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A Report submitted towards the partial fulfilment of the requirements of the two Years full-time Post Graduate Diploma in Management
Submitted to: Dr. Prachi Mishra
Submitted by Devkant Rath Post Graduate Diploma in Management (INTERNATIONAL BUSINESS) Roll No.: 2K91/IB/09 2009-2011 Batch
ASIA-PACIFIC INSTITUTE OF MANAGEMENT 3, Institutional Area, Jasola, New Delhi
SUMMER INTERNSHIP PROJECT REPORT
“SALES PROMOTION AND BRANDING SAHARA CARE HOUSE”
SAHARA CARE HOUSE
NEW DELHI. 2|Page
ACKNOWLEDGEMENT A project is never the sole product of a person whose name has appeared on the cover. Even the best effort may not prove successful without proper guidance. For a best project one needs proper time, energy, efforts, patience, and knowledge and how to use all these things. But without any guidance it remains unsuccessful. I have done this project with the best of my ability and hope that it will serve its purpose. It was really a great learning experience and I would really express my special and profound gratitude to my guide Dr. Prachiee Mishra & Mr. Anubhav Choudhary who not only helped me in the successful completion of this report but also spread his precious and valuable time in expanding my knowledge base, I take immense pleasure in thanking them for supporting at all stages of this project. After the completion of this Project I feel myself as a well aware person about the Research Procedure and the complexities that can arose during the process. Also I get an insight of the Insurance industry and Tourism Industries of SAHARA CARE HOUSE . Finally, I am also grateful to all those personalities who have helped me directly or indirectly in bringing up this project report, my friends.
TABLE OF CONTENT
ACKNOWLEDGEMENT....................................................................................3 TABLE OF CONTENT...............................................................................................4 EXECUTIVE SUMMARY............................................................................................6 The project title of my training was on SALES PROMOTION AND BRANDING OF SAHARA CARE HOUSE. The project helped me to understand about the products or the Plans of the company and how to promote the company’s Plans to customers. Even it also helped me to know about various market competitors through the market research and how is SAHARA different and better from it. Through the internship my negotiation skills also increased and also came to know that to tackle any consumers is not so easy that to Indian consumer’s as they are very much aware of many things. ...........................................................6 INTRODUCTION OF THE INDUSTRY.........................................................................7 OVERVIEW.............................................................................................................. 9 SAHARA CARE HOUSE..........................................................................................15 VARIOUS PLANS OF SAHARA CARE HOUSE..........................................................19 REVIEW OF LITERATURE.......................................................................................22 Promotion and Sales Promotion: Sales promotion is only a part of the promotion. Basically promotion is an "exercise" in information persecution and influence. Promotion has come to mean the overall co-ordination of advertising selling, publicity and public relations. Promotion is a helping function designed to make all other marketing activities more effective and efficient. But sales promotion as such helps only the selling activity still, there exit same difference of opinion on the real connection of the term sales promotion.................................................27 RESEARCH METHODOLOGY..................................................................................32 DATA INTERPRETATION........................................................................................38 &.......................................................................................................................... 38 DATA ANALYSIS....................................................................................................38 SUGGESTION AND CONCLUSION..........................................................................50 CONCLUSION........................................................................................................51
BIBLIOGRAPHY..................................................................................................... 53 ANNEXURE........................................................................................................... 54
In today’s corporate and competitive world, I find that Service sector has the maximum growth and potential as compared to the other sectors. Out of the service sector, Insurance sector has the maximum growth rate of 70-80% while as FMCG sector has maximum 12-15% of growth rate. This growth potential attracts me to enter in this sector and SAHARA CARE HOUSE has given me the opportunity to work and gain insightful experience in this highly competitive and growing sector. The project title of my training was on SALES PROMOTION AND BRANDING OF SAHARA CARE HOUSE. The project helped me to understand about the products or the Plans of the company and how to promote the company’s Plans to customers. Even it also helped me to know about various market competitors through the market research and how is SAHARA different and better from it. Through the internship my negotiation skills also increased and also came to know that to tackle any consumers is not so easy that to Indian consumer’s as they are very much aware of many things.
INTRODUCTION OF THE INDUSTRY
COMPANY PROFILE Sahara India- a corporate, which believe that quality, is never an accident it is a result of planning, team work and a commitment of excellence. Sahara India Pariwar is a multibusiness conglomerate with diversified business interest that includes finance, real estate, media & entertainment, tourism & hospitality, and service & trading. Sahara India Pariwar 1978 in Gorakhpur, India 3 15 2000 1 NO TRADE UNION NO OWNER
Year Workers Dependents Asset Establishment
2010, Headquarter in Lucknow ,India 12.05 lac 78.50lac Over 75,000 crore 2105
Important points about Sahara India Parivar as a company:
The employees at Sahara India Pariwar greet each other by saying “Sahara Pranam”. Every year, republic day and Independence Day is celebrated as Bharat Parv (national festival) and Sahara India Pariwar celebrates it as the biggest event of the pariwar. Sahara India Pariwar has been the official sponsors of the Indian cricket team and Indian hockey team. Sahara India Pariwar in often referred as the world’s largest family.910,000 workers/ employees and no trade union. Its five star hotel ‘Sahara Star’ near Mumbai airport has the world’s largest pillar less clear-to-sky dome of its kind. Holds the Guinness world record for planting 125,256 trees by 1400 volunteers in 6 hours and 35 minutes 0n 5th June 1988 at Amby Vally City. Hold the record in India for 25%-50% hike in the gross salary of all of its employees at one go. Conducts mass marriage ceremony of 101 underprivileged girls every year. Subrato Roy Sahara is also referred as “Saharasri”.
