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Chapter - 1: A Study On Sales Promotion
Chapter - 1: 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 Kotler.
Page 1
Marketing Mix
Marketing mix is the set of marketing tools that a firm uses to pursue its
marketing objectives in the target market.
McCarthy has popularized a four factor classification of marketing tools known
as the 4Ps of the marketing mix. They are:
Product
Price
Place
Promotion
Product:
Product stands for the firms tangible offer to the market, including the product
quality, design, features, branding and packing. It deals with new product
development, product life cycle, product mix, product lines, branding and
associated services to a product. From the customers point of view, it helps in
satisfying the customers needs and wants.
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Place:
This marketing tool stands for the various activities the company undertakes
to make the product accessible and available to the customer. It involves
market size, channel selection and management, storage and physical
distribution with the ultimate purpose of efficiently supplying the companys
offer to the target market. To the customer, this marketing tool refers to
convenience.
Promotion:
Promotion stands for various activities the company undertakes to
communicate and promote its products to the target market. It involves
communication programs i.e. direct marketing, advertising, sales promotions,
public relations and motivation of sales force. To the customer this tool
provides knowledge and information.
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Advertising:
It is any paid form of non-personal presentation and promotion of ideas,
goods or services by an identified sponsor.
Direct Marketing:
It 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.
Personal Selling:
Face to face interaction with one or more prospective purchasers for the
purpose of making a sale refers to personal selling.
Sales Promotions:
The short-term incentive to encourage trial or purchase of a product or
service refers to sales promotion. Whereas advertising offers a reason to buy;
sales promotion offers an incentive to buy. Since sales promotion directly
push up the sales, increasing number of companies are undertaking sales
promotion activities.
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Sales Promotion
Sales promotion refers to the short-term incentives to encourage sales of a
product or service. It consists of a diverse collection of incentive tools, mostly
short-term, designed to stimulate quicker and greater purchase of products or
services by consumers.
Page 5
Samples:
They are offers of a trial amount of a product. It 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. Samples may be free or
discounted.
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Rebates:
Rebate is also known as cash refund offers. Rebates are offers to
refund part of the purchase price of a product to its customers who
send a proof of purchase to the manufacturer. These are like
coupons except that the price reduction occurs after the purchase
and not at the point of sale.
Price Packs:
Cents-off deals or price packs offer consumers savings by way of
reducing prices that are marked by the producer directly on the
package.
Premiums:
These 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
(outside the pack).
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Prizes:
They are offers of chance to win something such as cash, trips or goods
by luck or through extra efforts. Contests of talent and sweepstakes or
draws the most popular prize offering promotions.
Tie-in Promotions:
Tie-in promotions involve two or more brands or companies that team up
on coupons, refunds or contests to increase their pulling powers.
Cross Promotions:
Cross promotions involve using one brand to advertise non-competing
brand.
Advertising Specialties:
These are useful articles imprinted with an advertisers name, given as
gifts to consumers.
Patronage Rewards:
They are cash or other awards for the regular use of companys products
or services. They are values (in cash otherwise) that are proportional to
ones patronage of a certain vendor or a group of vendors. They aim at
building brand loyalty.
PoP Promotions:
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Discounts:
It is also known as price-off or off-invoice or off-list. Discounts price cut off
the list price on a particular quantity purchased during a stated time.
Allowances:
They are the amount offered in return for an agreement by the retailer to
feature the manufacturers products in some way; displays, advertising or
otherwise.
Free Goods:
Free goods are the extra merchandise offered to middlemen who buy a
specific amount of a product.
Companies also offer push money and specialty advertising items to the
middlemen.
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Sales Contests.
Clearly, sales promotions play an important role in the total promotion mix. To
use it well, the marketer must define the sales promotion objectives, select the
best tools, design the sales promotion program, pretest and implement the
program and evaluate its results.
Page 10
INDUSTRY PROFILE
A Look into the Indian Economy and Furniture
Industry
India is the fourth largest economy in the world and its the largest
democracy with second largest GDP among emerging economies. World
Banks President James D. Wolfensohn confirmed that India is not the worlds
4th largest economy after USA, China and Japan in PPP (Purchasing Power
Parity). It is also one of the ten fastest growing economies in the world.
India today is 7th most attractive destination for foreign direct investments,
after US, China, Brazil, Mexico and Germany. Besides, India offers higher rate
of returns and profitability than anywhere else in the world.
