MBA Internship Report 2012 1
Nov 07, 2014
MBA Internship Report 2012
DEPARTMENT OF MARKETING STUDIES & INTERNATIONAL MARKETING
C H I T T A G O N G U N I V E R S I T Y - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
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TOPIC: Marketing Strategies of Real Estate Companies – A Case Study of Sanmar Properties ltd.
Prepared By:
Arifa Alam MBA, Session 2009-10 Class roll – 15606 Exam roll - 2010/95 Mail: [email protected] 2
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Abstract
Bangladesh is a small but one of the most densely populated countries in the world with
quite a small and poor economy. Majority of its population fall in the low income bracket
and therefore basic needs fulfillment is the main concern for them. One of the five basic
needs is shelter and state is supposed to ensure that. But state can’t do that due to
resources scarcity and this is the point in which most experts stick on for the development
of the real estate sector in Bangladesh. The sector is dominated by the private investors,
though the government is present in the market through some housing projects. These
private investors are widely treated as profit concerns, but they are working hard to meet
the rising housing demand in the country too. Though the pace of growth in real estate
business in Bangladesh is a bit slow now, it has been experiencing an increasing pace
Date of Submission: The 3rd June, 2012.
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throughout the whole period since its birth in late 70s. In late 90s the sector got the
highest pace since its origin and lots of real estate developers came to the market to
invest. Current low pace can be explained by the irregular political practice in the country
as there is a non political interim government in power right now. Real Estate Sector
contributes about 10% in GDP (in 2005-06 it was 8.04% - source, BBS, 2006).
Initially though real estate business was limited to the Dhaka city, now the sector expands
its reach to the outskirts of Dhaka city, surrounding districts of Dhaka district, and other
divisional cities, especially in Chittagong. At the same time high population density
increased the demand of housing while the land was decreasing. These two factors
together helped real estate sector a lot to expand. Land scarcity and the lack of social
security are the two major reasons people think lie behind the development of the real
estate sector in Chittagong also Bangladesh. There are other important factors too for
example price of houses, rapid growth in population, rapid urbanization, and complexities
in buying lands to build houses etc. A Sanmar properties Limited is leading real estate
company in Chittagong (market share 17.6%, source: REHAB) which play vital role in
development of real estate sector in Chittagong.
This report emphasize on the “Overall Marketing Strategies of Sanmer Properties
Ltd”, highlights the wide range of activities of marketing and promotions of products
and services offered by the Sanmar Properties limited to its customers in order to
maintain quality of products and services.
Researcher expresses her observation and personal experience towards the organization.
She made necessary recommendation to be adjusted to maintain the organization journey
to the excellence according to her viewpoint. To summarize the whole situation,
researcher would like to say that , this organization is try their best and putting a lot of
efforts to standardize the marketing strategies and as per her understanding this
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organization will definitely progress with the modernization of business environment as
time progress.
Acknowledgement At first express whole-hearted gratitude to Almighty God for bringing out the work.
At the very beginning researcher express deep gratitude to supervisor teacher, Mr. S.M.
Salamat Ullah Bhuiyan, Professor; Department of Marketing Studies and
International Marketing, Chittagong University for his generous help, valuable
guidance and useful suggestions regarding this report help me in all the way to complete
this report. Without the flexibility of honorable teacher that he has given me it would not
be possible for me to finish my research works.
I express my deepest sense of gratitude to the respected Atika Huque, Director, Sanmar
to give me opportunity in this organization.
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I am also greatly indebted to Mr. Tulu Ush Shams, Deputy General Manager,
Operation, Sanmar for his co-operation.
I am grateful to Mahbubur Rahman, Assistant General Manager, Head of
Marketing, SPL who gave valuable advice to me and guided me to perform my work
efficiently. I am also grateful to all the staffs for their cooperation
I would also like to extend my thanks to Naushad Md Siddiquee, Manager, HRM,
SPL for giving me the opportunity to do my internship in this organization and for his
generous help and direction.
My thanks are due to several of my friends for their helpful suggestions in preparing of
the report.
____________________________
Arifa Alam
MBA, Class roll: 15606
Session: 2009-10
May 31, 2012
Table of Contents:
CHAPTER ONEINTRODUCTORY ANALYSIS
PAGE INTRODUCTORY ANALYSIS
PAGE
Introduction 10 Problem definition 13Importance of the study 10 Scope 14Objectives of the study 11 Limitations of the study 14Methodology of the study 12 Real estate market* 15-16
CHAPTER TWOCOMPANY AT A GLANCE PAGE COMPANY AT A GLANCE PAGECorporate Background 18 Pride 21Sanmar properties ltd 18 Believe 21Profile of SPL 19 Portfolio 21Vision 20 Objectives 22
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Mission 20 Organogram 22-24Philosophy 20 Projects list 25-26Pillars 21 Project picture 27-29
CHAPTER THREEMARKETING STRATEGIES ANALYSIS
PAGE MARKETING STRATEGIES ANALYSIS
PAGE
Marketing outline 31 Targeting 43-44Marketing objectives 32-33 Corporate branding 45Marketing strategies 34-35 Promotional strategies 46-58Departmental structure 36-37 Selling strategies 59-61Market value 38-40 Social marketing 62Segmentation 41-42 Online marketing 63Service strategies 64-71 Other strategies 75Strategic group map 72-73 Competitive Analysis 76-80Agreement with bank 74 Comparison 81-83Sanmar marketing skill 84
CHAPTER FOURPROBLEMS OF SPL PAGE PROBLEMS OF SPL PAGE
Challenges 86-87 Drawbacks to telemarketing 89-90Drawbacks to marketing 87-89 Limitations of customer care 90
CHAPTER FIVE
CONCLUSION & RECOMMENDATIONS PAGERecommendations 92-93Conclusions 94Bibliography 95
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Introductory Analysis
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Introduction:"Real Estate" includes real property, leasehold and business whether with or without
premises, fixtures, stock-in-trade, goods or chattels in connection with the operation of
the business. By Real estate market means constructing and selling new houses or flats,
developing lands and selling them as plots, and buying and selling old houses or lands.
Importance of the Study: The internship program is very much conducive for the internee students on account of
achieving practical experience, which leads to build up their career and ambition. But it is
a research paper. And the main importance is to benefit with others by this research
paper. This research is conducted on current marketing strategies of real estate Company
here Sanmar properties Ltd is a representative case study company. Almost most of the
companies adopt similar strategies of marketing. Whole research is deliberated on the
view point of current strategies and at last shown more strategies should be adapted to the
match with customer demand. If somebody will read this research paper then he/she gets
idea about real estate marketing strategies in Bangladesh especially in Chittagong and
he/she adopts new remarkable strategies or appropriate planning on the based of this
study. This research can be minimized research gap of this topic. Still real estate
marketing strategies didn’t focus through research in Bangladesh. When researcher found
any research paper of this topic in internet or other way but it wasn’t found. So this
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research paper will become base for next time. But it is not complete study. Further it will
be needed more study to get complete task but I hope this research will provide then a
guideline.
Objectives of the Study: The main objective of this study is to analyze the marketing strategies of Sanmar
Properties ltd. The various kinds of objectives are as follows:
To detect promotional strategies of Sanmar Properties Ltd
To find out selling strategies
To realize of creating market value
To expose online and social marketing
To elaborate segmentation and targeting
To note corporate identity
Comparing the SPL product with competitor’s product in terms of marketing
strategies
Find out that side where Sanmar still don’t go or identifying problem.
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Methodology of the Study: The report has been prepared on the basis of the experience gained during the period of
the internship. To prepare the report of internship, I have collected all kinds of related
data from the primary and secondary sources.
Primary data: For collecting primary data researcher followed interview method.
At first questioners were developed. When researcher took interview on the based on
questioner then she see some problem in her question paper as revised in later.
Researcher talked many personnel in Sanmar properties Ltd (Marketing, Sales, Customer
Care, Telemarketing, and Operations), REHAB, RF Builders and Equity Properties
Management (Pvt) Ltd
Secondary data: For secondary data researcher has gone through different types
of publications, website.
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Problem definition, aim, and the added value of the research
There are two types of research problems, viz., those which relate to states of nature and
those which relate to relationships between variables. At the very outset the researcher
must single out the problem to study, i.e., must decide the general area of interest or
aspect of a subject-matter that he/she would like to inquire into. Initially the problem may
be stated in a broad general way and then the ambiguities, if any, relating to the problem
be resolved. Then, the feasibility of a particular solution has to be considered before a
working formulation of the problem can be set up. Sanmar Properties Ltd is
representative case company in real estate market of Chittagong .Real estate market is
very competitive so company adapt what type of strategies which is negative or positive
mood or how much contest with customer demand. Researcher detect research gap of real
estate related research and here companies are too much confidential to disclose their
strategies. So she tried to seize this topic for minimizing the gap. This research is
basically a descriptive one with some characteristics of normative research focusing on
the marketing strategies of Sanmar Properties Ltd in Chittagong. At the same time current
business condition of Sanmar Properties Ltd has been covered too along with a profile of
Sanmar’s and REHAB viewpoints on real estate business in Chittagong. Therefore the
research is aimed at discussing the factors that contributed to the raising value of the
Sanmar and how the marketing department is to adopt strategies now. It also focuses on
various promotional tools of the Sanmar Properties Ltd. However the research works
finally produce a report which is an academic requirement.
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The scope of the research
The scope of the study is limited within property business in Bangladesh. It is also
limited within the organization of SANMAR properties Limited. And for that reason
information was very much restrictive within the organization as the real estate business
is going to be very much competitive. Here researcher discuss with topics related to the
strategies of marketing of SPL. In this regard information has been collected from her
observation in internship period in the SPL and interview of related person who are
familiar with organization. My internship program started from 15 February and end to
15 May.
Limitations of the Study:
Due to time constraints, the study has been conducted only on some specific market
integration issues of Sanmar Properties Ltd based on secondary information and some
primary data. A macroscopic analysis (aggregate analysis) has been made here for the
unavailability of appropriate data in some cases. Real estate business is various types.
