A

PROJECT REPORT
ON

DIGITAL MARKETING IN IMPERIA

SECURING STRUCTURE

SUBMITTED TO:
IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
GRAPHIC ERA HIILL UNIVERSITY)

SUBMITTE TO: SUBMITTED BY:

1
 DECLARATION

I hereby declare that the project report DIGITAL MARKETING IN

IMPERIA SECRUTING STRUCTURE submitted for the Degree of
MASTER OF BUSINESS ADMINISTRATINO ) , is my original
work and the project report has not formed the basis for the award of
any degree, diploma, associate ship, fellowship or similar other titles.
It has not been submitted to any other Uni- versity or Institution for the
award of any degree or diploma.

PRASHANT PAL

2
 CERTIFICATE BY GUIDE

I have the pleasure in certifying that PRASHANT PAL .is a student of Graphic Era
University of the MASTER OF BUSINESS ADMINISTRAITON University Roll No.
3400564
He has completed his project work Title as DIGITAL MARKETING AT IMPERIA
SECURING SMILE under my guidance. I certify that this is his original effort & has not
been copied from any other source. This project has also not been submitted in any other
University for the purpose of award of any Degree.
This project fulfils the requirement of the curriculum prescribed by Graphic Era University,
Dehradun, for the said course.

I recommend this project work for evaluation & consideration for the award of Degree to the
student.

PRASHANT PAL

3
TABLE OF CONTENT PAGE NO.

CHAPTER -1 EXECUTIVE SUMMARY [6-9]

CHAPTER -2 INTRODUCTIONS [11-12]

1.) INTRODUTION OF ORGANIZATION
2.) OBJECT OF STUDY

CHAPTER -3 COMPANY PROFILE

CHAPTER -4 RESEARCH METHODOLOGY [32-60]

1.) RESEARCH DESIGN
2.) SAMPLING DESING
3.) SOURCES OF DATA
4.) DATA COLLECTION TOOLS
5.) METHOD OF DATA COLLECTION
6.) TOOLS AND TECHNIQYES OF ANALYSIS OF DATA

CHAPTER -5 CONCLUSIONS [61-62]

CHAPTER -6 IMPLICATION OF THE STUDY [63-67]

CHAPTER -7 FINDINGS /RECOMMENDATION [68-70]

CHAPTER -8 LIMITATIONS [71-72]

CHAPTER -9 OVERALL EXPERINCE [73-78]

CHAPTER -10 ANNEXURE [79-81]

CHAPTER -11 BIBLIOGRAPHY [82-83]

4
EXECUTIVE SUMMRY

The realty 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
the top influential cities. With many foreign investments in India and NRIs returning, the
Indian property market watch is on the top most of every big agency.

Mumbai is the costliest city to live in Asia. To understand real estate marketing one should at
least have the minimum knowledge required 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 layers beyond the skins it helps to get the best.  
 
The purchasing power of the new generation of Indians has increased. They are investing in
real estate in a big way- in terms of investment and assets. People have acquired refined
tastes in housing needs and become professional in dealing with builders. Financial companies
and banks have given a boost to real estate marketing as well. To add to this the government
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, residential colonies, hospitals,
clinics and other healthcare units have a vast potential for growth. 

As more opportunities grow for people to work they also wish to invest in places close by to
live in. Builders or developers in various regions are now separately marketing each space.
Even home loan companies and banks are independently marketing the properties they are
giving loans. This helps them to guide their dedicated clientele and ensure the marketing
trends remain closely monitored for future development.

They generally have customer relationship executives who are assigned (usually area wise) to
assist customers in making decisions. They do have good knowledge, are professionals on the
job and customers do benefit if they are not very familiar with various technicalities. Each
company has its own marketing device and portfolio to attract

5
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 real estate 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 side everyone or every other executive does not feel the real estate
sector in India is being well marketed or managed. Yes, there are some gray 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 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 years of gradual consolidation, real estate in India has fathomed its own
comfortable ground, and is poised at the right threshold to take a giant leap in years to come.
While a differential pace of strengthening is evident across sectors, geographies and segments,
several property market indicators point to the fact that the industry has indeed bottomed out in
the current cycle. The fears of a possible double dip recovery have given way to beliefs in the
sustained healthy levels, if not a rapid growth.

The experience thus gained in this slowdown is invaluable and will serve real estate strategists
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 yesteryears. And, if we have taken our lessons right,
‘caution’ and ‘diligence’ would be the keywords for the industry in the medium term.

On one hand, the stakeholders can’t afford to sway on the riding waves of healthy demand, and
lose the ground advantage that they have so painfully regained by adapting to the rapidly
changing business environment. And on the other, the emerging opportunities should be
targeted with an unmatched fervor of potential and pragmatism.

6
 The year 2011 would usher a new decade of opportunities for Indian real estate, which will be
a test of sorts for its stakeholders between these two fringes of the fulcrum. And the winners
would be the ones who balance caution with diligence evaluating all the potential opportunities
with pragmatism.

Commercial Real Estate

o Office rents to start appreciating after mid-2011
o More outright purchases by occupiers as well as private equity players
o IT/ITES and BFSI would continue to account for 60-70% of office demand

Residential Real Estate

o Launch of premium products to continue, albeit at a slower pace
o Launch of Ultra Low Cost (ULC) Housing by private developers – ‘Housing for All’
o Large number of launches would continue to be in the range of INR 2,000-3,000 per
sq ft at the leapfrogged suburban locations
o Impact on affordability will influence the price and absorption dynamics
o Sustainability to gain focus as the industry looks forward towards IGBC Green
Homes standards

Retail Real Estate

o More collaborative models such as revenue sharing to emerge in the sector
o Rents to remain stable except select prime locations
o Large number of malls slated to become operational
o Retailers would continue to expand beyond Tier I into Tier II and III cities
o More international retailers to venture into India

7
 INTRODUTION OF ORGANIZATION

Digital Marketing:-
Digital marketing can be defined as the process of promoting of brands using digital
distribution channels comprising internet, mobile and other interactive channels. The basic
advantage in this form of advertising lies in its low cost model.
Digital Marketing can be classified into Pull and Push marketing.
Pull
Pull digital marketing technologies involve the user having to seek out and directly grab (or
pull) the content via web searches. Web site/blogs and streaming media (audio and video)
are good examples of this. In each of these examples, users have a specific link (URL) to
view the content.
Push
Push digital marketing technologies involve both the marketer (creator of the message) as
well as the recipients (the user). Email, SMS,RSS are examples of push digital marketing. In
each of these examples, the marketer has to send (push) the messages to the users
(subscribers) in order for the message to be received.

