Presentation on Godrej Properties and its expansion Strategies...

1. DREJ
GO
RTIE
ROPE
P
S
:
ESENTED BY
PR
oor
Shashank Kap
Mansi Doomra
Mehak Puri
Nikhil Khera

2. INTRODUCTION
AN OVERVIEW ABOUT REAL
ESTATE INDUSTRY
Real Estate is "Property consisting of land and the
buildings on it, along with its natural resources such as
crops, minerals, or water, i.e. Immovable property
(buildings or housing in general).
The business of real estate includes buying, selling, or
renting land, buildings or housing.

3. FOUNDERS OF
GODREJ
Group was founded by Ardeshir Godrej and
Godrej
Pirojsha Godrej in 1897, Lalbaug, Mumbai.
It operates in diverse sectors such as real estate, consumer
products, industrial engineering, appliances, furniture,
security and agricultural products. It's turnover is in
excess of 3.3 billion dollars.

4. INTRODUCTION
GODREJ
Godrej Properties is one of the leading real estate development
companies in India and is based in Mumbai, Maharashtra. The
company is currently developing landmark projects in 12 cities across
India. Established in 1990, Godrej Properties Limited is the first real
estate company to have an ISO certification. Currently, the focuses on
residential, commercial and township developments. The projects are
undertaken through our in-house team of professionals and by
partnering with companies with domestic and international operations.

5. INTRODUCTION
PORTFOLIO
The residential portfolio consists of various types of
accommodation of varying sizes.
In commercial portfolio, we build office space catering to the
Indian and international companies, IT parks catering to the
requirements of IT companies and retail space.
Our township portfolio includes integrated townships consisting
of residential and commercial developments.
We entered into our first project in 1991. We initially
concentrated our operations in the Mumbai Metropolitan region
and later expanded to include other cities such as Pune,
Bengaluru, Kolkata, Hyderabad, Ahmedabad, Mangalore,
Chandigarh, Chennai and Kochi. The total area under
development currently is 82 million square feet.

6. Godrej Properties
Parent Company
Godrej group
Category
Real estate
Sector
Commercial residential property development
Tagline/ Slogan
Brighter living
USP
Strong brand equity
STP
Segment
Capital and metro cities
Target Group
Upper middle and upper class customer
Positioning
Positioned as strong brand

7. AWARDS
• Godrej Properties Ltd. won 'Brand Leadership Award' in the real estate
sector at the Brand Leadership Awards 2013.
• Won "CWAB Platinum Award for Excellence" at the 7th Construction
World Architect and Builder (CWAB) Awards 2012 for continuously
winning India's Top 10 Builder award.
• Won award for 'Efficient Bathrooms at Building Complexes' by
Washrooms and Beyond Honours 2012.
• Won 'Emerging Developer of the Year' Award at the Bangalore Real
Estate Awards 2012.
• Won 'Real Estate Company of the Year' Award at the Construction
Week India Awards 2012

8. MISSION
To operate the Business which capitalize on the Brand and
Corporate Image of Reliability and Integrity.
VISION
We aspire to be among the nation's top 3 real estate companies,
while continuing to be the most trusted name in the industry. We
shall deliver superior value to all stakeholders through
extraordinary and imaginative spaces created out of deep
customer focus and insight.

9. SWOT ANALYSES
SWOT Analyses
1. Risk management in land sourcing
Strength
2. Out sourced support functions
3. Superior execution
4. Diversified portfolio
Weakness
Opportunity
1. new in the real estate sector
2. reach is limited to a few metro cities
1. With RBI’s rate cut there will be boom on real estate sector
2. There are large untapped market In various cities
1. Current economic situation may have adverse effect on
Threats
construction industry
2. Infrastructure safety is always a risk
3. Competitors are emerging by leaps

10. MARKET SHARE
Godrej Properties Limited is not a big player in the Real Estate
Business in India.
But yes, no doubt, it is one of the leading Brands in the Business.
The Overall Market Share of Godrej is about 2% in Real Estate,
with the leaders being DLF, with a market share of 10% and
other players together, like Unitech, Jaypee, Parsavnath, etc.
have market share of about 5%.

11. QUESTTIONAIRE
RESENDITIAL & COMMERCIAL PROPERTIES BUSINESS
Objective: The broad objective of the study is to examine the customer’s choice in
residential & commercial properties.
1. Name:
2. Age :
(a) 20-30
(b)30-40
(c)40-50
(d)Above 50
3. Occupation:
(a) Private Job
(b) Government Job
(c) Self-employed (d) Retired
4. Your Annual Income:
(a) 1-5 lacs
(b) 5-10 lacs
(c) Above 10 lacs
5. What % of your Annual Income do you save to invest?
(a) 5 to 10%
(b) 10 to 20%
(c)20% and above
6. What are reasons for investing in real estate?
(Please rate from 1- 3)
(a) Gives good return
____
(b) Has less risk
____
(c) Loan facility is available for investment
____