Some company sell only apartments and some sell only plot another side some sell both.
Every company adopts particular strategies however it does not vary in large. Because
still real estate marketing is not used right way in Bangladesh. But here researcher tries to
show very particular portion of marketing strategies of Sanmar properties Ltd as not
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representative of overall market. For more accurate analysis, further detail studies are
required.
Real Estate Market in Chittagong
Chittagong: the largest industrial zone of Bangladesh
Chittagong is the main industrial city of Bangladesh and it’s in the second position
among cities based on total population. In Chittagong people speak in a different dialect
and they have their own culture. The level of education was not much good until the last
couple of years. Though the city has the second largest population, real estate business is
not yet seen that much in this region. It might happen as because the level of land scarcity
is low till now.
Figure-3.6: Chittagong in the map of Bangladesh
At the same time the city expands in all directions it can which allows people to live in
the outskirts of the city while doing jobs or business in the city centre. In fact as the
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number of industries increase city also expands. One of the mentionable characteristics of
the population in Chittagong is that it is comprised of lots of labor class people who come
to the city for jobs from different other regions of Bangladesh. These jobs are mostly low
paid jobs like jobs in the garments sector. As a result people always look for the cheaper
houses and they go out of the city area to live. But it’s also true that there is a significant
amount of population in the city who has above average annual income and affords
luxury houses. These people are the basic target here in Chittagong market for the real
estate firms and therefore there are couples of companies are working here in the real
estate sector. Initially there were some small and medium size firms, but now almost all
the big firms that mainly operates in Dhaka region, focus on Chittagong market. Now
local companies carry large portion of market share. Example, Sanmar properties Ltd,
Equity Properties Management (Pvt) ltd are big company which owner are local people.
Some have already started housing projects here. In Chittagong division, Bangladesh has
two beaches among which one is Cox’s Bazaar, the largest beach in the world. Cox’s
Bazaar is pretty much attractive for the real estate companies especially for the
commercial real estate developers because of the large scale tourism activities in this area
around the year. In peak season the demand for residence becomes so high that one has to
book hotel or rest house well before one plan to go there. At that time price is also very
high i.e. almost double or triple of that in off peak season.
In reality the market now looks for the quality services and therefore item provides ample
opportunities to them who can build the houses or restaurants or hotels with quality
through maintaining some pre-defined standards. Therefore chances for the real estate
companies in this region are mainly oriented to the high income people. Now many
migrant Bangladeshi buy a apartment to invest or resale. Some buy to make legal of black
money. That’s what happening here in reality too. One of the major features of this area
is that it has beautiful landscapes and proper arrangement of security, a primary concern
for the people in this area.
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In future it is hoped that real estate firms’ attention will be moved from Dhaka to
Chittagong to meet the rising demand of housing in this area. It should be mentioned here
that the demand rises normally because of the high pace of industrialization in this area.
Company at a glance
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Corporate BackgroundSanmar has grown over the years from a specialist shipping company established in 1994,
into a corporate business house. Today, SANMAR HOLDINGS is the parent company of
the group that unfolded its business involvements in the port city of Chittagong in 1999.
With acquisition and diversification, the business arms of SANMAR HOLDINGS rapidly
extended to areas like Residential, Commercial & Land Development, Real Estate
Investment, Construction of Multistoried Residential, Commercial, Schools and
Hospitals, Architects & Design, Property Management, International Shipping Agency,
Port Related Business, Agro Business, International Trading, Capital Management and
Indoor Amusement. Real Estate building and development is the core business of the
company. Sanmar today is the leading provider of luxury projects and the name behind
some of the most acclaimed residential and commercial developments that includes gated
community township for all customer segments.
Sanmar Properties Limited (SPL)SPL is the core property development arm of Sanmar Holdings. Established in 1999, SPL
today has grown into one of the most successful real estate builder and developer. SPL
projects are built on joint venture land sharing basis as well as on company’s self owned
property. SPL’s product portfolio comprises mainly of residential apartments in
prestigious and sought-after locations of Chittagong and also includes shops and
commercial office space. The company is also involved in multi-tower gated community
projects at the city out skirts of Chittagong. Sanmar Ocean City, the largest modern
shopping mall of the port city is built by SPL.
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Company Profile:
PROFILE OF SANMAR PROPERTIES LIMITEDParticulars DescriptionsName Sanmar Properties LimitedParents Company Sanmar Holdings LimitedEstablished year 2000Sister Companies M A Kalam & Company Ltd
Rainbow & Shamim Traders Limited
Sanmar Capital Management Limited, SCML
Sanmar Agro & Plantations
Sanmar Grain
Sanmar Land Development limited, SLDL
Sanmar Construction Limited
Sanmar Architects Limited
Chairman of the Sanmar Properties Ltd Mashuk Huck
Address Sanmar Ocean City7th floor997, CDAEast NasirabadChittagong
Website WWW. mysanmar.comTelephone 2553401-10Fax 255341Authorized Capital 10,00,000 * 100Paid up Capital 1,00,000 * 100Ongoing project in Chittagong 14Ongoing Projects in Dhaka 2Upcoming Project 13Handed over Project 30Contractual Project 3Product Residential and Commercial ProjectsSanmar is the first real estate company in Chittagong to be awarded ISO 9001 Certification
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Vision of SPL:The company envisages being one of the most valuable lifestyle developers in the
country and placing its corporate identity somewhere beyond mere real estate
development. It aims to have development schemes in the most desirable and exclusive
locations and to build such schemes to a high quality specification that would become
synonymous with the group. “The company aspires to be one of the most sought after
lifestyle developer in the country by offering housing and commercial projects at the most
desirable and exclusive locations built to exacting quality standard”.
Mission of SPL:The company aims to have development projects that would be treated as true icons, reference
points for creativity and ingenuity and take its corporate responsibility to a new level in the real
estate development sector of the country.“The Company’s mission is to provide innovative
solutions in developing the real estate sector in the country”.
Business Philosophy of SPL:
Strictly adhere to control measures that ensure quality products with focus on delivering
the highest level of customer satisfaction through employing the best human resource
available in the country.
Right from the construction worker at site to the management personnel at the top brass,
Sanmar believes in developing people for today and tomorrow; our employees are our
most important asset. Sanmar hires top class talent. Our people are the passion behind
everything we do. We treat our employee as customer, providing highest level of working
environment and feel them proud to work at Sanmar.
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Value pillars:Adhere strictly to quality control measures
Ensure the highest level of customer satisfaction
Employ the best human resource
Create a high standard of working environment
Sanmar prides in:Uncompromising product quality
Flawless, Exquisite designs
Service excellences
Sanmar Believe: “Customer satisfaction is stimulus for growth”
Sanmar has a thriving portfolio:
Plots, Residential apartments and commercial projects in the most
prestigious and prime locations of Chittagong and Dhaka.
The largest and the most modern shopping mall of Chittagong is Sanmar
Ocean City with Sanmar Amusement Park (the only amusement park in
the city is a testament to Sanmar’s vision and contemporary approach).
With a track record of initiating multi tower gated community projects in
the outskirts of the port city.
Commercial complex at Gulsan 2, Dhaka (under construction)
Residential complex at Baridhara Diplomatic Zone, Dhaka (under
construction)
Sanmar doesn’t only offer Customer a home, Sanmar offer customer
leisures in a perfect home
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Organizational Objectives of Sanmar:
The company has a lot of minor and major objectives out of which few are mentioned
below:
To provide standard flat
To capture a good market.
To earn a handsome profit.
To market the flat at a logical cost.
Overall to provide the best service.
Used modern technology in construction process.
To maintain quality.
