A PROJECT REPORT ON

A STUDY OF SALES PROMOTION STRATERGY ADAPTED BY

REAL ESTATE AGENCIES WITH REFERENCE TO AMAR

BULDICONS

Submitted to

Rashtrasant Tukadoji Maharaj Nagpur University for the partial

fulfilment of the degree of master in business administration

SUBMITTED BY

B SHRIKAR RAO

GUIDED BY

DR DEVENDRA RAMTEKE

G.H RAISONI SCHOOL OF BUSINESS MANAGEMENT,

MADHAV NAGARI , NAGPUR 2019

1
 A PROJECT REPORT ON

A STUDY OF SALES PROMOTION STRATERGY ADAPTED BY

REAL ESTATE AGENCIES WITH REFERENCE TO AMAR

BULDICONS

Submitted to

Rashtrasant Tukadoji Maharaj Nagpur University for the partial

fulfilment of the degree of master in business administration

SUBMITTED BY

B SHRIKAR RAO

GUIDED BY

DR DEVENDRA RAMTEKE

G.H RAISONI SCHOOL OF BUSINESS MANAGEMENT,

MADHAV NAGARI , NAGPUR 2019

2
 CERTIFICATE

This is to certify that investigation described in this project A STUDY OF SALES

PROMOTION STRATERGIES ADAPTED BY REAL ESTATE AGENCIES WITH
REFERENCE TO AMAR BULIDCONS was carried out by B. SHRIKAR RAO in

G.H Raisoni School of Business Management, Nagpur under my supervision

and guidance in partial fulfilment of the requirement for the degree of Master of
Business Administration of R.T.M. Nagpur University, Nagpur

This work is the own work of the candidate complete in all respects of
sufficiently high standard to warrant its submission to the said degree. The
assistance and resources used for this work are duly acknowledged.

Supervisor Director

Dr Devendra Ramteke Dr Vijay Bidwaikar

3
 DECLARATION

I B. SHRIKAR RAO hereby declare that this project titled as A STUDY OF

SALES PROMOTION STRATERGIES ADAPTED BY REAL ESTATE
AGENCIES WITH REFERENCE TO AMAR BULIDICONS

is a bonafide and authentic record of work done by me under the supervision of

Dr. Devendra Ramteke during the academic session 2018-2019 .

The work presented here is not duplicated from any other source and
also not submitted earlier for any degree or diploma to any university. I
understand that any such duplication is liable to be punished in accordance with
the university rules.

The source material data used in this research study have been duly
acknowledged.

Date : Signature of student

Place: (B Shrikar Rao )

4
 ACKNOWLEDGEMENT

It is our foremost duty to express our deep sense of gratitude and respect
to our guide Mr. Rahul Singh and Mr. Pushpak Raushan for their uplifting
tendency and inspiring us for taking up this project work successful.

We are also grateful to Mr. Remith Ramdas Head of HR for providing

all necessary facilities to carry out the project work and whose encouraging part
has been a perpetual source of information.

We are indebted to the organization personnel’s for offering all the help
in completing the project work. Last but not only the least we are thankful to
our colleagues and those helped us directly or indirectly throughout this project
work.

Signature of student

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 EXECUTIVE SUMMARY

The real estate industry today has changed so much that each sector needs

special skills to make it work efficiently. All over the world , prices are

fluctuating, global agencies monitor trends in top influential cites with many

foreign investments in India and NRI returning , the Indian property market

watch is on the top most of every big agencies.

Mumbai is the costliest city to live in Asia. To understand real estate marketing

one should have at least minimum knowledge require to step into the complex

industry. Out there plenty of smart operators are looking for suckers they may

not be dishonest but will technically confuse you to pay higher price and

outsmart you. Therefore if you know your onions and the deep layer beyond the

skins it helps to get the best.

The purchasing power of new generation of Indians has increased. They are

investing in real estate in a big-way in terms f investment and assets. People

have acquired refined taste in housing needs and become professional in dealing

with builders. Financial companies and banks have given boost to real estate

marketing as well. To add to this the govt has allowed foreign investors also to

test the market conditions here have helped every area of real estate be it

industrial, retail space, malls, office complexes, hospitals, clinics and other

health care units have a vast potential for growth.

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A more opportunities grow for people to work they also wish to invest places

close by to live in. builders or developers in various regions are now separately

marketing in each space. Even home loan companies and banks are

independently marketing the properties and giving loans. This helps them to

guide their dedicated clientele and ensure the marketing trend remain closely

monitored for future development.

They generally have customer relation executive who are assigned (usually area

wise) to assist customer in making decisions. They do have good knowledge,

are professional from the job and customer do benefit if they are not familiar

with various technicalities, each company has it own marketing device and

portfolio to attract customers.

Various tie ups with groups in India and overseas have taken place this year

with increase in FDI. MGF developments based in New Delhi and Emmar

Properties based in Dubai have joined hands in the first quarter of 2006 for

investments within the country. Nowadays most of the real estates focus is on

shopping malls and residential complexes. In some areas down south, the thrust

is on IT parks and corporate offices and resorts

However on the other sides everyone or every other executive does not feel the

real estate sector in India is being well marketed and manged. Yes there some

grey areas, which need to be covered up. For instance , foreigners who wish to

invest or firms who are looking at Indian partners are feeling the crunch of

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bureaucracy and familial ways of working. This obviously makes it difficult for

them to do business. The potential is there but it needs to be tapped wisely. A

proper way is to have real estate marketing with the right professionals.

Everyone wants to cash on the business.

