A

SUMMER INTRNSHIP REPORT

ON

SALES PROMOTION

AT

“Karol Bagh Network Pvt. Ltd.”

Submitted in partial fulfillment of the requirement for the award of degree

of Bachelor of Business Administration
Session (2019-20)

Under Guidance Submitted By

Mrs. Vasudha Sood Sonu Kumar

BBA (5th Semester)

Registration No.
17S7460295
University Roll No.

HINDU COLLEGE, SONIPAT

[Affiliated to Maharishi Dayanand University, Rohtak]

1
2
 Karol Bagh Network PVT. LTD.
Date-31-aug-2019

TO WHOM IT MAY CONCRN

This is to certify that Mr. Sonu Kumar S/O Mr. Janardhan a student of Bachelor of Business
Administration from Hindu College Sonipat (HR.) has successfully completed four weeks
rd th
training (From 3 June 2019 to 12 July 2019)long internship programme. He worked with
marketing management team at this company.

During the period of his internship programme with us, He found Punctual Hardworking and
Inquisitive.

We wish him every success in life.

 Acknowledgement
I consider myself very fortunate to get the opportunity to conduct the training approval and
summer training project as per guidelines provides by our teacher as well as whatever I have
learned from officials of KBN Pvt. Ltd. Of varies range of products.

I am thankful of faculty teacher for the corporation and guidance. It is a movement of great
pleasure for me to learn this internship and submit a project report to Department of Business
Administration to Hindu College Sonipat.

I have gone through varies ways of getting proper information regarding my summer training
report.

Sonu Kumar

Reg. No.17S7460295

Univ. Roll No.

 Declaration
I, Sonu student of Bachelor of Business Administration, studying at Hindu College, Sonipat
hereby declare that the summer internship report on “Sales Promotion at Karol Bagh Network
Pvt. Ltd.” submitted to Department of Business Management in partial fulfillment of the
requirement for the award of degree of Bachelor of Business Administration.
This is the original work conducted by me. The information and data given in the report is
authentic to the best of my knowledge.

Sonu Kumar

Reg. No. 17S7460295

Univ. Roll No.

 Executive Summary
Every business organization reaches to the customers through their goods or services. To sell the
products to the customers a number of activities are being performed. This is called marketing
and it is an important function. Marketing is the performance of business activities that directs
the flow of goods and services from producer to the customer. It is the activity that directs to
satisfy the human needs through exchange process. Marketing starts with the identification of a
specific need of customers and ends with satisfaction of that need. The customer is found in the
beginning and end of marketing process. In marketing a large number of activities are performed.
For easy understanding these activities are divided in 4 groups for products and 7 groups for
services. These elements are product, price promotion, placement for products and three
additional elements for services are process, people and physical evidence. These are called
elements of marketing mix. Promotion is one of the elements of marketing mix. Promotion
decisions are taken simultaneously with other decisions like finding target group, determining
objectives, budgeting for promotion, launching of new products, distribution etc. Promotion is
one of the variables through which information regarding products or services is being
communicated to customers to change their attitude and behavior. Marketers are concerned with
effective utilization of promotion-mix to increase sales and market share. Methods of promotion
include advertising personal selling, publicity, sales promotion and packaging. Sales Promotion
is the activity that aims directly to influence buyers to buy products and increase sales. In sales
promotion mainly three parties are involved i.e. consumers, traders and sales force. Sales
promotion refers to many kinds of incentives and techniques that are directed towards
consumers, traders and sales force with the intention to increase sales in short term.
Sr. No. Chapter Name Page No.

1. Acknowledgement 03

2. Declaration 04

3. Executive Summary 05

4. Company profile
➢
About the company
➢
Mission of the company 07-15
➢
Product of the company
➢
Police of the Company
➢
Service conduct rules of the company
5. Introduction to the topic 16-22

6. Research methodology of the study

➢
Introduction
➢
Research Meaning
➢ Research Design 23-34
➢
Sampling Design
➢
Methods of Data Collection
7. Introduction of the study
➢
Objective of company 35-38
8. Data Analysis
➢
Analysis of Questionnaire result 39-51
9. Conclusion
52-54

10. Recommendation of suggestion

55-57
11. Bibliography
➢
Reference
➢ Abbreviations 58-62
➢
Appendix

Particular
 Chapter-1
Company Profile
 About The Company
Karol Bagh Network Private Limited is a Private incorporated on 11 August 1994. It is
classified as Non-govt. company and is registered at Registrar of Companies, Delhi. Its
authorized share capital is Rs. 1,000,000 and its paid up capital is Rs. 588,000. It is
involved in Other Business Activities.

Karol Bagh Network Private Limited's Annual General Meeting (AGM) was last held on
29 September 2018 and as per records from Ministry of Corporate Affairs (MCA), its
balance sheet was last filed on 31 March 2018.

