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A study on

SALES PROMOTION TECHNIQUES


with reference of

A project report submitted in partial fulfilment for the requirement for the award of
the degree of
Bachelor of Commerce

Submitted by
REDDIPALLI GANESH SAI PREMCHAND
Regd no: 2016-1708120

Under the guidance of


Sr K GOWRI SHANKAR
Assistant Professor

Department of commerce
GVP COLLEGE FOR DEGREE AND PG COURSES
(AUTONOMOUS)
Affiliated to Andhra University
Dwarakanagar, Visakhapatnam-530045.
Batch: 2016-2019

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DECLARATION

I hereby declare that the project work entitled Brand Management Strategies
with reference to “HTC” an original report submitted to words the partial fulfillment
for the award of degree BACHELOR OF COMMERCE Affiliated to Andhra
University, VISAKHAPATNAM and it is not submitted anywhere either in part or in
full for degree or under graduation of any university.

Place: VISAKHAPATNAM
Date :

_______________________
REDDIPALLI GANESH SAI PREMCHAND
Regd No. : 2016 – 1708120

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CERTIFICATE

This is to certify that project work entitled Brand Management strategies with
reference to “HTC” genuine and bonafied work done by Mr REDDIPALLI
GANESH SAI PREMCHAND . A student of Final year B.com, GVP College of
Degree and PG Courses, Visakhapatnam for the Award of B.Com Degree from
Andhra University under my guidance and supervision.

Place: Visakhapatnam
Date :

_____________________________
Sr K GOWRI SHANKAR
Assistant Professor

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ACKNOWLEDGEMENT

The satisfaction and euphoria that accompany the successful completion of


any task would be incomplete without the mention of the people who made it possible
and whose constant guidance and encouragement crowned all the efforts of success.
I would like to express my sincere gratitude to Prof. P. RAJAGANAPATI,
joint secretary, Gayatri Vidya Parishad for his continuous motivation towards
completion of the project.
I am greatful to Prof. MADHUKAR PATNAIK, Principal, Gayatri Vidya
Parishad, College for Degree and PG Courses (Autonomous), Visakhapatnam for
having allowed me to take up this project and utilize all the resources available from
the college.
I would like to express my sincere gratitude to Dr.M.F. RAHMAN, Director, Gayatri
Vidya Parishad, College for Degree and P.G. Courses (Autonomous), Visakhapatnam
for giving me an opportunity to work in this project.
I would like to thank, Sr K GOWRI SHANKAR Assistant Professor of
Commerce, Gayatri Vidya Parishad, College for Degree and P.G. Courses,
Visakhapatnam for giving me an opportunity to work in this project and providing
kind suggestions as and when required.
My special thanks to all the members of the staff in the Department of
Commerce, who have helped me in the completion of my project.
I would like to thank my parents who encouraged me throughout my
educational endeavor and my project work.

Place: G.V. P College for degree and P.G. courses


Dwarkanagar campus,
Visakhapatnam
REDDIPALLI GANESH SAI PREMCHAND
2016-1708120
Final year B.com

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INDEX

Serial no. Chapters Page no

I CHAPTER 1: INTRODUCTIONS
a) Introduction
b) Objective of the study
c) Scope of the study
d) Limitations
e) Research Methodology
f) Chaperisation
II CHAPTER 2:COMPANY PROFILE
a) Industry profile
b) General profile
1. Mission
2. Origin & History
3. Objective
4. S.W.O.T. Analysis
5. Unique Achievements
6. Future Plans

III CHAPTER 3: CONCEPTUAL PROFILE


a) Theoretical aspects of the “concept”
IV CHAPTER 4: FINDING, ANALYSIS AND
INTERPRETATION
V CHAPTER 5: SUMMARY AND SUGGESTIONS
a) Summary
b) Suggestions
VI ANNEXURES

VII BIBLIOGRAPHY

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CHAPTER -1
INTRODUCTION

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INTRODUCTION

MARKETING:Marketing refers to the 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 companies' marketing departments try to get
the attention of target audiences using slogans, packaging design,
celebrity endorsements and general media exposure.

DEFINITION OF MARKETING:Dr. Philip Kotler defines marketing as “the


science and art of exploring, creating, and delivering value to satisfy the needs of a
target market at a profit. Marketing identifies unfulfilled needs and desires. It defines
measures and quantifies the size of the identified market and the profit potential. It
pinpoints which segments the company is capable of serving best and it designs and
promotes the appropriate products and services.”