After one and a half year of gradual consolidation real estate in India has

fathomed its own comfortable ground and is poisoned at the right threshold to

take the giant lead in years to come. While a differential phase of strengthening

is evident across sectors geographies and segments , several property market

indicators point to that fact that the industry has indeed bottomed out in the

current cycle. The fears of possible double dip recovery has given a way to

believe in the sustained healthy levels, if its not rapid growth.

The experience has gained in which slow down is invaluable and will serve real

estate strategies for years to come. The various stakeholders in the entire supply

chain the material manufacturers, developers, property consultants, occupiers ,

investors and policy makers have all emerged stronger and primed than easter

years and if we have taken our lessons right caution and diligence would be the

keyword for the industry in the medium term.

On one hand the stake holders cant afford to sway on the riding waves of

healthy demand and use the ground advantage that there have so painfully

regained by adapting to rapidly changing business on the other the emerging

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opportunities should be targeted with the unmatched fervor of potential and

pragmatism.

This year 2018-2019 would usher a new decade of opportunities for Indian real

estate which will be the tests of sorts for its stake holders between these two

fringes of fulcrum and the winners would be the ones who balanced the caution

with diligence evaluating all potential opportunities with pragmatism.

Commercial Real Estate

 Office rents appreciated after mid 2018.

 More outright purchases by occupiers as well as private equity players.

 IT or ITES and BFSI would continue to account for 60-70 percent of

office demand.

Residential Real estate

 Launch of premium products to continue .

 Launch of ultra low cost housing (Pradhan mantri aawas yojna) .

 Large number of launches would continue to be in the range of INR

2000-3000 square ft at the leapfrogged sub urban locations.

 Impact on affordability will influence the price and absorption dynamics.

 Sustainability to gain focus as the industry looks forward IGBC green

home standards.

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Retail real estate

 More collaborative models such as revenue sharing to emerge in the

sector.

 Rents to remain stable except for selective prime location.

 Large number of malls slated to become operational.

 Retailers will continue to expand beyond tier1 into tier 2 and tier 3

cities.

 More international retailers to venture into India.

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 INTRODUCTION

Marketing refers to activities undertaken by a company to promote the buying

or selling of a product or service. Marketing includes the advertising, selling

and delivering of products to consumers or other businesses

Marketing is the study and management of exchange relationships . Marketing

is the business process of creating relationships with and satisfying costumers

With its focus on the customer, marketing is one of the premier components

of business management

Marketing is defined by the American Marketing Association as "the activity,

set of institutions, and processes for creating, communicating, delivering, and

exchanging offerings that have value for customers, clients, partners, and

society at large.

Philip Kotler defines marketing as Satisfying needs and wants through an

exchange process

Types Of Marketing

Traditional marketing

Traditional marketing involves offline channels such as face-to-face selling,

print advertisement, direct mails, billboards’, television and radio to grab the

target market’s

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Digital marketing

Digital marketing uses the interne to reach its markets via websites , social

media, video sites, emails, mobile phones and apps and forms

Social Media Marketing

Social media marketing is the popular medium for business to connect with the

engage their audience and is an effective brand builder and market research

tools this works best when used in conjunction with alter marketing strategies

Mobile marketing :

Mobile marketing considers the third screen , mobile is one of the main

marketing channels today. What the consumer getting their information on the

go. No matter what route the marketer decides to take, two or more of the above

will inevitably overlap to offer customers the best marketing experience since

the goal is to reach customer where they are rather than wait for them to

approach the business

Promotion

In marketing, promotion refers to any type of marketing communication used

to inform or persuade target audiences of the relative merits of a product,

service, brand or issue. The aim of promotion is to increase awareness, create

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interest, generate sales or create brand loyalty. It is one of the basic elements of

the market mix, which includes the four Ps, i.e., product, price, place, and

promotion. Promotion is also one of the elements in the promotional mix or

promotional plan. These are personal selling, advertising, sales

promotion, direct marketing publicity and may also include event

marketing, exhibitions and trade shows.[2] A promotional plan specifies how

much attention to pay to each of the elements in the promotional mix, and what

proportion of the budget should be allocated to each element.

Sales Promotion 

Sales Promotion is one of the elements of the promotional mix The primary

elements in the promotional mix are Advertising, Personal selling, Direct

marketing ,Publicity, Public relations. Sales promotion uses both media and

non-media marketing communications for a pre-determined, limited time to

increase consumer demand, stimulate market demand or improve product

availability

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 Sales Promotion

Promotion is the final element in the marketing mix. After the nature of product

is decided, its price fixed and the methods of distribution decided, the

manufactures has to take effective steps in meeting the consumers in the

markets. In the present consumer oriented markets it is the duty of

manufacturers to know what is required by the consumer. It is also their duty to

make the customers know where, when how and at what prices. The products

would be available.

 Meaning of Promotion

The term promotion is the term and includes mainly three type of sales

activity :

1. Mass impersonal selling methods (Advertising).

2. Face to face personal selling (Salesman ship).

3. Activities other than personal selling and advertising such as point of

purchase display (P.O.P.) show and exhibitions, demonstrations and other non

securing selling efforts. This form of activity is called ‘Sales Promotion’.

There are two types of promotion blends:-

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1. Pull Blend.

2. Push Blend.

Both of these are closely related to the channel of Distribution.

1. A pull blend is one in which mass impersonal, sales efforts are given the

greatest emphasis. The purposes of pull blend to pre-sell to the final consumers.

So that they demand the product at the retail level of distribution. The firm

adopting this strategy would spend more on advertising and sales promotion

rather than in personal selling. These efforts pull down the product from the

manufacturer.

2. A push blend emphasizes personal selling. Naturally firms adopting this

method develop a strong sales force at both the distributor and the dealer level.

This method would tends to push the product through the channel of

distribution.

