IIPReport|1

Title of the Project:

Imperative Study and Analysis of

Sales, Revenue Generation and Sales Process

Submitted by:

Name of the Student: Arushi Gour

Roll No.: PGDM3432
Program: PGDM Marketing
Batch: 2017-2019, M2

Name of the Faculty Guide : Seemita Bose Chowdhury

Name of the Company : Kalpataru Limited
Name of the Company Guide : Mr. Jitendra Singh
Company Guide Designation : General Manager of Sales

Institute for Technology and Management

Plot No. 25 / 26, Institutional Area,
Sector – 4, Kharghar, Navi Mumbai
IIPReport|2
 IIPReport|3

ACKNOWLEDGEMENT

I would like to take this opportunity to thank my institute, Kalpataru Ltd.

for providing me with the opportunity to undergo my internship with them.
Kalpataru happens to be one of the oldest and most respected brands in the
real estate industry in Mumbai. I would also like to express my gratitude
towards my institute ITM NAVI MUMBAI for making me ready to take
up this internship.

I was fortunate to work under the able guidance of Mr. Jitendra Singh,
General Manager-Sales at Kalpataru Ltd. Inspite of him being busy with
launches one after the other, he still took out time to address my doubts and
guided me at every step so that I could understand the industry and the
departments in a better way.

I would also like to thank Mr. Mukesh Singh, Sr. Vice President, Sales at
Kalpataru Limited for taking out time from his busy schedule to guide me at
times and giving me a direction during my internship, enlightening me about
the nuances of the industry and also easing the whole process for me.
Lastly, I would like to thank my Faculty Guide
Ms. Seemita Bose Chowdhury who was there to offer her guidance and help
whenever it was required.

Arushi Gour

Submitted to:
Ms. Seemita Bose Chowdhury
 IIPReport|4

TABLE OF CONTENTS

Sr.No. TOPIC Page No.

1 Executive Summary 6
2 List of Tables and Charts 7
3 Introductions of Kalpataru Ltd. 8-11
4 Vision & Values 12
5 Details of Hyderabad & Pune Project 12-17
6 Objectives of the Internship Project 18-20
7 Methodology 21-22
8 Findings/Results and Implications
8.1- ATL (Above The Line) Marketing 23-29
8.2- BTL (Below The Line) Marketing
9 SWOT Analysis of Kalpataru Jade Pune 29
10 Importance Of Sourcing 29-30
11 Sales Objectives 31-32
12 Revenue Generation 32
13 Learnings 33-37
14 Conclusions 36
15 Recommendations 37
16 Bibliography 38
 IIPReport|5

CERTIFICATE FROM COMPANY GUIDE

 IIPReport|6

EXECUTIVE SUMMARY

The following report is based on my 5-month internship at Kalpataru Ltd., Pune. Kalpataru
Ltd. is one of the biggest brands in the Real estate industry.
It has been creating some of the most commendable landmarks in several cities, setting the
bar higher and higher above with each rising tower.
This report aims at understanding the current trends in the Real estate industry and
more importantly the process of sales at Kalpataru Jade and its consumer behavioural
patterns. The report includes a brief industry and company analysis, followed by an
introduction to the project Kalpataru Residency (Hyderabad) & Kalpataru Jade (Pune), the
marketing strategies applied by Kalpataru and an in-depth understanding of the sales process
at Kalpataru Jade. I have also attempted to provide a primary understanding of the walk-ins at
Kalpataru Residency & Jade, in terms of the customer’s occupation, budget and buying
preferences. Since cost of the apartment plays a crucial role in the buying decision of the
consumer, an in depth explanation of a cost sheet was imperative. All in all, this report aims
to document my learnings of the real estate industry and the sales department at premium
housing project as well as my contribution to the company.
 IIPReport|7

Lists of Tables and Charts

1. Company Analysis
2. Values
3. Kalpataru Residency-Hyderabad
4. Residency Location Map
5. Kalpataru Jade -Pune
6. Data of Clients Handled
7. ATL Marketing
8. BTL Marketing
9. Occupation of walk-ins at Jade
10.Typology enquired about
11.Purpose of Buying
12.Budget of Walk-ins
13.Walk-in Manual ratio
14.SWOT Analysis
15.Sales Objectives.
 IIPReport|8

INTRODUCTION
The real estate sector is one of the fastest growing sectors worldwide. In India, real
estate is the 2nd largest industry (1st being Agriculture) and is expected to grow by 30 per cent
over the next decade (Real Estate, 2018). It consists of four sub sectors - housing, retail,
hospitality, and commercial. The advancement of the corporate environment, growing
demand for office spaces as well as urban and semi-urban accommodations are what have
complemented the rise and growth of Real Estate Industry (Real Estate, 2018).
Non-Resident Indians are now expected to be the major investors in this sector - immediate
as well as long term investors. It is understood that Bengaluru is anticipated to be the most
preferred city to invest in property for NRIs, which is then followed by Ahmedabad, Pune,
Chennai, Goa, Delhi and Dehradun (Real Estate, 2018).
India's rank in the Global House Price Index has jumped 13 spots to reach the ninth position
among 55 international markets, on the back of increasing prices in mainstream residential
sector (Real Estate, 2018)

COMPANY ANALYSIS

The flagship real estate company of the Kalpataru Group, Kalpataru is proud to have delivered
over 97 landmark projects to date. Led by Chairman Mofatraj P Munot, it has been a
frontrunner in real estate development in India. Established in 1969, the Group was one of the
largest civil contracting firms in the Middle East, based in UAE, between 1974 and 1982, and
has since completed various projects including premium residential properties, commercial
projects, religious establishments, retail, integrated townships, lifestyle gated communities and
 IIPReport|9

redevelopment projects primarily in the Mumbai Metropolitan Region (MMR) and Pune. It
continues to undertake projects in cities such as Jaipur, Surat, Hyderabad and Chennai. The
company also holds the honour of constructing Asia's 1st building and the 6th commercial
building in the world with the USGBC's LEED Platinum certification. Having won several
accreditations and awards from premium institutions, it is one of the few Indian developers
with ISO-9001:2008 certification. Today, Kalpataru has a portfolio of over 15 million sq ft
delivered across the residential, commercial and retail segments. With its recent foray into
redevelopment, it has won multiple projects in areas like Matunga, Bandra, Andheri, Chembur,
Goregaon and Mulund in Mumbai. "We have been at the forefront in redefining the skyline of
urban India and built landmark residential and commercial projects that are testimony to
impeccable architectural standards and the finest quality," says Munot. "We have created many
industry firsts, like the first, tallest skyscraper in Mumbai, the first towers with liveable floors
from the 14th floor, and India's first step terrace villas."

