1NZ14MBA02

Internship Report on
A study on “Marketing strategies and customer satisfaction of fire

and security systems in hotels, malls and hospitals in Ceasefire
Company.”
BY
NEHA SINGH
1NZ14MBA02
Submitted to
VISVESVARAYA TECHNOLOGICAL UNIVERSITY,

BELGAUM
In partial fulfillment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION
Under the
guidance of
INTERNAL GUIDE EXTERNAL GUIDE
MRS. KEREENA ANAND Mr. Sagar Nawendu
Sr. Assistant Professor ( Territory Manager)
Department of MBA
NEW HORIZON COLLEGE OF ENGINEERING
OUTER RING ROAD, MARATHALLI
BANGALORE
2015 – 2016
ACKNOWLEDGEMENT
First of all, I thank the almighty God, the guiding light of my life, for giving me the strength and
courage to complete this project successfully.
I am extremely thankful to our beloved principal Dr. MANJUNATHA, Principal of NEW

HORIZON COLLEGE OF ENGINEERING for providing me the opportunity to conduct this
research project.
I also express my heartful gratitude to Dr. SHEELAN MISRA, Head of Department of

Management Studies for her encouragement and guidance.
I also express my deep appreciation to my guide PROF. KERENA ANAND (Department of

Management Studies, NHCE) for all her help, guidance and valuable suggestions. I am also
grateful to all other staff members of the MBA Department of NHCE for rendering their help of
immense encouragement.
I also like to take this opportunity to express my sincere words of gratitude and thanks to MR.
SAGAR NAWENDU (Territory Manager) and other staff members of Ceasefire Company for
their technical guidance and all other help in my project success.
Place: BANGALORE Student Name: NEHA SINGH
Date: 13th April 2016 USN No. – 1NZ14MBA02

TABLE OF CONTENTS
SL. NO CONTENTS PAGE NO.
1 CHAPTER-1 2-10
Introduction to the project
2 CHAPTER-2 11-20
Industry and Company
profile
3 CHAPTER-3 21-31
Theoretical background of
the study
4 CHAPTER-4 32-62
Data Analysis and
Interpretation
5 CHAPTER-5 63-65
Summary of findings,
suggestions and conclusions
BIBLIOGRAPHY 66
ANNEXURE 67-70
LIST OF TABLES
TABLE NO. PARTICULARS PAGE NO.

Table showing the number of respondents who typically
4.1 use the product 32
Table showing whether the smoke detectors function
4.2 properly or not 34
Table showing are fire extinguishers inspected regularly
4.3 or not 36
Table showing the aspect of products and services the
4.4 consumers are most satisfied by 38
Table showing the comparison of products or services
4.5 offered by other companies as compared to Ceasefire 40
Table showing number of customers who have contacted
4.6 customer service 42
Table showing the no. of customers who have contacted
4.7 customer service and their complications has been 44
determined to their whole satisfaction
Table showing the number of customers who are likely to
4.8 buy the product again 46
Table showing the overall superiority of firm’s sales
4.9 organization facility 48
Table showing the aspect of product or service the
4.10 customers were most disappointed by 50
Table showing the customers response whether they will
4.11 recommend the product or service to colleagues or 52
contacts within society
Table showing the overall satisfaction of the customers
4.12 with the product or service 54
LIST OF CHARTS
CHART NO. PARTICULARS PAGE NO.

Chart showing the number of respondents who
4.1 typically use the product 33
Chart showing whether the smoke detectors function
4.2 properly or not 35
Chart showing are fire extinguishers inspected
4.3 regularly or not 37
Chart showing the aspect of products or services the
4.4 customers are most satisfied by 39
Chart showing the comparison of products and services
4.5 of other companies as compared to Ceasefire 41
Chart showing the number of customers who have
4.6 contacted customer service 43
Chart showing the no. of customers who have
4.7 contacted customer service and their complications 45
have been determined to their whole satisfaction
Chart showing the number of customers who will buy
4.8 the product again 47
Chart showing the overall superiority of firm’s sales
4.9 organization facility 49
Chart showing the aspect of product or service the
4.10 customers were most disappointed by 51
Chart showing the responses of customers whether they
4.11 will recommend the product or service to colleagues or 53
contacts within the society
Chart showing the overall satisfaction with the product
4.12 or service 55
EXECUTIVE SUMMARY
The organizational study has been conducted at Ceasefire Industries Limited, Malleshwaram,
Bangalore. The project work mainly aims at getting exposure to the real working
environment. This project report gives detail about the industry profile, company profile,
product profile, services offered by the company, areas of operation, infrastructure facilities,
competitors, vision, mission and quality policy.
The study helped me a lot to analyze the marketing strategies of company and the findings,
suggestions and conclusions might help the company a lot to enhance its business
performance.
The study was conducted in various hotels, malls, hospitals and restaurants of Bangalore and
the data has been collected through questionnaires and interviewing the customers.
SWOT analysis has also been done to identify the opportunities and threats of the company.
The study was done under the title of “A STUDY ON MARKETING STRATEGIES AND
CUSTOMER SATISFACTION OF FIRE AND SECURITY SYSTEMS FOR HOTELS,
MALLS AND HOSPITALS IN CEASEFIRE INDUSTRIES LIMITED” at Bangalore for the
period of twelve weeks with the help of structured questionnaire and is concerned with the
collection of data, data analysis and suitable inference is made on the basis of that. Research
Methodology gives the information on the type of research, the survey, the techniques and
procedures of collecting data, sample size, sampling tool and the limitations of the study.
The introduction part provides complete information about the statement of the problem,
objectives of the study and theoretical background of the study. The analysis and
interpretation provides information about the customer‟s response in the form of tables and
graphs. It is based on the assumption that the information was accurate collected by the
customers through the questionnaire. SPSS and Excel have been used for data analysis and
interpretation.
The findings and conclusions of the study are mentioned at the end keeping in mind the
objective of the study. The suggestions and recommendations based on the observations are
pointed out toundertake suitable action to implement anideal marketing strategy for better
enhancement of the company‟s products and services.
1
CHAPTER- 1
1.1 INTRODUCTION
Internships provide real practical experience of the world to those candidates who are
looking forward to discover and acquire the required understanding as well as skill-sets
needed to get engaged in a particular career field. Internships are relatively temporary in the
natural state with the primary focus on acquiring someone at the workplace training and
grabbing what is encountered in the session hall and making use of it to the real life. Interns
most often have a manager who permits specified duties to them and appraises the interns
over all their works.
Now days the business world is a customer driven. And the customer is treated as a King. So
for a good business, they have to maintain the relation with the customer for a longer duration
of time as it is a never ending process. So customer satisfaction is very important to keep the
customers in the business pocket.
On the other hand, the strategic marketing helps in the development of products and services
with the best opportunities for generating greater revenue. And thisis because the marketing
strategy starts with marketplace exploration taking into consideration the target audiences, the
competition in the market and the changes that might be there in the distance.
Learning is the never ending process in a person‟s life. He should learn something new every
time. Learning is the important aspect in a person‟s life. Knowledge is bigger than the ocean,
if we have knowledge and skills with us, we will get all capabilities. When we are exhausting
something to retain anything, it will never be misuse. Practical knowledge is very much
necessary for us at the same time. “Practice makes man perfect” is a very famous quote said
by someone. Through hypotheticalinformation we can getonly an idea about the concept or
the topic. But practical knowledge on the other side will provide deep understanding of the
concept by doing, experimenting and experiencing it. So, only theoretical knowledge is not
enough for us. Practical knowledge isalso essential then only we can understand the full idea.
Practical knowledge is very important along with the theoretical knowledge. By doing
internship only we can come to know what is corporate life and how we need to survive at
work place as per the required knowledge and skills.
The Internship provides a platform to boost required skills for the job:
2
An internship is an abstract to the real workplace, business, and it gives an opportunity for us
to know the functioning of the real corporate world. It means how the things would be and
how the things work at the workplace and all. Internship shows the significanceof the
business theory what we have studied in the classroom and it gives thebetter understanding
on the working standard of original business situation.
An internship gives us a great chance to develop our knowledge and skills. We can apply it in
the real world workplace whatever we have learned in the classroom. We will come to know
how to work with other people. It is an importantelement required for success atthe work
place. We can develop it during our internship period.
Internship maximizes the chance of getting great job:
As we have done our internship, we have idea about the working environment and will get
the ability to work with others. So no one will reject our extra skills and qualification. We can
easily adapt to the situation of working environment. Our working capability is greater than
thosestudents who didn‟t their internship. The candidates who finished their internship can
have a lot of self-confidence during the internship period, so that they can fight with the work
life challenging situations confidently and bravely. So corporate will provide more chance to
those students who have done their internship. As per the survey 75 % of companies are
searching for the candidates who have done their internship. So internship will provide us the
great job opportunities.
Internship provides us a great opportunity to change intern into full-time employment:
More than 15 % employers are interns as per the survey; the candidates are already adopted
with the environment that has finished their internship. They are familiar with the working
rules and regulation of the corporate. So the Management and employers both will have
interest to make the interns full-time employers. So they can providethebest result than the
other candidate.
Internship provides a good chance to associate with the professionals:
During an internship we will get an opportunity to reveal professional relationships within the
corporate or outside the corporate.
3
Internship will help us to choose reasonable career path:
We can gain theexperience of the working environment during the internship. We can
examine ourselves which will provide satisfaction and growth in our career. We can take
another professional suggestions or recommendations if not.
1.2TOPIC CHOSEN FOR THE STUDY
Marketing strategies and customer satisfaction of fire and security systems for hotels, malls
and hospitals in Ceasefire Industries Limited, Bangalore.
1.3STATEMENT OF THE PROBLEM
Ceasefire Company is a number one prominent company in fire extinguisher. From the last
fifteen years the company is providing services in the market. The company provides a basket
of products to the clients.The company is providing various types of fire extinguishers which
work for different types of fire by taking the help of research and development. But still,
there is a need to understand the strategies of the marketing channel and the sources of
information for the clients. The resolution of clientsatisfactionstudy is to measure satisfaction
level of customers with the service quality of a company and to identifyshortfalls.
1.4OBJECTIVES OF THE STUDY
 To explore the company‟s target audience of their products and services.

