Saksham Final STR

PROJECT REPORT ON
PRODUCT MIX OF MARKETING
Undertaken at
AIM India PVT. Ltd.
Submitted in partial fulfillment of the requirements for the
award of the degree of
Bachelor of Commerce Honors

By
SAKSHAM
07717788817
Vivekananda Institute of Professional studies

Guru Gobind Singh Indraprastha University, Delhi
December - 2019
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INDEX
Topic Page No
Certificate 1
Summer Training Appraisal 2

Acknowledgement 3
Executive Summary 6
Chapter 1: INTRODUCTION 7-16

CHAPTER 2: REVIEW OF LITERATURE 17-31
CHAPTER 3: RESEARCHMETHODOLOGY 32-35
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION 36-53
CHAPTER 5: FINDINGS AND SUGGESTIONS 54-59
CHAPTER 6: CONCLUSION 60-62
References/Bibliography 63
Appendices 64-66
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ACKNOWLEDGEMENT
I wish to thank all those with whom I have worked, interacted and whose thoughts and insights
helped me in furthering my knowledge and understanding of the subject.
I would especially like to express my gratitude and sincere thanks to Dr. Nikita Aggarwal
whose excellent teaching has left an undeniable print on my mind leading me to prepare this
project report in a better way and which would not have been possible without her support and
active guidance. I am highly obliged to her for the opportunity that she gave me to work on the
study on PRODUCT MIX OF MARKETING OF AIM INDIA The present report has made
me learn a lot about the marketing industry as a whole.
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To Whom It May Concern
I Saksham, 07717788817 from B.Com5 of the Vivekananda Institute of Professional Studies,

Delhi hereby declare that the Summer Training Report (B.Com 309) titled Product Mix of
Marketing Conducted at AIM INDIA PVT. LTD. is an original work and the same has not
been submitted to any other Institute for the award of any other degree. A presentation of the
Summer Training Report was made on and the suggestions as approved by the faculty were duly
incorporated.
Date:
Signature of the Student
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DECLARATION
Saksham, 07717788817 has submitted a Summer Training Report titled Product mix of
Marketing conducted at AIM INDIA PVT. LTD. for partial fulfillment of Bachelor of
Commerce(B.Com) to be awarded by G.G.S.I.P. University, Delhi. I certify that this report has
been completed under my guidance and is satisfactory.
Date: Signature of the Guide
Name of the Guide:
Designation:
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EXECUTIVE SUMMARY
Our identity as the leading provider of professional wealth advisory in India and Abroad, AIM
India delivers a one stop solution/ service to achieve financial independence. Our principle is to
deliver high returns to our clients through our network of government sector banks in India. Our
comprehensive wealth management is a high level professional service that combines financial
and investment advice in accounting, taxation services and retirement planning. Our wealth
management is much more than just investment advice as we encompass all parts of an
individual's financial life. We coordinate all the services needed to manage client's money and
plan for their own and family's current and future needs. We maintain and increase their wealth
based on individual's financial situation goals and comfort level with risk. AIM INDIA PVT
LTD. is currently operating in India (New Delhi, Bengaluru, Mumbai, Pune, Hyderabad,
Gurugram) and they are planning to abroad as well in Malaysia and Dubai.
The project was entitled “Product Mix Of Marketing” of “AIM INDIA PVT. LTD.” was done to
become familiar with the working of AIM INDIA PVT LTD. and to know the strategies used by
AIM INDIA for increasing sales of their product and service. The important objective of the
project were to find out; What are the various type of strategies used by AIM INDIA for selling
their products, in which way the strategies are implemented, to know customers are satisfied
with the product or not, Which type of product they are selling, What benefits they are giving to
the customers, how they are better in comparison of their competitors, how many product they
are selling, etc.
The project is entirely based on my observations made during the two months spent at AIM
INDIA PVT LTD. Based on my learning and experience, I have made some suggestions about
the product.
Some of the key finding of this project were;
 Most of the customers are satisfied with the product

 The service provided by the agents is up to expectations of the customer
 They are providing more benefits as compare to their competitors
 Most of the products is for long term. They have very less product for short term plan.
Hence this should be looked upon and sincere attempts should be made to improve it in
future.
So, working in this company. I have got the opportunity to understand the insight of insurance
sector and investment sector.
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CHAPTER I- INTRODUCTION
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1.1 INTRODUCTION
Marketing strategy is a long-term, forward-looking approach to planning with the fundamental
goal of achieving a sustainable competitive advantage.[1]Scholars continue to debate the precise
meaning of marketing strategy. Consequently, the literature offers many different definitions. On
close examination, however, these definitions appear to centre around the notion that strategy
refers to a broad statement of what is to be achieved. Strategic planning involves an analysis of
the company's strategic initial situation prior to the formulation, evaluation and selection
of market-oriented competitive position that contributes to the company's goals and marketing
objectives. Strategic marketing, as a distinct field of study emerged in the 1970s, and built on
strategic management that preceded it. Marketing strategy highlights the role of marketing as a
link between the organization and its customers.
What is Marketing Strategy ?

Marketing strategy is the comprehensive plan formulated particularly for achieving the
marketing objectives of the organization. It provides a blueprint for attaining these marketing
objectives. It is the building block of a marketing plan. It is designed after detailed marketing
research. A marketing strategy helps an organization to concentrate it’s scarce resouces on the
best possible opportunities so as to increase the sales.
A marketing is designed by:
1. Choosing the target market: By target market we mean to whom the organization wants to
sell its products. Not all the market segments are fruitful to an organization. There are
certain market segments which guarantee quick profits, there are certain segments which
may be having great potential but there may be high barriers to entry. A careful choice
has to be made by the organization. An indepth marketing research has to be done of the
traits of the buyers and the particular needs of the buyers in the target market.
2. Gathering the marketing mix: By marketing mix we mean how the organization proposes
to sell its products. The organization has to gather the four P’s of marketing in
appropriate combination. Gathering the marketing mix is a crucial part of marketing task.
Various decisions have to be made such as -
 What is the most appropriate mix of the four P’s in a given situation
 What distribution channels are available and which one should be used
 What developmental strategy should be used in the target market
 How should the price structure be designed
What is Product Mix?

The Product Mix also called as Product Assortment, refers to the complete range of products
that is offered for sale by the company. In other words, the number of product lines that a
company has for its customers is called as product mix.
The Product Line refers to the list of all the related products manufactured or marketed by a
single firm. The number of products within the product line are called as the items, and these
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might be similar in terms of technology used, channel employed, customer’s needs and
preferences or any other aspect.
The product mix has four dimensions: Breadth, Length, Depth, and Consistency.
 The Breadth of a product mix shows the different kinds of product lines that firm
carries. Simply, it shows the number of items in the product line. This dimension of the
product mix represents the extent to which the activities of the firm are diversified.
 The Length of a Product mix refers to the number of items in the product mix.
 The Depth of a product mix refers to the variants of each product in the product line.
 The Consistency of a product mix shows the extent to which the product lines are
closely related to each other in terms of their end-use, distribution requirements,
production requirements, price ranges, advertising media, etc.
IndiaFirst Life Insurance Company

