Summer 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
Kalyan Mandal
2013671215
Submitted to
MAHARSHI DAYANAND UNIVERSITY, ROHTAK

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. Pushpa Sangwan Mr. Sagar Nawendu
(Assistant Professor) (Territory Manager)

Department of MBA

GANGA TECHNICAL CAMPUS,

BAHADURGARH HARYANA
2020 –2022
Date: 18th November, 2021

TO WHOM SO EVER IT MAY CONCERN

This is to certify that Mr. Kalyan Mandal registration No. 2013671215, 3rd
semester’ MBA student at GANGA TECHNICAL CAMPUS has successfully
completed his project work/internship for the period from 14th September 2021
to 17th November 2021 at Ceasefire Industries Limited, Noida, Delhi-NCR in
partial fulfillment of his academic curriculum of the Master of Business
Administration.

His project was based on “MARKETING STRATEGIES AND CUSTOMER

SATISFACTION OF FIRE AND SECURITY SYSTEMS FOR HOTELS, MALLS AND
HOSPITALS”. During his project work, we have found his taking initiation in
completing the internship. His performance during the period was
creditable.

Wishing him all the very best.

 School of Engineering & Technology
(A Unit of GANGA TECHNICAL CAMPUS)
Approved by AICTE, New Delhi, Recognized under section 2(f)of the UGC act, 1956 and
Affiliated to M.D. University, Rohtak

CERTIFICATE

This is to certify that the summer training has been carried out by Mr. Kalyan Mandal,
College Roll No. 20MBA030 and registration no. 2013671215 at “CEASEFIRE
COMPANY” titled “A STUDY ON MARKETING STRATEGY AND CUSTOMER
SATISFACTION OF FIRE & SECURITY SYSTEMS IN HOTELS, MALLS AND
HOSPITALS” is a bonafide work in partial fulfillment for the award of degree of Master
of Business Administration by Maharshi Dayanand University during the year 2020-2022.
It is certified that all corrections/suggestions indicated for internal assessment have been
approved as it satisfies the academic requirements in respect of the project report
prescribe for the award of Master of Business administration degree.

Signature of the Guide Signature of the HOD

(Dept. of Mgmt Studies) (Dept. of Mgmt Studies)

Signature of the Principle

NAME OF THE STUDENT: KALYAN MANDAL

COLLEGE ROLL NO.: 20MBA030
REGISTRATION NO.: 2013671215

Soldha , Bahadurgarh-Badli Road, Bahadurgarh-124507,Haryana

Ph – 8684000904/906/934
Website: www.gangatechnicalcampus.com Email: gtcbahadurgarh@gmail.com
 DECLARATION

I, KALYAN MANDAL, hereby stated that the Internship report entitled “A study on Marketing
Strategies and Customer Satisfaction of fire and security systems for hotels, malls and
hospitals in Ceasefire Industries Limited, Noida prepared by me under the guidance of PROF.
PUSHPA SANGWAN, faculty of M.B.A Department, Ganga Technical Campus and external
assistance by MR. SAGAR NAWENDU, Territory Manager of Ceasefire company.

I also declare that this internship work is towards the partial fulfillment of the regulations the
award of degree Master of Business Administration by Maharshi Dayanand University,
Bahadurgarh.

I have undergone a summer training for a period of ten weeks. I further declare that this
project is based on the original study undertaken by me and has not been submitted for the
award of any degree/diploma from any other University.

Place: Bahadurgarh
Date: 20-12-2021 Signature of the Student
 TABLE OF CONTENTS

SL. NO CONTENTS PAGE NO.

1 CHAPTER-1 : Introduction to the project

2 CHAPTER-2 : Industry and Company profile

3 CHAPTER-3 : Theoretical background of the study

4 CHAPTER-4 : Data Analysis and Interpretation

5 CHAPTER-5 : Summary of findings, suggestions and conclusions

6 BIBLIOGRAPHY

7 ANNEXURE
 LIST OF TABLES

TABLE NO. PARTICULARS PAGE NO.

