SUMMER TRAINING REPORT

ON
Marketing in Heaven Angel

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY, DWARKA

Submitted In partial fulfilment of the requirement for the degree of

Bachelor of Business Administration (BBA)

(Batch: 2020-2023)

Submitted to : Submitted by :
Dr Manoj Kumar Mukul Sharma
Assistant Professor 05835101720

Department of Bachelor of Business Administration

MANAGEMENT EDUCATION & RESEARCH
INSTITUTE, JANAKPURI, NEW DELHI
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 SUMMER TRAINING APPRAISAL

Name of the student : Mukul Sharma

Enrolment No. 05835101720

Programme : Bachelor of Business Administration (BBA)

You are require to provide your opinion on the following parameters.

Outstanding Good Satisfactor Unsatisfactory

A B C D

1.Technical knowledge gathered about the industry and the job he/she was
involved.

2.Communication Skills: Oral/Written/Listening Skills.

3.Ability to work in a team

4.Ability to take initiative .

5.Ability to develop a healthy long term relationship with client.

6.Ability to relate theoretical learning to the practical training.

7.Creativity and ability to innovate with respect to work methods

and procedures.

8.Ability to grasp new ideas and knowledge.

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 9.Presentation Skills

10. Documentation Skills

11. Sense of responsibility

12. His/her ability and willingness to put in hard work

13. Acceptability (Patience, Pleasing manners, the ability to install trust, etc) .

14. In what ways do you consider the student be valuable to the organization?

Consider the student’s value in term of (a)Qualification

(b)Skills and Abilities

(c)Activities roles performed

15. Punctuality

Assessor’s Name : Mr. Sanjay Ramani

Organization Name: Heaven Angel
/Address: : 3708, Ground Floor, Street No. 2, Gyan Mohalla
Gandhi Nagar, Delhi- 110031

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 HEAVEN ANGEL
CERTIFICATE OF COMPLETION

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 Student’s Declaration

I hereby declare that the project work, entitled “WORK FOR MARKETING IN HEAVEN
ANGEL” for the degree of BACHELORS OF BUSINESS ADMINSTRATION is my
original work and project work has not informed that the basis for the award previously of
any degree, associate Ship, Fellowship or any other similar titles.

MUKUL SHARMA
Signature of the Guide Signature of the Candidate
Place: -
Date: -

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 ACKNOWLEDGEMENT

I have taken efforts in this project. However, it would not have been possible without the kind
Support and help. I would like to extend my sincere thanks to all of them (who supported me
from my team or the organization).

I am highly indebted to ( Dr Manoj Kumar ) for his guidance and constant supervision as
well as for providing necessary information regarding the project & also for their support in
completing the project.

I would like to express my gratitude towards my parents & member of universal tribe for
their co-operation which help me in completion of this project.

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 PREFACE

BBA is a stepping-stone to the management carrier and to develop good manager it is

necessary that the theoretical must be supplemented with exposure to the real environment.
Theoretical knowledge just provides the base and it’s not sufficient to produce a good
manager that’s why practical knowledge is needed.

I have completed the Research Project on “Marketing in Heaven Angel” I

have tried to cover each and every aspect related to the topic with best of my capability.

I hope research would help many people in the future.

(MUKUL SHARMA)

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 CONTENTS

Sr. no. Chapter Page No.

1. Chapter 1. Introduction
 Marketing and its Importance for Businesses
 Types of Marketing
 The 4 Ps of Marketing
 Benefits of Marketing
 Limitations of Marketing
2 Chapter -2: Introduction Sales Executive
 Sale Promotion
3. Chapter -3: Heaven Angel Introduction
4. Overview
5. Background
6 Product mix
7 Other Woman Brand
8 CHAPTER 4: RESEARCH METHODOLOGY
9 Data Collection
10 Research Design
11 Review of Literature
12 Swot Analysis
13 OBJECTIVE OF THE STUDY:
14 SCOPE OF THE STUDY:
15 Data Analysis
16 Finding
17 Limitation
18 Conclusion & Learning From SIP
19 BIBLIOGRAPHY
20 ANNEXURE

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 Chapter-1: Introduction

As a part of our study of BBA program, we are taken a project work to gain knowledge as
business students. In relation to the mentioned objective the project undertaken by us covers
comparative the study on promotional scheme of wholesale stores

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.

What's Its Purpose?

 Marketing involves a business’s different aspects, such as product development,
advertising, sales, and distribution methods. The key purpose of marketing is to get
people interested in the products or services of a company. This happens through
market analysis, research and contemplating the interest of a business’s ideal
customers and attracting them through messaging which would be educational and
helpful to a business’s target group.

What role of marketing?

 The importance of marketing for your business is that it makes the customers aware of
your products or services, engages them, and helps them make the buying decision.
Furthermore, marketing plan, a part of your business plan helps in creating and
maintaining demand, relevance, reputation, competition, etc

Why Is Marketing So Important?

 An important goal of marketing is propelling a company’s growth. This can be seen

through attracting and retaining new customers.

