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GRAPHIC ERA HILL UNIVERSIY SCHOOL OF MANAGEMEN

(Under Section 3 of UGC Act 1956) Sattal Road, PO Bhimtal (Nainital) Uttarakhand, India Phone:- 05946 - 235971, Mobile:- +91-9927070195 E-mail:vcgehu@gmail.com, Website: www.gehu.ac.in

CERTIFICATE
This is to certify that Mr. Amit Singh Bisht, has completed her summer internship at Phyzer Technologies, and has submitted this promotion as an strategies instrument IT sector project report entitled Identifying factors behind promotion market and a study of promotion strategies instrument in IT sector towards partial fulfilment of the requirements for the award of the M.B.A in School of Business Management. This report is the result of self own work and to the best of my knowledge no part of it has earlier comprised any other report, monograph, dissertation or book. This project was carried out under my overall supervision.

(Ms. Amit Gupta) Signature of the supervisor

(Dr. Manish Bisht) Signature of the HOD

ABSTRACT

This project is focused on understanding the promotion strategies adopted by PHYZER TECHNOLOGIES. The study was performed within duration of 45 days by attending the office and market PHYZER TECHNOLOGIES location in Harsh Vihar, Pitampura, New Delhi. The study included conversation and interaction with the customers, companys work force and the competitors on behalf of the company to extract knowledge about the pros and cons in the market. In course of the prescribed duration, it yielded sufficient amount of result for its further development and subsequently the report was submitted to the company as a part of my sincere effort in performing the project, which is a part of my curriculum.

ACKNOWLEDGEMENT

I express my deep gratitude to my project guide Ms. Amit Gupta for allowing me to develop this project. It gives me great pleasure to acknowledge my sincere thanks to Dr. Manish Bisht (HOD, GEHU) & Somyata Bisht (placement coordinator, GEHU), School of Management for giving me the opportunity to work with Phyzer Technologies and learn. I wish to express my deep sense of gratitude to M. P. Gupta (CEO), and Mr. A. Gupta (Market Developer), PHYZER TECHNOLOGIES, New Delhi, who assigned me this project that helped me a great deal in enhancing my knowledge by virtue of practical application. Their guidance and support carried me all through the preparation of this project. I would also like to thank Mr. Abhinav kumar (Senior Marketing asst.) who in spite of busy schedule has co-operated with me continuously and indeed, his valuable contribution and guidance have been certainly indispensable for my project work. I am thankful to all the customer and well- wishers of PHYZER TECHNOLOGIES, who helped me intellectually in preparation of this project, directly or indirectly. I would like to thank to all the staff of PHYZER TECHNOLOGIES for their continuous support. I hope that I can build upon the experience and knowledge that I have gained and make a valuable contribution towards this industry in coming future.

AMIT SINGH BISHT

DECLARATION

I, Amit Singh Bisht student of Masters of Business Administration from Graphic Era Hill University School of Management, Bhimtal hereby declare that I have completed my Summer Internship on promotion as strategies instrument in IT sector as part of the course requirement.

I further declare that the information presented in this project is true and original to the best of my knowledge.

Date Place

Amit Singh Bisht Roll. No: 2055042 MBA 2012-14

TABLE OF CONTENTS CONTENTS

EXECUTIVE SUMMARY
Introduction Types of Promotional Strategies Developing a Promotional Strategy Communicating With Target Audience Objectives Promotion Instrument in IT Sector Customer Attitude

Page No.

RESEARCH METHODOLOGY:
Research and Analysis Attention, Interest, Desire and Action

INDUSTRY PROFILE
Information technology (IT) Government Initiatives: Financial Assistance Research & Development Regulations Challenges Future prospects

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COMPANY PROFILE
Vision Overview Services Advanced Web Development Business Application Development Business Application Development Graphics/Multimedia Design Domain Name Registration Domain Name Registration Web Hosting Bulk SMS Bulk Email Independent QA & Testing Application Security & Consulting Maintenance & Support Portfolios Why Us Data Flow Diagrams

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Objectives of The Study 88

Need of The Study Scope of The Study Limitations of The Study

REVIEW OF LITERATURE ACTIVITY SUGGESTIONS CONCLUSION QUESTIONNAIRE BIBLIOGRAPHY

89 90 91 92 93 96

EXECUTIVE SUMMARY
The project was started on 1st of July after knowing all the relevant information about the different IT product available, under the guidance of Mr. Krishn Chauhan (H.R). The first part of my project involves the study of promotion strategies is a instrument in IT sector and helping them in order to increase sale. For this I used the method of personal promotion and face to face promotion. At the same time, they were being made aware of the incremental scheme of Phyzer Technologies for the Promotion. Along with the promotion strategies a study of market was conducted to better understand the grievances and identify the gaps. For this I visited around 700 offices in the area, ie, North and East New Delhi and spoke to them. I was also supposed to find out new customer and convince them use our services promote there business through our promotion services and increase the customer base. Despite of summer and low demand I was successful in persuading people and a number of new sale points were developed and the sale was increased. The second part of my internship was the study of consumer attitude towards Phyzer Technologies or more specifically the factors affecting the decision of purchase of IT product and services.

Introduction

Promotion
Promotion can be defined as any method that communicates to the target market about the right product to be sold in the right place at the right price. Promotion is the activities people use to communicate with others about their product or service and to convince them to use it. Everything you do communicates something about your business. In information technology, this includes a wide variety of activities including E-mailing, and Website. Promotion involves careful planning. When you see or hear effective promotion it is merely the "tip of the iceberg." A great deal of work went into planning the final product. But before talking about the planning process, we need to review the tools of promotion.

Promotion is a form of corporate communication that uses various methods to reach a targeted audience with a certain message in order to achieve specific organizational objectives. Nearly all organizations, whether for profit or not-for-profit, in all types of industries, must engage in some form of promotion. Such efforts may range from multinational firms spending large sums on securing high-profile celebrities to serve as
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corporate spokespersons to the owner of a one-person enterprise passing out business cards at a local businesspersons meeting. Like most marketing decisions, an effective promotional strategy requires the marketer understand how promotion fits with other pieces of the marketing puzzle (e.g., product, distribution, pricing, target markets). Consequently, promotion decisions should be made with an appreciation for how it affects other areas of the company. For instance, running a major advertising campaign for a new product without first assuring there will be enough inventory to meet potential demand generated by the advertising would certainly not go over well with the companys production department (not to mention other key company executives). Thus, marketers should not work in a vacuum when making promotion decisions. Rather, the overall success of a promotional strategy requires input from others in impacted functional areas. Promotion includes personal selling, advertising, sales promotion, and public relations. There are also different forms of each of these types of promotion such as broadcast, print, direct mail and electronic advertising that offer different advantages, disadvantages, costs and paybacks. The same message may be interpreted differently, based on the source of the message in terms of trustworthiness and credibility. In addition to coordinating general promotion decisions with other business areas, individual promotions must also work together. Under the concept of Integrated Marketing Communication marketers attempt to develop a unified promotional strategy involving the coordination of many different types of promotional techniques. The key idea for the marketer who employs several promotional options to reach objectives for the product is to employ a consistent message across all options. For instance, salespeople will discuss the same benefits of a product as mentioned in television advertisements. In this way no matter how customers are exposed to a marketers promotional efforts they all receive the same information. Another one of the 4P's is 'promotion'. This includes all of the tools available to the marketer for 'marketing communication'. As with Neil H. Borden's marketing mix, marketing communications has its own 'promotions mix.' Think of it like a cake mix, the basic ingredients are always the same. However if you vary the amounts of one of the ingredients, the final outcome is different. It is the same with promotions. You can 'integrate' different aspects of the promotions mix to deliver a unique campaign. The tools in the promotional mix include:

1. Advertising - Any paid form of non-personal presentation and promotion of

ideas, goods or services by any identified sponsor.

2. Direct Marketing - The use of mail, telephone or other non-personal contact

tools to communicate with, or solicit a response from, specific customers and prospects.

3. Trials and Service Promotion Short term incentives to encourage trial or

purchase of a product or service, such as discounted rates for services over a limited time period.

4. Public Relations and Publicity - Programmes designed to promote and/or

protect a companys image, or those of its products, including product literature, exhibitions and articles in professional or in-house newsletters.

5. Personal Selling - Face to face interactions with one or more prospective users,
to generate increased activity. In a library context this will include academic detailing one-to-one meetings with new or existing staff to brief them about a specific project or service. The specific mix depends on a number of factors, including:

1. The promotion budget available 2. Stage of product in its life cycle 3. Nature of the competitive situation 4. The target audience 5. The nature of the product.

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Promotional Strategies

In the sales profession, two effective ways to get business are to go out after it, or have it come to you. The first you do by prospecting; the second through promotional strategies. Most salespeople agree it's much more pleasant and less time consuming when prospects come to them. The beauty of promotional strategies is: they plant a seed in your prospect's mind. In effect, you've made a "reservation" to be considered for future business. If your prospect has had positive exposure to you in advance, you will more easily establish the relationship, make the appointment and complete the sale. Promotion can give you the name recognition you need. Most of us are familiar with market research as suppliers (or information providers) try to obtain information from us (or library users) on what we require. Promotion is the reverse side of this.Organizations use promotion to communicate with customers about products they offer. Promotion is thus one half of the communication process with customers. Ideally it will work cooperatively with market research (in an iterative feedback loop) so that the constantly changing requirements of users are met by promotional activities that target (or even anticipate) these expressed needs. Such activities need to be managed. They require the allocation and expenditure of resources, whether physical (promotional products) or intangible (staff time or use of existing facilities). As such they cannot simply be allowed to grow organically they require shaping and direction via a promotional strategy. A successful promotional strategy multiplies the salesperson's presence and increases his effectiveness. A properly executed promotional program can accomplish these objectives:

1. Introduce your product or service to new prospects 2. Smooth the way for setting appointments 3. Encourage more purchases by current clients 4. Stimulate off-season purchases 5. Compete with competitor's promotional efforts 6. Keep present, former and future customers informed of your services 7. Enlarge your market by increasing activity in a wider geographic area

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All promotional efforts aim to increase sales. While advertising and sales promotion do this directly; publicity and public relations influence sales indirectly, by encouraging the buyer to think highly of you, your company, and your products. Most people would rather buy from a person or company they "like" even if they don't know them personally. If your company handles most of its own promotion, you should still think of yourself as a company within a company. On a smaller scale, promotion is as important to the smaller company, as it is to the larger corporation.

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Types of Promotional Strategies

Promotional Strategies can be categorized as follows:

1. Personal Selling 2. Sales Promotion 3. Public Relations 4. Direct Mail 5. Advertising 6. Publicity

1. Personal Selling
Personal selling involves direct face-to-face relationships between sellers and potential customers. Personal Selling is an effective way to manage personal customer relationships. The sales person acts on behalf of the organization. They tend to be well trained in the approaches and techniques of personal selling. However sales people are very expensive and should only be used where there is a genuine return on investment. For example salesmen are often used to sell cars or home improvements where the margin is high.

Personal Selling Skills First Impressions: Whilst you are assessing your client they are doing the same to
you, and will make similar assumptions based on hairstyle, hair colour, general neatness, clothing, make-up, accessories and how closely you follow trends. These factors will contribute to your client's ultimate decision to purchase based on your advice, or even to return or not. First and lasting impressions are often made in the first 10 seconds of meeting a new person: quite a daunting thought. Relationship Building: In order to establish a successful client/stylist relationship, the client must feel comfortable and able to trust their stylist. Speaking with warmth and friendliness, empathising and showing genuine interest with any arising problems, can develop this sense of trust. You should appear interested and animated during conversations and this relationship must be sincere. Aim to radiate professional warmth.

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It is important not to be overbearing with timid clients or too vague with dominant clients, hence correctly identifying client type is a skill that should be learnt as soon as possible. Look out for body language in order to provide a clue; and use active questions in order to confirm your ideas and also to ensure you understand your client's needs. Greetings: Clients will feel more valued if they are made to feel important and welcome. As they arrive greet them by name, or if unknown introduce yourself. Do not leave a client unsure of where they should be or what they should be doing. Encourage conversation by checking that the style, colour or form from their last appointment has been a success; be prepared for a negative response and able to give an honest appraisal. Similarly, check that your client is happy with using their finish products at home. If not, offer alternative solutions and be prepared to explain why. These enquiries will help to make your clients feel special, providing reassurance and building confidence and trust. Client Satisfaction: The essential ingredient for happy, satisfied customers is great-looking hair that suits their lifestyle and can be successfully replicated in the home. The benefits of this are many, including an increased sense of trust between client and stylist. With this firmly established it is likely that a client will have more confidence in your recommendations. This is particularly helpful when encouraging them to buy OTC products, as they will assume that your talent for creating great hairstyles will be mirrored by your knowledge of products, so make sure it is! Timing: The perfect time to recommend finishing products to your client is during the final stages of hairstyling when they can see the effect of a product on their hair. Discuss the end-styling process and describe the products you are applying, what you hope to achieve and any additional benefits. If more than one product is needed, and the client is reluctant to make an expensive purchase, prioritise the most essential product. Make a note of what they bought and remind them to add extra products to their collection on future visits. Clients may visit the salon between appointments to purchase products: use their record card as a reminder of previous purchases and styling needs. Demonstration: When selling a product it is essential to show the application benefits. First demonstrate on their hair and explain, where relevant, different methods of application, how much product to dispense and how to achieve the best results. The next step is to allow your client time to experiment, to ensure that they are able to achieve the same effect before they go home. The feel, look, smell and packaging are all vital in encouraging a client to buy finish products. Describe these elements and use this time to explain fully all benefits, such as protection from the environment, added gloss or long-lasting hold.
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Problems and Concerns: Show interest in any concerns your client may have
regarding the use and purchase of finish products. Once you are in possession of all the facts you will be better placed to offer an appropriate solution. Use this opportunity to perform a full consultation and diagnosis, you will then be able to target specifically and offer advice on problems. Use active listening and open questions to ensure a successful diagnosis, for example: Body Language: It is essential to be aware of your body language at all times when interacting with clients. This is never more important than when you are encouraging them to buy products. The key skills involve making eye contact, using the appropriate gestures and being aware of any unconscious negative body language. Maintain openness with your client: sit facing them, use open gestures and look interested.

