Institute of Management and Planning & Advance Computer Training

(IMPACT), Patna

AFFILIATED TO ARYABHATTA KNOWLEDGE UNIVERSITY, PATNA

A Project Report
On

SALES PROMOTION

In partial fulfilment of the requirement of the degree of

BBA (Bachelor of Business Administrations )

(2020-23)

UNDER THE SUPERVISION OF SUBMITTED BY

MR.DIWAKAR KUMAR ROHIT ROY
Designation : Faculty Reg No: 20302316078

1
ACKNOWLEDGEMENT
I take this opportunity to express my deep sense of gratitude, thanks and regards towards all of
the people who have directly or indirectly helped me in the successful completion of this
project. And I am really grateful to state that I have managed to successfully complete the 4
weeks internship on time.

I am grateful to all faculty members of IMPACT College, Patna and Aryabhatta Knowledge
University to keep vision on our project and also my friends who have helped me in the
successful completion of this project.

I would like to thank our college Director Sir Mr. Manish Kumar, Principal Sir Dr. Sachin
Bhaskar for their constant guidance to conduct the present arduous project.

I also sincerely thank you Mr. PRATIK KUMAR BHARDWAJ (STORE MANAGER) for
his constant supervision as well as for providing me with the necessary information regarding
the Internship Program Assignment and also his support in completing this internship
assignment.

I wish to express my deep sense of gratitude to my project guide. Diwakar Kumar (Faculty)
for his valuable guidance and help in completion of this project work.

Last but not the least I am thankful to my parents, friends and relatives who provided me their
precious time, support and inspiration needed to prepare this project.

2
CERTIFICATE OF ORIGINALITY

This is to certify that the project report entitled “Study on sales promotion with reference

to Fashion Factory Inn” Submitted to Aryabhatta Knowledge University in partial

fulfillment of the requirement for the award of the degree of Bachelor of Business

Administration, is an original work carried out by Mr Rohit Roy, Registration No.:

20302316078 under my guidance.

The matter embodied in this project is a genuine work done by the student and has not

been submitted whether to this University or to any other University / Institute for the

fulfillment of the requirement of any course of study.

Diwakar Kumar

3
GUIDE DETAILS

Mr. DIWAKAR KUMAR

Faculty of security analysis and portfolio management in impact collage
Post Graduate in Personal Management and industrial Relation, LLB

Experience:
 More than 26 years of teaching experience at various collages in Bihar.
 Worked as Regional Manager in Elder Pharmaceuticals Ltd
 Regional sales manager in Celsius healthcare.
 Experience as senior executive (Admin) IN Excel (carbon) Evince enterprise a KVIC
industry
 Presently advocated in Patna court civil court.

DIWAKAR KUMAR

4
CERTIFICATE OF ORIGINALITY

This is to certify that the project report entitled “Study on sales promotion with reference

to Fashion Factory Inn” Submitted to Aryabhatta Knowledge University in partial

fulfillment of the requirement for the award of the degree of Bachelor of Business

Administration, is an original work carried out by Mr .Rohit Roy, Registration No.:

20302316078 under my guidance.

The matter embodied in this project is a genuine work done by the student and has not

been submitted whether to this University or to any other University / Institute for the

fulfillment of the requirement of any course of study.

PRATIK KUMAR BHARDWAJ

5
PROJECT SUPERVISOR DETAILS

Mr. Pratik Kumar Bhardwaj

MBA (Qualified) from Chennai, Tamil Nadu

Store Manager

Fashion Factory

(Formerly Brand Fashion)

Experiences

14 years experience in the field of Retails which Includes- ❖ Associated with Fashion

Factory since March,2022

❖ 2 years of working experience as store manager in Reliance Retail, Cuttack

2 years of working experience as store manager in Vishal Mega Mart, Ranchi

❖ 3 years of working experience as store manager In Big Bazaar, Bhagalpur

→ 2 years of working experience as store manager in Max Fashion, Bangalore

PRATIK KUMAR BHARDWAJ (Store manager)

6
 DECLARATION OF STUDENT

I the undersigned, a BBA student of IMPACT College

bearing Registration number 20302316078 do solemnly declare that
project work titled PROJECT REPORT ON STUDY OF SALES PROMOTION
AT FASHION FACTORY ( formerly Brand Factory ) is based on my own
work, carried out under the supervision of guide Mr. Diwakar Kumar.
I assert that the statements made are the outcome
of my work. I ensure that project work is original, not a copy paste job
and consequences of plagiarism. I affirm that this project work has not
been submitted whether to this University or to any other
University/Institute for the fulfilment of the requirement of any course of
study.