 Companies may apply a number of different marketing strategies to achieve these

goals. For instance, matching products with customers' needs could involve
personalization, prediction, and essentially knowing the right problem to solve.

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 Another strategy is creating value through the customer experience. This is
demonstrated through efforts to elevate customer satisfaction and remove any
difficulties with the product or service.

Marketing and its Importance for Businesses

 Effective consumer engagement: Businesses must engage customers, and

herein, marketing proves to be an effective tool. Customers can be engaged by telling
them what they do not know and creating good content around your products and
services.

 Building and maintaining reputation: The reputation of your business

depends on how it grows and what its lifespan is. This is where marketing comes
across as a way to build the brand equity of businesses. And this happens when
expectations of the customers are met.
 Building relationship between customers and business: For any business to
grow, it must build a long-lasting relationship with its customers. Marketing is based
on demographics, psychographics, and consumer behavior and therefore, gives an
understanding of what customers want.

 Boosting sales: Since marketing utilizes different ways to promote products or

services, it helps in increasing the likelihood of better sales. Happy customers
translate into a company’s brand ambassadors automatically.

 Staying relevant: Marketing helps a business to remain relevant for the customers
and in its domain. It helps in maintaining good relationships.

 Making informed decisions: The basic questions that every business has is around the
how’s and why’s of producing products or delivering services. This underscores the
importance of marketing for businesses and the fact that it links a business and the
society.

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 Types of Marketing

The different types of marketing strategies that you should be aware of are:

B2B Marketing

 The term B2B marketing means business-to-business transactions. B2B marketing

strategies are used when a company is selling goods or services to some other
company.

B2C Marketing

 B2C marketing means business-to-consumer marketing. This refers to a company

selling its products or services to consumers and the business promotion is done
through ads.

C2B Marketing

 This is the opposite of B2C and means consumer-to-business marketing. In this type
of marketing, the consumer gives goods or services to the company.

C2C Marketing

 C2C Marketing refers to consumer-to-consumer marketing. In this, consumers

interact with co-consumers when they share a common product or service. An
example of this is Offer up and let go apps.

Internet Marketing

 The idea of establishing an online presence of your business

Search Engine Optimization

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  The process of optimizing the content of a website so that it appears in the top results
of Search Engine Result Pages

Blog Marketing

 Brands write and publish blogs about their industry to nurture potential customers’
interest who browse the internet to get information.

Social Media Marketing

 Using social media channels such as Twitter, Facebook, LinkedIn, and Instagram for
creating impressions on their audience over a period of time.

Print Marketing

 For some people, the newspapers and magazines still work the best. This is the reason
businesses are continuing to sponsor photography, articles, and content similar to
what their customers are reading in the publications.

Search Engine Marketing

 This is a little different from SEO. Businesses can pay search engines a price to place
their links in one of the top results to get better exposure.

Video Marketing

 Creating videos that educate and entertain the customers and increase their engagement.

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 The 4 Ps of Marketing

Product

 Let's say you come up with an idea for a product you want your business to sell.
What's next? You probably won't be successful if you just start selling it.

 Instead, you need your marketing team to do market research and answer some
critical questions: Who's your target audience? Is there market fit for this product?
What messaging will increase product sales, and on which platforms? How should
your product developers modify the product to increase likelihood of success? What
do focus groups think of the product, and what questions or hesitations do they have?

 Marketers use the answers to these questions to help businesses understand the
demand for the product and increase product quality by mentioning concerns
stemming from focus group or survey participants.

Price

 Your marketing team will check out competitors' product prices, or use focus groups
and surveys, to estimate how much your ideal customer is willing to pay. Price it too
high, and you'll lose out on a solid customer base. Price it too low, and you might lose
more money than you gain. Fortunately, marketers can use industry research and
consumer analysis to gauge a good price range.

Place

 It's critical that your marketing department uses their understanding and analysis of
your business's consumers to offer suggestions for how and where to sell your
product. Perhaps they believe an ecommerce site works better than a retail location, or
vice versa. Or, maybe they can offer insights into which locations would be most
viable to sell your product, either nationally and internationally.

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Promotion

 This P is likely the one you expected from the get-go: promotion entails any online or
print advertisement, event, or discount your marketing team creates to increase
awareness and interest in your product, and, ultimately, lead to more sales. During this
stage, you'll likely see methods like public relations campaigns, advertisements, or
social media promotions.

 Hopefully, our definition and the four Ps help you understand marketing's purpose
and how to define it. Marketing intersects with all areas of a business, so it's important
you understand how to use marketing to increase your business's efficiency and
success.

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 Benefits of Marketing
 Audience Generation. Marketing allows a company to target specific people it
believes will benefit from its product or service. Sometimes, people know they have
the need. Other times, they don't realize it. Marketing enables a company to connect
with a cohort of people that fit the demographic of who the company aims to serve.