Out of 1 billion population the upper and middle class constitutes 20% or
200 million people (or 30 to 40 million houses). By rent per capita:
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2. Levels of affluence are high- with the number of individuals in the high:
income demographic group doubling each year, according to NCAER
statistics.
Page 12
product range are now permitted for import into India under OGL or the
Open General License, which implies that no special import license is
required for import.
6. Despite the cut in duties, the rate of customs duties is fairly substantial
which makes the prices of products higher in India. There is a huge
demand for furniture, hardware and fittings, DIY equipment, lighting and
consumer non-durable and appliances.
7. While the Indian middle class still does not have as high a rate of
obsolescence as the US, and tend to use their furniture for several years
before changing or upgrading, the actual size of this segment makes
investment in this market more than worthwhile. The affluent classes
however, do have high rate of obsolescence of interior decoration products
and redecorate constantly.
8. All the above factors put together make manufacturers and retailers of a
wide range of consumer durables. Several overseas companies have
already entered the market and have been extremely well received by the
market.
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The furniture industry employs a total of around 30,000 workers. The future
on the furniture sector in India seems positive. Talking about production,
several agreements have been signed between local producers looking for
technology and European and Asian companies trying to reach a potential
opportunity in costs.
From the commercial point of view, India shows good perspective to sell
furniture in the following years. First of all, because its size and secondly due
to the newly acquired taste as a result of exposure to western furniture style.
India is one of the largest consumers of wood in South East Asia. Until a
few years ago the county had considerable quantities of available tropical
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Most soft and hard woods are imported from Russia, Scandinavia and
other South East Asian counties. MDF is imported from Europe, and there is
also a small local production. Veneered panel are becoming more popular in
India and are imported from the European Union and the USA.
The total size of Indian furniture industry is estimated at Rs. 350 thousand
million but almost 85% of this is unorganized. The remaining 15% is
organized and is believed to be growing at a steady pace of 12% to 15% per
annum.
The share of the wooden furniture market is estimated at Rs. 600 million.
Woodworking industry of India is one of the fastest growing in the countys
Page 15
Page 16
CHAPTER - 2
REASEARCH DESIGN
Title of the Study
The title of the study is A STUDY ON SALES PROMOTION OF HOME
FURNISHINGS AT Ferror Dek Pvt. Ltd.
The main aim of the study is to uncover new relationship and identify any
problem that may arise in future. Hence, exploratory research is been
conducted. Exploratory research as its name implies endeavors of exploring
the possibility of doing research on a subject where due to lack of existing
knowledge framing and testing the hypotheses is difficult. In todays crowed
marketplace where products and services are touting themselves to be the
best, it is vital to stand out in the crowd. The study was undertaken to explore
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2. To find out the footage of Ferror Dek Pvt. Ltd. With respect to other players
in the market.
3. To observe and understand the practice followed by Ferror Dek Pvt. Ltd.
The prospect of the furniture sector in India seems positive. The Indian
furniture industry has awakened to interesting times! The last ten years have
seen changes in the shop windows of furniture retailers. Consumers today no
longer look for mere practicality in furniture, instead, they look for theme
furnishing, i.e. lifestyle living. Realizing the tremendous market potential and
to make the most of it, the study was undertaken.
2. The study was conducted under the assumption that the information
given by the respondents is authentic.
3.
The analysis and suggestion are given only with respect to marketing
aspects as technical suggestion with respect to the product could not
be given.
In order to fund out the market realities, the researcher visited the
showrooms of certain companies having almost similar product
profile as that of Ferror Dek Pvt. Ltd. To name a few Quezel, Veneto
Cosines, Trident Inter Wood, etc.
With 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. The researcher met the respondents
Page 20
interviewed
them
and
made
them
to
fill
the
questionnaire.
Primary Data:
Here first hand information is obtained by distributing printed questionnaire to
the marketing executives of the company. Data was also obtained from the
observation and interview technique adopted by the researcher. Moreover,
information was disseminated by the departmental heads.
Page 21
SOURCES OF DATA
Primary Data
Secondary Data
Questionnaire
Newsletter
Observation
Journals
Interviews
Magazines
Visits to other
Newspapers
Companies Information
Books
Websites
Page 22
CHAPTER 3
COMPANY PROFILE
Ferror Dek Pvt. Ltd. promoted by Mr. Binny Kuriakose is one of Indias
leading manufacturers and distributor of modular kitchen and modular work
station. It also undertakes value added services such as executing turnkey
projects as a part of office furnishing.
