70778-Telse Joseph

COURSE CODE: BBA - 307
TITLE OF THE PROJECT
Submitted to the
School of Distance Education & Learning

in partial fulfillment of the requirements
for the award of the degree
Bachelor of Commerce (BBA)
Year of Submission
2020-2021
Supervisor’s Name _ _ Student’s Name: TESLSE JOSEPH
& Designation: _ Enrolment No. :
Roll No.:
JAIPUR NATIONAL UNIVERSITY
School of Distance Education & Learning
Jagatpura, Near New RTO, Agra By-pass Road Jaipur-302017
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to Jaipur National University, Jaipur in partial fulfillment of the requirement for the award of the degree of BBA is an
authentic and original work carried out by Mr. with enrolment no. under my supervision and guidance.
This project is a genuine work done by the student and has not been submitted whether to this Universityor to any other
University / Institute for the fulfillment of the requirements of any course of study.
…………………………. ………………………….
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Date: ………………….. Date: ………………….
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_ _
_DUBAI ________________________________
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LIST OF CONTENTS
CHAPTERS TITLE PAGE NO.
1. Introduction 2
1.1 Introduction 3
1.2 Scope of the study 3
1.3 Objectives of the study 4
1.4 Significance 4
1.5 Statement of the problem 5
1.6 Research Methodology 7
1.7 Limitations of the study 7
2. Review of literature 8
3. Theoretical background 12
3.1 Advertisement 13
3.2 Celebrity Advertisement 15
3.3 Celebrity Ads in India 19
3.4 Celebrity Ads in Kerala 20
4. Analysis and interpretations 22
5. Findings,Suggestions,Conclusion 48
6. Bibliography 53
7. Appendix 55
LIST OF TABLES
TABLE PAGE
NO. TITLE NO.
1. Age-wise classification of respondents 23
2. Gender-wise distribution of respondents 24
3. Income level of respondent’s family 25
4. Sources of income of the respondents 26
5. Purchasing habit of students 27
6. Factors influencing the purchase decision of 28

respondents
7. Type of advertisement preferred to watch 29

mostly by respondents
8. Role of celebrity advertisement in buying 30

behavior of respondents
9. Respondent’s opinion about the effectiveness 31

of celebrity ads
10. Student’s preference towards ads 32

11. Purchases made by respondents in the context 33
of celebrity ads
12. Celebrity personal persuaded by respondents 34
13. Perception of students regarding the use of 35

products by celebrities that they endorsed
14. Factors influenced by respondents in

purchasing different products
14.1 Automobiles 36
14.2 Food products 37
14.3 Cosmetics 38
14.4 Clothing 39
15. Perception of students regarding the impact 40

of celebrity on brand promotion
16. Respondent’s perception regarding the quality 41

of product endorsed by celebrities
17. Most favorite popular celebrity endorser 42

among students
18. Perception of students regarding the use of 43

celebrities in ads by companies
19. Reason for using products mostly endorsed by 44

celebrities
20. Physical attractiveness influenced by students 45
21. Respondent’s opinion about the gender of 46

