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Impact of Sales Promotion on Buyers of HCL Product

For the Partial Fulfillment of award of a degree of


Supervisor: Ms. Khushboo Khandara Professor

Submitted By: Rahul Sharma MBA 3rd sem Year- 2010-12

Shri Vaishnav Institute of Technology and Science

I am RAHUL SHARMA, student of Shri Vaishnav School of Business Management, Shri VaishnavSM Institute of Technology & Science (SVITS), Indore (M.P.). I have prepared synopsis for Major Research Project on the topic Impact of Sales Promotion on Buyers of HCL Product I hereby declare that the work is authentic. Rahul Sharma Student, MBA (Full Time) 3rd Semester

This is to certified that Mr. Rahul Sharma is a student of MBA (Full Time) 3rd Semester, Shri Vaishnav School of Business Management, Shri Vaishnav Institute of Technology and Science (SVITS), Indore (M.P) has prepared her synopsis for Major Research Project on the topic Impact of Sales Promotion on Buyers of HCL Product. The synopsis was prepared under my supervision for the partial fulfillment of award of post graduate degree: Master of Business Administration.

Ms. Khushboo Khandara Supervisor

The purpose of the study is to determine the impact of promotional activity on buyer for selling HCL products in indore

An activity designed to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telemarketing, personal letters on other methods. More than any other element of the promotional mix, sales promotion is about action. It is about stimulating customers to buy a product. It is not designed to be informative a role which advertising is much better suited to. Sales promotion refers to many kinds of incentives and techniques directed towards consumers and traders with the intention to produce immediate or short-term sales effects. Sales promotion is one of the four aspects of promotional mix. Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Sales promotions can be directed at the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmick by many. Promotion is comprehensive terms, and covers the entire gamut of advertising, publicity, public relations, personal selling and sales promotion. Sales promotion is thus a part of promotion and is restricted to direct inducement on a short term basis services. The same promotional strategy was applied by HCL to promote their products and boost up its sales. The HCL performed promotional activities like canopy, road shows, EPP, broacher distribution, etc. In the present competitive world if any business organization has to survive it needs to keep an eye on various forces operating in the market. More over competitors constantly try to win over others. In this scenario, every business organization needs to monitor the changes taking place in the market so that they are not caught. Market research is an efficiency tool in the hands of a marketer that helps him to take changes taking place in the market.

Literature Review
1. The definition given by American Marketing Association (AMA 1960): In a specific sense, sales promotion include those sales activities that supplement both personal selling and advertising and coordinate them and help to make them effective such as display, shows, and expositions, demonstrations and other non recurrent selling efforts not in the ordinary routine. 2. According to Philip Kotler: 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. 3. In this study Dr. Kavita Kshatriya (2009) has assessed the impact of sales promotion on different product categories and the impact of brand loyalty of consumers in spite of during promotion schemes by competitors. This study is to find out whether sales promotion scheme are gender biased and to find influence of sales promotion on different age group. 4. The purpose of SHRUTI JAIN AND KRITI SWARUP (2009) through this study is to analyze the strategies of effective brand building & managing the same with reference to acquiring new customer base along with generating customer satisfaction. They have conducted a survey targeting different socio demographic categories to study the impact of advertising on brand personality and consumer buying decision. They also tried to establish relationship between advertising and brand personality and consumer buying decision. 5 According to BRIANT LAMBERT( senior analyst for Forrester Research serving Technology) Sales Promotions is defined as the pre-determined actions designed to increase consumer demand, stimulate market demand or improve product availability for a limited time (i.e., contests, point of purchase displays, rebates, free travel, and sales incentives.) 6 According to MARIA CURRIE (online editor n publisher) Sales promotion is a marketing technique designed to create sales for a product over a defined period of time. The results of sales promotion activities are measurable in terms of number of units sold, numbers of coupon redeemed, number of contest entrants or other quantifiable measures. 7 AMERICAN MARKETING ASSOCIATION Sales promotions is media & non media marketing pressure applied for a predetermined, limited period of time in order to stimulate trial & impulse purchases, increase consumer demand or improve product quality

8 COUNCIL OF SALES PROMOTION AGENCIES sales promotion is a marketing discipline that utilizes a variety of incentives techniques to structure sales related programs targeted to consumers trade/ and or sales level, that generate a specific measurable action or response for a product/service 9 INSTITUTE OF SALES PROMOTION UK Sales promotion comprises that range of Techniques used to attain sales/marketing objectives a cost effective manner Adding value to a product or service either to intermediate or end users, normally But not exclusively within a definite time period.

1. To study the marketing strategies of HCL. 2. To find out the effectiveness of promotional strategies of HCL. 3. To ascertain the impact of promotional activity on purchase decision. 4. To find out the measures to boost up sales. 5. To conduct promotional activity to boost sales of HCL. 6. To analyze the awareness among public about the HCL products. 7. To find out the reasons for low sales of the products. 8. To conduct promotional activity in various places like shopping malls, residential areas, corporate etc. 9. To increase the prescription rate among the respondents by using promotional tools.

Research Methodology
STUDY Design: The study will be of explanatory in nature. Sample: The sample size is around 100. TOOLS: Tools for data collection: Data will be collected through self-structured questionnaire. Tools for data analysis: MS-Excel will be used to list and store the data. Percentage method will be used to analyse and interpret results and achieve research objectives

1. Kshatriya Dr. Kavita, Demand creation through right sales promotion management, Journal of IPM Meerut, Volume (10), No. (2), July-Dec 2009, PP 1023. 2. Jain Shruti, Swarup Kriti, Effect of advertising on enhancing brand personality and consumer buying decision, Journal of International Management, Volume 6, No. 2, July-Dec 2009, pp 19-35 3. Lambert brian (marketing management) Article Source: senior analyst for Forrester Research serving Technology (