In India the present day education is based upon the theory-oriented programme. The students are receiving only that education which lies in the books and never go beyond that. But, the present day organization demand practical exposure in various areas so as to fit into a job in its right perspective. Generally, there is a wide difference between what we preach and what we practice. To avoid such a gap students are given training in some specialized areas which becomes a part of the curriculum. This was in practice only in professional courses such an institutional training helps the students to get an idea about what an organization is and how it effectively and efficiently functions. The subject of institutional training may be described as the connecting link between theory practice. Such as institutional training helps the students to get an idea about what an organization and how it effectively and efficiently functions. RETAILING AND MARKETING: Retailing in its various guises can be traced back for centuries but because the elements of retailing and conditions of the market place have changed substantially there has been a requirement for a corresponding change in both techniques and approaches. Retailing comprises all the activities involved in the marketing and distribution of goods and services. Therefore, marketing is a core area for any retail operation as the success or failure of retailers is based upon how well they understand and serve the needs of their customers. The study is based on the Analysis of fans in the retailing sector for Crompton Greaves Limited. The report is fully based on the complete study of the fans dealing in the retailing sector.
1.2 COMPANY PROFILE
INTRODUCTION: For the last sixty-eight years, Crompton Greaves (CG) has become synonymous with electricity in India. In fact, the first unit of electricity was generated on a “Crompton Dynamo” at Calcutta in 1899. A pioneering leader since 1937 in the management and application of electrical energy, Crompton Greaves, today, is India’s largest private sector enterprise, extensively engaged in designing, manufacturing and marketing high technology electrical products and services related to power generation, transmission, distribution as well as executing turnkey projects. The company is customer centric in its focus and it is the single largest source for a wide variety of electrical equipments and products. Further, the company is emerging as a first choice global supplier for high quality electrical equipments. HISTORY: The history of Crompton Greaves goes back to 1878 when Col.R.E.B.Crompton Founded R.E.B. Crompton & Company. The company merged with F.A.Parkinson in the year 1927 to form Crompton Parkinson Ltd., (CPL). Greaves Cotton and Co (GCC) was appointed as their concessionaire in India. In 1937, CPL established, its wholly owned Indian subsidiary viz. Crompton Parkinson Works Ltd., in Bombay, along with a sales organization, Greaves Cotton & Crompton Parkinson Ltd., in collaboration with GCC. In the year 1947, with the dawn of Indian Independence, the company was taken over by Lala Karamchand Thapar, an eminent Indian industrialist. Crompton Greaves is headquartered in a self-owned landmark building at Worli, Mumbai. PRODUCTS AND SERVICES OFFERED: The company is organized into three business groups viz., Power Systems, Industrial Systems, Consumer Products. Nearly two-thirds of its turnover accrues from products lines in which it enjoys a leadership position. Presently, the company is offering wide range of products such as power & industrial transformers, HT circuit breakers, LT & HT motors, DC motors, traction motors, alternators / generators, railway signaling equipments, lighting products, fans, pumps and public switching, transmission and access
3 products. In addition to offering broad range of products, the company undertakes turnkey projects from concept to commissioning. Apart from this, CG exports its products to more than 60 countries worldwide, which includes the emerging South-East Asian and Latin American markets. Thus, the company addresses all the segments of the power industry from complex industrial solutions to basic household requirements. The fans and lighting businesses acquired “Superbrand” status in January 2004. It is a unique recognition amongst the country’s 134 selected brands by “superbrands’, UK. Pauwels Acquisition – an Indian MNC Crompton Greaves has completed the acquisition of the Belgium – based Pauwels on 13th May 2005. The group has manufacturing facilities in Belgium, Ireland, Canada, USA and Indonesia and well spread distribution network across the globe. The acquisition catapults the company amongst top ten transformer manufacturers in the world. It has truly transformed into an Indian MNC making a long cherished dream finally come true. Apart from strengthening its foothold in the Indian market, Crompton Greaves acquisition of the Pauwels Group and its transformer manufacturing facilities in five countries is expected to provide a significant impetus to the company’s international presence. The additional turnover of approximately Rs.1,380 crore of Pauwels Group for its last financial year is expected to increase Crompton Greaves’ International business to around 50% of its turnover, making the company a force to reckon with, in the international market. CG’s business operations consist of 22 manufacturing divisions spread across in Gujarat, Maharashtra, Goa, Madhya Pradesh and Karnataka, supported by well knitted marketing and service network through 14 branches in various states under overall management of four regional sales offices located in Delhi, Kolkata, Mumbai and Chennai. The company has a large customer base, which includes State Electricity Boards, Government bodies and large companies in private and public sectors. FUTURE OUTLOOK: The quality of households is enhanced when their money is invested into products such as fans and lighting for basic comforts. Their lives are literally touched by delight. Similarly, Crompton helps electricity boards and other utilities to reach electricity to the
Hence the company continues to further and consolidate the initiatives that Colonel Crompton set into motion by focusing on meeting increasing customer demands for products that are eco-friendly. the climate for the manufacturing sector is bright. several measures that the company has already taken and its plan for the future. A quality trust mark has emerged as Crompton’s biggest brand ambassador. The company has the unique distinction of being the first one to receive an ISO 9000 certification for Finance and Administration. the commitment to responsible business through quality.2000 crore and receive many certifications in the ISO 9000/9001:2000/14001 series. together with business impact of the Pauwel’s acquisition. India is today preferred destination for sourcing various engineering goods not only due to low cost but also due to high quality of products. However. all these measures have resulted in manifold improvement in the CTQs with substantial reduction in defects. In fact.
. this is reflected through quality certifications for its products and services. Further. technology and productivity has helped the company to achieve a turnover of over Rs. the concern is the threat of imminent competition from global players who are already in the process of setting up manufacturing facilities in India. All economic indicators point towards the manufacturing sector being the future driver of India’s economic growth. every individual in India who uses electricity can be considered as Crompton customer. will equip the company to respond in adequate measure to this competitive pressure. the company has also introduced stringent control measures with suppliers to ensure that inputs support the Six Sigma quality.4 last home and factory. In fact. Therefore. The company has made considerable progress towards integration of Six Sigma Methodology in its manufacturing processes with the ultimate aim of achieving ‘Product Quality as Perceived By Consumer’. Stepping up the quality initiatives: At Crompton Greaves there is always a passion for quality. In addition to this. The market is expected to remain competition with an added element of competition from imported products. Although. energy efficient and with intelligent monitoring and control systems.
Domestic Exhaust Fans. Sri Lanka.5
1. Oman. France. COOLER KIT. Fiji. S.Africa. the company is one of the leading exporters to countries like USA. It’s dominance of the market is comprehensive and it manufacturers fans for all sections of the market and for all applications of air delivery – be it domestic or industrial. The range is also certified by a variety of International Quality Certification boards. comfort and style and offer both decorative and economy models to suit individual needs. Crompton Greaves fans incorporate power and performance. Industrial Fans. The division also manufacturers and markets a wide range of instant and storage water heaters under the CG brand. The division has two modern manufacturing facilities in Goa at Bethora and Kundaim and its products are known for consistent quality. Bahrain. Sudan. Ghana. low current consumption and high volume air delivery.
