This action might not be possible to undo. Are you sure you want to continue?
PRODUCT DECISION: The product decision in the small industries made periodically and on the base of order received by the customers. Once company will get the orders from the customers, depends on their requirement will take decision on the product design. 2. MARKET SEGMENTATION: We visited various kind of businesses and those are segmented their market according to the products they are produced, for ex take tractor trailer industry, they are segmented their market mainly on bases of rural areas in which more number of formers are staying, the formers are the target customers and the rural areas are the segmented marketing areas for the SSI unit, almost all SME’s are segmented their markets towards rural areas some of those segmented in urban cities. 3. MARKETING RESEARCH Marketing research plays an important role in the process of marketing. Starting with market component of the total marketing talks. It helps the firm to acquire a better understanding of the consumers, the competition and the marketing environment. DEFINITION “Marketing research is a systematic gathering, recording and analysis marketing problem to facilitate decision making.” -MAIN STEPS INVOLVED IN MARKETING RESEARCH Defining the Marketing Problem to be tackled and identifying the market research problem involved in the task. (1) Define the problem and its objectives. (2) Identify the problem. (3) Determine the information needed. (4) Determine the sources of information. (5) Decide research methods. (6) Tabulate, Analyze and interpret the data.
(8) Follow-up the study.Primary data are those which are gathered specially for the project at hand.These are generally published sources.g.This includes an effective job in planning and designing a research project that will provide the needed information. the manufacturer. Source are internal company records. directly – e. buyers. the wholesaler and the retailer try to find out four things namely :-(1) What to sell (2) When to sell (3) Where to sell (4) How to sell (4) Determine the sources of information:(a) Primary Data: . trade association’s executives & other businessman & even competitors (b) Secondary Data: .Identifying the problem involves getting acquainted with the company. It also includes the establishment of a general framework of major marketing elements such as the industry elements. through questionnaires & interviews. (3) Determining the specific Information needed:. consumers.(7) Prepare research report. (1) Define the problem and its objectives: . its business. competitive elements. (2) Identify the problem: . . its products and market environment. which have been collected originally for some other purpose. marketing elements and company elements.In general the producer. middleman. advertising by means of library consultation and extensive interviewing of company’s officials. Primary data sources include company salesman.
collection of Primary data become necessary. color. The main assumption here is that the test conditions are essentially the same as those that will be encountered later when conclusions derived from the experiment are applied to a broader marketing area.government publication.This method involves carrying out a small scale trial solution to a problem. B) Observation Method: . information gathered directly from individual respondents. either through personal interviews or through mail questionnaires or telephone interviews. It is rather an expensive technique. C) Experimental Method: .In this technique the same group of respondents is contacted for more then one occasion. while at the same time.In this method. (4) Decide Research methods for collecting data:. reports & publication. reports & journals.The research data are gathered through observing and recording their actions in a marketing situation. attempting to control all factors relevant to the problem. trade. professional and business associations publications & reports. This technique is highly accurate. and the information obtained to find out if there has been any in their taste demand or they want any special quality. Analysis and Interpret the Data:- . Three widely used methods of gathering primary data are A) Survey B) Observation C) Experimentation A) Survey Method: . size.If it is Found that the secondary data cannot be of much use. a) Preparation of questionnaire b) Presetting of questionnaire c) Planning of the sample (5) Tabulate. D) The Panel Research: . packing in the product.
should follow up this study to find if his recommendation are being implemented and if not. To know awareness of people towards Metro Metal Industries .” 1. Research Objectives & related sub objectives To know the relationship of sales with the advertisement. why? RESEARCH DESIGN “Advertising is a paid form of non-personal presentation and promotion of ideas. RESEARCH PROBLEM Increase the awareness level of Metro Metal Industries Seek the general perception of consumer towards Metro Metal Industries To find the performance of Metro Metal Industries vis-à-vis other Brands. To know the consumer psyche and their behavior towards Metro Metal Industries 2. goods or services by an identified sponsor.The researchers. instructions.The report must give/contain the following information:a) The title of research b) The name of the organization for which it has been Conducted c) The objectives of research d) The methodology used e) Organization and the planning of the report f) A table of contents along with charts and diagrams used in the reports g) The main report containing the findings h) Conclusion arrived at end recommendations suggested i) Appendices (containing questionnaire / forms used sample design.) (6) Follow-up the study: . in the last stage.