To gain customer satisfaction
Lead the market
Organogram:
CM
DMD Director
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Accounts SCM Admin Inventory Audit
GM
DGM DGM
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DMD
HRM IT
Manager
Deputy Manager
Senior Manager
AGM
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Project of SPL:
Director
Engineering Sales Marketing Customer care
DGM (CTG)
DGM (Dhaka)
AGM AGM AGM
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Sanmar Properties Ltd has 16 ongoing projects in Chittagong and 4 projects in Dhaka. In
the below, some are point out:
Serial No Project Name Project addressOngoing Project
1 Grand Karim Road#3, Khulshi Hills R/A, Chittagong2 Sorrento Road#3, Khulshi Hills R/A, Chittagong3 Azams Elanza Nasirabad Housing Society, Road#1, Chittagong4 Eldorado Panchlaish R/A, Chittagong5 Palm Grove Nasirabad Housing Society, Road#2, Chittagong6 Garden Grove Road#3, O.R. Nizam Road R/A, Chittagong7 Tasnim O.R. Nizam Road R/A, Chittagong8 RL Park View Zakir Hossen Road, Opposite of AB Bank,
Chittagong9 Santino Devpahar, Chittagong10 Mhfuj Monor Mehedibag, Chittagong11 Elvera 14, S.S. Khaled Road, Kazir Dewri, Chittagong12 Sovana Nandan kanon, Chittagong13 Monica Bangshal Road, patharghata14 Casilda 924, East Nasirabad, Chittagong15 Sanmar Tower Gulshan 2, Dhaka16 Manjano Baridhara, Dhaka
Serial No Project Name Project addressUpcoming Project
1 Mahanagar Greenpark Jalalabad, Bayzid Bostami, Chittagong2 Avenue tower East Nasirabad, CDA Avenue, Chittagong3 Terra Nova 205, Chanmari road, Lalkhan Bazar, Chittagong4 Sardinia Forestry, Dankan Hill, Chittagong5 Residence & Country
ClubForestry, Dankan Hill, Chittagong
6 Hyde park Hill top, Road # 4, Khulshi, Chittagong7 Meher Manaar Love Lane, Chittagong8 Ocean Front Fouzdarhat, Chittagong9 Momena Monor Love Lane, Chittagong10 Royal Ridge South Khulshi11 Beverly House Panchlaish, Chittagong12 Florentina 113/A, S.S. Khaled Road, Kazir Dewri, Chittagong13 Unnamed Arakan Road, Chandgoan, Chittagong
Serial No Project Name Project address
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Hand Over Project1 Bonanto Khulshi, Chittagong2 Minerva Khulshi, Chittagong3 5th Avenue Khulshi, Chittagong4 Park Avenue Khulshi, Chittagong5 Park Valley Khulshi, Chittagong6 Silvano Nasirabad, Chittagong7 Vellone Nasirabad, Chittagong8 Malvariva Nasirabad, Chittagong9 Montoro Nasirabad, Chittagong10 Signoria Nasirabad, Chittagong11 Riveria O.R. Nizam Road R/A, Chittagong12 Florina Rabeya Rahman Lane, Chittagong13 Aventino Love Lane, Chittagong14 Mandira Patharghata, Chittagong15 Casablanca College Road, Chittagong16 Spring garden Jamal Khan Road, Chittagong17 Vinings Enayet Bazar, Chittagong18 Astoria Nandan kanon, Chittagong19 Lelanta Devpahar, Chittagong20 Rabeya Sirajuddallah Road, Chittagong21 Spring vellay Zakir Hossen Road, Chittagong22 Valencia Sarson Road, Chittagong23 Terimakshi Nasirabad, Chittagong24 Silver Spring Mehedibag, Chittagong25 May Fair Khulshi, Chittagong26 Magnolia Jamal Khan Road, Chittagong27 Monabi Khulshi, Chittagong28 Ocean City East Nasirabad, Chittagong29 Amadora Rahamatgonj, Chittagong30 Amaranta Nasirabad, Chittagong
Contractual Project1 Maa O Shishu Hospital Agrabad, Chittagong2 City Park lane 19, Shahid Najrul Islam Road, Dhaka3 Asgor Ali General
HospitalGandaria, Dhaka
Some projects demonstrate are shown in the following:
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Ongoing Commercial Projects
Location: ChittagongSize: 2487 sftCompletion time: 30 September, 2015 (expected)
Location: Gulshan – 2, DhakaSize: 2600 sft (Average) per floor sft Completion time: 01-Aug-2012 (expected)
Ongoing Residential Projects
Location: 14, S.S. Khaled Road ChittagongSize: 1450, 1500, 1375, 1400 sft Completion time: 30 Jun, 2015 (expected)
Location: Nandankanon, ChittagongSize: 2100 - 2200 sft Completion time: 30 Jun, 2014 (expected)
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Location: Nasirabad H/S. Road # 2, ChittagongSize: 1895, 3190,1940 and 1880 sft Completion time: 30 April, 2014 (expected)
Location: Patherghata ChittagongSize: 1400, 1350 & 1275 sft Completion time: 31 January, 2014 (expected)
Location: 88 Park Road, Baridhara, DhakaSize: 3200 sft Completion time: 30-Jun-2013 (expected)
Location: O. R. Nizam Road, ChittagongSize: 1825, 1710, 1740 sft.Completion time: 29-Feb-2012 (expected)
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Location: Nasirabad H/S, Road # 1, ChittagongSize: 2415, 2425, 2975 sft.Completion time: 30-Jun-2012 (expected)
Location: 33 Mehedibagh, Chittagong Size: 1765, 1740, 1385, 1490, 1500, 1685, 1810, 1575, 1610, 1675, 1655 & 1690 sft.Completion time: 31-May-2013 (expected)
Location: Panchlaish, Chittagong.Size: 2625, 2655 sft.Completion time: 31-Dec-2012 (expected)
Location: Zakir Hossain Road, Opposite of AB Bank, Chittagong.Size: 1650, 1575, 1560, 1635 sft.Completion time: 31-Aug-2012 (expected)
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Marketing Strategies Analysis
Marketing outline:
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Marketing is a social and managerial process by which individuals and groups obtain
what they need and want through creating and exchanging products and value with
others. (Philip Kotler).
Real estate marketing does not have to be complicated, expensive, or sophisticated.
Marketing real estate starts with great services and creative ideas. "Marketing of Real
Estate" is a social and managerial process by which individuals and groups obtain what
they need and want through offering and exchanging land and creating, offering and
exchanging buildings directly and indirectly to others
Sanmar Properties Ltd. is the largest real estate company in Chittagong and they
operate marketing operations as usual other company but in modified way. BTI is the
oldest real estate company in Bangladesh and they are highly structured company but
Assets Housing Ltd at Dhaka is the pioneer of modern real estate marketing in
Bangladesh. Now most of the companies practice it because market is very competitive.
From REHAB catalog
REHAB is established in 1992 and continuing their operations in Chittagong from 2006.
83 local companies and 50 Dhaka based companies be present enlisted in REHAB,
Chittagong (about 250 developers and real estate companies are operated in Chittagong).
REHAB, CHITTAGONG
Total enlisted company 133
Total handed over and ongoing projects 250
Total apartments 5500
Sanmar Properties Ltd 44
Market share of SPL 17.6%
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Marketing Objectives of Sanmar Properties Limited:Primary objectives of Marketing Department in Sanmar properties Ltd is:
Develop a solid, corporate identity in our specified targeted market area.
To establish good working relationships and begin working as a team,
promoting communication and suggestions from all participants.
Realize a positive return on investment within least time.
Ultimate objective is to increase sales.
Gross margin higher than 50%.
To maintain SPL’s advertising costs low by conducting simple marketing
strategies.
Other common objectives are discussed in the following.
Improve customer loyalty
Increase brand awareness
Create reference
Gain new client
Achieve high level of customer satisfaction
Reduce marketing cost
Improve Customer Loyalty: Sanmar try to get more benefit from existing customer
by improving customer loyalty. They knock their existing customer in every occasion.
Card, flower and sweets are sent to more loyal customer. They collect client review as
seen in their website. Sometimes customers don’t know how feedbacks are taken from
them.
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Increase brand awareness: Sanmar properties Ltd try to increase brand awareness by
using particular logo, slogan in billboard, neon sign, calendar, diary, pad, personnel card,
visiting card, invitation card, wishing card etc. And they promote their project and
company at corporate level by maintains special relationships.
Create reference: Habitually customer when decide to purchase expensive property
they want to get suggest from well-informed person. Due to this reason, Sanmar
Properties Ltd maintains relationships with such types of customer who are not potential
buyer just maintain to create reference. However they had already bought a flat from
Sanmar or other company but Sanmar informed them for ongoing projects or upcoming
projects. Because if somebody wants advise from them, they easily suggest to buy a flat
from Sanmar Properties Ltd.
Gain new client: Gain new client is common objectives of Sanmar properties Ltd like
other real estate company. They adopt marketing strategies to attract new customer as rise
their ultimate selling.
Achieve high level of customer satisfaction: Usually in advancement customer
satisfaction is very difficult. Another side, real estate customer is superior customer
because they pay premium price for product. Sanmar properties Ltd develop customer
care to ensure elevated customer service and well decorated hospitality space to welcome.
Reduce marketing cost: A lot of people think that marketing cost is unnecessary and
added extra cost to product. Sanmar properties Ltd try to minimize their marketing cost
but operate in effective level.
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Marketing Strategies of Sanmar Properties Ltd:
Marketing strategy is an action plan which directed by company to promote their product,
company and increasing brand awareness. In real estate marketing strategies it is very
critical to adopt because product is almost same and companies are representative. Most
of the leading company offer usually same types of apartment but demand and market
share are varied for their promotion and differentiations of structural design, interior, get
up and places. Sanmar properties ltd is also carry out same task to maintain market value
of Sanmar. Their marketing strategies are as different with competitors as easily
understood when customer visit their project or office.
As a well established company Sanmar Properties ltd has significant marketing strategies
as ensure their identity in the market. In fact in Bangladesh and also in Chittagong real
estate market is now very competitive. Due to reasons Sanmar Properties Ltd adopt
particular marketing strategies which provide backup in the market. Sanmar Properties
Ltd is the case company in this report and however their strategies is not representative
for all companies but provide idea about real estate marketing strategies in Bangladesh. It
is interesting to say marketing strategies of Sanmar properties Ltd is performed not only
based on marketing department but also depend on sales, customer care, administration
and supply chain management (operation) department. In the following, pointed out
marketing strategies of Sanmar Properties Ltd.
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1. Marketing Strategies to design departmental structure
2. Marketing strategy to create market value
3. Market segmentation strategy
4. Target marketing strategies
5. corporate branding or create corporate identity
6. Promotional strategies
7. Selling strategies
8. Social Marketing strategies
9. Online Marketing strategies
10. Services strategies
11. Strategic group map
12. Agreement with Bank (HSBC & BRAC Bank)
13. Other identifiable strategies
Strategy no 134
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Marketing Strategies to design Departmental structure:
Sanmar properties Ltd is large company in port city Chittagong (17.6% market share
source: REHAB). Departmental structure developed is one kind of strategies because cost
and performance highly depend on departmental design. But when we see department of
Sanmar Properties Ltd, we are much socked because only one assistant manager works in
the corporate office of Sanmar in Chittagong. And one assistant general manager works
in the Dhaka office. About 5-6 agency works for Sanmar Properties Ltd. Sanmar do not
perform in house operations because they want to get best idea from add and promotion
expert. However Sanmar Properties Ltd give basic idea to add agencies and agencies
provide vast outlook of these idea on the based of Sanmar’s basic theme.
Sanmar related with several add agencies and printing agencies:
Add agencies are ----------------------------------
Studio Dixine
Core One Communication
Spas taw Communication
Prochito Communication
Cozito Communication
Line
Printing agencies are -------------------------------
Akota offset Press
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Trust advertising
Batik raw printing
Precession
Digital printing agencies are ----------------------
Classic billboard
Open sign
Digital sign lane
Department of Marketing is directed by director of Sanmar Properties Ltd. And Assistant
general manager is head of Marketing Department. Organogram of Marketing
Department is shown in the following:
Strategy no 236
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Strategy to create market Value
Sanmar properties ltd adopts some specific strategies as create market value than
competitors. Actually it are not marketing related but marketing department promote this
to raise their market share and try to show their differentiations against competitors.
Some determinants were found out in Sanmar properties Ltd which increase their market
value but it is done by supply chain department, architecture or other department. In the
following discussed it…………….