Business areas
Kalpataru Group has built up a diverse business portfolio, encompassing the areas of real estate
and property development, power transmission towers, plastic processing, and office supplies.
Kalpataru Group has been an ISO 9002 certified company since 1997 and as such, it strives to
achieve excellent standards in its constructions. With its impeccable planning and unmatched
expertise, Kalpataru Group aims to provide a truly unique experience in its residential as well
as commercial offerings.

The organisational chart of Kalpataru

The Kalpataru Group is one of India's leading infrastructure conglomerates with interests
spanning Real Estate, Power Transmission and Distribution, Civil Infrastructure and Logistics.
It is among the pioneer brands having its future growth and firm establishment in Indian market.
 I I P R e p o r t | 10

The BOD are as under:

 Mr. Mofatraj P. Munot - Group Founder, Promoter and Chairman
 Mr. Parag M. Munot - Managing Director
 Mr. Anuj Munot – Director
 Mr. Suhas R. Merchant – Director
 Mr. Narendra Kumar Lodha - Director, Sales & Marketing
 Mr. Sachin A. Kanitkar - Director, Projects
 Mr. Chandrashekhar G. Joglekar - President, Finance
 Mr. Bavneesh Y. Gulati - Senior Vice President, Human Resources
 Mr. Kallol Kundu - President - Group Assurance, Risk and Audit
 Mr. Jayant C. Oswal - Head – Pune, Hyderabad and Nagpur

Group of Companies
The Kalpataru Group is one of India's leading infrastructure conglomerates with interests
spanning Real Estate, Power Transmission and Distribution, Civil Infrastructure and Logistics.
With different diverse sector Kalpataru is one among the leading companies in India and
particularly as a major brand in western India.

 Kalpataru Limited
Kalpataru Limited is the flagship real estate company of the Kalpataru Group. Being
one of the largest real estate development companies with a strong presence in western
India, Kalpataru Limited is credited for pioneering the concept of lifestyle living in
urban India. Kalpataru's technological advancements reflect in the landmark projects
that are at par with international architectural standards. Combining path breaking
innovation, with outstanding design and superior execution, it has defined the Mumbai
skyline. Along the way, it has also shaped lives of its citizens and created enviable,
award winning addresses.

 Kalpataru Power Transmission Ltd

Kalpataru Power Transmission Limited (KPTL), is one of the largest and fastest
growing specialized EPC companies in India. KPTL is engaged in Power Transmission
(with interests spanning Generation, Distribution and Construction), Infrastructure (Oil
& Gas Pipelines, Railways, Buildings & Factories, Roads & Bridges), and Asset
 I I P R e p o r t | 11

Creation (Transmission System, Roads, Logistics & Warehouses). Kalpataru Power has
a project footprint spanning 42 countries.

 JMC Projects (India) Ltd.

JMC Projects (India) Limited is one of India’s leading infrastructure development and
civil contracting companies. It is credited with building several landmark projects
across the country including highways, expressways, bridges, flyovers, townships,
hospitals, industrial units, software parks, hotels, railway and metro stations, and
power plants, amongst others. It is one of the few construction companies in India,
certified under ISO 9001:2008 (Quality Management), ISO 14000:
2004 (Environmental Management) and BS OHSAS 18001:2007 (Occupational Health
& Safety).

 Property Solutions India Pvt. Ltd.

Property Solutions (India) Pvt. Ltd. (PSIPL), is one of India’s largest indigenous
companies in the Integrated Facility Management Services segment. PSIPL, with a
presence in close to 20 states represents a differentiated approach to facilities
management in India. It offers a comprehensive range of smart, innovative facilities
management solutions that target cost effective, sustainable results at clients’ facilities
and workplaces. The service offerings include technical solutions, soft services
solutions, pest management solutions, security management, business support solutions
and specialised services solutions delivered across a variety of sectors.

 Shree Shubham Logistics Limited

Shree Shubham Logistics Limited (SSL), is one of the biggest private sector
Warehousing Service Providers with a state of the art Warehousing (Dry and Cold)
Infrastructure with a bouquet of services catering to the Non-Agri and Agri sectors. The
Company manages and operates more than 100 warehouses through a hub and spoke
model across Rajasthan, Gujarat, Madhya Pradesh, Maharashtra, Uttar Pradesh,
Haryana, Karnataka , Bihar and Andhra Pradesh with a total storage capacity of around
6 million sq. ft. in terms of storable floor plate area.
 I I P R e p o r t | 12

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:

Inno Vision as the strategy for future growth

"Kalpataru has to its credit some of the most admired real estate landmarks in the country. The
company prides itself on its ability to transform dreams into reality. Over four decades ago, it
started with a credo of 'No Compromise', which has become part of its organisational culture
today, transforming Kalpataru into a world-class brand with a strong commitment to the highest
standards. It continues to be guided by its focus on customers, emphasis on high quality, passion
for innovation, commitment to ethics and open organisational culture."

Future plans and vision

"Kalpataru's main vision is to be a brand that is admired as an industry leader for thoughtfully
designed, high-quality, innovative life spaces; recognised for its customer and people practices;
and acknowledged for fostering a long-term relationship with stakeholders."