. UK.3 PRODUCT PROFILE
WINDS OF DOMINATION: The Fans Division of Crompton Greaves is the market leader in India and has been so for over a decade. Italy. UAE. CG fans are available in all different price points and cater to all buyer segments. Water Heaters. Speciality Fans. Singapore. safety and durability. of India departments – Defense and Directorate General of Supplies and Disposal (DGSD). The Indian Standards Institute (ISI) has certified the quality of the range of Crompton Greaves fans and the brand has been awarded the ISI mark. Portable Fans. Crompton Greaves Fans are the preferred supplier for two important Govt. In the international market. FANS & APPLIANCES – CEILING FANS: Product Catalogue Select one Ceiling Fans. etc.
Crompton proudly unveils its exclusive collection of designer ceiling fans. GOTHICA. Domestic Exhaust Fans: Sleek. bedroom and drawing rooms. EXOTICA. rust proof body noiseless operations. These fans are ideal for dinner table. international design with lightweight. GOLD AIR. Economy models: COOL BREEZE. Decorative Fans: Showcasting the most advanced designs and technology available. easy to clean. cross air model with self opening louvers giving total protection from birds and direct rain. The range includes Ecom\nomy Range and Medium base range fans. AURA. both of which are independent of each other. FLORA. SENORITA. Industrial Fans: HEAVY DUTY EXHAUST FAN AIR CIRCULATOR
. HIGH SPEED. Under Light Fans: Underlight fans are with light arrangement and air delivery arrangement. Base models: HIGH BREEZE. WHIRL'WIND. CHANDEL’AIR. Commercial Fans: Crompton Greaves brings to you affordable fans that give a long lasting performance at low voltages. available in economy and premium models.6 Crompton Greave’s commitment to EVERYDAY SOLUTIONS has made millions of homes and workplaces comfortable heavens to total relaxation. DEC’AIR. Decorative 3 & 4 Blade Fans: THREE STAR.
oscillating. Portable. No. SAPPY AND CLASSIC MINI. height adjustment. Base colour: Light Grey. oscillating. Pedestal Fans: Crompton Greaves pedestal fans are available in plastic and non-plastic models.7 PORTABLE FANS: Enter the exclusive world of Crompton table fans. Crompton’s collection of table. Portable. indexing. of spokes: 120 Blades and base are made of plastic. SUPER DELUC GOLD. Table Fans: Crompton Greaves table fans are available in non-plastic and plastic models to suit individual requirements. SUPER DELUX 2000. recommended for use in veranda. Non PL: CLASSIC. indexing. NON PL: GALAXY SUPER DELUX 120 SUPER DEULUX 120 BLACK GOLD WINDMILL PL FAN: HIGH FLOW Blade Colour: Transparent. terrace. pedestal and wall mounted fans are sure to recreate the exact mood and look you desire. bigger rooms. fitted with castor wheels for easy mobility. small houses and temporary structures. Whether it is the minimalist look you are trying to achieve or a more elaborate one.
. large houses. pedestal fans and wall mounted fans. lobbies and clubs. SUPER DELUX MARK. to suit the customer’s choice. Recommended for use in offices.
versatile. Oscillating. Multidirectional. Suitable for Ceiling and Wall mounting. PL FAN: CROM’AIR WM HIGH FLOW NON PL: WM GOLD WM CLASSIC WM MARK WM SUPER WHITE SPECIALITY FANS: CABIN FAN FARATTA FAN PERSONAL FAN TOWER FAN Cabin Fan: CABIN / TOWER FAN 12" / 16" THRUST AIR Base and frame colour: Ivory. ivory colour. indexing. Sweep: 500mm No. Recommended for use in combination with ceiling or table or pedestal fans for cross circulation of air. powder coated.
. of spokes: 100 Blades are made of aluminium and base is made of cast iron. no hindrance in house keeping. Rust proof. Faratta Fan: FARRATA Blade Colour: Dark Grey Base colour Black.8 WALL FANS: Crompton Greaves offers wall mounted fans in plastic and non-plastic range. aluminium blades. versatile use.
Black. Thermal cut out. Deluxe Tower fan has auto swing grills. Yellow. Storage Water Heater: Plastic Body Metal Body
. Instant Water Heater Storage Water Heater Instant Water Heater: Solarium Instant Water Heater Superior grade copper tank Moulded PUF insulation for less energy consumption With safety devices like Pressure Relief Valve. WATER HEATERS: Water Heaters are available in 2 models. Base colour: White Unique moulded ABS blade for high speed blast of air with heavy base for better stability and universal mounting facility. snap action automatic Thermostat. Tower Fan: DELUXE TOWER FAN Body Colour: Silky Grey. Incoloy heating element. Sleek and compact PP body. Red. Fusible plug and Non return device.9 Personal Fan: 9” / 12" PERSONAL FAN Blade colour: Blue.
To highlight the reasons why a retailer are not looking at Crompton Greaves fans and to suggest various schemes and promotional strategies to solve various persistent issues.
. Secondary Objective: • • • To identify the model of fans. analyse and find methods to increase volume of business of Crompton Greaves at retail outlet.4 OBJECTIVE OF THE STUDY
Primary Objective: • To analyse the retail market of fans manufactured by Crompton Greaves in Chennai.10
1. To evaluate the satisfaction level of the retailers of Crompton Greaves and its competitors.
⇒ To ascertain the factors which influence the retailers in purchase of fans.
.5 SCOPE OF THE STUDY
⇒ The research has been conducted to ascertain the retailer’s opinion towards various brands of fans in Chennai city with special reference to Crompton Greaves Limited. satisfaction of level about the fan brands. This will be helpful to identify the performance of various brands of fans and also Crompton Greaves fans specifically. ⇒ To identify the various brands of fans prevailing in the market and to suggest improvement in the sales of CG fans. ⇒ To identify the performance of different promotional schemes.11
⇒ False information was provided by retailers in certain areas. ⇒ The retailers perception of the products was inadequate.6 LIMITATIONS OF THE STUDY
⇒ The survey is being conducted in parts of Chennai city only. So the result cannot be applied to other places. ⇒ The sample size limited to 150 samples only. ⇒ Time constraints and non co-operations of the customers.12
The selling concept holds that consumers. It also assumes that the company has available a whole battery of effective selling and promotion tools to stimulate more buying. and funeral plots. such as insurance. integrated marketing. integrates all the activities that will affect customers. The marketing concept rests on four pillars: target market. if left alone. focuses on the company’s existing products. focuses on customer needs. The selling concept is practiced most aggressively with unsought goods. SALES PROMOTION: Although sales-promotion tools – coupons. THE MARKETING CONCEPT: The marketing concept holds that the key to achieving organizational goals consists of being more effective than competitors in integrating marketing activities toward determining and satisfying the needs and wants of target markets. those goods that buyers normally do not think of buying. The marketing concept takes an outside-in perspective. and profitability. will ordinarily not buy enough of the organization’s products. customer needs.7 REVIEW OF LITERATURE
SALES CONCEPT The sales concept assumes that consumers typically show buying inertia or resistance and must be coaxed into buying. It starts with the factory. The organization must therefore undertake an aggressive selling and promotion effort. It starts with a well-defined market. and produces profits by satisfying customers. premiums.13
1. encyclopedias. contests. and calls for heavy selling and promoting to produce profitable sales. and the like – are highly diverse. The selling concept takes an inside-out perspective. These industries have perfected various sales techniques to locate prospects and hard-sell them on their product’s benefits. they all offer three distinctive benefits:
or contribution that gives value to the consumer. PUBLIC RELATIONS AND PUBLICITY: The appeal of public relations and publicity is based on their three distinctive qualities. EXCLUSIVE DISTRIBUTION: Exclusive Distribution involves severely limiting the number of intermediaries handling the company’s goods or services. • • High credibility: New stories and features are more authentic and credible to readers than ads.14 • • • Communication: They gain attention and usually provide information that may lead the consumer to the market. The message gets to the buyers as news rather than as a sales – directed communication. It is used both by established companies and by new companies seeking to obtain distributors. public relations has the potential for dramatizing a company or product. Invitation: They include a distinct invitations to engage in the transaction now. SELECTIVE DISTRIBUTION: Selective distribution involves the use of more than a few but less than all of the intermediaries who are willing to carry a particular product. Often it involves exclusive dealing arrangements. Companies use sales-promotion tools to create a stronger and quicker response. • Dramatization: Like advertising. and not effective in building long-run brand preference.
