A

PROJECT REPORT

ON

“ DISCUSS MARKETING INITIATIVES AND STRATEGIES

IN ORDER TO BUILD AND PROMOTE BRAND AND
DEVELOP BUSINESS IN REAL ESTATE SECTOR FOR
MIDSHIPMITE RECRUITERS PVT LTD ”

A Summer Internship Project(SIP) done in

“MARKETING”

Submitted in partial fulfillment of the requirement for the award of degree of

Master of Management Studies (MMS) under the university of Mumbai

Submitted by

NAME OF THE CANDIDATE:HEMALVYAS

ROLL NO:2018MMS0058
BATCH: 2018-2020

Under the guidance of

PROF. MANISHA WAGHMODE

Bharati Vidyapeeth’s
Institute of Management Studies& Research Navi Mumbai
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 (i)
ACKNOWLEDGEMENT

The internship opportunity I had with Midshipmite was a great chance for learning and
Professional Development. Therefore, I consider myself as a fortunate individual as I was
provided with an opportunity to be a part of this project. I am also grateful for having a chance to
meet so many professionals who led me through this internship period.

I take this opportunity to express my sincere gratitude to Dr. Anjali Kalse, In charge Director of
BVIMSR and Prof. Ranjan for giving me advice and guidance. It is my radiant sentiment to have
a deepest sense of gratitude to Mr. Omkar Vichare, Director of Midshipmite Pvt Ltd and HR Ms.
Pooja Patil and all the other staff for their precious guidance which was extremely helpful for me
during the entire period of internship.

I perceive this opportunity as a big milestone in my career development. I will endeavor to use
gained skills and knowledge in the best possible way and I will continue to improve my skills in
order to attain desired career objectives.

Signature of the student

(HEMAL VYAS)
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 (ii)
PLEASE PASTE HERE THE CERTIFICATE FROM THE COMPANY

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 (iii)

CERTIFICATE
This is to certify that the Summer Internship Project (SIP) titled “
“ DISCUSS MARKETING INITIATIVES AND STRATEGIES IN ORDER TO BUILD AND
PROMOTE BRAND AND DEVELOP BUSINESS IN REAL ESTATE SECTOR FOR
MIDSHIPMITE RECRUITERS PVT LTD ”
” is successfully done byMs. Hemal Vyas, BATCH: 2018-2020, a student of
BharatiVidyapeeth’s Institute of Management Studies and Research, submitted in partial
fulfillment of Master of Management Studies under the University of Mumbaifrom1nd May
to30thJune 2019 at MIDSHIPMITE RECRUITERS PVT LTD

Date :___________

_____________________ _________________
Prof.Manisha Waghmode Dr. Anjali Kalse
Project Guide I /c Director
BVIMSR BVIMSR

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 (iv)
EXECUTIVE SUMMARY

This Report focuses on the syndicate vertical concept which deals in the empanelment of
brokers into syndicate and various impact of CRM tool for Real estate Brokers. The
company mainly deals in Primary sales and is also the No1 Marketing channel Partner with
all A brand builders like Lodha, Godrej, Hiranandani, Kalpatru, L&T .The company is also
the channel partner with prominent banks such as ICICI, HDFC, Punjab National Bank,
Bank Of India, Bank Of Baroda.

While many people hope one day to purchase their own home, cultural barriers and
shortages in affordable housing are just two of the issues that can prevent these dreams from
materializing. SR Real Estate is working to keep these dreams alive. This real estate
brokerage will not only define success by the number of units closed and sales volume but
also by whether people were helped in the process.

SR real estate, leading in giving people the home they want and also helping people who are
looking to sell them. SR real estate has helped a lot of people to get their dream home and office
with our experience and our immense data. Commercial/ residential/ sale/ purchase/ rent, these
are the services that sr real estate leads in. Just drop down your inquire and requirements,
that's all you have to do.

With the help of this project an attempt is made to study the current trends and patterns of
purchasing properties and the present market share of properties according to the location. The
study is based on survey of customers as well as the brokers of the particular locality into which
we deal. The information collected through questionnaire from respondents.

