Study of Marketing Strategies & Sales Performance at Sanbun Investments

SUMMER TRAINING REPORT ON
THE STUDY OF MARKETING & SALES IN

SANBUN INVESTMENTS
Undertaken at
“SANBUN INVESTMENTS”
submitted in partial fulfillment

of the requirements for the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION
By
VANSHAJ GUPTA
08729801718
Vivekananda School of Business Studies

Vivekananda Institute of Professional studies
Guru Gobind Singh Indraprastha University, Delhi
December - 2020
i
To Whom It May Concern
I Vanshaj Gupta, Enrolment No. 08729801718 from BBA-V Sem. of the Vivekananda Institute
of Professional Studies, Delhi hereby declare that the Summer Training Report
(BBA 311) entitled “The study of marketing & sales” at Sanbun Investments is an original
work and the same has not been submitted to any other Institute for the award of any other degree.
A presentation of the Summer Training Report was made on The study of marketing & sales in
Sanbun investments and the suggestions as approved by the faculty were duly incorporated.
Date: Signature
of the Student
Certified that the Summer Training Report submitted in partial fulfillment of Bachelor of Business
Administration (BBA) to be awarded by G.G.S.I.P. University, Delhi by Vanshaj Gupta,
Enrolment No. 08729801718 has been completed under my guidance and is Satisfactory.
Date: Signature of the Guide

Name of the Guide:
Designation:
ii
ACKNOWLEDGEMENT
In this project, I have made an honest and dedicated attempt to make the Project Report so easy to
understand for a person who is willing to get knowledge about the “The study of marketing &
sales in Sanbun investments” I am deeply indebted to my lecturers & my faculties who gave me
opportunity of making project report. I am also thankful to my Project supervisor Mr. Nishaan
Singh for their kind support & suggestion for making project report.
Signature:
iii
Table of Content
Topic Page No
Certificate ii
Summer Training Appraisal
Acknowledgement iii
Executive Summary v
Chapter I: Introduction 1-16
Chapter II: Review of Literature 17-23
Chapter III: Research Methodology (In case of Primary Data) 24-27

a.) Objectives of the study
b.) Research Design
c.) Data Collection
d.) Data Sampling
e.) Statistical tools used
Chapter IV: Data Analysis & Interpretation 28-42
Chapter V: Findings 43-45
Chapter VI: Conclusions & Suggestions 46-52
References/ Bibliography 53-58
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EXECUTIVE SUMMARY
ORGANISATION DESCRIPTION:
SANBUN INVESTMENTS is an investment advisory firm.
TITLE OF THE PROJECT:
To study the marketing and sales of Sanbun investments.
BACKGROUND:
To identify the potential customers, seeking financial guidance and willing to invest in the financial
market.
Internship Experience:
In Sanbun investments I worked as a trainee in the field of marketing and sales. My Responsibility
was to devise marketing strategies (mainly digital) and analyse the response of the potential clients
with the aim of increasing sales.
I was able to generate revenue amounting to 12 lakhs in a period of 4 months.
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The Study of Marketing & Sales in Sanbun Investments
CHAPTER 1
INTRODUCTION
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VIVEKANANDA SCHOOL OF BUSINESS STUDIES
1.1 INTRODUCTION
“Marketing is a social and managerial process by which individuals and groups obtain what they
need and want, through creating, offering and exchanging products of value with others”.
- Philip Kotler.
Marketing includes all those activities having to do with effecting changes in the ownership and
possession of goods and services. It is that part of economics which deals with the creation of time,
place and possession utilities and that phase of business activity through which human wants are
satisfied, by the exchange of goods and services for some valuable consideration.
- American Marketing Association.
Marketing is the process of discovering and translating consumer wants into product and service
specifications and then in turn helping to make it possible for more and more of consumers to
enjoy more and more of these products and services.
Marketing consists of analyzing marketing opportunities, researching and selecting target markets,
designing marketing strategies, planning marketing programs and organizing, implementing and
controlling marketing effort.
Companies have to identify long and short term marketing opportunities and research the selected
market by measuring and forecasting attractiveness of the given market. Having selected the
market, the companies need to develop a differentiating and positioning strategy for the target
market. The marketing strategy must be transformed into marketing programs by deciding on
marketing expenditures and the marketing mix. The final step is organizing the marketing
resources and implementing and controlling the marketing plan.
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MARKETING MIX
Marketing mix is the set of marketing tools that a firm use to pursue its marketing objectives in
the target market.
McCarthy has popularized a four factor classification of marketing tools known as the 4P’s of the
marketing mix. They are:
• Product
• Price
• Place
• Promotion
Product:
Product stands for the firm’s tangible offer to the market, including the product quality, design,
features, branding and packing. It deals with new product development, product life cycle, product
mix, product lines, branding and associated services to a product. From the customer’s point of
view, it helps in satisfying the customer’s needs and wants.
Price:
Price is the monetary value of the product. Price deals with selecting the pricing objectives, setting
the price, discounts, allowances, payment policies and credit terms. It is very important to the
customers as it decides the cost the customer has to pay to gain the product value.
Place:
This marketing tool stands for the various activities the company undertakes to make the product
accessible and available to the customer. It involves market size, channel selection and
management, storage and physical distribution with the ultimate purpose of efficiently supplying
the company’s offer to the target market. To the customer, this marketing tool refers to
convenience.
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Promotion:
Promotion stands for various activities the company undertakes to communicate and promote its
products to the target market. It involves communication programs i.e. direct marketing,
advertising, sales promotions, public relations and motivation of sales force. To the customer this
tool provides knowledge and information.
ADVANTAGES OF SALES PROMOTION
• Importance to Consumers
• Increased Buying Confidence
• Distribution of free samples is probably the fastest and best way through which
manufacturers can push consumers to try a product.
• Once satisfied with the quality of the sample product, consumers become more confident
about buying a new product.
• Reduced Rates
• During promotional campaigns, companies offer their products at discounted rates.
• Consumers like to make use of such occasions to buy larger quantities of such products.
• A sales promotion campaign makes the job of the sales team much easier. Thanks to the
offers and sales, customers are positively inclined towards buying a particular product.
METHODS OF SALES PROMOTION
Some of the most common methods used in sales promotion strategies include:
1. Coupons
2. Price discounting
3. Gift with purchase offers
4. Sampling
5. Mail in offers and rebates
6. Refund and premium offers
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7. Group promotions
8. Frequent user/loyalty incentives
9. Point-of-sale displays
The Promotion Mix of a company includes the following tools;
Advertising:
It is any paid form of non-personal presentation and promotion of ideas, goods or services by an
identified sponsor.
Direct Marketing:
It refers to the use of mail, telephone and other non-personal contact tools to communicate with or
solicit a response from specific customers and prospects.
Personal Selling:
Face to face interaction with one or more prospective purchasers for the purpose of making a sale
refers to personal selling.
Public Relations and Publicity:
It refers to the variety of programs designed to promote and or protect a company’s image or its
individual products.
Sales Promotions:
The short-term incentive to encourage trial or purchase of a product or service refers to sales
promotion. Whereas advertising offers a reason to buy; sales promotion offers an incentive to buy.
Since sales promotion directly push up the sales, increasing number of companies are undertaking
sales promotion activities.
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SALES PROMOTION
Sales are the lifeblood of a business, without sales there would be no business in the first place;
therefore, it is very important that if a business wants to succeed, it should have a sales promotion
strategy in mind. The primary objective of a sales promotion is to improve a company's sales by
predicting and modifying your target customer's purchasing behavior and patterns.
Sales promotion is very important as it not only helps to boost sales but it also helps a business to
draw new customers while at the same time retaining older ones. There are a variety of sales
promotional strategies that a business can use to increase their sales, however it is important that
we first understand what a sales promotion strategy actually is and why it is so important.
A sales promotion strategy is an activity that is designed to help boost the sales of a product or
service. This can be done through an advertising campaign, public relation activities, a free
sampling campaign, a free gift campaign, a trading stamps campaign, through demonstrations and
exhibitions, through prize giving competitions, through temporary price cuts, and through door-
to-door sales, telemarketing, personal sales letters, and emails. The importance of a sales
promotion strategy cannot be underestimated. This is because a sales promotion strategy is
important to a business boosting its sales.
When developing a sales promotion strategy for your business, it is important that you keep the
following points in mind.
• Consumer attitudes and buying patterns