celebrities that they persuade more
22. Student’s gratification towards products 47
endorsed by celebrities
INTRODUCTION
Indian manufacturing industry has grown immensely after slowdown in the late 90’s. After the
Liberalization, Revitalization, Globalization [LPG] India has become better in every sectors,
more diversification and adequate availability of skilled manpower also helps to improve the
manufacturing sector. In India manufacturing sector has generate 45 million jobs and also it has a
potential to create up to 90 million jobs by 2025. In india Gugarat, Maharashtra, Tamil Nadu,
Karnataka are consider as strong manufacturing states .Himachal Pradesh, Madyapradesh,
Odissia are among media manufacturing and states like Tripura, Kerala , Bihar, Assam are
considered as weaker manufacturing states
Government Initiative
Indian government has initiated national manufacturing competitiveness council (NMCC) in sept
2004 which has inter disciplinary and autonomous body at highest level. The main motive of the
council is to sustain growth of manufacturing industry. The council also suggest ways and means
for improving subsectors which have high potential for global competiveness .Manufacturing
sector require immediate attention at both macro and micro level. Enhancing the skills of the
workers are considered as one of the major challenges in the manufacturing sector. In India poor
infrastructure, low labor productivity and high raw material cost are also considered as barriers
for the growth of manufacturing industry.
Government has increased the job creation rate hence started to focus of domestic value
addition. They also enhanced the global competitiveness through suitable policies. In the current
scenario Government has ensured the sustainability of growth. Increase in manufacturing sector
growth to 2%-4% more than the GDP growth for the economy and increase share up to 25% of
GDP by 2025.
1
INDUSTRY PROFILE
INDIAN MANUFACTURING INDUSTRY
Indian manufacturing industry has grown immensely after slowdown in the late 90’s. After the
Liberalization, Revitalization, Globalization [LPG] India has become better in every sectors,
more diversification and adequate availability of skilled manpower also helps to improve the
manufacturing sector. In India manufacturing sector has generate 45 million jobs and also it has a
potential to create up to 90 million jobs by 2025. In india Gugarat, Maharashtra, Tamil Nadu,
Karnataka are consider as strong manufacturing states .Himachal Pradesh, Madyapradesh,
Odissia are among media manufacturing and states like Tripura, Kerala , Bihar, Assam are
considered as weaker manufacturing states
Government Initiative
Indian government has initiated national manufacturing competitiveness council (NMCC) in sept
2004 which has inter disciplinary and autonomous body at highest level. The main motive of the
council is to sustain growth of manufacturing industry. The council also suggest ways and means
for improving subsectors which have high potential for global competiveness .Manufacturing
sector require immediate attention at both macro and micro level. Enhancing the skills of the
workers are considered as one of the major challenges in the manufacturing sector. In India poor
infrastructure, low labor productivity and high raw material cost are also considered as barriers
for the growth of manufacturing industry.
Government has increased the job creation rate hence started to focus of domestic value
addition. They also enhanced the global competitiveness through suitable policies. In the current
scenario Government has ensured the sustainability of growth. Increase in manufacturing sector
growth to 2%-4% more than the GDP growth for the economy and increase share up to 25% of
GDP by 2025.
2
IMPORTANCE OF MANUFACTURING SECTOR IN INDIA’S ECONOMIC GROWTH
India’s manufacturing sector grew at its fastest pace in the last few month, but it did not result in
total economic growth in the year 2018-19. As per the studies the country ranks 40th in the
factory output in the world. The major reason for the industry growth are the huge investment
made by the firms. The other reason is the industrial sectors in India are the conception of the
industrial goods increased great deal in the country, which in turn boosted the industrial sector
and also the liberalization in export sector initiated and huge quantities of goods become
exported from the country. Manufacturing industry growth rate in India has registered a steady
growth over past five years. This has given a major push to the Indian economy. Thus the
Government of India should continue the efforts to initiate the industrial sector in the county. For
this will in turn help to improve the country’s economy. At present India ranked seventh largest
economy and third largest in terms of purchasing power parity. Government of India initiated
various schemes like Make in India, MUDRA, Startup India, Sagarmala will boost the share of
the manufacturing sector in the coming future. The share of value addition has to be increased at
all levels and the government needs to offer stable remuneration to motivate people to join in the
manufacture sector. By 2025 India is expected to become the fourth largest manufacturing
country such a immense growth made foreign countries positive and confident of Indian
manufacturing industry, like the International Monitory Fund (IMF) and World Bank Group.
Major barriers faced by Indian manufacturing business are testing procedures, pre-shipment
inspection and formalities, labelling regulations and other technical specifications are also
matters. With the manufacturing industry growing fast it all comes to the banks now. Banks must
ensures that flow of credit must start taking place in a big way. Good infrastructure, compliance
to tax and labor laws and adequate environmental standards are some of the key elements for
improving the manufacturing sector. Over coming all these barriers should need proper planning
and execution. Manufacturing sector in India are playing a big role in the country’s economy. In
the coming year India will keen to concentrate on the manufacturing rather than other sectors
3
such as Agriculture and service sector. Adequate availability of skilled labor and advanced
technologies will drives the country in to a sustainable and stable position. As by recognizing the
depth and scope of the manufacturing industry foreign countries are ready invest big money in to
the Indian manufacturing sector.
A couple sectors, for example, IT, ITES and pharmaceuticals, will fight globally, using Perhaps
2% of the amount and bringing wealth on a considerable measure for people parts starting with
asserting India. Over the individuals same time, around 60% of the number will sit tight
dependent on the individuals Agro-Bussiness sector, conferring less one-quarter from asserting
India’s GDP. Without reform, the individuals cultivating will proceed with once continue
beginning for endemic underemployment, low payment Furthermore rainstorm dependence. This
will realize continued urban migration, yet every last one of without those change from
guaranteeing a mechanical division this will prompt climbing unemployment in the urban ranges.
Distinguishment that this plan might make unsustainable might a chance to be Creating.
It might a chance to be assessed that india needs ought aggravate 7-8 million new employments
consistently outside agrestic ought further bolstering stay at its display unemployment level
4
regarding 7 percent. Manufacturing employments need aid immaculate for masters transitioning
insane starting with guaranteeing agrestic Likewise Concerning illustration organization
occupations oblige substantial sum from guaranteeing preparing and professionalism. The
rebuilding around manufacturing division may make close to 2. 5 million new employments
reliably.
With the clearing of every single bit quantitative confinements around imports and the falling
import levies under the individuals WTO regime, it might make every single a standout amongst
every last one of more discriminating of the Indian industry ahead improve its centered edge.
The sheer volume for worldwide trade with through 70 rate of those seven trillion dollar
Bussiness segment being previously, changed manufacturing, unequivocally shows the have
starting with guaranteeing making overall power in this section.
INDUSTRIAL GROWTH
The manufacturing industry has fall down heavily in the recent months due to the political and
non-political factors. Industrial production in India averaged 6.29 percent from 1994 to 2019. In
2006 industrial production rate reached all time high of 19.9 percent and a record low of 7.20 in
February 2009. Considering other developing countries India has made a tremendous growth in
the manufacturing sector by overcoming the environmental barriers and lack of infrastructure
facilities. Proper and controlled schemes should favors the growth of manufacturing sector.
Indian Government has initiated so many schemes and programs for initiating the manufacturing
industry national and state wide council and tribunals were started for the enrichment of the
industry. Even though there are obstacles and barriers Indian manufacturing industry are growing
faster in the case of electronics, mining etc.
ICE CREAM INDUSTRY
Ice-cream, being considered as indulgent category earlier, has now undergone a substantial
evolution from consumer perception to the nature of products and services offerings. The ice-
cream/frozen desserts category has started to come out from the traditional realm of vanilla,
chocolate and strawberry along with kesar pista, mango, elaichi, traditional kulfi, etc
5
Ice-cream, being considered as indulgent category earlier, has now undergone a substantial
evolution from consumer perception to the nature of products and services offerings. The ice-
cream/frozen desserts category has started to come out from the traditional realm of vanilla,
chocolate and strawberry along with kesar pista, mango, elaichi, traditional kulfi, etc. to catch the
array of innovations in ice-creams in new sub categories like frozen yoghurt coming up.
Compared to global context where ice-cream is treated as a habitual intake, in India this category
is more aspirational, impulsive and a reliever from scorching summer heat which together offers
immense business potential. The increasing disposable incomes, modern trend toward eating-out
and greater discretionary spending of average Indians contributed a lot to change their
perceptions upon this category as a snacking option by consumers. The category’s growth, at a
healthy CAGR of ~10-15% has lured international and regional players in foraying into the
industry.
ICE CREAM BUSINESS & ITS MARKET IN INDIA
The branded ice-cream market has a host of national and overseas players like - Amul, Kwality
Walls, Mother Dairy, Vanilla, Cream Bell, Baskin-Robbins, etc. In tune with changing
consumers’ preferences and inclination towards healthy and premium options, ice-cream
6
companies have come up with probiotic and sugar-free variants. Within the purview of this
article customer needs, response and emotions are tracked so as to undergo market research and
brand image of Amul ice-cream. The study was undertaken in and around Siliguri region of
Northern West Bengal with site visits for three summer months to measure the demand and
satisfaction of ice-cream lovers. In the questionnaire some attributes like customers’ requirement
in terms of flavor, color, taste, variety and availability offered by company were identified as
motivational factors for increased sales & satisfaction to consumers. Since, in Siliguri region
Amul ice-cream encounters a stiff competition from HUL’s Kwality it was essential to know the
feedback of customers so as to plan effective marketing and sales strategies in future and
improve the quality of service to achieve better consumer satisfaction.
ICE CREAM MARKET IN INDIA
Ice-cream notably being a seasonal product, with demand peaking during the summer months
April to June and leaning during November to January for a sharp decline in consumption and
resultant dip in sales and profits. In recent years, a rising trend in consumption of ice-cream and
other frozen novelties in winter has discarded its seasonal impact due to array of factors like
-changing consumer perception, capturing regional variations, diverse consumer segments,
favorable retail location, product range and innovation, festivities and promotions. On account of
lower consumption of ice-cream in India at 300-400 ml per capita per year compared to the
global average of 2,300 ml, companies are striving hard to keep the category relevant in the food
sector through innovative flavors, formats, availability etc. to provide some cushion against
seasonality. Since, for ice-cream piggybacking is not possible the business requires a separate
supply chain, an entirely different cold storage and dealer network, communication and price
points. Erratic supply of electricity, especially during summer months affects the ice cream
stocking behavior of the retailers as when it melts becomes non-saleable.
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THEORETICAL BACKGROUND OF STUDY
PROMOTION TECHNIQUE
Advertising
Advertising strategy as any paid form of no personal communication directed towards target
audiences and transmitted through various mass media in order to promote and present a product,
services or idea. The key difference between advertising and institutional advertising consists of
promotion of the firms’ image as a whole and promotion of the products offered, with extra
emphasis on the specific firm’s name organization. The organization seeks through its marketing
communications to build awareness and to impress customers looking for the best range of
healthcare services, due to the former impression of laboratory services organizations as
impersonal institutions with no interest in their customers as people, and of healthcare services as
abstract and quite similar the institutional advertising has become more and more important
(Meidan, 1996). Brand advertising follows closely in the footsteps of institutional advertising. Its
purpose is to create awareness of the laboratory services organizations’ name and to advertise the
different services it is offering. Since healthcare firms are serving a mass of people, the problems
of brand advertising are to know who to advertise to, and how to advertise (Pettit, 2000). While
institutional advertising is directed towards the whole population, the brand advertising of
particular products has to be much more selective since it has to show that the consumer will
benefit from the service. Furthermore, all the individual campaigns of brand advertising have to
be compatible in tone and presentation and match the image the laboratory services organizations
has created through its institutional advertising (Mortimer, 2001) Mortimer (2001) states that an
important part of advertising is to make the service tangible in the mind of the consumer in order
to reduce perceived risk and provide a clear idea of what the service comprises. Furthermore she
considers it important to advertise consistently, with clear brand image in order to achieve
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differentiation and encourage word-of-mouth communication. Meidan (1996) suggests that there
are two types of advertising channels appropriate for healthcare advertising. That is “above-the-
8 line” and under-the-line” advertising. Above-the-line advertising contains different channels of
communication such as television, radio, posters, magazines and newspapers. Under-the-line
advertising constitutes a huge part of a healthcare organization advertising activities. It is the
invisible advertising of the banks services including leaflets, pamphlets, explanatory guides and
manuals that can be used to support selling of a specific service.
Sales Promotion
Sales promotion is tactical marketing techniques with mostly short- term incentives, which are to
add value to the product or service, in order to achieve specific sales or marketing objectives.
Furthermore, Meidan (1996) states that it has two distinctive qualities. Firstly, it provides a
“bargain chance” since many sales promotion tools have an attention gaining quality that
communicates an offer that although they appeal to a wide range of buyers, many customers tend
to be less brand loyal in the long run. Secondly, if sales promotions are used too frequently and
carelessly, it could lead to insecure customers, wondering whether the services are reliable or
reasonably priced. Meidan (1996) indicates that due to conflicting ideas concerning the benefits
of sales promotions, healthcare organization must base its decision upon relevance and
usefulness of sales promotion as well as cost effectiveness. Petit (1994) claim that normally,
coupons, special offers and other forms of price manipulation are the dominant forms of sales
promotion. Thus, price based promotions are difficult and probably dangerous to use for
healthcare service markets. This is due to the fact that the price setting of healthcare service is
already a difficult process, and that consumers often see lower prices as a result of lower quality.
9 However, Meidan (1996) states that sales promotion with healthcare services appear to be most
effectively used in combination with advertising. The primary objectives with sales promotion
within healthcare services are attract new customers; to increase market share in selected market
segments; and to lower the cost of acquiring new customers by seeking to avoid direct price
competition with other healthcare organizations.
Public Relation
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The essence of public relations (PR) is to look after the nature and quality of the relationship
between the organization and its different publics, and to create a mutual understanding. Public
relations cover a range of activities, for example the creation and maintenance of corporate
identity and image; charitable involvement, such as sponsorship, and community initiatives;
media relation for the spreading of good news as well as for crisis management, such as damage
limitation. Moreover, an organization can attend trade exhibitions to create stronger relationships
with key suppliers and customers as well as enhancing the organization’s presence and reputation
within the market (Brassington, 2000). Meidan, (1996) states that another part of public relations
is the publicity gained through magazines. Healthcare services obtain considerable publicity in
so called quality press, such as different healthcare journals. In popular newspaper the publicity
is, in contrary to the quality press, often negative from the healthcare firm’s point of view.
Personal Selling
Personal selling is a two way communication tools between a representative of an organization

