SUMMER TRAINING REPORT (BBA 311)

“MARKETING STRATEGIES”

Undertaken at

“SIYARAM CHEMICALS PRIVATE LIMITED”

Submitted in partial fulfillment of the requirements

For the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

To

Guru Gobind Singh Indraprastha University, Delhi

Under the Guidance of Submitted by

Dr. Sandeep Kumar Name of student- Rithik Bansal

Faculty Guide BBA-V Sem, Shift 1st

Enrollment No.: 35817001719

Session 2019 to 2022

 To Whom It May Concern

I Rithik Bansal Enrolment No. 35817001719 from BBA-V Sem, Shift 1st of the Tecnia
Institute of Advanced Studies, Delhi hereby declare that the Summer Training Report (BBA-
311) entitled “marketing strategies” at Siyaram chemicals private limited” 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
_______________________ 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 fulfilment of BACHELOR OF
BUSINESS ADMINISTRATION (BBA) to be awarded by G.G.S.I.P. University, Delhi by
________________________,Enrollment No. ________________ has been completed under
my guidance and is Satisfactory.

Date: Signature of the Faculty Guide

Name of the Guide:

Designation:
 ACKNOWLEDGEMENT

It is indeed a moment of immense gratification for me to express my deepest gratitude to Mr.

Sahil Gupta , Manager, Siyaram chemicals Pvt ltd. and

Dr Sandeep Kumar (TIAS) for providing me with an opportunity to carry out this project
study and help me create this report on “ MARKETING STRATEGIES FOR SIYARAM
CHEMICALS PRIVATE LIMITED “ .

I am grateful to him for casting an excellent academic ambience, without which the project
would not had been fulfill. I express my sincere gratitude to my project guide for his
guidance and supervision during the development of this project and making it a reality.

Last but not the least I would like to thank the teachers staff of library, seniors , friends and
well wishers for their enormous support and encouragement.
 TABLE OF CONTENTS

SERIAL NO. PARTICULARS

1. INTRODUCTION

 Objectives of Study
 Review of Literature
 Research Methodology
 Limitations of study
2. PRODUCT DESCRIPTION

3. COMPANY PROFILE

4. DATA ANALYSIS AND INTERPRETAION

5. CONCLUSION AND RECOMMANDATION

6. BIBLIOGRAPHY

7. ANNEXURE
Questionnaire
 EXECUTIVE SUMMARY

This research study has been carried out to know the penetration level of Siyaram Chemical’s
products and its challenges within the Delhi market for distribution.

Primary objective of this project is to understand and study the reach of the company and to
find effectiveness and performance level of existing networks. Other objective for this project
is to find satisfaction level of existing trade customers and what they perceive about the
company’s marketing & channel efforts.

In this study, various factors which affect the growth of Siyaram chemicals limited are
studied and then the strategies are formulated to overcome the problems which the company
is going to face.

The research conducted was of exploratory type and has been conducted among the
customers, in the Delhi market.

The sample size was considered for the study was 30 and all the customers of the company
are within the defined scope.

For study, certain Delhi markets are considered. Primary data collection was done by
interviewing the customers using questionnaire. Secondary data is collected through company
annual reports and previous market reports.
 CHAPTER-1

INTRODUCTION
What Is Marketing?

Marketing refers to activities a company undertakes to promote the buying or selling of a

product or service. Marketing includes advertising, selling, and delivering products to
consumers or other businesses. Some marketing is done by affiliates on behalf of a company.

Professionals who work in a corporation's marketing and promotion departments seek to get
the attention of key potential audiences through advertising. Promotions are targeted to
certain audiences and may involve celebrity endorsements, catchy phrases or slogans,
memorable packaging or graphic designs and overall media exposure.

 Marketing refers to all activities a company does to promote and sell products or
services to consumers.
 Marketing makes use of the "marketing mix," also known as the four Ps—product,
price, place, and promotion.
 At its core, marketing seeks to take a product or service, identify its ideal customers,
and draw the customers' attention to the product or service available.

Understanding Marketing

Marketing as a discipline involves all the actions a company undertakes to draw in

customers and maintain relationships with them. Networking with potential or past clients
is part of the work too, and may include writing thank you emails, playing golf with
prospective clients, returning calls and emails quickly, and meeting with clients for coffee
or a meal.

At its most basic level, marketing seeks to match a company's products and services to
customers who want access to those products. Matching products to customers ultimately
ensures profitability.

Product, price, place, and promotion are the Four Ps of marketing. The Four Ps collectively
make up the essential mix a company needs to market a product or service. Neil Borden
popularized the idea of the marketing mix and the concept of the Four Ps in the 1950s.
Product

Product refers to an item or items the business plans to offer to customers. The product
should seek to fulfil an absence in the market, or fulfil consumer demand for a greater
amount of a product already available. Before they can prepare an appropriate campaign,
marketers need to understand what product is being sold, how it stands out from its
competitors, whether the product can also be paired with a secondary product or product line,
and whether there are substitute products in the market.

Price

Price refers to how much the company will sell the product for. When establishing a price,
companies must consider the unit cost price, marketing costs, and distribution expenses.
Companies must also consider the price of competing products in the marketplace and
whether their proposed price point is sufficient to represent a reasonable alternative for
consumers.

Place

Place refers to the distribution of the product. Key considerations include whether the
company will sell the product through a physical storefront, online, or through both
distribution channels. When it's sold in a storefront, what kind of physical product placement
does it get? When it's sold online, what kind of digital product placement does it get?

Promotion

Promotion, the fourth P, is the integrated marketing communications campaign. Promotion

includes a variety of activities such as advertising, selling, sales promotions, public relations,
direct marketing, sponsorship.

Promotions vary depending on what stage of the product life cycle the product is in.
Marketers understand that consumer’s associate a product’s price and distribution with its
quality, and they take this into account when devising the overall marketing strategy.
Nature of Marketing:

1. Marketing is an Economic Function

Marketing embraces all the business activities involved in getting goods and services, from
the hands of producers into the hands of final consumers. The business steps through which
goods progress on their way to final consumers is the concern of marketing.

2. Marketing is a Legal Process by which Ownership Transfers

 In the process of marketing the ownership of goods transfers from seller to the purchaser or
from producer to the end user.

3. Marketing is a System of Interacting Business Activities 

Marketing is that process through which a business enterprise, institution, or organisation
interacts with the customers and stakeholders with the objective to earn profit, satisfy
customers, and manage relationship. It is the performance of business activities that direct the
flow of goods and services from producer to consumer or user.

4. Marketing is a Managerial function 

According to managerial or systems approach - "Marketing is the combination of activities
designed to produce profit through ascertaining, creating, stimulating, and satisfying the
needs and/or wants of a selected segment of the market." 
According to this approach the emphasis is on how the individual organisation processes
marketing and develops the strategic dimensions of marketing activities.

5. Marketing is a social process

 Marketing is the delivery of a standard of living to society. According to Cunningham and
Cunningham (1981) societal marketing performs three essential functions:-
Knowing and understanding the consumer's changing needs and wants;
Efficiently and effectively managing the supply and demand of products and services; and
Efficient provision of distribution and payment processing systems.
Marketing Strategy
What Is a Marketing Strategy?
A marketing strategy refers to a business's overall game plan for reaching prospective
consumers and turning them into customers of their products or services. A marketing
strategy contains the company’s value proposition, key brand messaging, data on target
customer demographics, and other high-level elements. A thorough marketing strategy covers
"the four Ps" of marketing—product, price, place, and promotion.

Understanding Marketing Strategies

A clear marketing strategy should revolve around the company's value proposition, which
communicates to consumers what the company stands for, how it operates, and why it
deserves their business.
This provides marketing teams with a template that should inform their initiatives across all
of the company's products and services. For example, Walmart (WMT) is widely known as a
discount retailer with “everyday low prices,” whose business operations and marketing
efforts are rooted in that idea.

Marketing Strategies vs. Marketing Plan

The marketing strategy is outlined in the marketing plan, which is a document that details the
specific types of marketing activities a company conducts and contains timetables for rolling
out various marketing initiatives.

Marketing strategies should ideally have longer life spans than individual marketing plans
because they contain value propositions and other key elements of a company’s brand, which
generally hold constant over the long haul. In other words, marketing strategies cover big-
picture messaging, while marketing plans delineate the logistical details of specific
campaigns.

Benefits of a Marketing Strategy

The ultimate goal of a marketing strategy is to achieve and communicate a

sustainable competitive advantage over rival companies by understanding the needs and
wants of its consumers. Whether it's a print ad design, mass customization, or a social media
campaign, a marketing asset can be judged based on how effectively it communicates a
company's core value proposition.

Following are the different types of marketing strategies available.

1. Paid advertising

This includes multiple approaches for marketing. It includes traditional approaches like
TVCs and print media advertising. Also, one of the most well-known marketing approach is
internet marketing. It includes various methods like PPC (Pay per click) and paid
advertising.

2. Cause marketing

Cause marketing links the services and products of a company to a social cause or issue. It is
also well known as cause related marketing.

3. Relationship marketing

This type of marketing is basically focused on customer building. Enhancing existing

relationships with customers and improving customer loyalty.

4. Undercover marketing

This type of marketing strategy focuses on marketing the product while customers remain
unaware of the marketing strategy. It is also known as stealth marketing.

5. Word of mouth

It totally relies on what impression you leave on people. It is traditionally the most important
type of marketing strategy. Being heard is important in business world. When you give
quality services to customers, it is likely that they’d promote you.

6. Internet marketing

It is also known as cloud marketing. It usually happens over the internet. All the marketing
items are shared on the internet and promoted on various platforms via multiple approaches.

7. Transactional marketing

Sales is particularly the most challenging work. Even for the largest retailers, selling is
always tough especially when there are high volume targets. However with the new
marketing strategies, selling isn’t as difficult as it was. In transactional marketing the retailers
encourage customers to buy with shopping coupons, discounts and huge events. It enhances
the chances of sales and motivates the target audience to buy the promoted products.

8. Diversity marketing
 It caters diverse audience by customizing and integrating different marketing strategies. It
covers different aspects like cultural, beliefs, attitudes, views and other specific needs.

9. Offline and Traditional Marketing Strategies

Traditional forms of marketing generally suggest marketing strategies used before the
internet and online marketing came into existence. These tactics still work and many are
necessary for efficient marketing; for instance, promotional materials are still one of the
primary ways to leave physical information about your business in the hands of your
prospects.

10. Promotional Materials

You can have a variety of cost-effective promotional materials to leave with prospects to
make it easier to stay top-of-mind and for them to find your contact info. Be sure these
contain contact information such as email, phone, website, and social media profiles. They
also serve as a durable form of showcasing your work or products.
Business cards: An essential marketing tool, business cards look professional and are easy to
take along and leave with prospects. They are a very portable, cost-effective reminder of your
business. Include pertinent info about your business and your contact information. You can
even use them to collect email addresses if you put a special offer to them .

 Postcards, pamphlets, leaflets: These are easy to leave behind, pin up on bulletin boards, or
mail to prospects. They offer more space for promotions and information about your business
than a business card but are still quite portable.
 Brochures, depending upon your business: Offering much more marketing space, brochures
can include a brand story and more history about your business and also showcase your
products and offerings.
 Branded products, tools, or items: Many people hang on to useful branded items such as
calendars, pens, key fobs, notepads, tote bags, magnets, lanyards, and other items like these.
These products place a visible reminder of your company in front of your prospect at all
times. Relate the item to your business as much as possible; a tax accountant might distribute
branded letter openers or calculators.
 11. Advertisements
TV and radio advertising are both now available on a local scale for smaller businesses. Also
consider ads in local newspapers, industry publications, and other relevant sources of interest
to your target market.

12. Cold Calling

Cold calling is a traditional marketing technique that usually involves creating or buying a list
of leads and then calling them to present an offer. A variation of cold calling is warm calling,
where the lead is already partially vetted for interest.

13. Promotional Marketing

Promotional marketing is a business marketing strategy designed to stimulate a customer to
take action towards a buying decision. Promotional marketing is a technique that includes
various incentives to buy, such as:
 Contests: We all enjoy the chance to win something for free. Contests offer an attractive
marketing vehicle for small businesses to acquire new clients and create awareness.
 Coupons or discount codes: Coupons provide an affordable marketing strategy for small
businesses. Many people seek coupons and discounts, and they can be enough incentive for
them to sample your offer and become a customer.
 Sampling: The try-before-you-buy technique is a powerful sales method. Giving away a
small sample or a limited-time trial of your product or service can lead to a purchase or a
recurring customer.

14. Direct Mail Marketing 

Since many people only get bills and advertisements in the mail today, there is an edge with
original direct mail marketing tactics. Be creative and send pieces like birthday cards,
anniversary notes, seasonal postcards, or unique business updates or announcements. These
days people throw junk mail directly in the garbage but immediately open personal notes or
cards. Sending personalized cards to your prospects or customers stands out and makes them
feel good.
15. Print Media
Getting published in print media, such as newspapers, magazines, or trade publications, gives
you both visibility and credibility by establishing you as an expert on your topic. It’s a
powerful marketing tactic to build your business’s reputation and share your contact
information. An added benefit is that print media tends to have a long shelf life. Research
industry publications and pitch a helpful article related to your product or service.

16. Press Releases

Press releases are effective for promoting an event, new product, or company change. Spend
time creating a professional press release and researching the correct party to submit it to.
Submitting relevant and useful press releases is a free way of promoting your brand.
There are also press release platforms like help a Reporter Out (HARO) which connect
experts with journalists and bloggers researching information for articles they are writing.
This may be a valuable way for your business to gain brand publicity.

17. Digital and Online Marketing Strategies

Digital marketing is an umbrella term that refers to all types of marketing involving electric
media. Smartphone apps, television, and podcasts are all types of digital marketing.
Online marketing is a subset of digital marketing, referring specifically to content delivered
via the internet such as websites, social media, and other forms of content marketing. For
simplicity, we are categorizing them together here.

18. Website and Inbound Marketing

Create a professional customer-focused website for your business. Use online marketing
strategies like landing pages, lead magnets, content marketing, and SEO to attract and engage
visitors.
Inbound marketing is a term used when businesses drive traffic to their website rather than
directly advertising products or services. The website encourages people to interact, for
instance by completing a form or survey, and this introduces them to your brand and
products.
 19. Social Media Marketing
Social media marketing is increasing brand visibility by growing your audience with your
content on social media platforms. Choose two to four platforms to master, and be consistent
with posting content and interacting with your audience on each platform to get optimum
results from your efforts. Some popular social media platforms are:
 Facebook.
 LinkedIn.
 YouTube.
 WhatsApp.
 Instagram.
 Pinterest.
 Twitter.
 TikTok.
 Reddit.

20. Content Marketing

Content marketing relates to creating and distributing branded content across multiple
channels. Producing creative, attention-getting, and share-worthy content is a key goal of
content marketing. An effective content marketing strategy generates leads by targeting the
different phases of the buyer journey and offering value at each stage.
Some specific tactics for content marketing include:
 Blog posts.
 Podcasts.
 Videos and live streams.
 Webinars.
 Case studies.
 Info graphics, gifs, and memes.
 Presentations and webinars.
 E Books and PDF documents.
 Testimonials.
 Newsletters.
 Quizzes, surveys, and contests.
21. Mobile Marketing
Mobile marketing describes using marketing to target mobile devices like smartphones or
tables. Email, SMS, apps, websites, email, and social media are all tools used for mobile
marketing. The primary advantage of mobile marketing is the ability to provide customers
with personalized time- and location-sensitive information promoting goods and services.

22. SMS Marketing

SMS marketing is a specific type of mobile marketing where prospects agree to receive text
messages (SMS) from your company. These are often used to share time-sensitive offers or
important updates.

23. Face-to-Face Marketing Strategies

Face-to-face marketing strategies are an important visibility tool for marketing because they
enhance leadership and develop genuine connections with prospects. For small businesses,
face-to-face marketing can be one of your most effective types of marketing. As the world
continues to become more digitally based and automated. These face-to-face marketing
strategies will help build your brand by creating and nurturing relationships with both
prospects and other professionals.

