PROJECT REPORT ON

Marketing Strategies of Akanksha Contracts Pvt. LtdSubmitted in partial fulfilment of the requirement of bachelor of business administration (BBA) general

Guru Gobind Singh Indraprastha University, DelhiBATCH :BBA-2013-2016

SUBMITTED TO: SUBMITTED BY: MRS. HIMANI GUPTA TARANJEET SINGH 02614201713 BBA VTH SEM

JIMS VASANT KUNJ

Certificate of Internal Guide

This is to certify that the project titled Marketing Strategies of Akanksha contracts Pvt ltd is a bonafide work carried out by Mr. TARANJEET SINGH candidate for the award of Bachelor of Business Administration of Guru Gobind Singh Indraprastha University under my guidance and direction.

Signature of guide

Date: Name:Place:Designation:

ACKNOWLEDGEMENT

A training report is never the sole product of the person whose name appears on the cover. There is always help, guidance and suggestion of many in preparation of such a report. So it becomes my first duty to express my gratitude towards all of them.I would also like to express my gratitude to Mrs. HIMANI GUPTA, Faculty, Guru Gobind Singh Indraprastha University for his excellent guidance and help throughout the training period. I want to acknowledge the help provided by guide and friends. The precious inputs provided by them have helped in compiling this report. As well as I want to thank my friends and colleagues who helped me in this working.I express my deep-hearted thanks and gratitude to all of those who helped me in this Project.

PAGE 3TABLE OF CONTENTS

S.NO.CONTENTPAGE NO.

1.Certificate2

2.Acknowledgement3

3.Table of content/Index4

4.Executive Summary5

Chapter:1Introduction 6-13

Chapter:2Company profile14-22

Chapter:3Research Methodology23-24

Chapter:4 Marketing methods of Akanksha contracts 25-27

Chapter:5Finding and Conclusion28-36

Chapter:6Recommendation37

Chapter:7Bibliography38

Chapter:8Questionnaire39-41

EXECUTIVE SUMMARY

The term "marketing" is often misunderstood and used incorrectly.Marketing is much more than selling or advertising.Marketing is the strategic plan that you develop for your organisation that looks at your construction company's strengths and weaknesses; the areas in which you have a competitive advantage; the market(s) that you will target your sales focus on; the demographics of your chosen market; and the pricing structure that you plan to use. It's important to understand the general steps necessary to create and implement a construction marketing plan for your business.The size of the marketing budgets will vary, as will the intended target market.Ultimately the development of a marketing strategy comes down to similar steps that can be used for any size organization.It doesn't need to be expensive, but it must be thorough and thoughtfully analyzed.And it must be articulated to your staff and stakeholders. The marketing plan, just like a financial plan, must be monitored and adjusted as needed, and it must also be adaptable to changing competitive environments.This research work is based on the marketing strategy. The title of this research work is Akanksha contracts Pvt Ltd. The main objective of this study is to identify the current marketing strategies used by Akanksha Contracts. The research is descriptive in nature as it includes questionnaire survey. The researcher has used both primary and secondary data. The primary data was collected through structured questionnaire.

CHAPTER 1: INTRODUCTION

An effective marketing strategy is an ongoing value-creating process composed of several elements: Marketing segmentation Marketing strategy Market research Pricing Placement Value chainMarket SegmentationOne of the first steps in developing an overall marketing strategy is to perform a market segmentation analysis, as a way to manage the strategy development process and ensure its effectiveness and success. The concept behind market segmentation is intuitive and relatively simple. Market segmentation is simply taking a look at the overall market for your product and service and thinking of it in terms of smaller, more manageable pieces. Think of market segmentation as what Bert and Ernie from Sesame Street sing about when they suggest One of these things is not like the other . . . one of these things doesnt belong.In a sense, thats what we are doing when we segment a marketwe are looking at the whole and trying to determine how we can group the mass market into smaller groups that, while different from each other, within the groups are more alike.Marketing StrategyTo build a strong and durable house, it is necessary to create blueprints. Likewise, to build a strong and profitable business, it is necessary to develop a strategy. Essentially, marketing strategy is a plan that allows a business owner to direct activities that are consistent with the goals of the business owner and organization and spend money wisely in order to create the greatest amount of return on investment.