Table showing the number of respondents who typically

4.1 use the product

Table showing whether the smoke detectors function

4.2
properly or not
Table showing are fire extinguishers inspected regularly
4.3 or not
Table showing the aspect of products and services the
4.4 consumers are most satisfied by

4.5 Table showing the comparison of products or services

offered by other companies as compared to Ceasefire

Table showing number of customers who have

4.6
contacted customer service

Table showing the no. of customers who have contacted

4.7
customer service and their complications has been
determined to their whole satisfaction

Table showing the number of customers who are likely

4.8 to buy the product again
Table showing the overall superiority of
4.9
organization facility

Table showing the aspect of product or service the

4.10
customers were most disappointed by

Table showing the customers response whether they will

4.11
recommend the product or service to colleagues or
contacts within society

4.12 Table showing the overall satisfaction of the customers

with the product or service
 LIST OF CHARTS

CHART NO. PARTICULARS PAGE NO.

Chart showing the number of respondents who

4.1
typically use the product

Chart showing whether the smoke detectors function

4.2
properly or not

Chart showing are fire extinguishers inspected

4.3
regularly or not

Chart showing the aspect of products or services the

4.4
customers are most satisfied by

Chart showing the comparison of products and services of

4.5
other companies as compared to Ceasefire

Chart showing the number of customers who have

4.6
contacted customer service

Chart showing the no. of customers who have contacted

4.7 customer service and their complications have been

determined to their whole satisfaction

Chart showing the number of customers who will buy the

4.8
product again

4.9
organization facility

Chart showing the aspect of product or service the

4.10
customers were most disappointed by

Chart showing the responses of customers whether they

4.11 will recommend the product or service to colleagues or

contacts within the society

Chart showing the overall satisfaction with the product or

4.12
service
 EXECUTIVE SUMMARY

The organizational study has been conducted at Ceasefire Industries Limited, Noida. 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 Noida 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 Noida 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 to
undertake suitable action to implement an ideal marketing strategy for better enhancement of the
company’s products and services.
 CHAPTER- 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 this is 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 hypothetical information we can get only 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 is also 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:

An internship is an abstract to the real workplace, business, and it gives an opportunity for us to

1
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 significance of the business
theory what we have studied in the classroom and it gives the better 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 important element required for success at the 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 those
students 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 provide the best 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.

Internship will help us to choose reasonable career path:

We can gain the experience of the working environment during the internship. We can examine
ourselves which will provide satisfaction and growth in our career. We can take another

2
professional suggestions or recommendations if not.
TOPIC CHOSEN FOR THE STUDY

Marketing strategies and customer satisfaction of fire and security systems for hotels, malls and
hospitals in Ceasefire Industries Limited, Noida

STATEMENT 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 client satisfaction study is to measure satisfaction level of
customers with the service quality of a company and to identify shortfalls.

OBJECTIVES 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.

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.

SCOPE OF THE STUDY

The study is conducted for two months in Ceasefire Industries Limited, Noida. The scope of the
study is to comprehend the customer behavior and purchasing form of diverse products. This

3
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 core objective of the study is to comprehend the marketing
tactics at Ceasefire Company to make it extra effective and proficient and to provide satisfaction
to the customers.

REVIEW OF LITERATURE

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

Sudharsan (1995):- The marketing strategy forms paths to anticipated forthcoming. The
productivity formulae a kind of marketing tool exploration and choice of marketing tool decision
is a marketing techniques declaration.

Kotler (1997):- The combination of choice of target markets, the marketing blend along with
the marketing pays level is marketing strategy. ”The marketing tool is the means wherein the
marketing perform systematizes its own actions to achieve an efficient increase in sales at a
marketing blend scale”. It is referred to as a blueprint which is frequently comprehensive term
to accomplish the organization’s desired targets

Munuera and Rodriguez (1998):- The method of investigation that act as if the information
of customer requirements and the projection of prospective alternatives for company and
market players for the purpose of achieving modest value within the time frame reasonable 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 is predictable massive in coverage.
These include the sources by which a firm succeeds 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 wide range 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 concepts for reaching accessing
motives related to the well-defined fundamental company 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: -

4
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 need

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 explains as going 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
not aware 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 existing purchase expectation.

Howard and Sheth have defined satisfaction as “The buyer’s balanced state of being
satisfactorily or insufficiently delighted 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

5
customer performance, 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
feelings about the consumption experience.”