. Sales promotion can be used to dramatize product offers and to boost sagging sales. however. Ability to catch buyers off guard: Public relations can reach many prospects who prefer to avoid salespeople and advertisements. Incentive: They incorporate some concession. inducement. It is used when the producer wants to maintain a great deal of control over the service level and service outputs offered by the resellers. Salespromotion effects are usually short run. in which the resellers agree not to carry competing brands.
it is important to offer greater intensity of distribution. the manufacturer places the goods or services in as many outlets as possible. power. ADVERTISING: Because of the many forms and uses of advertising. not a dialogue with. it is difficult to make allembracing generalization about its distinctive qualities as a component of the promotion mix. and success.15 INTENSIVE DISTRIBUTION: In an intensive distribution strategy. and color. • Impersonality: Advertising cannot be as compelling as a company sales representative. Because many persons receive the same message. Amplified expressiveness: Advertising provides opportunities for dramatizing the company and its products through the artful use of print. It also allows the buyer to receive and compare the messages of various competitors. ADVERTISING RESEARCH TECHNIQUES: Print Ads: Two widely used print pretesting services in which test ads are placed into magazines.
. • Pervasiveness: Advertising is a pervasive medium that permits the seller to repeat a message many times. however. The magazines are then circulated to consumers. Its public nature confers a kind of legitimacy on the product and also suggests a standardized offering. • Public presentation: Advertising is a highly public mode of communication. Advertising is able to carry on only a monologue in front of. sound. When the consumer requires a great deal of location convenience. These consumers are contacted later and interviewed concerning the magazines and their advertising. the audience. The audience does not feel obligated to pay attention or respond. Sometimes. Recall and recognition tests are used to determine advertising effectiveness. • Large-scale advertising by a seller says something positive about the seller’s size. the tool’s very success at expressiveness many dilute or distract from the message. buyers know that their motives for purchasing the product will be publicly understood.
On-Air tests: These tests are conducted on a regular TV channel. the consumers indicate their preferred brands in different categories. Theater tests: Consumers are invited to a theater to view a potential new television series along with some commercials. These consumers then view the commercials. RETAILING AND MARKETING: Retailing in its various guises can be traced back for centuries but because the elements of retailing and conditions of the market place have changed substantially there has been a requirement for a corresponding change in both techniques and approaches. marketing is a core area for any retail operation as the success or failure of retailers is based upon how well they understand and serve the needs of their customers. pretesting is conducted in a trailer in a shopping center. The Safeway supermarket group announced 124 store closures and 4800 job losses (Cope. Therefore. Trailer tests: To get closer to the consumers’ actual decision point. Before the show begins. THE MARKETING ENVIRONMENT OF THE COMPANY: In 1995 Argyll (ASDA) tried to reinvent itself to counteract the way it had been caught in the increasingly competitive environment of grocery retailing. Retailing comprises all the activities involved in the marketing and distribution of goods and services. 1995) as part of a major restructuring intended to allow the company to become more competitive with
. Respondents are recruited to watch the program during the test commercial or are selected based on their having viewed the program. The technique gains a subject’s complete attention but creates an unnatural viewing situation. Shoppers are shown the test products and given an opportunity to select a series of brands in a simulated shopping situation.16 Broadcast Ads In-home tests: A small screen projector is taken into the homes of target consumers.
2. • A small retailer may have grown (level 2) through supplying to a local consumer market and using superior service and knowledge of customer needs over the competitors. THE MARKETING MIX It is customer to accept the classic marketing mix to be made up from the four Ps of product. the Chairman Sir Alistair Grant said. 1. promotion. • The stakeholder system (level 3) involves all those participants in the company’s value chain – a system within which different relationships have to be carefully fostered and reinforced. merchandise. price. The broad categories of Political. • The wider macro-environment (level 4) places pressures on a company which are beyond the control of management. later growth may require a more sophisticated development of new markets and a fuller understanding of the range of customer requirements. The price is related to a perception of value
. The environmental forces of competition and change can be seen to have caused major problems for the group. and place (channel service). It will also include the company. “I want Safeway too be a leader rather than a follower so that we are in a better position to come up with new initiatives”. At the time. The company marketing environment can be considered to be related to four levels. Economic. • Retail marketing operates as a demand management function within an organization context (level 1) and as such it needs to be adequately resourced and managed in order to be effective. The product is the totality of the offer which will normally include the services. brand name. However. Social and Technological (mneumonics PEST analysis) involve a series of different levels of aggregation – regional. store layout. The price is what the customer has to be willing to pay in exchange for the benefits of the product and channel service. national and international – related to business constraints and opportunities.17 the market leaders Sainsbury and Tesco. and own product.
18 based upon the way the whole of the marketing mix creates an image of the transaction experience.
Service: An agreement to service provision is concerned with creating the level of services to be offered. Features and benefits. The promotion is the means by which the retail offer is communicated to the target groups in order to inform and persuade different segments of the benefits of utilizing a specific retailer’s outlet or to make a purchase. how much of the service should the client be expected to perform and how much should be provided by staff?
. Brand names. Quality.
The marketing mix
Place (Channel service)
A BREAKDOWN OF RETAILING AS A PRODUCT:
The formulation of a successful retailing operation involves a combination of: • • • • • Service. The place is based on the retailer’s activities in supplying a channel service. 3. Merchandise. 4. In a store. This includes the logistics of inventory management systems.
The management of quality is becoming an increasingly important management function. which may give the flexibility of being able to offer lower unit prices. Retail service providers are more likely to be successful if they can be depended upon to delivery higher quality service levels than their competitors. for certain product categories. who must decide how different products will fit into the overall range of products they offer to the market place. Merchandise: Retailers need to decide on the merchandise to offer by engaging in the sorting process of assembling a range of goods and services from a variety of suppliers. Success through quality is often seen as. However. as a way of differentiating merchandise and of positioning the offer or retail outlet in an exclusive way. National Brands: For the retailer the problem in offering such a range is that they have no exclusivity and are open to price competition from those discounting national brands. They thus need not enter into heavy advertising. is high. an exclusive position does bring with it the added problems of needing to source more widely to continue to find unique merchandise and having to bear additional overhead costs as a consequence of exclusivity. Quality is also used strategically.19 Quality: A decision regarding quality involves deciding on quality standards and implementing a method of assurance on the performance level of staff and facilities. for many retail consumers. Own Label: A retailer can offer the advantage of exclusivity and have more control over the product. the outcome of a relationship between a customer’s prior expectations of service delivery and the perception of the actual service experience. The depth and width of this range will depend on the specific strategy of each retailer.
