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1. Presentation The Impact of Branding on Real Estate Sales in PCMC Region of Pune City 1 Institute of Management & Entrepreneurship Development, Pune  Bharati Vidyapeeth (Deemed to be) University, Pune Vikrant Mithlesh Singh (PRN: 2203100707) Management Studies

2. 2 Table of Contents Sr. No. Particulars Page No. 1 Introduction 3 2 Significance of Study 5 3 Summary of Literature Review 7 5 Literature Review 8 4 Research Statement 14 5 Research Questions 15 6 Research Gap 16 7 Research Objectives 18 8 Research Methodology 19 9 Conceptual Model 22 11 Tentative Hypothesis 23 12 Data Analysis 25 13 Suggestions 26 14 Bibliography 28

3. 3 Introduction The real estate industry is a highly competitive and dynamic sector that plays a vital role in the economic growth and development of cities around the world. In recent years, the Pune metropolitan area has emerged as a prominent hub for real estate investment and development, with the Pimpri-Chinchwad Municipal Corporation (PCMC) region witnessing significant growth and attracting numerous buyers and investors.

4. 4 Introduction PCMC Region According to Confederation of Real Estate Developers Associations of India ( CREDAI PUNE METRO) 2022 data, total 3259 Developers are registered in Pune. Out of which 1315 developers, more than 40 percent are operating in PCMC region.

5. 5 Significance of Study The study's insights will help real estate developers understand the effectiveness of branding strategies in influencing sales performance. The study's findings will benefit potential buyers by providing them with a deeper understanding of the influence of branding on their perceptions and decision-making. The study's insights can assist policymakers and urban planners in formulating policies and regulations that encourage effective branding practices. The study contributes to the existing body of knowledge on branding in the real estate industry, particularly in the context of emerging markets like the PCMC region of Pune City.

6. 6 Significance of Study Expected Outcome for the benefit of REAL ESTATE : The study will provide marketers with valuable insights into the role of branding in attracting and engaging potential buyers.

7. 7 Summary of Literature Review Area Research paper Journal Total Real estate marketing 8 13 21 Branding of product 4  1 5 Online Advertising and Real Estate 2  3 5 Marketing Communication For Real Estate 3 7 10 Total 17 24 41

8. 8 Literature Review No Title Author Journal Details of Journals Key Take-away Points 1 The Impact of Authoritarian Rule on the Success of Global City Branding Efforts: Dubai, Singapore, and Mumbai Abigail Struxness International Political Economy University of Puget Sound May 13, 2013 City branding in the developing world is driven by competition and the need to differentiate cities to attract tourists, investors, and residents. Authoritarian governments have an advantage in implementing cohesive city branding due to their consolidated control and ability to enact neoliberal policies swiftly. Dubai and Singapore exemplify successful city branding by emphasizing luxury, modernity, and cosmopolitanism. Democratic governance hinders cohesive city branding, as seen in the fragmented and decentralized governance of Mumbai. Further research is needed to understand the inclusivity and implications of city branding efforts and the transition from authoritarian to democratic rule. 2 STUDYON REAL ESTATE MARKETING STRATEGY IN THE BACKGROUND OF THE NEW ERA YUTONG MENG GRADUATE SCHOOL OF BUSINESS SIAM UNIVERSITY 2019 This study focuses on analyzing the marketing strategy of H Real Estate Enterprise and identifying the existing problems to propose targeted solutions for improvement. The research applies marketing theories such as the 4P theory and 4R theory, and examines the current marketing situation of H Enterprise. It finds several issues, including unclear market positioning, reliance on single marketing methods, pursuit of short-term benefits, and a lack of quality in the marketing staff. To address these challenges, the study recommends strategies such as clarifying market positioning, expanding marketing channels, implementing diversified marketing methods, prioritizing brand marketing, and establishing a high-quality marketing team. The findings provide practical insights for the real estate industry, given the intense competition and the need for effective marketing strategies in the new era.

