24 24 Project Report On Sales Promotion

A Study on Sales Promotion
CHAPTER 1
INTRODUCTION
Marketing is a social and managerial process by which individuals and
groups obtain what they need and want, through creating, offering and
exchanging products of value with others.
- Philip otler.
Marketing includes all those activities having to do with effecting changes in
the ownership and possession of goods and services. !t is that part of
economics which deals with the creation of time, place and possession
utilities and that phase of business activity through which human wants are
satisfied, by the exchange of goods and services for some valuable
consideration.
- "merican Marketing "ssociation.
Marketing is the process of discovering and translating consumer wants into
product and service specifications and then in turn helping to make it possible
for more and more of consumers to en#oy more and more of these products
and services.
Marketing consists of analy$ing marketing opportunities, researching and
selecting target markets, designing marketing strategies, planning marketing
programs and organi$ing, implementing and controlling marketing effort.
Page 1
%ompanies have to identify long and short term marketing opportunities and
research the selected market by measuring and forecasting attractiveness of
the given market. &aving selected the market, the companies need to develop
a differentiating and positioning strategy for the target market. 'he marketing
strategy must be transformed into marketing programs by deciding on
marketing expenditures and the marketing mix. 'he final step is organi$ing
the marketing resources and implementing and controlling the marketing plan.
Marketing Mix

Marketing mix is the set of marketing tools that a firm uses to pursue its
marketing ob#ectives in the target market.
Mc%arthy has populari$ed a four factor classification of marketing tools known
as the (P)s of the marketing mix. 'hey are*
Product
Price
Place
Promotion
Product:

Product stands for the firm)s tangible offer to the market, including the product
+uality, design, features, branding and packing. !t deals with new product
development, product life cycle, product mix, product lines, branding and
associated services to a product. ,rom the customer)s point of view, it helps in
satisfying the customer)s needs and wants.
Page 2
Price:

Price is the monetary value of the product. Price deals with selecting the
pricing ob#ectives, setting the price, discounts, allowances, payment policies
and credit terms. !t is very important to the customers as it decides the cost
the customer has to pay to gain the product value.
Place:

'his marketing tool stands for the various activities the company undertakes
to make the product accessible and available to the customer. !t involves
market si$e, channel selection and management, storage and physical
distribution with the ultimate purpose of efficiently supplying the company)s
offer to the target market. 'o the customer, this marketing tool refers to
convenience.
Prootion:
Promotion stands for various activities the company undertakes to
communicate and promote its products to the target market. !t involves
communication programs i.e. direct marketing, advertising, sales promotions,
public relations and motivation of sales force. 'o the customer this tool
provides knowledge and information.
Page 3
'he Promotion Mix of a company includes the following tools-
Ad!erti"ing:
!t is any paid form of non-personal presentation and promotion of ideas,
goods or services by an identified sponsor.
Direct Marketing:
!t refers to the use of mail, telephone and other non-personal contact tools
to communicate with or solicit a response from specific customers and
prospects.
Per"onal #elling:
,ace to face interaction with one or more prospective purchasers for the
purpose of making a sale refers to personal selling.
Pu$lic Relation" and Pu$licit%:
!t refers to the variety of programs designed to promote and or protect a
company)s image or its individual products.
#ale" Prootion":
'he short-term incentive to encourage trial or purchase of a product or
service refers to sales promotion. .hereas advertising offers a reason to buy-
sales promotion offers an incentive to buy. /ince sales promotion directly
push up the sales, increasing number of companies are undertaking sales
promotion activities.
Page 4
#ale" Prootion
/ales promotion refers to the short-term incentives to encourage sales of a
product or service. !t consists of a diverse collection of incentive tools, mostly
short-term, designed to stimulate +uicker and greater purchase of products or
services by consumers.
Pur&o"e o' #ale" Prootion
/ales promotion tools vary in their specific ob#ectives. 'hey may be used
to attract new customers, to reward loyal customers and to increase the
repurchase rates of occasional users. /ales promotion usually targets brand
switchers because non-users and users of other brands do not always notice
a promotion. /ales promotions are thus also seen as a tool for breaking down
loyalty to other products.
/ales promotions also let manufacturers ad#ust to short term changes in
supply and demand and differences in customer segments. 'hey also let
manufacturers to experiment by varying prices. /ales promotions also lead to
greater consumer awareness of prices.
'o use sales promotion, a company must set ob#ectives, select the right tools,
develop the best program and implement it and evaluate the results.
Page 5
O$(ecti!e" o' #ale" Prootion
'he specific ob#ectives set for sales promotions will vary with the type of
the target market. ,or consumer promotions, ob#ectives include encouraging
purchasing of larger si$ed units, building trial among non-users and attracting
switchers away from the competitor)s brands. ,or trade promotions, ob#ectives
may include- including retailers to carry new items and higher level of
inventory, encouraging off-seasonal buying, of-setting competitive promotions,
building brand loyalty of retailers and gaining entry into new retail outlets. 'he
sales force promotions help in encouraging support of a new product or
model, encouraging more prospecting and stimulating off-seasonal sales. 0ut
most importantly, sales promotion should be focused on consumer
relationship building.
#ale" Prootion Tool"
Many tools can be used to accomplish sales promotion ob#ectives.
1escriptions of the main promotional tools are as follows-
Con"uer Prootion Tool"
'he main consumer promotion tools are as follows-
#a&le":
'hey are offers of a trial amount of a product. !t consists of inviting
prospective purchasers to try the product without cost or at a lower cost
in the hope that they will buy the product. /amples may be free or
discounted.
Page 6
Cou&on":

%oupons are certificates that give buyers a saving when they purchase
a specified product. %oupons can be mailed, placed in advertisements
or included with other products.
Re$ate":

2ebate is also known as cash refund offers. 2ebates are offers to
refund part of the purchase price of a product to its customers who
send a proof of purchase to the manufacturer. 'hese are like
coupons except that the price reduction occurs after the purchase
and not at the point of sale.
Price Pack":

%ents-off deals or price packs offer consumers savings by way of
reducing prices that are marked by the producer directly on the
package.
Preiu":

'hese are the goods offered either free or at a low cost as an
incentive to buy a product. Premiums may be in-pack or on-pack
3outside the pack4.
Page 7
Pri)e":

'hey are offers of chance to win something such as cash, trips or goods 5
by luck or through extra efforts. %ontests of talent and sweepstakes or
draws the most popular pri$e offering promotions.
Tie*in Prootion":

'ie-in promotions involve two or more brands or companies that team up
on coupons, refunds or contests to increase their pulling powers.
Cro"" Prootion":
%ross promotions involve using one brand to advertise non-competing
brand.
Ad!erti"ing #&ecialtie":

'hese are useful articles imprinted with an advertiser)s name, given as
gifts to consumers.
Patronage Re+ard":

'hey are cash or other awards for the regular use of company)s products
or services. 'hey are values 3in cash otherwise4 that are proportional to
one)s patronage of a certain vendor or a group of vendors. 'hey aim at
building brand loyalty.
PoP Prootion":