2. Sales Promotions
Sales promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker and/or greater purchase of particular products/services by consumers or the trade. Advertising offers a reason to buy. Sales promotion offers an incentive to buy. Sales promotion tools for consumer promotion include cash refund offers, prices off, prizes, patronage rewards etc. Sales promotion tools for trade promotion include prices off, advertising and display allowances and free goods based on sales. Sales promotion tools aimed at salesmen of the company are contests, incentives for sales in fixed periods, trips to tourist locations etc.

Rapid Growth of Sales Promotion: In comparison to growth in advertising

sales promotion has grown more rapidly and in many consumer packaged goods company it now accounts for 65% to 75% of the total budget (Kotler, 1997). Purposes of Sales Promotion: Incentive type promotions are used to attract new buyers or triers, to reward loyal customers, and to increase the repurchase rates of occasional users. There is risk in putting a well-known brand leader on promotion more than 30% of the time.

Major Decisions in Sales Promotions:

1. Setting the objectives 2. Selecting the tools
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3. Developing the sales promotion program 4. Pretesting the program 5. Implementing and controlling the program 6. Evaluating the Results of the program Sales promotion tends to be thought of as being all promotions apart from advertising, personal selling, and public relations. For example the BOGOF promotion, or Buy One Get One Free. Others include couponing, money-off promotions, competitions, free accessories (such as free blades with a new razor), introductory offers (such as buy digital TV and get free installation), and so on. Each sales promotion should be carefully costed and compared with the next best alternative. Sales Promotion refers to specific activities (such as point-of-purchase displays, brochures, coupons) which can generate a specific purchase behavior. Sales promotions differ from overall promotion in that they are onetime activities. They involve special sales, demonstrations, and other business stimulators that are temporary. Some common promotions are: demonstrations, novelties/gifts, special events, coupons, exhibit booths, incentives, celebrity appearances, discounts, promotional offers, holiday cards, open houses, and sales. As an individual salesperson, think up new ways to promote sales, especially when your company does not. Keeping an eye on the calendar and knowing when a product needs to be sold most heavily will help you plan ahead. Begin your sales promotion early so that awareness has been established when the season arrives. If your company is involved in sales promotions, take advantage of them. If your company has a booth at a trade show, volunteer to work it. At the show, exchange business cards with everyone you meet. Try to set appointments while you're at the show rather than calling everyone later. If your company gives out calendars, stamp your name on them. Whether you're independent or represent a large company, you can generate many promotional ideas. They create an immediate sales impact. Many promotional items have a long life and can remind your clients and prospects about you and your product throughout the year, like wall calendars.

3. Public Relations
Public Relations is defined as 'the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics' (Institute of Public Relations). It is relatively cheap, but certainly not cheap. Successful strategies tend to be
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long-term and plan for all eventualities. All airlines exploit PR; just watch what happens when there is a disaster. The pre-planned PR machine clicks in very quickly with a very effective rehearsed plan. Public Relations or Publicity is any free form of "mass selling." All of these methods try to inform, persuade and remind the target audience about your product or service. They are complementary to each other and should be integrated to maximize your results. Public Relations means relating to the public in a way that wins its appreciation. It involves goodwill and community awareness. Its affect on sales is indirect and more difficult to analyze. Sales do improve, however, because people like to do business with salespeople that take an interest in the community. In determining your best public relations strategies, you should consider:

a) Who are your "publics?" They are groups of people who perceive you as a businessperson. Some publics act on their perceptions and increase your sales; others just appreciate you. It is important to identify each of your publics and develop strategies for improving your image with them. For example, if you sell real estate, your publics could be bankers, mortgage companies, customers, the community at large, other brokers, property managers, etc.

b) How can you reach these publics? Many methods exist. Your choices might include: Contributions of time or money to particular groups and activities, such as sponsoring Little League, bowling teams, sporting events, cultural activities, charities, community development programs, and others. Public speeches - You can offer your services to a group who would like to hear you speak on your area of expertise. Staged events - Your targeted publics may sponsor picnics, anniversary parties, ball games or other events. Your presence at these occasions gives your public a chance to get to know you in a relaxed, non-business setting. Trade Associations - Belonging to these and special interest groups provides good PR for individuals and companies. Your membership shows that you care about the industry. You can also develop many prospects from your participation.

c) What image do you want to convey?

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Public relations can be more important to an individual salesperson than to a company. Your image is an "intangible" asset that affects sales as much as your "tangible" assets (products). The way people see you on a day-to-day basis is very important. Therefore, public relations should be a way of life as well as a strategy for exposure. Professionalism is the best PR.

4. Direct Mail
Direct mail is very highly focussed upon targeting consumers based upon a database. As with all marketing, the potential consumer is 'defined' based upon a series of attributes and similarities. Creative agencies work with marketers to design a highly focussed communication in the form of a mailing. The mail is sent out to the potential consumers and responses are carefully monitored. For example, if you are marketing medical text books, you would use a database of doctors' surgeries as the basis of your mail shot.

5. Advertising
Advertising is a 'paid for' communication. It is used to develop attitudes, create awareness, and transmit information in order to gain a response from the target market. There are many advertising 'media' such as newspapers (local, national, free, trade), magazines and journals, television (local, national, terrestrial, satellite) cinema, outdoor advertising (such as posters, bus sides), e-mail (local, national, trade), internet (national, international) Advertising means a paid, persuasive presentation promoting you, your company, and/or your product/service. Advertising is any paid form of "mass selling" or communication with large numbers of potential customers at the same time. No matter how subtle or obvious your ad, the desired outcome can be achieved only through:

Education - Making prospects aware of yourself or your product and what you can
do for them

Preference Formation - Getting the prospect to like you and prefer your product
to the competition

Generating an Inquiry - Advertising doesn't make a customer, you do. But, you
must get people to tell you of their interest. The size and nature of your business will determine which advertising means you will use. If you're a sales consultant, it often doesn't pay for you to advertise on internet (website), in newspapers or face to face communication. Trade journals can be a more effective medium. In determining which sources would best fill your needs, ask yourself some questions:

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1. What message do I want to convey? Should more emphasis be put on my product/service or me? 2. What is my target audience? How can advertising expand it? Where will my target prospects most likely see my message? 3. How much can I afford to spend on advertising this year? Can I afford not to advertise? 4. When is the best time to advertise? With answers to these basic questions, you can choose the best resources for advertising. The following list is not all-inclusive: TV, radio, newspapers, direct mail, novelties, handbills/flyers, trade magazines, billboards, shoppers guides, consumer magazines, displays, brochures, internet (website), sms and face to face communication. Patterns have emerged which show that some sources are better for salespeople than others. The most proven promotional methods in sales are, in this order:

1. Person to person contact 2. Telephone contact 3. Personal letter 4. Form letter 5. General promotional mailing 6. Display advertising One good strategy combines a personal letter of introduction prior to personal contact. The benefits of personal contact are obvious each contact has a high impact. Both methods can be utilized appropriately and successfully.

6. Publicity
Publicity means getting exposure through the news media, utilizing announcements prepared by companies or the media of newsworthy stories or events. Publicity also can mean feature articles in magazines. This coverage or "free advertising" can have spectacular results. Publicity often succeeds where advertising fails:

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Credibility - When people read an article in the paper or hear a story on the news,
they automatically assume it is authentic and originated by the media.

Subtlety - Your message reaches many prospects who would otherwise resist
contact. Prospects "ingest" your message as news rather than as "advertising." Dramatization - Publicity can convey, "we are your neighbors, struggling with you and doing our part to improve life around us." Publicity, especially on a local level, helps create a feeling of community. Publicity takes many forms. Your company or a public relations firm prepares press releases. These brief, newsworthy stories highlight you or the company in a way that interests the public. The difficulty is getting the media to use the story. To have your press releases published regularly, you must have expertise in publicity as well as good connections with the news media. Feature Articles make excellent publicity. Written by staff or freelance writers for trade magazines, professional journals, and consumer magazines, they cover you or your business in more depth than a press release. If you're unique in some way, you may provide an interesting subject for a feature article that can be linked to your profession. In time your business will increase due to the publicity. Photographs are good publicity vehicles. Newspapers often print unusual, humorous and interesting photographs. If you have a photograph that shows you or your company in an interesting light and is appealing from a journalistic viewpoint, send it to your local newspaper or trade journal. It is rare to find a product or service that "speaks for itself" and doesn't need promotion. As professional salespeople, we must recognize that, and actively promote products as well as our service or ourselves. Promotional strategies will not only get you in the door, they'll bring the business to your door.

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Developing a Promotional Strategy

Developing an effective promotional strategy demands more than just being aware of the tools of promotion. Promotion is an ongoing process that requires much planning. A strategy is simply a careful plan. The effectiveness of your strategy depends on more than how much money you put into it. Effectiveness results from the thoroughness of your planning and the consistency with which you carry it out. The following nine steps outline an easy to follow procedure for developing an effective promotional strategy.

Step 1-Figuring out who you are

Establishing your Identity. When people talk about developing a promotional image, they often forget about first developing their identity. Identity and image are not synonymous. Identity is what you really are. Image is how others see you. This is an important distinction because how you see yourself may not be how you are seen by the public. To manage how others see you, first clarify your identity. You can then project it in such a strong way that identity and image are the same. To accomplish this step, make a list of all your characteristics including such things as facilities, location, price, and attractions.

Step 2 - Deciding on your product

Developing a Them. The list of characteristics that make up your identity will be a long one. You cannot and should not promote all of these characteristics. You need to decide on what part of your identity you want to promote. This will be the theme for your promotional strategy. A theme is the one main idea, or message you want to communicate with your promotional efforts. The theme must be intimately tied to your identity. To determine a theme, ask yourself the following questions. "What is there about my facility that would be appealing to visitors?" 'What can I tell them that would make them want to come and visit us?" "What makes my facility unique?"

Step 3-Deciding who you want to attract

Identifying Your Target Audience. Deciding on your identity and theme is the foundation for your strategy. Build on this foundation by deciding on who you want to reach. You must decide on and contact your target audience, those people you want to reach with your information. Do you want to attract local or non-local visitors? Repeat or first-time visitors? Families or singles? Young or old?
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Deciding on who you want to attract is important. To reach your target audience, you must identify their needs and how they obtain information about recreation and tourism opportunities. Different groups have different needs. Senior citizens have different needs than do young adults. Handicappers have different needs than do non-handicappers. When you are developing your message you should address some of these needs. Different groups also get information from different sources. Some groups get information through informal sources, such as past visitors or local people. Others go through formal sources such as travel agencies. Some choose personal sources, such as friends or neighbors, while others will go through non-personal sources, such as reading every brochure they see. Identifying these sources of information is important so that you can find your target audience and distribute your information directly to them.

Step 4 - What do you want to accomplish with your strategy

Establishing your objectives. Before going any further, decide what you want to accomplish with your promotional strategy. This means establishing objectives that are very specific based on what you want the outcome of your strategy to be. Objectives should have the following characteristics: They should identify who you are trying to reach. They should state how much change you want to accomplish through your promotion. They should state how much time it will take to accomplish your objectives. They should state what you want people to do because of your promotion.

Step 5 - Actually getting your message across

Developing your message content.An important part of your content is your theme. Do not try to get across two or more ideas in the same message. This does not work, and will hinder your message. All information in your message must center on your theme. Your theme has to bind your message together. Keeping the content centered on your theme will also help limit the amount of information you present. This will help keep your message short and to the point. There are two types of information that you can use: informative and persuasive. Informative messages tell people something without regard to their response. Persuasive information tries to convince people to do something. There are also two types of persuasive information. The first type, rational persuasive information, uses logical arguments based on supportive evidence. The second type, motivational persuasive information, appeals to people's needs and desires.

Step 6 - Deciding how to say it

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Developing Your Message Structure. Putting your message together is called message structure. How it is put together depends on what type of information you are using. For persuasive messages, it will depend on whether you are using rational or motivational information. A rational message has three parts. The first part is the claim of the message. This is what you want people to believe is true of you. The second part is the evidence, or facts, that you use to support your claim. The third part is the warrant. The warrant is a general hypothetical statement That ties the evidence and the claim together. It is the "glue" that holds the message together and helps it make sense. With rational messages, you need to decide if you want to use a one-sided argument or a two-sided argument. A one-sided argument only presents the pro side of the argument, while a two-sided argument presents both sides. Which one you use will depend on which one meets your needs and the type of audience. Generally, one-sided arguments are better with audiences already favourable to your message. Two-sided arguments are best with audiences who are opposed to your argument, are better educated or have already been exposed to counter arguments. For motivational messages, there are two parts: the claim and the appeal. Again, the claim is what you want people to believe is true of you. The appeal is a statement aimed at your audience's particular needs or desires to motivate them to do what you want. When using rational or motivational messages, make sure the promotional tool you are using is credible with your audience. This is especially true if you are using a spokesperson. Your spokesperson must be competent and trustworthy in the eyes of your audience. He/she should be likeable and appear to fit in with your message. Informational messages are different from persuasive messages. For them, organization is the key. Since this is an informative message, all your information needs to be presented in a logical and orderly manner. Finally, whether using informative or persuasive messages, there is one problem that always arises a where to place your punchline, the key to your message. This will depend on the type of audience you have. If you have a captive audience and a lot of time, place it at the end of your message as a climax. If your audience is non-captive, place the punchline at the beginning of your message to get and keep their attention.

