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A
PROJECT REPORT
ON

“A STUDY OF MARKET STRATEGIES AND ITS IMPACT IN

HOSTEL ACCOMMODATION”

FOR
STANZA LIVING-PUNE

SUBMITTED TO
SAVITRIBAI PHULE PUNE UNIVERSITY
IN PARTIAL FULLFILMENT OF TWO YEARS FULL TIME MASTERS
OF BUSINESS ADMINISTRATION (MBA)

SUBMITTED BY
MUSKAN SONAR
(BATCH - 2021-23)

UNDER THE GUIDANCE OF

PROF.H.D PATIL

JSPM’s
KAUTILYA INSTITUTE OF MANAGEMNT & RESEARCH
PUNE- 412 207

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ACKNOWLEDGMENT

I take this opportunity to express my gratitude to everyone who supported me

throughout the course of the Internship at Stanza Living. I am thankful for their
valuable guidance, constructive criticism and friendly advice during the project
work. I am sincerely grateful to them for sharing their truthful and illuminating
views on a number of issues related to the study.

I gratefully acknowledge my indebtedness to my mentor Mr. Karan Sachdev

Professor, H.D Patil for his meticulous guidance and support throughout the
study.

I express my sincere thanks to Mr.Pushpak Mehta Manager of Stanza Living and

Mr. Karan Sachdev, mentor during the internship for providing me with valuable
insights and required facilities for the successful completion of my study. Their
support and guidance at Stanza Living, helped me understand and learn how the
digital platform has a long way in the coming years.

I express my deep gratitude to my family and dear friends for their co-
operation and support.

Name: - Muskan Sonar

Reg.No:

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DECLERATION

I undersigned Muskan Sushilkumar Sonar do here by declare that the project

report entitled A Study of Marketing Strategies and its Impact in Hostel
Accommodation for Stanza Living. A research work made for "Stanza
Living" genuine and benefited work presented by me under the guidance Dr.
H.D Patil. The empirical findings in this project report are based on the data
collected by me. The matter presented in this report is not copied from any
source. I understand that any such copy is liable to the punishment in way the
university authority deems fit. The work has not been submitted for the award
of any degree or diploma earlier to Pune University or any other universities.
The project is submitted Pune University, in the partial fulfilment of the
Master's Degree in Business Administration.

Date:- Muskan Sushilkumar Sonar

Place:-

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Table of Contents

Sr.No. Topic Page No.

1 Executive Summary 6-7

2 Objective and Scope 8-9

3 Company Profile 10-18

4 Theoretical Background 19-24

5 Research Methodology 25-29

6 Data Analysis and Interpretation 30-49

7 Findings 50-51

8 Limitation of Project 52-53

9 Suggestion 54-55

10 Conclusion 56-57

11 Bibliography 58-59

12 Annexure 60-64

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CHAPTER 1
EXECUTIVE SUMMARY

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EXECUTIVE SUMMARY
The Project has been done in Stanza Living. The title of the project is “Marketing
strategies and its impact in hostel accommodation for stanza living”. The main objective
of the study is as follows:
1. To study and evaluate marketing strategies of Stanza Living.
2. To identify the most effective sources of lead generation for Stanza Living.
3. To analyse the feedback of present customers towards various attributes of Stanza
Living.

In the company my job role as an intern was of “Sales and Marketing” and I was
reporting to Mr Pushpak Mehta, Sales Manager. I have studied about CRM Software
(Sigma) which helps in maintaining database. I also learned about pitching for tele-calling
in order to get customers, about market research and about branding and co-branding.
The First Chapter deals with introduction, objectives, scope, and limitations of project.
The Second Chapter deals with organization profile and insight of business environment.
The third Chapter deals with the Review of literature. The fourth chapter deals with
research methodology.

The fifth chapter deals with the data analysis and interpretation. The sixth, seventh, eighth
chapter reflects the thoughts of in this study in the form of findings, suggestions,
conclusions, learning and my contribution towards organization. It proceeds with
bibliography, references annexure. In the appendix various supporting information have
been incorporated for an easy understanding of the readers.

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CHAPTER 2
Objectives & Scope of the project

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Objectives of the Study:

1. To study and evaluate marketing strategies of Stanza Living.

2. To Identify the most effective sources of lead generation for stanza living.
3. To analyse the feedback of present customers towards various attributes of stanza living.