9. 9 Literature Review No Title Author Journal Details of Journals Key Take-away Points 3 DOES LUXURY REAL ESTATE BRANDING INCREASE BUYER PERCEPTIONS OF HOME VALUE? AN EMPIRICAL STUDY OF STABLE, AFFLUENT COMMUNITIES Jennifer M. Deerman A Dissertation Submitted to The Temple University Graduate Board Diploma Date December, 2022 The study examined the research question of whether branding makes a difference in how buyers value a prospective home, particularly in the context of luxury brokerage brands. The findings suggest that while hedonic characteristics play a significant role in buyers' evaluation of a home, the presence of a strong luxury brokerage brand can have an additional influence on their perception and valuation. The study also explored the impact of dual branding, where both the listing firm and selling firm are luxury brokers, and found that this dual branding approach does make a difference in buyers' valuation. Overall, the results highlight the importance of branding, particularly in the luxury real estate market, as it can shape buyers' perceptions and contribute to their valuation of a prospective home. These conclusions underscore the significance of branding strategies for real estate professionals and highlight the potential value of luxury brokerage brands in attracting and influencing buyers. 4 Uses of Websites for Effective Real Estate Marketing Michael Bond, Michael Seiler, Vicky Seiler & Ben Blake Journal of Real Estate Portfolio Management ISSN: 1083-5547 (Print) 2691-1205 (Online) Journal The study investigates real estate brokerage website usage and future trends. Most brokerage firms either operate their own websites or list properties on larger industry sites. Nearly all remaining firms have plans to establish an online presence in the near future. Only a small percentage of firms have discontinued website maintenance due to insufficient business generation. The amount of information provided on property listings and the surrounding environment is steadily increasing. Technological advancements contribute to easier data gathering and quicker access to information for web users. The trend towards online real estate searches by buyers and sellers is definite. Firms must have their properties and services listed on the web to keep pace with the trend.

10. 10 Literature Review No Title Author Journal Details of Journals Key Take-away Points 5 The Long-Term Effect of Marketing Strategy on Brand Sales M. BERK ATAMAN, HARALD J. VAN HEERDE and CARL F. MELA American Marketing Association Journal of Marketing Research, Vol. 47, No. 5 (October 2010) The study examines the relationship between various variables and sales volume in the context of retail marketing. The dependent variable is sales volume, which is calculated as the weighted average of total sales of a brand in a store-week. The core independent variable is regular price, aggregated using the minimum regular price per volume units across brand SKUs. Competing brands' regular prices and price index variables are also included. The presence of feature and display is determined by the presence of any SKU on feature or display in a store-week, and the feature and display variable is adjusted for price discounts. Average weekly temperature and seasonal dummy variables are considered as well. The long-term marketing strategies are captured through geometric decay-weighted averages of weekly variables, including price discount fraction, advertising expenditure, ACV-weighted distribution, and line length. In conclusion, the study explores the impact of these variables on sales volume and provides insights into the effectiveness of different marketing strategies in the retail industry. 6 Employment The effects of the internet on marketing residential real estate J ames Scott Forda, Ronald C. Rutherfordb,*, Abdullah Yavas JOURNAL OFHOUSINGECONOMICS Journal of Housing Economics 14 (2005) 92–108 This study aimed to investigate the effects of listing properties on the internet, alongside the MLS, and determine whether they sold at the same rate and price as properties solely listed on the MLS. The analysis was conducted using a unique sample of 48,280 residential single family sales in the Dallas/Fort Worth Metroplex. The findings indicated that properties listed on the internet remained on the market approximately 11% longer than those not listed online, but they sold at a price premium of 1.93%. Although these differences were statistically significant, they were relatively small in practical terms, amounting to about six extra days on the market and a price increase of approximately $2900 for the average house. Based on these results, it was concluded that clients would benefit from listing their properties on both the internet and the MLS.

11. 11 Literature Review No Title Author Journal Details of Journals Key Take-away Points 7 Brand Experience and Customer Brand Engagement: An Empirical Study of Online Shopping Brands Faseeh Amin & Fayaz Ahmad Nika Amity Journal of Management Research1 (1), (1-19)©2022 ADMAA This study aims to examine the influence of brand experience on customer brand engagement in the context of online shopping in India. The research addresses the gap in previous studies by focusing on the services aspect of brand experience and the experiential attributes associated with online shopping. The study highlights the importance of understanding the impact of brand experience on customer engagement, considering the rapidly growing online shopping market in India. The findings contribute to the branding and marketing literature, emphasizing that delivering enjoyable and memorable sensory, behavioral, affective, and intellectual experiences is crucial for enhancing customer engagement. The study recommends adopting an experiential marketing approach to consistently engage consumers by producing and delivering enjoyable customer experiences. The use of structural equation modeling technique provides valuable insights into the relationship between customer experiences and brand engagement in the online shopping domain.

