Industry Internship Project

2017-19 Batch

Title of the Project: Customer Acquisition Life Cycle

Submitted by:
Name of the Student: Muzammil Husain
Roll No. : PGDM0783
Program : International Business
Batch : IB
Name of the Faculty Guide : Dr. Sankalp Srivastava

Name of the Company : Kalpataru Ltd.

Name of the Company Guide : Mr. Rahul Saha
Company Guide Designation : AGM, (Sales strategy)

Institute for Technology and Management

Plot No. 25 / 26, Institutional Area,
Sector – 4, Kharghar, Navi Mumbai
 ACKNOWLEDGEMENT
I would like to take this opportunity to thank my institute, Kalpataru Ltd. for
providing me with the opportunity to undergo my internship with them. Kalpataru
happens to be one of the oldest and most respected brands in the real estate
industry in Mumbai. I would also like to express my gratitude towards my institute
ITM NAVI MUMBAI for making me ready to take up this internship.

I was fortunate to work under the able guidance of Mr. Rahul Saha, Assistant
General Manager-Sales at Kalpataru Ltd. In spite of his being busy with launches
one after the other, he still took out time to address my doubts and guided me at
every step so that I could understand the industry and the departments in a better
way.

I would also like to thank Mr. Mukesh Singh, Sr. Vice President, Sales at
Kalpataru Limited for taking out time from his busy schedule to guide me at times
and giving me a direction during my internship, enlightening me about the nuances
of the industry and also easing the whole process for me.
Lastly, I would like to thank my Faculty Guide Dr. Sankalp Srivastava who was
there to offer his guidance and help whenever it was required.

Muzammil Husain
 TABLE OF CONTENTS

Sr No. Content Page no

1 Executive summary 4
2 Introduction of project 5
3 Problem on hand 6
4 Importance and scope of the problem 7
5 Objectives of the project 7
6 Process of achieving task 9
7 Details of the organization 11
8 Products 12
9 Process 15
10 Facilities 18
11 Organizational Structure 20
12 Methodology 23
13 Sales value chain 25
14 Conclusions 29
15 Findings 30
16 Learnings 32
17 Recommendations 33
18 References 34
 EXECUTIVE SUMMARY
This report explains the sales and marketing activities that are undertaken by a real
estate firm before and during project launch. The report concentrates on the sales
and pre-sales activities from sourcing of potential customers to the order closure in
real estate projects. The report explains in detail the work of the Loyalty and OBST
vertical of Kalpataru Ltd. and the activities undertaken by the vertical to tap the
potential customers who already have properties with Kalpataru, employees of the
Kalpataru group, the references from the existing customers and the employees and
convert them for order closure.
The different activities undertaken by the sales team under the BTL heading are
newspaper inserts, invitations to existing customers, communication to existing
customers through standees and promotional events. The real estate industry and
Kalpataru in specific has a 30% base in the loyalty and OBST customers for the
projects in Mumbai and Thane.
As far as the Pune projects are considered, the sales percentage of by the Loyalty
and OBST verticals rises to more than 40% because majority of the buyers are
from Mumbai who are looking for another home in Pune.
There is a need for more coordination between the marketing, sales and strategy
departments to ensure efficient communication to consumers, a detailed quarterly
plan to space out the activities and project launches for better sales closure ratios.
 INTRODUCTION
Introduction of Project

The project assigned to us comprises of complete understanding of sourcing till

closing. We worked for the Loyalty as well as the Obst vertical, we have worked
for various places like Mumbai and Pune. From the normal project of Kalpataru to
the very high pricing products.
We also learned how to tap the societies for the promotion and did the competitive
analysis in the Pune market going on to the field.