• Your brand strategy
• Your competitive strategy
• Your advertising strategy
• And other external factor that can influence your products availability and pricing.
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PURPOSE OF SALES PROMOTION
Sales promotion tools vary in their specific objectives. They may be used to attract new customers,
to reward loyal customers and to increase the repurchase rates of occasional users. Sales promotion
usually targets brand switchers because non-users and users of other brands do not always notice
a promotion. Sales promotions are thus also seen as a tool for breaking down loyalty to other
products.
Sales promotions also let manufacturers adjust to short term changes in supply and demand and
differences in customer segments. They also let manufacturers to experiment by varying prices.
Sales promotions also lead to greater consumer awareness of prices.
To use sales promotion, a company must set objectives, select the right tools, develop the best
program and implement it and evaluate the results.
OBJECTIVES OF SALES PROMOTION
The specific objectives set for sales promotions will vary with the type of the target market. For
consumer promotions, objectives include encouraging purchasing of larger sized units, building
trial among non-users and attracting switchers away from the competitor’s brands. For trade
promotions, objectives may include; including retailers to carry new items and higher level of
inventory, encouraging off-seasonal buying, of-setting competitive promotions, building brand
loyalty of retailers and gaining entry into new retail outlets. The sales force promotions help in
encouraging support of a new product or model, encouraging more prospecting and stimulating
off-seasonal sales. But most importantly, sales promotion should be focused on consumer
relationship building.
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SALES PROMOTION TOOLS
Many tools can be used to accomplish sales promotion objectives. Descriptions of the main
promotional tools are as follows;
Consumer Promotion Tools
The main consumer promotion tools are as follows;
· Samples:
They are offers of a trial amount of a product. It consists of inviting prospective purchasers to try
the product without cost or at a lower cost in the hope that they will buy the product. Samples may
be free or discounted.
· Coupons:
Coupons are certificates that give buyers a saving when they purchase a specified product.
Coupons can be mailed, placed in advertisements or included with other products.
· Rebates:
Rebate is also known as cash refund offers. Rebates are offers to refund part of the purchase price
of a product to its customers who send a proof of purchase to the manufacturer. These are like
coupons except that the price reduction occurs after the purchase and not at the point of sale.
· Price Packs:
Cents-off deals or price packs offer consumers savings by way of reducing prices that are marked
by the producer directly on the package.
· Premiums:
These are the goods offered either free or at a low cost as an incentive to buy a product. Premiums
may be in-pack or on-pack (outside the pack).
· Prizes:
They are offers of chance to win something such as cash, trips or goods – by luck or through extra
efforts. Contests of talent and sweepstakes or draws the most popular prize offering promotions.
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· Tie-in Promotions:
Tie-in promotions involve two or more brands or companies that team up on coupons, refunds or
contests to increase their pulling powers.
· Cross Promotions:
Cross promotions involve using one brand to advertise non-competing brand.
· Advertising Specialties:
These are useful articles imprinted with an advertiser’s name, given as gifts to consumers.
· Patronage Rewards:
They are cash or other awards for the regular use of company’s products or services. They are
values (in cash otherwise) that are proportional to one’s patronage of a certain vendor or a group
of vendors. They aim at building brand loyalty.
· PoP Promotions:
Point of purchase (PoP) includes displays and demonstrations that take place at the point of
purchase or sale.
TRADE PROMOTION TOOLS
More money is spent by companies on trade promotion (58%) than on consumer promotions
(42%). The major trade promotion tools are as follows;
· Discounts:
It is also known as price-off or off-invoice or off-list. Discounts price cut off the list price on a
particular quantity purchased during a stated time.
· Allowances:
They are the amount offered in return for an agreement by the retailer to feature the manufacturer’s
products in some way; displays, advertising or otherwise.
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· Free Goods:
Free goods are the extra merchandise offered to middlemen who buy a specific amount of a
product.
Companies also offer push money and specialty advertising items to the middlemen.
BUSINESS PROMOTION TOOLS
Companies spend huge amount on promotions focused on industrial consumers. The major
business promotion tools are as follows;
• Trade Shows and Conventions.

