S. Jagadishwara
Reddy, who is the Managing Director of the company with over 15 years of experience in
the field of real estate, he is also the vice president of Karnataka Land Developer's
Association.

The company has delivered over 10 million square feet of beautifully developed residential
properties to the satisfied customers spread all over India and abroad. The company has a
huge clientele from different walks of life, while the majority being from the blue chip
companies like Infosys, Wipro, Satyam, HCL, HP, IBM, Intel, Cisco etc, to name a few.
Needless to say that the quality, maintenance and post sales support of the projects
developed by the company has attracted this very high profile customers to invest in their
projects. Thousands of happy clients are a testament to the reputation the company has
earned today.

The company has been instrumental in setting benchmarks in developing residential

projects in Bangalore Metropolitan Region by using well designed engineering plans,
standard construction material and strictly conforming to the guidelines issued by the
approving authorities. In fact they were the first to introduce 80ft wide main roads in the
BMRDA approved residential layouts in Bangalore.

JR Housing has a well trained team in each sphere of its business operations, be it
engineering, architecture, layout development, construction, marketing, sales, accounts,
front office and back office operations. In the process of growth and change, the company
has created a brand name that stands for reliability, high professional standards and long-
lasting customer relationships.

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Vision: '''To be a globally respected corporation that provides best in class residential
spaces for immediate living or investment.''

Address:
JR HOUSING DEVELOPERS PRIVATE LIMITED
No. 71, 2nd Floor, Outer Ring Road,
Marathahalli, Bangalore - 560 037
Karnataka, INDIA

Projects:
J R Green Park: Off Bangalore Hosur Road::An Integrated Satellite
Township
A premium housing venture spread over 50 acres (21,78,000Sq.ft) of prime residential area,
located off Bangalore-Hosur road in lush green and serene atmosphere. It’s just a 10 minute
drive from Electronic City, which is a well known I.T hub of Bangalore where most of the
software giants have their establishments and just opposite to Karnataka Housing Board's
(K.H.B) Surya City, which has acquired 800 acres of land and the 1st phase of it was
developed with apartment complexes, row houses, individual villas and shopping malls.

The project is located on Anekal State Highway, which is proposed to be a 300 ft wide
Road. Now the Bangalore-Hosur road (NH.7) is being developed to a 10-lane express
highway with a 4-lane elevated road, which makes it only a 20 minute drive from
Koramangala to our project.

Indian popular heart hospital, Narayana Hrudayalaya and Narayana Health City are less
than a 5 minute drive from our project. Many popular educational institutions are located
within a radius of 10 km from our project. Close proximity to many prominent
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establishment makes this project ideal for immediate living with over 10 houses being
constructed already.

J R Coco Nest:
A beautiful residential township spread in 15 acres of lush green and pollution free
atmosphere with fully grown coconut plantation which has a resort like ambience.

The project is adjacent to our well developed projects, JR Green Park and JR Gardens off
Bangalore-Hosur Highway. On completion of the elevated express way till Electronic City,
it will be less than a 25 minute drive to Koramangala. It is less than 600 mts off Anekal
State Highway (Proposed 300ft Road), in close proximity to popular landmarks on
Bangalore-Hosur 10 Lane Express Highway like Karnataka Housing Board's Surya City (2
Kms), Narayana Hrudayala Hospital (5 Kms), Electronic City (9 Kms) and various
educational institutions.

JR Valley:
JR Valley is situated in serene lush green location between Whitefield and Hoskote off NH .
207, which is one of the fastest growing suburbs in Bangalore. This project is the first phase
of our Mega Township coming up in 200 Acres. It is well connected to the International
Airport through NH.207, a bypass of NH.7, existing 100 ft road and proposed 300 ft road
by BMRDA, which connects Devanahalli and Hosur Road via Whitefield, on completion of
which, it will only be a 20 minute drive to the airport.

The project is adjacent to a developed settlement and the upcoming Karnataka Housing
Board's (K.H.B) Township. It is equidistant from the City and the New International
Airport, which makes it ideal for immediate living. Also, the prime location of this project
has ample scope for appreciation in days to come.