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 The Sr real estate program is an important industry initiative of Property Sr real estate
to bring all retail and institutional brokers on a common platform with a 3-fold
objective:

● Provide tools & techniques (such as company specific websites, Customer

Relationship Management tools) to brokers that assist them to operate with a
significantly higher level of professionalism

● Enable better coordination amongst brokers for quick sales closure in the
secondary (rental & resale)market

● Push new launches of empanelled developers deeper into the markets via
brokers in the Sr real estate work

● A technology solution, based on the “Together-We-Grow” philosophy, custom

built to help the Real Estate Broker Community professionally run their
business with enhanced business opportunities & revenue streams.

Through our enormous data, we can provide you with a house that you love living in .

READ MORE

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 (v)
TABLE OF CONTENTS
PARTICULARS PAGE NO:
Acknowledgement (i)
Certificates (ii)
Executive Summary (iv)
Table of Contents (v)

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 Chapter 1: Introduction of the Project
1.1: Concept & Significance & Need of the Study

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1.2: Objective of the Study

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1.3: Scope of the study

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1.4 : Introduction to the topic

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1.6: Literature Review

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1.7: Regulatory or Legal aspects related to the topic

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 Chapter 2: Introduction to ____Industry

Real Estate Industry in India:

The size of the real estate industry in India is estimated by FICCI, to be around

US$ 12 billion. This figure is growing at a pace of 30% for the last few years.

Almost 80 % of real estate developed in India, is residential space and the rest

comprise office, shopping malls, hotels and hospitals. This double-digit growth is

mainly attributed to the off shoring business, including high-end technology

consulting, call centres and software programming houses which in 2003-04, is

estimated to have accounted for more than 10 million square feet of real estate

development. This is the ideal time to invest in the country as policy makers have

begun to emphasize on developing adequate infrastructure for the country. Real

estate companies would also do well to maximize their own performance and

operational efficiency.

The future of the real estate sector in India is going to be guided by two important
factors, namely suitable amendments in the Foreign Direct Investment (FDI)
guidelines in townships, housing, built-up infrastructure and construction –
development projects as well as abolition of Service Tax on the construction
industry especially the housing sector. Conversely, if the abolition per se is not
possible then drastic modifications in the existing Service Tax norms is the need of
the hour. This Sector is already overburdened with taxes; any further imposition of
taxes in any form would adversely affect the growth of this sector of the economy.
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The importance of the Real Estate sector, as an engine of the nation’s growth, can
be gauged from the fact that it is the second largest employer next only to
agriculture and its size is close to US $ 12 billion and grows at about 30% per
annum. Five per cent of the country’s GDP is contributed by the housing sector. In
the next three or four or five years this contribution to the GDP is expected to rise
to 6%. The Real Estate Industry has significant linkages with several other sectors
of the economy and over 250 associated industries. One Rupee invested in this
sector results in 78 paise being added to the GDP of the State. A unit increase in
expenditure in this sector has a multiplier effect and the capacity to generate
income as high as five times. If the economy grows at the rate of 10% the housing
sector has the capacity to grow at 14% and generate 3.2 million new jobs over a
decade.

Furthermore, this sector has witnessed a spurt in demand not just in residential
property but also in commercial property. A fast growing area is the I.T. and I.T.-
enabled services along with the BPO boom. Estimates worked out show that 42
million sq. ft. of space will be required every year till 2008, only in I.T. and I.T.-
enabled services especially in the cities like Bangalore, Chennai, Hyderabad and
Pune, which is also now gradually shifting to North India.

