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CHAPTER 1 INTRODUCTION
1.1 INTRODUCTION The title of the project is “ANALYSIS TO FIND OUT HOW TO ADD VALUE IN WHOLESALING IN ADONIZE GIFTS, BANGALORE”. ADONIZE GIFTS is a wholesaler- distributor company engaged in corporate gifts distribution. Value of a product within the context of marketing means the relationship between the consumer's expectations of product quality to the actual amount paid for it. It is often expressed as the equation: Value = Benefits / Price Or alternatively: Value = Quality received / Expectations There are parallels between cultural expectations and consumer

expectations. Thus pizza in Japan might be topped with tuna rather than pepperoni, as pizza might be in the US; the value in the marketplace varies from place to place as well as from market to market. For a firm to deliver value to its customers, they must consider what is known as the "total market offering." This includes the reputation of the organization, staff representation, product benefits, and technological characteristics as compared, to competitors' market offerings and prices. Value can thus be defined as the relationship of a firm's market offerings to those of its competitors. Value in marketing can be defined by both qualitative and quantitative measures. On the qualitative side, value is the perceived gain composed of

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2 individual's emotional, mental and physical condition plus various social, economic, cultural and environmental factors. On the quantitative side, value is the actual gain measured in terms of financial numbers, percentages, and dollars. For an individual to deliver value, one has to grow his / her knowledge and skill sets to showcase benefits delivered in a transaction (e.g., getting paid for a job). For an organization to deliver value, it has to improve its value: cost ratio. When an organization delivers high value at high price, the perceived value may be low. When it delivers high value at low price, the perceived value may be high. The key to deliver high perceived value is attaching value to each of the individuals or organizations -- making them believe that what you are offering is beyond expectation -- helping them to solve a problem, offering a solution, giving results, and making them happy.

MBA PROJECT BOYZ 1.2 STATEMENT OF THE PROBLEM

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The statement of the problem is as follows on “Analysis to find out how to add value in wholesaling” in Adonize Gifts, Bangalore. 1.3 OBJECTIVES

The main objective of the study is to find out how to add value in wholesaling in Adonize Gifts. To find out the satisfaction level of customers in the market. To find out the importance of implementing Total Quality Management in Adonize Gifts.

 

MBA PROJECT BOYZ 1.4 SCOPE OF THE STUDY This study creates practical awareness This study creates knowledge about value creation techniques

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  

This study helps us to know about the various value creation methods used in the wholesaling industry It helps us to analyze the customer relationship management practices

1.5 LIMITATIONS OF THE STUDY The study is limited by the knowledge and experience of the researcher on the project.   Time is a limiting factor for deep study and analysis. There exists bias on the part of respondent as they may not have properly understood the questionnaire or did not wish to disclose the truth due to personal reasons.  The study is conducted only in some departments and so the results are not universally applicable.

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CHAPTER 2 CONCEPTS AND REVIEWS

2.1 REVIEW OF RELATED LITERATURE Marketing and customer value Marketing involves satisfying consumers’ needs and wants. The task of any business is to deliver customer value at a profit. In a hypercompetitive economy with increasingly rational buyers faced with abundant choices, a company can win only by fine-tuning the value delivery process and choosing, providing, and communicating superior value.

The Value Chain The term ‘Value Chain’ was used by Michael Porter in his book "Competitive Advantage: Creating and Sustaining superior Performance" (1985). The value chain analysis describes the activities the organization performs and links them to the organizations competitive position. Value chain analysis describes the activities within and around an organization, and relates them to an analysis of the competitive strength of the organization. Therefore, it evaluates which value each particular activity adds to the organizations products or services. This idea was built upon the insight that an organization is more than a random compilation of machinery, equipment, people and money. Only if these things are arranged into systems and systematic activates it will become possible to produce something for which customers are willing to pay a price. Porter argues that the ability to perform particular activities and to manage the linkages between these activities is a source of competitive advantage.

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6 Porter distinguishes between primary activities and support activities. Primary

activities are directly concerned with the creation or delivery of a product or service. They can be grouped into five main areas: inbound logistics, operations, outbound logistics, marketing and sales, and service. Each of these primary activities is linked to support activities which help to improve their effectiveness or efficiency. There are four main areas of support activities: procurement, technology development (including R&D), human resource management, and infrastructure (systems for planning, finance, quality, information management etc.). The basic model of Porters Value Chain is as follows:

Infrastructure Support Activities Human Resource Management Technology Development Procurement Outbound Logistics Inbound Logistics Marketing and Sales
in rg Ma

Operations

Service

M ar gi n

Primary Activities
Porter 1985

The term ‘Margin’ implies that organizations realize a profit margin that depends on their ability to manage the linkages between all activities in the value chain. In other words, the organization is able to deliver a product / service for which the customer is willing to pay more than the sum of the costs of all activities in the value chain. Some thought about the linkages between activities: These linkages are crucial for corporate success. The linkages are flows of information, goods and

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7 services, as well as systems and processes for adjusting activities. Their importance is best illustrated with some simple examples: Only if the Marketing & Sales function delivers sales forecasts for the next period to all other departments in time and in reliable accuracy, procurement will be able to order the necessary material for the correct date. And only if procurement does a good job and forwards order information to inbound logistics, only than operations will be able to schedule production in a way that guarantees the delivery of products in a timely and effective manner – as pre-determined by marketing. In the result, the linkages are about seamless cooperation and information flow between the value chain activities. In most industries, it is rather unusual that a single company performs all activities from product design, production of components, and final assembly to delivery to the final user by itself. Most often, organizations are elements of a value system or supply chain. Hence, value chain analysis should cover the whole value system in which the organization operates.

Supplier Value Chains

Channel Value Chains

Customer Value Chains

Organizations Value Chain

Within the whole value system, there is only a certain value of profit margin available. This is the difference of the final price the customer pays and the sum of

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8 all costs incurred with the production and delivery of the product/service (e.g. raw material, energy etc.). It depends on the structure of the value system, how this margin spreads across the suppliers, producers, distributors, customers, and other elements of the value system. Each member of the system will use its market position and negotiating power to get a higher proportion of this margin. Nevertheless, members of a value system can cooperate to improve their efficiency and to reduce their costs in order to achieve a higher total margin to the benefit of all of them (e.g. by reducing stocks in a Just-In-Time system). A typical value chain analysis can be performed in the following steps:   Analysis of own value chain – which costs are related to every single activity Analysis of customers value chains – how does our product fit into their value chain   Identification of potential cost advantages in comparison with competitors Identification of potential value added for the customer – how can our product add value to the customers value chain (e.g. lower costs or higher performance) – where does the customer see such potential

What is a Wholesaling? Wholesaling is defined as the activities involved in selling to organizational buyers who intend to either resell or use for their own purposes. A wholesaler is an organization providing the necessary means to: 1) allow suppliers (e.g., manufacturers) to reach organizational buyers (e.g., retailers, business buyers), and 2) allow certain business buyers to purchase products which they may not be able to otherwise purchase. According to the 2002 Census of Wholesale trade, there are over 430,000 wholesale operations in the United States.

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9 While many large retailers and even manufacturers have centralized facilities

and carry out the same tasks as wholesalers, we do not classify these as wholesalers since these relationships only involve one other party, the buyer. Thus, a distinguishing characteristic of wholesalers is they offer distribution activities for both a supplying party and for a purchasing party. For our discussion of wholesalers we will primarily focus on wholesalers who sell to other resellers such as retailers.