Market Research and Competitive IntelligenceTo thoroughly understand what is happening in the industry in which you operate, it is invaluable to know what the trends in the industry are as well as what the firms competitors are doing to make money, to improve their businesses, and to improve their own market shares. Market research is necessary to make better firm wide decisions. With marketing being a philosophy where the resources and activities of the firm or company are focused on satisfying the wants and needs of the customer, marketing research is the way a firm with a marketing philosophy determines what those wants and needs may be, and further, how to communicate the associated benefits most effectively and efficiently. Additionally, market research is used to monitor and modify, if needed, the elements of the marketing strategy. Market research includes: defining the problem and research objectives, developing a research plan, presenting the plan, implementing the plan (collecting and analyzing data), and interpreting and reporting the findings. This is the area of marketing where we begin to see science as well as art. This chapter focuses in detail on how to research a market, how to know the competition, and how to leverage that knowledge to improve your business.PricingTo sell a product for a particular price, value must be created. Value is the consumers estimate of the products overall capacity to satisfy his/her needs. When the value placed on a product or service is high, then satisfaction is achieved. Consumers are savvy and will choose based on the level of satisfaction that corresponds with the price. If a bottle of Coca-Cola were priced at $5 while a liter of Pepsi-Cola was priced at $1, it is likely that the sales of Coke would decrease. If these were the only two options at the supermarket, the likelihood of Pepsi sales increasing is high. Pricing is what your customer is willing to trade in return for a productthat is, the value they place on a product or service. Generally, a price/qualityrelationship exists, where the higher the price, the higher the quality; especially in the case of personal services, consumers will expect a higher level of service if the fee associated with that service is higher relative to other providers of similar services. Marketers may elect to skim the market with a relatively high price at first, and then, as demand wanes at this relatively high price, gradually lower the price. New, innovative products often use this pricing strategy because their newness and uniqueness may enable a higher price at first. As copycats and competitors enter the market, prices will fall to meet the market price. Some marketers, though, may use a penetration strategy, where the product or service is offered at a very low price, in order to quickly grab market share and be considered the low price provider. Wal-Mart is an example of a company using a penetration pricing strategy. Pricing is a powerful tool in developing a marketing strategy with a strong connection to the financial condition of the organisation. Pricing too low may result in economic consequences if costs are not covered, and pricing too high may stunt demand and sales of the product or service, also resulting in adverse economic consequences.PlacementA customer will not likely purchase a service or product unless it can be relatively easily accessed. Placement can be anything from a magazine or candy bar sitting next to the checkout counter at the supermarketa spontaneous purchaseto gas stations situated on the right-hand corner of the exit from a highway or to the location of a orthodontics office in the same complex as a pediatricians office. Placement helps make the purchasing process for a customer easier and more convenient. Often the term distribution is used interchangeably for the placement component of a marketing strategy and includes the decisions a company or firm must make to ensure the connection with the customer or client. Placement is how the marketer connects the products or services with the customerthe easier, more convenient, more accessible the product or service may be, the more likely the customer will purchase the product or service.

