A SUMMER TRAINING PROJECT REPORT

ON

“A STUDY OF SALES AND MARKETING STRATEGY OF EARTH

INFRASTRUCTURE”

A report submitted on partial fulfillment for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION 2012-14

UNDER THE GUIDANCE OF

Ms. SURBHI MALHOTRA

FACULTY, RDIAS

SUBMITTED BY

ANKUSH SHARMA

ROLL NO.- 06280303912,BATCH 2012-14

SUBMITTED TO

RUKMINI DEVI INSTITUTE OF ADVANCED STUDIES

An ISO 9001:2008 Certified Institute

NAAC Accredited Grade A

(Approved by AICTE, HRD Ministry, Govt. of India)

Affiliated to Guru Gobind Singh Indraprastha University, Delhi

2A & 2B, Madhuban Chowk, Outer Ring Road, Phase-1, Delhi-110085.

Table of Contents

Student declaration ……………………………………………………..……….…………………..i

.

Certificate from company…………………………………………………………………………ii

Certificate from Guide…………………………………………………………….……………… iii

Acknowledgement………………………………………………………….……………………….iv

Executive Summary …………………………………………………….....……..…………….….v

List of tables ……………………………………………………………………………………………vi

List of graphs…………………………………………………………………………………………..vii

CHAPTER- 1: INTRODUCTION

1.1 About the Industry ………………………………………………………………..1 - 4

1.2 Company Profile………………………………………………………………….…4 -6

CHAPTER – 2: LITERATURE REVIEW

2.1 Literature Review…………………………………………............7-8

2.2 About the Topic ……………………………………………………................... 8 -31

CHAPTER – 3: RESEARCH METHODOLOGY

3.1 Purpose of the study……………………………………………………………….....32

3.2 Research Objectives of the study…………………………………………........32

3.3 Research methodology of the study …………………………………….........32-33

3.3.1 Research Design …………………………………………………………….…..33

3.3.2 data collection technique…………………………………....…33

3.3.3 sample design………………………………………….……...34

3.3.3.1 population………………………………………………..34

3.3.3.2 sample size…………………………………………...…..34

3.3.3.3 sampling method…………………………………….…...34

3.3.4 methods of data collection

3.3.4.1 instruments of data collection……………………….…34

3.3.4.2 Drafting of a Questionnaire…………………………….35

3.3.5 limitations of study……………………………………………..35

CHAPTER – 4: ANALYSIS & INTERPRETATION

Analysis & Interpretation………………………………………………………………36-49

CHAPTER- 5: FINDINGS & SUGGESTIONS

5.1 Findings …………………………………………………………………………………..50

5.2 Suggestions……………………………………………………………………...........51

CHAPTER- 6: CONCLUSION

6.1CONCLUSION …………………………………………………….…………………………52

BIBLIOGRAPHY…………………………………………………….........................53

ANNEXURES

Annexure[A]…………………………………………………………………………..……54-56

Annexure[B]…………………………………………………………………………….…….57

STUDENT DECLARATION

This to certify that I have completed the project titled “A Study Of Sales And

Marketing Strategy Of Earth Infratructure“ under the guidance of “Ms. Surbhi

Malhotra“ in the partial fulfillment of the requirement for the award of the degree

of “Master in Business Administration” from “Rukmini Devi Institute of

Advanced Studies, New Delhi.” This is an original work and I have not submitted

it earlier elsewhere.

Name : ANKUSH SHARMA

Enrollment No : 06280303912

i

Certificate from Company

ii.

CERTIFICATE (From Guide)

This is to certify that the project titled “A Study of Sales and Marketing Strategy of Earth

Infrastructure” is an academic work done by “ANKUSH SHARMA” submitted in the partial

fulfillment of the requirement for the award of the degree of “Masters in Business

Administration” from “Rukmini Devi Institute of Advanced Studies, New Delhi.” under my

guidance and direction. To the best of my knowledge and belief the data and information

presented by him in the project has not been submitted earlier elsewhere.

Ms. SURBHI MALHOTRA

(Project Guide)

RDIAS

iii.

ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards to Rukmini Devi Institute Of Advanced Studies,

GGSIP University, New Delhi for imparting us very valuable professional training in MBA.

