Marketing Activities of Roots Development ltd
Profile of the Organization
History of Real Estate Business
One of the fundamental rights of human being is housing. But regrettably a large number of populations in Bangladesh are still underprivileged of this requirement. One of the main reasons behind this situation the over population of the country. The rapid increasing of the growth is also alarming to deteriorate housing conditions. Even more to the reality is that every year a significant percentage of rural population arrived in Dhaka in order to search for job, study, for employment purpose, business purpose and others. On the other hand the land situation of the Dhaka city is gradually decreasing for many causes and becoming over population loaded.
Some pioneer group of companies started the housing and apartment business in the sense of real estate business in late 1970s in Bangladesh. Step by step during 1980s, very few were directly involved to develop this sector. Passing 1990s, this business has become a huge investing and massive contribution in national economy. It has become the most competitive business in Bangladesh and expanded throughout the country.
The Dhaka city is expanding rapidly due to rapid urbanization; the shopping activities have increased in different urban areas of the country. The life style of urban people has also changed. Now a days they want to live in a modem but secured place like apartment building. The demand of modern commercial complex and residential apartment is very high in Dhaka City. Besides the sponsors are experienced in similar sectors. Their observation and experiences have inspired them to construct such two types of projects.
In order to meet the housing problem of Dhaka City in particular RDL emerged on 2008. Now near about 600 Real Estate Developer Companies are engaged in this business. As a result, real estate business in Bangladesh holds much popularity now-a-days. That’s why prosper is very is good indeed.
The shortage of affordable dwelling/ commercial place around the world was an immense problem, As Bangladesh is a member of LDC (Least Developed Country) the metropolitan cities housing infrastructure are not preplanned and well established. For this the people have been facing various problem of business/living. After analyzing that the company envisaged to fix up a target market on which it can concentrate. The average earning groups who are mainly the employers of the government organization or NGOs, entrepreneur of small businesses etc are the fixed target clients of RDL. We believe of our strength to meet the expectation of the client.
Background of Roots Development Limited
Roots Development Limited is a fast growing quality construction and Developer Company in Dhaka to accomplish the ambition of typical breathing apartment and worthwhile endeavors. A house of eminent local, American and European sound immigrant entrepreneurs, full proficient experts of planner, designer and engineers have been contributing for different tasted residential houses particularly for Bangladeshi immigrants and archetypal buyers.
An inclusive address for sound living with no hazards is the vision of the company. The immigrants already finding their way to build up a bridge between their heritage and dreams of reality through and to the real roots.
We are passing through the golden era of internet & telecommunication where the whole is considered as a mere global village. The choosing tendency of people is changing day by day. So the standard style, quality, location, security and prestige are the uncompromising concern of the company will apart anyone buyer from the flow of traditional dwelling system.
Absolutely earth quake preventive standard construction materials with Bangladesh Standard Testing Institute (BSTI) approvals, Rajdhani Unnyan Kartripokhya (RAJUK) approved design, prescribed salient fitting & fixtures will assure our valued customer for ever relation with and distinguished projects of Roots Properties Limited.
Reasonable and competitive price, timely hand over and after sale services are the fundamental policies of the company for your utmost satisfaction. We, Roots Properties Limited committed to building up our real roots.
Roots Development Company [RDL] is working for the development both in urban and its adjacent areas. It has the reputation in the quality apartment and commercial complex construction in the Dhaka city particularly in remarkable areas.
RDL the promising shape of the capital city of Dhaka’s present urban outlook and life style. RPL is the name of belief that has already marked its success as one of the exclusive Real Estate Company in the perspective of Real Estate production in Bangladesh. Accomplished and valued client’s pleasure is its motto. It pledges the spirit of time of the day and most excellent quality within the reach of the urban dwelling system.
After incorporating RDL. The success of the company goes to its experienced and skilled personnel’s. A team of hard-core professionals consisting of engineers, technocrats planners and architects along with a dedicated workforce help to achieve, which a few others could hope for total quality to the absolute delight of the customer. RDL has successfully started to construct different apartment projects located at Bosundhara,Banosree, aftab nagor, Uttara, Mohammadpur, Kalabagan, Kanthal Bagan, Elephant Road, west Dhanmondi and Mirpur areas in Dhaka city. The sell process of those projects is on function on first come first serve basis.
In RDL, construction materials and equipments are procured with great care so as to ensure highest promising standard of construction. RDL is enthusiastic to preserve a high standard in quality control and work of genius. Use of high quality materials and high-tech equipment is a daily routine for RDL family.