Directors of Karol Bagh Network Private Limited are Rajinder Singh, Pankaj Sethi,

Karol Bagh Network Private Limited's Corporate Identification Number is (CIN)

U74899DL1994PTC060837 and its registration number is 60837.Its Email address is
kbn3381@gmail.com and its registered address is 3381 Christian Colony IIIrd Floor D B
Gupta Road Karol Bagh New Delhi.
 Company Details
Company Details

CIN U74899DL1994PTC060837

Company KAROL BAGH NETWORK PRIVATE

Name LIMITED

Company Active
Status

RoC RoC-Delhi

Registration 60837
Number

Company Company limited by Shares

Category

Company Sub Non-govt company

Category

Class of Private
Company

Date of 11 August 1994

Incorporation

Age of 25 years, 3 month, 6 days

Company

Activity OTHER BUSINESS ACTIVITIES

Click here to see other companies
CIN U74899DL1994PTC060837

involved in same activity.

Number of -
Members
 Mission Of The Company

❖ Mission

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a
company and serves as the standard against which we weigh our actions and decisions.

❖ Vision
Our vision serves as the framework for our Roadmap and guides every aspect of our
business by describing what we need to accomplish in order to continue achieving
sustainable, quality growth.

Values

Our values serve as a compass for our actions and describe how we behave in the world.

• Leadership: The courage to shape a better future

• Collaboration: Leverage collective genius
• Integrity: Be real
• Accountability: If it is to be, it's up to me
• Passion: Committed in heart and mind
• Diversity: As inclusive as our brands
• Quality: What we do, we do well
 Products Of The Company

1. RCA Cables

Much like the Component video cables/wires, RCA or RYW cables/wires are actually three
different wires bundled into one. The difference is that these wires come in Red, Yellow and
White, rather than Red, Green and Blue. Also known as RCA cables, or component cables, these
wires transmit not only a video signal (on the yellow wire) but also left and right audio (on the
red and white wires). These are an older technology, and are not typically used in newer TVs.

2. S-Video Cable

Also known as Super Video, this wire transmits a video signal from a device to your television.
It’s an upgrade from Component video wires, and provides pretty good picture quality. If your
television as an input for S-Video, but not offering HDMI, this is the way to go. Keep in mind
that S-Video only transmits video, and you’ll need another wire for audio.
 3. HDMI Cable

The most common cables/wires now used on HDTVs is the HDMI wire. An HDMI wire allows
you to transmit high-definition video and audio from a device to a television, allowing you to use
only one wire for the job as it transmits video and audio. It also has the highest capacity, meaning
there is less signal loss, and therefore a higher quality. HDMI wires have a trapezoid- like shape
on each end, with tiny pins inside that connect to the device and the television.

4. Digital Optical Audio Cable

If you are using a dedicated wire to transmit video – such as Component Video wires or S-Video
– you’ll need something to send the audio signal. Digital Audio Cables, also known as Optical,
Provide a high-quality sound signal, almost as good.
HDMI. If you can’t use HDMI, or if you have some other reason for needing a dedicated audio
signal, try to use a Digital Audio Cable. You can also use a Digital Optical Audio Cable for a
sound bar or a surround sound system as they produce the best sound quality.
 Policies Of The Company

❖ Company

Policy I. Quality
Policy
The well know saying shows the importance of high quality cabling in electrical systems.
If you sacrifice efficiency in low-end cabling the other devices can not show their
capabilities and even the best devices are degraded to low-end. Anyway, you should
always check what is needed for your application, not buy the most expensive cable you
can find, as it will not always benefit your setup.

II. Wire Materials

The most common material for electrical wire is copper and aluminum, these are not the
best conductors however they are abundant and low cost. Gold is also used in
applications because it is corrosion resistant. Gold is used in automobile airbag
electronics to guarantee that the device will function many years later despite exposure to
harmful elements.
III. Solid Wire

A solid cable is most commonly used as a backbone cable in walls, ceilings and conduit,
where flexibility isn't really needed. This is because a solid cable's conductors are made
of solid metal (usually a single thick copper wire) and the cable as a whole is generally
more rigid.

IV. Power Cables

High-end power cables are seriously a thing. I'm not kidding. If you believe changing the
power cable in your gear will improve the audio or video...I have an island I want to sell
you.
In short (so to speak), power cables have no effect on audio, video or any other kind of
fidelity.
 Service Conduct Rules

▪
Salary structure governed by proper pay scale as specified in appointment letters.

▪
Service conditions are mentioned in appointment letters. 6 working days are
observed with one holiday in a week.
▪
Working hours are fixed from 9.00 A.M. to 6.00 P.M. with one hour lunch break.

▪
The following National Holidays are observed 26 Jan. (Republic Day), 15th Aug.
(Independence Day), 2nd Oct. (Gandhi Jayanti) and other important festival like Holi,
Deepawali etc. 15 causal leaves are allowed in a year and balance causal leave are
credited or paid as incentive for employee.
▪
Facility for Annual Medical Checkup.

▪
Incentive to the staff shall be calculated as per policy and will be dispersed before 15th
of month.

▪
Every employee has specified dress and two dresses shall be provided to the employee in
a year.
 Chapter-2
Introduction To The Topic
 Sales Promotion
"Sales promotion, in a specific sense, refers to those sales activities that supplement both
personal selling and advertising and coordinate them and help to make them effective, such as
displays, shows and expositions, demonstrations, and other non-recurrent selling efforts not in
the ordinary routine."

Sales promotion includes all those short-term and non-recurring marketing activities, other than
personal selling and advertising and publicity, that stimulate consumer purchasing and dealer
effectiveness.

