SUMMER TRAINING PROJECT REPORT

ON
“SALES PROMOTION ACTIVITIES AND CONSUMER AGE”

For The Partial Fulfillment of

Master of Business Administration (General)
2014-2018

Distance Education Department, Jiwaji University, Gwalior

SUBMITTED To:- SUBMITTED BY:-

Dr. A.K. Shrivastava Swechchha Jain
Director, MBA (General) Final Year
Distance Education, Jiwaji University) Batch 2017-2018
 DECLARATION

This is to declare that the Summer Training Report has been accomplished by me
and being submitted in partial fulfillment of requirement for the award of the
Degree of Master of Business Administration from Distance Education
Department, Jiwaji University Gwalior. The work has not been submitted by me
anywhere else for the award of any degree or diploma. All source of information
are based on my on training experience and learning.

Date: Swechchha Jain

Place: MBA (General) Final year

 CERTIFICATE

This is to certify that Mrs. Swechchha Jain student of Distance Education

Department, Jiwaji University, has successfully completed her Summer Training
dated from 45 days and this report is submitted by Her for the completion of the
training requirement under my guidance and supervision.

Date : Mrs. Kritika Pradhan

Place: FACULTY GUIDE

 ACKNOWLEDGEMENT

It is great pleasure for me to put on record my appreciation and gratitude towards Mrs.
Kritika Pradhan, Coordinator in Management department of Distance Education,
Jiwaji University Gwalior My special thanks to her for valuable support and
suggestions for the execution of Summer Training. I thank her for the right direction
and providing inputs for the completion of my summer training project.

Date: Swechchha Jain

Place: MBA (General) Final Year

Batch 2017-2018
 TABLE OF CONTENTS

Chapter 1. INTRODUCTION OF THE COMPANY

1.1 History of the organization & its objectives

1.2 Financial Performance

1.3 Organizational Structure

1.4 Personnel Policies

1.5 Product and Operations

1.6 Layout and Quality Control

1.7 Marketing

1.8 Strength and Weakness

1.9 Special Points

 Chapter 2. Research Methodology

2.1 Study of the Topic

2.2 Sampling Method

2.3 Objective of the Study

2.4 Scope of the Study

2.5 Limitations of the Study

2.4.2 Data Analysis & Interpretation

Chapter 3. Implications & Suggestions

Chapter 4. Conclusion  

References
 Chapter 1

INTRODUCTION OF THE COMPANY

 A global aggregator, with local expertise.

Launched in 1996, Essel has today blossomed into a full-service global aggregator
that offers promotional solutions to a diverse range of brands - irrespective of their
age, origin, scale, industry, target audience and message. With a proven track
record of designing innovative promotional campaigns, licensed products, branded
merchandise, trade/ consumer premiums and gifting solutions, it helps brands meet
their business objectives through effective marketing and procurement outcomes
and offers enhanced reporting and cost management.

 A strategically-located company, with a distinctive presence.

Headquartered in Mumbai, India, Essel is essentially a hybrid agency that has

unique global footprint with field offices in the US and Hong Kong, accredited
factories in India and China and over 100 internationally certified suppliers across
the globe. It also has a distinctive presence in international markets – from North
America and South America to Europe and Asia-Pacific, as local, regional or
global partners to Fortune 500 companies.
 A promising firm, with a consultative approach.

Listed among India’s Top Five Most Promising Creative Agencies in 2015 by
Silicon India, we are proud of our ability to deliver bespoke creative promotional
campaigns that give our clients a crucial edge. Thanks to our client-specific
consultative approach, supported by a defined methodology and inputs from our
partners based all over the world, we have been able to design and develop several
innovative ideas and creative solutions that are also cost-effective, result-driven
and unique to each client.

 A trusted agency, WITH INTERNATIONAL QUALITY STANDARDS.

