brand awareness and brand loyalty - dlf
TRANSCRIPT
CHAPTER - I
Introduction
Objective
Limitations
Methodology
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INTRODUCTION
Title: Brand awareness and Brand Loyalty
Brand
Brand means it is a name, sign, symbol, color combination or slogan to identify of a specific product, service or business.
Definition: A brand is a name, sign, symbol, slogan or anything that is used to identify and
distinguish a specific product, service, or business. A legally protected brand name is called a
proprietary name.
In detail A brand is the identify of a specific product, service, or business.A brand can take
many forms, including a name, sign, symbol, color combination or slogan. The
word brand began simply as a way to tell one person's cattle from another by means of a hot
iron stamp. A legally protected brand name is called a trademark. The word brand has
continued to evolve to encompass identity - it affects the personality of a product, company
or service.
People engaged in branding seek to develop or align the expectations behind the brand
experience, creating the impression that a brand associated with a product or service has
certain qualities or characteristics that make it special or unique. A brand is therefore one of
the most valuable elements in an advertising theme, as it demonstrates what the brand owner
is able to offer in the marketplace. The art of creating and maintaining a brand is called brand
management. Orientation of the whole organization towards its brand is called brand
orientation. It's a new brand world
A person wearing Levi Strauss Jeans, Louis Philippe shirt, Reebok shoe, addidas watch, Fast
track goggles shows how Branding is playing a vital role in the market today.
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Branding and importance of Branding
Branding means setting the product or service in the mind set of the customer
Example: Thunda Muthlab cocacola
Brand awareness
Brand awareness refers to customers' ability to recall and recognize the brand under different
conditions and link to the brand name, logo, jingles and so on to certain associations in
memory. It helps the customers to understand to which product or service category the
particular brand belongs and what products and services are sold under the brand name. It
also ensures that customers know which of their needs are satisfied by the brand through its
products (Keller). Brand awareness is of critical importance since customers will not consider
your brand if they are not aware of it.
Brand Awareness Plan
The major components of a plan to develop brand awareness are:
• Identifying and understanding your target customers
• Creating a company name, logo, and slogans
• Adding value through packaging, location, service, special events, etc.
• Advertising and after sale follow up and customer relationship management.
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Brand loyalty
“Brand loyalty” is a term used to describe the tendency that consumers have to stick with the
products or services bearing brand names they know and trust. Brand loyalty translates to
repeat sales, so it’s in the best interest of the company that carries the brand to maintain its
reputation and recognizability in order to maintain profit. Altering the look and feel of
a brand can have disastrous consequences for a company, as it runs the risk of
alienating brand-loyal consumers who may not recognize or trust the product or service under
different packaging.
RETAINING an existing consumer is often more profitable than finding a new consumer.
This is known to marketers for the last two decades though one has not seen too many
retention strategies in India, until recently. While retaining brand loyal customers, it is
important to consider its impact on the bottom line of the company.
Customer equity deals with the manner in which customers can add value to the profitability
of the company (customer equity also looks at how the company can create value for the
customer but this article deals with the other aspect). Loyalty and retention strategies would
have to be understood before customer equity strategies are formulated. The following
aspects of customer equity may be useful for marketers:
What is brand loyalty?
Is brand loyalty built on functional or symbolic aspects?
Do psychological factors matter to brand loyalty in business-to-business marketing?
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OBJECTIVES
A Study on Brand Awareness and Brand Loyality on DLF company
Understanding the Importance of Brand awareness and Brand Loyality.
To Know how DLF company have developed the brand awareness about their products/services.
To know Brand awareness influences Buying Behaviour or Not.
To know the awareness level of the prospect customers.
To know the Satisfaction levels of the Brand loyals.
Understanding the Factors affecting DLF Company.
Giving suggestions how to maintain and improve Brand awareness and building brand loyalty.
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NEED OF THE STUDY:
Every company looks for branding. Branding plays a vital role in today’s competition.
Branding creates economic development as well as social status of individual. Strategies to
create branding is the focus area for the organization.
SCOPE OF THE STUDY
The scope of the study is confined in the twin cities only
The study is limited to 45 days
The data collection from the respondents is qualitative in nature i.e., views, opinions,
etc., so it is not a convenient data for the study for the study for a longer duration
LIMITATIONS OF THE STUDY
The present study concentrates only on the existing customers of Hyderabad city only.
As the time spent is only two months it is not possible to go in-depth study.
There may be some biases due to ignorance on the part of respondents as they are not
aware of the company.
Due to small sample and biased opinions the results derived may not be appropriate.
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METHODOLOGY
This study is basically depends on
1. Primary Data
2. Secondary Data
Primary data: Primary data consist of information collected for the specific purpose at hand
for the purpose of collecting primary data, survey research was used and all the retail outlets
sellers using different brands and their competitors were contacted. Survey research is the
approach best suited gathering.
Secondary Data: The secondary data consists of information that already exist somewhere,
Having been collected for another purpose .Any researcher begins the research work by first
going through the secondary data. Secondary data includes the information available with the
company. It may be the finding of research previously done in the field. Secondary data can
also be collected from magazines, newspapers, other surveys conducted by known research
agencies etc.
RESEARCH METHODOLOGY
The DLF Company have taken suitable plans for Brand awareness program and
RETAINING an existing consumer is often more profitable than finding a new consumer
Strategy to make the customers as Brand loyals. The survey was carried in twin cities of
Hyderabad and Secunderabad with the sample size of 100. The survey was carried out with
the help of a structured questionnaire, which helps in accomplishing the research objectives.
The respondents by means of personal interview administer this structured ended
questionnaire.
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CHAPTER – II
Industry profile
Company profile
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Industry profile
Real estate
Real estate means it is a business where in a person or organization markets and sells his/her
land, plots, and flats to the customers
Different areas in Real estate
Houses & Flats for sale
Houses
Flats
Villas
Apartments
Houses & Flats for rent
Flats
Villas
Houses
Apartments
Holiday Rentals in India
Apartments
Bungalows
Houses
Villa
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PG - Room Mates - Hostel
Paying Guest
Hostels
Land & Plots for sale
Residential
Industrial
Agricultural
Commercial
Parking - Storage
Overseas Properties
Overseas property For Sale
Holiday Rentals Abroad
Land & Plots For Sale Overseas
Offices & Shops
Office space
Furnished
Unfurnished
Shops for Sale + Rent
Restaurant
Showroom and warehouse.
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Company profile
DLF (originally Delhi Land and Finance) is India's biggest real estate developer based in
New Delhi, India. The DLF Group was founded by Raghuvendra Singh in 1946.
DLF developed residential colonies in Delhi such as Shivaji Park (which was actually its
first one), Rajouri Garden, Krishna Nagar, South Extension, Greater Kailash, Kailash Colony
and Hauz Khas. In 1957, with the passage of Delhi Development Act, the local government
assumed control of real estate development in Delhi and banned private real estate
developers.
History:
In the early 40s-50s Raghuvendra Singh procured real estate around Delhi. That money was
multiplied over the decades through investments like Punjabi Bagh, Rajouri Garden, Krishna
Nagar, South Extension, Greater Kailash 1 & 2, Kailash Colony, Hauz Khas and Panchsheel.