• • •
Profit Sharing of Sahara India Parivar
SAHARA INDIA PARIWAR
Sahara India Pariwar is a major entity on the corporate scene having diversified business interests that include Finance, Infrastructure & Housing, Media & Entertainment, Consumer Products, Manufacturing, and Services & Trading. Quality is our essence and we, at Sahara India Pariwar, have always stressed on the Qualitative aspect. Consequently in this run for quality, quantity has always pursued Sahara. They look forward to reaching the zenith and reaffirm our commitment to the process of sound nation-building. Sahara India Pariwar is a major entity on the corporate scene having diversified business interests that include Finance, Infrastructure & Housing, Media & Entertainment, Consumer Products, Manufacturing, and Services & Trading. Quality Quality is there essence, Sahara India Pariwar, have always stressed on the Qualitative aspect. Consequently in this run for quality, quantity has always pursued them. They look forward to reaching the zenith and reaffirm our commitment to the process of sound nation-building.
Core Commitments - Strength
Emotion Emotion is in Performance of genuine duties towards the loved ones primarily in their benefit, from their point of view. EMOTION is THE KEY that generates the required energy and enthusiasm for desired quality performance. NO Discrimination Never should we discriminate in any of our actions, reactions, attitudes, decisions, conclusions, in any of our expressions while caring for the six health’s of other human beings, namely physical, material, mental, emotional, social and professional health’s. Quality Results from honouring Rules, Regulations, Commitments, Values, Fairness, Performance of Duties by honestly balancing one's own and others' reasonable point of view in the matters of Material & Emotional aspects. Give Respect To definitely make others feel important and respected by giving sincere regard to others' feelings, reasonable wishes & thoughts with an open and receptive mind and warmth. Self-Respect To develop a sense of respect for oneself in others' mind, i.e. to generate genuine & warm feelings for oneself among others on a continuous basis. Truth Means total transparency in action, reaction, attitude and all other expressions and the conviction to follow the right course. Religion There is a religion higher than religion itself - it is NATIONALITY. We may practice our religions in the confines of our homes, but outside, we should be Indians and only Indians. 'Bharatiyata' or Nationalism thus becomes our supreme religion. Absolute Honesty People generally manipulate and deceive for achieving their unreasonable desires and greed if others do not or cannot see, hear or understand. But Sahara India firmly believe that our mind inside knows the truth and we should be absolutely honest to our mind inside and accordingly our actions, reactions, directions, decisions and all our expressions should be present in all human dealings. LEADERSHIP
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Sahara India Parivar’s biggest achievement is that they are under the guidance of “Saharasri” Subrata Roy Sahara who is proud to be the Guardian of The world’s Largest Family. In business profit earnings and overall growth of business get the highest priority and are certainly creditable, but ultimate credibility of business enterprise, particularly of larger ones is in the utilization of profit, be it for best possible enlistment of its workforce and for espousing Social, National Development causes or for rendering services to mankind as a whole. Fulfilling the Qualitative aspect of utilization of profit, the world's largest family ‘Sahara India Pariwar is proud to have reached today new horizons of growth and development. On the basis of our philosophy of Collective Materialism we have always given importance to the fact that profit earning is the Quantitative aspect whereas the proper utilization of profit is the Qualitative aspect. Ironically, we only recognize and get recognized by the Quantitative aspect. I, therefore earnestly appeal to one and all in Politics, Media, Business etc. that every action, reaction, selection, appreciation or criticism should be oriented strictly towards the Qualitative aspect. I appeal to anybody and everybody to accord top priority to Qualitative aspect in anything and everything for peaceful, prosperous and progressive co-existence of mankind anywhere and everywhere.
Vision An organization is exemplified by the values it practices. At Sahara India Pariwar, we believe in religiously chasing quality, honouring rules and regulations and fulfilling all commitments. These principles are aimed towards a peaceful, prosperous and progressive coexistence of
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mankind, anywhere and everywhere. This is the essence of Collective Materialism - Our Corporate Philosophy which means to progress and prosper together for collective sharing and caring and not individually or for a select group. Like every other division of Sahara India Pariwar, Sahara Infrastructure and Housing is also inspired by our mantra of "Karma, Quality, Kartavya” i.e. practicing superior work ethics, emphasizing on "quality" in all products and services and remaining true to our commitments.
Today, I feel proud of the fact that I am the Guardian of the World's largest family. Perhaps, I am the world's only person whose family is so vast, so disciplined, so dedicated and so committed. Such a vast family as Sahara India Pariwar has a grand and infinite future and I am sure that we will sustain our duty, consciousness, discipline and dutifulness with a sense of dedication, as we have always done in the past, so that together we could build an India full of energy and radiance
It is a matter of pride that we are able to contribute through this division in accelerating the momentum of India's wheel of progress. Sahara Infrastructure and Housing has also taken up such social responsibility projects as Kargil Martyrs and Bhuj housing projects. We are committed to make India a developed country from its present status of a developing country.
(Subrata Roy Sahara) Managing Worker & Chairman Sahara India Pariwar
BOARD OF MANAGEMENT
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Mr. Subrato Roy Sahara Ms. Swapana Roy Mr. O.P Srivastava Mr. J.B Roy
Chairperson Dy. Managing Worker (personnel and welfare) Dy. Managing Worker (Controlling and Analysis) Dy. Managing Worker (Commercial)
Dy. Managing Worker (P&W)
Dy. Managing Worker (C&A)
Dy. Managing Worker (Comm.)