and an individual or group, with the 10 intention to form, persuade or remind them, or sometimes
serve them to take appropriate actions. Furthermore, personal selling is a crucial element in
ensuring customers’ post- purchase satisfaction, and in building profitable long-term buyer-seller
relationship built on trust and understanding. Verhallen et al (1997) states that the increased
completion within the fast changing environment of healthcare services has led healthcare
organizations to develop and maintain comprehensive relationship with their customers.
Furthermore, Julian and Ramaseshan (1994) state that the long term person to person relationship
is an important factor for a retail firms to achieve a competitive advantage. Meidan (1996) points
out that once customer has chosen its laboratory services organizations, he is unlikely to switch
to another. Thus, personal selling is probably the most important element in the communication
press within the financial services industry. Lee (2002) state that personal selling can be
performed either face to face or through technological aids such as the internet. According to
Julian and Ramaseshan (1994) the relationship between the salesperson and customer is
perceived as being of great importance for the marketing of healthcare organizations. Hence, the
sales force within the healthcare services industry needs not only to be trained in the art of
selling but also to be aware of all the services available and be able to clearly explain what each
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services offers. Since customers’ needs and motivation are likely to be complex, and their ability
to assess alternative courses of action without professional assistance is likely to be limited, it is
of great significance for the sales force engages and co-operates toward the customer, trying to
find a solution to the customer’s problem, rather than only persuading him to purchase the
products or services (Meidan, 1996).
Direct Marketing
Direct marketing is an interactive system of marketing, using one or more advertising media to
achieve measurable response anywhere, forming a basis for creating and further developing an
on-going direct relationship between an organization and its customers, to be able to create and
sustain quality relationship with sometimes hundreds or even thousands of individual customers,
an organization needs to have as much information as possible about each one, and needs to be
able to access, manipulate and analyze that information, thus, the database is crucial to the
process of building the relationship. Lee (2000) states that the fast advances in technology over
the past 30 years have reshaped how consumers today interact with their financial institutions.
The healthcare sector has extended its face to face selling towards direct marketing of products
and services in the form of phone, mail or computer transactions. Moles (2000) claim that as
computer literacy and the availability of computers increase and the costs decrease. Through the
internet, laboratory services organizations can identify their customer interests. Furthermore, the
Internet technology also makes it possible to follow individual customer usage. With the
information gathered in an integrated database it is possible to read the customers’ needs and
satisfy them. This knowledge can be used for different kinds of direct marketing (Lee, 2000).
Marketing Communication
Foundation various theories have been suggested by different authors in relation to marketing
communication. Some of the theories include; AIDA theory, hierarchy of effects theory, and
relationship marketing theory.
CONSUMER SALES PROMOTION TYPES
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Short term sales to achieve short term objectives
▪ • Trustworthy prize system

▪ • Cents-off deal
▪ • Price-pack/Bonus packs deal
▪ • Coupons
▪ • setback leader
▪ • checkout dispensers
▪ • transportable couponing
▪ • Web common progress game
▪ • Rebates
▪ • Contests/sweepstakes/games
▪ • Point-of-sale displays
▪ • Dangler
▪ • dump bin
▪ • promoting portals
▪ • Wobbler: a sign that jiggles.
▪ • Lipstick Board: a table when which messages prerequisite help aggravated conveyed
shaded pencil.
▪ • Necker: a coupon set on those 'neck' of a holder.
▪ • YES unit
▪ • Electroluminescent: Solar-powered, vivified light conveyed advancement.
▪ • Youngsters use additional specials
Online deals vs. In-store deals
In general, opening a business as an online store is much cheaper than a retail storefront. Unlike
a retail storefront, there is no rent to pay or other utility bills directly related to the store, except
for web hosting and technical support. You do not have to decorate the inside of the store,
12
purchase inside and outside signage or display units. Since you can manage the work yourself,
you do not have to hire additional employees.
With an online store, your costs are directly related to your website, shipping and accepting
online payments. You must pay for your desired domain name and may pay someone develop
your website and e-commerce platform, which can be expensive, but is less expensive than
opening a retail storefront.
CONSUMER SALES PROMOTION TECHNIQUES
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Testing.
The pre-testing evaluation technique allows a company's marketing department to determine the
effectiveness of a promotional strategy. The company may choose to use simulation as a pre-
testing technique to test consumer appeal, consumer awareness, repeat purchases and the sense
of value. Using the pre-testing technique, a company can compare its results against a prior
promotional technique's outcome and eliminate promotional techniques that failed.
Free trial.
A free trial is a way for a consumer to try a new product while eliminating risk. It may be used
when a product is unique to the marketplace, which can make consumers leery of trying it out.
This technique is commonly used in television infomercials where the buyer has 30 days to try
the product, during which time he can return it for a full refund if he's not satisfied.Providing free
samples is a technique used to introduce new products to the marketplace. Samples give the
consumer a chance to see how well they like a product or try something they otherwise would
not normally buy. Local bakeries can hand out their new creations at a farmer's market
Free Gifts.
Free gifts entice consumers to make a purchase by including a bonus along with the product. The
gift may be included in the outer part of the product packaging to serve as a visual attraction. It
may also take the form of a prize inside the package. As an example, a local food company could
place cash or gift cards inside random packages of its products.
Contests.
Contests offer the customer a chance to win prizes like cash or store merchandise. For example,
an electronics retailer could hold a karaoke contest at its store, while using local celebrities as
judges. The contestant who is voted the winner would receive a prize such as a piece of audio or
14
video equipment. Being creative helps generate more buzz about the contest, and ultimately, the
product you are trying to sell.
Using Special Pricing
Special pricing is used to offer consumers a lower price for a period of time or to purchase in
multiple quantities. For example, a retailer may offer a product that normally costs 50 cents at a
price of 3-for-99-cents during the promotional period. Manufacturers often provide funds to the
store to subsidize the price reduction.
TYPES OF SALES PROMOTIONS

Contests:
Some producers organize contests with a view to popularizing their products. Consumers taking
part in the contest are asked to answer some very simple questions on a form and forward the
same to the company. The blank form is made available to that consumer who buys the product
first. Result is declared on the basis of all the forms received by a particular date. Attractive
prizes are given to the winners of the contest. Such contests can be organized in different ways.
Instant Draw and Assigned Gift:

