“EVENT MANAGEMENT OF RAM & SONS PVT. LTD.

WITH
RESPECT TO MARKETING OF SERVICES”

FINAL DRAFT SUBMITTED IN THE PARTIAL FULFILMENT OF THE COURSE

TITLED

MARKETING MANAGEMENT

CHANAKYA NATIONAL LAW UNIVERSITY, NYAYA

NAGAR, MITHAPUR, PATNA - 800001

SUBMITTED TO:
DR. MANOJ MISHRA
ASSISTANT PROFESSOR

SUBMITTED BY:
NAME: GARVIT GOEL
COURSE: B.B.A., LL.B (Hons.)
ROLL NO: 1827
SEMESTER: 2nd
 DECLARATION BY THE CANDIDATE

I hereby declare that the work reported in the B.B.A., LL.B (Hons.) Project Report entitled
“EVENT MANAGEMENT OF RAM & SONS PVT. LTD. WITH RESPECT TO
MARKETING OF SERVICES” submitted at Chanakya National Law University is an
authentic record of my work carried out under the supervision of DR. MANOJ MISHRA. I
have not submitted this work elsewhere for any other degree or diploma. I am fully
responsible for the contents of my Project Report.

SIGNATURE OF CANDIDATE
NAME OF CANDIDATE: GARVIT GOEL
CHANAKYA NATIONAL LAW UNIVERSITY, PATNA.
 ACKNOWLEDGEMENT

I would like to thank my faculty DR. MANOJ MISHRA whose guidance helped me a lot

with structuring my project.

I owe the present accomplishment of my project to my friends, who helped me immensely

with materials throughout the project and without whom I couldn’t have completed it in the

present way.

I would also like to extend my gratitude to my parents and all those unseen hands that helped

me out at every stage of my project.

THANK YOU,
NAME: GARVIT GOEL
COURSE: B.B.A., LL.B (Hons.)
ROLL NO: 1827
SEMESTER: 2nd
 TABLE OF CONTENT

CHAPTER 1: INTRODUCTION

CHAPTER 2: RESEARCH METHODOLOGY AND LITERATURE REVIEW

CHAPTER 3:FINDINGS AND ANALAYIS

CHAPTER 4: CONCLUSION

CHAPTER 5: BIBLIOGRAPHY
INTRODUCTION

WHAT IS MARKETING ?

Marketing are activities of a company associated with buying and selling a product or
service. It includes advertising, selling and delivering products to people. People who work in
marketing departments of companies try to get the attention of target audiences by using
slogans, packaging design, celebrity endorsements and general media exposure.

Marketing is defined by the American Marketing Association as "the activity, set of

institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large." The term developed
from the original meaning which referred literally to going to market with goods for sale.
From a sales process engineering perspective, marketing is "a set of processes that are
interconnected and interdependent with other functions" of a business aimed at achieving
customer interest and satisfaction.1

CIM (The Chartered Institute of Marketing) offers the following definition for marketing: “
The management process responsible for identifying, anticipating and satisfying customer
requirements profitably.”Sometimes people assume marketing is just about advertising or
selling, but this is not the whole story. It is a key management discipline that ensures
producers of goods and services can interpret consumer desires and match, or exceed them.
The marketing process is central to the business performance of companies, both large and
small, because it addresses the most important aspects of the market. It is about
understanding the competitive marketplace and ensuring you can tap into key trends,
reaching consumers with the right product at the right price, place and time. Clever marketing
has led to many recent business success stories - from pharmaceuticals to airlines, sports
brands to food and drink, business-to-business companies to small, niche players.
Conversely, history reminds us that without proper marketing, you can’t get close to
customers and satisfy their needs – and if you can’t, a competitor surely will. Getting close
has become more important than ever as digital and mobile technology make inroads into all
aspects of life. This revolution has also provided new tools to make marketing more targeted,
relevant and effective. Today, as competitive pressures increase, marketing skills have never

1
www.thensmc.com/sites/default/files/CIM%207Ps%20Resource.PDF
been more highly valued. What was once seen as a departmental activity is now regarded as a
frontline business attitude for all employees. The professionals who shape and implement
marketing strategy contribute directly to the economy. Their skills attract and retain
customers, build sales and increase profits – generating wealth for all.2

WHY MARKETING ?