Determinants:
Location
The architectural style of assets
Size
Duration
Materials
Special relationships
Location: Sanmar is very efficient to choice location. They select such types of location that concluded particular feature of prime location as create more market value of company. Features of prime location are in the following.
Easy communication
Well infrastructure
Calm and quite residential area
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Large size of land
Particular community based
Familiar business area for commercial projects
As a result when customers want a flat in prime location of Chittagong then they firstly
select Sanmar Properties ltd.
The architectural style of assets: Sanmar Properties Ltd assigns best architectural
firms to design their project. Therefore customer usually attracted to Sanmar’s project.
But Sanmar make sure some criteria when architecture designs the apartment.
Space are properly used
On the house to air movement
Free from shadows
Security and privacy maintain
Like at sight
Opportunity to customer option are implied
Sometimes internal outlay be changed on the based on customer demand.
Size: Sanmar Properties Ltd. makes their flat as usually based on area and customer
preferences. Because customers choice diverge area from area. Example, commercial
project of Sanmar Properties Ltd are Avenue Tower at Nasirabad in Chittagong --- 2487
sft and Gulshan Tower at Gulshan in Dhaka ---- 2600 sft. Another side, residential project
of SPL are Manjano at Baridhara in Dhaka – 3200 sft, size of project at Nasirabad and
JEC area in generally 1800 – 2000 sft, Nandan Kanon – 2200 – 2300 sft, Khulshi – 2200
– 2500 sft and Panchlaish & Mehedibag – 1300-1600 sft.
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Duration: Actually customers are very sensitive to get in time their flat. Most of the real
estate companies try to uphold project durations or handover in time. But customers often
claim that they don’t get their flat in time. Sanmar Properties Ltd also tries to hand over
flat within expected duration.
Materials: Sanmar properties Ltd uses quality raw materials from market leader
companies. They collect angle from BSRM and KSRM, uses Ruby cement from
Heidelberg, sand from Sylhet, Dolu and local, use A One Polymer products from Anowar
Group, BRB Cables, Asian Paints, Berger Paints and other related quality products.
When a customer buys a flat then he/she will pay premium price for that.
Special relationships: Sanmar maintain relationships among corporate level,
administrations, local and national political leader, financial institutions to get credit,
legal and political benefit.
Strategy no 3Market Segmentation Strategy:
The main types of segmentation strategies of Sanmar Properties Ltd are as follows:
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But basic segmentation of Sanmar Properties Ltd is
Residential project
Commercial project
Geographic segmentation: Segmenting customers based on geographic area such as
city, country, metropolitan etc. Sanmar Properties basically choice their project location
on the based on
Prime location
Chittagong city area
Easy communication
Well infrastructure
High demand
Popular residential area for residential project and busy commercial place
for commercial project
Location segmentation: The market of Sanmar properties limited is highly segmented.
This segmentation is mainly based on the location, price of the land, and size of the
apartments.
The segmented areas are:
In Chittagong City
Segmentation/location – I : Khulshi Segmentation/location – II : GEC, O.R. Nizam Road Segmentation/location – III : Nasirabad Society (1, 2, 3, 4, 5)
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Segmentation/location - IV : Panchlaish, Agrabad, Zakir Hossen Road, Mehedibag etc Segmentation/location - V : Debpahar, Patharghata, Rahamotgong, Nandon Kanon etc (specially for Hindu Community)
Profession based segmentation: They segment their potential customer depend on
Renowned person
Highly qualified person
Professional ( doctor, engineer, corporate etc)
Business person
Work out Bangladesh
Psychological segmentation:
Individualism
Raising broken family
Increasing unit family
Mentally disappoint to build own building etc
In Dhaka City: Sanmar Properties Limited have 4 ongoing projects as will make for
superior customer. As a cause, these projects are in Gulshan, Baridhara of Dhaka.
Strategy no 4Target Marketing Strategies:
Sanmar Properties Ltd targets their market on the way……..
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They target so much rich people because each flat cost is
minimum 1 crore taka.
Ventosa, Sovana, Mahanagar Green Park, Azam Elanza &
eldorado are built to target high medium family or professionals.
Sardinia, Residence & Country Club & Manjano will become for
higher income earning group.
Their some of the project included 24 to 30 so they targeted such
customer who ensure premium price but want to live calm and
quietly.
Mahfuj Monor has 91 flat as usual it is targeted to high medium
family but they don’t think about other crucial factor in residence
area, they are happy to buy a only flat. Price is comparatively
less then luxury project.
Monica is made for only Hindu religious customer that means
they show community interest.
Some are made in Khulshi & Dankan Hill areas which are for
high rich family.
Some are made in Nasirabad area which is for rich or medium
family and they feel comfortable to live in because Nasirabad
Society is near place with good English Medium School,
Shopping mall or other necessary place.
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Sanmar properties ltd made their some project at Rahamatgonj,
Devbahar, Loveline as specially target for Hindu Community
because customer of such area are rich but they don’t want
change their living place. Especially they are committed to such
place. So Sanmar made flat to target these customer.
Mahanagor Green Park will be come in next that structure is 3
building formation. About 300 apartments will be made. It is
design for middle class family.
Sanmar collect employee database from several large company
e.i; Barger, BSRM, RSRM, GPH, Asia Paint, Heidelberg and
justify their salary structure. And then targeted some designation
for promoting to sell flat.
They collect data from particular club to target affluent prospect.
When they applied personal selling they target such customers
who like to live individually or in unique family. Because in
Chittagong joint family is available. And many people like to
joint family. They don’t respect apartment idea.
Strategy no 5Corporate branding or create corporate identity:
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Corporate branding means create identity in corporate level. Actually establishing
relationship with strong companies to get suspect of ultimate seller and raise alternative
source of supplier. In real estate business, supplier play important roll because they
provide raw materials on time. If they fail to ensure goods then project can’t completed
with during time as harm for company reputation. Strong suppliers create market value
to Real Estate Company. As a cause Sanmar Properties Ltd focuses this site. We see
customer easily purchase apartment from Sanmar because they use BSRM steel. BSRM
has strong identity in market. Sanmar properties ltd executes some assignment to raise
corporate identity as seen in the following
• Series of Corporate agreement signing with countries reputed brands.
• Arranging ‘Sanmar Partner’s Night’.
• Jointly organizing ‘Technical Seminars’ with reputed Brands such as Berger, Heidelberg, and BSRM etc.
• Organizing ‘Sanmar Quality Seminar’
• Extensive study on quality of competing brands
• Establish well equipped sample room
• Internal quality seminar in every three months
• Introduce “Material Complaint Register”• Propagating the philosophy of ‘Continuous Improvement’
Strategy no 6Promotional strategies:
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Sanmar’s message is able to have Attention, Hold Interest and obtain action. The theme
they use for desire response is Rational and Emotional. Their slogan is Live in
Excellencies & Fusion of Life. The message structure is letting buyer come to own
conclusion. For business promotion they use billboard, neon sign, personally inform,
create reference, agreement, paper advertisement, using customer relationship
management and attending rehab fair, home loan fair etc.
Media advertising
Project Promotion
Outdoor Promotion
Corporate Promotion & Printing
Mailing
Overseas promotions
Sponsorship
Public relations
Event management
Corporate night
Others
Media Advertising: Sanmar Properties Limited publishes Corporate Ads / Project Ads
in National, Local Daily Newspapers, and Foreign Weekly Bengali Newspapers.
Purbokone, Azadi, Prothom Alo, Daily Star are commonly used in paper ad of SPL.
Project Promotion
On Going: Sanmar Properties Ltd has 16 nos. ongoing Projects at various prime
location in Chittagong and Dhaka respectively. These projects play a vital role increase
their brand image. To promote Project, SPL do
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SPL is going to introduce new fencing design for all upcoming projects.
SPL may re-fabricate their ongoing projects priority basis.
SPL will monitor PVIF (Project Visitors Info Card) card distribution from ongoing
projects to get maximum benefit in this regard.
Also to keep Fencing fabrication neat & clean, SPL will keep ‘Daily Project
Monitoring System’
As part of SPL development program they are working to develop new site board design for prime ongoing projects
Expected Fencing Plan:
Sanmar Monica
Sanmar Ventossa
Sanmar Royal Ridge
Sanmar Momena Manor
Handed Over: Sanmar Properties Ltd has already handed over 30 nos projects to the
customers. As part of their development program they may renovate their old project’s
corporate logo as well project logo subject to management decision. They have renovated
8 projects in last 6 months. They plan is to renovate their corporate logo and land
escaping in Sanmar’s all handed over projects phase by phase.