I pay my gratitude and sincere regards to Ms. Surbhi Malhotra, my project Guide for giving me

the cream of his knowledge. I am thankful to him as he has been a constant source of advice,

motivation and inspiration. I am also thankful to him for giving his suggestions and

encouragement throughout the project work.

I take the opportunity to express my gratitude and thanks to our computer Lab staff and library

staff for providing me opportunity to utilize their resources for the completion of the project.

I am also thankful to my family and friends for constantly motivating me to complete the project

and providing me an environment which enhanced my knowledge.

iv.

EXECUTIVE SUMMARY

This project includes Analysis & Business Development at Earth Infrastructure through various

channel and promotional activities to ultimately increase the overall market share and revenues

for the company . The project is divided into four stages:

Understanding the product at Earth Infrastructure and analyze the competitors and their

product present in the market.

Developing promotional and marketing strategies.

Conduct a market research to understand the promotional strategy which suits best to

generate business of the company.

Executing the process through follow ups and closing the sales.

The basic objective of the project is to understand the process of Business Developments and

various attributes related in the actual project with an objective to develop entrepreneurial

capabilities.

Stage I is training program –

In stage I understood the real estate sector. The training program increased my knowledge about

the real estate sector and helped me develop the business of

the company.

Stage II is developing the markets –

I bifurcated the market into two categories: Hot and Cold Market. Hot Market includes our close

relatives and friends, and Cold Market includes

general public. This stage also includes the research work with respect to earth infra.

Stage III is Lead Generation –

It involves the different promotional strategies that I adopted to attract the investors such as

putting the canopies near the site and in the apartments, to attract the investors such as putting

the canopies near the site and in the apartments, visiting the shops in the marketplaces etc.

The Stage IV is Execution –

It involves the follow ups of the investors and closing the sales.

v.

LIST OF TABLES

Table no. Particulars Page no.

1. Earth gracia additional charges 15.

2. Preference location charges 16.

3. Swot analysis of greator moida 18.

4. Swot analysis of earth infrastructure 20.

5. Promotional strategies 22.

6. Data interpretation of gender 36.

7. Data interpretation of age 37.

8. Data interpretation of occupation 38.

9. Data interpretation of annual income 39.

11. Data interpretation of sources of information preference 40.

12. Data interpretation of marketing strategy of earth infra 41.

13. Data interpretation of profit in real estate sector 42.

14. Data interpretation of type of investment preference 43.

15. Data interpretation of budget 44.

16. Data interpretation of important factor 45.

17. Data interpretation of amenities in commercial property 46.

18. Data interpretation of amenities in residential property 47.

19. Data interpretation of size in commercial property 48.

20. Data interpretation of size in residential property 49.

vi.

LIST OF GRAPHS

Graph no. Particulars Page no.

1. Pie chart of gender 36.

2. Pie chart of age 37.

3. Pie chart of occupation 38.

4. Pie chart of annual income 39.

5. Pie chart of sources of information preference 40.

6. Pie chart of marketing strategy of earth infra 41.

7. Pie chart of profit in real estate sector 42.

8. Pie chart of type of investment preference 43.

9. Pie chart of budget 44.

10. Pie chart of important factor 45.

11. Pie chart of amenities in commercial property 46.

12. Pie chart of amenities in residential property 47.

13. Pie chart of size in commercial property 48.

14. Pie chart of size in residential property 49.

vii.

Chapter 1. INTRODUCTION

1.1 About The Industry:

Introduction

The Indian real estate and construction industry is an integral part of Indian economy and plays

an important role in the development of the country’s infrastructure base. The contribution of the

real estate sector to India’s gross domestic product (GDP) has been estimated at 6.3 per cent in

2013, and the segment is expected to generate 7.6 million jobs during the same period. It is also

expected to generate over 17 million employment opportunities across the country by 2025.

The sector comprises of four sub-sectors- housing, retail, hospitality, and commercial. While

housing contributes to five-six percent of the country’s GDP, the remaining three sub-sectors are

also growing at a rapid pace, meeting the increasing infrastructural needs.

Riding high on the back of rapid urbanisation, positive demographics and rising income levels,

the Indian real estate sector has attracted significant investment over the past few years. The

growing stability of the market is reflected by the continuous growth of the core investors, with

over Rs 7,705 crore (US$ 1.14 billion) invested in ready office space during the last three years.