 To study the marketing strategies of fire and security systems.
 To know about the company‟s sales and distribution of the products.
 To measure the present demand of company‟s product in the prevailing products.
 To rate the customer satisfaction level of fire and security system for homes.
4
1.5 NEED OF THE STUDY
The need of the study is to build a brand image and loyalty of the customers, to keep
customers informing about the Ceasefire products and services. The study focuses to increase
positive word of mouth communication, to recall the existing customers in the organization as
well as attaining new customers, to increase the customer repurchase intentions and
trustworthiness, to improve products and services that meet the desires of the target market,
to reach the target customers, enhance customer base and eventually increase lowest line and
to understand the needs and wants of the customers.
1.6 SCOPE OF THE STUDY
The study is conducted for two months in Ceasefire Industries Limited, Malleshwaram,
Bangalore. The scope of the study is to comprehend the customer behavior and
purchasingform of diverse products. This study also includes the brand awareness and
responsiveness level of Ceasefire products among the target customers and methods to
increase the brand remembrance on the top of the attention of the customers. The
coreobjective of the study is to comprehend the marketingtactics at Ceasefire Company to
make it extra effective and proficient and to provide satisfaction to the customers.
1.7 REVIEW OF LITERATURE
The definitions of marketing strategy by different authors are given below:-
Sudharsan (1995):- The marketing strategy formspaths to anticipatedforthcoming. The

productivityformulae a kind of marketing tool exploration and choice of marketing tool
decision is a marketing techniquesdeclaration.
Kotler (1997):- The combination ofchoice of target markets, the marketing blend along with
the marketing pays level is marketing strategy. ”The marketing tool is the means wherein the
marketing performsystematizes its own actions to achieve an efficient increase in sales at a
marketing blend scale”. It is referred to as a blueprint which is frequentlycomprehensive term
to accomplish the organization‟s desired targets.
5
Munuera and Rodriguez (1998):- Themethod of investigation thatact as if the information
of customer requirements and the projection of prospectivealternatives for company
andmarket players for the purpose of achieving modest value within the time framereasonable
as well as unbreakable.
McDonald (1999):- The term specific offering communicates that in what way the company
can most constructively spread over its abilities and means to the market place to the most
desirable of their perception and actual experience. This ispredictable massive in coverage.
These include the sources by which a firmsucceeds their marketing intentions and are
extensively engaged+with four Ps of marketing.
Jain (2000):- A Specific marketing promotion signifies considering at the overall of a

company‟s widerange of goods and facilities in the market and managing the group of clients
to accomplish the complete intentions of the organization.
Camara (1995) “System that signifies the widespread conceptsfor reaching accessing
motives related to the well-defined fundamentalcompany models and targeted markets
segments. It also contains the main instructions of the promoting expenses, marketing
activities, and resources distribution throughout the park. It possesses decisions like: -
segmentation techniques, positioning, and also interaction. The definition of marketing
strategies making reference to the marketing strategy: - it is one amongst the segments which
encompass the promotion plan and its major objective is generally to exhibit an action plan
that may be manipulated to reach out to the marketing strategy desired goals.
Peter Drucker(1973)“Strategic promoting and advertising is seen as a process consisting of

determining environmental, market competitive and business variables affecting the
organization and also their company units, analyzing market possibilities as well as threats
and forecasting upcoming fluctuations in business areas of concern for the organization and
engaging in setting up the targets and building up management and business unit strategies.
Deciding about the target market strategies for the product-markets in each business system,
strengthening marketing targets along with formulating, executing and managing the
marketing scheme laying down strategies in order to meet market objective needs”.
6
Hart &Stapleton (1977) “An impact in extremely broad phrase of the way the marketing and
advertising is to be achieved. Example, acquiring a competitive company through cost
savings, by product or service improvement and by extensive advertisements. The system
evolves into the fundamental of the marketing strategy".
Customer Satisfaction –Definitions
Satisfaction refers to getting the things the customers want. If satisfaction explainsasgoing in
the right path the firm should reduce complaint which by its own is not acceptable. The
company should improve its goods and services in order to satisfy customers‟ needs.
Customers get more satisfaction with fewer expectations. Companies would easily increase
customer satisfaction by adding innovative features to its products. In divergence, when
customers are notaware of improvements but critical unfavorable losses in existing quality
are less satisfied and assume more. The definition of customer satisfaction given by different
authors is given below:-
Satisfaction has been broadly defined by Vavra, T.G. (1997) as a satisfactory

post-purchase experience with a product or service given an existingpurchaseexpectation.
Howard and Shethhave defined satisfaction as “The buyer‟s balancedstate of being

satisfactorily or insufficientlydelighted for the sacrifices he has experienced”.
According to Westbrook and Reilly (1983) ,the definition of Customer satisfaction is “an
emotional response to the experiences provided by, accompanying with particular products or
services purchased from retail outlets or even right patterns of behavior such as spending
and customerperformance , as well as the whole market place.
Oliver (1981) put forward the definition as, “the summary psychological state resulting when
the emotion neighboring disconfirmed expectations is coupled with the consumers‟ previous
feelingsabout the consumption experience.”
7
The definition offered by Hunt(1977)put forward a definition as, “the summary
psychological state resulting when the emotion surrounding disconfirmed expectations is
coupled with the consumers‟ prior feelings about the consumption experience”.
Berry and Parasuraman (1991) define as, “the consumer‟s response to the evaluation of the
perceived discrepancy between prior expectations or some other custom of performance and
the actual performance of the product/service as perceived after its ingestion.”
Woodruff and Gardian (1996) defines customer satisfaction as “The individual‟s perception
of the performance of the product or service in relation to his or her expectations”.
According to Hung (1977), “Customer satisfaction is a kind of walking away from an

experience and evaluating it. One could have a pleasurable experience that caused
dissatisfaction because even though it was pleasurable, it wasn‟t as pleasurable as it was
supposed to be. So satisfaction or dissatisfaction is not an emotion, it is the evaluation of an
emotion”.
Ingrid (2004)inferred satisfaction as a feeling which results from a process of evaluating

what was received against that anticipated, the purchase decision itself and/or the fulfillment
of needs or want.
Anton (1996) gave a more current approach. Anton defined customer satisfaction as a state
of mind in which the customers‟ needs, wants and expectations throughout the product of
service life have been met or surpassed, resulting in future repurchase and trustworthiness.
8
1.8 DATA COLLECTION
Information is collected from the following sources:-
Primary data:
 Questionnaire
 Observation
 Interviews
Secondary data:
 Company website
 Company brochures
 Magazines
 Newspapers
1.9 SAMPLE SIZE
The sample size is 30.The method of sampling used is Simple Random Sampling. The sample
has been collected from few hotels including restaurants such as McDonalds, KFCs, etc. and
few malls and hospitals.
1.10 AREA OF RESEARCH
The study is conducted for 2 months in Ceasefire Industries Limited,

Malleshwaram,Bangalore.
9
1.11 DATA ANALYSIS AND PRESENTATION
SPSS and Excel are used for data analysis. Data will be presented through charts and graphs.
Interpretation will be done in accordance with the analysis and suitable findings and
suggestions will be given.
1.12 LIMITATIONS OF THE STUDY
 The possibility of the study is narrow as it is mainly concerned for the satisfaction of
theoretical purpose and company‟s prerequisite.
 Customers may not be aware of the product.
 Customer‟s responses might be biased.
 Limitation of time to conduct an in-depth study.
10
CHAPTER- 2
2.1INDUSTRY PROFILE
Fire safety and security

Industry
Noida, Uttar Pradesh , India
Headquarters
Number of locations All over India
Products Fire extinguishers