Pricing Policy: In the Small industries there are different pricing policies are adopted by the different companies depends on the product they are producing. Choice of research design – alternatives & choice Despite the difficulty of establishing an entirely satisfactory classification system. the main information needed is the various types of furniture’s available in the market. I had to know about all the competitors present in the furniture Segment (Reputed and well established brands as well as Local brands). To know which advertisement tool is mostly preferred by people. their calorific value and various other stile. To know the preference of Metro Metal Industries with comparison to other competitive brands. 4. Wood. their applicability. • As furniture is different product. MDF wood. their strengths. To know in which segment furniture are mostly like/preferred. • Before going for the survey I had to know the comparative stile and Prices of all the competitors existing in the market. 6. The 1st boundary . Information requirement • First. it is helpful to classify marketing research on the basis of the fundamental objectives of the research. and their weakness will help the student to select the type best suited to a specific problem. They can be termed as : • As Metro metal advertisements are mainly done through hoardings but on News pepar the advertisement METRO METAL PRODUCT is made from Steel. To know the factors which affects consumer’s buying behavior to purchase Furniture 3. Consideration of the different types.
5. that by maximising sales revenue the companies will have growth in market share & also have profit maximization. They believe. and its less in some other time. They believe. The 1st boundary of fix the price is the cost of the product. DEMAND FORECASTING: Depends on the sales and orders from the customers the Small industries wil fore cast the demand. PRICING POLICY AND PRACTICE: In the Small industries there are different pricing policies are adopted by the different companies depends on the product they are producing. For doing this. the demand will be high in some seasons and time. and the 2nd boundary of the pricing is the price for comparable pricing with similar goods. and also the demand of the previous year will consider here to forecast the demand for present n upcoming year. 4. and the 2nd boundary of the pricing is the price for comparable pricing with similar goods. the small industrial Companies set prices with objective of maximising short-term sales revenue. it is required to forcast the company sales over a period of time. And they are practicing this strategy only to fix the price for products. that by maximising sales revenue the companies will have growth in market share . the demand for the oil will be very high in the marriage season in the summer. it is required to forcast the company sales over a period of time.of fix the price is the cost of the product. For doing this. like wise the demand will be vary according many criteria. and in some particular point of time there is no demand for the products. 6. NATURE OF DEMAND: Nature of demand if quite moderate compared to the big industries. for example OIL manufacturing industry. the small industrial Companies set prices with objective of maximising short-term sales revenue.
ADVERTISEMENT AND PROMOTION PRACTICES: . they’ll not concern much about the innovation and new product development rather than they’ll adopt for the old and traditional products as earlier they are producing. And they are practicing this strategy only to fix the price for products. and suppose if the specific target customer group wants new type of product then according to that order base they’ll produce the innovative products. Viz. 10 and 11. fastener and Adhesives etc.& also have profit maximization. Boxes packaging Bubble Wrap packaging(smoothening effect to product) Stretch film packaging(thin coating) Tape binding And some of the special packaging types are under practices especially for the export oriented good. these are the different packaging practices of the small and medium enterprises. We came to know that 4 major types of packaging services adopted by the Small and medium enterprises. 7 and 8. Poly bag packing. they are Corrugated boxed with sticky woods. 9. Tiles. PACKAGING PRACTICES: There are different types of packaging practices are adopted by the small scale industries in the Dharwad Hubli region. NEW PRODUCT DEVELOPMENT AND INNOVATION: The new product development and innovation is less compared to big industries because of the low technologies and skills.
which is why I make no apology for this information to 'STBO' (state the bleeding obvious). and depends on the target customers. production (printing) and media such as TV radio and News papers. It should be monitored according to cost per response. and inserts. Generally the enterprises have to pay higher cost for better targeted methods. targeting and response Any advertisement of the small industries can be broken down in terms of the cost per thousand. but in return you should expect a higher response rate. Advertising cost includes cost of design. TV. which will provide some clues as to how well it might work for you. Direct Mail is very good at generating a direct response. and it's common for very large organisations to forget these basics. but on a limited budget you may be restricted to concentrating on one or the other. Effective marketing generally demands that each is employed. as are magazine and newspaper adverts. The principles are obviously transferable to very large businesses. Different media and methods are better suited to one or the other. Choose methods according to cost. Advertise to build awareness and to generate response Within the advertising purpose you should define whether you seek to create awareness or to generate a direct response. . Posters.Here are some guidelines on planning and managing advertising and promotion activities for small businesses. and you can look at other advertisers that repeatedly using various media to gauge how effectively it's working for them. so think carefully about what will help most. Organisations selling advertising are able to provide a lot of information about their readership/audience. radio and press editorial are all much better at creating awareness and building credibility.
