Industry Internship Project 2014 - 16A Study on Competitive Analysis and

Building Customer Repository for Revamping Loyalty Program and Future

Campaigns &Themed Residential Projects

Submitted by:Name - Tapan GuptaRoll No. - 002

Company - House Of HiranandaniCompany Guide - Parikshit PawarDesignation - General Manager - Marketing Strategy

Faculty Guide - Deepa Bobade

Introduction to CompanyHouse of Hiranandani is an esteemed real estate company that provides luxurious residential properties that mainly caters to the lifestyle of HNIs. Surendra Hiranandani is Managing Director of the company.

Its products - Residential

- Chennai - OMR, Thaiyur- Bangalore - Bannerghatta, Hebbal, Devanahalli- Mumbai - Chembur

- Retail- Chennai

- Bloom & Gold (supermarket)

- Education - Chennai

- HUS school

Projects ●Market study of House of Hiranandani in

Bangalore●Data Alignment●Customer calling●Loyalty program restructure●Themed residential projects

Market study➢ Objectives

○ To study presence of HOH in bangalore○ Find characteristics of locations○ Find other competitors

➢ Purpose and Modus Operandi○ Helped us to get introduced to real estate industry○ Learned what features help attract customers.○ Found out USP of competitors

➢ Process of task achieved○ Looked into various project sof HOH○ Studied project specification○ Searched projects of competitors in same area○ Comparison of projects between HOH and competitors

➢ Learnings○ HOH has many well established competitors○ Competitors have same target group○ Competitors have USP for each project ○ Complaints are generally related to late possession.

Data Alignment➢ Objectives

○ To study the entire customer data management process○ Focus on identifying pain areas in the current process and highlight systemic glitches○ Populate, validate and aggregate the data. ○ Submit detailed analysis of customer profiling.

➢ Purpose and Modus Operandi○ Helped to understand the type of data which is collected.○ Were able to analyze various factors which affect the purchase of a property

➢ Process of task achieved○ Access to internal tool (salestracker) was taken○ Pivot tables, filters and charts were created to analyze the data.○ Everything was entered manually into excel sheets.○ data for different projects was combined into one master sheet to perform analysis.

➢ Learnings○ Found out percentage of loyal customers and referral customers.○ came to know about projects where referencing rate was higher than loyalty rate.○ Purchase patterns○ How customers tend to upgrade or downgrade

Customer calling➢ Objectives

○ Calling each and every customer to verify details.○ Add missing information and take additional information.○ Taking down customer complaints .○ Proposing solution to the problems.

➢ Purpose and Modus Operandi○ Helping the organization to update data.○ Understanding customers pain areas/ expectations from CRM○ Having One on One conversation and passing the feedback directly to higher management

which otherwise may never reach them.➢ Process of task achieved

○ Questionnaire was prepared, so that same standard is followed.○ Asked customers for their satisfaction level and took note of their complaints.○ Problems and possible solutions were brainstormed and presented to manager.

➢ Learnings○ Consumer behavior○ Proper way to conduct a call.○ How to make customer agree with us.○ Problems faced before and after possession.

Loyalty Program➢ Objectives

○ To study the current loyalty program.○ Restructure the complete loyalty program and come up with a new one○ Make a loyalty program which is a business entity in itself.

➢ Purpose and modus operandi○ To develop an understanding of loyalty program structure and mechanism.○ Propose a new program to the organization which they could shift to.

➢ Process of task achieved○ Loyalty programs across different industries were studied.○ Faults were found in current loyalty program.○ Upcoming trend in loyalty programs were studied.○ A completely new loyalty program was designed with the help of gamification and coalition

programs.➢ Learnings

○ Mechanism of loyalty program.○ Investment ratio of loyalty program.○ Coalition programs in loyalty programs.

Themed residential projects➢ Objectives

○ To study the new trend in real estate.○ Give new ideas to HOH to make its own identity.

➢ Purpose and Modus operandi○ House of Hiranandani is still known by the name of HIranandani, so a new image needs to

be created.○ To study amazing projects worldwide and see upcoming amenities.

➢ Process of task achieved○ Different theme based residential projects were searched anywhere in the world.○ Projects were categorized.○ Different projects were compared on same parameters

➢ Learnings○ Got a glimpse of future of real estate (residential).○ various new amenities to attract customers.○ Changing customer attitude towards real esate.

THANK YOU