SURYADATTA GROUP OF INSTITUTES

“A REPORT OF INTERNSHIP WITH SHAPOORJI PALLONJI CO.

LTD”

Submitted to Submitted by
Prof. Khushali Oza Sanskruti Mishra
PGDM-I
(TRIMESTER-II)
 Acknowledgement

I would like to take this opportunity to express my profound

gratitude and deep regard towards Suryadatta Institute of
management, and our mentors Dr. Ketki Kulkarni and Prof.
Khushali Oza for their exemplary guidance, valuable feedback and
constant encouragement throughout the duration of report. Their
valuable suggestions were of immense help throughout my project
work. Their positive criticism kept me working to make this report
in a much better way. Working under them was an extremely
knowledgeable experience for me.
I would also like to give my sincere gratitude to all the friends
and colleagues who co-operated with during the report. Also I would
like to thank Shapoorji Pallonji Pvt ltd for giving me a chance to
work with them and giving me a whole new learning experience
during the time of internship.
 TABLE OF CONTENTS

SERIA PARTICULARS PAGE

L NO. NO.
1. COVER PAGE
2. ACKNOWLEDGMENT
3. TABLE OF CONTENTS
4. COMPANY PROFILE
5. OBEJCTIVE OF THE STUDY
6. METHODS OF PROMOTION
7. INRODUCTION AND WORKING
8. LEARNINGS ACHIEVED
9. CONCLUSION
10. REFERENCES
 INTRODUCTION

The report presents the detailed knowledge of sales

activities and methods adopted by real estate company- Shapoorji
Pallonji. The Company holds a legacy of more than 150 years of
expertise in the field of construction and infrastructure. After
Shapoorji Pallonji City formerly known as SP CITY Pune, the
company decided to come up with the residential projects named
“Joyville” at Hinjewadi, one of the biggest IT Park of India.
The strategies and methods adopted by the company for
STP (Segmentation, Targeting and Positioning) of the product that is
in the form of a flat and amenities are learnt by applying them to
the clients. As per RERA (Real Estate Regulating Authority) norms
the functioning of real estate has been transformed which people
are still unaware of. The report tells about how the departments of
the company works in collaboration also how the Personnel
Management is done.
As per the rules of the company an interview was conducted
on basic communication skills. I got selected and was called for the
joining on very next day of the interview.
Tenure of Internship: 18 th November 2018 – 20th January
2019
Although the time period of internship was decided as 45 days due
to my performance it was extended for few more day.
 COMPANY LOGO

COMPANY PROFILE

The Shapoorji Pallonji Group (SP Group) is a business

conglomerate in India with interests in construction, real
estate, textiles, engineered goods, home
appliances, shipping, publications, power, and biotechnology. The
company was headed by a grandson of founder Pallonji Mistry, also
named Pallonji Mistry, until 2012, when he announced his
retirement and the succession of his son, Shapoor Mistry.
Shapoorji Pallonji is regarded as "one of India's most valuable
private enterprises."] The US$2.5 billion Shapoorji Pallonji Group
have two listed companies, Forbes & Company Ltd. and Gokak
Textiles.
The company is known for building some of Mumbai's landmarks
around the Fort area, including the Hong Kong Bank, Grindlays
Bank, Standard Chartered Bank and Reserve Bank of India
building, Bombay Stock Exchange building and Taj
[7]
Intercontinental.  Apart from these, the company has built a stone
palace for the Sultan of Oman in 1971. After the 2008 Mumbai
Attacks, the company was involved in the repairs and renovation
of Taj Mahal Palace & Tower which was severely damaged by the
attack. Other notable projects include The Imperial in
Mumbai, Jumeirah Lake Towers in Dubai and Ebene Cyber
City in Mauritius. In 2012, Shapoor Mistry announced that the
Group had plans to invest in a deep-sea port, an IT park,
hydroelectricity and construction of roads and night shelters for the
poor in West Bengal.

On 27 January 2016, Shapoorji Pallonji Group launched its first

affordable housing brand, Joyville Homes.

History

The company was founded as a partnership firm Littlewood Pallonji,

in 1865. The first project was the construction of a pavement on
the Girgaum Chowpatty, followed by being part of the construction
of a reservoir on Malabar Hill which supplied water to Mumbai for
over 100 years. The company also built the Brabourne
stadium in Mumbai and the Jawaharlal Nehru
stadium in Delhi. The Mumbai Central Railway station, was also
built by them at a cost of ₹ 1.6 crore. In recent years, it has built
the Barakhamba Underground Station in Delhi and Providence
Stadium in Guyana. In 2010, it built India's tallest building, The
Imperial, a residential tower in Mumbai.