Problems on hand
• The 1st task assigned to us was the complete understanding as what and how
Kalpataru works, to get a fair knowledge of how the closing is done, for that
we had to acquire the complete knowledge of the project because we had to
directly go and pitch our product when customers comes.
• We worked on project Exquisite, Jade, and Serenity
• It was a challenging task to learn and on the next present it to the customers.
We saw the biggest launches and worked hard for the success.
• In short, the work which was given us were
• Sourcing (To increase the no of potential customers)
• Closing (convert the potential into the final buyer)
• Giving plans to increase the footfall of the customers
• To tap the societies for the promotional activities
Importance and scope of the problem: -
• Kalpataru started to realize the importance of Marketing for new customers
and new plans for existing customers. To build up its strong marketing
channel, primary importance is to generate awareness about the brand
among its customers, channel partner etc.
• It aims to create and implement loyalty program for its channel partners and
existing customers. This will be beneficial in two ways, first the company
will be able to know its customers better and secondly it can help them with
options of right on-going, on-coming projects as well as provide loyalty
benefits to existing customers being a part of Kalpataru.
• The focus was to gain loyalty of the customer viz., Booked Customers, NRI,
Channel Partners and Corporate towards ‘Kalpataru’ as preferred Real Estate
Brand by focusing on customer delight.
• The internship work revolved around analyzing customers’ behavior and the
factors that often let them decide to purchase the property, designing &
implementing loyalty programs for customers and increasing distribution
network by reaching out to channel partners making them family members
of Kalpataru. It also focused how and what we can do for the loyalty
customers.
• I learned that Kalpataru is less when it comes in the term of Marketing.
• We lack in Digital Marketing too.
• Data Duplication was one of the major issue which we faced while calling
and interacting the customers.
Objective of the Project:
1) To increase the reach to its existing customers through loyalty program:

To give the lifestyle experience of existing customers in Kalpataru so that

they are happy with it. Knowing them better through a survey that is
designed specially to develop a loyalty benefit programmer to strengthen the
customer relationship in coordination with CRM team. Special benefits in
case of buying a property or giving a referral with which company closes the
deal.
 2) To increase marketing reach to non-Kalpataru societies:

In Realty sector one of the major promotion activity was by promotion in

different societies. Current strategy of the Kalpataru is that they don’t do
activities in societies. Company was losing significant potential customers
through. So, our problem was how to do ties up with the potential societies
for promotional activities.

3) To understand the OBST activity and increase the footfall of the customers
In OBST activities like paper Inserts are done to tap other customers who are not
the kl members
Around 2lakhs inserts are done in an approx. to which you can expect 10 serious
calls
4) Corporates for the promotion events tie up and sales:
Visit corporates for the promotion events tie up. Than explain the project and
generate the lead.
Also did the promotion events in Pune for the various project and generate sales lead.
Process through which the task is achieved

Task Process Duration

For this activity we

were provided the pre-
saved Data, which was
Cold calling provided to u by the 2 months
CRM term, we use to
call only Kalpataru
existing members
We distributed the 3 days
invitation card to the
Invite distribution
Cps for our channel
partner meet.
The sales and 2 months
marketing activity was
done by the promotion
Sales and Marketing of the project, for the
Activities stepped in customers
we organized in house
picnic followed by
sales pitch
The Invites were send 1 months
Sending Invitation to the High-end
and DMs
customers.
Mapping of Pune city 2 days
MAPPING for applying the
hoardings
 DETAILS OF THE ORGANIZATION

Introduction

The real estate industry in Maharashtra has many firms competing for the coveted
customers who are either repeat customers or are moving in from different parts of
India. Though now there are a lot of National and local firms who are fighting out
in the space, there are very few who have been dominating the real estate space for
a long time in Mumbai. It doesn’t mean that they are in a clear majority but they do
enjoy a brand loyalty that not all players enjoy in Mumbai and its nearby cities.
The few of the old real estate firms in Mumbai who have been there for the last 30
years or more are Rustomjee, Lodha group and Kalpataru Ltd.