Scope of the Study:-

1. It focuses on the various marketing strategies towards the lead generation for the
company.
2. Research can be of importance to target the customer as per their needs and the
satisfaction level towards the products and ease provided by various marketing strategies.
3. The results obtained after the data analysis helps in understanding the effectiveness of the
marketing strategies and in the implementation various tools at the right time and at the
right place.

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CHAPTER 3
COMPANY PROFILE

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Name of the organization:

STANZA LIVING

Inspiration Behind Name Stanza:

1. (Italian) room • apartment
•chamber
2. (English) in poetry, a grouped set of lines within a poem usually set off from
other similar groupings by anindentation or separation as stanzas build the
foundation of a poem.

Stanza Living is the common brand name for Dtwelve Spaces Private Limited. It provides
fully-managed shared living accommodations to students and young professionals. [1] Founded
by Anindya Dutta and Sandeep Dalmia, the company is present across 23 cities
including Delhi, NCR, Bangalore, Visakhapatnam, Hyderabad, Chennai, Coimbatore, Indore, 
Pune, Baroda, Vijayawada, and Dehradun, in India, with a capacity of 55,000 beds. [2] Stanza
Living is a technology-enabled housing concept which provides fully-furnished residences
with amenities like meals, internet, laundry services, housekeeping, security and community
engagement programmes. The company has an asset-light business model under which it
engages in long-term lease agreements with property owners/developers, who convert their
assets into shared living residences as per company guidelines. These assets are subsequently
operated by Stanza Living.

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Many Student accommodations has been providing world class property management and
housing facilities. Many firms are also entered into establishment of dedicated student living
spaces to enrich and enhance the college experience for students living independently.

This firms offers Luxury as well as budgetary student accommodation much more than just a
great place for students to live and study. Offering high-specification service apartments with
all the luxury and added extras facilities for students.

Hostel is the place to make the most out of your time at university level. Whether working or
relaxing in your luxury private apartment or meeting new people and enjoying the buzz of the
modern shared social spaces, including games zone, gym, cafeteria, mess or library.

The city of Pune in western India is known for its educational facilities, having more than
100 educational institutes and nine universities Facilities in most colleges are sparse. Since
this is primarily a student town, a large demand exists for student services. Firm ensure that
you live in comfortable, warm and welcoming atmosphere, our easy going, cosmopolitan
charm giving you a whole new sense of life.

Hostel offer an all-embracing environment to students of all ages, coming from various parts
of the country and the world. It provides with the true sense of living in a student community
with students from all walks of life, backgrounds and qualifications, affording your talents an
opportunity to flourish in the various cities of India.

The 5 most common types of student accommodation-

1. Halls of residence:-

Generally owned by the University and tend to be for first years only. They are a great way to
adjust to living away from home, and making new friends. There are a variety of options
including catered/self- catered and shared bathrooms.

2. House/flat share:-

This is the most common type of private accommodation for students, where you can rent a
property with friends. If you’re considering this, then there are many accommodation’s
properties available in cities all over the country.

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3. Room in a private house

This is where you rent a room out in a house where the landlord currently lives. Whilst this
probably isn’t the type of accommodation you imagined during your University days; if
you’ve left it late looking for private rented housing, it’s probably preferable to the more
dingy student houses.

4.Private flat

Private flats can appear extremely appealing if you’ve had bad experiences previously
sharing with other students. The two things to consider are firstly, whether you enjoy your
own company understand that whilst you’ll probably be out ocializing in the day; you’ll most
likely be by yourself most nights. The other thing to consider with private flats is the price
they’re the most expensive accommodation on this list.

5.Private sector halls of residence

These properties tend to be similar to University owned halls of residence, except they’re
open to everyone, and are generally more expensive as they’re privately owned. The
contracts are normally 11 months and as they’re independent, you will be sharing with a
diverse mix of people from a range of Universities perfect if you likemeeting new people!
There are many different halls in almost every University City.

Vision of Stanza Living

To provide world-class accommodation to build the foundation for the most important
chapter in student’s life.

Mission of Stanza Living

We are currently scaling the business at an aggressive pace, having already grown 20x over
the last 12 months from 100 beds to 2,000 beds under management and are now expanding to
become a pan-India business.

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Historical Development of Company:-

Prelaunch activities

In the year 2016, stanza living did eighteen months of on-ground research. In this research
they visited more than eighty (80) hostels and interviewed more than 2000 parents and
student, from this research and interviews they came to know that relocating to a new city
can be a nerve-wracking experience and all one wishes for, is a sense of belonging and
comfort. Yet hostels and PGs in India are often a far cry from expectations.

