ABSTRACT

INDUSTRY PROFILE
The automobile industry in India actually began about 4000years ago. It includes manufacture of trucks, buses, passenger cars and Two-wheelers. The first automobiles industry manufacture of Two-wheelers in India in 1897 at Bombay. The first invention of two-wheeler is steam-powered motorcycle. Next invent minibikes, scooters and mopeds. India represents one of the largest two-wheeler markets in the world.

COMPANY PROFILE
Bajaj Auto Limited is India's largest manufacturer of scooters and motorcycles. The company generally has lagged behind its Japanese rivals in technology, but has invested heavily to catch up. Its strong suit is high-volume production; it is the lowest-cost scooter maker in the world. Although publicly owned, the company has been controlled by the Bajaj family since its founding. The Bajaj Group was formed in the first days of India's independence from Britain. Its founder, Jamnalal Bajaj, had been a follower of Mahatma Gandhi, who reportedly referred to him as a fifth son. 'Whenever I spoke of wealthy men becoming the trustees of their wealth for the common good I always had this merchant prince principally in mind,' said the Mahatma after Jamnalal's death.

SALES PROMOTION

Sales promotion is one of the four aspects of promotional mix. (The other three parts of the promotional mix are advertising, personal selling, and publicity/public relations.) Media and nonmedia marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmicks by many. Stimulation of sales achieved through contests, demonstrations, discounts, exhibitions or trade shows, games, giveaways, point-of-sale displays and merchandising, special offers, and similar activities. Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.

RESEARCH METHODOLOGY

The essential role of information is the reduction of uncertainty in the marketing environment and the market place. Information may be used several ways within the framework of marketing management. Marketing research is the systematic and objective search for analysis of information relevant to the identification and solution of marketing problems. The various processing steps are editing, tabulation, analyzing and interpreting. The data is analyzed and interpreted by making use of statistical tools such as percentages of the sample and graphical tools like charts.

TECHNIQUES USED FOR DATA COLLECTION:

Research Design Data Sources Primary data : : : Descriptive Primary data & secondary data Primary data collected through Structured questionnaire Secondary data : Secondary data collected through Company Records and Internet. (Www.bajajauto.com) Sampling Unit Population Size Sample Size Stastical Tool : : : : KADAPA City. Bajaj Two-wheeler users in Kadapa 100 customers from different areas of the city Convenience Sampling Simple percentage method & weighted average method.

Sampling Procedure :

Sources of Data Collection:

The study this particular project a systematic procedure has been followed in collecting the data, to analyze and interpret the information.

The interpretation of information is ascertained by two different principles.

Primary data and Secondary data have been collected for the purpose of study.

Primary:

It is the data collected directly from the customers. A structured form of Questionnaire was made for a sample size of 100 respondents. The primary data consists of personal contacts with the concerned executives.

Secondary Data:

These are the readily available sources of the data where one had need not to put much effort for colleting data.

Secondary sources helpful for study

1. Text Books 2. Internet 3. News Papers

Objectives of Sales Promotion

To introduce new products To attract new customers and retain the existing To maintain sales of seasonal products To challenge the competition

Limitations of Sales Promotion

Although sales promotion is an important strategy for producing quick, short-term, positive results, it is not a cure for a bad product, poor advertising, or an inferior sales team. After a consumer uses a coupon for the initial purchase of a product, the product must then take over and convince them to become repeat buyers. In addition, sales promotion activities may bring several negative consequences, including "clutter" due to the number of competitive promotions. New approaches are promptly cloned by competitors, as each marketer tries to be more creative, more attention getting, or more effective in attracting the attention of consumers and the trade. Finally, consumers and resellers have learned how to milk the sales promotion game. Consumers may wait to buy certain items knowing that prices will eventually be reduced, for example, while resellers have become experts at negotiating deals and manipulating competitors against one another.

NEED FOR THE STUDY

It stabilizes sales volume by keeping its customers with them. In the age of competition it isquite much possible that a customer may change his/her mind and try other brands. Various incentives under sales promotion schemes help to retain the customers. Sales promotion consists of all promotional activities other than advertising and personal selling to increase sales of a commodity.