Description
Marketing report on Unitech.
Market
If one was to gaze into a crystal ball to find out which industry in the long run would continue to perform outstandingly, there is no doubt the answer that would emerge would be real estate. This singular market segment is charged with the responsibility of creating spaces to house India’s growth – especially in the areas of commercial, residential and retail. Driving commercial space forward is the Information Technology (IT) industry. Some estimates place the demand from this industry alone at 500 million square feet across all major cities over the next decade. The residential sector, already straining under a shortage of some 19.4 million dwelling units is also expected to grow exponentially. The increase in purchasing power and exposure to organised retail formats has redefined the shopping experience. As a result, retail projects fed by favourable demographics, increased purchasing power, existence of customer-friendly banks and housing finance companies, professionalism in real estate and reforms initiated by the Government to attract global investors are expected to grow at about 35%. In short, everything is working towards supporting this boom.
foreign investment will be injected into Indian real estate. Over 90 foreign investors are already in the country tapping investment opportunities while nearly two dozen US funds are raising US$ 3.50 billion (Rs. 14,000 crore) for investment in Indian realty. Aided by declining mortgage rates and lack of meaningful supply in the market, property prices in India have risen sharply in the past four years. While there may be temporary corrections in realty prices the long term outlook is poised to move along a growth trajectory not ever seen before in India. (Source: India Brand Equity Foundation).
Infospace, Kolkata
Achievements
Buildings are not made with bricks and mortar alone. The best ones are built with a vision that can transform barren land into a landmark. It is this vision that has driven Unitech for over 30 years. One of the top real estate developers in India, Unitech has begun to foray outside India as well. It was the first to receive the ISO 9001: 2000 Certification for Design, Planning, Construction and Marketing of Real Estate in the National Capital Region (NCR). In 1974 when Unitech entered civil construction its sights were firmly set on the future. Building upon experience and expertise Unitech, today, continues to look for ways to improve human lives and living. The company, involved in residential developments, amusement parks, offices, shopping malls, hotels and Special Economic Zones (SEZs) is seen as a pioneer, not afraid to take on challenges. Indeed, so successful has been the company that it has created an enviable, financial track record: income has grown by 3652% in the last two years and Profit-after-Tax by 3650%. In a unique achievement, Unitech has developed the first ever themed amusement park in the country, Adventure Island. The project is spread across 62 acres and features a number of world-class rides – many of which will have their world premier here. The company
also has 220,000 square feet of high street shopping called The Metro Walk and has tied up with Turner International for the use of the Pogo brand and its characters in the project. Also in line is The Great India Place at NOIDA which is undoubtedly one of the largest retail developments in India. In 2005, Unitech created a stir in Kolkata when it launched Uniworld City. The complex redefined the real estate market and established a new bench mark in innovative design and efficient planning.
History
Unitech is a company that was started by technocrats who quickly raised the bar for delivery and value. Known as United Technical Consultants Private Limited, the company at the time of incorporation was a consultancy firm that filled a need gap for soil and foundation engineering in the private sector in Delhi. Within the first few years the management realised that there was limited scope for growth in this field and diversified into construction. In 1978, with the oil boom in the Middle East reaching its zenith, Unitech ventured into Iraq and Libya. At the peak, Unitech had more than 1000 employees working in this region. The Libyan office continues to be operational even today. In 1986, the management espied an opportunity in the real estate business in Gurgaon. Sensing a large demand for housing, Unitech launched South City 1 – its first residential project here. There has been no looking back since. Today, the company boasts of fine addresses such as Heritage City, Greenwood City, Vista Villas, South City II, Residency Greens, The Palms, Uniworld City, Nirvana Country, Uniworld Gardens, The World Spa, Unitech Heights, Unitech Habitat and Unitech Grande, amongst others. With the launch of Signature Towers, Unitech entered the commercial projects arena. Global Business Park, Millennium Plaza, Infocity, Unitech Trade Centre, Unitech Cyber Park and Unitech Infospace followed soon. In 2002, Unitech ventured into the retail and amusement park business with The Entertainment City in NOIDA and Adventure Island. In the meanwhile, Unitech also tied up
Grande, NOIDA
The one initiative that could cement this permanently was the introduction of foreign capital. This was made possible by policy changes introduced in February 2005 which allowed 100% foreign investments in construction projects. The response to this development was partially charged by the returns that investments in India could give. At 25% and more, these were well above those possible in the US and Western Europe. Clearly, the Dollar and the Euro had found a new haven to park themselves in. Property consultant, Jones Lang LaSalle, estimates that in the next twelve to eighteen months more than US$ 10 billion (Rs. 40,000 crore) of
increase in the purchase. The essential media used by Unitech are newspapers and magazines (both Indian and global editions) for the more premium properties. Unitech also advertises extensively in in-flight magazines of domestic and international airlines.