RDL assures its valued clients of entire service backed by years of collective efforts of the company and a widespread assortment to unbeaten mission. After sale service that turning point on our complete appreciative and hope of your expectations, aspiration and desires.
The whole strength of RDL is absolutely competent to build up a separate and tasted apartment class, commercial growth and urban development progress. Those who visited once the projects of RDL, remains a smooth and continuous communication. We assure the security of their invest first of all. RDL thinks of product first. The company always bears the courage of expenditure the actual need for any construction. Superiority for quality is an ethical matter in company’s motto. The in detail knowledge with growing tendency from accomplishing huge residential and commercial projects has no alternative. This effort has really made us a different than other traditional flow of rising companies.
Objectives of the Company
? To reach the goals of organization in individual aspects & the company as a whole.
? Efficiency of the work force by employing their skills & abilities.
? Providing employees with proper standards of job satisfaction.
? Providing the organization with well trained & well motivated employees.
? Communicate the policies to all employees of Human Resource Management issue.
? The objective is to have a clear knowledge of planning, organization and leading.
2.4 Mission of Roots Developments Limited
To provide best quality service for Roots clients at a price that is competitive yet affordable and delivers on time. RDL will constantly strive to improve our service delivery by new technology, innovation and creative ideas.
2.5 Policy of Roots Developments Limited
Roots policy is to work in partnership with our clients. We make sure we fully understand our clients’ needs and concerns. RDL work together to work out the best strategy and tactics needed to deliver what RDL promise
We are an ethical and eco-friendly company. We work in partnership with local authorities, local communities and other statutory bodies to ensure that we not only satisfy the authorities’ legal requirements we also take into account the environmental effect our development may have for local communities. We are very conscious about the damage some developments may cause to local environment.
2.6 Roots consideration in site selection
- Roots normally work in and around the Dhaka City, but for a major and exciting project we will take on any challenge anywhere in the country.
- Roots Development Company selection of sites is determined by the availability of schools, colleges, banks & financial institutions, hospitals & clinics, markets & shopping centres and parks & recreational facilities within a reasonable distance from the development site. RDL prides itself in its ability to provide a safe and secured environment with a strong emphasis on enhancing the area’s aesthetic appearance and beauty.
- Finally Roots consider, Customer satisfaction’ is our only measure of success. Our customers are our best assets. To serve and satisfy Roots customers is one of Roots primary goals.
2.7 Roots Business Areas
RDL is a provider of apartment, shop, office space, rental service and security service for specific client segments. RDL also provides architectural solution for building design and logistic solution for construction.
RDL selected client, sectors include top-level management personnel of national and multinational companies, small business enterprise, government employees, NGOs, distribution and others. RDL segmented the client groups on the basis of social structure. RDL provides its client exclusive apartments, rental service, and security service.
RDL corporate structure, based on its business areas, has been developed and the focus of the company’s strategy has been directed to the management of logistic chains and technical information as well as the supply of construction related raw materials.
2.8 Roots Commitment and Specialty
- Roots Development Company [RDL] has originated the following core commitment and policies to establish secured and foreign standard living atmosphere in Dhaka. The dependable and constructive steps of RDL absolutely made it different standard development company from the traditional flows. RDL clearly declares that:
- RDL never compromises with its quality for secured living and uses Bangladesh Standard Testing Institute [BSTI] approved construction materials as per proper rules and regulations of Rajdhani Unnyan Kartripokhya [RAJUK].
- RDL always makes the valued investors assured the handover of their living project within the scheduled time frame.
- RDL has engaged a high profiled expert team of architect designer, planner and environment specialists for extra ordinary Archetypal Design.
- The mission of building up sound and complete apartment for only two types of buyers: only Bangladeshi immigrants in abroad and conscious buyers.
- RDL always chooses lands only in prime locations in Dhaka and land size is a great concern for avoiding huge gathering in a living apartment complex.
- RDL chooses lands at such a prime location in Dhaka with all type of communication facilities.
- RDL is the only committed developer company in Bangladesh that the valued buyers in land and in abroad always feel free for their secured investment.
- Competitive price, flexible and affordable payment mode, available loan facilities with minimum interest rate [if needed] is very favorable to our valued clients.
- After sale services for utmost satisfaction of the client for peaceful and comfortable living, RDL has adopted practices of ever relations with them.
- RDL builds your home to generate your roots.
Contact Information
Roots Development Ltd.