 Inward Education. Marketing is useful for collecting information to be processed

internally to drive success. For example, consider market research that finds a certain
product is primarily purchased by women aged 18-34 years old. By collecting this
information, a company can better understand how to cater to this demographic, drive
sales, and be more efficient with resources.

 Outward Education. Marketing can also be used to communicate with the world
what your company does, what products you sell, and how your company can enrich
the lives of others. Campaigns can be educational, informing those outside of your
company why they need your product. In addition, marketing campaigns let a
company introduce itself, its history, its owners, and its motivation for being the
company it is.

 Brand Creation. Marketing allows for a company to take an offensive approach to

creating a brand. Instead of a customer shaping their opinion of a company based on
their interactions, a company can pre-emptively engage a customer with specific
content or media to drive certain emotions or reactions. This allows a company to
shape its image before the customer has ever interacted with its products.
 Long-lasting. Marketing campaigns done right can have a long-lasting impact on
customers. Consider Poppin' Fresh, also known as the Pillsbury Doughboy. First
appearing in 1965, the mascot has helped create a long-lasting, warm, friendly brand
for Pillsbury.

 Financial Performance. The ultimate goal and benefit of marketing is to drive

sales. When relationships with customers are stronger, well-defined, and positive,
customers are more likely to engage in sales. When marketing is done right,
customers turn to your company, and you gain a competitive advantage over your
competitors. Even if both products are exactly the same, marketing can create that
competitive advantage for why a client picks you over someone else.

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 Limitations of Marketing

 Oversaturation. Every company wants customers to buy its product and not its
competitors. Therefore, marketing channels can be competitive as companies strive to
garner more positive attention and recognition. If too many companies are competing,
a customer's attention may be strongly diluted, resulting in any form of advertising not
being effective.

 Devaluation. When a company promotes a price discount or sale, the public may
psychologically eventually see that product as worth less in the future. If a campaign
is so strong, customers may even wait to purchase a good knowing or remembering
what the sale price was from before. For example, some may intentionally on holding
off on buying goods if Black Friday is approaching.

 No Guaranteed Success. Marketing campaigns may incur upfront expenses that

hold no promise of future success. This is also true of market research studies, where
time, effort, and resources are poured into a study that may yield no usable or helpful
results.

 Customer Bias. Loyal, long-time customers need no enticing to buy a company's

brand or product. However, newer, uninitiated customers may. Marketing naturally is
biased towards non-loyal patrons as those who already support the company would be
better served in further investment in bettering products.

 Cost. Marketing campaigns may be expensive. Digital marketing campaigns may be

labour-intensive to set up and costly to maintain the scheduling, implementation, and
execution of the plan. Don't forget about the headlines that promote Super Bowl
commercial expenses in the millions.

 Economy-Dependent. Marketing is most successful when people have capital to

spend. Though marketing can create non-financial benefits such as brand loyalty and
product recognition, the ultimate goal is to drive sales. During
unfavourable macroeconomic conditions when unemployment is high or recession
concerns are elevated, consumers may be less like to spend no matter how great a
market campaign may be.
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 Chapter -2: Introduction Sales Executive

What is Sales Executive

 A Sales Executive is a professional who sets annual sales goals for the company and
works towards achieving them with the assistance of the Sales Manager & Sales
Associates. The job is based on setting up a strategy to find new prospects and sales
leads and converting them into paid users or customers.

Sales Executive Job responsibilities include:

 Conducting market research to identify selling possibilities and evaluate customer

needs
 Actively seeking out new sales opportunities through cold calling, networking and
social media

 Setting up meetings with potential clients and listening to their wishes and concerns

Responsibilities

 Conduct market research to identify selling possibilities and evaluate customer needs.
 Actively seek out new sales opportunities through cold calling, networking and social
media.
 Set up meetings with potential clients and listen to their wishes and concerns.
 Prepare and deliver appropriate presentations on products and services.
 Create frequent reviews and reports with sales and financial data.
 Ensure the availability of stock for sales and demonstrations.
 Participate on behalf of the company in exhibitions or conferences.
 Negotiate/close deals and handle complaints or objections.
 Collaborate with team members to achieve better results.
 Gather feedback from customers or prospects and share with internal teams.

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 SALES PROMOTION

 Promotion refers to raising customer awareness of a product or brand, generating

sales, and creating brand loyalty. It is one of the four basic elements of the market
mix.

 Sales Promotion is any initiative undertaken by an organisation to promote an

increase in sales. Sales promotion is the process of persuading a potential customer to
buy the product. Sales promotions designed to be used a short- term tattooist sales

There are mainly two sales promotions:

 Consumer sales promotion

 Trade sales promotion

Sales promotions targeted at the consumer are called consumer sales promotions. Sales
promotions targeted at retailers and wholesaler are called trade sales promotions.