Term Plans ULIP Plans Child Plans Pension Plans Investment Plans
Anytime Plan Smart Save Plan Happy India Plan Annuity Plan Money Balance Plan
Lifetime plan Maha Jeevan Plan
Group Plan CSC Shubhlabh Plan
Cash Back Plan
Simple Benefit Plan
Importance of Marketing
 Marketing provides an organization an edge over it’s competitors.
 Helps in developing goods and services with best profit making potential.
 Marketing helps in discovering the areas affected by organizational growth and thereby
helps in creating an organizational plan to cater to the customer needs.
 It helps in fixing the right price for organization’s goods and services based on
information collected by market research.
 Strategy ensures effective departmental co-ordination.
 It helps an organization to make optimum utilization of its resources so as to provide a
sales message to it’s target market.
 A marketing helps to fix the advertising budget in advance, and it also develops a
method which determines the scope of the plan, i.e., it determines the revenue generated
by the advertising.
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1.2 OJECTIVE OF THE STUDY
 Increase sales
 Build brand awareness
 Grow market share
 Launch new products or services
 Target new customers
 Enter new markets internationally or locally
 Fulfill customers needs
 Hold existing customers
1.3 SCOPE OF THE STUDY
Marketing is a philosophy that leads to the process by which organizations, groups and individuals
obtain what they need and want by identifying value, providing it, communicating it and delivering
it to others. The core concepts of marketing are customers’ needs, wants and values; products,
exchange, communications and relationships. Marketing is strategically concerned with the
direction and scope of the long-term activities performed by the organization to obtain a
competitive advantage. The organization applies its resources within a changing environment to
satisfy customer needs while meeting stakeholder expectations.
About The Company
Directors of Accrual Intelligence Manuals India Private Limited are Kamlesh Sethi and
Himalaya Sethi.
Accrual Intelligence Manuals India Private Limited's Corporate Identification Number is (CIN)
U93000DL2017PTC324336 and its registration number is 324336.Its Email address is
info@aimincorp.com and its registered address is 1208,12th floor, RG Trade Tower, Netaji
Subhash Place, Pitampura, New Delhi-110034.
Current status of Accrual Intelligence Manuals India Private Limited is - Active.
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Our Identity
Our identity as the leading provider of professional wealth advisory in India and Abroad, AIM
India delivers a one stop solution/ service to achieve financial independence. Our principle is to
deliver high returns to our clients through our network of government sector banks in India. Our
comprehensive wealth management is a high level professional service that combines financial
and investment advice in accounting, taxation services and retirement planning. Our wealth
management is much more than just investment advice as we encompass all parts of an
individual's financial life. We coordinate all the services needed to manage client's money and
plan for their own and family's current and future needs. We maintain and increase their wealth
based on individual's financial situation goals and comfort level with risk.
Our Commitment to You

Our team offers an ongoing support and advice when your investment is successfully done. We
will keep you informed of changes in regulations that directly affect you and leaving you to
focus on strategies that maximize profitability and productivity in investment.
1,500 Clients
As the leading one stop solution provider for all the financial and investment services, we serve
over 1,500 clients all over the world.
1,350 Interns
Being the only Company of its own kind, we have provided training to more than 1,350 interns
who got International Exposure as well.
100% Compliance
We handle almost 7,000 compliance issues per annum, needless to say, we stay updated.
PAN India Associates

Having more than 50 associates all over India, we provide quality in all the services.
Recruitment
Perfect matchmaker for talent and job roles. Also, providing job opportunities in abroad.
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Product Portfolio
Indiafirst Life insurance product range covers the typical needs of protection(term insurance),
savings, education, retirement and health.
IndiaFirst Term Plans:
India First plans are reasonably priced and these term plans ensure that your loved ones are
taken care of in your absence.
 IndiaFirst Anytime Plan

 IndiaFirst Life Plan
 IndiaFirst Group Term Plan
IndiaFirst ULIP Plans:
These are ulip plans which give you the advantage of customizing your investment solution as
per your risk appetite.
 IndiaFirst Smart Save Plan
IndiaFirst Child Plans:
IndiaFirst policies will not allow anything to come between your child’s education needs.
 IndiaFirst Happy India Plan
IndiaFirst Pension Plans:
Pension plan helps you to invest your proceeds towards a steady retirement income.
 IndiaFirst Annuity Plan
IndiaFirst Investment Plans:
These are low risk investment plans which help you build saving systematically, through regular
premium contributions based on your income and needs.
 IndiaFirst Money Balance Plan

 IndiaFirst Maha Jeevan Plan
 IndiaFirst CSC Shubhlabh Plan
 IndiaFirst Simple Benefit Plan
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SERVICES
Compliance Services
Our Compliance experts have the complete knowledge of the corporate compliance needs across
jurisdictions in the territory. Non-Compliance can result in fines and imprisonment if one has no
updates regarding important information. The compliance horizon in the Asian jurisdictions is
highly dynamic as most of the economies are on verge of transition. AIM India will be a valuable
partner for the companies having intra-regional operations offering them compliance
services/solutions for all of their Regional Subsidiaries. We will leave you to concentrate on your
core activities as we will be providing you the following services:
 Company Constitution
 Meetings & Company Officers
 Maintaining Statutory Books & Registers
 Annual Filings with The Company Registrar
 Statutory Reporting
Accounting Services
As the companies expand their business, accounting transactions gets bulky and complex and
accounting converts into a strategic function from primary function. At AIM India, we will
provide you customized accounting solutions as our accounting experts possess regional
exposure and extensive technical knowledge. Trusting a regional expert with accounting is
elementary to achieve control and transparency in accounting through standardization of agenda.
We have a leading edge of experienced professionals and IT System to render smooth, co-related
and comprehensive reinforcement regionally. We are dynamic towards systems and solutions to
stay relevant to the changes in the region. Our proficiency will empower the enterprises to
expand by beholding the measured decisions. Our Accounting Services are:
 Accounting and Bookkeeping

 Statutory Reporting
 Payroll and Expense Claim Management Services
 Bank Account Reconciliation
 Corporate Tax Compliance
Taxation Services
Tax arrangement is dynamic and complex as it changes with the change of authority. Its
complexity increases in the nation where there is tax at every level. Companies having cross
border transactions need effective planning to minimize tax costs. Tax liabilities can be
optimized by making effective structuring of business entities and revenue models. A new
enterprise will need a guidance to learn about the tax incentives, withholding tax and transfer
pricing formalities which is provided by the Tax professionals of AIM India Group. Our
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Professionals are well possessed with the analytical understanding of taxation which will help
the client in managing the Taxation regime of his business. Our main services are:
 Corporate Income Tax Returns

 Vat Returns
 Indirect Tax
 Withholding Tax
 Tax Optimizations
 Transfer Pricing
 Tax Advisory in M&A, Cross Border Investment, Tax Disputes etc.
Training & Development Services
Effective training and development begins with the overall strategy and objectives of the small
business. The entire training process should be planned in advance with specific company goals
in mind. AIM India helps in developing a training strategy, which will be helpful to assess the
company's customers and competitors, strengths and weaknesses, and any relevant industry or
societal trends. The next step is to use this information to identify where training is needed by the
organization as a whole or by individual employees. It will help in conducting an internal audit
to find general areas that might benefit from training, or to complete a skills inventory to
determine the types of skills employees possess and the types they may need in the future. Each
job within the company should be delegated on a task-by- task basis in order to help determine
the content of the training program.
Recruitment Services
Customized strategies are developed from a deep understanding and observation of
organization's culture and its business objectives. Expansion in new markets or recruitment for
that market can only be done after having the full-fledged knowledge of recruitment,
remuneration and retention strategies besides the understanding of regional work culture. At
AIM India, you will find a network of efficient regional consultants who will provide you the
pathway towards seamless recruitment services starting from identifying your potential clients to
handling the immigration process, if required. Our experts have the complete knowledge to
provide valuable advisory in the following matters:
 Candidate Search
 Profiling
 Interview Coordination
 Employment Contract
 Immigration
 Advisory Service
Consulting Services
Asia is gaining importance as global economic engine and with the introduction of the concept of
International Business, every business in every country is trying to get connected with each other
despite of the regional differences. AIM India have a group of consultants which provides due
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diligence to the different businesses regarding their critical business decisions such as M & A,
Investment and expansion into the new areas, etc. and we also help in identifying the new and
effective sources of advantages while avoiding risk. We mainly provide the following services:
 Corporate Development & Finance