Value ChainAll of the aforementioned parts of the marketing plan cannot be carried out to the full level of effectiveness without all areasa value chainworking together. Generally, the value chain includes the following activities:Inbound logisticsbringing raw materials into the business.Operationsmanagement of processes to create the product or service for the customerOutbound logisticsthe means for getting the product or service to the customer (for example, distribution systems and shippers to get products into retail stores)Marketing and salescreating valueServicealigning customer expectations and the performance of the product or serviceFirm infrastructurethe organization of the firm to maximize service to the customer

Marketing as an investmentSuccessful companies that become excellent marketing organizations know themselves, their customers, and what they offer that fills the customersneeds. This requires an investment of time and money to accurately determine whether all three parts of the triangle fit together. As an example, ABC Company is about eight years old and operates in the online professional services industry. The customer wants and needs this service. Most importantly, the customer is willing to pay for the service and ABC Company is the only company occupying this space at this time. One would imagine that ABC Company is generating a strong and regular revenue stream. Unfortunately, ABC Companys CEO does not believe in investing in consistent marketing strategies and targeted marketing initiatives. Rather, the CEO pays low wages to inexperienced salespeople who have no incentive or support to sell the service. Therefore, due to a lack of investment in marketing, the customer does not even know that ABC Company exists. The fallout of such poor strategic thinking could be that employees often are not paid in a month, morale plummets, and company reputation lags.Two levels of marketing:Strategic marketing: attempts to determine how an organization competes against its competitors in a market place. In particular, it aims at generating a competitive advantage relative to its competitors. Operational marketing: executes marketing functions to attract and keep customers and to maximize the value derived for them, as well as to satisfy the customer with prompt services and meeting the customer expectations. Operational Marketing includes the determination of the porter's five forces4 Ps:In the early 1960s, Professor Neil Borden at Harvard Business School identified a number of Birla Cementperformance actions that can influence the consumer decision to purchase goods or services. Borden suggested that all those actions of the Birla Cementrepresented a Marketing Mix. Professor E. Jerome McCarthy, also at the Harvard Business School in the early 1960s, suggested that the Marketing Mix contained 4 elements: product, price, place and promotion. In popular usage, "marketing" is the promotion of products, especially advertising and branding. However, in professional usage the term has a wider meaning which recognises that marketing is customer-centered. Products are often developed to meet the desires of groups of customers or even, in some cases, for specific customers. E. Jerome McCarthy divided marketing into four general sets of activities. His typology has become so universally recognised that his four activity sets, the Four Ps, have passed into the language.Product:The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user's needs and wants. The scope of a product generally includes supporting elements such as warranties, guarantees, and support.Pricing:This refers to the process of setting a price for a product, including discounts. The price need not be monetary - it can simply be what is exchanged for the product or services, e.g. time, energy, psychology or attention.Promotion:This includes advertising, sales promotion, publicity, and personal selling, branding and refers to the various methods of promoting the product, brand.Placement (or distribution):refers to how the product gets to the customer; for example, point of sale placement or retailing. This fourth P has also sometimes been called Place, referring to the channel by which a product or services is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc. also referring to how the environment in which the product is sold in can affect sales. These four elements are often referred to as the marketing mix, which a marketer can use to craft a marketing plan. The four Ps model is most useful when marketing low value consumer products. Industrial products, services, high value consumer products require adjustments to this model. Services marketing must account for the unique nature of services. Industrial or B2B marketing must account for the long term contractual agreements that are typical in supply chain transactions. Relationship marketing attempts to do this by looking at marketing from a long term relationship perspective rather than individual transactions.As a counter to this, Morgan, in Riding the Waves of Change (Jossey-Bass, 1988), suggests that one of the greatest limitations of the 4 Ps approach "is that it unconsciously emphasizes the insideout view (looking from the Birla Cement outwards), whereas the essence of marketing should be the outsidein approach". Nevertheless, the 4 Ps offer a memorable and workable guide to the major categories of marketing activity, as well as a framework within which these can be used.