In the 1970s and 1980s DLF purchased 3,000 acres (1,214 ha) of land from farmers in
Gurgaon for $2000 per acre. But at that time, the Haryana government did not allow private
companies to develop the land. Years later, when Rajiv became Prime Minister, he ensured
that the Haryana Government change the local law and allow private compaines to develop
the land. The Haryana government relented and Gurgaon underwent a private real estate
boom which is continuing to this day. In 1985, DLF started developing the 3,000 acres
(12 km) it had acquired from farmers. In 1999, DLF developed its first A-grade office spaces
for rent in Gurgaon The boom includes world-class office buildings, apartments, golf courses,
shopping malls, 5-star hotels and a private expressway linking Gurgaon to Delhi Airport.
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Developments
DLF builds residential, office and retail properties.
Sponsorship
DLF is currently sponsoring Indian Premier League (IPL), a Twenty20 format cricket league
in India. DLF Group has paid US $40 million to be the title sponsor of the tournament for 5
years.
Following the passage of the Delhi Development Act in 1957, the state assumed control of
real estate development activities in Delhi, which resulted in restrictions on private real estate
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DLF Limited
Industry Real estate, Retail, Sports
Founded 1946
Headquarters New Delhi , India [1]
Key people Kushal Pal Singh ( Chairman )
Products Offices
Apartments
Shopping Malls
Hotels
Golf courses
infrastructure
colony development. We therefore commenced acquiring land at relatively low cost outside
the area controlled by the Delhi Development Authority, particularly in the district of
Gurgaon in the adjacent state of Haryana.
This led to our first landmark real estate development project – DLF Qutab Enclave, which
has now evolved into DLF City. DLF City is spread over 3,000 acres in Gurgaon and is an
integrated township, which includes residential, commercial and retail properties in a modern
city infrastructure with schools, hospitals, hotels and shopping malls.It also boasts of the
prestigious DLF Golf and Country Club with night golfing facilities.DLF Limited is India's
largest real estate company in terms of revenues, earnings, market capitalisation and
developable area. It has over 60 years of track record of sustained growth, customer
satisfaction, and innovation. The company has 399 msf of planned projects with 56 msf of
projects under construction.
DLF's primary business is development of residential, commercial and retail properties. The
company has a unique business model with earnings arising from development and rentals.
Its exposure across businesses, segments and geographies, mitigates any down-cycles in the
market. DLF has also forayed into infrastructure, SEZ and hotel businesses.
Development Business
The development business of DLF includes Homes and Commercial Complexes. The Homes
business caters to 3 segments of the residential market - Super Luxury, Luxury and Mid-
Income. The product offering involves a wide range of products including condominiums,
duplexes, row houses and apartments of varying sizes.
DLF is credited with introducing and pioneering the revolutionary concept of developing
commercial complexes in the vicinity of residential areas. DLF has successfully launched
commercial complexes and is in the process of marking its presence across various locations
in India.
Annuity Business
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The annuity business consists of the rental businesses of offices and retail. With over six
decades of excellence, DLF is a name synonymous with global standards, new generation
workspaces and lifestyles. It has the distinction of developing commercial projects and IT
parks that are at par with the best in the world.
DLF has become a preferred name with many IT & ITES majors and leading Indian and
International corporate giants, including GE, IBM, Microsoft, Canon, Citibank, Vertex,
Hewitt, Fidelity Investments, WNS, Bank of America, Cognizant, Infosys, CSC, Symantec
and Sapient, among others.DLF pioneered the retail revolution in the country and brought
about a paradigm shift in the industry by redefining shopping, recreation and leisure
experiences with the launch of City Centre in Gurgaon in 2000. The Retail Malls business is
a major thrust area for DLF. Currently, DLF is actively creating new shopping and
entertainment spaces all over the country. The company has land resource of 86 msf
for office and retail development, with 16 msf of projects under construction.
DLF owns and operates the luxurious Aman Resorts across the world and also has an alliance
with Hilton Group for development and management of hotels in India. The hotel business is
currently undergoing a comprehensive review by the company as regards its future plans,
commitment towards resources and the extent of scale and size that the company aspires to
achieve in this segment. DLF has a development potential of 11 msf for its hotel business.
DLF has a strong management team running independent businesses, though complementing
each other in cases of opportunities of mixed land use. DLF's mission is to build a world-
class real estate development company with the highest standards of professionalism, ethics
and customer service and to thereby contribute to and benefit from the growth of the Indian
economy.
Business
The Directors and Employees are hereby prohibited from taking for themselves personally,
any opportunities that are discovered through the use of Company’s property, information or
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position, unless the opportunity is disclosed fully in writing to the Corporate Governance
Committee and the Corporate Governance Committee authorizes the said Director or the
Employee to purse such opportunities.
The Directors and Employees are also prohibited from competing directly with the business of the Company
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CHAPTER – III
Conceptual frame work
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Understanding the importance of Brand awareness and Brand loyalty
Brand
Brand means it is a name, sign, symbol, color combination or slogan to identify of a specific
product, service or business.
Definition: A brand is a name, sign, symbol, slogan or anything that is used to identify and
distinguish a specific product, service, or business. A legally protected brand name is called a
proprietary name.
Branding and importance of Branding
Branding means setting the product or service in the mind set of the customer
Example: Thunda Muthlab cocacola
Brand awareness
Brand awareness refers to customers' ability to recall and recognize the brand under different
conditions and link to the brand name, logo, jingles and so on to certain associations in
memory. It helps the customers to understand to which product or service category the
particular brand belongs and what products and services are sold under the brand name. It
also ensures that customers know which of their needs are satisfied by the brand through its
products (Keller). Brand awareness is of critical importance since customers will not consider
your brand if they are not aware of it.
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What is Brand Awareness?
The ultimate goal of most businesses is to increase sales and income. Ideally, you want to
attract new customers to your products and encourage repeat purchases. Brand awareness
refers to how aware customers and potential customers are of your business and its products.
Within a week after its introduction, surveys found that more than 90% of US consumers had
heard about the iPhone as a result of advertising and news reports. This is exceptionally high
brand awareness. Ultimately, achieving successful brand awareness means that your brand is
well known and is easily recognizable. Brand awareness is crucial to differentiating your
product from other similar products and competitors.
Why is Brand Awareness Important?
You may be asking yourself, is brand awareness really all that important? You may be saying
to yourself, I have plenty of customers and sales are decent, why bother? The answer is:
There are few things more worthwhile than investing time in your brand’s awareness. It can
play a major role in purchasing decisions. The reality is, the more aware consumers are of
your product and your brand, the more likely they are to buy from you.
How does purchase decisions depends on Brand awareness?
Purchasing Decision Process
Understanding the decision-making process helps you to better understand how to structure
your brand awareness process.
What makes them buy your product?
Do they decide, upon an impulse, to purchase your product?
Do they need several hours to mull over the possibility of making the purchase?
To what extent does product type, price, and environment affect the purchasing
decision?
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Marketing specialists recognize five stages to a purchasing decision
The first stage in making a purchase decision is to perceive a need
The second stage in making purchasing decisions is to seek information.
The third stage is where the potential customer evaluates alternatives to your brand or
product.
The fourth stage involves an assessment of the buying value. Is the product worth the
price? Do the values it possesses make it a worthwhile purchase?
The fifth and final stage involves an assessment of the purchase decision
Understanding that the stages of a purchasing decision vary both in time and whether the
stages really are distinct, one can better assess where they might be able to have an influence
on someone’s decision to purchase.