According to the traditional concept, marketing means selling goods and services
that have been produced. Thus, all those activities which are concerned with
persuasion and sale of goods and services are called marketing. This concept of
marketing emphasises on promotion and sale of goods and services and little attention
is paid to consumer satisfaction. This concept has the following implications:

(a) The main focus of this concept is on product, i.e., we have a product and it has to
be sold. So, we have to persuade the consumers to buy our product.

(b) All efforts of the marketing people are concentrated on selling the product. They
adopt all means like personal selling and sales promotion to boost the sales.

(c) The ultimate goal of all marketing activity is to earn profit through maximisation
of sales

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he modern concept of marketing considers the consumers’ wants and needs as the
guiding spirit and focuses on the delivery of such goods and services that can satisfy
those needs most effectively. Thus, marketing starts with identifying consumer needs
then plan the production of goods and services accordingly to provide him the
maximum satisfaction. In other words, the products and services are planned
according to the needs of the customers rather than according to the availability of
materials and machinery. Not only is that, all activities (manufacturing, research and
development, quality control, distribution, selling etc.) directed to satisfy the
consumers.Thus, the main implications of the modern concepts are:

(a) The focus of this concept is on customer orientation. The marketing activity starts
with an assessment of the customer’s needs and plans the production of items that
satisfy these needs most effectively. This also applies to all other marketing activities
like pricing, packaging, distribution and sales promotion.

(b) All marketing activities like product planning, pricing, packaging, distribution and
sales promotion are combined into one as coordinated marketing efforts. This is called
integrating marketing.

(c) The main aim of all effort is to earn profit through maximisation of customer
satisfaction. This implies that, if the customers are satisfied, they will continue to buy,
and many new customers will be added. This will lead to increased sales and so also
the profits. Modern Concept of Marketing Focus on Customers’ need Means
Coordinated marketing efforts Ends Profits through customers’ satisfaction It may be
noted that with growing awareness of the social relevance of business, marketing has
to take into account the social needs and ensure that while enhancing consumer
satisfaction, it also aims at society’s long-term interest.

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SALES PRMOTION:

Philip Kotler: “Those marketing activities other than personal selling, advertising,
and publicity that stimulate consumer purchasing and dealer effectiveness, such as
display, shows, demonstrations, expositions, and various other non-current selling
efforts, not in ordinary routine.”

Sales Promotion is one of the elements of the promotional mix. (The primary
elements in the promotional mix are advertising, personal selling, direct
marketing and publicity/public relations). Sales promotion uses both media and non-
media marketing communications for a pre-determined, limited time to increase
consumer demand, stimulate market demand or improve product availability.
Examples include contests, coupons, freebies, and loss leaders, point of
purchase displays, premiums, prizes, product samples, and rebates.

Sales promotion is implemented to attract new customers, to hold present customers,


to counteract competition, and to take advantage of opportunities that are revealed by
market research. It is made up of activities, both outside and inside activities, to
enhance company sales. Outside sales promotion activities include advertising,
publicity, public relations activities, and special sales events. Inside sales promotion
activities include window displays, product and promotional material display and
promotional programs such as premium awards and contests

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There are two types of Sales promotion

a) Consumer sales promotions :

Any sales promotion activity that you do keeping the end consumer in mind is
known as consumer sales promotions. At the end, the result should be an
action from the consumer. Either the consumer should purchase the product
right away, or he should come to know about the product so that further
awareness is created for the brand.

b) Trade Sales promotions:

If your promotional activities are focused on Dealers, distributors or agents,


then it is known as trade promotions. There is a lot of competition in any field.
And in channel sales, to get the products moving and to motivate the dealer to
perform better, trade discounts are given.

Objectives of Sales Promotion

You have learnt that the main objective of sales promotion is to increase sales.
However, there are also some other objectives of sales promotion. The
objectives are:

i. To introduce new products

ii. To attract new customers and retain the existing ones

iii. To maintain sales of seasonal products

iv. To meet the challenge of competition

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Let us learn about these objectives in details.

(i) To introduce new products: Have you ever heard about distribution of

free samples? Perhaps you know that many companies distribute free samples

while introducing new products. The consumers after using these free samples may

develop a taste for it and buy the products later for consumption.

(ii) To attract new customers and retain the existing ones: Sales

promotion measures help to attract or create new customers for the products. While

moving in the market, customers are generally attracted towards the product that

offers discount, gift, prize, etc on buying. These are some of the tools used to

encourage the customers to buy the goods. Thus, it helps to retain the existing

customers, and at the same time it also attracts some new customers to buy the

product.

(iii) To maintain sales of seasonal products: There are some products like

air conditioner, fan, refrigerator, cooler, winter clothes, room heater, sunscreen lotion,

glycerine soap etc., which are used only in particular seasons. To maintain the sale of

these types of products normally the manufactures and dealers give off-season

discount. For example, you can buy air conditioner in winter at a reduced price.