ROHIT ROY

7
8
 List of Table
SI.No. Table Description Page No.

1. Table representing the pricing of the 42

product
2. Table no-3 44
3. Table representing the competitor 46
strength

4. Table representing kind of product sold 50

more per month

5. Table representing the merits of the 52

product of ferro dek that different it form
other

6. Table representing the pricing of product 58

7. Table representing the target consumer 60

9
 LIST OF FIGURES

SI.NO. Table Description PAGE

NO

1. Chapter:2 Samle of sales promotion 28

techniques diagram
2. Chapter:4 sex of the marketing executive 33

3. Pricing of product 35

4. Major competitor strength 39

5. Quality of the product of ferro dek with 41

respect to other competitor
6. Kind of product sold more per month 43

10
 Table of Content

SI NO. Particulars Page no.

1 Acknowledgement 2
2 Certificate of originality 3
3 Project supervision details 4
4 Guide Details 5
5 Declaration of guide 6
6 Declaration of student 7
7 Certificate 8
8 Chapter-1 12 to 21
9 Chapter-2 22 to 30
10 Chapter-3 31 to 61
11 Chapter-4 62 to 66
12 Chapter-5 67 to 70
13 Questionnaire 71 to 83

11
 CHAPTER-1
INTRODUCTION

"Marketing is a social and managerial process by which individuals and groups obtain
what they need and want, through creating, offering and exchanging products of value
with others".

Philip Kotler.

Marketing includes all those activities having to do with effecting changes in the
ownership and possession of goods and services. It is that part of economics which deals
with the creation of time, place and possession utilities and that phase of business activity
through which human wants are satisfied, by the exchange of goods and services for
some valuable consideration.

- American Marketing Association.

Marketing is the process of discovering and translating consumer wants into product and
service specifications and then in turn helping to make it possible for more and more of
consumers to enjoy more and more of these products and services.

Marketing consists of analyzing marketing opportunities, researching and selecting target

markets, designing marketing strategies, planning marketing programs and organizing,
implementing and controlling marketing effort.

12
A Study on Sales Promotion

Companies have to identify long and short term marketing opportunities and research the
selected market by measuring and forecasting attractiveness of the given market. Having
selected the market, the companies need to developa differentiating and positioning
strategy for the target market. The marketing strategy must be transformed into marketing
programs by deciding on marketing expenditures and the marketing mix. The final step is
organizing the marketing resources and implementing and controlling the marketing plan.

Marketing mix

Marketing mix is the set of marketing tools that a firm uses to pursue its marketing
objectives in the target market . McCarthy has popularized a four factor classification of
marketing tools known as the 4P’s of the marketing mix. They are:

• Product

• Price

• Place

• Promotion

Product:

Product stands for the firm’s tangible offer to the market, including the product quality,
design, features, branding and packing. It deals with new product development, product
life cycle, product mix, product lines, branding and associated services to a product. From
the customer’s point of view, it helps in satisfying the customer’s needs and wants.

13
Sales Promotion
Sales promotion refers to the short-term incentives to encourage sales of a product or service.
It consists of a diverse collection of incentive tools, mostly short-term, designed to stimulate
quicker and greater purchase of products or services by consumers.

Purpose of Sales Promotion

Sales promotion tools vary in their specific objectives. They may be used to attract new
customers, to reward loyal customers and to increase there purchase rates of occasional users.
Sales promotion usually targets brand switchers because non-users and users of other brands
do not always notice a promotion. Sales promotions are thus also seen as a tool for breaking
down loyalty to other products .Sales promotions also let manufacturers adjust to short term
changes in supply and demand and differences in customer segments. They also let
manufacturers to experiment by varying prices. Sales promotions also lead togreater consumer
awareness of prices .To use sales promotion, a company must set objectives, select the right
tools ,develop the best program and implement it and evaluate the results.