Membership No : 799/2010
Business Type: Real Estate Firms/Developers
Suvastu Arcade (9th Floor) 46-48 New Elephant Road, Dhanmondi
Dhaka, Bangladesh
E-mail:info@rootsdevelopment.com
Phone : 8621247, 9120695, 8618160
Fax : 88-02-9665430
2.9 Management of Roots development Limited
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2.9.1 Organ gram of Roots Developments Ltd
2.9.2 Departments of Company
Roots Developments Limited has six departments for operating the company. The departments and their activities are given bellow:
2.10 Project List of Roots Developments Limited
2.10.1 Complete Project:
| Project Name | Roots- Aridonous |
| Project Location | Hs # 62, Rd # 05, Sec # 13, Uttara, Dhaka-1230. |
| Size of Apartments | Type – A: 1850 sft |
| Project Hand Over | June 2009 |
Map Location :
| Project Name | Roots- ORUNIMA |
| Project Location | Hs # 30, Rd # 08, Sec # 12, Uttara, Dhaka-1230. |
| Size of Apartments | Type – A: 900 sft. Type – B: 1850 sft |
| Project Hand Over | December 2009 |
Map Location :
2.10.2 Ongoing Project:
1.Freedom Tower
| Freedom Tower | |
| Project Name | Freedom Tower |
| Status | Ongoing |
| Project Location | Plot: D4, Block: D, Main Road, Aftab Nagor, Rampura, Dhaka |
| Facing | South |
| Total Floor | 9 (Nine), Basement and Ground floor will be Parking |
| Lift | Available |
| Generator | Available |
| Flat Size | 1100 sft. & 2200 sft. |
| Bedrooms | 3 bed for 1100 sft and 4 bed & servent bed for 2200 sft. |
| Bathrooms | 3 for 1100 sft. & 4 for 2200 sft. |
| Total flats | 8-16 |
| Handover | June 2013 |
| Description | Freedom Tower is one of the most high-status and lavish south facing residential project at 100 wide main road, Aftab Nagor, Rampura. Both (approx.) 1100 sft. and 2200 sft. sizes apartments are designed in this projects. One unit one floor or two unit facilities are available here consisting spacious room arrangement with all state-of-art modern fixtures and amenities. While designed both aesthetical and functional quality has been maintained very carefully. It gives magnificent & elegant outlook of building. Maximization of advantages especially in relation to the daylight and outside view. Cross ventilation to be ensured throughout the apartments as far as possible. Privacy will be emphasized in designing the layout so that the master and second bed rooms are located away from the guest bedroom and main entertainment areas.
Each 1100 sft. apartment will consist of Three Bedrooms, Three Toilets, One Kitchen, Living, Dining and Verandahs. And each 2200 sft. apartment will consist of four Bedrooms, four Toilets in addition to a Servants Toilet, One Kitchen, wide Living, Dining, Family living, study room and Verandahs. |
2. Himadree
| Himadree | |
| Project Name | Himadree |
| Status | Ongoing |
| Project Location | Plot # 11/1, maya kanon, Basabo, sobujbag |
| Facing | South |
| Total Floor | 7 (Seven) Ground floor will be Parking |
| Lift | Available |
| Generator | Available |
| Flat Size | 800 sft. & 1600 sft. |
| Bedrooms | 2 bed for 800 sft and 3/4 bed for 1600 sft. |
| Bathrooms | 2 for 800 sft. & 3/4 for 1600 sft. |
| Total flats | 6-12 |
| Handover | December 2011 |
| Description | Himadree is an exclusively luxurious South Facing apartment project with 800 sft. & 1600 sft. apartment at Plot # 11/1, maya kanon, Basabo, sobujbag, the most posh living area near Motijheel C/A for peaceful living at present. Roots Developments Limited is going to create a mile stone building up this 7 storied residential project. One unit one floor or two unit facilities are available here consisting spacious room arrangement with all state-of-art modern fixtures and amenities. While designed both aesthetical and functional quality has been maintained very carefully. It gives magnificent & elegant outlook of building. Maximization of advantages especially in relation to the daylight and outside view. Cross ventilation to be ensured throughout the apartments as far as possible. Privacy will be emphasized in designing the layout so that the master and second bed rooms are located away from the guest bedroom and main entertainment areas. Each 800 sft. apartment will consist of Two Bedrooms, Two Toilets, One Kitchen, Living, Dining and Verandahs.