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Overview Of The Industry-
To achieve the much desired growth and development in the Real Estate Segment,
FICCI would like to submit the following 10 points for consideration:

􀂾 Infrastructure Status to Housing: Infrastructure status should be provided to

housing sector. This will enable easier access to low cost institutional funds as also
allow the sector to tap long term funds.
􀂾 Real Estate Mutual Funds: The Government should consider setting up of
Real Estate Mutual Funds/ Investment Trusts to provide the much needed support
to the cash starved housing sector, similar to the structures adopted for Estate
Mutual Funds/ Investment Trusts in developed real estate markets such as, USA,
Singapore. Hong Kong, etc. Real Estate Mutual Funds/ Investment Trusts would
be an efficient mode for providing equity financing as against debt, which is
currently the norm for financing real estate developments in India.
􀂾 Stamp Duty: In some States the Stamp Duty is as high as 14- 15 % of the value
of the transaction. Astonishingly in the Indian context, not only are the rates high,
but also the levy of Stamp Duty is applicable in every subsequent transaction, be it
the initial transfer purchase of land or on further sale of the same land after
development or any other succeeding transaction. Opportunely some states have
brought the Stamp Duty down to between 6-8 %, this should ideally be further

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brought down to 2-3 % and made uniformly applicable across all states. However,
if the above suggestion is not acceptable then if stamp duty has already been paid
on one transaction, there should be a mechanism in the law, whereby there is a
provision for concession or a system of credit for any subsequent transactions. This
would avoid the resultant cascading effect of Stamp Duty, thereby reducing the
cost of a property. The concept of credit for taxes paid on subsequent transactions
already exists in other statutes such as CENVAT, VAT, Minimum Alternate Tax
(MAT), etc.

􀂾 Public Private Partnership: There is a need to evolve a regulatory framework

that encourages participation of the private sector in bringing technical and
managerial expertise in formulating and delivery of basic amenities like water,
sanitation, sewerage, transport and electricity.
􀂾 Archaic Laws: Availability of land for housing projects has been constrained
by a variety of laws like the Rent Control Act and Urban Land Ceiling and
Regulation Act, which must be repealed in all the States. A necessary legal and
policy framework has to be put in place to restrict growth of slums and at the same
time to re-develop the slums into hygienic and livable.
􀂾 Foreclosure Laws: The existing foreclosure laws are cumbersome as well as
time consuming and make it practically impossible for Housing Finance
Institutions (HFIs) to repossess a dwelling unit financed. HFIs are reluctant to take
risk and continue to land primarily on salaried urban borrowers. Amendment of
(National Housing Board) NHB Act has already been initiated. The
implementation process needs to be expedited to bring in the required changes.
􀂾 Environmental Impact Assessment Notification: The notification specifies
that no construction activity to be taken up, inspite of the approval of plans by the
Competent Authority, till the environmental clearance has been sought. In cases

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where approval has already been granted it is suggested that construction activities
should be allowed. In the intervening period the builder / developer can obtain the
environmental clearance certificate. In the case of the environmental clearance
certificate being denied then appropriate action if necessary and warranted can be
taken against the developer / builder and builder be given time to get clearance
before he applies for completion certificate, otherwise the completion certificate
will not be given Furthermore, in the case of future proposed projects the
environmental clearances should be taken by the States themselves or by the
planning bodies and not b individual builders.
􀂾 Land Acquisition: The Land Acquisition Act of 1894, still, to a large extent,
governs the procurement of raw land. With the changing investment scenario it has
become necessary to review the existing law, in order to ensure that private
developers and colonizers procure the land directly from farmers and land owners
without putting undue financial burden on State/ Central Governments on land
acquisition for public purposes. Today, a builder is governed by “Agriculture Land
Ceiling Act” even after the land have been urbanized in the zonal plans / master
plans. This makes builders to create several companies in order to circumvent the
archaic laws. It is submitted that once the land has been urbanized and
incorporated in the master plan, then Agriculture Land Ceiling Act should not
apply and builders should be permitted to acquire lands as per their requirements,
for the development of townships.
􀂾 Foreign Direct Investment (FDI): Suitable modifications in the FDI guidelines
are required, particularly in repatriation of funds, clarification on the basic
definition of “built-up area”, streamlining of Clearance procedures as well as the
opening up of the Retail Segment to FDI. This aspect has been discussed in detail
in Section II of this paper.

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􀂾 Service Tax: Service tax in relation to construction of residential complexes
having more than 12 houses have been proposed to be introduced as a new service.
However, no rationale has been provided for exclusion of services in relation to
construction of residential bungalows, which may not form part of ‘residential
complexes’.