Acquisitions
In 1936, Shapoorji Pallonji bought F.E. Dinshaw and Co. after the
death of its promoter. F.E. Dinshaw and Co was an established
finance firm that had high-profile dealings such as arranging a loan
from the Maharaja of Gwalior for Tata Steel (then TISCO) in 1924
and merging local cement companies to form ACC Cement in
1936. F.E Dinshaw and Co. also had a 12.5% stake in Tata Sons,
which came to Shapoorji Pallonji.
Shapoorji Pallonji plans deepwater port in Gujarat.

Vision
Fostering an environment that helps in the creation of
knowledge and its application to work, we seek to excel in all of
our business activities and strive to build Shapoorji Pallonji
into a creative organization.
Mission
Shapoorji Pallonji & Company Co. Ltd. will be the company of
first choice in the construction industry. We shall be driven by
our commitment to customer satisfaction.”
 CEO OF SHAPOORJI PALLONJI: REAL ESTATE

As CEO of Shapoorji
Pallonji Real Estate,
Venkatesh Gopalkrishnan maintains a tight-knit relationship with all
stakeholders, to stay ahead of the competition.
All together now: Venkatesh Gopalkrishnan

As CEO of Shapoorji Pallonji Real Estate, Venkatesh Gopalkrishnan

maintains a tight-knit relationship with all stakeholders, to stay
ahead of the competition.

The Site Head of Shapoorji Pallonji Real Estate of Pune is Shabnam

Sayyed who is at the position of DGM-SSALES AND MARKETING of
Shapoorji Pallonji Real Estate.
 Executive Summary

My work as a trainee in Shapoorji Pallonji was to provide support in

different ways to marketing and sales department for selling their
product to the customers. I was supposed to manage people
(Clients) who used to visit during weekends as it was the busiest
intervals in the real estate industry. To provide them with the initial
information about the project “Joyville” and the layout plan along
with sample flat.
Apart from daily operations of sales and marketing process, I was
also supposed to visit different competitors and their project to gain
a competitive edge above others. The raw data collected would then
be interpreted for competitive analysis.
Total feedback and follow up of all the prospect buyers, present
buyers and customers who rejected the project was also a part of
the work. Vigorous calling on the data was done to generate leads
and their appointment was fined to promote and get sell the
product.
Thus, after working in SP we can say that the legacy, brand name
its image helps the company to prove as the USB and extensive
advertisement through various media, hoarding, digital marketing
works well for it. The Channel Partner also played major role in
getting the business and generating revenues.
Product of the Company
The Product Name is “Joyville Hinjewadi”.
It is 1st residential project of Shapoorji Pallonji group in Pune other
projects of Shapoorji Pallonji are SP Info city Pune, Imperial Towers,
Mumbai, RBI Mumbai etc.
Total land of Joyville Hinjewadi Project is 8.16 Acres.
 40+ Amenities – Swimming Pool, Movie Theatre, Aroma Garden,
Box Cricket etc.
2.34 acre as greenery
Commercial Complex- Megastore, Café, atm, pharmacy, salon.
Two wheeler, Car parking – Basement & Stilt
Total17 Floors
Private garden flats on 1st floor

USP’s of project Joyville

1. Premium and fastest growing IT zone in Maharashtra.
2. Attractive rental field, as tied up with ZOLO.
3. Hinjewadi phase 1 & phase 3 metro station easy connectivity
4. Mahlunge Hinjewadi IT park bridge
5. Benefits of Pradhan Mantri Awas Yojna
6. 40+ amenities along with guest house
7. Brand name and company legacy of 150+ years.

Possession details: will be available as ready to move in three years

i.e. by March 2021

Price range for Joyville Hinjewadi

VARIENT CARPET AREA PRICE (ALL INC)

1 RHK JOY 514.41 SQ.FT. 40 – 43 LACS
2 RHK DELIGHT 672.42 SQ.FT. 54 – 57 LACS
2 RHK GRANDE A 697.29 SQ.FT. 60 – 64 LACS
2 RHK GRANDE B 758.97 SQ.FT. 64 – 69 LACS
The price is all inclusive of GST.
Floor rise starts from 4th floor (per floor 1.5 lac)
The area was based on SQ.FT.
Strictly followed RERA norms.
House which was being sold was unfurnished at the time of selling.
Flats available under the joy and delight titles had uncovered
parking.
Grande A & Grande B had covered allotted parking.
Monthly maintenance for 1 year after possession was included.