 Investment
 People & Management
 New Market/Partner/Vendor Evaluation
 Operations
 Technology
 Grant Assistance (for Indian & Foreign companies)
Insurance Services
Different types of business have different types of risks. For adequate coverage, regionally
settled businesses need a thorough understanding of their market so that they can identify the
potential risk involved. Natural disasters, political uncertainties, epidemics, terror threats,
technological threats are adding to the risks posed by economic instability and competition. AIM
India have the group of insurers who provide the comprehensive coverage and detailed risk
assessment to identify the gap. Our insurers will also advise you about the minimization of
expenses on risk premium by providing the services to reduce claims and they will help you in
gaining the understanding of uninsured risks so that you can avoid them. Our main services in
this sector are:
 Risk Assessment
 Coverage
 Risk Management
 Corporate Insurance - Property, Pecuniary, Liability and Group
 Political Risk
 Professional Insurance
 Financial Risk
 Trade and Credit Risk
Mutual Funds
A mutual fund is a professionally-managed investment scheme, usually run by an asset
management company that brings together a group of people and invests their money in stocks,
bonds and other securities. As an investor, you can buy mutual fund 'units', which basically
represent your share of holdings in a particular scheme. These units can be purchased or
redeemed as needed at the fund's current net asset value (NAV). These NAVs keep fluctuating,
according to the fund's holdings. So, each investor participates proportionally in the gain or loss
of the fund.
 All the mutual funds are registered with SEBI. They function within the provisions of
strict regulation created to protect the interests of the investor. The biggest advantage of
investing through a mutual fund is that it gives small investors access to professionally-
15 | P a g e
managed, diversified portfolios of equities, bonds and other securities, which would be
quite difficult to create with a small amount of capital. AIM India will provide you all the
updates and services regarding mutual funds so that you can choose from the best
available option.
Retirement Planning
There are two components to retirement income planning: Personal Planning and Financial
Planning. Personal planning is important because it is the determining factor of your satisfaction
with your retirement lifestyle. Financial planning is crucial because it identifies your sources of
income and expenses and establishes your retirement budget, based on your personal plan.
 Personal Planning All too often people entering retirement do not place enough
emphasis on personal planning to ensure they maximize their opportunities. So, AIM
India helps you at an early stage in your planning process and gives you time to think
about the choices you have, about how you would like to spend your time during
retirement.
 Financial Planning Will you have adequate funds to provide the kind of retirement
lifestyle you envision? AIM India provides all the answer to the questions you are having
and help you in recalling that your income will likely come from three general sources:
government pensions, employment-related sources and your own personal investments.
Intenational Expansion Services

Overseas market provides the opportunity to expand in the markets worldwide and also helps in
identifying the opportunities related to new sources of revenue, access to new talent, diversified
risk and competitive parity. It is well known that internationalisation is a complex process. At
AIM India group, we have the specialists who can provide the country level compliance services,
accounting and taxation services, payroll and corporal secretarial services. We are meant to take
your company abroad for the expansion. We will help you in expanding your business in
Singapore, Malaysia and Dubai for a start
Wealth Advisory Services

Wealth management as an investment-advisory discipline which incorporates financial planning,
investment portfolio management and a number of aggregated financial services. High-net-
worth individuals (HNWIs), small-business owners and families who desire the assistance of a
credentialed financial advisory specialist call upon wealth managers to coordinate retail banking,
estate planning, legal resources, tax professionals and investment management. At AIM India
Group, we have the wealth managers who have backgrounds as independent Chartered Financial
Consultants, Certified Financial Planners, Chartered Strategic Wealth Professionals, Chartered
Financial Planners or any credentialed (such as MBA) professional money managers who will
help you to enhance the income, growth and tax-favoured treatment for long term.
Private wealth management is delivered to high-net- worth investors. We will also guide you on
the use of various estate planning vehicles, business-succession or stock-option planning, and the
occasional use of hedging derivatives for large blocks of stock.
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Chapter 2
Literature Review
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What is Product Mix?
The Product Mix also called as Product Assortment, refers to the complete range of products
that is offered for sale by the company. In other words, the number of product lines that a
company has for its customers is called as product mix.
The Product Line refers to the list of all the related products manufactured or marketed by a
single firm. The number of products within the product line are called as the items, and these
might be similar in terms of technology used, channel employed, customer’s needs and
preferences or any other aspect.
The product mix has four dimensions: Breadth, Length, Depth, and Consistency.
 The Breadth of a product mix shows the different kinds of product lines that firm
carries. Simply, it shows the number of items in the product line. This dimension of the
product mix represents the extent to which the activities of the firm are diversified.
 The Length of a Product mix refers to the number of items in the product mix.
 The Depth of a product mix refers to the variants of each product in the product line.
 The Consistency of a product mix shows the extent to which the product lines are
closely related to each other in terms of their end-use, distribution requirements,
production requirements, price ranges, advertising media, etc.
Product Portfolio
Indiafirst Life insurance product range covers the typical needs of protection(term insurance),
savings, education, retirement and health.
IndiaFirst Term Plans:
India First plans are reasonably priced and these term plans ensure that your loved ones are
taken care of in your absence.
 IndiaFirst Anytime Plan

 IndiaFirst Life Plan
 IndiaFirst Group Term Plan
IndiaFirst ULIP Plans:
These are ulip plans which give you the advantage of customizing your investment solution as
per your risk appetite.
 IndiaFirst Smart Save Plan
IndiaFirst Child Plans:
IndiaFirst policies will not allow anything to come between your child’s education needs.
 IndiaFirst Happy India Plan
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IndiaFirst Pension Plans:
Pension plan helps you to invest your proceeds towards a steady retirement income.
 IndiaFirst Annuity Plan
IndiaFirst Investment Plans:
These are low risk investment plans which help you build saving systematically, through regular
premium contributions based on your income and needs.
 IndiaFirst Money Balance Plan

 IndiaFirst Maha Jeevan Plan
 IndiaFirst CSC Shubhlabh Plan
 IndiaFirst Simple Benefit Plan
MARKETING STRATEGIES OF AIM INDIA PVT LTD
Marketing strategy is a process that can allow an organization to concentrate its limited resources
on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A
marketing strategy should be centered around the key concept that customer satisfaction is the
main goal. Marketing strategy is a method of focusing an organization's energies and resources
on a course of action which can lead to increased sales and dominance of a targeted market
niche. A marketing strategy combines product development, promotion, distribution, pricing,
relationship management and other elements; identifies the firm's marketing goals, and explains
how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the
choice of target market segments, positioning, marketing mix, and allocation of resources. It is
most effective when it is an integral component of overall firm strategy, defining how the
organization will successfully engage customers, prospects, and competitors in the market arena.
Corporate strategies, corporate missions, and corporate goals. As the customer constitutes the
source of a company's revenue, marketing strategy is closely linked with sales. A key component
of marketing strategy is often to keep marketing in line with a company's overarching mission
statement
All four elements of the Marketing mix are closely related in formulating the Marketing strategy.
Marketing planning involves establishing objectives for marketing activity, determining and
scheduling the steps necessary to achieve the objectives, and then allocating the necessary
resources. Marketing strategy includes the activities of finding a competitive advantage, planning
for the company’s growth, analyzing the company’s portfolio and allocating the company’s
resources.
Marketing control involves a careful monitoring of the results of the Marketing plan to ensure
that the plan is achieving the objectives that were set and that it is cost-effective. Facts of
Marketing These are diverse facts of Marketing, but the tasks of Marketing remain the same: to
understand the customer, know who is involved in making a purchase decision, and then develop
a Marketing mix- product, price, distribution system, and - that will satisfy those customers.
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MARKETING STRATEGY OPT BY THE AIM INDIA PVT LTD
Direct marketing addresses some of the biggest challenges in marketing a business - lead
generation, converting those leads into high quality customers, and then systematically growing
customer profitability. Direct marketing helps the company to get through the ‘marketing noise’,
and delivers a high return on investment for your marketing spend.
With prospects being presented with so many choices, they seldom, if ever, buy at the first
contact. In fact, it can take anything from 9 to 15 contacts before they have sufficient trust in you
to finally buy your product.
Systematic Direct Marketing is that set of processes - a marketing strategy based on direct
marketing methods which will deliver an immediate and sustainable sales improvement.
By improvements we mean:
 Your lead generation costs will drop,
 Converting leads into sales will not be due to profit-killing price discounts, and
 Your quality clients will form enduring relationships - providing you with profitable
repeat sales
The Highly Effective Cycle of Systematic Direct Marketing
In order to attract, retain and nurture a list of highly profitable customers, the company needs to
craft direct marketing strategy around a number of marketing activities that can start in a fairly
simple way, but over time develop into a fairly sophisticated set of direct marketing processes
leading to prime aim of expanding.
If you cycle through the following direct marketing activities you will experience an
unprecedented improvement in your business’s results:
Each direct marketing cycle will create a set of clients who can start providing the company with
referrals. These ‘lowest cost’ prospects will supplement the prospects that you attract through
your normal ongoing lead generation techniques, yielding an ever-increasing prospect base for
you to convert into customers.
Services marketing is marketing based on relationship and value. It may be used to market a
service or a product. Marketing a service-base business is different from marketing a goods-base
business.
There are several major differences, including:
1. The buyer purchases are intangible
2. The service may be based on the reputation of a single person
3. It's more difficult to compare the quality of similar services

