A

PROJECT REPORT

ON

“A STUDY ON EFFECTIVENESS OF SALES PROMOTION ACTIVITIES ADOPTED

BY KARDA CONSTRUCTIONS LIMITED, NASHIK”.

BY

MAYUR POKAR

(BATCH 2019-2021)

Roll No: 307

Under The Guidance Of

Prof. ABHIJEET PATI

Submitted to the SavitribaiPhule Pune University

in Partial Fulfillment of Requirement

For the Award of Degree of

MASTER OF BUSINESS ADMINISTRATION

Dr. D.Y. Patil Unitech Society’s

Dr. D.Y PATIL INSTITUTE OF MANAGEMENT AND RESEARCH,

Sant Tukaram Nagar, Pimpri

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 ACKNOWLEDGEMENT

“It is not possible to prepare a project report without the assistance and encouragement of other
people. This one is certainly no exception.”

On the very outset of this project on “ A STUDY OF EFFECTIVENESS OF SALES

PROMOTION ACTIVITIES ADOPTED BY KARDA CONSTRUCTIONS LIMITED,
NASHIK” I would like to thank all the personages who have helped me in this project. Without
their active guidance, help, cooperation and encouragement, I would not have made headway in
this project.

First of all I would like to thank Savitribai Phule Pune University for providing me the
opportunity to undertake this project. I would also like to thank our Director Dr. Meghana
Bhilare mam & MBA HOD Dr. Tejashri Talla mam for the guidance provided by him from
time to time. No doubt that his contributions for the successive completion of this project played
a vital role.

I am extremely thankful and pay my gratitude to my project guide MR. ABHIJEET PATIL,
Asst. Prof. for his valuable guidance and support on completion of this project in her presence.

I would like to thank all the other staff members from DR. D.Y.PATIL INSTITUTE OF
MANAGEMENT AND RESEARCH who have directly or indirectly helped me throughout
this project.

Signature:

Mr. Mayur Pokar

Date:

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 DECLARATION

This is to inform that I, Mr. Mayur Pokar , student of Dr.D.Y.Patil Institute of

Management and Research, has given the original data and information to the best of my
knowledge in the project titled as “A STUDY ON EFFECTIVENESS OF SALES
PROMOTION ACTIVITIES ADOPTED BY KARDA CONSTRUCTIONS

LIMITED,NASHIK ”

I have completed this project under the guidance of Asst. Prof. MR. ABHIJEET PATIL
and that no part of this information has been used for any other assignment but for the partial
fulfillment of the MBA course that I am pursuing at Dr.D.Y.Patil Institute of Management and
Research.

I have prepared this report with my own efforts and I have gathered all the relevant
information personally.

Signature
Mr. Mayur Pokar
Date:

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 INDEX

PAGE NO.
SR. NO CHAPTER TITLE

1. INTRODUCTION 10
1.1 Introduction to the topic 11
1.2 Objectives of the topic 15

1.3 Review Literature 16

1.4 Scope of the topic 17
1.5 Research Methodology 18
1.6 Limitations 24
2. ORGANIZATIONAL PROFILE 25
2.1 Organization profile 26
2.2 Organization structure 29
2.3 Product Profile 30
3 ACTUAL WORKING RELATED TO TOPIC 35

4 DATA ANALYSIS AND 41

INTERPRETATION

5 FINDINGS CONCLUSION 51

6 SUGGESSIONS AND RECOMMENDATION 53

7 BIBLIOGRAPHY 55

8 ANNEXURE 57

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 FIGURE INDEX

PAGE NO.
SR. NO CHAPTER TITLE
1 logo of the company 26
2 Organizational structure 29
3 Hari anand 30
4 Hari Krishna 3 30
5 Hari kiran 31
6 Hari sanskruti 32
7 Hari gokuldham 33
8 Hari om 2 33
9 Hari akruti 34