1.1.2 Web Site Designing

From the initial process of taking inputs from clients, planning on the basis of such inputs to
final implementation and testing – all are done using latest web designing techniques and
skills. Our services have the advantage of offering clarity in its design style, which is backed
up with an easy and free flowing content and latest technical know-how. Not only we
provide affordable web site design and ecommerce web development services but also
search engine friendly designs. Our Service Includes
 Website Design
 Website Redesign
 Shopping Cart Web Design
 Detailed and Advanced Page Layout
 Custom Logo Design
 Banner Ads

8
  Custom Graphics Design using advanced design tools.
1.2 Digital Marketing Trends:
Organizations are implementing a wide range of digital channels so as to engage customers in
a more personalized way. Digital marketing trends that organizations are rapidly embracing
include
1.2.1 Mobility:
Business Insider's recent report indicates that globally, one in every five people owns a smart
phone, and one in every 17 owns a tablet. That's an increase of nearly 1.3 billion smartphones
in last four years. Therefore an increased user base accessing the internet via smartphones has
prompted many companies to optimize their online content for mobile devices.
1.2.2 Social media:
Organizations are focusing on engaging with customers through social media to offer real-time
interactions. Social media helps organizations reach out to a vast pool of potential customers
by supplying them with medical and campaign-related information.
1.2.3 Social-Local-Mobile marketing:
The growing popularity of smart mobile devices, increasing location based social activities
like experience sharing, review reading via social media and the evolution of Global
Positioning System (GPS) are helping companies leverage Social-Local-Mobile marketing
activities.
1.2.4 Personalized Content marketing:
Customer engagement, acquisition and retention have all taken on a new dimension with the
delivery of unique, personalized, and relevant messages through identified digital
channels.Email is one of the most preferred marketing channel to broadcast targeted
organization messages and campaigns to existing and prospective customers.

1.2.5 Advanced analytics:

Increased adoption of digital channels is generating large volumes of customer behavioural
data. Advanced actionable analytics can help organizations define targeted marketing
strategies.
Search Engine Marketing (SEM) / Search Engine Optimization (SEO) Organizations are
focusing on SEO efforts and paid search advertising for enhancing the visibility of their
products and services.

9
One more trend that has been observed recently is the continually mounting costs of pay-per-
click (PPC) that has resulted in the increased disappointment with this form of search engine
Advertising. According to experts, the reason behind such high costs is the huge investments
made by large business concerns. Consequently, online business owners have now turned to
the organic search results delivered through search engine optimization to enjoy so many
advantages. There is currently more emphasis given to user-generated content, improved
conversion rates, location- or language specific campaigns, and E-mail newsletters.
The future of online Advertising is going to be more interactive with elevated bandwidth and
computing speed. Viewing and transmitting videos will be a cakewalk for web surfers. There
is also every possibility of witnessing browser-specific results in the coming days. Social
media will consolidate their dominance further. They will not only make more revenues, but
will grab the attention of more and more users as well. As far as search engine optimization is
concerned, the search engine algorithms and link determination factors will be complicated.
Further, thereby giving a hard time to online Advertising companies. Websites will be a lot
slimmer to enhance user browsing experience. Last but not least, video search will grow in
prominence with the potentiality to dictate the terms in the world of Internet advertising.

10
2. OBJECT OF STUDY

1 Properties Area wise – Separate sections of residential and

commercial nature.

2. Property Valuation

3. Help in buying or selling property

4. Home Loans

5. NRI Real estate Services

6. Property Managers/ Property Brokers/ Property Agents etc

7. Property Consultants and Designers

8. Sales Promotion

9. Sales Promotion and Advertising

11
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:-

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.

12
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.

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.

13
 COMPANY PROFILE

We at IMPERIA have been serving the real estate market for over three decades. It is our goal
to create a lifestyle that meets the needs of a budding modern NCR. Focused on crafting a life
that matches the pace of the rest of the world, we believe in delivering impeccable living
standards that can create an unstoppable environment of infrastructural growth. We stop at
nothing and believe in taking on challenges with our ingenious flair for innovation.
Vision
A new world brought into being. One where resources are endless. And so is peace. Where
dreams are lived out every single day. And passions are a way of life. Where work is what you
love. And happiness defines your status in life.
Mission
We are building a world brimming with unlimited possibilities, deliver excellence with cutting
edge technology, innovation and leverage professional competence with a pragmatic business
plan.
It takes a meritorious history to translate into a tradition that endures. At Imperia Structures, it
has been our legacy to raise the bar of excellence several notches higher with every new
creation. We have been one of the pioneers of India’s real estate growth story, formulating
new value propositions and injecting a fresh perspective in industrial, IT, residential and
commercial construction; as evinced by a series of industry defining mega high-end projects
that are on par with some of the best .
The Team Imperia has successfully developed and leased out more than 2 million sq. ft.. of
commercial space to fortune 500 and multinational companies. These include names like Tata,
Videocon, Samsung, Flipkart, Snapdeal, GE Money, Aptara, Legrand, Larsen & Toubro,
Reliance, Citibank, Kotak Mahindra, Blue Star, Siemens, DIESL, Globerian and many more.

At Imperia, our vision is to create residential and work spaces with modern amenities at
affordable prices. Our group plans not only to upkeep this tradition but to improve offerings
and services in providing "A Home for Every Indian".

14
With over 23 successfully delivered commercial complexes and a current land bank of over
100 acres, spread on a pan India scale and growing at 17% year-on-year approximately, we are
poised for more growth, riding on enhanced customer contentment. Customer satisfaction is
our primary motive behind every project and our team works to achieve it through thoughtful
innovation. Today Imperia Structures Ltd. is perched to take off, to explore new heights,
creating high quality customer environments with a strategy to enchant our clients with
transparency, honesty and simplicity.

15
 DIGITAL MARKETING
Meaning:

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a

collective name for marketing activity carried out online, as opposed to traditional marketing
through print media, live promotions, tv and radio advertisement.

The rapid growth of Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and effectiveness of Digital Marketing channels in generating
revenue and awareness.  Compared to traditional methods of advertising, Digital Marketing
offers rather realistic costs (particularly important for small- and medium-size businesses and
start-ups), accurate targeting and excellent reporting.

6.1 Types of Digital Marketing

In normal outbound marketing, we will use pull and push marketing strategy. Like that in
digital marketing also pull and push are types.

16
In push digital marketing the marketer sends a message without the recipient actively seeking
the content, such as display advertising on websites and news blogs. Email, text messaging and
web feeds with customized

Contents can also be classed as push digital marketing when the recipient has not actively
sought the marketing message. Push marketing allows you to target your demographics and
use your marketing dollars to promote your product to the people you know are interested in
what you have to sell. A push marketing campaign can be more expensive when it comes to
upfront costs, so you really need to be sure that your marketing is going to reach the right
people at the right time. Behaviour targeting is good example for push digital marketing.
In Pull digital marketing includes blogging, email marketing, social media, info graphics and
other forms of visual messaging and search engine optimization (SEO). A pull marketing
campaign also includes public relations or other ways of reaching out to potential or already
realized customers who you want to keep engaged. While a pull marketing campaign can be
less expensive to get started, you will incur costs in other ways. For example, if you are
running a social media campaign, you will need to hire someone to manage your social media
and respond to people who leave comments or ask questions. Social media gets people talking
and that has a major impact on sales. Pull marketing also requires a greater investment in time,
but it gives you more ability to entertain your customers and educate them about your
company. But don't get confused by seeing Email in push and pull, there is a difference. If
marketer is sending emails with customized content or banners to specific group of customers
is push digital marketing. If marketer is sending emails with the same content or banner to all
customers is pull digital marketing.
6.2 DIGITAL MARKETING CHANNELS:

1. SEO (Search Engine Optimization):

Search engine optimization (SEO) is the process of affecting the visibility of a website or a
web page in a search engine's "natural" or un-paid ("organic") search results. SEO may target
different kinds of search, including image search, local search, video search, academic search,
news search and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, what people
search for, the actual search terms or keywords typed into search engines and which search
17
engines are preferred by their targeted audience. Optimizing a website may involve editing its
content, HTML and associated coding to both increase its relevance to specific keywords and
to remove barriers to the indexing activities of search engines. Promoting a site to increase the
number of back links, or inbound links, social book marking, directory submission is the SEO
tactic.