From product safety standards and manufacturing facility conditions to third-party

testing and client-specific quality assurance requirements, our in-house quality
team keeps a close eye on everything. In order to ensure that all products produced
or sourced by Essel are manufactured in accordance with local laws and meet
CE/ROHS/REACH/SGS/EN71 and ASTM F963 standards, we collaborate with
only ISO 9001:2008; BRC/IOP; FSSC 22000 + PAS 223; GMP and HACCP
certified facilities.
Explore company network
1.1 History of the organization & its objectives

Company Description: 

Founded in 1992, Essel Corporation provides a wide selection of fine quality gifts
at affordable prices. We have a state of the art manufacturing set up for Plastic and
Leather products. We also have our own Industrial Moulding Division wherein we
cater to the plastic packaging needs of various large multinational companies based
in India. For Artwork & Logos, we have an in-house design and packaging
department to ensure the highest quality presentation is maintained. We can
provide a full and complete artwork and logo preparation service for your
promotional gifts and products. Our range of Gifts and Promotional Items are
supplied to leading corporate customers in India - Coca Cola, McDonalds, Colgate
Palmolive, Sony Music, Fosters India Limited, Jet Airways, Glaxo, Johnson &
Johnson, Nutricia, Bayer, Knoll, Merck, Ranbaxy, Wockhardt, Lupin, Unichem,
Camlin, Alkem Laboratories, FDC Limited, Charak Pharmaceuticals, IPCA,
Indoco and select International Clients - Pizza Inn and Buffet Pizzain United
States. As our business goes global with our new website, we hope to reach more
customers andshow that our gift ideas are novel, innovative, and "Essellent" for
any person or occasion!

Essel Marketing & Promotions Private Limited is a Private incorporated on 01

September 2006. It is classified as Non-govt company and is registered at Registrar
of Companies, Mumbai. Its authorized share capital is Rs. 20,000,000 and its paid
up capital is Rs. 9,373,500.It is involved in other wholesale [Includes specialized
wholesale not covered in any one of the previous categories and wholesale in a
variety of goods without any particular specialization.
Essel Marketing & Promotions Private Limited's Annual General Meeting (AGM)
was last held on 30 September 2015 and as per records from Ministry of Corporate
Affairs (MCA), its balance sheet was last filed on 31 March 2015.

Directors of Essel Marketing & Promotions Private Limited are Rohit Nandakishor
Lamba and Sheetal RohitLamba.

Essel Marketing & Promotions Private Limited's Corporate Identification Number

is (CIN) U51909MH2006PTC164247 and its registration number is 164247.Its
Email address is vinodbapna@rediffmail.com and its registered address is C-4,
109, OBEROI GARDEN ESTATE, CHANDIVALI, ANDHERI (E) MUMBAI
MH 400072 IN , - , .
1.3 ORGANISATION CHART
1.4 Personnel Policies
1. Promotions

The company gives more than 100 promotions in year & this promotions on the
basis of promotions of employee. The promotion need is identified after the
performance appraisal of employees takes place and also an basis of organizations
requirement & while giving promotions the following points are taking in to
consideration.

 Employees performance
 Attitude of employee
 Quality of work
 Attendance of employee
 Employees capabilities
 Awareness of work

2. Transfer

Transfer takes place for the betterment of the organization as well as employees or
due to the employees’ requests. Transfer can takes place within department at
same location or within group of company. Transfer is given to an employee as per
policy. The salary also revised with the transfer company also provide paid
holidays, joining time, transportation cost, transport allowance etc.
1.5 Product and Operations

 We create solutions that connect with consumers.

At our most basic, we are a full-service marketing and promotional agency. Our
primary job is to look for ways in which brands can become a part of a consumer’s
emotional experience. For that, we think out-of-the-box, adjust the size of the box
or even break it altogether but derive a solution that is unique to the brand and of
course, moves people to act.