Many organisations – especially small firms - are already marketing without realising it. You
might not be advertising your services, but you probably do make an effort to know your
customers well. Your instincts tell you that figuring out what every customer wants, and
meeting those expectations, will keep you in business. You know that you need to improve
and extend existing products, and sometimes develop new ones. If this description rings true,
your marketing activity closely fits the classic definition used by CIM. But is this kind of
‘unconscious’ marketing adequate? If you don’t understand that you’re ‘doing’ marketing,
it’s hard to keep things consistent over time. This isn’t an obvious problem for very small
organisations, but marketing on the hoof becomes less feasible as you grow. How do you
create a proper marketing strategy for the future? How can you keep up with your
competitors, exploiting all the latest technological developments at a time of rapid change?
Applying a simple marketing framework is vital. It enables you to plan your activities in
advance, find out what works, then use them again when and where they are most effective.
The rest of this article will help you to do just that, giving you suggestions for practical
marketing that builds on what you are already doing.

MARKETING OF SERVICES

It deals with what a company is going to produce; how much it is going to charge; how it is
going to deliver products or services to the customer; and how it is going to tell its customers
about its products and services. Traditionally, these considerations were known as the 4Ps —
Product, Price, Place and Promotion. As marketing became a more sophisticated discipline, a
fifth ‘P’ was added — People. More recently, two further ‘P’s were added — Process and
Physical evidence. Originally formulated for the service industry, they are just as important in
other sectors. In the 1990s, as experts realised that business had to become more customer-
centric, an alternative ‘4 Cs’ of marketing was proposed. Correlating almost directly with the
original 4PS, they were: Customer, Cost, Convenience and Communication. The 7Ps model,
2
https://www.cim.co.uk/media/4772/7ps.pdf
however, has endured and more than adequately incorporates today’s customer-first
marketing world.

P1 Product

There is no point in developing a product or service that no one wants to buy, yet many
businesses decide what to offer first, then hope to find a market for it afterwards. Successful
companies find out what customers need or want and then develop the right product with the
right level of quality to meet their expectations, both now and in the future.

– A product does not have to be tangible – an insurance policy can be a product. – The
perfect product provides value for the customer. This value is in the eye of the beholder we
must give our customers what they want, not what we think they want.

– Ask yourself whether you have a system in place to regularly check what your customers
think of your product and your supporting services. Find out what their needs are now and
whether they believe these will change in future.

– Beware the product quality trap – don’t take it too far by trying to sell a Rolls-Royce when
the customer really wants a Nissan Micra.

P2 Price

A product is only worth what customers are prepared to pay for it. The price needs to be
competitive, but this doesn’t mean you have to be the cheapest in your market – small
businesses can compete with larger rivals by offering a more personal service, value-adds or
better value for money. You also need to make a profit. Pricing is the only element of the
marketing mix that generates revenue — everything else represents a cost to you. When
considering the price of your product, it’s important to look at it from the customer’s
perspective:

– Price positions you in the marketplace — it tells customers where to place you in relation to
your competitors. – The more you charge, the more value or quality your customers will
expect for their money. – This is a relative measure. If you are the most expensive provider in
your market, customers will expect you to provide a better service.
– Everything that the customer sees must be consistent with these higher quality expectations
— packaging, environment, promotional materials, website, letterheads, invoices, etc. –
Existing customers are generally less sensitive about price than new customers — a good
reason to look after them well.

P3 Place

The product must be available in the right place, at the right time and in the right quantity,
while keeping storage, inventory and distribution costs to an acceptable level. The place
where customers buy a product, and the means of distributing your product to that place,
must be appropriate and convenient for the customer. This applies to brick-and-mortar
operations, but is even more important in e-commerce.

– Customer surveys show that delivery performance is one of the most important criteria
when choosing a supplier. – Place also means ways of displaying your product to customer
groups. This could be in a shop window, but it could also be online.

– E-commerce operations that sell exclusively on the internet must place even more
emphasis on the company website and other online activities, as there are fewer points where
the customer will interact with the company.

– For the same reason, all firms that sell online should consider how the product will be
delivered to the consumer – even if this is handled by a third party. – Mobile is an
increasingly important purchasing channel for consumers, so it may be a good time to
optimise your website. Does yours conform to the latest standards? For example, Google
search now penalises websites that are not optimised for mobile, potentially making it more
difficult for consumers to find you.

P4 Promotion

Promotion is the way a company communicates what it does and what it can offer customers.
It includes branding, advertising, PR, corporate identity, social media outreach, sales
management, special offers and exhibitions. Promotion must gain attention, be appealing,
send a consistent message and - above all - give the customer a reason to choose your product
rather than someone else’s.
– Good promotion is not one-way communication — it paves the way for a dialogue with
customers, whether in person or online. – Promotion should communicate the benefits that a
customer receives from a product, not just its features. – Your website is often the customer’s
first experience of your company – you only have one chance to make a good first
impression, so make sure that information on the site is always kept up to date and the design
is updated to keep it fresh.

