Marketing Strategies for Regrob Infrastructure Pvt Ltd

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SUMMER INTERNSHIP PROGRAM-2019
FINAL REPORT
ON
“MARKETING STRATEGIES FOR REGROB
INFRASTRUCTURE PVT LTD.”
BY
DARSHAN RAJENDRA PATIL
ENROLLMENT NO: 18BSPHH01C0342
BATCH: 2018-2020
REGROB INFRASTRUCTURE PVT LTD.

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A Final Report
On
“MARKETING STRATEGIES FOR REGROB
INFRASTRUCTURE PVT LTD.”
By
Darshan Rajendra Patil
18BSPHH01C0342
At
Regrob Infrastructure Pvt Ltd.
Final Report is submitted in partial fulfilment of the
requirements of MBA Program at IBS Hyderabad
Submitted To:
Faculty Guide Company Guide
Dr. G Ashok Kumar Mr. Prashant Patil
(Associate Professor (Business Head)
Department of HR
IBS Hyderabad)
Date of Submission: 12th
May 2019

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AUTHORISATION
This is to authorise that the project report titled “MARKETING STRATEGIES FOR REGROB
INFRASTRUCTURE PVT LTD” is an original research work done by Darshan Rajendra Patil,
Enrollment No.18BSPHH01C0342, MBA batch of 2018-20, IBS Hyderabad, during the
summer internship at Regrob Infrastructure Pvt Ltd. This report is submitted in the partial
fulfilment of the requirement of the MBA program of IBS Hyderabad
This work has not been submitted to any other university or Organization for assessment or
award.
Company Guide: Faculty Guide:
Mr. Prashant Patil Dr. G Ashok Kumar

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ACKNOWLEDGEMENT
I would like to express my gratitude to all those who gave me the possibility to get this project
to this extent. I would like to thanks, IBS Hyderabad for providing me an opportunity to work
with this company and allow me to complete this project.
I am deeply indebted to my faculty guide Dr. G Ashok Kumar and company guide Mr. Prashant
Patil for their help, fruitful suggestion, and the motivation, which worked like an inhibitor for
my project.
Finally, I would like to thanks all those who all are supporting me to accomplish my project
successfully.

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Table of Contents
1. Project Introduction: ..................................................................................................7
a) Objectives of the Study ...................................................................................................7
b) Scope of the Study..........................................................................................................7
c) Limitations......................................................................................................................7
d) Methodology..................................................................................................................8
2. Real Estate Sector in India .........................................................................................9
a) Introduction......................................................................................................................9
b) Government Initiatives ..................................................................................................11
c) SWOT Analysis………………………………………………………………………………………………………………….12
3. Real Estate Brokerage Industry Analysis..................................................................14
4. Regrob Infrastructure Pvt Ltd ..................................................................................15
a) Regrob Business Model ................................................................................................17
b) SWOT Analysis of Regrob............................................................................................18
5. Marketing Process ......................................................................................................21
6. Marketing Concept used ............................................................................................22
a) Marketing Mix of Regrob .............................................................................................22
b) Porters 5 forces Model..................................................................................................23
c) Ansoff Matrix ...............................................................................................................25
d) BCG(Boston Consulting Group) Matrix…………………………………………...…26
e) Digital Marketing....................................................................…................................. 28
f) B2B Marketing………………………………………………………………………. 29
7. Sites Visited Till Date.................................................................................................30
8. Analysis of the Project Visited...................................................................................34
9. Competitor Analysis…………………………………………………………………36
10. Marketing strategies of Competitors………………………………………………39
11. Regrob Marketing Strategies………………………………………………………44
12. Analysis of marketing strategies of Regrob with its competitors………………..48
13. Comparison of online Real estate brokerage industry through Google trends…50

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14. Suggested Marketing Strategies for Regrob……………………………………51
15. Learnings from the internship…………………………………………………..56
16. Conclusion………………………………………………………………………..57
17. References………………………………………………………………………...58
18. Appendix………………………………………………………………………….60

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ABSTRACT
I joined Regrob on 26th Feb 2019 for this Summer Internship. I report to the Business Head of
the Bangalore Branch, Mr. Prashant Patil.
In this report I am going to explain about the experience in the company and how the business
model as well as the marketing strategies used by Regrob.
I was assigned to visit various locations talk to the marketing managers of the respective
developers and collect all the data required by the company and understand what the needs of
the developers are and what they expect from us. We had to develop marketing strategies for
the Regrob and analyse the marketing strategies of its competitors. Look after what are the
recent trend of its competitors.
The essential part of my work is builder tie-ups and marketing strategies

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1) INTRODUCTION OF THE PROJECT
a) Objective
 To understand the business model of Regrob Infrastructure Pt. Ltd.
 To collect information from builders in order to enhance customer experience.
 To do a competitor analysis.
 To do an analysis of Regrob Infrastructure Pt. Ltd based on various marketing models.
 To come up with online and offline marketing strategies for Regrob Infrastructure Pt.4
 To do a swot analysis of the market
b) Scope of the study
This project helps to understand what customers want from the real estate agencies and what
can be the mind-set of the customers. What competitors are implementing and what better
techniques Regrob is using for the customers as well as the marketing strategies that can help
to reach to the customers easily. The brand awareness of the company as well as service
provided by them
c) Limitation of the project
 The data collected may differ from the actual project after construction because a survey
sometimes may fail to get a proper output.
 Company has strong competitors because of this customers are more attracted towards
its competitors because they are well established as well as well recognized in the
domestic market .
 Most Customer are not aware of the brand as there is not much brand awareness or a
proper brand management it has somewhat fallen behind to get the attention of the
customers.
 Company works on a smaller margin because it has just a team of 100+, which is small
compare to its other competitors.

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d) Methodology
Physically visit the different builders and understand the business model of Regrob. This
project will include the use of both primary and secondary information.
For this purpose following tasks will be performed
 Data Collection to enhance customer experience.
 Understand the business model of Regrob
 Do a competitor analysis of Regrob
 Analysis of Regrob based on various marketing models
The following tasks will be performed as per the mentor calendar plan.

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2) REAL ESTATE SECTOR IN INDIA
a) Introduction
Real estate sector is one of the fastest growing sectors in India. Due to India’s rapid increase,
the urbanization based society the real estate field has seen the possibility of being one of the
profitable industry in India. It is estimated that the real estate will grow around 25-30% in 3-4
years. The growth of real estate sector has coincided with many things in recent years India is
turning profit day by day due to this NRI and foreigners are investing. Bangalore has been one
of the most attractive destinations for investment in the real estate sector as well as due to an
increase in start-ups and various fields people are in dire need of more office space. Mainly
real estate sector is divided into four types hospitality, retail, commercial and housing. As well
as India has seen a huge jump in Global housing Index which is currently 9th position whereas
India was in 22nd position among 55th international markets a few years back. India's
agriculture sector has dominated India's economy from many years but the real estate sector is
in 2nd position and employment in this sector has been growing rapidly it is seen that this sector
is contributing nearly 6% to India's GDP. The revenue is projected at around $175 billion in
2021 against $7 billion dollars in 2013. The real estate sector is dominated by Tier 1 cities
mostly, which is a growth of around 30% followed by Tier 2 and Tier 3 cities.
Segments in Real Estate Sector
 Residential
The main reason for the growth of the residential sector is due to to the rapid increase in
urbanization as well as the growth of the income of middle-class families and housing loans
are easily available due to which buying a house has become easier than in past. The National
Science of Applied Economic Research (NCAER) has estimated that the income of middle-
class families is estimated to increase by 30% from fiscal 2017 to fiscal 2023. Due to the
increase in income, the builders will target the customers more. The residental sector is growing
to increase rapidly in 5-10 years due to housing loans and penetration in the incentives of the
taxes.

