CHAPTER-1

INTRODUCTION

A music school is an educational institution specialized in the study,

training, and research of music. Such an institution can also be known as a school
of music, music academy, music faculty, college of music, music department (of a
larger institution), conservatory, conservatorium or conservatoire.

Dad’son Music World provides musical instruments to the community. They

separate themselves from their direct competitors by paying intense personal
attention to their customers, and educating their clients about the products they
need or desire before, during, and after the sale. They offer creative programs to
reward customer loyalty, and they provide on-site repair services for the items they
sell. They consider their staff their partners and insist they prosper equitably with
the growth and success of the company. They have the largest selection of School
Band and Orchestral instruments, and they use that advantage to separate
themselves from the competition.

OBJECTIVE

o To study the marketing strategy of “Dad’sonMusic World”.

o To identify the factors to improve the company’s standard.

1
MARKETING STRATEGY

We are all aware of the nuts and bolts of marketing; we have to be if we

want to promote our services effectively, acquire new clients and grow our
businesses. In it’s most basic form, there’s not a lot to it marketing is simply
getting the word out to increase awareness of your brand.As business owners, we
hope that this awareness will translate into new clients and increased income.

Most of us have developed our own set of marketing activities that we tend
to return to over time, activities that may or may not be as successful as we’d like,
but activities we are likely very comfortable doing. If you spend most of your
marketing focus doing the same old thing, though, you may not only be boring
your audience, but you could be wasting serious time and money.

Here is a quick rundown of the four types of marketing strategies that

Dad’son music follows.

Relationship Marketing

Relationship marketing focuses on customer retention and satisfaction in

order to enhance your relationships with existing customers to increase loyalty.

Scarcity Marketing

Scarcity marketing creates a perception of a shortage which aims to entice

customers to purchase out of fear that they may not be able to get it in the future.

2
Undercover Marketing

Undercover marketing, also known as stealth marketing, involves marketing

to consumers in a way that they do not realize they are being marketed to. The first
two cause and relationship marketing are what I consider “positive” marketing
techniques that focus on the benefits to others. The second two – scarcity and
undercover marketing – are more unconventional and potentially controversial
techniques.

MUSIC SUPPORT

Dad’sonfirmly believes in educating, guiding and supporting music lovers at

every step and pro-actively invests in the development of musical knowledge
through teacher-training workshops, master classes, clinics, demonstrations and
exhibitions and sponsoring of local talent and artists. Dad’s on also invests in
community development and supports several organizations across the country,
including school and college events, musical activity in religious and charitable
organizations, festivals as well as social upliftment projects involving a musical
element.

THE DAD’SON ASSURANCE

A purchase from Dad ‘son entitles you to a unique Assurance Card which
provides warranties on all products that you buy. The Dad ‘son Assurance is a
guarantee that you will benefit from a service network that is reliable and
trustworthy.

3
FACTORS TO IMPROVE THE COMPANY’S STANDARD

SORT

In this first step, workers sort everything in a workspace into what is and
what is not needed. Some use a system called “red tagging” in which every item
not necessary for a process gets red-tagged during the sort phase. These items are
set aside and evaluated later. Workers store seldom used items nearby, but not at
the workstation. They discard unsafe items and clutter. The Sort phase is the first
step to making more effective use of space by clearing out hazardous items and
clutter that distracts from doing the job.

SET

Set, or Set in Order, follows the advice: “A place for everything and
everything in its place.” Workers position items based on use, with frequently
needed items kept closer at hand. Every item that made it through the Sort stage is
given storage space. In some cases, workers can use color-coded labels to easily
identify storage spaces. The Set in Order phase creates an ergonomic, organized
and uncluttered workspace where employees have what they need close at hand
and know where every item is stored. This creates a less stressful work
environment.

SHINE

With the clutter gone and storage space organized, it’s time to clean. After a
thorough initial cleaning, workers clean the station every day (sometimes twice a
day). This maintains the gains made in the Sort and Set phases. Cleaning includes

4
storage areas, machines, equipment, tools and work surfaces. The Shine phase
creates a more pleasant environment for employees, who no longer have to combat
dust, dirt and clutter. Cleaning the area every day also leads to a higher level of
employee buy-in for the 5S method.

STANDARDIZE

This step involves creating ways to sustain the first three steps. Employees
participate in creation of a set of standards that will govern maintenance of the
workspace going forward. Once this “new normal” becomes a habit, all old habits
will fall away. This may require oversight and enforcement before becoming a
habit, however. The Standardize phase takes the progress and changes in behaviour
from the first three steps and makes them the standard procedure.

SUSTAIN

In Sustain, the goal is to stick to the new rules. Workers keep the new
standards in place and practice the first three steps every day until they become
automatic and the accepted way of doing things. This final step often proves the
most challenging. However, without sustaining the new system, all the cost and
effort that went into creating it will prove pointless. The Sustain phase of 5S often
requires training and good communication, but it eventually will lead to employees
becoming comfortable with 5S procedures. While not complicated, the 5S system
presents challenges in both implementing the steps and sustaining the practice.
Putting 5S into place can not only help make people less stressed and more
efficient, but will also improve workplace safety and reduce training time for new
employees.