GST
 Notification Update on February 24, 2019: To boost demand in
the real estate sector, the GST Council, on February 24, 2019,
slashed tax rates for under-construction flats to five per cent
and affordable homes to one per cent, effective April 1, 2019.
Currently, the Goods and Services Tax (GST) is levied at 12 per
cent with input tax credit (ITC) on payments made for under-
construction property or ready-to-move-in flats, where the
completion certificate is not issued at the time of sale. For
affordable housing units, the existing tax rate is eight per cent.
RERA – REAL ESTATE REGULATING AUTHORITY

The Real Estate (Regulation and Development) Act, 2016 is an

Act of the Parliament of India which seeks to protect home-buyers
as well as help boost investments in the real estate industry. The
Act establishes Real Estate Regulatory Authority (RERA) in each
state for regulation of the real estate sector and also acts as an
adjudicating body for speedy dispute redressal. The bill was passed
by the Rajya Sabha on 10 March 2016 and by the Lok Sabha on 15
March 2016. The Act came into force on 1 May 2016 with 59 of 92
sections notified. Remaining provisions came into force on 1 May
2017. The Central and state governments are liable to notify the
Rules under the Act within a statutory period of six months.

The Real Estate Act makes it mandatory for all commercial and
residential real estate projects where the land is over 500 square
metres, or eight apartments, to register with the Real Estate
Regulatory Authority (RERA) for launching a project, in order to
provide greater transparency in project-marketing and execution.

Protection of buyers

The Act prohibits unaccounted money from being pumped into the
sector and as of now 70 per cent of the money has to be deposited
in bank accounts through cheques is now compulsory. A major
benefit for consumers included in the Act is that builders will have
to quote prices based on carpet area not super built-up area, while
carpet area has been clearly defined in the Act to include usable
spaces like kitchen and toilets.
 RERA Maharashtra
The Maharashtra government instigated the Real Estate Act
(Regulation & Development) on 1 May 2017. The administration
then established something called the Maha RERA (Maharashtra
Real Estate Regulatory Authority) on 8 March 2017, with the
headquarters held at Mumbai. Under this act, there was a better
transparency in the real estate industry of Maharashtra.
Important Objectives of RERA Act Maharashtra
The main objectives of the RERA Act in the state of Maharashtra
are:
 It infuses efficiency and transparency in the real estate
business.
 There is a clear information regarding the plot sale, project,
apartment, building, etc.
 It establishes a mechanism for a quick redress of a dispute.
 It protects the customers’ interests in the field of real estate.
 It establishes the concept of Appellate Tribunal so that any
misconduct can be filed for complaint by the buyer.
Mandatory Documents for RERA Act Maharashtra
Once the applicant registers himself or herself on the official Maha
RERA website, a few documents have to be submitted. The
documentation is divided into two categories:
 Project registration
 Agent registration
Documents Required for A Project Registration under Maharashtra
RERA
To register any ongoing project with the Maharashtra RERA, an
applicant has to submit the following documents:
Basic Documents
 A copy of the promoter’s PAN card.
 Name, address, contact number, and a photograph of the
promoter (in the case of an individual).
 Names, contact numbers, addresses, and photographs of the
promoters – partners, chairman, and directors (in the case of
entities).
 A copy of the authorized report regarding the
promoter/owner’s title flow to the property in which the
development has been proposed. Note that this document has to
be authenticated by a practicing advocate.
 If the promoter isn’t the actual owner of the land/property
where the project has been proposed, then a copy of the
development agreement, collaboration agreement, and joint
agreement on the development or any other paperwork that
reflects the title of the owner and the proposed project has to be
submitted.
 The details associated with the project’s encumbrances and
the information on the further proceedings.

