INTRODUCTION

“Marketing is a social and managerial process by which individuals and groups obtain
what they need and want, through creating, offering and exchanging products of value
with others”.
Marketing includes all those activities having to do with effecting changes in the
ownership and possession of goods and services. It is that part of economics which
deals with the creation of time, place and possession utilities and that phase of
business activity through which human wants are satisfied, by the exchange of goods
and services for some valuable consideration.

Marketing is the process of discovering and translating consumer wants into product
and service specifications and then in turn helping to make it possible for more and
more of consumers to enjoy more and more of these products and services.

Marketing consists of analyzing marketing opportunities, researching and selecting

target markets, designing marketing strategies, planning marketing programs and
organizing, implementing and controlling marketing effort.
Companies have to identify long and short term marketing opportunities and research
the selected market by measuring and forecasting attractiveness of the given market.
Having selected the market, the companies need to develop a differentiating and
positioning strategy for the target market. The marketing strategy must be transformed
into marketing programs by deciding on marketing expenditures and the marketing
mix. The final step is organizing the marketing resources and implementing and
controlling the marketing plan.

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 Marketing Mix

Marketing mix is the set of marketing tools that a firm uses to pursue its marketing
objectives in the target market.
McCarthy has popularized a four factor classification of marketing tools known as the
4P‟s of the marketing mix. They are:
 Product
 Price
 Place
 Promotion

Product

Product stands for the firm‟s tangible offer to the market, including the product
quality, design, features, branding and packing. It deals with new product
development, product life cycle, product mix, product lines, branding and associated
services to a product. From the customer‟s point of view, it helps in satisfying the
customer‟s needs and wants.
Price

Price is the monetary value of the product. Price deals with selecting the pricing
objectives, setting the price, discounts, allowances, payment policies and credit terms.
It is very important to the customers as it decides the cost the customer has to pay to
gain the product value.

Place

This marketing tool stands for the various activities the company undertakes to make
the product accessible and available to the customer. It involves market size, channel
selection and management, storage and physical distribution with the ultimate purpose

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of efficiently supplying the company‟s offer to the target market. To the customer,
this marketing tool refers to convenience.

Promotion

Promotion stands for various activities the company undertakes to communicate and
promote its products to the target market. It involves communication programs i.e.
direct marketing, advertising, sales promotions, public relations and motivation of
sales force. To the customer this tool provides knowledge and information.
The Promotion Mix of a company includes the following tools;

Advertising

It is any paid form of non-personal presentation and promotion of ideas, goods or

services by an identified sponsor.

Direct Marketing

It refers to the use of mail, telephone and other non-personal contact tools to
communicate with or solicit a response from specific customers and prospects.

Personal Selling

Face to face interaction with one or more prospective purchasers for the purpose of
making a sale refers to personal selling.

Public Relations and Publicity

It refers to the variety of programs designed to promote and or protect a company‟s

image or its individual products.

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Sales Promotions

The short-term incentive to encourage trial or purchase of a product or service

refers to sales promotion. Whereas advertising offers a reason to buy; sales promotion
offers an incentive to buy. Since sales promotion directly push up the sales, increasing
number of companies are undertaking sales promotion activities.

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.

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 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
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.

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  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.

 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.

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 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.

 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;

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 Discounts

It is also known as price-off or off-invoice or off-list. Discounts price cut off the
list price on a particular quantity purchased during a stated time.

 Allowances

They are the amount offered in return for an agreement by the retailer to feature
the 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.
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.

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 A Look into the Indian Economy and Furniture Industry

India is the fourth largest economy in the world and it‟s the largest democracy
with second largest GDP among emerging economies. World Bank‟s President James
D. Wolfensohn confirmed that India is not the world‟s 4th largest economy after USA,
China and Japan in PPP (Purchasing Power Parity). It is also one of the ten fastest
growing economies in the world.

With 1 billion populations, India remains on the fastest growing economies and
even in the present worldwide economic slowdown, has maintained GDP Growth rate
of nearly 6%.

India today is 7th most attractive destination for foreign direct investments, after
US, China, Brazil, Mexico and Germany. Besides, India offers higher rate of returns
and profitability than anywhere else in the world.

Out of 1 billion population the upper and middle class constitutes 20% or 200
million people (or 30 to 40 million houses). By rent per capita:

 2 percent of Indian has a per capita income in excess of 14,500 Euros, which
means 20 million people.