Brand loyality
Brand loyalty is the repeat purchase made by the consumer out of commitment to the brand.
In many cases of loyalty, marketers may do well to check if the repeat purchases are made
out of commitment or if they are inertia purchases. A consumer may keep buying a brand of
soap or toothpaste because of its availability with regard to a specific stock-keeping unit
which he can afford . Brand loyalty is indicated when the consumer deliberately chooses a
brand from a set of alternative brands.
The consumer does not go through a decision process to select a brand when he/she is brand
loyal. Though there is a great deal of similarity/overlap between habit and loyalty, the repeat
purchase made out of convenience can be classified under habit whereas a purchase made out
of commitment is loyalty.
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When a consumer develops loyalty towards a brand he/she develops a favorable attitude
towards the brand resulting in commitment. Brand loyalty offers a number of advantages to
the marketer. Brand loyal consumers start building a relationship with the brand. They may
become advocates of the brand by their positive word of mouth. Brand loyal consumers may
become passionate about the brand and form clubs which results in further strengthening the
brand. Drawing upon several theories and models associated with consumer loyalty and
learning processes, consumers may initially become loyal to a particular brand because of its
functional benefits. Loyalty across toothpastes, cars, banking services and books clearly show
that a brand has to score on functional aspects whenever consumers use `search-oriented'
products. For instance, a consumer may go through the ingredients of Colgate Total and
derive inferences about the benefits and try the brand. Loyalty on such search-oriented
products gets initiated when the consumer experiences the benefits of functional attributes.
A second dimension, however, is whether the customer is committed to the brand. Philip
Kotler, again, defines four patterns of behavior:
1. Hard-core Loyals - who buy the brand all the time.
2. Split Loyals - loyal to two or three brands.
3. Shifting Loyals - moving from one brand to another.
4. Switchers - with no loyalty (constantly looking bargain, looking for something
different).
Factors effecting Brand Loyality
It has been suggested that loyalty includes some degree of pre-dispositional commitment
toward a brand. Brand loyalty is viewed as multidimensional construct. It is determined by
several distinct psychological processes and it entails multivariate measurements. Customers'
perceived value, brand trust , customers' satisfaction, repeat purchase behavior, and
commitment are found to be the key influencing factors of brand loyalty. Commitment and
repeated purchase behavior are considered as necessary conditions for brand loyalty followed
by perceived value, satisfaction, and brand trust. Fred Reichheld, one of the most influential
writers on brand loyalty, claimed that enhancing customer loyalty could have dramatic effects
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on profitability. Among the benefits from brand loyalty — specifically, longer tenure or
staying as a customer for longer — was said to be lower sensitivity to price.
Brand promise
The marketer and owner of the brand has a vision of what the brand must be and do for the
consumers.
Brand promise is what a particular brand stands for (and has stood for in the past). It has its
roots from the identity that it gains over a period of time. Usually, brand promise is an
attribute common to 'Parent' brands. Herein, the brand may broadly stand for Quality,
Performance, Trust, or False promises. However, the extensions, or the brands under the
parent brand umbrella, may stand individually for a particular trait which it has delivered
over the years, for example, 'the best sparkling teeth', or 'the trusted bank to bank with for
centuries'
Global brand
A global brand is one which is perceived to reflect the same set of values around the world.
Global brands transcend their origins and create strong enduring relationships with
consumers across countries and cultures. They are brands sold in international
markets.Examples:ofglobalbrandsinclude Facebook, Apple, CocaCola, McDonald’s, Masterc
ard, Gap and Sony.These brands are used to sell the same product across multiple markets
and could be considered successful to the extent that the associated products are easily
recognizable by the diverse set of consumers.
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Benefits of global branding
In addition to taking advantage of the outstanding growth opportunities, the following drives
the increasing interest in taking brands global:
Economies of scale (production and distribution)
Lower marketing costs
Laying the groundwork for future extensions worldwide
Quicker identification and integration of innovations (discovered worldwide)
Preempting international competitors from entering domestic markets or locking you
out of other geographic markets
Increasing international media reach (especially with the explosion of the Internet) is
an enabler
Increases in international business and tourism are also enablers
Maintaining consistent brand imagery
REAL ESTATE
Different areas in Real estate:
1. Houses & flats for sale
2. Houses & flats for rent
3. Holidays rentals in India
4. PG- Rom mates –hostels (paying guest, hostels)
5. Land &plots for sale(Residential, industrial ,agricultural, commercial)
6. Parking –storage
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7. Overseas property for sale
8. Holiday Rentals Abroad
9. Land & plots for sale over seas
10. Office & shops / office space
11. Shops for sale + Rent.
A good web site has the potential to sell products and promote your company's image. Find
out how to make the most of the Internet by creating a web site that builds brand awareness.
To some, branding might not feel like a tangible aspect of running a business. It can’t be seen
like a product on the shelf, or counted like a cash drawer at the end of the night. But,
branding is the reason people pay three times more for a product at one store over another.
Good branding is the product of a clear vision, and nobody knows more about vision than
small business owners. But, with limited resources, creating a brand identity can be tricky.
Fortunately, building brand awareness on the Internet doesn’t need to take a lot of money or
resources.
Here are seven strategies to build your business brand:
Define the vision. Before moving ahead with the web site, create a brand positioning
statement. “This isn’t just, ‘What kind of web site do we want to be?’ This is ‘Who are we?’”
says Harley Manning, vice president at Forrester Research in Cambridge, Mass., a technology
and market research firm that advises on the effects technology has on consumers and
businesses. Good brand statements typically include the company’s mission, vision and
values. “It’s succinct. It’s typically something that will fit on a page easily,” he says.
Build a brand worth believing in. “Do you so believe in what you’re creating that you
would trademark it?” says Andrea Fitch, president and CEO of RedCarpet Creations, Inc.,
and national president of the Society for Marketing Professional Services, both based out of
Alexandria, Va. Really consider what kind of brand could represent the business through the
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next decade. “Don’t have a logo that in five years you’re going to be tired of and discard for
another,” she says.
Remember, the web site is the brand. “A web site is not just a communication medium,”
Manning says. “It is actually a channel that must deliver on the promise.” Essentially, a web
site should embody the promise that it makes to customers. If, for instance, a business claims
to be innovative, the web site should look fresh and modern.
Create a cohesive experience between all mediums. Before she launched her company’s
new web site, Fitch made sure it would be an event that her potential clients would never
forget. RedCarpet Creations mailed 4,000 silver tubes containing scrolls that looked like
rolled-up carpet. Inside the scrolls was an announcement about the web site’s launch. Once
online, the web site was an extension of the invitations because it followed through on the
themes of red carpet imagery and references to visitors being treated like a VIP. Customers
should easily be able to recognize the company’s brand, whether it is print, online or some
other form of media, Manning says.
Don’t sacrifice creativity. Once the brand’s guidelines are established, creative choices must
bring those attributes to life, Manning says. Don’t let the company’s brand become so
dominating that there is no room for new thoughts and ideas. Brand should be the jumping-
off point for interesting ideas, not the place where every new idea dead-ends. Fitch stresses
that a sense of fun and whimsy will only enhance the likelihood that people will take an
interest in the web site.