Introduction To The Topic

“Marketing is a social and managerial process by which individuals and groups obtain what they
need and want, through creating, offering and exchanging products of value with others”

Marketing includes all those activities having to do with effecting changes in the ownership and
possession of goods and services. It is that part of economic which deals with the creation f time,
place and possession utilities and that phase of business activity through which human wants are
satisfied, by the exchange of goods and service for some valuable consideration.

Sales Promotion Strategies

The company focuses its marketing communications efforts on consumers in the hope that it
stimulates interest and demand for the product at the end-user level. A “pull” selling strategy is
one that requires high spending on advertising and consumer promotion to build up consumer
demand for a product.
 Sales Promotion Purpose

Customers are more selective in; their buying choices and a good promotional programme is
needed to reach them. The main purpose of sales promotion is to boost sales of a product by
creating demand, that is, both consumer demand as well as trade demand. It improves the
performance of middlemen and acts as a supplement to advertising and personal selling.

Objective of Sales Promotion

The objectives of a sales promotion is to increase consumer demand, stimulate market demand,
to get potential buyers to head a call to action, increase the size of purchases and improve
product availability using media and non-media Marketing communications.

1. To Introduce New Products

Sales promotion is often used to motivate consumers to try a new product. Dealers are also
induced to buy new products for resale. Usually, free samples are given to introduce new
products to customers. Discounts in cash or goods may also be offered to dealers to stock a new
product.

2. To Attract New Customers

Sales promotion measures aim at attracting new customers. Usually, additional customers are
won away from other firms. Samples, gifts, prizes, etc., are used to encourage consumers to try a
new brand or shift their patronage to a new dealer.

3.To Introduce Present Customers To Repeat Purchase More

Sales promotion devices are also used to induce present customers to buy more. Product
development, offering three products at the cost of two are some of the devices used to
encourage customers to buy more.
4. To Help The Firm Remain Competitive

All the companies conduct sales promotion activities. They do so to remain competitive.
Therefore, no company can afford to ignore promotion activities.

5. To Increase Sales During Off Seasons

Since many products have seasonal demand like fans, refrigerators, an important aim of sales
promotion of such goods is to encourage purchase during off seasons. That is why we find
discount, off season price reduction of such items in the market.

6. To Add To The Stock Of The Dealers

The wholesalers and retailers who have a variety of goods in their shops can sell more easily to
customers. Therefore, sales promotion activities are undertaken by the manufacturers to
encourage dealers to have more stocks of their goods.

7. To Increase Loyalty

Loyalty to a product or service is much more subjective and personal in nature than repeat
purchase. Loyalty keeps the product moving even when the company is facing problems in terms
of price, distribution etc.

Advantages of Sales Promotion

1. Helps Create Awareness of New Products – Sales promotion is a highly effective

methods for exposing customers and business partners to new products and for moving
customers to take an action (e.g., sample a product).
2. Strengthens Customer Involvement and Loyalty – Sales promotion can be the
primary mechanism organizations use to interact with their customers and ultimately
build a stronger connection (e.g., offer customer rewards).

3. Can Be Quick to Develop – Compared to other types of promotion, some sales

promotions can be quickly created and made available within a market (e.g., creation and
distribution of email coupon).

4. Used to Support Other Promotions – Sales promotion is often used as a

supporting feature of other methods of promotion (e.g., salespeople may give
promotional items to give to sales prospects).

5. Helps Reduce Inventory – Sales promotion can be used to rapidly reduce inventory
in situations where product replacement is needed (e.g., products nearing expiration date;
clearing inventory to make room for new models).
 Disadvantages of Sales Promotion

1. May Condition Customers to Wait for Promotion – Repeated use of sales

promotion may condition customers to wait until a product promotion is available before
making their next purchase resulting in the marketer not maximizing a product’s revenue
potential (i.e., customer will not pay full price).

2. Can Lower Perception of the Brand – The overuse of some sales promotions
may condition customers to believe the lower price is the regular price, which may cause
them to not believe the product’s quality compares to similar competitors’ products that
offer less frequent or no price reductions.

3. Issues With Promotion Clutter – While in the same way an advertisement

competes with other ads for customers’ attention, promotional clutter may also be an
issue with sales promotions (e.g., excessive promotion sent by email, postal mail).

4. Distributors May Not Be Willing to Accept – Some sales promotions targeted to

consumers require the assistance of distributors (e.g., retailers), however, not all
distributors may accept a consumer sales promotion, especially if the promotion requires
the distributor to perform extra work.

Scope and Objectives of Sales Promotion

As consumers have developed a resistance to advertising, the use of sales promotion has
increased. There is scope for a variety of activities with sales promotion and companies seek to
create a promotion that singles it out from competitors. Advertising is partly restricted by the
media that can be used.
The role of sales promotion is to encourage purchase by temporarily improving the value of a
brand. However, it is part of the overall marketing mix and should tie in with advertising, product
performance and pricing. The purpose of advertising is to improve dispositions towards a brand,
while the objective of sales promotion is to translate favorable attitudes into actual purchase.
Advertising cannot normally close a sale because its impact is too far from the point of purchase,
but sales promotion can.