Objectives of Sales Promotion

The specific objectives set for sales promotions will vary with the type of the target market.
For consumer promotions, objectives include encouraging purchasing of larger sized units,
building trial among non-users and attracting switchers
away
from the competitor’s brands. For trade promotions, objectives may include; including retailers
to carry new items and higher level of inventory, encouraging off-seasonal buying, of-setting
competitive promotions, building brand loyalty of retailers and gaining entry into new retail
outlets. The sales force promotions help in encouraging support of a new product or model,
encouraging more prospecting and stimulating off-seasonal sales. But most importantly, sales
promotion should be focused on consumer relationship building.

Sales Promotion Tools

Many tools can be used to accomplish sales promotion objectives. Descriptions of the main
promotional tools are as follows;
Consumer Promotion Tools

The main consumer promotion tools are as follows;

• Samples: They are offers of a trial amount of a product. It consists of inviting prospective
purchasers to try the product without cost or at a lower cost in the hope that they will buy the
product. Samples may be free or discounted.

14
• Coupons:
Coupons are certificates that give buyers a saving when they purchase a specified product.
Coupons can be mailed, placed in advertisements or included with other products.

• Rebates:

Rebate is also known as cash refund offers. Rebates are offers tore fund part of the purchase
price of a product to its customers who send a proof of purchase to the manufacturer. These are
like coupons except that the price reduction occurs after the purchase and not at the point of
sale
.

• Price Packs:
Cents-off deals or price packs offer consumers savings by way of reducing prices that are
marked by the producer directly on the package.

• Premiums:
These are the goods offered either free or at a low cost as anincentive to buy a product.
Premiums may be in-pack or on-pack(outside the pack).

15
A Study on Sales Promotion
• Prizes: They are offers of chance to win something such as cash, trips or goods –by luck or
through extra efforts. Contests of talent and sweepstakes or draws the most popular prize
offering promotions.
• Tie-in Promotions: Tie-in promotions involve two or more brands or companies that team
upon coupons, refunds or contests to increase their pulling powers.
• Cross Promotions: Cross promotions involve using one brand to advertise non-competing
brand.
• Advertising Specialties: These are useful articles imprinted with an advertiser’s name, given
as gifts to consumers.
• Patronage Rewards: They are cash or other awards for the regular use of company’s products
or services. They are values (in cash otherwise) that are proportional toone’s patronage of a
certain vendor or a group of vendors. They aim at building brand loyalty.
• PoP Promotions: Point of purchase (PoP) includes displays and demonstrations that take
place at the point of purchase or sale.

16
Trade Promotion Tool

More money is spent by companies on trade promotion (58%) than on consumer

promotions (42%). The major trade promotion tools are as follows;

• Discounts: It is also known as price-off or off-invoice or off-list. Discounts price cut off
the list price on a particular quantity purchased during a stated time.

• Allowances: They are the amount offered in return for an agreement by the retailer to
feature the manufacturer’s products in some way; displays, advertising or otherwise.

• Free Goods:Free goods are the extra merchandise offered to middlemen who buy a
specific amount of a product Companies also offer push money and specialty advertising
items to the middlemen.

Business Promotion Tools

Companies spend huge amount on promotions focused on industrial consumers. The major
business promotion tools are as follows;
• Trade Shows and Conventions.

• Sales Contests Clearly, sales promotions play an important role in the total promotion mix. To
use it well, the marketer must define the sales promotion objectives, select the best tools, design
the sales promotion program, present and implement the program and evaluate its results.
NDUSTRY PROFILE
A Look into the Indian Economy and Furniture Industry

India is the fourth largest economy in the world and it’s the largest democracy with second
largest GDP among emerging economies. World Bank’s President James D. Wolfensohn
confirmed that India is not the world’s4
The largest economy after USA, China and Japan in PPP (Purchasing Power Parity). It is also
one of the ten fastest growing economies in the world With 1 billion populations, India remains
on the fastest growing economies and even in the present worldwide economic slowdown, has
maintained GDP Growth rate of nearly 6% India today is 7

The most attractive destination for foreign direct investments after US, China, Brazil, Mexico
and Germany. Besides, India offers higher rate of returns and profitability than anywhere else
in the world Out of 1 billion population the upper and middle class constitutes 20% or 200
million people (or 30 to 40 million houses). By rent per capita:
•
2 percent of Indian has a per capita income in excess of 14,500 Euro which means 20
million people. A Study on Sales Promotion

17
• 8 percent of Indians have a per capita income of more than 3,900Euros, which means 80
million people.
• 10 percent of Indians have a per capita income in excess of 3,200Euros, this is about 100
million people
Overall Economic Scenario
1. The Indian market has been enormous with a large base.

2. Levels of affluence are high- with the number of individuals in the “high income
demographic group doubling each year, according to NCAER statistics.
3. The actual “disposable” income at the disposal of the affluent Indian is a high as three to five
times higher as the official statistics, on account of the very large proportion of unaccounted
(“black”) money income.
4. The market has, due to exposure to overseas products and lifestyles displayed the willingness
and ability to purchase overseas brands and products at high prices.

5. Customs duties and tariffs have been drastically reduced, in keeping with government policy
to open up the economy – a policy which has stayed constant despite changes in government.
All the products in the INDEX
product range are now permitted for import into India under OGL or the Open General License,
which implies that no special import license I required for import.
6. Despite the cut in duties, the rate of customs duties is fairly substantial which makes the
prices of products higher in India. There is a huge demand for furniture, hardware and fittings,
DIY equipment, lighting and consumer non-durable and appliances.
7. While the Indian middle class still does not have as high a rate of obsolescence as the US,
and tend to use their furniture for several years before changing or upgrading, the actual size
of this segment make a investment in this market more than worthwhile. The affluent classes
however, do have high rate of obsolescence of interior decoration product and redecorate
constantly.
8. All the above factors put together make manufacturers and retailers of a wide range of
consumer durables. Several overseas companies have already entered the market and have been
extremely well received by the market.

18
Indian Furniture Industries

The furniture sector in India only makes a marginal contribution to the formation of GDP,
representing just a small percent (about 0.5%), which indicates a huge potential for growth. It
is estimated that the furniture industry comprises 25% of the construction industry and
hardware comprises 40% of total furniture industry, out of this 20% is replacement and 20% is
new Wood and wooden products, furniture and fixtures carry a weight of 27.01% in the total
manufacturing sector . The furniture industry employs a total of around 30,000 workers. The
future on the furniture sector in India seems positive. Talking about production several
agreements have been signed between local producers looking for technology and European
and Asian companies trying to reach a potential opportunity in costs From the commercial
point of view, India shows good perspective to sell furniture in the following years. First of all,
because its size and secondly due to the newly acquired taste as a result of exposure to western
furniture style. India is one of the largest consumers of wood in South East Asia. Until a few
years ago the county had considerable quantities of available tropical woods. The most
common species in Indian forests are teak, rose wood bony, laurel, pine, cedar and rubber trees.
Supply of these “ready to uses

species became scarcer due to unconditional and inappropriate exploitation and also due to
growing concern about the environments In India, natural rubber plantations covers 520,000
hectares with another 6,000 hectares replanted almost every year since 1994. Kerala state
(South India) produces 95% of the total supply of rubber wood in India . India imports wood
(logs) especially from Malaysia, Indonesia, Myanmar Ivory Cost Cameroon, Nigeria, Ghana,
South Africa and New Zealand and to some extend from South America .Most soft and hard
woods are imported from Russia, Scandinavia and other South East Asian counties. MDF is
imported from Europe, and there is also a small local production. Veneered panel are becoming
more popular in India and are imported from the European Union and the USA

19
The total size of Indian furniture industry is estimated at Rs. 350 thousand million but almost
85% of this is unorganized. The remaining 15% is organized and is believed to be growing at
a steady pace of 12% to 15% per annum .The share of the wooden furniture market is estimated
at Rs. 600 million .Wood working industry of India is one of the fastest growing in the county
economy. Much of this growth has been fuelled by the increasing access to modern machinery
and technology through easier import policies as a result of India’s entry into the WTO in the
year 1990s. There is a noticeable shift in
the preference towards mechanized mass FC production and the up gradation of technology.

The Emerging Trend

Though technology has made inroads in the industry with increasing stress on the use of
machines, overall scenario reveals that almost 80% of the products supplied in local markets
by indigenous manufacturers are lab0ur intensive and handmade. Residential or household
furniture accounts for over 60% of the overall domestic and leading manufacturers have begun
to realize the necessity of proper distribution system in this area. Among other sectors where
the demand is spiraling upwards is office furniture. Growth of IT an IT- enabled sector such as
BPO’s has created a huge demand in metros and Class II cities all over India. The old economy
businesses are also undergoing a makeover and this is reflected through changing looks of the
offices. Metal and plastic furniture production is gaining wider prominence but wood still
remains to be the most favored medium.