Keeping all the needs in mind like providing a clean and hygienic environment with high
quality furniture as well as basic necessities such as air conditioning, housekeeping, laundry,
meals and security they launched two
(2) residences in Delhi in 2017 with 100 beds and also achieved 100% occupancy. In 2018,
with consolidation in NCR, from two residences they moved to more than 15 residences and
two thousand plus beds with 85% retention and along with that the team strength went up to
more than 60.

In 2019, Pan India expansion, they expanded in 10 cities with more than 22000 beds and
team strength increased to more than 250.

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Stanza Living is looking to expand its inventory to 1 lakh beds over the next 3 years across
key property markets in India from the current 51k beds across India.
Apart from eyeing nearly 50 times growth in its inventory in three years, the Delhi-based
student coliving start- up is also expecting to turn profitable over the next year.

Stanza Living has raised a total of $70 million so far from Sequoia Capital, Accel Partners
and Matrix Partners and alteria capital and with this they are the most funded start –up in the
sector.

ORGANIZATION CHART

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CEO

VICE PRESIDENT

REGIONALHEAD

CITY HEAD(PUNE)

MARKETINGANDSALES OPERATIONS

ASSOSCIATES OPERATIONCLUSTER MANAGER

REGIONALSALES OFFICER
ASSISTANTMANAGER

FUTURE LEADER RESIDENT CAPTAINS

PROGRAMMERS

OPERATIONEXECUTIVE

STANZA LIVING PRODUCTS AND SERVICES

 FULLY FURNISHED ROOMS:-

Stanza living provide well-furnished rooms, designed with an in-

depth understanding of a student’s needs. Our residences are fully
equipped with IoT enabled systems and new appliances to enhance
the quality of your everyday living.

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 INTERACTIVE COMMON AREA:-

Lively dining areas, comfortable lounge rooms, dedicated fitness

corners and entertainment spaces – our Endeavour is to provide you
enriching and vibrant spaces where you can unwind with your
fellow Stanzens

 DINING AREA:-
Vibrant and colourful spaces designed for residents to come
together and enjoy quality, wholesome meals.

 ENTERTAINMENT ZONE :-
Cheerful areas furnished with everything our residents need to recharge, rejuvenate and
socialize.

COMPETITORS OF STANZA LIVING:-

1. COLIVE:-
CoLive is an online platform that allows users to find shared workspaces and
accommodations, flats and homes for rent. Colive is a Private company. Suresh Rangarajan is
the Founder & CEO of Colive and has an approval rating of 56 from Owler members. Colive
has raised a total of $11M in funding. Colive’s top competitor is BHIVE WORKSPACE, led
by Shesh Rao Paplikar, who is their Co-Founder & CEO.

2. ZIFFY HOMES:-

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ZiffyHomes is an online platform that allows users to search and discover rental real estate
properties in India. ZiffyHomes is a Private company. Sanchal Ranjan is the CoFounder &
CEO of ZiffyHomes and has an approval rating of 80 from Owler members. ZiffyHomes has
raised a total of $433.5K in funding. ZiffyHomes’s most recent acquisition was Nivaasa for
an undisclosed amount on Apr 2018.

3. SQUARE PLUMS:-
Square Plums is an online rental marketplace that allows users to find furnished apartments.
Square Plums is a Private company. Rajesh Kumar Kotta is the Co-Founder & CEO of
Square Plums and has an approval rating of 54 from Owler members. Square Plums has
received a total of $444.5K in funding. Square Plums’s top competitor is CoHo, led by Uday
Lakkar, who is their Founder.

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CHAPTER 4
THEREOTICAL BACKGROUND:-

Marketing management is a composition of two terms ‘Marketing’. Where, the term

‘Marketing’ is asset of actions and processes of a company associated with buying and
selling of goods or services.
‘Marketing management’ is an organizational approach which focuses towards the
accomplishment of marketing
objective of the organization such as achieving customer satisfaction, securing high sales and
profit, etc. Therefore, it includes various techniques and processes aimed at fulfilling the
entire inter- related marketing objective. Definition of Marketing Management

According to Philip Kotler, “Marketing management is the analysis, planning,

implementation and control of programs designed to bring about desired exchanges with
target markets for the purpose of achieving organizational objectives".

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According to the American Marketing Association, “Marketing Management is the process

of planning and executive the conception, pricing, promotion, and distribution of idea, goods
and services to create exchanges that satisfy individual and organizational objectives”
Importance of Marketing Management.