Step 7-Deciding how to present it

Developing Your Message Format. Formatting your message is the next step. Format refers to how your message will appear to people when you distribute it. The media or the method used to convey your message will determine your format. The number of types and combinations of media available to use is almost endless. You are only limited by your imagination. Examples include television, radio,

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employees, community calendars, and newspaper feature or human interest stories. A good way to decide what you want to use is to look at what others are already using. Take any ideas that you like and adapt them to your format, but do not directly copy them and make sure that you are adapting the ideas to your needs. Second, learn the good and bad points of various media, including their limitations. Find out what best suits your needs and what will allow you to meet your audience's needs. Finally, check to see what will be most cost-effective. Once you select the media you want to use, the actual message must be put together. Pay close attention to the nonverbal aspects of the message. Things such as graphics, color selection, type style and size will have a big effect on how people perceive your message. It is important that these things relate to your theme, message, and audience for the maximum effect. Finally, your message must be united. Each part of your message must relate directly to your theme.

Step 8-Taking your message to your audience

Choosing your Delivery System. Most businesspeople in the tourism industry would agree that coming up with a good promotional message is only half the battle. The other half is getting your message to your target audience. Thus, the delivery system you choose is very important. A delivery system is how you distribute your message and your media. There are two types of delivery systems. The first type is the formal delivery system, one that you plan to use or in which you have control over the content of the message, such as television, radio, newspapers, newsletters, and catalogs. The second type is the informal delivery system. An informal delivery system is one that you do not have control over, such as word-of-mouth, friends, family members, and repeat visitors. Whether formal or informal, each system is composed of a message and the media that is used to present it. Many times your choice of media goes with your delivery system (promotional ads in newspapers, for instance). With some forms of media, such as brochures and exhibits, this is not always the case. Many times people overlook how they intend to distribute their brochure or display their exhibit. Know in advance how you will use these items. Overlooking how you intend to distribute any kind of media can cause it to become ineffective. Finally, different audiences obtain information from different media. A thorough understanding of what media your target audience uses is essential to distribute your message effectively.

Step 9-How is it going?

Evaluation. Creating and implementing a promotional strategy can drain your resources if you do not regularly evaluate the strategy to see how effectively it is working. This is where your objectives come in handy. To evaluate your strategy you need only to determine whether you have made progress in meeting your established
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objectives. Generally, it is good to wait one year after implementing your strategy to see if it works because promotional effects can be cumulative. Always be ready to make changes. First, remember that promotion is a process. The nine steps outlined here are guides to develop an effective promotional strategy. The process is the same whether you are promoting a business, community, or region. Second, remember that the only promotional strategy worth anything is the one that is cost-effective. Know your budget and understand the resources available so that you do not create a "monster" that uses resources but does not return visitor dollars.

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Target Audience

Targets of Promotional Strategies The audience for an organizations marketing communication efforts is not limited to just the marketers target market. While the bulk of a marketers promotional budget may be directed at the target market, there are many other groups that could also serve as useful target of a marketing message. Targets of a marketing message generally fall into one of the following categories: Members of the Organizations Target Market This category would include current customers, previous customers and potential customers, and as noted, may receive the most promotional attention. Influencers of the Organizations Target Market There exists a large group of people and organizations that can affect how a companys target market is exposed to and perceives a companys products. These influencing groups have their own communication mechanisms that reach the target market and the marketer may be able utilize these influencers to its benefit. Influencers include the news media (e.g., offer company stories), special interest groups, opinion leaders (e.g., doctors directing patients), and industry trade associations. Participants in the Distribution Process The distribution channel provides services to help gain access to final customers and are also target markets since they must recognize a products benefits and agree to handle the product in the same way as final customers who must agree to purchase products. Aiming promotions at distribution partners (e.g., retailers, wholesalers, distributors) and other channel members is extremely important and, in some industries, represents a higher portion of a marketers promotional budget than promotional spending directed at the final customer. Other Companies The most likely scenario in which a company will communicate with another company occurs when the marketer is probing to see if the company would have an interest in a joint venture, such as a co-marketing arrangement where two firms share marketing costs. Reaching out to other companies, including companies who may be competitors for other products, could help create interest in discussing such a relationship. Other Organizational Stakeholders Marketers may also be involved with communication activities directed at other stakeholders. This group consists of those who provide services, support or, in other ways, impact the company. For example, an industry group that sets industry standards can affect company products through the issuance of recommended compliance standards for product development or other marketing activities. Communicating with this group is important to insure the marketers views of any changes in standards are known.

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Communicating With Target Audience

Effective communication
Effective communication occurs when a message being sent is understood by the person receiving it. The receiver will also know how and when to respond to the message.

Sender the individual, group or organization wanting to communicate to idea

about the product.

Message the use of text, images, sounds, etc. to convey ideas and information
about the product.

Medium the platform used to deliver the message, such as television, magazines,
the internet and face to face communication.

Receiver the individual, group or organisation the message is intended for. The
receiver interprets the message and attempts to understand its meaning.

Feedback the receivers response to the message. This could be made using a
variety of different media or might simply be an action (including ignoring the message).

Noise anything that gets in the way of the receiver understanding the senders true
message.

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OBJECTIVES

Objectives of Promotional strategies:

Any promotion strategy has one or more objectives. Typical objectives include: Improving customer awareness and knowledge of a product Improving the image of a business Generating or increasing sales Improving customer loyalty to a product or a business Altering customer perceptions of a product.

To achieve any of these objectives, customer attitudes towards a business and/or its products have to be altered. It is unlikely that any single promotional activity will achieve a campaign objective a promotional mix is required. When outlining a promotional mix, it is sensible to consider a variety of promotional activities that might be available to the business within the budget. The final selection and sequencing of promotional activities will depend on the budget and customer attitudes. However, initially, it is sensible to think in general terms and outline a number of different promotional mixes. These mixes will differ because they use different promotional activities, and/or they present the promotional activities in a different sequence. For example, a campaign, whose objective is to raise awareness about a new product, might use an exhibition and a PR event. However, which should come first? Should the activities take place simultaneously? Should the PR event act as an initial message, to gain interest in the product, with the exhibition providing detailed product information to interested potential customers? The most obvious objective marketers have for promotional activities is to convince customers to make a decision that benefits the marketer (of course the marketer believes the decision will also benefit the customer). For most for-profit marketers this means getting customers to buy an organizations product and, in most cases, to remain a loyal long-term customer. For other marketers, such as not-for-profits, it means getting customers to increase donations, utilize more services, change attitudes, or change behavior (e.g., stop smoking campaigns). However, marketers must understand that getting customers to commit to a decision, such as a purchase decision, is only achievable when a customer is ready to make the decision. Customers often move through several stages before a purchase decision is made. Additionally before turning into a repeat customer, purchasers analyze their initial purchase to see whether they received a good value, and then often repeat the purchase process again before deciding to make the same choice.

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Promotion involves making sure that customers are aware of the products that the organization makes available to them. More specifically, your promotional strategy will include one or more of the following objectives? To provide information To increase demand To differentiate the product To accentuate the value of the product To stabilize existing activity levels

Such objectives must be accompanied by an appropriate promotional mix (Rowley, 1998). The promotional mix combines different channels or routes to communicate a promotional message. From a range of possible tools in your toolkit you will select an appropriate promotional mix. The type of customer the marketer is attempting to attract and which stage of the purchase process a customer is in will affect the objectives of a particular marketing communication effort. And since a marketer often has multiple simultaneous promotional campaigns, the objective of each could be different.

Types of Promotion Objectives

The possible types of objectives for promotional strategies may include the following:

Build Awareness New products and new companies are often unknown to a
market, which means initial promotional efforts must focus on establishing an identity. In this situation the marketer must focus promotion to: 1) effectively reach customers, and 2) tell the market who they are and what they have to offer. Create Interest Moving a customer from awareness of a product to making a purchase can present a significant challenge. As we saw with our discussion of consumer and business buying behavior, customers must first recognize they have a need before they actively start to consider a purchase. The focus on creating messages that convince customers that a need exists has been the hallmark of marketing for a long time with promotional appeals targeted at basic human characteristics such as emotions, fears, sex, and hummer. Provide Information Some promotion is designed to assist customers in the search stage of the purchasing process. In some cases, such as when a product is so novel it creates a new category of product and has few competitors, the information is simply intended to explain what the product is and may not mention any competitors.

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In other situations, where the product competes in an existing market, informational promotion may be used to help with a product positioning strategy. Stimulate Demand The right promotion can drive customers to make a purchase. In the case of products that a customer has not previously purchased or has not purchased in a long time, the promotional efforts may be directed at getting the customer to try the product. This is often seen on the Internet where software companies allow for free demonstrations or even free downloadable trials of their products. For products with an established customer-base, promotion can encourage customers to increase their purchasing by providing a reason to purchase products sooner or purchase in greater quantities than they normally do. For example, a preholiday newspaper advertisement may remind customers to stock up for the holiday by purchasing more than they typically purchase during non-holiday periods. Reinforce the Brand Once a purchase is made, a marketer can use promotion to help build a strong relationship that can lead to the purchaser becoming a loyal customer. For instance, many retail stores now ask for a customers email address so that follow-up emails containing additional product information or even an incentive to purchase other products from the retailer can be sent in order to strengthen the customer-marketer relationship. Degree of

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Affecting Buyer Behaviour

Social Family and culture the

Personal
Age, location, income, etc. Recent event in your life Degree of interest in the product

Psychological Social
Family and culture the way we were brought up friends their attitude towards the product Culture the sets of beliefs and values we accept and see as being our own

Influences on buyer behavior

Motive for purchase core reason for wanting to use a product Personality type outgoing, introvert, etc. Attitudes core values derermine our feeling about events and products

Promotional tools are designed to communicate effectively, by providing information to potential customers. In addition, they attempt to affect buyer behaviour by, Creating and raising awareness creating, enhancing and/or changing the products image. In both cases, the focus is on perception. The promotional strategy aims to shape customers perceptions of a business and its products. In other words, promotional tools are being used to influence the purchasing decisions of consumers by creating a favourable view of a business and its products. Making purchasing decisions is a complex process. Figure above illustrates the three main influences on buyer behaviour. It indicates that the decision to purchase a product can be a very complex one, especially if the product is expensive (such as a house) or of significant interest to a consumer (such as buying clothes to wear at a party). Promotional tools, such as advertising and sales promotion, need to focus on
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some of the influences listed in Figure above if buyer behaviour is to be altered. The choice of influence depends on the product being promoted and the audience being targeted. Sometimes promotional tools will be used in emotive ways, by acting on our feelings and targeting emotions such as fear and happiness. At other times, promotional tools will be used to inform rather than persuade, to provide rational facts and figures rather than appeal to our emotional identity. A fashion clothing business+-, launching a new range of clothes would possibly focus on these aspects of buyer behaviour:

Social focus on the attitudes of friends and use advertising showing groups of
people with apparently similar age and background characteristics

Psychological communicate the values represented by the range of clothing and

to which the buyer might aspire, such as independent, edgy or casual

Personal promote key aspects or benefits of the product likely to appeal to the
target age group, such as price ranges or the style of the clothing. When promoting a new range of fashion clothing, its likely that the social and psychological factors will be most important; with psychological factors are likely to be most dominant, because fashion is often based an abstract ideas style or cool rather than a functional product.

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Promotion Instrument in IT Sector

Decisions about which media to use in a promotion strategy involve balancing several factors. The effectiveness of any particular medium has to be weighed against the costs of using that medium. In this topic, we consider the production requirements, costs, and benefits and limitations of three important groups of promotional media:

1) New media websites, e-mail and mobile phones. 2) Promotion- pushes and pulls strategies

1) New media
Businesses are always looking for new and more effective ways to get promotional messages across to their target audiences. The technologies underpinning the internet, e mail and mobile phones offers new avenues for promotional activities.

Websites The science fiction movie Minority Report, released in 2002, featured interactive
video advertising screens. These screens, located in public places, had the ability to identify individuals and address them by name. Today, e-commerce websites can perform a similar, if less spectacular, by using small files, or cookies, stored on our computers. The technology works as follows, when you visit a website you have previously visited, your cookie file is read and your identity is revealed to the website. The website uses this information to communicate with the central web server, drawing down a profile of your buying behaviour, the web server can then deliver individual promotional messages which it hopes are tailored to your interests. For example, Amazons website does this with the message: we have recommendations for you. Web servers can also record the particular web pages that users browse or click through. Promotional materials appearing on web pages, or as separate pop-up windows, encourage you to click on them to get more information; the web server then records these events for later analysis. This analysis helps to build a profile of individuals interests and browsing habits. In turn, businesses can use this information to improve their online promotional activities and their understanding of buyer behaviour. Email and mobile telephone technologies

E-mail and mobile telephone text messaging can provide very accurate channels of
communication. Businesses can purchase lists of e-mail addresses covering a particular target group, such as a list of individuals within a certain age and income
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group that have bought particular products in the past. These lists can be used to bulk e-mail carefully designed promotional messages to people who should be interested in the offer. The success of this approach depends on the accuracy of the e-mail address list. If it is inaccurate, or too general, then the promotion campaign will be ineffective. To counteract this problem, many businesses use opt-in lists. These e-mail lists are comprised of users who have actively agreed (or opted-in) to receive further e-mail communications. Bulk text messaging is also being used to send promotional messages to target audiences. Given the use of text messaging by teenagers and young adults, this is likely to be an effective medium for products targeted at these age groups. Now 3G networks also makes it possible to use picture messaging. The production requirements and cost of new media varies according to the scale of the operation and particular technologies used. It is virtually costless for a business to place promotional messages on its own existing website the website has already been established and promotional graphics for web pages are not difficult to produce. However, it does cost time and money to establish a website, as well as to gain the skills and technologies needed to target website users with specific promotional messages. Delivering e-mails and text messages to your target audience is not very expensive. It can, however, be expensive to obtain accurate e-mail and telephone lists. Bulk emails also suffer from the same junk mail problem as direct mail. Text messages lack any real visual impact, but this can be overcome by using newer picture messaging.

2) Push or Pull
Marketing theory distinguishes between two main kinds of promotional strategy - "push" and "pull".