J. R. City:

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 J.R City is taking shape in the garden city of Bangalore on the eastern side of NH.4
between Hoskote & Whitefield. This project is the 2nd phase of our Mega Township spread
over 200 Acres, which is well connected to International Airport through NH.207, a bypass
of NH.7, which starts from Devanahalli passes through Whitefield and connects to Hosur
Road. The project is just 3 kms off NH.207, the proposed 300ft Wide Road and adjacent to
the upcoming BMRDA Ring Road.
The project is just 12 kms away and less than a 15 minute drive from Whitefield
where the World famous Sri Sai Baba Ashram is located. Also, some of the popular
landmarks like Sri Sai Baba Super Speciality Hopital, International Tech Park (I.T.P.L) and
many other private technology parks, star hotels like Taj I.T.P.L and Radisson's, shopping
malls, educational institutions and various other commercial establishments are located.

JR Garden:
JR Garden Retreat is an extension of our integrated mega township spread across
150 Acres, located in lush green pollution free atmosphere, next to a huge natural lake, off
Bangalore-Hosur Express Highway, adjacent to Karnatka Housing Board's Surya Nagar. It
is just 10 Kms from Electronic City and 5kms from Narayana Hrudayala Hospital and
Health City, in close proximity to various educational institutions.

It is one of the largest residential townships approved by BMRDA developed with 80ft
Wide Main Road and acres of green spaces. The location of the project in prime resdential
area makes it idea for immediate living or investment.

The Flyover between Silkboard Circle and Electronic City, along with the other
intermediate flyovers provide a Seemless connectivity to Koramangala, which is around 20
minute drive from the project.

JR Hi Tech City

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 A premium residential township spread over 70 Acres (30,49,200 Sft) of land,
facing to NH.18, Kurnool-Nandyal Highway which is proposed to be a 4-lane express
highway, adjacent to Krishna River canal.

First of its kind in Kurnool, a township which is residentially converted and approved by
Directors of Town and Country Planning (D.T.C.P), with one of the best educational
institutions. The project is located in the fastest growing areas of Kurnool in a peaceful and
pollution free atmosphere where abundant ground water s available with natural springs.

The project is being developed with following amenities:

• 80ft Wide Main Roads with Tree lines
• Butterfly Street lighting
• Landscaped Parks
• Children play area & Jogging Track
• Water Supply through Overhead Tank
• Electrification
• Rain Water Drains
• Underground Drainage System
• Sewage Treatment Plant
• All Round Compound Wall
• 24hr Security
• Swimming Pool with Bar counter
• Commercial Clubhouse with Conference hall, Gymnasium, Restaurant and Guest
Rooms
• Area reserved for Nursery School & Primary School.
• Provisions for Civic amenities like Hospital, Community hall, Shopping malls etc.

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 • Plot dimensions of 40 x 60, 50 x 60 and 50 x 80 are available.

Layout:

Raaga Mayuri Builders:

Raaga mayuri builders is an ISO 9001:2000 certified company with a lots of
reputation in the market with good past performance and also ongoing performance. K. J.
Reddy is the chairman and founder of Raaga mayuri construction. Company not only
involve in building residential houses and plots but also Schools, SEZ’s, Hospital and also
into the business of Resorts. They have a good reputation through past project. The
company has a hands of project on progress and also designed a few upcoming projects in
advance.
Completed Projects:
• Sri Sai Residency, Kurnool
• Mayuri Residency, Kurnool
• Mayuri Nivas, Kurnool
• KJ Enclave, Kurnool

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 • Mayuri Heights, Kurnool
• Mayuri Green city, Kurnool
Ongoing Projects:
• Green hills, Kurnool
• Mayuri Grand, Kurnool
• Mayuri Elegant, Kurnool
Address:
Raaga Mayuri Builders Pvt. Ltd.
Plot No. 55, 50-760 A-121 Gayatri Estate
Kurnool 518002
AP, INDIA

Agri Gold:
Agri Gold has several highly qualified and experienced professionals with good experience
in the field, who are committed to deliver a service of high standards of excellence.

Agri Gold Group of Industries has begun its journey of “INDUSTRIOUS MISSION” of
promoting prosperity by generating opportunities, in the year 1995. The author of the group,
Mr. V R Rao Avvas, is propelling the entire group and its associates on the journey to
success with inspiration and overwhelming optimism.

Agri Gold is a multi-core diversified Industrial Conglomerate and the success dossier
promoting new trends by developing Housing, Residential Layouts, Farm House Lands and
Agri Farm Lands which will give prosperity, pleasure and satisfaction and where the

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dreams of a common man has transformed into a reality. Agri Gold Group has brought
excellently designed and integrated planned layouts of farm lands, farm house lands and
residential flats / plots, which cater to the requirements of various classes of the society.
The Group has successfully developed and marketed number of properties.