Objectives of sales promotion

 Encouraging trial by new prospective customers of the products, services and ideas
offered
 Brand switching by customers
 Buying earlier than usual requirement by customers
 Buying in quantities more than usual by customers
 Encouraging off season buying by customers
 Store switching by customers
 Attracting new customers
 Establishing customer loyalty

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Developing sales promotion campaign Following factor need to be understand

 Quantum of the incentives to be offered (considering its possible and expected benefits)
 Duration of sales promotion program
 Deciding the lead time of sales promotion preparation and sell- induration ( the
duration within which the targeted sales will be accomplished)
 Timing of promotion campaign
 Terms and conditions of participation by the prospective/ existing customers
 Mode of distribution of incentives
 Budget for the entire sales promotion plan

As a part of the study, we are focusing on the Consumer Sales promotion there are different
methods are there. The methods are asunder

Coupons: -

Coupons are another, very versatile, way of offering a discount. Consider the following
examples of the use of.

Coupons: - On a pack to encourage repeat purchase- In coupon books sent out in newspapers
allowing customers to redeemthe coupon at retailer- A cut-out coupon as part of an
advert- On the back of till receipts The key objective with a coupon promotion is to maximise
the redemption rate– this is the proportion of customers actually using the coupon. One
problem with coupons is that they may simply encourage customers to buy what they would
have bought anyway. Another problem occurs when retailers do not hold sufficient stocks of
the promoted product– causing customer disappointment. Use of coupon promotions is,
therefore, often best for new products or perhaps to encourage sales of existing products that
are slowing down.

Gift with purchase: -The “gift with purchase” is a very common promotional technique. It is
also known as a “premium promotion” in that the customer gets something in addition to the
main purchase.

Competitions and prizes: - Another popular promotion tool with many variants. Most
competition and prize promotions are subject to legal restrictions.

Money refunds: - Here, a customer receives a money refund after submitting a proof of
purchase to the manufacturer. These schemes are often viewed with some suspicion by
customers – particularly if the method of obtaining a refund looks unusual or onerous.

Frequent user/ loyalty incentives: - Repeat purchases may be stimulated by frequent user
incentives. Perhaps the best examples of this are the many frequent flyer or user schemes
used by airlines, train companies, car hire companies etc.
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Point-of-sale displays: - Research into customer buying behaviour in retail stores suggests
that a significant proportion of purchases results from promotions that customers see in the
store. Attractive, informative and well- positioned point-of-sale displays are, therefore, very
important part of the sale’s promotional activity in retail outlets.

Free Trials: - It consists of inviting prospective purchasers to try the product with out cost,
in the hope that they will buy the product. Thus, buyers are encouraged by free trial to
stimulate purchase interest.

 Bonus packs (% given on extra)

 Loyalty programs
 Exchange offer
 Lucky draw

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 Chapter -3: Heaven Angel Introduction

 One’s a customer get inside the firm he will find all kinds of girls wear
products available that may be Casual Wear, Formal Wear, Western
Wear, Ethnic etc. So that the various types of promotional schemes are
offer by the retailers to attract customers Because of these features it has
a very good reputation in that area and customers who are residing
faraway and in other are antheral so visit the store.

 As customer’s tastes and preferences are changing, the market scenario is

also changing from time to time. Today’s market scenario is very
different from that of the market scenario of before 10 years. There have
been many factors responsible for the changing market scenario. It is the
changing tastes and preference of customer which has bought in a change
in the market. Income level of the people has changed; lifestyles and
social class of people have completely changed now than that of olden
days, the shopping habits of customers are also changed new generation
people are no more dependent on that market and far off departmental
stores.

 Today we can see a new era in market with the opening up of many
departmental stores, hyper market, malls, branded retail outlets and
specialty stores. In today’s world shopping is anymore tire some work
rather it’s a pleasant outing phenomenon now

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 Overview

Heaven Angel began in 2007 and it was named as Heaven Angel in 2012. The firm is able to
supplies it's products in all over India and the firm's most profitable product is leggies. The
firm has acquired it's patent in the year 2015. The firm has total 34 employees, 1 receptionist,
5 sales person and the owner of the firm is Mr Sanjay Ramani.
Vishu Garments is a firm name. it was renamed as Heaven Angel after merger. The company
made its initial offer in the following year. It also started its shop, a franchised ladies’ western
outfits all over India.
Leggies is among India's largest chain of fashion stores and its focus on fresh and attitude
offers trendy and hip collections that are in sync with the hopes and discerning young at
young heart consumers.
Leggies is one of the India's most preferred fast fashion destinations among large retail
format stores. Leggies has pioneered fashion retail in India and has successfully emerged as
one of the strongest players in the market. The firm also has top western design, which came
out to be the second profitable brand of the firm. The market share in sales of leggings is
more than the top western design.
The leggies have evolved into a progressive style partner from the fashion seeking shopper
by positioning itself as a spontaneous, playful, vibrant brand which is at the forefront of all
the fashion trends in all categories in India.

The firm is able to manufacture its product in wholesale and distribute products to large
shops those who are retailers. The firm has products like western design, normal design etc
all are available and 28 peoples are as workers who are in manufacturing department and rest
5 employees are salesman who takes orders and 1 receptionist.
The decisions are taken by the shop owner itself about all products, approved the orders.
The company also has opened its various shops in Gandhi Nagar with the name of Vishu
Garments.