Sales promotion is often managed in isolation from other elements of marketing, because there is
the need to gain shelf space through retailer support and in this context it is referred to as ‘the
silent salesman’.

Collectively, these tools of sales promotion are often referred to as ‘below-the-line promotion’
which contrasts to advertising which, as discussed earlier, is termed ‘above-the-line’ expenditure.
We now describe and discuss some of the more frequently used tools of sales promotion. With
such variety of techniques, we need to be sure that the planning of sales promotion is systematic,
so the key steps in planning sales promotion, along with appropriate techniques, are now
discussed.
 Chapter-3
The Research Methodology
 ➢ The Research Methodology of Sales Promotion

Research methodology is a systematic way to solve the research problem. It may be

understood as science of studying how research is done scientifically. In this we study the
carious steps that are generally adopted by a researcher in studying his research problem
along with logic behind them.

❖ Introduction
Research is a careful investigation or inquiry specifically through search for new facts
in any branch of knowledge. It is an original contribution to the existing stock of
knowledge making for its advancement.

Research can simply be defined a task of searching from available data to modify a
certain result or theory.

❖ Research Meaning

Research means search of knowledge. It can be also define as a scientific and systematic
search for pertinent information on a specific topic. In fact research is an art of scientific
investigation. The advanced learner‘s dictionary of current English lays down the
meaning of research as ―a careful investigation or inquiry especially through search for
new facts in any branch knowledge. Research methodology is a way to systematically
solve the research problem. It may be understood as a science of studying how research is
done systematically. The research study consists of various steps generally adopted by a
researcher in studying research problem along with the logic behind them. It is necessary
for the researcher to know not only the research methods or techniques, but also the
methodology.
❖ Research Design

A research design is a plan that specifies the sources and types of information relevant to
the research problem. It is a strategy specifying which approach will be used for gathering
and analyzing the data. A research design provides a rational approach to research
enabling one to decide in advance what to do, how to do, when to do, in investigating the
subject. It enables the researcher to carry out the project within the given time, available
means and manpower of achievement of the objectives. The research design is simply a
specific presentation of the various steps in the process of research. Design means
adopting that of techniques of research which is most suited for the research and study of
the problem. By preparing a design the research can collect relevant information with
minimum expenses and minimum time. The research design depends on the research
purpose. Research design is broadly classified in to two parts.

1. Exploratory Research Design:

Exploratory research is defined as a research used to investigate a problem which is not

clearly defined. It is conducted to have a better understanding of the existing problem, but
will not provide conclusive results. For such a research, a researcher starts with a general
idea and uses this research as a medium to identify issues, that can be the focus for future
research. An important aspect here is that the researcher should be willing to change
his/her direction subject to the revelation of new data or insight. Such a research is
usually carried out when the problem is at a preliminary stage. It is often referred to as
grounded theory approach or interpretive research as it used to answer questions like
what, why and how.

2. Descriptive Research Design:

Descriptive research is defined as a research method that describes the characteristics of

the population or phenomenon that is being studied. This methodology focuses more on
the “what” of the research subject rather than the “why” of the research subject.
 In other words, descriptive research primarily focuses on describing the nature of a
demographic segment, without focusing on “why” a certain phenomenon occurs. In other
words, it “describes” the subject of the research, without covering “why” it happens.

❖ Sampling Design

Sampling is simply the process of learning about the population on the basis of a sample
drawn from it. Thus, in the sampling technique instead of every unit of the universe only a
part of the universe is studies and the conclusion are drawn on that basis for the entire
universe.

Method of Sampling

1. Random Sampling or Probability Sampling

• Simple random sampling
• Stratified random sampling
• Systematic sampling
• Cluster sampling
• Sequential sampling
• Multi stage sampling
2. Non-Random, Non-Probability Sampling
• Quota sampling
• Convenience sampling
• On-the-spot sampling
❖ Methods Of Data Collection

The presented were collected both from primary and secondary sources. Two methods were
adopted for data collection.

1. Primary Data

It is the data that is collected for the first time. It is fresh and the originally collected by
the surveyor.

In this Project - Sales Promotion, the researcher contacted 60 customers and situated on
the various points of the Karol Bagh areas.

The response was collected personally by the research through a structural questionnaire.

Sources Of Primary Data

1. Interview Method
2. Questionnaire Method
3. Schedule Method
4.Observation Method

1. Interview Method :-
The interview method of collecting data involves presentation of oral-verbal stimuli and
reply in terms of oral-verbal responses. This method can be used through personal
interviews and, if possible, through telephone interviews.

(a) Personal Interview: -

Personal interview method requires a person known as the interviewer asking
questions generally in a face-to-face contact to the other person or persons. (At times the
 interviewee may also ask certain questions and the interviewer responds to these, but
usually the interviewer initiates the interview and collects the information.)

(b) Telephone Interview: - This method of collecting information consists in contacting

respondents on telephone itself. It is not a very widely used method, but plays important part
in industrial surveys, particularly in developed regions.