• Sales Contests.
Clearly, sales promotions play an important role in the total promotion mix. To use it well, the
marketer must define the sales promotion objectives, select the best tools, design the sales
promotion program, pretest and implement the program and evaluate its results.
1.2 OBJECTIVES OF THE STUDY
1.2.1 Primary objective
• To study the marketing and sales strategies of Sanbun investments
1.2.2 Secondary objectives
1. To analyse whether the strategies which are being used are benefitting the firm or not
2. To know the satisfaction level of clients.
3. To study the sales techniques
4. To determine whether the after sales services is good enough or not
1.3 SCOPE OF STUDY
The study provided an in depth view of the functionalities of financial markets and the need to
spread the awareness about financial independence in the younger generation.
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1.4 COMPANY PROFILE
Sanbun Investments is an Investment Advisory Firm based in Naraina Vihar, New Delhi-110028.
Sanbun Investments specialize in Consulting, Training, Mentoring and Portfolio Management &
are delivering positive returns over the past few years.
Nishaan Singh started his journey in the Stock Markets at a very young age of 15, Since he started
trading, He made lots of mistakes, faced rejections, doubts and uncertainties.
It took him 1000 Days to be Consistently Profitable and make money trading the Markets.
Today, he wants to help all of you and save 3 years of your life of not making the same mistakes
he made in the starting and make you follow the same steps he took, in order to help you get you
where you want to be in your life.
1.4.2 Working of the company
Sanbun Investments is a sought-after consulting firm that has delivered positive returns for many
clients. The company encourages people to look at the stock market positively and understand how
they can ‘make’ money from it.
The company employs affiliate marketing as a way to increase the customer engagement.
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1.4.3 Vision & Mission
The founder wants to help younger generation and save 3 years of their life of not making the same
mistakes he made in the starting and make them follow the same steps he took, in order to help
them get you where they want to be in their life.
1.4.4 Products and services offered
The company offers wide range of services from basic to advance level of stock market guidance
courses, including hedge funds and portfolio management services.
Wealth Management: The term Wealth Management refers to a professional investment and
advisory service that offers financial planning, investment management and other types of
specialized financial advice. It is a process that aims to provide techniques and plans that allows
an individual or company to attain all the possible goals in a systematic pragmatic manner.
Portfolio Management: A portfolio Management refers to the science of analysing the strengths,
weaknesses, opportunities and threats for performing wide range of activities related to the one's
portfolio for maximizing the return at a given risk. It helps in making selection of Debt Vs. Equity,
Growth VS Safety, and various other trade-offs.
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1.5 INDUSTRY PROFILE
1.5.1 Introduction
India has a diversified financial sector undergoing rapid expansion, both in terms of strong growth
of existing financial services firms and new entities entering the market. The sector comprises
commercial banks, insurance companies, non-banking financial companies, co-operatives, pension
funds, mutual funds and other smaller financial entities. The banking regulator has allowed new
entities such as payment banks to be created recently, thereby adding to the type of entities
operating in the sector. However, financial sector in India is predominantly a banking sector with
commercial banks accounting for more than 64% of the total assets held by the financial system.
The Government of India has introduced several reforms to liberalise, regulate and enhance this
industry. The Government and Reserve Bank of India (RBI) have taken various measures to
facilitate easy access to finance for Micro, Small and Medium Enterprises (MSMEs). These
measures include launching Credit Guarantee Fund Scheme for MSMEs, issuing guideline to
banks regarding collateral requirements and setting up a Micro Units Development and Refinance
Agency (MUDRA). With a combined push by Government and private sector, India is
undoubtedly one of the world's most vibrant capital markets. In 2017, a new portal named 'Udyami
Mitra' was launched by Small Industries Development Bank of India (SIDBI) with an aim to
improve credit availability to MSMEs in the country. India has scored a perfect 10 in protecting
shareholders' rights on the back of reforms implemented by Securities and Exchange Board of
India (SEBI).
1.5.2 Market Size
Mutual Fund industry’s AUM grew from Rs 10.96 trillion (US$ 156.82 billion) in October 2014
to Rs 23.93 trillion (US$ 339.55 billion) in April 2020. Inflow in India's mutual fund schemes via
the Systematic Investment Plan (SIP) route reached Rs 82,453 crore (US$ 11.70 billion) in 2019.
Equity mutual funds registered a net inflow of Rs 8.04 trillion (US$ 114.06 billion) by end of
December 2019.
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Another crucial component of India’s financial industry is the insurance industry. Insurance
industry has been expanding at a fast pace. The total first year premium of life insurance companies
reached Rs 2.59 lakh crore (US$ 36.73 billion) in FY20.
Along with the secondary market, the market for Initial Public Offers (IPOs) has also witnessed
rapid expansion. In 2019, US$ 2.5 billion was raised across 17 IPOs.
Furthermore, India’s leading bourse, Bombay Stock Exchange (BSE), will set up a joint venture
with Ebix Inc. to build a robust insurance distribution network in the country through a new
distribution exchange platform.
1.5.3 Investments/Developments
• In August 2020, PAG agreed to acquire 51% of the wealth management and capital markets
business of Edelweiss Financial Services for Rs 2,244 crore (US$ 305.2 million)
• In September 2020, People's Bank of China made an equity investment in Bajaj Finance to
acquire less than 1%.
• Value of Unified Payments Interface (UPI) transactions was valued at Rs 2.06 lakh crore
(US$ 29.22 billion) in March 2020, recording 1.25 billion transactions.
• In March 2020, ClearTax, an online tax filing platform, acquired GST software and
services business of Karvy Data Management Services for an undisclosed amount.
• In April 2020, Axis Bank acquired an additional 29% stake in Max Life Insurance.
• Turnover from derivatives segment reached Rs 3,453.9 lakh crore (US$ 49.41 trillion) in
FY20 and stood at US$ 5.09 trillion in FY21 (till May 2020).
• In 2019, FPI investment in Indian equities touched a five-year high of Rs 101,122 crore
(US$ 14.47 billion).
• Merger and Acquisition (M&A) worth US$ 25.162 billion was recorded in the first ten
months of 2019.
• Total value of private equity (PE)/venture capital (VC) investment grew 44% over past
three years in value terms to reach US$ 48 billion in 2019.
• In October 2019, ICICI Lombard General Insurance Company acquired Unbox
Technologies for an aggregate cash consideration of Rs 225 crore (US$ 32.19 million).
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• There were 9,659 non-banking financial companies (NBFCs) registered with the Reserve
Bank as on March 31, 2019.
1.5.4 Government Initiatives
• In November 2019, Government allocated Rs 10,000 crore to set up AIFs for revival of
stalled housing projects.
• Under the Interest Subvention Scheme for MSMEs, Rs 350 crore (US$ 50.07 million) was
allocated under Union Budget 2019 20 for 2% interest subvention for all GST registered
MSMEs on fresh or incremental loans.
• In December 2018, Securities and Exchange Board of India (SEBI) proposed direct
overseas listing of Indian companies and other regulatory changes.
• Bombay Stock Exchange (BSE) introduced weekly futures and options contracts on Sensex
50 index from October 26, 2018.
• In September 2018, SEBI asked for recommendations to strengthen rules which will
enhance the overall governance standards for issuers, intermediaries or infrastructure
providers in the financial market.
• The Government of India launched India Post Payments Bank (IPPB) to provide every
district with one branch, which will help increase rural penetration. As of August 2018,
two branches out of 650 branches were already operational.
1.5.5 Road Ahead
• India is expected to be the fourth largest private wealth market globally by 2028.
• India is today one of the most vibrant global economies on the back of robust banking and
insurance sectors. The relaxation of foreign investment rules has received a positive
response from the insurance sector, with many companies announcing plans to increase
their stakes in joint ventures with Indian companies. Over the coming quarters, there could
be a series of joint venture deals between global insurance giants and local players.
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• The Association of Mutual Funds in India (AMFI) is targeting nearly five-fold growth in
AUM to Rs 95 lakh crore (US$ 1.47 trillion) and more than three times growth in investor
accounts to 130 million by 2025.
• India's mobile wallet industry is estimated to grow at a Compound Annual Growth Rate
(CAGR) of 150% to reach US$ 4.4 billion by 2022, while mobile wallet transactions will
touch Rs 32 trillion (USD$ 492.6 billion) during the same period.
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CHAPTER 2
REVIEW OF LITERATURE
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2.1 Promotion & Consumption
Does consumption respond to promotion? Many studies have focused on the effects of promotion
on brand switching, purchase quantity, and stockpiling and have documented that promotion
makes consumers switch brands and purchase earlier or more. The consumers' consumption
decision has long been ignored, and it remains unclear how promotion affects consumption
(Blattberg et al. 1995).
Emerging literature in behavioural and economic theory has provided supporting evidence that
consumption for some product categories responds to promotion. Using an experimental approach,
Wansink (1996) establishes that significant holding costs pressure consumers to consume more of
the product.
Wansink and Deshpande (1994) show that when the product is perceived as widely substitutable,
consumers will consume more of it in place of its close substitutes. They also show that higher
perishability increases consumption rates. Adopting scarcity theory, Folkes et al. (1993) show that
consumers curb consumption of products when supply is limited because they perceive smaller
quantities as more valuable. Chandon and Wansink (2002) show that stockpiling increases
consumption of high convenience products more than that of low-convenience products.
2.2 Sales Promotion and Consumer Response/ Preference
Consumer promotions are now more pervasive than ever. Witness 215 billion manufacturer
coupons distributed in 1986, up 500% in the last decade (Manufacturers Coupon Control Center
1988), and manufacturer expenditures on trade incentives to feature or display brands totalling
more than $20 billion in the same year, up 800% in the last decade (Alsop 1986; Kessler 1986).
So far, not much work has been done to identify the purchasing strategies that consumers adopt in
response to particular promotions, or to study how pervasive these strategies are in a population
of interest. Blattberg,
Peacock and Sen (1976) define a purchase strategy as a general buying pattern which "incorporates
several dimensions of buying behaviour such as brand loyalty, private brand proneness and deal
proneness." A greater understanding of the different types of consumer responses to promotions
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can help managers to develop effective promotional programs as well as provide new insights for