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 Background

 Retail involves the sale of goods from a single point (malls, markets, department stores etc.)
directly to the consumer in small quantities for his end use. In a layman’s language, retailing
is nothing but transaction of goods between the seller and the end us eras a single unit (piece)
or in small quantities to satisfy the needs of the individual and for his direct consumption.

 Retailing is a distribution channel function, where one organization buys products from
supplying firms or manufactures products themselves, and then sells these directly to
consumers.

 Retailer’s offer many benefits to suppliers and customers as resellers. Consumers, for
instance, are able to purchase small quantities of an assortment of products at a reasonably
affordable price. Similarly, suppliers get an opportunity to reach their target market, build
product demand through retail promotions, and provide consumer feedback to the product
marketer

The Supply chain

Manufacturers

Wholesaler

Retailer

Customer/End consumer

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 Product Mix:

Heaven Angel products

 Top
 Midi
 T-shirt
 leggings
 Palazzo

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Other Women’s Brands

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 CHAPTER 4: RESEARCH METHODOLOGY

Research is a ‘careful investigation or inquiry especially through search for new facts in any
branch of knowledge”
This report examines the effectiveness of promotional schemes from Heaven Angel. A survey
was done for the purpose of completing this report, as well as completing the questionnaire.
A sample size of 100 people was chosen. Various researchers have Due to its broad breadth,
research has been defined in a variety of ways.

STUDY METHODOLOGY:

The project is a systematic presentation consisting of the enunciated problem, formulated

hypothesis, collected facts of data, analyzed facts, and proposed conclusions in the form of
recommendations.
The said data has been collected from both, primary as well as secondary sources.

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 KIND OF RESEARCH

The research was an Exploratory Research.

Exploratory Research is the kind of research has the primary objective to develop a greater
insight into a particular domain, and not to specifically find answers to problems. The
objective of the study is mainly to gain more knowledge of the subject matter. It studies the
main area where the problem lies and also tries to evaluate appropriate courses of action.

SAMPLE DESIGN:

A complete interaction and enumeration of all the employees was not possible due to
limitations of the situation, hence, only 16 employees were taken as the sample population.
The research was with utmost professionalism and all necessary steps were taken to avoid
any biasness while collecting data.

TOOLS OF ANALYSIS:

The data collected from both sources was analysed and interpreted in a systematic manner
with the help of charts and percentages.

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 DATA COLLECTION:

Data collection is the process of gathering and measuring information on targeted variables in
an established system, which then enables one to answer relevant questions and evaluate
outcomes.

Data can be collected from 2 sources:

⦁ Primary Data: Data is collected through survey method by distributing

questionnaires to employees. The questionnaires were carefully designed by taking
into account the parameters of the study.

⦁ Secondary Data: Data was collected from web sites, going through the records of the
organization, reference books, etc. it is the data which has been collected by an
individual in the past.

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 RESEARCH DESIGN:

Descriptive research focuses on presenting real and reliable facts to explain the phenomenon.
It is well suited to educational research. It describes statistics and features about the
population or phenomenon being examined, and is also known as statistical research.
However, it does not provide answers to questions such as how/when/why the features
developed, which are addressed by systematic research.
I'm using DESCRIPTIVE RESEARCH as my research design since it allows me to go into
greater detail about my topic.
A research design is a master plan or model for the conduct of formal investigation and survey.

A research design is the arrangement of the condition for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.
A research design is the specifications of the methods and procedures for acquiring the
information needed to structure or to solve the problems. It is the overall operation pattern or
framework of the project that stipulates what information is to be collected from which
source and be what procedures.
 What is the study about?
 Where will the study be carried out?
 What type of data is required?
 Where can the data be found?
 What will be the sample design?
 Technique of data collection
 How will the data be analyzed?

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 Review of Literature

The purpose of this paper is to reveal some insights for increasing the effectiveness of
promotions. To achieve this purpose, first, the existence of multiple customer benefits of
promotions is proved. It is empirically validated that promotions deliver three utilitarian
(monetary savings, higher quality and shopping convenience) and two hedonic (variety and
pleasure) benefits to the customers. Second, a structural equation model is estimated to
measure the relative contribution of these benefits on the customers’ overall evaluation of
promotions. The research suggests that in order to increase their effectiveness, promotions
must be framed by focusing not only on their primary benefits but also on all other benefits
with a significant contribution to customers’ attitudes towards promotions. Finally, a benefit-
based segmentation is conducted. Four market clusters are identified (none-benefit, all
benefit, utilitarian-benefit and hedonic-benefit customer segments). Further, these clusters are
profiled using demographic and psychographic variables.(Ivanova, 2014)