About Hyderabad Venture- Kalpataru Residency:

This Particular venture of Kalpataru, Kalpataru Residency is being constructed in the
heart of the city Sanath Nagar.
The total area of Kalpataru is 9.5 acres, out of which 5.47 acres is utilized for the
construction of this particular venture, the balance is a part of the future development land. The
major attraction points for this particular venture are:
 I I P R e p o r t | 13

1. Here in Hyderabad, people are very particular about vastu, hence, this project is made
vastu compliant in all aspects. The flats in this venture are all either east facing or west
facing only.
2. The structure of the building is such that, it is in a zig-zag manner and the door of one
house does not open in front of any other house and no house shares a common wall
with any house which was designed by Genesis Hyderabad and WAHO Dubai for
landscape architecture.

The zig-zag structure is illustrated below:

Source: Kalpataru Residency Brochure

3. The third major attraction for this venture is their Bay Plan. To be more descriptive
about the same, every floor has 18 flats each which might somehow result in the
conflicts of the usage of lifts and staircases. The tower has been divided into 4 major
bays in the (5+4+4+5) form where the first and the fourth bay has 5 flats each, while
the 2nd and the 3rd bay has only 4 flats. The reason the 1st and 4th bay has a flat extra is
because the middle flats in the two bays have 2BHK apartments, while the remaining
are all 3BHK.
Every bay has 2 lifts and 4 staircases, which results in having 8 Lifts and 4 staircases
on every floor.
4. The location in which the project is constructed is considered to be the heart of the city
and the connectivity to the central city and the IT hub is excellent.
 I I P R e p o r t | 14

About Pune Venture - Kalpataru Jade Residency:

While Exquisite and Serenity (the other two ongoing projects of Kalpataru in Pune)
are projects that target the economic section of the society, Jade focuses on the premium
segment of the society. It is located in Baner, one of the prime locations in west of Pune.
Baner falls under the jurisdiction of Pune Muncipal Corporation (PMC). Therefore the smart
city plan is applicable to Baner, after it is completed in Aundh. Jade residency is located at
the foothills of Baner hills, surrounded by the hills on almost 3 sides. All major facilities like
schools, hospitals and wholesale grocery shops are available within a radius of 2-3 km and
the Mumbai-Pune expressway is 1.5 km away from the project. Apart from these, Baner
harbours multiple brand stores, eateries and restaurants, making it a prime location for most
families and individuals interested in purchasing a second home.
Since Jade residency is located at the foothills, the project gains a natural gradient of
approximately 60 feet, making it of the most prominent high rise projects in the whole of
Pune. The structure of the building further compliments this high rise. Each building
comprises maximum 5 levels of parking, a podium floor and then upto 21 habitable floors.
Therefore, the height of the first floor in Jade may be compared to the height of the 5th or 6th
floor in any other residential building in Baner. Jade also provides more than 20 amenities
that cater to customers of all age groups. It includes a 1 lakh square feet garden, a double
deck clubhouse, 3 swimming pools, an open Jacuzzi and a ‘Forest Grove’ that occupies
25,000 square feet. All these factors put together, makes this project a landmark project in not
only Baner, but in the whole of Pune.
 I I P R e p o r t | 15

Fig. 2. Kalpataru Jade Residences

Some USP's of Jade are:

Curvilinear arrangement of the building to maximize air and light ventilation

Jade consists 8 Towers which are 20 & 21 storey building with up to 5 levels of car
parking that makes the building approx 25 floors, it will be the tallest building in Baner
till date
Having Maximum distance between Building i.e 40-110 meter
3 acre of vehicles free zone which has 1 care garden club house amphitheater and
other amenities
Apartments are open from all 4 sides
No common sharing walls
Garden and hill view with spacious terrace
 Ample amenities are provided such as BBQ area, Meditation area, acupressure walking
patch, pets’ corner, forest grove area where approximately 100-150 trees will be grown,
outdoor exercise area, 3 Swimming pools, Mini Theatre etc
IGBC Platinum certified
600 Trees around project
4 Tier security system
Rainwater harvesting, Sewage treatment plants and Solar panels
 I I P R e p o r t | 16

Facilities available within all apartments are:

Vitrified tiling
Granite kitchen platform with facility of gas connection and exhaust fan
Solar water heater in the common washroom
Geysers in the other washrooms
Premium sanitary fittings in all washrooms, along with marble flooring and glass
partition
Intercom facility
Smoke detectors and sprinklers in every room

Facilities that can be upgraded to:

Italian marble flooring
False ceilings
Modular Kitchen
Wooden flooring in the master bedroom
Installation of air conditioning

I was stationed at Jade residency in Baner and was required to spend my initial days
understanding the project in its entirety and shadow sales managers while they attend clients.
It is particularly essential to shadow sales managers in order to understand how the project is
pitched to customers- each differing in needs and expectations. Thus to gauge this very need
and accordingly modulate the pitch is initially understood by observation and then by
practice. So far, I have grasped how essential it is to know every detail about your product
and how this knowledge is used/ presented to the client in particular ways, differing
according to the requirements and expectations of the customer.
This project is instrumental in understanding consumer behavior in real estate with
respect to the following factors:
Location
 Builder’s Brand
Price
Amenities
Proximity to the market
Neighbourhood
Environment, greenery and biodiversity
 I I P R e p o r t | 17