Brand: HORLICKS
Variant: JUNIOR HORLICKS
Objectives: Horlicks wanted to roll out a promotional product that appeals to kids
in the age group of 4 to 6 years and reiterate its benefits – height gain and immune
function.
Solution: Rocket Sipper
Result: The campaign increased awareness about the brand’s proposition, attracted
new consumers and improved its market share.
Brand: DOMINOS
Variant: JUNIOR JOY BOX
Objectives: Dominos wanted to create a promotional product that stirs excitement
among kids vis-a-vis Junior Joy Box.
Solution: Ninja Hattori Sipper Glasses
Result: This campaign helped Dominos create a consumer-base for the newly
launched Junior Joy Box.

Brand: ABBOT
Variant: SIMMOM
Objectives: Abbot aimed to stimulate top-of-the-mind recall among doctors
through a promotional product.
Solution: Nebulizer
Result: SimMom became one of the most prescribed nutritional drinks among
women during and post pregnancy.

Brand: HORLICKS
Variant: STANDARD HORLICKS
Objectives: The brand managers at Horlicks wanted to devise a solution that has
high utility value, appeals to its buyers – homemaker and drives repeat purchase.
Solution: Container
Result: Homemakers took a shine to this promotional product as it had high utility
value and in that quarter, Standard Horlicks recorded higher sales.
Brand: HORLICKS
Variant: HORLICKS PROMIND
Objectives: The exam-themed campaign, launched for Horlicks Promind, intended
to reiterate its core message - improves memory and intelligence.
Solution: Essel manufactured geometry kit as a promotional product during the
exam season.
Result: The variant’s core message got well entrenched in its TG’s mind through
this campaign and recorded higher sales during the exam season.

Brand: BOOST
Variant: HEALTH DRINK
Objectives: By reiterating its association with sports aspirants, Boost wanted to
drive the single-minded proposition that it enhances physical performance.
Solution: As sportspersons need to keep themselves hydrated all the time, we
integrated silver sippers as a freebie with every pack of Boost.
Result: The offer was a big hit with sports aspirants, parents and their mentors and
improved Boost’s market share.

Brand: CADBURY
Variant: HOME TREATS
Objectives: Cadbury wanted to improve Home Treats’ perceived value through a

promotional product that appeals to homemakers.

Solution: Lock-n-lock containers
Result: This campaign helped Cadbury to create a consumer base for Home Treats.

Brand: COMPLAN
Variant: COMPLAN NUTRIGO
Objectives: Complain had approached us to design a product integrating
NutriGro’s mascot –teddy, to appeal kids in the age group of 4 to 6 years and at the
same time, boost repeat purchase.
Solution: We created Teddy figurines in various inspirational avatars – doctor,
soldier, footballer and basket ball player.
Result: Parents repeatedly bought NutriGro for their kids and this resulted into higher sales
figure.

Brand: TANG
Objectives: Mondelez wanted to launch a promotional campaign during summer
vacation to reposition Tang as an instant health drink that is easy to make.
Solution: 125 g pack of Tang powder makes one litre of Tang drink. So, we
designed a bottle with a one-litre mark to be given free with 4 (125 g each) packs
of Tang.
Result: As children could make their Tang drink all by themselves, the
consumption of Tang increased and thereby, boosted repeat purchase.

1.6 Layout and Quality Control

 Seminars: seminars are conducted at different places by the expert time by

time to make people aware.
 Publicity: publicity is done through various media.
  Stalls at famous places: they conduct their stall after a particular period of
time on the famous and public place to attract them towards themselves.
 DSA (Direct Sales Agency
 Print media
 Hoarding
 Banners
 Advertisement
 Leaflets
 Follow ups

1.7 Marketing
 We are a marketing firm, with a creative bent.

Through our specialized expertise and generalist approach, we design all the
marketing support you would ever likely to need for your business. From sourcing
unique promotional merchandise and manufacturing innovative premiums to
strategizing a 360 degree promotional campaign, we can provide an unparalleled
range of marketing services for your business.

1) Trade/ Consumer Premiums

Equipped with multiple manufacturing capabilities and a global sourcing network,
we can design a wide variety of promotional products that suit your campaign
theme, brand personality and typical customer profile.