Brand Values
Traditionally real estate in India has always been viewed as a fragmented, non-professional and somewhat difficult-to-deal-with sector. Unitech has emerged unscathed from this morass and is, today, a brand recognised for its ethical value system. In this milieu such recognition comes as a breath of fresh air. Dream. Believe. Create. This is the magic that drives Unitech. The brand equity of this professionally-run company derives itself from its motto. Transparency in all its dealings defines Unitech and moulds its character. Unitech is known as an ethical, highly diversified company offering expertise in the fields of construction and town planning. The company is committed to improving the standards of the entire real estate industry and inculcating a sense of pride in the final product it delivers. It believes that committing and living up to ethical values will move the industry up in esteem and create a bond of trust with
Great India Place, NOIDA
with Marriott Hospitality to manage four hotels under the Marriott brand name. In the next five years in collaboration with a number of international hospitality majors it plans to develop 28 other properties offering 5000 rooms.
from around the globe. Unitech is developing six such projects in Gurgaon, NOIDA, Greater NOIDA and Kolkata. Suffused with success, the company is at present building one of the most luxurious addresses in South Asia, Unitech Grande.
Product
Unitech is a broad spectrum company. It has built residential complexes, commercial properties, retail spaces, amusement parks, hotels, flyovers, highways, schools, industrial civil structures and transmission lines. For a young organisation this is a remarkable achievement. It places Unitech in the midst of the few real estate developers who have impacted lives, created wealth and offered hope to thousands of people. Unitech projects that have recorded huge success include Gurgaon’s 300-acre, Nirvana Country. Built on 16 acres, Uniworld City, also in Gurgaon, offers western architecture, oriental charm and elements of an American lifestyle. Unitech Habitat in Greater NOIDA is spread over 23 acres and beautifully landscaped. In the retail space, The Great India Place, NOIDA must unquestionably rank amongst one of India’s largest retail development projects. Spanning 1 million square feet, it boasts of a sixscreen multiplex theatre, theme parks, indoor entertainment and an unparalleled shopping experience. With 240 stores, it has almost all the major retailers in India as its tenants including Lifestyle, Big Bazaar, Pantaloon, Home Centre, Home Towne, Globus and Shoppers Stop, amongst others. Unitech Infospace is India’s most modern architectural project and is designed to become the hub for IT and IT enabled organisations
Adventure Island, Rohini, New Delhi
Recent Developments
Unitech recognises that these are heady times. In 2006, it sponsored Unitech Corporate Parks Plc., a company listed on the AIM segment of the London Stock Exchange. In the same year, Unitech won the largest land deal of its time – a parcel of land measuring 340 Deerwood Chase, Nirvana Country, Gurgaon acres on the NOIDA Expressway, for Rs. 1580 crore its consumers. (US$ 395 million). Unitech Grande is coming up For itself, however, Unitech’s work ethos focus here. The property will have a 9-hole signature on customer delight achieved through continued golf course, a sports complex and several, transparency, corporate integrity and sensitivity modern, top-of-the-line amenities. to environmental issues. In 2006, too, Unitech formed a consortium, Thanks to its strong corporate governance, New Kolkata International Development Private investors, business associates and customers all Limited (NKID), jointly with Salim Group and agree that Unitech is the most professionally Universal Success Enterprises of Indonesia. This managed real estate company in India. No JV is building a 130 kilometre expressway and accolade can be more valuable. developing about 38,000 acres of land www. unitechgroup.com including two large Special Economic Zones in West Bengal. Unitech has, at present, over 55 million THINGS YOU DIDN’T KNOW ABOUT square feet under construction spanning various segments of real estate. It is currently India’s largest residential property developer Unitech and is the only company developing Unitech is the first real estate developer to amusement parks as a standinnovate formats such as amusement parks alone, specialised vertical. attached to shopping malls and high street shopping Promotion The last four years has seen Unitech launch a gamut of projects. Each has been supported by large advertising and marketing budgets. Most of its advertising is scheduled on weekends and is substantially increased during the months where there is an Unitech planned India’s first ultra-luxurious residential project – Unitech Grande in NOIDA. Its centrepiece is a Signature Golf Course designed by Greg Norman Unitech has tied up with leading hotel chains like Marriott and Carlson hospitality for managing and developing hotels Unitech has land banks in Mumbai, Bangalore, Hyderabad, Kolkata, Chennai,Visakhapatnam, Kochi, Lucknow, Agra and Varanasi Unitech has sponsored a Special Purpose Vehicle, Unitech Corporate Parks Plc., which is listed on the AIM of the London Stock Exchange
doc_761709925.pdf
Marketing report on Unitech.