It was a modest beginning for Ferror Dek with a few orders for home
furnishing. Very soon as the scope of the business grew; it started expanding
into diverse activities. It is only a year old but the company has shown
excellent growth since inception and is growing at a rapid pace.
Page 24
Ferror Dek undertakes and completes every project with the same
precision and approach irrespective of the size of the project. Raw
material is checked and sorted based on the target approach to
stringent quality checks at every level.
MANUFACTURING FACILITIES:
The specialized home solution offers complete units for every room. The
array of products includes:
Modular Kitchens
Page 25
Modular Workstations:
Page 26
Pedestals
Discussion tables
Conference tables
Training tables
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Architectural services
Civil construction
Project co-ordination
False-ceiling
Networking
Electrical work.
ORGANIZATION CHART
MD
Head Accounts
And
Administration
2 Executives
And an
Office boy
Head
Marketing
(Home
Furnishings)
Head
Designing
8 Marketing
Executives
8 Designers
Supervisor
(Quality Control)
Supervisor
(Production)
Head
Marketing
(Office
Furnishings)
Head
Production
2 Marketing
Executives
Supervisor
(Product
Analysis)
Supervisor
(Dispatch)
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2 Persons
26 Persons
(Machine operators
And helpers)
2 Persons
1 Person
Employee Strength
A total of 61 personnel including executives and shop floor workers are
working for the company.
DEPARTMENTS
The researcher encompassed the study of four departments namely
Accounts and Administration, Designing, Production and Marketing. The basis
for departmentalization was functional.
This department is broadly concerned with the acquisition and use of funds
by the company. It also analyze, plan and control the companys financial
affairs. Moreover, the in house administration of the company is also taken
care of. It includes maintenance of showroom and a look into the
requirements and problems of day to day administration. It also keeps a track
of things with regard to civil construction, architectural services, networking,
project co-ordination, electrical work, etc. It is also concerned with bank facility
availed by the employees. Apart from all these, it also takes into account the
Page 30
DESIGNING DEPARTMENT
This department is headed by Mr. Albert. Eight creative designers assist
him. The team of designer tailor makes the products according to the needs of
the customers. Two aspects namely affordability and aesthetics are focused
upon. Major activities undertaken in this department are as follows:
Innovative designs
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PRODUCTION DEPARTMENT
This department is headed by Mr. Prashanth. Four supervisors are in
charge of four different activities such as quality control, product analyzing,
production and dispatch.
PRODUCTION HEAD
Supervisor
(Quality Control)
2 Persons
Supervisor
(Product
Analysis)
2 Persons
Supervisor
(Production)
26 Persons
(Machine
Operators
And helpers)
Supervisor
(Dispatch)
1 Person
Quality Control:
This sub department is mainly concerned with the inspection of raw
materials. The raw materials are supplied mainly by four companies namely
Novapan, Spacewood, Bhutan Board and Nepal Board and Nuwood. For bulk
orders, direct purchase is made from the local companies such as Marino Ply,
Greenlam, Virlam and Kalachandra.
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Product Analyzing:
This sub-department is mainly concerned with targeting and
scheduling. After receiving the production design, it targets as to when the
work needs to be completed and schedules the whole process. Again,
after completion of production process and before dispatch, the product is
thoroughly inspected here.
Production:
26 persons comprising of machine operators and helpers are
involved in this sub-department. It consists of five operations namely
cutting, molding, edge bending, boring and hot press and post formed.
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I. Operation : Cutting
Machine Used
1. BEAMSAW
2. PANELSAW
Page 34
V. Operation : Molding
Machine Used
1. HOT PRESS
2. POST FORMED
3 operators
Important Note :
Within 4 hours after cutting the panel, it needs to be covered.
Dispatch:
After the product is analyzed, it is ready for dispatch. Usually, at least
once carpenter goes to the customer site for installation.
MARKETING DEPARTMENT
This department deals with the springboard of all activities. This
department is split into two divisions one dealing with home furnishings and
the other dealing with office furnishings.
Home Furnishings:
Page 35
1. Product:
Modular kitchens, wardrobes, wall units, crockery units, living room
furniture, designer doors, shoe racks, loft coverings, dressing units,
kids units.
Page 36
2. Place:
Located at Bangalore, Indias melting pot of international cultures, the
company is at a strategically advantageous position to offer its clients
furniture that reflects the emerging global denizens.