And each 1600 sft. apartment will consist of four Bedrooms, three Toilets in addition to a Servants Toilet, One Kitchen, wide Living, Dining, Family living and Verandahs. |
3. Onirban
| Onirban | |
| Project Name | Onirban |
| Status | Ongoing |
| Project Location | Plot # 19, Road# 3, Bonsree, Rampura |
| Facing | South |
| Total Floor | 7 (Seven) Ground floor will be Parking |
| Lift | Available |
| Generator | Available |
| Flat Size | 900 sft. & 1800 sft. |
| Bedrooms | 2 bed for 900 sft and 4 bed for 1800 sft. |
| Bathrooms | 2 for 900 sft. & 3/4 for 1800 sft. |
| Total flats | 6-12 |
| Handover | December 2011 |
| Description | Onirban is one of the most prestigious south facing residential projects of the company for its special location, design and facilities accommodation. At Plot # 19, Road # 3, Bonsree, Rampura . Both (approx.) 900 sft. and 1800 sft. sizes apartments are designed in this projects. One unit one floor or two unit facilities are available here consisting spacious room arrangement with all state-of-art modern fixtures and amenities. While designed both aesthetical and functional quality has been maintained very carefully. It gives magnificent & elegant outlook of building. Maximization of advantages especially in relation to the daylight and outside view. Cross ventilation to be ensured throughout the apartments as far as possible. Privacy will be emphasized in designing the layout so that the master and second bed rooms are located away from the guest bedroom and main entertainment areas.
Each 900 sft. Apartment will consist of Two Bedrooms, Two Toilets, One Kitchen, Living, Dining and Verandahs. And each 1800 sft. Apartment will consist of four Bedrooms, three Toilets in addition to a Servants Toilet, One Kitchen, wide Living, Dining, Family living, study room and Verandahs. |
4.
| Project Name | Roots- Odommo |
| Project Location | Hs # 25 (South Facing), Rd # 04, Block # C, Banosree,Rampura, Dhaka-1217. |
| Size of Apartments | Type – A: 900 sft. Type – B: 1800 sft |
| Project Hand Over | December 2011 |
5.
| Project Name | Roots- Oporajita |
| Project Location | Hs # 33, Rd # 24, Sec # 10, Uttara, Dhaka-1230. |
| Size of Apartments | Type – A: 925 sft. Type – B: 1850 sft |
| Project Hand Over | December 2011 |
6.
| Project Name | Roots- Oronno |
| Project Location | Hs # 17(new), Rd # 01,Pallobi, Mirpur, Dhaka-1230. |
| Size of Apartments | Type – A: 1100 sft. Type – B: 2200 sft |
| Project Hand Over | June 2012 |
7.
| Project Name | Roots- Orjita |
| Project Location | Hs # 33 (CP), Rd # 01,Pallobi, Mirpur Dhaka-1230. |
| Size of Apartments | Type – A: 1125 sft. Type – B: 2250 sft |
| Project Hand Over | December 2012 |
8.
| Project Name | Roots- Oporajita |
| Project Location | Hs # 33, Rd # 24, Sec # 10, Uttara, Dhaka-1230. |
| Size of Apartments | Type – A: 925 sft. Type – B: 1850 sft |
| Project Hand Over | December 2011 |
2.10.3 Upcoming Project:
Project Name: Roots- Lausanne
| Project Title | Lausanne |
| Project Name | Roots- Lausanne |
| Project Location | Mirpur |
| Description | Roots- Lausanne is also one of the most prestigious projects of the company for its special location, design and facilities accommodation. At mirpur BaraBag, plot # 1/5/A-B, west faces luxurious residential project. There remains 2400 sft. is with 4 wide bed rooms, 4 toilets, 4 verandahs, 2 wide living spaces, wide dining, drawing and separate servant bed & bath will assure your peaceful and secured living. 1200 sft. Apartments are designed with 3 bed, 3 bath, 2 verandahs, dining, drawing, kitchen, family living areas including all other facilities. 800 sft. Apartments are designed with 2 bed, 2 bath, 1/2 verandahs, dining, drawing, kitchen areas including all other facilities. 30 feet wide road passes away though the project. Both 2400 sft., 1200 sft and 800 sft. sizes apartments are designed in this projects. One unit one floor or two/three unit facilities are available here. Most up dated and modern fitting and fixtures made this marvelous residing place. Any one Bangladeshi immigrant in abroad or archetypal buyers easily chooses the project for extra ordinary and costly design and fittings. A brief on Roots- Sky de castllia Roots- Sky de castllia is one of the beautiful east facing residential apartment projects of the company for its location, design and facilities accommodation. At baitul aman road # 10, plot # 726/4/3 luxurious residential project. There remains 2400 sft. is with 4 wide bed rooms, 4 toilets, 4 verandahs, 2 wide living spaces, wide dining, drawing and separate servant bed & bath will assure your peaceful and secured living. 1200 sft. Apartments are designed with 3 bed, 3 bath, 2 verandahs, dining, drawing, kitchen, family living areas including all other facilities. 800 sft. Apartments are designed with 2 bed, 2 bath, 1/2 verandahs, dining, drawing, kitchen areas including all other facilities. 30 feet wide road passes away though the project. Both 2400 sft., 1200 sft and 800 sft. sizes apartments are designed in this projects. One unit one floor or two/three unit facilities are available here. Most up dated and modern fitting and fixtures made this marvelous residing place. Any one Bangladeshi immigrant in abroad or archetypal buyers easily chooses the project for extra ordinary and costly design and fittings. |