Page 8
Point of purchase 3PoP4 includes displays and demonstrations that take
place at the point of purchase or sale.
Trade Prootion Tool"
More money is spent by companies on trade promotion 36784 than on
consumer promotions 3(984. 'he ma#or trade promotion tools are as follows-
Di"count":

!t is also known as price-off or off-invoice or off-list. 1iscounts price cut off
the list price on a particular +uantity purchased during a stated time.
Allo+ance":

'hey are the amount offered in return for an agreement by the retailer to
feature the manufacturer)s products in some way- displays, advertising or
otherwise.
,ree -ood":

,ree goods are the extra merchandise offered to middlemen who buy a
specific amount of a product.
%ompanies also offer push money and specialty advertising items to the
middlemen.
Page 9
.u"ine"" Prootion Tool"
%ompanies spend huge amount on promotions focused on industrial
consumers. 'he ma#or business promotion tools are as follows-
'rade /hows and %onventions.
/ales %ontests.
%learly, sales promotions play an important role in the total promotion mix. 'o
use it well, the marketer must define the sales promotion ob#ectives, select the
best tools, design the sales promotion program, pretest and implement the
program and evaluate its results.
Page 10
INDU#TR/ PRO,I0E
A 0ook into t1e Indian Econo% and ,urniture
Indu"tr%
!ndia is the fourth largest economy in the world and it)s the largest
democracy with second largest :1P among emerging economies. .orld
0ank)s President ;ames 1. .olfensohn confirmed that !ndia is not the world)s
(
th
largest economy after </", %hina and ;apan in PPP 3Purchasing Power
Parity4. !t is also one of the ten fastest growing economies in the world.
.ith = billion populations, !ndia remains on the fastest growing economies
and even in the present worldwide economic slowdown, has maintained :1P
:rowth rate of nearly >8.
!ndia today is ?
th
most attractive destination for foreign direct investments,
after </, %hina, 0ra$il, Mexico and :ermany. 0esides, !ndia offers higher rate
of returns and profitability than anywhere else in the world.
@ut of = billion population the upper and middle class constitutes 9A8 or
9AA million people 3or BA to (A million houses4. 0y rent per capita*
Page 11
9 percent of !ndian has a per capita income in excess of =(,6AA Curos,
which means 9A million people.
7 percent of !ndians have a per capita income of more than B,DAA
Curos, which means 7A million people.
=A percent of !ndians have a per capita income in excess of B,9AA
Curos, this is about =AA million people
O!erall Econoic #cenario
=. 'he !ndian market has been enormous with a large base.
9. Eevels of affluence are high- with the number of individuals in the high*
income demographic group doubling each year, according to F%"C2
statistics.
B. 'he actual disposable income at the disposal of the affluent !ndian is as
high as three to five times higher as the official statistics, on account of the
very large proportion of unaccounted 3black4 money income.
(. 'he market has, due to exposure to overseas products and lifestyles,
displayed the willingness and ability to purchase overseas brands and
products at high prices.
Page 12
6. %ustoms duties and tariffs have been drastically reduced, in keeping with
government policy to open up the economy 5 a policy which has stayed
constant despite changes in government. "ll the products in the !F1CG
product range are now permitted for import into !ndia under @:E or the
@pen :eneral Eicense, which implies that no special import license is
re+uired for import.
>. 1espite the cut in duties, the rate of customs duties is fairly substantial
which makes the prices of products higher in !ndia. 'here is a huge
demand for furniture, hardware and fittings, 1!H e+uipment, lighting and
consumer non-durable and appliances.
?. .hile the !ndian middle class still does not have as high a rate of
obsolescence as the </, and tend to use their furniture for several years
before changing or upgrading, the actual si$e of this segment makes
investment in this market more than worthwhile. 'he affluent classes
however, do have high rate of obsolescence of interior decoration products
and redecorate constantly.
7. "ll the above factors put together make manufacturers and retailers of a
wide range of consumer durables. /everal overseas companies have
already entered the market and have been extremely well received by the
market.
Page 13
Indian ,urniture Indu"tr%
'he furniture sector in !ndia only makes a marginal contribution to the
formation of :1P, representing #ust a small percent 3about A.684, which
indicates a huge potential for growth. !t is estimated that the furniture industry
comprises 968 of the construction industry and hardware comprises (A8 of
total furniture industry, out of this 9A8 is replacement and 9A8 is new.
.ood and wooden products, furniture and fixtures carry a weight of
9?.A=8 in the total manufacturing sector.
'he furniture industry employs a total of around BA,AAA workers. 'he future
on the furniture sector in !ndia seems positive. 'alking about production,
several agreements have been signed between local producers looking for
technology and Curopean and "sian companies trying to reach a potential
opportunity in costs.
,rom the commercial point of view, !ndia shows good perspective to sell
furniture in the following years. ,irst of all, because its si$e and secondly due
to the newly ac+uired taste as a result of exposure to western furniture style.
!ndia is one of the largest consumers of wood in /outh Cast "sia. <ntil a
few years ago the county had considerable +uantities of available tropical
Page 14
woods. 'he most common species in !ndian forests are teak, rosewood,
ebony, laurel, pine, cedar and rubber trees. /upply of these ready to uses
species became scarcer due to unconditional and inappropriate exploitation
and also due to growing concern about the environment.
!n !ndia, natural rubber plantations covers 69A,AAA hectares with another
>,AAA hectares replanted almost every year since =DD(. erala state 3/outh
!ndia4 produces D68 of the total supply of rubber wood in !ndia.
!ndia imports wood 3logs4 especially from Malaysia, !ndonesia, Myanmar,
!vory %ost, %ameroon, Figeria, :hana, /outh "frica and Few Iealand and to
some extend from /outh "merica.
Most soft and hard woods are imported from 2ussia, /candinavia and
other /outh Cast "sian counties. M1, is imported from Curope, and there is
also a small local production. Jeneered panel are becoming more popular in
!ndia and are imported from the Curopean <nion and the </".
'he total si$e of !ndian furniture industry is estimated at 2s. B6A thousand
million but almost 768 of this is unorgani$ed. 'he remaining =68 is
organi$ed and is believed to be growing at a steady pace of =98 to =68 per
annum.
'he share of the wooden furniture market is estimated at 2s. >AA million.
.oodworking industry of !ndia is one of the fastest growing in the county)s
Page 15
economy. Much of this growth has been fuelled by the increasing access to
modern machinery and technology through easier import policies as a result
of !ndia)s entry into the .'@ in the year =DDAs. 'here is a noticeable shift in
the preference towards mechani$ed mass production and the up gradation of
technology.
T1e Eerging Trend
'hough technology has made inroads in the industry with increasing
stress on the use of machines, overall scenario reveals that almost 7A8 of the
products supplied in local markets by indigenous manufacturers are labor
intensive and handmade.
2esidential or household furniture accounts for over >A8 of the overall
domestic and leading manufacturers have begun to reali$e the necessity of
proper distribution system in this area.
"mong other sectors where the demand is spiraling upwards is office
furniture. :rowth of !' an !'- enabled sector such as 0P@)s has created a
huge demand in metros and %lass !! cities all over !ndia. 'he old economy
businesses are also undergoing a makeover and this is reflected through
changing looks of the offices.
Metal and plastic furniture production is gaining wider prominence but
wood still remains to be the most favored medium.
Page 16
CHAPTER * 2
REA#EARCH DE#I-N
Title o' t1e #tud%
'he title of the study is 5 " /'<1H @F /"EC/ P2@M@'!@F @, &@MC
,<2F!/&!F:/ "' ,error Dek P!t3 0td43
#tateent o' t1e Pro$le
'he pro#ect is mainly undertaken to study the sales promotional
strategies at ,error 1ek Pvt. Etd. 'he intention of the study is to find what
attributes needs further improvement in order to make the product more
preferable in the market.
'he main aim of the study is to uncover new relationship and identify any
problem that may arise in future. &ence, exploratory research is been
conducted. Cxploratory research as its name implies endeavors of exploring
the possibility of doing research on a sub#ect where due to lack of existing
knowledge framing and testing the hypotheses is difficult. !n today)s crowed
marketplace where products and services are touting themselves to be the
best, it is vital to stand out in the crowd. 'he study was undertaken to explore
Page 17
how a company or brand can ensure a store that stands out and not get lost in
the crowd.
O$(ecti!e" o' t1e #tud%
=. 'o study the various promotional strategy adopted by ,error 1ek Pvt. Etd.
9. 'o find out the footage of ,error 1ek Pvt. Etd. .ith respect to other players
in the market.
B. 'o observe and understand the practice followed by ,error 1ek Pvt. Etd.
(. 'o find out the communication linkages and de-linkages in the
organi$ation.
6. 'o study the activities of each and every department of the organi$ation.
#co&e o' t1e #tud%
'his pro#ect was undertaken for a specific period in ,error 1ek Pvt. Etd.,
Few 0CE 2oad, 2MJ !! /tage- 0angalore. !t is an exercise that is well
planned into the curriculum giving the researcher a valuable opportunity to
understand the working dynamics of the organi$ation and to experiment and
exhibit the recently ac+uired management and administration skills.
Page 18
'he prospect of the furniture sector in !ndia seems positive. 'he !ndian
furniture industry has awakened to interesting timesK 'he last ten years have
seen changes in the shop windows of furniture retailers. %onsumers today no
longer look for mere practicality in furniture, instead, they look for theme
furnishing, i.e. lifestyle living. 2eali$ing the tremendous market potential and
to make the most of it, the study was undertaken.
0iitation" o' t1e #tud%
Cvery study is bound by limitations and as such this is no exceptions.
=. %hange is %onstant rule of nature. &ence, the study undertaken may
not hold good for longer duration.
9. 'he study was conducted under the assumption that the information
given by the respondents is authentic.
B. 'he analysis and suggestion are given only with respect to marketing
aspects as technical suggestion with respect to the product could not
be given.
(. %onfidential matters were not disclosed by the company.
6. 'here were time constraints.
Page 19
Met1odolog% o' t1e #tud%
" variety of methods of study have been adopted by the researcher to
fulfill the ob#ectives of the study.
!n order to have a better grasp of the study, the researcher chose to
become a keen observer, studying the various aspects of the
organi$ation.
'o have a broader perspective of the study, the researcher attended
the Eifestyle Cxhibition at Palace :rounds wherein the products of
,error 1ek Pvt. Etd. were displayed.
!n order to fund out the market realities, the researcher visited the
showrooms of certain companies having almost similar product
profile as that of ,error 1ek Pvt. Etd. 'o name a few Lue$el, Jeneto
%osines, 'rident !nter .ood, etc.
.ith a view to understand the crunch of the matter and to find out
the ground realities, the researcher formed a schedule specifically
for the set of respondents. 'he researcher met the respondents
Page 20
personally, interviewed them and made them to fill the
+uestionnaire.
'he researcher has done the research in the following manner-
a4 'ype of the research undertaken is analytical.
b4 'echni+ue used is random sampling.
c4 /ample si$e taken is BA.
d4 /ources of data used include both primary as well as secondary data.
e4 'ool used for the research is +uestionnaire.
f4 Plan of analysis are tables and graphs.
Data Collection Met1od"
!n this study, the foremost data collection instrument used is the
+uestionnaire method. 'he +uestionnaire has been designed with both open
ended and closed ended +uestions. "part from this, the research instrument
consists of primary and secondary data collected for the study.
Priar% Data:
&ere first hand information is obtained by distributing printed +uestionnaire to
the marketing executives of the company. 1ata was also obtained from the
observation and interview techni+ue adopted by the researcher. Moreover,
information was disseminated by the departmental heads.
Page 21
#econdar% Data:
&ere the information is obtained from the brochure of ,error 1ek, books,
websites, newsletter, #ournals, maga$ines, newspapers, etc.
#OURCE# O, DATA