7 Ps:As well as the standard four P's (Product, Pricing, Promotion and Place), services marketing calls upon an extra three, totaling seven and known together as the extended marketing mix. These are:People:Any person coming into contact with customers can have an impact on overall satisfaction. Whether as part of a supporting service to a product or involved in a total service, people are particularly important because, in the customer's eyes, they are generally inseparable from the total service . As a result of this, they must be appropriately trained, well motivated and the right type of person. Fellow customers are also sometimes referred to under 'people', as they too can affect the customer's service experience, (e.g., at a sporting event).Process:This is the process(es) involved in providing a service and the behaviour of people, which can be crucial to customer satisfaction.Physical evidence:Unlike a product, a service cannot be experienced before it is delivered, which makes it intangible. This, therefore, means that potential customers could perceive greater risk when deciding whether to use a service. To reduce the feeling of risk, thus improving the chance for success, it is often vital to offer potential customers the chance to see what a service would be like. This is done by providing physical evidence, such as case studies, testimonials or demonstrations.Personalization:It is here referred customization of products and services through the use of the Internet. Early examples include Dell on-line and Amazon.com, but this concept is further extended with emerging social media and advanced algorithms. Emerging technologies will continue to push this idea forward.

Participation:This is to allow the customer to participate in what the brand should stand for; what should be the product directions and even which ads to run. This concept is laying the foundation for disruptive change through democratization of information.Peer-to-Peer:This refers to customer networks and communities where advocacy happens. The historical problem with marketing is that it is interruptive in nature, trying to impose a brand on the customer. This is most apparent in TV advertising. These passive customer bases will ultimately be replaced by the active customer communities. Brand engagement happens within those conversations. P2P is now being referred as Social Computing and is likely to be the most disruptive force in the future of marketing.Predictive modeling: This refers to algorithms that are being successfully applied in marketing problems (both a regression as well as a classification problem).

CHAPTER 2: COMPANY PROFILE

The Group made its humble beginning in the Year 1993, when the Founder and MD of the group decided to foray into real estate business. Initially the group undertook projects in NCR, UP and Punjab. The group diversified into industrial construction in the year 1997 and the contract division Akanksha Contracts is formed. Since its inception Akanksha Group has successfully completed and handed over more than 100 major projects in industrial, commercial, institutional, warehouses and residential segment, in different parts of the Country. The majority of our work has come to us through references of satisfied clients and some through repeat orders of existing ones.

We are committed to project management excellence and providing you with the best quality and service. We do this throughout all the stages starting from concept to completion. Akanksha Group has a residential construction division Akanksha Developers (Builders) which specialise in fulfilling the housing needs in different economical segments. Our building team due to its experience and constant market knowledge provides latest projects in those areas where you find relocation comfortable and also realised a good return on your investment. We take care of every fine detail in servicing our home buyers, be it choosing design solutions, procurement of quality material, deployment of skilled labor and timely completion of project. We have assisted many happy buyers for our properties in major cities across India.

Akanksha ContractsWhen it comes to finding the most suitable Contract firm for Civil Construction, Akanksha Contracts Pvt. Ltd. is the preferred choice for most people from the corporate world. We specialize in providing Complete Project Management and Turnkey solutions for Industrial, Institutional, Factory, Commercial construction and have successfully executed projects in NCR, Bangalore, Surat, Chandigarh, Lucknow and other parts of the country.With us you will find, Creativity in Project Planning and Efficient Space Planning for smooth functioning of the project with other contractors (electrical, fire, air-conditioning etc), personalized attention and involvement, Custom made Pre Engineered Building, Conventional Steel Structure Building to client's requirements, international quality and Time Bound Completion.

What We Can Do For You

Personalized ServiceAs a firm we believe in doing all our projects with greater involvement and a deeper level of commitment. Thus we give highly personalized service to all our clients and strive for their complete satisfaction. This is achieved by clear and constant one-on-one communication by both the partners. There is always a dedicated resource for your project and moreover the MD is easily accessible and makes personal involvement in the project, no matter how small or big the project is. We are looking to build and nurture long term relationships.Project and CommunicationThe Project process is a highly interactive one in which we go much deeper into formulating a clear program of your needs and requirements .Right from the beginning when the client gives us his requirement and initial design details, we proactively involve ourselves at every stage for a smooth functioning. We also address the subtle and intangible aspects of your organization's central philosophy and the communication is fast and effective.We are very focused about our work and believe in total quality control and execution, achieved through efficient site clearance, layout planning, detailed mapping for specific deadlines.Why Choose ACPL? As a Delhi based Contracting firm, ACPL has a unique advantage; in its knowledge of unique project development challenges and a large database of local suppliers. ACPL is committed for integrated project development with highest degree of customer satisfaction.