consumer behaviour theorists who seek to understand the influence of different types of
environmental cues on consumer behaviour.
Blattberg, Eppen, and Liebermann (1981), Gupta (1988), Neslin, Henderson, and Quelch (1985),
Shoemaker (1979), Ward and Davis (1978), and Wilson, Newman, and Hastak (1979) find
evidence that promotions are associated with purchase acceleration in terms of an increase in
quantity purchased and, to a lesser extent, decreased inter purchase timing. Researchers studying
the brand choice decision-for example, Guadagni and Little (1983) and Gupta (1988)-have found
promotions to be associated with brand switching. Montgomery (1971), Schneider and Currim
(1990), and Webster (1965) found that promotion-prone households were associated with lower
levels of brand loyalty.
According to Rust, Ambler, Carpenter, Kumar, & Srivastava (2004), it 1s important to measure
marketing asset of a firm which they define as customer focused measures of the value of the firm
(and its offerings) that may enhance the firm's long-term value. To measure this, they focus on two
approaches: brand equity and customer equity. Measuring brand equity deals with the
measurement of intangible marketing concepts, such as product image reputation and brand
loyalty. Rajagopal (2008) supports the view of measuring the marketing asset of a firm and
highlights that the major advantage of a brand measurement system is that it links brand
management and business performance of the firm and is a strategic management tool for
continuous improvement rather than a static snapshot in time of the brand 's performance.
Davis (2002) adds that brands should be managed as assets using a top down approach where
senior executives embrace the concept that marketing should have a leading seat at the strategy
table and use the brands to drive key strategic decisions. Also if senior executives are vocal and
show commitment to the brands, then employees within an organization will start taking ownership
of the brand.
2.3 Sales Promotion Types and Preferences
At this point, it is useful to define what mean by the terms "expected price" and "price promotion."
Following Thaler (1985), it is viewed that the price consumers' use as a reference in making
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purchase decisions as the price they expect to pay prior to a purchase occasion. Further, the
expected price may also be called the "internal reference price" (Klein and Oglethorpe 1987) as
opposed to an external reference price such as the manufacturers' suggested list price. Finally, a
brand is on price promotion when it is offered with a temporary price cut that is featured in
newspaper advertising and/ or brought to consumers' attention with a store display sign.
The price expectations hypothesis has been used to provide an alternative explanation for the
observed adverse long-term effect of price promotions on brand choice (Kalwani et al. 1990).
Previous research has shown that repeat purchase probabilities of a brand after a promotional
purchase are lower than the corresponding values after a non-promotional purchase (Dodson,
Tybout, and Sternthal 1978; Guadagni and Little 1983; Shoemaker and Shoaf 1977). Dodson,
Tybout, and Sternthal evoke self-perception theory to predict that if a purchase is induced by an
external cause (such as a price promotion) as opposed to an internal cause (e.g., the brand will be
reduced when the external cause is removed.
Promotional purchases". The behaviour of households that have low probabilities of buying a
brand upon the retraction of a deal can be explained readily in a price expectation framework. It
has been suggested that the price they expect to pay for the brand may be close to the deal price
and they may forego purchasing the focal brand when it is not promoted because its retail price far
exceeds what they expect to pay for it. It has been investigated that the impact of price promotions
on consumers' price expectations and brand choice in an interactive computer-controlled
experiment.
Manohar U. Kalwani and Chi Kin Yim discussed that expected prices were elicited directly from
respondents in the experiment and used in the empirical investigations of the impact of price
promotions on consumers' price expectations. Further, rather than studying the impact of just a
single price promotion and its retraction, they assessed the significance of the dynamic or long-
term effects of a sequence of price promotions. They have concluded that both the price promotion
frequency and the size of price discounts have a significant adverse impact on a brand's expected
price.
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Consistent with the findings of Raman and Bass (1988) and Gurumurthy and Little (1989), they
also found evidence in support of a region of relative price insensitivity around the expected price
such that changes in price within that region produce no pronounced change in consumers'
perceptions. Price changes outside that region, however, are found to have a significant effect on
consumer response. Further, they discussed that promotion expectations are just as important as
price expectations in understanding consumer purchase behaviour. In particular, consumers who
have been exposed to frequent price promotions in support of a given brand may come to form
promotion expectations and typically will purchase the brand only when it is price promoted.
Added to it, in the case of price expectations, consumer response to promotion expectations was
asymmetric in that losses loom larger than gains.
2.4 The Valence of a Promotion
The price-quality literature has found that a relatively lower price generally is interpreted as an
indicator of inferior quality and that this effect is magnified when only price information is
available to make a judgment (e.g., Etgar and Malhotra 1981; Monroe and Petroshius 1981; Olson
1977; Rao and Monroe 1988). Although the economic aspect of price leads to reduced demand at
higher prices, the quality inference leads to enhanced demand at higher prices or requires a trade-
off between price and inferred quality (Hagerty 1978; Levin and Johnson 1984). The extent to
which consumers use price as an indicator of quality depends on the availability of alternative
diagnostic information (Szybillo and Jacoby 1974).
Rao and Monroe (1988) find evidence that, with increased product familiarity, people increasingly
used intrinsic (versus extrinsic) product quality cues to make quality judgments. The greater the
amount of other information available, the smaller wi ll be the effect of price on perceived quality
(Rao and Monroe 1988). Because price promotions reduce price and because lower prices are
associated with lower quality, we predict that when other information diagnostic of quality is not
available, offering price promotions will lead to inferences of lower quality.
Similarly, Lichtenstein and Bearden (1986) examine product, circumstance, and person
attributions for a promotion. They find that product attributions were valence negatively, for
example, "because the car is inferior" and "because the car has poor styling." Therefore, if
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consumers undertake attributional thinking when exposed to a price promotion and if these
attributions are to the brand, the attributions are more likely to lead to unfavourable brand
evaluations.
2.5 When Promotion is Informative
The preceding leads to the question: What is the likelihood that a given promotion will be attributed
to brand related factors rather than external, situational factors? Attribution theorists, starting with
Heider (1958), have found that observers attribute another person's behaviour to intrinsic or
dispositional qualities rather than to situational factors, even when the behaviour easily could be
explainable by the latter. This phenomenon, called the "fundamental attribution error" (or
"correspondent inference theory"; Jones and Davis 1965), predicts that consumers attribute
promotional behaviour to the disposition of the brand rather than industry characteristics. Thus,
because consumers are more likely to attribute promotions to brand-related (versus industry-
related) factors and because these factors are typically negative, offering a promotion should affect
brand evaluations unfavorably.
To illustrate, if a brand that has been promoted frequently in the past is promoted currently, the
current promotion conveys little that is new about the brand to consumers, and they are not likely
to give the current behaviour much thought. Conversely, if a brand that has never been promoted
in the past is promoted, this is informative and more likely to lead to a reevaluation of the brand.
This construct, formally termed "consistency" in the attribution literature, has been shown to affect
the extent to which people make personality inferences about another person given his or her
actions (Einhorn and Hogarth 1986; Hastie 1984; Hilton and Slugoski 1986; Jones and Davis 1965;
Kelly 1967, 1972).
Consistent with this logic, m the context of reference paces, Lichtenstein and Bearden (1989) find
that consumers' price perceptions were dependent on the consistency of merchants' price claim
policies. Consumers should find promotional behaviour more informative of a brand's quality
when it is inconsistent with past behaviour than when it is consistent. The valence (the intrinsic
positive or negative characteristic) of a behaviour has been well researched in social psychology
and shown to affect the salience (Fiske 1980) and the processing of information (Fiske 1980;
22
Skowronski and Carlston 1989), Taylor (1991) summarizes the differential effects of positive and
negative information, arguing that they have asymmetric effects. These effects include, for
example, that negative experiences are elaborated upon more than positive experiences, that people
search more for negative (versus positive) information when making judgments, and that they
weight this information more heavily because they find it more diagnostic than positive
information (e.g., Fiske 1980; Hamilton and Zanna 1972. 1974; Herr, Kardes, and Kim 1991;
Kanouse and Hanson 1972).
2.6 Promotion Thresholds
A promotion threshold is the minimum value of pence discount required to change consumers'
intentions to buy. The concept of a threshold can be related to the psychological process of
discrimination in which a consumer would not react to stimuli unless the perceived changes were
above a just noticeable difference (Luce and Edwards 1958).
The concept of a threshold is widely recognized and acknowledged by both researchers and
practitioners. In the context of advertising effectiveness, Eastlack and Rao (1986) showed that a
minimum level of advertising is needed before advertising has any significant impact on sales. The
use of the well-known S-shaped response function also testifies to the acceptability of the threshold
concept. On the basis of assimilation-contrast theory, Gurumurthy and Little (1989) argue for the
existence of a price threshold. They suggest that consumers have latitude of acceptance around
their reference price. Therefore, small price differences within this range or latitude are less likely
to be noticed than prices above or below this range.
Kalwani and Yim (1992) found evidence in support of a region of relative price insensitivity
around the reference price, such that only price changes outside this region had a significant impact
on consumer brand choice. Many managers also believe that price reductions of about 15 percent
are needed to attract consumers to a sale (Della Bitta and Monroe 1980). Therefore, Sunil Gupta
and Lee G. Cooper (1992) proposed that promotion thresholds exist such that consumers do not
change their intention to buy the product unless the price reduction is greater than some threshold
value.
23
CHAPTER 3
RESEARCH METHODOLOGY
24
3.1 RESEARCH PROBLEM
The study attempts to analyse the effects of sales promotion to reach the consumers and
effectiveness of promotional mix to attract the consumers. Like the questions be
1. Whether the customers are aware of the products in Sanbun Investments