Similarly you may get discount on winter clothes during summer.

(iv) To meet the challenge of competition:Today’s business faces

competition all the time.New products frequently come to the market and at the same

time improvement also takes place. So sales promotion measures have become

essential to retain the market share of the seller or producer in the product-market

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Tools of Sales Promotion:

To increase the sale of any product manufactures or producers adopt different

measures like sample, gift, bonus, and many more. These are known as tools or

techniques or methods of sales promotion. Let us know more about some of the

commonly used tools of sales promotion.

(i) Free samples: You might have received free samples of shampoo, washing

powder, coffee powder, etc. while purchasing various items from the

market. Sometimes these free samples are also distributed by the

shopkeeper even without purchasing any item from his shop. These are

distributed to attract consumers to try out a new product and thereby create

new customers. Some businessmen distribute samples among selected

persons in order to popularize the product. For example, in the case of

medicine free samples are distributed among physicians, in the case of

textbooks, specimen copies are distributed among teachers.

(ii) Premium or Bonus offer: A milk shaker along with Nescafe, mug with

Bournvita. toothbrush with 500 grams of toothpaste, 30% extra in a pack of

one kg. are the examples of premium or bonus given free with the purchase

of a product. They are effective in inducing consumers to buy a particular

product. This is also useful for encouraging and rewarding existing

customers.

(iii) Exchange schemes:It refers to offering exchange of old product for a

new product at a price less than the original price of the product. This is

useful for drawing attention to product improvement. ‘Bring your old

mixer-cum-juicer and exchange it for a new one just by paying Rs.500’ or

‘exchange your black and white television with a colour television’ are

various popular examples of exchange scheme.


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(iv) Price-off offer:Under this offer, products are sold at a price lower than the

original price.‘Rs. 2 off on purchase of a lifebouy soap, Rs. 15 off on a pack of 250

grams of Taj Mahal tea, Rs. 1000 off on cooler’ etc. are some of the common

schemes. This type of scheme is designed to boost up sales in off-season and

sometimes while introducing a new product in the market.

(v) Coupons:Sometimes, coupons are issued by manufacturers either in the packet

of a product through an advertisement printed in the newspaper or magazine or

through mail. These coupons can be presented to the retailer while buying the

product. The holder of the coupon gets the product at a discount. For example, you

might have come across coupons like, ‘show this and get Rs. 15 off on purchase of 5

kg. of Annapurna Atta’. The reduced price under this scheme attracts the attention of

the prospective customers towards new or improved products.

OBJECTIVES OF THE STUDY:


 To measure how the customer preserves your performance against men
requirements comparing that of your competitors.
 To understand dissatisfaction of customers.
 To make the necessary product, services or organizational changes to achieve
the ideal level of service.
To make necessary suggestions based on the findings

OBJECTIVES OF STUDY

 To know about the history of industry.


 To assess the awareness level about HTC mobiles among customers
 To investigate the factors providing satisfaction to customers.
 To find the level of customer's satisfaction of HTC mobile in Visakhapatnam
city.
 To give suggestions having on data analysis and interpretation.

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METHODOLOGY
RESEARCH DESIGN:

 Descriptive

AREA OF STUDY:

 Vishakaptnam

SAMPLE DESIGN:

 50 MEMBERS

TOOLS USED:

 Structured questionnaire
 Old news paper reference
1) Collection of data:
For this study primary data and secondary data were used .ln order to collect
this primary data, a questionnaire designed with (15) questions with open
ended questions which will cover the overall information needed to do this
study. And secondary data is collected from books, journals,and magazine and
from website
 Primary data
 The primary data was collected through discussions with various
data through HTC .
 Secondary data
 The secondary data was mainly collected through questionnaires

2) SAMPLE SIZE

Sample SIZE is 50 respondents are taken for this study. The respondents were
belongs to different age groups.

3) DATA ANALYSIS

For analysis the data researcher used simple percentage method. ln addition different
charts, tablesetc. were drawn to interpret the data and results.

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LIMITATIONS OF THE STUDY

 The geographical area was limited on Visakhapatnam city only.


 Time was a limited factor for the study.
 The researcher is content with only limited to smartphone users.
 The study is purely based on 50 respondents only.
 Due to convenience sampling the result arrived upon may not be accurate.

CHAPTERISATION

In chapter-1 Introduction

This chapter includes on introduction to HTCMOBILECOMPANY the main


objective of the project and project methodology and chapterization limitation of the
study.