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 Commercial
The growth of commercial real estate development is due to the flow of cash as well as an
increase in revenues the main reason behind this is the growth of IT sector in India.
 Retail
It is estimated that the retail segment is going to increase by around 20-25% in 4 years. There
is various reason for the increase in the retail sector the demographic factor, increase in the
income, the change in buying habits of customers as well as an increase in the retail malls. The
main player in this segment is Trendz, Pantaloon, etc. The main reason for the increase in retail
sectors is due to entries of new players such as HUL, Reliance, etc as well as the foreign giants
such as Lifestyle, Metro due to this the need of retail real estate development has seen a major
growth.
 Hospitality
The hospitality industry has increased due to tourism, an increase in business travel, as well as
many new players, have entered this sector such as Oyo and AIR BNB. Due to increase in
population and tourism added there is very limited space for the occupancy of people due to
which the rates of the hospitality industry are charged double in tier 1 cities than tier 2 and 3
cities because of this the development of hospitality is in more need than in past.
58%23%
10%
9%
Segments
Residential
Commercial
Retail
Hospitality

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b) Government Initiatives
The Government has planned various initiatives to increase the development of real estate
sector one of which was a smart city project in this project 100 cities were chosen from tier 2
and 3 cities due to which real estate has seen an opening and it has a big road ahead. The
government approved the creation of National Urban housing fund and provided it an outlay
of around Rs 58,000 crore and the Pradhan Mantri Awas Yojana (PMAY) has sanctioned
approx 14 lakhs houses in 2017-18 and construction of 3 lakhs has been approved under this
scheme. Recently Securities and Exchange Board of India (SEBI) has approved Real Estate
Investment Trust (REIT) which will help all kind of investors to invest in the real estate sector
which will create Rs 1 trillion opportunities in India which will help to increase the GDP.
Recently in 2016 Government passed the act named as Real Estate (Regulation and
Development) Act or Real Estate Regulatory Act.
 Real Estate (Regulation and Development) Act
RERA was passed to increase the investment as well as protect the home-buyers. In this act, it
is necessary to register the projects which are built in 500sqft land or eight apartments. The
major benefits of the customers are that prices will be decided on the carpet are rather than
super built-up area and 70% of cash payment will be done through cheques. If there is any
delay in project developer has to pay 10% of the project as penalty or 3 years in imprisonment.
There will be complete transparency between customers and developers. Quality of
construction also carries a major part now as a developer is responsible for repairing any
damage caused to the project for the time span of 5 years.
 Foreign Direct Investment (FDI)
In the case of FDI India is 4th
largest sector. Real estate sector received an inflow of $25 billion
in 2018 and it is estimated that it will reach around $26 billion in 2022. In 2015 the Government
made some changes in the FDI policy.

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Old FDI Policy New FDI Policy
1. The minimum floor should be of 20000 sq
meteres
2. Government approval required to
3. transfer the investment from one person to
NRI
4. FDI infusion was mandatory $5 billion
within 6 months of start of the project.
1. No such restrictions for the floor
area.
2. Government approval is not required
3. The restrictions on amount was
removed
c) SWOT Analysis of the Real Estate Sector
 Strengths
Increase in population: As the population of India is increasing rapidly and most of the
population of India falls under the age of 25-30 the need and demand of houses will increase
Growth of income of middle-class families: It is estimated that the salary of middle-class
families is growing at a rapid pace so people will look for the luxurious apartment
 Weaknesses
Law can vary: Government plays a major role in any sector as recently RERA was introduced
which benefited both buyer and seller but sometimes some rules can have a major setback
• Skill Shortages
• Change in needs
of customers
• Retail Sector
• Commercial
Sector
• Law can vary
• Volatility
• Increase in
Population
• Growth of
income of
middle-class
families
Strengths Weaknesses
ThreatsOpportunities

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Volatility: Due to the recent introduction of GST, the price was varying drastically due to this
price may falter sometimes due to reason.
 Opportunities
Retail Sector: As many foreign retail industry are trying to set market in India it is one of the
best time to invest
Commercial Sector: Growth of IT sector and start-ups has seen more needs for office spaces.
 Threats
Skilled Shortages: In one thing India lacks it is labour force an experienced labour.
Change in needs of customer: Customer needs can differ every year due to change in
technology

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3) Real Estate Brokerage Industry Analysis
Real Estate Brokerage market is not organized due to which it does not have any published
figures as well as it is fragmented but is estimated that almost 2.5 lakhs brokerage firm across
top 15 cities in India. It is estimated that around $4.2 billion a year are earned by Real estate
brokerage industry in India.
However, due to recent change in the technology from the past 10 years, the intermediary in
the business is feeding away and channel partners are helping find the properties in much
simpler way.
There are various services provided by the companies like Regrob, Magic bricks, 99 acres, etc.
 Actual Pictures of the house
 Tie ups with builders due to which it is easy for customers to communicate
 Online as well as offline support teams.
It is estimated that this industry will touch $180Bn until the year 2020, which will contribute
5-6% in the total GDP of India that is a huge margin. The reason behind the growth of the real
estate sector is due to the brokerage firms which is around 6.3% and that is a big number
considering the growth in trend in market. The brokerage industry has to follow the act REBRA
2002 (Real Estate and Business Brokers Act).
Tier 1
55%
Tier2
25%
Tier 3
20%
BROKERAGE INDUSTRY MARKET

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4) REGROB Infrastructure Pvt Ltd.
Regrob infrastructure was founded in the year 2011. It deals with buying, selling, renting and
provided loan assistance in real estate. Regrob derives its name from Real Estate Group
Buying. It tries to benefits customers as well as builders providing enough discount for
customers as buying a house a lifetime plan, as well as builders, can reach to the customers
quickly it decreases their marketing cost. Regrob tries to provide real-time experience to its
customers as due to the busy schedule customers sometimes cannot come at the sites and have
a look of the model flats.
Regrob also has various benefits for its channel partners. It has a policy of building a beneficial
and healthy relationship among its partner and trying to provide the best slabs and deals in the
market. They try to provide the best product to as well as equal amount of support so that there
would be no hindrance while doing business and one of the most beneficial things is that
business can be done from any parts of India making it versatile and easy for its channel
partners.
Along with all this Regrob also let people buy the franchises as it is less risky and people don't
have to invest more barring some small investments. Some of the disadvantages can be that
they cannot change the business model or affect the market as per they want .They have to
follow some set of rules but Regrob is already a brand franchise owner does not have to focus
much on brand management they can have there say on apartments, marketing as well as
advertising
This company tries to follow different ideas which have not been used by other agencies like
they try to show a 3d view of there property which a customer wants to see as said above home
loan facilities. They try to provide solutions to its customer which are most of the time free of
cost and the companies provide transportation cost to go to and fro from the location
The company was founded by Mr. Vivek Raman and Mr. Ashish Kaushik as both have an
ample amount of experience ager whereas one is the ex-Senior manager of Reliance capital
Asst Management and the latter one is the ex-manager of Bajaj Fin services.
There are altogether 16 branches in India
 Delhi  Ahmedabad

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 Jaipur
 Gurugram
 Thane
 Greater Noida
 Meerut
 Vizaq
 Mumbai
 Hyderabad
 Noida
 Vijaywada
 Lucknow
 Ghaziabad
 Kanpur
 Bangalore
Along with this it has 3 International branches
 USA
 United Kingdom
 Dubai
Company follows set of rules and policies
Working with 32 star rated developers (Assets>5000 crore) and star rated developers
(Assets>30000 crore).
Star Rated Developers are
 Jaypee Group
 Supertech
 Godrej
 Lodha
 Unitech
 Wave Infratech
 Raheja Developers
 TATA Housing
 DLF
Company’s Vision and Mission
Vision
To be one of the top 5 real estate brokerage firm in India
Mission
To provide home buyers in India best price through real estate group buying and giving them
a hassle free experience with our professional touch.

