CoHo - Co Living Spaces (Internship Project Presentation)

Today, in the midst of the red ocean market, the Real Estate and Hospitality Industry has given
rise to a whole new concept called the Quality Living or Better Living, which is serving to
thousands of young professionals and students day and night by providing them (Premium and
Lavish) accommodation full of all amenities at affordable prices. On a very basic level, what joins
any of the co-living community is a want to stay in a more connected way with the people all around.

1. Stop Existing. Start Living. College Mentor: Dr. Jones Mathew Professor – Marketing Great Lakes Institute of Management Submitted By: Saurabh Vats Intern CoHo : Comfortable Homes PROJECT TITLE METHODS TO IMPROVE RETENTION AND SATISFACTION LEVEL OF EXISTING COHO RESIDENTS IN ORDER TO BUILD A STRONG BRAND Industrial Mentor: Mr. Ashok Jangid Manager – Sales and Marketing CoHo : Comfortable Homes

2. AGENDA OF THE PRESENTATION OVERVIEW OF THE COMPANY JOB EXPERIENCE CONCLUSION AND RECOMMENDATION MARKET STATUS COMPETITIVE ANALYSIS RESPONSE AND DATA COLLECTION

3. OVERVIEW OF THE COMPANY

4. 30+ Residential Accommodations 1200+ Residents 15+ Locations OVERVIEW OF ITS COVERAGE

5. MAJOR LOCATIONS COVERED SOHNA ROAD GOLF COURSE ROAD SUSHANT LOK CYBERCITY HAUZ KHAS MG ROAD UDYOG VIHAR DU NORTH CAMPUS DU SOUTH CAMPUS GURGAON NEW DELHI

6. CONVENIENCE CARE COMFORT ITS 3 MOST IMPORTANT PILLARS

7. FINDING THE CORRECT APARTMENT WHY THIS ORGANIZATION CAME INTO EXISTENCE UNAFFORDABLE RENT INCOMPLETE REFUND OF DEPOSITS DEALING WITH BROKERS RENT PRICE INFLATION UNFAIR DENIAL OF BACHELORS UNTIMELY EVICTION FROM LANDLORDS

8. APARTMENTS VILLAS DORMS MODELS OF COHO ACCOMMODATIONS LANDLORDS CATEGORIES IT CATERS TO RESIDENTS

9. OFFERINGS IN THESE ACCOMMODATIONS AIR CONDITONED ROOMS GEYSERS WITHIN WASHROOMS COZY BEDS AND INDIVIDUAL WARDROBES COMMON REFRIGERATOR AND TELEVISION BASIC ROOM AMENITIES SELF HELP AMENITIES AND KITCHEN AVAILABILITY RECREATIONAL LOUNGE FACILITY 24 HOUR POWER BACKUP

10. COMPLEMENTARY SERVICES IN THESE ACCOMMODATIONS WIFI AVAILABILITY COMPLEMENTARY SERVICES HOUSEKEEPING SERVICES MAINTENANCE AND SERVICES MINI GYMNASIUM WITHIN PROPERTIES MINI GOLF COURSE WITHIN PROPERTIES SWIMMING POOL DTH RECHARGES CAR PARKING SPACE CONCIERGE SUPPORT