Market Dynamics

The real estate sector of India is expected to post annual revenues of US$ 180 billion by 2020 as

compared to US$ 66.8 billion in 2010-11, registering a compound annual growth rate (CAGR) of

11.6 per cent. In fact, the demand is expected to grow at a CAGR of 19 per cent between 2010

and 2014, with tier I metropolitan cities projected to account for about 40 per cent of this.

Mumbai, NCR and Bengaluru account for 46 per cent of total office space demand in India.

Demand growth projected to be the highest in Tier 2 cities such as Kolkata and Chennai during

2010-14.

1.

1.

Investments

The prime office space segment across the country’s key cities- Mumbai, the National Capital

Region (NCR), Pune and Bengaluru has witnessed a fresh supply infusion of more than 20

million square feet (sq ft) in the first six months of 2013, witnessing a growth of 16 per cent on

year-on-year (y-o-y) basis, as per a report by CBRE.

The country is ranked 20th among the top global markets for real estate investment in 2012, with

investments worth US$ 3.4 billion during the year, according to a latest report by Cushman &

Wakefield. It is also estimated that foreign direct investment (FDI) into real estate in India will

increase to US$ 25 billion over the next 10 years.

Construction development sector (including townships, housing, built-up infrastructure &

construction-development projects) has attracted a cumulative FDI worth US$ 22,247.50 million

from April 2000 to June 2013. FDI flows into the construction (infrastructure) activities during

the period stood at US$ 2,198.77 million, according to the department of industrial policy and

promotion (DIPP).

Some of the major investments in the Indian real estate sector are:

Peninsula Land has signed an agreement to buy a five-acre property in the Byculla area

of Mumbai from its joint owners, Mahindra Lifespaces, the realty arm of Mahindra

Group, and the Kanorias, for around Rs 650 crore (US$ 96.45 million)

Godrej Properties Ltd (GPL) has entered into an agreement to develop 37 acres in Panvel,

Maharashtra. The company will receive 35 per cent of the profits from the development

Cushman & Wakefield has entered into an agreement to acquire Singapore-based project

management specialist company Project Solution Group (PSG). The acquisition is

aligned with the firm's global strategy to strengthen its operations in the Asia-Pacific

2.

Reliance Industries is expanding its presence in Africa's real estate sector. The firm

acquired 10 prime plots of land in Nairobi, Kenya, for around Rs 202 crore (US$ 29.97

million)

Germany-based SEA Group, engaged in the living space solutions segment, plans to

invest Rs 40 crore (US$ 5.94 million) over the next two years in its Indian operations

Government Initiatives

In an attempt to encourage investors’ participation in the Indian housing sector, the Ministry of

Housing and Urban Poverty Alleviation plans to ease the norms for FDI in real estate projects.

FDI upto 100 per cent is allowed under the automatic route in townships, housing, built-up

infrastructure and construction development projects to increase investment, generate economic

activity, create new employment opportunities and add to the available housing stock and built-

up infrastructure.

The Reserve Bank of India (RBI) has relaxed norms to raise funds via external commercial

borrowings (ECB) for low-cost affordable housing projects. Now, developers and builders with

three years of experience in undertaking residential projects are eligible to raise funds through

the ECB route. RBI has also relaxed the minimum paid-up capital norm for housing finance

companies (HFCs) to raise funds through ECBs.

The Government of India has sanctioned projects worth Rs 41,723 crore (US$ 6.19 billion) for

building of 1,569,000 houses/dwelling units for economically weaker/lower income group

sections under the Ministry’s flagship Jawaharlal Nehru National Urban Renewal Mission

(JNNURM) programmes.

The Ministry of Housing & Urban Poverty Alleviation has planned to introduce a single-window

system for clearance of all real estate projects across the country. The system could bring down

the average approval time from the current 196 days to 45-60 days.

3.

The government has also introduced the Real Estate Regulation Bill 2013 in the Parliament to set

up a strong regulatory architecture to protect the interest of consumers and for the regulation &

promotion of the real estate sector.