not what your propositions are in technical detail. Focus on what your propositions do for them. Start measuring the effectiveness of your advertising from the very beginning. Remember that your customers are people without good technical or detailed understanding of your products and services. so that you explain more than simply what you do or provide . Types of advertising media and marketing methods .Use language that your customers understand In all of your advertising material take care to see things and hear things form your customers' viewpoint. What does it all mean to them? Give them something to relate to. using clear simple language. Keep detailed records of what you did.explain what your proposition means to your customers. and if you've no previous statistics or reliable data then run 'pilot' or trial first.as it relates to their needs and priorities and challenges. to whom. You should spell things out. Advertising must be costed and linked to measurable response Because advertising is such a complex science the only real way to be sure that something will work before you try it is to refer to previous indicators. and what resulted. Translate your product/service offer into meaningful customer benefits Having decided through the processes described above to focus your message on a few key strengths of your business (your 'service offer' or 'proposition') you must now express these in terms of benefits to your customers. when. As a knowledgeable supplier there is always a tendency to write copy and present information from a technical and 'product/service' standpoint. You need to help them understand things in terms that really mean something to the reader . for how much.
email. See the notes about laws relating to direct marketing and advertising. etc brochures. direct mail. but these ideas can be very effective (and very inexpensive) for small businesses and self-employed people targeting the local area with small advertising budgets. leaflets and printed material posters sites (hoardings. roadside fields) . The other methods to promote products: websites. the internet. and email. taxi-cabs. dvd's. fax-marketing. Small local businesses who target their local community often overlook some very simple easy and cost effective ways of advertising. Thomsons. to the use of telemarketing. This especially relates to maintaining and using lists and people's personal details. etc press and public relations (PR) seminars telemarketing direct mail display advertising directories .local directories. These low-cost methods are not generally so suitable for big corporations with big budgets. buses. Generally private consumers enjoy more protection than business-to business customers. cd-rom's. Yellow Pages.Prior to considering methods of advertising and marketing it is important to ensure that you understand and adhere to local country laws relating to data protection and customer rights concerning privacy and opt-out of various marketing methods.
retailers and customers in time with lack of transportation facility. SALES PERMONCE-5 YEARS: The sales performance of the last year is quite good compared to last 3 years. the prices were felt down so there is no demand for the products.TRAINING: Training means giving the instructions and methodology and suggestions about the particular job which they are like to work. They also said there is no need of training because at the time of recruitment only they’ll select the employees with skilled persons. Normally in the Small and medium enterprises there is no specific team will be appointed for training. open days and exhibitions 12. 13. . but last year the all industries are regained the confidence and in a good position to earn profit. due to poor distribution channels. 15. As we surveyed some enterprises they said that there is no much fund available with us to spend amount in training and also less number of employees are working under the organization. This is also one of the big problem they are facing. its difficult to deliver the goods to the vendors. They will not give much concentration towards the training because of less investment and less number of employees. they all complained that there is no good transportation service(logistics) to distribute the produced goods. the sales go down fully 2 years back and almost industries are at the position to close the business due to the recession.DISTRIBUTION AND LOGISTIC PRACTICES: We’ll found the poor distribution channels in the SSI units in Dharwad as we surveyed some of the Small industries here.
These are the some training practices adopted by the SME’s. and by advertisement and promotional techniques they’ll promote their brands. according their opinion there is no scope for the online marketing as these are small scale enterprises. So they are not having any online marketing practices. 16. And the SME’s in Hubli-Dharwad region will conduct some special entertaining functions and events to attract its customer. Some mentorers are also working for train them. by this the company can attract all the clients the small business can handle.And in some of the small enterprises. this will significantly increase what the company charge for services. and sponsoring small games. and also brain storming sessions are also conducted regularly. they are still using old and traditional methods to promote their nrand by giving some special offers discounting. and contests and all. But there are good opportunities for the Small industries to use online marketing such as Duct Tape marketing. 17. there is a specific team are established for the purpose of training to train the semi-skilled or unskilled workers with less technology. Online Marketing: The industries which we are visited are of less capital investment and producing indo genius goods so they are not able to sell the products through online. . and they are willing to sell products either directly or through retailer or company’s authorized dealers. Branding: There are no special programmers offered by the small and medium enterprises to promote its brand and the branding the products. There is specific period of time will be given to them to train some kind of experts.
There will be comparison between various products and their prices. But the nature of competition is depends upon the type of the business the company is doing. Market Structure and Nature of competition: in case of the small and medium enterprises the market structure is having number of range of products with number of competitors and different pricing policies. When the domestic market is fully open to global competition. even some the small industries are not having computer system in the company. imported freely at low tariffs.18. the low labour cost advantage that our SMEs claim to enjoy may not work beyond a point. Areas Of Competition: Quality of the product Innovative products Price Demand Market share Selling and Distribution MARKET PROBLEMS With intensifying competition many SMEs especially in the consumer goods sector would find it difficult to survive. so there are websites or web pages available for these industries. 21. Items reserved for SSIs will now face competition from similar products produced by large scale global manufacturers. . so that they are not concentrated on the web page and all. 19 and 20. So always there will be stiff competition. WEBPAGE: The industries which we visited all are not having online marketing practices.