Upcoming Project promotion: Sanmar Properties Ltd has 3 nos. special upcoming
projects in Chittagong including one Condominium, one resort etc. Project wise
promotions are as follow:
1. Mahanagar Greenpark:
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Brochure
Mailing
Use of Media (local newspaper)
Temporary Billboard
Office decorate and entertainment
Information booth
2. Beach Resort:
Brochure
Mailing
Use of Media (national & local newspaper, radio & TV)
Temporary Billboard
Office decorate and entertainment
Information booth
3. Sanmar Avenue Tower:
3D Animation
Media (national newspaper)
Brochure
Outdoor Promotions
To develop Sanmar Properties ltd’s brand equity, they can present day in and day out,
words, graphics and symbols which are related to their business. As per plan 13
billboards to be displayed in which Chittagong 7, Dhaka 4, Sylhet 1 and Jessore 1
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Achievements
a. Sanmar Properties Ltd has been maintaining 2 hired billboards and 1neon sign
at Chittagong another one for Dhaka.
b. They had also hired 1 at Gulshan Circle but as per management decision we
closed the agreement after 6 month display.
c. Jessore Airport and sylhet billboard decision still in under observations.
d. Besides they have additionally done Alankar more police box neon, Ocean
City signage and backlit, Collage road billboard
7 billboards/neon at Chittagong: They have 6 nos outdoor display in CTG and we
proposed 01 more in Airport Chittagong. Details are as follow:
GEC,
Prabartak,
Dampara
College Gate,
Alongkar
Ocean City Front
Airport ( Proposed)
2 billboards/neon at Dhaka: They have one outdoor display in DHK and proposed one
more in Dhanmondi or Banani
Corporate Promotions and Printing:
Well-designed, Quality and Cost Effective Wall & Desk Calendar, Diary Printing and
distribution can create a good image to the prospects. They will prepare Desk Calendar
and Diary for 2012. Calendar design focuses sanmar creativity and features. Corporate
promotions are included
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Yearly Calendar
Yearly Diary
Corporate Stationeries
ID Card (New Design)
Business Card
Ad published in various souvenirs
Inner wheel club
Fire service & Civil defense
Santaran Art Organization
Vatiary Golf Club
City Post Office
Bangladesh Society of Pharmaceutical
BGMEA Directory
Premier University
Mirersorai Mukti Joddha Porishod
Chittagong Cooperative Housing Society
Mailing
Mailing is the common promotional tools of Sanmar Properties Ltd. Particular types of
mailing are used in Sanmar Properties Ltd which are shown in the following
A. Corporate folder mailing
B. Project Card Mailing
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C. Greetings Card Mailing
D. Career Card Mail
E. Eid Card Mailing
F. New Year / Noboborsho Card mailing
Reasons:
To inform about projects to new customer
To upgrade about projects to existing customer
To wish in every occasions to exclusive customer
To maintain corporate relations
To get effective human resources
Achievements:
To implement the required man power, achieve prospect and satisfy previous
customer
Through mailing Sanmar properties Ltd get 10 nos hot prospect from Manjano
mail card mailing
Sanmar Properties ltd mail Eid card & Boishakhi card to exclusive customer.
SPL mail careers Card depend on HRD requirements.
Overseas Promotions
They publish Project Ads & Fair Ads in Foreign Weekly Bengali Newspapers, E-
Newspapers and which will be displayed to the prospective reader group in Abroad. It
will act as the part of National and International branding for company.
a. Foreign Weekly Newspapers in USA, UK, Canada, Australia, Middle East
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Weekly Thikana, USA
Weekly Jonomot, UK
Weekly Bangladesh Canada
b. E-newspaper (i.e. eAzadi)
c. Web
Special Note for overseas promotion: Now economic crisis are seen in world and also Bangladesh as affected in real estate business. Some scenarios are point out in the following:
Real estate ads are reducing in surprising way in daily newspaper.Project sell is comparatively slow then previous.Prospect are related with other business so overall impact is affected on them.And due to reason like other real estate companies Sanmar Properties Ltd focus their promotion on non resident Bangladeshi, migrant or such people who never live in Bangladesh but buy a apartment to resell that means to invest.
Sponsorship
Sanmar Properties ltd don’t more sponsor of cultural program or any other type of
program. Before 2-3 years they were sponsor of LALON MELA in DC hill.
Public Relations
Like other business Sanmar Properties Ltd maintain relation with local administrations,
politicians, newspaper, police department, other business and etc
Event Managements:
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Sanmar properties ltd. manages several events to promote their product and raise their
corporate identity. They attend fair to promote company and introduce new or upcoming
project. And they get benefit from celebrating New Year, Eid or other program. This
benefit is mainly to retain existing customer and attracting new customer or building
strong relation with other cooperating partner. Some event details are shown in the
following.
Rehab Fair, Chittagong 2011: Sanmar properties limited had successfully
participated in rehab fair 2011 as Co-sponsor
Venue Chittagong Club
Date January 27-29, 2011
End time 11:30 PM
Prospect Generation
397
Booklet Distribution
800
Campaign by billboard
3 nos.
Press Ad 2 insertion
HSBC Home Loan fair 2011: Sanmar Properties Limited had successfully
participated in HSBC Home loan fair 2011
HSBC HOME LOAN FAIR IN CHITTAGONG
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The Hong Kong and Shanghai Banking Corporation (HSBC) Limited in Bangladesh is
organizing a three-day long “Home Loan Fair” in Chittagong, for the very first time, in
association with some of the leading real estate companies. The fair will be held at
Engineer’s Institute from 21 to 23 April 2011. Mr. Sanjay Prakash, CEO of HSBC
Bangladesh, will inaugurate the fair on 21 April 2011 at 3.00pm. The fair would remain
open from 10.00am to 9.00pm, for the next two days. Through this fair, HSBC is giving
customers the opportunity to discover some of the best deals from the leading developers
of Chittagong, a new revised home loan rate and many more exciting offers.
Venue Engineering institute
Date April 21-23, 2011
End time 11:30 PM
Prospect Generation
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Booklet Distribution
300
Campaign by billboard
2 nos.
Press Ad 2 insertion
Pohela Boishakh 1419: Sanmar Properties Limited had made an exclusive sweet
box and distributed to the valued 114 customer
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Corporate Event
The company believes exchange of views and ideas with the social elites and business
intelligential is an effective way to remain abstract of customer need and requirements
and to equip its service tools and techniques for better focus on trends of the industry.
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With this end in view, Sanmar arranges regular congregation of leading social and trade
personalities of the city. The executive management of the company shares their thoughts
with such personalities in such gatherings.
Sanmar partner night was such type of event which main objective is:
Build a good relationship with supplier ( sanmar called business partner)
Getting good feedback
Achieving efficiency in procurement process
Gain in negotiation time
Motivated customer
Trade promotions
Motivated employee
Increase sales
Sanmar arrange different types of corporate event. Such as:
Business partner night
Employee night
Allotment program
Arranging sports program etc
Arranging corporate night is a imperative marketing strategy which designed by Sanmar
marketing department because it motivate employee, customer and partner to ensure their
best performance. It is used for internal marketing also.
Venue Ambrosia, Chittagong
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Date January 05, 2011Start time 7:30 PMEnd time 11:30 PM
Banner Deign & Venue decorationPPT Presentation
PhotographsDJ
SANMER PARTNER NIGHT IN AMBROSHIA
Allotment handover related program:
Sanmar customer care arranges allotment program to give key of flat at familiar hotel or
restaurant. In generally, most of the companies hand over key in common way. Just
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customers come to the office and take their key. But Sanmar organizes allotment program
to honor customer. And they give key within picky box.
Others
Recently SPL has introduced to the project Address plate & To-let board
Strategy no 7Selling Strategies:
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Selling strategies is very common in Sanmar properties Ltd like other real estate
companies. Personally communicate or communicate through telephone. As well as it is
done by sales executives who identify suspect, prospect then customer. Sanmar sales
executive is very smart and they work in the field level to implement selling strategies.
Personal selling
Telemarketing
Personal Selling: Actually sales executive of Sanmar Properties ltd directly
communicate with customer to inform about new project of Sanmar Properties Limited.
At first they select target prospect on the base of suspect, local culture, area demand and
overall customer characteristics. Sometimes Sanmar to do job not only sales but also
remind or create reference. About 6-7 sales executives work in this department. They
naturally go in prospect office and discuss about new project. Their main target to
achieve new client by motivating such way (Sanmar Sales Executive tone):
What do you think about to buy a new apartment in prime location of Chittagong? Sanmar will give this opportunity to choice you at favorable location? With our luxurious apartment in prime location, we ensure bank loan facility, security, safety, better customer care, customer favorable installment etc.
Telemarketing for Sanmar Professionals:
A telephone sale, or telemarketing, is a widespread, efficient and effective method for
making contact with prospects and closing sales. Telemarketing is also an effective
method for selling new or additional and services to existing customers. Today's
telemarketer, however, has to break through more "communication clutter" than ever
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before. Sanmar is not only competing with messages from other telemarketers for
prospects' attention, but also with advertising, news broadcasts and a myriad of other
marketing communications tactics. By its very nature, telemarketing creates a unique
selling environment. Sanmar telemarketing department collecting phone directory
from _________________
Chittagong Chambers of commerce
Chittagong club
Golf club
Different types of association where renown person are involved
District association
Phone number of high qualified professional or businessperson
Benefits of Telemarketing
Increases sales territory of Sanmar Properties Limited while reducing the cost of
"sales visits."
Sanmar uses telemarketing to Increase business efficiency because it can reach
more prospects per hour, day and week by phone than sale person can with in-
person sales calls.
Provides an effective way to perform relationship marketing. Sanmar use the
phone to stay in touch with existing customers, introduce new products to them
and make additional sales and creates references.
Sanmar use telemarketing to create demand over time.
Sanmar is using telemarketing of reminding.
It is a cost effective way. So Sanmar use it’s to achieve cost efficiency.
Sanmar telemarketing department to do their job by performing
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Colleting phone directory
Phone to prospect when project is approved
Inform potential customer about upcoming project
Arranging sales related event such allotment program
Entry price related data in ERP software
They are not directly involved in sales but assist to sales department.
Strategy no 8Social marketing:
This neon is sponsored by Sanmar. It is 99 years Agreement contract. Long time it was
damaged. Police box were made by Sanmar. Sanmar operate awareness based billboard
as involved in social marketing. Example: “Save Water, Gas & Electricity”. A social
marketing strategy is new strategies in Sanmar Properties Ltd which was adopted due to
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raise acceptability. It is continued to sustain in over competitive market. Many people are
concerned in this concept.
Strategy no 9Online marketing has the powerful advantage of Sanmar Properties Limited:
The Power of Online Real of reaching an immense readership, made up from a captive
audience that accesses the internet daily. Simply customers know about Sanmar and
apply for apartment through Sanmar’s website. Sanmar
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Maintaining web site ad in www.dailyazadi.net,
Maintaining their domain www.mysanmar.com
The fundamentals of online marketing of Sanmar Properties Limited:
Determine Sanmar target markets who commonly affected by online way.
Identify how Sanmar are perceived, then increase the perceived value of their
services.
What brand image and perception can really resonate with Sanmar audiences and
potential customers?
How can Sanmar position their self to be different and better?
Where and how to get new business
Strategy no 10Service Strategies:
Service of Sanmar Properties ltd
1. Sanmar Properties Ltd informs their Customer about financial support in three
stages:
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Sending Formal letter: After getting Application from Sales Department,
Customer Care will send a formal letter to each and every customer to
inform about the financial support.