2. Latest promotional activities and advertisement design is increase the sales
3.2 OBJECTIVES OF THE STUDY
1.2.1 Primary objective
• To study the marketing and sales strategies of Sanbun investments
1.2.2 Secondary objectives
1. To analyse whether the strategies which are being used are benefitting the firm or not
2. To know the satisfaction level of clients.
3. To study the sales techniques
4. To determine whether the after sales services is good enough or not
3.3 SOURCES OF DATA COLLECTION:
To determine the appropriate data for research mainly two kinds of data was collected namely
primary & secondary data as explained below:
3.3.1 PRIMARY DATA

Primary data are those, which were collected afresh & for the first time and thus happen to be
original in character. However, there are many methods of collecting the primary data; all have
not been used for the purpose of this project. The ones that have been used are:
 Questionnaire
 Informal Interviews
 Observation
25
3.3.2 SECONDARY DATA
Secondary data is collected from previous researches and literature to fill in the respective project.
The secondary data was collected through:
 Text Books
 Articles
 Journals
 Websites
3.4 METHOD OF DATA COLLECTION
3.4.1 Research Design
The research design used was cross sectional, explanatory and descriptive research design. Cross
sectional is a research design where data are gathered once perhaps over period of days, weeks and
months. Explanatory research design it seeks to explain the variable by associating it, with the
study and this was used because the researcher was interested in explaining why and how the
variable behave the way they do. Descriptive research design was used to describe the variable
which was under study. Descriptive aspect of the study laid in identifying the marketing and
sales strategies of Sanbun investments.
Accordingly, the methodology used in the project is as follows: -
 Defining the objectives of the study

 Framing of questionnaire keeping objectives in mind (considering the objectives)
 Feedback from the employees
 Analysis of feedback
26
3.4.2 Sampling Technique Used
The technique of Random Sampling has been used in the analysis of the data.
Random sampling from a finite population refers to that method of sample selection, which gives
each possible sample combination an equal probability of being picked up and each item in the
entire population to have an equal chance of being included in the sample. This sampling is without
replacement, i.e. once an item is selected for the sample, it cannot appear in the sample again.
3.5 STATISTICAL TOOLS USED
The data will be analyzed through statistical methods. Simplex percentage analysis will be used
for analyzing the collected data.
Simplex percentage analysis:
Percentage analysis will be the method to represent raw streams of data as a percentage (a part
in100‐ percent) for better understanding of collected data.
Graphs:
Graphical representations will be used to show the results in simple form. The graphs will be
prepared on the basis of data that will be received from the percentage analysis.
27
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
28
Personal Details
1. Age
Table no. 1
Age Response Percentage