Project Name: Roots- Ortencia
| Project Title | Ortencia |
| Project Name | Roots- Ortencia |
| Project Location | Mohammadpur |
| Description | Roots- ORTENCIA is an exclusively luxurious South Facing apartment project. 60 feet wide Road [Mohammadpur Main Road (Nabodoy Housing)] passed away by the south front of this project. This is a 9 storied building including a car parking floor on ground floor. 3000 sft on each floor(Approx.). Any one valued buyer has the option to purchase 800 sft. flat with 2 beds, , 1000 sft. flat with 3 beds and 1200 sft. flat with 3 beds from any floor. Or even a total floor of 3000 sft. Or 2000 sft or 1800 sft with 4-6 beds is available for sale. Adjacent Mohammadia Housing Society at the just left site of the project has created extra values of high societal environment for choosy dwellers. One floor-one unit and one floor two/ three units apartment is completely designed along with parking spaces at ground floor. Most up dated and modern fitting and fixtures made this marvelous residing place. 4-6 wide bed rooms, 4 toilets, 4 verandahs, 2 wide living spaces, wide dining, drawing and separate servant bed & bath for full unit system will assure your peaceful and secured living. Conceptually this project is designed for the Bangladeshi immigrants in abroad or any archetypal buyers. |
Project Name: Roots- Sky de castllia
| Project Title | Sky de castllia |
| Project Name | Roots- Sky de castllia |
| Project Location | Mohammadpur |
| Description | Roots- Sky de castllia is one of the beautiful east facing residential apartment projects of the company for its location, design and facilities accommodation. At baitul aman road # 10, plot # 726/4/3 luxurious residential project. There remains 2400 sft. is with 4 wide bed rooms, 4 toilets, 4 verandahs, 2 wide living spaces, wide dining, drawing and separate servant bed & bath will assure your peaceful and secured living. 1200 sft. Apartments are designed with 3 bed, 3 bath, 2 verandahs, dining, drawing, kitchen, family living areas including all other facilities. 800 sft. Apartments are designed with 2 bed, 2 bath, 1/2 verandahs, dining, drawing, kitchen areas including all other facilities. 30 feet wide road passes away though the project. Both 2400 sft., 1200 sft and 800 sft. sizes apartments are designed in this projects. One unit one floor or two/three unit facilities are available here. Most up dated and modern fitting and fixtures made this marvelous residing place. Any one Bangladeshi immigrant in abroad or archetypal buyers easily chooses the project for extra ordinary and costly design and fittings. |
Project Name: Roots Martiree Faruk Rizia
| Project Title | Martiree Faruk Rizia |
| Project Name | Roots Martiree Faruk Rizia |
| Project Location | Mirpur |
| Description | Roots- Marteree Faruque Rizia is one of the most prestigious projects of the company for its special location, design and facilities accommodation. At mirpur main Pallobi, road #1, plot # 24, west faces luxurious residential project. There remains 2300 sft. is with 4 wide bed rooms, 4 toilets, 4 verandahs, 2 wide living spaces, wide dining, drawing and separate servant bed & bath will assure your peaceful and secured living. 1150 sft. apartments are designed with 3 bed, 3 bath, 2 verandahs, dining, drawing, kitchen, family living areas including all other facilities. 30 feet wide road passes away though the project. Both 2300 sft. and 1150 sft. sizes apartments are designed in this projects. one unit one floor or one unit two unit facilities are available here. Most up dated and modern fitting and fixtures made this marvelous residing place. Any one Bangladeshi immigrant in abroad or archetypal buyers easily choose the project for extra ordinary and costly design and fittings. |
CHAPTER THREE
INTERNSHIP POSITION & DUTIES
3.1 Internship Period:
In the internship period it is very important for any one where practical experience gathered. I did my internship program at Roots Development Limited, from 01 September, 2010 to 30 December, 2010 the period of three month internship program.