Verbally at the time of Allotment Ceremony: At the time of Allotment hand
over program the customer will inform by customer care executive about
the whole procedure of financial support.
Through Web site: A details comparative statement and loan procedure will
available in our Company website. By this a customer can get all kind of
information about the financial support.
2. When the interested customer of home loan visit in their corporate office one of
executive from loan facility cell will attain the customer on priority basis.
3. They also arrange to introduce the interested customer about home loan with
financial company through a tri party meeting.
4. They provide customer the brochure of different financial institution stating their
facility to choose the best possible source of financial support for the customer.
5. After getting the sanction letter from the bank they arrange all the relevant
documents for the bank with help of Legal & Engineering department.
6. They persuade the bank for disbursement at a regular basis after providing all the
legal documents.
7. Sanmar arrange to ensure optimum facility for our customer through signing of
Memorandum of Understanding with different financial institute.
Sanmar Customer Service:
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Regardless of how busy you are, it’s important that your customers be able to reach you.
With real estate customer service from CMS, you can provide clients with courteous,
responsive support around the clock, without sacrificing your freedom.
The main objective of Customer Care of SPL:
Service creates trust
Sanmar transactions involve huge amounts of money and it’s critical that customers trust
those they’re doing business with. By sending all of calls to voicemail and not reacting to
clients concerns, risk losing business and harming company’s reputation. Sanmar’s
customer service call center is the answer to this critical communication problem, giving
agents, investors and brokers the constant availability that lets their customers know they
care. Only paying for the time spent managing your calls, real estate customer service
from CMS is a cost-effective solution. Sanmar customer service professionals work as an
extension of their real estate operation, assisting customers with their concerns and
providing them the information they’re looking for.
Integrating with business
A key feature of Sanmar customer service call center is that they are able to integrate
directly with their business, utilizing web portals and client databases that they use on a
daily basis. By doing so, they’re able to provide customers with up-to-date and accurate
information without interrupting their busy work day.
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In addition, every aspect of service is customizable, so they can personalize the way calls
are answered and how different situations are handled. Their system can be designed to
mirror, or even improve upon, their existing workflow.
Build a better relationship
The ultimate benefit of Sanmar customer service call center is the enhanced relationship
it’ll be able to build with their clients. Even when customer can’t speak to directly, they
will know that business is within reach. When they need assistance after hours or in the
midst of a hectic work day, they’ll be there to answer their calls. Regardless of what the
situation may be, they’re always there to bridge the gap and make sure remain connected.
After Sales Service
Right from the day of sale, the customer is regularly informed of the progress of various
phases of the project construction. Confirmation of apartment layout and selection of
fittings and fixtures are done after due consultation with the customer. Customized
requirements of buyers are also accommodated within a practical limit. From the date of
project hand over, the company provides a 6 (six) months maintenance warranty for all
sorts of civil, plumbing, tiles and electrical works. Standard service warranty from the
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suppliers of all common installations of the project, like lift, generator, sub station,
CCTV and any other electro mechanical equipment is also arranged. Customer care to do
1. Allotment handover
2. Credit collection
3. Modification related work
4. Finishing materials selection
5. Project handover and A/c settlement
6. key handover to client
7. Association formation
8. Customer complain feedback
9. Registration and ownership transfer
10. Interior works ( optional )
a) AllotmentAllotment will be made on first come first serve basis. Upon acceptance of Application, Down
Payment and other necessary papers. SPL will issue an Allotment Letter in favor of the
Applicant. This will include the Payment Schedule, which the buyer should follow on receiving
the Allotment Letter Buyer(s) willing to make one time payment will be rewarded with
substantial rebate. The buyer is not entitled to transfer the Apartment to Third Party till the
Apartment is handed over him/he
b) Mode of Payment and credit collection
FOR APARTMENT & COMMERCIAL SPACE
Customers are at liberty to effect payment by A/C payee cheque, Bank Draft or Pay
Order issued in favor of Sanmar Properties Limited. Customers residing abroad can
arrange payment by wire transfer or DD.
Standard sale term is payment of 30% of the agreed price of apartment with car park as
down payment. Balance amount of the agreed price is to be paid in equal monthly
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installments with the last installment having to be cleared at least one month before the
project hand over time Customers may also opt for clearing the balance payment in equal
quarterly installments for their convenience. Terms and conditions are discussed in the
following:
Application
Interested client(s) will submit application in prescribed form by Sanmar Properties
Limited (SPI.) duly signed by the Buyer(s) along with down payment and other necessary
documents. The company has the right to accept or reject any application without
assigning any reason whatsoever.
Payment
All payments should be made by A/C payee cheque or Bank Draft issued in favor of
Sanmar Properties Limited (SPL). Buyers residing aboard may remit payments by wire
transfer to designated Bank account of SPL. Cash payments are generally discouraged.
All buyers must strictly adhere to the agreed payment terms and schedule of payment. In
case of default in payment of the installment amount within the due date as per agreed
payment schedule, 2% delay charge per month shall be charged on the default installment
amount. If the payment of the due installment is delayed beyond 60 days, the company
shall have the right to cancel the allotments without serving any notice to the Allottee. In
such event, the amount paid by the allottee will be refunded after deducting 10% of total
agreed price of apartment along with Car Park(s). Such refund shall be made only after
sale of the Apartment to a new buyer and collection of at least the equivalent amount from the
new Buyer If the Allottee decides to surrender the allotment the same penalty shall apply and the
refund process shall also be the same.
CASH transaction is strictly prohibited and Sanmar is not liable for any transactions made by CASH.
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SPLS Right
The company has the right to accept or reject any Application for Allotment. It also
reserves the right to make minor changes in both architectural and structural design of the
project. Limited change can be made in specifications for overall interest of the project.
Utility Connection
Connection Fees, Security Deposit for WASA. s. Electricity. Deep tube well and
incidental costs are not included in the Apartment Price. SPL makes these payments
directly to the concerned authorities and the buyer shall reimburse the amount to SPL.
Transfer of Ownership
Proportionate share of indivisible land as well as Apartment will be registered in favor of
each Buyer’s as per the current rules and regulations of the government.
Transfer Cost
All costs related to transfer of ownership like Stamp duty, Registration cost. Apartment
VAT Government tax, VAT Documentation charges. Incidental expenses will be borne
by the Buyer.
c) Modification related work:
If customer want modified their apartment then customer care modified it on the based on
customer choices. Actually basic design is not changed but internal design to be changed
as made on order by customer. That means we say that customer care of Sanmar
Properties ltd act as customizations.
d) Finishing materials selections:
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Finishing materials means color, tiles, light, light shade etc. Customer care give some
types of sample in display room and customer choice from its. If they don’t like anyone
then they advice or order for other materials as they like or they will do it after getting
their apartment.
e) Project handover and A/c settlement
After completing credit collection, customer care settlement customer account.
Sometimes company get money from customer due to arrangement higher standard
finishing materials based on customer choice. Or customer gets money because he/she
doesn’t take finishing materials from company. So they get back money. When customer
account becomes zero balance, and then projects to be handover.
f) Key handover to client
Customer Care arranges key handover program to give key to customer. Especially it is
approved to honor and make happy to customers.
g) Association formation
Customer care of SPL builds association from apartment owner for every project. They
take tk 25000 from each customer to layout association. The main objective of
association formation is to maintain project properly.
h) Customer complain feedback
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If any customer complains adjacent to any side of projects as at first handled by Sanmar
Customer Care. A strong team of Sanmar professional’s quickly feedback to customer if
they complain.
i) Registration and ownership transfer
Sometimes ownership of apartment to be transferred in favor of family member or sell
other person then registration must be done by customer. If transfer to family member
then it is free but it is sold then sum money to be charged for registration.
j) Interior works (optional)
If any customer wants they will accomplished interior works by SPL, then customer care
do its. But customer pays extra money for its.
Strategy no 11
Strategic Group Map
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High
Few Many
Sanmar Properties Ltd
Low
Price / Quality
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Figure: Strategic Group Map in Chittagong Region
Market segment served
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High
Few Many
Sanmar Properties Ltd
Low
Price / Quality
Market segment served
Live in excellence
Figure: Strategic Group Map in Dhaka Region
Strategy no 12
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Agreement with Bank (HSBC & BRAC Bank)Every bank has many sticks to provide loan. Home lone is such types of loan. To promote
housing loan Bank sign agreement with Developer Company. Sanmar properties Ltd
contacted in agreement with HSBC & BRAC bank. Due to agreement HSBC & BRAC
Bank will profitable to gain new client and Sanmar properties Ltd is profitable through
Gain new client
Get entire money at a time
Gain such type of client who earn handsome but unable to provide 30% down
payment at a time
Increasing corporate relation
Financially profitable
Improving customer relationships to introduce customer with HSBC
Attending HSBC home loan fair at noticeable manner
Strategy no 13
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Other Identifiable Marketing Strategies
Well decorated office
Good looking appearance for personnel
Clear formation of authority
Friendly working environment
Nice looking hospitality box to welcome customer
Enough and efficient employee
Maintain relationships and networking
Show leadership attitude with competitors and public
Employee are highly motivated
Hunting is seen in Sanmar properties Ltd. Example, Head of
Marketing Assistant General Manager Mahbubur Rahman has
been coming from Assets Properties Ltd. at Dhaka. Because
Assets are pioneer of modern marketing of real estate in
Bangladesh.
Like other company Sanmar is the member of REHAB. But they
don’t show available REHAB sign because they think Sanmar
familiar among customer throw own brand not REHAB member.
Commonly use of BSRM, RSRM signboard in real estate projects
as not seen in SPL’s Projects. Because Sanmar properties Ltd
think “we are client of them, not they.”
Sanmar properties Ltd keep a sweet and remarkable project name
to attract customer.