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TABLE AND GRAPH INDEX

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Sr Topic Page
n number
o

1 Table no 1:Research methodology 23

2 Table no 2:Analysis of price range for purchasing an apartment 42

3 Table no 3:Analysis for interest in the apartment 43

4 Table no 4:Analysis for maximum interested location 44

5 Table no 5:Analysis for target audience 45

6 Table no 6:Analysis for promotions use to promote sale of properties 46

7 Table no 7:Analysis for unique selling point 47

8 Table no8:Analysis for the usage of marketing strategies 48

9 Table no 9:Analysis for most effective strategies 49

10 Table no 10:Analysis for sustention in competition 50

11 Graph no 1: price range for purchasing an apartment 42

12 Graph no 2: interest in the apartment 43

13 Graph no 3: maximum interest location 44

14 Graph no 4: target audience 45

15 Graph no 5: promotion use to sale of properties 46

16 Graph no 6: unique selling point 47

17 Graph no 7: usage of marketing strategy 48

18 Graph no 8: most effective strategies 8 49

19 Graph no 9: sustention in competitions 50

 EXECUTIVE SUMMARY

 The project I have chosen regarding ‘A STUDY ON EFFECTIVENESS OF SALES

PROMOTION ACTIVITIES ADOPTED BY KARDA CONSTRUCTIONS LIMITED,
NASHIK’. In this project I have tried to study different sales promotion activities into real
estate sector.

 For collection of data I preferred both primary and secondary types data.

 As I completed internship at Karda Constructions for 2 months, so it was a real experience

for me to se the selling techniques and other activities too.

 As it was Covid situation so cold calling was the best approach used to contact customer.

 I also saw the difficulty faced by customer as coming to site was a issue and also those
who were interested they faced loan problems as due to covid there payment slips became
weak.

 But as challenges faced by customer in covid due to living in group housing societies,
they were now accepting individual homes like row houses or to live in limited units
society and also preferring privacy between to neighbouring units.

 So overall it was quite good experience for me to learn different selling techniques and to
work in Nashik’s best real estate firm.

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CHAPTER NO- 1

INTRODUCTION

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 CHAPTER 1 : INTRODUCTION

1.1 Introduction to sales promotion:

Sales promotion offers a direct inducement to act by providing extra worth over and above
what is built into the product at its normal price. These temporary inducements are offered
usually at a time and place where the buying decision is made. Not only are sales promotions
very common in the current competitive market conditions, they are increasing at a fast
pace. These promotions are direct inducements.

Meaning of sales promotion:

Sales promotion is the process of persuading a potential customer to buy the product. Sales
promotion is designed to be used as a short-term tactic to boost sales – it is rarely suitable
as a method of building long-term customer loyalty. Some sales promotions are aimed at
consumers.

Definition of sales promotion:

Those marketing activities, other than personal selling, advertising, and publicity that
stimulate consumer purchasing and dealing effectiveness, such as shows, displays and
exhibitions, demonstrations and various non-recurrent efforts not in the ordinary routine is
known as sales promotion.

--American marketing association

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Sales promotion strategies:

Sales promotion strategies can be divided into three broad types. These are –

 Pull Strategy – The pull strategy attempts to get the customers to ‘pull’ the products
from the company. It involves making use of marketing communication and initiatives like
seasonal discounts, financial schemes, etc.

 Push Strategy – The push strategy attempts to push the product away from the company
to the customers. It involves convincing the intermediary channels to push the product from
the distribution channels to the final consumers using promotional and personal selling
efforts. This strategy involves making use of tactics developed especially for resellers,
merchants, dealers, distributors, and agents.

 Hybrid Strategy – A hybrid sales promotion strategy makes use of both the pull and
push strategy to sell the product with the least resistance possible. It involves attracting the
customers using special coupons and also providing incentives to the merchants to sell the
brand’s products.

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Importance of sales promotion:

Spread information: The first function sales promotion is to spread the important information
about the availability, characteristics and uses of a particular product. Spreading the information
about the product helps to do the marketing activities easily. It is important to provide the
information about the product in the market.

Stimulates demand: Sales promotion helps in stimulating the demand for the product in the
market. Sales promotion activities are designed to create interest in new products and to persuade
people to buy them.

Customer satisfaction: Sales promotion helps in satisfying the customers. In the promotion of
selling activities, the new product is available in the market. The consumer has the desire to have
the new product. If they consume a new product , they will have satisfy in it. The new product in
the market provides satisfaction to the customer.

Stabilization of sales volume: Sales promotion helps to stabilize volume. It is an important of

sales promotion to help in establishing sales volume by reassuring customers about the quality
and price of the product. It is possible that a customer using a particular brand may buy another
because the another is promoted in an effective manner.

Performance appraisal or marketing control: Sales promotion helps in marketing control too.
It is important to have market control about the performance of the situation of the market.
Performance in the market helps to raise the condition of the market which is approved by the
customer.