Fire outfits
Fire Emigration solutions
Fire alarm solutions
Hydrant systems
Suppression systems
Security solutions
Smoke detector
Services Fire fighting training
Fire system
Upgradation
Refilling
Website www.ceasefire.in
When Ceasefire first launched its variety of internal fire extinguishers a few yearsbefore, no
one in India had heard of fire safety, considerablyfewer felt the requirement for it. The
Ceasefire extinguisher was lustrous, dominant and keen. But it was easy to use that was more
11
significant. A greatreflectivity, greateffect mass broadcastingmovementsustained the product
inauguration. A highly influential, highly reformed and helpfulpractice of direct selling
supported the distribution. There wasno presence of flourishing market before. They were
selling a forceful one million units plus in two years. Cease Fire has ranked as one of the top
10 marketing achievements of the era by the nation‟s leading business, together
withadvocates like Levers and Colgate.
The Ceasefire Company has an annual turnover of more than Rs.500 crores.
2.2 COMPANY PROFILE
Ceasefire Company is an Indian corporation headquartered in Noida near New Delhi, India.
The company compromises fire protection and security solutions across various segments and
industries by the brand name, “Ceasefire”.
Ceasefire Industries was founded in the year 2002 and is among the few early entrants in the
Indian fire safety market with its red colored cylindrical fire extinguishers but later expanded
its product line to furnish the further segmentsof fire safety and security verticals.
Ceasefire is the first company in India that has launched designer fire extinguishers for car
and home safety.
It provides 360 degree fire protection and security solutions to save lives of the people. Today
Ceasefire has a strong presence in more than 400 foremost cities and towns of India. The
manufacturing capability enhancements technology and systems on equivalence with the
world‟s premium, with a number of proprietary manufacturing and quality processes in place
that are exclusive to Ceasefire.
There are more than 250 employees whomanage the plantand in house Research &
Development competence.
Ceasefire‟s Projects Partition is probably the one of the best solution for fire safety and
security need. The Ceasefire division offers design support, engineering support and more,
aiding as a single, one-stop platform along with planning, installation and maintenance. The
Ceasefire Government and Institutional Sales Division (GISD) are efficiently run through a
dedicated team of sales and a of qualified team, well-trained Engineers, Technicians,
12
Designers and Project Managers. The Vertical provides 360 degree fire safety and endways
security keys to Government and Institutional groups in India.
The arms of over 300 products are completely furnished for solving any fire protection
solutions and security requirements. Ceasefire vertical has responsibilities well exceeding
sales. They guide and inform their clients on every phase of fire safety, conduct thorough
training carry out surveys for fire inspection to estimate each customer‟s requirements, mount
products in accordance with international rules and regulations and maintain all that
responsibly. Ceasefire offers complete protection against all the extortions of fire.
Ceasefire Companyformulates the fire protection and security solutions products in almost
every part India. The company has five divisions: Fire, Detection, Security, Home and
Projects. The fire division of Ceasefire deals with firefighting extinguishers, fire safety
training programs with audiovisual aids, live demos, collaborating programs, and knowledge
rewards for participants and fire escape products consisting of masks to help breathe, fire
resistant blankets, and gear and signage to guide safety and keep people safe by making way
to an exit. The detection division provides for smaller organizations the stand alone smoke
detectors, for medium organizations wireless smoke detection systems and wired smoke
detection systems with conventional and analogue addressable fire alarm systems for
manufacturing plants. The Firevac systems help in the evacuation process, and the network
and graphic systems help to determine which detector is sending out the alarm. The security
divisions of Ceasefire provides video door phones to monitor which person is entering single
and the multi- apartments units, the commercial buildings, basics and pro security systems to
protect homes against the fire attacks. It also offers CCTV systems such as cameras and
DVRs that permits the entry of approvedemployees only. The Home division of Ceasefire
offers landowners with fire extinguishers such as smoke detectors, designer extinguishers that
provide protection while merging with decoration and gas leak detectors that prefer the
smallestbit of air. The project division of Ceasefire helps to project a fire safety and security
plans for large scale projects which include malls, hotels, and hospitals with adequate
services fluctuating from defining the technologies required to maintaining the products
mounted. Ceasefire Industries Limited was unified in the year 2002 and is centered in Noida,
India.
13
2.3 PROMOTERS
The promoter of Ceasefire is Just dial. It helps in bridging the gap between the buyers and
sellers of Ceasefire by helping them to find the best provider of the products and services and
helping sellers to maintain the marketing channels by improving their efficiency.
2.4 VISION
The Ceasefire Industries Limited generally emphasis on being a single of the country's top
rated Fire Fighting Company through great service, usage of top quality firefighting products
and virtually all importantly ensuring the protection of the Human existence by providing
them complete security from fire.
2.5 MISSION
Cease Fire Company is a manufacturing company dedicated to defending life and property of
people from fire 24 *7 hours.
The company manufactures quality tested open fire suppression products. Their products and
systems are allocated through a network of concerned professionals who will be the front line
of the fire suppression sector. They are a top origin of continual improvement and innovation
in the market. The companysearch for strategic conglomerates to enhance experience and
expertise in order to better address theclient'snecessities.
They conduct business in accordance with ethical values. We strive to maintain a friendly,
fair, and creative environment that respects the ideas, hard work, self- worth and dignity of
every employee and customer.
The company conducts business in compliance with ethical values. All of them strive to
maintain a friendly, rational, and imaginative environment that esteems the ideas, hard work,
self- worth andpride of every employee and client.
14
2.6 QUALITY POLICY
A Quality ManagementScheme helps the businessto build up quantifiable quality objectives

to generate the best products in the marketplace. The product that complies completely with
the customers‟ requirements. Products that meet the three key phasesof the Quality Policy:
Quality, Customer Delight and Repetitive Development. Only after going through this
pathway, a product obtains the Ceasefire label. A labelthat ensures quality as well asprotects
lives.
2.7 PRODUCTS OF CEASEFIRE
The main products of Ceasefire are:-
 Fire extinguishers
 Fire outfits
 Fire Departure solutions
 Fire alarm solutions
 Hydrant systems
 Suppression systems
 Smoke detectors
 Control Panel
 Cable less Smoke Diagnosis equipment
 Wired Conventional & Addressable Alarm equipment
 Escape Signage
 Video DoorwayCellphones and Motion Sensing Devices
 CCTV DVR
 CCTV Cameras
 CQRS Equipment
 Water spray Hydrant Equipment
 Water sprays CAFS (nine & fiftyliters).
 Outer limitsDefense– Detectors
15
2.8 SERVICES
Ceasefire provides the following four types of services:-
Annual maintenance contract – Because there is no room for error in life and death
situation. Ceasefire‟s Exhaustive Ceasefire Care Productcontains of a group of trained
andexpert persons, who ensures thattheir very own lifesaving products are executing
optimally. The company does this through regular inspections and updates on entire the
devices. A report is sent to the customers four times a year sothat the customers can
recognize the status of their products. Overall, Ceasefire care unit sees that the client
equipment is ready to perform when he need it the utmost.
Up gradation-In Ceasefire, new developments in firefighting technology are taking place. A

Ceasefire extinguisher, not like any other off-the-shelf product is a life saving device. The
extinguisher body is co stored at high pressure with its content and has been under constant
strain. The inner tube, valves, rotors, nozzle and gauge have worn downcan lost efficiency.
The company can no longer offer a 100% guarantee that this equipment will do its job to high
standards evenafter 5 years. That means if a fire breaks out, the extinguisher could
underperform. Leaving vulnerable at just the time customer needs protection the most .So the
company recommend theup gradation of the product.
Training – It teaches everything about the fire and trains us how to fight with it. It is
primarily very important to understand thathow the fire grows and spreads and what are its
many forms to fight a fire successfully . The Operation Ceasefire Fire Safety Training
Program addresses all the possible lines of protection resistance to the threat of fire. The
systemconsist of seven key fire safety training segments and is depending on material
accumulated from several prominent industry authorities and their personal research over
years.
Refilling –Ceasefire provides the service of refilling the fire extinguishers when they are
empty or even partially used because it will be useless in any fire situation. A fire
extinguisher is a reflexive product that needs to be in a ready condition at each and every
point of time. Because a fire can unlikely happen at any point of time. When the fire
extinguisher has been used either partially or fully, the customer needs to go for an authorized
Ceasefire refill.
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2.9 AREAS OF OPERATION
Ceasefire has a presence in over 300 cities and towns. It has almost 90 branches in India. The
some of the cities are as below:-
 Noida
 Bangalore
 Delhi
 Mumbai
 Jaipur
 Hyderabad
 Varanasi
 Lucknow
 Kanpur
 Jammu
 Ahmedabad
 Bhopal
 Indore
 Pune
 Guwahati
Ceasefire also has foreign collaboration with maincorporationscrosswise the world to

maximize the equipment exploration and product advancement. Some of the corporations are
as below:-
 BRK electronics in United States

 Telesto in Poland
 Visonic Limited in Israel
 H2O Science in Denmark
 Optex in Japan
 Rifatron in Korea
 Everlux in Portugal
 Hochiki Europe(UK) Limited in UK
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2.10 INFRASTRUCTURE FACILITIES
Ceasefire Company has developed condition of the art of production facility that helps all of
them in qualitative production of their advancedresolutions according to the technical details
with broad safety and accuracy. The refinedbusinessdivisionextendsover a massive area of
6000 square feet that empowersin the growth and development of the company‟s widerange
of security products in a well-organizedway. Armedthroughentirely prerequisite tools and
machineries for building-up of fire alarm, fire defense, smoke detectors, fire outfits,
electronics security, investigation and computerization systems,
themanufacturingdivisionaids them to also carry out bulk shipments and deliver to their
customers as per the industrial standards without any depletion of time and resources. The
machines used are oiled and greased to ensure convenienceproduction process on daily basis.
Ceasefire has a well-developed high end infrastructure facility for manufacturing the fire
safety and security products with excellent quality and with updated machinery and
technology. The infrastructure has divided into various units like manufacturing units, quality
testing, warehousing, packaging, R&D facility, etc. It also facilitates the regular up gradation
of machines and technology to meet the modern industrializednecessities.
The actualexploitation of evolvingknow-hows in themanufacturingpractices has helped the

company to effectivelyimprove ahigh-class range of fire alarm, fire protection, electronics
security, and surveillance&mechanization systems.
2.11 COMPETITORS
 Brilliant Engineering Works, Mumbai, Maharashtra

 Falcon Safety Equipment Ltd., New Delhi
 Safex Fire Services Ltd., Mumbai
 Super safety services
 Firechem fire safety devices private limited
 Laser-tech fire protection
18
2.12 SWOT ANALYSIS
STRENGTH:-
 The company has the presence all over India in more than 300 cities and towns.
 The company provides more than 400 products to its customers to tackle with the fire
solution and security need.
 It is among India‟s one of the top fire safety and security company.
 Theonly companythat provides 360 degree solutions for fire safety and security all
over India.
 The company has the tie-ups with foremostcorporationscrosswise the world to
enhance its product innovation and technology know-how.
 The Ceasefire products are sold within every 61 seconds.
WEAKNESSES:-
 Most of the employees are not trained properly as to how to use and handle the
products.
 Lack of adequate financial resources.
 The company has the shortages of critical staff.
 The products prices are very expensive.
 Most of the customers are not much aware about the Ceasefire products.
OPPORTUNITIES:-
 Increase number of branches in a new geographical location.