Benefits of Wholesalers The benefits wholesalers offer to members of the channel can be significant and involve most of the ones we discussed in Part 8: Distribution Decisions, though specific benefits vary by type of wholesaler. Yet there are two particular benefits – one for suppliers and one for retailers - that are common to most wholesale operations and are worth further discussion:

Provide Access to Products - Wholesalers are in business to provide

products and services to buyers (e.g., retailers) who either cannot purchase directly from suppliers because their purchase quantities are too low to meet the supplier’s minimum order requirements or, if they purchase directly from suppliers, will pay higher prices compared to bigger retailers who obtain better pricing by purchasing in greater quantities. Since wholesalers sell to a large number of buyers their order quantities may match those of large retailers thus allowing them to obtain lower prices from suppliers. Wholesalers can then pass these lower prices along to their buyers, which can enable smaller retailers to remain competitive with larger rivals. In this way transacting through wholesalers is often the only way certain retailers can stay in business.

Provide Access to Markets – Providing smaller retailers access to products

they cannot acquire without wholesaler help offers a benefit for suppliers as well since it opens additional market opportunities for suppliers. Namely, suppliers can have their products purchased and made available for sale across a wide number of retail outlets. More importantly, for a company offering a new

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10 product, convincing a few wholesalers to stock a new product may make it easier to gain traction in the market as the wholesaler can yield power with the smaller retailers convincing them to stock the new product. Considering a wholesaler can serve hundreds of small retail customers, the marketing efforts persuading the wholesaler to adopt a new product may be far more efficient compared to efforts needed to convince individual store owners to stock the new product.

Concerns of Wholesalers The wholesale industry has served an important role in the distribution process for well over 100 years, yet the challenges they face today are raising the stakes as many wholesalers fight to maintain their market position. Some of the issues facing today’s wholesalers include:

Disintermediation – The growth of the Internet as a communication and

distribution channel has lead many to conclude that wholesaling will lose its importance as manufacturers and final buyers learn to transact directly. This so called “disintermediation” of marketing channels is a real concern to some wholesalers, especially those that do not function as a dominate party within a distribution channel. For example, assume a retailer operating a gift card store uses a wholesaler only to purchase a specific manufacturer’s products. In this situation if the manufacturer begins to offer direct purchasing to smaller customers the wholesaler may have little leverage in efforts to retain the retailer as a customer. In instances of disintermediation wholesalers face the challenge of creating greater value for their services, thus making the retailer’s decision to switch more difficult.

Facility Location – Wholesalers who are heavily involved in product

shipment may spend considerable time evaluating sites for locating facilities. For organizations needing very large facilities, the decision as to where to locate becomes more difficult and more expensive the closer the location is to major

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11 metropolitan areas. In fact, land costs in some regions of the world have risen so high that utilizing this space for wholesaling operations may not be feasible. In addition to land costs, facility location is also affected by access to adequate transportation, such as roads, seaports, airports and rail terminals. Areas with available land often lack the infrastructure needed to run wholesale facilities unless expensive and time-consuming improvements (e.g., build highway, extend rail line, etc) are made.

Transportation Costs – For wholesalers involved in transporting products,

the worldwide rise in fuel costs has forced a close examination of how they handle product distribution. Transportation expense can represent a significant portion of overall distribution costs and these higher costs are often passed on to customers in the form of higher product prices. This problem also presents opportunities for wholesalers that work hard to control fuel costs with such methods as: using equipment and delivery vehicles that are more fuel efficient; utilizing computer routing software to determine less costly delivery routes; and offering greater incentives to customers to accept deliveries during less congested times of the day.

Adapting to New Technologies – In addition to technologies to lower fuel

costs, other technologies that assist the distribution process are offering both advantages and disadvantages to wholesalers. On one hand new technologies, such as radio frequency identification tags (RFID) placed on shipped products allow wholesalers to maintain tighter control over their distribution activities. But gaining the benefits associated with these new distribution technologies can be expensive in terms of acquiring and learning to use.

Offering Non-Product Assistance – Wholesalers are finding that offering

products is not the only thing of interest to their buyers. Many customers also want wholesalers to offer additional value-added services such as employee training (e.g., teach selling skills), promotional support (e.g., financial support for advertising), and assistance in managing their operations (e.g., building an online store). Keeping pace with the services in demand by their customers requires constant research and communication with customers.

MBA PROJECT BOYZ Ways to Categorize Wholesalers

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In Part 9: Retailing we showed how retailers can be categorized using different operational characteristics. Wholesalers can likewise be grouped together, though the characteristics are slightly different. For our purposes we will separate wholesale operations based on four marketing decisions:
• • • •

products carried promotional activities distribution method service level

And one legal factor:

product ownership As we discussed with our retailer categorization, these grouping schemes are

not meant to be mutually exclusive. Consequently, a wholesaler can be evaluated on each characteristic. Products Carried Similar to how retailers can be categorized, wholesalers can also be classified by the width and depth of product lines they handle. The categories include:

General Merchandise – Wholesalers carrying a very broad line of products Like general

fall into the general merchandise wholesaler category.

merchandise retailers, the product lines these wholesalers carry may not offer many options (i.e., shallow depth). These wholesalers tend to market to the smaller general merchandise retailer such as smaller convenience or general stores.

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13 • Specialty Merchandise – Wholesalers focusing on narrow product lines but offering deep selection within the lines fall into the specialty merchandise category. Most specialty merchandise wholesalers direct their marketing efforts to specific industries. For example, specialty wholesalers supply such industries such as electronics, seafood, and pharmaceuticals.

Promotional Activities Wholesalers can be separated based on the importance promotion plays in generating demand for products handled by the wholesaler. Two basic categories exist:

Extensive Promotion – The main job of some wholesalers is to actively

locate buyers. This occurs most often where a wholesaler is hired to find buyers for a supplier’s products or where the wholesaler is very aggressive in finding new customers for their business. Under these arrangements the most common promotional activity is personal selling through a sales force, though advertising may also be used.

Limited Promotion – Nearly all wholesalers engage in some promotional

activities. Even in situations where a wholesaler dominates a channel and clients have little choice but to acquire products from the wholesaler, some promotion will still occur. For instance, at times a wholesaler may need to use their salespeople to persuade buyers to purchase in larger volume than normal or to agree to stock a new product the wholesaler is handling. In other cases, especially for wholesalers selling products for business use, promotional activities may be more extensive and include advertising and other promotional methods.

Distribution Method Wholesalers have distribution methods similar to those of retailers in that customers may or may not be able to physically visit the wholesaler’s location to acquire their purchase. For the purposes of our discussion of wholesaling, this

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14 category is separated based on whether or not a stationary location exists from which the wholesaler conducts the physical movement of products.

Stationary Location – The most common wholesaler arrangement is where However, while stationary wholesalers share the

the wholesaler has one or more fixed facilities where product handling operations take place. can visit these facilities:
o

characteristic of a permanent location, they often differ on whether customers

Customer Accessible – At certain wholesaler locations buyers can

shop at the facility. In fact, retail warehouse clubs, such as Costco and Sam’s Club, also function as wholesalers for qualifying businesses. In addition to selecting their orders, buyers are responsible for making their own arrangements to transport their purchases.
o

Not

Customer

Accessible

Most

operations

classified

as

wholesalers do not permit buyers to visit their facility in order to select items, rather buyers place orders via phone, web or through person-to-person contact with wholesaler’s representatives. Also, in most cases, the wholesaler takes responsibility for product delivery.