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 2.1: Overview of _______Industry

SWOT Analysis
1. Strength

● Well trained and professional Sales Team

● Availability of recent Technology for Working Effectively
● 250+ active Real Estate In house Channel Partner
● Association with all the A-Graded Builders
● Predefined and streamlined process

Weaknesses

● Demonetization has hampered retailers through cash shortages due to

which commercial real estate demand has been hampered.
● Foreign Investors are not keen to invest in Indian Real Estate Sector
due to bureaucratic procedures for project approvals andcorruption
● Lack of infrastructure is another deterrent for the Indian Real EstateSector.

Opportunities

● Growing Urbanization and Economic Expansion open up potential for

commercial real estate market growth.
● RERA(The Real Estate (Regulation and Development) Act, GST(Goods and
Services Tax) and REITs(Real Estate Investment Trusts) have been
implemented which is encouraging investor sentiment for real estate
especially the commercial real estatesegment.
● The growing young population of India supports strong demand for both
residential and commercial properties inIndia.

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Threats

● The Indian Real Estate Sector is still highly unorganized with lots of middlemen.
● Online Portals such as 99Acress , Magic Bricks would be influencing
towards consumer decisionmaking
● Indian economy is growing in an uneven manner and the environment is
unpredictable.
● Demonetization has resulted in shortage of cash and low transactions in
property market and leasing activity due to large involvement of cash
component.

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2.3: (FutureTrends.. )
Real estate markets are poised to benefit from the government’s policy push towards reforms,
speedy completion of several infrastructure projects, emphasis on affordable housing, enhanced
usage of technology and an over-arching ‘can do’ spirit riding across private as well as public
sector enterprises today. Economic forecasts paint a positive story. The RBI survey of
professional forecasters (August 2018) indicates that GDP is likely to grow at 7.4% in 2018-19,
up from 6.7% in 2017-18, and is expected to accelerate further by 20 basis points in 2019-20 on
the back of support from private consumption and investment. CPI inflation, (which has been a
concern in the recent past), is expected to remain at 4.7% in the annual forecast for median
inflation (2018-19 and 2019-20). Apart from the macro-economic indicators, inflection points
observed within each category of real estate markets, indicate overall stable growth in the
medium term. This paper, titled Future of India Real Estate Deciphering the mid-term
perspective studies the current scenario in each asset class and analyzes various growth drivers
which will govern momentum in the medium term. Office markets, for instance, will witness
increased absorption in the suburbs of key cities and this will be a major contributor to their
future growth. Increasing participation from institutional investors, as well as expected REIT
listings will also act as drivers. Retail markets will see predictive analytics driving product
innovations and facilitating mall management. As per our projections, almost 18 mn sq ft of
retail space is about to be absorbed during the next three years, which is nearly 96% of the total
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supply coming up in that period. Residential market, the key beneficiary of big bang reforms -
RERA and GST - will be driven by increased transparency, consolidation and a huge push to
affordable housing. We can see that almost every real estate participant wishes today, to partake
of the affordable housing pie, because that is where the future growth story lies. The paper
observes that launches within the price range of INR 40 lac were the highest during 2017 and in
first half of 2018 across the country. Other sunrise sectors like student housing and warehousing
will also witness healthy traction. The future for the warehousing sector looks bright, with India
set to witness investments close to INR 50,000 cr for creation of warehousing facilities across
the country between 2018 and 2020. In student housing, the huge unmet demand, will act as a
natural growth driver.

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2.2: (Major players in the industry, Competitor Analysis, Market Share, Current
scenario)

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2.3: (FutureTrends.. )

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 Chapter3: Introduction to the Company
3.1:(Organization profile- vision, mission, organizational structure,
products/services, departments etc.)

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 3.2:(Description of the HR/Marketing /Finance /Operation
processes:Should include block diagrams, models for showing the processes,
major operations,compositions, process conditions & regulatory aspects
etc.Mention assumptions, if any & management technologies used for
regulation purpose.)