In chapter-2 Company profile

This chapter includes the mission, vision of the company, company’s origin and
history, objectives uniqueness achievements swot analysis and future plans.

In chapter-3 Conceptual profile

This chapter includes the theoretical aspects of the ‘concept’ and the application of
the concept in the company was briefly described.

In chapter-4 Data analysis and interpretation

This chapter includes the analysis on the basis of advertising picture based on the
raise a questionnaire which is given to 50 individuals. The questionnaire contains 15
questions regarding the customer perception levels from which the analysis and
interpretation was made.

In chapter -5 Summary &suggestions

ANNEXURES

BIBILIOGRAPHY

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CHAPTER – 2

COMPANY PROFILE

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GENERAL PROFILE

Born in 1953 in Taiwan, Peter Chou


studied engineering at National Taiwan Ocean
University. In 1997 he founded HTC. Initially his
core business is personal computers and notebooks,
but very fast in 1998, the company decided to surf
the wave of mobile phones.

HTC has to his credit many notable innovations,


including the first smart-phone equipped with Microsoft software (2002) and the first
3G smart-phone, also supported on the OS of the firm from Richmond.

In 2008, the company of Peter Chou is the first to use the Google’s system Android
on mobile phone. In March 2010, the Steve Jobs’ group, Apple, arraigned HTC for
violation of its patents. Peter Chou did the same thing, concerning five patents.

In June 2010, Peter Chou launches in the U.S. the first 4G phone, the HTC Evo 4G. A
month later, HTC announces the commercialization under its own brand of smart-
hones in China, in partnership with China Mobile.

0According to Gartner, HTC is the seventh phone’s sales in the world, but especially
the first in the United States. With a market share of 24% in Q3 2011, precedes

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Samsung (21%), Apple (20%) and Blackberry (9%). The growth is spectacular: HTC
sold 25 million smart-phones in 2010, and nearly 10 million during the first quarter of
2011 alone. In 2011, the capitalization of HTC has jumped 163% to $ 3.6 billion.

The next challenge for Peter Chou is to offer to a large public a diversified range of
products, and to make more intuitive and richer the interface. This aim was obtained
with HTC sense.

HTC, being one of the fastest growing companies in the mobile industry, is
introducing newer handsets with stunning applications every year. The company aims
in developing smarter device the best satisfy the needs of the consumer. Thelatest
release HTC wildfire S is expected to attract large number of consumers with its
advanced technical specs and cheaper price. Established in 1997, the company
commenced its business by introducing devices of popular brands in the market. HTC
Corporation experienced wide growth by bringing quality products of leading
industries and started is services under its own name since the year 2006.HTC
advantage arrived with prominent features like 5 inch screen and QWERTY
keyboard, which brought the company enough popularity among consumers. HTC
shift and Touch followed the HTC advantages with powerful which made HTC excess
in Asian European and US market.

The advertisement made by HTC corp.in the past few years is something
impressive .HTC products are known for its innovation and elegant design which
certainly meet the demands of the users .HTC was the Frist to introduce the products
like Color palm PC.

Microsoft pocket PC and wireless pocket PC , Microsoft powered 3G phone and


tri- band UMTS 3G device. Updated news about HTC mobiles is available online
with pictures, videos and reviews

It is clear from the introduction of HTC sensation 4G HTCha cha and HTC
wildfire S that the company better understands the requirements different people have
when they look for buying new Mobile phones .sensation 4G possess the most
advanced technology with HTC sense. Which is the perfect handsets purely meant for
entertainment.

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HTC sense offers the users instant capture of images.HD chaCha and salsa arrives
with unique. Facebook button for getting access to Facebook services and updates in a
single touch. operated on Android Gingerbread version OS these smart phone offers
the opinion of sharing updates while performing other applications HTC sense is
implemented in a much simpler way in HTC wildfire S and HTC sense is stunning
designs and speed ,these smartphone are certain to present the users an exhilarating
mobile experience.