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KARDA CONSTRUCTIONS:
The Karda group is well established Nashik based group having its presence in the construction

industry for more than two decades. The group was founded by our promoter Mr. Naresh

Karda in year 1994. In the year following its inception the group concentrated on developing

affordable housing in the residential segment and from year 2001 onwards, the group diversified

into commercial segment.

Under the sound leadership of its director Naresh Karda, the Karda Constructions group has

grown into a team of highly motivated and skilled professionals. Focused on upholding excellent

standards in design and construction, each of their projects are hallmarks of technical excellence

and impeccable quality.

AWARDS:

“Best business icon” (by Maharashtra CM - Shri Devendra Fadnavis in April, 2014)
Hari Sankul is awarded for “Best Group Housing Project”(By Divya Marathi Landmark
Awards 2012)
The main customers of the company are the investors.
There are various Marketing Strategy adopted at Karda Constructions:
 Cold calling
 Promotions
 Negotiation
 Exhibitions
 Banner-ads
 Walk-in
 Sponsorships

1.2 OBJECTIVE OF THE STUDY:

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 To Study the buying behavior pattern of customers towards the Karda Construction.

 To study the promotional activities implemented by Karda.

 To study the effectiveness of Promotional mix followed by Karda Construction.

1.3 REVIEW OF LITERATURE :

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Highlighting the principles of marketing science, a systematic examination of the
marketing nature of the construction industry suggests a combination of Kotler’s product
classification system and Lovelock’s classification criteria, which reveals that
construction is neither a pure service nor pure goods; rather, it is a “major service with
accompanying minor goods.” Furthermore, a discussion on the users of the products and
the project-driven nature of this industry makes it necessary to consider industrial
marketing and project marketing as two inseparable references for construction
marketing. Therefore, a construction product can be considered as an IPS product
accompanied by specific characteristics. This complex nature justifies why construction
marketing is so backward. Due to this nature, certain research processes were suggested
for developing the basic knowledge of construction marketing. This scheme provides a
clear road to scholars for the development of tailored theories, strategies, and practices of
construction marketing. As an essential and fundamental part of construction marketing,
a strategic marketing planning framework was developed, which shows the scope of
construction marketing and its components. This reference framework shows that
construction companies are involved in three marketing working fields—project-based
marketing activities, RM, and marketing mix-related practices. They should plan for each
field and allocate adequate resources. This research provides a foundation that helps both
practitioners and researchers get a true and clear perception of the nature and scope of
construction marketing. The study also identifies the current research gaps in construction
marketing and suggests many research subjects in this field for researchers. It is hoped
that this study facilitates more studies to be conducted on this topic, resulting in greater
attention to construction marketing.

-(Review Article)
BY -Mahmood Mokhtariani,1 Mohammad Hassan Sebt,1 and Hamid Davoudpour2

1.4 SCOPE OF THE STUDY:

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 Project scope is the part of project planning that involves determining and documenting
a list of specific project goals, deliverables, features, functions, tasks, deadlines and
ultimately costs. In other words, it is what needs to be achieved and the work that must be
done to deliver a project.
 The research will help company to utilize their time efficiently on the most
effective strategies.
 The research will also help the company to use the best selling technique to
optimize profits.
 The research can help the company to target the right, most potential market.
 The research will provide an opportunity for the company to explore, develop and
reach new markets.

1.5 RESEARCH METHODOLOGY

“Research is a systematic, formal, rigorous and precise process employed to gain solutions to
problems or to discover and interpret new facts and relationships” – Waltz and Bansell
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Research is the systematic investigation and study of materials and sources in order to establish
facts and reach new conclusions.

The process used to collect information and data for the purpose of making business decisions.
The methodology may include publication research , interviews, surveys and other research
techniques and could include both present and historical information.

WHAT IS RESEARCH?

‘RESEARCH’ is a process of enquiry and investigation; it is systematic, methodical and ethical;

research can help solve practical problems and increase knowledge.’

The purpose of research is to:

 Review or synthesize existing knowledge

 Investigate existing situations or problems

 Provide solutions to problems

 Explore and analyse more general issues

 Construct or create new procedures or systems

 Explain new phenomenon

 Generate new knowledge

RESEARCH METHODOLOGY

The term methodology refers to overall approaches and perspectives to the research
process as a whole and is concerned with the following main issues:

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  Why you collected certain data?

 What data you collected?

 Where you collected it?

 How you collected it?

 How you analysed it?