. It is important to create a good quality reputation for the product and service offered as this provides a positive image for the company or organization and is a major advantage in countering the perception of risk which.
etc). MARKDOWN POLICY CONSIDERATIONS FOR RETAILERS: Price competition is an important feature of the grocery marketplace. It is typical for markdowns to be used as part of a clearance sale in order to provide space for new merchadise. pricing decisions are critical because without adequate margins the business will not survive for long. While rivals such as Asda dismissed Kwik Save’s actions as a ‘panic move’. However. markdown reductions of the original price may be necessary due to a number of reasons: • • Competitor activity affecting demand. Inadequate original pricing policy. Franchised products via concessions in a store: An advantage may be gained through an exclusive deal with a manufacturer (for example. Clinique.20 Licensed Merchandise: The important of TV or film characters has led to the addition of images and symbols on a range of merchandise from everyday items to clothing. a Danish discount operator. As a business. 1995). The pricing policy selected by a retailer will usually be directly related to the resultant level of demand over a period of time and. it should be remembered that other elements of the marketing mix can be used to increase sales. Virtually all retailers will have occasion to utilize price markdowns. Kwik Save had been under pressure in the grocery market where it was caught between the larger superstore operators and the aggressive Continental discounters such as Aldi. with the right margins. Prior to its merger with Somerfield.
. Alexon. Kwik Save sparked off a grocery price war in 1995 when it announced a nationwide promotion cutting up to 15 percent off the price of one in ten of its top brands (Cope. other promised to retaliate. Principles. the retailer has to seek cash flow. while the list below indicates there are a number of reasons to use markdowns. In the use of price to increase demand. said it would match the prices if any of its lines were directly undercut. profitability and growth in order to improve their market position. or alternatively merchandise may be carried over into the new season. Netto and Lidl. to the profitability of the enterprise. For the retailer. Netto.
store visits and product purchase. fashions. However. An error by the buyer with regard to style. Problems of seasonality and poor timing of suffer. Merchandise became shop-soiled or damaged on the shop floor. Retailing promotion will have the main objective of influencing consumer perceptions. Sales staff not being briefed properly or encouraged to sell old as well as new lines. research of market.. An initial markdown being too small to achieve desired sales results. attitudes and behaviour in order to increase store loyalty. Need to release the display space for other merchandise. etc. A policy decision taken to develop improved customer goodwill through markdowns. The selling space or display of the merchandise had been inadequate or in the wrong location.21 • • • • • • • • • • • • Merchandise did not meet consumer needs or preferences. Overstocking of merchandise or poor stock keeping. the important groups which need to be influenced are not simply the target market group of current and potential customers. There is a need to influence trade contracts such as agents and suppliers as well as opinion formers such as journalists and writers.
. Economic or seasonal problems. RETAIL PROMOTION: Retail promotion is the descriptive term for the mix of communication activities which retail companies carry out in order to influence those publics on whom their sales depend. Quality of merchandise inferior due to manufacture or damage.
magazines. direct mail. that has an identified sponsor. • The customers and suppliers’ attitude and behaviour to the company and the brand.
Resolution into a set of quantified promotion objectives with: • Specified target audience • Main communication points • Responsibilities and tasks • Period times for promotions
Appraisal of plans to available budgets. • The existing competitive position of the company and the brand.22
DEVELOPMENT OF PROMOTIONAL OBJECTIVES
Corporate and marketing objectives
Set of alternative statements regarding different possible promotion mix strategies to achieve objectives Considerations: • The full range of available promotion methods. Web pages and billboards. television.
. personnel and time scale If necessary the objectives or
ADVERTISING The term advertising includes any paid form of non-personal communications through the media about a product. where a broad target market is to be contacted. newspapers. The media may include telephone directories. It is normally associated with mass communication. radio. • Assumption about what promotions are the most effective. The use of payment differentiates advertising from public relations for which no payment is made for the time or space to convey a message. guides. • Evaluation of past promotional campaigns. • The probable overall budget to be allocated.
It is likely to be more successful if the reduction is believed to be part of a genuine sale of products which in the past had been fairly faced. Co-operative advertising: This is used where manufacturers fund part of a promotion by supplying leaflets or advertising material for use by the store. the store attempts to reinforce the image of one or more of the following: a leader in fashion. and superior in aspects of quality and design as well as creating awareness of complete assortments or special merchandise events. other than advertising. SALES PROMOTION Sales promotion involves any paid non-personal marketing communication activity. or the sales force.
. superior service or quality. The store can add its own address to ready prepared printed material and carry out mail drops or other methods of distribution. exclusive. Markdown event advertising: This is used to create some excitement about a special period of lower cost offers for products. which offers an incentive to induce a desired result from potential customers. This is sometimes referred to by the term sales incentive. Alternatively a manufacturer may agree to share equally the costs of an advertising campaign. Sales promotion campaigns will add value to the product because the incentives will generally not accompany the product but will typically be offered as mail drops or as coupons to be cut from newspapers. With the use of institutional advertising. Product advertising will feature the promotion of merchandise that is new. etc. trade intermediaries. Institutional advertising: This type of advertising is used to sell the store or shopping mall as a pleasing place to shop.23 TYPES OF ADVERTISING: Product advertising: Product advertising is aimed at enriching people to the store in order to consider specific merchandise. fair prices. wide merchandise selection. a leisure experience or somewhere to enjoy visiting. It is usual for a sales promotion campaign to be used as a temporary offer to the customer in order to stimulate an immediate response.
the third is strategy or marketing programming. and the last is monitoring or control.
. Some authors offer a list of sections with the first headed SWOT issues or situational analysis.24
THE STRUCTURE OF THE MARKETING PLAN: The construction of the marketing plan is characterized by a range of headings which have been developed by different theorists. the second headed statement of objectives and goals or setting objectives.
but are not limited to. It is important to visualize information. The term supply chain may also imply that only one player is involved at each stage. operations. The supply chain not only includes the manufacturer and suppliers. warehouses. in fulfilling a customer request. new product development.
Stages of a Detergent Supply Chain
Tenneco Packaging P & G or other Manufacturer Wal-Mart or Third Party DC
Supply chain activities begin with a customer order and end when a satisfied customer has paid for his or her purchase. and customers themselves. distribution. In reality. such as a manufacturer. the supply chain includes all functions involved in receiving and filling a customer request. and customer service. finance. and product flows along both directions of this chain. marketing. most supply chains are actually networks. These function include.
. directly or indirectly. a manufacturer may receive material from several suppliers and then supply several distributors. retailers. The term supply chain conjures up images of product or supply moving from suppliers to manufacturers to distributors to retailers to customers along a chain.25
SUPPLY CHAIN MANAGEMENT
A supply chain consists of all parties involved. It may be more accurate to use the term supply network or supply web to describe the structure of most supply chains. Thus. but also transporters. funds. Within each organization.
26 • • • • • Customers Retailers Wholesalers / Distributors Manufacturers Component / Raw material suppliers Supply chain decision phases may be categorized as design. depending on the time frame over which the decisions made in a given phase apply. Cycle View of Supply Chain Processes: • • • • Customer order cycle Replenishment cycle Manufacturing cycle Procurement cycle Customer
Customer Order Cycle Retailer
Manufacturing Cycle Manufacturer
Procurement Cycle Supplier
. planning. or operational.
Promotion: Developing and spreading persuasive communications about an offer.