2) Brand Partnerships:
Using our raft of experience and contacts, we conceive and create brand
partnerships that can be used to tell a detailed brand narrative and move from
awareness to engagement and ultimately, affinity or advocacy.

3) Character Licensing
Leveraging our creative resources and associations with production houses, we can
help you acquire licenses of popular characters and build campaigns that make
your brand instantly recognizable and irresistibly attractive to consumers.

4) Promotions
In a world where market trends dictate brands’ fortunes, promotions are arguably
the clinching factor that adds that extra zing to your brand. Our trendy and
innovative promotions help you in elevating your brand to the next level.

5) Direct Sourcing
A strong sourcing and merchandising team at Essel, touches the four corners of the
earth and can source any requirement within the prescribed timelines. Since we
bring our material directly from the factories, we eliminate the middle-men,
thereby passing on the pricing advantage to you.

6) Direct Manufacturing
Our high-tech factories in China and India have modern, up-to-date equipments,
which we use to ensure top-quality and timely delivery. This also helps brands to
price their product at competitive rates. It goes without saying that our creations
align with the brand philosophy to give it an everlasting appeal.
7) Supply Chain Management
Our exhaustive supply chain ensures that the products are easily available at every
venue, anywhere in the world while our efficient logistics team ensures no shortfall
in Premia products at your factory floor.

8) Marketing to Kids
The ever-evolving kids’ market is one area that we have always kept abreast with.
We continue to cater to various age groups in the industries making toys, tattoos,
lunch-boxes and any such merchandise needed, at all times.

9) Safety Testing
We believe in the old dictum – better safe than sorry and so, we take full measures
to harden the safety net. All our products pass the American and European safety
standards. These are stringent tests and are the benchmark in safety testing,
anywhere in the world.

1.8 Strengths & Weaknesses

 Better environment of organization.

 Company based program attracts new more and more clients.
 Friendly nature of the branch manager toward every employee.
 Satisfactory service of ARM (Associate relationship manager) toward client.
 Wide distribution network and marketing effort.
 Better quality network.
 CHAPTER 2
RESEARCH METHODOLOGY

The data was collected through survey. The information was collected directly
from respondents. The survey was done by personal interview, where the
information was collected directly from respondents in face-to-face situation. The
measurement technique used was a questionnaire.

Questionnaire was used as a formalized instrument would give the

respondents and the researchers a fixed pattern to conduct a survey. The
questionnaire was structured, as it would provide better means of recording the
information.

1.1 Study of the Topic

CUSTOMER SATISFACTION

This project is made on the project title “Sales Promotion Activities and
Consumer Age on Network.” The purpose of this project is to know about the use
of mobiles and the need of sales promotional activities and to know what are the
promotional activities company follow to increase the sale. Now a days mobile
service has become a necessary service. In field of marketing many kind of survey
are conducted by Airtel time to time for promotion awareness.

What is Sales Promotion?

Sales promotion describes promotional methods using special short-term

techniques to persuade members of a target market to respond or undertake certain
activity.  As a reward, marketers offer something of value to those responding
generally in the form of lower cost of ownership for a purchased product (e.g.,
lower purchase price, money back) or the inclusion of additional value-added
material (e.g., something more for the same price).

Sales promotions are often confused with advertising.  For instance, a television
advertisement mentioning a contest awarding winners with a free trip to a
Caribbean island may give the contest the appearance of advertising.  While the
delivery of the marketer’s message through television media is certainly labeled as
advertising, what is contained in the message, namely the contest, is considered a
sales promotion.  The factors that distinguish between the two promotional
approaches are:

1. whether the promotion involves a short-term value proposition (e.g., the

contest is only offered for a limited period of time), and
2. The customer must perform some activity in order to be eligible to receive
the value proposition (e.g., customer must enter contest).  The inclusion of a
timing constraint and an activity requirement are hallmarks of sales promotion.
Sales promotions are used by a wide range of organizations in both the
consumer and business markets, though the frequency and spending levels are
much greater for consumer products marketers.  One estimate by the Promotion
Marketing Association suggests that in the US alone spending on sales
promotion exceeds that of advertising.

