Promotion Strategies Study at Koyas PVT

EFFECTIVENESS OF PROMOTIONAL STRATEGIES
INTRODUCTION TO PROMOTIONAL STRATEGIES
Every business aims at maximization of production or services at the least possible cost to
make profit. All business units compete with one another for capturing a good share of the
market with the intention of maximizing profit generally, profit depends on the volume of sales
however when the member of conception increases it becomes difficult to sell the product in
very large quantities. Selling has become more difficult as product like TV sets; videos etc
have become more technical. General public requires more information regarding a product
from the manufactures. Promotional activities are designed to provide such information to the
public and to make all other marketing activities more effective.
Businessman adopts promotion as their mode of communications to the public. Promotional

activities are so designed as to inform,. Persuade and remind the buyers of the company's
offers one such promotional activity adopted by the company is sales promotion which
prompts the sales force, dealers and consumers to buy the product.
Sales promotion is an action, which increases the volume of Sales. In a broad sense, the term
'Sales promotion' refers to promotion as discussed as the all the activities of personal selling,
publicity, advertising and Sales promotion has been technically defined to include display,
demonstration contests and trading stamps. "It applies to assorted non-recurrent and some
what extra ordinary non-personal selling effect". "Sales promotion consists of a wide variety of
promotional tools designed to stimulate earlier and or stronger market response. They include
tools for consumer promotion (e.g. Sample coupons money-refund offers, prices after
premiums contents, trading stamps, demonstrations) trade promotion (e.g. buying
allowances, free goods, merchandise allowance, co-operative advertising push money, dealer
sales contests) and sales force promotion (e.g. bonus) sales promotion efforts are directed at
final consumers and are designed to motivate, persuade and that are offered. Sales persons
adopt several techniques for Sales enhancement. Creative sales promotion can be very
effective. If the marketing manager’s responsibility to specify promotion objectives and
policies.
ADVANCED MANAGEMENT COLLEGE

1
VARIOUS TYPES OF SALES PROMOTION
• Direct marketing
• Exhibition
• Sales camp
• Free products&Samples
• Store Display
• Premium
• Trade Shows
• Coupons
PERSONAL SELLING
Personal selling consists of persons to communication between the sales persons and
their prospects. Unlike advertising, it involves personal interactions between the sources and
the destination. Advertising aims at grouping the shotgun approach, while personal selling
aims at individuals the right approach. Sales persons are in the position to tailor their messages
according to the unique characteristics of each prospect. Further, by observing and listening,
sales persons receive immediate feedback on the extent to which their messages are getting
across. If feedback indicates that the message is not getting across, the sales person may
quickly adjust it or the method of its presentation.
Personal selling may be a very intense means of promotion. Consumers can easily leave
the room-during a TV commercial, ignore a store display. The most effective method of
promotion probably is to have sales person provided that the organization has sufficient funds.
The most effective method of promotion probably is to have sales person call upon every target
consumers, for many institutions, especially those that appeal to the mass market, this would be
terribly inefficient. As a result, they employ mass marketing techniques such as advertising,
personal selling is very important in industrial marketing

2
SALES PROMOTION OBJECTIVE:
Sales promotion objectives are consistent with marketing & marketing communications
objectives. However, they may vary with the type of target market & points of cannel. In spite
of several objectives of sales promotion, they may be classified into two categories
a) Fundamental Objectives:
• Informing to the customers about product

• Reminding about the product
• To introduce new products.
• To attract new customers.
• To help the firm remain competitive.
• To increase sales in off seasons.
• To add to the stock of the dealers.
• To increase sales volume.
• To face competition effectively.
• To keep the memory alive
• To induce middlemen
The word ‘Advertising’ has its origin from a Latin word ‘Adventure’ which means to
turn to. The dictionary meaning of the word is ‘to announce publicity or to give public
concerned to a specific thing which has been announced by the advertiser publicity in order to
inform and influence them with the ideas which the advertisement carries. In business world
the terms in mainly used with reference to selling the product of the concern.
The advertising, as Jones defines it is "a sort of machine made mass production method
of selling which supplements the voice and personality of the individual salesman, such as
manufacturing the machine supplements the hands of the craftsman." It is thus a process of
buying/sponsor/identified media space or time in order to promote a product or an idea. From a
careful scrutiny of the above definition, the following points emerge :

3
Advertising is a paid form and hence commercial in nature. This any sponsored
communication designed to influence buyer behavior advertising.
Advertising is non-personal. Unlike personal selling, advertising is done in a non-

personal manner through intermediaries or media whatever the form of advertisement (Spoken,
written or visual). It is directed at a mass audience and not directed at the individual as in
personal selling.
Advertising promotes idea, goods and services. Although most advertising is designed
to help sell goods, it is being used increasingly to further public interest goals.
Advertising is identifiable with its sponsoring authority and advertiser. It discloses or

identifies the source of opinions and ideas.
Advertising thus is
1. Impersonal
2. A communication of ideas about the product.
3. Aimed at mass audience
4. By a paying sponsor(dealer& sub dealer).
Advertising is a sales tool to bring buyers and sellers together for the exchange of goods and
services. In any competition, a service provider needs an edge, a reason for the customer to
select him. From prehistorical times, there has been some form of communication concerning
the availability and sources of goods and services.
Advertising as a part of promotion is a very important for business people and companies.
When the businesses try to promote their companies and products, they face some problems
and one of them is how to deliver the message. Some companies and business people prefer to
create advertising by themselves; so they need some good advice and useful information.

4
Finally, the companies wish to know the examples of advertising of other companies that will
be helpful to them.
ADVERTISING EFFECTIVENESS
The development of advertising goals, and a sound basis for evolving an evaluation
framework, can be aided by envisaging the following five stages in a purchase decision:
1. Creating an awareness of the product or idea in the minds of potential buyers/acceptors
2. Fostering a favorable a attitude for the product
3. Establishing preference for the brand
4. Arousing interest to buy the brand
5. Helping to achieve the sale, receipt of order or acceptance of idea.
The common practice of treating incremental sales during the period of advertising as being
its outcome is not valid in most cases. The factors effecting sales are so numerous that they
defy measurement. In many cases, it may be more relevant and meaningful to limit post-testing
to various stages in the buying process, such as creation of awareness of a brand, development
of favorable attitudes towards a brand or changes in knowledge about an organization or
disposition towards it.
ADVERTISING PLANNING AND STRATEGY

It consists of the following:
1) Analysis of the market and proper segmentation.
2) Set out marketing and advertising objectives.
3) Finalize marketing and advertising budgets.
4) Create art, copy and total visual.
5) Finalize the media and
6) Coordinate with other marketing mix factors like sales promotion etc.

5
IMPORTANCE OF ADVERTISING
It is advertising that enables the businessman to make continuous mass production for
the wide international market. Not only does it convey sales information to potential buyers, it
contains positive force determining the action of buyers as well.
It applies a veiled method of persuasion to secure patronage for product in the market.
In the case of existing products, advertising has paved the way for a steadily rising flow of
goods to the market.
ADVERTISING STRATEGIES
A strategy refers to a large-scale, future oriented plan for interacting with the
competitive environment to optimize achievements of the company’s goals. It is for both the
financial and non-financial benefits to an organization. Strategic Management is a set of
decisions and actions resulting in the formulation of strategies designed to achieve the
objectives of an organization.
The complexities and sophistication of business decision-making requires strategy

marketing and innovative advertising strategies. Advertising strategies are “the link between
advertising objectives and plans and pave the ground for their implementation.”

6
RESEARCH DESIGN OF THE STUDY
SCOPE OF THE STUDY
Sales promotion is an action, which increases the volume of Sales. In a broad sense, the
term 'Sales promotion' refers to promotion as discussed as the all the activities of personal
selling, publicity, advertising and Sales promotion has been technically defined to include
display, demonstration contests and trading stamps. "It applies to assorted non-recurrent and
some what extra ordinary non-personal selling effect.
OBJECTIVES OF THE STUDY

The present study is carried out with the following objectives:
1. To study the consumer perception towards Advertisement of companies products.
2. To find out the consumer awareness about the products.

3. To know about the consumers satisfaction with the advertisement given by the
company.
4. To find out what the consumers look for the media for advertisement.
5. To find out the opinion of the consumers about company advertisement.
6. To find out the frequency of advertisement preferred by the consumers.
7. To know about the expectations of the consumers on companies products.
METHODOLOGY
The present study was based both on primary and secondary data. The primary data
have been collected through survey method. The relevant information and data have been
collected through canvassing a well-designed questionnaire/schedule. The researcher has
prepared separate questionnaire/schedule for getting information from respondents. The well-
structured questionnaires/schedules were pre tested to know its relevance to collect the
required information from the respondents.

7
The primary information collected was tabulated systematically and converted into
tables. The relevant statistical tools were used to interpret and analyze the data collected from
the primary sources. We have used the graphic methods to make the presentation and analysis
more effective. For the purpose of gathering secondary data on the topic books, articles,
reports, newsletters, bulletins, CD ROMs, microfilms, journals, magazines.
SOURCE OF DATA
 Primary Data - interview, questionnaire
 Secondary Data - company report, company journals
RESEARCH DESIGN
STATEMENT OF THE PROBLEM
KOYA’S PERFUMERY WORKS is the manufacturer and Supplier of INCENSE STICKS.

This study tries to give brief information about the level of customer satisfactions .This survey
could also help KOYA’S PERFUMERY WORKS to improvise their technology, marketing &
Sales Promotion strategy to improve the customer satisfaction
SAMPLING DESIGN
Sampling is a way of drawing sample units from the universe/or from a populaton. Simple
Random Technique is adopted to select the sample for this study. The sample size adopted for
the study is as follows.
Accordingly, 100 respondents have been drawn on the basis of random sampling.
Sampling Technique
 Type of Sampling- Random Sampling
 Sampling Size - Expected sampling size of this study is 100 .
Method of Data collection

 Observation
 Interview

8
 Questionnaires.
INDUSTRY PROFILE
Incense has been a part of the Indian heritage. A way of life Incense sticks have been for ages,
been associated with spirituality and fragrance of life Time, has only refined the art of creating
rich and aesthetic art.
Historical Perspective
The usage of incense sticks has been a part and parcel and in fact is woven in the fabric of
Indian culture from time immemorial equally important or more important, incense sticks has
always been used on every occasions, be it religious or an occasion for joy or sorrow.
In Vedic times, incense sticks were not only meant to symbolize an occasion or an important
event were also used to lend fragrance to the air we breathe as well as to induce a state of mind
conducive for the physical and mental well being of the person inhaling the fragrance emitted
by the incense sticks .
Scientific Base
Essential oils which form an essential part of raw materials used in the manufacture of incense
sticks. The de-odorized atmosphere and the pleasing smell soothe the nerve and render the
atmosphere congenial for concentration, meditation and prayers. Ayurvedya prescribes the use
of incense in sick rooms, mainly due to its anti-septic nature which enables it to purify air as
well as because of the curative properties.

9
Historical profile - Recent Past
There was a suppressed demand for incense sticks, even from the common man and to widen
its area of usage, in the form of sticks or cones were developed. They are handy and dry and
could be lit or used whenever required. However, India being a vast country, communication
was found to be a main bottleneck for transporting this commodity from the manufacturing
centre to the consuming public. In the olden days, incense sticks were mainly a localized
industry, patronized by Maharajas.
Development and Growth of the incense sticks Industry
The availability of incense sticks in the present form, to a large extent, has to be ascribed to the
enterprising nature of the Hindu community, mainly from the south India. It was they, who
started making use of bamboo stick as the core, and a gummy wood powder as the binding
medium to apply the mass to these sticks by hand-rolling process. They had an intimate
knowledge of perfumery materials like Civet, Musk, Saffron, Barneol, Cloves, Cassia, Agar
wood, Sandalwood, Gum, Benzoine, Halmaddi Etc., dry flowers and roots like Rose and
Vettivert, leaves like Davana, Patchouli etc. besides attars of Rose, Sandal, Khus and Hina
which they used to produce excellent incense sticks of reputed qualities.

One factor which has remained constant where this industry is concerned has been the fact that
each individual manufactures considered his product to be unique and different. Each incense
stick has always been hand-rolled by the individual without in anyway using any mechanical
device in its manufacture. But today some companies are using machinery for manufacturing
of incense sticks.

10
Incense sticks - A Handicraft Industry
Recognizing the unique nature of the units engaged in the manufacture of this product
and acknowledging that incense sticks is a specialty product, the Ministry of Commerce,
Government of India, accorded the status of "Handicraft Industry - Hand made typically
Indian" to this industry in 1983.

11
COMPANY PROFILE
This company is located at Cheruvannoor, Calicut -97 which is 16 km ride from

majestic. The executives of this company are interested in the improvement of this company.
During the time of establishment, this unit was sole proprietorship but in 1999 it was changed
into a partnership firm.
Some important points of the company are as under:
• Name of the company Koya’s perfumery works.

• Address Cheruvannoor north
CALICUT- 673590.
• Year of establishment 1970
• Form of organization Partnership firm.
• Accounting year April-March
• Bankers Syndicate Bank
Mr. Ahmed Kutty was the Founder of the Koya’s Perfumery Works .Which was established in
1970. At the time of establishment period company launched “Jai Jawan” and other relating
products. These products were quality and fragrance rich and the standard was also uniformly
maintained. The company always delivered what the market demanded and so the products
were soon well known in the market. .
Till 1999 –2000, the turnover was noted to be 1 crore and then it reached up to 5 crores with
20% market share had got place in top 5 products of incense sticks. There were 22 products in
the market at that time.Now the company has diversified and started manufacturing toilet
Soaps & Detergent Powder. Koya’s Perfumery Works recently established a new factory and
name of that company is Koya’s Perfumery & Parma Pvt. Ltd.

12
PRODUCTS OF THE COMPANY
This company produces 25 types of incense sticks and the prices are reasonable in comparison
with other Rival Products.
The company is more famous by its best product like “Maya supreme” and “Intimate” incense
sticks. Some of their products are region wise popular, like “Maya supreme” and “Mogra” are
popular in Kerala, “Intimate” in Tamilnadu and “Karnataka, etc.
They also have multiple pack incense sticks like Season fresh, Season fresh has 7 different
fragrance. Each namely, Musk, Lavender, Rose, Amber, champa, Jasmine, Sandal. These
packets are in hexagonal in shape. There are 7 different packs, for each day of a week.
INCENSE STICS
A. Intimate
B. Maya Supreme
C. Mogra
D. Rose
E. Pakkanar
F. MM 16
G. Dream Flower
H. Vishnu Leela
I. Himalaya
J. Kalyan Hundred
K. Demand Hundred.
L. Season fresh

13
MAYA SUPREME
DEMAND HUNDRED
INTIMATE

14
MOGRA
PRICE LIST

15
Manufactures and Exporters of quality incense sticks. Koya’s Perfumery Works,

Cheruvannoor North, CALICUT. 673590
ITEMS PACKING UNIT RATE

STICKS
Intimate 50 G.M. Dozen 90.00
Maya 30 G.M. Dozen 90.00
Supreme
Mogra 40 G.M. Dozen 85.00
DreamFlower 40 G.M. Dozen 70.00
Vishnu Leela 50 G.M. Dozen 90.00
Rose 40 G.M. Dozen 85.00
MM 16 75 G.M. Dozen 85.00
Mullamber 30 G.M. Box 48.00
Season Fresh 40 G.M. Box 90.00
Himalaya 75 G.M. Box 80.00
Kalyan 50 G.M. Dozen 150.00
Hundred
Demand 22 G.M. Dozen 82.00
Hundred.
SIZE OF UNIT
Size of the unit means, what is the investment of the company, what is the turnover of
the company and what is their standard. There are some measures on the basis of which the
size of unit can be fixed by the total investments, while other is of the total employees.
According to government policy, there are certain standards regarding scale of operation.

16
Koya’s Perfumery Works has invested more than 6 crores rupees on its plant and other
fixed assets. Koya’s Perfumery Works s current turnover is 10 crores. And the company has
more than 1000 employees. So, Koya’s Perfumery Works has maximum features of large scale
industry.
ADVERTISING EXPENSE
The company spends around 50 lakhs rupees for advertisement every year. The advertisement
is regularly given in newspaper, radio and in some south Indian regional television channels.
SALES TURNOVER
10 CRORES PER YEAR.
CURRENT OPERATIONS
Supplying in and around Calicut city and other parts of Kerala, Karnataka,
Tamilnadu, and Andrapradesh. and countries like sriLanka, Malasia and gulf countries.
ABOUT COMPETITORS
An incense stick Industries, due to its manual process requires small capital investment
and our government gives so many facilities to these industries therefore so many registered
and unregistered companies are already stable in the market. According to one survey of “AA
Associates Advertising Research Team”, Koya’s Perfumery Works got good appreciation in
producing quality incense sticks.

17
COMPETITORS
♣ Cycle Brand
♣ parimal mandir
♣ Padmini Products
♣ Pradhan Perfumers
♣ Raj Fragrance
♣ Sai Flora
♣ Shalimar Agarbathies
♣ Shankar Perfumery
♣ Vishwanath Agarbathi
♣ Vasu agarbathies

18
MISSION
• To spread the fragrance of peace, harmony and vitality right across the world.
• To blend ancient Indian knowledge of aroma with modern values and

technology
• To bring to fruition the right offerings to our customers worldwide.
• To try and maintain sales of the company.
• To try and cut down expenditure which the company incurs.
• To try and reduce losses incurred by the company.
• To increase the growth rate by 20% annually.
• Zero breakdowns.
• Zero maintenance.
• Zero wastage.

19
VISION
• To have the Koya’s Perfumery Works range of brands widely available in over 10
countries in the next three years.
• To also cater the widening array of customers, we envision that we will need to offer an
even wider range of products.
• To concentrate more on exports in order to try and fulfill the demand from the public.
• To concentrate on new segments in :incense sticks.
• To develop new products.
• To try out new market segments like super markets, departmental stores, etc.
• To try and increase sales

20
ANALYSIS&INTERPRATATION
Table 1: No of Respondents
Source: Primary data
Sl no. Gender No.of respondent
1 Male 72
2 Female 28
total 100
Total respondents
80 72
ts
n
e
d
60
n
o 40
p
s 28
e
r
f
o
20
.
o 0
N
From the above table it can be seen that about 72 per cent of the respondents belong to
the male group, and remaining 28 per cent from female . so we can understand that mainly the
customers are belongs to male because they take the buying decision.

21
TABLE 2
EDUCATIONAL QUALIFICATIONS OF RESPONDENTS
Sl no Educational qualification Total
1 Primary & Secondary 12
2 Graduate 48
3 Post Graduate 32
4 Professional 8
Total 100
EDUCATIONAL QUALIFICATIONS OF RESPONDENTS
Educational Qualifications
60 48
Respondents
50 32
40
No. of
30
12 8
20
10
0
0
Secondary
Graduate
Graduate
Others
Primary &
Professional
Post
Qualifications
From the above table it can be seen that about 48 per cent of the respondents are graduate, 32
per cent of the respondents are post-graduate, 12 per cent of respondents belong to primary
&secondary educated, and remaining 8 per cent of them are belong to the professional group.
Majority of them are graduate & post graduate.

22
. TABLE 3
Sl no. Profession Total
1. Student 35
2. Businessman 19
3. Housewife 24
4. Salaried person 15
5. Self-employed 6
Total 100
PROFESSION OF THE RESPONDENT
No. of Respondents
Profession of the respondents

35
24
20
15
6
housewife
self empolid
businessmen
salaried
student
person
Profession
23
From the above table it can be seen that about 35 per cent of the respondents are student, 24
per cent of the respondents are housewife, 20 per cent of respondents belong to businessman,
and remaining 15 per cent & 6 per cent of them are belong to the salaried person and self
employed. It can be inferred that majority of them are students and housewife’s. Thus it can be
concluded that most of them are young and middle aged respondents using Maya Supreme.

24
TABLE NO: 4
AGE GROUP OF RESPONDENT
Sl no. Age Total
1. 15-20 28
2. 21-30 21
3. 31-45 28
4. Above 45 years 23
Total 100
AgeGroup of the Respondents
23 28
28 21

25
From the
above table
Sl no Age Total
it can be
seen that
about 68 per
1. 15-20 24
cent of the 2. 21-30 19
respondents 3. 31-45 29
4. Above 45 years 28
are 21-30
years of age Total 100
group, 20 per cent of the respondents are comes under 15-20g years of age group, remaining 8
per cent & 4 per cent respondent’s are31-45 & 46& above year’s age group. From the above
table it can be inferred that majority of them are young& middle aged using Maya Supreme.
TABLE NO:5
NO OF RESPONDENTS USING MAYA SUPREME
TNR
35
29 28
30
24
25
19
20
15
10
5
0 MANAGEMENT COLLEGE
ADVANCED
26
15-20 21-30 31-45 Above 45
USER SATISFACTION LEVEL years
From the above table it can be seen that about 100 per cent of the respondent
are users of Maya supreme. From the above table it can be inferred that the main userse of
product from30 and above aged, .
TABLE 6
INFORMATION ABOUT MAYA SUPREME

27
Sl no MEDIA Total
1. Friends 8
2. Neighbors 12
3. Relatives 16
4. Media 64
Total 100
Information
64
70
s
t 60
n
e 50
d
n
o 40
p
s
e 30 16
r 12
f 20 8
o
.
o 10
n
0
s s a
i
d e d
n iv
ta e
e
ir M
l
F e
R options
From the above table it can be seen that about 64 per cent of the respondents are
getting information through media, 16 per cent of the respondents are getting information
through relatives, and remaining 12 per cent & 8 per cent of them are getting information
through Neighbors & Friends. From the above table it can be inferred that majority of them are

28
getting information through media only. Thus it can be concluded that most of them are getting
awareness through leading Medias.
Sl no Media suggested for advertisment Total
1. T.V 28
2. Radio 24
3. Newspaper 28
4. Billboards 8
5 Magazines 8
6 Vehicle advertisement 4
Total 100
TABLE – 7
TABLE SHOWING MEDIA SUGGESTED FOR ADVERTISEMENT
Media suggested for Advertisement
Magazines 8
media
Billboards 8
Newspaper 28
Radio 24
T.V 28
0 10 20 30
No. of Respondents
29
Sl MEASURING THE QUALITY OF

No ADVERTISEMENT
Total
1. Excellent 0
2. Very good 20
3. Good 28
4. Satisfactory 28
5 Not Satisfactory 24
Total 100
suggesting to give advertisement in television media, 28 per cent of the respondents
are suggesting to use newspaper, 24 per cent of respondents are more inclined
towards Radio and remaining 8 per cent& 4 per cent of them are prefer to suggest to
use Billboards, magazine &vehicle as medias. From the above table it can be
inferred that majority of them are suggesting to use television as advertising media.
TABLE NO: 8
MEASURING THE QUALITY OF ADVERTISEMENT

30
Measuring the Quality

s
t
n
e 28 28
d 30 24
n 20
o 25 Sl No Options No. Of respondents
p
s 20
r 15
e
f 10
o 5 1. 0 Often 12
. 0
o …
N 2. t n d Daily d y
r t 44
o
e o o
3. lle o Weeklyoo tc N
16
G G a
c y fs
4. x E
r Monthly
e ti 4
V a
5. Rarely S 24
From the above table it can be seen that about 28 per cent of the respondents are responding
that the quality of advertisement are good & satisfactory, 24 per cent of the respondents are
saying that the advertisement are not satisfactory, 20 per cent of respondents are responding
that the quality of advertisement are very good. From the above table it can be inferred that
majority of them are not happy about advertisement
TABLE 9
FREQUENCY OF ADVERTISEMENT

31
Sl
Options No. Of respondents
No
Frequency of advertisiment
1.
Yes 40
12%
24% Often
2.
No 60 Daily
Weekly
4%
Monthly
16% 44%
Rarely
From the above table it can be seen that about 44 per cent of the respondents are responding
that the frequency of advertisement are daily. 24 per cent of the respondents are responding
that the frequency of advertisement are coming rarely, 16 per cent of respondents are
demanding frequency of advertisement weekly, and remaining 12 per cent & 4 per cent of
them are demanding frequency of advertisement be often & monthly.
From the above table it can be inferred that majority of them are demanding
frequency of advertisement should be daily & regularly. . Thus it can be concluded that most of
them are rare to find advertisement.
TABLE NO: 10

32
METHOD OF ADVERTISEMENT IS SATISFACTORY OR NOT
Satisfaction
40%
Yes
No
60%
From the above table it can be seen that about 60 per cent of the respondents are not
happy about the method of advertisement, 40 per cent of the respondents are satisfied about the
method of advertisement.
From the above table it can be inferred that majority of them are not happy about
the method of advertisement. Thus it can be concluded that the advertisement should be more
effective.
TABLE NO: 11
ADVERTISEMENT RATING WITH OTHER COMPETITORS PRODUCTS

33
Sl
No. Of respondents
No Options
1. Excellent -
2. Very Good 05
3. Good 15
4. Satisfactory 32
5. Not Satisfactory 48
responding that the advertisement are not satisfactory comparing with other competitors, 32 per
cent of the respondents are responding that the advertisement are satisfactory comparing with
other competitors. And remaining 15 per cent & 05 per cent of them is responding that the
advertisement is good & very good.
From the above table it can be inferred that majority of them are not satisfactory
about the advertisement of KOYAS comparing with other competitors.
TABLE: 12
MEDIA SELECTED FOR ADVERTISMENT

34
Sl
No. Of respondents
No Medias
1. TV 40
2. RADIO 15
3. NEWSPAPER 30
4. MAGAZINE 12
5 INTERNET 3
From the above table it can be seen that about 40 per cent of the respondents are selecting
television has the media.30 per cent of the respondents are selecting newspaper has the media,
12 per cent of respondents selecting magazine has the media and remaining 15 per cent & 3 per
cent of them are selecting Radio & Internet has the media.
From the above table it can be inferred that majority of them are selecting
television has the media. Thus it can be concluded that most of them are prefer T.V has media.
ANALYSIS & INTERPRETATION BASED ON EMPLOYEE
TABLE:1
Sl.No Designation No. of Reponses
1 Non Executive 80
2 35
Executive 20
Total 100
DESIGNATION OF EMPLOYEES
EMPLOYEES DESIGNATION
80
80
70
NO. OF EMPLOYEES
60
50
40
30 20
20
10
0
EXECUTIVE
EXECUTIVE
NON
DESIGNATION
non executive & 20 per cent of the respondents are executive,
From the above table it can be inferred that majority of them are non executive.
Thus it can be concluded that major portion of employees are non executive.
TABLE:2
LENGTH OF SERVICE

36
SL.NO LENGTH OF SERVICE NO.OF RESPONSES

1 Less than 1 years NIL
2 Between 1 & 3 years 10
3 Between 3 & 6 years 17
4 6 years and above 73
100
TOTAL
From the above table it can be seen that about 73 per cent of the respondents are having more
than 6 years of services, 17 per cent per cent of the respondents are having between 3&6 years
of services, 10 per cent of respondents having between 1&3 years of services.
From the above table it can be inferred that majority of them are good number of
services in the organization.

37
TABLE:3
QUALITY OF MAYA SUPREME
SL.NO RATING NO.OF RESPONSES

1 Excellent 78
2 Very Good 26
3 Good 2
4 Satisfactory -
5 Not Satisfactory -
QUALITYOF PRODUCT
not satisfactory
satisfactory
RATING
good 2
very good 26
excellent 78
NO.OF RESPONSES
0 20 40 60 80 100
accepting that the quality of product is excellent. 26 per cent of the respondents are accepting
that the quality of s is very good.2 per cent of respondents accepting as good. From the above
table it can be inferred that majority of them are accepting that the quality of Maya supreme is
excellent.

38
Table:4
ADVERTISEMENT SATISFACTION
Sl.no Responses No. of responses

1 YES 21
2 NO 79
ADVERTISEMENT EFFECTIVENESS
0% 21%
79%
not satisfied about advertisement, 21 per cent of the respondents are satisfied about
advertisement.
From the above table it can be inferred that majority of them are not happy about
the way the company advertisement.
TABLE 5

39
MEDIA TO SELECT FOR ADVERTISEMENT
SL.NO MEDIA NO.OF RESPONSES

1 TV 52
2 Radio 10
3 Newspaper 10
4 Magazine 8
5 Internet 6
6 Billboards 5
7 Vehicle advertisements 6
8 Any Other 03
From the above table it can be seen that about 75 per cent of the respondents are selecting TV
as the media for advertisement, 53 per cent of the respondents are preferring vehicle
advertisement., 41 per cent and 39 per cent are inclined towards Newspaper and Billboard
advertisement remaining 32 per cent, 23 per cent, 18 per cent of respondents are selecting
Radio, Magazine and Internet as the media for advertisement. From the above table it can be
inferred that majority of them are preferring TV as the media for advertisement this may be
because the number of viewer are more in this media.
TABLE :6 MAJOR COMPETITORS

40
SL.NO SOAPS NO.OF RESPONSES

1 CYCLE Brand 40
2 Parimal Mandir 08
3 Padmini Products 08
4 Sai Flora 10
5 Raj Fragrance 05
6 Shalmar Agarbathies 04
7 Shankar Perfumary 10
8 Vasu Agarbathies 10
9 Vishvananth Perfume 5
From the above table it can be seen that about 40 per cent of the100 respondents are
saying that the major competitor is from Cycle brand, 8 per cent are responding Padmini is the
major competitor, and 10 per cent of them are saying Saiflora are having the competition and
remaining 10 per cent, 10 per cent, 4 per cent, 5 per cent, 5 per cent and out of 100

41
respondents are responding that they are having competition with

parimal,raj,fragrance,Shalimar,Shankar,vasu,vishwananth.
From the above table it can be inferred that majority of them are reacting Cycle is the
major competitor in the market then only coming other brands.
TABLE:8
EFFECTIVE MEASURES ON ADVERTISEMENT
SL.NO OPTIONS NO OF RESPONSES

1 Change the media 40
Increase frequency of
2 38
advertisement
3 Wait and see for some more days 23
4 Any other 17
EFFECTIVE MEASURES OF ADVERTISEMENT
17
40
CHANGE THE MEDIA

23
INC FREQ OF ADV.
WAIT&SEE
ANY OTHER
38
From the above table it can be seen that about 40 per cent of the100 respondents
are willing to go for change the media if the advertisement is not so effective, 38 per cent of
responding that they will go for increase the frequency of advertisement. And remaining 23 per
cent are reacting to wait and see the effectiveness measures to be taken in the advertisement
and the remaining 17 per cent reacting to go for any other measures.

42
From the above table it can be inferred that majority of them are willing to take
measures to change the media, and to increase the frequency of advertisement if the
advertisement is not so effective.
INTRODUCTION
The collected primary data from 100 respondents are analyzed in this chapter to find
out their dependency over the other. An attempt was made and Chi – Square is used to find out
their dependency and relationship of the variables over the factors. The factor taken into
consideration was the level of perception of the workers and the dependency of the variables
like Age, Gender, Departments, etc.
Chi – Square test (Symbolically written as χ2 test) is a non-parameter test. It is used

most frequently in all research to test hypothesis. The test is similar in approach as Z test. χ2 –
test aims at determining whether significant difference exists among groups of data or whether
the differences are due to sampling. χ2 test is similar to ‘t’ test in that both depend upon the
degree of freedom involved.
When small number of degrees of freedom is involved, the distribution curve is greatly
skewed. As the number of degrees of freedom increases, the distribution curve becomes more
symmetrical and resembles the normal curve.
χ2 = Σ (O – E) 2
Where,

43
O = Observed Frequency.
E = Expected Frequency.
Ho = Null hypothesis.
H1 = Alternate hypothesis.
Steps to calculate χ2 test
1. First of all expected frequencies (E) are computed.

2. Then we find out difference between observed (O) are expected (E) frequencies that is (O-
E) is computed.
3. Difference between observe (O) and Expected (E) are squared that is (O-E)2 is calculated.
4 The squared differences between frequencies (O-E)2 are divided by respective expected
frequencies (E) that is (O-E)2 / E is calculated.
5. These quotients are added together to obtain the total of computed χ2 values that is Σ (O-E) 2
/ E obtained.
6. The degrees of freedom (D.F) are calculated for the frequency table valued contingency
table using the formula.
Degree of Freedom = n-1
Where,
7. The calculated value is taken compared to the tabulate value of χ 2.
8. If the computed value is lesser than tabular value the null hypothesis accept

44
Sl no Media suggested for advertisment Total
T.V 28
1.
2. Radio 24
3. Newspaper 28
Billboards
4. 10
Magazines
5 10
Total 100
TABLE SHOWING THE RELATION SHIP BETWEEN MEDIA SUGGESTED FOR

ADVERTISEMENT BY CUNCUMERS

45
HO - There is no significant relationship in media suggested and effectiveness

Of advertisement
H1 - There is significant relationship in media suggested and effectiveness

Of advertisement

46
Feed back Observed Expected O-E

Value Value (O-E)2 (O-E)2/E
(O) (E)
TV 28
20 8 64 3.2
RADIO 24
20 4 16 0.8
NEWS 28
PAPER 20 8 64 3.2
Bill Boards 10
20 -10 100 5
Magazine 10
20 -10 100 5
TOTAL 100
17.2
Chi square value = 17.2

Given,
5-1 =4
χ2 Calculated value = 17.2
χ2 Tabulated value = 9.488
Calculated value (17.2) < Tabulated value (9.49)

∴ So we accept the Alternative hypothesis i.e., ‘H1
THE TABLE SHOWING MEASURING THE QUALITY OF ADVERTISEMENT

47
Sl MEASURING THE QUALITY OF

No ADVERTISEMENT
Total
Excellent 0
1.
Very good
2. 20
3. Good 28
Satisfactory
4. 28
Not Satisfactory
5 24
Total 100

48
HO -There is no significant relationship in measuring the quality of

advertisement and effectiveness
H1 - There is significant relationship in measuring the quality of

advertisement and effectiveness
Observed Expected O-E (O-E)2 (O-E)2/E

Value Value
Feed back
(O) (E)
Excellent 0 20 -20 400 20
Very good 20 20 0 0 0
GOOD 28 20 8 64 3.2
Satisfactory 28 20 8 64 3.2
Not 24 20 4 16 0.8
Satisfactory
TOTAL 100 27.2
Given,

49

5-1 =4
Sl No Options No. Of respondents
1. Often 12
2. Daily 44
3. Weekly 16
4. Monthly 4
5. Rarely 24

∴ So we accept the Alternative hypothesis i.e., ‘H1
TABLE SHOWING RELATIONSHIP OF FREQUENCY AND EFFECTIVENESS OF

ADVERTISEMENT

50
HO -There is no significant relationship in frequency and effectiveness of

advertisement
H1 - There is significant relationship in frequency and effectiveness of advertisement

51
Feed back Observed Expected O-E (O-E)2 (O-E)2/E

Value Value
Sl Options No. Of respondents
(O) (E)
No
Often 12 1. Yes
20 -8 40 64 3.2
2. No 60
Daily 44 20 -24 576 28.8
Weekly 16 20 -4 16 0.8
Monthly 4 20 -16 256 12.8
Rarely 24 20 4 16 0.8
TOTAL 100 46.4
Given,
5-1 =4
∴ So we accept the Alternative hypothesis i.e., ‘H1’
THE TABLE SHOWING METHOD OF ADVERTISEMENT IS SATISFACTORY
OR NOT

52
HO -There is no significant relationship in method of advertisement

and costumer satisfaction
H1 - There is significant relationship in method of advertisement

and customer satisfaction
Feed back Observed Expected O-E (O-E)2 (O-E)2/E

Value Value
(O) (E)
Yes 40 50 -10 100 2
NO 60 50 10 100 2
TOTAL 100 4
Chi square value =4
Given,

53

5-1 =4
χ2 Calculated value = 4
Calculated value (4) < Tabulated value (9.49)
∴ So we accept the Null hypothesis i.e., ‘H0’
FINDINGS, SUGGESTIONS AND CONCLUSION
FINDINGS
1. The main purchasing decision will be taken by males,i.e72% of respondent was

male category & remaining was female

54
2. The majority of the users are middle age & housewives, that is28% of consumers
were aged between 31-48,another 28% were 15-20.
3. The majority of the users are getting information through Medias and through
other ways like relatives, neighbor, and friends only,64% of consumers informed
by medias and others were from relatives, neighbors extra..
4. 28% of the consumers they are telling that the best media for awareness is
television & another 28% by newspaper. And remaining are choosing radio,
magazine, Internet.
5. 28% of consumers stated that the quality of advertisement is satisfactory.
6. 44% of the consumers states that frequency of advertisement come to the
awareness daily.
7. 60% of the respondent finds that the method of advertisement followed by the
organization is not satisfactory.
8. 48% 0f the respondents states that the ratings on advertisement given by the
respondents are not satisfactory compare with other competitors.
9. Consumers agreed that the consumers having lack of information & other details
about Maya supreme.
10. The major survey made on non-executives that will come around 80% because of
the more number of non-executives..
11. 79% 0f the staff states that the effectiveness of the advertisement is not satisfied
compared with other competitors advertisement.
12. It can be conclude that the 52% of employees are preferred to give advertisement
in TV because of large number of audience .
13. 40% of the employees states that the cycle brand is the main competitor of the
maya supreme ,then sai flora.
SUGGESTIONS
1. Koya’s perfumary pvt ltd should try to attract lower middle class and upper class people
too.

55
2. The company should maintain good customer relationship (Present Happening trend) with
the current customers and try to deliver value and satisfaction to them.
3. The company should concentrate on more variety in the texture and it should keep the
prices little bit low (as demanded by the customers).
4. Even though the advertisements are not so effective the company should concentrate on
continuous improvement of them to keep up with the current trends.
5. The company should understand the pulse of the customer and to retain the customer for
long run business. The frequency of advertisement should be more.
6. To attract the target customer the company should select the Television as the media for
advertisement.
7. Compared to competitors the advertisement are so effective and not regular so that the
company should take the competitors advertisement strategies into consideration for
attracting more number of customers.
8. The company should give importance for awareness of the product i.e through leading
media’s like Television, Newspapers, Radio, Magazine and Internet.
9. The above suggestion is also recommended by the employees in addition to that they are
saying they should adopt the effective measures for measuring the effectiveness of
advertisement.
CONCLUSION
Koya’s perfumery pvt ltd is a consumer oriented company. It manufactures Maya supreme
Agarbathi’s, Detergents, Talcum Powder etc. to satisfy the consumer needs. It has to go for
some changes like frequency of Advertisement should be more effective, selecting good media

56
& channel for advertisement, reduction in price & attractive packaging etc. It should mould
itself to the modern marketing concepts like customer relationship management and consumer
focused marketing. If the company concentrates on 4P’s (Price, Promotion, Place & People) of
Marketing, definitely it will regain Market Leadership position. For better awareness of the
company Products it should take adequate measures to reach all types of consumers and
additional care should be taken while they are selecting media, channel and time of
advertisement, so that all type of consumer should have awareness about the company
products.
Though it is producing good quality incense stick and other products the additional
requirement needed is effective advertisement in proper media which can influence the people
to be brand loyal towards companies products. To do all these the company should concentrate
on 4 P’s of Marketing.
As there is no crisis in the company one can be sure that the company survives for
longer period with good relations between employees – employers – consumers. This will help
in providing long term service with expected qualities.
From the employees point of view they are telling that the quality of company product
is incomparable with other competitors but they are lacking behind only in lack of awareness in
the market especially in the FMCG product if they give importance for advertisement and sales
promotion definitely the product will have demand in the market.
Questionnaire for Customers/Consumers
1.Name of the respondent : _________________________
2. Place of Location : _________________________

57
3. Sex: Male ___________ Female ____________
4. Educational Qualification :
Primary & Secondary: ____________
Graduate: ____________
Post Graduate: ____________
Professional: ____________
Others: ____________
5. Profession of the respondent:

Student: ____________
Businessman: ____________
Housewife: ____________
Salaried Person/ ____________

Employed
Self Employed ____________
6. Age:
Between 15 to 20 Years _________

58
Above 46 Years _________
7. Are you using / used Maya supreme ? Yes/No
8. If yes, How did you come to know the Maya supreme?
Friends: _____________
Neighbors: __________
Relatives: __________
Media: __________
9. If it is media, which media are you aware about the Maya supreme Soap?
TV: ___________ E-Mail: _____________
Radio: ___________ Any other: _________
Newspaper : _______
Magazine: _______
10. Which media you would like to suggest for advertisement ?
TV: _______________
Radio : _______________

59
Newspaper: ___________
Magazine: ____________
Internet: ______________
Billboards: _____________
Vehicle advertisement: ______________
Any Other: _______________
11. How do you measure the quality of advertisement of Maya supreme ?

Excellent: __________________
Very Good: __________________
Good: __________________
Satisfactory: __________________
Not Satisfactory: __________________
12. Comparing with other competitors product, How do you rate the advertisement
Quality of Maya supreme ?
Excellent: __________________
Very Good: __________________

60
Good: __________________
Satisfactory: __________________
Not Satisfactory: __________________
13. How frequently the advertisements of Maya supreme are displayed in the media?
Often: _______________
Daily: _______________
Weekly: _______________
Monthly: _______________
Rarely: _______________
14. How frequently you would like to see the Maya supreme advertisement?
Often: _______________
Daily: _______________
Weekly: ______________
Monthly: _______________
Rarely: _______________
15. The method of advertisement followed by the company is it satisfactory?
Yes: __________
No: __________

61
16.if it is concern with Agarbathy advertisement, which company”s advertisement is more

effective?
Cycle brand ____________
Parmal mandir ___________
Padmini products ___________
Sai flora l _________
Raj fragrance ____________
Shalimar ____________
Shankar perfumary ______________
Vasu agarbathies ___________
Any other ____________
17. any suggestions for advertisement.
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
_____________________________
Thanking you

62
QUESTIONNAIRE FOR EMPLOYEES OF THE COMPANY
1. Name:--------------------------------
2. Designation:-----------------------
3. Length of service in KOYA PVT LTD:

Less than 1 years; ------
Between 1 & 3 years: -----
Between 3 & 6 years: -----
6 years and above: ------
4. Since how many years are you using Maya supreme ?
Since 6 months: ----------
Since 1 Years::----------
Since 2 Years::---------
Since 5 Years::--------
Since 10 Years:--------
5. How you rate in quality of Maya supreme ?
Excellent:----------
Very Good--------
Good---------------
Satisfactory----------
Not Satisfactory----------
6. Being an employee of the company the advertisement
By the company is satisfactory?
Yes---------
No--------

63
7. If No, which media to selected for advertisement

TV------------
Radio---------
Newspaper---------
Magazine----------
Internet-------------
Billboards----------
Vehicle advertisements-----------
Any Other--------------
8. In your opinion, who are the major competitors for

Advertisements?
Cycle brand ____________

Primal mandir ___________
Padmini products ___________
Sai flora l _________
Raj fragrance ____________
Shalimar ____________
Shankar perfumary ______________
Vasu agarbathies ___________
Any other---------
9. In your opinion, which media will cover more customers?
_________________________________________________
________________________________________________
10. Is it the company, will compare cost and benefit of advertisement before
giving the advertisement in the media?
Yes------------
No----------

64
11. Are the company, will see the advertisement effectiveness?
Yes---------
No-----------
12. If the media selected for advertisement were not effective what measures
would you like to take?
Change the media----------

Increase frequency of advertisement----------
Wait and see for some more days---------
Any other ---------
Thanking you,

65
BIBILOGRAPHY
1. U.C.Mathur, Advertising Management, 2002 Edition (Page 26), New Age
International Publishers, New Delhi.
2. Maria Townsley, The Advertising Industry, Page No.30.
3. Advertising Express, February - 2002© Market Communications. Inc, ICFAI
Publications.
4. www.incensestickindia.com

66

Promotion Strategies Study at Koyas PVT

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Promotion Strategies Study at Koyas PVT

Uploaded by

Copyright:

Available Formats

EFFECTIVENESS OF PROMOTIONAL STRATEGIES

INTRODUCTION TO PROMOTIONAL STRATEGIES

Businessman adopts promotion as their mode of communications to the public. Promotional

ADVANCED MANAGEMENT COLLEGE

VARIOUS TYPES OF SALES PROMOTION

ADVANCED MANAGEMENT COLLEGE

SALES PROMOTION OBJECTIVE:

• Informing to the customers about product

ADVANCED MANAGEMENT COLLEGE

Advertising is non-personal. Unlike personal selling, advertising is done in a non-

Advertising is identifiable with its sponsoring authority and advertiser. It discloses or

2. A communication of ideas about the product.

3. Aimed at mass audience

4. By a paying sponsor(dealer& sub dealer).

ADVANCED MANAGEMENT COLLEGE

ADVERTISING PLANNING AND STRATEGY

ADVANCED MANAGEMENT COLLEGE

The complexities and sophistication of business decision-making requires strategy

ADVANCED MANAGEMENT COLLEGE

RESEARCH DESIGN OF THE STUDY

SCOPE OF THE STUDY

OBJECTIVES OF THE STUDY

2. To find out the consumer awareness about the products.

ADVANCED MANAGEMENT COLLEGE

 Secondary Data - company report, company journals

KOYA’S PERFUMERY WORKS is the manufacturer and Supplier of INCENSE STICKS.

 Sampling Size - Expected sampling size of this study is 100 .

Method of Data collection

ADVANCED MANAGEMENT COLLEGE

ADVANCED MANAGEMENT COLLEGE

Historical profile - Recent Past

Development and Growth of the incense sticks Industry

which they used to produce excellent incense sticks of reputed qualities.

ADVANCED MANAGEMENT COLLEGE

Incense sticks - A Handicraft Industry

ADVANCED MANAGEMENT COLLEGE

This company is located at Cheruvannoor, Calicut -97 which is 16 km ride from

Some important points of the company are as under:

• Name of the company Koya’s perfumery works.

ADVANCED MANAGEMENT COLLEGE

PRODUCTS OF THE COMPANY

ADVANCED MANAGEMENT COLLEGE

ADVANCED MANAGEMENT COLLEGE

ADVANCED MANAGEMENT COLLEGE

Manufactures and Exporters of quality incense sticks. Koya’s Perfumery Works,

ITEMS PACKING UNIT RATE

ADVANCED MANAGEMENT COLLEGE

10 CRORES PER YEAR.

ADVANCED MANAGEMENT COLLEGE

ADVANCED MANAGEMENT COLLEGE

• To blend ancient Indian knowledge of aroma with modern values and

• To bring to fruition the right offerings to our customers worldwide.

• To try and maintain sales of the company.

• To try and cut down expenditure which the company incurs.

• To try and reduce losses incurred by the company.

• To increase the growth rate by 20% annually.

ADVANCED MANAGEMENT COLLEGE

• To concentrate on new segments in :incense sticks.

• To develop new products.

• To try and increase sales

ADVANCED MANAGEMENT COLLEGE

ADVANCED MANAGEMENT COLLEGE