Don’t communicate brand at the expense of delivering. While a web site can be a
significant tool for building brand awareness, clarity and functionality are paramount. “Just
be careful not to let the communication about your brand get in the way of delivering your
message,” Manning says. People should be able to understand how to navigate the site
without knowing a thing about the company’s catch phrases. “You can’t frustrate and annoy
people into liking your brand,” he says.
Listen to the customers: They determine a brand’s true value. Pay attention to customer
feedback about the site because, ultimately, it’s the customers’ opinion that counts. When it
comes to building a brand, a company can incorporate everything from signature colors to
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catch phrases, but at the end of the day, it’s the consumer who decides what a brand is really
worth. “It’s not what you say [about] yourself, it’s what others say of you,” Fitch says.
FACTORS EFEECTING REAL ESTATE SECTOR
Fundamental factors
These factors includes
Demand
Demand refers to people’s willingness and ability to buy or rent a given property. In part
demand stems from a market area’s base. In most real estate markets, the source of buying
power comes from jobs.
Property values follow an upward path when employment is increasing. The real estate
market in India has seen remarkable changes in the past few years. The rapid expansions of
information technology, especially BPOs, spurt in the middle class income and 8% growth in
GDP are the potential key factors for the growth.
India is the 4th largest economy in the world, and has the 2nd highest GDP among the
developing countries based on purchasing power parity. IT and IT enable services sector in
India is still in its growing stage due to increasing demand for business processing units in
India and is estimated to grow by 107% to $583 million in revenue. This could lead to a
space requirement of 20-25 million sq.
International Research Journal of Finance and Economics - Issue 24 (2009) 245
ft. per annum, according to a Merrill Lynch report. Taking this factor into consideration, the
Total value of real estate created by the IT and ITES sector in the next three years will be
Rs.132000.
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Supply Analysis
Supply analysis means sizing up the competition. Nobody wants to pay more for a property
than the price they can pay for competing property. An integral part of value analysis requires
identifying sources of potential competition and then inventorying them by price and
features. An analysis of supply should not limit potential competitors to geographically and
physically similar properties.
The Property
In real estate the property itself is also a key ingredient. The price that people will pay is
governed by their needs and the relative prices of the properties available to meet those
needs.
To try to develop a property’s competitive edge, an investor should consider five things:
1. Restrictions on use
2. Location
3. Site characteristics
4. Improvements
5. Property management
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Since the appearance of its initial slogan -- 'Just do it' -- Nike has cultivated the universal
values associated with sports and the Olympic movement: surpassing oneself, determination,
competition, accomplishment. This is where the brand's ethic, its vision of the world, and
what it believes are situated.
What is the identity of a brand? Our first answer might be that it is what the brand 'says' to
consumers -- making a distinction between what it says and how they understand it.
The notion of identity is still too little used by managers, and that's a shame, because to our
way of thinking it offers some very useful and concrete glimpses into the essence of the brand
phenomenon itself. It constitutes the foundation and the federating element of all the
activities we have designated as being manifestations of the brand.
We sometimes have a tendency to confine brand identity to the intuitive, affective sphere,
which the company's concrete and methodical processes cannot influence. Yet tools for
analysis do exist, originating in the field of semiology, with which this area can be at least
partially rationalized and provide very concrete lessons about managing a brand. . .
Brand ethics and aesthetics
Of all the tools available today, semiology is, in our opinion and based on our experience, the
discipline best suited to aiding a manager in defining, prolonging and defending the identity
of a luxury brand. From our perspective as non-specialists but convinced users, we would like
to take a moment to discuss this discipline.
First of all, what is semiology? Imagine two 'No Smoking' signs, one of which gets its
message across better than the other. Is it possible to describe exactly what makes one more
effective than the other, without the discussion becoming simply a matter of subjective
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tastes?
And is it possible to describe it in general terms, to aid us in, say, designing another type of
sign (for example, a "No Parking" sign)? In broad terms, that is the project of semiology.
Its aim (according to Greimas) is to describe, as objectively as possible, the process of
production of meaning, and generally of all the practices of signification that make up
cultures. But it can be extended, Jean-Marie Floch adds, to a certain disposition of the mind,
curious about anything that has (or could have) meaning.
If we accept the validity of applying semiotics to the study of brand identities, we are making
the following basic premise: brands are systems that produce meaning...
The hinge
The first of these semiotic tools is the "hinge," a simple framework developed by Jean-Marie
Floch to bring out the different levels of analysis or definition of a brand universe . . . . . .The
use of the hinge is relatively simple. It aims at characterizing the brand's identity through its
expression and its content -- that is, at giving a formal definition of its aesthetic and of its
ethic.
The aesthetic study is fairly easy to put into practice, especially if the brand in question is a
very "typed" one, where the colors, shapes and materials are resolutely baroque or classical.
In this domain, the contribution of Jean-Marie Floch, who updated the work of Heinrich
Wolfflin, has been essential.
Note that generally, the Northern European brands -- Jil Sander, Ikea, Helmut Lang, BMW
and North American brands-Calvin Klein, Donna Karan, Coach -- have an aesthetic of the
classical type, characterised pictorially by:
Clearly defined lines and contours, emphasizing individually recognizable elements
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Space divided into easily identifiable zones, each with its own autonomy
Closed shapes, visible in their entirety: planes
Impressions of stability: symmetries
Saturated colours.
On the other hand, Mediterranean brands -- Loewe, Ferragamo, Dolce & Gabbana, Rubelli,
Majorica, Lamborghini, Versace, Roberto Cavalli -- have a tendency toward the baroque,
characterized pictorially by:
lines delineated by shadow effects: curves and criss-crosses
open forms, which can appear accidental
each part losing its autonomy and taking on meaning only in association with the rest of
the work
movement treated in depth: volumes
chiaroscuro and deep colors.
The study conducted on Loewe in 1996 by one of the authors, who was its president at the
time, in collaboration with Creative Business and Jean-Marie Floch, led to the development
and the communication of the concept of a "minimalist baroque" aesthetic.
These apparently contradictory terms met with much success with the press. In the late 1990s,
this Spanish fashion brand -- a century-and-a-half old and often referred to by the French as
the 'Iberian Hermes' -- had good name recognition, associated with quality and a strong
presence in Spain and Japan but was still weak in the other markets.
Struggling to achieve international status, and also suffering from the absence of a
charismatic founder in its history — unlike Chanel, for example -- Loewe had the appearance
of a slightly 'tired' brand.
The characterisation of the brand's aesthetic effectively transmitted the message of a brand
that was faithful to its roots (the baroque) and with a strong desire for modernity
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(minimalism, which at the time was still in vogue). That message was coherent with the
recruiting of designer Narciso Rodriguez, who was himself a blend of modernity and respect
for tradition.
The study of the brand ethic, on the other hand, is considerably more difficult, above all for
brands that were not founded by a creator with a strong personality, or that have squandered
their heritage. Certain brands are so clearly positioned that the task is easier. Take Nike, for
example.
Since the appearance of its initial slogan -- 'Just do it' -- Nike has cultivated the universal
values associated with sports and the Olympic movement: surpassing oneself, determination,
competition, accomplishment.
Nike, remember, is the goddess of victory. This is where the brand's ethic, its vision of the
world, and what it believes are situated; "what it stands for," to use Jean-Marie Floch's
expression.
The launch of the controversial Mecca-Cola in France in November 2002 is a very significant
example of a brand that directly communicates the values underlying the ethic of its brand
identity.