12. 12 Literature Review No Title Author Journal Details of Journals Key Take-away Points 8 Real estate advertising and intraurban place meaning: Real estate sales consultants at work Harvey C Perkins David C Thorns Bronwyn M Newton Environment and Planning A2008,   volume 40, This study explores the advertising strategies employed by real estate sales consultants in Christchurch, focusing on how they shape and convey meanings related to houses and localities. The advertisements serve as selective interpretations of the past, present, and future, presenting properties as socially experienced and constructed phenomena. Through visual imagery and written text, real estate consultants communicate both physical and ideological properties of houses, participating in the social construction of urban space. The advertisements also provide insights into the interactions between sales consultants, clients, and other stakeholders. Constraints, both formal and informal, shape the consultants' work, requiring them to negotiate rules and develop innovative approaches. The language used in real estate advertisements acts as shorthand, selectively including and excluding information while abstracting buildings from their daily use and physical form. Sales consultants strive for control over their representations, but purchasers and vendors can challenge and reinterpret the meanings assigned to places. The study highlights the complexities and subjectivity involved in marketing and interpreting properties, emphasizing the variability of meanings and the role of individual perceptions in real estate work. 9 Social Media Adoption, Usage And Impact In Business-To-Business Yogesh K. Dwivedi1&Elvira Ismagilova2&Nripendra P. Rana2&Ramakrishnan Raman3 Information Systems Frontiers https://doi.org/10.1007/s10796-021-10106-y This research paper offers a systematic review of the literature on social media in B2B companies and proposes a framework for its role in digital transformation. The findings indicate that while not all B2B companies incorporate social media into their marketing strategies, platforms like Facebook, Twitter, and LinkedIn are commonly used. Social media has a positive impact on customer satisfaction, new customer acquisition, sales, stakeholder engagement, and customer relationships. Barriers to adoption include lack of staff familiarity and technical skills. The study also highlights the dark side of social media, such as fake reviews and misinformation. Successful digital transformation requires companies to integrate social media strategically and redefine their value delivery and business practices.

13. 13 Literature Review No Title Author Journal Details of Journals Key Take-away Points 10 IMPACT OF DIGITAL MARKETING AND E-COMMERCE ON THE REAL ESTATE INDUSTRY BHASKAR KUMAR International Journal of Research in Business Management ISSN(E): 2321-886X; ISSN(P): 2347-4572 Vol. 2, Issue 7, Jul 2014, 17-22 The real estate industry is heavily influenced by information technology, which is constantly evolving and reshaping the way firms and consumers operate. The advancements in computer technology, the internet, and low-cost transaction transmission have disrupted traditional real estate practices and challenged the power dynamics within the industry. Real estate professionals must adapt to the changing landscape, embrace technology, and find ways to add value to consumers. There is a possibility for information technology to serve as a centralized platform for all real estate transactions, but the future role of real estate agents and brokers remains uncertain. Overall, the real estate industry of the future will require responsiveness, flexibility, and proficiency in information technology.

14. 14 Research Statement T here is a lack of comprehensive research on the specific impact of branding on real estate sales in the PCMC region. To what extent and in what ways does branding influence real estate sales in the PCMC region of Pune City?

15. 15 Research Questions What are the challenges faced by Hotel Industry Employees while working Cross Culture? What are the lacunae and opportunities for improvement in existing Appraisal systems with reference to factors that affect user Workforce Diversity? What can be the potential solutions to resolve challenges faced HR in order to enhance Diversity?

16. 16 Research Gap While branding in the real estate sector has been extensively studied in developed markets, there is a lack of research specifically focused on emerging markets like the PCMC region of Pune City. Existing literature on branding in the real estate industry often relies on theoretical frameworks and conceptual discussions. There is a need for more empirical studies that analyze real-world data to provide concrete evidence of the impact of branding on real estate sales in the PCMC region.