Below 20 3 8%
20-30 9 22%
30-40 14 35%
40-50 8 20%
Above 50 6 15%
Total 40 100%
Chart no. 1
Percentage
40%
35%
30%
25%
20%
Percentage
15%
10%
5%
0%
Below 20 20-30 30-40 40-50 Above 50
Interpretation
The Study shows that 35% respondents are between 30-40 years old, 22% are of between 20-30
years and 20% people are between age group of 40-50 Years.
29
2. Qualification-
Table no. 2
Qualification Response Percentage

Below matriculation 1 2%
Matriculation 2 5%
Higher Secondary 9 22%
Graduation 19 48%
Post-Graduation 9 23%
Total 40 100%
Chart no. 2
Percentage
60%
50%
40%
30%
20%
10%
0% Percentage
Interpretation
48% Respondents are Graduate, 23% are post graduate and 22% respondents have done Higher
Secondary.
30
3. Occupation-
Table no. 3
Occupation Response Percentage

Salaried 8 20%
Business 18 45%
Student 1 2%
Professionals 11 28%
Others 2 5%
Total 40 100%
Chart no. 3
Percentage
45%
40%
35%
30%
25%
20%
15%
10% Percentage
5%
0%
Interpretation
45% Respondents are businessman, 28% are Professionals, 20% are salaried while 5 %
respondents belong to other occupation.
31
4. Monthly Salary
Table no. 4
Salary Response Percentage

Below 20 2 5%
20-30 4 10%
30-40 6 15%
40-50 12 30%
Above 50 16 40%
Total 40 100%
Chart no. 4
Percentage
45%
40%
35%
30%
25%
20% Percentage
15%
10%
5%
0%
Below 20 20-30 30-40 40-50 Above 50
Interpretation
Study shows that 40% Respondents having salary more the 50K, 30% have salary between 40-
50K, 15% have between 30-40K while 10% respondents have salary between 20-30K
32
5. Monthly Saving
Table no. 5
Savings Response Percentage

Below 10K 1 3%
10-15K 3 7%
15-20K 10 25%
20-25K 12 30%
Above 25K 14 35%
Total 40 100%
Chart no. 5
Percentage
45%
40%
35%
30%
25%
20% Percentage
15%
10%
5%
0%
Below 10K 10-15K 15-20K 20-25K Above 25K
Interpretation
35% Respondents have savings of more than 25K, 30% having 20-25K, 25% having 15-20K while
7% respondents having the monthly saving of 10-15K.
33
6. What kind of investments you prefer the most?
Table no. 6
Savings Response Percentage

Saving A/c 1 3%
Fixed Deposits 3 7%
Insurance 3 8%
Mutual funds 15 37%
Post Offices 8 20%
Shares/Debentures 4 10%
Real Estates 3 7%
PPF 2 5%
Others 1 3%
Chart no. 6
Percentage
40%
35%
30%
25%
20%
15%
10%
5%
0% Percentage
Interpretation
37% respondents prefer to invest in Mutual Funds, 20% in Post Office, 10% in Shares/Debentures,
7% in Real Estate, 8% in Insurance while 7% prefer Fixed Deposits.
34
7. Are you satisfied with the services of Sanbun Investments?
Table no. 7
Opinion No. of Respondents Percentage

Strongly disagree 0 0%
Disagree 2 5%
Neither agree nor disagree 11 27%
Agree 24 60%
Strongly agree 3 8%
Total 40 100%
Chart no. 7
Opinion
60
27
0 5 8
STRONGLY DISAGREE DISAGREE NEITHER AGREE NOR AGREE STRONGLY AGREE

DISAGREE
Opinion
Interpretation:
From the above table it is clear that 60% of the respondents agree and 8% strongly agree that they
are satisfied with the services of Sanbun Investments, 27% of the respondents were neutral whereas
5% of the respondents disagree.
35
8. Would you recommend this course to your friends?
Table no. 8

Disagree 3 8%
Agree 22 55%
Strongly agree 5 13%
Total 40 100%
Chart no. 8
Opinion
55
22
13
2 8

DISAGREE
Opinion
Interpretation:
will recommend this course to their friends, 22% of the respondents were neutral whereas 8% of
the respondents disagree and 2% of the respondents strongly disagree.
36
9. Are you happy with the customer supports?
Table no. 9

Disagree 3 7%
Agree 22 55%
Total 40 100%
Chart no. 9
Opinion
55
25
13
0 7

DISAGREE
Opinion
Interpretation:
are happy with the customer supports of Sanbun Investments, 13% of the respondents were neutral
whereas 7% of the respondents disagree.
37
10. Did this course help you accomplish your goals?
Table no. 10

Disagree 5 12%
Agree 19 38%
Total 40 100%
Chart no. 10
Opinion
38
23 22
12

DISAGREE
Opinion
Interpretation:
From the above table it is clear that 38% of the respondents agree and 22% strongly agree that the
course did help them accomplish their goals, 23% of the respondents were neutral whereas 12%
of the respondents disagree and 5% strongly disagree.
38
11. Would you like to upgrade the course?
Table no. 11

Disagree 2 5%
Agree 24 60%
Total 40 100%
Chart no. 11
Opinion
60
25
0 5 10

DISAGREE
Opinion
Interpretation:
would like to upgrade the course, 25% of the respondents were neutral whereas 5% of the
respondents disagree.
39
12. Did you make profits after doing this course?
Table no. 12

Disagree 1 2%
Agree 24 60%
Total 40 100%
Chart no. 12
Opinion
60
25
13
0 2

DISAGREE
Opinion
Interpretation:
do make profits after doing this course, 13% of the respondents were neutral whereas 2% of the
40
13. Would you like to take our lifetime membership?
Table no. 13

Disagree 2 5%
Agree 26 65%
Total 40 100%
Chart no. 13
Opinion
65
18
12
0 5

DISAGREE
Opinion
Interpretation:
would like to take Sanbun’s Investments lifetime membership, 18% of the respondents were
neutral whereas 5% of the respondents disagree.
41
14. Was the course you did worth the fees paid?
Table no. 14

Disagree 4 10%
Agree 23 58%
Strongly agree 3 8%
Total 40 100%
Chart no. 14
Opinion
58
25
0 10 8