Competitive Analysis with marketing strategies:
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But there is no entry barrier to the market and the market is open to anyone to invest. It’s
not an oligopoly too. Above all there is a large market segment remaining yet to penetrate
followed by ample opportunities for the potential investors to invest in the market. From
SPL point of view:
(a) Market characteristics: Sanmar properties ltd considered real estate market to see
some characteristics. Such as
Market size and growth rate by Chittagong region or sales territory
Market forecast & industry forecast
History of market
Industry structure
Level of competition, presence of conglomerates, noticeable past failures, new
trend of entry.
(b) Trends and drives: Real estate market is not constant due to social mobility. Like
other company Sanmar Properties Ltd recognize this trends and drives in market and try
to match. Sanmar considers----
Major drivers of change
Changes in living standards
New categories of flat buyers based on income level, education level and
professional level
Based on psychographics such as benefits, desired, habits, values, attitudes,
lifestyle, behavior, and opinion.
Social mobility
Individualism
Raising broken family and breaking unit family
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(c) Socio cultural factors: society becomes changes quickly such as lifestyle, socio
cultural changes, environmental concern, changing living condition and level of social
mobility.
(d) Key players
SPL identity main sources of competition such as direct competition,
indirect competition, substitutes, potential entrants and evaluate relative
intensity of competition arising from each sources.
They identify major competition and lesser competitions and list them in
competition based on source type.
Sanmar justify the factors that give power to competitor such as marketing
strategies, superior idea, established company, strong financial power or
relationship with key industry member.
In the following, the list of real estate Companies in Chittagong city area are shown.
According to Sanmar Properties Ltd Equity Properties Management (pvt) Ltd is the main
competitor of them. However, BTI (oldest real estate company), ANZ Properties,
Concord play well.
Serial no Company name Serial no Company name
1 Achiya- Rahman Properties Dev (PVT) ltd, Agrabad
25 Dalan kotha
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2 Airbell Development Technologies ltd 26 Desh Properties
3 Al Haj Mostofa Hakim housing & real estate ltd
27 Dream Touch Housing Ltd.
4 Alpha real estate ltd 28 Dreamtech Properties Ltd.
5 Assort housing & engineering ltd 29 Epic properties ltd
6 ABC real estate ltd 30 Equity property mgt (PVT) ltd
7 ANZ properties 31 Eternal design & development
8 Afford development (PVT) ltd 32 Ehsan Propeties Ltd.
9 Al rajee properties ltd 33 Excel Living Ltd.
10 Aerial Properties Limited 34 Elegance Developments
11 AFSANA Property Management Ltd 35 Exclusive Property Management Ltd.
12 Amanat Holdings (Pvt) Ltd 36 Elite Land Ltd
13 Apple Holdings (Pvt) Ltd. 37 Eden Holdings(Pvt)Ltd.
14 Accord Holdings Ltd 38 Green delta housing & development ltd
15 Apex Housing & Development Ltd. 39 Green Assets Ltd
16 Al- Ittehad Properties(Pvt) Ltd. 40 Ground Tech (Pvt) Ltd.
17 Al-Fesani Design & Development Ltd 41 Gladstone Holdings (Pvt)Ltd
18 Ambia Holdings Ltd 42 Graceland Properties & Builders Ltd
19 Bay tech properties ltd 43 Green view Property Management Ltd
20 Baghdad properties ltd 44 Green Castle Properties Ltd.
21 Bangle holding ltd 45 Golden Living & Development Ltd.
23 Building technologies & ideas ltd 46 HBS Associates (PVT) ltd
24 BOSHUDA Builders Ltd 47 HIRAJHEEL Property Dev. (Pvt).Co.Ltd.
48 Bkh holdings(Pvt) Ltd. 75 HOLY Development (Pvt).Ltd
49 Beacon Real Estate ltd. 76 Hamdan Properties Management (Pvt) Limited
50 Binimoy Builders Ltd. 77 Hopewell Properties (Pvt) Ltd.
51 CA properties ltd 78 Home Art Builders Ltd
52 Chowdhury properties ltd 79 Hitans Properties Ltd
53 Concord real estate & development ltd 80 IMPULSE Properties Ltd.
54 Chittagong Property Management 81 IDEAL Home Builders Ltd.
55 IMPERIAL Development Technology 82 RANKs FC Properties Ltd.
56 IKON Property Management Ltd. 83 RUPAYAN Housing Estate Ltd.
57 Illuminate Properties & Developer 84 Ratul Properties Ltd
58 IIUC Tower 85 RNJ Properties Ltd
59 Innate Properties Ltd. 86 Rangs Property Ltd
60 J.S Builders Ltd 87 RF Properties Ltd.
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61 Jevco Property 88 Rich Properties Ltd
62 KEARI Ltd. 89 Sustain Development Ltd.
63 Knight Frank Development Ltd. 90 Standard living & Development ltd.
64 KDS Properties Ltd 91 Sea Pearl Beach Resort Spa Ltd.
65 K.K Foundation Ltd. 92 Shamim Real Estate
66 Karnaphuli Properties Ltd 112 Surma Property Development
67 Lea Properties Ltd 113 Spire Properties (Pvt) Ltd
68 Loveland Housing (BD) Ltd 114 System Properties Ltd
69 Mismak development (PVT) ltd 115 Skytech Builders & Developers Ltd.
70 MOULANA Development Company Ltd. 116 Smrity Properties & Builders(Pvt) Ltd.
71 Moha Nagar Property Ltd 117 Share & Care developers Ltd.
72 Metro Homes Ltd 118 RANKs FC Properties Ltd.
73 Mohamuni Properties 119 RUPAYAN Housing Estate Ltd.
74 Mega Builders Ltd. 120 Ratul Properties Ltd
121 Meem Land Developers 137 Sahara city housing
122 Mazada Landmark Limited 138 Shah Amanat properties
123 Nusrat Trading Co Builders & Developer 139 Suboshoti properties ltd
124 NORTHERN Foundation Ltd. 140 SAF Holdings Ltd.
125 NAVANA Real Estate Ltd. 141 Sea view Resort & Developer Ltd.
126 Orchid Wadi Consortium Ltd. 142 TECHNO BUILDERS Ltd.
127 Oyster Holdings Ltd 143 Term Builders Ltd.
128 OKM Builders Ltd. 144 Turben Properties Management Ltd.
129 Predial Asset Management Ltd 145 Tamanna Builders (Pvt) Ltd.
130 Purity Properties Ltd 146 Uni village Assets Ltd.
131 Peacefair Properties 147 US Bangla Group
132 Pearl Homes Ltd 148 Vertex builder
133 OKM Builders Ltd. 149 VISION Housing Ltd
134 Predial Asset Management Ltd 150 WADI Propertiy Development(Pvt).Ltd.
135 RF properties ltd 151 Wall Makers Ltd.
136 RAHAT Properties & Developer 152 Zaman Property Development Ltd
Source: (chittagonggreenbook.com)
Briefly analyze the following elements and compare with competitors in Sanmar
Service offerings (characteristics, feature, benefits)
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Size ( In terms of sales, market share, infrastructure, and customer base)
Objectives
Strength and weakness
Customer loyalty, brand image
Marketing strategies ( positioning, branding, advertising, media expenditure)
Efficiencies in cost
Vertical integration
Strong of management
Comparison among Sanmar properties lid, Equity properties ltd and RF builders
Sanmar Properties ltd Equity Properties mgt
(Pvt) Ltd
RF Builders
Projects in
Chittagong 44 (ongoing & handed over) & upcoming - 13
Dhaka 2
Cox bazaar 0
Projects in
Chittagong 44 (ongoing & handed over) & upcoming - 13
Dhaka 1
Cox bazaar 0
Projects in
Chittagong 3 (ongoing & handed over)
Dhaka 1
Cox bazaar 7
Market Share on the base on
REHAB catalog – 17.6%
Market Share on the base on
REHAB catalog – 17.6%
Market Share on the base on
REHAB catalog – 1.2%
Supplier – BSRM, KSRM, ,
Heidelberg, BRB Cables,
Berger etc
Supplier – BSRM, KSRM, ,
Heidelberg, BRB Cables,
Alit paints etc
Supplier – RSRM, GPH,
Confidence cement etc
Setting premium price for
product
Setting premium price for
product
Comparatively price is less
than Sanmar.
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Sanmar is the largest
company in Chittagong.
Equity is the 2nd large
company in Chittagong.
Actually it has no basic
difference from Sanmar
Properties Ltd.
Running from 2009. So it is
raising company.
Sanmar Properties Ltd has
no projects in Cox Bazaar
Equity Properties
Management (pvt) Ltd has
no projects in Cox Bazaar
RF Builders actually lead in
Cox bazaar.
They attend in REHAB
Fair, HOME LONE fair etc
in Chittagong and Dhaka.
They attend in only REHAB
Fair,
They also attend in several
fair and they also arranges
district wise fair. Recently a
same type of Fair was held
at Narayangong. 26
apartments were sold.
Sanmar has well decorated
office.
Comparatively it’s not. Comparatively it’s not.
Promotional tools –
Billboard, Neon sign, Paper
add, attending REHAB fair
etc.
Promotional tools –
Billboard, Neon sign, Paper
add, attending REHAB fair,
add in local channel CCL
etc.
Promotional tools –
Billboard, Neon sign, Paper
add, attending REHAB fair,
district wise fair etc.
ISO Certified Company. ISO Certified Company. It’s not.
Place – OR Nizam road,
Nasirabad, Khulshi,
Place – OR Nizam road,
Nasirabad, Khulshi,
Mehedibag.
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Panchlaish, Meedibag. Probottak, Meedibag.
Quality is extremely
controlled.
TQM & green building
management practicing
company.
Quality is maintained within
least cost.
Overseas promotion to be
made to attracted migratory.
Overseas promotion to be
made to attracted migratory
Overseas promotion to be
made for Cox’s Bazar
Resort to attracted
migratory
Live in Excellence &
Fusion of Life
Better than the best. Researcher doesn’t found
out.
Financially strong. Financially strong. New company so still it is
comparatively weak.
Sanmar make apartment for
rich and high middle family.