Marketing management has gained importance to meet increasing competition and the need
for improved methods of distribution to reduce cost and to increase profits. Marketing
management today is the most important function in a commercial and business enterprise.

The following are the other factors showing importance of the marketing management:

(i) Introduction of new products in the market.

(ii) Increasing the production of existing products.
(iii) Reducing cost of sales and distribution.
(iv) Export market.
(v) Development in the means of communication and modes of transportation within and
outside the country.
(vi) Rise in per capita income and demand for more goods by the consumers.

NEW PRODUCT DEVELOPMENT:-

Companies use various marketing strategies to collaborate with their consumers. Marketing
strategies are also used to make the customer aware about the products and the amenities that
one provides. Basically, it focuses on the target customer to buy those products and
amenities. The marketing strategies might be totally innovative or they can be previously
tried or tested strategies.
Effective marketing strategies help to get ahead in the competition. There are various
marketing platforms through which one generate lead.

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Lead generation is the process of attracting and converting strangers and prospects into
someone who has indicated interest in your company's product or service. Lead generation is
based on marketing strategy. Lead generation are done through online and offline methods as
mentioned above.

There are many more ways of improving the lead generation with a CRM. But the most
important being CRM to be the main pivotal point of lead generation, which not only helps in
generating quality leads but, it enhances the sales process, ensure better conversion rates and
helps close more deals.

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CRM stands for customer relationship management. Powerful sales CRM system combines a
number of tools and plug-ins which are used to efficiently manage customer relationships.
Using the sales CRM you can:
1. Grab leads from different sources like social channels, emails or even turn missed
calls into leads.
2. Manage leads by scoring, qualifying and prequalifying them.
3. Find lead, contacts and deals in a matter of seconds by using the search and filtering
sections.
4. Manage sales in multiple pipelines for different processes and reporting options.
5. Analyse your gathered business data to accelerate and improve your sales.

STAGES INVOLVED IN CLIENT CONVERTION

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.
Step.1: Lead Generation
Lead generation is based on branding strategy. Lead generations are done through online and
offline methods.

Step.2: Qualifying
The process of determining how likely a lead is to ultimately turn into a paying customer.
Qualified leads are leads that have been determined to have a good chance at converting into
customers.

Step.3: Nurturing
Lead Nurturing is the process of developing relationships with buyers at every stage of the
sales funnel, and through every step of the buyer’s journey. It focuses marketing and
communication efforts on listening to the needs of prospects, and providing the information
and answers they need.

Step.4: Closing

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This is the stage where sales opportunities either turn into customers or exit your pipeline as
a closed-lost deal. If you successfully seal the deal, you can move the opportunity into the
closed-won stage of your pipeline and celebrate a job well done. Either way, you should
move closed sales opportunities from this stage to the closed- won or closed-lost step to keep
your pipeline neat and organized.

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CHAPTER 5
RESEARCH METHODOLOGY

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Research methodology is the specific procedures or techniques used to identify, select,

process, and analyze information about a topic. Methodology section in research helps one to
evaluate the overall validity and reliability of the study. Methodology section answers two
main questions:

a) How was the data collected or generated?

b) How was it analysed?

RESEARCH PROCESS
The research process involves identifying, locating, assessing and analysing the information
you need to support your research questions and then developing and expressing your ideas.
• Define research problem
• Review of literature
• Formulating hypothesis
• Preparing the research design
• Data collection
• Data analysis
• Interpretation and report writing

RESEARCH DESIGN:
The research design adopted in this study is descriptive research design.

Descriptive Research Design:

Descriptive research can be explained as a statement of affairs as they are at present with the
researcher having no control over variable. Descriptive research is ―aimed at casting light
on current issues or problems through a process of data collection that enables them to
describe the situation more completely than it was possible without employing this method".
The researcher used this research design to find out the response of the residents, by this
research the researcher can only give suggestion but implementing these suggestions depends

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upon the interest of the company. Descriptive research helped me to find out facts and details
of the Stanza Living Company.

Research Period:
Duration of the research was for two months

First Week: Study of the organization, products and amenities.

Second Week: Study of the markets and competitors.(OYO, Oxfordcaps and Youthville)

Third Week: Training for cold calling and generating leads.

Fourth Week: Training for Stanza Nexus app. Fifth and Sixth week: Handling customers,
pitching about the products and amenities.

Seventh and Eighth week: Solving customer issues and data management and closing the
Clients.