Promotion and Selling

The term promotion is very often used as a synonym for selling. But selling is a

narrow term which includes only transfer of title or personal selling. Promotion

on the other hand is broader in its outlook and includes a variety of activities

used ultimately for increasing sales volume.

 
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 Promotion and Sales Promotion

Similarly the terms sales promotion can not be taken to mean what is commonly

does. Sales promotion, is only a part of the promotion. Basically promotion is

an "exercise" in information persecution and influence. Promotion has come to

mean the over all co-ordination of advertising selling, publicity and public

relations. Promotion is a helping function designed to make all other marketing

activities more effective and efficient. But sales promotion as such helps only

the selling activity still, there exit same difference of opinion on the real

connection of the term sales promotion.

 Acc. to A.H.R. Delons :-

"Sales promotion means any step that are taken for the purpose of obtaining or

increasing sales".

 Acc. to W.Q. Kelly Opines :-

"Muddled misused misunderstood that is sales promotion Acc. to him the field

of sales promotion as a marketing activity is still vaguely defined and

organized.

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 Sales Promotion and Advertising

There is no universally accepted distribution between these two terms. To same

advertising includes all forms of mass media communication directed towards

influencing the end consumer. Sales promotion on the other hand, includes the

form of mass communication directed towards information and influencing the

channel of distribution (e.g. distributors, retailers etc.). Hence a price of product

literature distributed by retailers in sales promotion. These sales promotion

merges on one side in to advertising and on the other in to personal salesman

ship. It is concerned with the dissemination of information to whole salers,

retailers, customers (both actual and potential, and to the salesman).

Sales promotion is concerned with the creation. Application and dissemination

of material and techniques that supplement advertising and personal selling.

Sales promotion makes use of direct mail, catalogues, trade shows, sales

contests, premiums, samples, windows displays and other aids. Its purpose is to

increase the desire of salesman, distributors and dealers to sell a certain brand to

make consumers more eager to buy that brand. Personal selling and advertising

do include prospects to make these decisions. Sale promotion provides an extra

stimulus.

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Objective of Sales Promotion

1. To increase sales directly by publicity through media which are

complementary to press and poster advertising.

2. To disseminate information through sales man dealers etc. So as to insure the

product getting in to satisfactory use by the ultimate consumer.

3. To attract new consumer.

4. To face the competition effectively.

5. To help salesman in selling more to the retailers and consumers

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 COMPANY PROFILE

Amar Buildcons is a fledgling construction company registered in 2016 and

offering quality services in construction, property management, real estate,
interior designing and architecture.
Today, Amar Buildcons offers quality deliverables in the domain and is creating
an excellent track record of customer relations.
Amar Buildcons provides professional quality construction, specifically tailored
to meet client needs.
We have experience of all aspects of civil work within the construction industry
and have an only promise what we can deliver.
The main scope of our services is to take on the responsibility for the quality of
construction with optimum utilization of the client’s fund and delivering such a
product that we and our clients can be proud of.
Amar Buildcon’s impressive portfolio of clients is testament to the quality of
services we provide.

Our vision
To deliver the best tailored and seamless services to our clients with utmost
responsibility, sincerity, professional honesty and assist our clients in fulfilling
their requirements with our prompt and reliable services.

Our mission
To be a global entity in providing of specialized, customized and impeccable
construction solutions and services to our esteemed customers with professional
acumen.

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Our strengths
 Rich and valuable knowledge of the field.
 Correctly understand the requirement of the clients.
 Personal touch in addition to the professional expertise.
 Always striving to achieve the best with manpower.
 Detail planning and execution of the task.
 Regular customer feedbacks to obviate the lacunas in the working.
 A motivated and responsible team to address and overcome a crisis.

So please get in touch to arrange a free consultation to see how AMAR

BUILDCONS can fulfil your own requirements.

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 LITERATURE REVIEW

The real estate market in India has become so huge that to get everything or
anything specific within one roof is easy and difficult at the same time. With the
kind of commercial and residential property available –on rent/lease/ ownership
one has to refer to portals or good companies dealing in various listings.
Generally typical real estate listing would necessarily include the following
heads:
 
Properties Area wise - Separate sections of residential and commercial
nature.
Within this are included partnership, brokerage, requiring agents, and direct
deals with builders. The property rates of each area are usually determined
every two three years unless in a particular area shoots up due to construction or
upcoming prestigious piece of property (i.e. a five star hotel, IT corporate park,
shopping mall or multiplex). In such areas the rents and buying properties do
increase because of job opportunities and close residential facilities. 
 
Property Valuation
 
Many old properties may not be in very good condition. But they still are
valuable. Why? Mostly because they can be refurbished or rebuilt entirely. This
is why they usually fetch a good price. But one cannot depend only on brokers
or agents or property owners to evaluate the land. Sometimes the owner is
greedy and expects a bigger price, sometimes an agent in between quotes a
higher price so that it benefits him, sometimes the buyer may be just rich and

21
may not have rival bidders or competitors so quotes a fancy pricey according to
his choice. 

But now the industry has attained a level of professionalism and valuers who
have correct knowledge and are impartial are used to assess the property. Even
if it has to be handed over from one brother to another the valuer needs to
correctly assess the worth of the property. Usually a lawyer does the valuation
so that a stamp of legality can be given to the property and no disputes rise
thereafter. A known property valuer will charge a good amount to the job.
 

Property Managers/ Property Brokers/ Property Agents etc

 
Dealing with one person who knows the entire property inside out is important.
Usually when an agent shows the property to a prospective client he knows the
property manager dealing with it. He normally deals on behalf of the owner.