This is mainly due to the fact that these organizations belong to rural or semi urban areas where the resources are easily available to them and cheap labour is associated with . Most of the SMES established in the developing nations provide products and services with moderate quality largely applying outdated technologies. The Indian SMEs are facing a lot of problems related to marketing in the national and international arenas. The nature of marketing is ever changing so does the problems associated with the marketing. Insufficient raw-material procurement Inability to market finished goods and Ineffective monitoring and feedback mechanism. The small size and capacity of the firms and their lack of awareness have bred many hindrances to their growth Under-utilization of capacity. In the current economic slowdown SME sector has been hit very hard due to raising interest rates and financial crunch. The main marketing problems of the SMEs in marketing their products and services. Inadequate and untimely credit flows.Low end products will also face competition from export oriented developing countries. Thus they are . But when it comes to selling of these products the SMEs have to face a difficulty in creating an impression and awareness in the minds of urban and other potential buyers about the quality and related aspects of their products and services. Inability in technology up gradation.
Most of the times the SME sector end up with wrong marketing strategies and irrelevant strategies applicable to the segment or the total market. They have a tendency to export what they manufactured without even having matching of the quality. The sector may face dumping by foreign competitors like China . individual SSI units are scattered throughout the country and their resources are limited. It was often complained that the host country distributors that despite providing the SMEs with full actual samples of the product at free of cost. . Reduced protection has already lowered the SMEs competitive strength. they fail to give result as required. Most of their products are sold through word of mouth publicity and direct selling. Majority of these are not aware of the modern techniques like supply chain management. or presentation of the product. They learn only when the importer chokes them up in terms of the nonpayment due to inferior stuff or other related things.faced with tough competition with the high quality products of the MNCs at lesser price. These organizations also have a problem of customer awareness as they do not adopt any publicity and advertisement strategies. With the increasing globalization the situation is further worsened. Sometimes the government in association with the local authorities organizes exhibitions to promote the products of these units. Still the small enterprises are unable to utilize this opportunity because of the low levels of literacy and shortage of working capital needs. just in time inventory. They find it difficult to participate in Government stores purchase programmes even if certain items are reserved to them to supply. The cost of anti dumping investigations may be prohibitive for SMEs. timing. kanban and other logistics associated marketing.
each and every SME should have a marketing strategy not only to show-case their products. SMEs also encounter a problem in expanding markets due to lack of marketing arrangements with other bodies. contrast large organizations are offered raw materials at lower cost under economies of scale and bulk manufacturing. Majority of the SMEs are unable to participate in the Industrial exhibitions and Expos organized nationally and internationally. Some suggestions have have been proposed in this regard to find solutions to the marketing difficulties faced by the SME sector. An important factor contributing to this problem is the interdependence of different strata of the industries ( large. but also to easily get inquiries form other markets. when major markets are shrinking down consistently. The emerging challenges to the small scale sector are to come from the impact the of the agreements under WTO> The agreements under TRIPS calls for tighter patent laws through regulation of intellectual property rights which is becoming a costly affair to the SMEs. By. medium and small) has not been fully realized. This is due to the high cost Some Suggestions for improvement At times. The cost of production of these units is relatively high because these units tend to purchse the raw materials in small lots and through middlemen. which results in high pricing of the goods. .
. There must be some programme on making these organisations aware of the modern business tools. They should develop their websites in English language for spreading their reach beyond India. SMEs can be greatly benefit if they recognize the power of internet for exploring and managing the market online. B2B portals. With the correct techniques any SME can make it to the top leaving behind even the biggest of the companies. Good planned strategic approach. SMEs cannot do conventional marketing because of the limitation of resources. a big company will have the same chances as an SME to make an impact on the buyer. Trade India can take up awareness programmes for them in systematic way and monitor the changes. SMEs should realize that on the Internet. They need to think beyond conventional marketing practices of large companies and search for alternative marketing approaches such as personal contact networks. Bodies such as CII. if adopted by SMEs can help them to overcome many of the barriers and obstacles that they face now. Business Networks and Industry and Marketing networks. Indian SMEs have to take note of technical barriers to trade(TBT) in view of technical standards set by developed countries. E-Commerce tools. social networks.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.