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Crompton Greaves Limited

Crompton Greaves Limited

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Published by yogesh
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Published by: yogesh on Aug 04, 2010
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08/11/2013

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1
ACKNOWLEDGEMENT
It gives me great pleasure to express my deep sense of gratitude to Mr. RamuavtarDixit Senior sales executive…, without whose patient guidance and constantencouragement this study would not have come to its present form. I am sincerelythankful to him for permitting me to work on a topic of special interest to me for study. Iowe him a debt of gratitude for constructive criticism from time to time during the courseof these investigations. I am also highly grateful to my internal mentor Mrs. Malvika Mago for providing allfacilities for carrying out this project work.Yogesh SharmaPg20090126
 
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EXECUTIVE SUMMARY
CROMPTON GREAVES LIMITED is a major player in the Transformer industry in India.The objective of the project was to study the effectiveness of marketing activities of thecompany and to know about the sales and after sale service provided by the companyto their corporate clients and expectations of corporate clients.
NEED FOR THE STUDY
This report is an outcome of the study undertaken for assessing the Effectiveness ofmarketing activities with reference to the and after sale service etc.The data collectedhas been subjected to analysis and interpretation on the basis of objective andsuggestions have been given at the end, which will help the company to improve theirservice for taking steps for toning up the satisfaction of corporate clients.
OBJECTIVE OF THE STUDY
Primary objective:
To study the Effectiveness of marketing activities of CROMPTON GREAVES LIMITED
Secondary objective:
To find out the problems in the marketing department of the company if any.
To give the suggestions regarding those problems, to the company.
To study the various factors that influences the consumers to purchase theproducts of CGL
 
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Chapter-1Introduction to the topic
Effectiveness of marketing activities is the quality of marketers to optimize their effortsand achieve the best short-term and long-term results. Effectiveness of marketingactivities is related to Return on Marketing Investment (ROMI) and Marketing ROI whichhelps to describe the relationship between costs and the returns achieved either in formof profits or leads..When we want to measure the effectiveness of marketing campaign, there are threethings that are essential to know. One is cost of marketing, second is revenue or leadsgenerated from this campaign and lifetime value of a customer. Marketing is a processby which organizations create and distribute products that are not only desired bycustomers but they are willing to purchase those on given price.Cost of Marketing means comparing different sources of marketing and to decide whichone will work better for your business campaign, like sometimes generating a brochurecan cost you more as compared to make an ad in newspaper. It must be you to decideyour marketing strategy on cost or its effectiveness. Next thing comes is revenuegenerated from specific sales after its marketing campaign and how much sales isincreased after adopting a specific technique. Final thing to measure the marketingeffectiveness is Customer Lifetime Value; it is the amount of gross profit generated peryear by a customer multiplied by number of years they continue to purchase the sameproduct.If a company creates a good understanding of how their consumers make a purchasingdecision, this understanding can help in making a good marketing campaign and theywill be able to enhance their marketing effectiveness. Lastly, there is small percentageof some factors that are out of control of marketers that can potentially impacts theeffectiveness of marketing activities.

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