He looks after the property and keeps in good shape till it is sold to the next
owner.
 Brokers and agents now all over India have associations. So certified ones and
those registered with the respective associations will definitely not cheat you
when you are buying property.

Even if there are disputes it can be challenged or sorted out through the right
channels. Real estate listings usually give area wise contacts of brokers and
agents listed with them. So even if one does not know one a portal provides the
details.
 
Property Consultants and Designers

22
 
Now consultants are available for giving a better view of the industry in general.
They are aware of the rules, laws and regulations, which affect builders and
buyers both. Each consultant specializes in various kinds of property. 

For example proerty consultant dealing with industrial properties knows what
environmental laws and rules about violating them. He can help the owners to
be on the right side of the law. Some consultants deal exclusively in townships,
residential areas and are aware of the rules that govern them. A good consultant
will always be an asset for the builder he works for.
 
Designers are usually required by architects or by individuals who need homes
to be designed. Some firms employ designers, some of them free lance or some
do just renovation work. Depending on the need they are listed too. They also
deal with people with knowledge of Vastu and Feng Shui-both applications are
in vogue with clients. 
 

Help in buying or selling property

 
Sometimes an individual may want to sell his business and home and relocate to
another place. Real estate listings allow the person to choose various methods of
disposal for the same. 
 
Home Loans
 
Sometimes one falls short of a required amount or needs nearly 75% of the loan
to buy a house or an office premise. Generally people apply for home loans.
There are many financial institutions, banks, private persons, and organizations,

23
which lend money to fulfill dreams. It is easy to obtain a loan if all paperwork is
complete.  

Today in India private bank HDFC and ICICI Bank and State Bank of India are
the largest lenders to their customers all over the country. They are also giving
loans to NRIs to invest in property in India. 
 
NRI Real estate Services
 
Right from choosing the property, availing loans, evaluating, filling forms
online, property management etc all services can be used. Real estate listings
have the entire database for the same.
 
Some real estate listings are also likely to include details and contacts of leading
architects, builders, news on upcoming projects, engineers, building materials
and news and articles which are likely to affect buying and selling decisions. 

A regular monitor or a property watch is kept for any changes of rates in any
zones. Some also feature overseas properties and help in getting information to
get there.  A real estate listing becomes popular with every new additional thing
that will eventually help the client.

The real estate market in India has become so huge that to get everything or
anything specific within one roof is easy and difficult at the same time. With the
kind of commercial and residential property available –on rent/lease/ ownership
one has to refer to portals or good companies dealing in various listings.
Generally typical real estate listing would necessarily include the following
heads:
Designers are usually required by architects or by individuals who need homes

24
to be designed. Some firms employ designers, some of them freelance or some
do just renovation work. Depending on the need they are listed too. They also
deal with people with knowledge of Vastu and Feng Shui-both applications are
in vogue with clients.  
Sales Promotion at different Level and different programme

One of the most difficult marketing decisions facing companies is how much to
spend on promotional John Wanamaker, the departmental - store magazine,
said, "I know that half of my advertising is wasted but I don't know which half."

Thus it is not surprising that industries and companies vary considerably in how
much they spend on promotion. Promotional expenditures might amount to 30-
50% of sales in case in cosmetics industry and only 10-20% in the industrial
equipment industry.

Percentage of Sales Method:

Many companies set their promotion expenditures at a specified percentage of

sales. Accordingly the sales is set on the basis of sales.

In this a specified sales percentage is decided for the promotional budget

Advantages of this method :

First, its use means that promotional budget vary with what a company can
afford.

Second, it encourages the management to think in terms of the relationship

among promotion costs, selling price, and profit per unit,

Third, it encourages the competitive stability to the extent that competing firms
spend approximately the same % of their sales on promotion.

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In spite of the advantages, the % sales method has little to justify it. Its
reasoning is circular: It views sales as the determiner of the promotion rather
than as a result. It leads to budget setting by availability of funds rather than by
marketing opportunities.

Comparative Method:

Some companies set their promotional budget to achieve share-of-voice parity

with other competitors. Two arguments are made in support of competitive
parity method. One is that the competitors expenditure represents the collective
wisdom of the industry. The other is that maintaining a competitive parity helps
prevent promotional wars.

Neither argument is valid. There are no grounds for believing that competition
knows better what should be spent on promotion.

Objective and Task Method

The objective & task method calls upon marketers to develop their

promotion budgets by defining their specific objectives, determining the task

that must be performed to achieve these objectives, and estimating the cost of
performing these tasks.

Deciding on the promotion mix:

Companies face the task of distributing the total promotion budget over the five
promotional tools:

• Advertising

• Sales Promotion

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• Public Relations and Publicity

• Sales Force

• Direct Marketing.

Whatever method a company adopts for promoting its product it must be from
above mentioned method.

. To check seasonal decline in sales. Generally speaking sales promotion

involves rendering the following services:-

(a) Services to dealers.

(b) Services to own salesman.

(c) Special publicity.

Sales Promotional at different levels

1. Sales promotion at Dealers Level :-

It may include various schemes some of which are discussed here.

(i) Advertising Materials:-

The advertising material prepared by the company such as store signs, banners,
shelf signs, board etc. are distributed to sub dealer for display purposes this is in
fact a method of advertising.

(ii) Store Demonstration:-

In the promises of the whole seller or the retailer the products sales personnel
will conduct special demonstration for the companies product. A personal
demonstration is good to introduce a new product at its peculiar advantage can
27
be high lightened and the consumer’s doubt clear. It can be used to resituate an
old product. A good demonstration with a great dealer of action will draw heavy
crowds in to the store and will attract attention to the product.