COMPANY HISTORY

HTC Corporation stands for high tech computer corporation. Located in Taiwan was
founded by three members Cher Wang chairman HTC (Director and chairman) and
Peter Chou (president and CEO) in 1997.
HTC started as an original designs and equipment manufacturers that design products
such as Mobile phones and PDAs (personal digital assistant ) However ,HTC did not
have successful products nor did it build a high reputation until the establishment of
its leading position in PDA market by developing a product called iPAQ ( pocket pc
and personal digital assistant)
Since then, HTC became the world's largest PDA original equipment manufacturer
and its largest customer were HP and dell did not recognize the value of the Value of
the new products thus no order was made A European telecommunication called
however was highly interested and singed orders .The unique features of the phone
created opportunity for HTC to become popular in Europe .and other European
telecommunication started to became HTCs customer (phone arena team 2008)
In 2009 HTC began to develop its devices based on Android and one year later
windows operating system .in 2011HTC released its smart phones under it own brand
name HTC ln recent years,due to the pressure of competitive smartphone market
,HTC development a touch series phone this series has a rice appearance, and more
importantly the touch FLO operating system which is more convenient and smarter
than window mobile.
HTC has achieved many industry first, including the Frist touch screen smartphone
(2000).the Frist 3G Microsoft Windows phone (2005) about HTC now HTC is the
world's top smartphone original equipment manufacturer and the largest manufacturer
of window mobile smartphone and it dominant about 80%of window mobile
smartphone market share.
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High teach computer corporation HTC is the hidden force behind most of the world's
window mobile based clamshell smartphone and personal digital assistant PDAs the
Taiwan based company operates primary as an original designs manufactures ODMs
but also can equipment manufacturer for many of the world's largest communication
companies including orange, NTT wireless and T Quiet to limited market in June 2006
however the company announced is acquisition of depot a major manufacturers n
distribution of HTC based smartphone and in the Asian region a move the place HTC
in direct competition with many of its. Customer.
Founded only in 1997 HTC grew quickly through its close partnerships with Microsoft
corporation helping the software giantits operation system on an industry reduced
mobile telecommunications sector HTC operation manufacturer substitution in mained
China and sales support substitution in the united states and the united kingdom for it
north America and Europe operating HTC is led by founder n chairman Cher Wang
Taiwan person group president and HTC Cho is company CEO the company is listed
on the Taiwan stock exchange and produced revenue of two 72million $2.23billion in

2005 .

MISSION
AT HIGH touch communications. Our mission to build our business through
innovative design strategies and easy -to-use software solutions.

 Customer service of the highest order.


 Value for money to the customers.
 Professional in carrying out business.
 Use of technology to improve service standards.
 Increase Market share.
 Winning consumers heart.

Company's mission statement is clear and thoughtful yet collectively towards


achieving the organisation's goals.

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VISION

Company's vision is crystal clear and mind fame very directed "To improve the
quality of life through technology ".And continue to grow at a healthy pace, year after
year decade after decades. Our vision to address our communications and software
automation requirements with intuitive.

PRODUCTS

1) DESIRE 816 DUAL SIM

* 1GB & internal 8GB,


EXTERNAL 32GB MEMORY

* ANDROID 4.4 ( KIT KAT)

* 1.3 GHZ QUAD CORE


PROFESSOR FOR FAST PERFORMANCE

*PERFECT ENTERTAINMENT PLEASURE ON THE 4.3


(10.9 CM) DISPLAY

*PRIMARY CAMERA 13MP & SECONDARY 5MP


TAKES SHARP PICTURE S IN ANY LIGHT

*BATTERY STAMINA MODE FOR 4 TIMES MORE


STANDBY TIME

*ONE TOUCHES SHARING WITH NFC

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2) DESIRE 516

* 1GB& INTERNATIONAL 4GB, EXTERNAL 32 GB


MEMORY

*ANDROID 4.2 ( JELLY BEAN )

* 1.3 GHZ QUAD - CORE PROFESSOR FOR FAST


PERFORMANCE

* PERFECT ENTERTAINMENT PLEASURE ON THE 4.5


INCHES DISPLAY

* PRIMARY CAMERA 5MP & VGA TAKES SHARP


PICTURE IN ANY LIGHT

* BATTERY LI-LON 2000 MH

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3) DESIRE V

*512 MB RAM N MEMORY total storage 4Gb.

*Android 4.0 with HTC sense 4.

*1GHz quad core processor for fast performance.

*Perfect entertainment pleasure on the 4inches display.

*5MP camera with auto focus and LED flash.

*Battery 1650 mAh.

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4) HTC Desire 210

512 MB RAM N MEMORY total storage 4Gb.

*Android 4.2.2

*1GHz dual core processor for fast performance.

*Perfect entertainment pleasure on the 720p display.

*5MP camera with auto focus and LED flash.

*Battery 1300 mAh.

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GOALS

*To consolidates it's position as a global player in the smartphones mobiles market.

*To leverage technological skills to drive growth.

OUR VALUES

*EXCELLENCE in everything we do.

*COMMITMENT to our clients, brands, projects and industry.

*HONOUR in dealing with clients, suppliers and colleagues.