Priar% Data #econdar% Data

Luestionnaire Fewsletter
@bservation ;ournals
!nterviews Maga$ines
Jisits to other Fewspapers
%ompanies !nformation 0ooks
'hrough 1epartmental heads .ebsites
Page 22
CHAPTER 5
COMPAN/ PRO,I0E
,error 1ek Pvt. Etd. promoted by Mr. 0inny uriakose is one of !ndia)s
leading manufacturers and distributor of modular kitchen and modular work
station. !t also undertakes value added services such as executing turnkey
pro#ects as a part of office furnishing.
!t has set international standards in terms of +uality of work and execution
of pro#ects.
!t was a modest beginning for ,error 1ek with a few orders for home
furnishing. Jery soon as the scope of the business grew- it started expanding
into diverse activities. !t is only a year old but the company has shown
excellent growth since inception and is growing at a rapid pace.
!t has a decade of expertise in building turnkey solutions for contemporary
offices and homes. 'he understanding of modern demands allows optimi$ing
spaces to derive maximum utility value for every furniture solution. 'he
solutions are available in a wide variety of boards such as Pre-lam particle
Page 23
board, M1, board with post form finish, M1, with veneer finish and M1, with
PJ% foil membrane, 9mm PJ% edge banded shutter etc. 'he whole range of
solutions are tailor-made to suit the consumers needs blended with
affordability and aesthetics. !t is located at 0angalore, !ndia)s melting pot of
international cultures. 'hey are at a strategic advantage to offer clients
furniture that reflects the emerging global deni$en.
!t is e+uipped with a modern production house and employs world class
machinery from :ermany and !taly to carve artistic niche for customers. !t
uses high +uality raw material for all solutions and these are available in a
wide variety of options.
'oday)s market is clustered with options to furnish homes and workplace.
0ut at ,error 1ek, what makes it to truly stand apart is the +uality of the
products and services. !t is driven by the urge to provide +uality that is
distinctive as the customers are. Cvery single product that is rolled out of the
manufacturing unit is ensured to be flawless and absolutely defect-free. 'he
adherence to rigorous +uality standards is maintained at every level because
+uality is continuous and consistent processM.
,error 1ek ensures its customers that the customers will find uni+ue
expressions of their creative niche.
THE CREATI6E NICHE:
Page 24
<nderstanding of modern client mindset allows optimi$ing spaces to
derive maximum utility value for every interior solution, be it office or
home.
"pplication of highly speciali$ed design techni+ues sets its design
apart from competing companies.
" combination of proficient pro#ect management control, unyielding
+uality guarantee and prompt operation and service support.
!t builds up a technical drawing, which has detailed records for every
pro#ect, thus assuring complete transparency in all business dealings.
,error 1ek undertakes and completes every pro#ect with the same
precision and approach irrespective of the si$e of the pro#ect. 2aw
material is checked and sorted based on the target approach to
stringent +uality checks at every level.
MANU,ACTURIN- ,ACI0ITIE#:
'he speciali$ed home solution offers complete units for every room. 'he
array of products includes*
Modular itchens

