PRESENTATION

ON INTERNSHIP
By
Mayur Shete

ABOUT THE COMPANY - KALPATARU LTD.

Established

in 1969 by Chairman and Founder, Mr.

Mofatraj P. Munot.
The company's Managing Director is PARAG. M.
MUNOT .
With over 44 years of experience in real estate
development, Kalpataru has built over 90 landmark
addresses.
Operates mainly in Indias most attractive real estate
markets: Mumbai, Thane & Pune. It is capitalizing on
opportunities in other high-growth cities like
Hyderabad, Jaipur, Surat, Ahmedabad and Bangalore.
Over 16 million sq.ft. developed till date. Over 38
million sq.ft. forecasted in the next 5 years.

CONTD.
Today, the group has a turnover of over Rs.
7000 crore, a workforce of more than 6000
employees, and diversified businesses in real
estate, property management, engineering,
power transmission & infrastructure,
warehousing & logistics.
Vision
"To be a brand that is admired as an
industry leader for its thoughtfully designed
high quality innovative life spaces, is
recognized for its customer and people
practices and is acknowledged for fostering
long term relationship with stakeholders"

Values

Business Ethics

Quality

Prudence

Humility

Respect

Pride

ONGOING PROJECTS IN PUNE

Kalpataru Splendour - Wakad

Kalpataru Harmony - Wakad

Kalpataru Serenity - Manjri

Kalpatary Estate - Pimple Gurav

LONAVALA

Amoda Reserve - Lonavala

BASIC TERMINOLOGY USED FOR CLASSIFICATION OF

REALTORS IN REAL ESTATE SECTOR

Individual or non-proprietary
Most of the people work in real estate sector as Broker/Agent. But
they have another primary business or profession. The Generally they
are non-registered or non-licensed. They are non-proprietary and dont
have separate office ex. Grocery shop or electronics shop owner works
as broker. Most of the time retired person also works as broker due to
their professional contacts and relation.

Proprietor Meaning of proprietary is Protected by trademark or patent or

copyright; made or produced or distributed by one having exclusive
rights. An unincorporated business owned by a single person who is
responsible for its liabilities and entitled to its profits. Generally they
are licensed and registered with association.

PartnershipTwo or more agents works together as proprietor on partnership basis.

They operates their business together from one office only. If they have
more office under same name then they known as ICP.

CONTD.

ICP (Institutional Channel Partners)They are licensed and registered with association like
proprietor type but main difference is they have many offices
in city or others cities in same country under same name.
They have their own business network.

IPC (International Property Consultant)International Property consultants are same like ICP but main
Difference is they have offices or network in many countries.
Most of the IPC are registered with international level
association like IAREE (The International Association of Real
Estate Experts).

ABOUT MY INTERNSHIP-

ABOUT MY WORK DURING

INTERNSHIP
Registration of Channel Partners
Competitors Product Analysis
Market Research
Lead generation & Relationship Development
Tele-calling
Sales Activity
Data Validation
Promotion for AMODA project, Lonavala

OBSERVATION
AND
LEARNING

MOST OF REPORTS AND STUDY SAYS MOST OF BUYERS WHILE

TAKING DECISION ABOUT PROPERTY PURCHASE USE INTERNET
AS WELL AS GIVES PERSONAL VISITS AT PROJECT SITES BUT AT
THE LAST, MOST OF THE BUYERS PREFERS REAL ESTATE
AGENTS, BROKERS RATHER THAN
DIRECT PURCHASE FOLLOWING ARE THE REASONS BEHIND
THIS FACT

Complex, ever-changing real estate regulations.

Help finding the right home, beyond square footage and
baths.
Pricing and selling a home.
Contracts and negotiations.

Legalities

Following a code of ethics.

Connections

Knowledge of Market

Negotiation Edge

MAJOR COMPITITORS IN PUNE

DSK Builders(Dream City)
Kolte Patil Developers
ABIL
Panchsheel
Marvel
Paranjape Developers
Kumar Builders
Goel Ganga Devlopers

SWOT ANALYSIS (KALPTARU LTD.) FOR PUNE

MARKET
STREGTH More than 45 years of experience in the field of
real estate along with excellent operational
efficiency.
Strong brand image in Mumbai
Land availability at prime locations across
Cities.
Location of the projects and head quartered at
Mumbai adds value.
Developed properties with world class
amenities.

WEAKNESSLack of brand awareness in Pune.

Weak distribution channel.
Limited national presence.
Lacked branding strategy and marketing
exercises.
Limited sales force

OPPORTUNITIESIndian Real estate market is growing day by

day
Expansion in other parts of India.
Reduction ininterest rates for home loans.
More projects for middle income group.
Use their Brand Image for expansion

THREATSHigh rise of local property developers

Fluctuating interest rate
Economic downturn
Strong native competitors in other cities in case
of expansion.

KEY FACTORS BEHIND STEADY GROWTH OF

PUNE REGION ARE AS FOLLOWS.

PUNE AIRPORT situated in this region

Good ROAD connectivity (Highway) to other cities ex. Nagar,

cities in Vidarbha region of Maharashtra.