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4. The buyer cannot return the service
Service Marketing has been relatively gaining ground in the overall spectrum of educational
marketing as developed economies move farther away from industrial importance to service
oriented economies. What is marketing? Marketing is the flow of goods and services from the
producer to consumer. It is based on relationship and value. In common parlance it is the
distribution and sale of goods and services. Marketing can be differentiated as:
• Marketing of products
• Marketing of services.
Marketing includes the services of all those indulged may it be then the wholesaler retailer,
Warehouse keeper, transport etc. In this modern age of competition marketing of a product or
service plays a key role. It is estimated that almost 50% of the price paid for a commodity goes
to the marketing of the product in US. Marketing is now said to be a term which has no particular
definition as the definitions change every day.
"Managing the evidence" refers to the act of informing customers that the service encounter has
been performed successfully. It is best done in subtle ways like providing examples or
descriptions of good and poor service that can be used as a basis of comparison. The underlying
rationale is that a customer might not appreciate the full worth of the service if they do not have
a good benchmark for comparisons.
However, it is worth remembering that many of the concepts, as well as many of the specific
techniques, will work equally well whether they are directed at products or services. In
particular, developing a marketing strategy is much the same for products and services, in that it
involves selecting target markets and formulating a marketing mix. Thus, Theodore Levitt
suggested that "instead of talking of 'goods' and of 'services', it is better to talk of 'tangibles' and
'intangibles'". Levitt also went on to suggest that marketing a physical product is often more
concerned with intangible aspects (frequently the `product service' elements of the total package)
than with its physical . sales after service is very important in service sector. properties. Charles
Revson made a famous comment regarding the business of Revlon Inc.: `In the factory we make
cosmetics. In the store we sell hope.' Arguably, service industry marketing merely approaches
the problems from the opposite end of the same spectrum,
INTERNAL INFLUENCES
You can start your examination of the influence on consumer purchase decisions by first looking
inside yourselves to see which are the most important internal factors that affect how you make
choices.
Perceptual Filter
Perception is how we see ourselves and the world we live in. However, what ends up being
stored inside us doesn’t always get there in a direct manner. Often our mental makeup results
from information that has been consciously or unconsciously filtered as we experience it, a
process we refer to as a perceptual filter. To us this is our reality, though it does not mean it is an
accurate reflection on what is real. Thus, perception is the way we filter stimuli (e.g., someone
talking to us, reading a newspaper story) and then make sense out of it.
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Perception has several steps.
 Exposure
Sensing a stimuli (e.g. seeing an ad)
 Attention
An effort to recognize the nature of a stimuli (e.g. recognizing it is an ad)
 Awareness
Assigning meaning to a stimuli (e.g., humorous ad for particular product)
 Retention
 Adding the meaning to one’s internal makeup (i.e., product has fun ads)
How these steps are eventually carried out depends on a person’s approach to learning. By
learning we mean how someone changes what they know, which in turn may affect how they
act. There are many theories of learning, a discussion of which is beyond the scope of this
tutorial, however, suffice to say that people are likely to learn in different ways. For instance,
one person may be able to focus very strongly on a certain advertisement and be able to retain
the information after being exposed only one time while another person may need to be exposed
to the same advertisement many times before he/she even recognizes what it is. Consumers are
also more likely to retain information if a person has a strong interest in the stimuli. If a person
is in need of new car they are more likely to pay attention to a new advertisement for a car while
someone who does not need a car may need to see the advertisement many times before they
recognize the brand of automobile.
Marketing Implication:
Marketers spend large sums of money in an attempt to get customers to have a positive
impression of their products. But clearly the existence of a perceptual filter suggests that getting
to this stage is not easy. Exposing consumers to a product can be very challenging considering
the amount of competing product messages (ads) that are also trying to accomplish the same
objective (i.e., advertising clutter). So marketers must be creative and use various means to
deliver their message Once the message reaches consumer it must be interesting enough to
capture the their attention (e.g., talk about the product’s benefits). But attending to the message
is not enough. For marketers the most critical step is the one that occurs with awareness. Here
marketers must continually monitor and respond if their message becomes distorted in ways that
will negatively shape its meaning. This can often happen due in part to competitive activity
(e.g., comparison advertisements). Finally, getting the consumer to give positive meaning to the
message they have retained requires the marketer make sure that consumers accurately interpret
the facts about the product.
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Knowledge
Knowledge is the sum of all information known by a person. It is the facts of the world, as
he/she knows it and the depth of knowledge is a function of the breadth of worldly experiences
and the strength of an individual’s long-term memory. Obviously what exists as knowledge to
an individual depends on how an individual’s perceptual filter makes sense of the information it
is exposed to.
Marketers may conduct research that will gauge consumers’ level of knowledge regarding their
product. As we will see below, it is likely that other factors influencing consumer behavior are
in large part shaped by what is known about a product. Thus, developing methods (e.g.,
incentives) to encourage consumers to accept more information (or correct information) may
affect other influencing factors.
Attitude
In simple terms attitude refers to what a person feels or believes about something. Additionally,
attitude may be reflected in how an individual acts based on his or her beliefs. Once formed,
attitudes can be very difficult to change. Thus, if a consumer has a negative attitude toward a
particular issue it will take considerable effort to change what they believe to be true.
Marketers facing consumers who have a negative attitude toward their product must work to
identify the key issues shaping a consumer’s attitude then adjust marketing decisions (e.g.,
advertising) in an effort to change the attitude. For companies competing against strong rivals to
whom loyal consumers exhibit a positive attitude, an important strategy is to work to see why
consumers feel positive toward the competitor and then try to meet or beat the competitor on
these issues. Alternatively, a AIM INDIA PVT LTD can try to locate customers who feel
negatively toward the competitor and then increase awareness among this group.
Personality
An individual’s personality relates to perceived personal characteristics that are consistently