Documents Stating All the Plans

 A copy of the approved plan where the proposed real estate
project is to be done.
 A copy of documents associated with the TDR (Transferable
Development Rights) or FSI (Floor Space Index) and other
necessary entitlements that are relevant to the Development
Control Regulations.
 A copy of the documents relating to the common facilities and
amenities with the approved plan.
 A copy of the proposed layout, the proposed plan of the entire
project, and the FSI that will be consumed by the planned project.
 A copy of the proposed FSI and the approved FSI. If the
planned FSI is different from what has been sanctioned, then the
details have to be disclosed during the registration period.
 A copy of the proposed wing(s) or building(s) and the
sanctioned wing(s) or building(s) for the project. If there are any
differences between the two, then the necessary details have to be
disclosed during the registration time.
 A copy of the proposed number of floors for each wing or
building and a copy of the number of floors that are approved for
each wing or building. Any changes between the two have to be
 reported at the time of registration. Further changes have to be
updated frequently by the promoter.
 A copy of the total area in square meters.
 A copy of the parking space layout.

Other Necessary Documents

Individual copies of the details relating to:
 The Architecture & Design standards.
 The construction technology that is to be used.
 The measures that are taken for resisting earthquake.
 The adopted facilities and amenities
The Maharashtra RERA Fee
The fee associated with the Maharashtra RERA is categorized into
two types:
 Builder/developer
 Agent
The above categories comprise of a few more sub-fee structures,
which are listed below in detai
l:
Fee for A Real Estate Builder/Developer
The fee structures of a real estate builder or developer include the
following:
 Fee for Project Registration:  To legally conduct a business in
the real estate industry, a builder/developer has to pay a
registration fee for a project to the Maharashtra RERA authority.
The payment mode can be either an RTGS or NEFT transaction.
The registration fee is Rs.10 for each sq.mt. A project can have a
registration fee of minimum Rs. 50,000 and maximum
Rs.10,00,000.
 Fee for Project’s Time Extension:  A builder/developer has the
rights to apply for a time extension if he or she feels that the
project may not be completed by the mentioned due date.
However, this will also have a charge. The fee is Rs.10 for each
sq.mt, which is subject to a minimum of Rs. 50,000 and a
 maximum of Rs. 10,000,00 for a project. The payment mode can
be either an RTGS or NEFT transaction.
 Fee for Withdrawing the Project:  A promoter can withdraw a
real estate project but it has to be 30 days before the expiry date
of the submission date the authority has provided. The charges for
this will be same as the fee paid during the time of registration.
Once the application is processed, the amount will be refunded to
the promoter in a short time.

6 rules in RERA that will stop builders from delaying delivery

The delay in possession of their homes has been the biggest

concern for the buyers of the real estate properties. Promoters
promise
There are six important provisions in RERA that may prevent the
builders from delaying the projects and stick to deadlines rather
than making a default.

1. Written affidavit: The promoter's promise will now have a legal

standing to it. Along with all the required documents, the promoter
has to give a declaration, supported by an affidavit stating the time
period within which the project or the specific phase will get
completed.

2. Possession date will be sacrosanct: Further, the 'agreement of

sale' will have to specifically carry the date of possession and the
rate of interest in the case of any default. Remember, the time
period could differ amongst builders. "For new projects, the
committed date of delivery is the choice of the developer and so the
customers will need to take a decision if they find that the
committed date of delivery is too distant they can opt to not
purchase the apartment".

3. Clear title of the land: At times, the land on which the project is
supposed to be built gets involved in disputes leading to a delay in
construction and delivery. A written affidavit has to be provided by
the promoter that the legal title to the land on which the
development is proposed has legally valid documents with
authentication of such title if such land is owned by another
person.

4. Free from encumbrances: Often, it has been seen that several

projects get delayed due to encumbrances which can restrict the
promoter's ability to transfer title to the property. A written affidavit
has to be provided by the promoter that the land is free from all
encumbrances.

5. Maintaining separate account: Diversion has been the most

common concern across the industry. Now, as per RERA, 70
percent of the amount realized for the real estate project from the
buyers, from time to time, shall be deposited in a separate account
to be maintained in a scheduled bank to cover the cost of
construction and the land cost and shall be used only for that
purpose.

The withdrawals from the account will be according to the extent of

the work completed after it is certified by an engineer, an architect
and a chartered accountant and will be subject to an audit every
six-month. Such measures to a large extent are expected to
minimize the diversion of funds, if not fully.