SEO OR
ORGANI

1.1 Directory submission

It is a part of SEO (Search Engine Optimization) off page work. Directory Submissions is a
process of submitting your Website URL  to theme related Directory like if your site is Health
Related you should Submit your site URL to Health related directories sites for getting Back
link from them.
Types of Directories:–There are basically three types of Directories Submissions

18
1. Paid or Featured Web Listing: – In this type of Directories Submission the owner of
Directories Site Will Charge for Submission and your link will approved hand to hand or
within 24 hours you will get fast back links from this type of submission. Some sites offer this
package for yearly or lifetime.

2. Free or Regular Web Listing: – It is free for Directory Submission no one charge for free
or regular submission but there is no guarantee for getting approved your link by
Administrator and it will take lots of time.

3. Reciprocal Regular Web Listing: – In this a reciprocal link must be submit to your site
when you activate Directory Link then Directory administrator will approve your link.

19
  

Types of Directory Submission Ways

1. Automated Directory Submission: – In this way of submission many software and

tools are used to submit directories it will save time and with the help of automated huge
amount of submission done in short time.
2. Manually Directory Submission: – It is done by manually and it will take lots of time
to do directory submissions.

Process of Directories Submissions

1. Open a Directory Site

2. Click on Submit Link
3. Choose your link type like Reciprocal Link Free, Regular Link Free and Featured
Lifetime Link.
4. Fill your Site Title
5. Fill your Website URL
6. Fill Owner Name
7. Fill Owner E-mail id
8. Fill if you Choose Reciprocal Link
9. Fill Website Description
10. Choose Category related to your Site
11. Then Click on Submit Link

20
Then Confirmation Message will Display for your Submission and you will received a
confirmation mail you must confirm it by clicking that link some sties send confirmation mail
some doesn’t send it.

21
1.2 Social bookmarking:

Essentially, a social bookmark is a link that people post to social websites for others to see
because they find it interesting, valuable or cool. In a way, social bookmarks are just like the
bookmarks you already have on your private computer. The difference between the two is that
social bookmarks are saved to the web where they can be easily shared while private
bookmarks are saved to your own browser. The idea behind social bookmarking is simple:
post links on popular social bookmarking websites to increase your own traffic and gain an
ongoing stream of new readers and customers. Content that are openly shared with other
Internet users literally have unlimited growth potential. For example, one link can quickly
multiply and reach thousands of desktops across the world if one user passes it on to others,
and those users in turn do the same, and so on. Online marketing has gravitated away from
true-and-tried ad and affiliate marketing toward the rapidly growing world of global social
networking. Social bookmarking is a great traffic-boosting search engine optimization (SEO)
strategy because it’s easy, effective and trendy.

22
2. SEM (Search Engine Marketing):

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion
of websites by increasing their visibility in search engine results pages (SERPs) through
optimization and advertising.] SEM may use search engine optimization (SEO), which adjusts
or rewrites website content to achieve a higher ranking in search engine results pages, or use
pay per click listings.

SEM/PAID

SEM/PAID

There are four categories of methods and metrics used to optimize websites through search
engine marketing.

1. Keyword research and analysis involves three steps ensuring the site can be indexed in the
search engines, finding the most relevant and popular keywords for the site and its products,
and using those keywords on the site in a way that will generate and convert traffic. A follow-
on effect of keyword analysis and research is the search perception impact. Search perception
impact describes the identified impact of a brand's search results on consumer perception,
including title and Meta tags, site indexing, and keyword focus. As online searching is often

23
the first step for potential consumers/customers, the search perception impact shapes the brand
impression for each individual.

2. Website saturation and popularity, or how much presence a website has on search
engines, can be analyzed through the number of pages of the site that are indexed on search
engines (saturation) and how many backlinks the site has (popularity). It requires pages to
contain keywords people are looking for and ensure that they rank high enough in
searchengine rankings. Most search engines include some formof link

Popularity in their ranking algorithms. The following are major tools measuring various
aspects of saturation and link popularity: Link Popularity, Top 10 Google Analysis, and
Market leap’s Link Popularity and Search Engine Saturation.

3. Back end tools, including Web analytic tools and HTML validators, provide data on a
website and its visitors and allow the success of a website to be measured. They range from
simple traffic counters to tools that work with log files and to more sophisticated tools that are
based on page tagging (putting JavaScript or an image on a page to track actions). These tools
can deliver conversion-related information. There are three major tools used by EBSCO: (a)
log file analyzing tool: Web Trends by NetIQ; (b) tag-based analytic tool:
WebSideStory'sHitbox; and (c) transaction-based tool: Tealeaf RealiTea. Validators check the
invisible parts of websites, highlighting potential problems and many usability issues and
ensuring websites meet W3C code standards. Try to use more than one HTML validator or
spider simulator because each one tests, highlights, and reports on slightly different aspects of
your website.

4.Whois tools reveal the owners of various websites, and can provide valuable information
relating to copyright and trademark issues.

2.1 Pay per click (ppc):

Pay per click (PPC), also called cost per click, is an internet advertising model used to direct
traffic to websites, in which advertisers pay the publisher (typically a website owner) when the
ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.”

With search engines, advertisers typically bid on keyword phrases relevant to their target

market. Content sites commonly charge a fixed price per click rather than use a bidding
24
system. PPC "display" advertisements, also known as "banner" ads, are shown on web sites or
search engine results with related content that have agreed to show ads.

In contrast to the generalized portal, which seeks to drive a high volume of traffic to one site,
PPC implements the so-called affiliate model, which provides purchase opportunities wherever
people may be surfing. It does this by offering financial incentives (in the form of a percentage
of revenue) to affiliated partner sites. The affiliates provide purchase-point click-through to the
merchant. It is a pay-for-performance model: If an affiliate does not generate sales, it
represents no cost to the merchant. Variations include banner exchange, pay-per-click, and
revenue sharing programs.

Websites that utilize PPC ads will display an advertisement when a keyword query matches an
advertiser's keyword list, or when a content site displays relevant content. Such advertisements
are called sponsored links or sponsored ads, and appear adjacent to, above, or beneath organic
results on search engine results pages, or anywhere a web developer chooses on a content site.

The PPC advertising model is open to abuse through click fraud, although Google and others
have implemented automated systems to guard against abusive clicks by competitors or
corrupt web developers.