Non-Stationary Location – Not all wholesalers carry inventory at a

stationary location. In fact, some do not carry inventory at all!
o

Mobile – Several specialized wholesalers transport products to the

customer’s location using vans or trucks. Buyers then have the ability to purchase product by either walking through the mobile facility or ordering from the wholesaler who then selects the items from the vehicle.
o

No Facilities – Some wholesalers do not have physical locations that

store products. Instead, these operations rely on others, such as delivery companies, to ship products from one location (e.g., manufacturer) to the buyer’s place of business.

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Service Level Wholesalers can be distinguished by the number and depth of services they provide to their customers.

Full-Service – Wholesalers in this category mainly sell to the retail industry,

and in most cases, require a strong, long-term retailer-wholesaler relationship be established. In addition to basic distribution services, such as providing access to an assortment of products and furnishing delivery, these wholesalers also offer customers additional services that aid retail store operations including offering assistance with: in-store merchandising; retail site location decisions (e.g., find best geographic location for a new store); store design and construction; back-end operations (e.g., payroll services); financial support; and many more.

Limited Service – Compared to full-service wholesalers, buyers dealing with

limited service firms offer far fewer services. Most offer basic services, such as shipping and allow credit purchasing, but few offer the number of service options found with full-service wholesalers.

No Service – Some wholesalers follow a business model whose only service

is to make products available for sale and only on a cash basis. In these instances, the buyer handles their own transportation of the product.

Product Ownership Wholesalers can be classified based on whether they do or do not become the owners of the products they sell. By ownership we mean that title (i.e., legal ownership) has passed from the party from whom the wholesaler purchased the product (e.g., manufacturer) to the wholesaler. It also means the wholesaler assumes any risk that may arise with handling the product.

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• •

Do Take Title – Wholesalers taking title own the products they purchase. Do Not Take Title – Wholesalers who do not take title are focused on

activities that bring buyers and sellers together. Often these wholesalers never physically handle products.

Wholesale Formats Considering the criteria by which wholesalers can be categorized, it is not surprising many different wholesale formats exist. Below we discuss ten wholesale formats. While many of these wholesalers also have an online presence, we do not distinguish an “e-wholesaler” as a separate format the way we did with “e-tailors” or online retailers. The reason? While most wholesalers do operate from a brick-andmortar facility, few wholesale operations permit customer shopping at their facility. Thus, the nature of industry for many years has been to have customers use communication tools (e.g., phone, fax) to place orders. With the wholesale industry, the Internet simply serves as another communication option rather than a significantly different distribution channel.

General Merchandise – These wholesalers offer broad but shallow product

lines that are mostly of interest to retailers carrying a wide assortment of products, such as convenience stores, variety stores (e.g., those offering closeout products), and novelty retailers. Since these wholesalers offer such a wide range of products, their knowledge of individual products may not be strong.

Specialty Merchandise – Many wholesalers focus on specific product lines

or industries and in doing so supply a narrow assortment of products but within the product lines offered there is great depth. Additionally, these wholesalers tend to be highly knowledgeable of the markets they serve.

Contractual – In Part 8: Distribution Decisions we introduced the concept of

wholesaler-sponsored channel arrangements where a wholesaler brings

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17 together and manages many independent retailers. The services of these wholesalers are limited to the retailers involved in the contractual arrangement.

Industrial Distributors – The industrial distributor directs their operations to

the business customer rather than to other resellers. Depending on the distributor, they can carry either broad or narrow product lines.

Cash-and-Carry – A wholesale operation common to the food industry is the

cash-and-carry where buyers visit the wholesaler’s facility, select their order, pay in cash (i.e., credit purchases not permitted), and then handle their own delivery (i.e., carry) to their place of business. This form of wholesaling has begun to expand outside of the food industry as large wholesale club, such as Costco and Sam’s Club, allow qualified businesses to purchase products intended for retail sale.

Truck – As the name suggests, truck wholesaling operations are primarily run out of a truck that is stocked with products. These wholesalers often have assigned geographic territories where they regularly visit buyer’s locations. In most cases these wholesalers offer specialty product lines with many being found in the retail food industry and the industrial markets.

Rack Jobber – Similar to truck wholesalers, the rack jobber also sells from a truck. However, the main difference is that rack jobbers are assigned and manage space (i.e., racks) within a retailer’s store. The rack jobber is then responsible for maintaining inventory and may even handle other marketing duties such as setting product price. This form of wholesaling is most prominent with magazines, candy, bakery, and health-and-beauty products. In some trades the name rack jobber is being replaced by the name service merchandiser.

Drop Shipper – Wholesalers in this category never take physical possession of products, though they do take ownership. Essentially they are shipping coordinators who receive orders from customers and then place the order with a product supplier. Shipping is then arranged so that the supplier ships directly to the drop shipper’s customer. Drop shipping is often most useful

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18 when very large orders are placed where transportation and product handling costs are high if there are too many distribution points.

Broker– A far less obvious type of wholesaler is the broker, who is responsible for bringing buyers and sellers together. However, brokers do not take ownership of products and often never handle the product. Brokers are paid based on a pre-negotiated percentage of the sale (i.e., commission) by the side that hires their services. In most cases the relationship that develops between the broker and the buyer and seller is short-term and only lasts through the purchase. Brokers can be found in the food industry, importing/exporting and real estate.

Agent – Similar to brokers, agents also bring buyers and seller together though they tend to work for clients for an extended period of time. As with brokers, agents generally are paid on commission. A common type of agent is the Manufacturers’ Representative who essentially assumes the role of a sales force for a client. Manufacturers’ Reps may handle several noncompeting product lines at the same time and during a single meeting with a perspective buyer may discuss many products.

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2.2 COMPANY PROFILE

ADONIZE GIFTS
Your needs are delivered
Adonize Gifts is a wholesaler-distributor company operating in Bangalore with its branch in Mangalore also. The company started its operations in Bangalore in the year 2000.It opened a branch office in Mangalore in the year 2003. Adonize Gifts distributes all types of gifts items, fancy items, garments, electronics products and other official products in a large quantity and variety to its corporate customers according to their needs. Adonize Gifts with an experience of six years is one of the India’s leading business promotional gifts resources. The registered office is situated in the Silicon Cit of India. They satisfied their customers with highly customer service value. The company has highly qualified professionals in management with years of experience in the business. They also have qualified technical, marketing and support personnel for delivery and support. The company has tie-ups with all the major manufactures and suppliers which help them for their smooth operation.

Company’s vision Company’s vision is to be the leader in creating value in the promotional and Advertising industry by providing products and services that are recognized by their customer' as key factors on their success.