Sources of Data:
There are two major sources of data namely;
1. Primary Data:
Primary data is data that is collected by a researcher from first-hand sources, using methods
like surveys,interviews, or experiments. It is collected with the research project in mind,
directly from primary sources.
The type of method used to collect primary data in this research is through questionnaire. The
questionnaires were sent to the respondents who read, understood and replied on their own
and returned the questionnaire.

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2. Secondary Data:
Secondary data means data that are already available i.e. they refer to the data which have
been collected and analysed by some other researcher In this research secondary data was
gathered within the organization and from Zoho CRM software.

Data Collection Method:

Primary and Secondary data’s were collected. Primary data was collected through
questionnaire and Secondary data was collected from ZOHO CRM software.

Research Instruments:

Questionnaire:-
A questionnaire is a research instrument consisting of a series of questions (or other
types of prompts) for the purpose of gathering information from respondents.

Sampling Techniques
Probability Sampling:-
In probability sampling method, each population element has a known (non-zero)
chance of being chosen for the sample.

Sampling method
Simple Random Sampling design is used for the study, which is a type of probability
sampling. Simple Random sampling method was undertaken as the research had proper
sampling frame.

Population
A research population is generally a large collection of individuals or object that is
the main focus of a scientific query. There are total twenty-six properties in Pune and the
total occupancy in Pune is of 1520 beds.

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Sampling Frame
Source list comprised of list of residents residing in the Stanza properties of Wagholi
area of Pune.

Sample Size
The sample size for secondary data- 4197 (Data from Zoho CRM) The sample size
for Primary data- 120 (Residents)

Data Analysis Method

1. Data analysed with the frequency distribution method through MS-Excel.
2. Frequencies Charts with Bar Charts were used with Percentage Chart Values.
3. The frequencies along with the percentages from the output through MS-Excel were
further used for getting the Bar Charts.

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CHAPTER 6
DATA ANALYSIS AND INTERPRETATION

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SECONDARY DATA ANALYSIS:

1. Gender-
Gender of Respondents
Gender Number Of Responses Percentage
Male 3197 76.2
Female 1000 23.8
Total 4197 100

Source: Software(SIGMA CRM)

76.2

Interpretation:
Out of the total leads contacted 4197 (in Sigma CRM) 3197 were boys and 1000 were girls.

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2. Location of Respondents-

Location of The Respondents

Location Number of Responses Percentage

Kothrud 882 21
Vadgaon 3194 76.1
Others 121 2.8
Total 4197 100

Source:Software (Sigma CRM)

Interpretation:

Out of the total leads 4197, 882 leads were looking forward for accommodation in Kothrud,
3194 leads were looking forward for accommodation in Vadgaon and 121 leads were looking
forward for accommodation in some other location.

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3. Type of Leads-

Type Of Leads
Leads Number Of Responses Percentage

Qualified Leads 1948 46.42

Unqualified 2249 53.58

Total 4197 100

Source:Software(Sigma CRM)

46.4

Interpretation:
Out of the total leads 4197, 1948 leads were qualified leads and 2249 were unqualified leads.

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4. Relation with the lead-

Relation with the leads

Target Number of Percentage

Audience Responses
Yourself 1112 57
Friends 154 8
Relatives 561 28.8
Others 121 6.2
Total 1948 100
Source:Software(Sigma CRM)

57 Others

Interpretation:
Out of the total visits scheduled (1948), 1112 were looking for accommodation
for themselves, 154 were looking for their friend, 561 were looking for their relatives and
121 were looking for others

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5. Professional profile of the lead-

Lead Type
Lead type Number of responses Percentage

Student 882 45.28

Working professional 121 6.21

Others 945 48.51

Total 1948 100

Source:Software (Sigma CRM)

Others

Interpretation:
Out of 1948 leads 882 were students and 121 were working professional and 945 were in the
category of others.

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6. Top 10 sources of lead generation-

Top 10 Lead Sources

Sr.No. Lead Sources Number Percentage

1 Database 1838 43.8
2 City Team 722 17.20
3 Inbound Call 506 12.01
4 Sales App 279 6.64
5 Facebook 252 6.00
6 Google 13 0.30
7 Just Dial 90 2.14
8 Direct Walk-In 71 1.71
9 Shiksha 40 1.0
10 Others 386 9.20
Total 4197 100
Source:Software(Sigma CRM)

Interpretation:
Out of the total leads 4197, 1838 leads were from data base, 722 leads were from city team,
506 leads were from inbound calls, 279 leads were from direct sales App, 252 leads were
from Facebook, 193 leads were from direct Google, 90 leads were from direct Just Dial, 40
leads were from shiksha and 386 from others.