Privacy
Flat Design
Vastu (sun diagrams)
Customer Perceived Value

The project delivers a huge scope of learning the core marketing strategies being
implemented by the company to improve its customer base and thus sales. The task that I
have majorly focused on is the part after client sourcing. After the clients visit the site, we as
sales interns are required to explain them the project details which include the presentation of
an animated audio-visual clip and a module showcasing the finished project, sample/ show
flats, floor plans and investment procedure. Further, we are also required to note down
important characteristics of them as buyers- their preferences, choices and reasons why they
may or may not select our project. After a careful assessment of the clients and their
satisfaction with the project, they are categorized as either ‘Cold’, ‘Warm’ or ‘Hot’ clients
based on our understanding and judgement. ‘Cold’ clients are those who seem unlikely to
invest at all/ may require more than 90 days to come to a conclusion or may be a future
prospect. ‘Warm’ clients are those that may purchase inventory within the next 60-90 days
and ‘Hot’ clients are those that may purchase inventory within the coming 30-60 days.
The process of generating traction at any site begins with the efforts of the Marketing
team and the call centre of Kalpataru. Once the various marketing techniques have been
played out and have managed to interest the potential customer to visit the site, the numbers
of walk-ins are recorded at each site. As compared to the other two ongoing sites in Pune
(Kalpataru Exquisite and Kalpataru Serenity), Jade receives lesser traction as it is a luxury
product that aims at a very particular segment. Also, the conversion ratio at Jade is not more
than 15% as the least price at which apartments are quoted is 1.5 Cr. Different clients have
different expectations of the project and while paying an amount no less than 1.5 Cr, more
often than not, only a handful of clients go on to finally purchasing an inventory in the
project.
 I I P R e p o r t | 18

Objectives of the internship project:

To practically understand sales and marketing
To understand the consumer behavior in real-estate industry
To understand the working of the systems and procedures of the organization
 Understanding the organization’s clientele and the way each project is presented
accordingly
Learning all the back-work of the procedures such as explaining modules (the
project), maintaining the records, showing sample and show flats and maintaining the
brand integrity before a client.
To learn how the company manages its relationship with their channel partners.

Tasks Assigned:
o Cold-Calling for Lead Generation,
o Product Training,
o Customer handling,
o Site Visits,
o Front desk handling.

Tasks Achieved:
 Calls Done - 1505 (Hyderabad) & 369 (Loyalty Calling Pune).
 Product Training of all the sites.
 Cold calling for Lead generation, Loyalty Calling &VDNB
Calling.
 *Sales Process *
 Customer Handling – Product explanation, Cost Sheet
explanation and Site Visits.
 Product explanation to the new Channel Partners.
 Loyalty Scheme.
 Follow-up Calls.
 CP Calling (Connecting with new CPs in the city to work with
us)
 SFDC Training.
 Front Desk handling.
 I I P R e p o r t | 19

 New Product Launch understanding.

 Market Understanding.
 Competitor’s Analysis (Based on various parameters like-area,
size, costing, amenities, etc)
 Worked on RERA complied data.
 Launch Process.
 How to convert sales pitch according to the genre and budget of
the customers.

Data Data in Nos. Location

Total Walk-ins 35(11-Calling & 24-

Fresh Walk-ins) Hyderabad

56 Pune
Total Re-visits 11-12 Hyderabad
26 Pune

Total Bookings Done 1 Hyderabad

1 Pune

Future Prospect /
Pipeline 7 Pune

Objectives of the Task Assigned

1. Sourcing: Calling and connecting with channel partners also called as agents who help
in gaining business to the real estate firms. Most of the people whom we used to connect
were found through the HRA list.
HRA (Hyderabad Realtors Association is home to the most dynamic real estate
companies and agents from across the city. With over 80-member strong base and
growing, HRA seeks to bring diverse professionals in the real estate industry on a
common platform to create a vibrant real estate market.
 I I P R e p o r t | 20

The association hopes to foster professionalism and integrity among its members. With
rampant fears and misconceptions plaguing the industry, the need for an organized body
to oversee the sector was felt, hence the birth of HRA.)
2. Cold calling: Calling the leads that are generated and asking them about their interest
in the property and proposing a site visit. This was the most challenging task as most
of the clients did not even wish to talk about it.

3. Handling Customer walk-ins and their site visit: Attending the walk-in clients and
explaining them about the project specifications, benefits of investing in the particular
venture and discussing about the pricing details and different sizes of the flats which
they wish to opt. Showing the walk in clients the model and the sample flats and also
emphasizing on the various fittings and brands used for the same.

4. Competitor Survey: The task of analysing the competitors and comparing their
product with ours was the most interesting task to perform as it involved going to the
site personally as customers and enquiring about the detailed specifications of that
project.

5. Competitor Analysis: Doing a competitor analysis and understanding the market

positioning which gives a better understanding of the competitors and other aspects that
are taken into consideration in the real estate sector and an in depth understanding of
the competition in the industry.

6. CRM (Customer Relationship Management): Working with the Customer

Relationship Department and understanding the agreement and post sales procedures.
This also involved calling the customers and explaining to them about the agreement
procedure and proposing a convenient date to proceed with the formalities of going
ahead with the procedure. Collecting the amount cheques from the client based on their
payment schedule was also involved in it.

7. Follow up calls: taking the updates and feedbacks from the clients who have already
visited the project and helping them with the different doubts that is confusing them
with the decision making.
 I I P R e p o r t | 21

8. Conversion: converting the potential clients or the Hot clients ((the clients who show
interest in the property) into bookings (the client going ahead with the decision of
purchasing the flat/investing in the property) thus generating the sales.

Methodology/Action Plan followed

for the internship project:
Following Methods were used for the internship:

Product Training and Sector Knowledge

This includes an overview about the real estate sector and where Kalpataru Ltd stands
in this sector, which organisation is the market leader and other trusted brands in the
industry. This also includes a basic study of all major competitors. We were informed about
all the ongoing projects of Kalpataru in Pune. Understanding how one project differs from
other in terms of location, theme, design, market, consumers and how to position our product
into the market comes as a part of this training. We were also given training on how to read
floor plans and how to answer customers’ cross questions.

Assisting and Attending Clients

No training is complete without some hands-on experience. In the initial days of
internship we were asked to shadow the existing Managers while handling the clients. Once
the manager feels that sufficient training has been given, we were allowed to attend specific
clients by ourselves. These clients are usually the ones with an investment plan that is on the
lower side of the spectrum. As we gain more experience in attending clients and tactfully
gauging their requirements, we shall be allowed to attend clients with higher investments
brackets. As fresh interns, we are only expected to present the audio-visual presentation, the
project model, the sample flat. The floor plans and cost sheets are discussed by either sales
executives or senior interns with more experience.