Structure of Sahara India Business SAHARA INDIA PARIWAR SAHARA INDIA PARWAR
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MEDIA AND ENTERTAINMEN T SERVICES & TRADING
SAHARA CARE HOUSE
PARA BANKING LIFE INSURANCE MUTUAL FUNDS
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SAHARA CARE HOUSE
On 27th March, 2006, one new organization or brand was formed by Sahara India and was named Sahara Care House. It is headed by Mr. Romi Dutta. This organization was formed with an intention to care just like a family member. The aim was to help the NRIs in taking the complete care of their family living in India. Thus, to share their responsibility. After its grand success, in 2008, this service was also launched in India but with new additional products and services. The head office of Sahara Care House is in Gurgaon. Sahara Care House is a single window service platform offering more than 5000 products and 60 services for Indians residing overseas (NRIs and PIOs). It caters to the requirements for just about anything that needs to be done for them, their families and friends in India. Sahara Care House is an emotionally driven commercial enterprise offering various services for Global Indians, who are settled overseas but have family and friends in India. Sahara Care House offers many opportunities to reach out to their loved ones through a bouquet of attractive services in 197 cities across India. Services are rendered by 3500 dedicated Relationship Ambassadors who are on call 24x365 to assist. Sahara Care House is a single window service platform offering more than 5000 products and 60 services for Indians residing overseas (NRIs and PIOs). Our services cater to the requirements for just about anything that needs to be done for them, their families and friends in India. Our Services are rendered across all over India through a strong workforce of 3500 Relationship Ambassadors who are on their duty around 24*365. Sahara care house is pioneer in concierge services across the India. We lead in concierge services, corporate concierge services, NRIs help, NRI services and online shopping all over India. An absolute online shopping portal permits to request for services and track your request self, making your life easier by giving these all on your door step. Availing three stages for serving you better: Call centre access, help desk and online shopping portal
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Objective Sahara Care House believes in providing outstanding personalized services to meet the needs to customers worldwide and their families in India. The service solutions ensure convenience, value and absolute satisfaction for customers. 'Security & Transparency' – Deep-rooted ethos and culture, transparent business processes of Sahara Care House, combined with the highest degree of professionalism 'Trust' – Part of a respected and well established USD 10.87 billion conglomerate of 32 businesses. 'Heritage' – History spanning 28 years, + 910,000 employees, servicing 1 out of 17 Indians. 'Reliability' – 3500 'Relationship Ambassadors' across 197 cities ensuring coverage of entire country. 'Dedication & Commitment' – Respect for human values; sensitivity & responsiveness to customers' needs
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MAJOR PRODUCTS AND SERVICES CONCIERGE SERVICES This membership entitles the purchaser to avail any of our 100+ services offered at a minimum facilitation fee. These services make the life simpler by offering a helping hand in their daily errand. Also this entitles to purchase the host of products online. The 4 major vertical ares• • • • Healthcare services Utility services Personalized services Gifts and shopping
SAHARA CARE HOUSE “HEALTH CARE SERVICES” has been made tie up with over 3000 network hospitals in 197 cities across the country. It provides various health care facilities such as• • • • • • • • • • Individual health care services Lab investigation Medicine delivery Arranging ambulance Home visit by consultants Preventive health care packages Master help check-up plan Antenatal check-up plan Regular health check-up plan Diabetes care plan
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SAHARA CARE HOUSE “UTILITY SERVICES” is a service to help members and its family members and friends in day to day requirements. The following are the utility services which is being provided• • • • • • • • Passport services in India Birth certificate in India Marriage certificate Essential goods delivery Security services Relocation services Legislation and attestation Legal advisory facilitation
SAHARA CARE HOUSE “PERSONALIZED SERVICES” that helps us and our families in customizing virtually all our personal needs. The service which makes a mutual trust with its costumers is done by relationship ambassadors. Some of the personalized services provided are• • • • • • • Admission information services Astrology services Insurance information services Investment information services Family root search Matrimonial services Visit by relationship ambassadors
“GIFTS AND SHOPPING” at SAHARA CARE HOUSE wide range of consumers products can be purchased and can be delivered to its customers. Sahara care house help its members to carry their sentiments with pleasant surprises for their family, friends and relatives with wide range of over 15000 products, not only on special occasion but just because they LOVE and CARE for them.
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VARIOUS PLANS OF SAHARA CARE HOUSE
PLAN B1 Concierge Services: MEMBERSHIP PLAN B1 CONCIERGE SERVICES HEALTHCARE SERVICES UTILITY SERVICES PERSONALIZED SERVICES GIFTAND SHOPPING ONLINE Vacation Voucher: This voucher entitles the members and up to 4 of his family members/friends to a vacations once in a year for seven night and eight days in 4000+ resorts across countries. Member on booking a holiday has to play a heavily discounted booking amount. Sahara Care House Discount Vouchers: The members will be entitled to get discount vouchers of 10% which can be redeemed on Sahara Care House website stores on the listed items exclusive for the Sahara Care house member. MEMBERSHIP FEE RENEWABLE FEE Rs 6666/- for one year Rs 3499/-
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PLAN B Attributes of The Membership card of Plan B: The membership entitles the member to avail any of the 100+ concierge services & to purchase a host of products online at a discount. Free benefits: 1. Discount Card / Privileged card: The card shall offer attractive discount to the customers at various outlets across the country. 2. Accidental Insurance Cover- Rs 4Lacs for the Husband + Rs.4 lacs for the Wife: TOTAL SUM INSURED Rs 4,00,000/P.A COVER Rs. 3.2 LAC HOSPITALISATION Rs. 80,000
This policy offers personal accident cover (death/permanent disablement, loss of limbs and permanent partial disablement) and cashless facility in more then 3500+ Reputed Hospitals in India Age Group: Available between the age of 5 years and 70 years. 3. Thyrocare: The offer includes 20% discount on all tests done at Tyrocare for member, spouse and 2 dependents children. 4. Heavily Discounted Holidays/Vacation Voucher: This entitles the member and up to 3 of his family members/friends to a vacation for 7 Nights/8people in 4000+ resorts across 45 countries after paying a minimal booking amount. 5. Free Reebok Watch: With membership the member will also get a attractive Reebok Watch absolutely Free. MEMBERSHIP FEE RENEWAL FEE Rs. 7777/-only(Incl Applicable Tax) Rs. 3999/- only(Incl Applicable Tax)
PLAN F Attributes of The Option F:
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1. THAINLAND PACKAGE: 4N/5D- for one person on twin sharing basis + 4 meal vouchers will be issued for Dinner 2. SAHARA GLOBAL TRAVEL AFGENCY: Sahara Global in association with Sahara Care House is offering to select members of Sahara Care House to enter the wonderful and profitable tourism segment. Sahara Global is the travel and tourism arm of 10 billion USD Sahara India Pariwar. The member will have access to personalized data website and can book/act online or offline on a wide range of tourism product, these products can be used for personal booking or can be sold to others for a profit.
UNIQUE PRICE OFFERING FOREIGN TOUR PACKAGE TO THAILAND + SAHARA GLOBAL FRANCHISE + OTHER BENEFITS Rs.19,999/- Only
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REVIEW OF LITERATURE REVIEW OF LITERATURE
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Marketing is a societal process which discerns consumers' wants, focusing on a product or service to fulfil those wants, attempting to move the consumers toward the products or services offered. Marketing is fundamental to any businesses growth. The marketing teams (marketers) are tasked to create consumer awareness of the products or services through marketing techniques. Unless it pays due attention to its products and services and consumers' techniques. It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research. Essentially, marketing is the process of creating or directing an organization to be successful in selling a product or service that people not only desire, but are willing to buy. Therefore good marketing must be able to create a "proposition" or set of benefits for the end customer that delivers value through products or services. A market-focused, or customer-focused, organization first determines what its potential customer’s desire, and then builds the product or service. Marketing theory and practice is justified in the belief that customers use a product or service because they have a need, or because it provides a perceived benefit. Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from competitive encroachments. For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage.
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Marketing management is the practical application of this process. The offer is also an important addition to the 4P's theory. Within most organizations, the activities encompassed by the marketing function are led by a Vice President or Director of Marketing. The American Marketing Association (AMA) states, "Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders." Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for reinventing itself and its vocabulary according to the times and the culture. Two levels of marketing: Strategic marketing attempts to determine how an organization competes against its competitors in a market place. In particular, it aims at generating a competitive advantage relative to its competitors. Operational marketing executes marketing functions to attract and keep customers and to maximize the value derived for them, as well as to satisfy the customer with prompt services and meeting the customer expectations. Operational Marketing includes the determination of the marketing mix (4 Ps). Four Ps - In the early 1960's, Professor Neil Borden at Harvard Business School identified a number of company performance actions that can influence the consumer decision to purchase goods or services. Borden suggested that all those actions of the company represented a “Marketing Mix”. Professor E. Jerome McCarthy, also at the Harvard Business School in the early 1960s, suggested that the Marketing Mix contained 4 elements: product, price, place and promotion. In popular usage, "marketing" is the promotion of products, especially advertising and branding. However, in professional usage the term has a wider meaning which recognizes that marketing is customer-centred. Products are often developed to meet the desires of groups of customers or even, in some cases, for specific customers..
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The four Ps are:
Product: The product aspects of marketing deal with the specifications of the actual
goods or services, and how it relates to the end-user's needs and wants. The scope of a product generally includes supporting elements such as warranties, guarantees, and support.
Pricing: This refers to the process of setting a price for a product, including discounts.
The price need not be monetary - it can simply be what is exchanged for the product or services, e.g. time, energy, psychology or attention
Promotion: This includes advertising, sales promotion, publicity, and personal
selling, branding and refers to the various methods of promoting the product, brand, or company.
Placement (or distribution): refers to how the product gets to the customer; for
example, point of sale placement or retailing. This fourth P has also sometimes been called Place, referring to the channel by which a product or services is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc. These four elements are often referred to as the marketing mix, which a marketer can use to craft a marketing plan. The four Ps model is most useful when marketing low value consumer products. Industrial products, services, high value consumer products require adjustments to this model. Services marketing must account for the unique nature of services. Industrial or B2B marketing must account for the long term contractual agreements that are typical in supply chain transactions. Relationship marketing attempts to do this by looking at marketing from a long term relationship perspective rather than individual transactions.