Good Public & goods transport facilities.

IT PARKS

Zensar IT Park

EON IT Park

Commerce Zone, Yerwada

Almonte IT Park etc.

CONTD.
SHOPPING MALLS
Inorbit
Phoenix
Pulse
Amanora
Seasons Mall
TOP STAR RANKED HOTELS
Hyatt Regency
Novotel
Radisson Blue

IN MY INTERNSHIP I LEARNED
Importance of Channel Management in real
estate.
Importance of Competitive study its effect on
prise determination, product development.
Flow of information in organisation (MIS)
Basic calculation techniques and terminology
used in real estate world.
Brand Awareness techniques and importance.
Selling techniques- Up selling, suggestive
selling, etc
Importance of relationship management in
corporate world.

Importance of PLANNING for successful

Completion of Project.
About Pune Real Estate Industry
Consumer Behavior in Property Purchase.
Importance of Motivation and Reward.

ANALYSIS &
INTERPRETATION

SURVEY ANALYSIS BY CHANNEL PARTNERS: WITH RESPECT TO TOP DEVELOPERS NAME

Here, LODHA comprises 24 % of most favored

Developer, as compared to Kalpatarus 22% .
Kalpatarus has 8 Projects as compared to LODHAs 2
Projects in Pune.
Still due to regular Channel Partners visits by
representatives of LODHA makes regular REPO for
same to considered LODHA as their most favored
Developers.

Other Factors:
Financial Appraisal
Regular updates on Projects.
Discounted Price for CPs Client

Channel Partner: Responses over Developers

LODHA

marval

PANCHSHIL

22%

KOLTE PATIL

ABIL

24%

6%
13%

5%
17%

14%

PRIDE

KALPATARU

Market Share Analysis Over Pune Region : Matrix Technique

PANCHSHIL

KOLTE

PATIL

247

187

110

87

169

19

1138

191

158

186

141

89

131

58

1138

197

121

192

187

133

128

123

57

1138

AREA

174

143

149

145

125

116

121

165

1138

LOADING

154

131

122

148

124

138

143

178

1138

BRAND

168

175

134

154

158

112

126

111

1138

VASTU

137

115

118

148

164

109

120

227

1138

PARKING

172

186

163

131

143

64

110

169

1138

188

176

164

154

163

103

147

43

1138

1577

1354

1447

1440

1261

946

1190

1027

10242

15.3973833

13.22

14.1281

14.05975395

12.31204843

9.2

11.62

10.0273

100

KALPATARU

LODHA

MARVAL

PRICE

203

116

AMINITIES

184

LOCATION

FLOOR
PLAN
TOTAL
MARKET
SHARE

ABIL

PRID
E

OTHERS

NO. of
Sample

Categorization of Channel Partner into:

A+ (Hot Prospect)
A (High Prospect)
B (Medium Prospect)
C (Low Prospect)
D (No Prospect)

It is based on the Calculative responses over Attitude,

Willingness & Potential to HIGH, MEDIUM & LOW
Outfit.

400

370

350
311

308

300
250
200
150

115

100
50
0

35

A+

SUGESTIONS And
Recommendation
s

On Channel Partner Network Management The Channel Partners who do high primary sales are of the
most importance to the company and the company will
have to develop and maintain good relationship with these
channel partners as they have the potential for Primary
sales.
Company needs to start a helpline service for its channel
partners, as many CPs complained about not receiving
information on time this will help the CPs in convincing
the customers in a better way.
Company needs to contact its A and A+ category of CPs
again and provide them with marketing content related to
all relevant projects.
Company needs to start promoting its projects on websites
like Sulekha.com, Housing.com and JustDial.com, as most
of the channel partners are registered with these websites.
Promoting projects on these websites will create awareness
among channel partner as well as customers.

CONTD. (SUGESTIONS)

As in the current scenario, social networking sites like

Facebook, Twitter have become important marketing media for
direct sales; the Company needs to start promoting its
projects through these sites as well.

As it is very important to be in constant touch of CPs to

develop a relationship with them, the Company needs to
increase its sales force... Good relationship with the CPs does
influence their preference of builders

On Brochures

Existing brochures of Kalptaru ltd. projects are very large in

size. The quality of the brochures gets deteriorate (especially
corners) while carrying in bags. They need to make convenient
and handy size brochures

RECOMMENDATIONS
Project Launching time:
In near future may be in couple of years or so say 2016 to 2017. or even in 2015,
best time to launch would be during Dassera or December or during april/may.

Flat Rate:
Some brokers are expecting the flat rate to be a higher as compared to other
projects because of our Brand Name.

On Layouts:
Two windows should not be opposite each other, air ventilation should be good,
balcony should be three side open, covered car park for all, amenities should be in
center, parking in same building, shade should be provided for open parking, Huge
and attractive entrance, distance between neighboring building should be more,
minimum two car parks, floor plan such that we can combine two flats for a bigger
configuration if needed. Builders should be trustworthy final product should be as
promised by builder , service should be good ,the customers should be treated with
respect and there should not be any fake promises and customer demands should
be looked into.