Some of the initiatives taken in the union budget 2013-14 include:

For homes and flats with a carpet area of 2,000 square feet or more or of a value of Rs 1

crore (US$ 148389.97) or more, which are high-end constructions, where the component

of services is greater, rate of abatement reduced from 75 to 70 percent

Rs 6,000 crore (US$ 890.34 million) were given to Rural Housing Fund

National Housing Bank plans to set up Urban Housing Fund. Rs 2,000 crore (US$ 296.78

million) will be provided to the fund in the current financial year

1.2 About the Company:

Earth Infrastructures is an independent infrastructure provider with committed customer base. It

is one of India’s most well capitalized real estate companies. Today the name Earth is

synonymous with Quality, Innovation and Trust. Within a short time span, it has succeeded to

ride on a high growth curve and has witnessed significant investment interest and transaction

activities from all parts of India and across the globe. Strong financial support and engineering

expertise makes us a quality infrastructure provider with global presence. The group is known in

the Realty fraternity for its professional might. Implementation of new technology and

innovation has been its constant goal and this is evident in all its projects.

This success is the result of the leadership which understands the power of compelling vision and

it is the compelling vision and its execution that has made Earth the “Investment of Choice” (for

the investors) “the employer of choice” (for the employees) and “Associate of Choice” (for the

channel Partners and associates).

4.

The people-first, performance driven culture is spearheaded by the four Directors of Earth

Infrastructures Ltd., Mr.Avdesh Goel, Mr. Atul Gupta, Mr. Vikas Gupta and Mr. Rajnish

Mittal.Their expertise in their respective fields, powerful intuitive sense, alert and intelligent

thinking pattern and a hunger to excel, has influenced the internal and external dynamics of the

organization, synergizing them with the success.

The Company’s ability to meet the special requirements of the real estate market and clients

demand comes from its strong foundations of professionalism.

The group’s strength lies in its panel of dynamic, young, qualified and highly experienced

management and dedicated marketing professionals that take care of the entire activities eeping

its main thrust on customer satisfaction, which is the main motto of the company.

“INNOVATION BEYOND IMAGINATION” is the core philosophy of Earth Infrastructures

Ltd.

Setting benchmarks by initiating the concept of green building technology in North India, Earth

has been the pioneer in bringing the first LEED CERTIFIED Residential and of its dynamism

and company’s vision to create the finest elements of urban living with state of art structures and

sustainable models.

1.2.1VISION

To be the most innovative and trusted brand in real estate industry by adopting new technologies

with a focus on green and eco-friendly construction with focus to fulfill the expectations of the

customers.

1.2.2 MISSION

1.ONE FACE, ONE VOICE

There will be one face, one voice of Earth for the outer world.

5.

2. CUSTOMER CENTRIC ATTITUDE

To ensure complaint free operations with total customer satisfaction by resolving Customer’s

issues with utmost attention and speedy services round the clock.

3. BRAND VALUE

To deliver the projects „differently and make the customer to feel at ease and comfort and create

the „Earth Brand a most trusted brand.

4. INNOVATION THROUGH TECHNOLOGY

Earth would be effortful and creative to identify and deliver something new, matching the

technological up gradation in the Realty sector, all around the globe.

5. CORPORATE SOCIAL RESPONSIBILITY

Earth would concentrate towards development of affordable houses for the masses, to reach to

the heart of all.

6. EMPLOYEE CULTURE

To keep on constantly searching for the talented employees, developing employee retention

policies, providing continuous training and development to facilitate them to contribute

completely in the growth of the organization.

7. CHARACTER, ETHICS AND VALUES

Earth be governed by its professional policies and procedures to ultimately benefit its valued

customers. The transparency of the policies would be maintained through the company’s

operational manual. Adhering to the manual would be mandatory for all, with an ultimate

objective to make the EARTH “Favorite of all” and to create

8.ETHICAL BRAND VALUE

within a short span.

6.

CHAPTER 2. LITERATURE

REVIEW

2.1 Literature review:

The real estate sector has become a major contributor of an economy¶s growth. Tounderstand the

significance of the sector and its implications there have been variousresearch on real estate

industry both in India and abroad. The research are beingconducted to gain more knowledge

about the various factors contributing to the growth of the industry and also to analyze the factors

which effect the decision of investment in thesector. I have tried to study few such research

papers to get a better idea about the currentscenario of the real estate sector.

Graeme Newell and Rajeev Kamineni

in their research paper assessed the risk-adjusted performance and portfolio diversi¿cation

bene¿ts for the real estate markets (office, retailand residential) of New Delhi and Mumbai. The

real estate markets were found to under- perform the stock market in India over 1998± 2005,

with most markets improving their  performance in more recent years, although there was some

loss of portfoliodiversi¿cation benefits for office and residential real estate with stocks.