Pay-per-click is calculated by dividing the advertising cost by the number of clicks generated
by an advertisement. The basic formula is:

Pay-per-click = Advertising cost ÷ Ads clicked

There are two primary models for determining pay-per-click: flat-rate and bid-based. In both
cases, the advertiser must consider the potential value of a click from a given source. This
value is based on the type of individual the advertiser is expecting to receive as a visitor to his
or her website, and what the advertiser can gain from that visit, usually revenue, both in the
short term as well as in the long term. As with other forms of advertising targeting is key, and
factors that often play into PPC campaigns include the target's interest (often defined by a
search term they have entered into a search engine, or the content of a page that they are
browsing), intent (e.g., to purchase or not), location (for geo targeting), and the day and time
that they are browsing.

25
2.1.1 Flat-rate PPC
In the flat-rate model, the advertiser and publisher agree upon a fixed amount
that will be paid for each click. In many cases the publisher has a rate card that
lists the pay-per-click (PPC) within different areas of their website or network.
These various amounts are often related to the content on pages, with content that
generally attracts more valuable visitors having a higher PPC than content that
attracts less valuable visitors. However, in many cases advertisers can negotiate
lower rates, especially when committing to a long-term or high-value contract.
The flat-rate model is particularly common to comparison shopping engines,
which typically publish rate cards.However, these rates are sometimes minimal,
and advertisers can pay more for greater visibility. These sites are usually neatly
compartmentalized into product or service categories, allowing a high degree of
targeting by advertisers. In many cases, the entire core content of these sites is
paid ads.

2.1.2 Bid-Based PPC:

With the bid-based PPC model, the advertiser is allowed to bid, to compete against similar
advertisers in a private auction.  Each of the bidding advertisers lets the publisher know the
maximum amount they are willing to pay for a given ad spot or keyword.  The winning
advertisers then pay for each click on their advertisement, based on the amount they bid.  The
common practice amongst bid-based PPC websites such as Google Ad Words, is to charge a
small amount more than the next highest bidder.As you can see, Pay per Click can be a
massively effective means of directing targeted traffic to your website, and is relatively
inexpensive.  While there is the risk of click fraud, most of the major Pay Per Click providers
such as Google or Yahoo, have employed several automated systems to prevent abusive clicks
by corrupt web developers or competitors out to cost you additional money.  If used properly,
you can find new customers with ease using Pay per Click. It might also be beneficial to find a
reputable pay per click company to assist you with your campaigns.

26
3. SMM (Social Media Marketing):

Social media marketing is the process of gaining website traffic or attention through social
media sites. Social media marketing programs usually center on efforts to create content that
attracts attention and encourages readers to share it across their social networks. The resulting
electronic word of mouth (eWoM) refers to any statement consumers share via the Internet
(e.g., web sites, social networks, instant messages, news feeds) about an event, product,
service, brand or company. When the underlying message spreads from user to user and
presumably resonates because it appears to come from a trusted, third-party source, as opposed
to the brand or company itself, this form of marketing results in earned media rather than paid
media.

3.1 Engagement

In the context of the social web, engagement means that customers and stakeholders are
participants rather than viewers. Social media in business allows anyone and everyone to
express and share an opinion or an idea somewhere along the business’s path to market. Each
participating customer becomes part of the marketing department, as other customers read
their comments or reviews. The engagement process is then fundamental to successful social
media marketing.

3.2 Facebook Marketing

Facebook is the world's mostpopular social network for both businesses and individuals. With
over one billion users, your friends and fans are likely already using the platform and you
27
should be too. In fact, people are 51% more likely to make a purchase after "liking" a
brand on Facebook. Face book marketing requires a good intellects and unique thinking to
make the campaign effective.

In face book marketing in fact in visual /web marketing your content speaks a loud that is why
make sure your content should be relevant to your audience and business.

Pros:
Facebook is a low-cost marketing strategy

Marketing activities that would cost thousands of dollars through other

channels can be used on Facebook for a fraction of the cost. This makes it
ideal for small to medium businesses with a limited marketing budget.
Larger businesses can also trial marketing concepts and themes through
Facebook before committing to bigger campaigns.

Share basic information about your business

Your Facebook page is a place where you can publicise your business name, address and
contact details, and briefly describe your products and services. You can also talk about
28
your staff, history, or any other aspect of your business that is likely to attract other
Facebook users and create interest in what you do.

Share pictures and videos from your business

As well as allowing you to post text, Facebook lets you upload pictures and videos from
your business. This can be a powerful way to communicate with customers and potential
customers, allowing them to see your product or service without having to visit your
premises.

Facebook also allows users to 'tag' photos to indicate if a Facebook friend appears in them.
This function can be used to promote your business. For example, a tour operator could
post a photo on their page of a group going white-water rafting, then invite each
participant to tag their image in the photo. Each tagged image will show up as an update
on the participant's Facebook account, where their friends will see it too. This increases the
level of interest in the picture, and your business.

If you do decide to use tagging, be careful. It can be aprivacy issue, and some Facebook
users are sensitive about being tagged in photographs. For this reason, it is better to ask
participants to do the tagging, rather than doing it on their behalf. Talk to existing and
potential customers
You can use Facebook to 'talk' to existing and potential customers by posting and receiving
messages. But don't use Facebook to aggressively promote your products or services. You'll
have much greater success if you share information related to your business that is actually
useful or interesting to other users. This increases your credibility and promotes your business
by building long-term relationships with other users. For example, a veterinarian could post
tips for looking after pets, timing them according to when particular health issues arise (e.g.
ticks in summer).
You should also listen as much as you talk. Paying attention to what the market thinks about
your business, your industry, a product or a marketing campaign can provide valuable
insights.

29
Provide customer support

Customers can post after-sales questions on your Facebook wall, and your staff can
answer them there. This is often more efficient than staff answering phone calls, and
allows other customers to read common questions and answers without having to
approach you individually.

Raise brand awareness and promote positive word-of-mouth

You can increase your business's profile on Facebook by encouraging existing and
potential customers to click the 'Like' button on your Facebook page. Once they like
your page, your customers will receive your updates on their wall, where their friends
will also see them. This helps to build awareness of your business, and to associate your
friends with your brand. Customers can also post positive messages about your products
or services, shared on their walls for all their friends to see.

Facebook can steer traffic to your website

You can include a link to your website on your Facebook page. Indeed, many businesses
report that the greatest benefit of Facebook is the extra traffic that it steers to their site.
Visitors who come to the website can be exposed to stronger marketing messages and,
often, the option of buying goods and services. Customers who come to your website
from Facebook are likely to be more receptive than the average visitor, because they
already know something about your business and were motivated to click the website
link.

3.4 Linked In Marketing:

30
LinkedIn is a business-oriented social networking service. Founded in December 2002 and
launched on May 5, 2003 it is mainly used for professional networking. In 2006, LinkedIn
increased to 20 million members. As of June 2013, LinkedIn reports more than 259
million acquiredusers in more than 200 countries and territories.