A research methodology refers only to the various specific tools or ways data can be
collected and analysed, e.g. questionnaire, interview checklist, data analysis software etc.

WAYS TO GATHER DATA

A research project includes empirical research that is primary research data. The ways
that data can be gathered include:

 One-to-one interviews with key informants in an organisation

 Focus groups: discussions and interviews

Participants observation in a relevant situation

 A questionnaire survey, e.g. of relevant people in an organisation , or of consumers etc.

this can be done using printed or electronic questionnaires.

TYPES OF DATA

PRIMARY DATA:
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Primary data is original research data in its raw for, without any analysis or processing. This data

provides a wealth of information for researchers. Depending on the nature of the study, the

primary data may be provided along with reports and analysis so readers can look at it directly,

or it may be kept confidential. This data can contain results from empirical testing, transcripts of

interviews and surveys and recorded observations.

For the preparation of this report, primary data was collected through a questionnaire.

SECONDARY DATA:

Secondary data is data collected by someone other than the user. Common sources of secondary

data for social sciences include censuses, organisational records and data collected through

qualitative research. Secondary data analysis saves time that would otherwise be spent collecting

data. Secondary data provide larger and higher quality databases.

For the preparation of this project report, secondary data was collected through websites of

company as well as company brochures.

TYPES OF RESEARCH

EXPLORATORY RESEARCH:

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Exploratory research is a research conducted for a problem that has not been studied more

clearly, intended to establish priorities, develop operational definitions and improve the final

research design.

Exploratory research helps determine the best research design, data-collection method and

selection of subjects. It should draw definitive conclusions only with extreme caution.

Exploratory research is carried out to understand a problem in depth and to gain insights using

primary and secondary data.

DESCRIPTIVE RESEARCH:

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.

Descriptive research deals with everything that can be counted and studied: it is used to identify

the cause of something that is happening.

Descriptive research is used to obtain information concerning the current status of the

phenomena to describe ‘what exist’ with respect to variable or conditions in a situation.

SCALING METHODS-

CLOSE ENDED:
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Close ended questions are defined as question types that ask respondents to choose from a

distinct set of pre-defined responses, such as “yes/no” or among a set multiple choice questions.

In a typical scenario, closed-ended questions are used to gather quantitative data from

respondents.

OPEN ENDED:

Open-ended questions are ones that require more than one word answers. The answers could

come in the form of a list, a few sentences or something longer such as a speech, paragraph or

essay.

Types of research Exploratory research/descriptive research

Duration of research 2 Months

Scaling methods Closed ended, open ended

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 Data collection Primary data:

 Personal interview

 Observation

 Questionnaires

Secondary data:

 Records of the organization

 Company catalogue and brochures

Data presentation Graphs and pie charts

Size of sample 100

Sampling method Simple random sampling & systematic

Sample universe Conversation on call & enquiry done

1.6 LIMITATIONS OF THE STUDY:

Limitations are matters and occurrences that arise in a study which are out of the

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researchers’ control. They limit the extensity to which a study can go, and sometimes affect the
end result and conclusions that can be drawn. Every study, no matter how well it is conducted
and constructed has limitations.

 Time constraints
 Lack of available and/or reliable data
 Lack of prior research studies on the topic
 Control limits
 Derivations in the data

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 CHAPTER NO- 2

PROFILE OF THE ORGANISATION

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 CHAPTER 2: PROFILE OF THE ORGANISATION:

Fig no 1:Logo of Karda constructions

Corporate office : Saikripa Commercial Complex, Tilak road, Opp. Muktidham, Nashik
Road. Tel : 0253-2465436

Registered office : 2nd Floor, Gulmohar Status, Above Business Bank, Mahatma Nagar,
Nashik. Tel : 0253-2351090

Email : karda444@gmail.com

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 2.1 HISTORY OF THE ORGANIZATION:

Karda constructions has been instrumental in touching the lives and enriching the lifestyles
of more than 3500+ families over the last two decades in Nashik City.

Our company was incorporated as Karda Constructions Private Limited on September 17, 2007
as a Private Limited Company under the Companies Act ,1956.

It is first generation construction company in Nashik with a disciplined and professional

approach in its area of expertise i.e. Real-estate Development in Nashik since 1994. Karda
Constructions has passionately strived to bring people under one roof and fostering a sense of
brotherhood through the concept of ‘Group Housing ’within our customers. More than a
business, it is a Dream, shared with everyone we work for and with.