 8 percent of Indians have a per capita income of more than 3,900 Euros, which
means 80 million people.

 10 percent of Indians have a per capita income in excess of 3,200 Euros, this is
about 100 million people

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 Overall Economic Scenario

1. The Indian market has been enormous with a large base.

2. Levels of affluence are high- with the number of individuals in the “high: income
demographic group doubling each year, according to NCAER statistics.

3. The actual “disposable” income at the disposal of the affluent Indian is as high as
three to five times higher as the official statistics, on account of the very large
proportion of unaccounted (“black”) money income.

4. The market has, due to exposure to overseas products and lifestyles, displayed the
willingness and ability to purchase overseas brands and products at high prices.

5. Customs duties and tariffs have been drastically reduced, in keeping with
government policy to open up the economy – a policy which has stayed constant
despite changes in government. All the products in the INDEX product range are
now permitted for import into India under OGL or the Open General License,
which implies that no special import license is required for import.

6. Despite the cut in duties, the rate of customs duties is fairly substantial which
makes the prices of products higher in India. There is a huge demand for furniture,
hardware and fittings, DIY equipment, lighting and consumer non-durable and
appliances.

7. While the Indian middle class still does not have as high a rate of obsolescence as
the US, and tend to use their furniture for several years before changing or
upgrading, the actual size of this segment makes investment in this market more
than worthwhile. The affluent classes however, do have high rate of obsolescence
of interior decoration products and redecorate constantly.

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8. All the above factors put together make manufacturers and retailers of a wide
range of consumer durables. Several overseas companies have already entered the
market and have been extremely well received by the market.

Indian Furniture Industry

The furniture sector in India only makes a marginal contribution to the formation
of GDP, representing just a small percent (about 0.5%), which indicates a huge
potential for growth. It is estimated that the furniture industry comprises 25% of the
construction industry and hardware comprises 40% of total furniture industry, out of
this 20% is replacement and 20% is new.

Wood and wooden products, furniture and fixtures carry a weight of 27.01% in the
total manufacturing sector.

The furniture industry employs a total of around 30,000 workers. The future on the
furniture sector in India seems positive. Talking about production, several agreements
have been signed between local producers looking for technology and European and
Asian companies trying to reach a potential opportunity in costs.

From the commercial point of view, India shows good perspective to sell furniture
in the following years. First of all, because its size and secondly due to the newly
acquired taste as a result of exposure to western furniture style.

India is one of the largest consumers of wood in South East Asia. Until a few years
ago the county had considerable quantities of available tropical woods. The most
common species in Indian forests are teak, rosewood, ebony, laurel, pine, cedar and
rubber trees. Supply of these “ready to uses” species became scarcer due to
unconditional and inappropriate exploitation and also due to growing concern about
the environment.

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 In India, natural rubber plantations covers 520,000 hectares with another 6,000
hectares replanted almost every year since 1994. Kerala state (South India) produces
95% of the total supply of rubber wood in India.
India imports wood (logs) especially from Malaysia, Indonesia, Myanmar, Ivory
Cost, Cameroon, Nigeria, Ghana, South Africa and New Zealand and to some extend
from South America.

Most soft and hard woods are imported from Russia, Scandinavia and other South
East Asian counties. MDF is imported from Europe, and there is also a small local
production. Veneered panel are becoming more popular in India and are imported
from the European Union and the USA.

The total size of Indian furniture industry is estimated at Rs. 350 thousand million
but almost 85% of this is unorganized. The remaining 15% is organized and is
believed to be growing at a steady pace of 12% to 15% per annum.

The share of the wooden furniture market is estimated at Rs. 600 million.
Woodworking industry of India is one of the fastest growing in the county‟s economy.
Much of this growth has been fuelled by the increasing access to modern machinery
and technology through easier import policies as a result of India‟s entry into the
WTO in the year 1990s. There is a noticeable shift in the preference towards
mechanized mass production and the up gradation of technology.

The Emerging Trend

Though technology has made inroads in the industry with increasing stress on the
use of machines, overall scenario reveals that almost 80% of the products supplied in
local markets by indigenous manufacturers are labor intensive and handmade.

Residential or household furniture accounts for over 60% of the overall domestic
and leading manufacturers have begun to realize the necessity of proper distribution
system in this area.