Push
A push promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product. The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. A good example of "push" selling is mobile phones, where the major handset manufacturers such as Nokia promote their products via retailers such as Car phone Warehouse. Personal selling and trade promotions are often the most effective promotional tools for companies such as Nokia - for example offering subsidies on the handsets to encourage retailers to sell higher volumes. A "push" strategy tries to sell directly to the consumer, bypassing other distribution channels (e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and advertising are the most likely promotional tools.

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Pull
A pull selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers. A good example of a pull is the heavy advertising and promotion of children's toys mainly on television. Consider the recent BBC promotional campaign for its new preschool programmer the Fumbles. Aimed at two to four-year-olds, 130 episodes of Fumbles have been made and are featured everyday on digital children's channel CBeebies and BBC2. As part of the promotional campaign, the BBC has agreed a deal with toy maker Fisher-Price to market products based on the show, which it hopes will emulate the popularity of the Tweenies. Under the terms of the deal, Fisher-Price will develop, manufacture and distribute a range of Fumbles products including soft, plastic and electronic learning toys for the UK and Ireland. In 2001, BBC Worldwide (the commercial division of the BBC) achieved sales of 90m from its children's brands and properties last year. The demand created from broadcasting of the Fumbles and a major advertising campaign is likely to pull demand from children and encourage retailers to stock Fumbles toys in the stores for Christmas 2002. Customer is the most important person in the whole marketing process. He is the cause and purpose of all marketing activities. According to Prof. Drucker, the first function of marketing is to create a customer or market. All marketing activities are for meeting the needs of customers and for raising social welfare. Marketing itself is a "need-satisfying process". It facilitates physical distribution and creates four types of utilities viz., Form Place, Time and Possession.

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Customer Attitude
All promotional strategies rely on effective communication. It is important in planning promotional strategies and deciding on the appropriate media to use in a campaign that businesses consider the attitudes of their target customers. If businesses get the tone of the message wrong, or use an inappropriate medium, then the target group is unlikely to hear the message and the communication will be ineffective. Understanding customer attitudes is crucial, therefore, in any promotion campaign.

Tone, structure and content

It is important to ensure that the tone, structure and content of any message is appropriate. For example, the tone and structure of a printed advertisement designed to create a sale will be very different to one that aims to alter customer perceptions of a product. The promotional activity should always be designed to achieve specific promotional objectives.

Selecting appropriate media

The message of a promotional activity needs to be delivered to its intended audience. The promotional activity should therefore be delivered through media most likely to target the intended audience. The chosen medium should be cost effective and capable of delivering the promotional activitys message. Suppose that a business wants to promote its sale, in which it is offering 50 per cent price reductions on some goods. This could be delivered by e-mail or the business could place adverts in national newspapers. E-mail might be appropriate if the offer is restricted to a few products aimed at a niche market. A national newspaper might be appropriate if the offer applies to several products and is pitched at a mass market.

Engaging the audience

Individuals are increasingly facing information overload. During our working hours, we are subjected to a large volume of messages. To cope with this excess of information, we subconsciously reject messages that appear either irrelevant or unappealing. Suppose, for example, you receive a text message promoting the launch of a new product. Two to three seconds might be devoted to scanning this text message before deciding to keep or delete it. Most people need an immediate incentive before they consider that a message is worthwhile reading or interpreting. Promotional messages need to engage with the target audience and attract their interest and attention. Messages aimed at young people might say save money, appealing directly to their wallets, but they are just as likely to be effective if they say have fun or experience something new. The willingness to interpret a message also depends on the environment in which the promotion is delivered.

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RESEARCH METHODOLOGY

INTRODUCTION

The methodology identifies the intended research approach, research design and outlines the research strategy taken. The research is conducted respecting confidentiality of all collected primary data and strict ethical rules were applied for the entire time of research and analysis.

RESEARCH DESIGN

NON-PROBABILITY EXPLORATORY & DISCRIPTIVE EXPERIMENTAL RESEARCH

The research is primarily both exploratory as well as descriptive in nature. The sources of information are both primary & secondary. A well-structured questionnaire was prepared and personal interviews were conducted to collect the customers perception and buying behavior, through this questionnaire. A research design is used to structure the research, to show how all of the major parts of the research project - the samples or groups, measures, treatments or programs, and methods of assignment - work together to try to address research questions, that I am presenting in the Research questions section. The research is divided into two main parts-

Primary Research
Meeting with existing and new customers Survey

Secondary Research
The secondary data has been collected from various books, meeting with customers, information brochures and internet web sites.

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Research and Analysis

In developing a promotion campaign, market research should be carried out to provide information on customer attitudes towards promotional activities and media. This could involve both primary and secondary market research. Secondary market research should be considered first as, given reliable sources, this information will be immediately available, and key trends will have been identified by researchers and analysts. However, secondary sources have potential drawbacks: A business might have a unique target audience which secondary sources fail to profile the only secondary information available may be out of date and the business feels that it needs up-to-date information the price of the secondary information is high inrelation to the businesss financial resources. If any of these circumstances apply, then primary research should be considered. Some businesses will, in any case, be forced down the primary research route because the information the require is very specific and will not be available from secondary sources. Primary research should be considered if a business wishes to verify the validity of secondary research in relation to its target customers attitudes. It is also a good option if the business has a source of internal customer data, such as customer sales records, which could be analysed to provide useful information. If primary research is required, the business should consider how the data will be collected. In the context of promotional activities, these methods are particularly important: Customer Questionnaires using, for example, closed questions to rank the relevance of particular sales promotion techniques Consumer Panels for example, organizing several panels, each with particular socioeconomic and age groupings, to discuss the impact of a planned advertisement Personal Interviews using, for example, open-ended questions to reveal attitudes towards the use of particular imagery and cultural references within a moving image advertisement. Once the primary data has been collected, it should be analysed to identify key trends and patterns the grouping of data by customer characteristics is particularly important. Without this level of analysis, primary research into customers attitudes will be of little value, as a business would not be able to relate any findings to specific customer groups that may be the target audience for individual campaigns.

Getting the right mix

The promotion campaign surrounding Finding Nemo is a good illustration of the way in which a business can use a variety of promotional activities to communicate with its target customers. By using several promotional activities, it was possible to target different segments of the market for the film. The specific combination of promotional activities within a single campaign is known as the campaigns promotional mix. Sophisticated marketing campaigns will use many different promotional activities within the mix. However, any campaigns promotional mix can draw from a range of promotional activities, including:
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Sales promotion Merchandising Personal selling Exhibitions Advertising Public relations.

The challenge is to get the mix of promotional activities right. This is a crucial element of a successful promotion campaign. The exact make-up of a campaigns promotional mix requires careful consideration: rely too much on one type of promotional activity and the message might only reach a relatively limited range of customers; use too many promotional activities and the message might be confusing and difficult to decode. Several factors help to determine the nature of any campaigns promotional mix. These include: The objectives of the campaign The campaigns budget The target customers attitudes towards different promotional activities.

An effective promotional mix will balance the demands of these factors. The objectives of the campaign are paramount, but the choice of promotional activities will be heavily influenced by the size of the campaign budget. The attitudes of particular customer segments will also influence the choice of promotional activities and the media used to deliver them. The choice of the most appropriate promotional mix should be made after considering these competing factors. Careful analysis and evaluation, based on valid research of promotional activities and customer behaviour, is required if the promotional mix is to support the campaigns objectives. In this topic, we consider the importance of the campaigns objectives and its budget. In Topic 8, we investigate the significance of the target customers attitudes towards different promotional activities.

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Attention, Interest, Desire and Action

Altering buyer behaviour

Promotional activities attempt to influence the decisions of consumers by creating a favourable view of a business and its products. A systematic approach to altering buyer behaviour can be taken by using the AIDA model (see Figure below) used chiefly within advertising, AIDA is a way of thinking about the key steps an individual needs to take before purchasing a product. It can be applied to all promotional activities activities and help when considering the timing of promotional activities in a promotion campaign. Consider what each AIDA stage means in terms of buyer engagement by looking at a campaign to promote a new nightclub:

A I D

Attention Interest Desire Action

Attention gaining an initial awareness of the product and establishing knowledge about
the product, for example, by using a PR event to announce the opening of a new nightclub Interest moving from awareness of the product to establishing a willingness to investigate purchasing the product, say by half-page advertisement in a local newspaper Desire moving from a general interest in the product to an intention to purchase, perhaps, perhaps linked to coupons on A5 leaflets distributed to homes, for free drinks on opening night Action closing the sale by turning an intention to purchase into a confirmed sale, through in this case personal sales outside the nightclub on opening night. It is likely that additional promotional activities would be required to alter behaviour in the long run to take the audience through the stages of desire (I really shouldnt drink to excess) and action (Never again!).

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Using AIDA
Any promotion campaign relies on an effective promotional mix. The AIDA model helps in selecting the best combination of promotional activities. In particular, it provides a procedure for ensuring that the final promotional mix takes into account the target customers attitudes towards different promotional activities.

1. Attention
If the target audience is not aware of the product and/or business, it is essential to gain the target audiences attention. The first element of an effective promotional mix is a promotional activity (or set of activities) that can get attention for the product or business. This promotional activity will kick off the campaign, and it will be the first entry in the campaigns Gantt planning chart. As this promotional activity, or set of closely connected activities, will set the tone for the rest of the campaign, you need to carefully consider: The tone and content of the message being communicated The type of promotional activity best suited to gaining the attention of the target audience How the promotional activity will be delivered the medium or media that will be used How often to repeat the message the frequency of the promotional activity.

The choices you make, in each case, will be determined by the objectives of the promotion campaign, the nature of the product and the target customers attitudes towards different promotional activities. If a product has a mass market appeal, and the target audience spans a wide range of socioeconomic groups, then the message should be universal. In this case, advertising on television and/or in national newspapers would appear to appropriate. As the message may well be a simple one, frequency would not have to be high if the advertisement delivered its message forcefully by, for example, using humour or fear. If a product has a less universal appeal and is designed for a niche market, then a more targeted approach to gaining attention is required. Direct mail could be appropriate if a reliable mailing list is available. The message would have to appeal to the concerns of the target customers and rely more on information than emotion, although the exact nature of the product would be crucial here. Whatever the nature of the products market, however, the aim here is to get the attention of the target audience. This means focus on activities that can spark that interest. Some promotional activities are unlikely to be appropriate when attempting to gain the attention of the target market. These include sales promotion, merchandising and personal selling. These promotional activities address target customers who are already aware of the product. They work best when potential customers already have an interest in finding out more about the product. For example, while cold calling can sometimes work, personal selling is far more effective when the customer approaches the salesperson by, for example, walking into a store and requesting assistance, or ringing a customer helpline. Exhibitions, advertising and PR are often more appropriate when the objective of the promotional activity is to gain the attention
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of the target market. Advertising and public relations are particularly suited to this stage of the AIDA model. An exhibition, while capable of gaining the attention of the target audience, relies on individuals attending the event and therefore assumes a level of awareness which might not be present. An advertising campaign followed by an exhibition, however, would be appropriate.

2. Interest The AIDA model illustrates the importance of sequencing promotional activities. This
is certainly the case when moving the target audience from the attention stage to the interest stage. To move an individual to the interest stage requires promotional activities that are capable of engaging. They need to appeal to the personal, psychological and social influences on and individuals buying behaviour. Understanding the motives behind a potential buyers behaviour is crucial for this stage of the AIDA model. At this stage, PR events may be less successful than more focused activities such as direct mail shots and exhibitions. Personal selling could be highly effective if the target audience initiates contact with the sales force. If, for example, potential customers respond to an advertisement which successfully gained their attention and provided a telephone or e-mail contact. Merchandising, in the form of in-store displays, could perform a similar function, but sales promotions assume a high level of interest by the target customers and are more appropriate for the desire and action stages of the AIDA model.

3. Desire At this stage the focus should shift from establishing a willingness to investigate the
benefits of a product to providing genuine incentives to make a purchase. The promotional activities should be very focused and address specific influences on buyer behaviour. The message should be about why purchasing would provide very real benefits. The promotional activity should aim to convince potential customers that they will lose out if they do not purchase the product. Advertising can be effective at this stage of the AIDA model. It can instil a degree of urgency in the target market. However, personal selling, sales promotion and merchandising are ideal ways to establish the desire to purchase a product given a willingness to investigate purchasing a product, these promotional activities can communicate specific benefits and address the particular needs of individual customers.

4. Action
The final stage of the AIDA model focuses on the task of convincing the target market that they should purchase the product. The desire to purchase should have already been established, so the final elements of the promotional mix aim to turn this desire into a financial transaction, a change in behaviour or a change in attitude towards a product or business. Sales promotion, merchandising and personal selling are all capable of achieving this change. They are focused promotional activities which can be designed to provide that final push to get customers commit to the purchase.
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INDUSTRY PROFILE
Information technology (IT) Information technology (IT) industry in India has played a key role in putting India on the global map. IT industry in India has been one of the most significant growth contributors for the Indian economy. The industry has played a significant role in transforming Indias image from a slow moving bureaucratic economy to a land of innovative entrepreneurs and a global player in providing world class technology solutions and business services. The industry has helped India transform from a rural and agriculture-based economy to a knowledge based economy. Information Technology has made possible information access at gigabit speeds. It has made tremendous impact on the lives of millions of people who are poor, marginalized and living in rural and far flung topographies. Internet has made revolutionary changes with possibilities of egovernment measures like e-health, e-education, eagriculture, etc. Today, whether its filing Income Tax returns or applying for passports online or railway e-ticketing, it just need few clicks of the mouse. Indias IT potential is on a steady march towards global competitiveness, improving defense capabilities and meeting up energy and environmental challenges amongst others.
IT-ITeS sector in India, with the main focus on increasing technology adoption, and developing new delivery platforms, has aggregated revenues of USD 88.1 billion in FY2011, while generating direct employment for over 2.5 million people. Out of 88.1 billion, export revenues (including Hardware) has reached USD 59.4 billion in FY2011 while domestic revenues (including Hardware) of about USD 28.8 billion.