Page 25
a4 Cco friendly laminated in different colors. /hutters come in
membrane, medium density fiber 3M1,4 and pre-laminated particle
board.
b4 1ifferent kinds of pull out baskets, to name a few 1-tray, /wivel
tray, magic corner.
.ardrobes
.all units
%rockery units
Eiving room furniture
1esigner doors
/hoe racks
Eoft coverings
1ressing units
ids units.
Managing "&ace at +ork:
'he modular solutions of the office strive to create a comfortable
workplace, allow easy maneuverability of work area and infuse a high degree
of visual appeal. 'he range of solutions includes*
Modular 7ork"tation":
Page 26
Cco friendly laminated modular office systems include desk, storage
cabinet, pedestal, partitions and key board.
'he working desk system 5 is available in variety of shapes
and si$es.
Partition system with fully integrated cable management
partitions 3two levels of cable raceways4.
Partition thickness will be available in ?6mm thickness.
Partition is made up of Mild /teel 3M/4 with re+uired powder
coated color.
Jarious heights and lengths of partitions are available.
Multiple choice of fabric, laminate, metal perforated sheets,
accessories panel, glass, etc.
,illing storage units
Pedestals
eyboard and %P< trolleys
1iscussion tables
%onference tables
'raining tables
Page 27
@ther office furniture.
Managing Turnke% Pro(ect":
'hough home and office furnishing is the niche area, value added services
are provided to give customer solution and thus turnkey pro#ects are
undertaken.
'urnkey pro#ects include*
"rchitectural services
%ivil construction
Pro#ect co-ordination
,alse-ceiling
Fetworking
Clectrical work.
#oe o' it" Client" are:
=. 2ockewell /tudio, 0angalore
9. %redence "udio /ystems, 0angalore
B. &oneywell Etd., 0angalore
(. %epha !magining Pvt. Etd., 0angalore
6. 0lack and .hite /tudio, 0angalore
>. /iddharth Cngineering Pvt. Etd., 0angalore
?. url-on-Etd., 0angalore
7. Man#ushree %ollege of Fursing, 0angalore
Page 28
D. "tlas %opco-0angalore
=A. 2ahul %argo Pvt. Etd. 5 0angalore
==. 1aedalus %onsulting Pvt. Etd. 5 0angalore.
OR-ANI8ATION CHART
MD
&ead "ccounts &ead &ead &ead &ead
"nd Marketing 1esigning Marketing Production
"dministration 3&ome 3@ffice
,urnishings4 ,urnishings4
9 Cxecutives 7 Marketing 7 1esigners 9 Marketing
"nd an Cxecutives Cxecutives
@ffice boy
/upervisor /upervisor /upervisor /upervisor
3Luality %ontrol4 3Production4 3Product 31ispatch4
"nalysis4
Page 29

9 Persons 9> Persons 9 Persons = Person
3Machine operators
"nd helpers4

E&lo%ee #trengt1
" total of >= personnel including executives and shop floor workers are
working for the company.
DEPARTMENT#
'he researcher encompassed the study of four departments namely
"ccounts and "dministration, 1esigning, Production and Marketing. 'he basis
for departmentali$ation was functional.
ACCOUNT# AND ADMINI#TRATION DEPARTMENT
'his department is headed by Mr. Hesudas. 'wo executives assist him.

'his department is broadly concerned with the ac+uisition and use of funds
by the company. !t also analy$e, plan and control the company)s financial
affairs. Moreover, the in house administration of the company is also taken
care of. !t includes maintenance of showroom and a look into the
re+uirements and problems of day to day administration. !t also keeps a track
of things with regard to civil construction, architectural services, networking,
pro#ect co-ordination, electrical work, etc. !t is also concerned with bank facility
availed by the employees. "part from all these, it also takes into account the
Page 30
installation part at the customer site after the dispatch of the product. !n a
nutshell this department deals with the trouble shooting of any problem.
DE#I-NIN- DEPARTMENT
'his department is headed by Mr. "lbert. Cight creative designers assist
him. 'he team of designer tailor makes the products according to the needs of
the customers. 'wo aspects namely affordability and aesthetics are focused
upon. Ma#or activities undertaken in this department are as follows*
#etting t1e noral de"ign 5
"ccording to the initial measurement told by the customer, a normal
design is set. @nce the normal design is finali$ed by the customer, a
designer accompanied by marketing personnel visits the construction
site and takes the final measurement. 'hen according to it a design is
set and the price +uotations are made.
#etting t1e &roduction de"ign 5
.hen the deal is finali$ed and after receiving 6A8 of the amount from
the customer, the designers make the production design. 'his design
clearly demarcates the technicalities so that it becomes easier for the
production personnel to understand.
Inno!ati!e de"ign" 5
Page 31
'he team of designers also trigger out the brain cells to create
innovative designs.
PRODUCTION DEPARTMENT
'his department is headed by Mr. Prashanth. ,our supervisors are in
charge of four different activities such as +uality control, product analy$ing,
production and dispatch.
PRODUCTION HEAD
/upervisor /upervisor /upervisor /upervisor
3Luality %ontrol4 3Product 3Production4 31ispatch4
"nalysis4
9 Persons 9 Persons 9> Persons = Person
3Machine
@perators
"nd helpers4
9ualit% Control:
'his sub department is mainly concerned with the inspection of raw
materials. 'he raw materials are supplied mainly by four companies namely
Fovapan, /pacewood, 0hutan 0oard and Fepal 0oard and Fuwood. ,or bulk
orders, direct purchase is made from the local companies such as Marino Ply,
:reenlam, Jirlam and alachandra.
Page 32
'he raw materials obtained are with respected with regard to
re+uirements and specifications.
Product Anal%)ing:
'his sub-department is mainly concerned with targeting and
scheduling. "fter receiving the production design, it targets as to when the
work needs to be completed and schedules the whole process. "gain,
after completion of production process and before dispatch, the product is
thoroughly inspected here.
Production:

9> persons comprising of machine operators and helpers are
involved in this sub-department. !t consists of five operations namely
cutting, molding, edge bending, boring and hot press and post formed.

