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Table of Contents

i) Acknowledement

ii) Executive Summary

1) Introduction about the project ........................................................................................................... 1

2) Research Design ............................................................................................................................... 2

3.0) LEAD GENERATION .................................................................................................................. 3

3.1) To Find Target Market................................................................................................................... 4

3.2) Understanding target market .......................................................................................................... 4

3.3) FOLLOW UP E-MAILS ................................................................................................................ 5

3.4) Direct Calling ................................................................................................................................ 5

3.5) Sales Support................................................................................................................................. 6

3.6) Marketing Survey (Regarding which marketing strategy has worked the most)............................... 7

3.7) Mock Visits ................................................................................................................................... 8

3.8) Brand Management........................................................................................................................ 8

3.9) Brand Inspection............................................................................................................................ 9

3.10) E-Mail Campaign....................................................................................................................... 10

3.11) Data Sorting............................................................................................................................... 11

3.12) Brand Perception ....................................................................................................................... 12

3.13) Work Order Form ...................................................................................................................... 13

3.14) Strategies for generating leads.................................................................................................... 13

4) Conclusion ..................................................................................................................................... 16

5) Appendices..................................................................................................................................... 17

6) References ...........................................................................................Error! Bookmark not defined.

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Introduction about the project

The following project is about my 2 months period in Rustomjee Builders. I was

a trainee in the marketing department under my Head Marketing Mr. CjMathews.

I was given the job of gathering leads by assisting my seniors. Rustomjee

Builders is an esteemed real estate company with various projects across

Mumbai. The main objective of the company is to deliver quality, which is its

greatest strength.

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Research Design

1. Objective of research : Most benefited Style of Marketing

2. Scope of research : This research deals with the number ofadvertisements liked by the customers

3. Type of research : Exploratory

4. Time relevance of data : May 2011 - June 2011

5. Means of obtaining information : Primary- Customer info formSecondary- MIS system

6. Time available for research : 2 Months

7. Tools used for analysis : MIS system

Limitation of research : Could not analyse more due to time constraints

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LEAD GENERATION

Lead generation is a process of direct response advertising &

telemarketing.

At Rustomjee briefed by my Head marketing C.J. Mathews, the marketing

department focuses on 3 things. Brand management, PR & Lead

Generation.

I was assisting my seniors in Lead generation & partially in BrandManagement.

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To Find Target Market

The project is undertaken to generate leads. Lead generation is a process of tele-

marketing and direct response advertising. It also involves anything that generate

leads. To generate leads it is important to find out the target market. The success

of marketing strategy lies in having a defined target audience. Also in the real

estate sector the target audience changes according to its location. For different

location there is a different target market. Hence if there is a project which is

coming up in Juhu the target audience would be the upper class. Hence it was

very necessary for me to understand the target audience before applying the

marketing strategies to generate leads.

Understanding target market

It is necessary to understand the target market after defining the target market.

To understand the target market is to define it by understanding its needs and

wants. Every target market has different requirements. Every target market differs

from each other. As in the real estate sector the target audience changes according

to its location their requirement also changes. Rustomjee Builders is currently

concentrating on its projects in Thane and Virar. The projects which are coming

up in juhu, khar and bandra have different requirements. Since these projects are

coming up in Mumbai suburbs, they are designed differently. Hence a product

should always be made keeping in mind he exact requirements of the target

customers. Whereas the projects which are coming up in Thane and Virar are 127

acres and 217 acres respectively. Since there is so much of area, it is used to built

a township. For a project to generate sales in these ares, it is necessary to provide

a certain kind of lifestyle to the customers. Hence in these townships schools,

colleges, shopping malls etc will be included.

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Hence it is very necessary to understand the target audience as it changes

according to the location. Thus the first step to design marketing strategies is to

find and also understand the target audience. This was a job assigned to me at the

beginning. For this I was required to visit all the sites where the projects are

going on and also study the location.

FOLLOW UP E-MAILS

Its the process of receiving the mail responses from the clients. With these

responses the desired action whether to send quotations or media letters in order

to elaborate the companies prime activities. In case of positive responses the deal

can be moved forward either by mail or through video conferencing. I was

required to follow-up on mails sent by the dealers and vendors from different

agencies. During following up on mails it was also required from me to see the

quotations and whether they are feasible or no. While following up on a mail and

while replying to the concerned agency it is always important to mark your

colleagues in the CC, so that the seniors are aware about the goings on of the

deal. Hence while following up on e-mails, these factors should be kept intoconsideration. As an intern I was always required to follow up on e-mails and

also inform my seniors about the deals. For example, to edit the rustomjee

website I was required to follow up on web designing agency by e-mail and also

keep my seniors in the loop.