6. Making it an offence : In case of not adhering to the rules, the

builder stands not only to lose the registration of the project too but
may also be punishable by imprisonment for a term which may
extend up to three years or with fine which may extend up to a
further ten per cent of the estimated cost of the real estate project,
or both. Some states have, however, compounded the offence to
avoid imprisonment of the developers.

Delayed period interest

In a case of default, both buyer and the builder have to charge the
same rate of interest. So, if the buyer defaults in making payments
on time to the builder or if the builder defaults in giving possession
within the agreed period, the rate of interest payable for both will be
the same.

How much of interest rate

Many states fixed the rate of interest payable by the promoter to the
allot or by the allot to the promoter, as the State Bank of India
highest Marginal Cost of Lending Rate plus two percent.

The interest percentage and the compensation amount (to be

mentioned in the agreement of sale at the time of booking) in the
case of any default could differ state-wise.

Payment details –

Construction link payment in the ratio 10 – 40 -40 -10 in

percentage of the total price of the inventory.
10% of the payment to be done during the time of booking
40% of the payment to be done within 6 months at the
commencement/ starting of construction
40% of the payment to be done while the construction proceeds
10% of the payment to be done at the time possession
2 separate cheques have to be made at the time of each payment
one of the actual cost and another of the GST applied on the
amount at the time payment.
The medium if payment could be self-funding or financing (Bank
Loans), for this we had tie ups with Bajaj finance, HDFC bank and
SBI.
There were various schemes depending on the amount of funds
available with the customers that banks offered- 10% Scheme, 5%
Scheme, 3% Scheme, 1% Scheme.

Channel partner/ Business Partners

Post RERA, Channel Partners are becoming crucial in real estate

business.
CP are agencies which take complete responsibility of selling an
absolute or a part of a number of reality projects. The selling
services are designed but are not limited to a pre –agreed duration
for which these CP receive a set fees and commission for rendered
services.
For a company a huge amount of business is brought in by these
CP firms in Shapoorji Pallonji a different team is made to manage
CP firms and the team members were allotted distinct firms to
manage and achieve targets.

What is a channel partner?

Channel Partners are an agency that work with certain builders and
help them in selling properties. Though the nature of properties
may change, the basic responsibility of a channel partner is to give
the customer a property that suits his needs exactly and ensure a
transparent and flawless dealing.

Benefit from buying via a channel partner -

Even though a channel partner is confused with a broker, both are
very different in the way they work.

 A channel partner takes his fees from the builder while the
broker will normally take handsome fees from you as well as
the builder
 A channel partner who only deals in luxury properties, will
have a large database of apartments in Pune to show you. His
niche market gives him an added advantage over a broker
 A channel partner will pay attention to your needs very
carefully, and suggest properties that suit your requirements
unlike brokers who will only suggest properties that give them
more commission
 Since documentation is a major hassle in all real estate
dealings, a channel partner supports you till the end of the
deal, ensuring all paper work is rightfully completed
 Clients of channel partners are offered an exclusive price, thus
enabling them to improve their returns
 Channel partners perform an extensive due diligence of the
property and the builder that you aspire to buy, so that you do
not have to waste your time in research and worry about
credibility.
 If you want to buy a property directly from a builder, you have
to visit various corporate offices, talk to many builders, explain
your budget and location needs, etc. to every single builder.

Over 30 plus CP firms are registered with Shapoorji Pallonji as

channel sales partner. Some of them who got maximum business
for the company are:
1. Prop Tiger
2. 360 Realtors
3. Magic Bricks
4. Prop inn
5. Creative Homes

Objectives of the Study

 To find out how the marketing is done in real estate

 To get the knowledge about other agents required to increase
sales
 To find out which mode of promotion does the real estate firms
prefer
 To find out which mode of advertisement used by them is
effective
 To know the working and methods adopted by companies to
deal with strong head competition.
 To find the USP’s of the project.
 Modes of Advertisement used by the company

1. Banner/Hoarding
2. Digital Marketing
3. Online Advertisement – Online portals like Magic Bricks, 99
Acres etc.
4. Newspapers
5. Pamphlets/Brochures
6. Channel Partners publicizing the brand and the product.

Strategies to promote the product

 Pre-Launch offer
  New Year offer
 Extended Launch offer
 NO GST offer

Others

Society Events
Corporate Events
To attract the buyers who has potential to buy the property and
create awareness about the project and scheme to help for referrals.