Under this method, a customer is asked to scratch a card on the purchase of a product and the
name of the product is inscribed thereupon which is immediately offered to the customer as a
gift. For example, on buying a car when the card is scratched such gifts are offered – TV,
Refrigerator, Computer, Mixer, Dinner Set, Wristwatch, T-shirt, Iron Press, etc.
Coupons.
Under this method, coupons are distributed among the consumers on behalf of the producer.
Coupon is a kind of certificate telling that the product mentioned therein can be obtained at
special discount.
Allowed items.
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Giving something out may be an alternate approach will draw clients on your spot for benefits of
the Bussiness. For your Excellent opening event, you camwood provide everybody who attends
with free nourishment or drink alternately free stock. You could likewise provide for far things
holding your brand or motto for example, such that espresso mugs or t-shirts. In turn ticket is
will provide for away prizes of the 1st 25 kin who enter your spot about Bussiness for An
provided for day.
TOP TEN PROMOTIONAL STRATEGIES

No one is going to buy a product or service they haven't heard of, nor will they buy it if they
don't know what your company offers. This is why a great promotion strategy is vital to grow
your business. Some companies use more than one method, while others may use different
methods for different marketing purposes. Regardless of your company's product or service, a
strong set of promotional strategies can help position your company in a favorable light, while
opening the doors for future communication.
Contests.
Contests are a frequently used promotional strategy. Many contests don't even require a
purchase. The idea is to promote your brand and put your logo and name in front of the public
rather than make money through a hard-sell campaign. People like to win prizes. Sponsoring
contests can bring attention to your product without company overtness.
Mail Order Marketing
Customers who come into your business are not to be overlooked as they have already decided to
purchase your product. What can be helpful is getting personal information from these
customers. Offer a free product or service in exchange for the information. These are customers
who are already familiar with your company and represent the target audience you want to
market your new products to.
Mail demand showcasing.
Customers who come into your Bussiness might not will an opportunity will make dismissed.
These Customers necessity at that side of the point reasoned with purchase your aftereffect. The
16
relic that might an opportunity with be strong will a chance to be getting specific information
beginning for these Customers. Offer a free come about alternately organization as an exchange
of the information. These compelling reason help Customers who would for the most part
familiar with your imparts of the association besides representation those exceptional vested
party you have on promote your new outcomes will.
Effect Giveaways.
Thing giveaways likewise permitting likelihood Customers will sample a thing are routines used
habitually to associations will exhibit new sustenance In addition family unit things. A
considerable measure from claiming kin regarding these associations supporter in-store
Promotions, giving work to to crazy thing examples ought to charm the obtaining state supported
under endeavoring new effects.
Point-of-Sale headway Moreover End-Cap pushing.
Point-of-sale also end-cap showcasing might methodologies over putting forth consequence and
pushing things previously, recoveries. Those ticket behind this Promotional procedure might be
solace what’s additional drive. Those limit cap, which sits in the Determination of aisles again
grocery stores, Characteristics things a store necessities once Push alternately move quickly. This
consequence might be positioned in this approach it will be viably congenial of the Customer.
Point-of-sale will make a methodology for Push new effects alternately effects a store necessities
will move. These things would place near the individuals checkout in the store also might
habitually every last one of purchased Eventually Tom's perusing shoppers taking a gander under
drive similarly they sit tight looking into make checked crazy.
Customer referral stimulus system.
The Customer referral stimulus system is a methodology will influence exhibit Customers on
imply new Customers with your store. Nothing products, tremendous rebates also trade
remunerates need aid a couple of the incentives you Camus utilization. This will make a
Promotional technique that leverages your Customer build similarly a bargains vitality.
Customer appreciation events.
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An in-store customer appreciation event with free refreshments and door prizes will draw
customers into the store. Emphasis on the appreciation part of the event, with no purchase of
anything necessary, is an effective way to draw not only current customers but also potential
customers through the door. Pizza, hot dogs and soda are inexpensive food items that can be used
to make the event more attractive. Setting up convenient product displays before the launch of
the event will ensure the products you want to promote are highly visible when the customers
arrive.
After-Sale Customer Surveys.
. Contacting customers by telephone or through the mail after a sale is a promotional strategy
that puts customer satisfaction first while leaving the door open for a promotional opportunity.
Skilled salespeople make survey calls to customers to gather information that can later be used
for marketing by asking questions relating to how customers feel about the products and services
purchased. This serves the dual purpose of promoting your company as one that cares what the
customer thinks and one that is always striving to provide the best service and product.
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CHAPTER II
COMPANY PROFILE
19
COMPANY PROFILE
✔ Baskin-Robbins is a global chain of premium ice-cream parlors