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SALES PROMOTION Sales promotion-Promotion involves disseminating information about a product, Product line, brand, or company. It is one of the four key aspects of the marketing mix. Sales promotion is an important component of a company's marketing communication strategy along with advertising, public relations, and personal selling. At its core, sales promotion is a marketing activity that adds to the basic value proposition behind a product (i.e., getting more for less) for a limited time in order to stimulate consumer purchasing, selling effectiveness, or the effort of the sales force. As this definition indicates, sales promotion may be directed either at end consumers or at selling intermediaries such as retailers or sales crews. Sales promotion stems from the premise that any brand or service has an established perceived price or value, the "regular" price or some other reference value. Sales promotion is believed to change this accepted price-value relationship by increasing the value and/or lowering the price. Familiar examples of consumer sales promotion tools include contests and sweepstakes, branded give-away merchandise, bonus-size packaging, limited-time discounts, rebates, coupons, free trials, demonstrations, and point-accumulation systems. Promotion is the final element in the marketing mix. After the nature of product is decided, its price fixed and the methods of distribution decided, the manufactures has to take effective steps in meeting the consumers in the markets. In the present consumer oriented markets it is the duty of manufacturers to know what is required by the consumer. It is also their duty to make the customers know where, when how and at what prices. The products would be available In order to understand the basic role and function of sales promotion, one must differentiate between sales promotion and other components of the marketing mix. Sales promotion usually operates on a short timeline, uses a more rational appeal, returns a tangible or real value, fosters an immediate sale, and contributes highly to profitability.
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The term promotion is the term and includes mainly three type of sales activity 1. Mass impersonal selling methods (Advertising). 2. Face to face personal selling (Salesman ship). 3. Activities other than personal selling and advertising such as point of purchase display (P.O.P.) show and exhibitions, demonstrations and other non securing selling efforts. This form of activity is called ‘Sales Promotion’. Promotion and Sales Promotion: Sales promotion is only a part of the promotion. Basically promotion is an "exercise" in information persecution and influence. Promotion has come to mean the overall co-ordination of advertising selling, publicity and public relations. Promotion is a helping function designed to make all other marketing activities more effective and efficient. But sales promotion as such helps only the selling activity still, there exit same difference of opinion on the real connection of the term sales promotion. Acc. to A.H.R. Delons :"Sales promotion means any steps that are taken for the purpose of obtaining or increasing sales". Acc. to W.Q. Kelly Opines:"Muddled misused misunderstood that is sales promotion Acc. to him the field of sales promotion as a marketing activity is still vaguely defined and organized. Sales Promotion and Advertising: Advertising includes all forms of mass media communication directed towards influencing the end consumer. Sales promotion on the other hand, includes the form of mass communication directed towards information and influencing the channel of distribution (e.g. distributors, retailers etc.). These sales promotions merge on one side in to advertising and on the other in to personal salesman ship. It is concerned with the dissemination of information to whole sellers, retailers, customers (both actual and potential, and to the salesman).Sales promotion is concerned with the creation. Application and dissemination of material and techniques that supplement advertising and personal selling. Sales promotion makes use of direct mail, catalogues, trade shows, sales contests, premiums, samples, windows displays and other aids. Its purpose is to increase the desire of salesman, distributors and dealers to sell a certain brand to make consumers more eager to buy that brand. Personal selling and advertising do include prospects to make these decisions. Sale promotion provides an extra stimulus.
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Objective of Sales Promotion 1. To increase sales directly by publicity through media which are complementary to press and poster advertising. 2. To disseminate information through sales man dealers etc. So as to insure the product getting in to satisfactory use by the ultimate consumer. 3. To attract new consumer. 4. To face the competition effectively. 5. To help salesman in selling more to the retailers and consumers. 6. To check seasonal decline in sales. Generally speaking sales promotion involves rendering the following services:(a) Services to dealers. (b) Services to own salesman. (c) Special publicity. Sales promotion at consumer’s level The various schemes of sale promotion at Consumer’s Level may include. 1. Coupons:These are given directly to the consumer these coupons are in most cases kept inside the package. The consumers many receive a price reduction of the stated values of the coupon at the time of purchase. The retailer receives reimbursement for the value of the coupon form the company. Coupons act as a short run stimulus to the sale of the product, since they are directly tied with the purchase of the item. They encourage the consumers. • Coupon System was very much incorporated in SAHARA CARE HOUSE in the form of Vacation Vouchers 2. Price-off-offer (Also known as bargain offer price packs):This offer is intended to stimulate the sales during a slump season. In this method the customer is offered a reduction from the printed price list. It is also used when a substitute for competing product enters the market. Many experts on sales promotion fed that ‘Off Schemes’ are among the weaker and less desirable methods of promotion. These can be trade resentment particularly when the retailer raises the price to retain his margin. Secondly that is not conductive to building up brand loyalty. Consumers may simply shift to the products that offer this scheme.
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3. Money Refund Offer:An offer usually stated on the package is that manufacturers will return within a stated period part or all of the purchaser’s money if he is not completely satisfied with the product. 4. Buy-Back Allowance: This an allowance following a previous trade deal not offer a certain amount of money for new purchases based on the quantity of purchases on the first trade deal. It extends the life of a trade deal and helps to prevent part deal sales decline. It greatly strengthens the buyer’s motivation to co-operate on the first deal. • Buy Back Allowance is been incorporated in SAHARA CARE HOUSE to woo the agents or the management trainee so that they get the sales on time and get a refund. 5. Premium:There are various forms of premiums provided by the manufacturer as sales promotional devices:(a) Coupons are supplied for effecting price reductions. (b) Factory in pack premium these are popular in the case of Body food and Tin food items, Spoons, Cups, Measuring, Glass etc. and such other items are packed with the product in the box itself. • Factory pack premium is also been used in SAHARA CARE HOUSE, as they provide A sample pack of 3 Health Supplements Free with the Membership. The 3 packs of effervescent tablets are Magnesium, Multi-vitamin, Vitamin C effervescent tablets
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Marketing Communication used at SAHARA CARE HOUSE
Reaches large, geographically dispersed audiences, often with high frequency; Low cost per exposure, though overall costs are high; Consumers perceive advertised goods as more legitimate; Dramatizes company/brand; Builds brand image; may stimulate short-term sales; Impersonal, one-way communication.