– Explore new channels – from traditional print ads to the latest social media trends, there is
now a world of possibilities to explore. The important principle is to always advertise where
your target consumer goes.

– Printed promotional material must grab the attention of your customers. It should be easy
to read and enable the customer to identify why they should buy your product – A brochure
isn’t necessarily the best way of promoting your business. Unlike your website, the
information is fixed once a brochure has been printed. A more costeffective and flexible
option might be a folder with a professionally designed sheet inside, over a series of your
own information sheets produced in-house. These sheets can be customised by varying them
to suit the target customers and/or changing them as required

– Promotion does not just mean communicating with your customers. It is just as important to
communicate with staff/fellow employees about the value and attributes of your products.
They can then pass on the knowledge to their customers.

P5 People

Everyone who comes into contact with your customers will make an impression. Many
customers cannot separate the product or service from the staff member who provides it, so
your people will have a profound effect — positive or negative — on customer satisfaction.

– The reputation of your brand rests in the hands of your staff. They must be appropriately
trained, well-motivated and have the right attitude. – All employees who have contact with
customers should be well-suited to the role.

– In the age of social media, every employee can potentially reach a mass audience.
Formulate a policy for online interaction and make sure everyone stays on-message. –
Likewise, happy customers are excellent advocates for your business. Curate good opinion on
review sites. – Superior after sales support and advice adds value to your offering, and can
give you a competitive edge. These services will probably become more important than price
for many customers over time.

– Look regularly at the products that account for the highest percentage of your sales. Do
these products have adequate after sales support, or are you being complacent with them?
Could you enhance your support without too much additional cost?

P6 Process

Many customers no longer simply buy a product or service - they invest in an entire
experience that starts from the moment they discover your company and lasts through to
purchase and beyond.

– That means the process of delivering the product or service, and the behaviour of those
who deliver it, are crucial to customer satisfaction. A user-friendly internet experience,
waiting times, the information given to customers and the helpfulness of staff are vital to
keep customers happy.

– Customers are not interested in the detail of how your business runs, just that the system
works. However, they may want reassurance they are buying from a reputable or ‘authentic’
supplier. – Remember the value of a good first impression. Identify where most customers
initially come into contact with your company - whether online or offline - and ensure the
process there, from encounter to purchase, is seamless.

– Ensure that your systems are designed for the customer’s benefit, not the company’s
convenience. – Do customers have to wait? Are they kept informed? Is your website fast
enough and available on the right devices? Are your people helpful? Is your service
efficiently carried out? Do your staff interact in a manner appropriate to your pricing?

– Customers trying to reach your company by phone are a vital source of income and
returning value; but so often they are left on hold. Many will give up, go elsewhere and tell
their friends not to use your company - just because of the poor process.

P7 Physical evidence

Choosing an unfamiliar product or service is risky for the consumer, because they don’t
know how good it will be until after purchase. You can reduce this uncertainty by helping
potential customers ‘see’ what they are buying.
– A clean, tidy and well-decorated reception area – or homepage - is reassuring. If your
digital or physical premises aren’t up to scratch, why would the customer think your service
is? – The physical evidence demonstrated by an organisation must confirm the assumptions
of the customer

— a financial services product will need to be delivered in a formal setting, while a

children’s birthday entertainment company should adopt a more relaxed approach. – Some
companies engage customers and ask for their feedback, so that they can develop reference
materials. New customers can then see these testimonials and are more likely to purchase
with confidence.

– Although the customer cannot experience the service before purchase, he or she can talk to
other people with experience of the service. Their testimony is credible, because their views
do not come from the company. Alternatively, well-shot video testimonials and reviews on
independent websites will add authenticity. Each of the ‘ingredients’ of the marketing mix is
key to success. No element can be considered in isolation — you cannot, for example,
develop a product without considering a price, or how it will reach the customer.

The process of considering the seven Ps and together to form a cohesive strategy is called
marketing planning.3

3
https://www.cim.co.uk/media/4772/7ps.pdf
RESEARCH METHODOLOGY AND LITERATURE REVIEW

For this project , I have conducted non – doctrinal research . I have relied mostly upon the
call interview method . since, there was no previous literacy work to be reviewed , I made a
questionnaire and made a call interview to get all possible data for conducting my research.