The real estate wing of Kalpataru is only a part of the huge empire that spreads
across globally in many countries.
Kalpataru Ltd has been operating in the Mumbai circle for more than 45 years now
and has established itself as one of the premium brands who are known for their
impeccable quality and the luxury that they provide in their projects. They have
delivered close to 97 completed projects in Mumbai alone and are also present in
Pune, Hyderabad and Madhya Pradesh. One of the most important things that

Kalpataru concentrates on and has been continuously trying to incorporate with

every successful project is its quality of innovating with each successive project.
The sales and marketing departments work in coordination to send out all
communication to existing customers, targeted communication to potential
customers and advertisements on mass media. The different verticals that are
included in the sales umbrella are Loyalty and OBST, NRI and Channel Partners.

Benefits for Buyers: -

-Trusted Brand.
-Quality Product.
-Sense of security.
-The best homes to live in with the best location.
-Loyalty benefits on repurchase.
 PRODUCTS

Kalpataru trades for luxury here are few listed below: -

Kalpataru JADE (Pune)

Kalpataru launched a signature line of residencies in Baner, Pune known as

Kalpataru Jade Residencies. It is located next to the Pancards club and has the
beautiful Baner hills as its backdrop.
This residential complex is spread across 9.3 acres of land and consists of 8 towers
which houses 587 apartments. A unique highlight of this project is that it is
constructed on a rolling
Landscape thus the podium is at an elevated level. The complex houses
contemporarily designed multistoried towers that have a distinct curvilinear
placement ensuring a panoramic view of the hills/garden. It has spacious 3 and 4
BHK apartments that are designed to be airy and spacious, and are filled with just
the right luxuries to make every day, extraordinary.
Lavishly designed and elegantly furnished, the rooms are but a window to million-
dollar views, brilliant design, and convenience. It offers the luxury of space and the
privilege of privacy in one masterpiece of an address.

Yashodhan Project

Project Overview for Yashodhan

Location: Lallubhai Park, Andheri West
Area: 2 Acres
Possession: January 2019
Ultra-Luxurious Project

Chandivali Project
Project Amoda

Project Pinnacle
Project Immensa

Process

• We tend to sell our products through the selling and promotional activities,
Sourcing Pitching and closing.
• The Existing customers play a vital role in the Client sourcing. In this
activity the existing customers of Kalpataru are made aware about the
upcoming projects and an attempt to generate referrals is made.
• This activity also helps as post purchase activity wherein the customer
satisfaction is known to the company and a satisfied customer always leads
to positive word of mouth, hence the effort of making him aware about the
upcoming projects is justified.
• The inquiries on the previous projects are properly maintained in order
generate leads for the future projects.
• Whenever a prospective customer visits the project, a Customer Information
Form (CIF) is filled and all the details and requirements of the customer are
recorded. This Information is then used for a future lead generation as well.
• Data is also purchased from different investment agencies like Sharekhan
etc., these customers are looking for investments and may become
prospective clients.
• Also, data from various competitors can also be gathered for generating
leads We during our internship called this potential lead and pitched about
the project and tried to bring them to site. The number of walk-ins we
generate which comprises of customers and channel partners was the key
performance assessment (KPA) for our work.
• For non Kalpataru societies promotions we can conclude that significant
potential customers are residing over there. It’s better to do BTL marketing
strategies. Your cost significantly low compare to the mass advertisement.
• You can measure the ROI on basis of how many sales happen to particular
areas or societies.
• . 3. ATL activities the real estate sector is one of the major sectors which
conduct ATL activities on a very large scale. The budget for the ATL
activities is considerably high in the real estate sector. These ATL activities
involve Print advertisements majorly. The cost of major ATL activities was
as follows Front Page Newspaper advertisement 1 cr Pamphlet insert (portly
size) 1.5Rs/insert Pamphlet insert (small size) 0.4Rs/insert Hoarding In our
internship we also monitored the pamphlet insert activity of the newspaper
vendors. We made sure that all the pamphlets are distributed in the targeted
areas of the cities, and the vendor delivers the agreed distribution of the
pamphlets

Loyalty and OBST Vertical

The sales department at Kalpataru is divided into four different verticals
which takes care of different customer segments that Kalpataru caters to.
These are:
• Channel Partners
• Institutional Channel Partners
• NRI
• Loyalty and Out Bound Sales team(OBST)
• The Loyalty and OBST vertical was created just more than two years back in
Kalpataru and is being headed by Sarika Bedi. The vertical is responsible for
the sales activities to tap potential customers for a project and for order
 closure as far as the present customers, employees of Kalpataru, their
references and targeted societies are concerned. The sales team, along with
the help of the Strategy and the Marketing teams performs BTL activities to
tap the potential clients. At least 30% of the sales in Kalpataru happens
through the Loyalty and OBST vertical.