.27 THE NATURE OF DISTRIBUTION CHANNELS: Most producers use intermediaries to bring their products to market. DISTRIBUTION CHANNEL FUNCTIONS: The distribution channel moves goods and services from producers to consumers. They try to forge a distribution channel – a set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user. including activities such as manufacturing. and packaging. It overcomes the major time. Contact: Finding and communicating with prospective buyers. Matching: Shaping and fitting the offer to the buyer’s needs. and possession gaps that separate goods and services from those who would use them. place. Information: Gathering and distributing marketing research and intelligence information about actors and forces in the marketing environment needed for planning and aiding exchange. Others help to fulfill the completed transactions: Physical distribution: transporting and storing goods. Members of the marketing channel perform many key functions. Negotiation: Reaching an agreement on price and other terms of the offer so that ownership or possession can be transferred. assembling. Financing: acquiring and using funds to cover the costs of the channel work. grading. Risk taking: assuming the risks of carrying out the channel work.
profitability. especially when tied to the competitor’s objectives and strategies. Managers need to assess the likelihood that each firm will change its strategy in response to dissatisfaction with its present position. relation to parent company. and strengths and weaknesses to gain insights into their future behaviour. COMPETITOR’S FUTURE BEHAVIOR: Thus far the analysis has had its objective assessing the competitor’s likely future behaviour in terms of its objectives and strategies.28 MARKETING STRATEGY: Knowledge of strengths and weaknesses derives to a considerable extent from the previous steps in evaluating competitors. This information is important. Ideally. COMPETITOR’S OBJECTIVES: An analysis of a competitor’s objectives is important for several reasons. which can be an important source of opportunities. financial strengths. The evaluation process also helps management better understand its own capabilities as well as competitor’s vulnerability. CHARACTERISTICS OF THE COMPETITOR: Managers are concerned with characteristics such as size of sales. To develop a response profile for each key competitor. performance to date. It helps a
. a firm would take advantage of a competitor’s weakness using its own strength. market position or share growth. analysts ask the following questions. COMPETITOR ANALYSIS: Competitor analysis of present and potential key rivals consists mainly of examining their characteristics. Any evaluation of strengths and weaknesses must take into account the relative importance of the elements of marketing mix strategy required to exploit the situation. It provides insights into whether the competitors is satisfied with its profitability and current market position and thus. domestic compared with foreign coverage. the answers to which should help a firm decide which competitors to target within each major segment and which strategies to use. likely the competitor is to retain its present strategy. and specialization of their competitors. or moves made by other competitors. objectives. changes in the environment.
Past strategies provide insights into failures and reveal how the firm engineered change. but it serves the purpose of illustrating the
. the second process. MARKETING RESEARCH: This is not a technical definition of the marketing research function.29 firm predict how the competition will respond to changes in the environment and a particular strategic move made by a competitor. STRATEGY OF THE COMPETITOR’S: This component of competitor analysis reviews past and present strategies of each major competitive. differences between itself and marketing intelligence. especially in a new product – market relationship. which if answered would lead our company to make critical marketing decisions on a strategic or tactical level”. MARKETING RESEARCH: The Role of Marketing Research Segmentation LEVEL 1 (Strategic) Marketing strategy Target market selection Positioning Information for marketing decisions 4 Ps of Marketing LEVEL 2 (Tactical) Marketing plan PRODUCT PRICING PROMOTION PLACE
Marketing research. could be defined as “a clearly defined search for answers to some questions.
Whatever may be its source. or the brainwave of a top executive. CONCEPT RESEARCH: The first stage is the development of a concept and its testing. PRODUCT RESEARCH: Apart from product concepts. In the late nineties in India. talcum powder have offered a variety of price-offs or premium – based offers which affect the effective consumer price of a product.R. These days. toothbrush. Newer varieties of discounting practices including buy-backs.30 Project based on information gap. and straight accounts have been offered by many consumer durable manufacturers – notably AKAI and AIWA brands of TVs. Mostly outsourced to M. service elements are as important as product features.
. etc. toilet soap. or what drives a consumer to buy a brand or product category itself. Most FMCG (fast moving consumer goods) manufacturers / marketers of toothpaste. before it goes into prototype or product development stages. influences. a focus group conducted among consumers. it is generally researched further through what is termed as concept testing. because competition is bringing most products on par with each other. exchange offers. some interesting changes have been tried by marketers of various goods and services. research helps to identify which alternative packaging is most preferred. PRICING RESEARCH: Pricing is an important part of the marketing plan. and specifics of satisfaction or dissatisfaction with elements of a product.Companies Action oriented Very specific answers to questions Focus on consumers. The concept for a new product may come from several sources – the idea may be from a brain-storming session consisting of company employees.
When an advertising campaign is running. (iii) It can be oral. such as press. Production of goods without their sales would amount to wastage of national resources. audio visual aids. The following are the important characteristics of advertising: (i) Advertising is a paid form of communication.31 The two major categories of research in advertising are: (1) Copy (2) Media Copy Testing: This is a broad term that includes research into all aspects of advertising – brand awareness. Advertiser has to pay for the space or time hired by him for advertising. recall of different parts of the advertisement such as the headline for print ads. the star in an endorsement and so on. periodic sample survey known as tracking studies can be conducted to evaluate the effect of the campaign over a long period of time such as six months or one year or even longer. week after recall). There is no face-toface direct contact with the customer. (iv) It can be done through various media. etc. brand recall. (v) Its purpose is to stimulate demand for goods and services. goods and services. slogan or jingle for TV ads. written or visual. (ii) It is a mass non-personal communication and persuasion. copy recall (at various time periods such as day after recall. samples. Goods are always produced in anticipation of demand. by an identified sponsor’.
. Definition: Advertising implies ‘any kind of non-personal presentation and promotion of ideas. A particular class of advertising research is known as Tracking Studies. ADVERTISING MANAGEMENT: The word “advertising” has been derived from the Latin word “Adverto” which means to turn people’s attention to a specific thing.
OBJECTIVES AND FUNCTIONS OF ADVERTISING: The following are the important objectives of advertising: (1) Creation of Demand (2) Increases Sales (3) Supports Dealers (4) Builds Goodwill (5) Eliminates Middleman (6) Minimises Seasonal Fluctuations (7) Building up Fixed Clientele (8) Educates Consumers (9) Higher Standard of Living.32 (vi) It is done by an identified sponsor. It is always done on somebody’s behalf. Advertising not only plays a vital role in promoting our economic growth but it is colourful and diverting aspect of life. i.. it is never anonymous. called the sponsor. They fill an important and constructive role in our society. Many advertising people do a straightforward job. BENEFITS OF MANUFACTURERS: Advertising is beneficial to the manufacturers in the following ways: (i) Steady Demand
(ii) Support to Dealers and Salesman (iii) Helps in Introducing New Products
1.Nagar Arumbakkam. Kilpauk & T.probability sampling Convenience sampling 150 Retailers of the Electrical outlets Aminjikarai.
Porur. Anna Nagar. Nungambakkam.
. Virugambakkam. Egmore. Saligramam.8 RESEARCH METHODOLOGY
Data Source Research approach Research design Research instrument Contact method Sampling method Sampling technique Sample size Sampling unit Area of survey
Primary Data Survey approach Descriptive Research Questionnaire Personal contact Non . Valasaravakkam. Vadapalani. Choolaimedu. Kodambakkam. Triplicae. Pudupt.