exhibited, especially when one acts in the presence of others. In most, but not all, cases the
behaviors one projects in a situation is similar to the behaviors a person exhibits in another
situation. In this way personality is the sum of sensory experiences others get from experiencing
a person (i.e., how one talks, reacts). While one’s personality is often interpreted by those we
interact with, the person has their own vision of their personality, called self-concept, which may
or may not be the same has how others view us.
For marketers it is important to know that consumers make purchase decisions to support their
self-concept. Using research techniques to identify how customers view themselves may give
marketers insight into products and promotion options that are not readily apparent. For
example, when examining consumers a marketer may initially build marketing strategy around
more obvious clues to consumption behavior, such as consumer’s demographic indicators (e.g.,
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age, occupation, income). However, in-depth research may yield information that shows
consumers are purchasing products to fulfil self-concept objectives that have little to do with the
demographic category they fall into (e.g., senior citizen may be making purchases that make
them feel younger). Appealing to the consumer’s self concept needs could expand the market to
which the product is targeted.
Lifestyle
This influencing factor relates to the way we live through the activities we engage in and
interests we express. In simple terms it is what we value out of life. Lifestyle is often
determined by how we spend our time and money.
Products and services are purchased to support consum itions carry certain responsibilities yet it
is important to understand that some of these responsibilities may, in fact, be perceived and not
spelled out or even accepted by others. In support of their roles, consumers will make product
choices that may vary depending on which role they are assuming. As illustration, a person who
is responsible for selecting snack food for an office party his boss will attend may choose higher
quality products than he would choose when selecting snacks for his family.
Advertisers often show how the benefits of their products aid consumers as they perform certain
roles. Typically the underlying message of this promotional approach is to suggest that using the
advertiser’s product will help raise one’s status in the eyes of others while using a competitor’s
product may have a negative effect on status.
Motivation
Motivation relates to our desire to achieve a certain outcome. Many internal factors we have
already discussed can affect a customer’s desire to achieve a certain outcome but there are
others. For instance, when it comes to making purchase decisions customers’ motivation could
be affected by such issues as financial position (e.g., can I afford the purchase?), time constraints
(e.g., do I need to make the purchase quickly?), overall value (e.g., am I getting my money’s
worth?), and perceived risk (e.g., what happens if I make a bad decision).
Motivation is also closely tied to the concept of involvement, which relates to how much effort
the consumer will exert in making a decision. Highly motivated consumers will want to get
mentally and physically involved in the purchase process. Not all products have a high
percentage of highly involved customers (e.g., milk) but marketers who market products and
services that may lead to high level of consumer involvement should prepare options that will be
attractive to this group. For instance, marketers should make it easy for consumers to learn about
their product (e.g., information on website, free video preview) and, for some products, allow
customers to experience the product (e.g., free trial) before committing to the purchase.
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EXTERNAL INFLUENCES
Consumer purchasing decisions are often affected by factors that are outside of their control but
have direct or indirect impact on how we live and what we consume.
Culture
Culture represents the behavior, beliefs and, in many cases, the way we act learned by interacting
or observing other members of society. In this way much of what we do is shared behavior,
passed along from one member of society to another. Yet culture is a broad concept that, while
of interest to marketers, is not nearly as important as understanding what occurs within smaller
groups or sub-cultures to which we may also belong. Sub-cultures also have shared values but
this occurs within a smaller groups. For instance, sub-cultures exist where groups share similar
values in terms of ethnicity, religious beliefs, geographic location, special interests and many
others.
As part of their efforts to convince customers to purchase their products, marketers often use
cultural representations, especially in promotional appeals. The objective is to connect to
consumers using cultural references that are easily understood and often embraced by the
consumer. By doing so the marketer hopes the consumer feels more comfortable with or can
relate better to the product since it corresponds with their cultural values. Additionally, smart
marketers use strong research efforts in an attempt to identify differences in how sub-culture
behaves. These efforts help pave the way for spotting trends within a sub-culture, which the
marketer can capitalize on through new marketing tactics (e.g., new products, new sales
channels, added value, etc.).
Other Group Membership
In addition to cultural influences, consumers belong to many other groups with which they share
certain characteristics and which may influence purchase decisions. Often these groups contain
opinion leaders or others who have major influence on what the customer purchases.
Some of the basic groups that may be included:
 Social Class
 Represents the social standing one has within a society based on such factors as income level,
education, occupation
 Family
 One’s family situation can have a strong effect on how purchase decisions are made
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 Reference groups
 Most consumers simultaneously belong to many other groups with which they associate or,
in some cases, feel the need to disassociate.
Identifying and understanding the groups consumers belong to is a key strategy for marketers.
Doing so helps identify target markets, develop new products, and create appealing marketing
promotions to which consumers can relate. In particular, marketers seek to locate group leaders
and others to whom members of the group look for advice or direction. These opinion leaders, if
well respected by the group, can be used to gain insight into group behavior and if these opinion
leaders accept promotional opportunities could act as effective spokespeople for the marketer’s
products
decisions about the elements of Marketing
For all decisions marketers must consider the overall environment in which their business AIM
INDIA PVT LTD operates. Important factors include not only the legal, cultural, political, and
economic environments of the overall society but also the company’s corporate environment and
the financial constraints in which it operates. Marketing research is the phase of Marketing
concerned with obtaining usable information, to make it more effective it is necessary to define
carefully what information is required to make a better decision. After defining the problem, the
marketers specify the source of information to be collected and analyzed. Consumer research is
another important aspect of Marketing research, concentrates on buyer behaviour. Segmentation
is also an important aspect of Marketing. The consumers who need product category are diverse;
not everybody will want the same thing from the product category, will want to buy it in the
same place, is interested in the same kinds of features or services. On the other hand it is not
realistic to offer a unique product for each customer. There are group of customers with similar
sets of needs, and the market can be divided into such groups. This concept is known as Market
Segmentation.
Once the needs of the market are understood, the marketer considers the details of what the AIM
INDIA PVT LTD might offer. It should try to develop the product that will satisfy the needs of
the consumer in the market segment that had been identified and selected; provide the product at
a price customers are willing to pay; create a distribution system that makes the product available
to the customer in the place where it can be purchased; and communicate the appropriate
information to promote the product, making customers aware of and interested in the product,
helping them understand what the product offers, and reminding them that the product is
available. These four elements: - product, price, promotion and place constitute the marketing
mix. They are sometimes referred to as the “four P’s of Marketing”. The appropriate Marketing
mix varies with the market targeted.
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CUSTOMER SATISFACTION OF AIM INDIA PVT LTD
Customer satisfaction, a term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified satisfaction
goals." In a survey of nearly 200 senior marketing managers, 71 percent responded that they
[1]
found a customer satisfaction metric very useful in managing and monitoring their businesses.
It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy.
Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers’ expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify
an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth
marketing, which is both free and highly effective.
Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able
do this, firms need reliable and representative measures of satisfaction.
In researching satisfaction, firms generally ask customers whether their product or service has
met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When
customers have high expectations and the reality falls short, they will be disappointed and will
likely rate their experience as less than satisfying. For this reason, a luxury resort, for example,
might receive a lower satisfaction rating than a budget motel—even though its facilities and
service would be deemed superior in “absolute” terms.
The importance of customer satisfaction diminishes when a firm has increased bargaining power.
For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry
that is an oligopoly, where only a few suppliers of a certain product or service exist. As such,
many cell phone plan contracts have a lot of fine print with provisions that they would never get
away if there were, say, a hundred cell phone plan providers, because customer satisfaction
would be way too low, and customers would easily have the option of leaving for a better
contract offer.
There is a substantial body of empirical literature that establishes the benefits of customer
satisfaction for firms.
PURPOSE
A business ideally is continually seeking feedback to improve customer satisfaction.
Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty.
Customer satisfaction data are among the most frequently collected indicators of market
perceptions. Their principal use is twofold.
1. Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the company’s goods and services
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Although sales or market share can indicate how well a firm is performing currently, satisfaction
is an indicator of how likely it is that the firm’s customers will make further purchases in the
future. Much research has focused on the relationship between customer satisfaction and
retention. Studies indicate that the ramifications of satisfaction are most strongly realized at the
extremes. On a five-point scale, individuals who rate their satisfaction level as “5” are likely to
become return customers and might even evangelize for the firm. (A second important metric
related to satisfaction is willingness to recommend. This metric is defined as "The percentage of
surveyed customers who indicate that they would recommend a brand to friends." When a
customer is satisfied with a product, he or she might recommend it to friends, relatives and
colleagues. This can be a powerful marketing advantage.) Individuals who rate their satisfaction
level as “1,” by contrast, are unlikely to return. Further, they can hurt the firm by making
negative comments about it to prospective customers. Willingness to recommend is a key metric
relating to customer satisfaction.
Arthur Meidan
Eight different bank marketing strategies are grouped into two broad categories: growth and
competitive strategies. The author indicates various marketing strategies
Eight different bank marketing strategies are grouped into two broad categories: growth and
competitive strategies. The author indicates various marketing strategies, suggesting some of the
alternative strategies suitable for different banks, emphasising the criteria on the basis of
which marketing strategy selection can be made.
D. Steven White and David A. Griffith
Outlines effective corporate strategy‐marketing strategy relationships in the context of a