Activities Undertaken

The loyalty and OBST vertical took care of the BTL activities for the
promotion of projects and tapping of potential customers. They were also
responsible for closing the orders when these customers came in to purchase at the
sites. The customer base consisted of the present customers of Kalpataru, the
references from these customers as the real estate industry runs a lot on reference
groups. The employees of Kalpataru group and their references were also a source
of customers for new projects.
The loyalty and the referencing system in Kalpataru has enabled it to sell its
products at a much faster rate than its competitors. The reason behind that is the
continuous delivery of quality projects across Mumbai and other locations.
To attract the present customers to make a repeat purchase and to incentivize
the customers and the employees for referring the new projects to their relatives or
friends, Kalpataru offers the present customers a discount on the agreement value,
a certain amount for the customers if their references end up purchasing properties
with Kalpataru. These sales promotion techniques help Kalpataru to not only
increase their sales but also spread their word at a much lesser cost than using ATL
methods to reach its target customers. Another important point to note here is that
this kind of promotion is very targeted whereas the ATL activities covers some part
of the population that are unwanted as far as the product offerings are considered.
 Facilities

Contemporarily designed multistoried towers

❖ Luxurious 3 BHKs with maid’s room and 4 BHKs with maid’s room and
garden duplexes
❖ Grand swimming pool with luxurious sun decks
❖ Central vehicle-free landscaped area
❖ Grand lap pool, kids’ pool and infinity pool overlooking the forest grove
❖ Clubhouse with wet and dry areas
❖ Active and Passive zones with a meditation pavilion, barbeque area,
basketball and tennis courts
❖ 3 acres of Central Landscape
❖ Grand entrance
❖ Basket Ball Court
❖ Club House
❖ Gymnasium
❖ Intercom
❖ Play Area
❖ Security
❖ Tennis Court
❖ Badminton Court
❖ Broadband Internet
❖ Community Hall
❖ Health Facilities
❖ Library
❖ Rain Water Harvesting
❖ Swimming Pool
❖ Cafeteria
❖ Garden
❖ Indoor Games
❖ Recreation Facilities
Security and Safety Features
❖ Seismic- resistant structure
❖ 24-Hours surveillance by CCTV cameras in designed common areas.
❖ Advanced secure firefighting systems with fire staircase and FHC.
❖ Sprinkler system in the lobbies and inside the apartment.
❖ Public address system.
❖ Video- Door phone and intercom
❖ Secured kitchen equipment with LPG, CNG heat and smoke detector.
❖ Building management system.
❖ RFID reader for car parking and entrance lobbies.
❖ Designated entry lanes for residents and visitors.

Club Features:
❖ State of art gymnasium
❖ Lavish spa
❖ Open air Jacuzzi
❖ Massage room and steam area with dedicated changing rooms and lockers.
 ORGANIZATIONAL STRUCTURE (LOYALTY)

CEO

Director
Sales

Sr.VP
Sales

VP Sales

DGM Sales

AGM
Sales

Sales
Manager

Asst. Sales
Manager

Sales
Executive

Intern
Activities Undertaken for Loyalty and OBST
The loyalty and OBST vertical took care of the BTL activities for the promotion of
projects and tapping of potential customers. They were also responsible for closing
the orders when these customers came in to purchase at the sites.
The customer base consisted of the present customers of Kalpataru, the references
from these customers as the real estate industry runs a lot on reference groups. The
employees of Kalpataru group and their references were also a source of customers
for new projects. The loyalty and the referencing system in Kalpataru has enabled
it to sell its products at a much faster rate than its competitors. The reason behind
that is the continuous delivery of quality projects across Mumbai and other
locations.

