DLF is a major real estate developer in India that has been operating since 1946. It develops residential, commercial, and retail properties primarily in Delhi and Gurgaon. Its business lines include housing projects, IT parks, shopping malls, hotels, and infrastructure. To promote its various real estate projects, DLF utilizes mass marketing through print ads and signage, as well as direct marketing techniques like mailers and project brochures. It also has a presence across major cities in India through its many office buildings, IT parks, residential complexes, and retail malls currently under development. Recently, DLF introduced a new cost strategy to account for escalations in construction costs, whereby an audit will determine price increases or decreases based on

1. Construction (Real Estate):
A study on DLF

2. INTRODUCTION
 DLF was a real-estate developer in India
primarily into development of residential,
commercial and retail properties.
 They spanned all aspects of real-
estate development, from the identification and
acquisition of land, to the planning, execution an
d marketing of projects, through to the maintena
nce and management of completed
developments.
 Since the founding in 1946, the business
focused on real estate development in the
National Capital Region, including Delhi and
Gurgaon.

3. What Is Marketing Mix?

4. Products of DLF
The company’s business is spread across
different divisions:
 Office–Commercial
 Home–Residential
 Shopping Mall
 Retail
 SEZ's
 Hotels
 Infrastructure
 Leisure

5. Housing:
 DLF Capital Greens, Shivaji Marg, Delhi
 Express Greens, Gurgaon
 The Belaire Gurgaon
 Green Estate, DLF Nandigama (Shamshabad
Extn.), Hyderabad
 Westend Heights, BTM Bangalore
 Garden city DLF OMR, Chennai
 Garden city DLF New Indore, and many more

6. Commercial
 DLF Cyber SEZ Gurgaon Building 14
 DLF IT Park Gandhinagar
 DLF IT SEZ Chennai
 DLF IT SEZ Hyderabad
 DLF IT PARK–II Kolkata
 City Centre ,Chandigarh
 The Galleria Jallandhar, Punjab
 The Galleria Kolkata
 DLF Towers Banjara Hills, Hyderabad

7. Completed projects:
 The Summit, Gurgaon
 The Pinnacle, Gurgaon
 The Regency Park–II ,Gurgaon
 The Richmond Park ,Gurgaon
 DLF Exclusive Floors, Gurgaon
 The Silver Oaks, Gurgaon
 DLF Centre, Gurgaon
 DLF Gateway Tower, Gurgaon
 City Centre Shalimar Bagh, New Delhi, and many
more
 DLF also boasts of the prestigious DLF Golf and
Country Club with night golfing facilities.

8. Promotion
 Mass Marketing-This will focus on providing the
maximum coverage for the project. The key elements of
this will be :
 Print advertisements in newspapers
 Print advertisements in relevant magazines
 Hoardings at strategic locations
 Direct Marketing:-The key elements of this will be:
 Mailing project brochures to select existing and
prospective customers
 Sending walkthrough CDs to select existing and
prospective customers to enable them to get a feel of the
project.

9.  Indirect Marketing- The key elements of
indirect marketing will be:
 Sales through big property consultants
specifically international property consultants
 Sales through local brokers
 Other complementing Activities- These
would include:
 Working closely with a selected group of
banks/financing agencies who would be
interested in extending financing facilities to
individuals planning to purchase residential units.
 Participating in property development exhibitions
in India (and abroad if required) in order to attract
target customers.

10. Place- DLF’s Presence in India

11.  Offices:
 DLF Towers Jasola - Twin towers at Jasola, at a
strategic location of having Commercial & Retail
activity catering to the entire population of Jasola
and the vicinity of Noida, Delhi, Mathura road
commercial development and Okhla.
 Built Up Area: 10,36,188 Sqft
Status: In progress

12.  IT Parks / SEZs:
 IT Park Gachi Bowli Hyderabad - The total project has a total built up
area of 1.9 million square feet.
 Built Up Area: 1.9 million square feet Status: In
progress
 7B, Gurgaon - Tapering structure of eight floors strategically located
in Cyber City, Gurgaon to cater to Royal Bank of Scotland .
 Built Up Area: 1, 81,844 Sqft Status: In
progress
 3C Galaxy, Noida - Designed & developed as state-of-art IT space,
four towers at Noida will provide solution to the growing requirement of
the IT sector.
 Built Up Area: 17, 48,114 Sqft Status: In
progress
 DLF Techno polis, Bangalore - Spread over an area of 15 acres, the
office blocks are designed to provide hi-end workspace, taking into
consideration the need for open space.
 Built Up Area: 5,25,518 Sqft Status: In

13.  Residential:
 Magnolias, Gurgaon - Premium Residential
apartments overlooking its own golf course.
 Built Up Area: 52,06,441 Sqft
Status: In progress
 Park Place Gurgaon - The Park Place complex
comprises a number of multi storey towers with a
total built area of apprx 4.25 million sq feet.
 Built Up Area: 4.25 million square feet
Status: In progress

14.  Retail:
 Mall Of India, Gurgaon - The total project has a
total built up area of 6.0 million square feet.
 Built Up Area: 6.0 million square feet
Status: --
 DLF Times Square, Noida - Positioned to be
amongst the largest retail outlets-will offer a unique
architecture and enthralling ambience and grand
entertainment outlets
 Built Up Area: 21, 52,000 Sqft
Status: In progress
 NTC Mall, Mumbai - Will be the premier shopping
mall in Mumbai which will set new standards for the
city.
 Built Up Area: 26, 90,000 Sqft
Status: In progress

15. Locality Price range( Rs/ sq-ft ) Average price (Rs/sq-ft)
Ambience Island 13,010-16,133 14,571
Ardee City 5,786-9,616 7,701
Baharampur Naya 7,767-9,442 8,604
Basai Road 3,600-5,870 4,735
Behrampur Village 5,594-7,191 6,392
Bestech Park View Spa Next 6,963-8,195 7,579
Block G - -
Central Park 1 12,897-15,652 14,275
Central Park 2 8,541-10,492 9,517
Chanderlok 9,980-13,013 11,497
Cyber City 11,110-13,527 12,319
DLF City Phase 1 8,746-11,030 9,888
DLF City Phase 2 11,329-13,898 12,614
DLF City Phase 3 10,666-14,712 12,689
DLF City Phase 5 11,218-14,267 12,743
DLF Golf Course Road 10,635-15,713 13,174
Devinder Vihar 7,154-8,893 8,024
Dhorka 3,125-4,946 4,035
Dlf City Phase 4 10,407-13,123 11,765
Price

16. New Cost Strategy
DLF is coming with new strategy of levying escalation
charge on buyers. In the last three years DLF has seen a situation
where the construction cost has gone up by nearly 40%. In order
to protects its margins and it has devised the new escalation
charge, which will be based on RBI index of steel, cement etc.
There is a formula that they have come out, that gives each of the
commodities a weightage and an independent audit firm is then
going to compute the actual acceleration that has taken over the
time of construction. Therefore that will then be added onto sale
side after the construction. So, one will have the ultimate price of
the apartment only post the construction is done. Some analysts
feel that this could be an increase or decrease of 10-11%. What
DLF has also written in its buyer agreement is that supposing we
see inflation cooling off and input cost actually going down as per
the RBI index that money will also be refunded.

17. Thank You