behavioural segmentation framework for competing in the global marketplace
Outlines effective corporate strategy‐marketing strategy relationships in the context of a
behavioural segmentation framework for competing in the global marketplace. Evaluates
standard, local and regional market strategies in conjunction with cost‐based, customer‐based
and innovation‐based corporate strategies. Highlights key
corporate strategy‐marketing strategy combinations in a global strategic marketing decision tree.
These combinations enhance an organization’s ability to compete effectively in global
consumer markets. Utilizes corporate examples to emphasize the effectiveness of these
combinations. The premiss of this paper is that corporate strategy drives marketing strategy.
Concludes that by recognizing the complex interrelationships between corporate
and marketing strategy, organizations may achieve global strategic competitiveness.
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Owain Prys Jenkins
Shows how the development of a marketing strategy within English wine can be used to promote
greater sales and also dispel the problems of European Regulation. Highlights
Shows how the development of a marketing strategy within English wine can be used to promote
greater sales and also dispel the problems of European Regulation. Highlights the case for hybrid
wines and the need for an approved quality wine scheme which would work hand in hand with a
quasi co‐op system. Discusses the components of a successful marketing strategy illustrated
through a case study which concludes that there is a recognized place for English wine within
the market once a marketing strategy is adopted and pricing techniques reviewed.
Amalesh Sharma
The purpose of this research is to study the emerging nature of on‐line marketing and define the
next generation strategies for online marketers.
Purpose
The purpose of this research is to study the emerging nature of on‐line marketing and define the
next generation strategies for online marketers.
Design/methodology/approach
It is a qualitative research to explain a few factors. Surveys were conducted to determine the
view points of consumers. Existing literature and current trends are considered
Findings
On the basis of the study, author has tried to forecast certain major factors and strategic
approaches, which will dominate the on‐line marketing world in the near future.
Research limitations/implications
It is difficult to predict trends. Extreme technological revolution, huge changes
in market dynamics, economy of the nations and few other factors may affect the trends
suddenly. So the intensity of the result may vary with time.
Practical implications:
It will add value to the strategic thinking of the organizations. Especially for the start‐ups firms
and for the firms, which are following the traditional on‐line marketing strategies, it will give a
new outlook.
Originality/value
The paper attempts to showing the critical factors, which are neglected while building the
online marketing strategies. Also, author tries to show the original market trends and the
necessity of innovative strategies
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William D. Presutti
Just‐in‐time manufacturing is one of the most important management developments of the last
decade and a half. Articles on the subject have virtually flooded the business
Just‐in‐time manufacturing is one of the most important management developments of the last
decade and a half. Articles on the subject have virtually flooded the business periodical literature.
Yet despite the proliferation of this literature, there are indications that the fundamental
implications of this concept as an effective competitive strategy have not been fully grasped by
U.S. manufacturers. This article attempts to integrate the manufacturing strategy of just‐in‐time
with an important element of the firm's marketing strategy—the price element of
the marketing mix. Given the competitive pressures on many U.S. firms, price becomes an
increasingly important competitive weapon. Only when the benefits deriving from just‐in‐time
show up in a firm's marketing strategy will U.S. firms demonstrate an ability to translate an
effective manufacturing strategy into a significant competitive edge.
Yen Hsu
The purpose of this study is to propose a model of a value cocreation strategy (VCS) for
analyzing how enterprises adopt innovative, marketing, and design strategies
In the present study, a case study was conducted to establish a preliminary model. Subsequently,
1,000 NPD project managers in information and communications technology industries were
approached to complete a two-stage questionnaire survey. The first survey investigated the VCSs
they adopted for their marketing, innovation and design activities (valid questionnaires
recovered=283). The valid respondents completed a second survey measuring their NPD
performance 18 months after launching a new product (valid questionnaires recovered=247).
Nathaniel Boso, Yaw A. Debrah and Joseph Amankwah-Amoah
The purpose of this paper is twofold: to publish scholarly works that extend knowledge on the
drivers, consequences and boundary conditions of international marketing.
Abstract
Purpose
The purpose of this paper is twofold: to publish scholarly works that extend knowledge on the
drivers, consequences and boundary conditions of international marketing strategies employed
by emerging market firms of all sizes and types; and to advance a narrative for future research on
emerging market firms’ international marketing activities.
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Design/methodology/approach
To achieve this agenda, the authors invited scholars to submit quality manuscripts to the special
issue. Manuscripts that addressed the special issue theme from varied theoretical perspectives
and methodological approaches were invited.
Findings
Out of 70 manuscripts reviewed, 7 are eventually accepted for inclusion in this special issue. The
papers touched on interesting research topics bothering on international marketing practices of
emerging market firms using blend of interesting theoretical perspectives and variety of methods.
Key theoretical perspectives used include resource-based theory, internationalization theory,
institutional theory and corporate visual identity theory. The authors employed unique sets of
methods including literature review, surveys, panel data, and process-based qualitative and case-
study enquiries. The authors used some of the most advanced analytical techniques to analyze
their data.
Originality/value
This introduction to the special issue provides a review of the extant literature on the
international marketing strategy of emerging market firms, focusing on summarizing key
empirical contributions on the topic over the last three decades. Subsequently, the authors
discuss how each paper included in this special issue helps advance the agenda to develop
scholarly knowledge on emerging market firms’ international marketing strategy.
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Chapter 3
Research Methodology
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OBJECTIVE OF STUDY
1. To know the profile of the respondents in the study area.

2. To study the satisfaction level of customer with AIM INDIA PVT LTD.
3. To analyse the factor influencing the marketing in the company.
4. To find out the process of making marketing process in the company.
5. To know whether customer liking there products or not.
6. To know there products are better than competitors.
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RESEARCH METHODOLOGY
The purpose of the methodology is to describe the research procedure. This includes overall
research design, the sampling procedure, the data collection method, and analysis procedure. Out
of total universe 10 respondents from Aim have been taken for convenience. The sample
procedure chosen for this are statistical sampling method. Here randomly employees are selected
and interviewed. Information, which I collected, was based on the questionnaires filled up by the
sample employees.
DATA COLLECTION
Data collection is the systematic approach to gathering and measuring information from a variety of
sources to get a complete and accurate picture of an area of interest. Data collection enables a person or
organization to answer relevant questions, evaluate outcomes and make predictions about future
probabilities and trends.
Sources of data collection

 Primary data
 Secondary data
 Other sources
PRIMARY DATA
Primary research data collection involves conducting research oneself, or using the data for the
purpose it was intended for.
 Questionnaire
Corresponding to the nature of the study direct, structured questionnaires with a mixture of close
and open-ended questions will be administered to the relevant respondents within the Personnel
and other Departments of the organization.
A set of a questionnaire was prepared with close ended questions.
Close ended questionnaire
a) Responses are limited to the stated alternatives.
b) One of the alternatives is simply YES or NO.
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c) Respondent cannot express his own judgment.
SECONDARY DATA
Secondary data is the data that have been already collected by and readily available from other
sources. Such data are cheaper and more quickly obtainable than the primary data.
Secondary data can be obtained from different sources:
a) Information collected through censuses or government departments like housing, social
security, electoral statistics and tax records.
b) Internet searches or libraries.
c) Progress reports.
 OTHER SOURCES
Appropriate journals, magazines such as Human Capital, relevant newspaper articles,
company brochures and articles on www sites will also be used to substantiate the identified
objectives.
SAMPLE SIZE
Sample size determination is the act of choosing the number of observations or replicates to
include in a statistical sample. The sample sizeis an important feature of any empirical study in
which the goal is to make inferences about a population from a sample.
Here sample size is of 100 respondents.
SAMPLING TECHNIQUES
The convincing sampling technique was used to select respondents from the company.
 The researcher used questionnaire, the researcher prepared questionnaire to be responded by

the employees and clients.
 The questions were designed to make the purpose of study successful after the results have
been ascertained.
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Chapter IV- DATA ANALYSIS AND INTERPRETATION
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Q1. What motivates your customers to buy your product?
VARIABLES PERCENTAGE(%)
Amount 30%
Benefits 56%
Ease of accessibility 14%
Total 100%
What motivates your customers to but your

product
Ease of accessibility
, 14%
Amount, 30% Amount

Benefits
Benefits, 56% Ease of accessibility
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Q2. Who is your target age group?
The Young 40%
Teenagers 40%
The old 20%
Total 100%
Target age group
Target age group,

20% 20-25
Target age group,
40% 25-30
Target age group, 30-35
40%
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Q3. What is the purpose of your product?
Wealth Maximization 15%
Risk Management 16%
Life Security 15%
All of the above 64%
Total 100%
Purpose of Product
70% 64%
60%
50%
40%
30% Series 1
20% 15% 16% 15%
10%
0%
Wealth Risk Management Life Security All of the above
Maximization
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Q4. Does the Company develop strategies and program for marketing its Product/products?
YES 75%
NO 25%
Total 100%
Strategies fro marketing its product
NO
25%
YES
75%
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Q5. Which are the departments involved in planning for markets besides the Marketing
Department?
R&D 35%
Finance 40%
Production 10%
Personnel 15%
Total 100%
40%
35%
30%
25%
Departments involved in
20% marketing
15%
10%
5%
0%
R&D Finance Production Personnel
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Q6. What do you feel are the company's strengths in terms of marketing?
Finance 30%
Ability to compete with compititors 40%
R&D department 30%
Total 100%
Feeling about company's term of marketing
Finance
14% Ability to compete
with compititors
18%
4th Qtr
54%
R&D department
14%
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Q7. How does the company estimate its market potential?
By periodic sales forecasts 15%
By relying on past sales 20%
By maintaining a market database 15%
All of the above 50%
Total 100%
How does the company estimate its market

potential?
How does the company estimate its market potential?
50%
20%
15% 15%
By periodic sales By relying on past sales By maintaining a market All of the above
forecasts database
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Q8. Are your products an impulse purchase or a considered spend?
Impulse purchase 30%
considered spend 70%
Total 100%
product type
Impulse purchase,
30%
Impulse purchase
considered spend,
70% considered spend
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Q9. What is the main objective of your current marketing strategy?
Defending existing market share 20%
Expanding market share 35%
Defeating competitors 30%
Creating niches 15%
Total 100%
main objective of marketing strategy
Creating nichesDefending existing