11. COHO PRIVILEGE PARTNERS AND CONCIERGE SUPPORT COHO PRIVILEGE PARTNERS CONCIERGE SUPPORT FOR RESIDENTS

12. JOB EXPERIENCE

13. JOB EXPERIENCE LEAD GENERATION TRACK RECORD MAINTENANCE CONTACTING THE LEADS PROPERTY VISITS FINALISING THE DEAL

14. LEAD GENERATION : BIGGEST ISSUE RESOURCES AND BUDGET

15. LEAD GENERATION METHODS SOCIAL MEDIA MARKETING ONLINE REAL ESTATE CLASSIFIEDS PHYSICAL MARKETING

16. FACEBOOK GROUPS

17. FACEBOOK SAMPLE POSTS

18. HOW ARE FACEBOOK QUERIES RESOLVED

19. TRACK RECORD MAINTENANCE - DASHBOARD

20. TRACK RECORD MAINTENANCE - LOCATION AND BED TRACKER

21. TRACK RECORD MAINTENANCE - LEADS ACCOUNT MANAGEMENT

22. TRACK RECORD MAINTENANCE - GRAPH ANALYTICS

23. PROPERTY SAMPLE IMAGES

24. COHO EVENTS FOR RESIDENTS

25. SALES TRACK RECORD AND DELIVERABLES TOTAL NUMBER OF LEADS GENERATION : 439 TOTAL NUMBER OF CALLS CONNECTED : 317 TOTAL WARM LEADS : 86 TOTAL COLD LEADS : 231 TOTAL REJECTIONS OUT OF WARM LEADS : 83 TOTAL LEADS CONVERTED : 3 TOTAL REVENUE GENERATED : ₹ 3,31,000

26. CURRENT MARKET STATUS

27. COHO CURRENT STATUS IN MARKET COMPETITORS BIGGEST COMPETITORS

28. COHO CURRENT STATUS IN MARKET COMPARISON Facebook Followers : 462K + Twitter Followers : 10.3K YouTube Subscribers : 20,938 Google+ : 196 Instagram Followers : 7030 Facebook Followers : 96K + Twitter Followers : 382 YouTube Subscribers : 176 Google+ : NIL Instagram Followers : 401 Facebook Followers : 5K + Twitter Followers : 121 YouTube Subscribers : NIL Google+ : NIL Instagram Followers : 9542 THERE IS A HUGE SCOPE FOR IMPROVEMENT

29. COMPETITIVE ANALYSIS

30. COMPETITIVE ANALYSIS : PESTEL Political Factors Stable political environment Should plan to cover more cities at a fast pace Govt. norms regarding the real estate are in favour Economic Factors Easily Accessible and Affordable Accommodation Charges Must Target Customers with Good Purchasing Power Understand Consumer Taste & Preferences Social Factors Gives Better Accommodation experience to Customers Unisex Accommodations should be encouraged CoHo Community Events are a great success Technological Factors Excellent Mobile Application for Users Using Social Media & other Electronic Media for Promotion Should adopt Dynamic Vacant systems to improve Sales Legal Factors Need to Follow Employee Safety Laws as well Must not get in some Legal Trouble Should follow Legal Marketing tactics to avoid issues. Environment Factors Need to work towards waste disposal Must operate in areas of acute shortage of properties and where, people are looking for some budget properties.

31. COMPETITIVE ANALYSIS : SWOT

32. NATURE OF DATA – PORTER’s 5 FORCES

33. NATURE OF DATA – PORTER’s 5 FORCES (CONTD.)

34. RESPONSE AND DATA COLLECTION

35. DETAILS OF THE DATA COLLECTED Type of Data : Primary Mode of Collection: Questionnaire Sample Size: 150+ (EXPECTED) Sample Description: Probability Sampling (Stratified) Proposed Analysis: Exploratory Research Analysis TOTAL NUMBER OF RESIDENTS (1200+) TOTAL NUMBER OF MODELS (3) TARGETED NUMBERS BELONGS TO (VILLA MODEL) NUMBERS REDUCE TO THE VALUE OF (500) MODE OF APPROACHING THE RELEVANT LEADS (EMAIL) RESPONSE RATE (20%) TOTAL RESPONSES RECEIVED (89) TEST PERFORMED ON THE RESPONSES (INDEPENDENT SAMPLE T TEST)

36. QUESTIONS ASKED DURING THE RESPONSE COLLECTION Ques: 1. Which Villa/Apartment are you currently staying in ? Ques: 2. Does the Operations Team resolve your queries on the CoHo Resident App ? Ques: 3. Do you want anyone from CoHo to contact you once a month to know about your stay and well-being ? Ques: 4. Are you satisfied by the price offering ? Ques: 5. Would you suggest others to stay in CoHo Properties ? Ques: 6. Parameters to evaluate CoHo services - RFM (Resident Facility Manager) - Professional Housekeeping Services - CoHo Resident Application - Community Events - Quality of Food - Locality - Response time for Queries - Value for Money - Online Concierge Services - CoHo Referral System