 Can be a great contributor to corporate social responsibility.
 Maintaining good communication and developing trust among all the stakeholders
such as customers, dealers, employees and the press.
 Network improvement among other fire departments.
 Advancement through improved and upgraded technology.
19
THREATS:-
 A large competitor can wipe away the market place by a small change.
 Advancements in machinerymighttransform the market further than the ability to
adapt.
 High priceproducts may also be considered as a threat.
2.13 FUTURE GROWTH AND PROSPECTS
 To acquire more than 3000 new customers in a month by providing more innovative
products to the customers with superior quality.
 To mark its presence in more than 300 cities and towns which is uncovered.
 Collaboration of technology with more foreign partners likeHochiki and Visonic.
 Manufacturing products by means of world‟s greatestcutting-edge technology
 To be in the list of world‟s most firefighting company in the coming years.
20
CHAPTER – 3
THEORETICAL BACKGROUND OF THE STUDY
Meaning and Definition of Marketing Strategy
Marketing strategy is an approach that enables a company or organization to emphasis on

inadequate resources to further increase sales on the utmost opportunities and thereby
achievesustainable competitive advantages.
The marketing tool has to be made on the origin of the market studiesand emphasis on the
most suitable product blend in order to enhance profit and retain the business venture for an
extended time.
Marketing strategyhas the primary goal of maximizing gross sales and developing a cut-
throat competitive advantage. Marketing strategy encompasses all important, short-term, and
long-term activities on- site of marketing that deal with the analysis of the strategic initial
circumstances of a company and the formulation, evaluation and selection of market-oriented
strategies and therefore, enabling to achieve the targets and goals of the company and
fulfilling its marketing objectives.
It presents a road map to acquire higher results as compared to the competitors such as
greater sales, brand recognition all over the world , higher market penetration , greater
revenues etc.
A well – designed strategic plan-
 Build consumer preference for the brand

 Maximize sales and profits
 Determines the tools that the company can use effectively and efficiently to face the
competition and achieve the market share.
 For customers and partners improves the marketing message effectiveness
 By focusing on the funds and assets on fascinating the preciseworkforces and capitalizing
only on the marketing advantages that contribute the whole marketing targets by saving
the company‟s time and monetary resources.
21
 Differentiate the company from those of its rivalries by pinpointing the unique cut-throat
competitive advantage and the supportiveconstituents.
 Understand the firm‟s long-term and short-term objectivesand goals into actualmarketing
procedures.
Marketing strategy is a plan to sell products or services in a way that delivers long-term
profitable growth. It is a brand‟s blueprint; it tells the brand where to go and the best way
to get there. Great brands utilize strategy to deliver products and services that will have
meaningful impact. Every brand decision emerges from the marketing strategy and
isexpressed atevery moment of truth.
A requisite to advance a successful Marketing Strategy is to conduct a Situation Analysis.

1. Study the competition - Assess the brand‟s relative strong point, faintness, chances, and
extortions alsocalled as a SWOT Analysis in marketing strategy. This will provide a space
where the brand could succeed and prosper.
2. Study the product or service category - Is the brand‟s product or service is relevant in
theexisting market? Have there been any important transformations in the category or to
consumer behavior?
3. Evaluate the brand’s performance - What has the company learned and achieved over
time? How has itanswered to marketplace problems?
4. Conduct market research–Assure connectedness of the strategy before the
substantiallifting of bringing it to market is performed.
22
TYPES OF MARKETING STRATEGY
1. Societal Marketing:
The planning, execution and regulator of programs to increase theappropriateness of a social

reason or exerciseamong the people is known as societal marketing e.g. No Smoking
campaign in Jaipur University, public relations campaign for molding vote.
2. Amplified Marketing:
It is called as offering additionalservices by way of innovative concepts offerings and

advantage to the clients to increase their level of satisfaction e.g. free home delivery service
from supermarkets.
3. Straight Marketing:
Marketing byseveral advertising media that inter–linkedstraightly with customers, mainly

working for the customers to make a straight reply, e.g. selling catalogue, brochures, mail-
orders, tele-communication, television shopping, etc.
4. Association Marketing:
Marketing through constructing, upholding and enhancing strong and long-term relationships
with the clients in order to gain theirfaithfulness e.g. a hotel or restaurant can maintain good
relationships with customers by sending them wishes and discount offers on their birthdays,
anniversaries or any other occasions.
5. Services Marketing:
It is relating the concepts, devices and techniques of marketing to services like insurance,
retailing, educational, banking, medical services etc.
6. IndividualMarketing:
Individual marketingcomprises ofactionscarry out to design, conserve or modify assertiveness

or performance towardsgeneral public like politicians, sports stars, celebrities, professionals
to substitute their businesses and incomes.
23
7. Business Marketing:
The eventscommenced to generate, preserve andtransform attitudesand behavior of target

customers headed for an organization is known as Business marketing.
8. Place Marketing:
The marketingthat comprisesof eventscommenced to design, develop ortransform

theviewpoint and behavior of customers towards particular region, for example, tourism
marketing.
9. Differential Marketing:
A marketingstrategy in which a firm determines to target divergent markets through different

strategies or proposals. For example, HUL provides divergent varieties and qualities soaps
and detergents for different market segments and customer base.
10. Synchronic marketing:
Balancing the variations in non- uniform demand for a product according to the seasons,
timings, occasions, etc. through valuable pricing, promotion and furtherencouragements e.g.
heavy off-season discount on summer wears might increase its demand to certainlevel.
11. Determined Marketing:
Marketing strategy in which the companyhighlightsonlyone or fewer market segments. An

organization that selects a concentration strategy chooses to target itsmarketingefforts on only
one and particular market segment. Consequently, only one marketing mix is expanded. For
example, the manufacturer of BMW cars has chosen to focus on the luxury segment of the
watch market.
24
12. De-marketing:
Online marketing strategy in which a company uses to reduce demand temporarily or

permanently not really to demolish demand nevertheless only to move that. For instance,
Super retail storesmight not exactly offer discounts in weekends and holidays to minimize
overcrowded-marketing generally relates to when an organization make downhearted its
clientsto acquire the product created by them.
Strategic marketing helps a firm to make sure that they select theright out-turn, goods or
facilities, to fetchnearly the outcomes that the customersdesire. Marketing is defined as the
process of management of ascertaining, forestalling and fulfilling customers‟ desires. The
organizationssatisfy the needsand wants within the limits of the organizations‟ mission and
objectives. The risk will lose the way if a company doesn‟t fulfill the needs of the customers.
Organizations canconverted so focused on the goods and services that they like
manufacturing or creating, that the company disremembers to examine whether
somebodyactually needs them and whether they are the appropriateapproach to satisfy the
customers‟ desires. Marketing is an approximate which allows us to put our customers‟
needs prior. By the term users it means the people that our organization survives to
benefit. These are sometimes also called as clients, customers or beneficiaries of the
company.
Marketing concepts can make the great impact that helps us to better meet the needs of
customers. The company might even want to concentrate on their servicesto find out what our
customers really want by segmenting our customers and conducting market research.
7 P's of marketing
Strategic marketing helps a firm to make sure that they select the accurate outputs that is
products and services to bring about the outcomes that the customersneed.
Marketing is the management process of identifying, anticipating and satisfying customers‟

needs. Charitable and the public organizationssatisfy needs within the limit of their
organization‟s vision, mission and objectives. Just the once the organization has developed
their marketing strategy, there is a seven Ps of marketing. It can be applied to
constantlyevaluate and re-evaluate the organization.
25
The following are the 7 Ps of marketing:-
 Product
 Place
 Price
 Promotion
When the people talk about marketing they mean the promotion of that specified product or
service. The organization can use the marketing mix as a checklist to decide about how the
present products and services meet customers' needs or to decide abouta innovative product
or service.
When the organization provides services it might also understand it is convenient to think
about:
 People
 Physical evidence
 Processes
The majority of these seven P's of marketing can potentially include in the entire operations.
That means that marketing ideas should do the job into organization-wide time-frame
andimplementation in an organization. It is the best idea for someone to be held responsible
for how theorganization describes and fulfill thecustomers‟ needs and wants.
MEANING AND DEFINITION OF CUSTOMER SATISFACTION
The satisfaction level provided by the company‟s products and services as assessed by the
numerous of repeat customers is known as Customer Satisfaction.
Customer satisfaction is a term commonly used in marketing. It is really a determination of