Its bottles and the opening page of its website say: "No more drinking stupid, drink with
commitment!" and per cent of our net profits, for Palestinian Childhood. 10 per cent for
[local] charity-an NGO." This is clear to everyone, without the need for a semiotician to
translate.
Another recently successful brand is Camper. The Spanish shoe manufacturer expresses very
clearly which brand ethic it wants to promote through its slogan 'Walk don't run': a whole
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philosophy of life.
In certain cases, setting about finding the permanent values the brand has expressed since its
inception is a frustrating process. It sometimes leads -- as was the case with Loewe -- to a
recognition of the non-existence of a brand ethic.
Such a situation has an advantage in that it leaves open a very broad field for the choice of
values, but it also shows that the brand has had no obvious permanent values over time, and,
therefore, has been perceived in a very imprecise way.
Using a semiologist who is experienced in the study of the corpus of brands is an absolute
necessity in this type of research.
The role of the semiologist consists not only in finding possible meanings beyond the signs,
but also in determining precisely the objective procedures to be used in constructing that
meaning. By describing in detail the nature of a brand's identity and the means of its
expression, the semiologist will help the manager perpetuate that identity and prolong its life.
Factors effecting Real estate in India given by DLF CEO
K.P Singh, the Chairman of India’s largest real estate company DLF Ltd. sheds light on
factors affecting the pace of Indian real estate. According to him, it’s stringent monetary
policies and subsequent high mortgage rates.
Prices of residential property in India would only begin to fall in a fast flourishing economy
with an increase in supply, says Mr. Singh. He also adds that property prices will take a slip
only if pushed by increased supply and not mere monetary policies.
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The Reserve Bank of India (RBI) raised interest rates five times since March 2006. The
authority has also lifted banks’ reserve requirements to curb rising inflation and credit
growth.
This created a need for commercial banks to raise lending rates including those on home
loans by more than 200 basis points.
Another factor affecting Indian property market is increasing interest rates on home loans.
However, growth in home loans may slow to 17-20 per cent in the current fiscal, as per the
data showcased by the Associated Chambers of Commerce and Industry.
Mortgage loans have risen by 26.6 per cent in the last financial year. And it was lower than
29.1 per cent in 2005-06. And, the sale of residential property in India has seen a sharp
downslide by over 70 per cent in May-June 2007.
DLF BUILDING INDIA IN REAL ESTATE
The DLF Group was founded in 1946. We developed some of the first residential colonies in
Delhi such as Krishna Nagar in East Delhi, which was completed in 1949. Since then we
have been responsible for the development of many of Delhi’s other well known urban
colonies, including South Extension, Greater Kailash, Kailash Colony and Hauz
Khas.Following the passage of the Delhi Development Act in 1957, the state assumed control
of real estate development activities in Delhi, which resulted in restrictions on private real
estate colony development. We therefore commenced acquiring land at relatively low cost
outside the area controlled by the Delhi Development Authority, particularly in the district of
Gurgaon in the adjacent state of Haryana.
This led to our first landmark real estate development project – DLF Qutab Enclave, which
has now evolved into DLF City. DLF City is spread over 3,000 acres in Gurgaon and is an
integrated township, which includes residential, commercial and retail properties in a modern
32
city infrastructure with schools, hospitals, hotels and shopping malls. It also boasts of the
prestigious DLF Golf and Country Club with night golfing facilities.
DLF Limited is India's largest real estate company in terms of revenues, earnings, market
capitalization and developable area. It has over 60 years of track record of sustained growth,
customer satisfaction, and innovation. DLF's primary business is development of residential,
commercial and retail properties. The company has a unique business model with earnings
arising from development and rentals. Its exposure across businesses, segments and
geographies, mitigates any down-cycles in the market.
Strategy for Branding in Real Estate
Strategy means it is a plan which completely beats the existing technology
"Strategy is the direction and scope of an organization over the long-term: which achieves
advantage for the organization through its configuration of resources within a challenging
environment, to meet the needs of markets and to fulfill stakeholder expectations".
In other words, strategy is about:
Where is the business trying to get to in the long-term (direction)
Which markets should a business compete in and what kinds of
activities are involved in such markets? (markets; scope)
How can the business perform better than the competition in those
markets? (Advantage)?
What are the values and expectations of those who have power in and
around the business? (stakeholders)
What are the values and expectations of those who have power in and
around the business? (stakeholders)
33
Strategy at Different Levels of Business
Strategies exist at several levels in any organization - ranging from the overall business (or
group of businesses) through to individuals working in it.
Corporate Strategy - is concerned with the overall purpose and scope of the business to meet
stakeholder expectations. This is a crucial level since it is heavily influenced by investors in
the business and acts to guide strategic decision-making throughout the business. Corporate
strategy is often stated explicitly in a "mission statement".
Business Unit Strategy - is concerned more with how a business competes successfully in a
particular market. It concerns strategic decisions about choice of products, meeting needs of
customers, gaining advantage over competitors, exploiting or creating new opportunities etc.
Operational Strategy - is concerned with how each part of the business is organised to
deliver the corporate and business-unit level strategic direction. Operational strategy
therefore focuses on issues of resources, processes, people etc.
Today branding is the apple that didn't fall far from the tree. Today the dictionary lists
branding as the promotion of a particular product or company by means of advertising and
distinctive design. What it doesn't mention, is branding is the basis of a identity and
recognition of not just a product, company, or business, but of an idea, promise, entity
persona, or image. This additional part gives what is being promoted (sell-ability) within a
competitive market in which consumers have a choice amongst various products or service
providers that fill the same need. Your product or service's sell-ability is vital to survive when
what you offer is supplied by various sources (competitors).
Particularly in today's market, consumers tend to view a brand's image as an integral part of
the product or service they are purchasing. They are not only buying the actual product or
service, but the status, prestige and perceived benefits associated with the organization that is
doing the selling - intangible qualities that differentiate the item of choice from all other
similar offerings in the marketplace. Consider this: the majority of foods we purchase have
brand images associated with particular items that make consumers perceive the products in a
34
more favorable light (e.g., Lean Cuisine). Similarly, this applies to the vehicles we drive
(Mercedes Benz), our credit cards (American Express), the clothes we wear (Tommy
Hilfiger) and even the statement we can make with a particular brand of pen (Mont Blanc). If
branding has worked so well for these products and services, why not use a similar brand
strategy for associations?
In the United States alone, there are literally thousands of associations; some with just a few
members and some with membership ranging in the millions. Some are open to the general
public allowing anyone with similar interests to join, while others are exclusive to select
individuals. And, as with most organizations, associations face competition in the
marketplace. For example, as a lawyer, should you join an association, and if you do, should
you join the American Bar Association, the National Lawyers Association or your state's Bar
Association? What differentiates one from the other? Or do they basically offer the same
services?
Members usually pay dues and purchase products or services offered by their association. If
they are satisfied with the products and services offered, they will often tell others,
performing the best-known form of advertising – word of mouth. So, creating a brand
identity that sets an association apart from others offering similar services is a key factor in
retaining and expanding one's share of the market.
How do you create a positive brand image?
Rockbridge is a proven leader in developing research solutions for brand equity and
awareness and brand image issues that companies often face. The first step in creating a
35
positive brand image is finding out specifically how members currently perceive the
association.
Are members satisfied with the products and services offered by their association?