I have learned many things about Marketing Activities. Working in Roots Development Limited. I feel as a part of their & every employee on their helped me so much to understand the works easily.
3.2 Job Description:
As an intern I engaged myself in different types of works which are given bellow:
?Potential client search: My main duty is client search, so at first I’m searching the
clients who are interested to buying the Flat.
? Making calls to customers & introducing them about our products:After searching the
client, I’m calling my customers & introducing them about our project & also invite to come our office.
?Ensure the visit of project’s location: I convince the customer to visit the project
location.
? Discuss with clients about the advantages & disadvantages of buying the land.
Then I discuss with my customers about the advantages & disadvantages of the land. I
discuss the main features of our project.
?Try to convince them to purchase the land: I’m trying to convince the customer to
purchase the land.
?Making the agreements & get the booking amount: If the customer are convinced,
then I’m making the agreement & get the booking amount.
? Payment collection system: Every customer payment system is not same. Some customer directly comes to company for payment & some customer pay their payment by cheque.
? Making calls to customers for giving the due amount: Every customer are not pay full amount of money. Most of the customer use installment. So I’m calling the customer for giving the due amount.
? Communicate with customer until the land have transferred: I’m communicating
with my customers until the land has transferred because of customer satisfaction.
3.4 Daily Routine:
My department of internship program is under marketing & sales department. So I was fully involved in marketing & sales department. Every day I have to go office at 9.00 a.m. like all other employees & stay up to 6.00 p.m. Some days my work area is in office & some days work was out of office, in the field.
3.5 Learning Points:
During the internship period in RDL, I have learnt lots of things. These are listed below:
? Communicate with the clients: Communicate with the clients over phone &give
feedback them.
? Deal with customer: Here I have learnt how to deal with customer.
? Communicate with general people: To complete internship in RDL, I’m learnt
how to communicate with general people.
? Convincing the clients: Here I have learnt how to convincing the clients to
buy a Flat.
? High range of promotional activities required to make a good consumer
Relation: Here I have learnt how to make a good relation with customer.
CHAPTER FOUR
Marketing Activities
4.1 Function of The RDL:
There are several department of Roots Developments .but the key function of main four department are discussed below:
Marketing
Accounts
Engineering
Land
The task of those function has been discussed in the following:
Marketing
These particular areas of the company deal with making marketing plans, implementing and executing the plan, carrying out promotional activities etc. the specific task are:
Plan for Selling
Expedite selling activities
Searching new customer
Advertising for project to attract the customer
Advertising in TV. News paper and Magazine etc.
Participating in different trade Fare home and abroad
Provide necessary information to the customer
Publishing yearly calendar, leaflets, telephone book
Sending those publishing to the prospective customer
Making sales deal with interested customer
Taking the customer to the project for consideration
Time to time inform the buyers about their land Development
In the office briefing to the customer about the project
4.2 Marketing Strategy of RDL:
Generally marketing means a social and managerial process by which individuals and groups
obtain what they need and want through creating and exchanging products and values with
others. Many people think of marketing only as selling and advertising. However, selling and
advertising only the tip of the marketing iceberg. It the marketer does a good job of understanding consumer needs, develop products that provide superior value, and prices, distributes and promotes them effectively, these products will sell easily. Marketing of fixed assets are not such as other products or services. It is because buyers think a lot before making a buying decision of such product. They consider a number of things before making such decisions. So marketing strategy used in this business is like the other products marketing strategy. The marketing strategies used by the RDL are stated below: Like the other companies products marketing strategy, the marketing theory of RDL is made up of the 4 ps. Product, Price, Place, Promotion. Each 4 Ps contributes to its marketing.
4.3 Analysis 4 Ps of Roots Developments Limited:
1. Product Strategy
Normally we know, a product is anything that maximizes utility of the consumers. With respect
to product, marketing strategy consists of the following features of a product:
Roots Developments Ltd (RDL) is committed to provide to the living standards of the people. This commitments demands immense social responsibility of ensuring quality in terms quantity, purity, stability, safety, efficacy and presentation of the product. At every stage of the production, a stringent control mechanism involving raw material testing, in-process quality control, finished product testing as well as stability monitoring and documentation is maintained to ensure the highest quality product consistently.
In my study, products are land and buildings for residential and commercial use, for these products the main features are as follows:
Product Varity of the RDL
Durability of the Products
Design of the Products
Location
Sizes and Without Impediments
Quality Maintenance and Control
In the case of land the quality is assured by developing firms and eliminating its problems such
as lowland ness, legal obligation, impediments etc. On the other hand, in the case of building
construction quality materials are used and all the necessary materials are used and maintained
accordingly, in some cases necessary experts opinions are also considered. All the quality
factors are controlled by the direct supervision of the MD of the company as well as with his
selected personnel specialized in the respective fields.