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20 Company’s commitment is to continually earn their customer's loyalty through exceptional service provided by dedicated employees who are regularly rewarded for their personal and professional growth. Company’s final measure of this achievement will be the selection, by their customers, as their most preferred suppliers. Company’s mission We will achieve our shared vision by : - Focusing on providing solutions for their clients not just selling them a product : - Offering the latest branding methods technology has to offer : - Constantly searching and crating new products to offer their clients : - Being fully accountable for their own actions. : - Offering the highest levels of customer satisfaction in their industry. The key to producing an effective promotional product lies in understanding its clients needs, that's why they consult with customers to find the best possible marketing solutions for their business. Adonize Gifts’ valuable customers are mainly corporate, which includes • • • • • • • • • DELL International Services India Ltd Microsoft India Ltd Ocwen Financial Solutions Ltd Mindlogix Info Tech Ltd Hindustan Aeronautics Ltd Personality Pvt Ltd Intuit Technology Services Pvt Ltd Aptuit Informatics India Pvt Ltd Sun Micro Systems Pvt Ltd

MBA PROJECT BOYZ • • • • • • • • • • • • Info Net India Pvt Ltd Levis Straus India Pvt Ltd Ramps Production House Lazza Ice Cream Pizza Hut Jet Airways Air Deccan TATA-AIG Life Insurance HTMT Srilankan Airlines TATA BP Solar

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Company’s esteemed suppliers are, • • • • • • • I J Glass creations Summer blue clothing Mutha collections Mahaveer graphics Hi- creations SML industries Samurai exports

Major competitors are, • • • • • • Srivybhav Exalon Promotions Levin’s Concepts L J Creations M.M Gifts Primes Enterprises

MBA PROJECT BOYZ • • Vibez Giftz Navkar Marketing

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2.3 PRODUCT PROFILE At Adonize Gifts you will find the most comprehensive range of business gifts and Incentive products available on demand of the customers. With wide range of gifts products covering every major category suiting every budget, there's not a wish we can't fulfill. Almost all the products available in the company can be printed, engraved, etched, embroidered or marked in some way with your company's logo, brand or message. There is no need to shop around; you will find everything at Adonize Gifts. We understand the value of service, so if you are contacting us with an enquiry about a promotional gift or stationary item, you can trust us to deliver. Following are the major products of the company.

1. APPAREL, CAPS, JACKETS AND T-SHIRTS 2. AWARDS AND RECOGNITION 3. BRIEFCASES, PAD FOLIOS AND NOTEBOOKS 4. ORGANIZERS PAD FOLIOS AND DAIRIES 5. CLOCKS AND WATCHES 6. COMPUTER ACCESSORIES, DESKTOP AND OFFICE PRODUCTS 7. ELECTRONICS 8. FIRST AID AND GROOMING AIDS 9. GAMES, TOYS AND FUN, HOUSEHOLD AND HOME PRODUCTS 10. MUGS, DRINK WARE AND BARWARE 11. POCKETS AND PURSE ACCESSORIES, TOOLKITS, TOOLS AND KNIVES 12. WRITING INSTRUMENTS 13. KEY CHAINS AND BUSINESS CARD HOLDER

MBA PROJECT BOYZ 2.4 INDUSTRY PROFILE The Philosophy of Corporate Gifting and the Ideology of Promotions.

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Gifting is an expression of acceptance. Acceptance of behavior, wavelength, thought and goodwill of people. It turns what’s insubstantial into substantial, what’s unsung into an allegro of joy. All societies, civilizations and cultures throughout centuries practiced the custom of giving away gifts. Gifting was an exercise to reestablish camaraderie and fellowship, Unity and solidarity. Gifting marks an occasion. In the western world, people gifted each other during New-Year, Christmas and Thanksgiving where as in the Eastern world, in countries like India and China people gifted each other during festivals like Diwali and Chun Jie. Each part of the globe had its own occasion to gift and to be gifted. Years rolled on, life progressed, a few things became part of history and few inhumed in the grave known as oblivion. From those customs that continued, "Gifting" stayed vibrant and grew to be a part of life. Gifting in the lapse of years grew beyond Festivals, seasons and birthdays as each day on earth is dedicated to some cause or the other. Gifting is an expression of acceptance. Acceptance of behavior, wavelength, thought and goodwill of people. It turns what’s insubstantial into substantial, what’s unsung into an allegro of joy. Categorically, the exercise of giving away gifts has become vibrant in the corporate sector now and it goes by the elite term, Corporate Gifting. These days all major and most minor companies have some thing or the other to be given as a corporate gift to their employees, clients, well-wishers and the list goes on. The term corporate gift reminds either a Wrist-watch or a Table Top Accessory or a T-shirt with the respective company’s logo imprinted. It was an avuncular gesture, which did not cost much in comparison with the kind money that was involved in advertising. The quantum leap in the promotional products and Corporate Gifts began with Professionals from the modern school of management. They altered the age-old product pattern and ventured out new and innovative products. “The era of conventional products is dead, People are brand conscious

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24 and long for quality" Says Githesh Viswambharan, Manager Promotions who also takes care of B4U"s International Corporate Gifts and Promotional requirements. "Though good, the innovative aspect doesn’t work out all the time" adds Githesh "Many times I had to think on my feet. Most programmes come up without prior information". B4U once planned a Press Conference over night and Githesh was given the task of giving away the scribes, a Corporate Gift for having participated in the Conference. “Regular suppliers help when it comes to such crucial junctures". Superbly designed Ceramic mugs with the logo of B4U imprinted were the Corporate Gift, given away that evening. B4U also has distinct style in distributing their Corporate Gifts. Most of their products are innovative and durable. The in-house designing team of B4U designs and the production is carried out by different manufacturers. " I give a gift and if that’s not found on the table of the person I gift, then, I better don’t give a gift" says Aditya Thakore, Business Manager Content & Communication, Star TV, India’s number one satellite Network . According to Aditya, a Corporate Gift is a not just a thing to promote the business or a show or a program, rather it’s a. gesture of togetherness. Star network, which has diverse number of channels like Channel V, Star Movies, Star Plus, Star World, Star Gold, Star News, Star Vijay and National Geographic Channel gives away a wide variety of products like Caps, T-shirts, Ceramic mugs, Metal covered organizers etc. " Quality of the Gift is the concern" says Aditya. Star has regular product providers as well as new experiments. Star gave away Mugs, Fancy Dairies, Books, Compact Disks, Bands and Pens as promotional items last year. Since its inception Star has had innovative products as Corporate Gifts and Promotional Items. Jet Airways, often referred as the Corporate Flight of India gives away products which are useful. Passengers rhapsodize about the kind of gifts they receive on board. “They always give something useful and so there’s always a bend towards them ", says Sundeep V Menon, Editor, Reel Images.