INTRODUCTION

The company was going to launch its two new towers called “the
Gateway towers” in the project “Joyville”. I joined as a trainee before
20 days of the launch day. Until the launch day which was on 8 th
December 2019 the marketing and sales team was operating
through the hotel “Gateway by Taj”.

I initially went to the hotel till the launching i.e. for 20 days. After
this the work was done from the site office which is at Hinjewadi
phase 1 where the actual location of the project is. At the location
Marketing and sales team along with CRM team (customer
relationship managers) were available.

During the first period of my work from joining till launching my

work was spontaneous and changing as per the requirement in the
team. I was asked to learn the things by observing and sitting with
Sales Managers initially while they were handling customers. After
one day I was assigned the task of managing the reception which
involved maintaining records about the visitors and their source of
information and handling them till the time managers got free to
handle them.

Then the task of filling the forms called EOI form was allotted to me.
The company was using a promotion and sales strategy called as
“EOI” which is Expression of Interest wherein the customers were
asked to pay the token amount of RS. 41000 which ensures their
interest and gave them a priority in matter of choice during the
launch day. The whole team was working for the launch day.

The form consisted of various personal details about the client and
his reason, purpose, motive, method etc. used to buy the house was
to be filled by the customers. This form proved to be a basis for
analysis the customer’s behavior and probability of buying the
house by the SM. The data was Primary and very crucial for the
company.

Weekends and public holidays are important days in real estate as

people can come with time to get informed about various project
and compare and analyze them as buying a house is a huge
investment.

The walking data was recorded in the register which helped in

numerous ways

 to check the number of clients a channel partner firm got,

 the number of people visited and their conversion ratio,
 to find out the number of clients handles by the SM,
 to get easy track of the prospect customer while follow ups
 to compare the walk ins of each weekend
 to check the effectiveness of advertisements and so on.

After weekend usually on Monday and Tuesday least number of

customer came for inquiry’s so these two days were used for feeding
the data into the Excel sheet. On Wednesday and Thursday various
corporate events, society events were organized for promotion and
advertisement. If the response was good it was done for Friday and
Saturday as well.

These promotion activities involved putting up a stall with a standee

of Project and Company in the respective premises and dealing with
the enquiries generated by the people who come. Taking their data
and then follow up on this data was generating leads.

The major buyers around 80% of the customers were working into
IT company so the target was to encourage sales from the IT firm
majorly. The event was organized in various big companies like
Cap-Gemini, Mahindra, Embassy InfoTech park, TCS and so on.
There was a procedure to take permission from these companies
and also payment of amount decided by the HR of that company.

From taking out the list of names of companies and talking to their
HR Managers, explaining them about project and getting permission
was also a task to be done. After getting the permission organizing
the event there in least cost and maximum leads generations was
the target and aim. The time and money invested must be used in
efficient and effective manner was the objective.

As the launch time was near the Pune team was limited in numbers
to handle the clients who visited the hotel for inquiry’s so the team
from Gurgaon was invited to assist in events and customer
handling a during weekends. The Gurgaon team stayed here for 18
days until the launching completed successfully. It was one of the
ways the company handled scarcity of human resources and
managed them wisely to generate revenue in less cost and less
human resources.

During the weekends to encourage EOI from the customers I used

to timely do the announcement of the people for congratulating
them for booking a flat with us. It used to serve two purposes –

 The customer felt a sense of belongingness and achievement

towards the company.
 The customer felt appreciated by the congratulatory message
in public
 Other prospects were motivated and encouraged to do EOI
 Helped to gain trust and reliability among the customers.
A congratulatory gift was also given after the EOI was done. The
mode of payment was also flexible for different type of people like
NEFT, Cheque, M-swipe, Credit card, Debit Card etc.

“The Launch Period”

 Three days of continuous preparation led to the execution of

the launching. The team and interns were allotted tasks and
responsibilities they had to handle during launch day.
 The Gurgaon team, the Head office team from Mumbai and the
Pune team cordially managed the launching.
 Every team member was allotted specific task and further
small departments were formed for the launch day like
registration, inquiry, booking, gift handling, documentation.
 My work was to manage multiple functions as and when
required along with specified tasks given like –
 Allotting NRI their choice of home by checking availability and
accordingly communicating with them
 Handling the EOI customers and sending them to the sales
manager for further process
 Maintaining a record of the customers who came and were
expected to come
 Making calls for a reminder
 Managing the forms and looking after new visitors
 Announcement of EOI clients who finally booked the client
(though the anchor was appointed)
 Looking after other interns and coordination their work at my
table.