20
 CHAPTER - 2

21
 RESEARCH DESIGN

Title of the Study

The title of the study is – “A STUDY ON SALES PROMOTION OF

HOMEFURNISHINGS AT Ferror Dek Pvt. Ltd”.

Statement of the Problem

The project is mainly undertaken to study the sales promotional strategies at Ferror Dek

Pvt. Ltd. The intention of the study is to find what attributes needs further improvement in

order to make the product more preferable in the market .

The main aim of the study is to uncover new relationship and identify any problem that

may arise in future. Hence, exploratory research is been conducted. Exploratory research

as its name implies end eavors of exploring the possibility of doing research on a subject

where due to lack of framing and testing the hypotheses is difficult. In today’s

marketplace where products and services are touting themselves to be the best, it is vital to

stand out in the crowd. The study was undertaken to explore how a company or brand can

ensure a store that stands out and not get lost in the crowd.

22
3.To Objectives of the Study
1. To study the various promotional strategy adopted by Ferror Dek Pvt. Ltd.

2. To find out the footage of Ferror Dek Pvt. Ltd. With respect to other players in the market.

3. To observe and understand the practice followed by Ferror Dek Pvt. Ltd.

4. To find out the communication linkages and de-linkages in the organization.

5. To study the activities of each and every department of the organization.

Scope of the Study

23
1. To study the various promotional strategy adopted by Ferror Dek Pvt. Ltd.

2. To find out the footage of Ferror Dek Pvt. Ltd. With respect to other players in the market.

3. To observe and understand the practice followed by Ferror Dek Pvt. Ltd.

4. To find out the communication linkages and de-linkages in the organization.

5. To study the activities of each and every department of the organization.

Scope of the Study

This project was undertaken for a specific period in Ferror Dek Pvt. Ltd.,New BEL Road, RMV
II Stage; Bangalore. It is an exercise that is well planned into the curriculum giving the
researcher a valuable opportunity to understand the working dynamics of the organization and
to experiment and exhibit the recently acquired management and administration skills .The
prospect of the furniture sector in India seems positive. The Indian furniture industry has
awakened to interesting times! The last ten years have seen changes in the shop windows of
furniture retailers. Consumers today no

24
A Study on Sales Promotion
longer look for mere practicality in furniture, instead, they look for them furnishing, i.e.
lifestyle living. Realizing the tremendous market potential and to make the most of it, the study
was undertaken.
Limitations of the Study
Every study is bound by limitations and as such this is no exceptions.

1. “Change is Constant” rule of nature. Hence, the study undertaken may not hold good for
longer duration.

2. The study was conducted under the assumption that the information given by the respondents
is authentic.

3. The analysis and suggestion are given only with respect to marketing aspects as technical
suggestion with respect to the product could not be given.

4. Confidential matters were not disclosed by the company.

5. There were time constraints.

25
 Methodology of the Study

A variety of methods of study have been adopted by the researcher to fulfill the objectives of
the study.

In order to have a better grasp of the study, the researcher chose to become a keen observer,
studying the various aspects of the
–When the deal is finalized and after receiving 50% of the amount from the customer, the
designers make the production design. This design clearly demarcates the technicalities so that
it becomes easier for the production personnel to understand.

• Innovative designs

–The team of designers also trigger out the brain cells to create innovative designs.

26
27
promotion strategy is a plan to create or increase demand for a product. It outlines the

tactics you'll use to raise awareness about your product and get people interested in

buying it. The goal of a promotion strategy is to introduce potential customers to your

product and convince them to make a purchase.

[2: A sales promotion is a marketing strategy where a business will use short-term

campaigns to spark interest and create demand for a product, service or other offers.

Sales promotions can have many objectives and ideal outcomes, which we will explore

in detail throughout this article.

28
COMPANY PROFILE

Ferror Dek Pvt. Ltd. promoted by Mr. Binny Kuriakose is one of India’s leading

manufacturers and distributor of modular kitchen and modular workstation. It also

undertakes value added services such as executing turn key projects as a part of office

furnish ing. It has set international standards in terms of quality of work and execution of

projects It was a modest beginning for Ferror Dek with a few orders for home furnishing.