(iii) Special Display and Shows:-

These are in seasonal in character but could be arranged in an elaborate manner

and for all the products of an company. Usually these are arranged along with
trade fair and exhibition. Besides effecting sales these shows impress the
company’s name generally on the public.

Sales promotion at consumer’s level

The various schemes of sale promotion at Consumer’s Level may include.

1. Coupons (A Chit of Stated Value):-

These are given directly to the consumer these coupons are in most cases kept
inside the package. The consumers many receive a price reduction of the stated
values of the coupon at the time of purchase. The retailer receives
reimbursement for the value of the coupon form the manufacturer. Coupons act
as a short run stimulus to the sale of the product, since they are directly tied
with the purchase of the item. They encourage the retailer to stock the product.

What is important is that a coupon offer does not spoil the named price of the
brand nor does it un pair the margin of the dealers. But it is not easy to measure
the effectiveness of a coupon offer. One over knows how many customer would
have bought the product without the incentive. It is also difficult to find out how
many customers were held after the coupon offer expired.

2. Price-off-offer (Also known as bargain offer price packs):-

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This offer is intended to stimulate the sales during a slump season. In this
method the customer is offered a reduction from the printed price list. It is also
used when a substitute for competing product enters the market.

Many experts on sales promotion fed that ‘Off Schemes’ are among the weaker
and less desirable methods of promotion. These can be trade resentment
particularly when the retailer raises the price to retain his margin. Secondly that
is not conductive to building up brand loyalty. Consumers may simply shift to
the products that offer this scheme.

3. Samples:-

In the hope of converting a prospect into a customer a sample (Some quantity of

the product) may be given. This helps the consumer to verify the real quality of
the product.

Various pair manufacturing companies offer this method. For developing brand

loyalty this method is quite useful. Sampling is a fast method of demand
creation because one knows the result as soon as the consumer has had time to
use the sample and buy the brand.

Disadvantage of Sampler:-

Offering sample in quit expensive. There is the cost of producing samples. The
distribution costs are also high. Sample have to be mailed to potential customers
or to be distributed through retail shops. There are also problems when the real
product does not resemble the sample supplied.

4. Money Refund Offer:-

29
An offer usually stated on the package is that manufacturers will return with in a
stated period part or all of the purchaser’s money if he is not completely
satisfied with the product.

5. Trading Stamps:-

A premium in the form of stamps is given by the sellers to consumers while

selling goods. The number and value of stamp that the buyer receives depends
on the values of the purchase. These stamps are redeemable through premium
catalogues at the stamp redemption centers.

6. Buy-Back Allowance:

This an allowance following a previous trade deal not offer a certain amount of
money for new purchases based on the quantity of purchases on the first trade
deal. It extends the life of a trade deal and helps to prevent part deal sales
decline. It greatly strengthens the buyer’s motivation to co-operate on the first
deal.

7. Premium:-

There are various forms of premiums provided by the manufacturer as sales

promotional devices:-

(a) Coupons are supplied for effecting price reductions.

(b) Factory in pack premium these are popular in the case of Body food and Tin
food items, Spoons, Cups, Measuring, Glass etc. and such other items are
packed with the product in the box itself. Factory in pack premium are

30
particularly goods for product meant for children. The Bianca Toothpaste packs
contain animal shape toys. These are very attractive and qutie popular among
the children.

(c) Self Liquidating Premiums :-

The cost of the premium is collected from the buyer himself. But when the
buyers pays for it he has to pay only a considerably low price for the premium.
This is possible for the manufacturer purchases the items in bulk at a premium
and his cost per unit as is substantially low.

Other Steps by Manufacturer for Promoting Sales

Dealers can be helps in different ways :-

1. Communicating Market News :-

Often this service is reciprocal the manufacturer may acquaint his dealer with
the fact relating to his production and prices while the dealer may familiarize
him in return with the information bearing on charges in the consumer's
demand, their like and dislike complaints and criticism, substitutes etc.

2. Inviting to Sales Conference and Convention:-

The gestures of regard and respect pave the way for better relation and co-
operation.

3. Offering Reasonable Terms of Sale:-

Of all the forms of encouragement, the monetary incentive evokes immediate

response. Hence every producer must offer the most responsible terms of sale
such as longer periods of credit and higher rates of descants.

31
4. Supplying suitable packages and useful things.

5. By taking the return back.

6. By furnishing them with sales literature and display materials.

Aggressive Selling

Meaning:-

Goods are produced for market. Manufacturers have to make efforts to sell all
they produce. When the manufacturers uses various sales efforts to obtain
increased sales volume for his product it is called aggressive selling or offensive
selling. The sales efforts which a manufacturer makes to retain his customers
i.e. to protect his already established market against his competitors is termed as
defensive selling. In contrast to this aggressive selling is concerned with the
sales efforts made with the express objective of selling more by expanding the
market for the product of the selling firm.

Aggressive Selling and Defensive Selling :-

Aggressive selling is based on the answer to the question how much does the
firm gain (in term of sales with profit) by using this method defensive selling is
based on consideration as to how much the firm will lose if it does not use this
method increase of sales can be obtained from two sources:-

1. New customers if the market is expending.

32
2. From the competitors i.e. those consumers who were purchasing similar
product of competition firms, if the market for the product is static.

Acc. to H. Whitehead :-

"In case of an expanding market all the firm may stand to gain by following the
methods of aggressive selling but if the market is static manufacturer of a new
market will have to be much more aggressive to capture the established market
of competitors".

When Aggressive selling is resorted ?

Usually manufacturer of a new product has to do aggressive selling :-

1. When the product has been improved.

2. When the manufacturer’s product is supervisor in quality to the product of the

established competitor.