17. 17 Research Gap Previous research has touched upon various elements of branding in the real estate sector, such as brand name, logo, and advertising. However, there is a lack of comprehensive studies that consider the holistic branding strategies employed by real estate developers in the PCMC region. Many studies have focused on the short-term effects of branding on real estate sales, such as initial buyer interest and project visibility. However, there is a research gap regarding the long-term impact of branding efforts in the PCMC region. .

18. 18 Research Objectives To analyze the branding strategies employed by real estate developers in the PCMC region of Pune City. To assess the impact of branding on the perceived value of real estate projects in the PCMC region . To determine the influence of branding on the decision-making process of potential buyers in the PCMC region. To identify the key factors that contribute to the success of branding efforts in the real estate sector

19. 19 Research Methodology Research Design Type: The research design type would be combination of qualitative and quantitative research. Scope: The primary data will be collected in the region of PCMC in Pune district, whereas overall study would be conducted in the context of Branding. Data Collection Method: Primary Data: Source : One primary source of data will be the real estate developers and marketers operating in the PCMC region Another primary source of data will be the potential buyers in the PCMC region. Sales data from real estate projects in the PCMC region will be another primary source of data. Documentation and reports from real estate developers, industry associations, and government agencies can serve as primary sources of data.

20. 20 Research Methodology Population: Residents of PCMC would be considered as population for the purpose of this study. As per the latest census survey of 2023, population of Pune district is 23,81,000 . Sampling Method: In the absence of demographic details of population under consideration, quota sampling will be adopted. The population will be divided as buyers (14,52,410 – 61%) and non-buyers (9,28,590 – 39%) population for the purpose of quota sampling. Sample Size: The sample size is computed as per following formula n = (Z^2 * p * q) / (E^2) Where…N = Size of population and e = 5% (error)

21. 21 Research Methodology Collection Method: According to literature review many researchers have found survey method to be the most suitable method and Questionnaire for collection of data. Thus, researcher intends to adopt survey technique through pre-defined and pre-coded questionnaire for the purpose of data collection with respect to challenges faced by users. Pilot study will be carried out prior to actual collection of data. With respect to other primary data requirements data would be collected by conducting interviews. Secondary Data: Secondary data will be collected from various sources such as data published by real estate and relevant research papers, conference proceedings and news articles. Data Analysis: The construct reliability would be tested using Cronbach’s alpha reliability test. Further, various statistical measures would be applied on the data to test hypothesis. The statistical tests will include tests such as Chi-square, Structural Equation Modelling etc. Tools such as MS-Excel and SPSS would be used for conducting analysis.

22. 22 Conceptual Model

23. 23 Tentative Hypotheses H1: There is a significant positive relationship between branding efforts and perceived value of real estate properties in the PCMC region. H0: There is no significant relationship between branding efforts and perceived value of real estate properties in the PCMC region. H2: There is a significant positive relationship between perceived value and real estate sales in the PCMC region. H0: There is no significant relationship between perceived value and real estate sales in the PCMC region.

24. 24 Tentative Hypotheses H3: Buyer demographics moderate the relationship between branding efforts and real estate sales in the PCMC region. H4: Buyer demographics do not moderate the relationship between branding efforts and real estate sales in the PCMC region. H5: Market conditions moderate the relationship between branding efforts and real estate sales in the PCMC region. H0: Market conditions do not moderate the relationship between branding efforts and real estate sales in the PCMC region.

25. 25 Data Analysis Identification of Limitation on research done in branding perspective to Real Estate. Identification of gaps and opportunities of improvement for enhancing Branding in PCMC Region. By analyzing these aspects of real estate branding in the PCMC area, companies can gain valuable insights into their market position, target audience preferences, and areas for improvement. This analysis can inform branding strategies, enhance customer engagement, and differentiate the brand in a competitive market.