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PRIMARY DATA ANALYSIS:-

Q.1 GENDER

Gender of the Respondents

Gender Number Of Responses Percentage
Male 83 69
Female 37 31
Total 120 100

Source:Questionnaire

69

Interpretation:
Out of the total (120) leads responded, 83 were boys and 37 were girls.

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Q.2 What is your age?

Age of Respondents
Age Of Respondents Number Of Responses Percentage
Below 18 9 7.5
18 to 21 34 28.33
21 to 25 47 39.17
25 and Above 30 25.0
Total 120 100
Source:Questionnaire

Interpretation:

Out of the total (120) leads responded, 9 were of age below18, 34 were of age between 18 to
21, 47 were between age of 21 to 25 and 30 were of age above 25.

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Q.3 What is your highest qualification?

Highest Qualification of Respondents.

Highest Qualification Number Of Responses Percentage
SSC 18 15
HSC 80 66.7
Graduation 17 14.1
Post-Graduation 3 2.5
PhD 2 1.7
Total 120 100

Interpretation:

Out of the total (120) leads responded, 18 were SSC, 80 were HSC, 17 were Graduate, 3
were post graduate and 2 were PhD.

Q.4:- What are you Pursuing right now?

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Present Profile of Respondents

Qualification Number Of Percentage

Responses
HSC 18 15
Graduation 80 66.7
Post Graduation 9 7.5
Working 13 10.83
Total 120 100
Source:Questionnaire

Interpretation:
Out of the total (120) leads responded, 18 are pursuing their HSC, 80 are pursuing
their graduation, 9 are pursuing their post-graduation and 13 are working.
Q.5 In Which Institute are you studying?

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Leads by Institute

Leads By Institute Number Of Responses Percentage

SIOM 18 15
SCOE 34 28. 3

SKN 27 22. 5

SKNCOE 31 25. 8

OTHER 10 8.4
Total 120 100
Source:Questionnaire

Interpretation:
Out of total respondents (120), 18 were from SIOM College, 34 were from SCOE college, 27
from SKN college, 31 from SKNCOE college and 10 from OTHER college

Q.6 How did you came to know about Stanza Living?

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Sources of Information
Sources Of Information Number Of Responses Percentage
Friends and Acquaintances 15 12.5

Company Website 19 15.83

Social Website 27 22.5

Pamphlet 35 29.17

Tele-Call 24 20

Total 120 100

Source:Questionnaire

Interpretation:
Out of the total (120) leads responded, 15 respondents came to know about stanza through
friends and acquaintances, 19 came to know through company website, 27 came to know
through social websites,35 came to know through pamphlets and 24 came to know through
tele-calling.
Q.7 How did you came to know about all the services provided by Stanza Living?

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Sources of Information
Sources of Information Number Of Responses Percentage
Tele-Calling 36 30
Company Website 11 9
Walk-in 38 32
Pamphlet 24 20
Kiosk 11 9
Total 120 100
Source: Questionnaire

Interpretation:

Out of the total (120) leads responded, 36 respondents came to know about services
provided by stanza through tele-calling, 11 came to know through company website, 38
came to know because of walk-ins,24 came to know through pamphlets and 11 came to
know through kiosk marketing.
Q8. Why did you prefer Stanza Living over others?

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Preference Factor
Preference Factor Number Of Percentage
Responses
Price 25 20.83
Product and amenities 39 32. 5

Location 27 22. 5

Hospitality (Post Service) 5 4.17

Safety and Security 24 20
Total 120 100
Source:Questionnaire

Interpretation:
Out of total (120) leads responded,25 leads chose stanza living over
others because of the price, 39 because of product and amenities, 27
because of the location,5 because of hospitality and 24 respondents
chose stanza living because of the safety and security

Q.9 How satisfied were you with your experience with us? Rate your experience.

Satisfaction Rate

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Satisfaction Level Number Of Responses Percentage

1 very dissatisfied 9 7.5
2 dissatisfied 9 7.5
3 neutral 27 22.5
4 satisfied 35 29.2
5 very satisfied 40 33.3
Total 120 100
Source:Questionnaire

1 very dissatisfied 2 dissatisfied 3 Neutral 4 Satisfied 5 Very Satisfied

Interpretation:

Out of the total(120) leads responded lead have given satisfaction

rate as 1,2,3,4,and 5 respectively,9 leads have given satisfaction rate
as 1, 9 leads have given satisfaction rate as 2,27 leads have given
ratings as 3, 35 leads have given ratings as 4 and 40 leads have given
ratings as 5.