3. When the total market for the product or line of product to expanding.

4. If the manufacturer’s share of the market is comparatively small.

5. If the manufacturer has unused production capacity with heavy investment in

plant and equipment he will like to develop the demand for his product rapidly
so that demand for his product is equal to the optimum production capacity of
his plant ; and

6. When primary demand for a product must be created and provision must be
made in the channel of distribution to educate consumers regarding the new
product and to instruct them in its use.

Method of Aggressive Selling:-

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Sales promotion efforts use for aggressive selling may be divided in two
classes.

1. Trade Promotion.

2. Consumer Promotion.

1. Trade Promotion:-

Under trade promotion methods special incentives are offered to the trader to
buy products of the firm. Such incentive may take one or more of the following
firm :-

(a) Cash Allowance:-

A definite percentage of discounts is allowed on the purchase of given unit of a

product.

(b) Extra Product:-

Instead of giving any cash allowance extra product is given with each unit of
product ordered. For instance if a box normally contains 20 Cakes of Soap,
special box contains 25 cakes may be made and sold at the same price as that of
the box of 20 cakes.

(c) Gifts :-

Various gifts are awarded in return for an order of a particular magnitude. 

2. Consumer Promotion:-

Under consumer promotion method special incentives are offered to the

consumers to buy the firms product. The more prominent amongst such
incentives are as following.

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(a) Coupons:-

A coupon of a giving value is sent to the consumer. By presenting this coupon

to the retailer consumers can purchase a particular product mentioned on the
coupon at a reduced price. The retailer sells the products mentioned. In the
coupon to such consumer (consumers presenting the coupons) under and
agreement with the manufacturer at a price lower than the user retail price. Thus
the consumer get the benefit of reduced price to the extent of the value of the
coupons.

(b) Self Liquidating Offers:-

Under this system, the firm offers an article at an attracting price if the
consumer send a given sum of money accompanied by a given number of box
tops from the packages of a particular product the benefit to the consumer is that
he receives the articles at a bargain price.

(c) Bargain Packs:-

Under this system a product is sold at a reduced price for a short period Bargain
pack method encourages new consumers to try the product. It is also helpful in
obtaining large displays in the shops.

(d) Sampling :-

The method involves giving the product or a small quantity of the product to a
consumer free with the hope that the customer will be favourable impressed
with its actual use and will eventually become a regular purchaser of the
product.

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A firm selling new product or an extensively improved product finds this
methods useful. Also a firm whose market is hold by competitors whose free
sampling almost expensive.

The above mentioned methods may be reinforced by adopting.

(i) Direct method of selling through.

(ii) Offer of door to door selling.

(iii) Hire purchase and installment payment methods of selling and by

forming combination.

Other Methods of Aggressive Selling:-

(i) Employment of ‘Missionary Salesman also known as Promotional

Salesman’. These salesmen call upon retailers and aggressively promote a
product.

(ii) Instead of using wholesalers, the firm may develop its own sales force to
call directly on retailers.

(iii) The firm may follow a compromise method by employing a manufacturer’s

agent and giving him a large enough commission to encourage him to sell
product intensively and aggressively.

(iv) New territory exploitation sales promotion has a particularly important role
in developing the company’s product in new territories.

(v) Increment and promotions.

(vi) Letters to dealer and Customer.

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In fact, an ingenious sales manager can devise any number of incentives
schemes for promoting the sales volume.

RESEARCH METHODOLOGY

Any activity done without an objective in a mind cannot turn faithful. An

objective provides a specific direction to an activity. Objectives may range from
very general to very specify , but the should be clear enough to point out with
responsible accuracy what researcher wants to achieve through the study and
how it will be helpful to the decision maker in solving the problem.

Each research study has its own specific purpose. It is like to discover to
question through the application of scientific procedure. But the main aim of
our research to find out the truth that is hidden and which has not been
discovered as yet.

Research methodology is a method to solve the research problems

systematically. It involves gathering data, use of statistical techniques,
interpretation and drawing conclusion about the research data keeping in a view
the objectives of the study, data is collected from different sources. Th purpose
of this research methodology is to describe the methodology carried out to

37
complete the work. The methodology plays a dominant role in any research
work depends upon the correctness and effectiveness of research methodology

Research methodology defines the purpose of the research, how it proceed, how
to measure progress and what constitutes success with respect to the objectives
determined for carrying out the research study there is a unique methodology
that Amar buldicons adopts to render the service

RESEARCH UNIVERSE:

Collection, population, or set of entities, items, or quantities (grouped together

on the basis of common or defining characteristics or features) from which a
representative sample is drawn for comparison or measurement

The universe consist of all the survey elements that qualify the inclusion in the
research study. Definition of the research universe for the particular study is set
by the research question, which specify who or what is of interest the universe
may be the individuals, group of people, organization or even objects. Research
about Sales Promotion adopted by various buliders with respect to Amar
Buldicons Nagpur, would has a universe comprising all employees. Research
universe of my project is to study the Sales Promotion adopted by various
buliders with respect to Amar Buldicons Nagpur. Because of my interest in
Construction industry that’s why choose this topic.

1) RESEARCH DESIGN

Research design is the framework or the blue print for conducting the research
project. Research design is the arrangement of conditions for collection and
analysis of data in manner that aims to combine relevance to the research
purpose with economy in procedure. It includes an outline of what the
researcher will do from writing the hypothesis and its operational implications
to the final analysis of data

38
On the basis of theoretical study a research has many types. All of these are
distributed on the nature of research. Some of there are like

1. Descriptive and analytical

2. Qualitative and Quantitative

3. Conceptual and Empirical

4. Applied and Fundamental

5. One Time Research

Our research is based on descriptive, qualitative and Quantitative

research.