5
 CHAPTER-2

PROFILE OF THE COMPANY

Name: Dad’ son Music World

Contact Person: R Nelson

Address: No 111, Sathya Road, Opposite To GP Hospital Coimbatore -

641012, Tamil Nadu, India

Contact No: +91-8012647090

Website: https://www.indiamart.com/dadson-music-world

OVER VIEW OF AN COMPANY

At the core of Dad’son business motto is ‘Trusted Service’. In a pan-India

customer survey conducted in the metros and other major cities, three factors
characterized Dadsons’ services Quality, Reliability and Trust. Their legacy of
over 20 years has helped us build a service standard that is second to none.
Dad’son has over the years been a trusted partner for providing musical
instruments to musicians and institutions across the country – partnerships which
continue today and for the future.

6
1.3 ORGANISATION CHART

CEO

Legal Business

Department Affairs

MD

Artist Marketin Publicity

A&R Promotio g New
n Developme Departmen Media

Record
Sales
Label
Art

Department

7
 CHAPTER - 3

FUNCTIONS OF DEPARTMENTS

Marketing functions

Marketing is concerned with identifying and satisfying customers’ needs at

the right price. Marketing involves researching what customers want and analyzing
how the organization can satisfy these wants. Marketing activities range from the
‘strategic’, concerned with the choice of product markets (and how to compete in
them, for example, on price or product differentiation) to the operational, arranging
sales promotions (e.g., offering a 25 per cent discount), producing literature such
as product catalogues and brochures, placing advertisements in the appropriate
media and so on. A fundamental activity in marketing is managing the Marketing
Mix consisting of the ‘4Ps’: Product, Price, Promotion and Place.

Promotion.

Promoting the product in a way which creates maximum customer

awareness and persuades potential customers to make the decision to purchase the
product.

Place:

Making the product available in the right place at the right time – including
choosing appropriate distribution channels.

Product:

Having the right product in terms of benefits that customers value.

8
Price:

Setting the right price which is consistent with potential customers’

perception of the value offered by the product.

Human Resources

Grievance procedures and disciplinary matters. Dealing with complaints

from employees or from the employer.

Health and Safety matters Making sure employees work in a healthy and
safe environment.

Redundancy procedures Administering a proper system that is seen to be fair

to all concerned when deciding on redundancies and agreeing redundancy
payments.

Organizations are dependent on their employees. Consequently, their

recruitment and selection require careful management.

Recruitment and selection. Ensuring that the right people are recruited to the
right jobs. Training and development. Enabling employees to carry out their
responsibilities effectively and make use of their potential. Employee relations.
Including negotiations over pay and conditions.

Finance Department

The Accounting and Finance function is concerned with the following:

Financial record keeping of transactions involving monetary inflows or

outflows.

9
 Preparing financial statements (the income statement, balance sheet and cash
flow statement) for reporting to external parties such as shareholders. The financial
statements are also the starting point for calculating any tax due on business
profits.

Payroll administration Paying wages and salaries and maintaining

appropriate income tax and national insurance records. Preparing management
accounting information and analysis to help managers to plan, control and make
decisions.

Sales Department

A sales department has several objectives, aside from just making sales.
Since their sales department is often the link between their customers and the
product or service their company offers, there are other necessary functions a sales
department must meet:

Converting sales: of course, a sales department’s main objective is to make

sales. However, they must also do so efficiently and as inexpensively as possible.
It is not enough to collect credit card information and process an order. A sales
department is always concerned with improving its conversion rate.

A sales team that follows up with customers and makes sure they are happy
with the product or service you are providing is crucial. Most customers who take
their business elsewhere do so quietly, without informing anyone.

So, one objective of a sales staff is to make sure customers remain happy
and continue to do business with their company.

10
 CHAPTER 4

FINDINGS:

 Relationship marketing focuses on customer retention and satisfaction in

order to enhance your relationships with existing customers to increase
loyalty. Scarcity marketing creates a perception of a shortage which aims to
entice customers to purchase out of fear that they may not be able to get it in
the future. Undercover marketing, also known as stealth marketing, involves
marketing to consumers in a way that they do not realize they are being
marketed to. The first two cause and relationship marketing are what I
consider “positive” marketing techniques that focus on the benefits to others.
The second two – scarcity and undercover marketing – are more
unconventional and potentially controversial techniques.

 The Sort phase is the first step to making more effective use of space by
clearing out hazardous items and clutter that distracts from doing the job.

 The Set in Order phase creates an ergonomic, organized and uncluttered

workspace where employees have what they need close at hand and know
where every item is stored. This creates a less stressful work environment.

 The Shine phase creates a more pleasant environment for employees, who
no longer have to combat dust, dirt and clutter. Cleaning the area every day
also leads to a higher level of employee buy-in for the 5S method.

11
  The Standardize phase takes the progress and changes in behavior from the
first three steps and makes them the standard procedure.

 The Sustain phase of 5S often requires training and good communication,

but it eventually will lead to employees becoming comfortable with 5S
procedures.

12
 CHAPTER 5

CONCLUSION:

 For a brand to be successful, it needs to stand apart from the competition. A

distinctive brand offers something that the other businesses in its niche and
uses branding elements like logo, voice, color and graphic design to make
itself both recognizable and different.

 Most of us have developed our own set of marketing activities that we tend
to return to over time, activities that may or may not be as successful as
we’d like, but activities we are likely very comfortable doing. If you spend
most of your marketing focus doing the same old thing, though, you may not
only be boring your audience, but you could be wasting serious time and
money

 Putting 5S into place can not only help make people less stressed and more

efficient, but will also improve workplace safety and reduce training time for
new employees.

13