12. 7. In what areas are you focusing on investing?
(a) Residential Apartments
(b) Commercial Properties
If your Answer is (a) continue with Q8, else go to Q10
8. What type of residential apartments do you prefer to invest in?
(a) Furnished
(b)Unfurnished
9. What basic facilities should residential apartments provide?
(Rank the preference from 1-4)
Distance from the city
___
Parking
___
24 hour electricity and water supply
___
other recreational facilities
___
10. In commercial property, where would you like to invest?
(a) Commercial plots
(b)Commercial office
(c) Industrial plots
11. What all factors investors keep in mind while choosing a commercial property for
investment? (Rank them from 1-3)
(a) Geographical location
___
(b) Rent & other costs
___
(c) Govt. economic conditions
___
12. Have you heard about the Godrej in Real Estates?
(a) Yes
(b)No
If yes, then please answer Q13.
13. Are you interested in investing in Godrej properties?
(a) Yes
(b) No

13. 14. If given an opportunity to invest in a property where 20% is paid as the
down payment and rest
80%
is paid after the completion of
property, then will you be interested in investing in that property? (In such a
case where construction of property takes place after making the down
payment)
(a) Yes
(b)No
15. Any other Suggestion(s)?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
_____________________________________________

14. Occupation:
(a) Private Job: 18
(d) Retired: 24
(b) Government Job: 20
(c) Self-employed: 38
Your Annual Income:
No of potential investors who are interested in investing in real estate have an
average income of more than 10 lacks, that is around 42% people.
What % of your Annual Income do you save to invest?
People usually save more than 20% of their income.
What are reasons for investing in real estate? (Please rate from 1- 3)
(a) Gives good return
(b) Has less risk
(c) Loan facility is available for investment
____
____
____
76% people invest in properties where they get a good return.
61% people are interested in risk free properties.
44% people invest in properties where loan facility is easily available
In what areas are you focusing on investing?
(a) Residential Apartments
(b) Commercial Properties
Of the total people surveyed 55% are more likely to invest in residential
apartments.

15. What basic facilities should residential apartments provide?
(Rank the preference from 1-4)
Distance from the city
Parking
24 hour electricity and water supply
other recreational facilities
___
___
___
___
26% people rated distance from the city as Rank 1, 20% rated 24hr water & electricity
supply, 40% rated parking on top and the remaining 16% rated other facilities as 1 st priority.
In commercial property, where would you like to invest?
(a) Commercial plots
(b)Commercial office
(c) Industrial plots
45% like to invest in commercial plots, 35% want to invest in commercial office
and the remaining 20% in industrial plots.
Have you heard about the Godrej in Real Estates?
(a) Yes
(b)No
Approx. 60% of the respondents are not aware about the godrej properties in north
region.

16. What all factors investors keep in mind while choosing a commercial
property for investment? (Rank them from 1-3)
(a)
(b)
(c)
Geographical location
___
Rent & other costs
___
Govt. economic conditions ___
Geographical location
50% people have given the importance to geographical location whereas other
50% has a fair opinion i.e. rank 2 or 3
Rent and other cost
Rent and cost is another important factor investor keeps in the mind. There are 51
people who has given 2 rank to rent n other cost. It means majority of people
considered this factor while choosing commercial property.
Govt. policies - 44 people gave rank 1 to govt. policies prevailing in the
economy, therefore its show govt. policies effect the purchases of properties

17. MARKET
The real estate builders are hoping for an optimistic growth in
DEVELOPMENT
2013 for the real estate segment. They are hoping that the
central government gives the realty sector an industry status and
favourable policies, after a long wait.
Godrej Properties is signing a joint venture with landowner,
Oasis Buildhome (a joint venture) to build a premium residential
project in Gurgaon. It will be developing a posh group residential
project on 13.76 acres of land located in Sector 88A/89A of
Gurgaon. The project will offer 1.2 million sq. ft. of saleable area.

18. MARKET
DEVELOPMENT
As our main focus is in the Tricity.
So we are coming up with Godrej Eternia in the city.
Godrej Eternia a LEED Platinum Pre-certified building offering
office and retail spaces with a development size of over 44,592
sq. m. (over 4,80,000 sq. ft.) The complex is located in the
Industrial and Business Park-I (formerly Industrial Area-I),
central to the tricity of Chandigarh, Mohali and Panchkula.
Godrej Eternia is close to many upcoming international hotels,
malls and showrooms. The project features expansive and
flexible office spaces, along with a 20 metre. (66 ft.) wide
landscaped street creating a retail plaza inherent to the city's
architecture.