Kotler & Keller, 2009, in their treatise mention that satisfaction varies from one person to
another because it is utility. “One man’s meal is another man’s venom,” an old age stated
describing utility; thus highlighting the fact that it is sometimes very difficult to satisfy
everyone or to determine satisfaction among group of people According to Peattie and
Peattie, (1994); Lehman and Winer (2002) and Walsh (2000) disputed that sales promotions
can be indifferently described as „extraordinary provisions. It is however disputed that sales
promotion persuades accession of amount of product than with no sales promotion (Chetna,
2020)

Increasing business prospect in retail has offered a chance to the retailers to build up their
business and enlarge customer’s foundation through promotional tactics. Retailers are paying
attention their efforts to enhance the loyalty and footfalls of customers in the outlet (Moore
M., Kennedy K. M. and Fairhurst A 2003). The aim of this paper is to study the effects of
sales promotional tools and understand the satisfaction level of customers for execution of
sales promotion campaign. Author observed that sales promotion strategies are prime factor
not only to improve the sales of a store but also enhance the loyalty of customer towards
store. According to study, the most important sales promotion strategies adopted by
customers are price and product discount followed by loyalty program, sweepstakes and
premiums. While least important sales promotion strategies are posters and leaflets, point of
purchase material and digital signage. It was also observed that satisfaction level of customer
on sales promotion campaigns depends on creative skills involved in designing the campaigns
and the type of its schemes. (Katole, 2020)

Retail markets have been one of the most rapid growing markets in the world for the last
decade; to stay competitive, retailers use effective sales promotions tools and that become a
30
vital technique for marketers to stimulate consumer buying behaviour towards purchasing
any product. The aim of this study is to determine the impact of the most used tools of sales
promotion in retail sector such as: coupons, sample, price discount and buy one get one free
on consumer buying behaviour from two aspects; brand switching and customer loyalty. This
study based on literature review, conceptual framework and hypothesis which open the door
for future researchers to expand more in this field. (Shamout, 2016)

India is continuously experiencing trade deficit for many decades. It is trying hard to improve
its exports. Government of India under the Ministry of Commerce has designed several
export promotional measures to give thrust to the export various sectors. Market development
assistance (MDA) is one such scheme designed by the government of India to give impetus in
developing and promoting exports. This study try to examine how this scheme has helped in
reaching the exporters and is it successful in helping them for finding new export markets,
buyers, attending more exhibitions, trade fairs, opening new outlets, and increasing variety of

products. Also, intend to understand the perception of MDA beneficiaries under handloom
and gems & jewellery sectors. Primarily the study is focused on MDA and its impact on gems
and jewellery, and handloom exports. The analysis of MDA beneficiaries has shown how
both gems and jewellery, and handloom sectors are benefited by availing the MDA scheme.
They state that, after availing the MDA, it has helped to improve their performance. They
were benefited by attending exhibitions, trade fairs, buyer-seller meet and visiting number of
listed countries. This has helped them to increase in sales, up-gradation, finding new markets
and improved customer acceptance. (S., 2015)

This paper analyses the drivers of compulsive buying behaviour induced by store-based
promotion through an empirical investigation in Mexico. The buying behaviour in reference
to the point-of-sales promotions offered by retailing fi rms and the determinants of sensitivity
towards stimulating shopping arousal and satisfaction among customers in order to build
store loyalty have been discussed in the paper. This study also builds arguments around the
convergence of attractiveness of point-of-sales promotions and the effectiveness of customer
services as a tool for gaining a competitive advantage in the retail business environment. The
results indicate that point-of-sales promotional programmes have become the principal tool of
retailing in Mexico in order to acquire new customers and retain loyal customers. We also
found during the study that loyal customers are attracted to the store brands during the
promotional offers while new shoppers are price sensitive and are attracted by the in-store
ambience of sales promotions and volume discounts.(Rajagopal, 2008)

This research explore the effectiveness of promotion strategy influencing buying behaviour
on consumer of Menara Optometry with the purpose to identify the correlation between the
promotion activities issue and buying behaviour in franchising business model. It is
31
suggested

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that advertising, sales promotion, social media, and corporate social responsibility are the
independent variables that influence buying behaviour. By conducting descriptive study,
questionnaires were distributed to 200 respondents. An interview with the outlet owner been
conducted to gather the information. At the end of the study, we found that corporate social
responsibility, social media, advertising such flyer and banner and sales promotion have
relationship between consumer buying behaviour on Menara Optometry optical product.
(Aimi Nadia Ibrahim Zakaria, 2018)

The main objective of this research was to investigate the influence of sales promotion and
physical surroundings that is situational factor on consumer buying behaviour. The research
found that there was no significant relationship between free samples, coupons and buying
behaviour. On the other hand price discount, buy-one-get-one-free, physical surrounding has
a significant relationship with buying behaviour. The results of regression analysis show that
price discount, buy-one-get-one-free and physical surroundings explained 45.7% variance in
buying behaviour of the respondents. The results of this research would assist marketers to
understand the best kind of promotion tool that significantly affect buying behaviour of the
consumers. The marketers can develop their business plan more effectively through the result
of this study and these plans help businessmen and marketers to gain competitive advantage
over their competitors and enable the businesses to earn maximum profit. (Aslam, 2012)