Market
If one was to gaze into a crystal ball to find out which industry in the long run would continue to perform outstandingly, there is no doubt the answer that would emerge would be real estate. This singular market segment is charged with the responsibility of creating spaces to house India’s growth – especially in the areas of commercial, residential and retail. Driving commercial space forward is the Information Technology (IT) industry. Some estimates place the demand from this industry alone at 500 million square feet across all major cities over the next decade. The residential sector, already straining under a shortage of some 19.4 million dwelling units is also expected to grow exponentially. The increase in purchasing power and exposure to organised retail formats has redefined the shopping experience. As a result, retail projects fed by favourable demographics, increased purchasing power, existence of customer-friendly banks and housing finance companies, professionalism in real estate and reforms initiated by the Government to attract global investors are expected to grow at about 35%. In short, everything is working towards supporting this boom.
foreign investment will be injected into Indian real estate. Over 90 foreign investors are already in the country tapping investment opportunities while nearly two dozen US funds are raising US$ 3.50 billion (Rs. 14,000 crore) for investment in Indian realty. Aided by declining mortgage rates and lack of meaningful supply in the market, property prices in India have risen sharply in the past four years. While there may be temporary corrections in realty prices the long term outlook is poised to move along a growth trajectory not ever seen before in India. (Source: India Brand Equity Foundation).
Infospace, Kolkata
Achievements
Buildings are not made with bricks and mortar alone. The best ones are built with a vision that can transform barren land into a landmark. It is this vision that has driven Unitech for over 30 years. One of the top real estate developers in India, Unitech has begun to foray outside India as well. It was the first to receive the ISO 9001: 2000 Certification for Design, Planning, Construction and Marketing of Real Estate in the National Capital Region (NCR). In 1974 when Unitech entered civil construction its sights were firmly set on the future. Building upon experience and expertise Unitech, today, continues to look for ways to improve human lives and living. The company, involved in residential developments, amusement parks, offices, shopping malls, hotels and Special Economic Zones (SEZs) is seen as a pioneer, not afraid to take on challenges. Indeed, so successful has been the company that it has created an enviable, financial track record: income has grown by 3652% in the last two years and Profit-after-Tax by 3650%. In a unique achievement, Unitech has developed the first ever themed amusement park in the country, Adventure Island. The project is spread across 62 acres and features a number of world-class rides – many of which will have their world premier here. The company
also has 220,000 square feet of high street shopping called The Metro Walk and has tied up with Turner International for the use of the Pogo brand and its characters in the project. Also in line is The Great India Place at NOIDA which is undoubtedly one of the largest retail developments in India. In 2005, Unitech created a stir in Kolkata when it launched Uniworld City. The complex redefined the real estate market and established a new bench mark in innovative design and efficient planning.
History
Unitech is a company that was started by technocrats who quickly raised the bar for delivery and value. Known as United Technical Consultants Private Limited, the company at the time of incorporation was a consultancy firm that filled a need gap for soil and foundation engineering in the private sector in Delhi. Within the first few years the management realised that there was limited scope for growth in this field and diversified into construction. In 1978, with the oil boom in the Middle East reaching its zenith, Unitech ventured into Iraq and Libya. At the peak, Unitech had more than 1000 employees working in this region. The Libyan office continues to be operational even today. In 1986, the management espied an opportunity in the real estate business in Gurgaon. Sensing a large demand for housing, Unitech launched South City 1 – its first residential project here. There has been no looking back since. Today, the company boasts of fine addresses such as Heritage City, Greenwood City, Vista Villas, South City II, Residency Greens, The Palms, Uniworld City, Nirvana Country, Uniworld Gardens, The World Spa, Unitech Heights, Unitech Habitat and Unitech Grande, amongst others. With the launch of Signature Towers, Unitech entered the commercial projects arena. Global Business Park, Millennium Plaza, Infocity, Unitech Trade Centre, Unitech Cyber Park and Unitech Infospace followed soon. In 2002, Unitech ventured into the retail and amusement park business with The Entertainment City in NOIDA and Adventure Island. In the meanwhile, Unitech also tied up
Grande, NOIDA
The one initiative that could cement this permanently was the introduction of foreign capital. This was made possible by policy changes introduced in February 2005 which allowed 100% foreign investments in construction projects. The response to this development was partially charged by the returns that investments in India could give. At 25% and more, these were well above those possible in the US and Western Europe. Clearly, the Dollar and the Euro had found a new haven to park themselves in. Property consultant, Jones Lang LaSalle, estimates that in the next twelve to eighteen months more than US$ 10 billion (Rs. 40,000 crore) of
increase in the purchase. The essential media used by Unitech are newspapers and magazines (both Indian and global editions) for the more premium properties. Unitech also advertises extensively in in-flight magazines of domestic and international airlines.