Q.10 How likely are you to recommend Stanza Living to others?

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Responses for Recommendation

Responses for Recommendation Number of Responses Percentage
Extremely unlikely 10 8.3
Somewhat unlikely 16 13.4
Neutral 5 4.2
Somewhat likely 31 25.8
Extremely likely 58 48.3
Total 120 100
Source:Questionnaire

Interpretation: Out of the total (120) leads responded, 10 leads

would extremely unlikely recommend, 16 leads would somewhat
unlikely recommend, 5 leads would either recommend or not
recommend,31 leads would recommend somewhat likely and 58 leads
would recommend extremely likely.

Q.11 Wouldyou like to continue your journey with Stanza Living?

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Responses for Retention

Response For Number of Responses Percentage

s
Retention
Yes 98 82
No 22 18
Total 120 100

Source:Questionnaire

82

Interpretation:

Out of the total (120) leads responded, 98 would like to continue their journey
further and 22 would not like to continue their journey

Q.12 What Features do you think Needs improvement in Stanza Living?

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Features for Improvisation

Features For Improvisation Number Of Responses Percentage
Price 29 24.17
Product and amenities 27 22.5
Hospitality (Post Services) 31 25.8 3

Location 16 13.33
Safety and Security 17 14.17
Total 120 100
Sources:Questionnaire

Interpretation:

Out of the total (120) leads responded, 12 leads would extremely

unlikely recommend, 16 leads would somewhat unlikely
recommend, 5 leads would either recommend or not
recommend,31 leads would recommend somewhat likely and
58 leads would recommend extremely likely.

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Q.13 Which of the following value added services would you like to have?

Value Added Services

Value Added Services Number Of Responses Percentage
Air Conditioner 64 53.33
Wifi Service 18 15
Non-Vegetarian Food 38 31.67
Total 120 100
Sources:Questionnaire

Interpretation:

Out of the total (120) leads responded,64 respondents would like to have air
conditioners in value added services,18 would like to have Wifi service and
38 would like to have non- vegetarian food.

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CHAPTER 7
FINDINGS

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Findings for Secondary data-

1. 76.2% of the leads are male.

2. 76.1% of leads were of Vadgaon location.
3. 53.58% of leads were unqualified leads out of the total leads.
4. 57% of leads were looking for accommodation for themselves and 28.8% leads were
looking for accommodation for their relatives.
5. 45.28% of the leads were students.
6. 43.8% of leads were obtained from the company's database.

Findings for Primary data-

1. 69% of respondents were male and 31% of respondents were females.
2. 39.17% of respondents were of the age group between 21 to25 and only 7.5% were below
18.
3. 66.7% of respondent's highest qualification was HSC (Higher Secondary School
Certificate). 66.7% of respondents were pursuing their graduation and only 7.5% of
respondents were pursuing their postgraduation.
4. 28.3% of respondents were from SCOE institute and only 8.4% of respondents belong to
OTHER Institute.
5. 29.17% of respondents came to know about stanza living through pamphlet.
6. 32% of respondents came to know about the complete services provided by stanza living
because the directly walked-in and 30% of respondents came to know about the services
because of telecalling.
7. 32.5% of respondents chose stanza living over others because of the product and
amenities provided by them. 9. 33.3% of respondents rated 5 in the satisfaction rating
scale of 1-5.
8. 48.3% of respondents will extremely likely recommend Stanza Living to others.
9. 82% of respondents would like to continue their journey with Stanza Living.
10. 25.83% of respondents think that Stanza Living should improve their hospitality (Post
Service).

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CHAPTER 8
LIMITATIONS OF PROJECT

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LIMITATION:-

1. The study was restricted to Pune city only.

2. The lead generation data was limited only for 2 months.

3. Only current residents of the stanza living property were taken as sample unit, so the
research is concentrated on ther perception of current resident after availing the products
and services.

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CHAPTER 9
SUGGESTION

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SUGGESTION

1. INDUCTION TRAINING
In Stanza Living to execute effective marketing strategy proper induction training is needed to be
given with respect to the products, services, process of market study, means of marketing, offers
and discounts should be provided to the marketing and sales team.
It will help the marketing and sales team to communicate the exact products and services
provided by the company to the customers and will also help the customer to make the buying
decision.