26. 26 Suggestions Brand Perception: Analyze consumer reviews, social media mentions, and feedback specific to real estate brands in the PCMC area. Identify common themes and sentiments expressed by customers regarding brand perception. Determine the factors that influence positive or negative perceptions, such as quality of construction, location, customer service, pricing, and reputation. Brand Awareness: Evaluate the reach and effectiveness of branding efforts in the PCMC area. Measure the visibility and recognition of real estate brands through website traffic, social media following, online advertising performance, and offline marketing activities. Compare brand awareness levels among different brands operating in the region. Market Share: Assess market data and reports to understand the market share held by different real estate brands in PCMC. Identify the leading players and their respective positions in terms of sales volume, market penetration, and customer preferences. Monitor changes in market share over time to identify emerging trends and potential opportunities. Brand Differentiation: Analyze the branding strategies of real estate companies in PCMC to identify their unique selling points and points of differentiation. Consider factors such as architectural design, amenities, pricing models, customer-centric services, sustainability initiatives, and community engagement. Assess how effectively these branding elements resonate with the target audience and set the brands apart from competitors.

27. 27 Suggestions 5. Customer Preferences: Conduct surveys or interviews to gather insights into customer preferences in the PCMC real estate market. Understand the factors that influence their decision-making process, such as location preferences, affordability, amenities, reputation, trustworthiness, and overall value proposition. Align branding strategies with these preferences to enhance customer appeal and satisfaction. Brand Equity: Evaluate the overall brand equity of real estate companies in PCMC by considering factors like brand recognition, perceived quality, customer loyalty, and positive associations. Assess the extent to which brands are trusted and respected within the local real estate market. Identify opportunities to strengthen brand equity through targeted marketing efforts and customer relationship management. 6. Marketing Effectiveness: Measure the effectiveness of marketing campaigns and branding initiatives undertaken by real estate companies in PCMC. Track lead generation, conversion rates, customer acquisition costs, and return on investment (ROI) for various marketing activities. Identify the most successful marketing channels and messaging strategies to optimize future campaigns.

28. The Impact of Authoritarian Rule on the Success of Global City Branding Efforts: Dubai, Singapore, and Mumbai Abigail Struxness International Political Economy University of Puget Sound May 13, 2013 STUDYON REAL ESTATE MARKETING STRATEGY IN THE BACKGROUND OF THE NEW ERA , YUTONG MENG, GRADUATE SCHOOL OF BUSINESS SIAM UNIVERSITY 2019 DOES LUXURY REAL ESTATE BRANDING INCREASE BUYER PERCEPTIONS OF HOME VALUE? AN EMPIRICAL STUDY OF STABLE, AFFLUENT COMMUNITIES , J ennifer M. Deerman , A Dissertation Submitted to The Temple University Graduate Board , Diploma Date December, 2022 Uses of Websites for Effective Real Estate Marketing , Michael Bond, Michael Seiler, Vicky Seiler & Ben Blake , Journal of Real Estate Portfolio Management , ISSN: 1083-5547 (Print) 2691-1205 (Online) Journal Employment The effects of the internet on marketing residential real estate , J ames Scott Forda, Ronald C. Rutherfordb,*, Abdullah Yavas, , JOURNAL OF HOUSING ECONOMICS , Journal of Housing Economics 14 (2005) 92–108 Brand Experience and Customer Brand Engagement: An Empirical Study of Online Shopping Brands , Faseeh Amin & Fayaz Ahmad Nika , Amity Journal of Management Research1 (1), (1-19)©2022 ADMAA Real estate advertising and intraurban place meaning: Real estate sales consultants at work , Harvey C Perkins , David C Thorns , Bronwyn M Newton , Environment and Planning A2008, volume 40, The Long-Term Effect of Marketing Strategy on Brand Sales , M. BERK ATAMAN, HARALD J. VAN HEERDE and CARL F. MELA , American Marketing Association , Journal of Marketing Research, Vol. 47, No. 5 (October 2010) 28 Bibliography

29. 29 Social Media Adoption, Usage And Impact In Business-To-Business , Yogesh K. Dwivedi &Elvira Ismagilova &Nripendra P. Rana & Ramakrishnan Raman , Information Systems Frontiers , https://doi.org/10.1007/s10796-021-10106-y . IMPACT OF DIGITAL MARKETING AND E-COMMERCE ON THE REAL ESTATE INDUSTRY , BHASKAR KUMAR , International Journal of Research in Business Management , ISSN(E): 2321-886X; ISSN(P): 2347-4572 Vol. 2, Issue 7, Jul 2014, 17-22 Bibliography

30. Vikrant Mithlesh Singh (PRN: 2203100707) Management Studies 30