In the current organized retailing scenario, the promotion strategies are becoming more and
more complicated as modifying in the buyer behaviour. Because the main goal of any
organization is to make profit with the help of increase the sales and sales performance is
closely allied with promotion strategies. There is a complex phenomenon in shopping mall
regime that to enhance the level of customer satisfaction to retain them for long run. Hence,
malls are required to implement suitable marketing strategies to increase the customer
satisfaction level. The study has aimed to examine the promotion strategies of shopping malls
and how these strategies are contributing to enhance the level of customer satisfaction. The
primary data has been collected by using structured questionnaire from 218 respondents in
southern Karnataka where the large number of shopping malls are located namely Bengaluru
and Mysuru cities. The collected data has been analysed with the help of appropriate
statistical tools like mean, and standard deviation. The promotion strategies like Buy 2 get 1
free offer given by the malls, exchange offers given by the malls, announcement of attractive
offers via Mic inside the malls, display board to bring awareness about the offers, Price-
Match techniques via App, discount offers given by the malls are evidenced mean value
varying from 4.0333 to 4.1733. Keywords: customer satisfaction, elements of promotion mix,
role of promotion strategies, shopping malls. (Umesha S, 2019)

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 SWOT ANALYSIS

 SWOT analysis is a technique used by businesses to assess strengths, weaknesses,

opportunities and threats. SWOT analysis can be used in virtually every segment of a
business's practices from sales to human resources. It is particularly effective when
used to assess your company's marketing and promotional strategies. Whether your
business is a one-person operation or a large corporation with thousands of
employees, examining a business from these important angles can be beneficial to
your company's overall health.

 Identify the strengths of your company's marketing plan. These could include brand
awareness or reach. Knowing your marketing plan's strengths gives you a foundation
on which to build and establish marketing practices that utilize those strengths in the
best ways possible.

 Identify your marketing plan's weaknesses. Perhaps brand awareness is one of your
marketing strengths but converting leads is a weak aspect of your marketing and
promotion. Knowing this weakness, you can put your energy behind finding solutions
to mitigate it.

 Identify marketing and promotional opportunities that you have not yet explored. For
example, perhaps your company already has a blog but has not yet utilized social
media to engage your potential customers. Identifying this opportunity for new
business gives you the ability to create actionable marketing objectives to capitalize
on this different medium.

 Identify threats to your marketing plan. A threat is anything that might make your
marketing plan difficult or otherwise hard to achieve. Examples of potential
marketing threats include competition, new technologies your company doesn't have
the expertise to utilize or changing consumer preferences. Knowing which threats
exist gives you the opportunity to alleviate those threats and position your company
for future success.

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 OBJECTIVE OF THE STUDY:

The main objectives of the study are:

 To understand the process of recruitment
 To do comparative study of effectiveness of promotional schemes by Heaven Angel.
 To Understand the different types of sales promotions.
 To understand the impact of promotion schemes on costumer’s mind.
 To know the effectiveness of the promotional activities done by Heaven Angel.

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 SCOPE OF THE STUDY:

The benefit of the study for the researcher is that it helped to gain knowledge and experience
and also provide the opportunity to study and understand the prevalent recruitment
procedures.

The key points of the research study are:

 To understand and analyze various HR factors including recruitment procedures
at consultant’s end.
 To suggest any measures / recommendations for improvement of the recruitment
procedures.

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 DATA ANALYSIS AND INTERPRETATION

The research was done to understand everything from the point of view of the consultancy and
Marketing. Hence, the questionnaire was made from the point of view of the recruiters

1. Age

Age.
NAME FREQUENCY PERCENT
15-20 10 10.00%
20-30 11 11.00%
30-40 34 34.00%
above 40 45 45.00%
Total 100 100.00%

Interpretation: Out of 100 responded 45% are above 40, 34% are 30-40, 11%
are 20-30 and 10% are 15-20 in age category .

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 2. Gender

Gender
NAME FREQUENCY PERCENT
Male 70 70.00%
Female 26 26.00%
Prefer not to say 4 4.00%
Total 100 100.00%

Interpretation: Out of 100responded 70% are male, 26% are Female and 4%
are prefer not to say.

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 3. Qualifications

Qualifications
NAME FREQUENCY PERCENT
12th pass 34 34.00%
graduate 52 52.00%
Other: 14 14.00%
Total 100 100.00%

Interpretation: Out of 100 responded 52% are graduate, 34% are 122th pass
and 14% are not qualified.

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 4. MONTHLY INR:

MONTHLY INR:
NAME FREQUENCY PERCENT
LESS THAN 20000 28 28.00%
20000-50000 34 34.00%
50000-100000 20 20.00%
100000 ABOVE 18 18.00%
Total 100 100.00%

Interpretation: Out of 100 responded 34% are 20000-50000, 28% are less than
20000, 20% are 50000-100000 and only 10% are 1000000 above.