The group, realizing the business potential, planned the diversification in to

Construction Industry and the division AAVASAM came in to existence through its
companies, Agri Gold Farm Estates Pvt Ltd, Agri Gold Constructions Pvt Ltd, Dream Land
Ventures Pvt Ltd, Raam Avvas Hotels and Resorts Pvt Ltd, to fulfill yet another human
need, shelter. We will be developing major townships at Hyderabad, Bangalore, Vijaywada,
Vishakapatnam and other cities of Andhra Pradesh, Karnataka and Tamilnadu. Joint-
Venture collaborations are already in place to bring in the best in the Construction
Technology. Design development is at an advanced stage for all these projects that will
showcase once again the best of facilities and the themed ambience.
Projects in Andhra Pradesh:
Fortune Lepakshi, Ananthapur Dist.
Fortune Marakateswara, Kurnool Dist
Fortune Vijaya Durga, Krishna Dist
Fortune Sri Balaji, Vijayawada
Fortune Nagarjuna, Miryalguda
Fortune Mallikarjuna, Chilakaluripeta
Fortune Skandhapuri, Kandhukur
Fortune Navanandi, Nandi Kotkur
Fortune Sri Panduranga, Machilipatnam
Fortune Sri Pada, Kadapa
Fortune Narasimha, Podilli
Fortune Villas, Kurnool

Fortune Villas, Kurnool is our main target project of Agri Gold:

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 The lifeline to prosperity plays an important role in our lives. We understand your
need for luxury lifestyle and have designed an ideal project on international lines that you
will be proud to own. Agri Gold offers esteemed customers for the first time in the centre of
Kurnool, Fortune Villas, a fantastic project encompassing a gated community with fabulous
amenities and a green landscape with parks, open spaces, trees and exclusive privacy with
round the clock security. Fortune Villas offers you an excellent opportunity to book a
beautiful independent duplex with three bedrooms. For the first time in Kurnool, you will
be able to realize your dream of possessing a beautiful house in a grand location that is the
envy of all. The gated community will have a swimming pool for the first time in Kurnool,
plus many exciting facilities like green parks on three sides. Fortune Villas will look upon
the blue sky and rolling clouds while enjoying the exclusive privilege of a landscaped park
with enthralling view of the Thunga Bhadra river. Fortune Villas enhance your lifestyle and
the family’s experience of health and happiness.

The project is being developed on modern construction lines and will provide all
amenities like water, electricity, drainage, telephone, cable TV and Internet connections.
The central location near Mother Teresa Statue on Roja Road in the beating heart of
Kurnool brings you in easy reach of the Municipal Corporation office, the Proposed Keshav
Reddy School, Bhashyam School and St. Paul’s school in the neighborhood. Further, all the
major hospitals, clinics and specialist doctors are very close to the site. You will enjoy the
double privilege of an exclusive location as well as a fabulous project conveniently close to
the shopping and entertainment areas. The promoters are developing the river side area into
a landscaped garden with open spaces for your recreation and enjoyment. Come to Agri
Gold Fortune Villas and usher in prosperity for your future.

Enjoy the good life at Kurnool :

Kurnool is considered to be the best place to live in since it is pleasant and healthy
with less congestion, crowds, traffic and pollution. It is also less expensive since almost
everything is inexpensive. Kurnool is famous for its doctors and hospitals. Schools,
colleges, medical, pharmacy and engineering colleges, are all available for your pleasure.

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Celebrate Life’s Memorable Moments :
Agri Gold Fortune Villas project is a meticulously designed adventure in
transforming your dream into a beautiful home for your family to enjoy a wonderful life.
Agri Gold has the expertise, knowledge and imagination to make its vision of a green
paradise come true and which fulfills your dreams to the full.

Mentioned are the Highlight Features of this Project:

• Gated community with total area enclosed with compound wall
• Club House and Swimming Pool
• Landscaped parks with beautiful view of Tungabhadra river
• Secured play area for children
• Sophisticated drainage system
• Street lights
• 24 x 7 security Facilities
• Gymnasium
• Black topped roads with Kerb and Footpaths

Layout:

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The Major reasons for boom in the real estate market are:

Easy Availability of Loan and Lower Interest Rate

There is easy access to loans. The housing finance has posted a growth of 29 percent in the
last fiscal, touching 53,685 crores. Further, interest rates on housing loans have come down
and are much lower, between seven to eight percent as compared to 13-14 percent five
years ago.