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Regrob has major plan in expanding in few years
 Offices in 10 international cities
 Increasing the reach in domestic market
 Annual turnover approximately of 1400 crore
Companies Portfolio
 200+ projects in India
 12 Star Rated Developers
 32 A Rated Developers
 4 International Developers
 3 International Branches
 16 Domestic Branches
a) Regrob Business Model
Information Digital Form
Income Customer Satisfaction
From the above diagram, we can notice how Regrob works. First, all the necessary data is
collected from the builders about the apartment (Carpet area, Super built-up area, Amenities,
Facilities, Total land area, nearby hospitals, schools, etc. around the locality) along with this
real-time videos and photos are taken of the construction after all this data is collected it is
merge into one and it is converted into digital format like web portals, ads, videos on YouTube,
etc so that customer can look at his desired apartment from his place. If the customer has any
kind of interest in the apartment, a member of the regrob team will assist them as soon as
possible.
Along with this it also helps in providing home loan assistance to its customers with very low-
interest rates. It also has tie ups with some of the biggest banks in India like SBI, PNB, etc.
Headquarters: Noida, Uttar Pradesh.
Company Size: Team of 100+
Seller Regrob Buyer

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Website: https://regrob.com/
Industry: Real Estate Sector
b) SWOT Analysis of Regrob
 Strengths
Use of Digital Platform: As the internet has grown over the years businesses are blooming over
and Regrob using 3D view of the apartment for their customers it is easy for the customer what
exactly builders are offering them and what are the facilities from anywhere around the world.
Good connections with builders: Nowadays customers demand more quality so having tie-ups
with one of the best builders in India as well abroad will attract more customers.
Home Loan Assistance: Middle-class families dominate Most of the population in India so
home loans play a major part. Regrob has tie-ups with popular banks in India, which diverts
customer attention towards them.
• Competitiors
• Failing to deliever
services
• Extending area of housing
sold
• More advertising can be done
• New Development mergers
• Brand Management
• Less no of employees
• Weak marketing strategies
• Use of Digital Platform
• Good connection with builders
• Home loan assistance
Strengths Weaknesses
ThreatsOpportunities

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 Weaknesses
Brand Management: One of the thing in which Regrob is lacking is its brand management even
though having such a unique business model and one of the best facilities provided to customers
as it is more of a customer-centric company it is lacking in its brand awareness among the
public.
Less no of employees: As Regrob as a company is very much still young due to this Regrob
has very much less no of employees due to which it hampers them sometimes as it is hard to
manage when inventories available to them are less in number.
Weak Marketing Strategies: Marketing plays a major part in today's environment as marketing
is more of storytelling, which can reach to the customer easily, but Regrob are failing a little
bit in this, as it is a new company people are very less aware of it.
 Opportunities
Extending area of housing sold: As Regrob is located in only 16 cities in India and 3 cities
abroad they have a high chance of entering into new market domestically as well as
internationally. India is such a vast country because of this taste differs from place to place this
with the help of its unique business model it can reach out to its customers because customer
can have a look at the apartment just by sitting at there place instead of going in and around
the city.
More advertising can be done: As advertising is, altogether a different domain in today's world
it plays a major role as sometimes buyers just get attracted by looking at advertising there are
various ways in which advertisement can be posted online or offline.
New Development Mergers: As due to its unique business model many big giants may be
willing to do business with Regrob as it will help them to attract more customers as big brand
name plays a major role in the mindset of the customer so merging with top companies will
fetch more customers to the company.
 Threats
Competitors: One of the major disadvantages for Regrob is that it has to compete with some of
the established players in the market like magic bricks, 99acres, etc. As people are attracted to

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brands, which are already, established rather than the brand that are a niche to the market. Thus
due to this competition, it may hamper Regrob to make its own mark in the market.
Failing to deliver services: If the company goes on expanding it will get more customers but
due to lack of manpower sometimes it may not be able to provide desired services to the
customer which can cause a major setback company as it is known to be a customer-centric
company.

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5) Marketing Process
People consider advertising as marketing but advertising is just a small part of marketing.
Marketing is consider to find the target customers as well as building profitable relationships
One of the important stage of marketing is finding right set of customers to grow business
forwards to identify the segment of market firms conduct various market searches and analyses.
It is necessary to know that a product should be focused on the needs of the customer and
details of the product rather than focusing on what product will benefit customers or why he or
she is in need of the products. This common mistake among companies is known as marketing
myopia.
After identifying what the target, market is the next step is to focus customer driven marketing
strategy. First firm segment their customers after that segment which is more profitable is
chosen. The customers should be in chose in such a way that the company can satisfy them
the most. All this strategies develop then the firm has to choose such a strategy, which
differentiate them from their competitors.
This step is one of the most important step build a proper marketing plan. Using a proper
strategy for marketing as well as a right tool to develop a marketing plan. With the help of this
a proper model will be build a proper marketing strategy that will help the firm to decide where
to invest and where they should not invest. After this process firm should look at that the
integrated marketing, by which the firm should response to the company’s needs and wants.
By building a marketing plan there should be a proper customer relationship management that
is the most important among all as customer service could not be neglected. Customer
relationship management tool involves collecting all the data from the customers and finding
the needs of the customer as specific as possible to get a high return as well as increase the
customer satisfactions and finding the customers, which can be long-term customers as well as
the profit, will be higher thus increase the total revenue of the firm. Customer satisfaction is
now at the top of the pyramid because every other agency as trying different strategies to attract
more customers. As well as CRM can be choose according to the number of customers
available to the company and set the level as in need of the customer as possible which makes
Identifying
Customer needs
Marketing
strategy driven
by customer
needs
Marketing
Program
delievering value
Building
customer
relationships
Profit and long
term customers

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the customer benefits to be the main priority to the firm because every firm has its own CRM
level.
In the fifth step companies shifts its focus to make profit that can be achieved by increasing
market share as well as increasing the sales. Satisfied customers are the main target of any firm
because they can gain more profit from them as well as they are very loyal to the company.
Customer lifetime value is one of the main concept this means how much profit customer has
brought over the long period. Customer which are loyal to the companies due to which word
of mouth marketing comes in place they will suggest the company to their neighbours,
relatives, friends, etc. Bringing more amount of customers to the company. Many things like a
member of the privilege package or providing discounts as well as offers can increase customer
relationships.
This are the steps, which any firm follows to develop a marketing strategy.
6) MARKETING CONCEPTS USED:
a) Marketing Mix of Regrob
 Product
 Place
 Price
 Promotion
Product
One of the strategy Regrob applies is that providing customers the real time experience of the
model room as well as providing free transportation services to is customer which is not
implemented by any other brokerage firm and providing a product which are needed by
segregating the needs.
Place
Regrob has 24/7 customer service their agent are always available to the customers. This makes
it easy for the user to gain the information at whatever time they want which can increase the
customer loyalty and they have various franchises of Regrob, which makes it easy for the
customer to visit Regrob and have detail talk with the agent of the Regrob, which will help
them in many ways
Price
Regrob provides home loans to their customers because they have a tie ups with state bank of
India as well as Punjab national bank. This helps the customer as well as the logistics which
helps to gain the customer attention and it helps to get the payment allowance as fast as possible
which resolves the issues of the customers and providing enough credit terms for the customers
to get the desired property.

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Promotion
Regrob has one of the best personal relation management because of the franchise business
implemented by them. They promote their brand mostly on the social media websites as well
as promote their videos on YouTube and review about the property. As well as promoting
themselves with the help of their customers because, consumer base carries a huge value among
for promoting the brand effectively as well.
b) PORTERS 5 FORCES MODEL
 Threat of new entrants
Even though Regrob has command over its target, customers and it may be difficult for anyone
to steal the customers away from Regrob. However, getting investments for any start-up is easy
in this sector as their not much oligopoly in this market so anyone can make its mark easily.
Rivalry
among
existing
competitors
Threat of
new
entrants
Bargaining
power of
buyers
Threat of
substitutes
product or
service
Barganning
power of
suppliers

25
Due to this if, Regrob has set some barriers to new entry then the position can be preserved as
well as due to this advantage can be gained.
 Threat of substitutes
In today's environment people, have many substitutes if customers do not get what they are
looking for. There are many local real estate agencies as well as major real estate agencies so
delivering services on time is necessary. A substitution that is easily available as well as cheap
to make can diminish the position of the company and threaten the company's profitability.
 Bargaining power of suppliers
Being a real estate agency, Regrob will not have that much problem with the bargaining power
of the suppliers. As there are a set of rules as well as set of agreement between the Regrob and
developers so it is very unlikely that they will breach the contract, as well as developers, want
to advertise as much as they can to get the customers as they have to sell their property.
 Bargaining power of buyers
Today's market can fluctuate a lot and buyers have high bargaining powers due to options
available in and around them. It gets something very difficult to analyse what actually
customers want and what are the needs of the customer. Being a start-up company customers
can dictate what they want as well as it will easy to analyse how much it will affect them or
how much it will cost them to jump from one agency to another where they can get more
discount and save some money.
 Rivalry among existing competitors
Regrob competitors are already well-established tycoons in the market so it is not that easy to
replace them so easily. Supplier and buyers can jump from agencies to another if they find they
are getting a better discount as well as deal from elsewhere so Regrob may have to fight to
make its mark in this sector.
Therefore, the result of this is
Threat of new entrants Low
Threat of substitutes High
Bargaining power of suppliers Low