15% market share
20%
Defeating
competitors
30% Expanding market
share
35%
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Q10. Which are your most profitable products?
Short Term 20%
Mid Term 20%
Long Term 60%
Total 100%
Most Profitable products
Short Term , 20%

Short Term
Mid Term
Long Term, 60% Mid Term, 20%
Long Term
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Q11. Does the company have a feedback mechanism to evaluate customers response to its
products?
Yes 70%
No 30%
Total 100%
Feedback mechanism to evaluate customer

response
Feedback mechanism to evaluate customer response
70%
30%
Yes No
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Q12. In which term your product is better than competitors?
Benefits 35%
Security 40%
Returns 25%
TOTAL 100%
In comparision with competitors
Returns, 25%
Benefits, 35%
Benefits
Security
Returns
Security, 40%
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Q13. Do you consider your company as Product-oriented or Market-oriented?
Product-oriented 60%
Market-oriented 40%
Total 100%
Product-oriented or Market-oriented
Product-oriented or Market-oriented
60%
40%
Product-oriented Market-oriented
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Q14. How often does the inter-departmental meetings take place?
Once a year 20%
Twice a year 30%
Once a quarter 40%
More often 10%
Total 100%
does the inter-departmental meetings

More often
10%
Once a year
20%
Once a quarter
40% Twice a year
30%
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Q15. Who is performing your marketing and advertising for your business, product, or service?
Employees 30%
Management 50%
Professionals 20%
Total 100%
Who is performing your marketing and

advertising for your business, product, or
service?
Who is performing your marketing and advertising for your business, product, or service?
50%
30%
20%
Employees Management Professionals
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Q16. How many new customer do you need in a set period?
20-30 15%
30-40 35%
40-50 50%
Total 100%
customers do you need in a set period of

time
50%
45%
40%
35%
30%
50% customers do you need in a set
25% period of time
20% 35%
15%
10% 15%
5%
0%
20-30 30-40 40-50
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Q17. Are you compiling email addresses for an ongoing sales dialogue?
VARIABLE PERCENTAGE(%)
Yes 60%
No 40%
Total 100%
Email address
70%
60%
60%
50%
40%
40%
Email address
30%
20%
10%
0%
Yes No
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CHAPTER-V FINDINGS
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FINDINGS:
From the research we conducted as well as the analysis we made, we were able to determine
waves international marketing strategy and to also find out that their marketing strategies lead
the organization towards their corporate vision of leading facility services globally. We also
established the fact that since we studied only one integrated facility company which is, our
conclusions Aim can not be generalized as a rule of thumb for every integrated facility service
company due to several factors highlighted in the body of our thesis. Also, we stressed the
importance of environmental management system for every integrated facility service company.
This standard in our opinion, would not only proof that such a company is serious about
corporate social responsibility, it would also help lead the organization towards the triple bottom
line.
 There is lots of demand of AIM INDIA PVT LTD. in the market.

 Benefits of the product motivates their customers to buy the product.
 AIM INDIA PVT LTD. products are providing life security, wealth maximization, risk
management, etc.
 Customers are liking AIM INDIA PVT LTD. products.
 Most of the product of AIM INDIA PVT LTD. are of long term.
 They need around 50 customers in a set period of time.
 There marketing and advertising function are done by management of AIM INDIA PVT LTD.
 They are giving more securities in their products as compare to the customers.
 AIM INDIA PVT LTD. are product oriented.
 There long term products are more profitable as compare to other products.
 They are not fulfilling their CSR activities.
 They have very less number of short term products.
 They find their potential by their sales(current and past).
 There products are considered spend.
 The main objective of their marketing strategy is to expand their market share.
 There target age group is mainly teenage and Youngsters.
The Importance of a Product Mix For Business
Many business owners haven’t discovered the importance of a marketing strategy. In fact, having
a marketing strategy is so useful that you can think of it as having a road map (or a cheat sheet).
It will guide you in just about every business decision that you make.
A product mix is an important consideration for any firm. It offers the ability to expand your
customer base by offering more products in more niches. Understanding the basics of a product
mix will help you understand why it is so important to your organization.
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Provides Diversification Opportunities
The concept of creating a product mix is important to companies that don’t want to rely on one
product only. Companies diversify for several reasons and in several ways. Some add variations
of their products to maximize sales.
Manages Economies of Scale