Direct Calling

Direct calling or tele-marketing is a part of lead generation. Tele-marketing is an

important aspect for gathering leads. Telemarketing is a process where the

marketing executive calls up the customers and informs them about the product.

Thus direct calling involves providing information about the product to the

customers. Also in order to make calls, it was necessary to understand the

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customers profile. Most of the customers who I called had visited the site offices

atleast once and were at the deciding stage of buying a flat.

Sales Support

Sales support is a tool where the selling of a product is supported by various

methods which motivate the customers to buy the product. In real estate, there are

certain ace cards which are prepared to motivate the customer to buy the product

if he is reluctant to purchase it. On these ace cards there are positive messages

which help the customer on whether they want to buy the product.

Specimen of an Ace card

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Marketing Survey (Regarding which marketing strategy has worked the

most)

As a marketing intern, I was assigned to go on site inspection on Saturdays and

Sundays and have an interaction with the customers. While having an interactionwith the customers I was required to ask them certain questions. One of the

important questions were how did the customers come to know about the product.

I interviewed every walk-ins that used to come on Saturdays and Sundays. By

interviewing and taking an analysis, I came to a conclusion that most of the

customers came through websites, hoardings, exhibitions, Times Of India etc.

This was making it easy to identify which marketing strategy was more

favourable. I was required to draft a questionnaire for the same.

The analysis done by me

Most benefited Style of marketing

MCHI Exhibi

Rustomjee website

Hoarding

Times of India

Others

Friends & Relatives

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Mock Visits

Mock Visits is another kind of survey which is undertaken by the marketing

department. In mock visits I as an intern used to go to competitors sales office

and gather information from them. The information included collecting broachers

& information regarding their projects. It also included studying their quotations.

These are called mock visits which are required to keep a track on competitors. I

was assigned a specific location and was required to collect information from

various real estate agencies.

Brand Management

Brand Management is an important aspect in Marketing. Brand management

involves everything to keep the brand equity intact. If the companys brand is

managed wisely, then the company can sustain for a long period of time. Brand isessential for any company. Building a brand is of utmost importance to any

company. At Rustomjee builders, the marketing department focuses on 3 things.

Public relations, lead generation & brand management. Hence brand management

plays an important role in building the companys strength. In the marketing

department, we carried various activities that dealt with brand management. A

brand should always have some distinct features about itself. If the brand has

good qualities, then it becomes easy to manage it.

There were various steps taken by the marketing department in brand

management. First and foremost there were exhibitions held. The first exhibition

during my period of internship was at chembur. The exhibition at chembur was

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held for the purpose of redevelopment. In this exhibition, various real estate

companys had put up their stalls and were showcasing their completed, on-going

and forthcoming projects. During the exhibition various society members from

their respective societies came for the exhibition. The rule for redevelopment is

that if the building is more than 15 years old then it is eligible for redevelopment.

I was assigned the job of designing the redevelopment form. In this form the

society members would fill in their details. The details would be studied and if

the project is feasible then the redevelopment would take place. Out of the 30

forms which were filled by various society members, 7 buildings were taken into

consideration for redevelopment.

The main purpose for this exhibition was to build a good brand image.

Brand Inspection

Brand inspection is very important since it plays a very important role in drawing

customers. If the hoardings are not properly put up or are damaged, it creates a

bad impression on the customers. Hence I as a marketing intern was required to

inspect whether the hoardings & signages are properly put up. For this every

Saturday and Sunday I was required to got to various sites. During my interview

with the customes, I realised that most of them had come by looking at the

hoarding. Thus in a real estate sector, hoardings play a very important role. Hence

I was assisting my seniors in putting up hoardings at the right places. There are

various guidelines while putting up a hoarding. One such guideline is that a

hoarding should be put up in a place where there is a lot of human population.

Wherever traffic is in excess, hoardings can contribute a great deal in sales.

Hence we decided that putting up the hoardings in crowded places would prove

to be beneficial. Also during my site visits, I did come across some hoardings

which were damaged. This was corrected by me by informing my seniors about

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the problem. Also at one site signages (directions) were missing due to which

customers had a problem coming to the site. This problem was corrected later.

Also at a sales office there were hoardings which had come out. This was later

corrected since it creates a bad impression on the customers. Following is the

picture of a hoarding which we designed & put up.

E-Mail Campaign

E Mail is the fastest media to generate new business avenues & push the sale. Email Marketing is probably one of the effective ways to attract new customers by keeping touch with existing ones and minimizing operating cost. It is

necessary to have an e mail campaign for any company in order to promote their

products and to get in touch with the respective customers.