Nashik being the home ground, Karda Constructions shares a bond with every Nashikite since
two decades. The venture has grown with the city while contributing to its grown proactively
with its ambitious projects and has left no stone unturned to make the end customer happy.
Karda provides everything ranging from a 1BHK flat to a Penthouse or from row houses to
palatial bungalows you name it. Every deal is as transparent as air and everything that is
promised is delivered end of the day. The referrals and repeat business generated from the
existing customers is enough to reinforce their sincerity and commitment.

KARDA CONSTRUCTION LTD ,issued its IPO on 16th March ,2018. Its IPO Price was 180
rupees per Equity share and face value was 10 rupees per share , aggregating up to 77.40 crore
Rupees. Now it is listed company on BSC and NSC.

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 VISION AND MISSION:

The focus to provide cost effective abodes with luxurious amenities for each market
segment with equal thought and dedication has brought Luxuries within the reach of
common man.
Everyone and everything that adds value to the brand is considered as an asset for Karda
Constructions and rewarded well whether they are designers, onsite engineers, customers,
consultants, or the labour which works while the project is on in order to create the home of your
dreams.
Karda Constructions is a recognized Brand in Nashik Road by now. Another salient feature
which identifies with our brand name is the term ‘Hari’. The names of most all of our sole
projects begin with ‘Hari’ as in ‘Hari Vihar’ or ‘Hari Sankul’. We believe it to be sacred for us as
well as our customers well being. After completion of so many ambitious projects in Nashik, we
now look forward for further expansion both vertical & horizontal. We wish to capture all the
markets and along with all their respective market segments available yet to be explored by us
for real estate development. We are bound to serve all the segments.

VISION:

We wish to serve all the segments to Meet up the market gap in Nashik & increase our
market share.

MISSION:

To provide homes to everyone, in every area within Nashik by means of:

 Innovating ways and means for better performance of men and machinery.
 Creating projects based on the latest market trends with respect to the targeted segments.
 Ensuring timely delivery of projects.
 Achieving scalability in order to provide more dreamhomes.

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2.2 ORGANIZATION STRUCTURE:

Fig no 2: Organizational Structure

Supported staff:

 Vilas Raut ( Liasoning head)

 Mayura Marathe (company secretary and compliance officer)
 Rajesh zagade ( project head )

2.3: PRODUCT PROFILE:

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1: Our completed projects:

Fig no 3: Hari anand

Fig no 4: Hari Krishna 3

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Fig no 5: Hari kiran

2) Our ongoing projects:

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Kharjul mala, Opp.Nisarg Lawns, Near Railway Station, Nashik (East)

Fig no 6: Hari sanskruti

Near Rajrajeshwari, Old Saikheda Road, Jail Road , Nashik Road, Nashik
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 Fig no 7: Hari gokuldham

Near Hari Om Phase l, Behind Guru Gobind Singh College, Indira Nagar,Nashik

Fig no 8: Hari om 2

Opp.Sagar Sweets,Dwarka,Nashik

Fig no 11: Hari aakruti

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 CHAPTER NO – 3

CONCEPTUAL BACKGROUND /
ACTUAL
34
WORKING RELATED TO TOPIC

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 CHAPTER 3:

CONCEPTUAL BACKGROUND AND ACTUAL WORKING

3.1: THEORY RELATED TO TOPIC:

Sales promotion is a marketing strategy where the product is promoted using short-term
attractive initiatives to stimulate its demand and increase its sales.

Definition of sales promotion:

Sales promotion means any steps that are taken for the purpose of obtaining or increasing sales.

Methods of sales promotion:

Money off coupons – customers receive coupons, or cut coupons out of newspapers or a
products packaging that enables them to buy the product next time at a reduced price

Competitions – buying the product will allow the customer to take part in a chance to win a
prize

Discount vouchers – a voucher (like a money off coupon)

Free gifts – a free product when buy another product

Point of sale materials – e.g. posters, display stands – ways of presenting the product in its best
way or show the customer that the product is there.

Loyalty cards – e.g. Nectar and Air Miles; where customers earn points for buying certain
goods or shopping at certain retailers – that can later be exchanged for money, goods or other
offers.