✔ Baskin-Robbins was founded by Burt Baskin and Lrv Robbins in 1953
✔ Baskin-Robbins Largest ice-cream franchises with more than 6000 location across
35 countries.
✔ Major markets are located in UK with 2800 outlets ,Japan 800 outlets.
✔ Baskin-Robbins Head quarters is in Massachusetts in USA
✔ Baskin-Robbins more than 1000 flavors in library & 31 different flavors in every
store.
20
Baskin-Robbins is the world's largest chain of ice cream and cake specialty restaurants. Based
in Canton, Massachusetts, it was founded in 1945 by Burt Baskin and Irv Robbins in Glendale,
California.
The company is known for its "31 flavors" slogan, with the idea that a Customer could have a
different flavor every day of any month. The slogan came from the Carson-Roberts advertising
agency (which later merged into Ogilvy & Mather) in 1953. Baskin and Robbins believed that
people should be able to sample flavors until they found one they wanted to buy. The company
has introduced more than 1,000 flavors since 1945.
It claims to be the world's largest chain of ice cream specialty stores, with 7,500 locations,
including nearly 2,500 shops in the United States and over 5,000 located internationally as of
December 28, 2013. Baskin-Robbins sells ice cream in nearly 50 countries. The company has
been headquartered in Canton, Massachusetts since 2004 after moving from Randolph.
HISTORY
21
Baskin-Robbins was founded in 1945 by Jewish brothers-in-law Burt Baskin and Irv Robbins
from the merging of their respective ice cream parlors, in Glendale, California.
The Baskin-Robbins ice cream parlors started as separate ventures of Burt Baskin and Irv
Robbins, who owned Burton's Ice Cream Shop (opened in 1945) and Snowbird Ice Cream
(opened in 1946), respectively. Snowbird Ice Cream offered 21 flavors, a novel concept at that
time. When the separate companies merged in 1953, the number of flavors was expanded to 31
flavors.
By 1948, Burt and Irv had opened six stores. The first franchise covering the sale of ice cream
was executed May 20, 1948, for the store at 1130 South Adams in Glendale (Store #1). In 1949,
the company’s production facility opened in Burbank. Burt and Irv made the decision to sell the
stores to the managers. In 1953, Baskin-Robbins hired Carson-Roberts Advertising who
recommended adoption of the number 31 as well as the pink (cherry) and brown (chocolate)
polka dots and typeface that were reminiscent of the circus. The first store that adopted the new
31 look was 804 North Glendale Ave. in Glendale, California in March 1953. Between 1949 and
1962, the corporate firm was Huntington Ice Cream Company. The name succeeded The Baskin-
Robbins Partnership and was eventually changed back to Baskin-Robbins, Inc. on November
26, 1962. Baskin-Robbins was owned by its founders until it was acquired in 1967 (just prior to
Burt Baskin's death) by the United Brands Company (United Fruit). In the 1970s, the chain went
international, opening stores in Japan, Saudi Arabia, South Korea, and Australia. Baskin-Robbins
also was the first to introduce ice cream cakes to the public.
In 1972, the company went public for the first time in its history when United Brands sold 17%
in an IPO. A year later, British food company J. Lyons and Co. purchased Baskin-Robbins from
United Brands and all public stock. J. Lyons then merged with Allied Breweries, becoming
Allied-Lyons in 1978. Allied-Lyons then merged with Pedro Domecq S.A. in 1994, becoming
Allied Domecq. Baskin-Robbins and Dunkin' Donuts comprise Dunkin' Brands, Inc. Dunkin'
Brands was part of Allied Domecq until its purchase in 2006 by a group of private equity firms -
Bain Capital, Thomas Lee, and The Carlyle Group.
22
In 2008, Baskin-Robbins launched its first full menu of better-for-you frozen treats called
"Bright Choices" and removed all artificial trans fats from its ice cream. Bright Choices provides
a variety of options for guests looking for a lighter treat. Irv Robbins died at Eisenhower Medical
Center in Rancho Mirage, California on May 5, 2008, at age 90. In August 2012, Dunkin' Brands
became completely independent of the private equity firms. While Baskin-Robbins struggled in
the early years of the 2000s to retain Bussiness with competitors such as frozen yogurt shops,
2013 saw a turnaround in the company's fortunes, with four new U.S. stores opened. An
additional five to ten shops were planned to open in 2014, however, Baskin Robbins ultimately
surpassed that goal with a grand total of 17 net new openings throughout 2014, [13] and continued
growth of the brand with 15 new stores opened in 2015. Many new Baskin- Robbins shops are
co-branded with Dunkin' Donuts, including California's first co-branded location of the two in
San Diego, which opened in March 2014.In 2014, Baskin-Robbins also began selling its ice
cream for the first time in supermarkets nationwide.
International
Baskin-Robbins has more than 7,500 shop locations in nearly 50 countries outside the U.S.,
including locations in: Armenia, Aruba, Australia, Azerbaijan, Bahrain, Bangladesh, Belarus,
Canada, China, Colombia, Curaçao, Denmark, Dominican Republic, Ecuador, Egypt, Honduras,
India, Indonesia, Ireland, Japan, Kazakhstan, Kuwait, Latvia, Malaysia, Maldives, Mauritius,
Mexico, Nepal, Oman, Pakistan, Panama, the Philippines, Netherlands, Portugal, Puerto Rico,
Qatar, Russia, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sri Lanka, St.
Maarten, Taiwan, Thailand, Tajikistan, United Arab Emirates, the United Kingdom, Vietnam and
Yemen. International locations feature flavors of ice cream popular to the tastes of each country,
such as Red Bean, Green Tea, Litchi Gold, Black Currant, Cantaloupe, and Coconut Grove.
23
24
COMPITITORS OF BASKIN ROBBINS
NAME BORN AVAILABLE COUNTRIES
BASKIN ROBBINS 1953 35
HAAGEN DAZS 1920 50
BEN&JERRY 1978 19
WALL'S 1922 40
NESTLE 1994 45
DAIRY QUEEN 1940 22
BREYERS 1882 25
25
PROFILE OF RESPONDENT
This project has done according to the responds of the employees who are working in the
organization. The Organization give equal importance to men and women employees so
respondents are both men women employees. Age of the employees are range between 25-55.As
the project done in the Bangalore branch majority of the respondents are from Bangalore and
others are from different areas of Karnataka. Data collection and questionnaire were done
according to the respondents of different level employees who are working in different
department of the Organization. As the data collection carried out in different levels of
employees the educational qualification of the employees started from 10 th standard to MBA
graduates.
26
CHAPTER III
RESEARCH DESIGN
27
LITERATURE REVIEW
Ice cream is often considered to be a major food choice for the American Palette. According to
Adams, (2013) many Americans elect to eat ice cream before selecting apple pie or chocolate
cake as a dessert of choice. Ice box technology opened the door for frozen food options that were
not formerly available for long term storage. As such, the consumer could purchase a greater
variety of food items; including ice cream. Jones, (2011) stated, “with the incorporation of the
ice cream churning machine and the modern freezer, people could finally allow their creative
‘juices’ to flow, allowing the internal culinary inventors of the home opportunities to produce ice
cream inclusive of fruit, chocolate, sauces, and the like” (Jones 2011). Taking note from the
home grown experiments, entrepreneurs took these ideas to market, allowing for the ice cream
vendor to be born (Jones, 2011). However, traditional preferences, e.g. milk-based and candy ice
creams, and the wide distribution network of the milk-based ice-cream players keeps them stable
enough to sustain their market share despite the new and emerging trends of gelatos and frozen
yoghurts(Henry McKay 2012). Promotion is defined by Merriam Webster as “the furtherance of
the acceptance and sale of merchandise through advertising, publicity, or discounting” (Merriam-
Webster Online, internet, 2010). Today, promotion has evolved to encompass the “coordination
of all promotional activities (media advertising, direct mail, personal selling, sales promotion,
public relations, packaging, store displays, website design, and personnel) to produce a unified,
customer-focused message” (Ferrell & Hartline, 2008, p. 282). Because promotions are one of the
most noticed of marketing activities, promotions can greatly impact any company's market share
and sustainability. It is therefore imperative to understand which promotions consumers prefer
and the effect of promotions on customers and customer behavior. As stated by “the European
Vice-President of a major toiletries group, it's no longer enough to have an
28
excellent product at an excellent price; I need a tie-breaker” (Cummins, 1998). This holds true
today for not only toiletries groups but products in general and the idea extends itself to
supermarkets as well. Therefore, to keep and increase revenues, supermarket chains must find
some way of differentiating themselves from each other and “sales promotions offer a tie-breaker
in markets in which most products are excellent” (Cummins, 1998, p. 5). Baskin Robbins has
gained a high podium and maintained it in its 35th year in UAE. Middle East as a whole is a big
market for Baskin Robbins and has 650 stores in the region (Gala Dari Brothers Group,
2013). The distribution and sales of Ice Cream in Asia happens through Ice Cream parlors and
major grocery stores like Carrefour, Spinneys, etc. the global ice cream companies that have their
franchise operations going on in Asia include Baskin Robbins, Dairy Queen, Haagen-Dazs, and
Cold Stone Creamery (International markets Bureau, 2012). The products provided by Baskin
Robbins from all ranges are given to people of all ages. A high amount of ice cream is consumed
by families and teenagers and the contribution of working individuals is minimal. There is also a
growing attraction to frozen yoghurt which is diverting some customers from traditional ice
cream products (SIAL Middle East, 2015). India has Baskin Robbins stores in 165 locations in
India which makes Baskin Robbins Ice cream convenient to approach and accessible. All of
these stores are placed possibly near malls and major public areas to boost sales. All of these
stores are open every day of the year (Duncan, 2014).
To know the socio-economic

profile of the consumers of the
Honda two wheeler Motors.
∙ To know the pattern of usages of
the Honda two wheeler Motors.
29
∙ To study the CRM towards the
Honda two wheeler Motors.
∙ To give suggestions based on the
study for the improvement of the
CRM.
NEED OF THE STUDY
Marketing and promotional strategies are closely related together. Marketing can be all aspects of
developing, promoting and selling products or services to customers. Promotion is a vital
element in communicating the benefits of products once they are researched and developed.
Effective marketing and promotion strategies gives the long-term success, customer development
and high profit for companies. This study mainly focuses to understand the importance of
promotional strategies and customers buying decision. Many studies have been proved that an
organization is productive and successful only when it has implemented proper promotional and
advertising strategies.
STATEMENT OF THE PROBLEM
Promotion is the voice of every company which send out the brand’s message loud and clear to
the audience. Various media platforms can be used to promote the company and brand. They
include television, radio, shopping outlets, billboards, magazines, and social media. This study
aims to analyses the effectiveness of promotional strategies at Baskin Robbins, which can have a
direct influence on the organizational success. It intends to assess the challenges that the
company is facing currently in designing promotional activities and the impact of the same on
the buying decision of the customers.
30
OBJECTIVES
The major objectives of the study is to analyze effectiveness of promotional strategies in
organizational development. The following are the specific objectives of the study
1) To identify the promotional strategies adopted by the selected organization
2) To analyze the relation between promotional activities and buying decision
3) To assess the customers’ perception and satisfaction towards promotional activities of the
organization
HYPOTHESIS
Hypothesis 1:
H0: Customers are not satisfied with the promotional activities
H1: Customers are satisfied with the promotional activities.
SCOPE OF THE STUDY

The study can be used to assess the effectiveness of current promotional strategies at Baskin
Robbins and also in the ice-cream industry. The company faces competitions from a variety of
restaurants, take away outlets, convenience stores at regional national and international level.
Baskin Robbins competes in the market based on the products quality, service quality, brand
value, more importantly promotional strategies. So by this study, the effectiveness of
31
promotional strategies can be understood and therefore necessary remedial measures can be
taken for future effectiveness.
LIMITATIONS OF THE STUDY