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 Among other sectors where the demand is spiraling upwards is office furniture.
Growth of IT an IT- enabled sector such as BPO‟s has created a huge demand in
metros and Class II cities all over India. The old economy businesses are also
undergoing a makeover and this is reflected through changing looks of the offices.

Metal and plastic furniture production is gaining wider prominence but wood still
remains to be the most favored medium.

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 Company Profile
Design Culture welcome all of you to the Interior decorative world and offers
uncompromised Quality and innovative things that compliments your Taste and
lifestyle. Established in year 2017 Design culture in modha para Raipur [C.G] is a top
player in the category of plywood dealers in Raipur[C.G] This establishment occupies
a prominent location in Modha para .
WORK
RESIDENCE
OFFICE
RETAIL
HOSPITALITY
EXHIBITION
ARCHITECTURE
It has set international standards in terms of quality of work and execution of projects.
It is equipped with a modern production house & world class machinery for
customers. Uses high quality of raw materials for all solution and these are available
in a wide variety of options.
Today‟s market is clustered with options to furnish homes and workplace what
makes it truly stand apart is the quality of the products and services .It is driven by
the urge to provide the quality that is distinctive as the customers are .Every single
product that is rolled out of the manufacturing unit is ensured to be
flawless and absolutely defect-free. The adherence to rigorous quality standards is
maintained at every level because quality is continuous and consistent process.

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 THE CREATIVE NICHE

 Understanding of modern client mindset allows optimizing space

to derive maximum utility value for every interior solution, be it
office
or home.
 Application of highly specialized design techniques sets its design
apart from competing companies
 A combination of proficient project management control,
unyielding
quality guarantee and prompt operation and service support.
 It builds up a technical drawing, which has detailed records for
every project, thus assuring complete transparency in all business
dealings.
 Raw material is checked and sorted based on the target approach
to stringent quality checks at every level.

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 ORGANIZATION CHART
MD

Head Accounts Head Head Head Head

And Marketing Designing Marketing Production
Administration (Home (Office
Furnishings) Furnishings)

2 Executives 8 Marketing 8 Designers 2 Marketing

And an Executives Executives
Office boy

Supervisor Supervisor Supervisor Supervisor

(Quality Control) (Production) (Product (Dispatch)
Analysis)

2 Persons 26 Persons 2 Persons 1 Person

(Machine operators And helpers)

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Employee Strength –

A total of 61 personnel including executives and shop floor workers are working for
the company.

DEPARTMENTS

The researcher encompassed the study of four departments namely Accounts and
Administration, Designing, Production and Marketing. The basis for
departmentalization was functional.

ACCOUNTS AND ADMINISTRATION DEPARTMENT

This department is broadly concerned with the acquisition and use of funds by the
company. It also analyze, plan and control the company‟s financial affairs. Moreover,
the in house administration of the company is also taken care of. It includes
maintenance of showroom and a look into the requirements and problems of day to
day administration. It also keeps a track of things with regard to civil construction,
architectural services, networking, project co-ordination, electrical work, etc. It is also
concerned with bank facility availed by the employees. Apart from all these, it also
takes into account the installation part at the customer site after the dispatch of the
product. In a nutshell this department deals with the trouble shooting of any problem.

DESIGNING DEPARTMENT
The team of designer tailor makes the products according to the needs of the
customers. Two aspects namely affordability and aesthetics are focused upon. Major
activities undertaken in this department are as follows:

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  Setting the normal design –

According to the initial measurement told by the customer, a normal design is

set. Once the normal design is finalized by the customer, a designer
accompanied by marketing personnel visits the construction site and takes the
final measurement. Then according to it a design is set and the price
quotations are made.

 Setting the production design –

When the deal is finalized and after receiving 50% of the amount from the
customer, the designers make the production design. This design clearly
demarcates the technicalities so that it becomes easier for the production
personnel to understand.

 Innovative designs –

The team of designers also trigger out the brain cells to create innovative
designs.

PRODUCTION DEPARTMENT
Four supervisors are in charge of four different activities such as quality control,
product analyzing, production and dispatch.