DISAGREE
Opinion
Interpretation:
From the above table it is clear that 58% of the respondents agree and 8% strongly agree that the
course they did worth the fees paid by them, 25% of the respondents were neutral whereas 10% of
the respondents disagree.
42
CHAPTER 5
FINDINGS
43
Findings:
 The Study shows that 35% respondents are between 30-40 years old, 22% are of between
20-30 years and 20% people are between age group of 40-50 Years.
 48% Respondents are Graduate, 23% are post graduate and 22% respondents have done
Higher Secondary.
 45% Respondents are businessman, 28% are Professionals, 20% are salaried while 5 %
respondents belong to other occupation.
 40% Respondents having salary more the 50K, 30% have salary between 40-50K, 15%
have between 30-40K while 10% respondents have salary between 20-30K
 35% Respondents have savings of more than 25K, 30% having 20-25K, 25% having 15-
20K while 7% respondents having the monthly saving of 10-15K.
 37% respondents prefer to invest in Mutual Funds, 20% in Post Office, 10% in
Shares/Debentures, 7% in Real Estate, 8% in Insurance while 7% prefer Fixed Deposits.
 60% of the respondents agree and 8% strongly agree that they are satisfied with the services
of Sanbun Investments, 27% of the respondents were neutral whereas 5% of the
 55% of the respondents agree and 13% strongly agree that they will recommend this course
to their friends, 22% of the respondents were neutral whereas 8% of the respondents
disagree and 2% of the respondents strongly disagree.
 55% of the respondents agree and 25% strongly agree that they are happy with the customer
supports of Sanbun Investments, 13% of the respondents were neutral whereas 7% of the
 38% of the respondents agree and 22% strongly agree that the course did help them
accomplish their goals, 23% of the respondents were neutral whereas 12% of the
respondents disagree and 5% strongly disagree.
 60% of the respondents agree and 10% strongly agree that they would like to upgrade the
course, 25% of the respondents were neutral whereas 5% of the respondents disagree.
 60% of the respondents agree and 25% strongly agree that they do make profits after doing
this course, 13% of the respondents were neutral whereas 2% of the respondents disagree.
44
 65% of the respondents agree and 12% strongly agree that they would like to take Sanbun’s
Investments lifetime membership, 18% of the respondents were neutral whereas 5% of the
 58% of the respondents agree and 8% strongly agree that the course they did worth the fees
paid by them, 25% of the respondents were neutral whereas 10% of the respondents
disagree.
45
CHAPTER 6
CONCLUSION AND SUGGESTIONS
46
6.1 CONCLUSION
Careful Analysis shows that the company has employed various techniques of marketing
successfully to its advantage. This sector has scope for immense growth given that an organization
realizes the needs of the potential customers and devises accurate marketing strategies to survive
in this competitive market.
The company focuses on digital marketing, affiliate marketing and word of mouth to engage the
target clients. The company has generated a revenue of 3+ Crores and has acquired more than 1000
clients in the period of 6 months starting March 2020. The ability of the company to generate such
a high revenue in this period of pandemic clearly shows that the company has the potential to fulfil
the target of becoming a billion-dollar company by 2030 by delivering financial knowledge and
ensuring financial independence among the younger generation.
47
6.2 SUGGESTIONS
In the light of the findings drawn earlier, the following suggestions may go a long way in
improving the sales and marketing strategies of beauty products using online media.
Finding the method that’s right for you and your business is the difference between paying
unsustainable acquisition costs and making a profit in the e-comm. marketplace. The more aligned
your digital marketing methods are the better ROI you’ll achieve. That’s regardless of the
competition.
Take a look at some tactics, and see if integrating them into your own marketing strategy can help
your company get the digital advertising results you're looking for:
1. Creative Elements
When advertising on social media, it's important to refresh your creative often so that it is relevant
and so that users aren't seeing the same post more than once. When testing variations and trying
out new campaigns, look for images that have a consistent aesthetic so that your overall social
campaign will feel familiar, but not repetitive, to users who may come across more than one ad.
Overall, you want to make sure your social ads tell a cohesive story, and that the image aligns with
the copy, which aligns with the CTA or link content, which of course should align with your
branding.
2. Spend Wisely
It's imperative to understand the value each channel offers. Search advertising platforms, such as
Google Adwords, work best when there is a clear demand for your product or service, and you
want to target people who search for your product or service online. Search advertising is less
effective for a startup that has created a new and innovative product never before seen in the
market. Or for something that most people buy at brick and mortar stores and rarely search online.
In these cases, you want to create demand from scratch. That's where Facebook fills the gap.
Facebook users fill out their profile with demographic details and other interests. This means you
can target people who are likely to be interested in your business, whether they are searching for
your business or not.
48
3. Do Your Research
A lot of people use sponsored posts and other paid advertising, and it seems that many are happy
to simply pay the money and watch the views and clicks roll in - even if some of those clicks are
from individuals tangential to the product or service they're promoting. Most platforms allow you
to specifically target your sponsored posts and ads, and my tip is to do so following a period (even
if it's only a short period) of actual research. Your gut instinct might tell you a lot about who your
clients are, but you should also take the time to find out for yourself - which profiles of consumer
spend the most? Who are the ones who return time and again? Where are more of your clients
based?
4. The Buyer Process
Start targeting users who are near the bottom of the funnel. For instance, in-market audience
targeting allows Google to observe user history to better understand where they are in their buying
phase. This will then allow retailers to target potential customers who are further down the funnel
and are close to making a purchase. Currently there are 492 different market audiences to reach.
Targeting methods like this are often overlooked by marketers and retailers so it's important to
take advantage.
5. Know Your Target Audience
When it comes to digital advertising it is important to remember that for any business to be
effective, they need to know who their audience is, which social media sites their audience spend
time, and then they have to make sure to be able to provide content for the platforms their audience
spends time on. When it comes to marketing through social media, Facebook is definitely leading
the race because they have the best options to define who you want to market to and you can set
whatever budget you are comfortable with. Facebook also allows you to target your audience based
on up to 10 interests of your audience. This is why it's important to have a defined target audience,
you have to know what they like to do and what they want so you know how to create content that
will capture their attention.
49
6. Connect Social Media Metrics with ROI
1. Your social audience is not a single undifferentiated blob of people trying to friend others or
find deals. They can be divided and defined into distinct behavioral groups with distinct missions,
when interacting with your brand. 2. The social channels represent a living, breathing group of
people voicing opinions and responding to world events. They are in constant flux. Developing a
capability to monitor this in real time and responding to it with agility is critical to being relevant
to the social conversation. 3. Just because there are more likes or more shares does not mean that
the consumer is going to walk into a store and buy. While there is some correlation, there are many
other factors in play like paid or organic social, cross-channel effects, size of target audience, social
interaction themes, competitive social media, etc. A brand needs to connect the social media
metrics with hard metrics like sales, ROI, registrations and leads.
7. Leverage Facebook
Facebook has allowed you to take word of mouth to a whole new level. Now, more than ever,
recommendations from friends have a huge impact and can sway even the most cautious consumer.
To do this, you have to get in front of your clients-past, present and future. We know that Facebook
followings don't happen overnight for businesses so how could we possibly assemble a tribe in a
short period of time in an effort to jump start your social media presence? Facebook has a great
advertising model in place that enables small businesses to advertise to very specific target markets
very easily and without breaking the bank. Even with a modest investment, you can reach your
clients and get them on board. Facebook can be a powerful advertising tool if used correctly. Make
sure to try out some ads, test them out and figure out what is going to work for your organization.
8. Integrate All Marketing Channels
The best digital advertising tip we can share with business owners is to ensure that your campaign
is integrated with your other marketing channels. An integrated marketing campaign will garner
much better results than any single initiative. For example, Facebook Ads work really well on their
own when promoting a sale or publicizing a new product, but it works much better when
supporting another marketing channel such as email.
50
9. Geo-fencing
What is increasingly becoming more and more effective tool for marketers is utilizing geo-fencing
in combination with digital advertising to engage consumers at the right time, with the right
message to drive in-store traffic. These types of campaigns typically generate three times the
amount of foot traffic and produce a 27 percent increase in sales on average. What makes geo-
fencing so powerful for marketers is the ability to target consumers based on their interests and
engage them by delivering offers that will push them down the path to purchase. Geo-fencing
allows marketers to draw a virtual fence around any address or point of interest and send a
notification when a customer crosses that line. Whether it's a small business owner or a large
retailer, they can use this technology to grab a customer's attention before their competition does
to deliver timely offers that will drive in-store traffic and ultimately revenue."
10. Optimize Product Listing Ads
Take the time to build a product feed that gives a detailed description of your products so that they
can be presented well in PLA's on Google, Bing and now Facebook. Pairing a product picture with
the product description on a search results page will add visual appeal to the normal text ads."
SCOPE FOR FURTHER STUDY
Previous researchers like Zeithamlet al. (1995) describes promotion as a tool to encourage
customers to tell others about their company’s services or product. Hakansson (2005) also reports
that promotion appears as an issue of how to create an optimal mix of marketing communication
tools in order to get a product's message and brand from the producer to the consumer. Kotler,
(2007) discovers that Promotions have become a critical factor in the product marketing mix which
consists of the specific blend of advertising, personal selling, sales promotion, public relations and
direct marketing tools that the company uses to pursue its advertising and marketing objective.
(Amine and Cavusgil, 2001) have established significant relationship between promotion and
business performance. From the present study, it is also revealed that a customer has come to know
about the financial products/services from their friend/relatives/colleagues, newspaper and
internet. It revealed that logo is appeared to be the best physical evidence which is followed by the
financial reports and punch lines and have selected their banks because of the speedy delivery and
51
reduced paper work such as documentation and identification. Standardized process is also one of
the reasons for the transactions.
6.3 LIMITATIONS
Limitation of study
I have found the following limitations in my research study:
• It was very difficult to convince the people to fill up the questionnaire.