Do they meet, exceed or fall below members' expectations?
Do members think that they can get the same or better service elsewhere?
Exactly what does their association provide that members feel they would not get
from another association? What is unique about this association?
How important is it to belong to this particular association?
Does the association have a strong, clear image? What is it? Is the association
following through on its mission statement?
An association, like any other organization, exists to fill a particular need within society and
to accomplish particular goals or objectives. The association must be sure what its mission is
in order to succeed. The leaders of the association must ask themselves: "What is our
business? Who are our primary customers? What does the association mean to the industry
or the profession? What do our customers want and value? Are we accomplishing our
goals?" Any successful organization must continuously ask these questions and answer them
truthfully so that it is kept on a clear path to fulfilling its objectives. A market-oriented
mission statement is helpful in defining an organization in terms of satisfying its customers.
Once an association knows how it is perceived in its members' eyes, it then has a basis for
internal evaluations (how can it improve services to better serve the members) and external
evaluations (how is it performing in comparison to the competition). The answers to these
questions can help associations discover their brand image with members and then implement
plans or programs to create, enhance – or, in certain situations, change or reposition – the
current image.
Using the right mix of qualitative and quantitative research techniques, Rockbridge can
design a creative approach for obtaining members' perceptions, after which the data will be
analyzed and interpreted. Rockbridge will then offer innovative, strategic recommendations,
36
and work alongside the client to create a brand image or brand repositioning strategy that will
add value and a competitive edge to the organization.
In a marketplace cluttered by clones and homogeneous products and services, it is important
to create a brand image that differentiates itself from competitors and suggests integrity,
dependability, and high quality with an emphasis on excellent service. This is the key to
ensuring customer satisfaction and loyalty, which in turn translates into a larger market share
for the company concerned
REAL ESTATE BRANDING
The Creation of Value
The principle of “value creation” for customers and consumers is widely understood in the
business and branding arena; however, the applications of this basic principle in a category
like real-estate are quite complex.
Creating value starts with adding value to people’s life whether by offering them a better
home, a better community, better facilities, a better investment, or simply a better business
opportunity. When this value is created, delivered and perceived well by hundreds and
thousands of customers, it will be transformed into an economic value linked directly to the
brand equity or “good will” that this brand can create. In real estate, this notion of “value
creation” is practically linking the cumulative positive performance of a company to the
creation of a certain brand equity that will have immediate influence on the business and its
success with future projects or joint-ventures.
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To be more specific, we can say that value creation in real estate is a process that is a function
of time, the number of projects, customer satisfaction, successes and also failures. While
continuous successes and growing satisfaction will make brand value grow exponentially;
one single failure could be detrimental to the build-up of brand value and can hinder the
whole process. One key advice here is to be brand focused and transparent; if the focus on the
brand will help building the value and spreading it across projects and markets, transparency
will buy the company some forgiveness if anything went out of control in any project or
operation
The Transfer of Value
Real estate brands that have managed to create value through a number of successful and
sometimes iconic projects would benefit from a good reputation, equity and image in the
market. This positive value is subject to growth and even to “transfer” to new projects that
the brand is developing or even new markets where the brand is expanding. Projects do not
have to be of the same nature or even in the same country. The positive experience that
people have had with the brand in the past could be expected from new projects provided that
a good marketing and communication job is supporting the brand and its activities.Marketing
and communication role is very important in this process, especially in highlighting the
endorsement role that the Master brand is bringing to new projects. The core brand promise,
values and personality should be clearly pronounced in all these projects. The immediate
results of “value transfer” will be noticed when the new projects from this same brand will
start reaping substantial acceptance and “good will” in a relatively very short time. The
successes and credentials of the master brand will start travelling around the market and offer
new experiences to new customers and different target groups.
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The Value Transfer process is a two way alley. First, the project takes all what it can in terms
of “good will” and “expectations” from the Master Brand. But once the project is developed
and sold and experienced by new people; the customers’ satisfaction and Project Brand value
will pay back and add value to the Master Brand in a snow bowling effect. This phenomenon
will keep developing as long as the brand is keeping its promises and delivering value every
time and in every project or development.
This will lead us to another important observation about real estate branding – the need for a
Strong and Attractive Master Brand – Businesses that are planning to be the real estate
development for a long period of time should always build a strong master brand and not only
projects.
The master brand is where the value resides and travels once projects are finished and sold
out. The gain in equity and value every time we have a successful project will feed the image
of the project and the image of the master brand simultaneously. However, the equity of the
project itself stays in the project and contributes to its value on secondary markets, while the
value that goes to the master brand could be transferred and injected in new projects.
Since the brand value is cumulated by the success of its projects and decreased by project
failures and customers dissatisfaction; it is better on the long run to only concentrate on well
planned and executed projects to optimize the chances of success and avoid the negative
experiences that can drain the brand value.
Moreover, a brand that manages to transfer value from one project to another is a brand that
can make substantial savings on marketing investments.
THE RIGHT DOSE OF BRANDING : Branding and commodities goes in two
opposite directions. As long as real estate companies are thinking in terms of “projects” and
“developments” the real estate branding process cannot reach its full potential in terms of
39
value creation. Therefore, when companies realize that they are not only building apartments,
villas, houses, offices, malls and recreational centers but “communities” and “lifestyle” in
general, the shift in thinking and in business will start happening.
An idea like “community concept” will give a bigger role to the relationship between the
brand and customers. This will project the brand role and relationship through time and make
the creation and transfer of value a lifetime process. Real estate companies that are selling
houses and apartments are selling bricks and mortar, while those who are marketing lifestyle
are actually building connection and value.
On the other hand, too much branding will go back to square zero and give a similar effect to
commoditized sectors and markets. Developers should avoid going to the extreme where
every single building or precinct is branded.
Too much branding is like no branding – As people and customers will not remember all
these individual brands and will not be able to have meaningful relationships or even
perceptions about a growing number of projects and developments.
Then, where to draw the line? Besides the Master Brand that is the centrepiece of corporate
strategy that we believe it is a necessity to have in real estate business; we recommend
serious branding effort for three additional types of developments: Destinations,
Communities and Icons.
Everything else should be part of a bigger brand that could be one of the above mentioned
categories; otherwise, it will be very difficult to make it stand alone as a distinguished and
different brand. Moreover, marketing investments behind these small projects will not have
real branding effects besides supporting sales at a specific time.
The 5 Rules
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1 – Always build a master brand not only project brands.
2 – Make sure that all projects are successful in their own areas and for their specific target
groups – so the master brand value will keep growing.
3 – Treat your portfolio of projects as a necklace – good value and good fit with a common
thread that assure the exchange of value and image perception.
4 – Avoid over-branding by keeping branding efforts to key developments which have the
potential to become lifetime brands i.e. Destinations, Communities and Icons – Smaller
developments would fall under these 3 groups, possibly as a sub-brand.
5 – Start building your brand during the time of abundance and favorable market conditions;
it will come very handy if the recession arrives to your market – In worst case scenario, it is a
good ticket to cut through the competitive clutter.