Civil Construction Projects:

1.AVALON RANGOLI

Sector - 24, Dhahruhera, Distt. - Rewari, HRMulti Storied Group Housing with Basement G+12, Covered Area 50000sqm.Project cost:100 Crores(Ongoing)

2.NOORJEHAN EXPORTS

266, Udyog Vihar, Phase 4, Gurgaon, HaryanaCivil WorkProject cost:3 Crores(Ongoing)

3.BML MUNJAL UNIVERSITY-HOSTEL BLOCKSSidhrawali, HaryanaInstitutional Building 3 Hostel buildings. G+5 , All Civil & Finishing worksProject cost:13 Crores (Estimated)(Ongoing)

4.ROCKMAN INDUSTRIES LTD.Plot No. 34, Sector - 5 Bawal (HR)RCC cum PEB building with RCC Road and UG Tanks.Project cost:20 Crore(Completed)

RESIDENTIAL PROJECTS:Akanksha Group through its residential construction division Akanksha Developers specialize in fulfilling the housing needs in different economical segments. Our building team due to its experience and constant market knowledge provides latest projects in those areas where you find relocation comfortable and also realize a good return on your investment. We take care of every fine detail in servicing our home buyers, be it choosing design solutions, procurement of quality material, deployment of skilled labor and timely completion of project. We have assisted many happy buyers for our properties in major cities across India.1.KRISH (AURA)Bhiwadi, Dist Alwar, RajasthanGroup Housing. High rise Building (5 Towers 1BHK,2BHK & 3BHK) 1 BHK Basement+Stilt+14; 2 BHK - Basement+Stilt+14; 3 BHK - Basement+Stilt+14; All plumbing, carpenting, aluminium and electrical work Area about 9 Lakh SqftProject cost:75 Crores (Estimated)(Ongoing)

2.AVALON ROYAL PARK

Bhiwadi, Alwar, RajasthanGroup Housing: High Rise Building (10 Towers - 2BHK: Stilt +14, 3 BHK: Basement +Stilt+14 & 4BHK: Basement+Stilt+19).Project cost:150 Crores (Estimated)(Ongoing)

Our Commitments: At ACPL, we are committed to provide best service quality to our clients. The ultimate responsibility of providing accurate, up-to-date information to the clients rests on our shoulders. Our engineering team is one of the most accomplished and knowledgeable engineering teams in the local market with years of technical and project delivery experience.We promise to do all: Site Mobilization Material Procurement Weekly face to face meetings (wherever possible) Work in close coordination with our clients Hassle free development of projects Well coordinated project development and better risk management ACPL becomes the single point of contact for the client to coordinate resulting in better quality, reduced cost and implementation of value engineering Adhere to clients work culture and professional code of ethicsCompany Philosophy We put our clients first We are committed to quality and continuous improvement We deal with highest level of trust, respect, fairness and integrity We don't overprice our projects, so that you get a good return on your investment.MissionOur mission is to become a national project developer of choice with sustainable project solutions, highest quality, timely execution of projects with cost effectiveness and attention to detail.Our BeginningThe Group made its humble beginning in the Year 1995, when the Founder and MD of the group decided to foray into real estate business. Since its inception Akanksha Group has successfully completed and handed over more than 100 major projects, including some in different cities of the Country. The majority of our work has come to us through references of satisfied clients and some through repeat orders of existing ones.We are committed to project management excellence and providing you with the best quality and service. We do this throughout all the stages starting from concept to completion. We ask you to give us a chance to serve you better.

Our Strengths

We take total responsibility for the complete execution of the project including layout planning, design, detailing and graphics.We have a huge network of vendors and suppliers and can execute all our projects within the time deadlines.We understand how crucial the cost planning of a project is for the business and thereby we provide a range of project design solutions with the budgetary constraints of the clients.

ManagementAjay MehraManaging DirectorAjay Mehra in his role as the Leader heads the organization. He is a communicator and his main area of activity is client servicing. He understands and clearly articulates the client's needs to formulate the execution program. He is also involved in the initial conceptualization of the design solution. He runs the company and manages its day-to-day operations. He has a natural ability to co-ordinate with various agencies and to put things together.Previously he was part of the founding team of the Akanksha Builders the residential division of Akanksha Group. In his Contracts work he handled large-scale projects of Bharti Walmart, Omax Auto, TATA Motors, meeting international standards of quality and excellence. It is from there that he ingrained his work ethic and the strict discipline to complete time-bound projects.

Benu MehraDirectorBenu Mehra in her role as the creative-head leads the residential projects team. She has an aesthetic bearing and sets very high standards of design excellence. She studies and evaluates the effects of forms, colors and textures very deeply and believes very strongly in harmonizing the various elements into an integrated whole. She believes that design is the reflection of owners personality and should truly reflect the persona of the family.She has gained a lot of design experience by previously working with various Akanksha projects in cities like Chandigarh, Mohali and Moradabad.etc. There she developed the aesthetic sense for interiors. Due to her ability to understand client requirements and suggest appropriate home dcor, she was complimented on several projects. This year she is planning to take her hobby into more professional role and is working to take the Akanksha group into Interiors designs as well.

L D YadavExecutive DirectorL D Yadav is a highly experienced Civil Engineer and has a total experience of 28 years of handling civil construction projects. He is associated with Akanksha Group from last 16 years and under his leadership Akanksha Contracts has executed key projects with top national and multinational companies. He takes personal interest in all Project Management and Resource Management tasks. He is the key personnel for site management challenges and all Project Managers report to him. He has a unique ability of identifying bottlenecks and proficient in material procurement, legal & regulatory matters and turnaround strategies.

CHAPTER-3: RESEARCH METHODOLOGY3.1 Research Design:Descriptive StudyData Collection:In this research work, the researcher has gathered the both primary and secondary dataPrimary data:The primary data was collected through structured questionnaireSample Size: 50Target Respondents:CustomersSecondary data:Secondary data was collected from Website, Newspaper, Magazines, Online Journals, Project Material and BooksResearch Instrument:Structured QuestionnaireData Analysis:The analysis of primary data is done through graphs and charts made in excel.

3.2 OBJECTIVES OF THE STUDY

To identify the current marketing strategies used by the Akanksha Contracts Private Limited. To analyse the current marketing strategies used by the Akanksha Contracts Private Limited To identify the customersperception towards current marketing strategies used by the Akanksha Contracts Private Limited To explore the challenges faced by the company in marketing.3.3 Scope of the StudyThis research identifies the current marketing strategies used by the Akanksha Contracts Private Limited. This research analyses the current marketing strategies used by the Akanksha Contracts Private Limited. This research identifies the customersperception towards current marketing strategies used by the Akanksha Contracts Private Limited. This research explores the challenges faced by the company in marketing.

CHAPTER 4 : MARKETING METHODS OF AKANKSHA CONTRACTS4.1 Marketing methodsThe 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 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.Our online marketers optimize agency offers by maintaining a classy austerity that brings search engines and home hunters to your Real Estate Brokerage or Project Development Pages. Your personal profile on Real Estate Times should be as complete as possible. Change it for others to trust you. Now Online: A fully payment integrated real estate event management system for members.We have perfected the art of creative content inclusion, with controlled placement of search terms to rank your blog on Real Estate Times above your competitors, however BIG they may be!

Each day, search engines are getting much better at finding real information, but they will miss your offer pages or blog posts if you have not properly identified them in a way that the search engines understand. As some Part-Time SEO Guys will tell you, it is not enough to slap a keyword into a page it must be about real estate.By latent semantic indexing search engines can see whether your content is really about what you say it is. Another formula for ranking is keyword positioning, there are rules for their relative positioning. Keywords can indicate relevance through a controlled proximity to other terms.This is a simplification of SEO for your offer pages, stories, listings, blog and other content on Real Estate Times. To succeed, you must be recognized as an authority in your area, so you can't just insert your name into a marketing module.Builders, agents or brokers whose sites actually discuss their geographical region are much more likely to convert their leads, gather as many details about your local area and its real estate market. Whatever you can communicate about real estate in your area of service, we can transcribe onto your pages in a clean and professional format. Real estate promotional services are perfect for real estate companies, builders, developers and agents4.2 CUSTOMER SATISFACTION The globalization of business and the evolving recognition of the importance of customer retention and market economies and of customer relationship economics, among other trends, reinforce the change in mainstream marketing.Marketing is no longer just about developing, selling and delivering products. It is increasingly more concerned with the development and maintenance of mutually satisfying long-term relationships with customers (Buttle, 1996). RM is based upon the premise that it makes economic sense to satisfy and retain customers, as the strength and duration of the relationship is directly proportional to the resultant profitability. This contemporary interest in maintaining customers is reforming marketing with an emphasis on the creation of value and the building of relationships. This new marketing refocusing has been explored in consumer services marketing. The thrust has been to examine different aspects of customer satisfaction, relationship strength, relationship longevity and customer relationship profitability. The acceptance of relationship marketing is based upon the emerging body of research, which indicates how customer retention leads to increased profitability. This has prompted companies to treat their customer base as individual assets in themselves. Moreover, if a Real Estate Company builds and maintains good relationships with customers, it cannot be easily replaced by the competitors and, therefore, provides for a sustained competitive advantage.

CHAPTER 5: FINDINGS AND CONCLUSIONS

5.1 FINDINGSQ1.The gender of the various respondents are as follows:

According to the survey conducted the female were 32% and male were 68%. Also because not having too many female taking decision for Housing

Q2. Are you aware of Akanksha Contracts Private Limited? EMBED MSGraph.Chart.8 \s 58% respondents replied yes that they are aware of the Akanksha Contracts Private Limited

Q3. Have seen any marketing campaign of Akanksha Contracts Private Limited? EMBED MSGraph.Chart.8 \s 53% respondents replied yes that they have seen marketing campaign of Akanksha Contracts Private Limited.

Q4. Are Respondent trying Akanksha Contracts for the first time? EMBED MSGraph.Chart.8 \s

32% of the consumers have used the AKANKSHA CONTRACTS s product before they are not trying it for the first time. It implies that very less number of the new consumers is added to the new customer list for AKANKSHA CONTRACTS . What best can AKANKSHA CONTRACTS do with launching new advertisement campaign that they retained there customer as much as possible in coming days or they add more product to there product portfolio.

Q5 . Preference for branded and non- branded housing need?

EMBED MSGraph.Chart.8 \s

The customer base prefers branded Market solution for there own consumption or for their family rather than non branded Market solution it also provides the good opportunity for AKANKSHA CONTRACTS in terms of growth.

Q6. How will you rate the Akanksha Contracts Private Limited in terms of customer handling?

25% respondents replied that the company is excellent in terms of customer handling however 49% respondents replied that the company is good in terms of customer handling.

Q7.What is the best medium for the advertisement according to the respondents point of view?

Here we come to know that Television and Radio are the two most popular advertisements medium that contributes 31 % and 22 % radio also for other way to advertisement 17 % respondent clearly states that news paper is the best way to advertise also 17 % respondent realize that Hoardings is also like news paper.

Q8. How will rate the company in terms of after sale services?

22% respondents replied that the company is excellent in terms of after sale service however 55% respondents replied that the company is good in terms of after sale service

Q9. How will you rate the Akanksha Contracts Private Limited in comparison with its competitors?

20% respondents replied that the company is very important in comparison with its competitors however 43% respondents replied that the company is important in comparison with its competitors.

5.2 CONCLUSION The study showed that real estate brand can be built up, valuated, and considered analytically. To facilitate and structure this a web-based benchmarking tool was developed along with the study. The brand characters for the tool were obtained by evaluating existing domestic and foreign real estate brands, studying literature and interviewing the personnel of the cooperating enterprises.Each organisation must build up a brand of its own, as a brand is a result of careful planning and implementation a strategic matter. Brand is a device by which the enterprise will stand out from anonymous services or products. On the other hand, real estate brands, in special, seem to be a way of acting, and seem to connect various parties in a joint operating concept. Building up a brand generally takes a long time. Even that is not enough, the brand requires commitment and management. Brand may easily be destroyed if the organisation is not acting according to its brand promises. To avoid this to happen by mistake the organisation should keep the brand in mind in all activities. All employees and partners must know what the brand is and what it calls for. Everyone shall be committed to the brand. As brand has a life cycle, it needs to be reset at some point in order to keep up with the changing society. 58% respondents replied yes that they are aware of the Akanksha Contracts Private Limited 53% respondents replied yes that they have seen marketing campaign of Akanksha Contracts Private Limited 32% respondents replied that internet marketing is very effective however 19% respondents replied that telemarketing is very effective 25% respondents replied that the company is excellent in terms of customer handling however 49% respondents replied that the company is good in terms of customer handling 22% respondents replied that the company is excellent in terms of after sale service however 55% respondents replied that the company is good in terms of after sale service

CHAPTER 6: RECOMMENDATION

More emphasis should beon promotional activities. PlentyofadvertisementshouldbedonethroughT.V, Newspaper and Radio as these medias are having maximum recall value. Total financial planning and advice should be given to every customer. More business opportunity seminars should be conducted to make people aware of the offer given. The company should quite frequently send their agent to the customer so that they should be aware of the latest offer. The company should attempt to open more and more of its branchesinthecountrysoastopromotetheirproduct publicity

CHAPTER 7:BIBLIOGRAPHY

https://www.linkedin.com/company/akanksha-contracts-pvt-ltd http://www.akankshagroup.co.in/default.aspx S.H.H Kazmi,2013,Marketing management book http://www.entrepreneur.com/topic/marketing http://en.wikipedia.org/wiki/Marketing Pippa Riley,2011,Marketing and Sales strategy book

CHAPTER 8: QUESTIONNAIRE

Q.1 Age18-24 Years25-34 Years35-44 Years45 or More

Q.2 GenderMaleFemale

Q.3 Are you aware of Akanksha Contracts Private Limited?YesNoNot SureQ.4 From how many years your have been working in your organization?Less than 2 Years2 to less than 4 Years4 to less than 6 YearsMore than 6 YearsQ5. Have seen any marketing campaign of Akanksha Contracts Private Limited?YesNo

Q6. Are Respondent trying Akanksha Contracts for the first time?YesNoQ7 .Do your companys sale channels align with the preferences of your target segments?YesNoNot SureQ8. How will you rate the Akanksha Contracts Private Limited in terms of customer handling?GoodVery Good Bad

Q9. Is your company prepared to migrate customers dynamically to higher-value products and services?YesNoNot SureQ10. How will rate the company in terms of after sale services?GoodVery GoodBad

Q11. How will you rate the Akanksha Contracts Private Limited in comparison with its competitors?GoodVery GoodBadQ12. Would you like to give any suggestion for the improvement of marketing strategies of Akanksha Contracts PVT LTD.

PAGE 42