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Bargaining power of buyers High
Rivalry among existing competitors High
c) ANSOFF Matrix
 About Ansoff Matrix
The Ansoff Matrix also known as the product market expansion grid is a marketing planning
tool, which usually helps business to determine its product as well as market growth.
 Market Penetration
In this field, the organization seeks to achieve the growth with the help of its current market
segment thus to increase its market share. As the company tries to use this because it is not that
risky because the company does not have to invest anything but it does not last for long period
because at the point of saturation the firm has to invest in different marketing strategies.
Ex: - Review videos of different construction sites
Market
Penetration
Product
Development
Market
Development
Diversification
Market
Product
ExistingNew
Existing New

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 Market Development
In this firm tries to target the new set of segment with the help of existing assets. In short this
means expanding the reach of business but it may be risky as it is expanding into new segment
it may not work as desired.
Ex: - Providing apartments on rent
 Product Development
The firm develop a product that is mostly new in the market that helps them to attract
customers. In short, it tries to leverage the current segment with the help of the specific product.
Ex: - Providing Home Loans
 Diversification
This is the mixture of the product and market and it is the most risk-carrying factor, as the firm
has to develop a new product to target new market. It is also known as suicide cell as well but
it can be beneficial if high risk gives high amount of return.
Since Regrob is trying to give real time experience to its potential customer of the it falls under
the product development category.
d) BCG (Boston Consulting Group Matrix) Matrix
BCG Matrix helps in long term strategic planning it helps the firm to analyse its position in the
market where they stand and how can they go ahead in future it helps to decide to follow the
current strategy or let it go. It is also known as Growth/Share Matrix
This Matrix is divided in four categories
 Stars: - Products in high growth with high market share
 Dogs: - Products with low growth and market share
 Problem Child or Question Marks: - Low market share but Products in high growth
market
 Cash Cows: - Products in low growth market with high market share

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Source: Google Image
“Currently Regrob is in Question Mark Stage”
Question mark are the firm that needs a large amount of consideration to make its name in the
market. They hold a very minute amount of market share in a larger market segment due to
which it has to incur big amount of loss along the way. However, due to its unique style it has
a huge potential to grow into something big and compete with the best of this industry and
convert themselves from question mark to a star that can later which in turn will lead to cash
cow which will earn a huge amount of profit to the company. It also known as the problem
child. However, it is in critical condition they have to see what is reasonable to invest in and
what is not because due to wrong investment it may fall into dog category, which will decline
there market growth. Thus, Regrob has a huge potential to make its name in the market but it
may falter due to some wrong strategy, which will adversely affect their firm.

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e) DIGITAL MARKETING
Digital marketing is a way of marketing services or product online. It is very beneficial and act
has an altogether different asset for the company as it easy to reach to the customers, it can be
easily accessed by the customers and in today's world, it is seen that customers spend most of
the time using internet. There are different types of digital marketing techniques such as mobile
marketing, content writing, email marketing, search engine optimization (SEO), affiliate
marketing, Google ads, pay per click, inbound marketing, etc. As well as my online course for
"SEO' I am learning how to rank any websites higher than other sites.
Regrob assets for online marketing consist of
 Online brochures
 Social media sites like Instagram, Facebook and Twitter.
 Website of Regrob
 Companies logo
source:https://www.digitalvidya.com/blog/how-digital-marketing-aids-in-generating-real-estate-leads-online/
Few reasons to have a proper digital marketing strategy
 With social media we can build a trust factor with audience
 Cost is very negligible to invest in digital marketing
 It can help to generate revenues
 With the help of digital marketing we can build a reputation

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f) BUSINESS TO BUSINESS (B2B) MARKETING
Business to business is nothing but one company makes a transaction or sales a product to other
business. The best part of B2B is that it is more straightforward as well as informational than
B2C.
In this scenario Regrob is dealing with developers means a real estate agent is having a
transaction with real estate developers.
Types of B2B marketing
 Blogs
 Email
 Social media
 Videos
Source: https://b2bprblog.marxcommunications.com/b2bpr/how-to-boost-your-b2b-marketing-plan-with-social-media.

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7) SITES VISITED TILL DATE
1. Bren Northern Lights
Description: - This site is located near Jakkur, Hebbal and it is approved by RERA and the
construction has just been started it has 3 types of units 1, 1.5 and 2 bhk respectively. The only
issue in this location was it far from the city so traveling will not be that easy and the starting
market price was quoted around 33 lakhs onwards. It has almost all basic facilities.
2. Casagrand Lorenza
Description: - Casagrand Lorenza is situated in Hennur Cross and it was one of the most well-
planned sites. It was built on a land of 2.42 acres and it has +4 design for ground parking. It
has two types of units 2 and 3 bhk respectively. It was very close to a few of the best IT
companies which increases its market value and it all together has 16 apartments. It has all the
basic amenities such as Gym, swimming pool, citizen park, etc. The market price is coated
around 48 lakhs onwards for 2bhk and 60 lakhs onwards for 3bhk.
3. Vaishnavi North 24
Description: - This site is currently under construction and it will be over till 2021. It has two
units configuration 2 and 3 bhk and it is divided into four floors and it has altogether 150 units
which are spread around 2.42 acres of land. The base price is from 75 lakhs to 1.2 crore.
4. Sobha Dream Gardens.
Description: - This project is located at Thanisandra Main road and it is one of the huge projects
because it is built on a land of 17 acres. It has 1780 units and 10 towers. Units variants are of
two types 1 and 2 bhk respectively. The total no of floors is 23 added with ground floor plus 2
podiums. It has one of the best amenities like clubhouse, gym, multipurpose hall, basketball
court, cafeteria, bank/atm, tennis court, jogging track, along with internet as well as a power
backup this are the few amenities.
5. Assetz Here and Now
Description: - This site is located in Rachenalli. This site is very close to schools, hospitals,
shopping malls, etc. It has two types of unit 1 and 2bhk and 384 units and the price starts

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onwards 25 lakhs. It is situated around a land of 3 acres with 2 towers making it one of the
attractive apartments because of the connectivity.
6. Too Good Homes
Description: - One of the basic drawbacks of this project is that it is a few kilometers away
from Bangalore city. But all the facilities are nearby the project. The project is built on 2 acres
land which is one of the smallest projects. It has 2bhk flats only for which price starts onwards
43 lakhs. It has 9 floors and 4 towers with 252 units.
7. Mantri Web City
Description: - Mantri Web city was one of the good projects because it is situated in the city
which increases its prices drastically it offers homes as well as penthouses and having four
units of the configuration of 2, 2.5, 3 and 3.5 bhk respectively. Price is starting from 75 lakhs
onwards which makes one of the costliest projects but the facilities provided makes it worth
the prize offered. Amenities such as a gym, games, multipurpose hall, etc. It has a total of 19
towers divided into various blocks.
8. Purvankara Purva Sunflower
Description: - This site is located at the central district which makes it a walkable distance from
metro station, bus stop and railway station due to which the price of this project is skyrocketed.
The price starts at onwards 1.25 crore. The project is already completed and it is ready to move
in. It has 3 and 4bhk apartments and it has all the basic amenities included.
9. Sansidh Galaxy
Description: - Sansidh galaxy is a villa and it is still under construction. The price range is 1.15
crore onwards and it has 4bhk what makes this project so attractive is that everything is by
touching distance of it with unique clubhouse and jogging tracks are some of the amenities
provided by them.
10. SNN Clermont
Description: - SNN Clermont comes in the category of ultra luxurious apartments and the view
of the project one of the pleasant. The project is built on 7.5 acres of land with 422 luxurious