LinkedIn allows companies to create professional profiles for themselves as well as their
business to network and meet others. Through the use of widgets, members can promote
their various social networking activities, such as Twitter stream or blog entries of their
product pages, onto their LinkedIn profile page. LinkedIn provides its members the
opportunity to generate sales leads and business partners. Members can use “Company
Pages” similar to Facebook pages to create an area that will allow business owners to
promote their products or services and be able to interact with their customers. Due to
spread of spam mail sent to job seeker, leading companies prefer to use LinkedIn for
employee's recruitment instead using different job portals. Additionally, companies have
voiced a preference for the amount of information that can be gleaned from LinkedIn
profile, versus a limited email.

Pros and Cons of social media marketing on LinkedIn

LinkedIn is one of today’s biggest social networks but it’s not exactly what you might call
“strictly social.” LinkedIn provides a great deal of exposure to businesses and can help
find new partners, business opportunities, or employees. Some might even call LinkedIn
a social network for business as it’s used mainly for “professional networking.” As a
social platform LinkedIn incorporates many social aspects, but its main focus is the
business world. As a result, many small business owners join LinkedIn with the hopes of
expanding their ventures and creating new connections that might prove beneficial. But
like most things, LinkedIn has its pros and cons.

Pros

• The first, most obvious benefit from using LinkedIn comes from the algorithmic
realm of SEO (search engine optimization). It’s yet another avenue that search
engines use to bring businesses in search query results. It’s the perfect tool to give
a business more exposure while also allowing it to expose the most crucial parts of

31
 its business – the mission, the background, the members of the team, etc. Increased
SEO exposure leads to increased web traffic which, in turn, leads to an increased
conversion rate.

• LinkedIn is also a great way to stay up-to-date with the news from your industry or
field of interest. This is a major benefit it keeps you in the current loop, indicates
upcoming trends or big ideas, and provides a ripe stomping ground for sharing
experiences and advice among experts surrounding topics that are important to the
business. These easily accessible resources are invaluable to a company,
particularly smaller ones, due to its low cost and high beneficial value.

• LinkedIn is also a great asset because of the amount of information it gives about a
particular company or business. Similar to Facebook, LinkedIn will tell you all the
major data you need to know about a company as well as give you the professional
profiles of the individuals associated with the business – from employees to
investors. Access to this type of specific data and information allows users to easily
find potential partners or recruit new employees, saving you a lot of time, energy,
and resources.

• LinkedIn Answer also gives users the chance to demonstrate their knowledge and
skills in their respective field to establish themselves as credible experts with vast
knowledge and expertise. In turn, this is beneficial for LinkedIn users as it
positions them as experts and boosts the company’s credibility.

Cons:

• When looking at LinkedIn, it’s also important to be aware of and acknowledge its
cons. One of the major negatives is the way users use LinkedIn as an advertising
megaphone via SPAM so brace yourself for the slew of SPAM coming your way.

• Once established, LinkedIn is a major timesaver. But in the beginning, it requires a

lot of personal time and work version of LinkedIn, but that might not be an option
for smaller companies with a limited budget. to get your connections flowing and
conversations started. Users need to constantly ask others to be introduced to
companies and individuals they are interested in connecting with, which can be
cumbersome at times. Always keep in mind that LinkedIn is a platform for
32
 connections and conversations so approach these tasks with the outcome of
building a business relationship in mind. This task can be sidestepped with the paid

• Overall, LinkedIn is a solid platform for businesses and individuals. If you are just
getting started, keep these pros and cons in mind. If you do, your relationship and
experience with LinkedIn will prove beneficial.
• In our internship, we used LinkedIn to grow the professional network of Institute
of Digital Marketing. This institute not only provides knowledge but also do
business with its skill sets. LinkedIn helps in building great professional network
and in getting new businesses. Apart from the workshops and course classes,
Institute of Digital Marketing has some set of people who develops e-commerce
websites and optimizes them. Hence, in order to get business we have used
LinkedIn as a major platform.

• In LinkedIn groups, there will be discussions going on every time. So, we have
created a LinkedIn group and started discussions on various topics on digital
marketing. In the beginning the results were very slow since LinkedIn is strictly a
professional network and the targeted people might not

Show much interest here. As it goes on, our discussion has got a wide popularity
with students from different colleges asking questions and actively participating in
the discussion.

7. EMT (Email Marketing)

Email marketing is directly marketing a commercial message to a group of people
using email. In its broadest sense, every email sent to a potential or current customer could be
considered email marketing. It usually involves using email to send ads, request business, or
solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email
marketing can be done to either sold lists or a current customer database. Broadly, the term is
usually used to refer to sending email messages with the purpose of enhancing the relationship
of a merchant with its current or previous customers, to encourage customer loyalty and repeat
business, acquiring new customers or convincing current customers to purchase something
immediately, and adding advertisements to email messages sent by other companies to their
customers.
33
Types of email marketing
Email marketing can be carried out through different types of emails:

Transactional emails
Transactional emails are usually triggered based on a customer’s action with a company. To be
qualified as transactional or relationship messages, these communications' primary purpose
must be "to facilitate, complete, or confirm a commercial transactions that the recipient has
previously agreed to enter into with the Sender", along with a few other narrow definitions of
transactional messaging. Triggered transactional messages include dropped basket messages,
password reset emails, purchase or order confirmation emails, order status emails, reorder
emails and email receipts.

The primary purpose of a transactional email is to convey information regarding the action that
triggered it. But, due to its high open rates (51.3% compared to 36.6% for email newsletters),
transactional emails are an opportunity to engage customers: to introduce or extend the email
relationship with customers or subscribers, to anticipate and answer questions or to cross-sell
or up-sell products or services.

Many email newsletter software vendors offer transactional email support, which gives
companies the ability to include promotional messages within the body of transactional emails.
There are also software vendors that offer specialized transactional email marketing services,
which include providing targeted and personalized transactional email messages and running
specific marketing campaigns (such as customer referral programs).

Direct emails

Direct email or interruption based marketing involves sending an email solely to communicate
a promotional message (for example, an announcement of a special offer or a catalog of
products). Companies usually collect a list of customer or prospect email addresses to send
direct promotional messages to, or they can also rent a list of email addresses from service
companies, but safe mail marketing is also used.

34
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.

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.

6. To check seasonal decline in sales. Generally speaking sales promotion involves rendering
the following services:-

35
(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 saler 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 be high lightened and the consumer’s
doubt clear. It can be used to restimulate 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.

36
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):-

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.

37
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:-

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 centres.

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.

38
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 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.

39
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.

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 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
40
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.

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.
41
Method of Aggressive Selling:-

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.

42
(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.

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.

43
(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.

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

44
 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.

1). RESEARCH DESIGN

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.

45
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.

2).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”

3). SOURCES OF DATA

TYPE OF DATA

A) PRIMARY DATA
B) SECONDRY DATA

A) PRIMARY DATA:-

a) questionnaire

b) Interview schedule

B) SECONDRY DATA:-

a) Historical data of Real Estate Marketing

b) Online Database
46
 c) Journal

d) Internet

DATA ANALYSIS AND INTERPRETATION

Statistical Tools :- it is sample percentage method.

The performance of the country has been consistent and steady over the past three years with
an average annual growth rate of 8%. The growth trend is being led by positive movements
across sectors in agriculture, manufacturing and services.