Page 33
I3 O&eration : Cutting
Mac1ine U"ed No3 o' Per"on In!ol!ed
=. 0C"M/". 6 persons *
9 operators
B helpers
9. P"FCE/".
II3 O&eration : Molding
=. /P!F1EC M@<E1C2 ( persons *
= operator
= gauge setting
9 for loading and unloading
III3 O&eration : Edge $ending
=. '&2@<:& C1:C
0CF1!F:
B persons *
= operator
9 helpers
Page 34
I63 O&eration : .oring
=. 0@2!F: B operators
63 O&eration : Molding
=. &@' P2C// B operators
9. P@/' ,@2MC1 B operators
N I&ortant Note :
.ithin ( hours after cutting the panel, it needs to be covered.
Di"&atc1:

"fter the product is analy$ed, it is ready for dispatch. <sually, at least
once carpenter goes to the customer site for installation.
MAR:ETIN- DEPARTMENT
'his department deals with the springboard of all activities. 'his
department is split into two divisions 5 one dealing with home furnishings and
the other dealing with office furnishings.
Hoe ,urni"1ing":
Page 35
'his department is headed by Mr. Cugene ;oseph. Cight marketing
executives assist him. Eet us discuss the (P)s of marketing mix with regard to
the company.
13 Product:
Modular kitchens, wardrobes, wall units, crockery units, living room
furniture, designer doors, shoe racks, loft coverings, dressing units,
kids units.
71at i" Modular :itc1en";
'he accent today is on ergonomics 5 a kitchen that)s a comfort to
use and be in. Modular kitchens are planned around the workflow triangle
of refrigerator 5 cooker-sink* minimi$ing distances between these makes
cooking a more economical and energy saving process. ,or a dream
kitchen, one must be able to pinpoint needs, aspirations, likes and dislikes.
'hen the manufacturers step in and do the rest. %olor preferences,
textures and materials work at the psychological level to affect one)s
perception of a space. Modular kitchen also have accessories like napkin
holders and storage shelves mounted on racks that can be run along the
length of the kitchen wall.
71% u"e Modular :itc1en;
Page 36
!. 'hey look good and optimi$e space.
!!. "re fully re-locatable.
!!!. "re made of durable material.
!J. /election of different materials for different uses is a difficult decision to
make which easily solved by modular kitchen.
J. " modular kitchen takes care of things like exhaust hoodsO chimneys
which are otherwise ignored. 2eplacementO repairs are easy.
J!. itchen workO e+uipmentO utensils get proper definition, role and place to
function.
J!!. %an be expanded or reduced in si$e at later stages. &ave low
maintenance and high durability.
J!!!. 2e+uire simple ground preparation and services.
!G. %an be constructed in a time period as short as > to 7 weeks from order.
G. Person gets motivated to work in such kitchens.
23 Place:
Eocated at 0angalore, !ndia)s melting pot of international cultures, the
company is at a strategically advantageous position to offer its clients
furniture that reflects the emerging global deni$ens.
'he corporate office and showrooms is situated at Few 0CE 2oad,
2MJ !! /tage- 0angalore.
53 Price:
Page 37
'he products are customi$ed so the price also doffers accordingly. 'he
products offered are basically made either from prelim, M1, or
membrane. Cach product has a different rate. Prelim is priced at 2s.
>6A per s+. ft. 'he pricing policy adopted is cost plus a percentage of
profit. .hile +uoting the price of a product, height and width is
considered irrespective of depth. !f the depth exceeds the standard
norm of 9 ft. then only it is considered.
<3 Prootion:
'he %ompany has a showroom of its own. 'he showroom is opened
for all the seven days of a week from D a.m. to D p.m. Paper insertion
are placed in leading newspapers such as 'imes of !ndia, 0usiness
/tandard, 1eccan &erald and Pra#avani. 'elemarketing is also done.
1isplay stalls are put up near upcoming construction of apartments.
'he %ompany also participates in exhibitions. 'he recent one is, being
the participant of the Eife /tyle /how on Palace :round at Mekhri
%ircle.
O''ice ,urni"1ing":
'his department is headed by Mr. 2a#esh. 'wo marketing executives assist
him.
'he products dealt with are 5 modular workstations, filing storage units,
pedestals, keyboard and %P< trolleys, conference tables, training tables and
Page 38
other office furniture. "n important facet dealing with the promotion of a
product is corporate presentations. 'he target group here is the corporate.
@ther than that there is no ma#or change with regard to place, price and
promotion.
HR A#PECT#
'hough the company does not have a separate &2 1epartment as it is in
the embryonic stage but the &2 aspects are taken care of by Mr. Cugene
;oseph.
0ea!e ,acilit% :

"ll employees are entitled to =9 days of casual leave and 9 days of
sick leave 3monthly4. !n case of a long leave, say a week or more than
that, one needs to inform it before =A- =9 days. !n case of emergency, a
prior intimation before 9 days is sufficient. @ne can also avail the facility of
working on holidays and taking leave on the week days.
Recruitent :
'he %ompany spells out its re+uirements to the consultancies about
the suitable candidates. <sually, Mr. Cugene or Mr. 2a#esh or Mr. Hesudas
takes the interview of the candidates.
Page 39
Training :
" selected candidate is put on training for about =6 days. 1uring
this period, he is not given individual pro#ect.
=o$ Rotation :
;ob rotation is adopted by the company so that there is development
of multi-faceted skills to fill in vacancies and to cope with increasing work
load. Movement is effected in the same grade
THE 7HO0E PROCE## AT A -0ANCE
%lients come to the showroom
>
!nitial Measurement is given
>
1esigners design the product
>
Luotation is made
>
Fegotiation is made
>
%olor combination is chosen by the customer
>
6A8 of the amount is given as advance by the customer
>
/igning of the estimation form
Page 40
0oth the company and client will keep a copy of it
>
Production drawing is made
>
Production department
>
1elivery and installation
#7OT Anal%"i"
#trengt1
%ustomi$ed products
2easonable price
Luality
7eakne""
" new entrant in the market
O&&ortunit%
:rowth of furniture industry
seems positive
&uge potential
T1reat"
" lot many players are existing
in the market
,uture Plan":
'he company has shown excellent growth since inception and is
growing at a rapid pace. "ll these contribute for the company)s future
expansion plan.
!t is going to open showrooms on erala. 'he =
st
one is coming up in
%ochin.
Page 41
!t is going to open ( more showrooms in 0angalore.
.ill involve =A dealers in 0angalore.
CHAPTER* <
DATA ANA0/#I# AND INTERPRETATION
Ta$le No3 1
Ta$le re&re"enting t1e "ex o' t1e arketing
executi!e"
#ex No3 o' Re"&ondent" Percentage
Male > 9A8
,emale 9( 7A8
'otal BA =AA8
Anal%"i"
7A8 of the respondents are male.
9A8 of the respondents are female.
Inter&retation
Page 42
Ma#ority of the marketing executive are male.
-ra&1 1
#ex o' t1e Marketing Executi!e"
Page 43