The launching began from morning 9 am to evening 9 pm. We

then winded up the important files and documents as from next
day we had to work from the site office.

On the launch day around 77 inventories of the gateway towers

were sold which was considered a good value out of which 15
were NRI clients.

Previous to this launch the Shapoorji Pallonji Pune sales team

has set trend for selling around 300 flat in four buildings on the
launch.

For my work and confidence, I was appreciated by the whole

team of Sales manager as well the head of Sales office in
Mumbai.

After this for a week the task given to me was to update the Excel
sheets, do the follow up of the client who paid the EOI amount
but didn’t appear, dealing with cancellation forms which was
near to 30.

The next was to make separate files of each and every client who
booked the flat and get their KYC (know your customer) which
included collecting pan card, Aadhar card, passport, a
photograph, residential address, company details etc. The
booking form was checked thoroughly as their signature should
be there in each and every page.
If there are two or three applicant for a proposed inventory their
signature was compulsory too. The details of the family tree were
compulsory to be filled. After all the necessary things were
checked and arranged in the file along with the receipts of
payment, the amount and their mode of paying with the
customer's and SM sign the file was thoroughly checked by the
site head. This was the last step of the sales and marketing team.

Further to this the CRM team which was of 8-10 people these
files were passed on. Each client was allocated a CRM member as
a mentor and guide for the further process till the time of
possession of the inventory given. Here after the registrations,
information and queries of the clients were handled by their
allocated member from CRM team. With this I completed my one
month of internship.

Now only three of the I terms were selected to continue with the
project by looking at their performance out of which I was the
one.

Here I learned about SFDC and it importance. I updated the

SFDC entries with new clients and their details

SFDC means Salesforce Dot (.) com. It is an American based

cloud computing company.

Salesforce:

Salesforce uses Salesforce I Platform. That is, it provides

companies an interface for case management and task
 management, and a system for automatically routing and
escalating important events. The customer portal of Salesforce
provides customers different facilities like,

 Tracking their own cases

 A social networking plug-in called “Chatter” to track their own
cases which enable them to advertise themselves on social
networking websites.
 It provides an “Import Wizard” to directly import the data
present in files of .CSV format into Salesforce.
 It provides analytical tools and other services including email
alert, Google search, and access to customers’ entitlement and
contracts.

CRM:

CRM is the abbreviation for Customer Relationship Management,

which is the main source income for Salesforce.Com. But it also
utilizes capitalization of other social networking through
acquisition. CRM is a tool that most companies use to improve their
relationship with their customers. Think of the CRM as a database
where companies store their customer’s names, addresses, contact
numbers, and other relevant information like transaction history.

CRM can not only automate the gathering of customer information;

it can also be used to analyze data. Decades ago, businesses can
only access a CRM from a single system. But today, cloud-based
CRM lead the way.
The next plan was to do the calling for 20 days to all the past and
present data available in the database of the company for Pune.
From the month of June till the month of January all the people
who visited, showed interest in any form in the project, booked
clients, cancelled clients each were called follow up. The main
purpose of this was to generate leads and analyze why the people
didn’t go for the project.

The calling list given to me was of 712 contacts. The list was
month wise given and there were columns like serial number,
name of the person, source of the information, phoenix number
and blank color for remarks. The reason which the client gave
was to be mentioned there.

If the client showed interest, then his availability dates were

taken and a reminder call was done. The main aim given to us
was to make the client walk into the site office and set their
meeting with the sales managers for pitching. Every day a report
was to be submitted to the Sales manager whose data we were
doing upon. It must have the following information

Number of callings done

Not interested

WIL (work in progress)

Interested – Hot, warm, cold

Hot are those people who are 99% going to buy the inventory.
 Warm are those who might buy like 60% chances.

Cold are those who gave positive response just for the sake of
saying.

If the client on the calling list appeared it was considered as an

achievement for us and everyone used to appreciate because the
data was already used. It had less possibilities of conversion.

About 8 clients showed up from the data of calling which I did.

200 - 200 numbers were out of reach.

45 clients were hot whose list I handed over to the SM during the
completion of my internship for further follow up.