To attract the present customers to make a repeat purchase and to incentivize the
customers and the employees for referring the new projects to their relatives or
friends, Kalpataru offers the present customers a discount on the agreement value,
a certain amount for the customers if their references end up purchasing properties
with Kalpataru. These sales promotion techniques help Kalpataru to not only
increase their sales but also spread their word at a much lesser cost than using ATL
methods to reach its target customers. Another important point to note here is that
this kind of promotion is very targeted where as the ATL activities covers some
part of the population that are unwanted as far as the product offerings are
considered.

The various parts of the Consumer behavior model and the resemblance in the real
estate industry:

Marketing Stimuli:
• Products and Services- Properties
• Price- The agreement value + taxes + society charges
• Distribution- Channel Partners, Existing customers and employees
• Communications- Newspaper ads, inserts, invitations, standees, hoardings
Other Stimuli:
• Economic- Slow market, economic conditions, growing economy in India
• Technological
• Political- Relation with local political parties
• Cultural- Indian customs and adherence to it

Purchase decision:
• Product choice- Quality
• Brand Choice- Trust/ Influencer
• Dealer choice- Trust/ Expert power
• Purchase amount- Project dependent
• Purchase timing- Soft launch/ Launch/ Re launch
• Payment method- Cheques

BLACK BOX:
• Problem recognition- Investment or first homes or upgrade to bigger homes
• Information search- Online, channel partners, sales office, existing
customers
• Evaluation of alternatives- Rented apartment
• Purchase decision
• Post-purchase decision
Demographics and Segmentation

The demographics of the target audience depends on the age, educational

qualifications, occupation and assets owned more than the other factors. The age
group of 35 years and above is the primary target for the real estate industry
because the purchasing power of the individual increases at a much faster rate then.
The educational qualifications play an important role to make the customer
understand about the amenities and their uses, the innovation that exists in the
background and also the true worth of the product. The occupation plays an
important role to judge the purchasing power of the customer and to understand the
kind of product that the customer would be interested in.
The market is segmented according to these factors and each consumer is
pitched according to their requirement. A first-time buyer would have a different
requirement and communication than a second-time buyer or an investor.
 METHODALOGY

The real estate developers keep on aligning its marketing strategy to lure
customers, channel partners etc. ATL marketing and advertising is not preferred in
the industry as reaching masses with a Project won’t give optimized output.
Enquires related to project by lakhs of people to sales office will not be a desired
scenario with few percentage of success i.e. closure of deal. BTL marketing is
followed with banners, posters, hoarding etc. Kalpataru is focusing broadly on
three segments:
1) Existing Customers
2) Channel partners and
3) Non-Kalpataru societies
The methodology is planned and followed such a way so as to reach them all with
Kalpataru as a preferred brand on top of their mind. The Methodology is
differently followed for all segments and is illustrated as below:
Chapter
1- Existing Customers: Firstly, a survey is conducted among the existing booked
customer residing in Kalpataru Societies with Loyalty Benefit Form cum
Questionnaire.
2- These data are feed into the Customer Relationship Management (CRM)
system. This helps us to understand the customer better and accordingly the
loyalty programs would be developed according to the preference of the
customers based on the analysis of the survey. Some of the most common
techniques or loyalty programs which are being used to reach customers are:
05:95 Scheme
3- • with sales drying up, developers are attempting to lure homebuyers through
the lucrative
4- 05:95 home loan scheme. • It involves the buyer having to just pay just 05% of
the total amount up front, and put in the remaining 95% after getting
possession. Waiver • some builders waive Stamp duty charges in order to
attract buyers.
5- • Charges are around 4% to 8% of total price. Offering Small Flats
6- • Instead of 2/3 BHK flats now to lure potential flat owners by building 1 BHK
flats.
7- • Small flats are which most of the middle class can afford. Free Gifts
8- • Some realtors offer free gifts such as gold coin, cars
9- • Gifts also include foreign tours.
Early Bird
• Early investors can avail of discounts. Most real estate projects are developed in
phases.
• Even before the basic approvals are in place, developers start marketing projects
to brokers and some buyers at a discount. Activities Undertaken: -

• The loyalty and OBST vertical took care of the BTL activities for the
promotion of projects and tapping of potential customers. They were also
responsible for closing the orders when these customers came in to purchase
at the sites. The customer base consisted of the present customers of
Kalpataru, the references from these customers as the real estate industry
runs a lot on reference groups.