3. Price:
Page 37
4. Promotion:
The Company has a showroom of its own. The showroom is opened
for all the seven days of a week from 9 a.m. to 9 p.m. Paper insertion
are placed in leading newspapers such as Times of India, Business
Standard, Deccan Herald and Prajavani. Telemarketing is also done.
Display stalls are put up near upcoming construction of apartments.
The Company also participates in exhibitions. The recent one is, being
the participant of the Life Style Show on Palace Ground at Mekhri
Circle.
Office Furnishings:
This department is headed by Mr. Rajesh. Two marketing executives assist
him.
The products dealt with are modular workstations, filing storage units,
pedestals, keyboard and CPU trolleys, conference tables, training tables and
Page 38
HR ASPECTS
Leave Facility :
All employees are entitled to 12 days of casual leave and 2 days of
sick leave (monthly). In case of a long leave, say a week or more than
that, one needs to inform it before 10- 12 days. In case of emergency, a
prior intimation before 2 days is sufficient. One can also avail the facility of
working on holidays and taking leave on the week days.
Recruitment :
The Company spells out its requirements to the consultancies about
the suitable candidates. Usually, Mr. Eugene or Mr. Rajesh or Mr. Yesudas
takes the interview of the candidates.
Page 39
Job Rotation :
Job 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
Quotation is made
Negotiation is made
Production department
SWOT Analysis
Strength
Weakness
Customized products
Reasonable price
Quality
Opportunity
Threats
A lot many players are existing
in the market
Future Plans:
The company has shown excellent growth since inception and is
growing at a rapid pace. All these contribute for the companys future
expansion plan.
CHAPTER- 4
DATA ANALYSIS AND INTERPRETATION
Table No. 1
Table representing the sex of the marketing
executives
Sex
No. of Respondents
Percentage
Male
20%
Female
24
80%
Total
30
100%
Analysis
80% of the respondents are male.
20% of the respondents are female.
Interpretation
Page 42
Graph 1
Sex of the Marketing Executives
Page 43
Table No. 2
Table representing the pricing of products
Prices
High
Reasonable
Competitive
Low
Total
No. of Respondents
16
14
30
Percentage
54%
46%
100%
Analysis
54% of the respondents are of the opinion that the products are
reasonable.
46% of the respondents are of the opinion that the prices of the
products are competitive.
None of the respondents feel that the prices of the products are
either high or low.
Interpretation
Page 44
Graph 2
Pricing of Products
Page 45
Table No. 3
Table representing the major competitors of
Ferror Dek Pvt. Ltd. with regard to
Home furnishing
Major Competitor
No dominant player
Godrej
Trident Inter Wood
Total
No. of Respondents
24
4
2
30
Percentage
80
13
7
100
Analysis
Majority of the respondents i.e. 80% opines that there is no
dominant player in the market.
13% of the respondents are of the opinion that the Godrej is the
major competitor.
Page 46
Interpretation
Though brand names like Godrej and Trident Inter Wood came into
the picture but the fact reveals that there is no dominant player in
the market. So everyone is competing with each other.
Graph 3
Major Competitors
Page 47
Table No. 4
Table representing the competitors strength
Strength
Quality
Brand Image
Pricing
Promotional Activities
Total
No. of Respondents
24
6
30
Percentage
80
20
100
Analysis
80% of the respondents are of the opinion that the competitors
strength is brand image.
20% of the respondents opine that promotional activities are the
strength of the competitors.
Page 48
Interpretation
Majority of the respondents opines that brand image is the strength
of the competitors.
Graph 4
The Competitors Strength
Page 49
Table No. 5
Table representing the quality of the products of
Ferror dek with respect to other competitors
Rating
Good
Very good
Fair
Poor
Total
No. of Respondents
17
13
30
Percentage
57
43
100
Analysis
Majority of the respondents i.e. 57% are of the opinion that the
products are of good quality with respect to other competitors.
Page 50
Interpretation
Majority of the respondents is of the opinion that the products are of
good quality and is at par with other competitors having brand
names.
Graph 5
Quality of the products of Ferror dek with
respect to other competitors
Page 51
Table No. 6
Table representing kind of products sold more
per month
Products
No. of Respondents
Percentage
Page 52
27
3
90
10
30
100
Analysis
90% of the respondents are of the opinion that modular kitchens
are sold more per month.