Research Methods: A research method refers to the behaviour and instruments used in selecting and constructing research techniques. Research can be defined as. formulating hypothesis on suggested solution.34
Research Meaning: Research in common parlance refers to a search for knowledge.
Research Technique: A research technique refers to the satisfaction and expectations of retailers.
. making deduction and reaching conclusions and at last carefully listing the conclusion to determine whether they fit the formatting hypothesis. Objectives of Research: a) To gain familiarity with a phenomenon or to achieve new insists into it. and organizing and evaluation data. “A scientific and systematic search for pertinent information on a specific topic”. In fact research is art of scientific investigation. b) To portray accurately the characteristics of a particular individual situation or a group. regarding this project the technique such as questionnaire used with nominal scales. ordinal scales. Research Definition: Research comprises defining and redefining problems. interval scales and ratio scales. Research methods may be understood that which Regarding this method or technique that are used for conduction of research. c) To determine the frequency with which something occurs or with which it is associated with something else.
research/project opinionnaire method is applicable to find the facts and retailers opinion about the Crompton Greaves and its competitors brands of fans in the market. Here. collection. d) To test a hypothesis of a casual relationship between variables.
There are various types of sample designs which can be covered under the two broad groups Random or Probability Sample and Non Probability or non-random sample. descriptive research design concern with describing the satisfaction of retailers. The sample method used for the study is non-probability method of convenience sampling. think systematically about aspects in a given situation. offers idea for probe and research help to make certain simple decision.
. Regarding this project. the different types are (a) Judgment Sampling (b) Quota Sampling (c) Convenience Sampling. The design helps in understand the characteristics in a given situation. Researcher need to know which method / techniques. because the choice of the administration may depend on the area and the respondents who can answer.35
Research Methodology: Research methodology is a way to systematically solve the research problem. It may be understood as a science of study in how research is done scientifically. and what would they mean and indicate it and why. It is necessary for the researcher to know not only the research methods / techniques but also methodology. Sampling Method: Sampling method indicates how the sample units are selected. descriptive research design is applied. Convenience sample was used for study. Research Design: A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. are relevant and which are not. Non-Probability Sampling: Any sampling process which does not ensure some non zero probability for each elements in the population to be included in the sample would belong to the category of non-probability sampling. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. Here.
Kodambakkam. Egmore. Sample Unit: The respondents selected for carrying out the survey were selected from Aminjikarai. and also from the company’s marketing manuals and magazines. The collection of data during the course doing research of the descriptive type the data collection through questionnaire. Anna Nagar. Virugambakkam. Secondary Data: The secondary data that has been collected by someone else and had passed through the statistical process. Triplicae. Valasaravakkam. booklets. And the data was collected from company files. Kilpauk and T. Arumbakkam. Nungambakkam. Vadapalani. Pudupt. While deciding about the
. Choolaimedu. records. Research Approach: The instrument used to collect the information to carry out the survey was a questionnaire. and business magazines such as business today and business world. which administered through a personal interview. Porur.Nagar. Saligramam.36
SOURCE OF DATA: Date is collected in two types: 1) Primary data 2) Secondary data Primary Data: Primary data are the information which are collected fresh data for the first time through questionnaire and thus happens to be original in character. Sample Size: Size of the sample is 150 respondents. Data Collection: The task of data collection begins after a research problem has been defined and research design / plan chalked out.
satisfaction towards pricing strategy. the respondent should choose the option within the question given below. Types of Questions: The following are the types of questions. Here. Likert Scale Question: Likert scale are the scales having the choices on odd numbers like three (3). Likert scale has been used to measure the satisfaction level of retailers towards the following factors such as distributors service delivery process. b) Closed ended question: It is a closed type question. five(5). Here. the researcher should keep a mind two types of data viz. DATA COLLECTION INSTRUMENT: Through Questionnaire: After deciding the convenience method to this research the primary data collection through structured questionnaire. In fact it is a search for broader meaning of research
. They are. opinion regarding the price and reasons having dealership with this brand.. It is an analysis and / or experimental study. and seven (7) etc. Multiple – choice Question: Multiple – choice questions provide more than two choices to express the dealers view. this project applied the primary data collection because which are collect a fresh and for the first time and thus happened to be original in character. which are used in the research.37 method of data collection to be used for the study. Data Inference: Inference refer to the task of drawing influences form the collected facts. to the respondents.. Here. an open ended question was used to get the employees suggestion. primary data and secondary data. a) Open ended question: It is an open type questions to express the opinion without any options.
38 findings.X2…. The formula for comparing weighted mean is XW = ∑ Xw/w X is the variables values i. Partially over lapping analysis inference is also entered beyond the data of the study to include the result of other research. Chi-square test will be used for comparison purpose. STATISTICAL TOOLS USED: Percentage method: In this method we will take numerator as total respondents and we will take denominator as total sample size and we will multiply with 100.
Chi-Square Test: The objective of chi-square test is to determine whether there is a significant difference exists among the various groups.e.Xn
W represent the weights attached to values.. H0: H1: Null hypothesis Alternative hypothesis χ 2 = E(Oi – Ei)2 / Ei Oi Ei = = Observed value Expected value
The formula for this test is
. Chi-square involves comparison of expected frequency (E) with the observed frequency (O) to determine the difference between them. theory and hypothesis. Data inference is concerned with relationship within the collected data..X1. Percentage = Number of respondents × 100 Total sample size Weighted Average: The weighted stands for the relative importance of the different items. partially with relationships within the collected data.
39 After substituting the values in the formula then we have to compare this value with chi-square table values at 5% level of significance. Degrees of freedom = (r-1) (c-1) Where r = Number of rows c = Number of columns If chi-square calculated value < chi-square tabled value. Then we can accept H0. degrees of freedom.
. Otherwise we can reject H0. This degrees freedom will change one problem to another problem.
2. 16% of respondents said above 20yrs and only 8% of retailers said less than 5 yrs working in the field of fans retailing.1.
Table 2.1 DATA ANALYSIS AND INTERPRETATION
Table 2. 30% of respondents said 5 – 10 yrs. of Respondents 12 45 69 24 150
No.1: Retailers working in the field of fans Years Less than 5 yrs 5 to 10 yrs 10 to 20 yrs Above 20 yrs Total Graph 2.1: Retailers working in the field of fans 50 45 40 35 30 Percentage 25 20 15 10 5 0
Less than 5 yrs 5 to 10 yrs 10 to 20 yrs Above 20 yrs
. of Retailers 8 30 46 16 100
Inference: From the above table it is inferred that out of 150 retailers 46% of respondents said 10 – 20 yrs.1.
. 26% Almonard and 16% Orient fans available in the retail outlets. 52% Havell’s and Khaitan.
Table 2.1.41 Brands available with the retail outlets Brands Crompton Greaves Havell’s Orient Polar Khaitan Usha Almonard Graph 2. 72% of retail outlets having Usha brand.2: Brands available with the retail outlets
80 70 60 50 Percentage 40 30 20 10 0
Crom pton Greaves Havell’s Orient Polar Khaitan Usha Alm onard
Availability of retailers outlets 96 78 24 90 78 108 39
Total outlets 150 150 150 150 150 150 150
Percentage 64 52 16 60 52 72 26
72 64 52 60 52
Inference: From the above table shows that out of 150 retailers. 64% of retail outlets having Crompton Greaves brand.1. 60% polar.