Advertisement at SAHARA CARE HOUSE is very much low and due to which the viewer or the customer rarely come to know about the companies’ attractive policies and plans.
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Most effective tool for building buyers’ preferences, convictions, and actions; Personal interaction allows for feedback and adjustment Relationship oriented; Buyers are more attentive; Sales force represents a long-term commitment.
Personal Selling is what SAHARA CARE HOUSE does most of the time through their Relationship Manager and Management Trainee.
May be targeted at the trade or ultimate consumer; Makes use of a variety of formats: premiums, coupons, contests, etc.; Attracts attention, offers strong purchase incentive.
The Sales Promotion Strategies used by SAHARA CARE HOUSE is not at all like to the other competitor’s presents in the market so it becomes very difficult for us to win the trust of the customer.
As the advertisements and the promotion strategies of SAHARA CARE HOUSE is very low people trust more for those products which are more famous in the market, even they have to pay extra amount for it they will go after the brands and the loyalty factor.
In many form the direct marketing can be done like Telephone marketing, direct mail, online marketing, etc.; four distinctive characteristics: Non-public, Immediate, Customized, Interactive; Well-suited to highly-targeted marketing efforts.
Direct marketing is what SAHARA CARE HOUSE does most of the time.
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Research Methodology Research methodology is away to systematically solve research problem. In it we study the various steps that are generally adopted by researcher in studying his research problem along
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with logic behind them. It is necessary for a researcher to know not only the research method/techniques but also the methodology. It may be noted, in the context of planning & development that the significance of research lines in its quality and not in quantity. Researcher should know how to apply particular research techniques, but they also need to know which of these methods or techniques, are relevant and which are not, and what would they mean and indicate and why? Meaning of Research “Research is common parlance refers to a search for knowledge. In fact research is an act of scientific investigation.” The project was divided in to the following steps. To decide the Objective of the study
To decide research design and application To decide the sources of data collection To collect and organize data
To decide from data collection
To prepare the research report 1. To decide objective of the Study:To process definition is the most critical part of the research This step is also research problem. Problemand analyze report process. Research problem definition involves specifying the information needed by management. The main objectives of the study are: • To Create the Awareness of SAHARA CARE HOUSE, among people.
• To find out the level of customer satisfaction with the Plans, offers discount and
services offered by SAHARA CARE HOUSE.
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2. To decide research design & application:Research design involves defining the research problem, determining how to collect the data and from whom, establishing the way the data will be analyzed estimating costs and the preparation of the research approach. For this study, descriptive research was selected. 3. To decide Source of data there are two sources of data Primary Data Secondary Data Primary data:Primary data is the original data collected specifically for the problem. Reason for selecting primary data:In terms of primary data a questionnaire has been used to interview desire sample units that give accurate and up to data information as well better to research problem. Research approaches: - Primary data can be collected in five main ways: through Observation, focus groups, surveys, behavioural data, and experiments. Research instruments: - Marketing researchers have a choice of three main researches Instruments in collecting primary data:
Questionnaires: - A questionnaire consists of questions presented to respondents for
their answers. Because of its flexibility, the questionnaire is by far the most common Instrument used to collect primary data. Questions can be open-ended or closed Ended.
Secondary data:Data potentially useful in solving a current problem but that were collected for a different purpose. Reason for selecting secondary data:Secondary data can be gathered quickly and inexpensively, compared to primary data, it is clear useful to study analyzing the recent development in the industry.
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Contact methods: - Once the sampling plan has been determined, the marketing researcher must decide how the subject should be contact:
Mail questionnaire: - The mail questionnaire is the best way to reach people who
would not give personal interviews or whose responses might be biased or distorted by the interviewers. Mail questionnaires require simple and clearly worded questions.
Telephone interview: - Telephone interviewing is the best method for gathering
information quickly; the interviewer is also able to clarify questions if respondents do not understand them. The response rate is typically higher than in the case of mailed questionnaires.
Personal interview: - Personal interviewing is the most versatile method. The
interviewer can ask more questions and record additional observations about the respondent, such as dress and body language. Personal interviewing takes two forms. In arranged interviews, respondents are contacted for an appointment, and often a small payment or incentive is offered. Intercept interviews involve stopping people at a shopping mall or busy street corner and requesting an interview.
Online interviews: - There is increased use of online methods. There are so many
ways to use the Net to do research. In this method, researcher can include a questionnaire on its Web site and offer a people to answer the questionnaire. 4. To decide from of data collection:For this project survey method was selected which was carried through person interview, online interview’s and Testimonials by the past and present user or members of SAHARA CARE HOUSE, because information from different customers where required for the analysis. 5. To organize & collect data:Once the researcher has formulated and development a research design including Questionnaire second thing he has to decide whether he has to collect the information from all the targeted customers. There can be two types of survey are possible.