10% of the respondents are of the opinion that modular kitchen and
wardrobes are sold more per month.
Interpretation
Majority of the respondents is of the opinion that modular kitchens
are sold more per month.
Graph 6
Kinds of products sold more per month
Page 53
Table No. 7
Table representing the merits of the products of
Ferror dek that differentiates it from others
Page 54
No. of Respondents
10
7
10
3
30
Percentage
33
24
33
10
100
Analysis
33% of the respondents are of the opinion that reasonable pricing
and a customized product differentiates the products of Ferror dek
from that of others.
24% of the respondents are of the opinion that quality is the
differentiating factor.
10% of the respondents are of the opinion that finishing is the
differentiating factor.
Interpretation
Reasonable pricing and customized products differentiates the
products of Feror dek from that of others.
In fact, all the merits such as reasonable pricing, customized
products, quality and finishing contributes in differentiating the
products from others.
Graph 7
Merits that differentiates the products of Ferror
dek Pvt. Ltd.
Page 55
Table No. 8
Table representing the factors which play a
major role in demand generation
Page 56
Factors
Ratings
5
Analysis
Price of the product gets the maximum of 5 rating.
Design of the product and the price of the product get the maximum
of 4 rating.
Delivery of the product ordered gets the maximum of 3 ratings.
Awareness about the product gets the maximum of 2 rating.
Presentation about the product gets the maximum of 1 rating.
Interpretation
Price of the product plays a major role in the demand generation.
Design of the product plays an important role in demand
generation.
Delivery time of the product ordered can make a little difference in
demand generation.
Page 57
Graph 8
Factors playing a major role in demand
generation
Page 58
Table No. 9
Table representing the promotion of the
products of Ferror dek Pvt. Ltd.
Promotions
No. of Respondents
Percentage
Page 59
7
10
10
24
33
33
3
30
10
100
Analysis
24% of the respondents are of the opinion that paper insertions are
used as promotion of the product.
33% of the respondents opine that telemarketing is the means of
promotion of the products.
33% of the respondents feel that participating in exhibition has
promoted the product.
10% of the respondents are of the opinion that showrooms are
used as promotion of the product.
Interpretation
The company adopts a variety of promotional methods such as
paper insertion, telemarketing, display stalls, participating in
exhibition, direct mail, presentations and showrooms.
Graph 9
Methods of promoting the products
Page 60
Table No. 10
Table representing the discount if given on
repeat purchase
Discounts Given
No. of Respondents
Percentage
Page 61
27
3
30
90
10
100
Analysis
90% of the respondents are of the opinion that the discount is given
on repeat purchase.
10% of the respondents are of the opinion that discounts are not
given on repeat purchase.
Interpretation
Majority of the respondents is of the opinion that discounts are
given on repeat purchase.
Graph 10
Discounts given on repeat purchase
Page 62
Table No. 11
Table representing the percentage of discounts
given on repeat purchase
Page 63
No. of Respondent
Percentage
20
5
5
30
66
17
17
100
Analysis
66% of the respondents are of the opinion that 2-5% discount is
given on repeat purchase.
17% of the respondents opine that 6-10% of discount is given on
repeat purchase.
17% of the respondents are of the opinion that no discount is given
on repeat purchase.
Interpretation
Majority of the respondents are of the opinion that 2-5% discount is
given on repeat purchase.
The company does not adhere to any stringent norm while giving
discount on repeat purchase as there is difference of opinion
among the respondents.
Graph 11
Percentage of discount given on repeat
purchase
Page 64
Table No. 12
Table representing the way of marketing of the
products
Page 65
Way
Direct marketing
(Showroom)
Retailers
Dealers
All of the above
Total
No. of Respondents
30
Percentage
100
30
100
Analysis
100% of the respondents are of the opinion that the marketing of
products are through direct marketing.
Interpretation
The products are marketed through direct marketing and dealers
and retailers are not involved in the marketing process.
Graph 12
The way of marketing of the products
Page 66
Table No. 13
Table representing the target consumers
Target
No. of Respondents
Percentage
Page 67
27
3
30
90
10
100%
Analysis
90% the target customers are from upper class.
10% of the target customers are from middle class.
Interpretation
The target consumers are the upper class and the middle class.
Graph 13
The target consumers
Page 68
Table No. 14
Table representing the kind of incentives
received by the employee
Page 69
No. of Respondents
17
13
30
Percentage
57
43
100
Analysis
100% of the respondents are of the opinion that no incentives are
given at present.