Descriptive Research :- Descriptive research includes surveys and facts

finding enquires of different kinds. The major purpose of Descriptive research is
description of the state of affairs as it exists at present. Researcher has no
control over the variables of this type of research.

Qualitative Research: - In our research we need comparison between

different stage and different condition. So this based on all qualitative data in
short, Qualitative research is especially important in the behavioral science
where the aim is to discover the underline motives of human behavior. Though
suc research we can analyses various factors which motivate to people to
behave in particular manner or which make people like or dislike a particular
thing.

Quantitative Research: - Quantitative research is based on the measurement of

quantity or amount. It is applicable to phenomena that cab be expressed in terms
of Quantity. So we can use it in our research for collection of all the numerical
data.
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SAMPLING

A sample is defined as a smaller set of data that is chosen and or selected from a
large population by using a predefined selection method. These elements are
known as sample points, sampling units or observations creating a sample is an
efficient method of conducting research as in most cases it is impossible or very
expensive and time consuming to research the whole population and hence
researching the sample provides insights that can be applied to the whole
population.

SAMPLING DESIGN:-

“Sample Design is a definite plan for obtaining a sample from a given

population. It refers to the technique or the procedure the researcher would
adopt in selecting items for the sample”

Researcher is using sampling method in which some elements of the population

are included in the sample. It is a framework or blueprint for conducting the
marketing research or any other research project. It specifies the details of the
procedures necessary for obtaining the information needed to structure and
solve the marketing or other problems.

SAMPLE UNIVERSE

The sample universe area to be studied under our research project. The area
denotes the place or the region to be studied and taken into consideration. Thus
the sample universe chosen for this research is study of Sales Promotion
Strategy Adopted by Various buliders with respect to Amar buldicons

40
SAMPLE TYPE

The non probability sampling method uses the researches discretion of selecting
sample. This type of sample is derived mostly on the basis of the researcher’s or
statistical ability to get to this sample. This type of sampling is used for
preliminary research where the primary objective is to derive a hypothesis about
the topic in research.

In this project used convenience sampling method because convenience

sampling in easy terms stands for the convenience at which a researcher can
access a respondent there is no scientific method of deriving this sample
researchers have nearly no authority over selecting elements of the sample and
it is purely done on the basis of proximity and not representatives

SAMPLE SIZE:

Sample size refers to the number of items to be selected from the universe to
constitute a sample. The sample size should be optimum as it should fulfil the
objective of the research.

SOURCES OF DATA

TYPE OF DATA

 PRIMARY DATA
 SECONDRY DATA

A) PRIMARY DATA:-
Primary data are the data which are original in character, obtained for the
first time, being collected from the respondents,

 Questionnaire

B) Secondary data –

41
Secondary data is the data, which has been collected by someone else for some
other purpose and is used by the researcher in his research for study. Various
sources of secondary data are Catalogues, Brochures, Magazines and Websites,
Television etc. In this project I made use secondary data for gaining more and
more about the company, its products and various benefits an advisors will be
getting. For acquiring this knowledge I have studied secondary sources like
company websites, brochures, paper presentations etc.

4) DATA COLLECTION TOOLS

Our research is based on Quantitative research.

5) METHOD OF DATA COLLECTION

With the help of the questionnaire, interview schedule and study of data from
research carried out on Real Estate marketing Sector.

TOOLS FOR ANALYSIS:

Percentage Method.

Percentage method = (No. of respondents/Total respondents)*100

SIMPLE PERCENTAGE

42
Simple percentage analysis was used by the research for analysing and
interpreting the collected data. The diagram reorientations were given by pie-
diagrams and bar charts.

HYPOTHESIS

H1 Sales promotion is necessary in real estate business

H0 Sales Promotion is not necessary in real estate business

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 OBJECTIVES

 What are the sales promotion strategies adopted by the company

 To find out the tools and techniques sales promotion used by the

company

 To critically evaluate the position and prospect of major players in

Real Estate Industry.

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 DATA ANALYSIS AND INTERPRETATION
Data analysis and interpretation is the process of assigning meaning to the
collected information and determining the conclusions, significance, and
implications of the findings. Data analysis is a process of inspecting ,cleansing,
transforming and modelling data with the goal of discovering useful
information, informing conclusions, and supporting decision-making. All of the
above are the varities of data analysis

Statistical methods involved in carrying out a study include planning,

designing ,collecting data, analysing, drawing meaningful interpretation and
reporting of the research findings .the statically analysis gives meaning to the
meaningless numbers, thereby breathing life into a lifeless data. The results and
inferences are precise only if proper statistical tests are used

45
The below mentioned Primary data is obtained by the real estate agencies
in Nagpur with the help of questionnaires

Q1 Where is your area of business ?

Sr no Options Percentage
1 East Nagpur 42.1%
2 West Nagpur 64.9%
3 North Nagpur 50.9%
4 South Nagpur 33.3%

INTERPRETATION
As shown in the above figure no of sellers who have their business are situated
in the West Nagpur is the highest approximately 64.9% and 50 .9% sellers have
there business situated in north Nagpur .42.1% Sellers have there business
located in East Nagpur and the rest 33.3% are located in South Nagpur.

Q2 Which type of property have you sold ?

46
Sr no Options Percentage
1 Plots 68.4%
2 Flats 66.7%
3 Offices 56.1%
4 Bungalows 33.3%
5 Row houses 33.3%
6 All of the above 10.5%

INTERPRETATION
As shown in the above figure it clearly represents 68.4% of Plots are been sold
by the real estates in Nagpur. 66.7% Flats has been sold , 56.1% of offices are
sold.33.3% bungalows as well as Row houses are sold and the rest 10.5% of
agency have sold all types of property mentioned above

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Q3 How many Properties are sold in One year?