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Tools of sales promotion:

1. Distribution of Free Samples – It is a very effective way of sales promotion. When

consumers get free sample of the goods which is shortly to be introduced or has just been
introduced in the market, they get an opportunity to test the product and examine its merits
before they decide to purchase it.
2. Coupons – It is also an effective promotional tool. Coupon is a sort of certificate which is kept
inside the package. It is also distributed by mail or door-to-door. The customer presents the
coupon to a retailer concern and gets the goods delivered. This gives the consumer to test the
quality and fitness of the product offered for sale to his own conditions. The ultimate motto is to
increase the sale of an existing product or to introduce a new product.

3. Premiums – In this method, a purchaser is offered another product free of cost or at less than
its actual cost. Premium as a promotional tool is used for various purposes like to introduce a
new product, to attract new customers, to improve off season sale, to discourage competitions,
etc.

4. Price-Off Promotion – This device of consumer oriented sales promotion provides an

opportunity to the purchasers to get the product at a reduced price. This device is generally used
to attract consumers for a particular period on a particular occasion. It is available in two forms –
first, the reduction in price and the second, more than one item is packed and made available at a
reduced price. We find this device generally at the time of festivals.

5. Fairs and Exhibitions – Display of goods in fairs and exhibitions also leads to sales
promotion. Now-a-days, fairs and exhibitions are held at national and international levels. In
such exhibitions, there is not only product promotion, but the industrialists also get some
innovative ideas which prompt them to develop their products for benefit of all.

6. Buying Allowance – It is a short-term device which is used to induce the middlemen for
promoting sales. In this method, the middleman gets buying allowance after purchase of goods
more than a fixed point. It is generally paid in cash. In few cases it is also deducted from the total
payment.

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TYPES OF SALES PROMOTION:

FREE SAMPLES
Free samples refer to when customers are provided a sample of a product for free. A common
example is product samples given away free with magazines. An organization may use this form
of promotion as it can be effective in removing any monetary disincentive a customer may have
about purchasing and trailing a new product.

PREMIUM OFFERS
Premium offers refer to when a bonus second product offered to a customer for purchasing a
product. This bonus may be given to the customer for free or at a substantial discount. An
example of a premium offer could be giving customers free video games with the purchase of a
video game console. An organization may use this approach to promotion as it gives customers
extra incentive for purchasing a product.

LOYALTY PROGRAMS
Loyalty programs offer customers some form of bonus or reward for spending money at a
specific store. Examples of loyalty programs are rewards cards used by many supermarkets or
frequent flyer point systems offered by airlines. An organization may use this form of promotion
in order to create customer loyalty and drive customers to make repeat purchases.

CONTESTS
Contests refer to competitions held by organizations associated with their products. An example
of a contest could be a chocolate bar company offering the chance to win a ‘Free Bar’ inside the
wrappers of their products. An organization may use this form of promotion to offer additional
incentive for consumers to purchases their product over similar competitive products.

COUPONS
Coupons are vouchers that allow consumers to purchase products at a discounted price. A
common example of coupons would be discount vouchers distributed to fast food chains. An
organization may use this form of promotion to advertise a new product.

DISCOUNTS
Discounts refer to when products are temporarily offered at a lower price. Examples of a
discount would be clothing items marked at ‘15% off’ within a store. An organization may use
this form of promotion in order to increase sales and attract new customers.

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REBATES
Rebates refer to systems that allow customers to obtain a refund of some of the purchase price.
An example of a rebate would be a company that offer a partial refund when customers mail in a
proof of their purchase. This is refereed to as a mail-in rebate. Rebates may also be offered
immediately at the time of purchase, this is an instant rebate.
An organization may use this form of promotion to capture consumers’ attention and offer an
incentive to purchase their product over similar competing products. Rebates are also
advantageous for organizations because in order to claim a rebate a customer needs to make an
application in which they provide personal details, this information can be used by the
organizations for research in consumer behavior.

POINT OF PURCHASE PROMOTIONS

Point of purchase promotions refers to any promotions that take place within a store. Examples
of point of purchase promotions would be an in-store demonstrations or trial of product. Often
supermarkets will offer in store trials of products. In the case of free trials within a supermarket,
an organization may use this form of promotion because the customer feels a sense of obligation
to purchase the product after the free trial.

ADVANTAGES OF SALES PROMOTION:

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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.

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 CHAPTER NO – 4

DATA ANALYSIS & INTERPRETATION

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 CHAPTER 4 :
DATA ANALYSIS AND DATA INTERPRETION

Question 1: Customers usually purchase an apartment in price range of ?