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.

DATA COLLECTION

Information is collected from the following sources:-

Primary data:

 Questionnaire

6
  Observation

 Interviews

Secondary data:

 Company website

 Company brochures

 Magazines

 Newspapers

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.

AREA OF RESEARCH

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

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.

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.

7
 CHAPTER- 2

INDUSTRY PROFILE

Industry Fire safety and security

Noida, Uttar Pradesh , India

Headquarters
All over India
Number of locations
Fire extinguishers Fire outfits
Fire Emigration solutions
Fire alarm solutions
Hydrant systems
Products
Suppression systems
Security solutions
Smoke detector

Firefighting training
Fire system
Services
Upgradation
Refilling

Website www.ceasefire.in

When Ceasefire first launched its variety of internal fire extinguishers a few years before, no one
in India had heard of fire safety, considerably fewer felt the requirement for it. The Ceasefire
extinguisher was lustrous, dominant and keen. But it was easy to use that was more Significant
A great reflectivity, great effect mass broadcasting movement sustained the product
inauguration. A highly influential, highly reformed and helpful practice of direct selling supported
the distribution. There was no 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 with advocates like Levers
and Colgate.

The Ceasefire Company has an annual turnover of more than Rs.500 crores.

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

8
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 segments of 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 who manage the plant and 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 of qualified team, well-trained Engineers, Technicians, 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 Company formulates 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

9
medium organizations wireless smoke detection systems and wired smoke detection systems
with conventional and analogue addressable fire alarm systems for manufacturing plants. The
Fire vac 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
approved employees 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 smallest bit 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.

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.

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.

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 company search for strategic conglomerates to enhance experience and
expertise in order to better address the client's necessities.

10
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
and pride of every employee and client.

QUALITY POLICY

A Quality Management Scheme helps the business to build up quantifiable quality objectives to
generate the best products in the marketplace. The product that complies completely with the
customer’s requirements Products that meet the three key phases of the Quality Policy: Quality,
Customer Delight and Repetitive Development. Only after going through this pathway, a product
obtains the Ceasefire label. A label that ensures quality as well as protects lives

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 Doorway Cell phones and Motion Sensing Devices
 CCTV DVR
 CCTV Cameras
 CQRS Equipment

11
 Water spray Hydrant Equipment
 Water sprays CAFS (nine & fifty liters).
 Outer limits Defense– Detectors

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 Product contains of a group of trained and expert persons,
who ensures that their 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 so that 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 down can lost efficiency. The
company can no longer offer a 100% guarantee that this equipment will do its job to high
standards even after 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 the up 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 system consist 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.

AREAS OF OPERATION

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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 main corporations crosswise 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

INFRASTRUCTURE FACILITIES

13
Ceasefire Company has developed condition of the art of production facility that helps all of
them in qualitative production of their advanced resolutions according to the technical details
with broad safety and accuracy. The refined business division extends over a massive area of
6000 square feet that empowers in the growth and development of the company’s wide- range
of security products in a well-organized way. Armed through entirely prerequisite tools and
machineries for building-up of fire alarm, fire defense, smoke detectors, fire outfits, electronics
security, investigation and computerization systems, the manufacturing division aids 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 convenience production 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 industrialized necessities.

The actual exploitation of evolving know-hows in the manufacturing practices has helped the
company to effectively improve a high-class range of fire alarm, fire protection, electronics
security, and surveillance & mechanization systems.

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

SWOT ANALYSIS

STRENGTH:-

 The company has the presence all over India in more than 300 cities and towns.

14
 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.

 The only company that provides 360 degree solutions for fire safety and
security all over India.

 The company has the tie-ups with foremost corporations crosswise 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.

THREATS:-

 A large competitor can wipe away the market place by a small change.

 Advancements in machinery might transform the market further than the

ability to adapt.

 High price products may also be considered as a threat.

FUTURE GROWTH AND PROSPECTS

15
 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 like Hochiki and Visonic.

 Manufacturing products by means of world’s greatest cutting-edge technology

 To be in the list of world’s most firefighting company in the coming years.

16
 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 achieve
sustainable competitive advantages.