In order to have an effective E mail campaign it is very important for the

company to draft and design an e mailer which provides all the necessary details

about the company and the product that is being promoted.

Whenever there are walk-ins and the customers give their Id, an email is sent to

them about the different products, since Internet is the buzz word today, this

helps in generating leads.

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E-mail marketing is very popular today since everyone today knows how to use

internet. This eventually helps in sales and gives the required push.

Data Sorting

During my period of internship, there was an ad published in Times of India.

With Times of India, there comes a section of times property where all the

upcoming projects are listed. All the real estate companies list their on-going and

future projects.

Following is the times property ad which was released in June.

RUSTOMJEE

Keystone Group,t hrough its brand 'Rustomjee' is synonymous with quality,

consistency and value for money since its inception in 1996.The Group is one of

the first Indian Real Estate companies to achieve an ISO 9001-2008 certification.

Rustomjee has completed over 2.5 million sq.ft.of development till date -

residential projects,townships and impressive commercial spaces in and around

Mumbai -and has been Ranked among the best developers in Mumbai.

Their on-going residential projects include Rustomjee Urbania,a mix of

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residential,commercial,hospitality and Retail in the Thane region;Global City -

Rustomjee & Evershine Builders project in Virar (West); Rustomjee Elanza,a

high-end residential complex in Malad (W); Elita at Upper Juhu;Rustomjee

Oriana,a lavish project in the Eastern side of Bandra.

The group is also increasing its presence in retail and commercial developments

with Natraj (Andheri E),Aspiree (Sion E).Rustomjee commercial projects are

strategically located.

My senior marketing executive entrusted me with the job of sorting the data

from the MIS and finding out which of the customers came in the sales office of

various sites via the Times property ad. Since Times of India is read by most

people, it benefited us in gathering leads. Putting up an ad in Times of India is

very expensive but it results in high rewards. Hence by data sorting it was

analyzed that TOI ad did create an impact on the customers.

Brand Perception

Brand perception is how the brand is viewed or perceived by others in the market.

It is very important for any company to know how the customers perceive their

brand as, hence to know the brand perception of the customers, it is necessary to

carry a survey.

To carry this survey, we came up with an innovative strategy. For the survey,

calls were made to the existing & the interested customers. First it was decided

that a telephonic survey would be taken. But then after carrying out this survey it

was analysed that telephone survey was not making the desired impact. The

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perception of the brand to the customers was still not clear enough. Hence to

study the brand perception of the customers effectively, face to face interviews

were made. I was assigned the job to call up the customers and brief them about

the marketing survey. After briefing them about the marketing survey, I fixed an

appointment with them. The interviews this time were made face to face and were

video recorded. Initially calls were made according to the locations but then later

they were made according to age groups. Most of the customers were happy and

willing to take the interview. During the interview we found out that most of the

customers perceive Rustomjee synonymously with good quality. Hence by

conducting such interviews we came to know about the customers perception

about the brand Rustomjee.

Work Order Form

This form is the job description which is given to the vendor also a promissory

note that he will be paid the amount which is due to him.

Strategies for generating leads

In the real estate sector there are various strategies used to gather leads. HDFC

organizes exhibition every 3 months, where the builders showcase an

exhibition and their upcoming projects. This year it is in Kuwait where the

exhibition will be held. Since it is a foreign country , the target group is the

NRIs. As mentioned earlier, exhibitions play an important role in gathering

leads since real estate is more of a live promoting medium. Also NRIs, are

always looking to invest in their home country, so the exhibitions held outside

the country play a good role in gathering leads.

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Also in the month of October, there will be a road show which will happen

which will gain showcase Rustomjees projects. For the road show, those will

come for it will be a given a momento. The momento would be in the form of

pen or a photo frame etc. For the selection of momentos there was a meeting

held with a firm who deals in corporate gifts. During the meeting, various

momentos were shown and some of the momentos were selected as corporate

gifts.

Just like ebay there is a site called 99acres.com. On this site all the flats and

all the builders post their buildings and on-going projects. If anyone likes it

they have to contact them on their respective numbers. This process is called

digital marketing. On this site there are two parts where one is the campaign.

In campaign we pay the site to flash the advertisements. And the second is a

free part where configurations are put up.

A meeting was held with an advertising agency that deals in hoardings.

Hoardings act as direct response advertising. During the meeting various

important points were highlighted. There is a project coming up in Bandra. Themost beneficial way to advertise the project would be through the hoardings

which are near the vicinity of Bandra. Later a team meeting held and we came to

a conclusion that the hoarings should be put up at the Mahim- Cosway highway

because of the whole of Mumbai does cross path though the highway.