37. SUMMARY OF RESPONSES GENDER AGE COHO RESIDENCE

38. SUMMARY OF RESPONSES : MALE QUES: 1 QUES: 2 QUES: 3 QUES: 4 QUES: 5

39. SUMMARY OF RESPONSES : FEMALE QUES: 1 QUES: 2 QUES: 3 QUES: 4 QUES: 5

40. SUMMARY OF RESPONSES  PARAMETERS (BOYS VILLA) MEAN VALUE RFM (Resident Facility Manager) 4.7213 Professional House Keeping Services 4.1803 CoHo Resident Application 3.7049 Community Events 4.0819 Quality of Food 4.0163 Locality 4.9672 Response Time for Queries 3.9344 Value for Money 4.1147 Online Concierge Services 4.1803 CoHo Referral System 4.0655 PARAMETERS (GIRLS VILLA) MEAN VALUE RFM (Resident Facility Manager) 4.5652 Professional House Keeping Services 4.4347 CoHo Resident Application 4.1739 Community Events 3.9565 Quality of Food 3.7826 Locality 5.3478 Response Time for Queries 4.0434 Value for Money 3.6521 Online Concierge Services 4.0000 CoHo Referral System 4.0869

41. HYPOTHESIS TESTING

42. HYPOTHESIS TESTING H0 (Null Hypothesis): Males and females rating does not differ on the basis of facilities provided. H1 (Alt. Hypothesis): Males and females does differ on various rating factors mentioned above. After performing the test, we saw that how males and females differ on the services being delivered to them. As we can see through significance values, the P value or significance value is more than 0.05, thus we cannot reject the null hypothesis. Result: We cannot reject the null hypothesis. TEST Here, we have divided the whole rating into 3 slots i.e. (Critical Stage); (Area for Improvement) and (Perfect Implementation). If the mean rating is (A ≤ 4), then it means that the specific parameter is under critical consideration; If the value is (4 < A < 6), then it means, that it’s an area for improvement If the value is (A ≥ 6), then it means that the perfect execution is going on in that case.

43. HYPOTHESIS TESTING – TEST 1

44. HYPOTHESIS TESTING – TEST 1

45. REVENUE, OPERATIONAL COST AND PROFIT CALCULATION

46. CONCLUSION AND RECOMMENDATION

47. CONCLUSION If we talk about all the amenities that the company claims to provide in the initial sales pitch seems to be ineffective during the execution stage. Reasons for their dissatisfaction with the company: Inflexibility in their Processes Difference in the Price Structure So, as the organization claims itself to be premier and lavish, thus there should be no or zero discrepancies among the facilities that are being provided to the customers. Moreover, the company’s initiative should be properly evaluated in order to give them a clear picture of the market status and what else can be done in order to get a better output.

48. RECOMMENDATION This section includes nothing but the suggestions and recommendations given by various residents, areas where the company has to improve itself at the earliest possible time. FOODING SYSTEM RECREATIONAL LOUNGE ELECTRICITY ISSUES HOUSEKEEPING SERVICES DIFFERENCE IN RENT STRUCTURE Fooding System : There should be dynamic fooding system, where anyone can eat as much as the residents want. Moreover, there should be a provision of delivery of lunch to offices, where the company can tie up with tiffin vendors to do the same.

49. RECOMMENDATION Recreational Lounge : The recreational lounge facilities are not being provided to girls and still they are being charged the same. Thus, in this case there should be a proper equality for which either the same facilities should be provided or the prices should be reduced. Electricity Issues : There is a lot of confusion in the electricity issues, as the company charges different electricity rates from the different houses within the same locality. Moreover, they claim the highest electricity charges to be Rs. 12.5 / unit, where they do not tell the residents about the hidden service charges that combines to Rs. 14.5 / unit. Thus, these types of discrepancies should be avoided. Housekeeping Services and RFM : There should be a provision for daily housekeeping services in spite of weekly housekeeping services. Even the RFM are being the feedback of being more responsive and techy in all application based support system. Rent Structure : In order to fulfill sales demand, sometimes the company sales executives sell at different prices for the same room. Thus, there should be a proper rack rate for all the residents as per the rooms.

50. SAMPLE VIDEO