The marketing tool has to be made on the origin of the market studies and emphasis on the
most suitable product blend in order to enhance profit and retain the business venture for an
extended time.
Marketing strategy has 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 precise workforces and capitalizing
only on the marketing advantages that contribute the whole marketing targets by saving the
company’s time and monetary resources.

 Differentiate the company from those of its rivalries by pinpointing the unique cut-throat
competitive advantage and the supportive constituents.

 Understand the firm’s long-term and short-term objectives and goals into actual marketing
procedures.

17
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 is expressed at every
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 also called 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
the existing 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 it answered to marketplace problems?

4. Conduct market research – Assure connectedness of the strategy before the substantial
lifting of bringing it to market is performed.

TYPES OF MARKETING STRATEGY

1. Societal Marketing:

The planning, execution and regulator of programs to increase the appropriateness of a social
reason or exercise among 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 additional services 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 by several advertising media that inter–linked straightly with customers, mainly
working for the customers to make a straight reply, e.g. selling catalogue, brochures, mail-

18
 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 their faithfulness 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. Individual Marketing:

Individual marketing comprises of actions carry out to design, conserve or modify

assertiveness or performance towards general public like politicians, sports stars, celebrities,
professionals to substitute their businesses and incomes.

7. Business Marketing:

The events commenced to generate, preserve and transform attitudes and behavior of target
customers headed for an organization is known as Business marketing.

8. Place Marketing:

The marketing that comprises of events commenced to design, develop or transform the
viewpoint and behavior of customers towards particular region, for example, tourism
marketing.

9. Differential Marketing:

A marketing strategy 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 further encouragements e.g.
heavy off-season discount on summer wears might increase its demand to certain level.

19
11. Determined Marketing:

Marketing strategy in which the company highlights only one or fewer market segments. An
organization that selects a concentration strategy chooses to target its marketing efforts 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.

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 stores might not exactly offer discounts in weekends and holidays to minimize
overcrowded-marketing generally relates to when an organization make downhearted its
clients to acquire the product created by them.

Strategic marketing helps a firm to make sure that they select the right out-turn, goods or
facilities, to fetch nearly the outcomes that the customers desire. Marketing is defined as the
process of management of ascertaining, forestalling and fulfilling customers‟ desires. The
organizations satisfy the needs and 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 can converted so focused on the goods and services that they like
manufacturing or creating, that the company disremembers to examine whether somebody
actually needs them and whether they are the appropriate approach to satisfy the customer’s
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 services to 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 customers need.

20
Marketing is the management process of identifying, anticipating and satisfying customer’s
needs. Charitable and the public organizations satisfy 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 constantly evaluate
and re-evaluate the organization.

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 about a 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 and
implementation in an organization. It is the best idea for someone to be held responsible for
how the organization describes and fulfill the customer’s 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 beyond specified

21
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 strong sound 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 for business organizations to successfully establish and regulate
customer satisfaction. To do this a firm requires lawful and demonstrative methods of
satisfaction.

For customer satisfaction survey companies generally query customers if the 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 originates slower 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 achieve a lesser satisfaction level than a modest even if its
overall services would be judged greater in positive terms.

Significance of Customer Satisfaction

Following are the six reasons about the importance of customer satisfaction:-

1. Act as a leading measure of customers’ repurchases intentions and constancy:-

Customer satisfaction is one of the best ways to know how probably 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 carefully trust 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 expect action suit 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
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

22
customers repurchase intentions and customer constancy.

2. Act as a point of disparity:-

Customer satisfaction is considered as an important differentiator in today’s competitive market

world where the corporate strive for large number of clients than their competitors. Industries
that achieve succession 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 may as 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 client shift.
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 fully happy customer’s generate 2.5 times of higher profits than a
somewhat happy customer’s. At the same time, a fully happy customers‟ contribute 14 times
greater profits than a somewhat unhappy customer’s.

Satisfaction plays a significant role in identifying out how much profit a customer contributes for
the company.

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 and also
better customer retention.

23
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 on continuing basis. The company can identify whether the customers are actually
happy 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 group enlarge thousands of dollars getting the attention of viewpoints, nurturing
them into leads and transforming them into sales.