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houses with 40000 sqft clubhouse and 15000 sqft sports complex and one of the best things
about this project only 2 houses on each floors due to which it has ample of space.
11. Prestige Misty waters
Description; - Misty waters is located in hebbal and Prestige is one of the biggest brands in
India it never had problems to attract customers because of the quality of the project. It has four
types 2, 2.5, 3 and 4bhk and area per sqft ranges from 1134-2484 and the price range starts
from 91 lakhs to 1.5 crores and it has uncountable amenities provided.
12. Prestige Gulmohar
Description: - Prestige Gulmohar is located in Hormavu village and which is still under
construction it has not as attractive as misty waters but still has one of the best facilities. It has
2,2.5 and 3 bhk built around 3 acres which has 5 buildings and 404 units of apartments. The
price of the project starts around 89 lakhs as well.
13. Assetz Soul and soil
Description: - It is one of the mesmerizing projects. Assetz soul and soil have 3 and 4 bhk row
houses and it is built as such the project is total comfort for the customers. The amenities in the
projects are party lawn, basketball court, kids play area, etc. The only issue with this project is
the connectivity as it is located far from the city. The price starts onwards 2 crore which is
acceptable looking at the project.
14. Purva Palm Beach
Description: - Purva Palm Beach is located around hennur cross. It has two types of unit
configuration of 2 and 3 bhk with the price per sqft of 5990 the price of the project starts from
75 lakhs onwards. Carpet area of the apartments of the project starts 1231 sqft to 1931 sqft with
all the basic amenities included in the project.
15. Salarpuria Northland
Description: - It is located in the Kannur village the best thing about this project is that the new
airport road is built nearby this project, which will hike the price of the project. It has a total of
4 bhk rows with the price starting onwards 2 crores and also and one of the modern facilities

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provided which make easy for the customers to settle down without any further investment
from their own pocket
This are the details of the few of the projects I have visited in this 45 days of the internship as
this projects are from one of the best developers.
Photos taken while visiting the sites

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8) Analysis of the project visited
 Property type
Out of total site visited as shown in the graphs, most of the property types are apartments,
which takes 88.9% that is a big amount considering the growth of real sector in our country.
Land or plot just have a small amount of value, which is only 11%. However, villas are even
though more luxurious it was found out that they are more in number than that of lands or plot
in the buying behaviour of the customers which takes 22%.
 Configuration
Even though 3bhk are costlier than that of other configurations except 4bhk it was surprising
to see more developers preferring 3bhk units. 2bhk units followed it. Developers preferred
4bhk configuration to that 1bhk or 1.5bhk.

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 RERA Certified
As RERA certification is compulsory nowadays, it is clearly seen from the data that every
developers is getting this certification. The other 6 percent, which has to get a RERA
certification are in the approval process or will get the certification done after some procedures.
 Facilities Available
Amenities are one of the important part for buyer’s decision to buy that flat. Therefore, no
developers are lagging behind in it. Every developers are trying to provide deals, which are
best than its competitors and make the most of it. As seen in the above graph barring enrichment
club more or less every facilities are provided by the developers to change the buyer’s decision.
Children’s play is the most common among all the developers and elder’s enrichment club is
the least common.

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9) COMPETITOR ANALYSIS
Regrob has to compete with one of the best real estate agencies in India
 Magicbricks
 99 acres
 Housing
 Indiaproperty
 Square yards
 PropTiger
 Commonfloor
 MumbaiPropertyExchange
 PropLadder
 Indiabulls
Magicbricks
Magicbricks is the biggest real estate agency in with over annual revenue $9.5M and it is
considered to be as one of the biggest rivals of the Regrob. The revenue which magic bricks
generate is 165% higher than that of Regrob which is a vast amount of difference in today's
market. It gets total funding of $4.5 million which is far away than that of Regrob. Currently,
it is operating with a total staff of 800. It has been innovative with its approach as well in many
ways recently it launched an app called M-Lite. It has its own business Tv channel as well as
it was an associate sponsor of IPL 2015.
99acres
Another big giant of this sector is 99 acres with overall revenue generated is estimated to be
around $13.7m. 99acres was started in the year 2005. 99 acres basically targets middle-class
family with an average age of 25-40 years old they have the belief as well that the person who
is not on the web is not their target. 99 acres mostly spend money on digital marketing they
spend nearly 70% money on that and recently launches a Tv ad Sochna bhi mat with various
other exhibition campaigns.

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Housing
Housing has been a recent competitor to Regrob launched in the year 2012 it has made its mark
in the market with big stripes. The biggest advantage Housing has over Regrob is that its
employee's Housing has 1300 more staff than that of Regrob, which speaks a huge volume.
The annual revenue has been estimated to be around $15m, which is much more. Housing has
tried to market its product wherever they can from print media marketing to social media
marketing as well as content marketing one of the unique strategy used by them was not used
by many and made them popular is Data Science Lab (DSL). In DSL it works as a data analytics
in which data is saturated as per the customer needs and desire they try to lower down and get
the best popular options to them so that customer can find the houses easily.
IndiaProperty
Indiaproperty has not been such a big threat in the market compared to other companies as its
demand has been sinking every year in the market. It is estimated that approximately generates
$195k less than that of Regrob which is a considerable difference and it generates a revenue of
$5M and in 2018 Quikr expanded its real estate acquisition by adding IndiaProperty to its
business list as well as in 2017 it started a tv campaign called "We got you home” which was
not that successful.
Squareyards
Square yards was founded in the year 2013 and it has not been yet able to make its mark in the
market relatively unknown to the customers still has a huge staff size of $1800m with estimated
annual revenue of around $24m. The main focus of Square yards is international real estate
trying to expand 25% in the international cities has been the main focus it offers a 360-degree
view of buying journey for the customers which is a quite a new concept. Square yards has
spread around globally in countries like Australia, Canada, Dubai, etc. Even though it has not
been so successful in the domestic market it is vigorously trying various marketing campaigns
so that they can attract customers.

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PropTiger
PropTiger was founded in the same year as that of Regrob which is in the year 2011. Though
it has not been able to reach the pinnacle of the market it has slowly achieved some name in
the markets by its own the annual revenue of this company is estimated to be around $18M
with a total staff of 1700 they try to use digital marketing and mostly try to campaign in tier 2
cities to attract more customers.
Commonfloor
CommonFloor was launched in the year 2007 and its headquarters is situated in Bangalore with
estimated total revenue of $25M a team of 725 people it has been a huge success. One of the
unique thing of common floor is that it is subsidiary of Quikr which was relatively unknown
to people like 99acres they also believe that their target audience only are net users and they
have used various exhibitions campaigns over the years to reach to the customers.
Mumbai Property Exchange
Situated in the financial capital of India big things are expected from Mumbai Property
Exchange as being one of the oldest player in this field founded in the year 2001. It has fallen
behind the new players of the market which shows from their total revenue generated a year
which is of nearly $4.5m a year which is very low from there point of view and only estimated
employees of 60. Dark days are blooming over this agency as it has been not been able to apply
proper marketing strategies which has not been has not been helpful to them .
PropLadder
PropLadder has just been started in the year 2013 and it is situated in Bangalore with a total
estimated revenue of $5M it is working really hard to make its name in the market. It has used
technique mostly the same as that of Regrob with over 500+ partners and almost located in
around 500 location with deals done with over 1500+ customer it is skyrocketing in the small
period of time and it has sold houses worth around 300 crores which is comparatively huge in
6 years in this sector.

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Indiabulls
Indiabulls was founded in the year 2005 and it has been not so active in recent years in the
market after being hugely successful over the years in this sector. Indiabulls have tried to use
the concept of 7ps rather than using the concept of 4ps they have promoted on websites,
telivision ads, newspaper ads as well as content marketing and many more. But due to recent
failure in the real estate departments Indiabulls are trying to sell there real estate franchise as it
is failing over the years after being so popular.
10) Marketing strategies of Competitors
 MagicBricks
Magicbricks is using the art of storytelling marketing through its social media websites, which
gets directly attracted to the customers as it is emotionally connected and people can easily
understand.

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Magicbricks are using influencers to promote their sites and tell about recent strategy used by
Magicbricks through various ad promotions. Recently 3-4 years back they launch their own
news channel for current real estate news.
Other than this, Magicbricks are using various campaigns for the customers and giving those
vouchers and a lucky draw contest to attract more number of customers as well as providing
them discount and on Magicbricks, customers can post their own property free.
 99 acres
In both of the above ad campaigns 99acres tried to focus on the difficulties faced by the
common people what they go through. In the first image a man is trying to sell his house but
finding it difficult to find suitable customers and in the second image a man looking to find a
home on rent by focusing on the real issues 99acres is trying to connect with the people.