Table 2.1. 24% says Usha.3% Khaitan and 6. 20% polar and Havell’s.4: Reason for the increase of sales Reasons Price Quality Respondents 24 48 Percentage 16 32
. 3.3: Largest selling brand of fan at present 30 25 20 20 Percentage 15 10 5 0
Polar Usha Harvell’s Crom pton Greaves
Retailers specification 30 36 30 39 5 20 150
Percentage 20 24 20 26 3.1.7 100
6.42 Largest selling brand of fan at present Brands Polar Usha Harvell’s Crompton Greaves Khaitan No idea Total Graph 2.3 6.7% of respondents says no idea.3
Brands Inference: From the above table it is clear that 26% of respondents says that largest selling brand is Crompton Greaves.7 3.
Table 2.43 Model Reputation Additional features Total Graph 2.4: Reason for the increase of sales 45 40 35 30 Percentage 25 20 15 10 5 0
Price Quality Model Reputation Additional features
27 12 39 150
18 8 26 100
32 26 16 18 8
Inference: From the above table shows that 32% of respondents says that increase of sales is due to quality.1.5: Volume of fans sold in a month Brand name Crompton Greaves Harvell’s Sales in Numbers 10 . 18% says model. 26% says additional features. 16% says price and 8% says reputation for the increase of sales.1.20 42 30
1 – 10 21 27
20 – 30 15 18
6: Respondents 90 15 12 15 6 12 150 Percentage 60 10 8 10 4 8 100
.5: Volume of fans sold in a month 24 45 45 39 27 3 27 21 54 12 12 3 24 3
60 50 Sales in Numbers 40 30 21 20 10 0
Crompton Greaves Harvell’s
54 42 30 24 18 12 3 0
Brands Inference: The volume of sales of Usha fans is the most with 54 units of fans sold in a month 45 units of Khaitan fans and 24 units of Usha fans with the maximum sales.6: Customers preference in large today Types of fans Ceiling Pedestal Floor Table top Portable Speciality Total Graph 2.44 Orient Polar Khaitan Usha Almonard Graph 2.1. Table 2.1.1.
8% floor and speciality fans and 4% portable fans.7: Respondents 33 33 45 9 30 150 Percentage 22 22 30 6 20 100
.45 Customers preference in large today 70 60 50 Percentage 40 30 20 10 0
Types of fans
Inference: From the above table shows that 60% of customers prefer ceiling fan.1. 10% pedestal and table top fans.1.
Table 2.7: Retailers opinion about the brand which give more benefit Brand Name Usha Crompton Greaves Polar Khaitan Harvell’s Total Graph 2.
. 22% from Usha and Crompton Greaves.8: Dealing with Crompton Greaves brand fans Particulars Yes No Total Respondents 96 54 150 Percentage 64 36 100
Graph 2. 20% from Harvell’s and 6% of retailers getting benefits from the Khaitan brand.1.46 Retailers opinion about the brand which give more benefit
22% Usha Crompton Greaves Polar Khaitan Harvell’s 22%
Inference: From the above table we can know that 30% of retailers getting benefits from Polar brand.
08 15.63 100
.8a: Largest selling model of Crompton Greaves fans Types of fans Ceiling Pedestal Floor Table top Portable Speciality Total Graph 2.42 6.1.62 10.25 0 15.1.8a: Respondents 50 15 10 6 0 15 96 Percentage 52.47 Dealing with Crompton Greaves brand fans
Inference: From the above table it shows that 64% of respondents dealing with Crompton Greaves brand and remaining 36% of respondents are not dealing with Crompton Greaves brand.
48 Largest selling model of Crompton Greaves fans
15.63% 0.00% 6.25% Ceiling Pedestal Floor Table top Portable Speciality
Inference: From the above table we can know that 52.08% of respondents says that largest selling model of Crompton Greaves fans is ceiling fans, 15.63% says speciality fans, 15.62% says pedestal fans, 10.42% says floor fans and 6.25% of fans says table top fans and none of them says portable fans. Table 2.1.8b: The reason for deduction in sales Particulars Lack of distribution support Lack of variety Lack of PS Lack of credit Lack of margin No demand Total Graph 2.1.8b: Respondents 45 0 6 3 0 0 54 Percentage 83.33 0 11.11 5.56 0 0 100
49 The reason for deduction in sales
5.56% 0% 0% 11.11% 0%
Lack of distribution support Lack of variety Lack of PS Lack of credit Lack of margin No demand
Inference: From the above table it is clear that most of the retailers i.e., 83.33% are having lack of distribution support, 11.11% are having lack of promotional support and 5.56% are having lack of credit support. These are the reason for not dealing with the Crompton Greaves brand fans.
Table 2.1.9: Reasons for largest selling of Crompton Greaves fans Reasons Price Quality Model Reputation Additional features Total Graph 2.1.9: Respondents 27 21 9 27 12 96 Percentage 28.13 21.88 9.37 28.12 12.50 100
50 Reasons for largest selling of Crompton Greaves fans
12.50% 28.13% Price Quality Model Reputation Additional features 28.12% 21.88% 9.37% Inference: From the above table it is clear that 28.13% of dealers says that reason for largest selling of Crompton Greaves fans is price, 28.12% says reputation, 21.88% says quality, 12.50 says features and 9.37% says model of the fan.
Table 2.1.10: Satisfaction level about delivery process of Crompton Greaves fans Satisfaction level Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied Total Graph 2.1.10: Respondents 27 24 21 13 11 96 Percentage 28.13 25 21.87 13.54 11.46 100
25% are satisfied.54% 28.5 100
.11: Satisfaction level about promotional strategy followed by Crompton Greaves Particulars Yes No Total Graph 2.54% are dissatisfied and 11.11: Respondents 36 60 96 Percentage 37.51 Satisfaction level about delivery process of Crompton Greaves fans
Table 2.13% Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied 25%
21. 13.5 62.87% are neither satisfied nor dissatisfied.1. 21.1.13% of retailers are highly satisfied with the delivery process of Crompton Greaves fans.46% Highly satisfied 13.87%
Inference: From the above table it is found that 28.46% are highly dissatisfied with the delivery process of Crompton Greaves fans.
5% of the retailers are not satisfied with the promotional strategy followed by Crompton Greaves brand and 37.1.5% Yes No 62.67 16.11a: Availability of incentive scheme / gift scheme from Crompton Greaves Particulars Concession on price Exhibiting hoardings or advertisement Gift voucher / gifts Advertisement Total Graph 2.5%
Inference: From the above table it is clear that 62.64 100
.67 50 16.52 Satisfaction level about promotional strategy followed by Crompton Greaves
37.5% are satisfied with the promotional strategy.1.
Table 2.11a: Respondents 6 6 18 6 36 Percentage 16.
53 Availability of incentive scheme / gift scheme from Crompton Greaves
60 50 Percentage 40 30 20 10 0
Concession on price Exhibiting hoardings or advertisem ent
16.5 28.1. 16.87 37.64
Gift voucher / gifts
Incentive schemes / gift scheme Inference: From the above table it is found that 50% of retailers are getting gift voucher / gifts.25 100
.12: Satisfaction level about pricing strategy adopted by Crompton Greaves fans Satisfaction level Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Higher dissatisfied Total Graph 2.25 6.
16.67% are getting concession on price and exhibiting hoardings or advertisements respectively and 16.12: Respondents 21 36 27 6 6 96 Percentage 21.64% are getting advertisement as incentive schemes from the Crompton Greaves company.13 6.1.