Interpretation
No incentives are given to the marketing personnel at present.
Graph 14
Kind of incentives received by the marketing
personnel
Page 70
CHAPTER 5
SUMMARY OF FINDINGS AND CONCLISION
Page 71
Specific Findings:
This is pertaining to the objectives of the study.
General Findings:
This is with regard to the market dynamics and visits made by the
researcher to companies having almost similar products profile.
Specific Findings:
1. The company adopts a variety of promotional methods such as paper
insertion, telemarketing, display stalls, participating in exhibitions,
direct mail, presentations and showrooms.
2. Though brand names like Godrej and Trident Inter Wood came into
the picture but the fact reveals that there is no dominant player in the
market. So every player is vying with each other to capture a larger
pie in the markets.
General Findings:
1. Foreign companies can invest up to 100% in most of the manufacturing
industries in India, including furniture.
2. With the vast array of modular option available in market, the consumer
isnt really strapped for choice.
5. With respect to the foil, Ferror Dek offers a wide range of colors. This
gives it an edge over the others.
Page 73
9. The prices of the products are reasonable though they are competitive.
10. The products are of good quality and are at par with other competitors
having brand names.
11. Modular kitchens are sold more per month. So, this area needs
greater focus.
Page 74
15. The company does not adhere to stringent norm while giving discount
on repeat purchase.
16. The target consumers are the elite and upper middle class.
CONCLUSION
Page 75
A home is not just a living space but ones statement of individuality to the
world. Big or small, its all about adding own touch to ones home to make it
unique a perfect blend of form and function. With the ever increasing
number of house-hold items, a highly dynamic and always on the move job
profiles, it is crucial for people to employ efficient storage spaces that are
affordable to purchase. The modular kitchen of today is the epitome of
functionality and multi-purpose aspects. With the rise in income and the
infiltration of western luxury goods have created a cultural shift towards
materialism and consumerism. Ferror Dek with its unique strength provides
customer solution that offers the perfect balance of quality and economy.
Page 76
In todays crowded market place, where products and services are touting
themselves to be the best, it is vital to stand out in the crowd. From the
various channels of advertising, point of sale displays and how the employees
are relating to the customers. It is important for Ferror Dek Pvt. Ltd. to
establish and reinforce an unmistakable brand and corporate identity in all
channels of fickle minded consumers. Herein, lays the importance of the
Japanese proverb which says Thinking without action is a daydream and
action without thinking is a nightmare.
CHAPTER 6
Page 77
Recommendations:
1. Its overwhelming to find out that the organization works in a systematic
manner. A blend of co-ordination will definitely enhance the
performance of the company.
2. Quality clubbed with reasonable pricing and quick delivery made the
product of the company stand apart. The marketing campaign should
focus on this aspect and made according to its line.
3. The strength of the company is its customized products. This very fact
must be highlighted in the marketing campaign.
Page 78
Suggestions:
Page 79
4. Feng Shui items are gaining prominence right at the moment. Feng
Shui describes the wood personality as one possessing good decision
making skills, idealism, imagination, compassion and the ability to
create change. The fact can help in emotional marketing of the product
and also combat competition from Godrej whose modular kitchens are
made of steel.
5. In todays crowed market place in order to increase the size of the pie,
the Company can adopt innovative promotional strategies. One of them
can be suggested as Dream House road shows. It will help in creating
and reinforcing the Companys identity in the minds of the consumer.
Page 80
6. In order to be extra ordinary, the Company has to walk the extra mile. A
method named Experimental Marketing can be adopted by the
Company wherein the prospective consumers can be invited to visit the
showroom and touch and feel the products.
8. Consumer is the king in the market. This fact should be deeply rooted
in the minds of the employees. The Company can adopt some ways to
listen to the customers 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.
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QUESTIONNAIRE
1) Name:
2) Address:
3) Designation:
4) Sex:
a) Male
b) Female
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11) What specific merits do you think will differentiate your products
from others?
a) Reasonable price
b) Quality
c) Customized products
d) Finishing
12)How important do you feel that the following factors play a major
role in demand generation on a scale of 1-5?
a) Price of the product
b) Awareness about the product
c) Delivery time of the product ordered
d) Presentation of the product
e) Design of the product
5- Very important
4- Important
3- Makes little differences
2- Not important
1- Does not make any difference
THANK YOU!
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