Importance of Customer Satisfaction Survey

Strengthen Affirmative Methods

Customer satisfaction studies requires customers issues about different zones adding customer
support, employees knowledge and understanding and effectiveness and the policies, 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

24
There are particular business vendors who exercise customer satisfaction comments once 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 the product 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 it possesses a good quality product, it should assign
that detail in its advertising campaigns. Studies communicate a distinct unsatisfactory aspect
such as impolite employees, delay in distribution and a web-site that is difficult to plan and
construct. The company should make modifications before its reputation goes company as it will
reduce the destructive impact on the organization.

Obtain New Ideas

The company must acquire information about the upcoming expectations of its customers and
the guidelines to shift with 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 believes making 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 study might be more successful.

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 quality and the firm might not recognize that it is really losing
sales due to obstructive details dispersed about the products in case the client’s 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 as pace really 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.

25
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 an outcome. 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 character inside every business unit. It is not only
the foremost indicator to evaluate client trustworthiness , identify the clients 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

26
 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

2) or 5 16.66%

less often

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.

27
Chart: 4.1: Chart Showing the number of respondents who typically use the product.

Source: Questionnaire

Interpretation

From the above graph it can be interpreted that fire safety and security is a need for all the
people. So most of the respondents prefer to use the fire extinguishers product once in a year

Table: 4.2 Table showing whether the smoke detectors function properly or not.

SL.NO. OPINION RESPONDENTS PERCENTAGE

1) Yes 24 80%

2) No 6 20%

TOTAL 30 100%

Sources: Questionnaire

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.

28
Chart 4.2: Chart showing whether the smoke detectors function properly or not.

Sources: Questionnaire

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.

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%

Sources: Questionnaire

29
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.

Chart 4.3 Chart showing are fire extinguishers inspected regularly or not.

Sources: Questionnaire

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.

30
Table 4.4: Table showing the aspect the products or services the consumers are most
satisfied by.

SL. NO. OPINION RESPONDENTS PERCENTAGE

1) Quality 12 40%

2) Price 2 6.67%

3) Performance 3 10%

4) Customer 5 16.67%
service

5) Timeliness 3 10%

6) All of the above 5 16.67%

TOTAL 30 100%

Sources: Questionnaire

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.

31
Table 4.4: Chart showing the aspects of products or services the customers are most
satisfied by

Sources: Questionnaire

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 are satisfied
with the quality of the Ceasefire goods as compared to its price, performance, customer service
and timeliness.

32
Table 4.5: Table showing the comparison of products or services offered by other
companies as compared to Ceasefire Company

SL. NO. OPINION RESPONDENTS PERCENTAGE

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%

Sources: Questionnaire

Interpretation:

The above table shows that the 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.

33
Chart 4.5: Chart showing the comparison of products and services of other companies
as compared to Ceasefire Company.

Source: Questionnaire

Interpretation:

Since the service provided by the Ceasefire Industry is up the level of customer satisfaction. So
we can interpret majority of customers feel much better about the service provided by the
Ceasefire as compared to the other companies.

34
Table 4.6: Table showing no. of customers who contacted customer service?

SL. NO. OPINION RESPONDENTS PERCENTAGE

1) Yes 26 86.67%

2) No 4 13.33%

TOTAL 30 100%

Source: Questionnaire

Analysis:

The above table shows that about 86.67% of the respondents have contacted customer service
and the remaining 13.33% of respondents have never.

35
Chart4.6: Chart showing the number of customers who have contacted customer
service.

Source: Questionnaire

Interpretation:
From the above graph we can interpret that the services provided by the Ceasefire is up to the
level and according to the customer’s expectations. So the majority of customers has contacted
customer service and is satisfied with the same.

36
Table 4.7: Table showing the no. of customers who have contacted customer service
and their complications has been determined to their whole satisfaction.

SL. NO. OPINION RESPONDENTS PERCENTAGE

1) By the company 22 73.33%

Someone outside
2) the 5 16.67%

company
Problem was not
3) 3 10%
resolved

TOTAL 30 100%

Source: Questionnaire

Analysis:

The above table shows that 73.33% of the customer’s 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 customer’s problems has not been resolved.