● The findings are only based on the information given by the respondents
● Some of the employees refused to answer the questionnaire as they feared that the
management might take action on time.
● The survey was done during the working hours.
● Illiteracy of the respondents, during the data collection using questionnaire.
● Due to the shift arrangement it was difficult to collect data from most of the employees.
RESEARCH METHODOLOGY
As the study is aimed to know about the effectiveness of promotional strategies customers are the
main force of the study. The research design used is descriptive research. The researcher gives
importance to facts and results in understanding the effectiveness of promotional strategies. The
researcher will not have any influence or control over the variable. The survey has been
measured and conducted to collect the information from the customers.
Data Collection Method
The data will be collected using both by primary data collection methods as well as secondary
sources.
PRIMARYDATA– Interviews, questioners, fill ups, etc. Secondary data of this project will be
collected from –
a. Interviews
b. Questionnaires
32
c. Fill-ups
SECONDARY DATA – Most of the information will be gathered through primary sources. The
methods that will be used to collect primary data are books, research, newspapers, wave sites etc.
Time Frame of the Data Collection
2 months
Method of Sampling
The technique used for conducting the study was Convenience Sampling Technique as sample of
respondents was chosen according to convenience.
The research approach:
Survey Method
The research instrument:
Questionnaire
The respondents:
The employees of the organization.
REPORT WRITING AND PRESENTATION
Report Encompasses – Charts, diagram
33
CHAPTER IV
DATA ANALYSIS
AND
INTERPRETATION
34
DATA ANALYSIS AND INTERPRETATION
1. CURRENT PRINT MARKETING (NEWSPAPER, DIRECT MAIL,

DIRECTORIES, ETC.) IN DEVOLOPING BUSSINESS.
SL .No Particulars No. of respondents Percentage
1 Strongly Agree 22 22
2 Agree 44 44
3 Neutral 23 23
4 Disagree 11 11
5 Strongly disagree 0 0
TOTAL 100 100
ANALYSIS
This picture showing that 44% are agreeing that they believe their current print marketing
(newspaper, direct mail, directories, etc.) is helping to grow my Bussiness, 23% have neutral
opinion, 22% strongly agree with it, 11% disagree with it.
INTERPRETATION –
35
So it is clear that print marketing is helping to grow their Bussiness. So the firm should continue
to carry forward its print marketing strategy.
2. ON-LINE MARKETING AS A TOOL FOR GROWING BUSSINESS .

2 Agree 29 29
3 Neutral 41 41
4 Disagree 9 9
TOTAL 100 100
ANALYSIS
This picture showing that 29% are agreeing that on-line marketing is an important tool for
growing business, 41% have neutral opinion, 21% strongly agree with it, 9% disagree with it.
INTERPRETATION –
The firm also agrees that its online marketing strategy is also helping it to grow its Bussiness and
earn profit. Though there are some neutral opinion, the firm should carry on its online marketing.
36
3. EFFECTIVE WEBSITE AS AN IMPORTANT TOOL FOR BRANDING AND
PROMOTING BUSSINESS.

2 Agree 12 12
3 Neutral 59 59
4 Disagree 15 15
TOTAL 100 100
ANALYSIS
This picture showing that 12% are agreeing they believe an effective website is an important tool
for branding and promoting Business, 59% have neutral opinion, 9% strongly agree with it, 20%
disagree with it.
37
INTERPRETATION –
Only few agree to it, so the firm should make its website more effective for promoting its
Bussiness. The firm should implement its best techniques for it.
4. EMAIL AND TEXT MESSAGE MARKETING AS AN EFFECTIVE WAY TO REACH
CUSTOMERS
2 Agree 25 25
3 Neutral 58 58
4 Disagree 6 6
TOTAL 100 100
ANALYSIS
38
This picture showing that 25% are agreeing they believe email and text message marketing is an
effective way to reach Customers, 58% have neutral opinion, 7% strongly agree with it, 10%
disagree with it.
INTERPRETATION –
There are only a few who agree to it. So the company should try for various other techniques
which may be proved to reach their Customers.
39
5. SOCIAL MEDIA SHOULD BE A PART OF MARKETING PROGRAM .

2 Agree 28 28
3 Neutral 28 28
4 Disagree 12 12
TOTAL 100 100
ANALYSIS
This picture showing that 28% are agreeing that social media should be a part of marketing
program, 28% have neutral opinion, 14% strongly agree with it, 30% disagree with it.
INTERPRETATION –
Here a few disagree that social media is a part of marketing program, so the firm should
implement various other process in social media for attracting more of Customers.
40
6. ON-LINE WEBSITE PRESENCE AND ONLINE MARKETING PROGRAM

2 Agree 25 25
3 Neutral 30 30
4 Disagree 0 0
TOTAL 100 100
ANALYSIS
This picture showing that 25% are agreeing to review on-line website presence and online
marketing program, 30% have neutral opinion, 45% strongly agree with it, none disagree with it.
41
INTERPRETATION –
The company need to review its online website and marketing program regularly so that it can
changed according to trends.
7. PERSON FOR LEARNING MORE ABOUT THE E-MARKETING PROGRAM

2 Agree 55 55
3 Neutral 1 1
4 Disagree 0 0
TOTAL 100 100
ANALYSIS
This picture showing that 55% are agreeing they would like someone to contact so they can
learn more about the e-marketing program, 1% have neutral opinion, 44% strongly agree with it,
none disagree with it.
42
INTERPRETATION –
None had disagreed to it that means they need someone regularly to contact to learn about the
e-marketing program.
43
8. THE PRODUCT/SERVICE PORTFOLIO UP TO THE CUSTOMERS’
EXPECTATIONS

2 Agree 28 28
3 Neutral 47 47
4 Disagree 10 10
TOTAL 100 100
ANALYSIS
This picture showing that 28% are agreeing for the product/service portfolio up to the
Customers’ expectations, 15% strongly agree with it, 47% have neutral opinion, none disagree
with it.
44
INTERPRETATION –
Almost half of respondents have neutral openion to it, so the firm should keep on raising the
service portfolio up to their expectations.
9. NEW PRODUCT/SERVICE DEVELOPMENT IS A CONTINUOUS PHENOMENON

IN THE COMPANY

2 Agree 21 21
3 Neutral 20 20
4 Disagree 18 18
TOTAL 100 100
ANALYSIS
This picture showing that 21% are agreeing for new product/service development is a continuous
phenomenon in the company, 29% strongly agree with it, 20% have neutral opinion, and 30%
disagree with it.
45
INTERPRETATION –
The company always try to develop new product as per the trends in the market, which will help
the firm to fight with the market competition.
10. THE PROMOTION POLICIES OF THE FIRM GIVES IT A COMPETITIVE EDGE