• Low Cost
• Faster collection of data
• Reduces biases (caused by personal presence of interview)

(c) Focus Group Interview: - It involves a moderator leading a discussion between small
groups of respondents on a specific topic. A focus group interview involves 8 to 12
respondents having homogenous characteristics, seated in a comfortable relaxed informal
atmosphere. The moderator keeps the discussion going the probes the respondents whenever
to elicit insightful responses. These responses are better analyzed to derive conclusive result.

4
Focus group Interview results in advantages summed up as 10 S

• Synergism
• Snowballing
• Stimulation
• Security
• Spontaneity
• Serendipity
• Specialization
• Scientific Scrutiny
• Structure
 • Speed

(a) Depth Interview: - Depth or in-depth interview is a qualitative research technique

which is used to conduct intensive individual interviews where numbers of respondents
are less and research is focused on a specific product, technique, situation or objective.
Companies employ market research firms to employ In-depth interviews to understand
consumer behavior for a new product or to expand sales of existing products.

Advantages of In-depth Interviews:

• Comparatively much more detailed information than other data
collection methods like surveys and focused group discussions.
• Provide much more relaxed information to collect information- people feel
more comfortable in having a personal conversations rather than filling surveys.

Disadvantages of In-Depth Interviews:

• Responses are prone to bias. Responses are affected by the community members
and other participants of the program.
• Interviews can be time intensive. Interviewer has to match with the availability
of the interviewee.
• Interviewer must be appropriately trained for the interview techniques.
The interviews have to be structured and thus need appropriate skills.
• Results cannot be generalized as the sample chosen is very small and
hence random sampling methods are used.

2. Questionnaire Method :-

A questionnaire is a form containing a set of questions, which are filled by the

respondents. According to Goode Hatt, “In general, the questionnaire refers to a device
for securing answers to questions by using a form which the respondent fills in himself.”
 The Objective of a questionnaire is two fold:

▪ To collect information from respondents scattered in a wide area.

▪ To achieve success in collecting reliable and dependable in a short span of time.

• Advantages of Questionnaire:-

• The chief merit of questionnaire is that it is possible to cover a large number of

respondents scattered in a large number of respondents scattered in a large
geographical area. This is especially true for mailed questionnaires.

• Questionnaire is one of the most economical methods of data collection. The cost
involved on preparing the questionnaire and on postage. The per unit cost is very
low.

• This method does not suffer from an interviewer’s bias.

• Questionnaire allow for anonymity. The respondent feels more secure, since they
are not answering face to face but wring the response on a paper. Hence he
answers will be given more freely.

• The questionnaire method does not put pressure on the respondent to respond
immediately.

• The impersonal nature of questionnaire ensures uniformity from one measurement

situation to another.

• In case of mailed questionnaire, the supervision and control effort is not required,
since there is no need to appoint field workers.
• Disadvantages of Questionnaire:-

• Is argued to be inadequate to understand some forms of information - i.e.

changes of emotions, behavior, feelings etc.

• Phenomenologist’s state that quantitative research is simply an artificial creation

by the researcher, as it is asking only a limited amount of information without
explanation.

• There is no way to tell how truthful a respondent is being.

• There is no way of telling how much thought a respondent has put in.

• The respondent may be forgetful or not thinking within the full context of
the situation.

3. Schedules Method :-

A schedule is a set of questions which are answered by respondents but filled by the
enumerators their own hand.

4. Observation Method :-

Observation is a popular method of data collection in behavioral sciences. Observation refers

to the monitoring and recording of behavioral and non behavioral activities and conditions in
a systematic manner to obtain information about the phenomena of interest.

Behavioral observation is:

▪ Non verbal analysis like body movement, eye movement.

▪ Linguistic analysis which includes observing sounds like ahs ! and ahs!
 ▪ Extra linguistic analysis which observes the pitch, timber, rate of speaking etc.
▪ Spatial analysis about how people relate to each other.

• Advantages of Observational Method

• This is the only method that allows the collection of data in natural settings.
• Through observation, not only the verbal but the non verbal behavior can also be
observed. It allows for in-depth study of the phenomenon.
• Observation is a flexible method of data collection.
• In this method observer is able to record the context which gives a better
insight to the respondent’s expression.

• Disadvantages of Observation Method

• When observation is being done in natural settings the researcher has little
control over variables that affect data.
• Is it appropriate to record or observe people without they being aware of it.
• In certain situations it is difficult for an observer to record its worker’s behavior.
2. Secondary Data :-

Secondary data refers to data which is collected by someone who is someone other than
the user. Common sources of secondary data for social science include censuses,
information collected by government departments, organizational records and data that
was originally collected for other research purposes.

• Advantages of Secondary Data

• It is economical. It saves efforts and expenses.

• It is time saving.
 • It helps to make primary data collection more specific since with the help of
secondary data, we are able to make out what are the gaps and deficiencies and
what additional information needs to be collected.
• It helps to improve the understanding of the problem.
• It provides a basis for comparison for the data that is collected by the researcher.

• Disadvantages of Secondary Data

• Secondary data is something that seldom fits in the framework of the
marketing research factors. .
• Accuracy of secondary data is not known.
• Data may be outdated.

Evaluation Of Secondary Data Collection

Because of the above mentioned disadvantages of secondary data, we will lead to evaluation of
secondary data. Evaluation means the following four requirements must be satisfied:-

1. Availability:- It has to be seen that the kind of data you want is available or not. If it
is not available then you have to go for primary data.