24. Networking
Networking is an impactful marketing strategy involving developing personal relationships
and creating connections. It’s important to be genuine and generous while networking.
Improving interpersonal skills and creating an intentional, structured networking plan can
greatly improve your results with this marketing tactic.
There are many ways to network, including joining professional organizations, chambers of
commerce, or specific networking organizations. Strengthen your network by becoming a
business connector, a person who knows many people and enjoys making introductions and
otherwise helping others in their circle.

25. Conduct Workshops

Attending workshops on professional development is a way to expand your network while
improving your skills and learning. Hosting or conducting workshops is a way to demonstrate
your expertise and market other products and services to attendees.
 26. Public Speaking
Public speaking is a great way to market your business while demonstrating your expertise.
Speaking engagements can get you in front of highly targeted prospects interested in your
products or services. Many professional organizations need public speakers for their monthly
meetings and offer the chance for experts to give free or paid presentations. Speaking for free
can lead to paid speaking engagements while giving your company powerful visibility
opportunities.

27. Cross-Category Marketing Strategies

Here are some marketing activities that cross over between the different categories. These all
can be done online, offline, and face-to-face.

28. Relationship marketing

Building and developing long-term relationship with customers proves to be more valuable to
a company over time than only trying to sell them something. Companies who have a positive
relationship with a company tend to purchase more and refer others more frequently. Some
examples of relationship marketing are:
 Loyalty, incentive, and referral programs.
 Customer-driven content.
 Live video streams.
 Personalized, customer-focused, responsive customer service.
 Feedback — survey and collect feedback.

29. Book Publishing

 With the evolution of desktop and digital publishing, the barriers to book publishing are the
lowest they’ve ever been. The biggest obstacle today is the discipline to actually do it. (And
there’s always the option of hiring a ghostwriter if you can’t muster up the discipline).
 A published book is a very compelling marketing device. It builds your authority and
credibility by establishing you as the expert. It is also a convenient product to use in
giveaways, raffles, and gifting. The best part of writing a book is you also make money
through sales of this marketing tool.
30. Guerrilla Marketing
Guerrilla marketing refers to grass-root or unconventional methods that attract attention for a
business in order to boost sales. These are usually low-budget creative techniques that
involve large crowds of people and unexpected or unlikely marketing tactics. They are
effective because they are distinctive, engaging or amusing, and highly memorable, and they
also tend to generate a lot of publicity. An example of guerrilla marketing is a flat ad display
containing a three-dimensional element, such as a bunch of balloons.
 OBJECTIVES OF THE STUDY:

 To understand and study the marketing strategies of the company.

 To know the reach of siyaram’s products in the market.
 To find opportunities for development of new marketing strategies.
 SCOPE:

 The scope of the study is restricted to the region of Delhi. Customers in this region are
taken into consideration for the study.

 To study the marketing strategies prevailing in the organization

 LIMITATIONS:

 The survey is being conducted in parts of Delhi only. So the result may not be
applicable to other locations.
 The sample size is limited to 30 customers only.
 Time constraints of project.
 Reluctance of some respondents to share real data.
 COMPANY PROFILE

SIYARAM CHEMICALS PRIVATE LIMITED

Siyaram Chemicals Private Limited is a Non-govt company, incorporated on 09 Dec, 2004.
It's a private unlisted company and is classified as 'company limited by shares'. Company's
authorized capital stands at Rs 15.0 lakhs and has 79.27% paid-up capital which is Rs 11.89
lakhs. Siyaram Chemicals Private Limited last annual general meet (AGM) happened on 30
Sep, 2017. The company last updated its financials on 31 Mar, 2017 as per Ministry of
Corporate Affairs (MCA). Siyaram Chemicals Private Limited is majorly in Manufacturing
(Metals & Chemicals, and products thereof) business from last 17 years and currently,
company operations are active.

Current board members & directors are KAMAL GUPTA and SURENDER GUPTA.
Siyaram Chemicals Private Limited registered address is I 2064 D S I D CNARELA DELHI
DL 110040 IN.
SIYARAM CHEMICALS PRIVATE LIMITED DIRECTORS:
KAMAL GUPTA
DIN: 00540843

APPOINTMENT DATE: 09 Dec, 2004

SURENDER GUPTA
DIN: 00563274

APPOINTMENT DATE: 09 Dec, 2004

SIYARAM CHEMICALS PRIVATE LIMITED CONTACT DETAILS:

Address: B-64, SECTOR-5, DSIDC BAWANA, DELHI New Delhi DL 110039 INDIA
ESTABLISHMENT DETIALS:
ESTABLISHMENT NAME: SIYARAM CHEMICALS PRIVATE LIMITED
CITY: DELHINORTH
PINCODE: 110039
ADDRESS: B-64, SECTOR-5, BAWANA INDUSTIRAL AREA, DLHI-110039
TRADE MARKS OF SIYARAM CHEMICALS PRIVATE LIMITED:
Trademark: QARADON (LABEL)
Application Date: 2014-09-29 Status: Objected Goods and Services Description: Hosiery,
footwear, clothing Applicant Address: B-64, SECTOR 5, BAWANA INDUSTRIAL AREA,
DELHI-110039

CONNECTED NUMBER OF STATE PAID UP

COMPANIES: COMMON CAPITAL
NAME DIRECTOR

SHRI SAINATH 2 Delhi 6.60 lace

FOOTWEARS
PRIVATE
LIMITED

QARADON is a Trademark filed by Siyaram Chemicals Put Ltd. So Siyaram Chemicals Put
Ltd. is the proprietor and owner of the Brand QARADON as per Trademark Registry's
Records.
Trademark Applicant Siyaram Chemicals Put Ltd. applied for the Trademark QARADON on
2014-04-09. The QARADON Trademark is applied as a (Device Logo/Word mark) to be
registered under IP India Records.
As per government Records the Trademark QARADON has been applied under TM Class
25.
Information about Footwear:
It refers to garments worn on the feet, which typically serves the purpose of protection
against adversities of the environment such as ground textures and temperature. Footwear in
the manner of shoes therefore primarily serves the purpose to ease locomotion and prevent
injuries.
Footwear can also be used for fashion and adornment as well as to indicate the status or rank
of the person within a social structure. Socks and other hosiery are typically worn
additionally between the feet and other footwear for further comfort and relief. Cultures have
different customs regarding footwear.
These include not using any in some situations, usually bearing a symbolic meaning. This can
however also be imposed on specific individuals to place them at a practical disadvantage
against shod people, if they are excluded from having footwear available or are prohibited
from using any.
This usually takes place in situations of captivity, such as imprisonment or slavery, where the
groups are among other things distinctly divided by whether or whether not footwear is being
worn.
In some cultures, people remove their shoes before entering a home. Bare feet are also seen
as a sign of humility and respect, and adherents of many religions worship or mourn while
barefoot. Some religious communities explicitly require people to remove shoes before they
enter holy buildings, such as temples.
In several cultures people remove their shoes as a sign of respect towards someone of higher
standing. In a similar context deliberately forcing other people to go barefoot while being
shod oneself has been used to clearly showcase and convey one's superiority within a setting
of power disparity .

IMPORTANCE OF FOOTWEAR:
Our feet are the foundation of our everyday lives. Every good foundation must have the right
support. Most of our lives are spent in shoes. Anyone can go out and buy a new pair of shoes
based simply on how they look, but for the person who is always and always on their feet;
good footwear is worth its weight in gold. However, footwear goes far beyond the appearance
that a shoe has on the foot. Bad footwear can cause injuries or have long term effects on our
posture so investing in a quality pair will be beneficial in the long run.
Good footwear can prevent back problems:
Consider your feet as the base of a building, if the foundation is off the rest of the building is
off. Many people who experience back pain have it because of faulty or unsuitable footwear.
If the foot does not keep the back in proper alignment then there is a great probability that
this misalignment over time will result in back problems. Sometimes adding an insole is a
good idea as this will cushion the hard impact of walking, puts your foot into a more neutral
position and therefore takes away the stress travelling through your ankles up into your legs
and lower back.
Good footwear is needed to protect your joints and minimize impact:
Some of the most common sports injuries are ankle based which is why wearing supportive
footwear is so important. Many sports trainers have inbuilt shock absorbers for runners or
joggers to cushion the impact. Cushioning is most important so that you can reduce the
likelihood of injuries, meaning you can carry on with your normal routine and work out more
efficiently with the peace of mind that you are doing the best you can to look after your body.

Marketing Objectives
The marketing objective of the new e-commerce site of pardon is to build an effective pull
campaign, bringing in new customer and keeping the loyalty of existing customers.

Marketing Activities:

Positioning
Pardon will position itself as the premier outlet for online shoe shopping, providing the
customer with the largest selection, rivaling some of the other shoe shops in the country.
Special Shoes will leverage their competitive edge to achieve this desired positioning.

To achieve a competitive edge, pardon will provide as much selection of shoes as possible.

Membership
Membership can be introduced either to new or existing customer through online or offline
means. With the registration of customers as members, they are entitled to special discount
rates and privileges provided by the pardon. The first 100 customers to register will get a one
year membership for free with 12 monthly issues of Special Shoes magazine.
Promotions and Discounts.

Promotions and discounts of the products and services of the Special shoes can be made
known to the customer through online or offline means. Through online means, customers
can either be sent an email or text message to inform them of the ongoing promotion and
discounts. Through offline means, advertisement can be used to attract new and existing
customers.

Media Advertisements
To further attract new customers and to inform the existing customer of the new website,
advertisements can be used to achieve this aim. Examples of media advertisements that can
be used are television, radio and newspaper.

Chiropody advice
Special Shoes will also be able to provide chiropody advice services to the customer as
Special Shoes recognize that their competitors did not offer this services. Addressing Existing
Customer and New Customer.

Existing Customers

To address the existing customer of the new Special Shoes website, encouragement and
recommendation of online registration to the website can be made to get the transition of the
existing customer from offline to online.

New Customers
Through advertisements, new customers can be made , therefore information of the website
must be made clear and concise so that future customers can be attracted to become a
member to the Special Shoes.

Offline Marketing Requirements

Offline marketing is also crucial in promoting the Special Shoes shop where examples of
offline marketing techniques that can be use are outdoor signage such as billboards, press
releases and including the website address on business cards or other printed marketable
material.

Target Market
Special Shoes is targeting the population segments within a broad category of age, gender
and needs.
Since most of the customer will purchase shoes for the workplace as well as for leisure time.
Special Shoes have targeted this broad selection of customer as they have the need for many
different pairs of shoes for all of their different activities and needs.

Strategies
Special Shoes’ marketing strategy will seek to create customer awareness regarding the
products that they offer, develop the customer base, and work toward building customer
loyalty and referrals.
The messages that Special Shoe will seek to communicate are that the offer the largest
selection of shoes and provide chiropody advice services online. People no longer need to go
to the actual shop to find what shoes are available. A method of communication is by
advertisement in the local media which will be placed in newspapers, radio and televisions.
Another method of communication will be through online advertisement such as emails, a
system of communicating electronically where this will eliminate unneeded spending on
postal fees to inform the customers of new products and services provided by Special Shoes.
Another means of communication that can be used is the RSS feeds.