how product or service supplied by a company meet or complete customer expectation.
Customer satisfaction is called as the number of customers or percentage of totality of
customers, who have experience with a company, its products and services beyondspecified
26
satisfaction or else targets. It has been found in a survey that customer satisfaction study is
very useful in dealing with and evaluating the businesses.
Customer satisfaction grades might have strongsound effects within the organization. The
organization emphasizes employees on the importance of fulfilling customers‟ demands. A
brand gains a positive word-of-mouth marketing when it has loyal customers that is together
free and highly productive.
Therefore, it is very important forbusiness organizations to successfullyestablish and regulate

customer satisfaction. To do this a firm requires lawful and demonstrative methods of
satisfaction.
For customer satisfaction survey companiesgenerallyquery customers ifthe company‟s

product and service has fulfilled the customers‟ expectations or gone away from expectations.
A customer expectation therefore is a key feature behind their satisfaction. When a customer
has enormous expectations but the reality originateslower than, the customers feel
disappointed and will likely rate their experience as less significant than satisfying. This is
the reason that a luxury watches such as Rolex might achievea lesser satisfaction level than a
modesteven if its overall services would be judged greater in positive terms.
Significance of Customer Satisfaction
Following are the sixreasons about the importance of customer satisfaction:-
1. Act as a leading measureof customers’ repurchases intentions and constancy:-
Customer satisfaction is one of the best ways to know howprobably a customer will make
purchase in the time in the future. Asking customers to rate their satisfaction level on a
particular scale is a best method to know if they will turn out to be repeat purchasers or not.
The customers might be considered as the satisfied when any one of them gives adequate
ratings and later the company can carefullytrust them to come back and make replicate
purchases. Customers who give the firm high rating are the potential customers of the firm. If
the score is below the expectationsit is a warning signal that a customer is not happy and is
almost to move out to that firm. There is a need to put the customers on a customer watch list
27
and observe them so that the company can conclude why their level of satisfaction is low.
The company has to find out how satisfaction delivers plenty of insights inside the customers.
Thus, customer satisfaction is considered to be one of the most important device to measure
customers repurchase intentions and customer constancy.
2. Act as a point of disparity:-
Customer satisfaction is considered as animportant differentiator in today‟s competitive

market world where the corporates strive for large number of clients than their
competitors.Industries that achievesuccession in this cut-throat competition are the ones that
make customer satisfaction an important constituent of their business strategy.
Imagine if the two firms offer exactly the same product, then the customers will choose or
select the product based on the product recommendation or superior experience of the
customers. Firms who offer amazing customer experiences build up surroundings where
satisfaction level is high and customer advocates are more. Customer satisfaction mayas well
act as a point of differentiation for new customers and the existing customers.
3. It reduces customer switch:-
Customer satisfaction is the benchmark which the company can utilize to minimize
clientshift. The company can enforce innovative strategies in practice to maximize the
overall quality of the customer support by assessing and tracking customer support that the
firm is offering.
4. It enhances customer lifespan expectancy:-
A study found that a „fullyhappy customers‟ generate 2.5 times of higher profits than a
„somewhat happy customer‟. At the same time, a „fully happy customers‟ contribute 14 times
greaterprofits than a „somewhat unhappy customers‟.
Satisfaction plays a significant role in identifying out how much profit a customer contributes
for the company.
28
The profitable organizations comprehend the importance of customer lifespan expectancy. If
the company maximizes the most of the customer lifespan expectancy it improves the
earnings on the marketing currency.
Customer lifespan expectancy is an inheritor of higher customer satisfaction level andalso

better customer retention.
5. It reduces destructive word of mouth communication:-
It had been originated by McKinsey that the customers who are not happy say between 10-15
people about their past experience of the product or service. In fact, 13% of unhappy
customers say around 20 persons about their past experience.
Customer satisfaction is tightly linked to profits and repeat purchases. Whatever got forgotten
is how the customer satisfaction adversely affects the business. It is one thing to misplace a
customer since they were not satisfied with the particular product. It is one of different point
completely to lose 20 customers due to of few negative word of mouth communications.
For preventing negative word of mouth communication the company needs to assess
customer satisfaction oncontinuing basis. The company can identify whether the customers
are actuallyhappy or not with the product or service by finding changes in satisfaction level .
6. It is inexpensive to get back the existing customers than acquire new ones:-
It costs several times greater to obtain new customers in the company than it takes to retain
the existing customers.
The company needs to spend huge money to retain the customers again. The company and its
marketing groupenlarge thousands of dollars getting the attention of viewpoints, nurturing
them into leads and transformingthem into sales.
Importance of Customer Satisfaction Survey
Strengthen AffirmativeMethods
Customer satisfaction studies requirescustomers issues about different zones addingcustomer

support, employees knowledge and understanding andeffectiveness and the policies,
29
guidelines and processes of the business. Querying the clients about the recent returns may
demonstrate the company that the clients are pleased with the company‟s policy and will have
repeat purchase in future because the company has back up with its products. The company
can approve return policy on its website and in advertisements or campaign as per the result.
As well as knowing from the customers how they heard about the company can tell whether
the marketing strategies are executing well as it is anticipated or not.
Know Where to Enhance
There are particular business vendors who exercise customer satisfaction commentsonce they
have experienced a decrease in gross sales magnitude. Once the sponsors have passed it may
be quite delay to recover those to the organization. So the company should survey its
customers whenever business is great. The firm should ask about theproduct prices as
compared to its competitors. If the firm receives immense responses that the company is
much more expensive, it will have a possibility to balance pricing or manufacturing processes
to be competitive. If the company charges high price just because itpossesses a good quality
product, it should assign that detail in itsadvertising campaigns. Studiescommunicate a
distinctunsatisfactoryaspectsuch as impoliteemployees, delay indistribution and a web-site
that is difficult to plan and construct. The company should make modifications before its
reputation goes company as it will reducethe destructive impact on the organization.
Obtain New Ideas
The company must acquire information about the upcoming expectations of its customers and
the guidelines to shiftwith the products and services it offers. To discover what clients most
expect from the company, the company has to add listed of selected items to the study. For
instance, if the company believesmaking available innovative products and services or
modifying its attributes of already existing range, give its customers few alternatives and
query the one which they need most likely to spend for. Consecutively when the company
study allows creating statements, its question can be open-ended to allow customers to add
any kind of linked products and services that is a primary concern to them. Instead of striving
to anticipate the upcoming needs of the customers, offering innovative products that are in
demand based on the studymight be more successful.
30
Gather Product or Services Data
Until the manufacturer discovered it on its organization overview web services, it may not
know its customers‟ dissatisfaction with the company‟s products or services. A huge number
of product returns may denote bad qualityand the firm might not recognize that it is really
losing sales due to obstructive details dispersed about the products in case the clients don‟t
put down why they do not intend to buy the products. A portion of the customer support
study should be dedicated to the certain level of satisfaction with the company‟s products and
services. Reinforcing in such aspacereally need a firm to manipulate its organization process
and the sort of facts and important information the firm provide about time period or
predicted dates in case the firm interprets customers are disappointed with the decline.
Customer Retention
If the customers know that the firm cares enough to question what they like and do not like
about it, the firm may have repeat sales. Paying attention to the customer‟s responses
indicates them that the firm is more than just an earnings stream. And if the company
receives reliable complaints from familiar customers, contact them to ask forgiveness,
provide compensation and explain alterations initiated as anoutcome. The firm may be able to
get back its business as it has well informed about the condition through the customer survey.
Customer satisfaction plays a very significant characterinsideevery business unit. It is not

onlythe foremost indicator to evaluateclienttrustworthiness , identify theclients who are
dissatisfied with the product, reduce customer switches and maximize earnings but it also acts
as a key element of distinction that helps the company to attract and acquire new customers in
this competitive business world
31
CHAPTER- 4
Analysis and Interpretation of the data collected with relevant tables and
graphs.
Table:4.1 Table showing the number of respondents who typically use the product.
SL. NO. OPINION RESPONDENTS PERCENTAGE
1) Once in a year 15 50%

2-3 times a year or
2) less often 5 16.66%
3) Once in two years 10 33.34%
TOTAL 30 100%
Sources: Questionnaire
Analysis
The above table shows that 50% of respondents use the product once in a year, 16.66% once
in two years and 33.34 % use the product two to three times a year or less often.
32
Chart: 4.1: Chart Showing the number of respondents who typically use the product.
RESPONDENTS
50%
50%
45%
40% 33.34%
35%
30%
25% 16.66%
20%
15%
10%
5%
0%
1.Once in a year 2.two to three times a 3.once in two years
year or less often
Source: Questionnaire
Interpretation
From the above graph it can be interpreted that fire safety and security is a need for all
thepeople. So most of the respondents prefer to use the fire extinguishers product once in a
year.
33
Table: 4.2 Table showing whether the smoke detectors function properly or not.
SL.NO. OPINION RESPONDENTS PERCENTAGE