Affordability
Another major reason for boom is that housing in India has become more affordable in
recent times. A decade ago, a house cost nearly 15-20 times an individual’s annual salary.
Today the cost of a house has come down to just about three to four times an individual’s
annual pay package.

Increase in number of nuclear families

In the past, owing a home was a dream realized only after retirement. Largely because
people looked at it as a means of providing for their children, having themselves lived in a
joint family setup. Joint families are progressively getting included in the pages of history
book even in a country like ours. Not surprisingly the rise in the number of nuclear families

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is pushing demand for housing further to cater to a generation that is not averse to taking
risks. Nor are they hesitant when it comes to paying a price to realize their dreams

Investment Option
Competitive offers by home loan companies combined with good quality projects
developed by reputed builders having a number of amenities have made investing in
properties very attractive wherever there is growth and opportunity, investors are bound to
be around and traditionally real estate has been a safe investment option. Property is looked
upon by many as an investment option that appreciates substantially when compared to
other traditional tools of investment.

Migration of Industries
Another major reason for boom in the real market is the migration of industries to smaller
towns leading to rural progress. With villages turning into towns and towns becoming
metros, the property market is growing steadily. This revolution has directly resulted in
greater demand for not just housing but also for the overall real estate market with
heightened demand for better infrastructure, transportation facilities, entertainment zones,
shopping malls, multiplexes and more.

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PROMOTIONAL STRATERGIES THAT ARE COMMONLY USED
BY DIFFERENT BUILDERS IN KURNOOL

1. News paper Advertisements: Newspaper ads best suit you if you are
targeting a mass audience in clearly defined circulation area. It offers
flexibility to choose location, size, prominence and format for your ad.
Newspaper ads bring more credibility and high retention rates for your
message. Through display ads, classified ads, public notes and
advertorials, helps you choose the right platform to reach the mass.

2. TV advertising: A television advertisement or television commercial–

often just commercial or TV ad (US), or advert, commercial,
advertisement or simply just ad (UK/US), or ad-film (India)–is a span of
television programming produced and paid for by an organization that
conveys a message. Advertisement revenue provides a significant
portion of the funding for most privately owned television networks.
The vast majority of television advertisements today consist of brief
advertising spots, ranging in length from a few seconds to several
minutes (as well as program-length infomercials). Advertisements of
this sort have been used to promote a wide variety of goods, services
and ideas since the dawn of television.

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3. Holdings: Banners are the primary form of advertisements on the web.
The standard banner usually appears at the top of a web page, and will
link to a target web page, that may be the homepage of the advertiser or
a target page developed by the advertiser that is more directly relevant
to the message of the banner (a better use). Web advertising can also
come in the form of buttons (smaller, usually in the left hand column),
interstitial pages, pop-up pages or text advertisements. The IAB has
developed banner size standards.
4. Site visiting’s: Builders of that site will provide a free visit for the
customers who are interested to buy a plot, villa, apartment from that
concerned builder. This is one of the most influencing factor that effect
the buying behavior of the customer.
5. Schemes: Scheme like monthly installments, lucky draws, free
furnishing are some of the schemes that realtors design to attract more
customers towards their projects.
6. Agents: In countries like INDIA agents play a major role in selling real
estate projects. Agents go around and try to influence the buyers for
buying their houses.
7. Brokers: The most influencing way of selling is through brokers.
Brokers are the most influential persons who can make a real estate
project a successful one or suppress it. They will easily influence the
buying behavior of the buyers.
8. Free land for companies: Some companies provide free lands to
companies those who want to establish company in that vicinity. This
will make the persons who work in that company to buy a plot,
apartment, villas etc.
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 PROMOTIONAL STRATEGIES THAT ARE USED BY EACH
COMPANY

JR builders:
1. News paper Advertisements.
2. TV advertisings in local channels.
3. Mailing to their past customers about the new projects.
4. Personal (Direct) selling.
5. Lands to Companies

Raaga Mayuri
1. News paper advertising in local news papers
2. TV advertising in local channels
3. Putting holdings in busy areas
4. Site visits
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 5. Schemes
6. Agents
7. Brokers

Agri Gold
1. Concentrate more on Agents, schemes and Brokers.
2. TV advertisements in nationalized channels
3. Site visits

Features that are promoted by different realtors to attract customers:

1. JR construction:
a. Gated community
b. High security
c. Luxurious constructions
d. more open space
e. eco friendly environment
f. Quality of construction.