Action plan followed:

1. Methodology used while Cold Calling for sourcing and clients:
The "introduction" answers the prospect's immediate question of, "Who are you?" The
next few steps tell the prospect why you are calling and help you get his or her buy-in
to continue talking.
 I I P R e p o r t | 22

 Introduction: The conversation starts by saying, "Good [morning], this is [full

name], and I'm calling on behalf of [company name], which provides [products or
services] to individuals in [prospect's area]."

 Request for Time: Always thank the prospect: "I appreciate you taking my call."
If the prospect is busy, an appropriate response would be, "How about me calling
you back in an hour? Would that be comfortable with you." Make this a statement,
not a question.

 Probe: Once the client is willing to talk to you, Probe. The "probe" step is one in
which the agent asks three levels of open-ended questions that attempt to qualify
the prospect, establish his or her wants and needs, and create the need for your
offering.

 Explain the Benefits and Features in Brief: At this step, an agent might say: "My
company has (xyz..) to offer you, these are the benefits that are going to be available
to you”

REMEMBER THE GOLDEN RULE: Never give too many details over a call!
 Propose for an Appointment: Once you are done explaining about the project to
the client in brief, propose a site visit. Here, you make a statement like- “This is
how much I could tell you over a call. However, it would be great if you could come
down and visit the site as it would give you a clearer picture of the pricing, the
negotiation. You could also have a look at our sample flats.”

2. Methodology used while performing an Existing Client Analysis:

While the visit of a client happened, all the details of the client were entered into the
Customer Information Form (CIF) which was an online form and later on once the
booking was made, it was highlighted in the online form. So the data of the clients who
have made a booking was readily available whenever required. Hence, referring to the
existing data, it was possible to perform the existing client analysis.
3. Methodology used while performing the Competitor Analysis:
The data that of the competitors that was collected was purely based on Observations.
This involved personally visiting the competitor site as a customer and enquiring about
the project. It also involved comparing the specifications like the materials used,
pricing, location of the project with one another.
 I I P R e p o r t | 23

Findings/Results and implications:

 Sourcing of Clients
The sales process at any site begins with the efforts put in by the Marketing team in
order to generate as much traction of clients at each of the sites. Hence, any sale starts by the
very first step of sourcing clients.
A client profile is a summary of a specific customer type that is based primarily on
available statistical information, such as demographics, income (or company revenue if B2B),
gender, age, location, etc. A client profile in real estate includes his/ her preference of
configuration they are looking for, Budget, Current Residency, Company he/she is working
with, Designation, Source of Walk-In.
This is the basic data collected when clients visit any sites for buying a new home.
Their source of walk-in is an important data to be captured. There can be many ways by which
the customers are sourced. The strategies used to source clients are bifurcated into two broad
kinds:
Above the line strategy
Below the line strategy

ATL

Digital
Hordings Print Ads
Marketing
Fig.3. ATL Marketing

1. Hoardings

Billboard advertising is an essential form of advertising. It is a media that revamps the

landscape we live in and contributes significantly to changing the way our cities and
towns are modeled to look. They are also an effective way to reach the masses – to
reach every location they visit in their day to day lives. Hoardings ensure long term
visibility as opposed to Television or internet. Unlike magazine or newspaper print
advertising, they cannot be put down.
 I I P R e p o r t | 24

2. Print Ads
Printing media have always been effective in helping businesses to grow. Printing Ads
in Newspapers, Leaflets, Pamphlets and other sources not only make the presence of a
brand strong, but successful ad campaigns also reach a wide audience to effectively
communicate a message and coerce action. By embracing the many advantages of print
advertising and adding it to their marketing mix, advertisers can leverage the power of
both print and digital to create the most awareness and revenue possible.

3. Digital Marketing
Digital marketing benefits businesses of all sizes as it is not only comparatively cost
effective, but also gives access to a large market. Unlike TV or print advertising, it
allows truly personalized marketing. Hence, the main advantage of Digital marketing
is the ability to reach a humungous target audience with customized messages, all at a
much more affordable price.

BTL

Channel Call
Email SMS Exhibition Reference
Partners centre

Fig.4. BTL Marketing

4. Channel Partners

Channel partners are agencies, which take responsibility of pitching either a single or
several realty projects. With hundreds of real estate players emerging in every city of
the Indian market, the need of property mediators has reached a zenith. Channel
partners create a win-win situation for both real estate developers as well as clients
looking for properties as they act as the link between the two. They generate resources
for both the developers as well as clients.

5. Email
Direct-mail advertising is an excellent means of communicating special offers or
promotions to current customers as well as prospective consumers. They create a sense
 I I P R e p o r t | 25

of personal touch which several customers appreciate. Numerous benefits amass to

using direct-mail advertising.

6. SMS
SMS marketing is quite similar to direct mail. It allows you to reach a large audience
at the same time as creating a personal touch for each recipient. It is an instant
marketing tool, getting your message into the hands of your audience, the very instant
you want to as customers keep their mobile phones on handy. Unlike email, text
messages can be sent without the risk/ possibility of your message being automatically
sent to the spam box.

7. Telemarketing
Although most people consider telemarketing calls to be intrusive and annoying, most
businesses around the world employ this marketing strategy due to its numerous
benefits. Several organizations use telemarketing for promoting products and services,
providing customer services, conducting researches, obtaining feedback and a lot more.

8. Exhibition
Exhibitions address a large number of potential customers all at once, hence being an
extremely convenient and efficient way to address a large target audience at once. By
giving a basic and primary idea of projects that may interest the client, he/she can be
pushed to visit the sales office for detailed information and a site-visit too. This can
impact the number of walk-ins at a sales office significantly.