Yes 24 80%
1)
No 6 20%
2)
TOTAL 30 100%
Analysis:
From the above table we can understand that80% of the respondents stated that the smoke
detectors function properly and the remaining 20% had few minor problems with the product.
34
Chart 4.2: Chart showing whether the smoke detectors function properly or not.
RESPONDENTS
20%
Yes
No
80%
Interpretation:
Since, the majority of respondents have given feedback that the smoke detectors purchased
from Ceasefire are working properly as per the expectations. So it can be interpreted that the
quality of Smoke Detectors at Ceasefire are up to the level.
35
Table 4.3: Table showing are fire extinguishers inspected regularly or not.
SL.NO. OPINION RESPONDENTS PERCENTAGE
1) Yes 27 90%
2) No 3 10%
TOTAL 30 100%
Analysis:
In the above table, 90% of the respondents have stated that the fire extinguishers are
inspected regularly and the remaining 10% are not inspected regularly.
36
Chart 4.3 Chart showing are fire extinguishers inspected regularly or not.
RESPONDENTS
0%
10%
Yes
No
90%
Interpretation:
Since the majority of respondents have given feedback that the fire extinguishers purchased
from Ceasefire are inspected regularly. So we can interpret that the Ceasefire is providing
better services to its customers.
37
Table 4.4: Table showing the aspect the products or services the consumers are most
satisfied by.
1) Quality 12 40%
2) Price 2 6.67%
3) Performance 3 10%
4) Customer service 5 16.67%
5) Timeliness 3 10%
6) All of the above 5 16.67%
TOTAL 30 100%
Analysis:
From the above table 40% of respondents were satisfied with the product quality, 6.67%
with the price, 10% with the performance, and 16.67% with the customer service 10% with
timeliness and 16.66% with all of the above.
38
Chart 4.4: Chart showing the aspect of products or services the customers are most
satisfied by.
RESPONDENTS
40%
40%
35%
30%
25%
20% 16.67% 16.67%
15%
10% 10%
10% 6.67%
5%
0%
Quality Price Performance Customer Timeliness All of the
service above
Interpretation:
From the above chart, it can be interpreted that the quality of Ceasefire product is better as
compared to its price and timeliness. So we can say that many of the respondents aresatisfied
with the quality of the Ceasefire goods as compared to its price, performance, customer
service and timeliness.
39
Table 4.5: Table showing the comparison of products or services offered by other
companies as compared to Ceasefire Company.
1) Much Better 18 60%
2) Somewhat better 6 20%
3) Neutral 2 6.66%
4) Much better 0 0%
5) Don‟t know 4 13.34%
TOTAL 30 100%
Analysis:
The above table shows that 60% of the respondents feel the Ceasefire products much better as
compared to other companies, 20% feel somewhat better, 6.66% feel about the same, and
about 13.34% don‟t have any knowledge.
40
Chart 4.5: Chart showing the comparison of products and services of other companies
as compared to Ceasefire Company.
RESPONDENTS
60%
60%
50%
40%
30%
20%
20% 13.34%
6.66%
10%
0%
0%
Much better Somewhat Neutral Much worse Don’t know
better
Interpretation:
Since the services provided by the Ceasefire are up to the level of customer satisfaction. So
we can interpret that the majority of customers feel much better about the services provided
by the Ceasefire as compared to other companies.
41
Table 4.6: Table showing number of customers who have contacted customer service?
1) Yes 26 86.67%
2) No 4 13.33%
TOTAL 30 100%
Analysis:
The above table shows that about 86.67% of the respondents have contactedcustomer service
and the remaining 13.33% of respondents have never.
42
Chart4.6: Chart showing the number of customers who have contacted customer
service.
RESPONDENTS
13.33%
Yes
No
86.67%
Interpretation:
From the above graph we can interpret that the services provided by the Ceasefire is up to the
level and according to the customers‟ expectations. So the majority of customers has
contacted customer service and is satisfied with the same.
43
Table 4.7: Table showing the no. of customers who have contacted customer service and
their complications has been determined to their whole satisfaction.
1) By the company 22 73.33%

Someone outside the
2) company 5 16.67%
Problem was not
3) resolved 3 10%
TOTAL 30 100%
Analysis:
The above table shows that 73.33% of the customers‟ problems have been resolved by the
company, 16.67% of the customers have resolved their problems outside the company and
the remaining 10% of the customers‟ problems has not been resolved.
44
Chart: 4.7 Chart showing the no. of customers who have contacted customer service
and their complications have been determined to their whole satisfaction.
RESPONDENTS
10%
16.67%
By the company
73.33% Someone outside the company
Problem was not resolved
Interpretation:
Since the services are provided by the Ceasefire Company but still most of the customers
prefer to go outside the company for customer service because of the inconvenience and
inadequate time.
45
Table 4.8: Table showing the number of customers who are likely to buy the product
again.
1) Definitely will buy 16 53.33%
2) Probably will buy 6 20%
Might or might not

3) buy 5 16.67%
4) Probably will not 3 10%

buy
Definitely will not
5) buy 0 0%
TOTAL 30 100%
Analysis
The above table shows that 53.33% of the respondents feel that they will definitely buy the
product again, 20% feel that probably they will buy, 16.67% feel they might or might not
buy, 10% feel probably they will not buy.
46
Chart 4.8: Chart showing the number of customers who will buy the product again.
RESPONDENTS
60.00%
53.33%
50.00%
40.00%
30.00%
20%
20.00%
16.67%
10.00%
10%
0.00%
Definitely will 0%
buy Probably will
buy Might or might
not buy Probably will
not buy Definitely will
not buy
Interpretation:
Since the fire safety and security products provided by the Ceasefire are up to the level of
customer expectations. So, most of the customers feel that they will definitely repurchase the
Ceasefire products because of the product quality and services provided to the customers. The
customers may also make repurchase as per the product requirement.
47
Table 4.9: Table showing the overall superiority of firm’s sales organization facility.
1) Excellent 4 13.34%
2) Very good 18 60%
3) Good 5 16.66%
4) Fair 3 10%
5) Poor 0 0%
TOTAL 30 100%
Analysis:
The above table shows that 13.34% of the respondents feel the superiority of firm‟s sales
organization facility is excellent, 60% of respondents feel very good, 16.66% of respondents
feel good, and the remaining 10% of respondents feel that it is average.
48
Chart 4.9: Chart showing the overall superiority of firm’s sales organization facility.
RESPONDENTS
60%
60.00%
50.00%
40.00%
30.00%
16.66%
20.00% 13.34%
10%
10.00%
0%
0.00%
Excellent Very good Good Fair Poor
Interpretation:
The customers feel fully satisfied if the company provides adequate after sales services to
them. So from the above graph it can interpret that the majority of the respondents feel the
overall superiority of firm‟s sales organization‟s facility is very good. So it can be inferred
that thecustomers feel the Ceasefire sales service is up to the level and as per the customers‟
expectations.
49
Table 4.10: Table showing the aspect of product or service the customers were most
disappointed by.
1) Price 15 50%
2) Quality 2 6.67%
3) Performance 3 10%
4) Timeliness 3 10%
5) Customer service 2 6.67%
6) None of the above 5 16.66%
TOTAL 30 100%
Analysis:
The above table says that 50% of respondents feel disappointed with the price, 6.67% of
respondents with the quality, 10% of respondents with the performance, 10% of respondents
with the timeliness,6.67% of the respondents with the customer service and the remaining
16.66% with none of these.
50
Chart 4.10: Chart showing the aspect of product or service the customers were most
disappointed by.
RESPONDENTS
50%
50%
45%
40%
35%
30%
25%
20% 16.66%
15% 10% 10%