2 Agree 18 18
3 Neutral 40 40
4 Disagree 20 20
TOTAL 100 100
ANALYSIS
This picture showing that 18% are agreeing for the promotion policies of the firm gives it a
competitive edge, 22% strongly agree with it, 40% have neutral opinion, 20% disagree with it.
46
INTERPRETATION –
Majority of people are disagreeing to it, so the firm should improve its promotion policies, so
that it can give a competitive edge for the firm.
47
11. IMAGE AND BRANDING HAVE REFLECTION IN BUSINESS
No of
Particular respondent Percentag
Sl.No s s e
1 Yes 51 51
2 No 49 49
ANALYSIS
As per the analysis we found that majority of the respondents, i.e. 51% are happy with image and
branding reflect who you are and what you do now rather than what you have done in the past,
whereas 49% are not happy.
INTERPRETATION
48
Almost half of the respondents are not happy with it, so that the firm should improve its image
and branding strategy, so that the public can learn the past present and future of the firm.
49
12. MARKETING MATERIALS HAVE THE SAME LOOK, FEEL, AND LOGOS?
No of
Sl.No s s e
1 Yes 75 75
2 No 25 25
ANALYSIS
As per the analysis we found that majority of the respondentsi.e. 75% feel risky about the
marketing materials, such as brochures, letterhead, Bussiness cards, ads, and website have the
same look, feel, and logos, whereas 25% feel not risky.
INTERPRETATION
Almost everyone feel risky about the marketing materials having same looks, so the firm should
improve the looks and design of the materials to attract the people of all areas.
50
13. SPECIFIC MARKETING PLAN FOR DRIVING MARKETING EFFORTS?
No of
Sl.No s s e
1 Yes 90 90
2 No 10 10
ANALYSIS
As per the analysis we found that, majority of the respondentsi.e. 90% feel have a specific
marketing plan that is currently driving your marketing efforts, whereas 10% have never felt so.
INTERPRETATION
Marketing plan is always the best that drives the marketing strategy, so the firm should
concentrate more on it.
51
52
14. ANNUAL MARKETING BUDGET
No of
Sl.No s s e
1 Yes 90 90
2 No 10 10
ANALYSIS
As per the analysis we found that majority of the respondentsi.e. 90% feel that they have set up
an annual marketing budget, where as 10% have never felt so.
INTERPRETATION
This concludes that the firm works as per the annual marketing budget plan, it helps the firm to
stick on its annual budget.
53
15. MONITORING THE SUCCESS OF ONLINE STRATEGY?
No of
Sl.No s s e
1 Yes 75 75
2 No 25 25
ANALYSIS
As per the survey we found that majority of the respondentsi.e. 75% have been monitoring the
success of your online strategy, whereas 25% never asked for it.
INTERPRETATION
54
Monitoring the success of online strategy helps in planning the future plan of the firm, which
checks on the profit analysis in future.
55
16. ADVERTISEMENTS ON COMPANY SITE
No of
Sl.No s s e
1 Yes 80 80
2 No 20 20
ANALYSIS
As per the analysis we found that majority of the respondentsi.e. 80% agree that they have
advertisements on company site, whereas 20% still say that it hasn’t.
INTERPRETATION
Keeping advertisements in the site helps all the clients to know the product profile of the firm. So
the firm should keep advertisement in its websites.
56
57
17. PERSON WHO IS IN CHARGE OF ONLINE MARKETING
No of
Sl.No s s e
1 Yes 62 62
2 No 38 38
ANALYSIS
As per the analysis we found that majority of the respondents. 62% agree that they have a person
who is in charge of online marketing, whereas 38% didn’t agree to it.
INTERPRETATION
Have a person in charge of online marketing reduces the work of the firm, it helps the firm to
concentrate on the online marketing.
58
59
18. SATISFACTION TOWARDS SERVICES PROVIDED BY FIRM
No of
Sl.No s s e
1 Yes 99 99
2 No 1 1
ANALYSIS
As per the analysis we found that the majority of the respondentsi.e. 99%, which is almost
everyone said that they are happy with the services provided by the firm.
INTERPRETATION
The company is giving its best services to its clients, which make everyone happy about it, and
the clients keep on taking services from the firm.
60
61
19. REPRENSTATIVE ATTITUDE TOWARDS CUSTOMERS IN ALL THIER NEEDS
No of
respondent Percentag
Sl.No Particulars s e
1 Yes 76 76
2 No 24 24
ANALYSIS
From the study, it is found that majority are saying that representative always stand with
customers in all their needs.
INTERPRETATION
As per the analysis we found that majority of the respondents, i.e. 76% felt our reprenstative
always stand with customers in all their needs, whereas 24% are not feeling the same.
62
63
20. PROMOTIONAL STRATEGIES AND CUSTOMERS ATTRACTION
No of
Sl.No s s e
1 Yes 95 95
2 No 5 5
ANALYSIS
From the above analysis majority of employees think promotional strategies are attracting
customers towards the organization.
INTERPRETATION
As per the analysis we found that majority of the respondents, i.e. 95% think that promotional
strategies are attracting customers towards the organization, whereas only 5% haven’t.
64
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Printmarketing * Promotional
100 100.0% 0 0.0% 100 100.0%
strategies
Onlinemarketing *
100 100.0% 0 0.0% 100 100.0%
Promotional strategies
Email&Tex tmessage *
100 100.0% 0 0.0% 100 100.0%
Socialmediamarketing *
100 100.0% 0 0.0% 100 100.0%
HYPOTHESIS TESTING
65
Print marketing * Promotional strategies
Crosstab
Count
Promotional strategies Total
No Yes
Disagree 0 11 11
Neutral 1 22 23
Print marketing
Agree 3 41 44
strongly Agree 1 21 22
Total 5 95 100
Chi-Square Tests
66
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square .915a 3 .822
Likelihood Ratio 1.436 3 .697
Linear-by-Linear Association .329 1 .566
N of Valid Cases 100
Interpretation: At 5% level of significance the value of Pearson Chi-Square is 0.915

since it is higher than expected value. The H0 is accepted
Onlinemarketing * Promotional strategies
Crosstab
Count
No Yes
Disagree 0 9 9
Neutral 2 39 41
Onlinemarketing
agree 3 26 29
Strongly agree 0 21 21
Total 5 95 100
67
Chi-Square Tests

(2-sided)
Pearson Chi-Square 3.324a 3 .344

Email&Tex tmessage * Promotional strategies
Crosstab
Count
No Yes
Strongly Disagree 0 4 4
Disagree 0 6 6
Email&Tex tmessage Neutral 4 54 58
Agree 1 24 25
Strongly Agree 0 7 7
Total 5 95 100
68
Chi-Square Tests

(2-sided)

Socialmediamarketing * Promotional strategies
Crosstab
Count
No Yes
Strongly Disagree 1 17 18
Disagree 1 11 12
Socialmediamarketing Neutral 0 28 28
Agree 2 26 28
Strongly Agree 1 13 14
Total 5 95 100
69
Chi-Square Tests

(2-sided)

70
CHAPTER V
SUMMARY OF FINDINGS, CONCLUSION
AND
SUGGESTIONS
71
FINDINGS OF THE STUDY
● This picture showing that majority are agreeing they believe current print marketing
(newspaper, direct mail, directories, etc.) Is helping to grow the Business, and a few have
neutral opinion and some of them disagree with it.
● This picture showing that majority of the respondents are agreeing that on-line marketing
is an important tool for growing business and a few of them disagree with it.
● From the graph it has clear that respondents are agreeing an effective website is an
important tool for branding and promoting business and there has also a disagreement.
● The graph showing that most of the respondent agreeing that email and text message
marketing is an effective way to reach Customers and a very few of them disagree with it.
● This picture showing that half of the respondents are agreeing that social media should be
a part of the marketing program and some have neutral opinion and some of them are
disagree with the question.
● This picture showing that majority of them are agreeing for to review on-line website
presence and online marketing and few of them have neutral opinion and none of them
disagree with it.
● From the graph it is showing that all the respondents are agreeing that they would like
someone to contact so they can learn more about the e-marketing program
● This picture showing most of the respondents are agreeing that product/service portfolio
up to the Customers’ expectations and none disagree with it
● The graph showing that half of the respondents are agreeing for new product/service
development is a continuous phenomenon in the company and also half of them disagree
with it.
● This picture showing that majority are agreeing that Promotion policies of the firm gives
it a competitive edge and a few of them disagree with it.
● As per the analysis we found that majority of the respondents are happy with image and
branding reflect who you are and what you do now rather than what you have done in the
past, whereas nearly half of them are not happy.
72
● From the analysis we found that majority of the respondents feel risky about the
marketing materials, such as brochures, letterhead, Bussiness cards, ads, and website
have the same look, feel, and logos, whereas few of them feel not risky.
● As per the analysis we found that, majority of the respondents agrees that they have a
specific marketing plan that is currently driving the marketing efforts, whereas a very few
of them have never felt so.
● The graph showing that majority of the respondents feel that they have set up an annual
marketing budget, whereas a few have never felt so.
● As per the survey we found that majority of the respondents have been monitoring the
success of firms’ online strategy, whereas few of them never asked for it.
● As per the analysis we found that majority of the respondents agree that they have
advertisements on company site, whereas a minor numbers still say that it hasn’t.
● From the graph we found that majority of the respondents agree that they have a person
who is in charge of online marketing and there has also disagreement to it.
● As per the analysis we found that the majority of the respondents which is almost
everyone said that they are happy with the services provided by the firm.
● As per the analysis we found that majority of the respondents felt our reprenstative
always stand with customers in all their needs, whereas a very few are not feeling the
same.
● As per the analysis we found that almost all the respondents think that promotional
strategies are attracting customers towards the organization.
73
SUGGESTIONS
● Good relationships are built on trust. So it's natural that Customers want to learn as much
as they can about your company and the people that stand behind it. So maintaining a
good and healthy relationship with the customer is essential for the success of the
business
● The best way to win Bussiness is not to cut your prices or rates but instead add products
or services that elevate your offer-making it too good to resist.
● Implement proper training program to employees so they can learn more about
promotional techniques and activities to attract the customers
● Refresh and update currently adapted promotional strategies and policies to improve the
business
● Give more importance to Online marketing and digital marketing as it has more
significance in today’s scenario
● Develop new and innovative products to attract the customers because most of the
customer prefer to try new things
● Maintain the Brand value as it has most relevance among the customers
● Monitor the current status and position in frequent time period as it will helps to change
the policies and strategies accordingly
74
CONCLUSION
Baskin-Robbins is a multinational company with a bold vision of becoming a world. In its effort
to achieving this vision, it has made progress in acquiring a large market share in the marketing
service industry. This growth has been as a result of the company’s marketing strategies which
has brought it expansion and financial stability. We recognize that looking at only one company
in our study could not make a strong case for generalized suggestions for other marketing
services companies to borrow the same marketing strategies as interlock as a way of making
progress and moving towards the right direction. As we have stated before, the right marketing
strategies for a company would be base on a number of factors such as size of the company,
economic, political, social etc and most importantly on what the company vision is.
75
QUESTIONNAIRE
1. I BELIEVE MY CURRENT PRINT MARKETING (NEWSPAPER, DIRECT MAIL,