Their projects are concluded
medium size and large size
apartment. (90 apartments
are seen again below 20
apartments are seen also
project wise)
Equity also makes for rich
and high middle apartments
which large and medium but
Equity’s project concluded
maximum 40 apartments
and minimum 11
apartments. So it’s are
different from Sanmar that
their projects has minimum
number of apartment as
show suitable residential
environment.
Target groups are medium
family so apartments are
similar for price and
customer but projects in
Cox’s bazar (resort) are
made for rich family who
invest and earn from tourist.
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Sanmar marketing skill to implement marketing strategies
Marketing Skill #1: Prospecting
The prospecting methods utilize will determine level of success... or level of failure. A
clear and definitive real estate marketing plan for online as well as offline prospecting
can lead to incredible results in sanmar prospecting efforts.
Marketing Skill #2: Negotiating
Negotiating a sale is not always about price. Understanding the needs of both parties in
the sanmar negotiation process is an important part of sales evolution. Each party is
generally looking to gain a specific advantage from the other. Knowing how to properly
evaluate and understand the needs and desires of both parties in this process can help.
Compromise is a significant key in negotiating of sanmar properties ltd.
Marketing Skill #3: Selling Real Estate
Are customers getting tired of being tarred with the argument of "Real Estate Agents are
all the same."? Do salesmen of sanmar know agents who have 'separated' themselves
from the 'same old, same old' pattern of selling real estate? This site has a variety of
marketing strategies for getting listings, advertising and selling real estate which
maintained by sanmar sales department.
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Problems detect in Sanmar Properties Ltd
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Challenges of Sanmar Properties Ltd Now financial crisis is seen in whole world. In Bangladesh, Bank faces liquidity problem.
Business reduces their market. All things are affected in real estate business also Sanmar
Properties Ltd. It is very difficult to survive in market better then previous. Sanmar
Properties ltd faces challenges from new competitor like Equity, CPDL, and ANZ
Properties etc. Price of raw materials is very hiking. All of things are related to adopt,
implement and successful marketing strategies. So their ultimate challenge of all
successful real estate agents is being able to continue their marketing strategies and
efforts when the business they already have, takes all time and attention. To end the roller
coaster ride of wildly fluctuating income, marketing consistently is an ABSOLUTE
MUST. At the end of a 12-14 hour mind numbing cyclone of a day, the last thing feel like
doing is picking up the phone and connecting with existing client base. But how do find
the time to do marketing when its are working longer and harder to keep even the easiest
deals together? Presently the real estate market is the most experimental market. Every
now and then the issues related to raw materials and others becoming vulnerable. Many
new companies will launch operations in this industry with huge investment. This can
create great challenges to others company. Some challenges are shown in the below
___________________
They face difficulties from govt. rules and regulations
Gas facility will be not ensured in upcoming projects as decreasing selling prices
of per square fit.
Cost of raw materials are hiking
Many competitors
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Financial crisis in whole economy
Bangladesh faces many natural disasters especially in earthquake and it would be
happened in any situation. So Sanmar Properties Ltd like other real estate business
takes challenges to guarantee their project resistance.
Customers are very conscious about quality.
There are a few drawbacks to marketing:1. Marketing department is not strong because only one assistant manager works in
the corporate office like executive.
2. Sanmar properties Ltd don’t more attention in improving branding. They are too
much confident about their position but other competitor like Equity properties
always challenges them to capture market however they ignore it.
3. Like other company still Sanmar properties Ltd can’t minimizing customer
complain that customer don’t want appropriate size of apartment. That means
Sanmar’s professionals can’t properly managed customer about cutting common
area.
4. TV ad is common tool to reach customer. But Sanmar Properties Ltd doesn’t give
add in TV media. But we see available TV add of other big company such
Bosundhara, Concord etc.
5. Sanmar is not much promoting their projects in out of Chittagong but many local
people of Chittagong live in other district.
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6. Without Sanmar Ocean City, Sanmar has no any residential project as easily
recognized to common people that it was built by Sanmar Properties Ltd.
7. Earthquake is a common natural disaster as related to real estate business. But I
don’t know any content of Sanmar Marketing strategies which ensure customers
that Sanmar apartment is risk free in earthquake.
8. Sanmar properties Ltd promote their projects on the based on luxurious,
attractiveness etc but safety and security don’t get more attention in promotional
concept.
9. Sanmar Holdings ltd has domain website but Sanmar properties ltd has no domain
website but SPL is main business spot of Sanmar. Existing website can’t fulfill
require demand of customer.
10. Sanmar talk about luxurious apartments but their most projects are included huge
number of apartments as not make sure to customer about friendly environment of
live another side Equity maintain its.
11. “Green technology are used or our projects are environment friendly ” such types
of promotion are not seen in Sanmar Banner however they used slogan “Live in
Green”
12. Sanmar can’t major differentiate in project design with competitors. Most real
estate companies design their apartment almost same. Sometimes internal design
to be slightly changed if customers want. However it does not big matter that
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Sanmar bequest to customers highly differentiate apartment. Example: like other
competitors apartment, Sanmar given maid toilet with a side of kitchen but it’s not
hygienic.
13. Sanmar promoted their hand over projects to ensure beautification, to late, name
plate etc but any projects has no emergency number list such fair service number,
hospitals number, ambulance number etc but it shows accountability of company.
There are also a few drawbacks to telemarketing: 1. This is not to say, however, that it's not a worthwhile way to gain customers!
2. Once a novel way of selling, telemarketing has unfortunately moved into the
category of a nuisance to many consumers.
3. Sanmar telemarketing professional collect number from Chittagong Club, Golf
club etc. But very professional or traditionally rich person are member of these
club who have already apartment or house own self. We see many newly rich
people who still not member of these place but able to buy a flat so they don’t
informed from Sanmar telemarketing professional’
4. According to telemarketing professional of SPL, the main objectives of
telemarketing is not to sell, just informed to prospect as create demand over time
but demand is also changing with time. Today customer what want, in future their
want may be different. So today’s project may not to be able to meet customer
future demand.
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5. Telemarketing is not accepted to all. Because some customer disturbed to get such
types of call.
Limitations for Customer Care:
1. Sanmar Properties Ltd provided customer service for 1 year but Equity Properties
Management (pvt) ltd provide for longevity so it created negative impact to
customer.
2. Sanmar has no special fire service force as quickly sent to projects when any
accident is occurred.
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Conclusion and Recommendations
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Recommendations:
Sanmar properties ltd should make some things as ensure their leader position. In the
following it is point out ----------------
1. Marketing department should be strong.
2. More invest to improve branding as create strong positioning to customer mind.
3. Use national and local TV adds to easily recognize to customer.
4. District wise fair should be arranged where customers of outside Chittagong easily
purchase apparent. (Many people who born in Chittagong, live in other district but
come back Chittagong at the end of service or business).
5. Customer should be made sure about safety of Sanmar’s apartments. Sanmar
declares that they use quality materials. But in their project promotion, I didn’t
find out declaration of minimum risk in earthquake. So it must be kept up in
promotion as raises customer contentment and reliability.
6. While target customer is very rich then number of apartment should be minimized
because many people don’t live in gathering.
7. Management should be concerned about customer complain that customer can’t
get appropriate size of apartment but pay for whole size. So Sanmar should be cut
minimum portion of common place as shown their integrity. And salesperson must
understand to customer why some areas are cutting for common place.
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8. Not only signboard of live in green, promote also their product under green
perspective.
9. Marketing strategies should be updated at the change of time.
10. Most of the time customers don’t go in project. So information of construction
state should be sent to client via mail, phone etc.
11. In telemarketing, database should be made not only club basis, but also it is made
of depend on corporate relationships, associations of professions or such types of
prospect who are able to pay for apartment. Whatever they noble or not.
12. Customer care must be providing service long life. 1 year customer service is not
sufficient for achieving customer satisfaction.
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Conclusion on the basis of findings:
There is a good fighting between Sanmar Properties Ltd & Equity Management
Properties (pvt) Ltd in real estate market. Long experience, better customer service,
technological superiority, quality materials, prime location, qualified personnel etc.
helped Sanmar Properties Ltd to capture the leader position.
SPL has strong customer relationship with a local image and always sensitive about
quality. They maintain strong relationships with their business partner.
Customer service is better in the real estate industry. Schedule failure occurs
occasionally, and the customer service is quick enough to solve the trouble.
Their promotional level is better as continue in whole year but tightly maintained when
any project is approved.
Sanmar Properties Ltd uses many types of promotional tools to gain new customer and
sustain existing customer.
Sanmar strong side is to select location and company reputation.
Sanmar Properties Ltd may long last in real estate market if they maintain and update
their strong side, improve customer service, find out weakness and improve it. As a result
it will be a strategically advancement for Sanmar properties Ltd.
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Bibliography:Interview with Tulu Ush Shams, Deputy General Manager, Operations, Sanmar
Holdings Ltd
Interview with Md. Saiful Houque, Deputy General Manager, RF Builders Ltd
Interview with Mohammad Mahbubur Rahman, Assistant General Manager,
Marketing, Sanmar Properties Ltd
Interview with Kazi Faisal Ahmed, Sr. Manager, Supply Chain Management, Sanmar
Properties Ltd
Interview with Bernard B. Baroi (Babul), Manager, Chittagong Chapter, REHAB
Interview with Amatul Khair Shetu, Manager, Customer Care, Equity properties
Management (Pvt) Ltd.
Interview with Noushad Md. Siddique, Manager, Human resource Management,
Sanmar Properties Ltd
Interview with Mirana Momtaj, Deputy Manager, Customer Care, Sanmar Properties
Ltd
Interview with Sirazul Islam Ujjal, Assistant manager, Marketing, Senior Executive,
Telemarketing, Sanmar Properties Ltd
Interview with Shahidul Islam, Assistant manager, Supply chain Management, Sanmar
Properties Ltd
Interview with Mr. Tapas Shaha, Assistant manager, Supply chain Management,
Sanmar Properties Ltd
Interview with Rumi Chowdhury Mili, Senior Executive, Telemarketing, Sanmar
Properties Ltd
Interview with Mohammad Imran, Senior Executive, Sales, Sanmar Properties Ltd
Sanmar website: www.mysanmar.com
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