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 PRODUCTION HEAD

Supervisor Supervisor Supervisor Supervisor

(Quality Control) (Product (Production) (Dispatch)
Analysis)

2 Persons 2 Persons 26 Persons 1 Person

(Machine
Operators
And helpers)

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Quality Control

This sub department is mainly concerned with the inspection of raw materials.
The raw materials are supplied mainly by four companies namely Novapan,
Spacewood, Bhutan Board and Nepal Board and Nuwood. For bulk orders, direct
purchase is made from the local companies such as Marino Ply, Greenlam, Virlam
and Kalachandra.

The raw materials obtained are with respected with regard to requirements and
specifications.

 Product Analyzing

This sub-department is mainly concerned with targeting and scheduling.

After receiving the production design, it targets as to when the work needs to be
completed and schedules the whole process. Again, after completion of production
process and before dispatch, the product is thoroughly inspected here.

 Production

26 persons comprising of machine operators and helpers are involved in

this sub-department. It consists of five operations namely cutting, molding, edge
bending, boring and hot press and post formed.

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 Leave Facility

All employees are entitled to 12 days of casual leave and 2 days of sick
leave (monthly). In case of a long leave, say a week or more than that, one needs
to inform it before 10- 12 days. In case of emergency, a prior intimation before 2
days is sufficient. One can also avail the facility of working on holidays and
taking leave on the week days.

 Recruitment

The Company spells out its requirements to the consultancies about the
suitable candidates. Usually takes the interview of the candidates.

 Training

A selected candidate is put on training for about 15 days. During this

period, he is not given individual project.

 Job Rotation

Job rotation is adopted by the company so that there is development of

multi-faceted skills to fill in vacancies and to cope with increasing work load.
Movement is effected in the same grade

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 THE WHOLE PROCESS AT A GLANCE

Clients come to the showroom

↓
Initial Measurement is given

↓
Designers design the product

↓
Quotation is made

↓
Negotiation is made

↓
Color combination is chosen by the customer

↓
50% of the amount is given as advance by the customer

↓
Signing of the estimation form
Both the company and client will keep a copy of it

↓
Production drawing is made

↓
Production department

↓
Delivery and installation

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 SWOT Analysis

Strength Weakness

 Customized products  A new entrant in the market

 Reasonable price
 Quality
Opportunity Threats

 Growth of furniture industry  A lot many players are existing in

seems positive the market
 Huge potential

Future Plans

The company has shown excellent growth since inception and is growing at a
rapid pace. All these contribute for the company‟s future expansion plan.

 It is going to open showrooms in Raipur.

 It is going to add few more product on customer high demand .

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 REASEARCH METHODOLOGY
Title of the Study on sales promotion on design culture

The title of the study is – A STUDY ON SALES PROMOTION SALES

PROMOTION ON DESIGN CULTURE

Statement of the Problem

The project is mainly undertaken to study the sales promotional strategies at

design culture Pvt. Ltd. The intention of the study is to find what attributes
needs further improvement in order to make the product more preferable in the
market.

The main aim of the study is to uncover new relationship and identify any problem
that may arise in future. Hence, exploratory research is been conducted. Exploratory
research as its name implies endeavors of exploring the possibility of doing research
on a subject where due to lack of existing knowledge framing and testing the
hypotheses is difficult. In today‟s crowed marketplace where products and services
are touting themselves to be the best, it is vital to stand out in the crowd. The study
was undertaken to explore how a company or brand can ensure a store that stands out
and not get lost in the crowd.

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 Objectives of the Study

1. To study the various promotional strategy adopted by design culture Pvt. Ltd.

2. To find out the footage of design culture Pvt. Ltd. With respect to other players in
the market.

3. To observe and understand the practice followed by design culture Pvt. Ltd.

4. To find out the communication linkages and de-linkages in the organization.

5. To study the activities of each and every department of the organization.

Scope of the Study

This project was undertaken for a specific period in design culture Pvt. Ltd., New
BEL Road, RMV II Stage; Bangalore. It is an exercise that is well planned into the
curriculum giving the researcher a valuable opportunity to understand the working
dynamics of the organization and to experiment and exhibit the recently acquired
management and administration skills.

The prospect of the furniture sector in India seems positive. The Indian furniture
industry has awakened to interesting times! The last ten years have seen changes in
the shop windows of furniture retailers. Consumers today no longer look for mere
practicality in furniture, instead, they look for theme furnishing, i.e. lifestyle living.
Realizing the tremendous market potential and to make the most of it, the study was
undertaken.