PRODUCTION OF QARADON FOOTWEAR:

Qaradon Footwear Limited is a manufacturer and exporter of leather footwear from
Bangladesh to various shoe retailers in Western Europe, North America and Japan. The
Company's product line is Ago cemented Leather shoe. The Company offers products for
men, such as dress and formal, casual and lifestyle, boots and sandals; for ladies, including
boots and long boots, and for children, such as dress, boots and sandals. The Company offers
moccasins for men and women. The Company's brands include Venturini, Apex, Sprint,
Maverick, Moochie, Nino Rossi, Sandra Rosa, Twinkler, SchoolSmart and Dr. Mauch. The
Company has approximately 190 own retail outlets and over 380 resellers. The Company has
a production capacity of approximately 20,000 pairs of shoes per day. The Company's in-
house facilities include cutting plant, leather finishing plant, effluent treatment plant, drinking
water purification plant, bonded warehouse, medical center and child care, and training
facilities.
SWOT ANALYSIS:

STRENGTHS: -
1. Existence of more than sufficient productive capacity in tanning.
2. Easy availability of low cost of labour.
3. Exposure to export markets.
4. Managements with business background become quality and environment conscious.
5. Presence of qualified leather technologists in the field.
6. Comfortable availability of raw materials and other inputs.
7. Massive institutional support for technical services, designing, manpower development and
marketing.
8. Exporter-friendly government policies.
9. Tax incentives on machinery by Government.

WEAKNESSES: -
1. Low level of modernisation and upgradation of technology, and the integration of
developed technology is very slow.
2. Low level of labour productivity due to inadequate formal training / unskilled labour.
3. Horizontal growth of tanneries.
4. Less number of organised product manufacturers.
5. Lack of modern finishing facilities for leather.
6. Highly unhygienic environment.
7. Unawareness of international standards by many players as maximum number of leather
industries are SMEs.
8. Difficulties in accessing to testing, designing and technical services.
9. Environmental problems.
10. Non availability of quality footwear components
11. Lack of fresh investment in the sector.
12. Uneconomical size of manufacturing units.
13. Competition among units vying for export orders leading to undercutting.
OPPORTUNITIES: -

1. Abundant scope to supply finished leather to multinationals setting up shop in India.

2. Growing fashion consciousness globally.
3. Use of information technology and decision support software to help eliminate the length
of the production cycle for different products
4. Product diversification - There is lot of scope for diversification into other products,
namely, leather garments, goods etc.
5. Growing international and domestic markets.
6. Exposure to newer markets through Fairs/ BSMs
7. Retain customers through quality supplies and timely deliveries
8. Aim to present the customer with new designs, infrastructure, country & company profiles.
9. Use of modern technology
10. Exhibit strengths in manufacturing, for example, strengths in classic shoe manufacturing,
hand crafting etc.
11. De-reservation of the footwear sector.

THREATS: -

1. Stiff competition from other countries.(The performance of global competitors in leather

and leather products indicates that there are at least 5 countries China, Indonesia, Thailand,
Vietnam and Brazil, which are more competitive than India.)
2. Non- tariff barriers - Developing countries are resorting to more and more non – tariff
barriers indirectly.
3. Improving quality to adapt the stricter international standards.
4. Fast changing fashion trends are difficult to adapt for the Indian leather industries.
5. Limited scope for mobilising funds through private placements and public issues, as many
businesses are family-owned.
 CHAPTER-2

(LITERATURE REVIEW)
 LITERATURE REVIEW

Brian Smith (2002)

Brian smith is a visiting research fellow at Cranfield University School of Management

where his work concerns the effectiveness of marketing strategy making processes. He is also
a marketing practitioner with over 20 years’ experience in the medical products sector.

Strong marketing strategies are clearly important to the effectiveness of an organisation and
so the effectiveness of marketing strategy making processes is an important consideration for
both academics and practitioners. Various approaches have been made towards understanding
and improving such processes. This paper attempts to synthesise these perspectives to create
a more rounded and deeper understanding of how marketing strategies are made and how
they might be improved.

The direct outputs of marketing strategy making processes are marketing strategies. While
definitions of marketing strategy vary, the literature seems to hold a strong consensus about
the content of the marketing strategy. At its simplest, marketing strategy is agreed to have
two necessary components: a definition of the target ‘market’ and a statement of the ‘product’
or ‘value proposition’ aimed at that target.

Holly Paquette (2013)

In today’s technology driven world, social networking sites have become an avenue where
retailers can extend their marketing campaigns to a wider range of consumers. The tools and
approaches for communicating with customers have changed greatly with the emergence of
social media; therefore, businesses must learn how to use social media in a way that is
consistent with their business plan.

Although social media marketing is a well-researched topic, it has only been studied through
experimental and theoretical research; studies never precisely describe the benefits retailers
gain from this marketing tactic. In reviewing the rich plethora of multi-disciplinary literature,
it is has become clear that studies are focusing on describing what social media marketing is
as well as examining what factors affect consumer behaviour relative to social networking.
P. Rajan Varadarajan (1999)

Using institutional theory, the authors develop an organizing framework to serve as a road
map for assessing research in marketing strategy. Their assessment of the state of the field
based on a review of extant literature suggests that significant strides in conceptual
development and empirical research have been achieved in a number of areas. 