9. Reference/ Word of mouth

Reference is an extremely strong influencer and motivator for a client to either visit a
particular project or even close the deal. Reference from a trusted source or an existing
client is capable of bringing in further revenue to the company and hence it is essential
to never compromise on customer satisfaction- not only before he make the purchase
but also after. The word of an existing customer is immensely strong and capable of
creating either the best or the worst image of the brand in front of another potential
client.
 I I P R e p o r t | 26

 Analysis of Walk-ins at Kalpataru Jade

In order to sell a product, it is crucial to understand your customers not only in terms of
expectations, In the second quarter of 2018 i.e. in the months of March, April and May there
have been a total 374 walk-ins. Given below is an analysis of the customers that have visited
Jade in terms of their occupation, typology they are interested in, purpose of investment, budget
and finally, the walk-in manual ratio i.e. the categorization of clients into ‘cold’, ‘hot’ and
‘warm’. (The following statistics have been procured after conversations with sales managers
and sales analysts at Kalpataru Jade).

Occupation
250

200

150

100

50

Buisness Homemaker Proffesional Retired Salaried No Data

Fig. 5. Occupation of walk-ins at Jade

Most clients that visit the site are salaried individuals. Out of the 374 walk-ins, 235 of
them are salaried, which accounts to 63 %. The next highest source of income is business,
which accounts to 18%. However, 49 (13%) of our clients this quarter did not prefer to
mention their occupation.
 I I P R e p o r t | 27

Typology
250

200

150

100

50

2 BHK 3 BHK 3.5 BHK 4.5 BHK Duplex

Fig. 6. Typology enquired about
The highest sought out configuration in Jade Residences is 3 BHK, with 220 (59%)
clients being in interested in 3 BHK. Although Kalpataru Jade does not offer the 2 BHK
configuration, several clients visit the site enquiring about the same.

Purpose of Buying
350

300

250

200

150

100

50

End use Investment Not decided

Fig. 7. Purpose of Buying

A whopping 89% (332 people) of the walk-ins are looking for potential future homes
rather than investment opportunities.
 I I P R e p o r t | 28

Budget in Crores
140

120

100

80

60

40

20

Fig. 8. Budget of Walkins

Majority of the walk-ins have a budget that ranges from 1.4 Cr to 1.5 Cr. 123 of the
clients fall into this category (33%), followed by the budget range of 1.1- 1.2 Cr (13%).
However, eligibility of client begins only at a minimum budget of 1.5 CR as the starting price
for a 3 BHK standard apartment at Jade is 1.5 CR. However, once a client has shortlisted a
particular inventory, there is room for negotiation.

Walk-in Manual Ratio

200
180
160
140
120
100
Walk-in Manual Ratio
80
60
40
20

Cold Warm Hot No Data

Fig.9. Walk-in Manual ratio
Out of the 374 walk-ins, 179 (48%) of them were listed as ‘warm’ clients by the sales
managers within their first visit to the site. The next 141 of them (38%) were listed as ‘cold’
clients. ‘Hot’ clients are few and rare in a project such as Jade as not every lead is quality.
Clients those are willing to make a minimum investment as huge as 1.5 Cr, within a month,
 I I P R e p o r t | 29

are far and rare. Hence, clients that can be listed as ‘hot’ just after the first visit are only 4
(1%) in this case.
Considering the fact that Jade is an extremely premium project, it is seen that the
walk-ins are much lesser as compared to other economical projects. Naturally the conversion
ratio is also on the lower side of the spectrum. On conversation, with the sales managers at
Kalpataru Jade, it has come to my understanding that usually the conversion ratio at Jade is
no more than 10- 15%. In that respect, maximum bookings were achieved within the first
quarter of the year, as Kalpataru celebrated the Kalpataru Xclusive Fest (KXF) which
generated close to 1000 walk-ins at Jade in the first quarter.

SWOT Analysis Of KALPATARU

JADE , Pune

Strengths Weaknesses
Tallest towers in Baner Per unit cost is high
Surrounded by the Bio-diversity park Delayed possession
In-house Forest Groove Infrastucture in immediate surroundings
82% open space Approach Road

SWOT Analysis
of Kalpataru
Jade Pune
Threats Opprtunities
24K Opula Extremely heavy database of clients
24K Sereno Due to shortage of inventories in the 3.5
Supreme Amadore BHK, G tower can be launched soon
Park Grandeur Several clients have expressed an
Nandan Prospera Gold interest in upcoming towers

Fig.15. SWOT analysis of Jade

 I I P R e p o r t | 30

Importance of Sourcing
Sourcing is the process of connecting the channel partner medium who get the prospective
clients to the business and take a particular part of the amount which they have helped the
company with generating sales.
It is an important part of the business activity as any company who has a wide spread of
business and wants to enter into a new locality then would need the help of such channel
partners as they are from the existing market and are through with the market conditions which
is helpful for the company so as in generating business and go on with the growth in that
particular region.
In particular real-estate business channel partner vertical is the key element in generating sales
and hence it if one of the very important aspect which the company assists and pays a particular
fixed sum to the channel partners.
1. With the kind of amenities and security provided people prefer purchasing flats in a
gated community than buying a plot and building a villa.
2. Word of mouth will dependably be your least expensive and best type of Advertising
and the more associations you have, the greater your business will be.
3. With the kind of competition in a real estate industry, it is always mandatory to prove
your worth and why one should prefer you over your competitor.
4. The location that is chosen to carry out the venture plays an important role in terms of
sales because when one comes to finalise a project, they make sure they pay special
attention to the surroundings of that venture and also the connectivity to the nearby
places and so on.
5. In a real estate sector, it is very difficult to comply to the norms and requirements of
each and every client as everybody has their own set of requirements and specifications
and meeting individual requirements becomes a challenge.
6. While analysing the competitors, it is mandatory to pay attention the even the most
minute details, be the brand of the locks they are using to the colour combination that
they have decided to go for in the process of construction of the building.
7. The customization of the projects happens according to the zone they plan on carrying
out the construction in. For example, Kalpataru Residency carrying out their very first
project in Hyderabad came up with the USP of having the entire community compliant
to vastu. The main reason behind taking this is up is that in the South Zone clients are
very specific about having accurate vastu.
 I I P R e p o r t | 31

8. GST reforms and political stability has triggered off growth in Hyderabad Industrial
and warehousing markets.
9. Explaining your worth and the norms that are followed by the company becomes a task
because the client always compares your product with the other products that they have
into consideration.
10. Beyond just the competition the buyers also look at various other aspects such as the
brand popularity and about the background of the company. Based on the previous
reviews of other people from other localities they go with their experiences and hence
build their trust on the company.
11. Apart from personal stay there are many business man as well as investors who look
forward in investing for right product so that they get good outcomes of it in future.