Very soon as the scope of the business grew; it started expanding into diverse activities. It

is only a year old but the company has shown excellent growth since inception and is

growing at a rapid pace .It has a decade of expertise in building turnkey solutions for

contemporary offices and homes. The understanding of modern demands allows

optimizing spaces to derive maximum utility value for every furniture solution. The

solutions are available in a wide variety of boards such as Pre-lam particleboard, MDF

board with post form finish, MDF with veneer finish and MDF with PVC foil membrane,

2mm PVC edge banded shutter etc. The whole range of solutions are tailor-made to suit

the consumers needs blended with affordability and aesthetics. It is located at Bangalore,

India’s melting pot of international cultures.

29
They are at a strategic advantage to offer clients furniture that reflects

the emerging global denizen .It is equipped with a modern production house and employs world

class machinery from Germany and Italy to carve artistic niche for customers. It uses high

quality raw material for all solutions and these are available in a wide variety of options

.Today’s market is clustered with options to furnish homes and workplace .But at Ferror Dek,

what makes it to truly stand apart is the quality of the products and services. It is driven by the

urge to provide quality that is distinctive as the customers are. Every single product that is

rolled out of the manufacturing unit is ensured to be flawless and absolutely defect-free. The

adherence to rigorous quality standards is maintained at every level because quality is

continuous and consistent process.Ferror Dek ensures its customers that the customers will

find unique expressions of their creative niche.

THE CREATIVE NICHE:

• Understanding of modern client mindset allows optimizing spaces to derive maximum

utility value for every interior solution, be it office or home.

• Application of highly specialized design techniques sets its design a part from competing

companies.

A combination of proficient project management control, unyielding quality guarantee and

prompt operation and service support.

• It builds up a technical drawing, which has detailed records for every project, thus assuring

30
MANUFACTURING FACILITIES:

The specialized home solution offers complete units for every room. The array of products
includes:
Modular Kitchens
a) Eco friendly laminated in different colors. Shutters come inmembrane, medium density fiber

(MDF) and pre-laminated particleboard.

b.Different kinds of pull out baskets, to name a few D-tray, Swiveltray, magic corne
Wardrobes
Wall units
Crockery units
Living room furniture
Designer doors
racks
Loft coverings
Dressing units
□ Kids units.
Managing space at work:
The modular solutions of the office strive to create a comfortable workplace, allow easy mane
verability of work area and infuse a high degree of visual appeal. The range of solutions

31
Modular Workstations:

Eco friendly laminated modular office systems include desk, storage cabinet, pedestal,

partitions and key board.

The working desk system – is available in variety of shapes and sizes.

Partition system with fully integrated cable management partitions (two levels of cable

raceways).

Partition thickness will be available in 75mm thickness.

Partition is made up of Mild Steel (MS) with required powder coated color.

Various heights and lengths of partitions are available.

Multiple choice of fabric, laminate, metal perforated sheets,accessories panel, glass, etc.

• Filling storage units

• Pedestals

• Keyboard and CPU trolleys

• Discussion tables

• Conference tables

• Training tables

• Other office furniture.

Managing Turnkey Projects:

on Sales Promotion

Though home and office furnishing is the niche area, value added service are provided to give

customer solution and thus turnkey projects are undertaken. Turnkey projects include:

• Architectural services

• Civil construction

32
Project co-ordination
• False-ceiling

• Networking

• Electrical work.

Some of its Clients are:

1. Rockewell Studio, Bangalore2.Credence Audio Systems, Bangalore3.Honeywell Ltd.,

Bangalore4.Cepha Imagining Pvt. Ltd., Bangalore5.Black and White Studio,

Bangalore6.Siddharth Engineering Pvt. Ltd., Bangalore7.Kurl-on-Ltd.,
Bangalore8.Manjushree College of Nursing, Bangalore9.Atlas Copco-Bangalore10.Rahul
Cargo Pvt. Ltd. – Bangalore11.Daedalus Consulting Pvt. Ltd. – Bangalore.
ORGANIZATION CHART
Head Accounts Head And Marketing Designing Marketing Production Administration (Home
(Office Furnishings) Furnishings)2 Executives 8 Marketing 8 Designers 2 Marketing and an
Executives Executives Office boy Supervisor Supervisor (Quality Control) (Production)
(Product (Dispatch)Analysis) 2 Persons 26 Persons 2 Persons 1 Person(Machine operators And
helpers)
Employee Strength –
A total of 61 personnel including executives and shop floor workers are working for the
company.
DEPARTMENTS
The researcher encompassed the study of four departments namely Accounts and
Administration, Designing, Production and Marketing. The basis for departmentalization was
functional.