2. Raaga Mayuri:
a. Deluxe flats
b. Middle class concentrated
c. low cost houses
d. Near to city
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 e. More connectivity

3. Agri Gold
a. All kinds of houses are available
b. Concentrates on each and every range of persons
c. City out skirts with less pollution and cool environment
d. Protection
e. Club houses
f. Parks
g. Eat outs etc.

Advertising factors influencing the customer buying behavior in Kurnool

town:[Questionnaire in Annexure 1]
1. Most preferred builder

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 AGRI GOLD 5

MAYURI 3
CONSTRUCTIONS
JR HITECH CITY 2
MARUTI 8
CONSTRUCTIONS
OTHER 5

2. Source of information

Sourceof information

10%

25%

FRIENDS - 25%
ADVERTISING - 25%
WORD- 0F - MOUTH - 40%

40% OTHER - 10%

25%

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 FRIENDS 5

ADVERTISING 5

WORD OF MOUTH 8

OTHER 2

3. Factors affecting purchasing Decision

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 ITS APPEARANCE 3
ITS COST 5
ITS LOCATION 6
ITS CARPET AREA 3
OTHER 3

4. Most preferred buyer for first time buyers

MARUTI CONSTRUCTIONS 5
JR HITECH CITY 3

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 AGRI GOLD 8
MAYURI CONSTRUCTIONS 2
OTHERS 2

5. Influence of Reputation of buyer

Influenceof reputationof buyer

38%
YES - 62%
NO - 38%
62%

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 YES 25
NO 15

6. Influence of Material used by buyer on purchasing

YES 23
NO 17

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7. Type of Infrastructure preferred

ECONOMICAL 13
DELUXE 10
LUXURY 12
PREMIER 3
OTHERS 2

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 FINDINGS

This research helped us to explore different real estate companies

in Kurnool and also the strategies they followed in selling their
constructions.
This study is done by considering real estate as a product and how this
product could be sold in the market with different strategies followed by
different companies. We also differentiated the strategies each company
followed to attract the customers and how each company is marketing
their product with various promotional activities.
We also studied the growth of real estate market and how will the
customers react to the promotional strategies each of these company
follows and also the preferences of customers in construction and also
among builders by collecting primary data through questionnaire.

SUGGESSTIONS

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 1. We recommend real estate companies to concentrate more on safety
and location of the constructions because most of the customers
prefer them.
2. We also recommend builders to promote campaigning of their
constructions because this will make customers have more
knowledge about the builders and constructions which could attract
more customers.
3. Builders should collect feedback from customers and design houses
according to their needs so that customers will be more satisfied.
4. Builders should promote house visits for customers so that
customers could get more knowledge about constructions and it will
also promote word – of –mouth.
BIBILOGRAPHY

www.jrhousing.com

www.raagamayuribuilders.com

www.agrigoldproperties.com

www.agrigoldindia.com

Advertising Management Text Book.

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 ANNEXURE

Questionnaire
1. Do you own a house/ apartment
a. Yes
b. No
2. Do you like to buy a house/apartment
a. Yes
b. No
a. If you own a house what is the name of your developer
b. Agri Gold
c. Mayuri Construction
d. JR Hitech city
e. Maruthi Constructions

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 f. Other
3. How did you came to know about the developer/development
a. Friends
b. Advertising
c. Word – of – mouth
d. other
4. What factors did you consider while buying the house
a. Its appearance
b. Its cost
c. Its locations
d. Its carpet area
e. others
5. Why did you prefer this developer
___________________________________________
6. If you are planning to buy a house what factors do you consider
____________________________________

7. If you are planning to buy a house which developer would you buy it from
a. Maruthi Constructions
b. Mayuri Constructions
c. JR Hi-tech city
d. Agri Gold
e. Others
8. Do you consider the reputation of the developer while buying( brought a house)
a. Yes
b. No
9. Do you consider specification like material used while buying a house
a. Yes
b. No
10. What type of infrastructure do you prefer while buying a house/apartment

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 a. Fully developed layout
b. Plain plots
c. others
11. How would you rate your builder on a scale of 0 – 50 (o is worst – 50 is best)
a. 0 – 10
b. 10 – 20
c. 20 – 30
d. 30 – 40
e. 40 - 50

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