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 Limitations of the Study

Every study is bound by limitations and as such this is no exceptions.

1. “Change is Constant” rule of nature. Hence, the study undertaken may not
hold good for longer duration.

2. The study was conducted under the assumption that the information given by
the respondents is authentic.

3. The analysis and suggestion are given only with respect to marketing aspects
as technical suggestion with respect to the product could not be given.

4. Confidential matters were not disclosed by the company.

5. There were time constraints.

Methodology of the Study

A variety of methods of study have been adopted by the researcher to fulfill the
objectives of the study.

 In order to have a better grasp of the study, the researcher chose to become
a keen observer, studying the various aspects of the organization.

 To have a broader perspective of the study, the researcher attended the

Lifestyle Exhibition at Palace Grounds wherein the products of design
culture Pvt. Ltd. were displayed.

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  In order to fund out the market realities, the researcher visited the
showrooms of certain companies having almost similar product profile as
that of design culture Pvt. Ltd.

 With a view to understand the crunch of the matter and to find out the
ground realities, the researcher formed a schedule specifically for the set of
respondents. The researcher met the respondents personally, interviewed
them and made them to fill the questionnaire.

The researcher has done the research in the following manner;

a) Type of the research undertaken is analytical.
b) Technique used is random sampling.
c) Sample size taken is 30.
d) Sources of data used include both primary as well as secondary data.
e) Tool used for the research is questionnaire.
f) Plan of analysis are tables and graphs.

Data Collection Methods

In this study, the foremost data collection instrument used is the questionnaire
method. The questionnaire has been designed with both open ended and closed ended
questions. Apart from this, the research instrument consists of primary and secondary
data collected for the study.

Primary Data
Here first hand information is obtained by distributing printed questionnaire to the
marketing executives of the company. Data was also obtained from the observation
and interview technique adopted by the researcher. Moreover, information was
disseminated by the departmental heads.

Secondary Data
Here the information is obtained from the brochure of design culture books, websites,
newsletter, journals, magazines, newspapers, etc.

27
 SOURCES OF DATA

Primary Data Secondary Data

Questionnaire Newsletter
Observation Journals
Interviews Magazines
Visits to other Newspapers
Companies Information Books
Through Departmental heads Websites

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Q.1 Table representing the sex of the marketing executives?

Sex No. of Respondents Percentage

Male 6 20%
Female 24 80%
Total 30 100%

No. of Respondents

Male
Female

Interpretation
From the analysis we can see that Majority of the marketing executive are male.

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Q.2 Table representing the pricing of products ?

Prices No. of Respondents Percentage

High ─ ─
Reasonable 16 54%
Competitive 14 46%
Low ─ ─
Total 30 100%

No. of Respondents

High
Reasonable
Competitive
Low

Interpretation
From the analysis we can see that Majority of the respondents opine that the prices
of the products are reasonable. The prices of the products are reasonable though they
are competitive.

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Q.3 Table representing the major competitors ?

Major Competitor No. of Respondents Percentage

No dominant player 24 80
Godrej 4 13
Trident Inter Wood 2 7
Total 30 100

30

25 24

20

No dominant player
15
Column1
Trident Inter Wood
10

5 4
2

0
No. of Respondents

Interpretation
From the analysis we can see that though brand names like Godrej and Trident Inter
Wood came into the picture but the fact reveals that there is no dominant player in the
market. So everyone is competing with each other.

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Q.4 representing the competitor’s strength?
Strength No. of Respondents Percentage
Quality ─ ─
Brand Image 24 80
Pricing ─ ─
Promotional Activities 6 20
Total 30 100

30

25 24

20
Quality
15 Brand Image
Pricing
10 Promotional Activities
6
5

0 0
0
No. of Respondents

Interpretation
From the analysis we can see that Majority of the respondents opines that brand image
is the strength of the competitors.

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Q5. representing the quality of the products of with
respect to other competitors ?

Rating No. of Respondents Percentage

Good 17 57
Very good 13 43
Fair ─ ─
Poor ─ ─
Total 30 100

No. of Respondents

Good
Very good
Fair
Poor

Interpretation
From the analysis we can see that Majority of the respondents is of the opinion that
the products are of good quality and is at par with other competitors having brand
names.

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Q.6 representing kind of products sold more per month?