Sales objectives are goals that are used to define sales strategy, performance management and
incentives. The following are common types of sales goal:

Revenue:
A revenue target for a team or individual.
Margins:
The profit margin of deals. For example, an objective to improve price negotiations to
achieve gross margins of 34%.
 I I P R e p o r t | 32

Efficiency:
Sales efficiency is the ratio of revenue to sales costs. It is a basic financial measure that
is often used to measure the performance of sales departments and teams. For example,
an objective of controlling expenses can be measured with efficiency.
Customer Acquisition Cost:
A target customer acquisition cost can be used to measure the performance of teams,
processes and sales channels.
Leads:
Generating more leads and/or improving lead quality as measured by lead scoring.
Churn Rate:
Reducing cancellations and/or increasing renewals.
Account Penetration:
The ratio of current sales to an account versus the accounts estimated potential.
Customer Satisfaction:
A basic measurement of customer relationships that is considered a leading indicator
of customer loyalty.
Customer Lifetime Value:
Estimated customer lifetime value. Based on things such as the monthly recurring
revenue of an account and churn rate.
Cycle Time:
Shorting the cycle time of sales processes such as lead-to-opportunity or opportunity-
to-quote.
Upselling & Cross-selling:
Targets for upselling and cross-selling.
Win Rate:
The win rate of proposals.

State of Real Estate in 2018:

The Real Estate business is isolated into private and business Real estate administrations,
though a few financiers and administration organizations take part in both. Both the private
business portions are very divided. In each, the fifty biggest organizations make up around 30%
of the industry's aggregate income.
 I I P R e p o r t | 33

Revenue Generation: A process by which organization intends to

market and offer its items/benefits so as to generate an income out of it.
Factors that can affect Revenue Generation:
 Macroeconomic factors outside the ability to control of the entrepreneur, for
example, downturns in the nearby or national economy
 Changing needs or prerequisites for building administration organizations,
especially to age properties. For example, indoor air quality obligation can be a
genuine legitimate issue, as can required evacuation of shape development.
 Changing demands is an area once pined for can change rapidly and properties can
turn out to be less attractive. Obviously, the turnaround is additionally evident -
skilled choice of properties can procure benefits in best in class zones.
 Increased supply - working of new properties, or potentially recently available to
be purchased properties in the zone can drive rental or property costs down also.

LEARNINGS:
Learning Experience: It was a great learning experience overall of working with
Kalpataru. Our mentor Mr. Jitendra Singh Sir and Site-Heads
Mr. Suraj Sir and Mrs. Deepika Hegde,
guided me a lot and pushed me to learn more.
Hyderabad Location was a good start, as it was my first
experience at corporate.
 I liked the professionalism and working culture at Jade
(Pune).
 I learned the Step wise Sales Process i.e.,
1. Front Desk- Greeting the clients and asking them
that are they visiting for the first time or is it their revisit?
2. Offering them water followed by giving them CIF forms
or Tab to fill their basic information for our SFDC data.
3. After the form has been filled, it is taken to our site-head
to assign the client to any of the sales person or interns.
 I I P R e p o r t | 34

4. The person assigned, greets the client again and takes

them to the AV Room (Audio-Visual) which gives the
overall view of the whole project.
5. After watching AV, the client is taken to the Model of the
project and the sales person explain each and every detail
of the project step-by-step, making them imagine the
whole view of the project.
6. The client is then asked for queries if they have regarding
the location, possession date or any for that matter.
7. Then the client is taken to the sales person’s desk for
further discussion of pricing (cost sheet explanation).
8. After the discussion, the client is taken to the site visit for
the sample flat, if he or she asks for.
9. For the site visit, the client needs to wear the safety gears
and sign a document.
10. After the site visit has been done, the client is offered
water and ask them for the brochures, whichever they
require. And then they leave.

 I learned that apart from Hard-work &

Smart-work, Patience is also a key to
success. Rigorous Follow-up calls make the
customers think more about our project and
triggers him to take his/her decision.
 I also got to learn most of the information
from the customers as well about Real
Estate Sector.

1] Understanding Consumer Behaviour: I was at the site which offers premium lifestyle
apartments at a very high cost. Understanding customers and their intensions of buying an
apartment was very important. What factors can affect sales? i.e. Location, Price and Value for
money. What aspects and points of interest should we focus on to close the client? Complete
discount is never offered. Little scope is left for final authority to close, so that client feels that
this is the last price offered.
 I I P R e p o r t | 35