• It is only an assumption that the respondents have given correct information.
• The study has the limitation of time and resources.
• The respondents were not open to questions related to their personal income.
52
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54
QUESTIONNAIRE
1. Age -
a) Below 20
b) 20 to 30
c) 30 to 40
d) 40 to 50
e) above 50
2. Qualification
a) Below matriculation
b) matriculation
c) higher secondary
d) graduation
e) Post-graduation
f) PH. D
3. Occupation
a) Salaried
b) business
c) student
d) professional
e) others_______________
4. What’s your monthly salary?

a) Below20k
b) 20k to 30k
c) 30k to 40k
d) 40k to 50k
e) above 50k
55
5. What’s your monthly savings?

a) Below10k
b) 10k to 15k
c) 15k to 20k
d) 20k to 25k
e) above 25k
6. What kind of investments you prefer the most? (Please tick at least one)
a) Savings A/c
b) Fixed Deposits
c) Insurance
d) Mutual Funds
e) Post Office
f) Shares/Debentures
g) Real Estate
h) PPF
i) Others________________
7. Are you satisfied with the services of Sanbun Investments?

a) Strongly Disagreed
b) Disagreed
c) Neutral
d) Agreed
e) Strongly Agreed
56
8. Would you recommend this course to your friends?

b) Disagreed
c) Neutral
d) Agreed
e) Strongly Agreed
9. Are you happy with the customer supports?

b) Disagreed
c) Neutral
d) Agreed
e) Strongly Agreed
10. Did this course help you accomplish your goals?

b) Disagreed
c) Neutral
d) Agreed
e) Strongly Agreed
11. Would you like to upgrade the course?

b) Disagreed
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Study of Marketing Strategies & Sales Performance at Sanbun Investments

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Study of Marketing Strategies & Sales Performance at Sanbun Investments

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SUMMER TRAINING REPORT ON

THE STUDY OF MARKETING & SALES IN

submitted in partial fulfillment

Vivekananda School of Business Studies

Date: Signature of the Guide

Summer Training Appraisal

Chapter I: Introduction 1-16

Chapter II: Review of Literature 17-23

Chapter III: Research Methodology (In case of Primary Data) 24-27

Chapter VI: Conclusions & Suggestions 46-52

References/ Bibliography 53-58

SANBUN INVESTMENTS is an investment advisory firm.

TITLE OF THE PROJECT:

To study the marketing and sales of Sanbun investments.

I was able to generate revenue amounting to 12 lakhs in a period of 4 months.

- American Marketing Association.

ADVANTAGES OF SALES PROMOTION

METHODS OF SALES PROMOTION

The Promotion Mix of a company includes the following tools;

Public Relations and Publicity:

• Consumer attitudes and buying patterns

PURPOSE OF SALES PROMOTION

OBJECTIVES OF SALES PROMOTION

SALES PROMOTION TOOLS

Consumer Promotion Tools

The main consumer promotion tools are as follows;

Cross promotions involve using one brand to advertise non-competing brand.

TRADE PROMOTION TOOLS

BUSINESS PROMOTION TOOLS

• Trade Shows and Conventions.

1.2 OBJECTIVES OF THE STUDY

1.2.1 Primary objective

• To study the marketing and sales strategies of Sanbun investments

1.2.2 Secondary objectives

1.3 SCOPE OF STUDY

1.4 COMPANY PROFILE

1.4.2 Working of the company

1.4.3 Vision & Mission

1.4.4 Products and services offered

1.5 INDUSTRY PROFILE

1.5.2 Market Size

1.5.4 Government Initiatives

1.5.5 Road Ahead

2.1 Promotion & Consumption

2.2 Sales Promotion and Consumer Response/ Preference

2.3 Sales Promotion Types and Preferences

2.4 The Valence of a Promotion

2.5 When Promotion is Informative

2.6 Promotion Thresholds

3.1 RESEARCH PROBLEM

1. Whether the customers are aware of the products in Sanbun Investments

3.2 OBJECTIVES OF THE STUDY

1.2.1 Primary objective

• To study the marketing and sales strategies of Sanbun investments

1.2.2 Secondary objectives

3.3 SOURCES OF DATA COLLECTION:

3.3.1 PRIMARY DATA

3.3.2 SECONDARY DATA

3.4 METHOD OF DATA COLLECTION

3.4.1 Research Design

Accordingly, the methodology used in the project is as follows: -

 Defining the objectives of the study