2. Pricing Strategy
Generally price is the amount of money charged for a product or service, or sum of the value
that consumers exchange for the benefits of having or using the product or service. Again
Pricing policy is the course of action or guiding philosophy that helps a business firm to pricing decisions smoothly and perfectly. It also guides the firm to achieve its goals. It is an important element of the entire marketing strategy of a firm. A firm can easily manipulate the demand of the target market by handling its price carefully.
At the present time, the market is highly segmented, primarily based on location, price of the
land and size of the apartments. As a result, the RDL is highly concerned to provide highest
quality residential real estate by considering its price as accepted by the target market.
The most common statement of the marketing executive of RDL is that we are dedicated to
providing customers of real estate with the highest quality services possible so the price of
Roots Developments Ltd is higher than other competitors.
Pricing Objectives:
The objectives of pricing strategy must be consistent with the company overall mission and
Purposes. A company can obtained six major objectives through its pricing survival. These are maximum current profit, maximum revenue, maximum sales growth, maximum market skimming, and product quality leadership. Roots Developments Ltd pursues three of the above objectives- Survival, maximum current profit, and maximum sales growth through its pricing.
Survival: Company pursues survival as its major objectives. Since RDL strong competitors and change in consumers wants for lands and housing, therefore survival is one of its pricing objective.
Maximum Current Profit: It estimates its demand and costs associated with alternative prices and choose the price that produces the maximum current profit, cash flow and rate of return on investment
Maximum sales Growth: RDL sets a reasonable price for its products (lands and
Apartments) considering the competitors prices. The company wants to maximize unit sales and
Thus profit.
Pricing methods
There are a number of price setting approaches, these are- markup pricing, and target return
pricing; buyer based pricing, going rate pricing, sealed bid pricing approach. At the present
time, RDL adopts going rate pricing method for its products. In going rate pricing the firm
bases its price largely on the competitor’s prices with less attention paid to its own costs and demands. The study shows the pricing of the real estate depends on certain factors such as
Location, square feet, quality of construction, construction cost, and amenities, markup policy,
Competitors price and demand for the product. In the case of pricing, RDL considers the
Following factors.
Determine the purchase price
Estimates the developments costs.
Predict the future costs of the land.
Fixed costs of the asset.
Variable costs of the assets.
Lastly competitors costs.
3. Place/Distribution Strategy
In the face of today’s competitive business environment, Roots Developments Ltd
Develops and retains high achieves and a motivated workforce and also provides an excellent working environment for them that reflect and promote a high level of loyalty and commitment, both to its employees and from its employees. At Roots Developments
Ltd, good work is always expected and rewarded. Over the years, the company has been
Successful in providing an environment and culture that nurtures individual growth and
Development, and allows people to attain personal fulfillment as well as achieve company objectives. The competent workforce of the company provides with every reason to be optimistic about the future.
4. Promotion Strategy
Promotion mix is composed of four tools of communications- advertising, personal selling, sales
promotion, and publicity. In the face of toady’s competitive business environment, RDL
develops and retains high achieves and a motivated workforce. We create an excellent working
environment for them that reflect and promote a high level of loyalty and commitment, both to
our employees and from our employees. At RDL, good work is always expected and rewarded.
Over the years, the company has been successful in providing an environment and culture that
nurtures individual growth and development, and allows people to attain personal fulfillment
Advertising
Here most of the importance is given to the advertisement and on creating customer faith and
also to the after sales services. Roots Developments Limited spends the biggest portion of its total promotion budget for advertising. When we look at the company, we can easily realize that the company could successfully anticipate the effectiveness of advertising. Here some of vehicles used as media for the advertisement of RDL products.
Newspaper
Advertisements are published frequently on the most of the national dailies citing feasibility, opportunities, advances etc along with attractive photograph of the projects.
Neon Sign Billboard
Lots of billboard and neon sign are established at the different places of the city. Generally these places are selected according to the commercial importance.
Television
Advertisement is also frequently shown on the national and private channel in order to attract
the potential customers and also to get the people to know about the projects
Personal Selling
Company maintains good relationship with the customers. Generally, the company follows two mode of personal selling for maintaining long term relationship with their target customers.
Field force employees
A number of employees are engaged in door to door marketing. They go to the customers houses, explain them about projects and request them to come to the office about the real condition of the projects. Generally this is the task of influencing the people to make a purchase decision.