10% 6.67% 6.67%
5%
0%
Price Quality Performance Timeliness Customer None of the
service above
Interpretation:
Since the price plays an important role at the time of purchase of any product. From the
above graph, it can be interpreted that most of the customers are disappointed with the price
of the Ceasefire products because the products are too expensive. Since the quality and
performance of the company‟s products are quite good so the price is very high.
51
Table 4.11: Table showing the customers response whether they will recommend the
product or service to colleagues or contacts within society.
1) Definitely 14 46.67%
2) Probably 6 20%
3) Not sure 5 16.66%
4) Probably not 3 10%
5) Definitely not 2 6.67%
TOTAL 30 100%
Analysis:
Of the total respondents, 46.67% of respondents will definitely recommend the product or
service to their colleagues or contacts within society, 20% of respondents will probably,
16.66% of respondents are not sure, 10% of respondents will probably not and the
remaining 6.67% of respondents will definitely not.
52
Chart 4.11: Chart showing the responses of customers whether they will recommend the
product or service to colleagues or contacts within the society.
RESPONDENTS
50.00%
45.00%
40.00%
35.00%
30.00%
25.00% 46.67%
20.00%
15.00%
20%
10.00% 16.66%
10%
5.00% 6.67%
0.00%
Definitely Probably Not sure Probably not Definitely not
Interpretation: From the above graph we can interpret that the majority of the customers
will recommendthe Ceasefire products to their colleagues or contacts in the society. Since the
customers feel happy and satisfied with the company‟s products and services.
53
Table 4.12: Table showing the overall satisfaction of the customers with the product or
service.
1) Highly satisfied 3 10%
2) Satisfied 21 70%
3) Neutral 3 10%
4) Highly dissatisfied 0 0%
5) Dissatisfied 3 10%
TOTAL 30 100%
Analysis
From the above table, it can be said that 10% of the respondents are highly satisfied with the
overall company‟s product or service, 70% of respondents feel satisfied, and only 10% of
respondents feel dissatisfied with the product.
54
Chart 4.12: Chart showing the overall satisfaction of the customers with the product or
service.
RESPONDENTS
70%
70%
60%
50%
40%
30%
20%
10% 10% 10%
10%
0%
0%
Highly satisfied Satisfied Neutral Highly Dissatisfied
dissatisfied
Interpretation:
Since the majority of customers feel that the products and services provided by the Ceasefire
Company is up to the level and as per the customers‟ expectations. So it can be interpreted
that the maximum of the respondents are overall happy with the Company‟s products and
services.
55
4.2 ANALYSIS AND INTERPRETATIONFOR MARKETING
STRATEGY OF CEASEFIRE COMPANY
1. Who is your target audience?
A target market is the first constituent of the marketing strategy. It is a group of customers
towards which the company decides to put all its marketing efforts and provide products or
services to the customers as per the demand of the market segment. It is a group of people to
which the marketers try to persuade and listen to it.
The Ceasefire Company mainly focuses on the malls, hotels, hospitals, educational
institutions, offices, and the customers who are having apartments, bungalows, villas and
residential areas. It provides fire and safety solutions to all the branches of McDonalds,
KFCs, and many other restaurants in Bangalore.
It offers its products to hospitals such as Manipal hospital near Domlur.
It also offers its fire safety solutions to the malls like Pheonix mall, Orion mall, Central mall,
Mantri mall etc.
The main focus of Ceasefire is to provide its customers the freedom to live their lives without
any fear.
2. Where would the prospective customers buy the product or service from?
Ceasefire sells their products directly to the customers. Since they are direct sellers, they
don‟t have any dealers in the market. Direct Selling includes selling the products to the
customers directly to their homes or at their jobs, personal contacts, demonstrations or
through online sales.
Being direct sellers, they manage a team of individuals that extents out many new customers
every month.
The customers can buy the product by calling the Ceasefire on their toll-free help line
numbers or they call SMS FIRE to 53030. They can also email at enquiry@ceasefire.in.
The customers can also buy certain selected Ceasefire products on this website in the “online
shop”.
56
3. When, where and how they would consume the product?
Ceasefire products are meant for the purpose of fire safety and security. It provides several
solutions for fire protection. Ceasefire products are used by the people in case of any fire
emergency at any premise which can be very dangerous for human life.
Ceasefire fire extinguishers are used according to the classes of fire. There are six classes of
fire: Class A fire contain Combustible solid like wood, papers, clothes etc. Class B fires
includes flammable liquids like petrol, kerosene, diesel etc. Class C fires contain Flammable
gases like LPG, CNG, PNG, etc. Class D fires contain metal fires, Class E fires contains
electrical fires such as short circuits; Class F contains cooking oil fires.
The consumers can use fire extinguishers according to the type of fire and the instructions
given on it. Ceasefire also trains their clients how to use the fire extinguishers in case of fire
situation.
It was also found from the study that the Ceasefire also takes care of the setting up and
preservation of the product. The company also provides services to the customers from time
to time and keep it upgrading.
4. What is the best price quoted for the product?
Ceasefire offers different prices for different product varieties. It offers 11% discount on
every products in online purchase. Suppose if the product price is Rs.8000, the customers can
get it at Rs.7120. It also offers product warranty for five years and free shipping for the
orders above Rs.1000 across India.
5. What is the main purpose or utility of the product?
Product utility means what a product does, for what it is meant for. The customer gets the
utility of a product only when he feels satisfied with the use of product or service.
From the study it was found that main purpose of the Ceasefire is to provide fire safety and
security solutions to its customers at the time of emergency.
Ceasefire believes to give its customers freedom to live their lives happily without any fear.
57
When it comes to fire safety and security, we need the help of expert professionals because
emergency situations vary from premise to premise. Ceasefire provides a 360 degree solution
for the complete protection from homes, cars, office buildings to malls, complexes, hotels
and hospitals.
6. How does the company promote or advertise its products?
Advertising refers to the bringing attention of the potential customer towards a particular
product or service. Advertising varies from product to product and is done with the help of
company brochures, e-mails, personal contacts, etc.
Promotion refers to keep the products or services in the mind of the potential customers and
creating demand for the product. It involves advertising, publicity, newspapers, media, public
relations, personal selling, direct marketing etc.
From the study it was found that Ceasefire has its Facebookpage to create the awareness of its
products but it is not used by the customers because of the lack of product promotion. It has
posted its videos in YouTube which shows the product demonstrations and creates awareness
about the fire hazards.
The biggest promoter of Ceasefire Company is just dial.
7.Dothe company sell products or services through online or through sales

representatives?
Online selling is the process of selling the products or services through electronic media such
as internet or other networks. Online selling is a considerable way to increase the business in
today‟s competitive world and it is increasing year after year.
From the study it was found that Ceasefire sells their products directly to the customers. They
don‟t have any dealers in the market. It sells its products through online shopping websites
such as Naaptol.com, alibaba.com, indiamart.com.
It also sells its products through just dial by connecting buyers and sellers and provides
adequate information to the customers about the product. So it covers a large group of
audience through just dial which increase the sales as well as profit of the company.
58
As just dial is one of the sources to create awareness of the product to the customers and it
also reduce the gap between the buyers and sellers. So it is one of the largest promoters of the
Ceasefire.
8. Where does the company distribute the product or service?
Ceasefire has a very strong distribution system that has devoted distribution verticals to a
large extent and meets the needs of customers in different segments with different
requirements and risks. It has a distribution network with 100 branches and has its presence
all over India in 300 cities managed by trained professionals. It distributes its products and
services to the malls, hospitals, hotels, and educational institutions, customers living in
residential areas, bungalows, villas, and apartments.
The Ceasefire distributes its products and services in almost every branch of McDonalds and
KFCs in Bangalore.
It also distributes its products to the malls such as Central mall, Orion mall, Phoenix mall,
Mantri mall and certain hospitals such as Manipal hospital.
9. Does the brand clearly communicate what you are intending to convey the value you
want to deliver?
Yes, the brand clearly communicates what the company is intending to convey the value it
wants to deliver. As ceasefire is meant for fire safety and security solutions and it provides a
good quality products and services to its customers. Ceasefire offers more than 400 fire safety
and security products to its customers so that the people can live their lives peacefully
without any fire fear.
10. Does the brand effectively differentiate itself from every other competitor in the
marketplace?
Yes, the Ceasefire brand effectively differentiates itself from every other competitor in the
market place. Ceasefire is India‟s one of the top firefighting company which provides several
59
solutions to fight with the fire and offers 360 degree fire safety and solutions. The products of
Ceasefire are of a greater quality as compared to its competitors and it has its presence in
over 300 cities and towns.
11. What is the future transformations planned for this brand?
The future transformations for Ceasefire is
 To target the new customer segment,

 Come up with different product variety and new product versions,
 Increase in the number of customer base.
60
Testing of Hypothesis:
H0: There is no association between product recommendation and product repurchase by the
customers.
H1: There is an association between product recommendation and product repurchase by the
customers.
Table no.-4.13
(Q11)product recommendation * (Q8)product repurchase Cross tabulation