2. Relevance- It should be meeting the requirements of the problem. For this we have
two criterion:-

▪ Units of measurement should be the same.

▪ Concepts used must be same and currency of data should not be outdated.

3. Accuracy- In order to find how accurate the data is, the following points must
be considered: -

▪ Specification and methodology used;

▪ Margin of error should be examined;
 ▪ The dependability of the source must be seen.

4. Sufficiency- Adequate data should be available.

Robert W Joselyn has classified the above discussion into eight steps. These eight steps
are sub classified into three categories. He has given a detailed procedure for evaluating
secondary data.

▪ Applicability of research objective.

▪ Cost of acquisition.
▪ Accuracy of data.
 Chapter-4
Introduction To The Study
Primary Objectives

The primary objective of marketing research depends upon many things like interviews,
observation, discussion and questionnaires groups to gain customers for providing new product
and services.

Secondary Objectives

Secondary objectives are ‘back up’ objectives; things you’d like to accomplish if you don’t
achieve your primary objective or things you’d like to accomplish in addition to achieving the
primary objective. They are the little extras; the nice-to-haves.

Scope Of The Study

i. The study covers all retailers of various areas in order to understand their
business strategies.
ii. To understand the competitor strategies to tackle them systematically
iii. Healthy relations between manufacturers and retailers.
 Objective Of The Company

Objectives are the common denominator of all planning activities. Nowadays, however,
organizations of all kinds are going through a paradigm shift. It’s no longer about hierarchies
of plans and smart objectives. Now it’s about maximizing human satisfaction: consumers and
employees.

1. Revenue Objectives

Driving revenue and proving consistent profitability is a major goal for any business.
Without profits, the business simply is not viable. Creating revenue consistently is a great
sign for the life of a business.

2. Operational Objectives

Operations are critical to keep everything running. Important objectives include human
resources processes, accounting objectives to make payroll and billing statements on-time
and daily tasks for each job role. Without sound operational objectives being met, achieving
revenue goals is difficult.

3. Productivity and Performance

Maximizing employee productivity and performance drives revenue. Setting goals for the
year, each quarter and even the month or week is a good start. Adding incentive for meeting
objectives will also increase performance and productivity
4. Customer Satisfaction

The customer is top priority and delivering satisfaction is a major objective. Survey the
customers and make an objective to always look for ways to improve. Happy customers
leave positive reviews, spread positive word of mouth and are more likely to repeat business.

5. Employee Health

While production and performance are important, employee health is a major objective for
many businesses. Fair compensation and benefits are goals every business should strive to
meet. Happy and healthy employees are often more productive as well.

6. Contingency Objectives

Unexpected events can break a business without contingency plans. A contingency is

something a business cannot prevent. A key employee does not show up for work, a natural
disaster strikes and halts production, the economy crashes. How will your business survive?
Create a series of contingency objectives to prepare for the worst case scenarios.

7. Growth Objectives

Growing a business requires a series of objectives to scale effectively. Objectives to replicate

processes and manage hiring, after meeting sales goals and revenue benchmarks, is a
necessary objective.

8. Management And Leadership

Hiring and developing effective managers and business leaders is a key objective. Leadership
upholds the core values and drives the business to success. Businesses focused on developing
the best possible leadership as a primary objective are on a positive track.
 Chapter-5
Data Analysis
 Analysis of Questionnaires Result

1. How you visited Karol Bagh Network Pvt. Ltd. Company?

Yes 56

No 44

Response
60

50

40

30
Response
20

10

0
Yes
No

Interpretation
1. From the diagram it may be clear seen that
56 people visit in Karol Bagh Pvt. Ltd.
Company.
2. 44 people don’t visit in Karol Bagh Pvt. Ltd.
Company.
2.How do you come to know about us ?

Response Result
Advertisement 10
Friends and Family 15
Social Media 30
Internet 35
Magazine 10

Result
40

35

30

25

20
Result
15

10

0
Advertisement Friends and Social Media Internet Magazine
Family

Interpretation

1. From the diagram it may be clear seen that 10 people Like the advertisement of Karol
Bagh Pvt. Ltd. Company.
2. 15 People like the Friend and family.
3. 30 People like in Social media.
4. 35 people like in internet.
5. 10 people like Magazines of Karol Bagh Pvt. Ltd. Company.
3. How was your Wire and Cables experience in Karol Bagh Network Pvt. Ltd. ?
a) Very good

b) Good

c) So-so

d) Bad

Response Result
Very good 45
Good 25
So-so 20
Bad 10

Result
50

40

30

20

10

0
Very good Good So-so Bad

Result

Interpretation

1. From the diagram it may be clear seen that 45 people Like the Product of Karol Bagh Pvt.
Ltd. Company.
2. 25 People take Good levels.
3. 20 People like In medium levels it means so-so.
4. 10 people don’t like Product of Karol Bagh Pvt. Ltd. Company Product.
 4. Have you visited our website?
a) Yes
b) No
c) Never