All these claims and unique propositions will help real estate projects and companies and
eventually appeal to customers with different needs and mindsets. But behind all these
propositions we can find one Core Promise that real estate brands should be offering, it is the
promise of a “better life” – If you want to build a brand in real estate, never break that
promise
STRATEGIES FOLLOWED BY DLF IN BRANDING
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DLF Brands, part of real estate company DLF, is venturing into the home furnishing
segment. It aims to launch 30 home solution stores under the brand name ‘Pure
Home+Living’ in the next three years at an investment of Rs 200 crore. Pure Home+Living is
the first in-house brand of DLF Brands. So far, most of the company’s retail operations have
been either through franchisee or joint ventures.
The brand is targeting customers coming from the middle and the premium class. “What
makes us different is that we are a vertically-integrated entity involved in designing,
manufacturing and retailing. Keeping prices of our products reasonably low is not our starting
strategy. Our strategy will always be volume over margin,” said Timmy Sarna, vice-
chairman, DLF Brands. The brand has facilities in Moradabad, Ferozabad and Jaipur.
The first Pure Home+Living store has been opened at DLF Place Mall in Delhi. It covers an
area of 20,000 sq ft. The company plans to set up another five to six stores in Delhi and
Mumbai each and three in Bangalore. The company has already finalised 11 locations in
these cities, of which two are DLF malls and nine non-DLF malls, including Infinity Mall,
Market City Mall and Phoenix Mall. The brand plans to enter cities like Hyderabad, Chennai
and Pune among others. It also plans to tap international markets like West Asia, South Asia
and Europe.
Not just Pure Home+Living, DLF Brands has plans for other brands as well. The company
has partnerships and joint ventures with various global luxury brands, including Mothercare,
Boggi Milano, Sunglass Hut and Ferragamo. “We plan to launch 70 stores across India this
year, against 60 stores launched last year,” said Sarna.
A Multiple Listing Service (MLS, also Multiple Listing System or Multiple Listings Service)
is a suite of services that enables brokers to establish contractual offers of compensation,
facilitates cooperation with other broker participants, accumulates and disseminates
information to enable appraisals, and is a facility for the orderly correlation and dissemination
of listing information to better serve broker's clients, customers and the public. A multiple
listing service's database and software is used by real estate brokers in real estate (or aircraft
broker in other industries for example), representing sellers under a listing contract to widely
share information about properties with other brokers who may represent potential buyers or
wish to cooperate with a seller's broker in finding a buyer for the property or asset.
42
Marketing & Advertising Strategies of DLF in Real Estate sector
Successful real estate agents use a variety of marketing strategies to promote themselves and
their services. Some rely on the Internet to help increase sales, while others prefer to network
in person. By understanding your customer and his needs, you can create effective marketing
plans that add value to business.
Choose a Niche Market
Successful real estate agents concentrate on one or two specific markets or categories. If you
market yourself as a first-time home buyer specialist, you may find that people are more
comfortable hiring you to help them find their first homes. Positioning yourself as the expert
on a particular geographic area can help build incremental sales in that community. In this
case, word-of-mouth advertising can be effective as neighbours recommend agents to each
other.
Use Social Networking
Successful agents use popular social networking sites to attract new clients and keep up with
existing ones. According to the National Association of Realtors, over 50 percent of the
agents in the U.S. use social media. By posting new information regularly, agents can keep
their contacts updated on industry news and changes in the marketplace. Agents can also
create their own personal websites to help build their businesses.
Build Your Personal Network
Agents can build personal networks in a variety of ways. Attend meetings at your local
chamber of commerce. Speak at community events. Get involved in programs
at your child's school. Become the real estate expert in your town. Connect with other realtors
to share ideas. Tell everyone you are a real estate agent. Just by sharing that piece of
information, you can help build your business and promote your personal brand. Participating
43
in various events and becoming a high-profile personality in the community can also help you
gain credibility in the industry.
Sponsor Local Events
If you concentrate your marketing efforts on a particular geographic area, you can make an
impact in that community by sponsoring events there. If you support a local fundraiser or
charity event, your name and company information can appear on marketing materials, such
as signage, brochures and banners. This is an effective method of advertising that also shows
your desire to give back to your community.
Keep in Touch
A successful real estate agent keeps in touch with clients long after the sales transaction is
complete. By following up with clients after they've bought or sold a home, you may be able
to attract more potential customers through referrals. Keep in contact through emails,
newsletters or phone calls. Let your clients know you're available to help them, their families
and their friends with their real estate needs. You can also add value by creating a referral
network within your client base. Review your client list to see where their skills can help
other clients. By putting your clients in touch with each other, you help promote your own
business.
Advertising Strategies
Invest a minimum of 20 minutes into just one of these 5 proven, absurdly low-cost real estate
marketing and advertising strategies for good profits; invest in all of them for grand profits.
The Art of Persuasion - 10 essential tricks every real estate agent should know.Make Your
Homes Magazines Produce Profit - This may shock you, but homes magazines produce
profit. Find out how to harness the power of the single most potent source for lead generation
and you could be at the head of a landslide of leads.Have Highly Qualified Prospects Calling
You - How a simple classified ad formula can have you closing multiple transactions every
single month...and all it takes is 30-45 days to get the train rolling.
44
Slash Marketing Costs By 30%-50% Instantly - Learn how to easily track every single
response from every single ad with pinpoint accuracy…so you can eliminate those sources
that lose money and maximize those sources that make money.Get More Inbound Leads
While Cutting Costs - Inbound leads skyrocket to 300% over last year, ad expense drops a
staggering 30% to 50%. (This technology will be deadly to your competition.)
This auto-updating feature has far more potential. Yes. It’s great on the buyer side. It
incubates leads, matures prospects and helps you serve clients at a much higher level. But the
implications are much farther reaching.Consider the idea of putting your sellers into the
system too. When you take a listing prepare your seller with the idea that every time a new
listing in the area comes on the market you’re going to send them an email with that info.
This way they can be completely aware of “their competition.” Your sellers will continually
be seeing all the properties that represent competition.
In a recent marketing workshop I attended, I discovered that most business owners rely on
just two or three marketing strategies to attract new business. However, there is a multitude
of ways to drive new business to your door. Here are a few:
Net working
Networking is perhaps the most commonly used approach by small business owners.
However, it is often poorly executed. Many people attend a networking function and take the
wrong approach by trying to meet as many people as they can. They bounce from person to
person, handing out business cards like it is an Olympic event and they are vying for the gold
medal. They fail to realize that the most effective way to network is to cultivate relationships
and give referrals to other members first.
Referrals
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This marketing strategy places a close second in preferred methods of generating new
business leads. The key here is to ensure that you take a proactive approach rather than a
passive one. Instead of assuming that a satisfied client will refer someone to you, ask for that
referral. Tell people who your ideal client is and ask for their help in finding these types of
clients. The real estate agent who represented the seller when we bought our house sends us a
card every year and reminds us that she loves referrals. It is not pushy, does not sound like
she’s begging, and I’m confident it helps generate new leads.
Writing
This often under-utilized marketing strategy is an excellent way to become recognized as an
industry expert. Every industry has trade magazines and most are hungry for good content.
The Internet is also filled with websites and e-zines looking for material to send to their
subscribers and customers. I now write at least one article every month and send it to more
than two hundred publications. This marketing strategy alone has helped drive more traffic to
my website more than anything else. It is sometimes challenging to come up with ideas and
to write an 800 word article but the investment of time and effort is definitely worth it.