Government Initiatives:
After the economic reforms of 1991-92, major fiscal incentives provided by the Government of India and the State Governments, like, liberalization of external trade, elimination of duties on imports of information technology products, relaxation of controls on both inward and outward investments and foreign exchange, setting up of Export Oriented Units (EOU), Software Technology Parks (STP), and Special Economic Zones (SEZ), has enabled India to flourish and acquire a dominant position in worlds IT scenario. In order to alleviate and to promote Indian IT industry, the Government of India had set up a National Task Force on IT and Software Development to examine the feasibility of strengthening the industry. Venture capital has been the main source of finance for software industry around the world. In line with the international practices, norms for the operations of venture capital funds have also been liberalized to boost the industry.

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The Government of India is also actively providing fiscal incentives and liberalizing norms for FDI and raising capital abroad.

Financial Assistance:
While the underlying theme of 2010 was that of steady recovery from recession, thanks to the accelerated recovery in emerging markets, worldwide spending in IT products and services increased significantly in 2011. In 2011, Indias growth has reflected new demand for IT goods and services, with a major surge in the use of private and public cloud and mobile computing on a variety of devices and through a range of new software applications. High inflow of FDI in the IT sector is expected to continue in coming years. The inflow of huge volumes of FDI in the IT industry of India has not only boosted the industry but the entire Indian economy in recent years. Foreign direct investment (FDI) inflow rose by more than 100 per cent to US$ 4.66 billion in May 2011, up from US$ 2.21 billion a year ago, according to the latest data released by the Department of Industrial Policy and Promotion (DIPP). This is the highest monthly inflow in 39 months. Foreign technology induction is also encouraged both through FDI and through foreign technology collaboration agreements. India welcomes investors in Information Technology sector. Greater transparency in policies and procedures has made India an investor friendly platform. A foreign company can hold equity in Indian companys upto 100%.

Research & Development:

To support Research & development in the country and promoting Start ups focussed on technology and innovation, a weighted deduction of 150% of expenditure incurred on inhouse R&D is introduced under the Income Tax Ac. In addition to the existing scheme for funding various R&D projects have been funded through new scheme like Support International Patent Protection in Electronics & IT (SIP-EIT), Multiplier Grants Scheme (MGS). The government has initiated the setting up of an Open Technology Center through NIC aimed at giving effective direction to the country on Open Technology in the areas of Open Source Solutions, (OSS), Open Standard, Open Processes, Open Hardware specifications and Open Course-ware. This initiative will act as a National Knowledge facility providing synergy to the overall components of Open Technology globally.

Regulations:
After the economic reforms of 1991-92, liberalization of external trade, elimination of duties on imports of information technology products, relaxation of controls on both inward and outward investments and foreign exchange and the fiscal measures taken by the Government of India and the individual State Governments specifically for IT and ITES have been major contributory factors for the sector to flourish in India and for the country to be able to acquire a dominant position in offshore services in the world. The major fiscal incentives provided by the Government of India have been for the Export Oriented Units (EOU), Software Technology Parks (STP), and Special Economic Zones (SEZ).

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Challenges:
Cyber security and quality management are few key areas of concern in todays information age. To overcome such concerns in todays global IT scenario, an increasing number of ITBPO companies in India have gradually started to emphasize on quality to adopt global standards such as ISO 9001 (for Quality Management) and ISO 27000 (for Information Security). Today, centers based in India account for the largest number of quality certifications achieved by any single country. India aims to transform India into a truly developed and empowered society by 2020. However, to achieve this growth, the sector has to continue to re-invent itself and strive for that extra mile, through new business models, global delivery, partnerships and transformation. A collaborative effort from all stakeholders will be needed to ensure future growth of Indias IT-ITeS sector. We will need to rise up to the new challenges and put in dedicated efforts toward providing more and more of end-to-end solutions to the clients to keep the momentum going. India is now one of the biggest IT capitals in the modern world and has presence of all the major players in the world IT sector. HCL, Wipro, Infosys and TCS are few of the household names of IT companies in India.

Future prospects:
Globalization has had a profound impact in shaping the Indian Information Technology industry. Over the years, verticals like manufacturing, telecom, insurance, banking, finance and lately the retail, have been the growth drivers for this sector. But it is very fast getting clear that the future growth of IT and IT enabled services will be fuelled by the verticals of climate change, mobile applications, healthcare, energy efficiency and sustainable energy. The near future of Indian IT industry sees a significant rise in share of technology spend as more and more service providers both Indian and global target new segments and provide low cost, flexible solutions to customers. By 2015, IT sector is expected to generate revenues of USD 130 billion (NASSCOM) which will create a transformational impact on the overall economy. IT spending is expected to significantly increase in verticals like automotive and healthcare while the government, with its focus on e-governance, will continue to be a major spender. However, to achieve this growth, the sector has to continue to re-invent itself and strive for that extra mile, through new business models, global delivery, partnerships and transformation. A collaborative effort from all stakeholders will be needed to ensure future growth of Indias IT-ITeS sector. We will need to rise up to the new challenges and put in dedicated efforts toward providing more and more of end-to-end solutions to the clients to keep the momentum going.

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VISION
Our vision is to constantly adapt and broaden its range of services to reflect the future needs of its customers.

OVERVIEW
Who we are..??
Phyzer is an established IT solutions provider company delivering website development, multimedia services & Application development services of any complexity to clients worldwide. Being in IT business for over 4 years now Phyzer has a strong team of 50+ skilled experienced IT experts. Our customers are companies of all sizes ranging from start ups to large enterprises who realize that they need a professional internet solution to generate revenue streams, establish communication channels or streamline business operations.

What we do...??
Phyzer delivers comprehensive web, multimedia & software services ranging from custom website design to development of complex internet systems. We base our offerings on an understanding of clients business requirements and providing dependable solutions. We combine business domain knowledge with technology competence and proven methodologies to deliver high quality results in a cost-effective manner to maximize your competitive advantage and productivity.

OUR STRENGTHS
One stop internet solution vendor
Whether you need an appealing website design or complex multi-tier internet system development or custom programming using latest technologies and industry trends (e.g. Web 2.0) Phyzer has required experience and expertise to do it all.

Full cycle development services

At Phyzer we support a full-cycle development process from requirements definition and specification, architecture design, coding, testing and validation to product maintenance and support. Depending on your specific requirements our experts will take you step by step through each phase of solution development providing you with a sound advice on technology and application options.

Experience and expertise

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Having over 4 years of experience in providing internet services and solutions and having completed hundreds of projects in different domains Phyzer has built a large database of knowledge that enables us to deliver the right solutions that address the needs of clients.

Quality standards
Phyzer Quality Initiatives are based on a 3Q approach: Quality personnel, Quality Process and Quality Communications. Each project at Phyzer is under constant control of a dedicated quality assurance department that monitors project activities and results at each development phase.

Vast pool of IT professional

Whether you need a top-notch expert with a specific knowledge or a team with diverse technology skills and domain expertise Phyzer has a pool of over 50 IT experts including business analysts, project managers, software architects, web and graphic designers, flash animators, software developers, quality assurance and testing specialists.

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OUR BUSINESS PHILOSOPHY

We at Phyzer are committed to delivering maximum value to our clients helping them succeed in a constantly changing and challenging biz world. Our fundamental company values stem from understanding that our success is tied with success of our clients. Our key business principles are

Understand clients needs

We carefully study each customer particular case to understand the clients needs and objectives and deliver a dependable solution. We make you aware of all available options and provide you with a competent advice enabling you to take an informed business decision.

Partners with clients

We are committed to becoming your long-term, trusted partner. Our priority is not only providing professional services and solutions but becoming your IT vendor dedicated to meeting your needs today and support your growing business needs tomorrow.

Earn clients trust and confidence

Our aim is to earn clients trust and confidence through personal attention, passion for what we do and commitment to long-lasting relationship. We will go an extra mile to deliver you a measurable business value and help you adopt and succeed in the internet.

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FACTS & FIGURES

We are in business since 2004. Our business enhancement solutions are aimed at generating profitable returns for our clients by assisting them in enhancing their productivity in sales.

Clientele
Customers and Partners in more than different countries including: USA, Canada, United Kingdom, Germany, France, Denmark, Norway, Australia, New Zealand

Expertise

Solutions
B2B / B2C Ecommerce Portals Social Networks and Communities Enterprise Intranets/ Extranets Content Management Systems Digital Media Distribution Electronic Communication Workflow Automation Customer Relationship Management Supply Chain Management Collaborative Tools Knowledge Management Document Management

Verticals
Ecommerce & E-business Mass Media Real Estate Travel and Entertainment IT Managed Services Real Estate Education Software Publishing Advertising Finance Healthcare Telecommunications

SERVICES
Phyzer is an A to Z web development company always keeping its services up-to-date with the latest trends on the market, providing its customers all over the world with high-end-class and easily extensible internet products. Solutions we offer range from creating custom website designs to developing business applications of any complexity. The companys staff will help you to efficiently present your business on the Internet, develop a solution that would fully correspond to all your business needs and/or improve the existing system. Our guidelines combined with utmost accuracy while working with details have proved to be a perfect union which enables our highly proficient personnel provides our clients with technically efficient, reliable and affordable solutions.

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Advanced Web Development

Website Design and Development Web Application Development Web and Enterprise Portal Development Web-based Database Programming Web-enabling Legacy Applications Open source Software Customization Content Management Solution (Basic & Advanced) Ecommerce Solution

Business Application Development

Content and Document Management Secure Intranets / Extranets Customer Relationship Management Workflow Management Supply Chain Management Interactive Learning

Domain Name Registration & Web-Hosting

Independent QA and Testing Application Security Consulting

Graphic / Multimedia Design

CD Presentation (PowerPoint or Flash) Brochure Design Poster/Flyers Design Logo Designing Advertising Templates

Maintenance and Support with the Enhancements in Existing Application

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Advanced Web Development

Our advanced web development services aims at executing dynamic applications that would meet the growing business needs on the web. Our technical capabilities allow us to deliver development of every complexity: from simple scripts to complex applications. Phyzer will help you reinforce your online business taking advantage of multiple languages, databases and advanced programming.

Web Application Development

Custom application development, application customization/integration, reverses engineering and porting.

Web and Enterprise Portals

Communities and Networks, B2B/B2C Portals, Media Portals, Enterprise Information Systems, etc.

Website Design / Development

Web-based Database Programming

Professional websites combining appealing design rich functionality and robust management tools.

Complex databases, distributed servers, database optimization and tuning for optimal performance.

Web-enabling Legacy Applications

Website Re-designing

Greater performance efficiency and webenabled interactivity of your legacy business solutions.

Re-create, upgrade or simply restore the websites

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Web Application Development

Phyzer has been working in the field of custom software development. Our expert team has taken part in dozens of application development projects. We are experienced in developing advanced systems with complex business logic dealing with large amounts of data and transactions. We are able to supply you with an innovative, trustworthy software solution to complement your most complicated business ideas.

Application Services Application Development

Custom application development tailored to the clients specific business requirements. We deliver rich internet applications combining our solid cross-domain experience, technological expertise and an established development methodology.

Application Migration and Porting

Our migration services include porting applications to a new technology platform, database and server porting, data migration, standalone-to-web migration of legacy applications.

Application Reengineering and Enhancement

We provide reverse engineering of existing systems to understand their business functionality and technical architecture and introduce new/enhanced business logic and improved performance.

Application Audit and Testing

Independent software audit and testing of your web application including code reviews, functionality to - requirements verification, GUI usability and HTML standards compliance testing and performance/security/stability testing.

Application Maintenance
Our web application maintenance and support services are aimed at ensuring stable and uninterrupted operation of your business system. The services include problems analysis, resolution and application enhancement.

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Technical Expertise
Phyzer specialists use up-to-date technologies and latest industry trends to deliver technically complex and yet easy-to-use solutions with the optimal cost/performance ratio.

Development Platforms
Microsoft.NET, Java, PHP/MySQL

Application and Web

Apache, MS IIS, TomCat, WebLogic, IBM WebSphere

Servers Databases
MS SQL, MySQL, PostgreSQL, DB2, MS Access

Business-oriented Solutions
Our seasoned technical and project management team will guide you from a business idea to implementation of a cost effective software solution. We will deliver a valuable business tool specially designed to serve the specific needs of your business: Enable effective management of online business including customer service, inventory, supply chain management, procurement, etc. Generate additional sales by building a lasting profitable relationship with the clientele through a more responsive customer service Facilitate direct communication with customers, vendors, suppliers and employees Reduce resource requirements and operating costs through business processes automation.

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Web and Enterprise Development

The ever-changing information technologies constantly bring new opportunities for businesses to streamline operations, improve inter-business interactions, optimize costs and thus get critical competitive advantages. In the knowledge-intensive economy of today, portals become integrated anytimeanywhere access platforms for information delivery, communication, collaboration and automating business processes through interconnected applications and web services. Phyzer delivers end-to-end Portal solutions embracing the latest technologies and business trends: Social Networks and Communities Content Distribution Portals B2C and B2B Ecommerce Portals Enterprise Information Portals Business Intelligence Portals Knowledge Management Portals Application/Web Services Portals

Portal Capabilities
Portal functionality can be divided into four main areas: user interface, content delivery, rich set of web services and portal management. A balanced purpose-driven combination of these elements defines the portal business value. Combining practical knowledge of portal development best practices and experience in enterprise application development Phyzer delivers a well-integrated set of portal functionality including (but not limited to):

Content Management
Web-based administration panels, full life-cycle of content creation and publishing, singlesourcing distribution, mash-ups, content approvals and go-live authorization

Digital Data Management

Document management (authoring, version control, storage, publishing), data repositories, digital media distribution (e.g. audio/video streaming) and integrated search.

User Management
User authentication (registration/login), single sign-on, profiling, multilevel membership, user administration, user behavior tracking, reporting and analysis

Collaboration and Communication

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Mailing systems, web conferencing, instant messaging, Voice over IP, forums, chats, blogs, message boards, feedback forms, event calendars, electronic newsletters, polls, surveys, ratings and reviews

Ecommerce
Product catalogues, shopping carts, auctions, billing and secure payment processing, order management, shipping, inventory management

Business Process Automation

Customer Relationship Management, Human Resources Management, Workflow Management, Supply Chain Management, Accounting

Security
Various user privileges and access levels, personalized content distribution, data encryption

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Phyzer Portal Development Practice

Phyzer offers full cycle portal development services. We work closely with our clients to first identify business objectives, define a solution strategy and develop a detailed roadmap for Portal implementation. Based on the roadmap and architecture developed during the assessment and specification stage we deliver custom-built solutions with comprehensive business logic, efficient performance and business and technical scalability.

What We Offer:
Strategy assessment and consulting Business analysis and architecture design User Interface design and usability End-to-end portal application programming Database design and integration Integration with third-party Web Services Integration with legacy business applications.(like CRM, ERP, SCM, etc.) Quality Assurance and complete testing Portal performance optimization and tuning Portal setup, maintenance and support Portal upgrades and new features enhancements

Following the system implementation we help you ensure that your solution is running smoothly and error free. We are ready to provide seamless portal upgrades and enhancements to meet the evolving business needs.

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Web-Enabling Legacy Application

Organizations worldwide have been running business based on legacy applications that have evolved for many years across diverse platforms. In the 21st century greater performance efficiency and web-enabled interactivity are needed to support these businesses. Migration-to-Web of the legacy applications allows organizations to rich two goals of extending the knowledge of these applications, while deploying the execution potential of latest technologies. Our extended experience in business software applications combined with our applied expertise in the wide set of available web technologies guarantees successful migration of your application to the web.

Migration Steps:
Take a close study of legacy application Apprehend business functionality Determine technological requirements and risks Determine the optimal migration solution regarding your specific situation Assure effective realization and smooth migration by means of constant monitoring and project management

After having studied your application and having fully understood its use cases, our highlyqualified experts will build a browser-based version of your application that retains the essential features and takes full advantage of the web platform.

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Web-Based Database Programming

Database-driven solutions have given new approaches to effective business information management due to the flexibility of data retrieval, storage and manipulation processes that they provide. Employing the data structuring and processing advantages that databases grant, Phyzer devotes client-server and web-based applications development process to providing our clients with efficient and scalable solutions suiting contemporary business needs. Phyzer has solid experience with the following databases: MySQL, MSSQL and MS Access.

Phyzer Database Development Services include:

Investigation and Planning
Before starting the database development process, Phyzer business analysts perform thorough investigation of our clients needs to determine required application capacities and plan the solution architecture accordingly.

Data Modeling
Basing on the types of data that the future solution will manage Phyzer database development specialists work out the DB logical schemas, relationships between DB entities and modules to ensure the DB reliability and enhanced performance.

Workflow and User Analysis

Depending on actions that the future DB solution will perform, required amount of users and user types Phyzer DB specialists elaborate DB tiers, users roles and rights suiting the clients needs and DB logics.

Capacity Strategy
Keeping in mind that the amount of processed data can be growing continuously, Phyzer gives fullest attention to DBs capacity strategy planning that includes space utilization, standby facilities for possible applications/features adding and performance optimization options.

Interface Design
We impact the usability of the DB solutions that we provide by developing user-friendly DB interfaces allowing effective database administration and data management.

Migration of Legacy Systems and Data

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Phyzer provides our clients with database implementation services that include integration of existing applications and data with newly developed database solution.

Post-Implementation Review
After a database solution has been developed and integrated, Phyzer specialists perform the final integration and operational checkout to ensure the correct and seamless application performance. As the result, Phyzer supplies tailored-to-business-needs database-driven applications that embed the tools needed for improved business performance and end-users satisfaction.

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Business Application Development

The global market brings new challenges for every business nowadays. Ever increasing competition and rapidly changing markets require businesses to stay alert, react quicker and perform better. Our solutions help clients to drive business value from technology investments and capitalize on increased sales opportunities, cost efficiencies, new revenue stream generation and enhanced communications with customers, partners, suppliers, employees. Phyzer enables businesses to get a new competitive edge delivering robust internet solutions in the following domains:

Content and Document Management

Web content management, enterprise knowledge and document management solutions

Secure Intranets / Extranets

Enterprise portals, collaboration tools, enterprise data repositories, document circulation, etc.

Customer Relationship Management Workflow Management

Lead tracking, contacts management, marketing campaigns planning, sales process management, etc. Business Process automation, communication channels, planning and reporting tools, etc.

Supply Chain Management

Procurement, product flow and delivery, warehouse management, collaboration with suppliers & partners

Interactive Learning
Courseware, test ware, information systems, Interactive content and learning applications

In all our projects we are focused on partnering with our clients. We thoroughly study your particular business requirements to define an appropriate solution. We couple our technology competence with business domain knowledge and expertise to deliver solutions that meet the unique requirements of your industry and business. Our efficient project management methodology, proven delivery model and customeroriented approach guarantee every project's success.

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Content and Document Management

Effective knowledge and information sharing is vital to any organization. Content management solutions are intended to help businesses manage and distribute information faster and more efficiently. Whether it is a corporate website to communicate with your clients and general public, an intranet knowledgebase system for employees or a multi-level extranet for your partners, Phyzer will provide you with a robust and easy-to-use solution to communicate over the Web. Understanding clients processes and taking into consideration their immediate and future needs we provide the "right-scale" solutions for:

Content Management Solutions Web Content Management Document Management Knowledge Management Media and Digital Asset Management Business Process Management Collaboration

Depending on your requirements we integrate a set of modules that provide a new level of information control and help you manage your data effectively.

Content-driven Applications Features

Integrated Editing Tools Powerful authoring tools to create, edit and publish web content, including an easy "Edit this page" interface and WYSIWYG editing. Non-technical Content Creation and Publishing Authors require no programming skills or technical knowledge. Multi-user Editing Simultaneous users with different editing rights and password protected access. Content Re-use Single-sourcing option enabling to use the same content in different contexts or for different user groups. File and Image Manager Manage images, files, PDF Documents, Video and Audio.

Version Control strict version control ensuring that clashing changes are prevented. Archiving and Document Lifecycle Automatic and manual content archiving to reserve and protect information Built-in Security Security and access rights for different types of user: content approvals and golive authorization.

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Years of experience have shown us that every organization has individual requirements to an effective content management system. Phyzer delivers flexible and scalable content-driven applications tailored to customers specific requirements. We work with you to learn your business needs and offer the appropriate options, delivering a dependable solution according to your application requirements and budget.

Customer Relationship Management

Customer Relationship Management (CRM) covers all aspects of the companys relationship with its customers. The todays highly-computerized world is changing the buyers behavior and thus calls for new approaches in building corporate CRM strategies. With the advance of new selling channels due to popularization of WWW and mobile devices special emphasis is put on self-service tools, electronically managed relationships and personalization of online consumer experience. We specialize in providing our customers with complete CRM. Our experienced consultants have considerable experience in different aspects of building an effective CRM system. We will guide you through all the stages of the solution implementation giving a sound advice and helping you select the right strategy: CRM Strategy and Requirements Definition Business Processes Modeling & Streamlining Technical Architecture Design GUI Design and Usability Modeling 3d Party Software Selection and Integration Customization / Change Management Implementation / Full Testing / Deployment Legacy Applications Integration and Web-Enabling Data Migration Deep understanding of all aspects of the CRM software implementation combined with strong technical expertise enable us to deliver CRM solutions fully customized to clients requirements and business specifics. We will help you to enhance your existing information sharing and sales system enabling you to build highly effective channels for exchanging information with your customers, suppliers and employees worldwide based on the most up-to-date technologies. Our experts will help you understand all the implementation possibilities and help you select the right components of the future CRM system that are important for your business: Lead Qualification & Tracking Contacts and Accounts Management Campaigns Scheduling and Tracking Team Management and Tasks Distribution Document Circulation Management Catalog Management Integrated Collaborative Tools Customer Support Tools Data Analysis and Multi-level Reporting
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At Phyzer we understand that the success is not only the right technology, its the right understanding of your business powered with the right technological solution.

Supply Chain Management

Every company always looks for ways to optimize costs and increase profitability. EProcurement applications help streamline business operations and ease the purchasing process. It introduces considerable efficiency improvements through automated procurement process, improved inventory control, decreased order errors and order cycle time. EProcurement systems also allow organizations to optimize transfer and processing costs. Coupling specific knowledge in procurement application development with technology expertise Phyzer delivers solutions that help companies automate the complete purchasing cycle. We build applications that address all the requirements of the procurement process, enabling companies to control inventories more effectively, reduce purchasing expenses and considerably improve manufacturing cycles. Procurement Tasks Management Distinctly organized information Streamlined and standardized automated transactions Immediate information access Considerable search time savings Reduced information losses Suppliers Performance Detailed suppliers data Advanced vendors activities tracking Constantly updated information about products and services offered Procurement Analysis and Reporting Access to actual information through an extensive reporting system Procurement performance measurement Associated reports on vendors activity and historical performance Search and Navigation Advanced search options Search results control and management Related information cross-linking Web-Based Administration Reduced processing costs Real time suppliers activities and performance tracking Anytime-anywhere information access Understanding that a company's requirements for E-Procurement are varied we approach each project individually and deliver custom-built solutions that fit enterprise business processes. Depending on your requirements we can integrate an E-Procurement system with your existing enterprise applications.

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Secure Intranets/Extranets
Companies strategic advantage depends on the ability to access critical information from anywhere, at anytime. We can help you create an Intranet or Extranet framework and develop robust information management system. We will create a strong foundation for your corporate knowledge, project or document management, business-to-business extranet, decision support system and more:

Corporate Portals enterprise knowledge organization and distribution with

personalized access and presentation

Collaboration Tools forums and discussion boards, even calendars, internal or/and
external messaging systems for communication with clients, partners and employees

Enterprise Data Repositories organized and secure storage and retrieval tools for
corporate document and digital asset management

Workflow Automation Tools business process automation systems facilitating and

streamlining the management of day-to-day business operations Our intranet/extranet applications will help you streamline and automate workflow, collect information online, report on data from multiple systems and manage content and documents for multiple departments with centralized data management.

Our intranet/extranet development include:

Database engine design and development Interface design and implementation Programming Content organization Web services integration Messaging solutions to support business processes and workflow

With over 4 years of experience in web application development we will create a powerful and expandable intranet or extranet solution to empower your organization share, distribute and manage data efficiently.

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Work Flow Management

Nowadays, in order to grow, compete and win companies need to operate more effectively and efficiently. Many companies have realized the true value of workflow automation as a solution to meet challenging business environment. Workflow automation systems let optimize such business areas as process management, document circulation and data exchange. Workflow automation systems enable businesses to move to a new level of performance and productivity through automating repetitive, routine tasks. At Phyzer, we believe that every business is unique and should be treated accordingly. To get the full advantage of a workflow management system companies need a customized solution that fully corresponds to the business and industry specifics. Phyzer specialists take time to understand how your business operates in order to provide you with a comprehensive and scalable platform for different tasks: Data Flow Management Task Scheduling Project Management Document Exchange Secure Communication Integration with Legacy Systems

Phyzer delivers solutions that help companies to take the full advantage of web-enabled workflow automation systems through advanced information exchange, streamlined collaboration, shorten operation cycle and reduced costs. Our workflow management system adds real business value and ensures higher productivity and accountability allowing companies to: Automate information flow processes Release resources from repetitive operational tasks Optimize project management Improve project team collaboration and productivity Speed up decision-making Improve information availability Save time and costs

Contact us today to learn more about how Phyzer can help your streamline you business process, increase productive and cut costs through workflow automation

Interactive Learning
Using information technologies in the learning process has become the measure of innovation and effectiveness of an educational approach. We realize the need of progressive educational services providers for stable, efficient and flexible eLearning solutions. Therefore, at Phyzer we invest time and efforts into driving the assets of technology to development of eLearning products that enable effective knowledge propagation and transforming learning into an exciting and engaging experience.
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Custom Courseware
Depending on specific needs of a training process, we supply our solutions with a comprehensive set of options for effective content delivery and management: Ready-to-deploy custom templates that ease online learning content building and migration Facilities for integration of any type of existing training material created with the help of Flash, MS Office, Adobe products and other tools Support for various information presentation methods, including text and media illustration, animation, simulation, audio and video User-friendly time-saving content management options Advanced scheduling features for better course planning, content delivery and changing

Test ware
Phyzer testing systems development process is oriented at providing a complete framework for online tests building, delivering and scoring. The test ware that we develop may include the following options: Customized test bank organizer that facilitates tests creation and structuring Advanced options for questions randomization Instant feedback options for organizers and participants interactions Adaptive scoring subsystem based on question grouping and test structure Database storage of students information and testing results

Students Information Systems

Focusing on requirements that educational organizations has to students data management, Phyzer provides full-functional information systems that embed the following options: Handy tools for students records creation and administration Robust attendance, progress, grades and other statistics tracking, analysis and reporting subsystems Schedule builder for effective courses and events scheduling, eliminating possible time and resources conflicts
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Integration with existing eLearning facilities and solutions

Interactive Content and Applications

We use the following technological facilities to ease the understanding of complex products and concepts via interactive content delivery: Design of simulations close to real time actions and consequences Wrapping existing content into interactive suit and embedding tools for custom interactive content making Audio and video materials integration and management facilities Creation of PDA versions for interactive media

Graphic/Multimedia Design
Phyzer offers a wide range of professional graphic design services including logo design, corporate identity development, multimedia and flash presentations. We lay solid foundation in web design development. Keeping track of the latest technological innovations we make good use of the most advanced web design tools, thus ensuring the topnotch quality of the end-product and complete satisfaction of our customers. Our step-by-step process guarantees that nothing is overlooked in the final product.

