Feather Lite Real Estate

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CHAPTER I

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I. INTRODUCTION

II. 1.1 INDUSTRY PROFILE

1.1.1 ABOUT THE INDUSTRY

Real estate development, or Property Development, is a multifaceted business,

encompassing activities that range from the renovation and re-lease of existingbuildings to

the purchase of raw land and the sale of improved land or parcels to others. Developers are

the coordinators of the activities, converting ideas on paper into realproperty.

Real estate development is different from construction, although many developers

also construct. Developer Louis Lesser drew the distinction in a 1963 New York Times

article, "Developing is the key word. 'We don't build ourselves', Mr. Lesser stresses. 'We buy

the land, finance the deal, and then we have the best builders build under bond at a fixed

cost.'

Developers buy land, finance real estate deals, build or have builders build projects,

create, imagine, control and orchestrate the process of development from the beginning to

end. Developers usually take the greatest riskin the creation or renovation of real estateand

receive the greatest rewards. Typically, developers purchase a tract of land, determine the

marketing of the property, develop the building program and design, obtain the necessary

public approval and financing, build the structure, and lease, manage, and ultimately sell it.

Developers work with many different counterparts along each step of this process, including

architects, city planners, engineers, surveyors, inspectors, contractors, leasing agents and

more.

1.1.2 DEVELOPMENT SECTOR IN INDIA

As Indias construction industry globalises and gets in sync with international trends

and technology, the challenges that Indian construction faces are simple: how to ensure

construction happens with speed, strength and savings. As Indian infrastructure and

construction work on contracts overseas, they have been using newer technology to provide

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their global clients with worldclass construction. How do we ensure the same norms,

the same technology gets adopted in India Too?

Consider the current situation, says Sunil Mantri, President, Maharashtra Chamber of

Housing Industry (MCHI), traditional construction meant we used to take everything in

stride. Wastage of time, money and material were a given, there were issues with skilled

labour as also poor material management. One needs to actually save money and time while

getting world class quality,informsMantri.

The use of latest technology and equipments coupled with new construction materials

helps reduce the construction time and wastage of materials is also controlled, this helps in

the completion of the projects on time, says Ashok Chajjer, Chairman, Arihant

Superstructures Ltd. Adoption of new construction technology results in faster and better

quality of construction, cost reduction, low maintenance and cleaner buildings. Construction

using the latest construction technology results in faster completion of the project and also

brings down the cost of construction, he says, adding that the Government should

incentivise developers who buy these hi-tech equipments so that they can finish a project

faster.

This years budget has given impetus on green technologies, which may help achieve

this goal, says Ashok Kumar, Country Head of Global Property Consultants Cressa Partners.

Effectively integrating low-cost technologies within the construction framework to

maximize returns, and updating advancements in technologies to upgrade the existing

systems for higher output, thats ideal for Indian Construction to be in sync with global

trends, he Suggests

We need to look at China, to understand how new technology helps, says Sangeet H

Kumar, CEO of 1stMumbaiProperties. He feels that ideally, construction in India should

follow the China example, where technology has played an important part in building

affordablehomes

From theory to actual implementation, and validation of the concept that global

technology and new materials actually helps build faster, better and safer comes from Aasif

Khan, MD of Fabtech Sterling. There are some issues that are a problem for the

construction industry in India, these include buildings that collapse, buildings that develop

cracks or suffer from leakage or seepage or have paint peeling off. This happens at times

because of shoddy, cornercutting methods of construction. Khans company has brought

into the Indian construction space Plaswall Building System of Construction, which hedescribes as an innovative building option. It enables quick installation, effectively reducing

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construction time by almost one-third as compared to traditionalmethods.

Khan says Plaswall provides perfect resistance against heat and water, and structures

made from Plaswall are far stronger and durable than traditional brick-n-mortar construction.

It is totally crack and leak-proof and requires no maintenance even after several years.

Efficient to install and construct, it effectively increases site production by as much as 300

percent, headds.

So, will adoption of new construction technology actually bring in speed, strength and

savings? Aasif Khan says the answer is a resounding yes. When new construction

technologies such as this are adopted by Indian construction, these aspects will become a

reality.

1.1.3 LAND DEVELOPMENT

Purchasing unused land for a potential development is sometimes

called speculative development. Subdivision of land is the principal mechanism by which

communities are developed. Technically, subdivision describes the legal and physical steps a

developer must take to convert raw land into developed land. Subdivision is a vital part of a

community's growth, determining its appearance, the mix of its land uses, and its

infrastructure, including roads, drainage systems, water, sewerage, and public utilities.

In general, land development is the riskiest but most profitable

technique as it is so dependent on the public sector for approvals and infrastructure and

because it involves a long investment period with no positive cash flow.

After subdivision is complete, the developer usually markets the land to

a home builder or other end user, for such uses as a warehouse or shopping center. In any

case, use ofspatial intelligence tools mitigate the risk of these developers by modeling the

population trends and demographic make-up of sort of customers a home builder or retailer

would like to have surrounding their new development

1.1.4 PROPERTY DEVELOPMENT COMPANY

Property development companies work to provide housing and

commercial business space through new construction and renovation of existing properties.

You can establish your own property management company to provide construction services

or even appraisals to lending companies or home buyers, and you can make a great living for

your efforts. Property development companies benefit both individuals andbusinesses.

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1.1.5 STEPS BELOW TO ESTABLISH YOUR PROPERTY

DEVELOPMENT COMPANY

1. Learn about property development. Attend your local community or real estate college

for seminars, conferences, and classes that educate you on real estate, business, and

management-related topics to prepare to operate your property development company.

2. Create a business proposal for the first three to five years of your property development

company operations. Detail your startup costs for equipment, licenses, fees, permits, and

employees. Create a list of how much your property development company will have to make

in sales to cover your startup costs and make a profit.

3 .If you need capital for your startup, apply for business loans at financial institutions that

offer loans with low interest rates, such as credit unions. Apply for business loans and grants

through the Small Business Administration and the government, if more start up capital is

needed.

4 .Decide what property development services you'll be providing to your consumers, such

as roofing and repair or heating installation. Begin with two or three services. Ultimately,

you'll add more services as your clientele increases.

5 .Hire your employees. All employees should be outgoing, hardworking, motivated,

determined, easy-to-direct team players. Their duties should include taking phone calls,

confirming estimates appointments, managing inventory control, and carrying out planned

daily work routines. Hire at least one office manager and two employees to help you get

started in building your property development company. One employee should be full time

and the others should be part time. The office manager should be responsible for filing

appraisals and invoices, weekly schedules, opening and/or closing, reviewing procedures,

policies, and requirements for employees. The founder of the property development company

should be responsible for payroll, daily deposits, recruiting employees, training, and

overseeing each customer's account with the property development company.

6 .Hire a certified public accountant (CPA) to oversee all finances, including incoming,

outgoing, accounts receivable, and payroll. The CPA should prepare itemized lists every

month of tax deductions, including fuel, work supplies, and utilities bills. Your CPA should

prepare your annual business tax return. Visit the American Institute of CPAs to find a CPA

in your local area.

7 .Price your services. To price your services, calculate the cost of supplies, transportation,

labor, and employees. Be sure your prices are competitive. Establishing your prices 10

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percent lower than your competitors' prices is a good way to build business for your new

property development company.

1.1.6 URBANISATION RE-VISITED

PROCESS OF URBAN DEVELOPMENT

Indian cities have experienced a rapid social and economic change over the last two

decades. With rural migration, thirty percent of India's population lived in cities in 2001. This

figure is expected to touch a staggering 40 percent by 2021. Cities are estimated to contribute

between 50 and 55 percent to India's GDP. Despite this quantitative growth, most Indian

cities have inadequate infrastructure and services to address these needs. Urban local bodies

need to immediately invest in basic infrastructure like power generation, telecom, roads,

water supply, public transport, sanitation, water management and other critical civic

infrastructure. The Ministry of Urban Development has estimated that the redevelopment of

Indian cities would require considerable annual funding. Since funds to meet these

requirements are not available at the level of urban local bodies, it has been essential to create

new means of supporting this initiative. To improve and augment the social and physical

infrastructure of Indian cities, the Jawaharlal Nehru National Urban Renewal Mission

(JNNURM), was launched in 2005. It has been the largest urban initiative to facilitate the

redevelopment of Indian cities; sixty cities, with a population greater than 1 million each,have been included in the first phase.

Two main focus areas have been identified in the project - urban infrastructure

governance and improving basic services for the urban poor. Administered by the Ministry of

Urban Development, the focus of the first part of the JNNURM is on infrastructure projects

relating to water supply and sanitation, sewerage, solid waste management, road network,

urban transport, and redevelopment of old city areas. The Ministry of Urban Development

and Poverty Alleviation will implement the sub-mission, focussed on integrated development

of affordable housing for the under privileged, through projects that provide affordable

shelter, basic services and civic amenities

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The Group has a current turnover of more than Rs 135 Corers per annum. Featherlite,

as of today is one amongst very few organizations in India having the following certifications

ISO 9001: 2008 Quality Management Systems

ISO 14001: 2004 Environment Management Systems

ISO 18001: 2007 - Occupational Health and Safety Standards

BIFMA Business and Institutional Furniture Manufacturers Association

A) Focus Areas

Manufacturing and Marketing:

Seating products all types of chairs

Modular office partitions and workstations

Desks and Tables (Including Conference Areas)

Auditorium Furniture

Educational and Laboratory Furniture

Airport and Public seating

Retail Furniture and Fixture

B) Key Personnel

Featherlite is a family owned professionally managed organization.

Founded by late Mr. Gopal Ramnarayan presently his sons Mr. Jawahar Gopal, Mr. Manohar

Gopal and Mr. Dhiren Gopal are Directors spearheading and managing different areas of

operations of this group.

C) Business Strategy

Offer premium quality products at reasonable prices. VALUE FOR MONEYstrategy has been the foundation of the impressive growth.

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State of the art manufacturing facilities for mass customization backed by a

topnotch Design team to solve customer related problems in the areas of modular

systems furniture and seating Products.

Offer One stop solutions for all areas, from inception to its completion stages in

collaboration with Architects & Interior designers

Widest product range to suit all needs and requirements of focused segments

D) Customer Trust

Our valued clients are mostly leading corporates, Software/ BPO Companies,

Government and public sector units, banks and financial institutions in India, A majority of

these are repeat customers, showing their faith in Featherlites reliability, and its focus on

quality and service.

Our Valued Clients are:

IBM, Oracle, Intel, Cisco, Deloite, Samsung H11, World Bank, ICICI, UTI, HSBC, CITI

BANK, SBI, SBM, SCB, IIM Bangalore , IIT Kanpur, IIT Kharagpur, IIT Chennai,

Jockey, pantaloon, Big Bazaar, Reliance, to name a few.

E) Infrastructure and Distribution Network

Featherlite has a strong distribution network comprising Franchisees and company

owned showrooms in more than 25 locations across India to serve clients ongoing

needs and requirements and now on the brink of expanding its foothold in other

potential areas in India.

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Well trained sales and service personnel to understand customer needs suggesting and

offering solutions and undertaking effective after sales service.

Covered area of more than1,70,000 Sqft for manufacturing activities and more than

450 dedicated people.

Latest CNC and state of art imported machines to ensure the best quality and finish.

Capacity to undertake large orders with short lead times and complete them to theclients satisfaction.

Our own design and Engineering cell for developing new products / designs, raw

material evaluations, new products and innovative solutions.

Capacity to manufacture more than 14,000 chairs and 6000 workstations month

1.2.1GLOBAL PARTNERS

A highly unusual beginning

Fate comes into the equation of "design to work"

Founded in 1946 in Legnano (MI) by Giampietro Tirinnanzi, as a

company specialized in the production of baby prams and cots, the production was extended

to include garden furniture.

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In 1955 the company produced the first line of furniture specific for

the office. The success that determined the expansion of the company and the creation of an

in-house woodwork laboratory, thus exalting the production verticalization.

The company has been awarded the ISO 14001:2004 certification,

confirming its continual desire to develop and constantly improve its system for managing

the environment.

In 1955 the company produced the first line of furniture specific for

the office. The success that determined the expansion of the company and the creation of an

in-house woodwork laboratory, thus exalting the production verticalization.

The new headquartersare located in Cerro Maggiore (MI). They

contain strategic and functional spaces, for integrating technologically-advanced systems and

CAD-CAM machinery for processing wood and metal.

1.2.2Objective: total quality

For Excellence With Real Respect For The Environment

The company has been awarded the ISO 14001:2004 certification,

confirming its continual desire to develop and constantly improve its system for managing

the environment.

The Codutti adventure began a little over fifty years ago. It was

in 1954, when brothers Arturo, Luciano and Maggiorino Codutti founded the company that

bears their name. The production of interior furnishings on behalf of other firms was the

turning point in Coduttis growth. And in the 1960s, the company accepted the challenge of

creating furniture for the interiors of the transatlantic liners Raffaello and Michelangelo.

This decision not only led to Coduttis signature production of

interior furnishings, but also provided the ideal opportunity for refining the processing

techniques used by the company on natural materials. The development of a unique look,combined with the flawless crafting of metal, wood and leather - the element that

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distinguishes Coduttis executive collections led to the production of office furnishings.

And, it all was supported by an approach to manufacturing that embodied a perfect balance

between hand-made craftsmanship and technological innovation .

Soon afterward, Codutti expanded beyond the Italian market

and began operating internationally. At present, Coduttis exports generate the same

percentage of turnover as sales on the Italian market.

The company and its brand have become firmly established

thanks to its business relationships with countries in Eastern Europe. Coduttis biggest strong

point its executive product lines have proved to be highly successful over time, even

though they are considered to be for specialized niche markets. The success of these lines

has enabled the company to differentiate its production into two brands: Codutti for executive

furnishings, and Axilon for operative furnishings and modular wall systems

Fundamentally important to the company are the Zeus, Giotto

and Minos collections, whose unique design was specially developed for Russia and

countries in the Middle East through a series of market studies.

Genesis, on the other hand, is an avant-garde collection with a

contemporary look that reflects skillfully elaborated, refined minimalism. The philosophy

behind the Genesis collection laid the groundwork for a new executive line introduced in

2008 called Progress, as well as for a restyling of the celebrated Master Point collection, and

the launches of three new lines of operative furnishings (Graffiti, Kaleidos, Opera) and two

wall systems.

Frezza SPA from vidor, Treviso (Italy) is an industrial group that

manufactures office furniture and seating systems, as well as home furniture and accessories

with the brands FREZZA, IB OFFICE and TARGET and "Casamania by Frezza" Divisions.

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loungers, canteen as well as stackable chairs. The LUXY collection is upholstered in high

quality fabrics, leathers and specialized materials.

Founded in the early 1980s by Sisto Marchesini e Luciana Tezze, as a manufacturer

of office seating, its major leap forward is at the end of the 90s as the second generationassumes control of the company. LUXY becomes established as one of the Italys premier

high design seating manufacturers thanks to a strategy of brand strengthening and with the

introduction of highly designed product lines, that bear testament to the attention given to

quality, cost-efficiency, ease of assembly, and environmental responsibility.

Having reached a significant scale of business the three young siblings search for a

financial partner with whom to share the entrepreneurial risk and to attract the necessary

managerial resources for planned growth. In 2004 the ideal partner is found in the Cape

Natexis Equity Private Equity Fund. Cape Natexis Fund is a closed investment fund run by

Natixis-Cape S.G.R. S.p.A, specialized in investing in medium sized companies in

NorthernItaly.

LUXYs management is entrusted to the specific qualities of those that have spear-

headed its growth, the second generation Marchesini: Cinzia marketing and sales, Gianluca

finance and product strategy, Otello manufacturing and industrial operations, guided by the

design and creative leadership of Stefano Getzel, as Director of Design.

LUXY has positioned its products in the more demanding A&D market sectors,

addressing the rationalization of industrial costs, constant product development, with an

openness towards specific client requirements, after sales client service, guaranteeing a

product offering that is conformant to international safety and ergonomic standards. The

product strategy that has generated its collection, presiding distribution channels less exposed

to price driven competition, and the continuous enrichment of its product range with new

ideas, new product lines and variants has allowed LUXY not only to contrast the general

downturn of the market in the last 10 years, but to post a consolidated median growth rate of

more than 20%.

1.2.3 GROUP COMPANY

STUDIO F marks furniture expert Featherlites foray into furniture solutions for the

hospitality and residential domain. Its reputation as the indisputable answer for office

furniture has been built over 40 years of experience in the industry. Every Studio F product

bears the Featherlite stamp of quality and value.

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1.2.4 ONE-STOP FURNITURE SHOP

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Conceptualized as a one-stop shop for hoteliers, interior designers, architects, builders and

consultants, it offers complete product solutions to furnish designs - from an eclectic range of

furniture to related interior products and accessories from leading Indian and international brands.

1.2.5 VALUE ADVANTAGE

Taking care of your need to travel the world to source the right furniture, we help

reduce project costs and lead time. Our efficient service delivery model and stringent quality

control measures ensure you get exactly what you ordered, to the finest detail.

1.2.6 REAL ESTATE DIVISION

Featherlite has diversified into Real Estate Development since last 4 years and have

constituted a partnership firm in the name and style of Featherlite Developers. The Company

has executed several commercial and industrial projects since its inception. Some of the latest

projects executed are listed below.

Partners of the Featherlite Group also owns several land parcels in the range of 2 Acres

to 10 Acres in various parts of Bangalore, Mysore, Chennai, Coimbatore, Nasik etc. Several

Commercial and Residential Projects are proposed on the lands owned by the partners in the

near future.

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CHAPTER II

2 RESEARCH METHODLOGY

2.1 INTRODUCTION

2.1 RESEARCH PROBLEM

It is one of the firststatementsmade in any research paperand, as well as defining the

research area, should include a quick synopsis of how the hypothesis was arrived at.

Operationalization is then used to give some indication of the exact definitions of the

variables, and the type of scientific measurements used.This will lead to the proposal of a

viable hypothesis. As an aside, when scientists are putting forward proposals for research

funds, the quality of their research problem often makes the difference between success and

failure.

2.2 OBJECTIVES

1. To analyse the competitor in real estate sector on Chennai

2. To analyse the advantages and disadvantages of Featherlite Developers

3. To analyse the factor playing main role in Real estate sector.

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2.3FORMULATION OF HYPOTHESIS

A . IN TERMS OF PRICE

H1) The price of Featherlite developers is coincided with the price level of

competitors on GSTH0) The price level of Featherlite developers is not coincided with the price level of

competitors on GST

B. In terms of specification & amenities

H1) The specification and amenities of Featherlite developers is coincided with the

specification and amenities of competitors on GST

H0) The specification and amenities of Featherlite developers is not coincide with

specification and amenities of competitors on GST

C. Price and Location

H1) The location of real estate project depends on the price factor

H0) The location of real estate project is not depends on the price factor

D. Price and Amenities

H0) The Amenities of real estate project depends on the price factor

H1) The Amenities of real estate project is not depends on the price factor

E. Price and Specification

H1) The Specification of real estate project depends on the price factor

H0) The Specification of real estate project is not depends on the price factor

2.4 RESEARCH DESIGN

Exploratory research is a type ofresearch conducted for a problem that has not

been clearly defined. Exploratory research helps determine the best research design, data

collection method and selection of subjects. It should draw definitive conclusions only with

extreme caution. Given its fundamental nature, exploratory research often concludes that a

perceived problem does not actually exist.

Exploratory research often relies on secondary research such as reviewing available literatureand/or data, or qualitative approaches such as informal discussions with consumers,

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employees, management or competitors, and more formal approaches through in-depth

interviews, focus groups, projective methods, case studies orpilot studies. The Internet

allows for research methods that are more interactive in nature. For example, RSS feeds

efficiently supply researchers with up-to-date information; majorsearch engine search results

may be sent by email to researchers by services such as Google Alerts; comprehensive search

results are tracked over lengthy periods of time by services such as Google Trends; and

websites may be created to attract worldwide feedback on any subject.

The results of exploratory research are not usually useful for decision-making by themselves,

but they can provide significant insight into a given situation. Although the results of

qualitative research can give some indication as to the "why", "how" and "when" something

occurs, it cannot tell us "how often" or "how many".

Exploratory research is not typically generalizable to the population at large.

2.5 SAMPLING DESIGN

Sampling is that part of statistical practice concerned with the selection of a subset of

individuals from within a population to yield some knowledge about the whole population,

especially for the purposes of making predictions based on statistical inference.

Researchers rarely survey the entire population for two reasons the cost is too high, and the

population is dynamic in that the individuals making up the population may change over

time. The three main advantages of sampling are that the cost is lower, data collection is

faster, and since the data set is smaller it is possible to ensure homogeneity and to improve

the accuracy and quality of the data.

Each observation measures one or more properties (such as weight, location, color) of

observable bodies distinguished as independent objects or individuals. In survey sampling,

survey weights can be applied to the data to adjust for the sample design. Results from

probability theory and statistical theory are employed to guide practice. In business and

medical research, sampling is widely used for gathering information about a population.[1]

In this research process, sampling designs formed as follows. This research process based on

the real estate sector specially flat promoters and also this research done is based on the

competitors of Featherlite developers, Chennai. Vaikuntam at Urapakkam is the first

residential project for Featherlite developers in , Chennai . The sampling design is focussedon the GST road as sampling Unit. The universe is based on the builders in TamilNadu. And

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the sample population is Builders in Chennai. Sample size is builders in GST road. In this

sampling design the builders are grouped into middle and high level, that its their focussing

of customers on basis of high level and low level amenities.

According to this research process the suitable sampling method is CLUSTER SAMPLING

method. Because the samples are formed, grouped, designed, clustered according to the

place, location, price, specification, amenities etc. So the appropriate sampling method for

this research process is Cluster sampling method.

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2.6 SAMPLE DESIGN

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Universe Finite the builders in Tamil Nadu

Population Builders in Chennai

Sample Present competitor To Featherlite

developers , 30

Sample Size No. of Builders on GST road - 20

Sample Frame GST road

Sampling method Cluster sampling method
http://en.wikipedia.org/wiki/Outline_of_business_managementhttp://en.wikipedia.org/wiki/Mature_markethttp://en.wikipedia.org/wiki/Overcapacityhttp://en.wikipedia.org/wiki/Marketing_managementhttp://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Customer_relationship_managementhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Marketing_managementhttp://en.wikipedia.org/wiki/Outline_of_business_managementhttp://en.wikipedia.org/wiki/Mature_markethttp://en.wikipedia.org/wiki/Overcapacityhttp://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Profit_(accounting)http://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Target_marketshttp://en.wikipedia.org/wiki/American_Marketing_Association


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2.7 DATA COLLECTION

In this research both primary and secondary data are used, the primary data are

collected through Questionnaire and interview with marketing executives of competitor

companies. The secondary data are collected through published and unpublished forms , the

secondary data are collected from newspapers , magazines , pamphlets, brouchers, TV ads

and also the secondary data are collected through internet websites , blogs of existing

customer etc.

2.7.1PRIMARY DATA COLLECTION

Primary data are collected through Questionnaire method and apart from the

questionnaire , I have done a personal interview with marketing executives of competitor

organisation in structured manner and also I have done telephonic interview process for some

competitor

Process done for primary data collection

1.Questionnaire method

2.Personal Interview method

3.Telephonic interview method

2.7.2SECONDARY DATA COLLECTION

Secondary data are collected in the form of published and unpublished form .

secondary data are collected from customer opinion, newspaper, advertisement, internet etc

Process done for Secondary Data collection

1. Published form

a) Newspapers

b) magazines

c) internet

d) government reports and approvals

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2. unpublished form

a) word of mouth

b) customers blog

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CHAPTER III

3.1 DATA ANALYSIS AND INTERPRETATION

ANALYSIS AND INTERPRETATION

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The research process is full of competitor analysis of real estate sector in GST road.

In accordance with research process and sample data , i have analysed the various factors of

real estates which indulged to price hike, increase the level of satisfaction ,and also this

research clearly defines how the real estate promoters market their product and also how the

promoters satisfy the customers .

Before establishing a real estate project , the promoters have an eye on land in the

aspects of connectivity, area development, commercial activity , educational facilities ,

industrial development , agricultural development and also the promoters have an eye on

water level, soil test and the area availability.

After seeing this facilities the promoter take a next step for construction , the

promoters made a plan to construct what type of buildings on the basis of area , soil and

space availability and the promoters plan to conduct a survey on the area to analyse the

demand of customers . Before finalising the floor plans, apartment plans the top management

of promoters ask for expert opinion about the designs ofinteriors and optimised of utility of

interior space which are demanded by the customers in the market .

After getting the expert opinions and salesexecutive opinion and market analysis , the

top management would go for purchase division to analyzing the overheads like

manufacturing cost, material cost , labourcost and other expenses . The top management of

real estate company go for financial plan for investment and the top management should fix

what type of amenities , specifications availed by the customer through our product . And

also the promoters fix the profit margin and ROI.

The Promoters organise the launching event for the promotion of the product and also

the promoters give discounts , offers on the launching day .And also the promoters planned to

generate the leads in the following manner

Normally the product of promoters is luxurious and high cost product and the product

category lies on PULL strategy of marketing . According to this strategy the product is pulled

by the customer not pushed by the manufacturer. According to the product the customers are

in the extreme timing respondent that is the customers are taking enough time to make their

decision and also the customer are feeling the product(flat, land)are a lifetime or long term

investment . So customers are keen on spending their money in correct and sophisticated

products.

26
http://en.wikipedia.org/wiki/Marketing_strategieshttp://en.wikipedia.org/wiki/Michael_Porterhttp://en.wikipedia.org/wiki/Markethttp://en.wikipedia.org/wiki/Harvard_Business_Schoolhttp://en.wikipedia.org/wiki/1979http://en.wikipedia.org/wiki/Markethttp://en.wikipedia.org/wiki/Markethttp://en.wikipedia.org/wiki/Environmental_scanninghttp://en.wikipedia.org/wiki/Marketplacehttp://en.wikipedia.org/wiki/Profit_(economics)http://en.wikipedia.org/wiki/Core_competencieshttp://en.wikipedia.org/wiki/Industry_informationhttp://en.wikipedia.org/wiki/Companyhttp://en.wikipedia.org/wiki/Industry_informationhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Environmental_scanninghttp://en.wikipedia.org/wiki/Marketplacehttp://en.wikipedia.org/wiki/Profit_(economics)http://en.wikipedia.org/wiki/Core_competencieshttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Core_competencieshttp://en.wikipedia.org/wiki/Business_modelhttp://en.wikipedia.org/wiki/Industry_informationhttp://en.wikipedia.org/wiki/Companyhttp://en.wikipedia.org/wiki/Marketplacehttp://en.wikipedia.org/wiki/Profit_(economics)http://en.wikipedia.org/wiki/Core_competencieshttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Core_competencieshttp://en.wikipedia.org/wiki/Business_modelhttp://en.wikipedia.org/wiki/Industry_informationhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Marketplacehttp://en.wikipedia.org/wiki/Core_competencieshttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Core_competencieshttp://en.wikipedia.org/wiki/Business_modelhttp://en.wikipedia.org/wiki/Industry_informationhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Core_competencieshttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Core_competencieshttp://en.wikipedia.org/wiki/Business_modelhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Core_competencieshttp://en.wikipedia.org/wiki/Business_modelhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Bargaining_powerhttp://en.wikipedia.org/wiki/Bargaining_powerhttp://en.wikipedia.org/wiki/Bargaining_powerhttp://en.wikipedia.org/wiki/Value_chainhttp://en.wikipedia.org/wiki/Porter_generic_strategieshttp://en.wikipedia.org/wiki/Value_chainhttp://en.wikipedia.org/wiki/Porter_generic_strategieshttp://en.wikipedia.org/wiki/SWOT_analysishttp://en.wikipedia.org/wiki/SWOT_analysishttp://en.wikipedia.org/wiki/Marketing_strategieshttp://en.wikipedia.org/wiki/Michael_Porterhttp://en.wikipedia.org/wiki/Harvard_Business_Schoolhttp://en.wikipedia.org/wiki/1979http://en.wikipedia.org/wiki/Markethttp://en.wikipedia.org/wiki/Environmental_scanninghttp://en.wikipedia.org/wiki/Companyhttp://en.wikipedia.org/wiki/Profit_(economics)http://en.wikipedia.org/wiki/Marketplacehttp://en.wikipedia.org/wiki/Industry_informationhttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Core_competencieshttp://en.wikipedia.org/wiki/Business_modelhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Bargaining_powerhttp://en.wikipedia.org/wiki/Value_chainhttp://en.wikipedia.org/wiki/Porter_generic_strategieshttp://en.wikipedia.org/wiki/SWOT_analysis


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According to the customers interest the promoters should know the demands of the

customer and also the promoters should develop their product as customer liking product , it

grab attention of customers towards brand loyalty and high level of satisfaction . The brand

loyalty and level of satisfaction of customers depends on the factors like the interior

finishing, interior decorations, outer finishing, proper possession, good specification , use of

high quality goods, Amenities provided and proper maintenance , no complaints for long

lasting of the product , location , connectivity, commercials , pricing etc.

In accordance with customerinterest and demand I have analysed the various factors

in respect to pricing .In this analysis I have compared the Featherlite with the competitors on

the following basis

1) Pricing

2) Area-UDS

3) Location

4) Connectivity

5) Amenities

6) Specification

I have analysed the relation between the various factors like location vs price, price

vs distance, price Vs quality and etc. And also I have analyse these factors and their

dependence and also I have found out significance level of correlation.

3.1.1 LOCATION VS PRICE

Crosstab

PRICE

Total4000-4400

3500-3900

3000-3400

2500-2900

2000-2400

27
http://en.wikipedia.org/wiki/Perfect_competitionhttp://en.wikipedia.org/wiki/Incumbentshttp://en.wikipedia.org/wiki/Perfect_competitionhttp://en.wikipedia.org/wiki/Incumbentshttp://en.wikipedia.org/wiki/Perfect_competitionhttp://en.wikipedia.org/wiki/Incumbentshttp://en.wikipedia.org/wiki/Perfect_competitionhttp://en.wikipedia.org/wiki/Barriers_to_entryhttp://en.wikipedia.org/wiki/Patentshttp://en.wikipedia.org/wiki/Rightshttp://en.wikipedia.org/wiki/Brand_equityhttp://en.wikipedia.org/wiki/Sunk_costshttp://en.wikipedia.org/wiki/Sunk_costshttp://en.wikipedia.org/wiki/Customer_loyaltyhttp://en.wikipedia.org/wiki/Propensityhttp://en.wikipedia.org/wiki/Propensityhttp://en.wikipedia.org/wiki/Propensityhttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Incumbentshttp://en.wikipedia.org/wiki/Perfect_competitionhttp://en.wikipedia.org/wiki/Barriers_to_entryhttp://en.wikipedia.org/wiki/Patentshttp://en.wikipedia.org/wiki/Rightshttp://en.wikipedia.org/wiki/Brand_equityhttp://en.wikipedia.org/wiki/Sunk_costshttp://en.wikipedia.org/wiki/Customer_loyaltyhttp://en.wikipedia.org/wiki/Propensityhttp://en.wikipedia.org/wiki/Switching_costshttp://en.wikipedia.org/wiki/Product_differentiationhttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Concentration_ratio


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LOC

ATION

G.chery 0 0 0 0 1 1

Kandigai 0 0 0 1 2 3

Keelkara 0 0 1 0 0 1

M.M.nagar 0 0 1 1 0 2

Poteri 1 0 1 0 0 2

Urapakam 0 2 0 4 0 6

vandalur 0 1 0 0 0 1

Vandalur 1 2 0 0 0 3

Total2 5 3 6 3 19

28
http://en.wikipedia.org/wiki/Vertical_integrationhttp://en.wikipedia.org/wiki/Price_sensitivityhttp://en.wikipedia.org/wiki/RFMhttp://en.wikipedia.org/wiki/RFMhttp://en.wikipedia.org/wiki/Fixed_costhttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Vertical_integrationhttp://en.wikipedia.org/wiki/Price_sensitivityhttp://en.wikipedia.org/wiki/RFMhttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Labor_unionshttp://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Innovationhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Competitive_strategy


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This chart shows that price range of flats in various areas and also from the above graph and

table we have analysed that price of flats located far from the GST road /inside areas are

quoted less price and the projects located on GST road and nearer to city are quoted above

RS 3500 .And also this chart and graph shows more number of projects are located in

urapakkam, vandalur . This shows how location is important for an real estate project and

price differs according the location.So Location influence the change of price , or according

to the price the location will change.

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3.1.2PRICE VS CONNECTIVITY

3.1.2a PRICE VS AIRPORT

Crosstab

Count

Distance

PRICE

Total

4000-4400 3500-39003000-3400

2500-2900 2000-2400

AIRPORT

31-35 kms 0 0 1 1 0 2

26-30 kms 0 0 1 1 1 3

21-25 kms 1 1 1 1 2 6

16-20 kms 0 1 0 3 0 4

10-15 kms 1 3 0 0 0 4

Total 2 5 3 6 3 19

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3.1.2b PRICE VS CHENNAI CENTRAL RAILWAY

Crosstab

PRICE

Total DISTANCE

4000-4400

3500-3900

3000-3400

2500-2900

2000-2400

CHENNA

I

CENTRA

L RLY

STATION

71-75 kms 0 0 1 1 0 2

66-70 kms 0 0 1 1 1 3

61-65 kms 1 1 1 1 2 6

56-60 kms 0 1 0 3 0 4

50-55kms 1 3 0 0 0 4

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Total 2 5 3 6 3 19

The above tabulation and charts shows the variation between the price and real estate

project according to the distance from the city limit, airport, central railway station . In most

cases the price is decreased when the distance from city , airport, central railway station is

increased . It clearly shows that price of real estate product will decrease according to the

location , distance , connectivity . So location , connectivity, distance are factors which

influence the change in price of product. So the factors location , connectivity , distance are

interrelated with price at the level of significance.

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3.1.3 PRICE VS AMENETIES

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

price * project *clubhouse

20 90.90% 2 9.10% 22 100

price * project * pipedgas

20 90.90% 2 9.10% 22 100

price * project *basketball

20 90.90% 2 9.10% 22 100

price * project *cricket

20 90.90% 2 9.10% 22 100

price * project *jogging track

20 90.90% 2 9.10% 22 100

3.1.3a price vs clubhouse

clubhouse

Frequency PercentValid

PercentCumulative Percent

Valid

Yes 12 54.5 60 60

No 8 36.4 40 100

Total 20 90.9 100

Missing System 2 9.1

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Total 22 100

Chi-Square Tests

pipedgas Value df

Asymp. Sig.

(2-sided)

yes Pearson Chi-Square 10.000a 8 .265

Likelihood Ratio 10.549 8 .229

N of Valid Cases 5

no Pearson Chi-Square 60.000b 56 .333

Likelihood Ratio 40.873 56 .936

N of Valid Cases 15

a. 15 cells (100.0%) have expected count less than 5. The minimum

expected count is .20.

b. 75 cells (100.0%) have expected count less than 5. The minimum

expected count is .07.

3.1.3b price vs piped gas

3.1.3c price vs Basketball

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3.1.3d price vs cricket

3.1.3e Price vs jog track

3.1.4 AMENITY PRICE VS REAL ESTATE PROJECTS ON GST

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project * Aprice Crosstabulation

Count

Aprice

Total2.25-2.5lacs 2.00-2.25lacs 1.76-2.00 lacs 1.6-1.75lacs 1.25-1.5lacsproject A.Mpolis 0 0 0 0 1 1

Akkam 0 0 0 0 1 1

begonia 0 0 1 0 0 1

Dhaniska 0 0 1 0 0 1

Estancia 1 0 0 0 0 1

gstongst 1 0 0 0 0 1

Habiterr 0 0 1 0 0 1

J.palace 0 1 0 0 0 1

J.suprem 0 1 0 0 0 1

Lancor 0 0 0 0 1 1

M.paradi 0 0 0 0 1 1

M.spring 0 0 0 0 1 1

MWC 0 0 0 1 0 1

P dot g 0 0 0 1 0 1

shriram 0 0 1 0 0 1

SIS safa 0 0 0 1 0 1

Skeertha 0 0 0 0 1 1

Unihomes 0 0 0 1 0 1

V.park 0 0 1 0 0 1

vaikunta 0 0 0 1 0 1

Total 2 2 5 5 6 20

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The above graph and tabulation shows that clear view of amenities in relation with

price and project. It clearly shows which product offers which amenities at which price.

Through this tabulation and graph we analysed that which project offer core amenities at low

or medium or high price. The amenities like Club house mostly comprises of gym, tv room ,

theatre, party hall , indoor game area and also all the builders charging a lifetime membership

fee for using club facilities . Apart from that builders provide garden, fitness corner, play area

piped gas, commercial blocks inside project which helps the customer to live better and it

increase the level of satisfaction .

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3.1.5 PRICE VS SPECIFICATION

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

price * project * TIles 20 90.9% 2 9.1% 22 100.0%

price * project * balcony 20 90.9% 2 9.1% 22 100.0%

price * project * maindoor 20 90.9% 2 9.1% 22 100.0%

price * project * toiletdoor 20 90.9% 2 9.1% 22 100.0%

price * project *

windowsupvc

20 90.9% 2 9.1% 22 100.0%

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This table and graph shows that the specification for flooring offered by the builders on GST.

This graph and table clearly shows difference between the competitors through the pricing ,

quality of tiles provided in apartments .

3.1.5a project * balcony

Cross tabulation

balcony

Totalmarble

antiskid

ceramic ceramic

vitrified

tiles

project A.Mpolis 0 0 1 0 1

Akkam 0 0 1 0 1

begonia 0 0 1 0 1

Dhaniska 0 0 1 0 1

Estancia 0 0 1 0 1

gstongst 0 0 1 0 1

Habiterr 0 1 0 0 1

J.palace 0 0 1 0 1

J.suprem 0 0 1 0 1

Lancor 0 0 1 0 1

M.paradi 0 0 1 0 1

M.spring 0 0 1 0 1

MWC 0 0 0 1 1

P dot g 0 0 1 0 1

shriram 0 0 1 0 1

SIS safa 0 0 1 0 1

Skeertha 0 0 1 0 1

Unihomes 1 0 0 0 1

V.park 1 0 0 0 1

vaikunta 0 0 1 0 1

Total 2 1 16 1 20

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3.1.5b Project * toilets

Crosstabulation

toilets

Total

antiskid

ceramic

project A.Mpolis 1 1

Akkam 1 1

begonia 1 1

Dhaniska 1 1

Estancia 1 1

gstongst 1 1

Habiterr 1 1

J.palace 1 1

J.suprem 1 1

Lancor 1 1

M.paradi 1 1

M.spring 1 1

MWC 1 1

P dot g 1 1

shriram 1 1

SIS safa 1 1

Skeertha 1 1

Unihomes 1 1

V.park 1 1

vaikunta 1 1

Total 20 20

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The above tabulation shows the price details and the type of tiles provided in various rooms

of apartment for the satisafaction of customers. In most case the builders allowed the

customer for customisation of tiles colour, types only in toilets and bathrooms. Because of the

purchase decision the builders didnot allow the customers for customisation of tiles in living,

dining, bedroom.

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3.1.5c project * maindoor

Crosstabulation

maindoor

Totalflush doors teakwood

project A.Mpolis 0 1 1

Akkam 0 1 1

begonia 0 1 1

Dhaniska 0 1 1

Estancia 0 1 1

gstongst 1 0 1

Habiterr 0 1 1

J.palace 0 1 1

J.suprem 0 1 1

Lancor 0 1 1

M.paradi 0 1 1

M.spring 0 1 1

MWC 0 1 1P dot g 0 1 1

shriram 0 1 1

SIS safa 0 1 1

Skeertha 0 1 1

Unihomes 0 1 1

V.park 0 1 1

vaikunta 0 1 1Total 1 19 20

This table show what type of wood used for main doors by the builders

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3.1.5d project * balconydoor

Crosstabulation

Balconydoor

Totalflush doors country wood salwood

upvs glassed

with ms grill

project A.Mpolis 0 0 0 1 1

Akkam 0 0 1 0 1

begonia 0 1 0 0 1

Dhaniska 0 0 0 1 1

Estancia 0 1 0 0 1

gstongst 0 0 0 1 1

Habiterr 0 0 0 1 1

J.palace 1 0 0 0 1

J.suprem 1 0 0 0 1

Lancor 1 0 0 0 1

M.paradi 1 0 0 0 1

M.spring 1 0 0 0 1

MWC 0 0 0 1 1

P dot g 0 0 1 0 1

shriram 0 0 0 1 1

SIS safa 1 0 0 0 1

Skeertha 0 0 0 1 1

Unihomes 0 0 1 0 1

V.park 1 0 0 0 1

vaikunta 1 0 0 0 1

Total 8 2 3 7 20

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3.1.5e project * toiletdoor

Crosstabulation

toiletdoor

Totalflush doors country wood salwood

project A.Mpolis 1 0 0 1

Akkam 0 0 1 1

begonia 0 1 0 1

Dhaniska 1 0 0 1

Estancia 0 1 0 1

gstongst 1 0 0 1

Habiterr 1 0 0 1

J.palace 0 0 1 1

J.suprem 0 0 1 1

Lancor 1 0 0 1

M.paradi 0 0 1 1

M.spring 0 0 1 1

MWC 1 0 0 1

P dot g 0 0 1 1

shriram 1 0 0 1

SIS safa 1 0 0 1

Skeertha 1 0 0 1

Unihomes 0 0 1 1

V.park 1 0 0 1

vaikunta 0 0 1 1

Total 10 2 8 20

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4.1FINDINGS

4.1.1 IN TERMS OF PRICE

Featherlite Developers offers a price of Rs 3150 per square feet. It Is less when

compared to the competitors on Urapakkam. In Urapakkam the builders like SIS safa,

Akshaya Beleverdely, Jayam supreme, P dot g are offering their apartments more than Rs

3500/sqrft. As for as Featherlite is concerned VAIKUNTAM is the first residential project in

Chennai. Because of that reason we Featherlite reduce the price of sqrft as competitive

pricing strategy. And also Featherlite developers offers high quality range of products in the

apartments like ROMA for electrical switches, CERA or JAGUAR for plumbing and sanitary

fittings and also featherlite provide lots of amenities like their competitors at very low cost .

Featherlite developers offers ameneties like clubhouse , swimming pool , jogging

track , garden, play area, crche, fragrance garden , Pipe line gas, and the specifications like

vitrified tiles for living, dininig, kitchen, bedroom, and antiskid ceramic tiles for bathroom

and toilets and ceramic tiles for balcony as like as competitor.

By the above analysis part that is from the tabulation and graphs I found that Price of

FEATHERLITE DEVELOPERS is less when compared to competitors at Urapakkam andthe price of Featherlite developers is very less when compared with competitors at

Vandalur.The price of featherlite developers is moderate when compared to competitors on

keelkaranai,M.M.nagar.

Through the statements and Analysis part , I interpreted that

A)At 5% level of significance the price of featherlite(low price) didnt coincide with price

of competitors . SO Null hypothesis is accepted

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4.1.2 REGARDING AMENITIES AND SPECIFICATION OF

FEATHERLITE DEVELOPERS AND THEIR COMPETITORS

Featherlite Developers provide the amenities like club house, swimming pools, garden, play area, jogging track , meditation platform,fragrance garden, arrival plaza, gym,

swimming pools etc., Featherlite developers provide specifications like vitrified tiles for

floors, putty finished walls, , provision for inverter, water purifier, water treatment plant,

sewage treatment plant , centralised pipe line gas at lesser cost .

The most of the competitors of Featherlite developers also provide the same amenities

except centralise LPG system , but some of the builders provide wooden flooring and small

other changes in specification when compared with specifications of Featherlite developers.

But comparatively FEATHERLITE DEVELOPERS provide the same amenities and

specification provide by their competitors , but the price of Featherlite developers is

comparatively low than their competitors.

Because of VAIKUNTAM is first residential project in Chennai for FEATHERLITE

DEVELOPERS , so we adopt competitive pricing strategy , according to the strategy

we(FEATHERLITE DEVELOPERS) provides good quality apartments with good amenities

and specifications in low price

According to the above analysis part, I interpret as follows

Alternate Hypothesis H1 is accepted

There is siginificant relationship with featherlite developers and its competitors on

GST in terms of Amenities and Specification.

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4.1.2 PRICE VS LOCATION

Location and price are the one of the important factor which influence the decision for buying

an apartment .Because the location plays a major role for fixing the price for the apartments .

The real estate projects which are nearer to city or city limit will be quoted high

pricing and the project which are on the road sides are also quoted high price and the

project which has well connectivity also quoted high price rather than the price of

projects which are not nearer to city or located inside areas/interior part of the

particular locality or the project dont have connectivity .

The interior part of Guduvanchery and the interior part of kandigai has three real

estate projects and the price is very low , the price range of the projects are starts from

Rs 2200 to Rs 2500 because that area dont have connectivity and also the area is very

interior part of the particular locality

The vandalur has three real estate projects and its price range is From Rs 3700-4400.

Because of well connectivity and nearer to city limit .

Urapakkam has minimum of 6-8 projects Because urapakkam have more vaccent

areas which are on the road and also urapakkam has good transport facilities including

metro bus service and train service and also 24 hrs hospitals , schools , colleges arenear by the area ,The price range of real estate projects are Rs 3100-Rs 4400 because

of well connectivity , nearer to city , high amenities , specifications, quality

The Potheri, M. M. Nagar also having good quality real estate project but the price

range of full amenity apartments is Rs 3000/ sq ft, because of the increasing distance

from the city.

According to the above statements and analysis part shows that the price of real estate project

will differ according to the location, connectivity, distance .

Alternate Hypothesis H1 accepted

There is a significant relation with location and price in. real estate projects

4.2 SUGGESTIONS

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From this research I found that customisation and security needs are the two things which we

are lagging from our competitors .

According to the research I suggest to Featherlite Developers

We have to create a brand awareness among the customers

We have to create more promotion

We have to provide premium flats with fully furnished at a reasonable cost.

Minimum customisation of flats should be considered.

MS grill should be provided for both windows and balcony.

Cross ventilation should be provided.

Flats size should be in between 800sqft to 900sft.

Commercial complex should be considerable.

Clinic facilities should be preferable inside the development.

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5.1CONCLUSION

The result and finding of this research study clearly exemplifies the fact

that an in-depth market research study has been conducted and all the objectives

set for this research work has been fully accomplished .

From the analysis it as been found Featherlite is popular brand in

furnitures and now it becomes booming real estate company , In the name

FEATHERLITE DEVELOPERS, and also Featherlite developers is very

competitive to their competitors in way of providing amenities , specification,

price, location of flats . In order to gain considerable market share and to

enhance further growth in the market , various suggestions have also been put

forth in research study.

Thus all the major activities of this research study as been well analysed

and accomplished in this research report.

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Documents

Feather Lite Real Estate