Q.1 In what form of organisation you are conducting your business ?

It is a private company .

Q.2 what is the range of conducting a particular event ?

1.5L to 3.5L .

Q.3 what is the reason we are taking your financial data ?

We are taking your financial data for conducting research and to seek where were you
the best in the previous years and where you stand in the market .

Q.4 what is the goal of your organisation ?

The primary goal of the organisation is to satisfy the consumers and the secondary
goal is profit – making.

Q.5 Do you conduct statutory audit in your organisation ?

Yes .

Q.6 what is the financial health of the company and what does the company think about itself
in the market ?

The financial health of the company is strong and the company consider itself to be the
market leader and is trying to keep its position as a market leader over the years.

Q.7 who takes most of the important decisions of the firm ?

The important financial decisions of the firm are being taken on behalf of company’s
interest by the board of Directors .
FINDINGS AND ANALYSIS

ABOUT THE FIRM

The name of the firm is Ram & Sons Pvt. Ltd. . The firm is been located in Kamla Nagar ,
Mathura . The place is reachable from all the places nearby easily . The firm is being
involved in conducting various events during the festive season throughout the year. The firm
is being deeply involved in the marketing of services and it’s application in the firm. The firm
is quite active in making interactions with it’s customers.

INCOME STATEMENT OF RAM & SONS PVT. LTD.

( In thousands) 2016 2015 2014 2013

Net Sales 6,039,750 5,452,010 4,558,060 3,362,910
Cost of Goods 3,573,070 3,135,730 2,616,710 1,903,480
Gross Profit 2,466,680 2,316,280 1,941,350 1,459,430
Selling, Expense 2,221,540 1,849,100 1,434,860 1,076,990
Income from Operation 245,140 467,180 506,490 382,440
Other Income (expenses):
Interest and other income 14,470 19,510 27,250 14,410
Interest Expense (10,180) (13,990) (12,320) (13,570)
Income Before Taxes
249,430 472,700 521,420 383,280
Income Tax Provision
102,000 181,990 198,600 162,080
Net Income
147,430 290,710 322,820 221,200
(As a Percentage of Sales)
Net Sales 100.0% 100.0% 100.0% 100.0%
Cost of Goods 59.2 57.5 57.4 56.6
Gross Profit 40.8 42.5 42.6 43.4
Selling Expenses
36.8 33.9 31.5 32.0
Income from Operations
4.0 8.6 11.11 11.4
Other Income (expenses):
Interest and other income
.3 .4 .6 .4
Interest Expense
(.2) (.3) (.3) (.4)
Income Before Income Taxes
4.1 8.7 11.4 11.4
Income Tax Provision
1.7 3.4 4.3 4.8
Net Income
2.4% 5.3% 7.1% 6.6%

BALANCE SHEET OF RAM & SONS PVT. LTD.

2016 2015 2014 2013

Assets
Current Assets:
Cash and Cash Equivalents 272,640 82,540 321,390 281,750
Receivables 12,090 3,480 7,550 2,740
Inventory 738,630 857,090 668,200 464,440
Prepaid Expenses 54,880 54,030 39,670 33,630
Total Current Assets 1,078,240 997,140 1,036,810 782,560
Property, Plant & Equipment
Land and Buildings 531,270 383,350 312,670 151,140
Fixtures and equipment 476,460 411,230 251,920 219,740
Leasehold improvements 16,460 15,120 12,340 9,080
Construction in progress ---- 46,370 32,800 6,740
Less Accumulated Depreciation (248,430) (183,890) (135,020) (99,470)
Property, Plant & Equipment, net 775,760 672,180 474,710 287,230
Total Assets 1,854,000 1,669,320 1,511,520 1,069,790

Liabilities and Equity

Current Liabilities:
Accounts Payable 377,970 244,150 259,040 212,223
Advance Payment on Orders 4,460 2,030 3,500 4,530
Income Taxes Payable 70,800 53,020 103,970 53,940
Other Current Obligations 154,510 139,950 148,790 117,900
Total Current Liabilities 607,740 439,150 515,300 388,600
Long-Term Debt 78,000 84,130 76,740 86,670
Stockholders’ Equity:
Shares, respectively, at par
 2,010 2,010 2,000 2,000
Additional Capital, net 311,360 307,810 293,080 223,080
Retained Earnings 983,810 875,160 624,400 341,666
Less Treasury Stock, at cost (128,920) (38,940) ---- ----
Total Stockholders’ Equity 1,168,260 1,146,040 919,480 566,740
Total Liabilities and Equity 1,854,000 1,669,320 1,511,520 1,069,790

INTRA COMPARSION

Now, the comparsion of company will be done on the basis of two different ratio. The gross
profit ratio and current ratio are being taken for the comparsion of firm with its previous year
performance.