47
In recent years, the broad based growth in services sector has been a principle driver of the
GDP growth. Business services (including Information Technology (IT) and IT Enabled
Services), communication services , financial services, hotels and restaurants and
trade(distribution) services are among the fastest growing service sectors. India’s share in the
world market for IT software and services (including BPO) increased from around 1.7% in
2003-04 to 2.3% in 2004-05 and an estimated 2.8% in 2005-06.

The proportion of manufacturing in the GDP has remained stable at around 25%,
however, the growth rate of manufacturing has increased over years, from 2.7% in 2001 to
9.0% in 2006 against the growth rate of 2.3 % and 9.8% in agriculture and services
respectively. Manufacturing Industries like textiles, automobiles, cement, steel, petro
chemicals,

Infrastructure (civil aviation, roads, and ports), electronics ,beverages and tobacco
products have been the prime drivers in India’s Industrial growth.

REAL ESTATE SCENARIO IN INDIA

The size of the Indian real estate market is estimated at USD 12billion and it is currently
growing at rate of about 30% annually. Real estate lending by banks has increased by 3.78
times in the last two years, forming 18% of the total bank credit. Strong and improved
economic growth, proactive policy initiatives like relaxation of FDI in construction and
availability of finance (institutional and retail) has driven the demand for real estate across all
sectors - Commercial, Residential, Retail and Hospitality. Also, there is an increased focus
towards development of Special Economic Zones (SEZ) in India.

48
The last few years have seen Indian market mature through regulatory reforms (rationalization
of stamp duties, reform of urban land ceilings ), improving products in terms of quality and
technology, changing tenant profile (MNCs, and respect for tenancy laws), and improving
management and maintenance models (enhanced product life-cycles and sustained project /
real estate yields). Although the initial real estate boom was concentrated in places like
Bangalore and the National Capital Region of Delhi (including Gurgaon ), more recently the
geographical spread has widened. There has been a significant shift in real estate market from
metros to its suburbs and to tier II and tier III cities. Lease rentals and occupancies have been
picking up steadily and there is an increasing demand for quality infrastructure across various
segments of the real estate sector.

49
Commercial Real Estate

The demand for new office space in India has grown from an estimated 3.9 million sq. ft
in 1998 to over 16 million sq. ft in 2004-05.70% of the demand for office space in India is
driven by over 7,000Indian IT and ITES firms and 15% by financial service providers and the
pharmaceutical sector. Cumulative demand for office space in India overthe next two years
(2006-08) is estimated to be in excess of 45 million sq. ft. The Indian IT-ITES Industry,
estimated at USD 36.3 billion in 2006has grown at a CAGR of 36% over the last decade and
by 2008, is expected to account for over 7% of India’s GDP and 30% of foreign exchange
inflows. In 2005 alone, IT/ITES sector absorbed a total of approx 30 million sq. ft and is
estimated to generate a demand of 150million sq. ft. of space across major cities by 2010.
South Indian cities like Bangalore, Chennai and Hyderabad along with NCR (National Capital
Region) continue to attract the major share of IT/ITES and business investment. However,
secondary cities, like Pune , Chandigarh, Indore, Kochi and Kolkata are now emerging as the
new preferred destinations for these companies due to their cost and infrastructure advantage

50
Residential Real Estate

51
 The residential property market in India constitutes almost 75% of the real estate market
in terms of value. Low per capita housing stock, rising disposable income coupled with easy
availability of finance from the housing finance companies and banks are driving demand in
this sector. Also, Average age of housing loan borrowers has decreased to30- 35 years from
40- 45 years a few years ago, indicating a young erbuying threshold. The housing sector is
currently growing at 30-35% per annum. A proportion of demand is also being driven from
investors who view housing as an attractive investment option as compared to mutual funds
and stocks. The demand for housing is geographically wide spread with townships being built
in both the metros and the tier II and III cities. In India, there is a housing shortage of 19.4
million units out of which 6.7million are in urban areas alone. This translates into very high
opportunities for investors in the residential sector

Retail Real Estate

The Retail industry in India continues to be dominated by individuals mall format stores
with floor space of less than 500 sq. ft. Total number of retail outlets is estimated to be around
12 -15 million, indicating are tail density of 12-14 outlets per 1,000 people, which is one of the
highest in the world. The retail sector in India is currently estimated at USD 230 billion. The
current size of the organized retail activity is USD 7billion, which is a mere 3% of the total
retail market. The retail sector is witnessing a growth of 5-7% per annum; however the
organized retail Is poised to grow at a rate of 25% - 30% per annum and is expected to be
worth over USD 30 billion by the year 2010, thereby increasing the share of organized retail
activity from the current level of 3% to 15% in the coming decade

52
53
SELLING & MARKETING DEPARTMENT

The ultimate aim of the Real Estate Marketing is to increase the demand for a particular
type of property and to increase the price so that the seller of the property owns the highest
amount of profit for himself. The Real Estate marketing is needful also to make the Real Estate
project work and make it familiar among the public as much as possible. Most of the Real
Estate sellers keep an amount intact just for their Real-Estate Marketing and on that basis they
choose certain Real Estate Marketing Agents and give them the responsibility to sell their
property off with as much profit as possible. If the seller’s budget is big enough then he can go
for renowned Real Estate Marketing agency and for those with small budgets the smaller
agencies are also available. Most of the big Real Estate owners who want to sell their
properties prefer to go for big marketing agencies as they have better ways to promote one’s
properties and have able agents who can find the right kind of agents working for them who
have better contacts and have better ways to popularize the real estate property.

A good Real Estate Marketing Agency always puts special emphasis on the right kind of
information that one needs before starting Real estate Marketing and for that the agency
normally conducts some kind of survey to gather the right kind of information. Later the Real-
estate marketing Agency depending on that report develops their ways of marketing.
Nowadays a lot of Real estate marketing is done through the help of the Internet. One can have
various websites that do marketing for different real estate properties for a certain amount of
money. One also needs to make the website precise and filled with to the point information.
The Real estate Internet Marketing is a very simple process and is cheaper in nature as well.
Although one needs to keep the demands and the reasonable amount of price in mind.

I was functioning under operational projects of Alliance Property

Services for Harare’s Commercial Projects namely -

 Centurion Commercial & Shopping Complex, Nerul

 Vashi InfoTech Park, Vashi
 Haware Infotech Park, Vashi
 Fantasia Mall, Vashi
54
In marketing, Promotional strategies were used namely -

 News paper advertisements,

 Visual media ads in local cable channels

 Direct Marketing(door-to-door) in commercial complexes and

 Through www.iproperty.com

Business cards can either by a waste of paper or an effective bridge between a prospect and
their potential as a long-term client. So, follow-ups of all the business cards that were dropped
in at the site office were done on a daily basis.

Brokers & agents were also approached to get their clients for the deals. Telephone &
Email follow-ups also formed a part of my job. There was face-to-face interaction with the
customers for the sale of shops/offices by convincing them to buy.