Ta$le No3 2
Ta$le re&re"enting t1e &ricing o' &roduct"
Price" No3 o' Re"&ondent" Percentage
&igh ? P
2easonable => 6(8
%ompetitive =( (>8
Eow P P
'otal BA =AA8
Anal%"i"
6(8 of the respondents are of the opinion that the products are
reasonable.
(>8 of the respondents are of the opinion that the prices of the
products are competitive.
Fone of the respondents feel that the prices of the products are
either high or low.
Inter&retation
Page 44
Ma#ority of the respondents opine that the prices of the products
are reasonable.
'he prices of the products are reasonable though they are
competitive.
-ra&1 2
Pricing o' Product"
Page 45
Ta$le No3 5
Ta$le re&re"enting t1e a(or co&etitor" o'
,error Dek P!t3 0td3 +it1 regard to
Hoe 'urni"1ing
Ma(or Co&etitor No3 o' Re"&ondent" Percentage
Fo dominant player 9( 7A
:odre# ( =B
'rident !nter .ood 9 ?
'otal BA =AA
Anal%"i"
Ma#ority of the respondents i.e. 7A8 opines that there is no
dominant player in the market.
=B8 of the respondents are of the opinion that the :odre# is the
ma#or competitor.
Page 46
'rident !nter wood is considered as the ma#or competitor by ?8 of
the respondents.
Inter&retation
'hough brand names like :odre# and 'rident !nter .ood came into
the picture but the fact reveals that there is no dominant player in
the market. /o everyone is competing with each other.
-ra&1 5
Ma(or Co&etitor"
Page 47
Ta$le No3 <
Ta$le re&re"enting t1e co&etitor@" "trengt1
#trengt1 No3 o' Re"&ondent" Percentage
Luality P P
0rand !mage 9( 7A
Pricing P P
Promotional "ctivities > 9A
'otal BA =AA
Anal%"i"
7A8 of the respondents are of the opinion that the competitor)s
strength is brand image.
9A8 of the respondents opine that promotional activities are the
strength of the competitors.
Page 48
Fone of the respondents feel that +uality and pricing are the
strength of the competitors.
Inter&retation
Ma#ority of the respondents opines that brand image is the strength
of the competitors.
-ra&1 <
T1e Co&etitor@" #trengt1
Page 49
Ta$le No3 A
Ta$le re&re"enting t1e Bualit% o' t1e &roduct" o'
,error dek +it1 re"&ect to ot1er co&etitor"
Rating No3 o' Re"&ondent" Percentage
:ood =? 6?
Jery good =B (B
,air P P
Poor P P
'otal BA =AA
Anal%"i"
Ma#ority of the respondents i.e. 6?8 are of the opinion that the
products are of good +uality with respect to other competitors.
Page 50
(B8 of the respondents opine that the products are of very good
+uality with respect to the other competitors.
Fone of the respondents are of the opinion that the products are of
fair or poor +uality with respect to other competitors.
Inter&retation
Ma#ority of the respondents is of the opinion that the products are of
good +uality and is at par with other competitors having brand
names.
-ra&1 A
9ualit% o' t1e &roduct" o' ,error dek +it1
re"&ect to ot1er co&etitor"
Page 51
Ta$le No3 C
Ta$le re&re"enting kind o' &roduct" "old ore
&er ont1
Product" No3 o' Re"&ondent" Percentage
Page 52
Modular kitchen 9? DA
Modular kitchen and
.ardrobe
B =A
'otal BA =AA
Anal%"i"
DA8 of the respondents are of the opinion that modular kitchens
are sold more per month.
=A8 of the respondents are of the opinion that modular kitchen and
wardrobes are sold more per month.
Inter&retation
Ma#ority of the respondents is of the opinion that modular kitchens
are sold more per month.
-ra&1 C
:ind" o' &roduct" "old ore &er ont1
Page 53