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25 Despite all this how come Corporate Gifts fail? Where do people find it

inconsequential? In brouhaha of ideas and the rapid progress in civilization, People expect more. "Most companies arrive at a decision on Corporate Gifts without considering people and their tastes "says, Francis Chettiar, Researcher and analyst.” Knowing the requirement of people is important. I have seen people throwing certain gifts cursing the companies who gifted them." Most companies are concentrating on improving their Corporate gifts like Reliance which has a distinct style in gifting. Every year they have different but stupendous gifts. “A long lasting bond begins with a gift" says Vandana Varma, business Executive, The Leela. Another practice, which is prominent by companies both big and small is giving away "Promotional Products". Either to promote their products or to re affirm their presence in the market most companies distribute a lot of products like T-shirts, Caps, Ceramic Mugs and Wrist watches with their company’s logo or brand name imprinted. Promotional products can help businesses and organizations to show appreciation to customers, increase donations, increase store traffic, Generate sales leads, Increase direct mail response, Reward focus-group participants, Open stores, Launch or promote products at trade shows and reward Employee performance. Giving away of promotional products was a practice that belonged only to Pharmaceutical and Liquor Companies since long. Pharmaceutical companies found it the most economic way to take their products to the remotest villages and Liquor companies because as per the law they are not authorized to publish the advertisements of their products. The restrictions in advertising Pharmaceutical products apart from OTC (Over the Counter) drugs also directed the pharmaceutical companies to make this practice resonant. While Pharmaceutical companies give away products like scribbling pads, pens, pen-holders and so on, Liquor companies give away Ashtrays, Glass Tumblers, Cigarette lighters etc. Many industries have followed the suit. Entertainment, FMCG, Airways, Service Industries etc. For many years pharmaceutical companies were the ultimate "big sale" for promotional products distributors. Throughout the "70s, "80s and "90s, hundreds of promotional products companies made it big with just supplying products to Pharmaceutical companies world wide. A report says in the 2002 the sales in the

MBA PROJECT BOYZ

26 promotional products industry grew to 19 billion from 13 billion in 1999 across the globe. Ranbaxy, the Pharmaceutical giant spends millions of dollars on promotional products every year. A small group of promotion agencies and promotional products distributors have managed to carve out a niche among the pharmaceutical companies, which permits them to end with the high volume giants. Some offer a handful of very specific items deemed "medically relevant," while others produce only custom products correlating closely to a particular drug’s entire marketing campaign. M L Gupta C M D, Parental Drugs (India) Ltd. says “The idea of promotional products does not really generate business overnight. It helps to build a rapport with people." PDPL, the Indore based company with its 100 crore plus turnover is considered as a pharmaceutical champion which will hit the headlines soon. With complete range of pharmaceutical products, PDPL has 350 offices across the Indian subcontinent. The range of promotional products they gift include, Pens, Desktop accessories, Ashtrays, Leather belts, Umbrellas, Lipsticks, Nail Polishes, Wallets and a lot of other novelties. The Corporate Gift PDPL gave away this year is a very exceptional product. It was highly appreciated in the medical fraternity. The product was a fan. With a Microprocessor attached to the blade, the Fan as it’s switched on show messages from PDPL, the logo of the company and the slogan. Talking about Promotional products MTV’s contribution cannot be ignored. Most youngsters are admirers of the promotional products of MTV. Either it"s a Funky T-shirt or a Ceramic mug with MTV logo. Youngsters love it. MTV gave away a rare promotional product during the Navratri of 2001, an idea, which was novel, though the product was in use since centuries, the innovative concept of giving it as a Navratri gift was highly appreciated by people, young and old across the country. It was a pair of "Dandiyas" with a tiny little thread hanging with MTV’s logo. Most newspapers gave rave reviews about it. “People should use it as well as remember Music Television whenever they use it" Says Saurabh Kanwar, Manager Marketing, MTV. Saurabh along with a team of vibrant young men and women plan the promotional products at the MTV. Their promotional products of the past like Mouse

MBA PROJECT BOYZ

27 Path and T-shirts were talked about and jackets for the forthcoming show, Roadies will be discussed about. Shiv Atal, Commercial Executive, Zee Telefilms Pvt. Ltd says, "promotional products are an integral part in promoting an establishment". Zee, the pioneer of satellite broadcasting in India made it big as one of the first private sector entrants to the Indian broadcasting Industry. Zee now has several channels exclusively for different tastes like Zee MGM, Zee Music, Zee English etc. “Our promotional products are based on the programmes we have" adds Atal. Zee’s promotional products include. T-shirts, Wrist watches, Coasters etc. “We rely on quality products because that justifies the cause for which the programme is aired". Atal makes it clear that promotional products play never a less role, rather an appealing one in establishing a nexus between the people and the channel. In the past couple of years Zee has been giving innovative promotional products in accordance with the programmes. Eco friendly products like bags jute bags and economical products like Key chains, Mouse pads, Pens used in the past for promoting their programmes has worked well. Sahara Airways, the homely Air service providers gives away a spectacular range of Promotional products. Last year Sahara Airways promoted their Business nexus with Sweet Boxes, Gift bags with a wide variety of things, packs for children with stationery items. Apart from that Sahara also has paid gift programmes. Corporate Gifts & promotional products are essential aspects of the identity of a company. The Microeconomics of each industry regard the practice of giving away promotional products and Corporate Gifts as an important factor in establishing the presence of the company in the market. This practice works only if the products are good and innovative. Both the Corporate decision-makers and manufacturer should understand the requirement of people and go ahead before deciding a gift and thus bring harmony in the art of gifting and being gifted.

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CHAPTER – 3 METHODOLOGY

3. 1 RESEARCH METHODOLOGY Methodology The methodology used for study is collection of primary and secondary data by direct interviews with the corporate customers. Method of Data collection Secondary Data Collection: Source of data collection like journals, magazines and newspapers are used to get data needed. Various books from the library have been use to get reference. The company data was provided form the main office and other related web sites. Primary Data Collection: Primary data is the first hand information obtained form the customers directly by means of a customer survey conducted with the help of questioner. Sampling Design: The objective of sampling is to choose a sample that will truly represent the characteristics of the corporate in Bangalore. The sample size taken for the study is 25. Sample Units: The sample unit consists of the different departments in corporate, where the gifts items are distributed by Adonize gifts.

MBA PROJECT BOYZ Sampling Technique:

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The sample is being a survey only on the corporate customers of Adonize gifts. Sampling Tool: Sampling tool used in the study is questioner. Analysis Tool: After collection of data form the corporate each question where classified and tabulated in the following ways. • • • Percentage Graphical representation Bar diagram

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CHAPTER – 4 DATA ANALYSIS AND INTERPRETATION
4.1 DATA ANALYSIS AND INTERPRETATION 1. Types of products purchased from Adonize Gifts. Table 4.1 Choice Gifts/mementos T-Shirts/caps Jackets/Leather Items Electronic Items Figure 4.1 No. of Respondents 10 6 4 5 Percentage 40 24 16 20

Gifts/momentos T-Shirts/caps Jeckets/Leather Items Electronic Items

Interpretation: 40 percent of the Adonize Gifts’ customers are purchasing Gifts/Mementos, 24 percent are purchasing T-Shirts/Caps, 16 percent are purchasing Jackets/Leather Items, and 20 percent are purchasing Electronics Items.

MBA PROJECT BOYZ 2. Frequency of purchase of above mentioned items. Table4.2 Choice Once in a month Twice in a month Once in a week More than four times No. of Respondents 12 8 3 2 Percentage 48 32 12 8

31

Figure 4.2
60 50 40 30 20 10 0 Once in a month Twice in a month Once in a week More than four times No. of Respondents Percentage

Interpretation: 48 percent of Adonize Gifts’ customers are purchasing products once in a month, 32 percent are purchasing twice in a month, 12 percent are purchasing once in a week, and 8 percent are purchasing more than four times.