Table 2: Analysis of price range for purchasing an apartment

Sr. no Options Percentage

1 20-30 lakhs 40

2 30-40 lakhs 40

3 40-50 lakhs 15

4 Above 50 lakhs 5

Price range of purchasing an apartment

20-30 lakhs
30-40 lakhs
40-50 lakhs
Above 50 lakhs

Pie chart 1: Price range of purchasing an apartment

Interpretation:

According to the analysis, it is observed that the most of the customers prefer the prefer the price
range between 20-30 lakhs and 30-40 lakhs for purchasing an apartment.

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Question 2: Customers are usually interested in what type of apartment?

Table 3: Analysis for interest in the apartment

Sr no. Options Percentage

1 Studio apartment 1

2 Economy apartment 30

3 Duplex apartment 20

4 Semi luxuries apartment 45

5 Luxuries apartment 4

Analysis for interest in apartment

Studio apartment
Economy apartment
Duplex apartment
Semi luxuries apartment
Luxuries apartment

Pie chart 2: Analysis for interest in apartment

Interpretation:

According to the analysis, it is observed that the most preference or interest in apartment is given
to semi luxurious apartment.

Question 3: Maximum customers are interested in which location?

Table 4: Analysis for maximum interested location

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 Sr no Options Percentage
1 Gangapur road 50
2 Nashik road 5
3 Panchvati 20
4 Ashoka marg 10
5 Others 15

Analysis for maximum interested location

60

50
50

40

30 Analysis for maximum interested

location
20
20
15
10
10
5

0
College road Nashik road Panchvati Ashoka Marg Others

Graph 3: Analysis for maximum interested location

Interpretation:

According to the analysis, it is observed that the customer’s most interested locations are college
road.

Question 4: Who is your target audience ?

Table 5: Analysis for target audience

Sr.no Options Percentage

1 Lower class ( below 10 lakhs p.a) 10

44
 2 Middle class ( income up to 10 lakhs 85
p.a )

3 Rich class ( income above 10 lakhs 5

p.a)

rich class

Analysis for target

middle class audience

lower class

0 20 40 60 80 100

Graph 4: Analysis for target audience

Interpretation:

According to the analysis, it is observed that the main target audience are middle class
customers.

Question 5: Which mode of promotions do you use to promote sale of properties?

Table 6: Analysis for promotions use to promote sale of properties

Sr no Options Percentage
1 Television 15
45
 2 Radio 30
3 National magazines 5
4 Local newspapers 50

Analysis for promotions use to promote sale of

properties

Local newspapers 50

National magzines 5

Analysis for promotions use to

Radio 30 promote sale of properties

Television 15

0 20 40 60

Graph 5: Analysis for promotions use to promote sale of properties

Interpretation:

According to the analysis, it is observed that the promotions used to promote sale of properties is
done by local newspapers.

Question 6: What according to your selling experience is companies unique selling point?

Table 7: Analysis for unique selling point

Sr no Options Percentage
1 Price 60
2 Location 25

46
 3 Layout 0
4 Amenities 15

Analysis for unique selling point

70
60
60

50

40

Analysis for unique selling point

30 25

20 15

10
0
0
Price Location Layout Amenities

Graph 6: Analysis for unique selling point

Interpretation:

According to the analysis, it is observed that the unique selling point of the company is price.

Question 7: Company uses which of the following marketing strategies?

Table 8: Analysis for the usage of marketing strategies

Sr no Marketing strategies Percentage

1 Cold calling 40
2 Promotions 65
3 Banner ads 65
47
 4 Negotiations 10

Marketing strategies

Negotiations 10

Banner-ads 35

Marketing strategies
Promotions 35

Cold calling 20

0 10 20 30 40

Graph 7: Marketing strategies

Interpretation:

According to the analysis, it is observed that the most usage of marketing strategies in the
company is promotions and banner-ads.

Question 8: In the above question which are the most effective strategies? (Rank from 1to 5)

Table 9: Analysis for most effective strategies

Sr no: Marketing strategies Ranks

1 Cold calling 3
2 Promotions 4
3 Exhibitions 2
4 Negotiations 1

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 5 Banner-ads 5

5
5

4
4

3
3

2
2

1
1

0
Cold calling Promotions Exhibitions Negotiations Banner-ads

Effective marketing strategies

Graph 8: Analysis of most effective marketing strategies

Interpretation:

From above ranking it is observed that the most effective strategies is banner ads and
promotions.

Question 9: What strategies does the company adopt to sustain in competition?