In House Marketing Team
In hose marketing team is the part of the marketing department of the company. Usually they
work with the direct customers who come to the office directly for land and office purpose.
Different personnel of the in house marketing team co-ordinates with the customers. The
personnel explain explain different aspects of the projects to the customers and also give them
answer of questions. However their main motto is to sell their products by giving service.
Sales Promotion
Sales promotion is another essential ingredient in marketing campaign. Advertisement offers a
reason to buy, whereas sales promotion offers an incentive to buy. RDL offers the following
discounts, gifts, low cost services price off, cost free services etc.
Sales policy of RDL:
Most of the company in this industry develop sales policy based on in house in house sales
personnel. The outside sales forces are generally used to create customers. In case of
purchasing a plot or a flat the first task a customer has to do is booking the plot or flat with a specified amount of money. After the booking rest of the are done by sales and credit
realization personnel. In case of selling RDL follows the following two sales policies.
1.Sales at a time with cash payment
In this case at first the customer pays the booking money and after one month of booking pays
the rest of amount.
2.Sales on installment
This is comparatively relaxed policy. There are several installment schemes. In this case the
purchaser can pays a specified amount either in 12 or 24 or 36 or 60 or 72 installments.
STRUCTURAL & GENERAL ENGINEERING FEATURES:
A reputed team of professionals supervises total foundation and structural Work.
Experts specializing in earthquake design will design structure and foundation.
Structural Design Parameters based on American Concrete Institute (ACI) code and American Standards of Testing (ASTM) codes.
Heavy reinforced Cement Concrete Foundation.
Systematic Structural combination of steel Reinforced Concrete frame and Shear wall core.
Floor slabs all Reinforced Cement Concrete
Sub-Soil Investigation and Soil Composition comprehensively analyzed.
Comprehensive checking and Testing of all steel reinforcement by professional Design and Supervising Engineers.
All Structural Materials including steel cement bricks, sylhet sand and other aggregates etc. of highest available standard and screened for quality.
Direct supervision at every stage of construction by a team of experienced and qualified Civil Engineers to ensure highest quality of workmanship.
Construction site equipment employed includes Vibro-hammers, Mechanical rollers, Steel cutting & Bending equipment, welding equipment, concrete mixers, concrete vibratos, water pumps, Material handling equipment, leveling instruments, theodolite etc.
Systematic testing of concrete and other completed work samples at every stage from quality control Laboratories.
Protection from Cyclone winds up to prevalent speeds incorporated in structure design.
Structure is capable of consuming Earthquakes up to 7 on Richter scale and protection from Cyclonic storms (200km) per hour.
Building Entrance Features
??Secured Decorative MS Gate with Lamp posts as per the elevation & perspective of the Building.
??Logos on polished marble or granite.
??Comfortable internal driveway.
??Personal mailbox.
Reception Lobby
??Reception desk with Marble/Granite Top.
??Visitor’s waiting room & Separate toilet for visitors.
??Tiles floor in the reception area.
??Light Fittings.
??Community space for flat owners.
Lift
??International standard 08 Passengers capacity Lift (LG-Otis or Equivalent).
??Adequate lighting.
??Fast & reliable service to residents on all floors.
??Lift Lobbies & Staircases.
??Spacious lift lobby in each floor.
??Homogeneous floor tiles in all lift lobbies and staircase with proper lighting (RAK or Equivalent).
??Stair tiles in all staircases (RAK or Equivalent)
Apartment Layouts
??Will maximize advantages especially in relation to the daylight and outside view.
??Privacy will be emphasized in designing the layout so that the master and second bedrooms are located away from the guest bedroom and main entertainment areas.
Cable TV and Internet Provision
??Provision for connection of satellite dish antenna with multi channel capacity from the
??cable TV operation in Master Bed, Family living/Main living.
??Provision for telephone connection of Master Bed, Family living/Main living.
??Provision for internet cable connection in each flat.
Generator
??International Standard Generator (SDMO, France / FG. Wilson, Uk / Parkins or Equivalent)
??KVA capacity to cover Lift, Pumps, Common Lights and 3 (Three) Lights, 3 (Three) Fans per
Apartment.
Water Pumps
??Two Units (One standby)
??European Origin pedrollo or Saer or Equivalent.
Roof Top
??Protective parapet Wall
??Protected children’s area
??Cloth drying area
??Roof top garden
Intercom
??Good Quality and standard (Panasonic or Equivalent)
??To connect each Apartment to the concierge Desk