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3.3: (Products,Plants,Capacity,Turnover,Market share etc,SWOT Analysis)

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 Chapter 4: Research Methodology

Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically. The scope of research
methodology is wider than that of research methods. This chapter states the Methodology
adapted for the study by the researcher. It includes Title, significance of the study, statement of
the problem, aims and objectives, research hypothesis, research design, tools for data collection,
statistical testing, definitions, limitation of the study, chapters of the study.

In the real estate professions, there are many prescribed methods for obtaining market data and
other critical information. Indeed, there were some early attempts to reconcile the appraisal
process in the context of the scientific and other research methods.2 In many instances, real
estate issues predictably lend themselves to quantifiable data. After all, much of real estate can
be described in terms of square footage, acreage, sale prices, interest rates, and other precise or
nearly precise measurements. However, properties do not make deals with each other, people do.
Behind every statistic is a person. Real estate market participants have particular backgrounds,
motivations, and expectations. Furthermore, there are innumerable perceptions towards a
property, a neighborhood, and a region that can influence buyers, sellers, tenants, lenders, and
others involved in real estate markets. These perceptions and special motivations, while perhaps
having a direct impact on sale prices and other quantifiable data, also affect issues that may be
more qualitative in nature. This qualitative information can be an essential part of the overall
picture of the real estate markets.

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4.1: Research Design

Research design is the conceptual structure within which research is conducted; it constitutes the
blueprint for the collection, measurement and analysis of data. The type of research design used in
the project was Descriptive research because it helps to describe a particular situation prevailing
within a company. Careful design of the descriptive studies was necessary to ensure the complete
interpretation of the situation and to ensure minimum bias in the collection of data.
Qualitative Research Design: Qualitative research is implemented in cases where a
relationship between collected data and observation is established on the basis of mathematical
calculations. Theories related to a naturally existing phenomenon can be proved or disproved
using mathematical calculations. Researchers rely on qualitative research design where they are
expected to conclude “why” a particular theory exists along with “what” respondents have to say
about it.

Quantitative Research Design: Quantitative research is implemented in cases where it is

important for a researcher to have statistical conclusions to collect actionable insights. Numbers
provide a better perspective to make important business decisions. Quantitative research design
is important for the growth of any organization because any conclusion drawn on the basis of
numbers and analysis will only prove to be effective for the business.

Descriptive Research Design: In a descriptive research design, a researcher is solely interested

in describing the situation or case under his/her research study. It is a theory-based research
design which is created by gather, analyze and presents collected data. By implementing an in-
depth research design such as this, a researcher can provide insights into the why and how of
research.

Diagnostic Research Design: Here researcher wants to know about the root causes of the
problem. He describes the factors responsible for the problematic situation. It is a problem
solving research design that consists mainly:

a. Emergence of the problem

b.Diagnosis of the problem
c. Solution for the problem and
d.Suggestion for the problem solution.

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4.2: Sources of Data

Both Primary and Secondary data collection method are used in this project. Primary data
is data originated for the first time through direct efforts and experience, specifically for the
purpose of addressing his research problem. Also known as the first hand or raw data. Primary
data collection is quite expensive, as the research is conducted by the organisation or agency
itself, which requires resources like investment and manpower. The data collection is under
direct control and supervision of the investigator.

The data can be collected through various methods like surveys, observations, physical testing,
mailed questionnaires, questionnaire filled and sent by enumerators, personal interviews,
telephonic interviews, focus groups, case studies, etc.

4.3: Data Collection Tools and Techniques

There are different types of data collection, i.e. quantitative information collection, and
qualitative information collection. The data collection methods that come under the quantitative
type include Surveys and Usage data.

The data collection methods that come under qualitative type include Interviews and Focus
Groups.

Data Collection Techniques Data Collection Tools

Case study Wikipedia, Reonomy, Rental Property

Analysis.

4.4: Sample Design

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Chapter 5: Data Analysis and Interpretation
(Tables, graphs, statistical techniques etc.)

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Chapter 6 : Conclusion &Suggestions

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6.1: Findings

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6.2 : Suggestions

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6.3 : Limitations

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6.4 : Conclusion

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Chapter 7 : Learning Experience from the project

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Annexure

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BIBLIOGRAPHY

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