Products No. of Respondents Percentage

Modular kitchen 27 90
Modular kitchen and 3 10
Wardrobe
Total 30 100

30

25 24

20

Moular Kitchen
15
Modular Kitchen and
10 Wardrobe

0
0
No. of Respondents

Interpretation
From the analysis we can see that Majority of the respondents is of the opinion that
modular kitchens are sold more per month.

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Q.7 representing the merits of the products of that differentiates it
from others?
Merits No. of Respondents Percentage
Reasonable price 10 33
Quality 7 24
Customized product 10 33
Finishing 3 10
Total 30 100

12

10 10
10

8
7
Reasonable price
6 Quality
Customized products
4 Finishing
3

0
No. of Respondents

Interpretation
From the analysis we can see that Reasonable pricing and customized products
differentiates the products of design culture from that of others. In fact, all the merits
such as reasonable pricing, customized products, quality and finishing contributes in
differentiating the products from others.

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Q.8 representing the factors which play a major role in demand
generation
Factors Ratings

5 4 3 2 1
Price of the product 4 3 0 1 1
Awareness about the product 3 1 0 4 1
Delivery of the product ordered 1 0 5 1 2
Presentation about the product 0 2 0 3 4
Design of the product 1 3 4 0 1

5 - Very important, 4 - Important, 3 - Makes little difference,

2 - Not important, 1 – Does not make any difference.
6

5
5

4 4 4
4
Price of the product
3 3 3 3 Awareness about the product
3
Delivery of the product ordered
2 2
2 Presentation about the product
Design of the product
1 1 1 1 1
1

00 0 0 0 0
0
1 2 3 4 5

Interpretation
From the analysis we can see that Price of the product plays a major role in the
demand generation. Design of the product plays an important role in demand
generation.

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Q.9 representing the discount if given on repeat purchase?
Discounts Given No. of Respondents Percentage
Yes 27 90
No 3 10
Total 30 100

No. of Respondents

Yes
No

Interpretation
From the analysis we can see that Majority of the respondents is of the opinion that
discounts are given on repeat purchase.

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Q.10 representing the percentage of discounts given on repeat
purchase?
Percentage of Discount No. of Respondent Percentage
2 – 5% 20 66
6 – 10% 5 17
11 – 15% ─ ─
16 – 20% ─ ─
None 5 17
Total 30 100

25

20
20

15 2-5%
6-10%
11-15%
10
16-20%
None
5 5
5

0 0
0
No. of Respondents

Interpretation
From the analysis we can see that Majority of the respondents are of the opinion that
2-5% discount is given on repeat purchase. The company does not adhere to any
stringent norm while giving discount on repeat purchase as there is difference of
opinion among the respondents.

38
Q.11 representing the way of marketing of the products?

Way No. of Respondents Percentage

Direct marketing 30 100
(Showroom)
Retailers ─ ─
Dealers ─ ─
All of the above ─ ─
Total 30 100

35
30
30

25

20 Direct marketing
Retailers
15
Dealers

10 All of the above

5
0 0 0
0
No. of Respondents

Interpretation
The products are marketed through direct marketing and dealers and retailers are not
involved in the marketing process.

39
Q.12 representing the target consumers ?

Target No. of Respondents Percentage

Upper class 27 90
Middle class 3 10
Lower class ─ ─
Total 30 100%

30

25

20

Upper class
15
Middle class
Lower class
10

0
No. of Respondents

Interpretation
From the analysis we can see that The target consumers are the upper class and the
middle class.

40
 SUMMARY OF FINDINGS AND CONCLISION

A Summary of Findings
The finding can be grouped together into two broad categories such as;

Specific Findings:
This is pertaining to the objectives of the study.

General Findings
This is with regard to the market dynamics and visits made by the researcher to
companies having almost similar products profile.

Specific Findings

1. The company adopts a variety of promotional methods such as paper

insertion, telemarketing, display stalls, participating in exhibitions, direct
mail, presentations and showrooms.

2. Though brand names like Godrej and Trident Inter Wood came into the
picture but the fact reveals that there is no dominant player in the market. So
every player is vying with each other to capture a larger pie in the markets.

3. Transparency is maintained at the levels of the organization.

4. The products are marketed through direct marketing (showroom) and dealers
are not involved in the marketing process so far.