2. ENCOURAGING EFFECTIVE MARKETING STRATEGIES

The research shows that the target audience has given more preference to the product, amenities
and location as their top priority while making a decision, thus more marketing strategies
(pamphleting, kiosk etc.) should be developed taking these preferences in account and more
encouragement should be given to direct marketing strategies because they help in yielding more
leads as compared to other strategies.

3. BRAND AWARENESS
The research shows that direct marketing like pamphlet distributing and tele-calling helped
effectively in communicating the products and services to the prospects whereas digital
marketing helped in creating initial awareness about the company, thus more focus should be
given to digital marketing like optimizing company website and promoting company profiles on
social media etc.

4. NEED FOR PRODUCT AND SERVICE IMPROVEMENT

The research shows that the targeted audience were not that satisfied with the pricing terms
provide by Stanza Living, Thus some offers and discounts (referral discounts, retention discounts
etc) can be made available for the products and services to make them more affordable.

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Improvements can be done in the hospitality Post services provided by the Stanza Living as
suggested by the majority of respondents.

CHAPTER 10
CONCLUSION

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CONCLUSION

1. PROMOTIONAL ACTIVITIES
Promotional activities refer to entire set of activities which communicate the product, brand or
services to the customer. The promotional activities like Tele-Calling, Social Website, company
website, Referrals, Pamphlet and Kiosk were carried out in Stanza Living out of which
maximum awareness was done by social websites.

2. MARKETING PLAN
Marketing plan is a plan which consists of market research, situation analysis, marketing strategy
and promotional activities. It was observed that product, price, place, promotion plays a
significant role in deciding the marketing plan of the company. It can be seen that product,
amenities and location had a competitive advantage for choosing Stanza Living over others, Thus
more marketing were done on the basis of Product, amenities and location.

3. MAJOR LEAD GENERATION

Lead generation is the process of attracting and converting prospects who has indicated interest
in company’s product and services. It can be concluded that in Stanza Living major leads were
generated through database, city team, inbound calls, sales app, Facebook and Google.

4. CUSTOMER SATISFACTION
Customer satisfaction is the measurement that determines how satisfied is the customer with the
company products and services and also helps in determining the areas for improvements. The

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research shows that the majority of the customers are satisfied with the products and services
where as some improvements need to be done with respect to Hospitality in post services.

CHAPTER 11
BIBLIOGRAPHY

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BIBLIOGRAPHY:-

A) Websites Referred:-
1. www.stanzaliving.com
2. nraomtr.blogspot.com

B) Books Referred:-
1. Principles of Marketing (Philip Kotler 13th Edition)
2. Marketing Research (C.R Kothari)

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CHAPTER 12
ANNEXURE

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SECONDARY DATA ANALYSIS:

1. Gender-
Male
Female
2. Location of Respondents-
Kothrud
Dhankawadi
Others
3. Type of Leads-
Qualified Leads
Unqualified
4. Relation with the lead-
Yourself
Friends
Relatives
Others
5. Professional profile of the lead
Student
Working professional
Others
6. Top 10 sources of lead generation
Database
City Team
Inbound Call
Sales App
Facebook
Google
Just Dial
Direct Walk-In
Shiksha

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Others

Questionnaire:-
1. Gender-
Male
Female
2. What is your age?
Below 18
18 to 21
21 to 25
25 and Above

3. What is your highest qualification?

SSC
HSC
Graduation
Post-Graduation
PhD

4. What are you Pursuing right now?

HSC
Graduation
Post-Graduation
Working In

5. Which Institute are you studying?

NBN
BVP

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SIOM
MIT
SKN

6. How do you came to know about stanza living?

Friends and Acquaintances
Company Website
Social Website
Pamphlet
Tele-Call

7. How do you came to know about all the services provided by stanza living?
Tele-Calling
Company Website
Walk-in
Pamphlet
Kiosk

8. Why did you prefer stanza living over others?

Price
Product and amenities
Location
Hospitality (Post Service)
Safety and Security

9. How satisfied were you with your experience with us? Rate your experience.
1 2 3 4 5
Very dissatisfied Very Satisfied

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10. How likely are you to recommend stanza living to others?

Extremely unlikely
Somewhat unlikely
Neutral
Somewhat likely
Extremely likely

11. Would you like to continue your journey with stanza living?
Yes
No

12. What Features do you think Needs improvement in Stanza Living?

Price
Product and amenities
Hospitality (Post Services)
Location
Safety and Security

13. Which of the following value added services would you like to have?
Air Conditioner
Shuttle Service
Non-Vegetarian Food

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