Response Result

Yes 55

No 25

Never 20

Result
60
50
40
30
20
10
0
Yes No Never

Result

Interpretation

1. From the diagram it may be clear seen that 55 people visit the Website of Karol Bagh Pvt.
Ltd. Company.
2. 25 People don’t like to visit the website of Karol Bagh Pvt. Ltd. Company.
3. 20 People strongly disagree to visit the website of Karol Bagh Pvt. Ltd. Company.
 5. How satisfied are you with our discount policy?
a) Yes
b) No
c) So-So
d) Never

Response Result

Yes 50

No 20

So-so 15

Never 15

Result
60
50
40
30
20
10
0
Yes No So-So Never

Result

Interpretation

1. From the diagram it may be clear seen that 50 people Proper agree of the Discount Policy By
the Karol Bagh Pvt. Ltd. Company.
2. 20 People don’t like the discount policy given by the Karol Bagh Pvt. Ltd. Company.
3. 15 People so-so many People like the discount policy given by the Company.
4. 15 People strongly disagree for the discount policy of Karol Bagh Pvt. Ltd. Company.
 6. Which brand in the Cables is the most frequently advertised on T.V.?
a) Polycab Cables
b) KEI Cabls
c) RR Cables
d) Finolex Cables

Product Result
Polycab Cables 25
KEI Cables 35
RR Cables 10
Finolex Cables 30

Result
40
35
30
25
20
15
10
5
0
Polycab Cables KEI Cables RR Cables Finolex Cables

Result

Interpretation

1. From the diagram it may be clear seen that 25 people Like the Polycab Cables of Karol Bagh
Pvt.Ltd. Company.
2. 35 People like the KEI Cables.
3. 10 People like the RR Cables.
4. 30 people like the Finolex Cables of Karol Bagh Pvt. Ltd. Company.
 7. Would you recommend Karol Bagh Network Pvt. Ltd. to others?

a) Yes
b) No
c) Never

Response Result

Yes 55

No 30

Never 15

Result
60

50

40

30

20

10

0
Yes No Never

Result

Interpretation

1. From the diagram it may be clear seen that 55 people fully agree for the recommended
product of Karol Bagh Pvt.Ltd. Company.
2. 30 People don’t agree for Recommended the Company name.
3. 15 People fully don’t agree for recommended of the Karol Bagh Pvt. Ltd. Company.
8. Have you purchased which brand Product?

a) Havells

b) Finolex

c) Polycab

d) Uniflex

Product No of Product

Havells 45

Finolex 30

Polycab 15

Uniflex 10

No of Product
50

40

30

20

10

0
Havells Finolex Polycab Uniflex

No of Product

Interpretation

1. From the diagram it may be clear seen that 45 people Like the Havells Product of Karol Bagh
Pvt. Ltd. Company.
2. 30 People like the Finolex Cables of the Company.
3. 15 People like the Polycab Cables, 10 people like the Uniflex Product of Karol Bagh Pvt. Ltd.
Company.
9. Have you satisfied with our product?
a) Fully Satisfied
b) Partially Satisfied
c) Average Satisfied
d) Not Satisfied

Response Result
Fully Satisfied 45
Partially Satisfied 20
Average Satisfied 15
Not Satisfied 20

Result
50
45
40
35
30
25
20
15
10
5
0
Fully Partially Average Not satisfied
satisfied satisfied satisfied

Result

Interpretation

1. From the diagram it may be clear seen that 45 people Fully satisfied of Karol
Bagh Pvt. Ltd.
2. 20 People Partially satisfied by the product of the our Company.
3. 15 People Average Satisfied.
4. 20 people are not Satisfied Product of Karol Bagh Pvt. Ltd. Company.
 10. Do you know the new product launched by our company?
a) Yes
b) No

Response Result

Yes 66

No 34

Result
70
60
50
40
30
20
10
0
Yes No

Result

Interpretation

1. From the diagram it may be clear seen that 66 people know the new product of our Company.
2. 34 People don’t know the new launched our company Product of Karol Bagh Pvt. Ltd.
Company.
 11. Do you feel good when you see the advertisement of the brand which you have
purchased?
a) YES
b) NO

Response Result

Yes 73

No 27

Result
80
70
60
50
40
30
20
10
0
Yes No

Result

Interpretation

1. From the diagram it may be clear seen that 73 people Like feel Good with Our company
product of Karol Bagh Pvt. Ltd. Company.
2. 27 People don’t like feel good with the Product of Karol Bagh Pvt. Ltd. Company.
 12. How effective is our Product for you?
a) Excellent
b) Good
c) Neutral
d) Bad

Response Result
Excellent 40
Good 25
So-so 30
Bad 5

Result
50

40

30

20

10

0
Excellent Good So-so Bad

Result

Interpretation
1. From the diagram it may be clear seen that 40 people Like our product is very Excellent.
2. 25 People like feel good with our Product Effective for the people.
3. 30 People like the medium feel good our product performance.
4. 5 people don’t like our product performance of Karol Bagh Pvt. Ltd. Company.
Chapter-6
Conclusion
 Conclusion

Increased competition together with pressure to grow and innovate has pushed retailers and
manufacturers to find new ways to appeal to consumers. One way of attracting customers is to
use sales promotion. There are different types of sales promotions which lead to various short-,
medium-, and long term results. This paper examined how adding promotional activities to the
marketing mix affects the performance of retailers and manufacturers.