Brand Values
Traditionally real estate in India has always been viewed as a fragmented, non-professional and somewhat difficult-to-deal-with sector. Unitech has emerged unscathed from this morass and is, today, a brand recognised for its ethical value system. In this milieu such recognition comes as a breath of fresh air. Dream. Believe. Create. This is the magic that drives Unitech. The brand equity of this professionally-run company derives itself from its motto. Transparency in all its dealings defines Unitech and moulds its character. Unitech is known as an ethical, highly diversified company offering expertise in the fields of construction and town planning. The company is committed to improving the standards of the entire real estate industry and inculcating a sense of pride in the final product it delivers. It believes that committing and living up to ethical values will move the industry up in esteem and create a bond of trust with
Great India Place, NOIDA
with Marriott Hospitality to manage four hotels under the Marriott brand name. In the next five years in collaboration with a number of international hospitality majors it plans to develop 28 other properties offering 5000 rooms.
from around the globe. Unitech is developing six such projects in Gurgaon, NOIDA, Greater NOIDA and Kolkata. Suffused with success, the company is at present building one of the most luxurious addresses in South Asia, Unitech Grande.
Product
Unitech is a broad spectrum company. It has built residential complexes, commercial properties, retail spaces, amusement parks, hotels, flyovers, highways, schools, industrial civil structures and transmission lines. For a young organisation this is a remarkable achievement. It places Unitech in the midst of the few real estate developers who have impacted lives, created wealth and offered hope to thousands of people. Unitech projects that have recorded huge success include Gurgaon’s 300-acre, Nirvana Country. Built on 16 acres, Uniworld City, also in Gurgaon, offers western architecture, oriental charm and elements of an American lifestyle. Unitech Habitat in Greater NOIDA is spread over 23 acres and beautifully landscaped. In the retail space, The Great India Place, NOIDA must unquestionably rank amongst one of India’s largest retail development projects. Spanning 1 million square feet, it boasts of a sixscreen multiplex theatre, theme parks, indoor entertainment and an unparalleled shopping experience. With 240 stores, it has almost all the major retailers in India as its tenants including Lifestyle, Big Bazaar, Pantaloon, Home Centre, Home Towne, Globus and Shoppers Stop, amongst others. Unitech Infospace is India’s most modern architectural project and is designed to become the hub for IT and IT enabled organisations
Adventure Island, Rohini, New Delhi
Recent Developments
Unitech recognises that these are heady times. In 2006, it sponsored Unitech Corporate Parks Plc., a company listed on the AIM segment of the London Stock Exchange. In the same year, Unitech won the largest land deal of its time – a parcel of land measuring 340 Deerwood Chase, Nirvana Country, Gurgaon acres on the NOIDA Expressway, for Rs. 1580 crore its consumers. (US$ 395 million). Unitech Grande is coming up For itself, however, Unitech’s work ethos focus here. The property will have a 9-hole signature on customer delight achieved through continued golf course, a sports complex and several, transparency, corporate integrity and sensitivity modern, top-of-the-line amenities. to environmental issues. In 2006, too, Unitech formed a consortium, Thanks to its strong corporate governance, New Kolkata International Development Private investors, business associates and customers all Limited (NKID), jointly with Salim Group and agree that Unitech is the most professionally Universal Success Enterprises of Indonesia. This managed real estate company in India. No JV is building a 130 kilometre expressway and accolade can be more valuable. developing about 38,000 acres of land www. unitechgroup.com including two large Special Economic Zones in West Bengal. Unitech has, at present, over 55 million THINGS YOU DIDN’T KNOW ABOUT square feet under construction spanning various segments of real estate. It is currently India’s largest residential property developer Unitech and is the only company developing Unitech is the first real estate developer to amusement parks as a standinnovate formats such as amusement parks alone, specialised vertical. attached to shopping malls and high street shopping Promotion The last four years has seen Unitech launch a gamut of projects. Each has been supported by large advertising and marketing budgets. Most of its advertising is scheduled on weekends and is substantially increased during the months where there is an Unitech planned India’s first ultra-luxurious residential project – Unitech Grande in NOIDA. Its centrepiece is a Signature Golf Course designed by Greg Norman Unitech has tied up with leading hotel chains like Marriott and Carlson hospitality for managing and developing hotels Unitech has land banks in Mumbai, Bangalore, Hyderabad, Kolkata, Chennai,Visakhapatnam, Kochi, Lucknow, Agra and Varanasi Unitech has sponsored a Special Purpose Vehicle, Unitech Corporate Parks Plc., which is listed on the AIM of the London Stock Exchange
doc_761709925.pdf