Table 10: Analysis for sustention in competition

Sr no Options Percentage
1 Pricing 50
2 Marketing using cold calling 5
3 Amenities 20

49
 4 Location 15
5 Promotion 10

Sustain in competition
60

50

40

30
Sustain in competition
20

10

0
Pricing Marketing Amenities Location Promotion
using cold
calling

Graph 5: Sustain in competition

Interpretation:

According to the analysis, it is observed that the mostly company adopts pricing and amenities
marketing strategies to sustain in competition.

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 CHAPTER NO – 5

CONCLUSION & FINDINGS

51
 CHAPTER 5: CONCLUSION AND FINDINGS:

FINDINGS-
 It is found that the most of the customers prefer price range between 20-30 lakhs and 30-
40 lakhs for purchasing an apartment.
 It is found that the main target audiences are Middle class customers & it is found that the
most preference or interest in apartment is given to semi luxurious apartment.
 It is found that the customer’s most interested locations are Gangapur road and Nashik
road &it is observed that the main target audience are Middle class customers.
 It is observed that the unique selling point of the company is price and location & it is
observed that the most effective strategy is banner ads and promotions.
 It is observed that the mostly company adopts pricing and amenities marketing strategies
to sustain in competition & it is observed that the promotions used to promote sale of
properties is done by local newspapers.

CONCLUSION-
The data gathered from the survey was further analysed. It suggests,

 Karda construction has loyal customer base due to its quality.

 Karda construction is a branded company and if it gives a low price property then middle
class people can afford it.
 It has competition with Samrat Group,Sanklecha Group,Ashoka Buildcon,Parkside
Homes and many more but it has a place.
 It focus on brand and brand concious customers.

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CHAPTER NO – 6

SUGGESTION

53
 CHAPTER 6: SUGGESTION

 A marketing strategy like cold calling should be given at most importance as it helps in
increasing the sales of the product. Cold calling is the important strategy for the company
because with the help of this strategy there is an increase in sales of the product.
 The company should advertise themselves on social media e.g. Facebook, linked in,
twitter.
 The company should appoint skilled and well trained employees who will promote their
company through telephone as it is a quick and the data collected will be authenticate and
will also create good relations with the clients.
 They must clearly discuss with company about the policies they are not satisfied with.
 They must also make suggestions to the company in the required field which has scope
for improvement.
 Marketing strategies like Exhibitions, Negotiations, Banner ads, Promotions helps in
increasing the sales of the company.
 The company should provide the training for the product so that it will not hamper the
sale and also the client interest in the product, thus appropriate training should be
provided because good knowledge of products helps in increasing sled and thus the profit
margin of the company.

54
BIBLIOGRAPHY

55
 BIBLIOGRAPGY:

Websites:
 http://www.slideshare.net
 http://www.wikipedia.in
 http://linkedin.com
 http://scribd.com
 http://googleweblight.com/marketingstrategyquestionnaire

Books:
 Marketing Management- R. Mittal.
 Kotler on Marketing- Philip Kotler

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ANNEXURE

57
Anexxure
Questionnaire:
Name of the employee:
Designation:
Duration of the job:
Contact no:

1. Customers usually purchase an apartment in price range of ?

 20-30 lakhs
 30-40 lakhs
 40-50 lakhs
 50 & above

2. Customers are usually interested in what type of apartment ?

 Studio apartment
 Economy apartment
 Duplex apartment
 Semi luxuries apartment
 Luxuries apartment

3. Maximum customers are interested in which location ?

 Gangapur road
 Nashik road
 Datta chowk
 Jail road
 Others

58
4. Who is your target audience ?
 Lower class (Income below 10 lakhs p.a)
 Middle class (Income up to 10 lakhs p.a)
 Rich class (Income above 10 lakhs p.a)

5. Which mode of promotions do you use to promote sale of properties ?

 Television
 Radio
 National magazines
 Local newspapers

6. What according to your selling experience is companies unique selling

point ?
 Price
 Location
 Layout
 Amenities

7. Company uses which of the following marketing strategies ?

 Cold calling
 Promotions
 Banner ads
 Negotiations

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8. In the above question which are the most effective strategies (Rank
from 1 to 5) ?
 Cold calling
 Promotions
 Exhibitions
 Negotiations
 Banner ads

9. What strategies does the company adopt to sustain in competition ?

 Pricing
 Marketing using cold calling
 Amenities
 Location
 Promotion

60