87 6.2 WEIGHTED AVERAGE METHOD
SATISFACTION LEVEL ABOUT PRICING STRATEGY ADOPTED BY CROMPTION GREAVES FANS
Highly Satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied Total
Weights 5 4 3 2 1
Respondents 21 36 27 6 6 96
Weighted score 105 144 71 12 6 348
.13 21.5% are satisfied with the pricing strategy adopted by Crompton Greaves fans. 21.13% are neither satisfied nor dissatisfied.
6.25% are dissatisfied and highly dissatisfied with the pricing strategy adopted by Crompton Greaves fans.87% are highly satisfied and 6.54 Satisfaction level about pricing strategy adopted by Crompton Greaves fans 60 50 Percentage 40 30 20 10 0
Highly satisfied Satisfied Neither satisfied nor dissatisfied
37.5 28. 28.25
Satisfaction level Inference: From the above table it is found that 37.
CONCLUSION : It is concluded that most of the respondents are neither satisfied nor dissatisfied with the pricing strategy of the Crompton Greaves fans.55
TOTAL WEIGTED SQURE = 348 TOTAL RESPONDENTS = 96 TOTAL WEIGHTED SQUARE /TOTAL RESPONDENTS
348 / 96 = 3.
SATISFACTION LEVEL ABOUT DELIVERY PROCESS Scale Highly Satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied Total Weights 5 4 3 2 1 Respondents 27 24 21 13 11 96 Weighted score 135 96 63 26 11 331
TOTAL WEIGHTED SQUARE = 331 TOTAL RESPONDENT = 96
TOTAL WEIGHTED SQUARE/ TOTAL RESPONDENTS
OBSERVED FREQUENCY: No difference 33 42 35
Excellent Commercial Terms Quality Availability 32 56 47
Good 34 27 33
Bad 24 18 16
Poor 27 7 19
Total 150 150 150
. H1: There is a significance difference between the rating of different feathers of Crompton Greaves products.46 CONCLUSION.
2. It is concluded that most of the respondents are neither satisfied nor dissatisfied with the delivery process of the Crompton Greaves fans.3 CHI-SQUARE TEST
RATING VARIOUS PRODUCTS OF CROMPTON GREAVES FANS H0: There is no significance difference between the rating of different feathers of Crompton Greaves products.56 331 / 96 = 3.
88 2.5 0 2.25 0 6.25 100 121 (O-E)2/E 3.5 10 11 (O-E)2 169 0.69
.57 Packing Brand name Handling complaints Total 43 52 40 270 31 48 28 201 32 20 36 198 26 12 29 129 18 14 17 102 150 150 150 900
CHI-SQUARE CALCULATION: O 32 34 33 24 27 56 E 45 33.29 5.5 33 21.5 17 45 (O-E) -13 0.46 0 0.76 9.
5 33 21.5 17 45 33.25 4 30.25 1 49 210.5 1 7 14.5 17 -6.5 17 45 33.41 0.5 17 45 33.058 1.88 0.5 -1 4.25 81 12.5 -3 -5 -5.5 33 21.90 0.5 -13 -5.27 2.5 33 21.56 0.25 0 1.53 0.12 1.5 9 -3.870 5.5 2 -2 -2.28 5.25 9 56.25 100 9 0.58 27 42 18 7 42 33 35 16 19 43 31 32 26 18 52 48 20 16 14 40 28 36 29 17 33.12 1.25 9 25 30.774
= = = = =
Σ (O – E)2/E 65.303 6.
.46 0.41 0.187 0.5 2 -5.76 0.774
Since table value is less than calculated value Ho is accepted Conclusion: There is no significance difference between the rating of different feathers of Crompton Greaves products.25 1 20.26 2.2 7.410 Calculated Value : 65.5 0 42.24 9.f
Tabulated Value at 5%: 31.5 33 21.96 0.5 17 45 33.25 169 30.089 6.62 0 65.5 -10 -3 -0.25 4 4 6.774 (c-1) (r-1) 5× 4 20
d.45 0.5 3 7.5 33 21.
2nd position. of fans sold in a month. 30% of respondents said 5 – 10yrs. 64% of retailer outlets having Crompton Greaves brand so here the CG brand having No. 46% of respondents 10 –20yrs. 16% of respondents said above 20 yrs. ⇒ The main reason for increase the sales of largest selling brand of fans for 32% of respondents is quality. ⇒ It is found that the Usha brand fans 54 quantity of fans sold in a month for 10 – 20 nos of fans and Crompton Greaves is 10 –20 nos.1 FINDINGS
⇒ Out of 150 retailers. only 8% of respondents said less than 5 yrs are working in the field of fans retailing.
. ⇒ 26% of the respondents opted that largest selling brand is Crompton Greaves.
⇒ From the study is to found that out of 150 retailers 75% of retailer outlets having
60 ⇒ From the study 60% of customers prefer ceiling fans in large today. ⇒ It is found that 37.
.33% said lack of distribution support. ⇒ From the study it is clear that 28.13% respondents are highly satisfied for the delivery process of CG fans. ⇒ 52.13% of dealers said the reason for largest selling of CG fans is price. ⇒ The full range of products are not provide by retail outlets. ⇒ More credit facilities should be provided to the dealers. ⇒ 50% of the retailers are getting gift voucher /gift from the CG.5% of respondents said not satisfied for the promotional strategy followed by CG.5% respondents are satisfied for the pricing strategy followed by the CG.2 SUGGESTIONS
⇒ Lack of communication of the retailers needs to the distributor. ⇒ More emphasis on the advertising strategies of the Crompton Greaves fan. ⇒ 28.08% of respondents said that ceiling fans is largest selling model of Crompton Greaves fans. ⇒ It is known that 64% of respondents dealing with Crompton Greaves brand. ⇒ The main reason for deduction in sales of Crompton Greaves for 83. ⇒ 30% of retailers get more benefits from the Polar brand and 22% from Usha and Crompton Greaves respectively. ⇒ It is found that 62.
Also they find that distributor not supplying the full range of CG fans in market.3 CONCLUSION
The project work was done on the market analysis of fans in the retail sector in Chennai with special reference to Crompton Greaves.61 ⇒ More schemes and gift vouchers should be given to customers to sustain their relationship with the retailers.
3. Then the company should make proper promotional schemes to retail the fans
. As far this project most of the retailers are satisfied with the distribution support of Crompton Greaves. To collect the detailers descriptive method was used in this non probability sampling technique was used.
3. “Advertising Management”... “Marketing Research”... 3rd edition. Hence we can conclude that this study can also be used as a reference for many more studies to made for this industry and by concentrating on various aspect of market strategy the company can make effective increase of sales of fans in the market. 5. 4. Peter Meindt. Prentice Hall of India. “Marketing Management”. So the company has to take some more effective step to increase the sales as well as the distribution channel of the company.. 2.
. New Delhi. “Marketing strategy”. C.62 by the retailer in the market.
1.R. N. Philip Kotler. New Delhi. 6. Sunil Chopra. Methodology Techniques”. “Supply chain management”.Sharma... Walker Boyd Lawrence. Rajendra Nargundkar. 2nd edition.R. 10th edition.Basotia.Kothari (1990) “Research Methodology.K. G. Wishwa Prakasham.
google.com www.63 Website: www.com