 Several recent developments in the business world, including deconglomeration and

increased organizational focus on managing and leveraging market-based assets such as
brand equity and customer equity, suggest that marketing is likely to play a more important
role in charting the strategic direction of the firm. However, the theoretical contributions of
the field to the academic dialogue on strategy leave much to be desired.
Richard Speed (2006)

Strategic typologies are increasingly familiar tools in the research and teaching of marketing
strategy. This paper seeks to examine their conceptual basis and status in an attempt to better
understand how they can be used to greatest effect. Using an example, the paper reviews the
research problems associated with typologies. Based on the discussion of the conceptual basis
of typologies the paper identifies their major role and value in research.

Drawing together the review of empirical studies and the discussion of conceptual issues the
paper identifies issues that will remain problematic for empirical researchers regardless of the
sophistication of the measurement and classification processes they adopt, and proposes some
steps to reduce the impact of these problems.

Leonidas CLeonidou (2002)

Identifying the marketing strategy elements that influence export performance has been the
subject of sizeable empirical research. However, the findings reported in the literature are
characterized by fragmentation and diversity, limiting theory development, and improvement
of management practice in the field.

 This article aims to synthesize extant knowledge on the subject based on a meta-analysis of
empirical studies on the export marketing strategy–performance relationship. The assessment
reveals that: (a) although many marketing strategy variables demonstrate positive effects on
overall export performance, the relationship is not always significant; (b) of the export
performance measures examined in various studies, stronger effects are observed in relation
to export proportion of sales; and (c) time of study, geographic focus, and product type had a
limited impact on the effect of marketing strategy elements on export performance.
 CHAPTER- 3

(RESEARCH METHODOLOGY)
 RESEARCH METHODOLOGY

Research Design: - Descriptive Research

Data Type: - Primary and secondary

Research Instrument: - Questionnaire

Sampling Method:-Non Probability Sampling

Sampling Technique:-Convenience Sampling

Sample Size:-30 customers

Area of Survey:-Delhi

Research Approach:

Quantitative approach has been used for this survey.

Research Method:

Descriptive research method is used to understand more about the issue. The questionnaire
was designed in a manner that will provide maximum and descriptive information about the
subject. This method is naturally flexible and helped in gaining an in depth knowledge of the
subject.

Sampling Method:

Non probability sampling method is used for the purpose of this survey. Every element of the
research was independent of any bias and purely selected by chance.

Universe for the sample:

Universe for the sample is customers from the Delhi. They are direct/indirect customers of
the company who in turn to actual consumers.

Sample includes some key customers from the Delhi Region.

Sample Size:

Around 30 customers were approached for interview in the region for collecting information.

Data Collection:

Primary Data:

Questionnaire was prepared for customers .Questionnaire is designed with a mix of open
ended and close ended questions. Open ended questions helped to know the opinions and
complaints of the trade customers. Few questions are designed to compare services of
competitors.

Secondary data:

Secondary data has been collected through company reports, brochures and company
website.
 CHAPTER-4

(DATA ANALYSIS AND INTERPRETATIONS)

 ANALYSIS OF DATA, AND INTERPRETATIONS

Customers are the crucial members of the distribution network who directly use products to
end. So it is important to take their feedback regarding their product and its distribution
management. In the survey 30 customers from Delhi gave their feedback which is analyzed
below:

Factors No of replies Percentage%

Quality 8 26.7 %
demand 7 23.3 %
Margin 10 33.3 %
company name 5 16.7 %

Figure 1 Sources: Primary data

This indicates that the margin is the strong and main reasons for association .from the above
table it is clear that 33.3% of the respondent attracted by margin of the company. While
26.7% of the respondent are attract by quality of the company, whereas 23.3% of the
respondent are attract by demand of the company. Remaining 16.7% of the respondent are
attract by company name.
Years No of responses Percentage %
1-2 years 2 6.7
3-5 years 9 30
7-9 years 9 30
Above 10 years 10 33.3

Figure 2 Sources: Primary data

From the above figure it shows that the customers are long term of the company. They know
company and its product for long period time. They can be useful in branding and promotion
of the products. From the above data 33.3 of the respondent are dealing with the company
for above 10 years. While 30 % of the respondent are dealing with the company for 7-9
years and 30 % of the respondent are dealing with the company for 3-5 years. Remaining 6.7
% of the respondents are dealing with the company for 1-2 years.
Difficulties and challenges No of replies Percentage
Timely delivery 10 33.3 %
Non supply of particular 11 36.7 %
make
Availability of novalities 9 30 %

Figure 3, Sources: Primary data

From the above data, it is interpreted that 36.7 % of the respondent says that the company are
facing the challenging in the non supply of particular make, while 33.3 % of the respondent
says the company is facing the difficulties in time delivery and 30 % of the respondent says
that the company is facing difficulties in availability of navalities.
products No of replies Percentage
1 2 6.7 %
2 9 30 %
3 12 40 %
4 7 23.3 %

Figure 4 Sources: Primary data

From the above data , it is interpreted that 40 % of the respondent says the company is
manufacturing 3 products , while 30 % of the respondent says there are 2 products
manufacture . while 23.3 % of the respondent says that there are 4 products which are being
manufactured and 6.7 % of the respondent says that the comapny is engaged in only 1
product .
No of years No of replies Percentage
More than once per year 6 20.7 %
Every 1-3 year 7 24.1 %
Every 4-6 years 12 41.4 %
More than 7 years 4 13.8 %