5. The activities carried out by each and every department of the organization is
systematic.

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General Findings

1.Foreign companies can invest up to 100% in most of the manufacturing

industries in India, including furniture.

2.With the vast array of modular option available in market, the consumer isn‟t
really strapped for choice.

3.Italian manufacturers have now entered the Indian markets. Moreover, furniture
made from Asian Teak Wood which is available in the rich rain forests of
Malaysia is flooded in the Indian market. In a nutshell, this means to say that
the competition is very intense.

4.Many branded companies outsource the products because of which the delivery
time of the product ordered is stretched. In this respect, design culture has an
added advantage.

5.With respect to the foil, design culture offers a wide range of colors. This gives
it an edge over the others.

6.“Quality never comes cheap”. This is true but at the same time, it is also true
that quality can come at a reasonable price. With regard to the quality,
products of design culture are at par with the other players having brand
names and at the same time the products are reasonable priced.

7.With regard to home furnishings, most of the companies have standardized

products but the products of design culture are customized. This can be
rightly marked as the strength of the company.

8.Majority of the marketing executives are male.

9.The prices of the products are reasonable though they are competitive.

42
10. The products are of good quality and are at par with other competitors having
brand names.

11. Modular kitchens are sold more per month. So, this area needs greater focus.

12. Reasonable pricing, customized products, quality and finishing contributes in

differentiating the products of the organization from that of the others.

13. Apart from price of the product, design and delivery time of the product
ordered play a crucial role in triggering out demand generation of the product.

14. Discount is given on repeat purchase.

15. The company does not adhere to stringent norm while giving discount on
repeat purchase.

16. The target consumers are the elite and upper middle class.

17. No incentives are given by the company to its marketing personnel at present.

43
 CONCLUSION

“No man has the right to dictate what other men should perceive, create or produce,
but all should be encouraged to reveal themselves, their perceptions and emotions
and builds confidence in their creative spirit!”

This inspiring thought of Ansell Adams is well appreciated by new style marketing
organizations which understand that “boxes and lines” structures can‟t drive value in
fast moving environments. No doubt, design culture Pvt. Ltd. is one of them because
they believe in teamwork. Today, the need of the Indian consumer evolves beyond
“roti, kapada aur makaan”. The game in the new-breed furniture industry is no longer
furnishing. It is about “home dressing”. To capture opportunities continually, the
company must have a continual flow of ideas. Transforming a pipeline full of ideas
into a value – generating portfolio of products and services is hard. Herein, lays the
importance of co-ordination.

A home is not just a living space but one‟s statement of individuality to the world.
Big or small, it‟s all about adding own touch to one‟s home to make it unique – a
perfect blend of form and function. With the ever increasing number of house-hold
items, a highly dynamic and always on the move job profiles, it is crucial for people
to employ efficient storage spaces that are affordable to purchase. The modular
kitchen of today is the epitome of functionality and multi-purpose aspects. With the
rise in income and the infiltration of western luxury goods have created a cultural shift
towards materialism and consumerism. design culture with its unique strength
provides customer solution that offers the perfect balance of quality and economy.

In today‟s crowded market place, where products and services are touting
themselves to be the best, it is vital to stand out in the crowd. From the various
channels of advertising, point of sale displays and how the employees are relating to
the customers. It is important for design culture Pvt. Ltd. to establish and reinforce an
unmistakable brand and corporate identity in all channels of fickle minded consumers.
Herein, lays the importance of the Japanese proverb which says – “Thinking without
action is a daydream and action without thinking is a nightmare”.

44
 RECOMMENDATIONS AND SUGGESTIONS

This chapter lists the various recommendations and suggestions with respect to the
findings and in congruence with the objectives of the study.

Recommendations

1.It‟s overwhelming to find out that the organization works in a systematic

manner. A blend of co-ordination will definitely enhance the performance of
the company.

2.Quality clubbed with reasonable pricing and quick delivery made the product of
the company stand apart. The marketing campaign should focus on this aspect
and made according to its line.

3.The strength of the company is its customized products. This very fact must be
highlighted in the marketing campaign.

4.As the products are reasonably priced, the ambit of the target consumers should
be stretched so that middle class consumers also fit into it.
5.The company must stick to a norm while giving discounts on repeat purchase.
This will certainly help in sales promotion in order to create repeat purchase.

