Brand Awareness and Brand Loyalty - Dlf

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CHAPTER - I Introduc tion Objectiv e Limitati ons Methodol ogy 1

Transcript of Brand Awareness and Brand Loyalty - Dlf

Page 1: Brand Awareness and Brand Loyalty - Dlf

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

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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

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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)

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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

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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

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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,

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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

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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.

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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

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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.

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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

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Page 49: Brand Awareness and Brand Loyalty - Dlf

PRIMARY DATA ANALYSIS AND INTERPRETATION

1. Are you aware of DLF COMPANY?

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Page 50: Brand Awareness and Brand Loyalty - Dlf

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

Page 51: Brand Awareness and Brand Loyalty - Dlf

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?

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YES 60

NO 10

CANT SAY 30

Page 52: Brand Awareness and Brand Loyalty - Dlf

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?

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STRONLY AGREE 45

AGREE 30

STRONGLY DISAGREE 10

DISAGREE 15

Page 53: Brand Awareness and Brand Loyalty - Dlf

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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Page 54: Brand Awareness and Brand Loyalty - Dlf

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?

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YES 53

NO 20

CANT SAY 27

Page 55: Brand Awareness and Brand Loyalty - Dlf

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

Page 56: Brand Awareness and Brand Loyalty - Dlf

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

Page 57: Brand Awareness and Brand Loyalty - Dlf

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

Page 58: Brand Awareness and Brand Loyalty - Dlf

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

Page 59: Brand Awareness and Brand Loyalty - Dlf

INTERPRETATION:

DLF CREATES A BRAND LOYALTY TO CUSTOMERS. THERE IS NO DOUBT TO

SAY IT. 60% CUSTOMERS STRONGLY AGREE.

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Page 60: Brand Awareness and Brand Loyalty - Dlf

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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