Analysis of Advertisement of Real Estate Properties By

8/3/2019 Analysis of Advertisement of Real Estate Properties By

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ANALYSIS OF

ADVERTISEMENT OF

REAL ESTATE

PROPERTIES BY

BUILDERS IN KOLKATAPRESENTED BY:

AMRITA CHATTERJEE

BATCH: 2010-12


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COMPANY NAME:magicbricks.com

(TBSL)

EXTERNAL GUIDE: Mr.Atanu Upadhyay

(Zonal manager, magicbricks.com)

INTERNAL GUIDE: Prof. Pradip Dutta


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PRODUCT PROFILE

VISIBILITY

SERVICES BANNERS

OTHERVISIBLITY

SEVICES

LISTING

SERVICES PREMIUM

LISTING

COMBO PACK

DATABASE

SERVICES PROPERTY

MAILER

SMS ALERTS


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Objectives

To gather knowledge about different media used by builders foradvertising real estate projects and properties

Which media are more frequently used for advertising properties

than other media

Finding out the objective/s of builders for advertising their propertiesand projects

To search for any significant trend of advertising by differentcategories of builders as per type of media used


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DATA INTERPRETATION

Respondents surveyed according to the

category of real estate builders

0

5

10

1520

25

30

35

Smallenterprise

or individual

builder

Mediumenterprise

builder

Large orCorporateenterprise

3213 5

Respondents Using Any of the

media to advertise their properties

Advertise Do not advertise

46 4

92%

8%

Advertise

Do notadvertise


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0

5

10

15

20

25

Highly

dependent

Very much

dependent

Somewhat

dependent

Negligible Not at all

Extent to which real estate builders rely on word of mouth forspreading awareness and promoting their properties and

getting customers

42% respondents highly rely on word of mouth, only for 2%of the respondents it is least important medium

For 98% of respondents word of mouth is significant in bringing new

business opportunities.


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Main objective of advertising real estate properties or projectsby builders

11

1

22

12

0 5 10 15 20 25

All of three

To attract customers& create/spread brandname

To attract customers & create awarenessabout properties/project

To attract/gain customers

24% respondents consider attracting customers as only objective for advertisingproperties

For 44% of the respondents, both attracting customers and creating awarenessabout their real estate properties are equally important as objectives

For 22% respondents attracting customers, creating awareness for their

projects and creating or spreading brand name are equally important objectivesfor advertising their properties/projects


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Different media used bybuilders for advertising their

properties

33

3118

0

5

1015

20

25

30

35

Print media Outdoor

media

Electronic

media

Builders advertising their propertiesthrough more than one media

14

9

4

0

2

4

6

8

10

12

14

16

SMALLENTERPRISE OR

INDIVIDUALBUILDERS

MEDIUMENTERPRISE/BUILDERS

LARGE/CORPORATEENTERPRISE

Builder categorySmall

enterprise/individual

14

Medium enterprise 9

Large enterprise

builder

4


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Typse of print media used byrespondents for advertising

properties

Respondents Using Print Media ForAdvertising Their Properties

72%

28%

USERS

NON-USERS

USERS NON-USERS

33 13

33

3

16

0

5

10

15

20

25

30

35

NEWSPAPER MAGAZINES BROCHURES/FLIERS

All respondents who use print media usenewspaper for advertising their propertiesapart from advertising through other printmedia


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USERS NON-USERS

31 15

67%

33%

USERS

NON-USERS

Respondents Using Outdoor mediafor advertising real estate properties/

projects

Types of outdoor media used byrespondents for advertising

22%

32%7%

0%

39%

BILLBOARDS

HOARDINGSBANNERS

KIOSKS

BOARDS

Of respondents who advertisethrough outdoor media, many ofthem use more than one type of

outdoor tool for advertising


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Types of electronic media used byrespondents for advertising real state

properties

Respondents using electronic mediafor advertising their properties

USERS NON USERS

18 28

39%

61% USERS

NON-USERS

5%0%

95%

RADIO

TELEVISION

INTERNET

All respondents using electronic mediafor advertising properties, advertisethough internet, one respondent alsoadvertise through radio


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FINDINGS

Advertising considered as important tool for creating awareness

and for attracting prospective customers

Word of mouth serves as the common mode for promotingproperties and for getting prospective customers

Builders look to fulfill multiple objectives through advertising

Most builders preferred newspaper advertisement over others forgetting prospective customers

Electronic media used by least number of builders surveyed.

Significant number of individual builders were found not at allbeing aware about concept of internet advertising

Builders using internet portals for advertising, consider it morecost-effective than other media


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RECOMMENDATIONS AND

CONCLUSION Opportunity lies for magicbricks.com to increase its interaction

with those with little knowledge about internet advertising,through conducting fairs, events, seminars especially for them

Large pool of small and medium enterprise builders and

individual builders exists who can become successful businessopportunity

Magicbricks.com should make its presence more visible byadvertising vigorously through various media channels

Cost- effective service packages should be introduced forattracting small enterprises or individual builders

Efforts should be made to ensure that existing client getresponses for their advertisement faster


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Documents

Analysis of Advertisement of Real Estate Properties By