• The employees of Kalpataru group and their references were also a source of
customers for new projects. The loyalty and the referencing system in
Kalpataru has enabled it to sell its products at a much faster rate than its
competitors. The reason behind that is the continuous delivery of quality
projects across Mumbai and other locations.
• To attract the present customers to make a repeat purchase and to incentivize
the customers and the employees for referring the new projects to their
relatives or friends, Kalpataru offers the present customers a discount on the
agreement value, a certain amount for the customers if their references end
up purchasing properties with Kalpataru.
• These sales promotion techniques help Kalpataru to not only increase their
sales but also spread their word at a much lesser cost than using ATL
methods to reach its target customers. Another important point to note here
is that this kind of promotion is very targeted whereas the ATL activities
covers some part of the population that are unwanted as far as the product
offerings are considered.
• Chapter 2-
• To increase marketing reach to non-Kalpataru societies: Objective:

In Realty sector one of the major promotion activity is the promotion in

the societies. Current strategy of the Kalpataru is that they don’t do activities in
societies. Company was losing significant potential customers through. So, our
problem was to how to do ties up with the potential societies for promotional
activities. These societies were huge potential buyers and to reach them with
promotional activity such as standees, posters etc. in their premises during the
product launch will help them be aware of the projects that will be coming up in
various places of Mumbai, Pune, and Indore etc. The challenge was to convince
and get permission from the society manager for the promotional activities.
Method/Process: First major Problem was to find out the societies which has
significant base for potential customers. We divided area among ourselves. We
categorized various societies based on the area, rent or price, structure,
popularity, and builders’ name. Area like Andheri, bandra (w), etc. had
significant potential societies for activities and we can promote the luxuries or
high hand project to this location. One of the major task after identifying the
societies was to enter and met the societies’ secretaries and managers. I went in
as relationship manager and tried to meet them without any appointment or
contact. I asked for the number and name if managers or secretaries not there
and often rejected. So than I tried to break as the business person and asked
them to meet for the business. Once I was able to get entry in the societies than
I met with concern persons. I explained them brief about the activities we want
to conduct. I also pitched for the various benefit for the society’s members and
charges which we will pay for this event. For the activities I also collected the
data like how many notice boards, entrance lobby of each building and flats
were there. We collected the information and further asked to what place we can
put standees on the gate and other premises. We also asked to what kind of
activities there allowed like stall, standees, pamphlets and initiation cards. Thus,
we can prepares sufficient amount of materials and manage the manpower. If
the societies’’ members were interested in our project we also asked to use their
club house for presentation. Outcome: I went to the Andheri, Bandra, Khar,
Vileparle, Juhu, Santacruz areas. We did tie up with around the 45 potential
societies. We sign up for 1 year contract to do activities in these societies

Sales Value Chain

 Understanding
Introduction to
RECEPTION CIF Customr
sales manager
Requirement

First Hand Audio Visual

Legacy Wall Model Dispaly
Presentation Presentation

Construction
Sample Flat Show Flat Cost Sheet
Site Visit

Closing the
deal

CONSUMER ANALYSIS

Age and preferred completion status:-

Under construction

6%
10%
27%

57%

>56 46-55 36-45 26-35

 Ready Possession

9%

24%

24%

43%

>56 46-55 36-45 26-35

Reference source Information

Sales

9% Broker
contact centre
33%
Existing customer
27%
Hoardings
Kalpataru group staff
1% Newspaper
12% 2% 16%
Passing by

Costs involved and Walk-ins generated of key activities for month of

February: -
ACTIVITY COST PERCENTAGE OF
WALKINS
Newspaper + Pamphlet Insert 1 cr + 1,20,000 Rs 27%
Channel Partner Activation Upto 6% (Commission on 23%
conversion)
Hoardings 35,00,000 22%
Contact Center 1,50,000 16%

Rating

Count of Customer Rating

Type of unit Budget (Rs Cr.) Hot Warm Total
1 to 1.1 cr 1 20 21
1 to 1.2 cr 2 5 7
1 to 1.3 cr 2 2 22
3 BHK 1 to 1.5 cr 0
1 to 1.6 cr 0
1 to 2.5 Cr 0
2 Cr 0
2 to 3.5 Cr 0
3 BHK Total 5 45 50

2 BHK 50L TO 70L 0 5 5

70L TO 90L 0 2 2
90L TO 1 CR 0 5 5

2BHL TOTAL 12
 CONCLUSION
• The real estate industry thrives on brand loyalty from customers and
employees • The reference power of customers, employees and the channel
partners is high in the real estate industry
• The channel partners are the brand ambassadors for the firm and hence it is
equally important for them to understand the product and the message sent
out to customers because they are the first touch point for new customers
• The sales promotion activities and the BTL activities are targeted at the
customers unlike the advertisements on different media and are more
effective as well
• BTL activities in real estate are less effort consuming, less expensive and
guarantees a higher ratio of potential to actual consumers
• For non Kalpataru societies promotions we can conclude that significant
potential customers are residing over there. It’s better to do BTL marketing
strategies. Your cost significantly low compare to the mass advertisement.
You can measure the roi on basis of how many sales happen to particular
areas or societies. We successfully did the more than 45 societies sign ups.
That’s is one year contract to do promotional activities
• One of the most unorganized and difficult part of real estate was channel
partners. Due to scatter presents across Mumbai and lack of organized level
understanding conversion on one to one basis is very difficult. We went to
the market to understand them and register with us. We also called existing
data of channel partner for specific project. I did almost 2000 calling and
visited 100 channel partner to invite them for channel partner meet, project
awareness and lead generation for various project.
 Findings
There were 3 major activities during the Project launch in real estate
1. Channel Partner Activation
2. Client Sourcing
3. ATL activities

Channel Partner Activation One of the most unorganized and difficult part of
real estate was channel partners. Due to scatter presents across Mumbai and
lack of organized level understanding conversion on one to one basis is very
difficult. We went to the market to understand them and register with us. We
also called existing data of channel partner for specific project. I did almost 550
calling and visited 80 channel partner to do brand promotion, project awareness
and lead generation for various project.
According to Kalpataru’s past experience, they believe that majority i.e.
around 60 per cent of their sale of houses/units take place through Real Estate
Agents and Brokers who are in Professional terms called as Channel Partners.
To know more about these Channel Partners and build a good relationship with
them, Kalpataru decided to penetrate the market of these cities by Registering
these Agents and Brokers as Channel Partners of Kalpataru. As a team we went
out on the field to meet these Channel Partners in their respective areas and
persuade them to become a part of Kalpataru’s sales network by giving them
information about brand and various existing projects. In this stage, while
making them a part of the sales network, the field person also needs to observe
the channel partner about its scale of operations and functionality. The Channel
partners are then categorized according to their network. Once these Agents and
Brokers are registered as Channel Partners of Kalpataru, they were pitched from
time to time and given all the information of all the ongoing and upcoming
projects of Kalpataru so that they prepare themselves and find clients/investors
for the available or upcoming flats/units which would result into the sales of
such flats and units of Kalpataru.