COMMITMENT

 To our customers.
 To our people
 To our community.
 To our shareholders.
 To our clients , brands, projects and industry

SWOT ANALYSIS

STRENGTH
 HARD WARE INTEGRATIONS WITH MANY OPEN SOURCE OS AND
SOFTWARE
 EXCELLENCE IN ENGINEERING AND PRODUCING HARDWARE
PARTS AND CUSTOMERS ELECTRONIC S
 INNOVATION AND DESIGN
 FOCUS ON ENVIRONMENT
 LOW PRODUCTION COSTS
 LARGEST SHARE IN MOBILE PHONE AND 2 PLACE IN
SMARTPHONE SALES
 ABILITY TO MARKET THE BRAND

WEAKNESS
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o Patentinfringement.
o Too low profit margin.
o Main competitors are also largest buyers.
o Lack its own os and software.
o focus on too many products

OPPORTUNITIES
o growing India smart phone market
o Growing mobile advertising industry
o growing demand for quality application
o growth of tablets market
o obtaining patents through acquisitions

THREATS
 Saturated smart phone markets in developed countries
 rapid technological change
 declining margins on hardware production
 breached patents
 apple itv launch
 price wars

FUTURE GOALS
 Development of built quality of future manufacturing products .
 Try to create employment opportunities.
 Development of machineries to reduce time killing purpose.
 Increasing the goodwill of HTC.
 Increase in turnover of the company.
 Limited price and customer satisfaction.

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CHAPTER-3

CONCEPTUAL PROFILE

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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.

Purpose of Sales Promotion


Sales promotion tools vary in their specific objectives. They may be used to attract

new customers, to reward loyal customers and to increase the repurchase rates of

occasional users. Sales promotion usually targets brand switchers because non-users

and users of other brands do not always notice a promotion. Sales promotions are thus

also seen as a tool for breaking down loyalty to other products.

Sales promotions also let manufacturers adjust to short term changes in supply and

demand and differences in customer segments. They also let manufacturers to

experiment by varying prices. Sales promotions also lead to greater consumer

awareness of prices.

To use sales promotion, a company must set objectives, select the right tools, develop

the best program and implement it and evaluate the results.

Objectives of Sales Promotion


The specific objectives set for sales promotions will vary with the type of the

target market. For consumer promotions, objectives include encouraging purchasing

of larger sized units, building trial among non-users and attracting switchers away

from the competitor’s brands. For trade promotions, objectives may include; including

retailers to carry new items and higher level of inventory, encouraging off-seasonal

buying, of-setting competitive promotions, building brand loyalty of retailers and


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gaining entry into new retail outlets. The sales force promotions help in encouraging

support of a new product or model, encouraging more prospecting and stimulating

off-seasonal sales. But most importantly, sales promotion should be focused on

consumer relationship building.

Sales Promotion Tools

Many tools can be used to accomplish sales promotion objectives. Descriptions of

the main promotional tools are as follows:

Consumer Promotion Tools


The main consumer promotion tools are as follows;

 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.

 Coupons:

Coupons are certificates that give buyers a saving when they purchase a specified

product. Coupons can be mailed, placed in advertisements or included with other

products.

 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.

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 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).

 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 advertiser’s name, given as gifts to

consumers.

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 Patronage Rewards:

They are cash or other awards for the regular use of company’s products or

services. They are values (in cash otherwise) that are proportional to one’s

patronage of a certain vendor or a group of vendors. They aim at building brand

loyalty.

 PoP Promotions:

Point of purchase (PoP) includes displays and demonstrations that take place at

the point of purchase or sale.

 Trade Promotion Tools

More money is spent by companies on trade promotion (58%) than on consumer

promotions (42%). The major trade promotion tools are as follows;

 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 manufacturer’s 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.

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Companies also offer push money and specialty advertising items to the

middlemen.

Business Promotion Tools

Companies spend huge amount on promotions focused on industrial consumers.

The major business promotion tools are as follows;

 Trade Shows and Conventions.

 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.

32
CHAPTER-4
DATA ANALYSIS
AND
INTERPRETATION

33
Analysis and interpretation:

IN this project we had distributed an open ended questionnaire to various


people residing near to our area, to above 50 members and asked them to give
their feedback, rating, and their suggestions regarding this online buying and
selling app.
Over questions, and the replies given by the people to these questions are
given below with some analytical charts and with interpretation.

1) What is your age group?


Age No. Of respondents Percentage
Below 18 40 80
18 – 25 3 6
25 – 40 4 8
Above 40 3 6
TOTAL 50 100

AGE GROUP
>18 18-25 25-40 40+

6%
8%
6%

80%

INTERPRETATION : According to the survey 46% responded as below 18 age


group , 3% as 18 – 25 age group, 4% as 25 – 40 age group and 3% responded as 40
above age group .