In the last week of the internship the competitive analysis was to be

done. The Site Head gave us guidelines of the necessary
information.

The competitors survey

 List of major competitors

 Visit their site and collect details like brochure,
pamphlets, plan etc.
 Observe their customer handling
 Find their USP's

A group of three interns including me was formed for doing the

survey by going to the projects which seemed to be the completion
for us. The main aim was to analyze the area and nearby
development of other projects which proved to be our competitors.
The primary data collected by us was interpreted and given to the
team for further analysis.

We went to other sites offices of other builders as students who

were looking for their internship in the field of real estate. In this
manner we could collect details easily saying that we are doing a
project in real estate competition analysis in Hinjewadi area.

The data collected from the survey is as follows –

Total Projects visited – 7

List of competitors –

1. Mega polis
2. Godrej
3. TCS
4. Fusion towers
5. Mélange towers

These were the main project which got the crowd divided. We
collected their brochures and price ranges, figured out their USP.
Majority of the USP were same like IT park, Metro station,
convenience shops, affordable prices.

A few things which was better than our project were 3D display
model of the project and biometric lock system which we suggested
in the interpretation of our project.

The reason for the competitors to take lead was because of the
price. The prices quoted by us were comparatively high due to the
brand name and landmark construction all over the world.
After making a PPT of these information I submitted it to the Sales
team which proved to be a basis for improvement at our site and for
next upcoming projects if not now.

Finally, on Sunday I handed over all the information collected and

details of my work and follow up to the Head.

Learnings Achieved

1. Importance of form filling and primary data.

While the customer who came their first hand data was collected
called as walk in data which I used to take from them in spite of
some people unwilling to share some details.

2. Data handling and storing –

How and in what manner does the company stores its data for
further use and during updating them in Excel sheets I
understood as why it has to be up to date for precision in follow
up.

3. SFDC entries

(Salesforce dotcom) One of the most important data which was

fed by the Admin person but I used to help and later do it. It has
all the necessary information about the client who had booked a
flat with us under the name of company along with the Sales
Manager name who did the closing. It provides an interface and
platform for the companies to share and store information in the
closed based system.

4. Pitching

While the customers visited the whole process of attending them

and explaining them the plan of the project, with connectivity,
USP and convincing him by providing good details is termed as
pitching in general language.

5. Customer handling

Especially during weekends while the customers walked in more

handling them in different manner and engaging them in
activities before they meet with the SM. Also to handle some non-
patient customers and making them understand the reasons as
to why is it taking so much time.

6. Demonstrating the sample product

Here the sample product was in the form of show fault or sample
flat. Showing it to the customers by telling minute details about
other variants in flats with how they are different and dealing
with their detailed questions and doubts as about the water
availability, tiles and fittings etc.

7. Announcements

The congratulatory announcement which I used to do during

weekend proved to be a learning of the impact and reason of
such things.

It also helped to boost confidence during public speaking.

8. Tele calling

The 20 days of calling on the whole collected data of 9-10 months

and talking with people convincing them and pitching them on
phone was also a good learning.

Taking follow played the most vital role in tele calling.

9. Company Strategy

Various strategies adopted by the company to lure customers by

giving them customer advantages and gaining competitive edge
over other by providing pre-launch offers, variety of finance plan
through schemes, EOI pattern all if this was a strategy to boost
sales.

10. Competitive analysis

 How to do competition survey, I got to know about how real
estate deals with cut throat competition. By going their one by
one and collecting information interpreting it for further analysis
was a new learning.

11. Online inventory booking

This task according g to me was challenging with more

responsibility. Connecting with the NRI clients and giving them
information on the launch day as per their requirements amidst
all the other process of launching taking place was a completely
new task for me. I called 5 NRI clients out of which 3 of them
booked the inventory with us.

Conclusion

Real estate business is very uncertain as demand is either high or

low nothing comes in the middle. Also the capital invested by the
company as well as the customers are huge which makes it a risky
job.
Working with a company like Shapoorji Pallonji which is a legacy of
150+ years was a privileged and great learning opportunity. I
learners many things during my internship their which would last
with me forever and I will be able to apply it in Marketing, Sales and
HR related jobs.

Overall the exposure gained was beyond expectation and will prove
to be helpful for working in any other organization.

References

www.google.com
www.quora.com
salesforce.stackexchange.com
en.m.wikipedia.org
www.bankbazaar.com