Adding certain products or services might be too costly to justify their addition.
Allows for Upselling and Loss Leaders
When customers are in your store ready to spend money, you can often upsell them impulse
items, increasing your sales and revenues with little extra effort.
Consequences of not having a product mix
Why do most small businesses fail? Why do 50% of companies fail after 5 years?
Remember that common saying? Failing to plan is planning to fail.
If you fail to recognize the importance of a product mix and don’t fully integrate digital
marketing into your marketing plan, then these will be the consequences:
 losing out to competitors
 losing market share to existing and start up competitors
 gaining and retaining fewer customers
 missing out on opportunities for better targeting and optimization
 Lack of planning often leads to suboptimal execution. This means that competitors will
pose more of a threat, filling in the gaps of the lackluster service you offer.
And finally, given the effectiveness of digital marketing, many businesses don’t allocate enough
resources towards it. This presents an opportunity for the wise business owner.
Knowledge is power, and after you finish reading this post, your business will have a leg up over
the competition. You’ll also be ready to overcome the initial hurdles that are common when
trying to come up with a marketing strategy.
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Challenges of creating a product Strategy In 2019
Developing new products is now hyper-paced for many brands and more essential to success
than ever. Remaining relevant, maintaining growth and entering new markets can expand profit
potential. But for every new product that is successfully brought to market, there are hundreds if
not thousands that haven’t.
There are countless companies vying for share-of-wallet. This forces companies to stay vigilant
beyond back-end design, engineering and prototypes. To win the race from confident ideation to
successful execution, companies must rely on calculated steps to guide the development and
marketing decisions along the way.
Let’s take a look at six key product development challenges and the ways to help resolve them
all.
1. Cutting your time-to-market
Shaving weeks off a development timeline could guarantee companies the space to capitalize on
everything from being first-to-market and seasonal demands and trending topics to dominating
hypercompetitive markets. But the urge to save time also allows opportunities to skip vital
development phases that normally produce key results.
Sacrificing quality insights for speed isn’t just risky – it’s completely unnecessary. Trust in each
development phase. No matter how quickly you work in these initial steps, they will only
provide limited short-term returns. You need this time up front to test and retest to ensure the
viability of the product in the long term market. The key here is to save time on the things that
can be streamlined.
2. Ideation drives innovation
The genesis of product development means a flurry of ideas both big and small, and it’s always
best to start with your customers. When you land that killer idea, it’s critical to whittle down,
refine and reject poor performers until a single concept is chosen to cross the finish line. But the
odds that your one idea will yield disruptive success is fairly slim. You can’t afford to choose the
wrong one.
Early-stage screening and customer feedback mean hundreds of ideas can be distilled to a single
strong consumer-approved product because you’re actively refining your ideation during the
process. Connecting with customers ensures that you streamline your ideas with a target
audience and asses specific criteria to drop on the way to the product coming to fruition. Because
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you’re consulting the very consumers you want to eventually buy your new product, you’ll be
able to find out which refined idea has the most appeal.
3. Leading customers to your new product
A consumer’s dollars may be interchangeable, but they can still only spend each dollar once. To
spend money on your new product, consumers need to stop spending it on something else. Figure
out how to motivate them to do that so you can capture that spending.
Key initial feedback and follow-up data help establish market gaps so you can successfully refine
your product and marketing needs to gain consumers. Those kinds of tools help analyze
segments and allow companies to delve into consumer needs to, in turn, establish a solid idea of
potential buying habits.
4. Proving your product’s viability
Establishing enough information to confirm the authenticity of your product is one thing. That
product harmoniously integrating with your brand and being disruptive enough without creating
unrealistic expectations is another.
A brand can’t suddenly do something different and expect consumers to outright accept it.
Testing the veracity of a concept via a prototype or other means can offer discoveries on how to
give consumers realistic, believable context on the product that encourages them to buy.
Is your product different? Does it willingly satisfy customer needs? Will the product arrive on
the market at an optimal time? Are there beneficial profit margins within an achievable
timeframe? Strategizing and answering fundamental questions during the process will allow you
to move to more tactical aspects of getting your product to market.
5. Establishing an initial price
Charge too much for your product and consumers will pass it over immediately. Charge too little
and you risk losing out on profits — not to mention leaving its market value position
undervalued and stagnant.
Pricing isn’t about finding the top-end amount that a consumer will accept. It’s about using the
process to discover what price ranges can motivate a consumer to make a purchase.
These include where consumers would expect to see the item, how much legwork your
marketing materials need to do, what existing products can serve as reference points and what
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bottom-line price points motivate versus which ones deter. All these factors put practical but
insightful limits on what your consumers will pay for your product.
6. Implementing actionable post-launch refinement
Post-launch is just as important — if not more — because the immediate days, weeks and
months afterward have the biggest impact on how to refine your product.
You can effectively update the product to boost its profitability only when consumers use it or
not. But you must remain vigilant and make sure you’re gaining the proper post-launch sales and
customer-based information.
These include whether sales rates meet expectations or whether consumer attitudes pan out as
planned. The expense of this ongoing research and the post-launch results can’t outweigh its
benefit toward the specific goals your company hopes to achieve. But within the scope of the
post-launch period, continual improvement and evolution should be as important as early
development.
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CHAPTER-VI CONCLUSION AND SUGGESTION
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Conclusion and Suggestions
Conclusion
At the end of the survey and after analyzing all the data collected, it is concluded that there is lots
of demand of INDIA FIRST LIFE INSURANCE in the market. AIM INDIA PVT LTD. should
take necessary steps to fulfill this demand.
From the data which I have collected and the feedback taken from customers, it was found that
with respect to the quality, price, few more services like distribution etc. AIM INDIA PVT LTD.
is having upper hand that of the competition brand but still company is lagging in few aspects
than of the competition brand.
Aim is a multinational company with a bold vision of becoming a world leader in integrated
facility services. In its effort to achieving this vision, it has made progress in acquiring a large
market share in the facility service industry. This growth has been as a result of the company’s
marketing strategies which has brought it expansion and financial stability. We recognize that
looking at only one company in our study could not make a strong case for generalized
suggestions for other IFS companies to borrow the same marketing strategies as waves
international as a way of making progress and moving towards the right direction. As we have
stated before, the right marketing strategies for a company would be base on a number of factors
such as size of the company, economic, political, social etc and most importantly on what the
company vision is. However, our findings indicate 50 that waves international marketing
strategies has brought about growth and expansion of the organization and is helping to propel it
towards its vision.
Apart from the analysis of the collected data the feedback were taken on how
AIM INDIA PVT LTD. can serve them better. Based on all these few suggestions were proposed
to AIM INDIA PVT LTD. which can help them in serving better and hence gain more customer
satisfaction. By taking steps AIM INDIA PVT LTD. can retain their existing customers as well
as gain more customer demand.
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Further Suggestion
In its strategy to continue discipline acquisition process, we recommend that waves international
should look into the potential and profitability of operating in some regions.
1. AIM INDIA should launch short term products also so they can reach to more customers
because there are lot of customers those who do not want to invest in long term product.
2. Number of agents should be increased as the size of market is relatively large.
3. They should understand the need of the customers and launch product according to that.
4. They should improve their service quality.
5. The executive of the concerned market should be made more responsible towards his/her job.
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BIBLIOGRAPHY
References
Aim Organization. Available at: _fs_funding
4. Proctor, Tony. 2000. Strategic Marketing: An Introduction. London: Routledge.
Michael Porter, Harvard Business Review Nov-Dec 1996. 6. Subhash C Jain. 1999. Marketing Planning
and Strategy.
6th edition South Western Publisher.
7. Lonier, Terri. 1999. Smart strategies for growing your business. New York: John Wiley and Sons Inc.
53
8. Hutt, D Michael and T. W Speh.1992. Business
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ANNEXURE
Q1. What motivates your customers to buy your product?
 Amount
 Benefits
 Ease of accessibility
Q2. Who is your target audience?
 The Young
 Teenagers
 The old
Q3. What is the purpose of your product?
 Wealth Maximization
 Risk Management
 Life Security
 All of the above
Q4. Does the Company develop strategies and program for marketing its Product/products?
 Yes
 No
Q5. Which are the departments involved in planning for markets besides the Marketing
Department?
 R&D
 Finance
 Production
 Personnel
Q6. What do you feel are the company's strengths in terms of marketing?
 Finance
 Ability to compete with competitors
 R&D department
Q7. How does the company estimate its market potential?
 By periodic sales forecasts

 By relying on past sales
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 By maintaining a market database
 All of the above
Q8. Are your products an impulse purchase or a considered spend?
 Impulse purchase
 Considered spend
Q9. What is the main objective of your current marketing strategy?
 Defending existing market share

 Expanding market share
 Defeating competitors
 Creating niches
Q10. Which are your most profitable products?
 Short term
 Mid term
 Long term
Q11. Does the company have a feedback mechanism to evaluate customers response to its
products?
 Yes
 No
Q12. In which term your product is better than competitors?
 Benefits
 Security
 Return
Q13. Do you consider your company as Product-oriented or Market-oriented?
 Product-oriented
 Market-oriented
Q14. How often does the inter-departmental meetings take place?
 Once a year
 Twice a year
 Once a quarter
 More often
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Q15. Who is performing your marketing and advertising for your business, product, or service?
 Employees
 Management
 Professionals
Q16. How many new customer do you need in a set period?
 20-30
 30-40
 40-50
Q17. Are you compiling email addresses for an ongoing sales dialogue?
 Yes
 No
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PROJECT REPORT ON

PRODUCT MIX OF MARKETING

Submitted in partial fulfillment of the requirements for the

award of the degree of

Bachelor of Commerce Honors

Vivekananda Institute of Professional studies

Summer Training Appraisal 2

Chapter 1: INTRODUCTION 7-16

helped me in furthering my knowledge and understanding of the subject.

me learn a lot about the marketing industry as a whole.

I Saksham, 07717788817 from B.Com5 of the Vivekananda Institute of Professional Studies,

Date: Signature of the Guide

Name of the Guide:

Some of the key finding of this project were;

 Most of the customers are satisfied with the product

What is Marketing Strategy ?

A marketing is designed by:

What is Product Mix?

IndiaFirst Life Insurance Company

 Build brand awareness

 Grow market share

 Launch new products or services

 Target new customers

 Enter new markets internationally or locally

 Fulfill customers needs

 Hold existing customers

1.3 SCOPE OF THE STUDY

About The Company

Current status of Accrual Intelligence Manuals India Private Limited is - Active.

Our Commitment to You

PAN India Associates

IndiaFirst Term Plans:

 IndiaFirst Anytime Plan

IndiaFirst ULIP Plans:

 IndiaFirst Smart Save Plan

IndiaFirst Child Plans:

 IndiaFirst Happy India Plan

IndiaFirst Pension Plans:

 IndiaFirst Annuity Plan

IndiaFirst Investment Plans:

 IndiaFirst Money Balance Plan

 Accounting and Bookkeeping

 Corporate Income Tax Returns

Training & Development Services

 Corporate Development & Finance

Intenational Expansion Services

Wealth Advisory Services

IndiaFirst Term Plans:

 IndiaFirst Anytime Plan

IndiaFirst ULIP Plans:

 IndiaFirst Smart Save Plan

IndiaFirst Child Plans:

 IndiaFirst Happy India Plan

 IndiaFirst Annuity Plan

IndiaFirst Investment Plans:

 IndiaFirst Money Balance Plan

MARKETING STRATEGIES OF AIM INDIA PVT LTD

 Your lead generation costs will drop,

The Highly Effective Cycle of Systematic Direct Marketing

There are several major differences, including:

1. The buyer purchases are intangible

2. The service may be based on the reputation of a single person