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2) What is your gender?

Gender No. Of Respondents Percentage


Male 21 42
Female 29 58
TOTAL 50 100

Gender
MALE FEMALE

42%

58%

INTERPRETATION: According to the survey 42 responded as Male and


585responded as female.

35
3) What is your occupation?

Occupation No. Of respondents percentage


Student 37 74
Employee 6 12
Business man 7 14
TOTAL 50 100

Sales
STUDENT EMPLOYEE BUSINESS MAN

14%

12%

74%

INTERPRETATION: According to the survey 37.5 responded as student , 13.95 are


responded as employee and 4.55 responded as business man.

36
4) How do you get to know about HTC products?

Income No. Of respondents Percentage


Advertisements 25 50
Social media 5 10
Others 5 10
Friends 15 30
TOTAL 50 100

Advertisements social media others friends

2%

14%

14%

70%

INTERPRETATION: According to the survey 50% responded , 10% responded for


the social media, 10% responded for others and rest 15% responded as friends.

37
5) Compare to others products HTC is ?

About HTC No. Of respondents Percentage

Good 30 60

Better 7.5 15

Excellent 5 10

Poor 7.5 15

TOTAL 50 100

good better excellent poor

1%

12%

17%

70%

INTERPRETATION:
According to survey 60% responded as good, 15% responded as better, 15%
responded as excellent and 15% responded as poor.

38
6) Do you aware of the HTC mobile?

AWARE No. Of respondents Percentage


Yes 25 50
No 10 20
Maybe 15 30

TOTAL 50 100

yes no may be

1%

30%

49%

20%

INTERPRETATION:

According to survey 30% of people use HTC desire 816 model, while 26% of
them use HTC inspire, 24% and 20% of them use HTC touch hd and explorer
respectively.

39
7) where do you prefer to purchase HTC Products?

PREFER TO PURCHASE No. Of respondents Percentage

Online stores 20 40

Retail stores 25 50

Others 5 10

TOTAL 50 100

online stores retali stores others

1%

10%

40%

49%

INTERPRETATION:

According to survey online stores responded as 40% , 25% responded as


retail stores, and others responded as 5%.

40
8) would you like to suggest purchasing HTC products to your friends?

Suggest NO. Of respondents Percentage

Yes 35 70

No 5 10

Maybe 10 20

TOTAL 50 100

yes no maybe

1%

20%

10%

69%

INTERPRETATION:

According to survey 70% responded as yes, 10% responded as no and


20% responded as may be.

41
9) Which HTC product attracts you the most?

Attracts No. of respondents Percentage

HTC Desire 826 24 48

HTC M9 10 20

HTC Desire 310 10 20

HTC Desire 210 6 12

TOTAL 50 100

Sales
htc desire 826 htc m9 htc desire 310 htc desire 210

1%

22%

54%

23%

INTERPRETATION:

According to survey 48% responded as htc desire 826, 20% responded as htc
m9, 20% responded as htc desire 310 and 12% responded as htc desire 210.

42
10) How longer are you using the HTC mobile phones?

USING HTC No. of respondents Percentage

Less than 1 year 16 32

1 year 8 16

Above 3 years 8 16

Not used 18 36

TOTAL 50 100

Sales

less than 1 year


1 year
above 3 years
not used

RESPONDENTS:

According to survey 32% people use this mobile for less than 1 year, 36% of
them didn’t used while above 1 year and above 3 year have 16% each.

43
11) What is your opinion about HTC mobile?

OPINION No. of respondents Percentage

Good 15 30

Bad 10 20

Excellent 20 40

Average 5 10

TOTAL 50 100

good bad excellent average

1%

33%

44%

22%

RESPONDENTS:

According to survey 32% like its storage while 28% of them liked its price and
sound effects and battery performance have 20% each.

44
12) What do you think about the prices of the product?

Price No. of respondents Percentage

Highly satisfied 14 28

Highly dis satisfy 12 24

Moderate 20 40

Others 4 8

TOTAL 50 100

Sales
highly satisfied highly dis satisfy moderate others

1%

30%

43%

26%

RESPONDENTS:

According to survey 40% of people don’t have idea for comparison of other
mobile, 28% thinks its excellent, 24% of them thinks its good and rest 8% of them
thinks its bad.

45
13) According to you who is a sound competitor to HTC?

SOUND COMPETITOR No. of respondents Percentage

Sony 14 28

Black berry 12 24

Samsung 16 32

Apple 8 16

competition of HTC
sony black berry sansung apple

16%
28%

32%

24%

RESPONDENTS:

According to survey 32% of them think that Samsung is the competition for
HTC, 28% thinks its sony, 24% of them thinks its blackberry and rest 16% thinks its
apple.