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 5. Which store first comes to your mind when you think of purchasing a product?

First comes in mind you think purchasing

NAME FREQUENCY PERCENT
Heaven Angel 89 89.00%
other 11 11.00%
Total 100 100.00%

Interpretation: Out of 100responded 89% are Heaven Angel and 11% are
Others brands purchasing.

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 6. How frequently do you visit a store?

You visit a store

NAME FREQUENCY PERCENT
ONCE IN A MONTH 31 31.00%
ONCE IN 2 MONTH 45 45.00%
ONCE IN 3 MONTH 24 24.00%
Total 100 100.00%

Interpretation: Out of 100 responded 45% are once in 2 months it is a hight percentage.
and 31% are comes in a month or only 24% people are those comes in 3 months.

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 7. Which offer do you like the most?

Offer
NAME FREQUENCY PERCENT
Gift Voucher 28 28.00%
Discount 72 72.00%
Total 100 100.00%

Interpretation: Out of 100 responded 70% are likes discount and 30% are likes
gift vouchers.

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 8. Do you change your purchase patterns according to the change in the
promotional schemes?

Change in the Promotional Schemes

NAME FREQUENCY PERCENT
YES 69 69.00%
NO 21 21.00%
May be 10 10.00%
Total 100 100.00%

Interpretation: Out of 100 responded 69% are yes, 21% are no and 10% are
may be.

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 9. Do you go for impulse buying while seeing the unexpected offer given on the
product?

Impulse Buying The Unexpected Offer

NAME FREQUENCY PERCENT
YES 92 92.00%
NO 8 8.00%
Total 100 100.00%

Interpretation: Out of 100 responded 92% are yes and 8% are no.

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 10. Are you satisfied with service provided by store?

Satisfied Service
NAME FREQUENCY PERCENT
YES 94 94.00%
NO 6 6.00%
Total 100 100.00%

Interpretation: Out of 100 responded 94% are yes and 6% are no.

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 FINDINGS

 Most of the customers buy the requirement in Heaven Angel.

 Majority of Customers buy on the Monthly & Weekly basis.

 Customers realized that Heaven Angel provide qualitative products with reasonable
price.

 At present Heaven Angel provide almost same types of products assortments to the
customers.

 Heaven Angel is provides various kinds of Clothes like westerner, casualwear,

formals, traditional wear and many more.

 Heaven Angel mainly deal with middle income group people who want qualitative
products with reasonable cost.

 There are many categories which is not provided by Heaven Angel.

 There are many promotional schemes by both the stores which affect the buying
behaviour of the customers.

 Majority of customers prefer quality of product from both Stores.

 Customers go to particular store due to discount offer Sandi affect their buying
behaviour.

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 LIMITATION

 This research is conducted on a sample size, so it might be possible that the

information given by such respondents may not match with the replay of total
customer.

 The study was restricted to only doing shopping from Heaven Angel.

 The result and analysis based on the customer survey method and small sample size
has taken only 100. Because of time bonding.

 Findings are related to particular Ahmedabad Delhi.

 It might be possible that the answers given by the respondents are of Students because
we found some customers who randomly tick the options without reading questions..

 It is to difficult to convince t

 he customers to fill the questionnaire.

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 CONCLUSION

On the whole, this internship was a useful experience. I have gained new knowledge, skills
and met many new people. I achieved several of my learning goals, however for some the
conditions did not permit.

I got insight into professional practice. I learned the different facets of working within a
marketing. I experienced that financing, as in many organisations, is an important factor for
the progress of projects.

The internship was also good to find out what my strengths and weaknesses are. This helped
me to define what skills and knowledge I have to improve in the coming time. It would be
better that the knowledge level of the language is sufficient to contribute fully to projects.
After my master I think that I could start my working career. However I could perform
certain tasks in research better if I practice/know more the research methodologies applied in
cetacean studies. It would also be better if I can present and express myself more confidently.

Furthermore, as a consultancy recruiter, one must understand the needs of the candidates as
well as of the hiring company to ensure the best match possible and maximum client &
candidate satisfaction.

At last this internship has given me new insights and motivation to pursue a career in
ecological research abroad.

LEARNING FROM SIP

I have not proper knowledge about effectiveness by promotional schemes of Heaven Angel
Before this Sip (Summer Internship Project). After doing work on this project, I Got more
information about this topic and I am able to understand what customer felt and attract by
promotional schemes. I have experienced lots of manners during take response. I also get
knowledge that there is different customer perception was different and from there choices. I
think This Project will help me in my future career and it will also help me during my job.

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 BIBLIOGRAPHY

Books Referred

 Marketing Management by Philip Kotler

 Business Research by N.K. Malhotra

Internet Resources

 Search Sites www.google.co.in, www.msn.com

 Websites of the organization www.heavenangel.com
 Other sites www.marketing.com, www.salepromotion.com
www.marketingconcept.com

Company Resources

 Product Brochures
 Inputs from company personnel’s.

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ANNEXURE

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