Logo and Corporate Identity

Professionally made and successful corporate identity design and corporate identity logo design contributes apparently to the success of the whole enterprise, because it gives your company and your brand name immediate credibility and lasting recognition. Our professionals in graphic design are experienced to provide you with fresh and creative ideas for your logo and give it a distinctive and eye-catching look. If you already have a logo, we can advance it into web formats making use of latest graphics programs. We have experience developing logos for various business needs, from visiting cards to business websites. Our customer-oriented logo design process is specially tailored to meet our clients' specific needs and requirements. Our team of designers helps you to develop the image which you will be proud of.

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Multimedia and Flash

Over the last decade Flash has proved to be one of the most fashionable and popular web design technologies. It enables developers and customers to enjoy the complete freedom of creation, creates a favourable impact on visitors and enhances your message. If you have a product or company that you want to demonstrate a Flash presentation is an effective way to fulfill it. With experts in this field you will use the true power of Flash reinforcing the impression that your site creates. Whatever solutions you choose a flash introduction, a web presentation or flash multimedia it will add attractiveness and dynamics to your project. Phyzer makes use of a large set of technologies for the creation of flash application. We deploy the unlimited technological possibilities of Flash when developing solutions that our customers are completely satisfied with. Our flash presentations can be integrated into your current website or burned on to a CDROM for your business needs.

Striking full-color Flash animated logo designs impress ones imagination by exciting visual effects and, what is more, do not demand much drive space.
Phyzer offers CD presentations, PowerPoint, Flash & Multimedia presentations development services from Delhi (India). We can help converting your print catalog, web site, product photographs, company profile etc. into a CD or business CD card format. Our team is proficient in creating captivating CD presentations designs and engaging CD catalog designs, which are sure to generate your clients' interest in your products, services and company. We can develop Multimedia Presentation in software such as PowerPoint and Flash along with other multimedia software. We have many ways of promoting your business image. We offer Multimedia Presentation, distributed in business houses, via a full-size or business-sized CDROM. Phyzer is dedicated to delivering high-end Multimedia Solutions and CD presentations with an affordable price tag. We create presentations knowing that marketing is an important investment for you. We work in collaboration with your suggestions, your style and your budget. Our clients approach us with a vision and we as Web designers, Programmers, Researchers and Creative Copywriters; bring out that vision in a functional form. We believe interactive CD-ROMs offer a highly accessible and versatile format to deliver presentations, promotions and training material in a memorable, interesting, informative and enjoyable style. In today's world one needs to ride the information highway to arrive in big way. After all, the competition is intense and knowledge is a religion. There is so much clutter that the communication has to be innovative and representative of the company it is originating from. Thus, as a progressive organization you cannot afford to have traditional unexciting communication.

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You have to employ new Interactive Multimedia that offers Immense Potential if you wish to communicate effectively and leave a lasting impression on your audience. From simple slide shows to full-fledged video productions, Interactive CD presentations can be brought out in any digital media: DVD, CD-Rom, Mini CD, or the appealing new Business-Card CD format.

Multimedia Presentations
E-Book Presentation Product Catalogue Presentation Business Card CD-ROM Flash Intros for Website Corporate PowerPoint presentation Corporate films/ lobby films

Flash Technology is one of the widely used tools for creating multimedia presentation because it gives tremendous freedom to create designs in a very low size package optimized for the web. It is for this reason that we actively incorporate flash programming and designing in our Multimedia Presentation development modules. We can build up Flash Presentation including Flash intro, Flash banner ads, Flash interactive websites, corporate presentation, product/service brochures, interactive catalogues and interactive training/demo programs. We keep our Multimedia work elegant yet simple and consistent with the character of your company. These Multimedia presentations can go a long way in defining style, composition of elements and corporate identity of your organization to your clients.

Videos
The experts of our company have the skills and the knowledge necessary to create the best possible visual solutions. They use these skills with the combination of the vision of your company to tell your story effectively. We help you to create a film or video, which highlights the benefits and attractiveness of your products and services while presenting your company's strengths to your customers.

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Domain Name Registration

Domain Registration is the process by which a company or individual can secure a website domain, such as www.yoursite.com. Once you have completed domain registration the domain becomes yours for the period of the contract, usually one year. Before registration expires it must be renewed, or the domain reverts back to being available to the general public. The Internet Corporation for Assigned Names and Numbers (ICANN) manages the international Domain Name Server (DNS) database. ICANN insures that all registered names are unique and map properly to a unique Internet Protocol (IP) address. The IP address is the numerical address of the website that tells other computers on the Internet where to find the server host and domain. Domain registration is available to the public via a registrar. Fees and services vary from company to company, but the process is generally inexpensive. Before a domain registration can be approved, the new name must be checked against existing names in the DNS database. The online registrar provides a field into which you can enter your desired name and hierarchy - that is, the letters that come after the "dot." Familiar hierarchies are .com, .net, .org, .name, .info and .biz. If the name is not already taken, it is available for domain registration. During the domain registration process, you will be required to give contact information that will be publicly available through the WHOIS database. Anyone can go to a WHOIS search engine and enter a domain name to see who has registered it. Registrars require that this information be accurate and true. Upon completing the domain registration process, it will take a period of hours to a few days to be able to see the domain online. The domain can be "parked" with an "in construction" page that acts as a kind of placeholder.

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Web Hosting
A web hosting is a service that stores companys information in a form of website on a server, allowing it to be accessed by users on the Internet.
If you want to take part in the internet as a business, information resource, directory, or as a hobbyist wanting to share data, information and knowledge with the many people and communities on the internet, you have to contain this in a central spot on the internet. You have to own a piece of space in cyberspace. Web hosting empowers you and anyone with a computer and internet connection to own a piece of cyberspace. In your space, you can have news, bulletins, documents, data, files (your web site) and your own post office (mail server) to accept mail, all in the context of you or your business. This is your space and to get this space you either have to own a piece of the physical internet with a network connection to the internet backbone and computer(s) operating as server(s) offering access to your files and post office, for people on the internet to view your web site or send and receive email with you.

In a web-hosting environment, you are offered a web site to place your files, data, documents, and bulletins for people to access with their web browser and an email server for you to send and receive email messages. The web host will also provide you a means to get an address for people to get to your web site with a web browser and post email to you.
Disk space is measured in Megabytes (MB) or Gigabytes (GB). Megabyte roughly means 1,024,000 characters and Gigabyte roughly means 1,024 Million characters. Imagine a character as one key on your key board. These amounts determine how many files, documents, or data you can have on your web site. The core components in a web-hosting environment are:

Web Server
The web server is a relatively simple piece of software that accepts requests over HTTP (Hypertext Transfer Protocol) and delivers HTML pages and Image files.

FTP Server
FTP is the means of which a web master can transfer files to and from the server. To put your HTML and image files on a server you will generally use FTP to upload (transfer to) your files to the server running the web server.

Mail Server
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The mail server consists of two parts POP (Post Office Protocol) and SMTP (Simple Mail Transfer Protocol). POP is where email is received into your mailbox and SMTP is what is used to send and receive email between mail servers.

Database Server
If you are using server side scripting on your web server (you use something like Microsoft Internet Information Server) then instead of providing static data only on web pages you can provide data from a database allowing your users to search and view the data in different and dynamic way. Also, a Database server is used to gather data from visitors to your site; orders, feedback, discussions and the like. Each one of the above components are software programs running on servers in the webhosting environment. You can interact with each of these with special software programs you use on your computer. The main ones being:

Web Browser
When viewing the web you use a web browser like Internet Explorer. Many web hosting companies provide a Control Panel to administer your web host account, which you use with your web browser. Most allow you to configure most aspects of your account using a simple web browser.

FTP Client
This is a very simple piece of software that allows you to view the server folders and files in your web host account as if they were files and folders on your own computer. You can then drag and drop files between your computer and your web host account.

Email Client
If you are on the internet you would already be using an email client to send and receive your email. The most common are Outlook Express, Eudora and Web based mail clients like Hotmail.

Database Administration Client

The most common databases used with web servers are Microsoft SQL Server (available only on Windows) and MySQL (commonly found on Linux and UNIX but also available on Windows). SQL Server comes with it's own administration client where you can view your databases, edit them, backup data and do all the administration functions you need. MySQL has an active online community where there is a range of administration clients available.

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Linux Hosting
Following are the list of features for linux web hosting: OC-48 connectivity POP3 E-mails Email Aliases Un metered Traffic Virtual Domain Preinstalled CGI Scripts Support for PHP3 Python C,TCL 27/7 FTP, Telnet & POP3 Access Real System 5.0 (Real audio /Video) Complete Secured Server

Windows Hosting
Following are the list of features for window web hosting: IIS 5.0 FrontPage 98/2000 Support Email Forwarding E-mail Aliasing Active Server Pages Support (ASP) 99.99% Uptime Guaranteed High Bandwidth PHP support with Fast CGI support MySQL support Microsoft SQL Server Microsoft IIS 7.0 (Web Server) ASP 7.0.6, ASP.NET 1.1.4, ASP.NET 2.0.5, ASP.NET 3.0, ASP.NET 3.5 C#, VB# Crystal Reports support Parent path support CGI support Server Side Includes (SSI) Perl v5.8.8 built for MSWin32-x86-multi-thread Curl support FrontPage Server Extensions FTP support & Unlimited FTP accounts Protected Directories & URLs Open PGP / GPG Encryption Scheduled Jobs (Business and Mocha plans)
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GD support Web File Manager Streaming Video/Audio support Flash & Shockwave support MIDI File support Hot Link Protection Real Media Audio & Video support AJAX support: JavaScript, XML FTP Upload/Download using Cute FTP/Front Page Macromedia Shockwave/Flash Support I Mail Server Password Protected Directories Microsoft Data Access 2.5

Bulk SMS
Cheap Bulk SMS, Cheap Bulk SMS Gateway, Cheap Bulk SMS Server, Cheap Bulk SMS Center, Cheap SMS Bulk & Cheap Bulk SMS.
Phyzer Technologies provides Bulk. We are a leading bulk sms provider. To send bulk sms & bulk sms messaging Phyzer provides bulk sms software. We provide Various Connectivity Options via HTTP/URL Trigger/SMPP/API's for bulk sms messages or bulk sms sending & bulk sms service. We provide full Technical support for sending bulk sms or sms bulk messaging & bulk sms services. SMS Center (SMSC) Features: Web Based Administration/API Add User/Group (Mobile Recipients) Edit/Delete/View Users and Groups Broadcast single SMS to one or multiple groups Send intimation to a single user Monitor Delivery Status of the SMS with delivery date and time Monitor number of SMS Sent

Phyzers Benefits: No Setup Charge Multiple/Backup SMS Routes Load Sharing/Redundant Networks Delivery Confirmation Reports
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No Hidden Cost No Port Fees

Bulk Email
PhyzerTM Email advertisement option provides advertisement opportunities to small business, corporate, Government and organizations. With no time you can make sure that all your target customers will receive information about your product or service on their mobile handsets within seconds. You will get the delivery reports to ensure the effectiveness.

First time in India we are offering Premium Server with Guaranteed Delivery
Features
List Management Integrated Surveying Free Newsletter Archive Easy to Use Drag-n-Drop Email Editor Powerful Personalization Image Gallery Message Scheduling Visual Graphs for Open and Click through Tracking Spam checker & Spell checker included Creative & Compelling HTML templates Signup Forms for your Website Easy Video Integration

Independent Quality Analyst and Testing

Quality assurance and testing are extremely crucial in the software development cycle and should be introduced at the earliest stage of the project. The dedicated Quality Assurance Department at Phyzer uses a wide range of comprehensive testing methods and tools to ensure that we deliver only the highest quality solutions. Phyzer QA specialists have expertise in multiple technologies, platforms and standards. Our experience in domains embraces such areas as websites and advanced web portals, complex internet applications and client-server software.

Quality Assurance and Testing Services

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Functional and Regression Testing GUI and Usability Testing Accessibility Testing Compatibility Testing Performance Testing Installation/Configuration Testing System/Integration Testing Security Testing Internationalization/Localization Testing User Acceptance Testing (UAT)

Software QA Consulting
Full Lifecycle Process Improvement QA Process Consulting Test Strategy Elaboration and Management

Application Security Consulting

Today bringing your business online is a must in an effective business development strategy. Thus more and more sensitive data is moving to the web which brings new application security and information confidentiality challenges.

Complex Approach to Securing Web Applications

The most secure web applications are those that are developed initially with security in mind. Phyzer specialists follow a holistic approach to designing, building and supporting secure web applications. We address security issues on all application tiers (web server, application server and database). While developing secure web applications we analyze vulnerability categories and potential threats (external or internal) depending on application scenario and technologies used. This enables us to develop effective security architecture and take proper countermeasures.

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Vulnerabilities and Potential Threats

Securing Practices and Countermeasures

Authentication
Network eavesdropping, Brute force attacks, Dictionary attacks, Cookie replays, Credentials theft

- Partition of public and restricted areas

- Account disablement policies - Proper credentials verification and storage - Proper password handling - Authentication data protection - Communication channels securing using SSL

Input Validation
Buffer overflow, cross-site scripting, SQL injection

- Thorough input validation - Proper input filtration - Centralized validation strategy - Proper database access

Authorization
Privilege elevation, confidential information disclosure, data tampering

- Multiple gatekeepers - Authorization granularity - Role-based security - Strong access controls - System level protection - Role-based administration with strong authentication - Secure communication channels for remote administration (SSL, VPN) - Restricted access to configuration data - Least privilege approach

Configuration Management
Unauthorized access to application administration, hacking of configuration data

Sensitive Data
Sensitive data discloser, network eavesdropping, data tampering

- Role-based access to sensitive data - Sensitive data on demand approach - Data encryption - Proper information storage and secure communication

The above vulnerabilities are just a part of a bigger list. Internet, intranet or extranet applications each has its specific security issues and challenges that need to be analyzed and addressed.

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Securing Applications through Development Life Cycle

From initial stages of the software development cycle Phyzer specialists thoroughly consider security implications. This allows defining potential risks early and implementing effective countermeasures.