Customer Database was also maintained considering various heads like- Date of purchase,
Shop/Office no., Name of the customer, Area of the shop/office in sq.ft., Total value of
Shop/office in Rupees, Total Received(cash/cheque) and Balance amount

ADVANTAGE FOR REAL ESTATE AGENT:

10-Year Tax Holiday

The finance Ministry has announced a 10-year tax holiday for developers of Industrial parks
set up from April 1, 2006 to March 31,2009. According to the Industrial Park Scheme 2008
notified by the Central Board of Direct Taxed (CBDT), the industrial park developers will be
eligible for 100% tax deduction which is to be provided for 10consecutive assessment years
out of 15 years after the commencement of operations of such units. The developers will be
free to choose the 10consecutive years for the purpose of availing themselves of the
tax holiday.

Price Variations in India

There are unbelievable variations in the prices of real estate sector in the past. Which mainly
affect to the sale of business. Mainly there are two causes for the same:
55
 Per Capita Income

 GDP at Market Price

Per Capita Income

As depicted by fig. 2 per capita income is increasing in India, which has increased the
purchasing power of the people. Due to this over the last year (2006-07) houses prices have
raised by 10-90% and commercial property prices by 10-30% in different area of India.
Correlation .996 is found between PCI and real estate prices. Thus there is a positive
correlation between per capita income and real estate prices.

GDP at Market Price

GDP, the indicator of the national growth, from the past 2-3 years is increasing by 6.5%
to7.5%. Every rupee spend on the construction add to nearly 60% of GDP. As shown by the
figure the GDP has increased from the 2463324 crore to 3529240 crore from 2002-03 to 2005-
06, so it indicates that how the spending on the construction sector helps the real-estate prices
to increase.

Clear Title

56
90% of the lands in India do not have clear title. The ownership is unclear, thereby creating a
scarcity of land. This is due to poor recordkeeping and outdated complaint processes. All
updated records must be computerized to increase transparency in land ownership. And special
fast track courts must be set up to clear all legal land disputes in a short period of time.

Stamp Duty & Registration

The cost of transferring land titles must be reduced from rates of 10%stamp duties to
reasonable levels of 3 to 5%; similar to prevailing rates in developed countries. This will
encourage sellers to pay stamp duties, instead of trying to cheat the government, thus
increasing the revenue for the country. The high duties have also encouraged unaccounted
money being used in most real estate transactions in India. The registration procedure should
also be made transparent and simple so that corruption can be minimized.

Building Codes, Standards & Permissions

There are several building guidelines and standards in various cities and states, however they
are neither followed by the developers nor implemented by the authorities.

Development and Planning

In India development and planning concerned with real estate sector is not up to the mark. The
city or state authorities must use professionals to plan and execute all development plans for
cities and towns, with future development in mind. This must be done without political
compulsions. This will allow proper zoning within cities and towns, green areas and other
infrastructure systems to fall into place as the development plans unfold.

Present Scenario in India

57
Up to the end of 2007 real estate sector in India was growing at a very high rate. There was a
situation of boom in this sector. The home loans were easily available and RBI was following
very liberal policies regarding the interest rates. But in 2008 the things are changing due to the
high rate of inflation in the Indian economy. There is uncertainty in the market as share market
is showing depression and the RBI is also increasing the Bank rate leading to the increase in
the interest rates. So the buying power is reducing. The major reasons for this downfall are
inflation and the low rate of GDP.

Findings

• As the GDP increases the real estate prices also increases because there is a high degree of
positive correlation between the real estateprices and GDP.

• Real estate prices also increases with increase in the per captaincies as there is high degree of
positive correlation between these two also.

• The infrastructure of India is also growing day by day so it adds to the

Better facility to different sectors which affect the real estate prices.

• The FDI into the country affects the real estate FDI and real estate having a positive
correlation leads to the boom in this sector. Increase in FDI from 2006 to march 2007 is 10%.
Earlier it was 16% and now in2008 it is 25%.

• The interest rate also affects the real estate prices because it affects the lending and
borrowing by the investors.

• The growth in the real estate sector is between 25-30% in a residential Sector, 10-15% in
commercial sector and agriculture sector.

58
• Housing sector constitute 80% of real estate in terms of value and 20%
by commercial sector.

• In residential segment, availability of easy home finance and rising purchasing power has
driven the growth. Builders are launching high-end, life style residential products to cater to
the growing bunch of high net worth individuals.

• In 2008 the growth of real estate sector is going down due to high inflation and hike in home
loan rates by the banks following the increase in bank rate and SLR by the RBI

• The outsourcing and IT/ITES industry have contributed to the demand for quality office-
space. The estimated demand from IT/ITES sector alone is expected to be 150mm sq. ft. of
space across the major cities by 2010.

Suggestions

The following recommendations are made this paper-

• Due to high prices the lower income group is not able to purchase the shops, so company
should take kept in mind to protect the lower income group.

• The agriculture land covered into the commercial and residential purpose. But the population
is also increasing day by day. So company should steps for the same.

• The investors should analyze the type of project in which they are

going to invest and the potential returns from it.

• Privatization of Airports and ports needs to be speed up.

• There is a lack of proper data and management of the real estate sector so company should
take the corrective steps in this regard so that the proper estimation and management of the
real estate can be made possible.

59
• Commonwealth is scheduled for 2010. Hotels, sport stadiums another infrastructure to have
successful games need to be expedited. This is another great opportunity for foreign
developers and investors to step in India. Thus more and more encouragement should be given
to foreign investors.• Stamp duty is extremely high and must be rationalized and brought down
to 2-3% as per global practice, which is now in India varies from 5- 6%.
• Due to lot of investment avenues in real estate in India, fraud cases are
also increasing day by day like in Delhi deconstruction of buildings. Thus

Careful measures and laws should be enacted to deal with these types of situations.

60
CONCLUSIONS

After studying all the factors of the real estate it can be concluded that
the Real Estate is a very wide concept and it is highly affected by the macro-economic factors
like GDP, FDI, per capital income, Interest rates and employment in the nation. The most
important factor in the case of Real Estate is location which affects the value and returns from
the Real-Estate. India needs a stronger capital market base for property financing. The debate
on the potential introduction of REITs and real-estate funds points in the right direction. The
introduction of REIT s in2007, will give international investors in particular a familiar
investment vehicle. Private investors could also enter into indirect investment in real-estate.
Although interest in new projects is most likely to come primarily from institutional investors,
the rising middle class is likely to seek new instruments aside from direct property investments
in the medium term’s, in the end we can say that the investment in Real Estate in India is
aviary good investment opportunity. But one should be very careful while taking decision in
this direction due to rising inflation and interest rates. Legal issues should also be kept in mind
while choosing a property.