SALES PROMOTION TECHNIQUES OF COMPANY

 Good Advertising. Effective Incentive Policy.

 Good services.
 Wide & Deep Distribution System.
 Decorating Retailers shop by display board, dealer’s board etc.
 Posters.
 Banners.

Types of Sales Promotion

Sales promotion can be classified based on the primary target audience to whom
the promotion is directed.  These include:

 Consumer Promotion

 Trade Promotion 

 Sales force Promotion

Consumer Sales Promotion

Consumer sales promotions encompass a variety of short-term promotional

techniques designed to induce customers to respond in some way.  The most
popular consumer sales promotions are directly associated with product
purchasing.  These promotions are intended to enhance the value of a product
purchase by either reducing the overall cost of the product (i.e., get same product
but for less money) or by adding more benefit to the regular purchase price (i.e.,
get more for the money). 

While tying a promotion to an immediate purchase is a major use of consumer

sales promotion, it is not the only one.  As we noted above, promotion techniques
can be used to achieve other objectives such as building brand loyalty or creating
product awareness.  Consequently, a marketer’s promotional toolbox contains a
large variety of consumer.
There are several possible tools that can be used for consumer promotions. Some
of the more important ones are:

 Sampling
 Price-off
 Quality deals
 Banded offers
 In-product gift
 Out- product gift
 Coupons
 Consumer contests

Trade Sales Promotions

As note in the Promotion Decisions Tutorial, certain promotions can help “push” a

product through the channel by encouraging channel members to purchase and also
promote the product to their customers.  For instance, a trade promotion aimed at
retailers may encourage retailers to instruct their employees to promote a
marketer’s brand over competitors’ offerings.  With thousands of products
competing for limited shelf space, spending on trade promotion is nearly equal that
spent on consumer promotions.

Many sales promotions aimed at building relationships with channel partners

follow similar designs as those directed to consumers including promotional
pricing, contests and free product.  In addition to these, several other promotional
approaches are specifically designed to appeal to trade partners.
Techniques used in trade promotion

 On-consignment sales
 Dealer contests
 Dealer gifts
 Display contests
 Point of sale material
 Shop board painting
 Dealer discounts
 Trade fair participation
 Dealer meets
 Cooperative advertising

Advantages and Disadvantages of sales Promotion

Sales Promotion techniques yield results that many other marketing

communication elements cannot achieve .For example it can turn around a sales
trend in the short run ,help introduce a new product by encouraging consumer and
retail acceptance ,reinforce message driven by other communication –mix
element ,etc. Some of the benefits of sale promotion:

 Sales promotion produces result by stimulating people to act – to try, to buy,

to buy more, or to buy more often. It can lead to trial, generate excitement,
encourage rein peat purchase, attract switchers, etc. It is especially helpful in
situations where there is extreme pressure to increase sales eg.at the end of
the year when there are shortfalls in budgeted sales.
 It produces immediate results. While advertising or public relation act as an
investment producing sales in the long run, sales promotion works during a
 definite span of time. Most of the sales come during the sale promotions
period itself. Very often, if the promotion is successful, one can get results
within hours, days or weeks.
 It can prevent competitor entry or offset competitor promotions and thus
help maintain the brands current market share.
 Sales promotion techniques directed at channel members or sales force can
gain channel support and involvement and help “push” the product. It helps
in getting shelf space and merchandising benefits at the retail level, clearing
off excess inventory, motivating sales people to find new contacts etc.
Sales promotion is relatively easy to design and implement. It is possible to
calculate costs effect on sales and sometimes even on competitor sales.

DISADVANTAGES OF SALES PROMOTION

 Most sales promotion is used for short-term results. Any excessive use can
shift the focus on short-term marketing planning that acts only at the
behavioral level.
 Increasing sales promotion activities has led to clutter, leading companies
to cut each other and thus eroding the bottom line.
In mature markets sales promotion does not do much in attracting new customers
but only switchers who are dear prone.