The current ratio shows the proportion of current assets to current liabilities is calculated by
the following formula:

Current ratio = Current assets

Current liabilities

Components Of The Current Ratio

Current Assets
Current assets are located on the balance sheet and represent the value of all assets that can
reasonably expect to be converted into cash within one year. The following are examples of
current assets:

 Cash and cash equivalents

 Marketable securities
 Accounts receivable
 Prepaid expenses
 Inventory
Current Liabilities
Current liabilities are a company's debts or obligations that are due within one year,
appearing on the company's balance sheet. The following are examples of current liabilities:

 Short-term debt
 Accounts payables
 Accrued liabilities & other debts

Current ratio for the year 2016 = 272,640 + 12,090 + 738,630 + 54,880

377,970 + 4,460 + 70,800 + 154,510

= 1,078,240 = 1.77

607,740

Current ratio for the year 2015 = 82,540 + 3,480 + 857,070 + 54,030

244,150 + 2,030 + 53,020 + 139,450

= 997,140 = 2.27

439,150

Current ratio for the year 2014 = 321,390 + 7,550 + 668,200 + 39,670

259,040 + 3.500 + 103,970 + 148,790

= 1,036,810 = 2.01

5,15, 300

Current year for the year 2013 = 281,750 + 2,760 + 464,440 + 33,630

212,223 + 4,530 + 53,940 + 117,900

= 782,560 = 2.01

388 ,600
The current ratio provides investors insight as to whether a company has the ability to
generate enough cash to pay off all debts should they become due simultaneously. The higher
the ratio, the more current assets a company has at its disposal to pay off its obligations.
While acceptable ratios vary depending on the specific industry, a ratio between 1.5 and 3 is
generally considered healthy.

Liquidity problems can arise for companies that have difficulty collecting their receivables. A
ratio below 1 implies that a company might be unable to pay off its short-term obligations if
all of the obligations came due at the same time. A ratio under 1 does not necessarily mean
that a company will go bankrupt since it may be able to secure other forms of financing.
However, a current ratio below 1 indicates the company may be in poor financial
health. Conversely, a ratio that's too high may indicate that the company is not efficiently
using its current assets or short-term financing.

In the case of our company, company has maintained a good current ratio over the years. The
ideal ratio of 2:1 has been maintained by the company in the year 2013 and 2014 while in the
year 2015 ,it was 2.27 , a little higher and in the year 2016, it was 1.77 , a little lower. It can
be seen that company was in condition to pay off it’s obligations easily over the years.

GROSS PROFITABILITY RATIO

Gross profit ratio (GP ratio) is a profitability ratio that shows the relationship between
gross profit and total net sales revenue. It is a popular tool to evaluate the operational
performance of the business . The ratio is computed by dividing the gross profit figure by net
sales.
The basic components of the formula of gross profit ratio (GP ratio) are gross profit and net
sales. Gross profit is equal to net sales minus cost of goods sold. Net sales are equal to total
gross sales less returns inwards and discount allowed. The information about gross profit and
net sales is normally available from income statement of the company.

Gross profit ratio of year 2016 = 2,466,680 * 100 = 40.8% .

6,039,750

Gross profit ratio for year 2015= 2,316,280 * 100 = 50.8%

4,558,060

Gross profit ratio for year 2014 = 1,941,350 * 100 = 42.5%

4,558,060

Gross profit ratio for year 2013 = 1,459,430 * 100 = 43. 39%.

3,362,910

The gross profit margin ratio is an indicator of a company’s financial health.. A higher
gross profit margin indicates that a company can make a reasonable profit on sales, as long as
it keeps overhead costs in control. Investors tend to pay more for a company with higher
gross profit.4

In the year 2013 , the gross profit ratio was 43.39 % and in year 2014 , it was 42.5 % . In
the year 2015 , it was 50.8 % while in the last year if analysis, in year 2016, it was 40.8% .
The higher the profit margin, the more efficient a company is. This can be assigned to
single products or an entire company. The firm was most profitable in the year 2015, where
it got profit of 50.8% . After talking , it was found that this was possible because of efficient
workers. In the year 2016, the profitability was reduced to 40.8% because the firm was not
able to retain it’s employees .