37
Chart: 4.7 Chart showing the no. of customers who have contacted customer service
and their complications have been determined to their whole satisfaction.

Source: Questionnaire

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.

38
Table 4.8: Table showing the number of customers who are likely to buy the product
again

SL. NO. OPINION RESPONDENTS PERCENTAGE

1) Definitely will buy 16 53.33%

2) Probably will buy 6 20%

Might or might
3) not 5 16.67%

buy

4) 3 10%
Probably will not

buy

Definitely will not

5) 0 0%
buy

TOTAL 30 100%

Source: Questionnaire

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.

39
Chart 4.8: Chart showing the number of customers who will buy the product again.

Source: Questionnaire

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.

40
Table 4.9: Table showing the overall superiority of firm’s sales organization facility

SL. NO. OPINION RESPONDENTS PERCENTAGE

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%

Source: Questionnaire

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.

41
Chart 4.9: Chart showing the overall superiority of firm’s sales organization facility.

Source: Questionnaire

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 the
customers feel the Ceasefire sales service is up to the level and as per the customers‟
expectations.

42
Table 4.10: Table showing the aspect of product or service the customers were most
disappointed by

SL. NO. OPINION RESPONDENTS PERCENTAGE

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 5 16.66%

above

TOTAL 30 100%

Source: Questionnaire

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.

43
Chart 4.10: Chart showing the aspect of product or service the customers were most
disappointed by.

Source: Questionnaire

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.

44
Table 4.11: Table showing the customers response whether they will recommend the
product or service to colleagues or contacts within society.

SL. NO. OPINION RESPONDENTS PERCENTAGE

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%

Source: Questionnaire

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.

45
Chart 4.11: Chart showing the responses of customers whether they will recommend
the product or service to colleagues or contacts within the society.

Source: Questionnaire

Interpretation:

From the above graph we can interpret that the majority of the customers will recommend the
Ceasefire products to their colleagues or contacts in the society. Since the customers feel happy
and satisfied with the company’s products and services.

46
Table 4.12: Table showing the overall satisfaction of the customers with the product or
service.

SL. NO. OPINION RESPONDENTS PERCENTAGE

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%

Source: Questionnaire

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.

47
Chart 4.12: Chart showing the overall satisfaction of the customers with the product or
service.

Source: Questionnaire

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 customer’s expectations. So it can be interpreted that
the maximum of the respondents is overall happy with the Company’s products and services.

48
ANALYSIS AND INTERPRETATIONFOR MARKETING STRATEGY OF CEASEFIRE COMPANY

1. Who is your target audience?

Ans - 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 Noida.

It offers its products to hospitals such as Apollo hospital near Noida sector 62.

It also offers its fire safety solutions to the malls like DLF mall, GIP mall, City Center 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?

Ans - 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”.

3. When, where and how they would consume the product?

Ans - 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

49
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?

Ans - Ceasefire offers different prices for different product varieties. It offers 11% discount on
every product 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?

Ans - 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.

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?

Ans - 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 Facebook page to create the awareness of
its products but it is not used by the customers because of the lack of product promotion. It

50
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. Do the company sell products or services through online or through sales

representatives?

Ans - 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.

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?

Ans - 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 Noida.

It also distributes its products to the malls such as DLF mall, GIP mall, City Center mall and
certain hospitals such as Apollo hospital.

9. Does the brand clearly communicate what you are intending to convey the value
you want to deliver?

Ans - 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

51
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?

Ans - 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

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?

Ans - 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.

52
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 not buy
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)

Pearson Chi-Square 13.301a 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.

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.

53
 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 have 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.

54
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 draw customer’s 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.

55
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 exploration
taking 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 provides a level of satisfaction to the customers by providing
them quality products and services.

56
 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

57
 ANNEXURES

CUSTOMER SATISFACTION QUESTIONAIRY

I am Kalyan Mandal, a student of Ganga Technical Campus, Bahadurgarh 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, Noida. 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

 Performance

 Customer service

 Timeliness

 All of the above

58
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

 Fair

 Poor

10. What aspect of the product/service were you most disappointed by?

 Price

 Quality

 Performance

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  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

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?

60