A AnalyllLlcal sLudy on Lhe sales

promoLlon schemes adopLed by

crossword lLd
Anu! kuMA8
MA8kL1lnC
n1Ln1
W lnLroducLlon of Lhe company
W 1heoreLlcal expecLs of Lhe sLudy
W Alms and b[ecLlves
W Scope of Lhe sLudy
W LlmlLaLlons
W PypoLhesls
W uaLa analysls and lnLerpreLaLlon
W SuggesLlon
W oncluslon
W 8lbllography
W CuesLlonnalre
ln18uu1ln 1PL MAn?
W rossword lLd Malnly deals wlLh books 1oys
sLaLlonary magazlne u's eLc
W rossword was founded ln 1992 by Mr 8
Srlram and Ms k AnlLa
W lrsL rossword sLore opened on 13Lh cLober
1992 aL Mahalaxml Mumbal
W rossword has grown Lo 32 sLores Loday over
12 clLles wlLh a mlx of company owned and
franchlsed sLores
W AWA8uS
W 8eLaller of Lhe ?ear Award 2003/2007
W 8eld 1aylor Award for 8esL 8eLaller of Lhe
year 2003
W ederaLlon of lndlan ubllshers Award for
excellence ln ubllshlng for Lhe year 2004
W rossword 8ooksLores LLd ls a wholly owned
subsldlary ompany of Shoppers SLop LLd
lndlas leadlng deparLmenL sLore chaln
1PL8A1lAL ASL1S 1PL
S1uu?
W Sa|es promot|on ls one of Lhe four aspecLs of
promoLlonal mlx
Some of Lhe Lechnlque of sales promoLlon are as
follows
W onLesLs
W olnL of purchase dlsplays
W 8ebaLe(markeLlng)
W ree Lravel such as free fllghL
ect|ves of sa|es promot|on
W l 1o lnLroduce new producLs
W ll 1o aLLracL new cusLomers and reLaln Lhe
exlsLlng ones
W lll 1o malnLaln sales of seasonal producLs
W lv 1o meeL Lhe challenge of compeLlLlon
AlMS 8!L1lvLS 1PL S1uu?
W 1o sLudy Lhe promoLlonal schemes adopLed by @
CkSSWkD Ltd
W 1o sLudy Lhe dlfferenL schemes adopLed by @
CkSSWkD Ltd ln Lhe monLh of !une !uly
augusL9
W Sales promoLlon ls boosLlng day by day mosL of Lhe
company are lnvesLlng more more ln adverLlslng
Lhelr producL for capLurlng Lhe maxlmum markeL share
W lnd ouL Lhe cusLomer saLlsfacLlon level lL lncludes Lhe
sLudy of sales promoLlon under Lhe followlng Lhree 's
W ommunlcaLlon
W oordlnaLlon
W ooperaLlon
SL 1PL S1uu?
W ro[ecL work deals wlLh Lhe speclflc Loplc LhaL ls sales
promoLlonal schemes whlch helps company Lo aLLracL new
and old cusLomers
W Sales promoLlon acLlvlLles are belng conducLed aL 1PL
8SSW8u
W ro[ecL sLudy concerned wlLh how company adopL new
promoLlonal acLlvlLles Lo aLLracL and saLlsfy cusLomers
W ro[ecL sLudy deal wlLh Lhe varlous promoLlonal schemes
adopLed by 1PL 8SSW8u
W lL also concerned wlLh how Lhey reLaln Lhe lnLeresL of Lhe
cusLomer or fulfll Lhelr needs and demand
LlMl1A1ln 1PL S1uu?
W 1he resulL of Lhe sLudy ls appllcable Lo Lhe
survey area only
W 1lme and Money ls also one of Lhe lmporLanL
llmlLaLlons
W uull process and unwllllng respondenL also
affecL Lhe resulL of Lhe sLudy
W lL ls llmlLed for 43 days so Lhe daLa ls noL
compleLe for Lhe year
W 1he promoLlonal acLlvlLy ls carrled ouL ln Lhe
monLh of !une !uly AugusL 2009
W My relevanL daLa ls llmlLed Lo nagpur clLy only
P?1PLSlS 1PL S1uu?
W 1PL 8SSW8u ls a sLore baslcally deallng wlLh
lndlan and lnLernaLlonal 8ooks Loys sLaLlonary
u8M
W 1he sLore deal wlLh maxlmum no of ubllsher
and vendors wlLh maxlmum varleLles and ranges
W 1he sLore assures Lhe besL quallLy of producL aL
very reasonable raLes
W 1he sLore also provldes Lhe dlscounL faclllLy wlLh
whlch one can en[oy Lhe shopplng ln more ways
W 1he sLore provldes Lhe faclllLy of Membershlp
card whlch provlde free exchange faclllLy noL only
Lo Lhe cusLomer buL lLs famlly member also
W 1he sales promoLlonal schemes are llked by Lhe
maxlmum cusLomer
uA1A AnAL?SlS ln1L88L1A1ln
1Are you aware of 8SSW8u?
a ?es b no
66
34
0
10
20
30
40
30
60
70
?es no
are of Crossord
Aware of rossword
2lf yes Lhen whaL was Lhe source of
lnformaLlon?
a Poardlngs b osLers
c rlends d 1elevlslon
17
22
33
18
Source of Informat|on
1elevlslon
posLers
Pordlngs
frlends
W 3 Are you saLlsfled wlLh Lhe servlces provlded
by Lhe S18L?
W a ?es b no
83
13
Sat|sfact|on of serv|ces of the Store
?es
no
W 4 Pow would you rank Lhe avallablllLy of Lhe
deslred lLems?
W a Cood b 8ad
W c Average d very senslLlve
0
10
20
30
40
30
60
70
Cood 8ad Average very SenslLlve
67
6
22
3
va||a|||ty of des|red |tems
W 3 WhaL are your vlews abouL Lhe behavlour of
Lhe employees?
W a LxcellenL b cooperaLlve
W c Average d oor
0
3
10
13
20
23
30
33
40
43
LxcellenL ooperaLlve Average oor
41
29
21
9
ehav|our of the mp|oyees
8ehavlour of Lhe Lmployees
W 6 WhaL are your vlews abouL Lhe Llbrary area
of Lhe sLore?
W a Spaclous b omforLable
W c ongesLed d Average
33
23
1130
830
I|es aout L|rary area of the Store
Spaclous
omforLable
ongesLed
Average
W 7 Whlch lLem you always prefer Lo buy from Lhe SLore?
a lcLlon 8ooks b nonflcLlon 8ooks
c Movles Au's d SLaLlonary 1oys
e All
0
3
10
13
20
23
30
33
40
43
lcLlon books nonflcLlon books Movles Aus 1oys SLaLlonary All
42
23
13
14
8
@he Items one a|ays prefer to uy from the Store
W 8 WhaL are your vlews abouL Lhe prlces of Lhe
lLems provlded by Lhe sLore?
a heap b 8easonable
c Lxpenslve d Average
9
33
27
11
9r|ces of the |tems prov|ded y the store
heap
8easonable
Lxpenslve
Plghly Lxpenslve
W 9 Whlch secLlon of Lhe sLore aLLracLed you Lhe
mosL?
a 8ooks b SLaLlonary
c 1oys d u's
0
3
10
13
20
23
30
33
40
8ooks SLaLlonary 1oys us
37
12
20
31
Sect|on of the store attracted you the most
SecLlon of Lhe sLore aLLracLed you Lhe mosL
W 10 Whlch secLlon of Lhe sLore needs Lo be
recLlfled?
a 8ooks b SLaLlonary
c 1oys d u's
0
10
20
30
40
30
60
8ooks SLaLlonary 1oys us
26
33
16
3
Sect|on of the Store needs to e rect|f|ed
SecLlon of Lhe SLore needs Lo be recLlfled
W 11 uo you Lhlnk LhaL sLore wlll go longer ln
Lhls clLy?
a ?es b no
0 20 40 60 80 100
?es
no
83
13
W||| Store go |onger |n th|s c|ty?
Wlll SLore go longer ln Lhls clLy?
SuCLLS1ln
W ompany should do Lhe markeLlng survey on
regular basls Lo flnd ouL whaL changes cusLomer
wanL ln Lhe lLems
W 1o saLlsfy cusLomer Cuerles ompany musL
provlde Loll free querles
W 1he less selllng producLs Loys u's eLc should
noL be avolded
W ompany should lncrease Lhe hoardlngs ln Lhe
clLy
W Accordlng Lo Lhe analysls of Lhe daLa Lhe prlclng
and Lhe feaLure sLraLegy of Lhe lLems company
should meeL Lhe requlremenLs of especlally
mlddle class people
nLuSln
W 1he 8SSW8u sLore has a very good brand
lmage
W lL ls very famous LhroughouL ln Lhe clLy for lLs
huge collecLlon of books muslc u's Loys glfL
lLems eLc
W usLomer ls geLLlng a Lrue value of money ln
Lhe S18L
W lL can be concluded LhaL 8SSW8u sLore
has creaLed lLs lmage ln a very shorL perlod ln
nACu8
8l8LC8AP?
W ook keference
W LnLrepreneur Magazlnes
W 8uslness 1oday
W MarkeLlng managemenL hlllp koLler"
W MarkeLlng managemenL by 8an[an Saxena"
W Internet reference
W wwwgooglecom
W wwwcrosswordcoln
W
ma|| address
W bookrewards[shoppersLopcom
name Age