MBA PROJECT BOYZ 3. The average order value in each purchase. Table 4.3 Choice Less than 10000 10000-20000 20000-40000 40000 & above No. of Respondents 3 7 10 5 Percentage 12 28 40 20

32

Figure 4.3
40 35 30 25 20 15 10 5 0 Less than 1000010000 20000 2000040000 40000 & above No. of Respondents Percentage

Interpretation: 12 percent of the average order value in each purchase of percent is from 20000-40000, and 20 percent is 40000 and above. products by Adonize Gifts’ customers is less than 10000, 28 percent is from 10000-20000, 40

4. The mode of placing the order during the requirement.

MBA PROJECT BOYZ Table 4.4 Choice Online (e-mail) Fax/courier Telephonic Face to face interaction No. of Respondents 14 5 3 3 Percentage 56 20 12 12

33

Figure 4.4
60 50 40 30 20 10 0 Online (email) Fax/courier Telephonic Face to face interaction No. of Respondents Percentage

Interpretation: 56 percent of the customers are placing their orders through online, 20 percent are through fax/couriers, 12 percent are through telephonic, and 12 percent are through face to face interaction.

5. The average time taken by the company to fulfill the requirement.

MBA PROJECT BOYZ Table 4.5 Choice Within a Day 2-5 Days Within a week More than a week No. of Respondents 0 7 13 5 Percentage 0 28 52 20

34

Figure 4.5
60 50 40 30 20 10 0 Within a Day 2-5 Days Within a week More than a week No. of Respondents Percentage

Interpretation: 52 percent of the respondents told that the average time taken to fulfill the requirements is within a week, 28 percent of the respondents told that the average time taken to fulfill the requirements is 2-5 days, 20 percent of the respondents told that the average time taken to fulfill the requirements is more than a week, and 0 percent of the respondents told that the average time taken to fulfill the requirements is within a day.

6. The mechanism of price fixation.

MBA PROJECT BOYZ Table 4.6 Choice Negotiated for every order Fixed for certain period Standard all the time Others Figure 4.6
60 50 40 30 20 10 0 Negotiated for every order Fixed for certain period Standard all the time Others No. of Respondents Percentage

35 No. of Respondents 5 14 0 6

Percentage 20 56 0 24

Interpretation: 20 percent of the customers respond that the mechanism of price fixation is negotiated for every order, 56 percent of the customers respond that the mechanism of price fixation is fixed for certain period, 0 percent of the customers respond that the mechanism of price fixation is standard all the time, and 24 percent of the customers respond that the mechanism of price fixation is through other ways. 7. The price fixation mechanism is chosen as per the terms and conditions of clients. Table 4.7 Choice No. of Percentage

MBA PROJECT BOYZ Yes No Respondents 3 22 12 88

36

Figure 4.7
Yes

No. of Respondents Percentage

Interpretation: 88 percent of the respondents respond that the price fixation mechanism is not chosen as per the terms and conditions of the clients, and 12 percent of the respondents respond that the price fixation mechanism is chosen as per the terms and conditions of the clients.

8. Assortment (product variety). Table 4.8 Choice Highly satisfied No. of Respondents 10 Percentage 40

MBA PROJECT BOYZ Satisfied Moderate Not satisfied Highly dissatisfied 7 6 2 0 28 24 8 0

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Figure 4.8
45 40 35 30 25 20 15 10 5 0
M od er at e fie d d Sa tis sa tis sa tis at isf ie d fie d fie

No. of Respondents Percentage

hl y

No t

Hi g

Interpretation: 40 percent of the customers are highly satisfied with the product variety, 28 percent of the customers are satisfied with the product variety, 24 percent of the customers are moderately satisfied with the product variety, 8 percent of the customers are not satisfied with the product variety.

9. Pricing strategies. Table 4.9 Choice Highly satisfied Satisfied No. of Respondents 6 5 Percentage 24 20

Hi g

hl y

di ss

MBA PROJECT BOYZ Moderate Not satisfied Highly dissatisfied 8 4 2 32 16 8

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Figure 4.9
35 30 25 20 15 10 5 0
M od er at e fie d d Sa tis sa tis sa tis at isf ie d fie d fie

No. of Respondents Percentage

hl y

No t

Hi g

Interpretation: 24 percent of the respondents are highly satisfied with the pricing strategies, 20 percent of the respondents are satisfied with the pricing strategies, 32 percent of the respondents are moderately satisfied with the pricing strategies, 16 percent of the respondents are not satisfied with the pricing strategies, and 8 percent of the respondents are highly not satisfied with the pricing strategies. 10. Delivery time Table 4.10 Choice Highly satisfied Satisfied Moderate No. of Respondents 7 8 6 Percentage 28 32 24

Hi g

hl y

di ss

MBA PROJECT BOYZ Not satisfied Highly dissatisfied 3 1 12 4

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Figure 4.10
35 30 25 20 15 10 5 0
M od er at e fie d d sa tis Sa tis sa tis at isf ie d fie d fie

No. of Respondents Percentage

hl y

No t

Hi g

Interpretation: 28 percent of the clients are highly satisfied with the delivery time, 32 percent of the clients are satisfied with the delivery time, 24 percent of the clients are moderately satisfied with the delivery time, 12 percent of the clients are not satisfied with the delivery time, 4 percent of the clients are highly not satisfied with the delivery time.

11. Quality of products. Table 4.11 Choice Highly satisfied Satisfied Moderate No. of Respondents 9 8 6 Percentage 36 32 24

Hi g

hl y

di ss

MBA PROJECT BOYZ Not satisfied Highly dissatisfied Figure 4.11
40 35 30 25 20 15 10 5 0
M od er at e fie d d Sa tis sa tis sa tis at isf ie d fie d fie

40 1 1 4 4

No. of Respondents Percentage

hl y

No t

Hi g

Interpretation: 36 percent of the respondents are highly satisfied with the quality of the products, 32 percent of the respondents are satisfied with the quality of the products, 24 percent of the respondents are moderately satisfied with the quality of the products, 4 percent of the respondents are not satisfied with the quality of the products, 4 percent of the respondents are highly not satisfied with the quality of the products. 12. Quality of products. Table 4.12 Choice Highly satisfied Satisfied Moderate Not satisfied Highly dissatisfied No. of Respondents 4 6 8 5 2 Percentage 16 24 32 20 8

Hi g

hl y

di ss

MBA PROJECT BOYZ Figure 4.12
35 30 25 20 15 10 5 0
M od er at e fie d d sa tis Sa tis sa tis at isf ie d fie d fie

41

No. of Respondents Percentage

hl y

No t

Hi g

Interpretation: 16 percent of the customers are highly satisfied with the promotional schemes, 24 percent of the customers are satisfied with the promotional schemes, 32 percent of the customers are moderately satisfied with the promotional schemes, 20 percent of the customers are not satisfied with the promotional schemes, 8 percent of the customers are highly dissatisfied with the promotional schemes.

Hi g

hl y

di ss

MBA PROJECT BOYZ 13. Service by the employees. Table 4.13 Choice Highly satisfied Satisfied Moderate Not satisfied Highly dissatisfied No. of Respondents 6 8 7 3 1 Percentage 24 32 28 12 4

42

Figure 4.13
35 30 25 20 15 10 5 0
M od er at e fie d d Sa tis sa tis sa tis at isf ie d fie d fie

No. of Respondents Percentage

hl y

No t

Hi g

Interpretation: 24 percent of the respondents are highly satisfied with the service by the employees, 32 percent of the respondents are satisfied with the service by the employees, 28 percent of the respondents are moderately satisfied with the service by the employees, 12 percent of the respondents are not satisfied with the service by the employees, 4 percent of the respondents are highly dissatisfied with the service by the employees.