Ta$le No3 D
Ta$le re&re"enting t1e erit" o' t1e &roduct" o'
,error dek t1at di''erentiate" it 'ro ot1er"
Page 54
Merit" No3 o' Re"&ondent" Percentage
2easonable price =A BB
Luality ? 9(
%ustomi$ed product =A BB
,inishing B =A
'otal BA =AA
Anal%"i"
BB8 of the respondents are of the opinion that reasonable pricing
and a customi$ed product differentiates the products of ,error dek
from that of others.
9(8 of the respondents are of the opinion that +uality is the
differentiating factor.
=A8 of the respondents are of the opinion that finishing is the
differentiating factor.
Inter&retation
2easonable pricing and customi$ed products differentiates the
products of ,eror dek from that of others.
!n fact, all the merits such as reasonable pricing, customi$ed
products, +uality and finishing contributes in differentiating the
products from others.
-ra&1 D
Merit" t1at di''erentiate" t1e &roduct" o' ,error
dek P!t3 0td3
Page 55
Ta$le No3 E
Ta$le re&re"enting t1e 'actor" +1ic1 &la% a
a(or role in deand generation
Page 56
,actor" Rating"
A < 5 2 1
Price of the product ( B A = =
"wareness about the
product
B = A ( =
1elivery of the product
ordered
= A 6 = 9
Presentation about the
product
A 9 A B (
1esign of the product = B ( A =
6 - Jery important, ( - !mportant, B - Makes little difference,
9 - Fot important, = 5 1oes not make any difference.
Anal%"i"
Price of the product gets the maximum of 6 rating.
1esign of the product and the price of the product get the maximum
of ( rating.
1elivery of the product ordered gets the maximum of B ratings.
"wareness about the product gets the maximum of 9 rating.
Presentation about the product gets the maximum of = rating.
Inter&retation
Price of the product plays a ma#or role in the demand generation.
1esign of the product plays an important role in demand
generation.
1elivery time of the product ordered can make a little difference in
demand generation.
Page 57
-ra&1 E
,actor" &la%ing a a(or role in deand
generation
Page 58
Ta$le No3 F
Ta$le re&re"enting t1e &rootion o' t1e
&roduct" o' ,error dek P!t3 0td3
Prootion" No3 o' Re"&ondent" Percentage
Page 59
Paper insertion ? 9(
'elemarketing =A BB
1isplay stalls P P
Participating in
exhibition
=A BB
1irect mail P P
Presentations P P
/howrooms B =A
'otal BA =AA
Anal%"i"
9(8 of the respondents are of the opinion that paper insertions are
used as promotion of the product.
BB8 of the respondents opine that telemarketing is the means of
promotion of the products.
BB8 of the respondents feel that participating in exhibition has
promoted the product.
=A8 of the respondents are of the opinion that showrooms are
used as promotion of the product.
Inter&retation
'he company adopts a variety of promotional methods such as
paper insertion, telemarketing, display stalls, participating in
exhibition, direct mail, presentations and showrooms.
-ra&1 F
Met1od" o' &rooting t1e &roduct"
Page 60
Ta$le No3 1G
Ta$le re&re"enting t1e di"count i' gi!en on
re&eat &urc1a"e
Di"count" -i!en No3 o' Re"&ondent" Percentage
Page 61
Hes 9? DA
Fo B =A
'otal BA =AA
Anal%"i"
DA8 of the respondents are of the opinion that the discount is given
on repeat purchase.
=A8 of the respondents are of the opinion that discounts are not
given on repeat purchase.
Inter&retation
Ma#ority of the respondents is of the opinion that discounts are
-ra&1 1G
Di"count" gi!en on re&eat &urc1a"e
Page 62
Ta$le No3 11
Ta$le re&re"enting t1e &ercentage o' di"count"
gi!en on re&eat &urc1a"e
Page 63
Percentage o'
Di"count
No3 o' Re"&ondent Percentage
9 5 68 9A >>
> 5 =A8 6 =?
== 5 =68 P P
=> 5 9A8 P P
Fone 6 =?
'otal BA =AA
Anal%"i"
>>8 of the respondents are of the opinion that 9-68 discount is
=?8 of the respondents opine that >-=A8 of discount is given on
repeat purchase.
=?8 of the respondents are of the opinion that no discount is given
on repeat purchase.
Inter&retation
Ma#ority of the respondents are of the opinion that 9-68 discount is
'he company does not adhere to any stringent norm while giving
discount on repeat purchase as there is difference of opinion
among the respondents.
-ra&1 11
Percentage o' di"count gi!en on re&eat
&urc1a"e
Page 64
Ta$le No3 12
Ta$le re&re"enting t1e +a% o' arketing o' t1e
&roduct"
Page 65
7a% No3 o' Re"&ondent" Percentage
1irect marketing
3/howroom4
BA =AA
2etailers P P
1ealers P P
"ll of the above P P
'otal BA =AA
Anal%"i"
=AA8 of the respondents are of the opinion that the marketing of
products are through direct marketing.
Inter&retation
'he products are marketed through direct marketing and dealers
and retailers are not involved in the marketing process.
-ra&1 12
T1e +a% o' arketing o' t1e &roduct"
Page 66
Ta$le No3 15
Ta$le re&re"enting t1e target con"uer"
Target No3 o' Re"&ondent" Percentage
Page 67
<pper class 9? DA
Middle class B =A
Eower class P P
'otal BA =AA8
Anal%"i"
DA8 the target customers are from upper class.
=A8 of the target customers are from middle class.
Inter&retation
'he target consumers are the upper class and the middle class.
-ra&1 15
T1e target con"uer"
Page 68
Ta$le No3 1<
Ta$le re&re"enting t1e kind o' incenti!e"
recei!ed $% t1e e&lo%ee
Page 69
:ind o' incenti!e" No3 o' Re"&ondent" Percentage
%ommission P P
/chemes P P
,ree gifts P P
2ecognition =? 6?
Fothing at present =B (B
'otal BA =AA
Anal%"i"
=AA8 of the respondents are of the opinion that no incentives are
given at present.
Inter&retation
Fo incentives are given to the marketing personnel at present.
-ra&1 1<
:ind o' incenti!e" recei!ed $% t1e arketing
&er"onnel
Page 70
CHAPTER A
#UMMAR/ O, ,INDIN-# AND CONC0I#ION
Page 71
A #uar% o' ,inding":
'he finding can be grouped together into two broad categories such as-
#&eci'ic ,inding":
'his is pertaining to the ob#ectives of the study.
-eneral ,inding":
'his is with regard to the market dynamics and visits made by the
researcher to companies having almost similar products profile.
#&eci'ic ,inding":
=. 'he company adopts a variety of promotional methods such as paper
insertion, telemarketing, display stalls, participating in exhibitions,
direct mail, presentations and showrooms.
9. 'hough brand names like :odre# and 'rident !nter .ood came into
the picture but the fact reveals that there is no dominant player in the
market. /o every player is vying with each other to capture a larger
pie in the markets.
B. 'ransparency is maintained at the levels of the organi$ation.
(. 'he products are marketed through direct marketing 3showroom4 and
dealers are not involved in the marketing process so far.
Page 72
6. 'he activities carried out by each and every department of the
organi$ation is systematic.
-eneral ,inding":
=. ,oreign companies can invest up to =AA8 in most of the manufacturing
industries in !ndia, including furniture.
9. .ith the vast array of modular option available in market, the consumer
isn)t really strapped for choice.
B. !talian manufacturers have now entered the !ndian markets. Moreover,
furniture made from "sian 'eak .ood which is available in the rich rain
forests of Malaysia is flooded in the !ndian market. !n a nutshell, this
means to say that the competition is very intense.
(. Many branded companies outsource the products because of which
the delivery time of the product ordered is stretched. !n this respect,
,error 1ek has an added advantage.
6. .ith respect to the foil, ,error 1ek offers a wide range of colors. 'his
gives it an edge over the others.
Page 73
>. Luality never comes cheap. 'his is true but at the same time, it is
also true that +uality can come at a reasonable price. .ith regard to
the +uality, products of ,error 1ek are at par with the other players
having brand names and at the same time the products are reasonable
priced.
?. .ith regard to home furnishings, most of the companies have
standardi$ed products but the products of ,error 1ek are customi$ed.
'his can be rightly marked as the strength of the company.
7. Ma#ority of the marketing executives are male.
D. 'he prices of the products are reasonable though they are competitive.
=A. 'he products are of good +uality and are at par with other competitors
having brand names.
==. Modular kitchens are sold more per month. /o, this area needs
greater focus.
=9. 2easonable pricing, customi$ed products, +uality and finishing
contributes in differentiating the products of the organi$ation from that
of the others.
Page 74
=B. "part from price of the product, design and delivery time of the product
ordered play a crucial role in triggering out demand generation of the
product.
=(. 1iscount is given on repeat purchase.