Deregulation of the capital markets and international investment in India is also likely to have

asigni¿cant impact on future FDI levels and the growth of real estate funds for real

estateinvestment in India. They also studied that offshoring in the cities like Delhi and

Mumbaihas created huge demand for better infrastructure. This area of offshoring has

signi¿cantreal estate investment issues; particularly concerning technology parks, access to

Grade Aoffice space.They have also concluded that deregulation of the Indian capital markets

since 2004, andless restrictive guidelines for foreign direct investment in real estate in India

sinceFebruary 2005 have seen signi¿cant improvements in the real estate investmentenvironment

in India for both local and international players. This has taken on increasedimportance as India

signi¿cantly expands its economic growth to potentially be theworld¶s third largest economy by

2020, and international real estate investors seek globalinvestment opportunities; particularly in

the emerging Asian real estate markets. The

expected development of REITs in India in the next few years will also expand the realestate

investment opportunities available in India.

Vandna Singh and Komal (2009)

in their research paper found that as the GDPincreases the real estate prices also increases

because there is a high degree of Positivecorrelation between the real estate prices and GDP. The

7

Real estate prices also increaseswith increase in the per capita income as there is high degree of

positive correlation between these two. The FDI into the country affects the real estate FDI and

real estatehaving a positive correlation leads to the boom in this sector. Increase in FDI from

2006to march 2007 is 10%. Earlier it was 16% and now in 2008 it is 25%.The interest rate also

affects the real estate prices because it affects the lending and borrowing by the investors. In

residential segment, availability of easy home finance andrising purchasing power has driven the

growth. Builders are launching high-end, life styleresidential products to cater to the growing

bunch of high net worth individuals.

2.2 ABOUT THE TOPIC

SALES AND MARKETING STRATEGIES ADOPTED BY EARTH

INFRASTRUCTURE.

Benefits to the company:-

Get increased sales of their products by the proper implementation of the recommended

measures.

To get an idea about the new marketing strategies that can be applied in future to compete

with the competitors.

To promote their product portfolio not only among the existing customers base but also

among new customers through lead generation.

Find out the various products present in the industry.

Academic Benefits:-

Experience of doing a market research & practical experience in convincing the end-

users to fill up the questionnaire.

Experience of interacting with perspective customers and convert them into real

customers.

Got an insight of real estate products and gain thorough knowledge of various

promotional strategies.

8.

Earth infrastructure Ltd. is the fastest growing company in the Real Estate Sector. In the time

span of only 3 years, the company has launched its number of projects in Delhi- NCR region.

Some of these are:

Earth Techone

It is an integrated commercial project which focuses on providing every type of real estate

product in an area of 15 acres.

It mainly focuses on the smooth working of business by providing offices, apartments, retail

shops so that the investor who is seeking to commence his business may not have any kind

of problem as all the facilities are provided as his rest place (apartments) will be near and any

other stuff can be bought from retail shops.

Offices

Three types of offices provided;-

Alpha tech- fully furnished office space

Under this every facility will be provided like from desk to computers, printers and every

necessary thing which the person seeks to have in an office.

sizes available - 350, 500, 750, 1000 sq. ft.

Rates - for 350 & 500 is RS. 6000 /sq.ft., for 750 & 1000 is Rs. 5750/sq. ft.

Beta tech- semi furnished office space

It is office space which will have less facility than alpha tech and is best suited for an investor

who wants or has interest in doing further changes as per his/ her requirements.

9.

Sizes available – 300, 500, 700, 1000

Rates – Rs. 5250/ sq. ft.

Gamma tech- unfurnished virtual space

it is an open space provided with no locks and space is distributed among the investors

according to their requirements.

Size starts from 200 sq. ft. and multiples of 200

Studio apartments – fully furnished

These apartments are basically for the persons who would be commencing there businesses in

the offices provided in the Tech one site. So that their work is not effected by wasting time in

travelling from their homes. It is also suited for the companies to reside their guests not far

from the workplace.

Ideal for executives, small families and senior citizens. So this concept is good as it saves

much money and time.

Sizes available – 495 & 800 sq. ft.

Rates – Rs. 4000/ sq. ft.

10.

Express one – semi furnished retail spaces

These spaces are suitable for food courts, ATM‘s, Retail shops etc.

Are also a part of facility which is to be provided to the investor who is going to invest in

apartments and offices.