I had an opportunity to meet Mr. Kaizaad who is handling Rustomjee sales

department all over Mumbai. He shared his insights by saying that Marketing is

not only about creating awareness about your products but they should most

importantly generate sales.

For example if there is an advertisement of luxurious flats, it should also mention

the price so that it doesnt mislead the customers.

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There was a meeting with BILLBOX, who deal in drop boxes where the

advertisements are put up. For example in railway stations inside the

walkthroughs. The prime location for these dropboxes would be the Andheri

Station where a lot of people change trains and there is a lot of population.

In Branding, there are concept walls. These concept walls are metal plates which

are generally 260 meters running width and 10 feet height. On these metal plates

flexing and printing is done of the project. For example Rustomjee Global City

will be printed on the metal walls. Also there will be the office number of sales

office on it so that the interested customer can directly contact the site.

There is a magazine called project alert. In this magazine upcoming projects of

every sectors is given and are listed. This year there is a 7th anniversary issue

which is coming up. In this issue the upcoming projects will be listed and

circulated throughout the year. From the marketing perspective if this project is

listed in the magazine which will be circulated throughout the year, it can help

garner the best supplies, contractors etc. There was a meeting held with the

project alert team which proved beneficial.

OUTLOOK magazines, which include Money Outlook, Business Outlook etc , isa magazine where all the sectors are included and their upcoming projects are

listed. All these magazines especially business outlook is very beneficial because

it is read by a lot of people. This helps in gathering leads. Telemarketing is a type

of marketing where the customer is called and information regarding the project

is given to them. This is a process where marketing is done over the phone.

The mext meeting was with Meru Cabvertisements. It deals with branding in

vehicles. There are two types of branding, internal & external branding. This is

where there will be a voiceover in the cab where latest Rustomjee projects

would be advertised.

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Conclusion

In my 2 month of internship at Rustomjee Builders I got an insight of how the

Marketing department works. I was assisting my seniors in lead Generation

where we had various meetings with advertising agencies. For generating leads in

the real estate sector, it is important to choose the right kind of marketing

medium.

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Appendices

Questionnaire

Following is the form made by me for the society members to fill in their details

for the redevelopment:

IMPORTANT DETAILS FOR REDEVELOPMENT

Society Name ____________________________________

Name ___________________________________________

Designation_______________________________________

Contact No________________ Email Id_______________

Address ________________________________________

Land Mark _____________________________________

Coveyance______________________________________

Ownership ______________________________________

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Plot Area _______________ No. of Bldg _____________

Total No.of Members_____________________________

Flats ____________ Shops ______________

Type of flats ________________ 1 RK

________________ 1 BHK

_________________ 2 BHK

__________________ 3 BHK

Any other details ___________________________________________

By making the society members to fill the above form, it made easy for easy to

evaluate which projects can be taken up for redevelopment. This also helped us in

brand management.

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Following is the questionnaire drafted by me:

Rustomjee

1 Do you remember seeing any Rustomjee hoarding in the last 3months?Please Tick

YesNo

(If No, please proceed to Question 3)

2 Where was it?Please write out your answer below

3 Please tell me where you saw a Rustomjee Hoarding?Please Tick

Anand Nagar/Kopri

Nitin Casting bridge

Majiwade BridgeGhodbunder Road

4 Is there anything you remember from that Hoarding?Please Tick

YesNo

5 What is it that you remember?Please write out your answer below

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6 Did you make an enquiry based on that hoarding?

Please Tick

Yes

No(If No, please proceed to Question 3)

7 What aspects will you consider the most important within a Project?Please rank them in order of importance

Township with presence of retail, school, recreation

Modern Amenities like Automated Homes, with cameras, light,Compact constructionsPlanning and careful execution in all aspects of home

Luxurious Offerings like Airconditioned Homes

Any other -Please write out your answer below

8 What aspects will you consider the most important within a Home?

Please rank them in order of importance

Planning of the HomeVaastu CompliantDirection of the HomeView

Entrance DirectionBalconyFurnished or Semi Furnished Homes

Any other -Please write out your answer below

9 What would you like as ceiling height in your home?

Please Tick8 feet9 feet

10 feet

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10 Which project is the best that you have seen so far in your search ?

Please write out your answer below

11 What attracts you the most about that project?


12 If there is any reason that you may not buy into that project, what will it be

?


13 In a township, what kind of developments would you look forward to?


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References

y www.epaper.comy www.rustomjee.com

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