1.2 SAMPLING METHOD

The sampling method chosen is non probability in this survey it was

judgmental sampling. As the sampling unit was selected according to the
researcher’s judgment of income.

The respondents were interviewed in their work areas such as office,

hospital, home, school, and college.
1.3 OBJECTIVES OF THE STUDY

 To know the customers satisfaction.

 To know the customers behavior and response towards EsselPlast Pack
Company.
 To find out the factors influencing the customers.
 To know the activities and facilities provided by company to satisfy
customers.
 To study welfare activities of the company.
 To know the expectations of customers while connecting with Airtel
Company.
 To know how branded the Essel Plast Pack is?
 To give remedial measures that can be implemented by Essel Plast Pack.

1.4 SCOPE OF THE STUDY

The scope of the project report is to study the level of satisfaction of the
customers with Essel Plast Pack. Every company wants the feed back of their
customer about the product, price, service and promotional activities in order to
know the customer attitude towards its product. This study confirms that the Essel
Plast PackPvt Ltd has satisfied its customers with their services.
1.5 LIMITATIONS OF STUDY

 The time given was not sufficient as only one person had to conduct the
survey.
 The exact thinking of the respondents cannot be found out.
 Surrogate error could be one of the limitations.
 Findings are made with in the limited Information & views of the
respondents. So a chance of bias information is not totally eliminated.

1.6 DATA ANALYSIS AND INTERPRETATION

The analysis of the questionnaire was done taking into consideration the
objectives.

The popular company is descriptive form and the reasons are stated giving the
number of respondents favoring the company in percentage form.
 CHAPTER 3

IMPLICATIONS & SUGGESTIONS

1. The rate of the product is very high as compared to other company’s i.e.
the rent is deducted to a high extent so, it must be reduced.
2. Most of the customers found that the services very high and must be
reduced.
3. Increase discounts and extend timelimit.
4. Needs to provide immediate response to its services.
5. In this the customers have to be satisfied.
 Chapter 4

CONCLUSION

EsselPlast Pack provides services primarily to corporate, and small and medium
scale enterprises in India. It offers global system for services, broadband and
telephone services, national and international long distance services, and enterprise
services. Most of the people have ranked top to this company. The service
provided by EsselPlast Pack is satisfactory.
 References

 MARKETING MANAGEMENT-

 PHILIP KOTLER

 COMPANY MANUALS

 COMPANY REPORT

 INTERNET-www.ESSELPLASTPACK.com
 QUESTIONNAIRE

A Survey on “Customer Satisfaction” for Essel Plast Pack Ltd. with special reference to Essel
Plast Company Malanpur.

PERSONAL INFORMATION

1) Name & Address: _________________________________________

________________________________________________________

2) Occupation:______________________________________________

3) Income:(per annum)

Below Rs.10000 Rs.10000-20000

Rs.20000-30000 Above Rs.30000

4) Age Group:
18 - 30 30 - 40
40 - 50 Above 50

RESERCH INFORMATION

1) Since how many years/months you are using plastic products?

____ Years/months.

2) Have you changed your mind from another product to Esselplast products?
Yes No

If yes, which plastic product were you using earlier: _____________

Reason for diverting: _______________________________________

3) Do you use even any other product other than Essel products?
Yes No

4) Your opinion about the existing offers in Essel Products :

________________________________________________________________________
________________________________________________________________________

5) What is the mode of communication channel through which Essel keeps you in touch?

Advertisement Company Visiting

Internet

6) Are you aware of the welfare activities of the Essel Co.?

Yes No

If yes, are you satisfied with those activities?

Fully Partially
Not at all Not Satisfied

7) Do you feel proud to be a part of Essel Co.?

Yes No
If Yes or No
Reasons: ________________________________________________
________________________________________________________________________
________________________________________________________________________
____________
Any Suggestions to the company:
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
8) Overall, how satisfied have been with the Essel services?
Fully satisfied Satisfied Just satisfied