Retail shops -

Sizes available - 250 / 350 Sq. ft. (and, multiples)

SIZES RATE per sq.ft.

250 sq.ft. RS 9000

350 sq.ft. RS 11000

Bank Space -

Size available -3000 Sq. ft.

Rates- Rs. 8500 / Sq.ft

Food Court -

Sizes available - 500 Sq. ft. & 1000 Sq.ft

Rates- Rs. 8500/Sq.ft.

SALES drivers OF EARTH TECH ONE

1. Night Safari: GNIDA is planning to develop a Night Safari. It is fourth in the world after

Singapore, China and Thailand. Bernard Harrison will be designing the upcoming Greater Noida

night safari.

11.

2. Formula 1 Race Track: Just 5 kms. Away from Tech Zone, It was First hosted in 2011. The

track was officially inaugurated on 18 October 2011.

3.Amusement Park: It is proposed to be developed over an area spread in 200 acres. India‟s

largest amusement park by Essel World.

4. Taj International Airport hub: Very close distance from proposed airport will make this

zone as an attractive as well as comfortable destination to stay.

5. Surajpur Bird Sanctuary: Another significant step in bringing the city on tourists map,

GNIDA with collective efforts of World Wildlife Fund (WWF) and the Forest department is

developing a „paradise for bird lovers in a massive area of 330 hectares in Surajpur which

includes 110 hectares of wetland. The project is expected to getcompleted by 2013.

6. Wipro/ NIIT: Leading corporates are already making their presence felt in the region, out of

which, some of them are SEZs. In coming days, these corporates will need stay arrangements for

travelling executives, guests and even clients.

7. GautamBudhha University: Spread over 550 acres, Asia’s largest residential university –

Gautam Buddha University is exactly „opposite to Tech Zone. Moreover, this university faces

the very first plot in Tech Zone – Plot No.1 which is –Tech One.

8. India Expo Mart: To improve the vast potential of exporting Indian Handicrafts, and to

encourage professional tourism, India Exposition Mart Ltd. (IEML) which is India’s first state of

the art project for cottage sector wherein Round „O’ Clock International Marketing is available

has been concep- tualized and established in Greater Noida in Knowledge Park -2, approximately

3 kms.from Tech Zone.

9. Delhi Metro: As an extension of Line 3 of DMRC, which connects Dwarka, Sec. 21 to Noida,

Sec. 32, the work on proposed link between Noida, Sec. 32 and Greater Noida is expected to

begin this Sep. and the deadline to finish the same is 2014. This will give connectivity to Delhi at

lightning fast speed with all comforts of Delhi Metro.

12.

10. Yamuna/ Taj Expressway: 180 kms Expressway connecting Greater Noida to Agra in less

than 2 hours and hence will play pivotal role for Delhi – Greater Noida – Agra tourism

destinations.

11. FNG Corridor: 56 kms. long under construction expressway will help people commute at a

lightning fast speed between Faridabad- Noida- Ghaziabad. Trucks and

other heavy commercial vehicles will not need to enter Delhi.

12. Integrated Transport Hub at Boraki: Spread over 600 acres in Boraki, which will include

a world class ISBT and an upgraded Railway station on Ludhiana – Kolkata main railway line,

along with shopping malls and „five star‟ hotels in the area, the city will boast of one of the

unique and first integrated transport hub in India.

EARTH GRACIA (Open lifestyle)

2 and 3 BHK „semi-furnished‟ and „fully-furnished‟ apartments which will not only become a

symbol of lifestyle statement in near future, but the ones which will surpass your imagination, be

fitting Earth Gracia

With Earth Gracia, not only, you will see your future living address become a paradise of

modern living with hardcore sensibility of contemporary living… but a place, where it’s hard to

beat imagination and when you beat it, you feel that heaven has fallen on your feet.

Mentioned below are some prominent „reasons to make Earth Gracia your future living address:

LEED Certification (Leadership in Energy and Environmental Design)

Location: Greater Noida-West

Sales drivers of EARTH GRACIA

Tennis Court

Golf Putting and Basket Ball Ground Entertainment Zone with Single Screen multiplex

13.

Horse Riding & Party Lawns

Barbeque Corner

Party Area with Pavilion and Amphitheater Health Zone with Art of Living Classes,

Yoga Classes, Aerobics Classes

Fish Therapy Art Zone with Music, Dance & Painting Classes

Club Zone with Spa Facility

Card Room, Ball Room, Gun Fight, Salsa Dance Classes etc.