6.In order to have a rapid market access, the company can include dealers, if not
retailers at the moment.

7.The company should focus the marketing strategies on Modular kitchens in the
home furnishing arena as it is moving in the market rapidly.

45
 8.The company can introduce some reward schemes so that a person is benefited
after the fulfillment and over achievement of the target. This is predominantly
done to motivate the sales force and enhance their performance.

9.Other than emphasis on design, craftsmanship and product quality, the

company‟s unique strength also lies in its capability as a fully – integrated
furniture manufacturer. This fact should be highlighted during the
advertisement campaigns.

10. The need of the hour is aggressive marketing.

Suggestions

1.Everyone is aware of the growth in wealth and change in lifestyle among

Bangalore‟s novae riche. So the marketing campaign should be designed to
woo the customers.

2.The company should explore all possible ways in order to aggressively sell its
products. So, the company can register itself in Furniture.co.in as it is India‟s
biggest online B2B plan with largest virtual furniture directory.

3.The construction industry is in boom. In order to tap the potential market, the
Company can advertise in a magazine named „Builders Grid‟. This will help in
showcasing the products of the magazine. This can add an extra spice to sales.

4.Feng Shui items are gaining prominence right at the moment. Feng Shui
describes the wood personality as one possessing good decision making skills,
idealism, imagination, compassion and the ability to create change. The fact
can help in emotional marketing of the product and also combat competition
from Godrej whose modular kitchens are made of steel.

5.In today‟s crowed market place in order to increase the size of the pie, the
Company can adopt innovative promotional strategies. One of them can be

46
 suggested as „Dream House‟ road shows. It will help in creating and
reinforcing the Company‟s identity in the minds of the consumer.

6.In order to be extra ordinary, the Company has to walk the extra mile. A method
named „Experimental Marketing‟ can be adopted by the Company wherein the
prospective consumers can be invited to visit the showroom and touch and feel
the products.

7.Since the competition is intense, so there should be some value addition so as to

make the Company stand apart in the market. One such way is to improvise
the customer service.

8.Consumer is the king in the market. This fact should be deeply rooted in the
minds of the employees. The Company can adopt some ways to listen to the
customer‟s feedback which should be noted in writing so that it will help in
continual improvement and make the company to be in the right track always.
Moreover, a sense of involvement will be felt by the customers whish can give
the company a cutting edge.

47
 APPENDICES AND ANNEXURES

A copy of the questionnaire, some eye sizzlers showcasing the products of the
company and paper insertion are enclosed herewith.

QUESTIONNAIRE

1) Name:

2) Address:

3) Designation:

4) Sex:
a) Male
b) Female

5) Type of products dealing with

a) Home furnishing
b) Office furnishing

6) How are you priced?

a) High
b) Reasonable
c) Competitive
d) Low

48
7) Who is your major competitor?

8) What is your competitor‟s strength? / What makes you ahead of him?

a) Quality
b) Brand image
c) Pricing
d) Promotional activities

9) With respect to other competitors how do you rate yourself in terms of

quality?
a) Good
b) Very good
c) Fair
d) Poor

10) Which products are sold more per week/per month?

11) What specific merits do you think will differentiate your products from
others?
a) Reasonable price
b) Quality
c) Customized products
d) Finishing

12) How important do you feel that the following factors play a major role in
demand generation on a scale of 1-5?
a) Price of the product
b) Awareness about the product
c) Delivery time of the product ordered
d) Presentation of the product
e) Design of the product
49
 5- Very important
4- Important
3- Makes little differences
2- Not important
1- Does not make any difference

13) How do you promote your products?

a) Paper insertion
b) Telemarketing
c) Display stalls
d) Participating in Exhibition
e) Direct mail
f) Presentations
g) Showrooms
h) All of the above

14) A) Do you give any discount on repeat purchase?

a) Yes
b) No
B) If yes how much discount do you give?
a) 2-5%
b) 6-10%
c) 11-15%
d) 16-20%
e) None

15) How are you marketing your products?

a) Direct marketing
b) Retailers
c) Dealers
d) All the above
16) Who are your target consumers?
a) Elite class and upper middle class
50
 b) Middle class
c) Lower middle class
d) Corporate

17) What kind of incentives are you getting?

a) Commission
b) Schemes
c) Free gifts
d) Recognition
e) Nothing at present

51