Figure 5 Sources: Primary data

From the above data , 41.4 % of the respondent says that company review its strategy in 4-6
years .While 24.1 % of the respondent says company review its strategy in every 1-3 years ,
Whereas 20.7 % of the respondent says that the company is reviews more than once a year
and 13.8 % says that it review more than 7 years .
products No of replies percentage
Distinctive product 6 20 %
Distinctive marketing 6 20 %
Distinctive customer service 11 36.7 %
Not sure 7 23.3 %

Figure 7 Sources: Primary data

From the above data, 36.7 % of the respondent says distinctive customer service , whereas
23.3% of the respondent says not sure about the following of these, while 20 % of the
respondent says that company has distinctive products and 20 % says distinctive marketing .
Growth Objective No of replies Percentage
More sales 6 20 %
New product 6 20 %
New market 11 36.7 %
To grow and sell 7 23.3 %

Figure7, Source: Primary data

From the above data, 36.7 % of the respondent says new market. While 23.3 % of the
respondent says that to grow and sell are the objective of growth, whereas 20 % of the
respondent says more sales and 20 % of respondent says new product.
Marketing strategies No of replies Percentage
Profit maximization 6 20 %
Employee satisfaction 9 30 %
Competition in global market 10 33.3 %
Improving quality of service 5 16.7 %

Figure 8, Source: Primary data

From the above data, it is clear that 33.3 % of respondent has opinion on competition in
global market, whereas 30 % says for employee satisfaction in strategies, 16.7 % for
improving quality of service and 20 % for profit maximization.
Marketing strategies No of replies Percentage
Yes 19 63.3 %
0No 11 36.7 %

Figure 9, Source: Primary data

From the above table, it is noticed that 63% of respondents says that marketing strategies help
in functioning of organization. Whereas 36.7 of respondent says that marketing strategies do
not help in proper functioning of organization.
Performance No of replies Percentage
Mission planning 5 16.7 %
Values planning 8 26.7 %
Strategic planning 11 36.7 %
Operation planning 6 20 %

Figure 10, Source: Primary data

From the above table, it is clear that 36.7 % of the respondents prefer performing strategic
planning. While 26.7 % prefer values planning for its performance, whereas 20 % prefer to
use as operation planning for its goal and capabilities and 16 % prefer to use mission
planning for the performance of a company.
 CUSTOMERS COMPLAINTS

 Siyaram Chemicals does not engage itself in advertising and promotions, which
results in loss of a potential customer.
 No person from the marketing department visits their outlets regarding new product
launches or to know about the market trends.
 Customers are unaware of distributors in their area.
 Allocation of region to customers is not clear and unorganized
 CHAPTER-5

(CONCLUSION)
 CONCLUSION

 Customers are brand loyal to SIYARAM’S, due to its quality products .Quality and
service are important factors which help company to maintain its market leader
position.
 Even though the company does not spend much on promotions, they have a strong
foot hold in the market.
 It does have brand recall among the youth and children.
 Hardly a few complaints were there by customers after their purchase and all those
complaints were dealt satisfactorily. This bears testimony for the company’s
dedication towards customer service.
 Looking at the potential market, many retailers want to tie up with Siyram chemicals.
 Brand name of the company is well recognized and distribution network is wide and
well established.
 It is found that the price is a little higher for the products. Some retailers have
complaints about price and they suggested company should keep prices competitive,
especially in the some segment.
 Certain customers specifically prefer Siyaram’s products and are ready to wait for a
few days until the product is made available to them.
 RECOMMENDATIONS

1. Senior managers of the company's products regulatory review of objectives

strategies and process associated with human resource management practices
in their organisation and make changes or introduce information accordingly.
2. Senior manager should monitor the satisfaction and commitment of employee
and the customer on the regular basis using standardized survey.
3. Senior managers need to monitor employee perception of the culture of their
organisation.
4. Company should spend money on seasonal advertisement on television and
print.
5. It should improve trade margins and introduce trade offers to push product
into markets.
 BIBLIOGRAPHY:

WEBSITES

https://www.tofler.in/siyaram-chemicals-private-limited/company/U24117DL2004PTC131095

https://economictimes.indiatimes.com/company/siyaram-chemicals-private-limited/
U24117DL2004PTC131095

https://footwearsinfoline.tripod.com/swotanalysis.htm
 QUESTIONNAIRE

1. Which factors attracted you to deal with Siyaram chemicals?

A Quality
B Demand
C Margin
D Company name

2. How long you are dealing with Siyaram chemicals?

A 1-2 years
B 3-5 years
C 7-9 years
D above 10 years

3. What kind of difficulties and challenges facing from Siyaram chemicals?

A Timely delivery
B Non supply of particular make
C Availability of novalities

4. How many products are manufactured by company?

A1
B2
C3
D4

5. How often does your organization review strategy?

A More than once per year
B Every 1-3 year
C Every 4-6 year
D More than 7 years
6. Does your business have any of the following?
A Distinctive product
B distinctive marketing
C distinctive customer service
D Not sure

7. What are your Growth Objective?

A More sales
B New product
C New market
D To grow and sell

8. What are the roles of marketing strategies in BPO according to you ?

A Profit maximization
B Employee satisfaction
C Competition in global market
D Improving quality of service

9. According to you does marketing strategies help in proper functioning of organization?

A Yes
B No

10. When a firm develops and maintain its fits and goal and capabilities, it is performing?

A Mission planning

B Values planning

C Strategic planning

D Operation planning