Sample Survey Census Survey
“For this project sample Survey was chosen” Characteristics of the sample survey are: It is cheaper than census survey
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It requires less time It is economical More detail information can be collected Deciding the sample plan requires following decisions Sample unit “Who is to be surveyed” Sample Sample is the true representation of the population by studying of the sample we can predict the behaviour of the population. Sample Size: 60 (in this case) Method of Sampling:In this project, the survey was done within the market that means probabilistic convenience Sampling was carried out. 6. To process & analyze data:After the data was collected it was tabulated, analyzed and interpreted to the conclusion reach. Techniques Applied Bar Chart: - A chart in which the length of the bar represents the amount of the item associated with the bar. Pie Chart: - A circle divided in two sections, such that each section represent the percentage of the total area of a circle associates with one variable. Types of Research Along with this there may be 3 type of research methodology these are :They are – Exploratory Research Descriptive Research Casual Research “Our research is based on the exploratory research.”
Limitation of the study
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Market research is limited to the Delhi city due to limited time period.
On the basis of 60 sample size all the inferences been made.
Limited time period due to which unable to sale the plane and services of the SAHARA CARE HOUSE. Inability to meet target costumers due to limitations in plans and different services of SAHARA CARE HOUSE. Questionnaire been prepared on the basis of meeting the target costumers and getting the perceptions of the costumers regarding the plans of SAHARA CARE HOUSE.
Market research being done of sample size of 60 on the basis of
target plans and services.
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1. Do you know about SAHARA CARE HOUSE? CUSTOMER OPINION YES NO NO. OF PEOPLE 48 12 PERCENTAGE 80% 20%
Data Analysis: By the analysis we conduct that only 20% people out of the sample size 60 know about SAHARA CARE HOUSE and 80% are unaware about it.
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From the above we interpret that SAHARA CARE HOUSE brand name is not very much familiar in the market, and the company should start emphasising on it to sustain in the market.
2. How long you been aware of SAHARA CARE HOUSE? YEARS 0-1Yr 1-2Yr 2-3Yr 3-4Yr NO. OF PEOPLE 34 16 8 2 PERCENTAGE 57% 27% 13% 3%
Data Analysis: By the analysis we conducted only 3% of people know about SAHARA CARE HOUSE for past 3-4 year, and 57% of people out of the sample size 60 know for 0-1 year, that shows how its been promoted in the market, due the poor promotion the its getting difficult for Sahara Care house to customers loyalty.
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Data Interpretation: From the above Analysis we can interpret that the promotion of Sahara Care House is been increasing as shown in the recent years the customer awareness toward the plans has increased.
3. Where from you gathered the knowledge about SAHARA CARE HOUSE? MEDIUM’S TELEVISION ADVERTISEMENT MAGAZINE PRINT MEDIA/NEWS PAPER WORD OF MOUTH INTERNET NO. OF PEOPLE 12 2 13 21 12
Data Analysis: From the above Data we analysis that only 12 people out of sample size 60 comes to know about SAHARA CARE HOUSE throuh the Television ads that show the company is not at all focusing on Advertising, and the Word of mouth is maximum, i.e the company is more focusing at direct marketing.
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Data Interpretation: From the above data we interprete that the company should try to promote there brand on televesion more rather then relying on umbrella Branding and promote the SAHARA CARE HOUSE more.
4. Has it provide the sufficient information about the product you needed? ATTRIBUTES YES NO PARTIALLY NO. OF RESPONSES 14 36 10
Data Analysis: From the above analysis we come to the conclusion that only 23% of the people out of 60 comes to know about the products and plan of SAHARA CARE HOUSE through the various Advertisment medium , 60% doesn’t understant the concept and 17% comes to know vcery little about it.
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Data Interpretation: Fron the above we interpret that the information provided by the company is not at all sufficent for any kind of promotion as the promotion it self is very low plus the content too is very insufficient so they should more focus on these aspects if they wants the company to rise.
5. Can you recall the plans of SAHARA CARE HOUSE Advertisement? ATTRIBUTES YES NO PARTIALLY RESPONSES 18 31 11
Data Analysis: From the above data we see that only 18 people out of 60 can recall all the plans of SAHARA CARE HOUSE because they know about it before and they being a member of it.31 people out of 60 don’t know about SAHARA CARE HOUSE and they are unable to recall the various plans of it. 11 people out of 60 know a little bit about SAHARA CARE HOUSE. Data Interpretation:
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From the above data we interpret that the Plans are not been recalled by the customers, that shows either the product of SAHARA CARE HOUSE is not attractive enough to woo the customers or due to lack of promotion people are unable to recall.
6. What do you think about the consistency of SAHARA CARE HOUSEAdvertisement? ATTRIBUTES EXCELLENT GOOD AVERAGE POOR RESPONSES 0 3 21 36
Data Analysis: From the above data we analysis that not a single person says Excellent to the advertisement of SAHARA CARE HOUSE which shows its dire Situation. Data Interpretation: From the above data we interpret that if the company wants to sustain in the Indian market then they have to access to people through media and planning, otherwise it will be very difficult for them to carry on.
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7. Do you know about various plans of SAHARA CARE HOUSE?
PLANS PLAN A PLAN B1 PLAN B PLAN D&F
RESPONSES 11 21 4 24
Data Analysis: From the above data we analyse that maximux of 24 people know about Plan D&F of SAHARA CARE HOUSE i.e. The tour package plan and Sahara Global Franchisee plan but plan B is been list famous and The Concierge Service plan and insurance plan are fair in nature. Data Interpretation:
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From the above analysis we interpret that the Sahara Global plan is most attractive in nature as it gives business opputunity to the customer i.e throug Sahara Global plan the customer will get a Travel Agency franchisee at very minimal cost plus all the services of Plan B1(Rs6666/-) plus a Thailand Tripat only Rs 19,999/-
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8. How do you select SAHARA CARE HOUSE Plan for Smart Investment?