2] Pitching according to requirement of clients: Understanding consumer requirements of

configuration of apartment they need. Pitching and focusing on certain configuration will
connect better with customer; also they will get better idea of the project keeping their preferred
configuration in mind.
3] Importance of Team Work: There were instances when I was not available to guide a
particular client to the site during his revisit or another one of my colleagues was preoccupied
and unable to attend to his client. At such times, we colleagues have volunteered to attend each
others’ clients and guide them to the actual site or provide them with whatever help/
information it is that they require. We have also helped each other grow and learn in this
internship by providing insights about clients and suggesting better ways to present our pitch
and handle clients.
4] Focusing on what is available: Pitching the available inventories to customers. For
example, Tower F has very few inventories left. After initial interaction we understand the
investment range of customers and their requirements. Knowing client has certain budget of
let’s say 2cr, pitching to them lower floors and hill facing apartments is advisable. Focusing on
benefits such as; good air, extra passage also helps. Since we have a deck premium charged on
straight decks, it is wiser to pitch the benefits of an L-shaped deck in case the client is not
willing to stretch his budget.
5] Persuasion Power: Convincing them by giving brief detail about the project when they
compare with other projects. Jade has several qualities that a sales manager can use in order to
convince his potential buyer such as- it has already received a certificate of Platinum ranking
from the Indian Green Building Council (IGBC), an excellent and up-close view of Baner Hills,
82% Open space and curvilinear shape of the project that ensures excellent sunlight and
ventilation, the quality of construction, the brand image and reputation of Kalpataru, World-
Class amenities etc. Certain points hit the clients’ mind. Building trust over the project leaves
the customer preferring to buy property at Jade rather elsewhere.
6] Identifying Prospective Customers: I have interacted with several clients so far and
needless to say, not everyone buys an apartment in Jade. It is a challenge to identify the
customers who can buy a property here. However, after having interacted with so many
clients I have learned to gauge and differentiate among customers. For example, the one
who inquires time and again or someone who has already visited other projects is someone
who is serious about his investment in property. There are people looking for lavishness,
premium lifestyle or a society with bunch of amenities, which makes Jade the ideal stop for
them.
 I I P R e p o r t | 36

LAUNCH PROCESS:

Any new project or new building of existing project is first launched in the market and then
it gets open to sell. Launch comes with lot of Hardwork and Strategy. Thinking goes behind
doing a successful launch.
Some major steps are measured prior launching any project, which are as follows:
1. To decide as to how many units/inventories are available to sell- target is set.
2. To decide the Budget.
3. To analyse the market- Market Study
MARKET

MICRO-MARKET MACRO-MARKET

a) Product Learning a) How much supply is there in the

market in terms of new Launch.
b) Layout b) How much existing inventory is left to
sell.

c) Relevant Competition Analysis c) How much demand is there in terms of

absorption.

d) Landscaping and Design d) Typology is decided as per the market

Kalpataru’s USP is Landscaping. demand.

4. Approval from RERA (Real Estate Regulation and Development Act) is taken.
5. Delegation of work- team is selected.
6. Space Division- Sales office is constructed near the project and proper spaces are
divided for front office, customers, CP (Channel Partners) and employees.
7. Building Relationship Marketing through Channel Partner Meet. Kalpataru has changed
the market Dynamics.
8. Marketing – its objectives are to generate Qualified Leads and Potential Customers
through the following-
o Hoardings
o Creative Team is made
 I I P R e p o r t | 37

o Strategy Team is decided

o Newspaper Ads
o Digital- Social Media presence
o Site Branding through Banners, direction sign boards towards the project, flags,
etc.
o Brochure Designing
o Experiential Audio-Visual Video
o E-mail and SMS blasts.

9. Pricing – previous launch details are measured, and then new price is calculated and
fixed keeping in mind the most preferred price/budget customers look for.
10. Time of Launch- last and crucial step to decide when to launch as per market study.

STAGES OF LAUNCHING:

I. Pre- Launch – Creating Buzz in the market.

II. Launch – Introducing new Schemes, Sales Experience.
III. Post- Launch - Sustainability, creating urgency in the market.

Competition Benchmarking:
o Typology
o Marketing Strategy
o Possession time
o Pricing
o Location
o Layout
 I I P R e p o r t | 38

CONCLUSION:

 The luxury realty consumer base has majorly shifted from business class to high paid
salaried class. Most walkins at Jade have been those of the salaried class rather than the
business classand this trend has been observed in most projects of not only Kalpataru, but
also competitors’ projects

 Consumer base is getting younger year by year. No longer can developers expect only the
older generations to purchase expensive apartments, new and highly rewarding sources of
income are also available to younger buyers. Hence, communication techniques have to be
targeted accordingly

 Consumers now considers not only at the property itself, but also internal and external
specifications that a developer provides

 Most consumers look for a home and society that is also environmentally sustainable

 Consumers now are more tech savvy than they were just a decade ago. Online sales on
property are picking up due to extreme innovations in e-commerce

 Digital medium for advertisements is the most beneficial medium- not only for lead
generation but also in terms of cost-benefit analysis

 Contribution of Channel Partner plays a vital role in sales. Hence, relationships with them
should be maintained

 Product knowledge and communication skill is must to tackle the clients at points where
deals can be closed by discussion.
 I I P R e p o r t | 39

RECOMMENDATIONS:

1] More online presence and advertising can be done. For example, mainly on
Television & Social Media sites
2] Certain per-cent of incentives should be given to employees on closing a deal for their
part of motivation
3] Can hire a celebrity as their brand ambassador. For example, Akshay Kumar is
brand ambassador for Lodha Group.
4] Co-ordination between CRM & Sales should be maintained.
5] Improvements in sample Apartments at actual site. There are many visible cracks at sample
apartments. This makes construction quality questionable. Wooden flooring & balcony glass
of master bedroom is damaged. These raises questions of construction quality and indoor
amenities we are providing to them.
6] A pamphlet for Channel Partners: We can hand over a pamphlet to Channel Partners where
they have basic details about the project such as Configurations, Carpet area & Quoted
prices. This makes it easier for channel partners to recollect project specifications and
differentiate between eligible customers for a particular project, hence making their pitch to
individual customers much better
7] The Client Waiting time should be reduced as many of the customers get offended due to
this issue.
8] Every intern should be given an equal chance for client handling.
9] Launch of any new building or a project should not be delayed.
 I I P R e p o r t | 40

BIBLIOGRAPHY

http://www.kalpataru.com/about-us/kalpataru-leadership-team
https://en.wikipedia.org/wiki/Mofatraj_Munot
https://in.linkedin.com/company/kalpataru-limited