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Another campaign, which was launched by 99acres “A home for every dream, whatever the
size" the ads were placed in close contact with the people and it turned out to be a successful
 Housing
The recent entry into this industry Housing.com has adapted quickly in the market they have
Bollywood ambassador namely Vicky Kaushal and Kiara Advani .They have recently launched
two social media campaigns to attract more customers the two campaigns showed above as
#HousingChallenge and Housing Premier League. In which in first campaign people have to
shoot a video of themselves and lucky winners will get 5000 rupees whereas in other campaign
customers can participate in a lucky draw and lucky customers stand a chance to win IPL final
tickets.

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Another Marketing campaign properly executed by the digital team is by connecting it to the
real world with the popular Television show like GOT and connecting the idea of struggle of
skipping food and going to gym having a proper place for it. Thus, Housing has been successful
in attracting customers.
 Commonfloor
Recently Commonfloor started its own online campaign #NoPlaceLikeHome in which they try
to show what home actually means to people trying to connect emotionally to people in a
creative way so that people would get attracted easily
Another marketing strategy used by common floor is Locality virtual tours.

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This marketing strategy used by comonfloor was completely out of the box and has been never
tried by any other of its competitors, which gives them edge over others, and customers are
eager to try this technology and feel the real time experience.
 Square Yards
The recent scheme launched by Square Yards was final hours in which customers will get
various offers for the houses. The marketing campaign was named as #wisevalentine.
 Guaranteed low prices
 48 hours of attractive offers
 On spot loan approvals.

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 Top Developers
 Up to 10% savings under PMAY subsidy
Another marketing campaign, which was launched by Square Yards, campaigned as
#SquareYardswaliDiwali back in November. By this marketing, they were successful as they
promoted various properties like an exhibition store where customers can choose the property
according to their needs with lowest price guaranteed as customers want to find their dream
home, which is not too costly and does not tear their pocket by paying huge chunk of money
to brokerage
11) Regrob Marketing Strategies
One of the main tool used by Regrob is social media marketing and they are trying to reach on
every social media sites that are available and has many active members.
 Instagram Marketing
Regrob considers Instagram marketing as me of the best tools because over 500 million active
users it is one of the best way to reach out to the customers. It interacts with customers to gain
its loyalty as well as hashtags are the major part of today’s social media platform so Regrob
uses creative hashtags due to which it post can reach out to the customers easily as well as
creative hashtags can catch the eye of the customers in the blink of a second. As seen in the
above pictures creative post also helps to add spark in the work and according to Regrob
Instagram post should revolve around branding as the focus along with this it cross promotes

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its post that is one of the thing, which every firms are following nowadays and not just that
they are using free Instagram tool due to which they can invest their money elsewhere.
 WhatsApp Marketing
As WhatsApp is, the free messenger app and everyone are available on WhatsApp a buyer or
a seller due to which it is easy to keep in touch with the leads. Information can be shared among
customers very easily as agents can be contacted easily just by leaving a text because it is very
hectic to call the customers. It is also a creative approach because real estate can engage
customers with their products as well as images, documents, and audios as well as videos can
be shared promoting on WhatsApp is an effective way. Thus it saves the money and customers
can reach out very easily thus helping the customers to find their dream house very effectively.
 Facebook Marketing
As Facebook has dominated social media for a long, period having a company’s own page as
well as it is about section should tell about the vision of the company. Details such as
 Links to the blogs
 New articles
 New Product announcement
 Video promotions

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This all are the prime focus for keep their customers intact with their daily work. Regrob also
tries out to reach to various groups or be a part of the discussion so that they can attract new
set of customers and pull the customers of competitors towards them. Regrob tries to upload
post, which can attract more traffic towards their page.
 LinkedIn Marketing
LinkedIn is very most of the best minds present and due to which it makes this as one of the
best sites to promote about Regrob recent activities. Regrob does various Q&A sessions to keep
the customers active as well as let them know about recent trades in real estate sector. One of
the strategy, which Regrob uses, is to find when and why to post it keeps the track of traffic
and post at the time, which makes their post to reach to the customers easily. It post the content
which matches the mind-set of their network due to which their network can share their post
and it reaches to maximum people thus using a smart way to make their content to reach as far
as possible rather than posting random stuffs.
 Pinterest Marketing
One of the most prominent sites growing over the years is Pinterest as it is one of the attractive
sites known for its content creation and Regrob has reaches out to use it as well as its marketing
tool. One of the important things in Pinterest are its board which has to be minimum 10 and
Regrob updates it daily so that it can attract more traffic on this page. They try to apply same
strategy as they apply in LinkedIn find the customers and what they are active more and post
at that time as well as it tries to find which Pin has gained more attraction and tries to post

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according to that pin in their following post. One of the main reason of Regrob is using it
successfully they try to post detailed description as well as tries to end with an action because
good call to action has increase of 70% of engagement over the post due to which users like it
more as well as re pin it.
 YouTube Marketing
One of the innovative way Regrob has done is providing Real time videos to the customers as
well as reviewing about the property on YouTube .So that customers can sit at their home and
can just know about the whole property description as well as its model room and surrounding
within a span of 10 minutes. Due to which customers can make a steady decision and save their
money as well as time. Regrob started its business based on real time video concept and
YouTube is helping to reach out the customers. They use cross marketing by sharing YouTube
videos on Facebook as well as small part of its video on Instagram so that it can attract more
users over all social media pages
Regrob also has its own blog page where it writes about the real estate trends as well as what
is Regrob doing and as well answers customers on Quora to gain the attention of the users.

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12) Analysis of marketing strategies of Regrob with its competitors
As seen the marketing strategies of Regrob and its competitors we can see that Regrob has
tried to reach on different platforms but it has not fully capitalized any social media sites fully.
As one of the recent companies in the market, it has to compete with the companies, which are
well known and fully established
Magicbricks are using influencer as well as their social media handles to promote their business
as shown in the advertisement they are selling property like vegetables in grocery market, they
can choose properties according to the needs, and desire as customers has its in mind. One of
the newest marketing strategies, which is used by many big companies that is story telling
marketing thus Magicbricks is using emotional attachment that attract customers as they can
relate to their daily lifestyle due to which it gets more customers as well as barring this they
are promoting themselves on various newspapers and television ads. In this Regrob has not
utilized to its fullest Regrob has not used television or newspaper ads promotion due to which
they are lacking behind to attract the customers which can be there daily customers for them
as well as they let their customers to post free ads on their page
Another spearhead of the real estate brokerage industry is 99acres which has more or less used
marketing strategies same as that of Magicbricks. They are promoting themselves on hoarding
and cubical advertisements, which is one of the old way but still can work which Regrob has
to fail to target that way of marketing due to which customers are not aware of the Regrob
vision and mission.
One of the firm, which is as new as Regrob but due to its smart way of marketing is getting
many popularity in short space of time. They have used Bollywood stars, which are popular
among customers to promote their brand due to that it has been able to reach the customers. As
well as using other apps like TikTok, which has been very popular among teenagers nowadays
to promote their brand by giving various hashtag challenges and having price money as well
as providing cricket world cut tickets to few lucky customers. Regrob has failed to use this type
of marketing as this is fun and can get customers to get attract more easily as this type of
marketing can be termed as viral marketing or world of mouth. Word of mouth in which famous
personality is promoting the brand and viral marketing through various hashtag challenges that
will let more users to promote.
Commonfloor also has its unique way of marketing that is different from other brands one of
the unique marketing technique which Commonfloor has added in in its list that is virtual reality
marketing. They let their customers to post requirement and let them search property according
to needs. They have separated properties according to needs of the customers and show the
property which customers wants as well as displaying the property in 3d way even though
Regrob is using real time video application they have not used better experience way to attract
the eyes of the customers. Customers are using Commonfloor because of the clear video
viewing experience as they are using advance way to display their properties Commonfloor is
also using exhibition of the properties for marketing their brand which Regrob has not
implement yet to fullest to show what Regrob has in its locker.