4
https://strategiccfo.com/gross-profit-margin-ratio-analysis/
THE INDUSTRY DATA

THE PER CAPITA BALANCE SHEET OF INDUSTRY

Assets 2016
Cash & Equivalents 336,818
Trade Accounts receivable 134,569
Inventory 12,985
Other Current Assets 98,323
Total Current Assets 582,695
Long-Term Investments 81,197
Net Fixed Assets 412,458
Intangible Assets 61,874
Other Non-Current Assets 78,390
Total Assets 1,216,614

Liabilities
Accounts Payable 42,787
Notes Payable 88,247
Accrued Liabilities 532,506
Income Taxes Payable 10,014
Current Portion of Long-Term Debt 111,238
Total Current Liabilities 784,792
Long-Term Debt 281,809
Other Long-Term Liabilities 55,000
Total Long-Term Liabilities 336,809

Total Liabilities 1,216,614

Retained Earnings 95,013

Total Equity 95,013
Total Liabilities and Equity 1,216,614

PER CAPITA INCOME STATEMENT OF THE INDUSTRY

Sales 8,079,445

Cost of Sales 0
Gross Profit 8,079,445
Operating Expenses 7,945,326
Operating Profit 134,119

Other Income 0
Other Expenses 16,360S
Earnings Before Interest and Taxes 117,759

Interest Expense 72,301

Earnings Before Taxes 45,458

Provision for Income Taxes 21,877

Net Income 23,581

Additional Information

Owners' Compensation 2,853,654

Depreciation Expense 122,001
Selling Expenses 0

Current ratio of the market = 0.7 .

Gross profit ratio for the market = 32.43% .
CONCLUSION

After analysing on the financial data of the firm , we can conclude that the financial health of
the firm is strong and it has probably outcasted any other firm in the same industry . On the
basis of the Ratio , the firm is quite ahead of the industry in every aspect. Considering the
current ratio, we can say that the firm is having an average of 2:1 ratio over the past years
which is way ahead of the industry average ratio of 0.7:1 . the firm is in a much better
condition to pay off it’s liabilities and obligations. Considering the aspect of Gross profit
ratio , the firm’s lowest gross profit percentage i.e. 40.8 % is way ahead of industry’s average
gross 32.43% . This shows that the firm is being able to sustain in the market. The analysis of
the financial records of the firm shows that the firm is a market leader in the industry. For the
future course of action, as a researcher I would suggest that there are growth opportunities for
the firm and the firm should work on those growth opportunities, with the optimum
utilization of it’s resources.

The firm in present is being able to perform better than the other organisation in the market
due to better hold on the 7 P’s of marketing .

1. Product - It is the offering and how it meets it’s consumer need, it’s packaging and
labelling etc . The firm has been diversified in it’s offering from Ganesh Pooja to
muharram festive for the muslims. For satisfying it’s consumer needs, they are ready
to help the consumers during the event and also, after the event is completed.

2. Place - It is the place where the product meets the consumer needs. The firm is
situated at Kamla Nagar, Mathura which is easily accessible from all the places
around. The firm is not limited to providing services to places in Mathura only, it also
provide services to all the places nearby.

3. Price - Price is the cost to the consumer and the profit to the seller. Since , the
firm is better technology and equipments, the firm is able to lower the price than that
of it’s competitors which also makes it difficult for it’s competitors to survive in the
market for a long period of time.
4. Promotion- how the product’s benefits and features are being conveyed to it’s
potential buyer. The firm has invested in hoardings near all temples which makes the
hoarding to be seen by maximum people possible since people in Mathura visit
temple regularly. This has made the advertisement cost per person very minimal.

5. Physical Evidence – this involves the tangible aspect of the services. For example, the
conditions of vehicles on which the palki/doli is taken or the condition of lights which
will be applied at the event. The firm make sure that every equipment is properly
working and if something is not, than they can give it for quick repairs.

6. Process - It puts an emphasis on the delivery of the service and whether or not the
services provided are through an standardized procedure . The firm’ s process is
standardized and every minute detail for the event is discussed in the process.

7. People - This emphasis on the customer , how much the firm is interacting with the
customers. The firm tries to maintain a very personal relation with the customer. So,
in any meeting along with the manager, the owner also interact with the customer.
They also greet the customers on every occasion possible.
BIBLIOGRAPHY
 Essential of marketing by Paul Baines, Chris Fill ,Kelly Page.
 Marketing Management Concepts, Cases, Challenges and Trends By
M.Govindrajan.
 Marketing Management By Philip Kotler.