Fine Dining Zone with dedicated Food Court

Lounge and Roof Cafeteria

Caring Zone with Nursing Homes

Hospitals and Round the Clock Chemist Shop

Located on 200 feet wide road

Close proximity with Noida, Ghaziabad & Faridabad

Well connected to proposed metro station

Near to 130 meter wide road expressway

Close to all daily need amenities

Free Value Added Services

Medical Consultancy for Residents

Electrician & Plumber on call

24 Hours Ambulance Service

Pollution Free Battery Operated Carts for residents

In house Consultancy by Interior Designer

Feeder bus facility to Metro Station

Vaastu and Astrology Advice

14.

Available Sizes

TYPE SIZES

2 BHK + STUDY ROOM 1310 Sq.ft.

3 BHK + 2T 1545 Sq.ft.

Earth Gracia Payment Plans

TYPES OF PLAN RATE / sq. ft.

DOWN PAYMENT PLAN RS 3100/-per sq.ft.

CONSTRUCTION LINKED PLAN RS 3400/-per sq.ft.

Booking amount is 10% of B.S.P (base selling price)

Additional Charges

ECC ( External electrification charges Rs 85/ sq.ft

FFC ( Fire fitting charges) Rs 40/sq.ft

Lease rent Rs 100/sq.ft

Electric connection charges (min.

5kva)

Rs 5000/KVA

DG Power back up Rs 20,000/KVA

Mandatory Club Membership Rs 1.5 LACS

Covered Car Parking Rs 2.5 LACS

Road Facing PLC Rs 50/sq.ft

Corner Facing PLC Rs 75/sq.ft

Park Facing PLC Rs 75/sq.ft

15.

Preferential Location Charges

Floor PLC Rs /sq.ft Floor PLC Rs/sq.ft

GROUND

FLOOR

150 9TH FLOOR 60

1ST FLOOR 140 10TH FLOOR 50

2ND FLOOR 130 16TH FLOOR 60

3RD FLOOR 120 17TH FLOOR 70

4TH FLOOR 110 18TH FLOOR 80

5TH FLOOR 100 19TH FLOOR 90

6TH FLLOOR 90 20th FLOOR 100

7TH FLOOR 80

8TH FLOOR 70

Advantages of Earth Projects over competitors:

Availability of maximum project details – Project details of almost half of „either

soon to be launched projects or have not been launched projects are either, minimalor not

available at all.

Minimum Ticket Size - No other project offers a business space/suite of as less as

350 sq. ft.

Locational Advantage – Location of earth’s tech zone‟s most prime location and very

first plot on entrance – Plot no. 1, the plot is Taj Expressway facing and is located right

opposite of proposed Gautam Buddha University – largest university in Asia and a

huge catchment area for talented professionals.

16.

Flexible Payment Options - Flexibility to choose from as much as three (maximum)

payment options available – D.P., Flexi and C.L.P. on different sizes of business suites as

well as for residential suites whereas in many of the other projects not as many payment

options are available.

Assured Returns + clearly specified possession date - As compared to other projects

which does not have any clearly defined possession date, and hence assured returns till

possession, Earth Tech one gives its investors a complete peace of mind with a reason to

smile as the investor would be sure of getting almost half of his invested amount back in

51 months + manifold capital appreciation once the project is completed in June 2013.

The investor would be assured of both returns and timely possession, and hence capital

appreciation.

Fully Loaded, Plug & Play Concept - Early possession – June 2013 coupled with fully

loaded business suites means its plug & play for dynamic and charged up professionals.

Reasons Behind to Select Greator Noida as a LOCATION FOR MOST OF

THE PROJECTS

GREATER NOIDA:

Located in Uttar Pradesh, barely 40 kms.from New Delhi and 20 kms. from Noida, the area of

Greater Noida is slowly but surely on the path of becoming one of the largest industrial and

education centres of the country. The area of Greater Noida is 44,000 hectares and its current

population is 12,00,000. Real Estate in this area is amplifying at a good pace in wake of its

growing importance as a reality destination around Delhi. Like other areas of the NCR, Greater

Noida too is home to a number of Indian and Foreign companies, which is an advantage for the

area. It is on its way to becoming a commercial hub. Real estate in this city has huge potential for

development.