Client Sourcing
Apart from channel partners prospective clients are also generated through a
variety of sources. These sources are
A. Existing customers of Kalpataru (Loyalty program)
B. Inquiries on the previous projects.
C. Data from different investment/ real estate agencies
D. Data from competitors

The Existing customers play an important role in the Client sourcing. In this
activity the existing customers of Kalpataru are made aware about the
upcoming projects and an attempt to generate referrals is made. This activity
also helps as post purchase activity wherein the customer satisfaction is known
to the company and a satisfied customers always leads to positive word of
mouth, hence the effort of making him aware about the upcoming projects is
justified The inquiries on the previous projects are properly maintained in order
generate leads for the future projects. Whenever a prospective customer visits
the project, a Customer Information Form (CIF) is filled and all the details and
requirements of the customer are recorded. This Information is then used for a
future lead generation as well.
Data is also purchased from different investment agencies like Sharekhan etc.
these customers are looking for investments and may become prospective
clients. Also data from various competitors can also be gathered for generating
leads we during our internship called this potential leads and pitched about the
project and tried to bring them to site. The number of walk-ins we generate for
of customers and channel partners was the key performance assessment (KPA)
for our work.
For non Kalpataru societies promotions we can conclude that significant
potential customers are residing over there. It’s better to do BTL marketing
strategies. Your cost significantly low compare to the mass advertisement. You
can measure the ROI on basis of how many sales happen to particular areas or
societies. We successfully did the more than 45 societies sign ups. That’s is one
year contract to do promotional activities.

ATL activities: The real estate sector is one of the major sectors which conduct
ATL activities on a very large scale. The budget for the ATL activities is
considerably high in the real estate sector. These ATL activities involve Print
advertisements majorly. The cost of major ATL activities was as follows Front
Page Newspaper advertisement 1cr Pamphlet insert (large size) 1.5Rs/insert
Pamphlet insert (small size) 0.4Rs/insert.
Hoarding
In our internship we also monitored the pamphlet insert activity of the
newspaper vendors. We made sure that all the pamphlets are distributed in
 the targeted areas of the cities, and the vendor delivers the agreed
distribution of the pamphlets

. Learnings
I got acquainted with corporate environment and the discipline and the most
importantly time management. The horizon of my knowledge also got broadened. I
got to know about the work culture existing in Kalpataru. Meeting with so many
people for the task, I could understand the behavior of the customers when they
want to buy property.

Conflict handling – when customer or channel partner throw away question and
you don’t agree with his view than how to handle this situation is very important.
By the BTL marketing strategies we can generate the better result and also we can
measure the ROI in very effective way.

Negotiation skills is very important is the selling and promotion. Right price for
right product and good promotion depend upon the marketing situation, benefit for
company, ROI, etc. Concept selling technique- In real estate most of the time you
have to sales concept not the physical product. It involved emotional decision and
once in lifetime purchase for the customers.

Presentation skills also improved with the customer handling and doing planning in
front of managers. Methods for pitching various kinds of customers are important
because every customer has different mind-set, requirements, knowledge about the
product. Ability to handle all kind of situations. Ability to convince the other
people in our favor.

Time management is very important aspect in handling the multiple task. For
corporate selling you have to be on your age and apply the different technique for
the selling. By creating opportunity on both side we can easily sale the product.
Ability to Communicate with the Channel Partners with clarity of thought and give
the information that enable them to do business with company. I also learned
achieve the target within given period of time.

It was easy to gauge the interest of Channel Partners on phone compare to one to
one interaction. Preparation of Costing and Budget – loyalty program cost must not
exceed profits so its biggest challenge to work with limited resources and finance
 RECOMMENDATION
A more coordinated activity distribution between the marketing, sales
and strategy departments
❖ A quarterly plan of activities for marketing and sales
❖ Reduction of wastage of time and resources by efficiently
allocating resources and budget according to the quarterly plan
❖ Dividing the tapping of potential customers between the verticals
in the sales department to avoid multiple communication to the
same audience
❖ Spacing out of projects in the calendar year to give some breathing
space in terms of purchase and communication to the target
audience.
 REFERENCE
1. http://www.kalpataru.com/
2. http://www.indiamart.com/kalpataru-group/
3. Kim Skaaning Jørgensen. 10 Steps for Setting up a Customer Loyalty
Program
4. www.99acres.com