=6. 'he company does not adhere to stringent norm while giving discount
on repeat purchase.
=>. 'he target consumers are the elite and upper middle class.
=?. Fo incentives are given by the company to its marketing personnel at
present.
CONC0U#ION
Page 75
No man has the right to dictate what other men should perceive, create or
produce, but all should be encouraged to reveal themselves, their perceptions
and emotions and builds confidence in their creative spirit!
'his inspiring thought of "nsell "dams is well appreciated by new style
marketing organi$ations which understand that boxes and lines structures
can)t drive value in fast moving environments. Fo doubt, ,error 1ek Pvt. Etd.
is one of them because they believe in teamwork. 'oday, the need of the
!ndian consumer evolves beyond roti, kapada aur makaan. 'he game in the
new-breed furniture industry is no longer furnishing. !t is about home
dressing. 'o capture opportunities continually, the company must have a
continual flow of ideas. 'ransforming a pipeline full of ideas into a value 5
generating portfolio of products and services is hard. &erein, lays the
importance of co-ordination.
" home is not #ust a living space but one)s statement of individuality to the
world. 0ig or small, it)s all about adding own touch to one)s home to make it
uni+ue 5 a perfect blend of form and function. .ith the ever increasing
number of house-hold items, a highly dynamic and always on the move #ob
profiles, it is crucial for people to employ efficient storage spaces that are
affordable to purchase. 'he modular kitchen of today is the epitome of
functionality and multi-purpose aspects. .ith the rise in income and the
infiltration of western luxury goods have created a cultural shift towards
materialism and consumerism. ,error 1ek with its uni+ue strength provides
customer solution that offers the perfect balance of +uality and economy.
Page 76
!n today)s crowded market place, where products and services are touting
themselves to be the best, it is vital to stand out in the crowd. ,rom the
various channels of advertising, point of sale displays and how the employees
are relating to the customers. !t is important for ,error 1ek Pvt. Etd. to
establish and reinforce an unmistakable brand and corporate identity in all
channels of fickle minded consumers. &erein, lays the importance of the
;apanese proverb which says 5 Thinking without action is a daydream and
action without thinking is a nightmare.
CHAPTER C
Page 77
RECOMMENDATION# AND #U--E#TION#
'his chapter lists the various recommendations and suggestions with
respect to the findings and in congruence with the ob#ectives of the study.
Recoendation":
=. !t)s overwhelming to find out that the organi$ation works in a systematic
manner. " blend of co-ordination will definitely enhance the
performance of the company.
9. Luality clubbed with reasonable pricing and +uick delivery made the
product of the company stand apart. 'he marketing campaign should
focus on this aspect and made according to its line.
B. 'he strength of the company is its customi$ed products. 'his very fact
must be highlighted in the marketing campaign.
(. "s the products are reasonably priced, the ambit of the target
consumers should be stretched so that middle class consumers also fit
into it.
6. 'he company must stick to a norm while giving discounts on repeat
purchase. 'his will certainly help in sales promotion in order to create
repeat purchase.
Page 78
>. !n order to have a rapid market access, the company can include
dealers, if not retailers at the moment.
?. 'he company should focus the marketing strategies on Modular
kitchens in the home furnishing arena as it is moving in the market
rapidly.
7. 'he company can introduce some reward schemes so that a person is
benefited after the fulfillment and over achievement of the target. 'his
is predominantly done to motivate the sales force and enhance their
performance.
D. @ther than emphasis on design, craftsmanship and product +uality, the
company)s uni+ue strength also lies in its capability as a fully 5
integrated furniture manufacturer. 'his fact should be highlighted
during the advertisement campaigns.
=A. 'he need of the hour is aggressive marketing.
#ugge"tion":
Page 79
=. Cveryone is aware of the growth in wealth and change in lifestyle
among 0angalore)s novae riche. /o the marketing campaign should be
designed to woo the customers.
9. 'he company should explore all possible ways in order to aggressively
sell its products. /o, the company can register itself in ,urniture.co.in
as it is !ndia)s biggest online 090 plan with largest virtual furniture
directory.
B. 'he construction industry is in boom. !n order to tap the potential
market, the %ompany can advertise in a maga$ine named Q0uilders
:rid). 'his will help in showcasing the products of the maga$ine. 'his
can add an extra spice to sales.
(. ,eng /hui items are gaining prominence right at the moment. ,eng
/hui describes the wood personality as one possessing good decision
making skills, idealism, imagination, compassion and the ability to
create change. 'he fact can help in emotional marketing of the product
and also combat competition from :odre# whose modular kitchens are
made of steel.
6. !n today)s crowed market place in order to increase the si$e of the pie,
the %ompany can adopt innovative promotional strategies. @ne of them
can be suggested as Q1ream &ouse) road shows. !t will help in creating
and reinforcing the %ompany)s identity in the minds of the consumer.
Page 80
>. !n order to be extra ordinary, the %ompany has to walk the extra mile. "
method named QCxperimental Marketing) can be adopted by the
%ompany wherein the prospective consumers can be invited to visit the
showroom and touch and feel the products.
?. /ince the competition is intense, so there should be some value
addition so as to make the %ompany stand apart in the market. @ne
such way is to improvise the customer service.
7. %onsumer is the king in the market. 'his fact should be deeply rooted
in the minds of the employees. 'he %ompany can adopt some ways to
listen to the customer)s feedback which should be noted in writing so
that it will help in continual improvement and make the company to be
in the right track always. Moreover, a sense of involvement will be felt
by the customers whish can give the company a cutting edge.
APPENDICE# AND ANNEHURE#
Page 81
" copy of the +uestionnaire, some eye si$$lers showcasing the products of
the company and paper insertion are enclosed herewith.
9UE#TIONNAIRE
=4 Fame*
94 "ddress*
B4 1esignation*
(4 /ex*
a4 Male
b4 ,emale
64 'ype of products dealing with
a4 &ome furnishing
b4 @ffice furnishing
>4 &ow are you pricedR
a4 &igh
Page 82
b4 2easonable
c4 %ompetitive
d4 Eow
?4 .ho is your ma#or competitorR
74 .hat is your competitor)s strengthR O .hat makes you ahead of
himR
a4 Luality
b4 0rand image
c4 Pricing
d4 Promotional activities
D4 .ith respect to other competitors how do you rate yourself in terms
of +ualityR
a4 :ood
b4 Jery good
c4 ,air
d4 Poor
=A4.hich products are sold more per weekOper monthR
Page 83
==4 .hat specific merits do you think will differentiate your products
from othersR
a4 2easonable price
b4 Luality
c4 %ustomi$ed products
d4 ,inishing
=94&ow important do you feel that the following factors play a ma#or
role in demand generation on a scale of =-6R
a4 Price of the product
b4 "wareness about the product
c4 1elivery time of the product ordered
d4 Presentation of the product
e4 1esign of the product
6- Jery important
(- !mportant
B- Makes little differences
9- Fot important
=- 1oes not make any difference
=B4&ow do you promote your productsR
a4 Paper insertion
Page 84
b4 'elemarketing
c4 1isplay stalls
d4 Participating in Cxhibition
e4 1irect mail
f4 Presentations
g4 /howrooms
h4 "ll of the above
=(4"4 1o you give any discount on repeat purchaseR
a4 Hes
b4 Fo
04 !f yes how much discount do you giveR
a4 9-68
b4 >-=A8
c4 ==-=68
d4 =>-9A8
e4 Fone
=64&ow are you marketing your productsR
a4 1irect marketing
b4 2etailers
c4 1ealers
d4 "ll the above
=>4.ho are your target consumersR
a4 Clite class and upper middle class
Page 85
b4 Middle class
c4 Eower middle class
d4 %orporate
=?4.hat kind of incentives are you gettingR
a4 %ommission
b4 /chemes
c4 ,ree gifts
d4 2ecognition
e4 Fothing at present
THAN: /OUI
Page 86

24 24 Project Report On Sales Promotion

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

24 24 Project Report On Sales Promotion

Uploaded by

Copyright:

Available Formats

A Study on Sales Promotion

You might also like