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A REPORT ON MARKETING RESEARCH ON REAL ESTATE SECTORThe project contains survey on all commercial projects in Gurgaon, service apartment concept, city profile of IMT Manesar, Poters five force model, swot analysis of real estate sector etc.
SURJEET SINGH YADAV DLF HOME DEVELOPERS LTD. 7/15/2011
I hereby declare that the Project work entitled Marketing research on real estate sector submitted by me for the Summer Internship during the Post Graduate Program to IILM Institute for Higher Education, Gurgaon is my own original work and has not been submitted earlier either to IILM or to any other Institution for the fulfillment of the requirement for any course of study. I also declare that no chapter of this manuscript in whole or in part is lifted and incorporated in this report from any earlier / other work done by me or others.
Name of Student: SURJEET SINGH YADAV Name of Company Mentor: Mr.Parthiv Majumdar Designation: Dy Manager(Marketing) Date:15 /07/2011 Place: Gurgaon
TABLE OF CONTENT1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. Certificate of Supervisor Acknowledgement Preface Executive Summary Objective of the research Real estate industry review DLF company overview DLF Vision, Mission and Value Other business DLF presence in India History of DLF Logo our ethos Strategic partner of DLF Sector and company outlook CSR activities Growth of real estate sector in Tier I, Tier II, Tier III cities Industry and Competitor analysis Porters five force model PEST analysis SWOT analysis 18. Research methodology Primary research Secondary research Descriptive research design Survey 19. Major commercial project in Gurgaon Findings3|Page
5 6 7-8 9 9-10 10-12 12-15 16 16-17 17-18 19 20 21 21 21-27 27-28 28-34
Sample questionairs 20. Service apartment concept Why service apartment brought into beingd Facilities Pricing Advantage Major service apartment in Gurgaon with specification 21. IMT Manaser city profile Overview Population Connectivity History Transport IMT Manaser map Sector wise specification of the company IMT Manaser business environment Delhi-Mumbai Industrial corridor Educational level Peoples living standers Marital status Income group Employee strength Household income Ethnicity Annual function Sample questionairs 22. 23. 24. Learnings Suggestion Bibliography and reference 66-67 68 69 54-65 46-54
Certificate of Supervisor
This is to certify that Mr.Surjeet Singh yadav Roll No.20102533 has completed the Marketing research project titled Marketing research on real estate sector under my supervision in partial fulfilment of the Post Graduation Diploma Management. Place-Gurgaon Date -15/07/11 Supervisor (Mentor) Parthiv Majumdar
Certificate of authentication
This is to certify that the Project report is genuinely made by Surjeet singh yadav and no plagiarism is done. The project is done on the topic under the guidance of Parthiv Majumdar and have been completed successfully.
Student:-Surjeet singh yadav PGP20102533
I have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and organizations. I would like to extend my sincere thanks to all of them.
First of all, I want to express my gratitude towards Ms.Meeta dash gupta, IILM Gurgaon, Haryana for giving me an opportunity to do this project. I am highly indebted Parthiv Majumdar,Dy manager (Marketing) to for their guidance and constant supervision as well as for providing necessary information regarding the project & also for their support in completing the project.
I am sincerely thankful to Mr. Neeraj Tavetia, Hr manager, DLF home Developers Pvt. Ltd. for his help to complete my project and also my external guide. I would like to express my gratitude towards my parents & member of DLF Home Developers Ltdfor their kind co-operation and encouragement which help me in completion of this project.
I would like to express my special gratitude and thanks to industry persons for giving me such attention and time.
My thanks and appreciations also go to my colleague in developing the project and people who have willingly helped me out with their abilities.
India has experienced near-double-digit growth in the last several years and stories of the Indian economic juggernaut fill newspapers and bookstores. The commercial real estate market is no exception. The IT boom has created a huge demand for quality office space that was nonexistent a few short years ago. Several prominent Indian developers have emerged, and more and more international investors and developers are plunging into the country.
As with any local or regional market, there are many idiosyncrasies that color the business environment, and India is no exception.
Real estate sector in India is witnessing tremendous boom. Real estate industry in India is presently worth $12 billion and is growing at the rate of 30 per cent per annum. The importance of real estate sector in India can be gauged from the fact that it is the second largest employer next only to agriculture. The real estate industry has significant linkages with several other sectors of the economy and over 250 associated industries. According to a study One Rupee invested in real estate sector results in 78 paise being added to the GDP of the country.
Eighty percent share of the real estate market is garnered by residential sector and the rest is comprised of offices, shopping malls, hotels and hospitals. The sustained demand from the Information Technology (IT) sector has fuelled the growth of real estate sector. It has been estimated that the demand for IT space would be 66 million square feet over the next five years. Several multinational companies are shifting their operations to India to take advantage of the relatively low costs. With human resources being the key element in this industry, hiring people and housing them assume great importance. The need to create space for people to work and live triggers the development of other related infrastructure.
Traditionally, the government's support to housing had been centralized and directed through the State Housing Boards and development authorities. In 1970, the Government of India set up the Housing and Urban Development Corporation (HUDCO) to finance housing and urban infrastructure activities. In 2002, the government permitted 100 per cent foreign direct investment (FDI) in housing through integrated township development. However, FDI rules at the moment are quite stringent. For FDI in real estate prior approval of the Foreign Investment Promotion Board is required, which, can be rather7|Page
tedious and there is a lock-in period for repatriation of the original capital invested for a period of three years. On the top of it the rules stipulate a minimum land holding of 100 acres. Getting 100 acres of free land in an urban area is almost impossible. Hence the permission of FDI in real estate hasn't had the desired effect.
The boom in retail industry has also spurred the growth in real estate sector. India at the moment is witnessing a spurt in extremely large retail spaces. Shopping malls with over 1 million sq ft of space have become the order of the day. As the competition in the market intensifies, builders are going out of their way to be different. Specialized malls, designer brands and multi-movie options are the order of the day. With the big players like Reliance, Big Bazaar, and Bharti entering retail market, real estate sector would be the big beneficiary.
The prospects for real estate industry in India looks buoyant. All the factors which contributed to the growth of real estate sector-high disposable incomes, sharp increase in global liquidity, selective capital account liberalization, looser credit policies, a greater availability of leverage due to financial liberalization and a consequent increase in mortgage lending and price increases-look set to continue. So these facts shows that real estate sector have a great potential of growth in india.This sector can grow by leaf and bounds if our government give special emphasis on this sector. Every Indian have a thinking in mind that he have his own home, his own space. This mentality gives me a great motivation for conducting research on the real estate sector on the behalf of DLF .I hope that this research will be useful for the company and for the people who have a desire of their dream home .
As a management trainee I hereby chosen Real estate sector because it has large opportunities and gives me greater exposure not only professionally but morally also and creates better relationship and social8|Page
network. Real estate sector is a vast sector and have huge chances of growth in Indian market as demand for investment is growing up as peoples standard of living and per capita has risen up. This sector is the second largest employer after the agriculture. Every Indian have a deep desire in his heart that he have his own roof on his head. This psychology is the real inspiration for me . My working area was gurgaon which is called as the New York of india. Gurgaon real estate market has gained more prominence due to the booming IT/ITES sectors. I have done a market research on the upcoming and existing real estate project in Gurgaon.i have collected all the necessary information like(per sq ft price, total build up area, total area, floor plan, plate size,floor size,specification,owner,contect no..etc) so that it is useful for buyer to compare that what suits best acoording to h