61
 

IMPLICATION OF THE STUDY

India has enormous potential in all its property investment categories. Strong
population growth, a large pool of qualified workers, greater integration with the world
economy and increasing domestic and foreign investment are fuelling demand for office, retail
and residential property. Although not discussed in depth in this paper, this demand growth
can also be applied to many special property classes, such as hotels or second homes. Going
forward, it will be a matter of exploiting this potential. For the real estate industry, three
aspects are most particularly important. First, further opening to foreign investment is
desirable. Not only do international investors have the means to finance new construction
projects, but also possess the expertise in market analysis, facility anagement and building
construction. In the medium term these will act as catalysts to bring greater transparency to the
market. Second, India needs a stronger capital market base for property financing. The debate
on the potential introduction of REITs and real estate funds points in the right direction. The
introduction of REITs in 2007 will give international investors in particular a familiar
investment vehicle. Private investors could also enter into indirect investment in real estate.
Although interest in new products is most likely to come primarily from institutional investors,
the rising middle class is likely to seek new instruments aside from direct property investments
in the medium term. Third, the government needs to step up developing the urban
infrastructure. In recognition of this, India’s finance minister Shri P. Chidambaram presented
an extensive urban investment package during his budget speech for fiscal year 2005/2006: “If
our cities are not renewed, they will die.”40 In December 2005 the Jawaharal Nehru National
Urban Renewal Mission estimated that the selected 63 cities will require annual investments of
USD 4 bn. Roughly half of this is for the seven biggest cities. In his latest budget speech on
February 28, 2006 the finance minister also announced that the government wishes actively to
promote the establishment of new towns.41 Channelling the process of urbanisation into new
agglomerations is a plausible step, given the growth scenarios for the metro cities. But it
62
requires additional funding and is likely, at best, to make an impact on real estate markets in
the medium term.

Response Variance Across Sample Characteristics. The sample was tested to see whether the
responses to the practice questions varied significantly relative to a number of control factors.
The factors tested were:  Real estate portfolio size  CRE team size  CRE&FM operating budget
size Professional membership (73% of the sample are industry association Core Net Global
members)  CRE organization structure  Industry sector  Enterprise annual revenue   Total
number of enterprise employees No significant differences across responses were found based upon these
factors. The only difference in means that was greater than 1 (i.e. one point difference in average
response on the 1-7 scale) was the difference between the lowest and highest industry sectors. Regus
Global Report Corporate Real Estate Impact on Enterprise Success April 2011 Findings:
Fundamental CREM management Practices  The study collected information regarding four
fundamental corporate real estate practices: organizational structure, budget control, CRE
reporting and use of suppliers. Responses were limited to four choices. The responses are
informative on their own, and were also compared to the practices maturity scales to see if
any of these fundamental characteristics correlated with the survey results, as discussed
above. There is very little information published documenting the relative distribution of these
practices, and the results shed light on some frequent debates. Further, one question solicited the opinion of the
survey respondent regarding senior management’s view of CRE .Given the increase in tele work
(where employees are allowed to work from home or another location) and implementation of
alternative workplace strategies (AWS), the survey also enquired into current telework and
AWS practices, and asked respondents to predict future policies and practices regarding
alternative work and sustainability at their company. Fundamental CRE Practices Among the
four generic approaches to CRE organizational structure presented in the survey, a hybrid of
functional and geographic operations was most commonly cited, possibly due to the global
scope of many of the participating companies. The rest evenly balanced between either
functional or geographic driven organizational structures, as shown in Figure 2. None of
the participating companies managed corporate real estate at the business unit level. Figure 3
summarizes the budgetary control and real estate cost charge-back policies at the companies
63
surveyed. The most common practice is to budget and manage CRE costs centrally and then
recharge all costs back to business units. There is a fairly even spread across the other three
methods. In the majority of the organizations (78%) the central CRE function has control of
the overall CRE budget and through this

should be able to strongly influence and drive improved practice and policies consistently
across the entire portfolio. Figure 2: Basis for CRE Organization Structure Figure 3:
Budgetary Control and Recharging Practices.  The distribution of where the CRE function
reports into the overall corporate management reporting line is also quite diverse across the
sample, as Figure 4demonstrates. The survey respondents most frequently report to the Chief
Financial Officer, followed by both the Chief Operating Officer and the Technology function.  Corporate
Real Estate Impact on Enterprise Success The survey collected information about the level of
activity where suppliers are used. The results are shown in Figure 5. Given that the survey was
targeted at the largest corporate occupiers who would potentially be best positioned to benefit
from integrated services across the globe, it may be surprising that 38% of the respondents
only use suppliers tactically at a local or national/regional level. At the other end of the
spectrum, an equal proportion of respondents engage suppliers on an “an international
level based around a limited number of principal relationships responsible for integrated
solutions across a wide range of functions and/or countries.” This points to a considerable
growth potential for the major international service providers, as over 60% of those surveyed
aren’t currently using integrated solutions on an international b

64
( Search From Google site )

Real Estate Impact on Enterprise Success Current and Future Workplace and Sustainability
Practices  The survey found wide variation in formal ‘telework’ or telecommuting policies
(where employees are allowed to work from home or another location). Respondent’s were
asked to select the category that best represented the proportion of the organizations which
‘telework’ applied. The responses, shown in Figure 6, indicate that formal policies regarding
telework are limited to a relatively small percentage of the workforce at half of the
participating companies. However, at the other end of the spectrum, 18%of these large
companies allow over 40% of their workforce to telework.Figure 6: Organization’s formal
telework or telecommuting policyUse of telework tends to foster the use of alternative
workplace strategies (AWS) which were described as a range of flexible workplace settings provided for an
employee’s work in places that are not assigned individually. Figures 7 and 8 summaries current and future
AWS availability to the work for
65
FINDINGS /RECOMMENDATION

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.

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.

66
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.

67
LIMITATIONS

# Due to limitation of time a sample size of only 50 respondents chosen

# The Survey was carried through Questionnaire and the questions

were based on perception.

# The Sample for research was chosen only from a limited area.

# Some of the respondents may be biased in giving responses.

# Complete data was not available due to company privacy and secrecy

# This conclusion and recommendation made are based on a very less

experience of researcher in this field.

68
ANNEXURE

A. I want to consider homes in this value category:

Under ` 200,000 (condos) 
 `200,000-` 250,000 
 ` 251,000-` 350,000 
` 351,000-` 500,000 
 ` 501,000- ` 750,000 
 ` 751,000-` 1,000,000 
 ` 70,000,00-` 3,0000,000 
 unlimited

B. I want this number of bedrooms:

 1-2 
 3-4 
 5 or more

C. I am looking for roughly this amount of square footage of living area:

 Under 1,400 
 1,400-2,000 
 2,000-2,700 
 2,700-3,500 
 3,500-5,000 
 5,000 or more

D. I would prefer this lot size:

 Average Tract size 
 1/4 - 1/2 acre 
 1/2 - 1 acre 
*  1 - 5 acres 
 5 or more acres

E. I would like to investigate this type of neighborhood (check all that apply):
 Urban 
 Suburbs 
69
  Town 
 Mountain Area

F. I will consider:
 only single family homes 
 villa and penth house 
 both of the above

G. YES, I must sell my present home before considering the purchase of another home.
I would estimate its selling price at approximately: in Rs.
 200,000-250,000 
 251,000-350,000 
 351,000-500,000 
 501,000-750,000 
 751,000-1,000,000 
 1,000,000-1,500,000 
 Over 2,500,0000 
 I do NOT need to sell my present home before purchase.

H. I need a new home:

 Immediately 
 In 90 days 
 In 6 months 
Within a Year

70
 BIBLOGRAPHY

 Different Journals.
 Indian Real Estate marketing ( Anil kumar saini )
 www.google.com
 www.wikipedia.com

71