Count
(Q8)product repurchase Total
Definitely Probably will Might or Probably will
will buy buy might not buy not buy
Definitely 9 3 1 1 14
Probably 3 1 1 1 6
(Q11)product Not sure 2 2 1 0 5
recommendation Probably Not 0 0 2 1 3
Definitely
2 0 0 0 2
Not
Total- 16 6 5 3 30
Table no.-4.14
Chi-Square Tests
Value Df Asymp. Sig. (2-sided)
a
Pearson Chi-Square 13.301 12 .348
Likelihood Ratio 14.132 12 .292
Linear-by-Linear
1.041 1 .308
Association
N of Valid Cases 30
a. 19 cells (95.0%) have expected count less than 5. The minimum
expected count is .20.
61
Result:
The above said hypothesis was tested by using chi-square test with the help of statistical
package SPSS-20; it was tested with 5% level of significance. The above tables show the
cross tabulation and chi-square results. In table 4.14 the p value is 0. 348 which is greater
than 0.05, therefore there is an evidence to accept the null hypothesis. Hence there is no
significance difference between the product recommendation and product repurchase by the
customers.
62
CHAPTER-5
FINDINGS
 From the study, it is found that almost 50% of respondents use the product at least
once in a year.
 About 80% of respondents stated that the smoke detector purchased from Ceasefire
function properly, only 20% of respondents has stated no for that.
 The majority of respondents have stated that the fire extinguishers are inspected
regularly.
 It was found from the study that around 40% of the respondents were satisfied with
the product quality, 16.67% with the customer service and only 5.34% with the price.
 The majority of respondents feel that the Ceasefire fire safety and security products
are much better as compared to other companies.
 From the study it was found that 86.67% of respondents have contacted customer
service and the remaining 13.33% of respondents have never.
 It was found from the study that 73.33% of the respondents‟ problems have been
resolved by the company, 16.67% of respondents from outside the company and the
remaining 10% of respondents‟ problems has not been resolved.
 53.33% of respondents feel that they will definitely buy the product again from
Ceasefire and 20% feel probably they will buy.
 13.34% of respondents feel the superiority of sales organization‟s facility is excellent,
60% of respondents feel it very good.
 From the study it was found that around 50% of respondents feel disappointed with
the product price, 6.67% with the quality, 10% with the performance, 10% with
timeliness and 6.67% of respondents with the customer service.
 46.67% of respondents will recommend the product or service of Ceasefire to their
colleagues or contacts, 16.66% of respondents are not sure.
 The study shows that the majority of respondents are satisfied with the Ceasefire
overall products and services, only few are dissatisfied.
63
SUGGESTIONS
 Advertisement & marketing activities are important to make the fast movement and to
increase sales volume. So the company should concentrate more on advertisements,
especially TV ads to inform and educate customers about the product and its use. It
also helps to create goodwill for the company and increases customer loyalty.
 The company needs to provide various promotional schemes to attract more and more
customers. The promotional activity is one of the important parts of marketing
strategy which help a company to increase its sales by attracting new customers in the
market and face the competition effectively.
 The firm should give proper training to the employees about the use of products and
services to deal with the customers. Because it will help them to communicate
effectively with the customers about the product use so that the customers can feel the
need to buy it and thus increase the sales. So the sales people must possess an
effective communication skill.
 The company must focus on the price because the Ceasefire products are highly
expensive as compared to its competitors. The customer‟s willingness to buy a
product depends on price so it is considered as one of the most important factor for
any business.
 The company must offer strong incentives on purchase for attracting customers‟
attention by offering those coupons or premiums as it helps a company to retain the
loyal customers as well as attract new customers.
 The company can also promote and drawcustomers‟ attention by interacting with
them through blogs. It is a free and easy way to relate with the customers and also
gives the customers a clear image about the company.
 The company must try to come up with new product versions. The company can
develop its products by introducing new products in the existing market as the product
development is considered as an important part of any company‟s growth strategy.
64
CONCLUSIONS
Now days the business world is a customer driven and the customer is treated as a King for
every businessman. So for a good business, they have to maintain the relation with the
customers for a longer duration of time as it is a never ending process. So customer
satisfaction is very important to keep the customers in the business pocket. From the study it
is found that Ceasefire works very hard to deliver finest quality and better services to its
customers. The company considers its customers and business very important and is really
working hard to deliver the customers best.
On the other hand, the marketing strategies of Ceasefire are overall good as compared to
other competitors in the market. The company needs to focus more on pricing strategy
keeping in mind the quality of product to attract more customers. It can come up with new
product versions by introducing new products in the existing market which will again add a
competitive advantage to the company. An effective marketing strategy helps to generate
products and services with the best probabilities for generating greater revenue. It is because
the marketing strategy begins with marketplace explorationtaking into concern the target
customers, competition in the market and the changes that might be there.
So from the study it is concluded that Ceasefire Company follows better marketing strategies
as well as it providesa level of satisfaction to the customers by providing them quality
products and services.
65
BIBLIOGRAPHY
 Reference books:
 Panda, T.K. “Creating Customer Lifetime value through effective CRM in Sales
industry”. Journal of Service research.2(2/0, (2003):157-171
 Khalifa, M. V Liu.” Satisfaction with Internet –based Service.” Journal of the

Association for Information Systems.”(2003). 4 No. 5, 206-232
 Marone M and S Lunsford, “Strategies that wins sales; Best practice of the world‟s
Leading Organization” Deadborn Trade Publishing Akapaln Professional Company,
2005.
 Kotler, Philip (1967). Marketing Management: Analysis, Planning and Control.

Englewood Cliffs, N.J.. Prentice-Hall
 Company Brochures
 Company’s feedback forms
 Websites:
www.ceasefire.com
www.google.com
www.wikipedia.com
www.researchgate.net
www.ukessays.com
66
ANNEXURES
Customer Satisfaction Questionnaire
I am Neha Singh, a student of New Horizon College of Engineering, Bangalore pursuing my

MBA and presently doing project on “Marketing strategies and Customer satisfaction of the
fire and security systems in malls and hospitals in Ceasefire Industries Limited, Bangalore. I
request you to kindly fill this questionnaire below and I assure you that the data generated
shall be used only for the project purpose.
Name:-
Age:-
Gender:-
Occupation:-
1. How often do you typically use the product?
 Once a year
 2-3 times a year or less often
 Once in 2 years
2. Do the smoke detectors function properly?
 Yes
 No
3. Are fire extinguishers inspected regularly?
 Yes
 No
4. What aspect of the product/service are you most satisfied by?
 Quality
 Price
67
 Performance
 Customer service
 Timeliness
 All of the above
5. Thinking of similar products/services offered by other companies, how would you compare
the product/service offered by our company?
 Much better
 Somewhat better
 Neutral
 Much worse
 Don‟t know
6. Have you ever contacted customer service?
 Yes
 No
7. If you contacted (Company) customer service, have all resolved to your complete
satisfaction?
 Yes
 No
8. Based on your experience with the product, how likely are you to buy the product again?
 Definitely will buy

 Probably will buy
 Might or might not buy
 Probably will not buy
 Definitely will not buy
9. Overall, the superiority of firm‟s sales organization‟s facility is
 Excellent
 Very Good
 Good
68
 Fair
 Poor
10. What aspect of the product/service were you most disappointed by?
 Price
 Quality
 Performance
 Customer service
 Timeliness
 None of the above
11. Would you recommend your product/service to colleagues or contacts within your
society?
 Definitely
 Probably
 Not sure
 Probably not
 Definitely not
12. Overall, how satisfied are you with the product or service?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
69
Marketing Strategy Questionnaire
1. Who is your target audience?

2. Where would the prospective customer buy the product or service from?
3. When, where and how they would consume it?
4. What is the best price quoted for the product?
5. What is the main purpose or utility of the product?
6. How do you promote and advertise this product?
7. Do you sell your goods or services through online or through sales representatives?
8. Where do you distribute your product or service?
9. Does the brand clearly communicate what you are intending to convey the value you
deliver?
10. Does this brand effectively differentiate itself from every other competitor in the
market place?
11. What is the future transformations planned for this brand?
70
71

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Internship Report on

A study on “Marketing strategies and customer satisfaction of fire

VISVESVARAYA TECHNOLOGICAL UNIVERSITY,

In partial fulfillment of the requirements for the award of the degree of

I am extremely thankful to our beloved principal Dr. MANJUNATHA, Principal of NEW

I also express my heartful gratitude to Dr. SHEELAN MISRA, Head of Department of

I also express my deep appreciation to my guide PROF. KERENA ANAND (Department of

Place: BANGALORE Student Name: NEHA SINGH

Date: 13th April 2016 USN No. – 1NZ14MBA02

SL. NO CONTENTS PAGE NO.

TABLE NO. PARTICULARS PAGE NO.

CHART NO. PARTICULARS PAGE NO.

Internship maximizes the chance of getting great job:

Internship provides us a great opportunity to change intern into full-time employment:

Internship provides a good chance to associate with the professionals:

1.2TOPIC CHOSEN FOR THE STUDY

1.3STATEMENT OF THE PROBLEM

1.4OBJECTIVES OF THE STUDY

 To explore the company‟s target audience of their products and services.

1.6 SCOPE OF THE STUDY

1.7 REVIEW OF LITERATURE

The definitions of marketing strategy by different authors are given below:-

Sudharsan (1995):- The marketing strategy formspaths to anticipatedforthcoming. The

Jain (2000):- A Specific marketing promotion signifies considering at the overall of a

Peter Drucker(1973)“Strategic promoting and advertising is seen as a process consisting of

Customer Satisfaction –Definitions

Satisfaction has been broadly defined by Vavra, T.G. (1997) as a satisfactory

Howard and Shethhave defined satisfaction as “The buyer‟s balancedstate of being

According to Hung (1977), “Customer satisfaction is a kind of walking away from an

Ingrid (2004)inferred satisfaction as a feeling which results from a process of evaluating

Information is collected from the following sources:-

1.9 SAMPLE SIZE

1.10 AREA OF RESEARCH

The study is conducted for 2 months in Ceasefire Industries Limited,

1.12 LIMITATIONS OF THE STUDY

Fire safety and security

Noida, Uttar Pradesh , India

Products Fire extinguishers

2.2 COMPANY PROFILE

A Quality ManagementScheme helps the businessto build up quantifiable quality objectives

2.7 PRODUCTS OF CEASEFIRE

The main products of Ceasefire are:-

Ceasefire provides the following four types of services:-

Up gradation-In Ceasefire, new developments in firefighting technology are taking place. A

Ceasefire also has foreign collaboration with maincorporationscrosswise the world to

 BRK electronics in United States

The actualexploitation of evolvingknow-hows in themanufacturingpractices has helped the

 Brilliant Engineering Works, Mumbai, Maharashtra

 Increase number of branches in a new geographical location.

2.13 FUTURE GROWTH AND PROSPECTS

THEORETICAL BACKGROUND OF THE STUDY

Meaning and Definition of Marketing Strategy

Marketing strategy is an approach that enables a company or organization to emphasis on

A well – designed strategic plan-

 Build consumer preference for the brand

A requisite to advance a successful Marketing Strategy is to conduct a Situation Analysis.

The planning, execution and regulator of programs to increase theappropriateness of a social

It is called as offering additionalservices by way of innovative concepts offerings and

Marketing byseveral advertising media that inter–linkedstraightly with customers, mainly

Individual marketingcomprises ofactionscarry out to design, conserve or modify assertiveness

The eventscommenced to generate, preserve andtransform attitudesand behavior of target

The marketingthat comprisesof eventscommenced to design, develop ortransform

A marketingstrategy in which a firm determines to target divergent markets through different

10. Synchronic marketing: