EXECUTIVE SUMMARY

A real estate company with global presence, Earth Infrastructure is backed by a group of dynamic investors from India and Europe. It is one of Indias most well capitalized real estate companies. Strong financial support and engineering expertise makes it a quality infrastructure provider. The company develops residential, commercial, IT/ITeS parks, and farm houses. All the projects are inspired by the elements of nature and thus substantiate companys commitment towards green development. All the projects by Earth Infrastructure are Leed Certified. Earth Infrastructures buildings are a personification of its dynamic imagination and companys vision is to create the finest elements of urban living & working with its wide-ranging experience in real estate business. Every project stands out from the rest in terms of design aesthetics and global standards of construction. Company would like to expand to hospitality segment, power projects, hospitals, townships and highways.

Earth Towne and Magnifique Towers are two residential projects and are located in Sector 1, Greater Noida. Earth Towne is in greater Noida sector-1, GH no- 04, and has apartments in varied sizes from 540 sqft to 1355 sqft in variants of 1BHK/2BHK/3BHK with study room. Magnifique Tower is part of Earth Towne where the company has 4BHK and 4BHK+2S apartments of 1,795 and 2,295 sqft, respectively. Both Projects are designed by EIGEN, UK, which has helped build the BurjKhalifa Towers in Dubai and Heathrow Airport in London among other restigious global projects. Commercial project Earth Sapphire Court is at Knowledge Park, Greater Noida, and offers 290/450/750 sq.ft fully furnished green studio offices. Earth Sapphire Court provides the office spaces which are based on Plug & Play concept which are ready to use with all the basic requirements of an office setup. Other upcoming residential projects by Earth Infrastructure are in Noida and Gurgaon.

Introduction
The year 2012 has been a challenging one for Indian economy. Although the 2011-12 financial year started on a positive note, it got bogged down as the monetary tightening continued to arrest the inflationary pressures. International Monetary Fund (IMF) has estimated Indias Gross Domestic Product (GDP) growth to be 6.1% during the financial year 2012-13, which is far lower than what Indian economy achieved during its heydays of 2008-2009. With inflation rate being checked to a certain extent and Reserve Bank of India (RBI) softening cash reserve ratio, 2013 economy is forecasted to improve. The second half of 2013 is pegged to see growth in the real estate sector.

Residential real estate

Housing prices have soared much higher than the reach of average Indian in the past decade at an annual rate of 14%. However, price appreciation has slowed significantly during 2012 in the top seven cities of the country, where capital value has gone up by only 1-3 percent. Owing to sluggish sales and increased holding and construction cost, the real estate scenario has found itself in deep waters. The coming year holds possibility for home prices coming down. The Finance Ministry took serious notice of an estimated 80,000 unsold houses under construction in the Mumbai Metropolitan Region (MMR) alone and urged the developers for a price correction. Confederation of real estate developers association of India (CREDAI) responded to the concerns voiced by the government and CREDAI has asked the developers to consider selling maximum number of units at discounted price.
10

The previously offered freebies and other incentives by the developers are not expected to revive the falling home sales. Along with price correction, there is a possibility of innovative payment schemes and pre-launch benefits will be offered to the buyer. Big developers with massive inventories will be under pressure to offer discounts, so that they can sell off maximum number of units. Although launches have come down by 50% in most of the Indian cities in the past four quarters, residential launches are predicted to be on the rise in 2013. While expressing his views on challenges to be faced by the real estate in 2013, Mr. Ravi Saund, COO of CHD Developers, said Domestic real estate will continue to jostle with swelling cost of construction, rampant shortage of skilled workforce at all levels, lack of availability of serviced urban lands, absence of single window approval system, slow reforms and unavailability/dawdling pace of growth in infrastructure. Despite the challenges ahead, he noted that residential sector will grow in 2013. The first quarter may witness a decline in project launches but the mid of second quarter will turn the story around. The mid-segment and upper midsegment are likely to grow, said Mr. Saund. While talking of CHDs plans in 2013, Mr. Saund said, At CHD we have always bestowed the middle class with premium lifestyle that doesnt cost a fortune. In 2013, we will give NCR another nouveau concept. An out-of-the box theme will rule the roost. We intend to launch Spanish Meadows, Spanish expandable villas in CHD City, Karnal. The availability of debt capital in housing sector is likely to increase while the flow of equity capital will remain stable in 2013. With Securities and Exchange
11

Board of India (SEBI) allowing debt funds to invest an additional 10% in Housing Finance Companies (HFCs), liquidity in the housing market is set to increase.

Commercial real estate

In 2012, major cities of Mumbai, NCR-Delhi, Bangalore and Chennai absorped 72.5% of total commercial spacein the country. For 2013 also almost 75% commercial space absorption will be concentrated in these cities. IT/ITeS sector has been the major contributor in 2012 and the same is predicted in 2013 as well. Investor-driven demand to go on rising in Chennai, Hyderabad and Pune. Corporate transactions are predicted in Mumbai and Delhi and also interest from high net worth individuals (HNIs) and institutional investors.The exchange rate benefits due to falling value of Indian currency is set to boost investment from the Non Resident Indians (NRIs). The biggest problem concerning non resident market has been slow growth of job market, crumpled by a struggling economy in 2012. Office space supply in India has been low in the current year due to lack of job opportunities. With possibility of revival job market in 2013, many local markets will be caught with insufficient supply and only then the lack of supply can be addressed.

12

Retail real estate

The organised retail project completion rate will witness more than 100% rise in year-on-year basis in 2013. 9.5 million square feet of additional mall space will be added in 2013. Of the total mall space absorption in the country, Mumbai, Delhi-NCR, Chennai and Bangalore will have the major share, around 70%. Other cities like Hyderabad, Kolkata and Pune will absorb the rest 30%. Governments approval of Foreign Direct Investment (FDI) into multi brand retail is set to be the most influencing factor on the retail scenario of the country. As per recent reports, India has replaced USA as the second most preferred FDI destination in the world. The allowance of FDI will open up portals to major MNC retail brands in India, which will be instrumental to increase the retail space absorption in the country. Government policy now permits FDI of up to 51% into multi-brand retail, which will invite products, practices and technologies to India retail sector. Along with it, 50% of total FDI will be directed towards infrastructural facilities like warehousing and logistics, which will further boost the retail growth in the long run. However, the real benefits of FDI policy may not be visible in the retail market in 2013 itself, it will take at least two years for mall developers to incorporate every elements to deliver world standard malls across the country.

13

Predictions related to key areas

The Finance Ministry had requested the leading lenders in India to help the developers out of cash crunch. As a result, after a gap of almost two years, banks are likely to start offering construction finance to residential projects in 2013. Developers with longer operating history such as Oberoi, Shobha and Prestige will find it easier to raise funds in the coming year, owing to have good track record and specific target class in key locations. Joint ventures with landlords will be given priorities considering the ever rising land prices across the country. Big players with strong local presence will try to strengthen their expanse locally, rather than imprinting footprints nationally. Investment period of Private Equity funds is expected to come down to four years from five years. Vintage PE funds from 2007-2008 will look to postpone exit from market in 2014 rather than in 2013, considering lower returns on their investment so far. Most PE funds will be concentrating on Tier I cities like Mumbai, NCR, Bangalore, Chennai and Kolkata. In 2013, investors will focus more on transparency, governance and liquidity before investing. Issues like regulating the real estate is to find firmer ground with passing of Maharashtra Housing and Development Bill and setting up of bodies like Federation of Apartment Owners Association (FAOA). Developers will have to be more accountable and home owners are set to get opportunity to address their grievances in a transparent manne

14

COMPANY PROFILE
EIL are an independent infrastructure provider with committed customer base. Backed by a group of dynamic investors from India and Europe, Earth infrastructures is one of India's most well capitalized real estate company. Strong financial support and engineering expertise makes us a quality infrastructure provider with global presence. Earth Infrastructures Ltd. was having a strategic alliance (Sole Marketing Right to sale their Projects) with AMR Infrastructures Ltd. & ARN Infrastructures Ltd. The group is known in the Realty fraternity for its professional might. Implementation of new technology and innovation has been its constant goal and this is evident in all its projects. All these practices, policies, heritage, success and reputation are carried ahead by its daughter company-Earth infrastructures ltd. Earth Infrastructures Limited, a real estate company, develops townships and commercial complexes in India. The company was incorporated in 2007 and is based in Noida, India with additional locations in India, Canada, Holland, the United Kingdom, the United States, Dubai, Abu Dhabi, and Singapore.

CUSTOMER CENTRIC ATTITUDE

To ensure complaint free operations with total customer satisfaction by resolving customers issues with utmost attention and speedy services round the clock

15

BRAND VALUE

To deliver the projects differently and make the customer to feel at ease and comfort and create the Earth Brand a most trusted brand.

INNOVATION THROUGH TECHNOLOGY

Earth would be effortful and creative to identify and deliver something new, matching the technological up gradation in the Realty sector, all around the globe.

CORPORATE SOCIAL RESPONSIBILITY

Earth would concentrate towards development of affordable houses for the masses, to reach to the heart of all.

Team / ManpowerTeam MR. AVDHESH GOEL DIRECTOR MR. ATUL GUPTA DIRECTOR MR. RAJNISH MITTAL DIRECTOR MR. VIKAS GUPTA DIRECTOR.

16

FACT SHEET

Fact Sheet Year Establishment Legal Status of Firm Nature of Business : Limited Liability/Corporation (Privately Held) : Service Provider of : 1980

Number of Employees : more than 1000 People Turnover : US$ 25-100 Million (or Rs. 100-400 Crore Approx.) Major Markets : Indian Subcontinent, East Asia, Middle East and South East Asia

QUALITY
We are First LEED Certified Green Township in Greater Noida.

INFRASTRUCTURE
Our office is in Delhi and Noida

17

Aim / Vision / Mission Vision

To be the most innovative and trusted brand in real estate industry by adopting new technologies with a focus on green and eco-friendly construction with focus to fulfill the expectations of the customers.

Mission ONE FACE, ONE VOICE There will be one face, one voice of Earth for the outer world.

Directors Profile Mr. AvdheshGoel: (FCA, AICWA, ACS) An exemplar of learning & awareness, Mr. AvdheshGoel has the power to transform opportunities into success. He has worked tirelessly to put Earth Infrastructures Ltd. and Real Gains Realty Pvt. Ltd. on the Map of Indian Realty Sector. His responsible outlook has helped him in shouldering many additional responsibilities in addition to his professional callings. He has brought radical
18

changes in business strategies, professionalized the entire group and has redefined the internal systems. Commandeering a powerful intuitive sense he has been instrumental in acquiring many properties in the sunrise areas of National Capital Region. He has also been involved in many core partnerships with prestigious and leading infrastructure companies. His joy lies entirely in the happiness of deeds well done and in the zest of creating new things and fresh goals. He is also a Certified Management professional from IIFT. His vision is to make Earth Infrastructures Ltd a global organization, whose very name spells trust and commitment.

Mr. Atul Gupta: (Director) Born with a strong charisma and hunger to excel, Mr. Atul Gupta is a symbol of performance, drive and affirmation. An expert in numerous management methods, he influences the internal and external dynamics of the organization, synergizing them with the success. Principled yet open to fresh thoughts and ideas, he has always used emerging practices and business models for rapid growth and sustainment of its own kind. Generous by heart, he is also the founder of Utkarsh, an NGO that works for the old aged and challenged.

19

Mr. Rajnish Mittal: (Director) Being an expert in Impression management he has done wonders to the companys Public Image. He possesses a strong sixth sense always offers our organization wise judgments. His alert and intelligent thinking patterns create a win-win situation for all. His pioneering strides towards relationship endeavours such as corporate assets and legitimizing long term competitive advantages has helped in getting the company maximal social recognition. Mr. Vikas Gupta: (Director) With the reputation of a valuable and trust worthy marketing expert, Mr. Vikas Gupta has fulfilled all the expectations of the customers and has also managed to build a unique corporate identity on the other. An innovator and youth icon, he implements his vision with sheer perseverance and hard work. A well-established player in the realty industry, he is known for giving value for money to the customers. His zeal and enthusiasm has earned him the image of a youth icon and a team player. Thats not all; he has also made many outstanding contributions to many American and European counterparts. An entrepreneur and pioneer to the core he has created urbane and smooth choices for the customers, realty sector and institutional segment. After choosing the roads less traveled he has reached the pinnacle of success by his hard work, visionand determined spirit. His approach has enormously added to the reputation capital of the company. SWOT Analysis A scan of the internal and external environment is an important part of the strategic planning process. Environmental factors internal to the firm usually can be classified as strengths (S) or weaknesses (W), and those external to the firm can be
20

classified as opportunities (O) or threats (T). Such an analysis of the strategic environment is referred to as a SWOT analysis. The SWOT analysis provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operates. As such, it is instrumental in strategy formulation and selection. The following diagram shows how a SWOT analysis fits into an environmental scan:

SWOT Analysis Framework

Environmental Scan / Internal Analysis / \ \ External Analysis / \

Strengths Weaknesses Opportunities Threats | SWOT Matrix

21

Strengths
A firm's strengths are its resources and capabilities that can be used as a basis for developing a competitive advantage. Examples of such strengths include:

patents strong brand names good reputation among customers cost advantages from proprietary know-how exclusive access to high grade natural resources favorable access to distribution networks

Weaknesses
The absence of certain strengths may be viewed as a weakness. For example, each of the following may be considered weaknesses:

lack of patent protection a weak brand name poor reputation among customers high cost structure lack of access to the best natural resources lack of access to key distribution channels

In some cases, a weakness may be the flip side of strength. Take the case in which a firm has a large amount of manufacturing capacity. While this capacity may be considered a strength that competitors do not share, it also may be a considered a weakness if the large investment in manufacturing capacity prevents the firm from reacting quickly to changes in the strategic environment.
22

Opportunities
The external environmental analysis may reveal certain new opportunities for profit and growth. Some examples of such opportunities include:

an unfulfilled customer need arrival of new technologies loosening of regulations removal of international trade barriers

Threats
Changes in the external environmental also may present threats to the firm. Some examples of such threats include:

shifts in consumer tastes away from the firm's products emergence of substitute products new regulations increased trade barriers

23

RESEARCH METHODOLGY (A) Research Objectives:Delhi is now more or less saturated and the high demand for residential properties has increased rates beyond the reach of middle class. As a result, the suburban towns within the NCR; Gurgaon, Noida, Faridabad and Ghaziabad have become destinations for new residential projects that offer affordable quality housing to the middle class as well as luxury housing for high end users. As these suburbs are now increasingly generating employment, they will decide the future growth pattern of the NCR

(B) Research Design:The research design for this research is descriptive.

(C) Data Sources:Data was collected by using primary as well as secondary methods of data collection.

Primary Method
1) Questionnaires 2) Survey through E-Mail 3) Survey through Reference

Secondary Method
1) Magazines on Property 2) Internet sites on Property 3) Internet websites of popular property developers of India

24

(D) Sample Design Sampling Method and Sample Size

Stratified method of sampling was used for face-to-face survey while snowball sampling method was used while conducting telephonic survey. People living in Gurgaon Housing and Society Complexes were surveyed. Total Sample Size was 90 Persons.

(E) Scope of the project: The scope of the marketing research could cover the business problems relating to the following: 1. Types of consumers that compromise present and potential market. 2. Buying pattern and habit of consumers. 3. Size and location of different markets, not only in Delhi but also in NCR. 4. New mantras of emerging segments. 5. Most suitable entry timing. 6. Chances of improvement of current channels. 7. Optimum use of promo tools.

(F) LIMITATIONS OF THE RESEARCH: Travelling to far-off places from Delhi everyday. Analyzing the perception of people about different cities of NCR was little difficult as some respondents didnt have much knowledge about Ghaziabad and Faridabad. Study was restricted to Gurgaon, Noida, Greater Noida, Vaishali and Indirapuram.

Study was restricted to occupied housing complexes, shopping malls and

construction housing complexeties.

under-

25

1. Do you know about EARTH INFRASTRUCTURE? S.NO 1 2 TYPE OF CHOICE YES NO %AGE 75 25

CHOICE
25

YES NO 75

Interpretations From the above pie chart, it is clear that 75%of the people know about EARTH INFRASTRUCTURE as compared to 25% of the people which do not know about EARTH INFRASTRUCTURE .

26

2. If yes, have you invested in any property from earth infrastructure?

S.NO 1 2

TYPE OF CHOICE YES NO

%AGE 60 40

CHOICE

40

60

YES NO

Interpretations From the above pie chart, it is clear that about 60% of the people have invested in a property from EARTH INFRASTRUCTURE as compared to 40 % of the people which had not invested in the property.

27

3. How did you come to know about EARTH INFRASTRUCTURE?

S.NO 1 2 3 4

TYPE OF CHOICE Advise of friends Advertisements Family members Others

%AGE 20 45 20 15

%age

15

20 Advise of friends Advertisements Family members 45 Others

20

Interpretations From the above pie chart, it is clear that about 45% of the people came to know about EARTH INFRASTRUCTURE from advertisements as compared to 20% of the people which came to know about EARTH INFRASTRUCTURE from advice of friends and family members.

28

4. Have you seen any advertisement of EARTH INFRASTRUCTURE?

S.NO 1 2

TYPE OF CHOICE YES NO

%AGE 55 45

%AGE

45 55 YES NO

Interpretations From the above pie chart, it is clear that 55% of the people have seen the advertisement of EARTH INFRASTRUCTURE as compared to people which had not seen the advertisement.

29

5. Have you ever recommended EARTH INFRASTRUCTURE properties to other persons?

S.NO 1 2

TYPE OF CHOICES YES NO

%AGE 70 30

%AGE

30

YES 70 NO

Interpretations
From the above pie chart, it is clear that 70% of the people have recommended Earth Infrastructure properties to anyone as compared to 30% of the people which have not recommended them. Recommended because of high satisfaction level.

30

6. Do you feel there is a need of any celebrity endorsement in the company?

S.NO 1 2

TYPE OF CHOICES Yes No

%AGE 85 15

%age
15

Yes No 85

INTERPRETATION
From the above pie chart, it is clear that about 85% of the people feel that there is a need of celebrity endorsement in the company as company to 15% of the people which feel there is no celebrity endorsement to attract more customer celebrity endowment is required.

31

7. Do you think company has proper marketing segment for its Real Estate Infrastructure? S.NO 1 2 TYPE OF CHOICES YES NO %AGE 65 35

%age

35

Yes 65 No

INTERPRETATION
From the above pie chart, it is clear that about 65% of the people say that the company has proper marketing segment for its product as compared to the 35% ratio of the people which think that the company does not proper market segment.

32

8. Do you think that company has positioned its Real Estate Infrastructure in the market in a better way?

S.NO 1 2

TYPE OF CHOICES Yes No

%AGE 39 61

%age

39

61

Yes No

INTERPRETATION
From the above pie chart, it is clear that about 39% of the people feel that the company has positioned its Real Estate Infrastructure in the market in a better way as compared to 61% ratio of the people.

33

9. Do you think that company is targeting its customer in the market in a proper way?

S.NO 1 2

TYPE OF CHOICE YES NO

%AGE 68 32

%AGE

32

YES 68 NO

Interpretations
From the above pie chart, it is clear that 68% of the people think that the company is targeting its customer in the market in a proper way as compared to the 32% ratio of the people which think that the company is not targeting its customer in the market in a proper way.

34

10. Do you think that company has good channels of distribution for its real estates ?

S.NO 1 2

TYPE OF CHOICE YES NO

%AGE 35 65

%AGE

35

YES 65 NO

Interpretations
From the above pie chart, it is clear that 65% of the people think that the company do not have channel of distribution for its real estate infrastructure.

35

75%of the people know about EARTH INFRASTRUCTURE as compared to 25% of the people which do not know about EARTH INFRASTRUCTURE. 60% of the people have invested in a property from EARTH INFRASTRUCTURE as compared to 40 % of the people which had not invested in the property.

45% of the people came to know about EARTH INFRASTRUCTURE from advertisements as compared to 20% of the people which came to know about EARTH INFRASTRUCTURE from advice of friends and family members.

55% of the people have seen the advertisement of EARTH INFRASTRUCTURE as compared to 45% people which had not seen the advertisement.

About 85% of the people feel that there is a need of celebrity endorsement in the company as company to 15% of the people which feel there is no celebrity endorsement.

70% of the people have recommended Earth Infrastructure properties to anyone as compared to 30% of the people which have not recommended them.

65% of the people say that the company has proper marketing segment for its product as compared to the 35% ratio of the people which think that the company does not proper market segment.

39% of the people feel that the company has positioned its Real Estate Infrastructure in the market in a better way as compared to 61% ratio of the people.

68% of the people think that the company is targeting its customer in the market in a proper way as compared to the 32% ratio of the people which think that the company is not targeting its customer in the market in a proper way.

65% of the people think that the company do not have channel of distribution for its real estate infrastructure.

36

RECOMMENDATION and CONCLUSION

In order to attract more and more customers company should provide services at reasonable costs.

No doubt the flats, offices, farmhouse etc provided by the company is superior to that of the rivals but to attract more customers. They should be given some better lucrative offer.

EARTH is providing a premium quality of flats, offices, farm houses with the latest technology. NH-24 project in the Noida. But the irony is that people are not aware of it and its advantages so they must be made aware of it by showing its advantages and what it actually does in both the press ads and T V ads.

Some more R & D should be carried out and the earth sapphire court should be made to give make services than what it actually does.

Company should continuously keep on providing new versions to enable people to have a choice and variety of products in these way customers will be attracted and motivated.

37

QUESTIONNIARE Name: Address:

1) Do you know about Earth Infrastructure? a. Yes b. No 2) If yes, have you purchased any products from Earth Infrastructure ? a. Yes b. No 3) How did you come to know about Earth Infrastructure ? a. Advice of friends b. Advertisements c. Family members d. Others 4) Have you seen any advertisement of Earth Infrastructure ? a. Yes b. No 5) Have you ever recommended Earth Infrastructures properties to other persons ? a. Yes b. No 6) Do you feel there is a need of any celebrity endorsement in the company ?
38

Age:

Gender:

a. Yes b. No 7) Do you think company has proper marketing segmentation for its real estates ? a. Yes b. No 8) Do you think that company has positioned its real estates in the market in a better way ? a. Yes b. No 9) Do you think that company is targeting its customer in the market in a proper way ? a. Yes b. No 10) Do you think that company has good channels of distribution for its real estates ? a. Yes b. No

39

BIBLIOGRAPHY

1. Dr. singh avtar ,Principles of insurance law ,S Chand and Sons, delhi 2003 2 .Kotler Philip,Marketing Management pearson education inc 11th edition 3.Ravt Shankar , Services Marketing Prentice Hall,2009

Websites www.earthinfra.com www.shikhagroups.co.in www.omega.com www.dreamzrelator.com Magazines Economic times news paper.

40