Hi g

hl y

di ss

MBA PROJECT BOYZ 14. Sales returns/handling grievances. Table 4.14 Choice Highly satisfied Satisfied Moderate Not satisfied Highly dissatisfied Figure 4.14
35 30 25 20 15 10 5 0
M od er at e fie d d sa tis Sa tis sa tis at isf ie d fie d fie

43

No. of Respondents 6 6 8 3 2

Percentage 24 24 32 12 8

No. of Respondents Percentage

hl y

No t

Hi g

Interpretation: 24 percent of the respondents are highly satisfied with the sales returns/handling grievances, 24 percent of the respondents are satisfied with the sales returns/handling grievances, 32 percent of the respondents are moderately satisfied with the sales returns/handling grievances, 12 percent of the respondents are not satisfied with the sales returns/handling grievances, 8 percent of the respondents are highly dissatisfied with the sales returns/handling grievances. 15. Credit terms.

Hi g

hl y

di ss

MBA PROJECT BOYZ Table 4.15 Choice Highly satisfied Satisfied Moderate Not satisfied Highly dissatisfied No. of Respondents 5 7 10 3 0 Percentage 20 28 40 12 0

44

Figure 4.15
45 40 35 30 25 20 15 10 5 0
M od er at e fie d d Sa tis sa tis sa tis at isf ie d fie d fie

No. of Respondents Percentage

hl y

No t

Hi g

Interpretation: 20 percent of the clients are highly satisfied with credit terms, 28 percent of the clients are satisfied with credit terms, 40 percent of the clients are moderately satisfied with credit terms, 12 percent of the clients are not satisfied with credit terms.

16. Overall customer relationship management.

Hi g

hl y

di ss

MBA PROJECT BOYZ Table 4.16 Choice Highly satisfied Satisfied Moderate Not satisfied Highly dissatisfied Figure 4.16
45 40 35 30 25 20 15 10 5 0
M od er at e fie d d Sa tis sa tis sa tis at isf ie d fie d fie

45

No. of Respondents 5 8 10 1 1

Percentage 20 32 40 4 4

No. of Respondents Percentage

hl y

No t

Hi g

Interpretation: 20 percent of the respondents are highly satisfied with the overall relationship management, 32 percent the respondents are satisfied with the overall relationship management, 40 percent the respondents are moderately satisfied with the overall relationship management, 4 percent the respondents are not satisfied with the overall relationship management, 4 percent the respondents are highly dissatisfied with the overall relationship management.

17. Delivery of goods within the specified period.

Hi g

hl y

di ss

MBA PROJECT BOYZ Table 4.17 Choice Yes No No. of Respondents 21 4 Percentage 84 16

46

Figure 4.17
90 80 70 60 50 40 30 20 10 0 No. of Respondents Percentage Yes No

Interpretation: 84 percent of the respondents respond that Adonize Gifts is delivering goods within the specified period, 16 percent of the respondents respond that Adonize Gifts is not delivering goods within the specified period.

18. Regular follow-up calls from the company during any specific occasions. Table 4.18

MBA PROJECT BOYZ Choice Yes No No. of Respondents 15 10 Percentage 60 40

47

Figure 4.18
70 60 50 40 30 20 10 0 No. of Respondents Percentage Yes No

Interpretation: 60 percent of the respondents respond that they are receiving regular followup calls from the company during specific occasions, and 40 percent of the respondents respond that they are not receiving regular follow-up calls from the company during specific occasions.

19. The Sales returns or complaints are sorted out with in how many days of placing the complaints. Table 4.19 Choice No. of Respondents Percentage

MBA PROJECT BOYZ Within one day Within 2-3 days One week More than one week 4 14 5 2 16 56 20 8

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Figure 4.19
60 50 40 30 20 10 0 With in With in 2-3 One week More than One day Days One week No. of Respondents Percentage

Interpretation: 16 percent of the customers told that the sales returns or complaints are sorted out with in one day of placing the complaints, 56 percent of the customers told that the sales returns or complaints are sorted out with in 2-3 days of placing the complaints, 20 percent of the customers told that the sales returns or complaints are sorted out with in one week of placing the complaints, 8 percent of the customers told that the sales returns or complaints are sorted out more than one week of placing the complaints. 20. Provision of regular formal feedback to the company about product/service related satisfaction. Table 4.20 Choice Yes No No. of Respondents Percentage 22 88 3 12

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Figure 4.20
100 90 80 70 60 50 40 30 20 10 0 No. of Respondents Percentage

Yes No

Interpretation: 88 percent of the customers are giving regular formal feedback to the company about product/service related satisfaction, 12 percent of the customers are giving regular formal feedback to the company about product/service related satisfaction.

21. The products are meeting the quality standards. Table 4.21 Choice Yes No No. of Respondents 19 6 Percentage 76 24

MBA PROJECT BOYZ Figure 4.21
80 70 60 50 40 30 20 10 0 No. of Respondents Percentage Yes No

50

Interpretation: 76 percent of the respondents have an opinion that the company’s products are meeting their quality standards, 24 percent of the respondents have an opinion that the company’s products are not meeting their quality standards.

CHAPTER 5 RESULTS AND DISCUSSIONS

5.1 Findings of the Study

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 40 percent of the Adonize Gifts’ customers are purchasing Gifts and Mementos, 24 percent are purchasing T-Shirts and Caps, 16 percent are purchasing Jackets and Leather Items, and 20 percent are purchasing Electronics Items.  48 percent of Adonize Gifts’ customers are purchasing products once in a month, 32 percent are purchasing twice in a month, 12 percent are purchasing once in a week, and 8 percent are purchasing more than four times.  12 percent of the average order value in each purchase of products by

Adonize Gifts’ customers is less than 10000, 28 percent is from 10000-20000, 40 percent is from 20000-40000, and 20 percent is 40000 and above.  56 percent of the customers are placing their orders through online, 20 percent are through fax/couriers, 12 percent are through telephonic, and 12 percent are through face to face interaction.  52 percent of the respondents told that the average time taken to fulfill the requirements is within a week, 28 percent of the respondents told that the average time taken to fulfill the requirements is 2-5 days, 20 percent of the respondents told that the average time taken to fulfill the requirements is more than a week, and 0 percent of the respondents told that the average time taken to fulfill the requirements is within a day.  20 percent of the customers respond that the mechanism of price fixation is negotiated for every order, 56 percent of the customers respond that the mechanism of price fixation is fixed for certain period, 0 percent of the customers respond that the mechanism of price fixation is standard all the time, and 24 percent of the customers respond that the mechanism of price fixation is through other ways.

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 88 percent of the respondents respond that the price fixation mechanism is not chosen as per the terms and conditions of the clients, and 12 percent of the respondents respond that the price fixation mechanism is chosen as per the terms and conditions of the clients.  40 percent of the customers are highly satisfied with the product variety, 28 percent of the customers are satisfied with the product variety, 24 percent of the customers are moderately satisfied with the product variety, 8 percent of the customers are not satisfied with the product variety.  24 percent of the respondents are highly satisfied with the pricing strategies, 20 percent of the respondents are satisfied with the pricing strategies, 32 percent of the respondents are moderately satisfied with the pricing strategies, 16 percent of the respondents are not satisfied with the pricing strategies, and 8 percent of the respondents are highly not satisfied with the pricing strategies.