Newsletters
This is another powerful marketing strategy to keep your name in front of your customers and
prospects. Provide key insight into business challenges and offer solutions to them. In other
words, help your prospects and customers solve problems. Some newsletters are nothing
more than advertising so be sure to provide valuable information to your customer. Although
it is less expensive to send a newsletter electronically, you can issue it in paper format. A
local real estate agent regularly sends out a one-page update of the housing market in our
neighborhood
Cold calling
Without a doubt, this is usually the most challenging way to market a business - I know very
few people who actually enjoy cold calling. However, it can be a good way to uncover
qualified prospects in a relatively short period of time. Be sure to start your conversation with
a good opening to capture the other person's attend
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Give free information
At the marketing workshop I attended, the facilitator suggested giving information to
interested prospects. Using this marketing strategy on my website, I have quadrupled the
number of subscribers to my newsletter in the last year. You do not need to give away all the
information relevant to your product or service. Instead, offer information that will help your
target market with their problems. For example, when people sign up to my e-zine, they
receive a report that outlines 100 tips they can use to increase their sales.
Offer a guarantee
A concern many people have when changing suppliers is the risk associated with the change.
They may not be completely satisfied with their existing supplier but the risk of choosing a
supplier who may be worse can prevent them from changing. Eliminate this concern and
offer a guarantee.
Advertising
This can be a great marketing strategy if you know how to create a good ad. The best
marketers know that great sales copy is what makes the difference; I have experienced this
first-hand. When I began selling my book on my website, I generated mediocre results for the
first two years. I eventually changed the copy on my site and sales have soared every since.
Glance through the ads in your trade magazine and you will quickly notice that most ads
focus on the company's product features instead of on the customer's problem. Create a great
ad by concentrating on the problem you can solve.
There are many other ways to market your business and generate new business leads.
However, the marketing strategies I mention in this article are effective low- or no-cost
options. Use them consistently and watch your sales grow.
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CHAPTER - III
Primary data analysis
& Interpretation
48
PRIMARY DATA ANALYSIS AND INTERPRETATION
1. Are you aware of DLF COMPANY?
49
INTERPRETATION:
THE ABOVE CHART INDICATES THAT DLF IS WELL KNOWN TO
MAJORITY OF PEOPLE. THIS IS GOOD BRAND NAME IN TODAY’S
COMPETITIVE MARKET.
2. How do you come to know about DLF?
50
YES 78
NO 22
CANT SAY 0
NEWS PAPERS 40
TELEVISION 20
HORDINGS 8
WORD OF MOUTH 32
INTERPRETATION: IN THE ABOVE GRAPH IT IS CLEAR THAT NEWS PAPERS
AND WORD-OF-MOUTH ADVERTISING PLAYS A VITAL ROLE IN DLF
AWARENESS.
3. Do you feel that DLF is efficient in building brand image in real estate sector?
51
YES 60
NO 10
CANT SAY 30
INTERPRETATION: THE ABOVE CHART SAYS THAT MAJORITY OF
CUSTOMERS SAYS THAT DLF IS EFFICIENT IN BUILDING BRAND IMAGE
IN REAL ESTATE.
4. Do you really think that DLF is performing perfect brand awareness by promoting DLF
IPL cricket matches?
52
STRONLY AGREE 45
AGREE 30
STRONGLY DISAGREE 10
DISAGREE 15
INTERPRETATION: THE ABOVE CHART CLEARLY INDICATES THAT DLF IS
GOOD IN PERFORMING A PERFECT BRAND AWARENESS BY PROMOTING DLF
IPL CRICKET MATCHES.
5. Do you feel that DLF Brand name is influencing the buying behavior?
STRONLY AGREE 35
AGREE 40
STRONGLY DISAGREE 10
DISAGREE 15
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INTERPRETATION: THE ABOVE CHART EXPLICITLY SAYS US THAT DLF
BRAND NAME IS INFLUENCING THE BUYING BEHAVIOR OF CUSTOMERS.
MAJORITY OF CUSTOMERS AGREE TO THIS STATEMENT.
6. Retaining an existing customer is more profitable than finding a new customer. Do you
feel that DLF is following this strategy?
54
YES 53
NO 20
CANT SAY 27
INTERPRETATION: THE CHART TELLS US THAT DLF IS STRONGLY
FOLLOWING THE STRATEGY OF “. RETAINING AN EXISTING CUSTOMER IS
MORE PROFITABLE THAN FINDING A NEW CUSTOMER.”
7. Brand loyality refers to social status. Do you agree that DLF
Following this strategy?
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STRONLY AGREE 80
AGREE 10
STRONGLY DISAGREE 0
DISAGREE 10
INTERPRETATION: THE ABOVE CHART CLEARLY INDICATES THAT BRAND
LOYALITY REFERS TO SOCIAL STATUS. MAJORITY OF CUSTOMER
STRONGLY AGREE.
8. DLF is creating a value to customers. Do you agree?
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STRONLY AGREE 65
AGREE 20
STRONGLY DISAGREE 5
DISAGREE 10
INTERPRETATION:
DLF CREATES A VALUE ALONG WITH SECURITY AND SOCIAL STATUS. THIS IS
STRONGLY AGRRED BY MAJORITY OF CUSTOMERS
9. Do you think that DLF is attracting new customers to make purchases?
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YES 50
NO 40
CANT SAY 10
INTERPRETATION:
IN THE ABOVE CHART, 50% AGREES, 40% DON’T AGREE AND 10% CAN’T SAY
THAT DLF IS ATTRACTING NEW CUSTOMERS TO PURCHASE THE PROPERY.
10. Do you thing that DLF is creating a brand loyalty to customers?
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YES 60
NO 30
CANT SAY 10
INTERPRETATION:
DLF CREATES A BRAND LOYALTY TO CUSTOMERS. THERE IS NO DOUBT TO
SAY IT. 60% CUSTOMERS STRONGLY AGREE.
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CHAPTER – IV
Findings
Suggestions
Conclusion
FINDINGS
The brand image of DLF is satisfactory. It will be a cause of concern to the company.
So the company should undertake should to undertake brand-building measures for its
future benefit.
There is need of more distribution channel so as to capture of market.
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Customer care services are also recognizable.
Business development deportment is also doing well but there is no up gradation of
strategies.
SUGGESTIONS
Company should be focus on brand image still as there is tough competition.
Distribution channel is required to be widened.
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Upgrade the business development strategies as per the present market.
Pricing is to be reduced keeping the competitors in view.
Financial benefits to the customers are too provided in order to retain it.
Social benefits are required to implement and improve awareness.
CONCLUSION
BRAND AWARENESS AND BRAND LOYALTY
DLF has its unique brand name in real estate sector.
DLF is well known by all groups of people.
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Word-of-mouth plays a vital role in any branding of company. DLF build such a
word-of-mouth advertising which is unbeatable
DLF stands as a bench mark in a real estate sector
DLF brand name is influencing buying behavior.
DLF maintains a very good process of CRM.
BIBLIOGRAPHY
List of books
1. Philp kotler, ‘’marketing management’’, prentice hall of India, New Delhi.
2. W. j Stanton, ‘’fundamentals of marketing’’ mc graw-hill, New yark.1994
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3. Rajan saxena, ‘’marketing management ‘’.Himalaya publishers, New Delhi.
Magazines:
1. Facts for you
2. Advertising &marketing.
3. Business India.
4. Business world.
News papers:
1. Business line.
2. The Hindu.
3. Economic times of India.
WEBSITES
www.dlf.in
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