46
14) Which promotional activities needs better to improve in HTC products?

Improve No. of respondents Percentage

Offer 25 50

Discount 10 20

Price 10 20

Others 5 10

TOTAL 500 100

Sales
Offer Discount price others

1%

22%

55%
22%

INTERPRETATION: According to the survey the promotional activities sh ould


increase in offers because most of them preferred to offers.

47
CHAPTER -5
SUMMARY, FINDINGS
& SUGGESTIONS

48
FINDINGS:

The following findings are resulted after the respondents survey conducted in
chapter no- 4 and results of the comparison of selected models of different brands
in chapter no 5 with mobile strategies

 Majority of the respondents 80.04 %( 120) are having HTC mobile earlier with
their friends and relatives..
 Majority of the respondents 39.3 %( 59) prefer HTC Explorer model in
comparison of other HTC models.
 34.01 %( 51) respondents prefer less expensive mobile of HTC having range less
than Rs.10000.
 Majority of the respondents 39.3 %( 59) are saying that is invert that maturate of
customers. HTC brand for young generation. HTC mobile has certain future. But it
is user friendliness is the major for it clarity.
 40.6 %( 61) despondences said that Sony Xperia is the main competitors of HTC
mobile in the market.

After comparison of with HTC, Karbon and Panasonic the following result is:

 The battery capacity is highest in HTC as compared with Karbon& Panasonic.


So the customers who need this feature prefer this model.
 The hardware processer is highest in HTC as compared with Karbon, Panasonic.
So the customers prefer HTC in comparison to others.
 The camera pixel property is highest in HTC and Karbon as compared with
Panasonic. So the customers prefer HTC and Karbon.
 The Dimensions (mm) is highest in HTC has compared with Karbon and
Panasonic. So the customers prefer HTC in comparison to other brands.
 The Expandable storage capacity is highest in HTC as compared with Karbon
and Panasonic. So the customers prefer HTC in comparison to others.

49
SUGGESTIONS

They are few suggestion that the analysis.

 Only few respondents are satisfied in HTC EVO 4G model. So, the company will
take necessary steps to improve the HTC EVO 4G mobile model features.
 Although HTC has certain better features than other brands in the market, still it
required more features to be added in HTC mobile, because of larger competition
in mobile industry
 It is suggested that the price of the different models of HTC brand should be
reduced in comparison to other brands in the market as HTC models are expensive
like HTC 816, and HTC EVO 4G etc.
 There is a need for better sound effect, storage capacity and picture quality in
HTC mobile as customer suggested the same.

CONCLUSION

From the study, it is revealed that the most of the advertisements by HTC
mobile have positive impact on the minds of the customers. The company needs to
give more advertisement frequently through various media to increase the sales and to
reduce the switching over to other brands. The company should also work upon to
provide better after sale service and other facilities as demanded by customers and
this will enhance the company image and help company to grow further. The
company should give more offers which fulfil the needs of the customers.

50
ANNEXURES

51
1.What is your age group?

 18 - 25
 25 – 40
 Above40

2.What is your gender?

 Male
 Female

3. What is your occupation?

 Student
 Employee
 Business man

4. How do you get to known about htc products?

 Advertisement
 social media
 Friends
 others

5.compare to others products htc is?

 good
 better
 excellent
 poor

6 Do you aware of the Htc mobile?

 YES
 NO
 May be

7.where do you prefer to purchase Htc products

 online stores
 retail stores
 others

52
8. would you like to suggest purchasing Htc products to your friends?

 yes
 no
 may be

9 which Htc products attracts you the most?

 HTC desire826
 HTC m9
 HTC desire310
 HTC desire 210

10.How longer are you using the htc mobile phones?

 Less than 1 yr
 1 yr
 Above 3 yr
 Not used

11. what is your opinion about htc mobile?

 good
 bad
 Excellent
 Average

12. what do you think about the prices of the products ?

 highly satisfied
 highly disatisfied
 moderate
 others

13.Accordingto you who is a sound competitor to htc?

 Sony
 Blackberry
 Samsung
 Apple

14. which promotional activites needs better to improve in Htc products?

 improve
 offer
 discount
 other
53
BIBILOGRAPHY

54
BIBLIOGRAPHY

 WEBSITES:

www.htcmobiles.in
www.historyofmobiles.in
www.google.com
www.htc.com
www.wikipedia.com

 BOOKS:

Marketing Management by Philip Kotler

 NEWSPAPER:

Economic Times

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