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Another recent entry in this marketing field is Square Yards, which are using its own unique
digital marketing strategies to gain the attention of the customers which Regrob has not focused
is providing discounts on special occasions. In Indian market occasions are considered to be
good sign so providing offers on that occasions has been the main highlights of Square Yards
due to which they have won many awards and prices in this short period whereas Regrob has
not focused in this type of marketing. This has helped to gain Square Yards many customers
as Indian customers get attracted to the brand that offers them lowest price due to which it can
gain high customer based.
One of the main disadvantages of Regrob has they have not done app based marketing as
customers will prefer application rather than searching everything on websites. Whereas its
every other competitors has application due to which customers are more known about that
brand and application based marketing does not cost any investments as other marketing
strategies.
Regrob has failed to capitalize small details of marketing like storytelling, word of mouth or
viral marketing or having its own application for more user-friendly experience as apps are
much easier for users to use than websites, which may sometime takes long time to load unlike
app.
Screenshots of application of its competitors.

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13) Comparison of online real estate brokerage companies
through Google trends
 Web Searches for the Regrob with its competitors
Week Regrob MagicBricks 99acres Housing Commonfloor
01-02-2019 1 61 43 51 3
24-02-2019 0 76 56 57 4
01-03-2019 0 48 42 38 4
10-03-2019 0 79 65 43 4
15-03-2019 0 55 48 39 5
21-03-2019 0 54 40 32 6
29-03-2019 0 58 44 43 6
01-04-2019 1 58 44 44 4
10-04-2019 0 50 52 36 5
15-04-2019 0 54 48 31 2
21-04-2019 0 52 56 31 3
27-04-2019 0 56 54 31 4
29-04-2019 0 56 49 41 6
01-05-2019 0 61 58 31 3
05-05-2019 0 54 54 39 4

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14) Suggested marketing strategies for Regrob
 Celebrity endorsement
Celebrities in India have a huge fan base due to which many businesses are using this as one
of the weapons for promoting their business. If they see their idol promoting this brand, it
automatically attracts their huge fan base because according to them, the idol is associated with
these brands and they will not leave behind a chance to follow them. As seen by the brands like
Magicbricks, Housing, etc. However, celebrity endorsement may carry a huge investment but
celebrity can promote about the brands on their handles Instagram, Facebook as well as Twitter
while promoting on television. Celebrity can also promote with the help of word of mouth,
which we will discuss later about this marketing. Therefore, celebrity endorsement can turned
out to be a masterstroke to take brand from zero to ten.
 Marketing campaigns
One of the other marketing strategies, which is not used by Regrob as much. Marketing
campaigns like many brand are using hashtag campaigns to promote their firm or providing
offers on a special occasions as used square yards even though this type of marketing as next
to no investment. Nevertheless, this tool of marketing is every effective as well as exciting for
the customers because they get offers as well as they can have fun and get various offers. Many
brokerage have various marketing campaigns such as apnidiwali, wisevalentine or
housingchallenge. These campaigns have proved to be very successful without even spending
a single penny.
Advantages of marketing campaigns are as follow:
 It is cost effective
 It correctly places brand in the mind-set of the customers
 It builds internal morale
 Helps to analyse brand in depth and enhance the brand
 Selling advertising space on websites
This can help Regrob earn money as well as promote their brand because if they let other sites
to promote on their pages this can also lead to cross promotions. Regrob can let promote small
start-up companies to promote on their page, which in turn will lead start up brands promoting
Regrob. Using this strategy not only Regrob gain some money but also let them promote their
brand sites as Magicbricks have been implementing this strategy from the long-time back
developers are happy for promoting because they do not have to shell out single penny from
their pocket. Due to which sites like Magicbricks are getting more number of developers and
has a built a loyalty among the developers and Magicbricks due to developers are letting
Magicbricks promote their brand and in return they are getting more number of customers for
their brand as well as developers are promoting their brand with the help of word of mouth.
This type of marketing because if one follows many more people can join to follow the brand.

53
 Newspaper advertising
Another marketing strategy which they fallen to use to its fullest is that of newspaper. Even
though Regrob is trying to reach the masses through social media, marketing their target
segment is mostly around the age of 30+ who will buy property from them. Most of the people
who falls under that age of bracket is not so active on social media sites they still follow the
old school styles of reading newspaper and Regrob have not used this as a marketing tool. Due
to which they are not able to gain much leads even though they have such a unique business
model, which can differentiate them from their competitors.
 Brochures and Pamphlets
Another marketing strategy that can be mixed with the newspaper marketing is by spreading
brochures and pamphlets even though this may not be such effective marketing strategy still
carries huge set of values by spreading some offers of the companies as well as by promoting
campaigns of the business of the company. However, many brokerage industry do not follow
this marketing because its consider to be a marketing strategy which can be used 10 years back
still many firms are been promoting their brand.
 Promoting their brand on Yourstory
Yourstory has been considered one of most desirable sites for start-ups to promote about their
firms and sites like Magicbricks, Housing, etc. Even sites like amazon, Facebook promote
about their work on this websites and due to which various brands are successful because
people have read about the struggle and inspirational stories about the brands due to which
people get emotionally attached to the brand thus gaining popularity. Another strategy that
Regrob has left to effectively use is promoting about their firm on Yourstory they have not
posted a single article about the brand and how their brand went through various challenges in
their starting phase. But its competitors has use this tool also to promote their business and get
more number of consumer base thus gaining advantage over Regrob. Even though investing on
this type of marketing may not cost much to the firm because its cross promotion and Yourstory
is promoting their brand in a creative and effective way to reach out to their consumer base,
which can attract many leads and grow the business by getting more number of consumer to
know about what Regrob stands for.

54
 Mobile marketing (Setting up their own application)
It is said that mobile marketing is the new style of digital marketing and mobile is the integral
part of every person’s day-to-day life. It is not only easier than other marketing but it can help
to communicate with customers easily as well as ads can be promoted on the application, which
is used by many firms. Regrob could easily notify their customers by notifying about the type
of property they are looking for.
Importance of mobile marketing
 Availability of quick service time
 Mobile has become important part and it is undetectable part of life.
Thus by not having application for Regrob they are not capitalizing to attract huge consumer
base as showing above many of its competitors have its own application and are running
successfully. Thus they are getting more number of leads than Regrob because it is easy for
customer to access rather than scrolling through websites every time and it is not that easy to
search on websites because through application customers can easily find their ideal property
as per needed.
This is some data related why some people have app preferred over websites
The above picture depicts the perfect scenario what are Regrob has been missing over the year
they are neglecting huge consumer base by not having by not having a mobile application.
Due to mobile marketing their visibility will increase among customers it is said that our brain
unconsciously scans every image and text we go through even though customer may not use
that app he still has to unlock and scroll around. Application based marketing cultivates
customer loyalty. Many application rewards their customer if they visit their store or developers
thus gaining some bonus points. One of the most important thing is if they have to find a house
customer should first recall Regrob this is known as brand awareness. With the help of push
notifications, you can remind customers about your brand thus increasing popularity this will
in turn increase the profits of the company and as mentioned above it is more accessible than
websites because they are much more easy to use. Regrob can provide better customer service
Source: https://www.imarkinfotech.com/7-reasons-business-needs-mobile-app/

55
.
 Storytelling marketing
In today’s business decision, makers are becoming less attracted towards hoardings and
banners and are focusing on story telling or narrating their marketing promotion. In the recent
studies, it has seen that story telling marketing is 20 times more effective than that of placing
a hoardings or banners. Through a recent survey it was found out that 92% of customers want
brands to make ads which feels like an story.
There are various modes of storytelling, which can be implemented by Regrob
1. Data-driven storytelling
2. Mini-ads
3. Customer- led storytelling
4. Philanthropic storytelling
5. Immersive storytelling
6. Dark social
 Viral marketing
Viral marketing is a campaign in which a message spreads like a virus among users. Even
though viral marketing depends on the luck it is not easy to promote a brand through this of
marketing as its needs something unique as well as special to spread among the customers. One
of the thing for viral marketing is to work is to not over spam due to which google may block
it because of the over spamming. Even though it is not so sure to work effectively every time
there are many advantages of viral marketing. It has a very big potential to reach out to n
number of customers, It is not invasive because in viral marketing users are one who spread
the videos thus participation of customer is more as. It helps to build the brand by increasing
the brand awareness among the customers because content is so creative as well as powerful
that users themselves want to share the post thus increasing the recognition among the
customers and all this comes in an investment which is close to zero.
 Email marketing
Email marketing is considered too fast and flexible to gain new customers as well as retaining
customers. It allows use to create personalize and creative messages for the customers which
will help Regrob in building meaningful relationships. However, there are various advantages
as well as disadvantages of this type of marketing. Advantages are that it can be permission
based as well as it will have flexible designs. It can be scalable as well as shareable and
measurable among the users. Email can be personalized and segmented according to the needs
of the customers. It will be considered as real time marketing, it will be cost effective, and it
will be less intrusive. Nevertheless, it also has its own disadvantages before Regrob try to use
it. Sometimes due to lack of notice, email can be considered as spam, which will irritate the
customers by seeing n number of emails in their inbox. It may sometimes may not get delivered
to the customers due to various issues and it may as well face design problems because it should