Address

ccupaLlon

Cender Male emale

1 Are you aware of 8SSW8u?
a ?es b no
2 lf yes Lhen whaL was Lhe source of lnformaLlon?
a Poardlngs b osLers
c rlends d 1elevlslon
3 Are you saLlsfled wlLh Lhe servlces provlded by Lhe S18L?
a ?es b no
4 Pow would you rank Lhe avallablllLy of Lhe deslred lLems?
a Cood b 8ad
c Average d very senslLlve
3 WhaL are your vlews abouL Lhe behavlour of Lhe employees?
a cooperaLlve b non cooperaLlve
c dull d aLLenLlve
6 WhaL are your vlews abouL Lhe lnLerlor of Lhe S18L?
a spaclous b comforLable
c congesLed d average
7 Were you saLlsfled wlLh Lhe prlces of Lhe avallable lLems?
a ?es b no
8 WhaL are your vlews abouL Lhe prlces of Lhe lLems provlded by Lhe sLore?
a heap b 8easonable
c Lxpenslve d Average
9 Whlch secLlon of Lhe sLore aLLracLed you Lhe mosL?
a 8ooks b glfL lLems
c 1oys d u's
10 Whlch secLlon of Lhe sLore needs Lo be recLlfled?
a 8ooks b ClfL lLems
c 1oys d u's
11. What is the most important Iactor, which should be considered by the
STORE?
a. Layout oI the store b. Site oI the store
c. Available oI items d. All
12. Do you think that STORE will go longer in this city?
a. Yes b. No
@- D