 28 percent of the clients are highly satisfied with the delivery time, 32 percent of the clients are satisfied with the delivery time, 24 percent of the clients are moderately satisfied with the delivery time, 12 percent of the clients are not satisfied with the delivery time, 4 percent of the clients are highly not satisfied with the delivery time.

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 36 percent of the respondents are highly satisfied with the quality of the products, 32 percent of the respondents are satisfied with the quality of the products, 24 percent of the respondents are moderately satisfied with the quality of the products, 4 percent of the respondents are not satisfied with the quality of the products, 4 percent of the respondents are highly not satisfied with the quality of the products.  16 percent of the customers are highly satisfied with the promotional schemes, 24 percent of the customers are satisfied with the promotional schemes, 32 percent of the customers are moderately satisfied with the promotional schemes, 20 percent of the customers are not satisfied with the promotional schemes, 8 percent of the customers are highly dissatisfied with the promotional schemes.  24 percent of the respondents are highly satisfied with the service by the employees, 32 percent of the respondents are satisfied with the service by the employees, 28 percent of the respondents are moderately satisfied with the service by the employees, 12 percent of the respondents are not satisfied with the service by the employees, 4 percent of the respondents are highly dissatisfied with the service by the employees.  24 percent of the respondents are highly satisfied with the sales returns/handling grievances, 24 percent of the respondents are satisfied with the sales returns/handling grievances, 32 percent of the respondents are moderately satisfied with the sales returns/handling grievances, 12 percent of the respondents are not satisfied with the sales returns/handling grievances, 8 percent of the respondents are highly dissatisfied with the sales returns/handling grievances.

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 20 percent of the clients are highly satisfied with credit terms, 28 percent of the clients are satisfied with credit terms, 40 percent of the clients are moderately satisfied with credit terms, 12 percent of the clients are not satisfied with credit terms.  20 percent of the respondents are highly satisfied with the overall relationship management, 32 percent the respondents are satisfied with the overall relationship management, 40 percent the respondents are moderately satisfied with the overall relationship management, 4 percent the respondents are not satisfied with the overall relationship management, 4 percent the respondents are highly dissatisfied with the overall relationship management.  84 percent of the respondents respond that Adonize Gifts is delivering goods within the specified period, 16 percent of the respondents respond that Adonize Gifts is not delivering goods within the specified period.  60 percent of the respondents respond that they are receiving regular followup calls from the company during specific occasions, and 40 percent of the respondents respond that they are not receiving regular follow-up calls from the company during specific occasions.

 16 percent of the customers told that the sales returns or complaints are sorted out with in one day of placing the complaints, 56 percent of the customers told that the sales returns or complaints are sorted out with in 2-3 days of placing the complaints, 20 percent of the customers told that the sales returns or complaints are sorted out with in one week of placing the complaints, 8 percent of the customers told that the sales returns or complaints are sorted out more than one week of placing the complaints.

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 88 percent of the customers are giving regular formal feedback to the company about product or service related satisfaction, 12 percent of the customers are giving regular formal feedback to the company about product/service related satisfaction.  76 percent of the respondents have an opinion that the company’s products are meeting their quality standards, 24 percent of the respondents have an opinion that the company’s products are not meeting their quality standards.

MBA PROJECT BOYZ 5.2 SUGGESTIONS  Company should implement ZERO DEFECT in each level of activity especially delivery mechanism, quality standard and customer relationship.  Introduce more business promotional schemes like initiate sponsorship of

56

internal events happening in the client companies, giving compliment gifts to the clients etc. to compete in the market.  Introduce new technologies (Internet) to receive orders.  Instead of focusing few particular products, company can increase their product line by offering variety of other products also as per the client expectations.

MBA PROJECT BOYZ 5.3 CONCLUSION

57

Corporate Gifts and promotional products are essential aspects of the identity of a company. The Microeconomics of each industry regard the practice of giving away promotional products and Corporate Gifts as an important factor in establishing the presence of the company in the market. This practice works only if the products are good and innovative. Both the Corporate decision-makers and manufacturer should understand the requirement of people and go ahead before deciding a gift and thus bring harmony in the art of gifting and being gifted.

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APPENDICES:
QUESTIONNAIRE

K.S.RANGASAMY COLLEGE OF TECHNOLOGY
DATE: Dear sir/madam, I am Vishnu. V. R, pursuing MBA IV semester (Marketing and HR) at K.S.Rangasamy College of Technology, affiliated to Anna University. As a part of curriculum, I am undertaking a project titled as “ANALYSIS TO FIND OUT HOW TO ADD VALUE IN WHOLESALING IN ADONIZE GIFTS, BANGALORE”. In this regard, I kindly request you to provide the vital information needed for the successful completion of the above mentioned project. I assure that the information so collected would be used only for the academic use. Thanking You, Vishnu. V. R Name of the company: Address: Phone: Website: Name of the person contacted: Designation: E-mail: Q.S.No:

MBA PROJECT BOYZ Please tick the appropriate answer/option as applicable to you. 1. What types of products do you purchase from Adonize Gifts? Gifts/mementos Jackets/Lather Items T-shirts/caps Electronic Items

59

2. Please indicate the frequency of purchase of above mentioned items from the company. Once in a month Once in a week Twice in a month More than 4 times

3. Please indicate the average order value in each purchase Less than 10000 20000 – 40000 10000 – 20000 40000 & above

4. Please indicate the mode of placing the order during your requirement Online (e-mail) Face to face interaction Telephonic Fax/courier Any other please specify…………………….. 5. What is the average time taken by the company to fulfill the requirement Within a day Within a week 2 – 5 days More than a week

6. What is the mechanism of price fixation Negotiated for every order Slandered all the time Fixed for certain period Other (specify………………….)

7. The price fixation mechanism is chosen as per the terms and conditions of clients YES NO

MBA PROJECT BOYZ 8. Please indicate the satisfaction level on the various parameters of services provided by the company 1) Highly satisfy A) Assortment (product variety) B) Pricing C) Delivery time D) Quality of products E) Sales promotional schemes F) Service by the employees G) Sales returns/handling grievances H) Credit terms I) Overall relationship management ∗ Incase the option is four or five specify reason……………………………………………. 2) Satisfy 3) Moderate 4) Not satisfy

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5) Highly dissatisfied

9. Are the goods deliver within the specified period YES NO

10. Do you receive regular follow-up calls from the company during any specific occasions? YES NO

11. The sales returns or the complaints are sorted out within how many days of placing the complaints Within one day One week Within 2 – 3 days More than one week

MBA PROJECT BOYZ 12. Do you provide any regular formal feedback to the company about product/ service related satisfaction? YES 13. Are the products meeting your quality standards? YES NO NO

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14. Please suggest measures to the company to improve the services offered to increase total satisfaction…………………………………………………………………………… ………………………………………………………………………………………… ………………………………………………………………………………………… ………………………………………………………………………………………… …………………………………………………………………………………………

Thank you very much for your cooperation.

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REFERENCES
Books  Cooper and Schultz, Business Research Methods, Tata McGraw Hill, 2001  Philip Kotler, Marketing Management, Pearson Education, 2003  Perreault and McCarthy, Basic Marketing, McGraw Hill, 2005 Website  www.wikipedia.net   www.google.com www.clustey.com