Firstly, promotions lead to different effects such as brand-, category-, or store switching by the
consumers which, at least in the short term, have an impact on the sales of the promoted item.
Moreover, promotions lead consumers to change their usual shopping behavior by creating
tendencies to stockpile or to simply increase their consumption rate.

Secondly, not all these effects influence manufacturers and retailers in the same way. Although
increased consumption rate and sales to new users are beneficial to both retailers and
manufacturers, there are effects that are only beneficial to one of the parties. In general, store
switching due to promotion is only beneficial to retailers as it creates additional positive halo
effects. Regarding manufacturers, the gain in one shop is often contradicted by the loss of sales
in another store, which leads to neither a loss nor gain regarding profits. Similarly, brand
switching might also result in adverse outcomes. Even though it is useful to manufacturers, the
positive or negative effect on retailers depends on the profit margin they earn. If the profit earned
from promoted product exceeds the margin from the non-promoted product, retailer gains from
brand switching. Therefore, the financial impact to both retailers and manufacturers depend on
the effects promotion creates.

Thirdly, most academic research reveals that temporary price promotions increase short term
sales for the promoted goods and services, whereas in the long term, promotions tend to not
significantly affect the amount of sales and their profit margins to neither retailers nor
manufacturers.
In order to investigate whether the previous results and effects are visible in real life, a snack
chip category comparison was conducted. The examination of provided graphs indeed supported
the empirical findings regarding the short-, medium-, and long term effects of sales promotion.

With that in mind, the paper offered some advice to managers considering the use of promotions
in their marketing mix. Even though managers are encouraged to use price promotions, they must
be cautious and keep in mind as well the possible negative effects and the reaction of the
competitors.

To conclude, sales promotion is definitely a useful tool to include in the marketing mix of the
companies. When applied correctly, it can result in financial benefits to retailers and
manufacturers as well as increase the brand loyalty towards certain brands and products.
 Chapter-7
Recommendations And Suggestions
 Recommendations

▪ It’s overwhelming to find out that the organization works in a systematic manner. A
blend of co-ordination will definitely enhance the performance of the company.

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

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

▪ As the products are reasonably priced, the ambit of the target consumers should be
stretched so that middle class consumers also fit into it.

▪ The company must stick to a norm while giving discounts on repeat purchase. This will
certainly help in sales promotion in order to create repeat purchase.

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

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

▪ Other than emphasis on design, craftsmanship and product quality, the company’s unique
strength also lies in its capability as a fully – integrated furniture manufacturer. This fact
should be highlighted during the advertisement campaigns.

▪ The need of the hour is aggressive marketing.

 Suggestions

▪ Everyone is aware of the growth in wealth and change in lifestyle. So the

marketing campaign should be designed to woo the customers.

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

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

▪ In today’s crowed market place in order to increase the size of the pie, the Company can
adopt innovative promotional strategies. It will help in creating and reinforcing the
Company’s identity in the minds of the consumer.

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

▪ Since the competition is intense, so there should be some value addition so as to make the
Company stand apart in the market. One such way is to improvise the customer service.

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

Web References

• Email : kbn3381@gmail.com
• www.businessdictionary.com
• www.scribd.com
• www.slideshare.net

Books References

• Gupta C.B., (2018) A Text and Cases book of Human Resource Management,
New Delhi : Sultan Chand & Sons.

• Gupta Shashi K., (2015) A Text book of Business Resource Methods, New
Delhi : Kalyani Publisher.

• Kotler Philop & Kevin Lane Keller, (2014) A Text book of Marketing
Management, London ; Personal Education Publishers.

Abbreviations

• B2B Plan :- Business to Business Plan

• P.O.P. :- Point of purchase
• B.L.P. :- Bellow he line promotion
• CATI :- Computer Assisted Telephone Interviewing
 Appendix

1. Have you visited Karol Bagh Network Pvt. Ltd. showroom?

a) Yes
b) No

2. How do you come to know about us?

a) Advertisement
b) Friends and family
c) Social Media
d) Internet
e) Magazine

3. How was your Wire and Cables experience in Karol Bagh Network Pvt. Ltd.?
e) Very good

f) b) Good

g) c) Neutral

h) d) Bad

4. Have you visited our website?

a) Yes
b) No
c) Never

5. How satisfied are you with our discount policy?

a) Yes
b) No
c) So-So
d) Never
6. Which brand in the Cables is the most frequently advertised on T.V.?
a) Polycab Cables
b) KEI Cabls
c) RR Cables
d) Finolex Cables

← 7. Would you recommend Karol Bagh Network Pvt. Ltd. to others?

←
← a) Yes
← b) No
← c) Never

← 8. Have you purchased which brand Product?

a) Havells
b) Finolex
c) Polycab
d) Uniflex

9. Have you satisfied with our product?

a) Full Satisfied
b) Partially Satisfied
c) Average Satisfied
d) Not Satisfied

10. Do you know the new product launched by our company?

a) Yes
b) No
11. Do you feel good when you see the advertisement of the brand which
you have purchased?
a) YES
b) NO

12. How effective is our Product for

you?
a) Excellent
b) Good
c) Neutral
d) Bad