INTERPRETATION
As shown in the above figure it clearly represents 68.4% of people in Nagpur
have Plots as their property .66.7% people are Flat owners. 56.1% does have
offices as their property .33.3% of the people owns the bungalows as well as
Row houses and the rest 10.5% of the people owns all types of property
mentioned above.

Q4 What are the various modes of Promotions ?

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Sr no Options Percentage
1 Print media 28.1%
2 telecalling 64.9%
3 Online 75.4%
4 Mediators 40.4%
5 Events and 35.1%
exhibitions
6 All of the above 8.8%
7 Hoardings 38.6%

INTERPRETATION

As shown in the above figure it clearly represents that sellers uses various types
of promotion modes according to the research 28.1% uses print media as the
promotional mode,64.9% uses tele calling, 75.4% uses online portals which is
highest 40.4% uses mediators as there promotors, 35.1% uses Events and
exhibitions as there promotional tools ,38.6% uses hoardings as their
promotional tools and the rest 8.8% uses all of the above mentioned as their
promotional tools .

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Q5 Which property do you have purchased ?

INTERPRETATION

As shown in the above figure it clearly represents that 32.9% have purchased
Land Recently in Nagpur, 12.9% of the people have purchased shop, 31.4%
have recently purchased flat , and 22.9% of people have purchased duplex.

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Q6 Which is your existing residence type ?

INTERPRETATION
As shown in the above figure it clearly represents that 75.7% of people in
Nagpur has their own residence in Nagpur and the rest 24.3% are living in the
rented houses

Q8 For what Purpose have you buyed the property?

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Sr no Options Percentage
1 For self use 71.4%
2 Rent 18.6%
3 Re-sale 10%

INTERPRETATION
As shown in the above figure it clearly represents that 71.4% people have

purchased for self use, 18.6% people have purchased property for rent and the

rest 10% has purchased the property for re selling purpose.

Q.8 What is your area of business ?

As per Amar Buildcons they have there area of business in west Nagpur area .

52
Q9 Which type of properties you have sold?

Sr no Options Percentage
1 Plots 68.4%
2 Flats 7%
3 Offices 56%
4 Bungalows 3%
5 Row houses 3%
6 All of the above 0

INTERPRETATION

As shown in the above figure it clearly represents 68.4% of Plots are been sold
by Amar Bulidicons in Nagpur. 7% Flats has been sold , 56.1% of offices are
sold.3% bungalows as well as Row houses are sold .

CONCLUSION

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  Online medium is used maximum as a promotional tool by the sellers s

and even the buyers preferred to go online and search for the properties

 People are preferring to buy land/ plots than flats duplex’s shops etc

 Majority of people purchased properties for self use rather than rental or

re-sale purpose.

FINDINGS /RECOMMENDATION

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Referrals 
It has been estimated that in North America, referrals and word-of-mouth
recommendations generate 85% of new business.

In effect, a referral or recommendation, is third party confirmation that the

business,–i.e. the agent–is competent and trustworthy. The challenge for agents
is to increase the number of people who believe that they are sufficiently
competent and trustworthy to recommend them to other people. This reputation
for competence and trustworthiness doesn’t just happen–it has to be earned.

Advertising 
Advertising properties listed for sale represent implied endorsements of agents’
competence and trustworthiness. After all, the owners of the properties
advertised for sale must have believed the agents to be competent and
trustworthy; otherwise they would not have hired them to help sell their
properties.

Open Houses 
Open houses allow real estate agents to showcase their technical expertise and
personal characteristics. By interacting with agents at open houses, prospective
clients can assess individual agents’ competence and trustworthiness and by
extension, how the agent can help them. For prospective clients, it’s like test
driving a new car.

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Networking 
Networking is the most multi-faceted, versatile and effective marketing tool
available to real estate agents. Among other things, it allows them to exchange
information and showcase their trustworthiness. Above all, it also makes it
possible to interact with other people, who ideally will like and trust an
individual agent well enough to do business with, and refer others to him or her.

Prospecting 
The best way to develop a client base is by well focused prospecting.
Prospecting is an essential marketing strategy. It generates new leads that can be
converted into clients. It also provides the inflow of new clients. These clients
will ultimately become part of the pipeline by contributing repeat and referral
business.

A Benefit For All Agents 

All real estate agents can benefit from applying the best marketing practices of
high producing agents. Specifically, this means that the key marketing strategies
of high producing agents will help you attract clients.

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 BIBLOGRAPHY

Different Journals: Indian Real Estate marketing ( Anil kumar saini )

www.google.com

www.wikipedia.com

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 ANEXXURES

Q1 Where is your area of business ?

Sr no Options
1 East Nagpur
2 West Nagpur
3 North Nagpur
4 South Nagpur

Q2 Which type of property have you sold ?

Sr no Options
1 Plots
2 Flats
3 Offices
4 Bungalows
5 Row houses
6 All of the above

Q3 How many Properties are sold in One year?

----------------------------------------------------------------

Q4 What are the various modes of Promotions ?

Sr no Options
1 Print media
2 telecalling
3 Online
4 Mediators
5 Events and
exhibitions
6 All of the above
7 Hoardings

The below mentioned data is a primary data collected by buyers in form of

questionnaire

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Q5 Which is your existing residence type ?
 OWN
 RENT

Q6 For what Purpose have you buyed the property?

Sr no Options
1 For self use
2 Rent
3 Re-sale

Q7 Which property do you have purchased?

Sr no Options
1 Land
2 Shop
3 Flat
4 Duplex

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