20. MARKET STRATEGIES
We would be upcoming in international hotels, malls and
showrooms. The project features an expansive and flexible office
spaces, along with a 20 metre. (66 ft.) wide landscaped street
creating a retail plaza inherent to the city's architecture.
Terrace garden penthouse spaces would be provided on the fifth
floor with almost floor to ceiling windows that would provide
magnificent views of the lush greenery beyond. These are ideal for
high-end offices, restaurants, health centres and salons.
Our Constructing Partners are L&T. One of the Biggest and worlds
known Constructing Company.
The different Strategies with the details are as follows:

21. FACILITIES
1.
2.
3.
4.
5.
CCTV Cameras
Lifts
Power Back Up
Security
Reserved Parking
Most of these facilities are provided by all the Builders, but we
would be giving the facility of Reserved Parking, in case relatives
cars are to be parked.
As today the biggest problem is with the Parking, so an additional
feature of Reserved Parking.

22. SPECIFICATIONS
•
•
•
•
•
•
•
•
Ground + 5 floors with a two-level basement for parking
Total development size : 4.04 acres
Total office & retail area : 44,593 sq. m. (4,80,000 sq. ft.)
Ground floor height : 6.25 m Typical floor height (1st-5th):
3.75 m
Upper basement height : 4.75 m
Lower basement height : 6.75 m
Column sizes : 750mm / 900mm diameter
Core to window depth : 90% of spaces with lease depths not
exceeding 12 m for flexible space planning to achieve natural
daylight and views

23. MODERN OFFICES
The modern and advanced office spaces include the following features:
•The efficient design is coupled with employment of green features,
reduces operating costs, minimizes electric loads in air-conditioning,
conserves water and helps in improving productivity.
•100% power back-up ensures higher work efficiency.
•Adequate multi-layered parking compliant with revised city norms
makes every business visit a pleasurable experience.
•The common areas would also be equipped with modern security
systems like CCTV's and alarms that ensure 24x7 protection.
•The office interiors combine intelligent designs with few pillar
obstructions to give it an expansive feel.
•Conceptually, the building would be composed of two trapezium
shaped wings to permit maximum visibility. Interior light wells
provide lighting, permitting tenants to have continuous window facing
perimeter.

24. RETAIL
• Godrej would introduce Chandigarh to a first-of-its-kind
expansive shopping street that would bring to life the sidewalk
cafes where everyone can enjoy the comfortable, lazy and an
informal atmosphere, sip a cup of coffee, socialize, dine or
simply spend time reading a book.
• A large well-lit plaza and a 20 metre. (66 ft.) wide pedestrian
path that would interconnect the complex and surely would catch
the excitement, energy levels and buzz of over 4,000 people in
the development.
• The retail space enjoys large frontage for greater visibility to
attract shoppers.
• Ample lifts and parking spaces would be provided to ensure
smooth pedestrian flow even during the crowded weekends.

25. PRICE
• As far as the Cost is concerned, we would be keeping the cost very
similar to what our competitors have in the market. The reason for that
are the Govt. Policies and the costs of the different Raw Materials.
• Loan facilities would be provided.
• For first 100 customers a gift hamper would be given.

26. Table to show the average cost of Raw Material used in the
Construction Industry. The reason why the cost of the buildings
would be almost similar.
PRODUCT AND MATERI AL PRI CES I N HYDERABAD
Mat erial
Pr ice Range
Availabilit y
/ Det ails
Construction Materials
River Sand
Rs. 550 - 650 per tonne &
5,000/lorry load
Types: River & Filtered. Loads of 5-6, 13-14,
20-21 tons
Stone curshed into sand, various
manufacturers
Manufactured Sand
Rs. 450 - 500 per tonne
Steel
Rs. 35 - 37,000 per tonne
Available in various gauzes and loads
Ready Mix Concrete
Variable
Variable Manufacturers
Premium brand cement (50
Kg. bag)
Rs. 230 - 240 per bag
Various Manufacturers and different grades
Bricks
18,000/lorry load
Mud Bricks
Rs. 1.50 - 1.75 per piece
Price depends on thickness and finish
Mud Bricks (Light Weight)
Rs. 2.50 - 2.75 per tonne
Various qualities depends on manufacturer
Fly Ash / Hallow Bricks
Rs. 3.25 + per piece
Standard sizes and finishing depends on
manufacturer

27. OVERALL STRATEGIES
To summarize our main marketing factors:
•Facility of Reserved Parking.
•Two-level basement for parking
•Core to window depth : 90% of spaces with lease depths not
exceeding 12 metre for flexible space planning to achieve natural
daylight and views.
•The common areas would also be equipped with modern security
systems like CCTV's and alarms that ensure 24x7 protection.
•The office interiors combine intelligent designs with few pillar
obstructions to give it an expansive feel plus more space.
•Shopping street.

28. COMPETITORS
Omega
Group

29. CONCLUSION
We are targeting to achieve at least a market of about 2-3 %
initially in the Tricity, as this is our new venture in the city
and already a lot of players are there in the Market.
We will be providing additional features, like reserved
parking, security features even in the common areas where
the other builders do not provide any security features and
that too at no extra costs.
However we found that most of the customers are not aware
of Godrej Properties in this region, so making the people
aware of the same would be our major concern.