ATTRIBUTES Brand Name Good Service High Return Variety of Options Advertisements
RESPONSES 12 8 11 20 9
9-Which marketing strategy you preferred to get the knowledge of the product of the company?
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Direct Marketing Personal Selling None of the above
12 2 1
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10- . Do you recommend the Plans of SAHARA CARE HOUSE to others if you are satisfied with it?
ATTRIBUTES FREQUENTLY OCCASIONALLY WHEN ASKED NEVER
RSEPONSES 8 12 12 28
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SUGGESTION AND CONCLUSION
1. Sahara care house a division group of SAHARA INDIA GROUP is able to promote their plans which come under Sahara care house. All the plans of Sahara care house are not
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that much satisfactory to its customers. Rather than promoting only brand name SAHARA they should also adopt umbrella branding process. 2. Brand awareness regarding Sahara care house health insurance policy should be taken more into consideration. Sahara is not willing to promote the brand of Sahara care house which shows that the costumers are not willing to take the health insurance policies of Sahara care house. 3. Among the other health insurance companies there is no stringent documents is required which later creates a doubt in the mind of the costumers that how it can be possible that no legal formality is required while claiming for the health insurance policy. 4. There should be a tax benefit plan which Sahara care house health insurance policy, should provide to its customers. Many of the health insurance companies avail this facility and thus many of the costumers are allured by this health care facility. 5. While interaction with the customers we found that Sahara care house has come up with very good health care insurance policy, but the more can be done to improve the insurance policies as in case of brand promotion of Sahara care house. Thus, they should focus more on different plans of Sahara care house and should always try to update themselves with adding different policies update themselves with that of its competitors and can promote awareness by means of advertising, hoardings so that more customers can add up for Sahara care house.
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SAHARA CARE HOUSE which is an esteemed brand of SAHARA INDIA PARIWAR (one of the division of Sahara India Group) has established itself as the leading brand. SAHARA CARE HOUSE has successfully placed itself as the valuable brand by offering quality, services oriented products to its various costumers. In the Two months of my internship, where I had conducted a survey with a sampling size of 60,covered extensively in the region of Delhi(divided into 5 Strata)North Delhi, South Delhi, East Delhi, West Delhi and Central Delhi. During my internship some of the key learning which I have derived during this period: Learned that branding Sahara care house is valuable brand.
While interaction with costumers perceived that it is one of the most preferable services by Sahara specially its health care insurance policy and Sahara Global are the most preferable services which is being demanded by costumers.
Sahara Global membership gives a life time login identity which helps to open the franchisee of Sahara brand.
Sahara care house providing the concierge services under plan B1 is one of the most preferable services of Sahara care house by NRIs (Non Residence Indians).
If SAHARA promotes its brands under different division of the group than it will be able to gain the market share and capture the market much more then what is at the present scenario. Rather promoting the entire Brand under one Brand it should reposition its Branding as recently most of the company is doing.
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1. Hawkins D.I.Best, R.J. and Convey, K.A. Consumer Behaviour : Implications for Marketing Strategy, (Rev.ed), Business Publications, Inc. Texas, 2001. 2. Howard John H., and Sheth, Jagdish N., the Theory of Buyers Behaviour, John Wiley and Sons Inc New York, 2000. 3. Karsarjian H.H. and Robertson T.S. Perspectives in Consumer Behaviour, SCOH Forman & Company, Illinois, 2001. 4. Kotler Philip, Marketing Management, analysis, planning implementation and control, Prentice Hall of India Publishing, New Delhi.2002. Schiffman G.Leon., Consumer Behaviour, Prentice Hall of India Pvt Ltd., New Delhi 2001. 5. www.google.com 6. www.wikipedia.com 7. www.saharacarehouse.in
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1-Do you know about SAHARA CARE HOUSE Yes No If YES then answer the following questions. 2-How long you been aware of SAHARA CARE HOUSE? (a) 0-1yr (b) 1-2yr (c) 2-3yr (d) 4-5yr 3- Where from you gathered the knowledge about SAHARA CARE HOUSE (a) Television Ads (b) Magazine’s (c) Print media or News Papers (d) Word of mouth 4- Has it provide the sufficient information about the product you needed? Yes No Partially 5- Can you recall the plans of SAHARA CARE HOUSE Advertisement? Yes No Partially 6-What do you think about the consistency of SAHARA CARE HOUSE Advertisement? Excellent Good Average Poor
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7- Do you know about various plans of SAHARA CARE HOUSE? PLAN A PLAN B1 PLAN B PLAN F
8- How do you select SAHARA CARE HOUSE Plan for Smart Investment? (a) Brand Name (b) Good Service (c) High Return (d) Variety of Options (e) Advertisements 9- Which marketing strategy you preferred to get the knowledge of the product of the company? (a)Advertising (b)Direct Marketing (c)Personal Selling (d)None of the above 10- . Do you recommend the Plans of SAHARA CARE HOUSE to others if you are satisfied with it? Frequently occasionally When asked Never 11- . Which Media do you like is the most efficient for advertising of SAHARA CARE HOUSE? Electronic Print Outdoor Mail Word of mouth
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