Securing Categories and Practices

Threat Modeling

Development Life Cycle Roles Distribution Phase

Architecture Design Architect(R), Developer (I), Tester (I) Architect(R), Developer (I) Architect(R) Developer(R), Tester(I) Developer(R) Tester(R), Architect (C), Developer (I) System Administrator (R), Architect(C), Developer (I), Tester (I)

Security Design Practices Security Architecture Code Development and Review Technology Related Threats Security Testing Deployment Review

Architecture Design Architecture Design Implementation Implementation Testing and Stabilization Deployment and Maintenance

Legend: R Responsible, C Consulted, I - Informed

Maintenance and Support

Web applications and websites require maintenance and support as your needs change and grow. Phyzer provides maintenance and support services freeing you from maintaining expensive in-house support staff. We partner with our clients to help their online business running smoothly and error-free. Phyzer provides a comprehensive set of maintenance and support services depending on your business needs: On-going Support (bug fixing, problems analysis and resolution, on-call support) Adaptive Enhancements (modifications to support business or technical requirements' changes) Perfective Upgrades (new functionality/features) Technical Improvement (optimization restructuring/rewriting)

For each project undertaken by Phyzer we provide a free warrantee period to ensure stable and uninterrupted work of your system. Please contact us for maintenance rates and details.
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PORTFOLIOS
The best way to demonstrate our expertise is to show you our work. In the Portfolio Section you may find brief descriptions of some selected projects from our growing list of internet development, to give you a better idea about our experience and expertise. The projects are divided into following categories.

BUSINESS APPLICATION DEVELOPMENT

Project: www.ipta-retail.com Description: Project was aimed for atomizing the process of placing sales order to
wholesale dealer.

Project: Mobile point of sale (MPOS), MSalesOrder Description: Developed compact framework application in .NET for window compact
edition using various aspect of Microsoft development technology. It was aimed for speeding up sales process at retails sales point by automating the process of getting the product information, calculation the prices and saving in various scenario in offline and online mode simultaneously. Application can print instant invoice bill and can generate different type of reports from device itself. In offline mode, data was synchronized into main database through a window application tool with get connected to device over active sync. In online mode, application work over wireless by using FTP and web-services (SOAP) to run its functionality, interacting with main database and printing reports. Project: Envision Small Business Solution Description: Client-server window application was a complete software package for handling all the business need of retail shop of any nature which could handle different database server at one time. Its major module includes customer module for handling new and existing customer, product module for handling keeping track of products, its pricing and sales and finally its stock status at various stores branches in different country, Accounting module was aimed for accounting calculating of customers, products, partners and employees. It also generate various report required for day to day need of accounts department.

Project: www.Maxtec-asia.com Description: An E-commerce application for Maxtec-asia (Malaysia, Singapore and
Indonesia), Maxtec is the Compatible Ink Production company for all types of printer. In this application user can buy Ink where application automatically show to users the compatible ink as per the need of users, user can buy original ink or maxtec ink as per own need. In this application there are various features like Promotion package, Promo details, shopping modules, search/Advance Search and product descriptions.

Project: iEasywin Description: A web application for real estate business which handles all the operation
related to its business. Application was capable capturing customer, defining rate plan, assigning flat number to customer, track broker and there commission, saving payments and

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notifying about payment via email or SMS to customer and management. Application is also able to generate different kind of reports along with account reports.

Project: iFaxer Description: A software application for sending and receiving the faxes through internet
without the use of fax machine.

WEBSITE DEVELOPMENT
Project: www.nevagroup.com Description: Neva Group provides productivity solutions to optimize your business. Project: www.travertinespa.com Description: Travertine is a lifestyle brand of natural body care products, resort apparel,
and home products.

Project: www.abmit.net Description: ABM Infotech is a Information Technology company which provides
technology solutions to over 5000 customers across the country, spanning a range of verticals School, Hospitals, Pharmacy , Manufacturing, Contracting, Multi Level Marketing and Retail & Distribution.

Project: www.stylogy.biz Description: Sty logy bring a wide array of hand-crafted accessories that you can add to
your collection and meets your sense of style.

Project: www.24hoursdrugs.com Description: 24hoursDugs.com was incorporated as a private limited company in the year
2003 and since then is engaged in marketing of pharmaceutical formulations manufactured by various reputed companies. In other words 24HoursDrugs.com Technologies is the marketing agents of various reputed companies.

Project: www.sinosteelindia.com Description: Sino steel India Pvt. Ltd., is a fully owned subsidiary of the massive Sino
steel Corporation, a central enterprise under the administration of the China state-owned assets supervision and Administration commission. Sino steel India Pvt. Ltd. is one of the 76 subsidiaries under the aegis of Sino steel Corporation

Project: www.transwebtutors.com
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Description: TransWebTutors.com is the world leader with regard to online &

collaborative learning processes and learning enhancement and educational services

Projects: www.findyourmedicines.com Description: Findyourmedicines.com has global presence in the field of pharma as well as
other form of medicine like ayurveda and herbal forms. The company is engaged in importing various pharma formulations from various countries and then distributing in the country market as well as exporting to other countries.

Why us
This demonstrates Phyzer strengths that distinguish us among our competitors.

Experience and Expertise

Having worked on numerous projects, Phyzer has gained unmatched business and technological expertise. We have built a large database of knowledge that we apply to deliver solutions that meet customers' needs, expectations and budget.

Business Experience
Phyzer has over 4 years experience in providing professional web development services for clients across the globe. We have successfully completed hundreds of projects of different sizes and complexity in various business and technology domains. Capitalizing on the accumulated experience Phyzer provides full-cycle services ranging from business analysis and consulting to project implementation and support.

Vertical and Domain Expertise

Our rich business domain experience enables us to speak the same language with customers and understand their business needs easily. Our knowledge stretches from application design, development and integration to operating key processes. This knowledge base and experience help us save clients' precious time and deliver the right solution for every specific situation.

Technology Competence
Our unique competence in various technologies enables us to deliver integrated, scalable, robust solutions with the optimal cost/performance ratio. Our Tech Lab constantly conducts research on new technology products to meet the ever-growing customer needs.

Commitment to Quality
While retaining competitive rates we never compromise the quality of our services. A dedicated quality assurance department monitors project activities at all development phases and guarantees defect prevention, project risk mitigation and high quality results.
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Personnel Quality
The quality of our people makes us stand out. We hire and retain only the best professionals. At Phyzer we set up a thorough personnel selection process and a challenging environment to grow and improve our large resource pool (currently over 50) of top-notch experts.

Process Quality
Phyzer follows a proven development methodology on every project we undertake. We implement the best industry standards and practices like RUP or Agile Methodology depending on project size and complexity. These standards and Phyzer's experience guarantee outstanding results and allow us to better serve clients with regards to cost, quality and timeframes.

Customer-Focused Approach
Phyzer is a client-centric organization. We make it our business to understand and help our clients to achieve their business goals.

Individual Approach
We thoroughly study each customers case. Depending on project requirements we engage a dedicated team of business analysts to analyze and understand clients' specific objectives and needs to find the solutions that meet them.

Easy Communication
We understand that effective communication is crucial for success of any project. We establish a productive customer communication environment providing all the required resources. All our employees who are engaged in commutation with customers speak fluent English.

Delivering Business Value

Delivering exceptional business value to clients is the primary goal at Phyzer. This requires more than just focusing on the software development process. This way we can offer our clients technology solutions that add real value to their business. Its simple we understand that our success is measured by success of our clients. We never stop improving our services, including development technologies, engineering practices, management methods and QA standards to improve team capabilities and increase customer satisfaction.

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Data Flow Diagrams

Project Process Flow

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Software Development Cycle

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Application Development Process

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Process Improvement Cycle

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OBJECTIVES OF THE STUDY

Primary Objective
To study the promotion strategy adopted by Phyzer Technology.

Secondary Objectives
Target new customers as well as existing customer. To make the products of the Phyzer Technologies to reach all the clients. To provide product information, stimulate demand, increasing store traffic, differentiating products, building a brand images etc.

NEED OF THE STUDY

Need of the study is to understand the promotion strategies of the Phyzer Technology and how customers are willing to buy the product.

SCOPE OF THE STUDY

I have focused my study on Phyzer Technologies and based on my study primarily on the promotion strategy adopted by the company. I interviewed the customers. Even though I met more than 700 customers, I was not able to get the required information from all of them as many of them refused to provide me with any information giving no reason at all.

LIMITATIONS OF THE STUDY

The study was completed within a period of 45 days. I was involved in the study with my full commitment level and in my best possible manner. I did lots of activities during this process of my research study. No statistical tool has been used due to lack of time. Still there were certain limitations of the study like-

Number of Respondent: - My survey was limited with 100 respondents. Time of Study: - There was time constraint as we have to complete our study within a
period of 45 days.

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REVIEW OF LITERATURE
The purpose of creating a Literature Review concerning the topic Of Promotion Strategy Adopted by Phyzer Technologies is to know the Promotion strategy of the company and its awareness among its existing as well as new customers. The objective of this literature review is to cover and collect all the resources regarding the topic, which will be used consequently as fundamentals for conducting primary research and specific findings useful not only for academic purposes but also for the practical knowledge in the field of marketing. Promotion strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A promotion strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Promotion strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. Corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, promotion strategy is closely linked with sales. A key component of promotion strategy is often to keep promotion in line with a company's overarching mission statement. A promotion strategy is an overall marketing plan designed to meet the needs and requirements of customers. The plan should be based on clear objectives. A number of techniques will then be employed to make sure that the marketing plan is effectively delivered. Promotion techniques are the tools used by the marketing department. The marketing department will set out to identify the most appropriate techniques to employ in order to make profits. These promotion techniques include public relations, trade and consumer promotions, point-of-sale materials, editorial, publicity and sales literature. Promotion strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered around the key concept that customer satisfaction is the main goal.

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ACTIVITY
During this project, the basic job of mine was to know about all the past promotion strategy as well a new promotion strategy of the Phyzer Technology, which is one of the reputed IT firms. During my project I learnt how all the strategies are happening and what all are the steps are being used. Also I have learnt there how to convince the customer for the particular product and services. I have to create database there, by approaching the customers and with the help of phone also. Regarding my work, I followed the following steps to convince the customers:

Step1: Setting goals with the customer:

This step is meant to identify the actual need of the customer, about the product and services.

Step2: Gathering relevant information on the customer:

This would include the qualitative and quantitative aspects of the customers financial and non-financial situation.

Step3: Analyzing the information: The information gathered is analyzed so that the
customers situation is properly understood. This includes determining whether there are sufficient resources to reach the customers goals and what those resources are.

Step4: Constructing a financial plan:

Based on the understanding of what the customer wants in the future and his current financial status, a roadmap to the customers goals is drawn to facilitate the achievements of those goals.

Step5: Implementing the strategies in the plan: Guided by the plan, the strategies
outlined in the plan are implemented using the resources allocated for the purpose.

Step6: Monitoring implementation and reviewing the plan: The implementation process is
closely monitored to ensure it stays in alignment to the customers goals.

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SUGGESTIONS
While doing this project, I faced few problems. I faced market competition from other IT firms. Company is great, but still it needs changes because there is a market competition in the different section. So, I want to suggestExtra Manpower, More Promotional Activities, Extension of Branch etc

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CONCLUSION

It has been a privilege to do my project in Phyzer Technology, which has unflinching commitment values- Integrity, Customer Satisfaction, Ownership and passion. Each of the values describes what does company stand for, the qualities of people and the way they work. My project reflects the various Promotion strategies adopted by Phyzer Technology. It was found through research that customers aware of the advantages which a product and services of the company offers like Website Designing, SMS solution, software Development, E-mail Solution and Online promotion etc. But the same time, I also found out that lots of people dont know about the different product and services that are offered in the market. It requires a great deal to create the awareness among people about the different products offered by Phyzer Technology. People who are really willing to buy the product, sometime do not take it because the lack of good promotions.

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QUESTIONNAIRE

Name: Age: Profession: Organizations name: 1) How do you come to know about Phyzer Technologies?
a) Internet [ ] b) Ads in newspaper/magazine [ ] c) Reference [ ] d) Self search [ ]

2) How important are marketing and promotional strategies for Phyzer Technologies?

a) Crucial [ ] b) Important [ ] c) Average [ ] d) Not much important [ ] e) Not important at all [ ]

3) What communication channel does Phyzer Technologies should use?

a) Public relation [ ] b) Sales promotion [ ] c) Direct mail [ ] d) Internet [ ]

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4) Are you happy with the services provided by Phyzer Technologies?

a) Excellent [ ] b) Good [ ] c) Average [ ] d) Poor [ ]

5) Do you want to continue with Phyzer Technologies further?

a) Yes [ ] b) No [ ] c) Dont know

6) Phyzer Technologies is able to capture the market. Rate it according to the below given range.

a) >90% [ ] b) 60%-89% [ ] c) 30%-59% [ ] d) <30% [ ]

7) Do you think that internet has played a major role for Phyzer Technologies in marketing?

a) Yes [ ] b) No [ ] 61

8) According to you who are the competitors for Phyzer Technologies?

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a) small firms [ ] b) medium firms [ ] c) Big firm [ ]

9) Do you think Phyzer Technologies should expand its branch outside New Delhi also?

a) Yes [ ] b) No [ ]

10) Do you have an account on following Social Networks?

a) Face book [ ] b) Linked-in [ ] c) Twitter [ ] d) You tube [ ]

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BIBLIOGRAPHY
Books:
Marketing Management by Philip Kotler, Kevin Lane Keller, Abraham Koshy and Mithileshwar Jha. 13th Edition published by PEARSON Education. Page no: 137Customer Data Base and Data Base Marketing, Page no: 519-Direct Marketing, page no:524-Telemarketing. Advertising communications and management :-Mc. Graw Hill

Websites:
www.google.com www.altavista.com www.seribd.com www.wikipedia.com www.slidshare.com www.learnmarketing.net

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