56
not be too long and unattractive. There can size issues as well because should be small not too
big to download easily. For successful email marketing, there should be enough resources and
skills lack of resources can work against the firm.
 Restart blogging page
Regrob has its own blogging page, which is very effective and has lot of useful contents posted
on it which can help their brand to create awareness by constantly posting about various
marketing news about Regrob
Regrob can constantly put about what they have achieved in recent weeks rather than just
posting the flats and developers description as Regrob had previously had very informative
description about the real estate as well as marketing news.
 Events and activities
Nowadays many brands are promoting their business by various events and activities like for
example Magicbricks had its own property exhibition for the people to look after even though
it is not that effective as other type of marketing by doing such events or being a promotional
partner by which they can gain a customer base. Promotional partner for some race events, etc.
Because in such events many people gathered due to this, they can create a brand awareness
amongst the customer by participation in such events. It is a huge investment and it is not one
of the top priority for marketing.
 Marketing on Quora
It is considered that for marketers Quora is one of the main source to promote as well as what
customers are looking for and what is puzzling the. Even though Regrob has its own Quora
page it has not been so active like its other competitors who are constantly promoting their
brands. With the help of Quora, they can know who are constantly viewing them what are the
number of upvotes they are getting on their answers as well as it add one more effective social
media marketing on their list. As well as it is, not take any huge investment thus making it a
cost effective for Regrob to promote its service easily to the customers. By using, Quora Regrob
will gain notice in other publications. Quora has more or less same users as that of LinkedIn s
it is easy to target the segment even more effectively.

57
15) Learnings from the internship
Throughout my 3 months of SIP, I got to know how Real estate industry as well as brokerage
industry work. During my internship period I visited various developers had a look at their
properties as well as collected the information from the developers about their property.
Following are the list of work we had to do during our 3 months SIP period.
 I had to shoot a complete video of the property
 Take a review video of the property
 I had to keep track of the apartment types, whether the apartments are RERA certified
or not
 House is constructed or ready to move in or not. I learnt to keep track on about
fluctuation in the properties.
 I had to look after the marketing strategies of its competitors
 I got to know during my internship period how it will be to work for an Real Estate
Brokerage industry
 I got to know how the mind-set of buyers work
 Suggest marketing strategies for Regrob
 Analyse the trend in the Real Estate industry.
 I learnt how to communicate with developers get the necessary insight details from
them.
 It helped identifying the factors that needed to be analysed in every property, which
also helped in reviewing them.
This SIP has been a great insight for me and this SIP has thought me a lot it has developed by
marketing skills when I work as well as invest in myself.

58
16) Conclusion
Regrob in a short period has developed itself as one of the leading firm in the brokerage
industry by using a different business model. The firm began as the brokerage industry now it
has added option of renting the apartment as well as providing home loans to its customer.
However, this project helps to understand what customers want from the real estate agencies
and what can be the mind-set of the customers. What competitors are implementing and what
better techniques Regrob is using for the customers as well as the marketing strategies that can
help to reach to the customers easily. The brand awareness of the company as well as service
provided by them.
I got to know about the marketing strategies and how the service is provided to the customers
by the brokerage industry and how the data is collected.
Putting all the eggs in the single bucket can be very risky and can turn any successful business
penniless thus having different marketing strategies is very important thus through my
interview period I have learned about my marketing.
Hence, I can conclude with understanding the business model of Regrob Infrastructure Pt. Ltd.
I had to collect information from builders in order to enhance customer experience. I had to do
a competitor analysis. To do an analysis of Regrob Infrastructure Pt. Ltd based on various
marketing models. I came up with online and offline marketing strategies for Regrob
Infrastructure as well as use a marketing concept to understand the whole field.

59
17) References
Books
 Marketing Management: By Philip Kotler, Kevin Lane and Keller
Websites
 https://pdfs.semanticscholar.org/ec0e/cef439a12e68023540dbfa8f7b7f515f8083.pdf
 http://abhinavjournal.com/images/Commerce_&_Management/Feb13/9.pdf
 https://www.ibef.org/industry/real-estate-india.aspx
 https://www.dnb.co.in/publications/IndiasLeadingInfrastructureCompanies2013/const
ruction.asp
 https://www.slideshare.net/prasant26/real-estate-in-india-31809445
 http://www.ijarras.com/papers/the-swot-analysis-of-real-estate-industry-in-india
 https://www.slideshare.net/DebdutMajumder/regrob-profile
 https://www.slideshare.net/saumyashaarma/franchising-with-regrob
 https://www.owler.com/company/regrob#competitors
 http://blog.magicbricks.com/byline/magicbricks-marketing/
 https://www.slideshare.net/rahulkothari31/99acrescom-29463175
 https://www.myonlineca.in/startup-blog/housingcom-from-journey-to-marketing-and-
revenue-strategies
 https://www.squareyards.com/blog/success-story-thriving-entrepreneur-uae-tanuj-
shori
 https://business.linkedin.com/marketing-solutions/blog/b2b-content-
marketing/2018/what-is-b2b-marketing--definition--strategy--and-trends
 https://b2bprblog.marxcommunications.com/b2bpr/how-to-boost-your-b2b-
marketing-plan-with-social-media
 https://blog.regrob.com/real-estate-brokerage-business-in-india/
 https://www.google.com/search?q=99acres+ads&tbm=isch&source=iu&ictx=1&fir=
G0AZUlEegOrS5M%253A%252CpJUK2XOAvyhj5M%252C_&vet=1&usg=AI4_-
kTFB88Z1wOWtGE1LrEqrWyCqq4-
tA&sa=X&ved=2ahUKEwjsm5ar_oviAhWI6XMBHYjlDjkQ9QEwEnoECAkQBA#i
mgdii=G0AZUlEegOrS5M:&imgrc=Q3pIvy9BTLFpNM:&vet=1
 https://www.afaqs.com/news/story/44459_99acres-3D-keys-to-dream-homes
 https://blog.regrob.com/effective-social-media-marketing-for-realtors/
 https://www.theseus.fi/bitstream/handle/10024/136513/Lehtinen_Nina.pdf?sequence=
1&isAllowed=y
 https://www.kestone.in/4-major-benefits.aspx
 https://technians.com/blog/importance-of-mobile-marketing/
 https://technians.com/blog/importance-of-mobile-marketing/
 https://digitalmarketinginstitute.com/blog/20-09-17-6-ways-brands-can-boost-their-
storytelling

60
 https://www.cyberclick.es/numericalblogen/what-is-viral-marketing-advantages-and-
examples
 https://www.nibusinessinfo.co.uk/content/advantages-and-disadvantages-email-
marketing
 https://www.accuracast.com/articles/social-marketing/what-is-blog-marketing
 https://www.slideshare.net/shikhasinha54/summer-internship-project-indiabulls
 https://trends.google.com/trends/explore?q=%2Fm%2F0_h04f5&geo=US
Company-Details
Most of the data is taken from the company website
 https://regrob.com/
 https://www.slideshare.net/DebdutMajumder/regrob-profile

61
18) Appendix
A detailed description of the project
1. Date of visit
2. Name of the project
3. Location
4. Project status or Possession
5. Property Type
Apartments
Land or Plot
Villa
6. Configuration
1BHK or 1.5BHK or both
2BHK or 2.5BHK or both
3BHK
4BHK
Dd-mm-yy

62
7. Number of units
8. Price Per Square Feet
9. Area Size
10. Contact Person
11. Contact Number
12. Email id
13. RERA Certified
Yes
No
14. Facilities Available
Gym
Swimming Pool
Children’s Play area
Jogging or walking track
Elder’s enrichment club
24*7 surveillance camera and security

Marketing Strategies for Regrob Infrastructure Pvt Ltd

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