The proximity to Delhi and Noida and good connectivity with both cities has been a major

catalyst for the growth of the city. The modern infrastructure in keeping with the demands of

high quality living and improved living standards has made Greater Noida a destination of

17.

choice. In addition, a large number of construction projects offer quality housing and office

space equipped with modern amenities, making real estate in the city all the more desirable. In

all, property in Greater Noida has come across as the next best option given its location

advantage, good connectivity, green environs and the enormous potential for development.

SWOT ANALYSIS OF GREATER NOIDA

Strength weakness

2nd planned city.

Wholly Wi-Fi.

India expo mart

Yamuna Expressway.

Knowledge Park.

An eco-friendly relaxed

environment.

Shiv Nadar University Launched.

Affordable Property rates as

compared

to Delhi.

A modern, efficient city of

international

standards.

Top quality housing and social

infrastructure.

Wider than access roads.

Ansal Plaza shopping mall

operational.

F1 Racing track.

Gautam Buddha University and,

Galgotia University.

Problem of law and order

Lack of public transport

Lack of labour

Show pace of development

18.

OPPORTUNITIES THREATS

4th Night Safari.

Change of government will rise problem

for the master

Greater Noida.

Boraki Railway Station.

Expected population in 2021 is

21 lakhs.

DMIC (Delhi Mumbai Industrial

Corridor)

Gas based power project.

NIIT Tech to invest Rs175 crore for

Noida

Campus expansion.

Shopping Malls, Multiplexes coming up.

Delhi Metro extended in Greater Noida.

The next major IT destination.

Excel World.

FNG Corridor.

Biggest Milk plant to give empowerment

to villagers in Tapal.

Noida crime control plan to cost Rs380

crore.

Bird Sanctuary.

YEA is planning to open 4 international

universities and 10 engineering colleges

adjacent to Yamuna expressway.

Noida extension fiasco.

Change the govt. will rise

problem for the master plan of

greator noida

.

19.

Swot analysis of earth infrastructures

strength weakness

1. Fastest Growing Company

2. Focused Portfolio

3. Strong Financial Background

4. Experienced Leadership &

Management

5. Team Leed Certified- Green

Building Concept

6. Architect- Eigen

7. Wide Sales & Marketing Network

8. International Presence

9.Projects in SEZ area

1. Slow pace of development of the

projects

2. Brand name is not much known as

compared to the major players of real

estate in the market.

opportunities threat

1. Capturing prime locations in Delhi/

NCR -which would attract more

investors in future

2. Greenology concept can attract more

investors in comparison to other

developers

3. Economical and Innovative

promotional strategies.

1.Well established developers prevailing in

the market.

2.Threat of New entrants.

3.Change in Government policies.

Unorganised sectors in real estate, like,

small scale brokers and property dealers etc

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DEVELOPING PROMOTIONAL STRATEGIES

Understanding the company, its products and analysis of its competitors, gave me a clear picture

about the real estate sector. The major task that I was assigned was to understand the company

objectives, its target audience, and then to develop marketing strategies which would help

company to increase its brand awareness in the real estate sector

Introduction:

Promotions are best carried out by implementing advertising and promotion plans. The desired

goals of these plans should depend on the overall goals and strategies of the organization

Above the line sales promotion:

Above the line is a type of advertising through media such as TV, cinema, radio, print,banners

and search engines to promote brands. Major uses include television and radio advertising, web

and Internet banner ads. This type of communication is conventional in nature and is considered

impersonal to customers. It differs from Below the line advertising, which believes in

unconventional brand-building strategies, such as direct mail and printed media (and usually

involve no motion graphics).These strategies require huge amount of investments and are

majorly Capital intensive.

Below the line sales promotions

These are short-term incentives, largely aimed at consumers. With the increasing pressure on

the marketing team to achieve communication objectives more efficiently in a limited budget,

there has been a need to find out more effective and cost efficient ways to communicate with the

target markets. This has led to a shift from the regular media based advertising. These strategies

involve high level of ground work involving manpower and is hence more of Labor intensive.

21.

PROMOTIONAL STRATEGIES ADOPTED BY EARTH INFRASTRUCTURES

PROMOTION

ABOVE THE LINE PROMOTION BELOW THE LINE PROMOTION

RADIO SPONSERSHIP

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