DIRECTORIES, ETC.) IS HELPING TO GROW MY BUSSINESS.
STRONGLY AGREE
AGREE
NUETRAL
DISAGREE
STRONGLY DISAGREE
2. I RECOGNIZE THAT ON-LINE MARKETING IS AN IMPORTANT TOOL FOR
GROWING MY BUSSINESS.
STRONGLY AGREE
AGREE
NUETRAL
DISAGREE
STRONGLY DISAGREE
3. I BELIEVE AN EFFECTIVE WEBSITE IS AN IMPORTANT TOOL FOR BRANDING

AND PROMOTING MY BUSSINESS.
STRONGLY AGREE
AGREE
NUETRAL
DISAGREE
STRONGLY DISAGREE
4. I BELIEVE EMAIL AND TEXT MESSAGE MARKETING IS AN EFFECTIVE WAY

TO REACH MY CUSTOMERS.
76
STRONGLY AGREE
AGREE
NUETRAL
DISAGREE
STRONGLY DISAGREE
5. I RECOGNIZE THAT SOCIAL MEDIA SHOULD BE A PART OF MY MARKETING

PROGRAM.
STRONGLY AGREE
AGREE
NUETRAL
DISAGREE
STRONGLY DISAGREE
6. I NEED TO REVIEW MY ON-LINE WEBSITE PRESENCE AND ONLINE
MARKETING PROGRAM.
STRONGLY AGREE
AGREE
NUETRAL
DISAGREE
STRONGLY DISAGREE
7. I WOULD LIKE SOMEONE TO CONTACT ME SO I LEARN MORE ABOUT THE
E-MARKETING PROGRAM.
STRONGLY AGREE
AGREE
NUETRAL
DISAGREE
77
STRONGLY DISAGREE
8. THE PRODUCT/SERVICE PORTFOLIO UP TO THE CUSTOMERS’
EXPECTATIONS
STRONGLY AGREE
AGREE
NUETRAL
DISAGREE
STRONGLY DISAGREE
9. NEW PRODUCT/SERVICE DEVELOPMENT IS A CONTINUOUS PHENOMENON
IN THE COMPANY
STRONGLY AGREE
AGREE
NUETRAL
DISAGREE
STRONGLY DISAGREE
10. THE PROMOTION POLICIES OF THE FIRM GIVES IT A COMPETITIVE EDGE
STRONGLY AGREE
AGREE
NUETRAL
DISAGREE
STRONGLY DISAGREE
11. DOES YOUR IMAGE AND BRANDING REFLECT WHO YOU ARE AND WHAT
YOU DO NOW RATHER THAN WHAT YOU HAVE DONE IN THE PAST?
YES
NO
78
12. DO ALL YOUR MARKETING MATERIALS, SUCH AS BROCHURES,
LETTERHEAD, BUSSINESS CARDS, ADS, AND WEBSITE HAVE THE SAME
LOOK, FEEL, AND LOGOS?
YES
NO
13. DO YOU HAVE A SPECIFIC MARKETING PLAN THAT IS CURRENTLY DRIVING
YOUR MARKETING EFFORTS?
YES
NO
14. HAVE YOU SET UP AN ANNUAL MARKETING BUDGET?
YES
NO
15. ARE YOU MONITORING THE SUCCESS OF YOUR ONLINE STRATEGY?
YES
NO
16. DO YOU HAVE ADVERTISEMENTS ON YOUR SITE?
YES
NO
17. DO YOU HAVE A PERSON WHO IS IN CHARGE OF ONLINE MARKETING?
YES
NO
18. ARE YOU HAPPY WITH THE SERVICES PROVIDED BY THE FIRM
79
YES
NO
19. DOES YOUR REPRENSTATIVE ALWAYS STAND WITH CUSTOMERS IN ALL
THEIR NEEDS?
YES
NO
20. DO YOU THINK PROMOTIONAL STRATEGIES ARE ATTRACTING CUSTOMERS
TOWARDS THE ORGANIZATION?
YES
NO
80

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COURSE CODE: BBA - 307

TITLE OF THE PROJECT

School of Distance Education & Learning

Supervisor’s Name _ _ Student’s Name: TESLSE JOSEPH

& Designation: _ Enrolment No. :

This is to certify that the project report entitled submitted

Signature of the Student: Signature of the Guide

Date: ………………….. Date: ………………….

Name and Address Name, Designation and

of the Student: Address of the Guide:

1.2 Scope of the study 3

1.3 Objectives of the study 4

1.5 Statement of the problem 5

1.6 Research Methodology 7

1.7 Limitations of the study 7

3.2 Celebrity Advertisement 15

3.3 Celebrity Ads in India 19

3.4 Celebrity Ads in Kerala 20

4. Analysis and interpretations 22

1. Age-wise classification of respondents 23

2. Gender-wise distribution of respondents 24

3. Income level of respondent’s family 25

4. Sources of income of the respondents 26

5. Purchasing habit of students 27

6. Factors influencing the purchase decision of 28

7. Type of advertisement preferred to watch 29

8. Role of celebrity advertisement in buying 30

9. Respondent’s opinion about the effectiveness 31

10. Student’s preference towards ads 32

12. Celebrity personal persuaded by respondents 34

13. Perception of students regarding the use of 35

14. Factors influenced by respondents in

14.2 Food products 37

15. Perception of students regarding the impact 40

16. Respondent’s perception regarding the quality 41

17. Most favorite popular celebrity endorser 42

18. Perception of students regarding the use of 43

19. Reason for using products mostly endorsed by 44

20. Physical attractiveness influenced by students 45

21. Respondent’s opinion about the gender of 46

INDIAN MANUFACTURING INDUSTRY

ICE CREAM INDUSTRY

ICE CREAM BUSINESS & ITS MARKET IN INDIA

ICE CREAM MARKET IN INDIA

Personal selling is a two way communication tools between a representative of an organization

CONSUMER SALES PROMOTION TYPES

▪ • Trustworthy prize system

Online deals vs. In-store deals

CONSUMER SALES PROMOTION TECHNIQUES

Using Special Pricing

TYPES OF SALES PROMOTIONS

Instant Draw and Assigned Gift:

TOP TEN PROMOTIONAL STRATEGIES

Mail Order Marketing

Mail demand showcasing.

Point-of-Sale headway Moreover End-Cap pushing.

Customer referral stimulus system.

Customer appreciation events.

After-Sale Customer Surveys.

✔ Baskin-Robbins is a global chain of premium ice-cream parlors

NAME BORN AVAILABLE COUNTRIES

BASKIN ROBBINS 1953 35

HAAGEN DAZS 1920 50