33
ACCOUNTS AND ADMINISTRATION DEPARTMENT

This department is headed by Mr. Yesudas. Two executives assist him. This department is
broadly concerned with the acquisition and use of funds by the company. It also analyz , plan
and control the company’s financial affairs. Moreover, the in house administration of the
company is also taken care of. It includes maintenance of showroom and a look into the
requirements and problems of day to day administration. It also keeps a track of things with
regard to civil construction, architectural services, networking ,project co-ordination, electrical
work, etc

It is also concerned with bank facility a vailed by the employees. Apart from all
these, it also takes into account the installation part at the customer site after the dispatch of
the product. In a nutshell this department deals with the trouble shooting of any problem.

34
DESIGNING DEPARTMENT

This department is headed by Mr. Albert. Eight creative designers assist him. The team of
designer tailor makes the products according to the needs of the customers. Two aspects
namely
affordability and aesthetics are focused upon. Major activities undertaken in this department
are as follows:
• Setting the normal design

– According to the initial measurement told by the customer, a normal design is set. Once the
normal design is finalized by the customer, a designer accompanied by marketing personnel
visits the construction site and takes the final measurement. Then according to it a design is
set
and the price quotations are made.
• Setting the production design

–When the deal is finalized and after receiving 50% of the amount from the customer, the
designers make the production design. This design clearly demarcates the technicalities so
that
it becomes easier for the production personnel to understand.
• Innovative designs

–The team of designers also trigger out the brain cells to create innovative designs.

35
Why use Modular Kitchen?

I. They look good and optimize space.

II. Are fully re-locatable.

III. Are made of durable material.

IV. Selection of different materials for different uses is a difficult decision to make which
easily solved by modular kitchen.

A Study on Sales Promotion

V. A modular kitchen takes care of things like exhaust hoods/ chimneys which are otherwise
ignored. Replacement/ repairs are easy.

VI. Kitchen work/ equipment/ utensils get proper definition, role and place to function.

VII. Can be expanded or reduced in size at later stages. Have low maintenance and high
durability.

VIII. Require simple ground preparation and services.

IX. Can be constructed in a time period as short as 6 to 8 weeks from order.

X. Person gets motivated to work in such kitchens.

2. Place: Located at Bangalore, India’s melting pot of international cultures, the company is at
a strategically advantageous position to offer its clients furniture that reflects the emerging
global denizens. The corporate office and showrooms is situated at New BEL Road, RMV II
Stage; Bangalore.

3. Price: The products are customized so the price also doffers accordingly. The products
offered are basically made either from prelim, MDF or membrane. Each product has a
different rate. Prelim is priced at Rs.650 per sq. ft. The pricing policy adopted is cost plus a
percentage of profit. While quoting the price of a product, height and width is

considered irrespective of depth. If the depth exceeds the standard norm of 2 ft. then only it is
considered.

36
4. Promotion: The Company has a showroom of its own. The showroom is opened for all the
seven days of a week from 9 a.m. to 9 p.m. Paper insertion are placed in leading newspapers
such as Times of India, Business Standard, Deccan Herald and Prajjvani. Telemarketing is
also done. Display stalls are put up near upcoming construction of apartments. The Company
also participates in exhibitions. The recent one is, being the participant of the Life Style Show
on Palace Ground at Mekhri Circle.

Office Furnishings: This department is headed by Mr. Rajesh. Two marketing executives
assist him. The products dealt with are – modular workstations, filing storage units, pedestals,
keyboard and CPU trolleys, conference tables, training tables and other office furniture. An
important facet dealing with the promotion of a product is corporate presentations. The target
group here is the corporate. Other than that there is no major change with regard to place,
price and promotion.

HR ASPECTS

Though the company does not have a separate HR Department as it is in the embryonic stage
but the HR aspects are taken care of by Mr. Eugene Joseph.

• Leave Facility : All employees are entitled to 12 days of casual leave and 2 days of sick
leave (monthly). In case of a long leave, say a week or more than that, one needs to inform it
before 10- 12 days. In case of emergency, a prior intimation before 2 days is sufficient. One
can also avail the facility of working on holidays and taking leave on the week days.

• Recruitment :The Company spells out its requirements to the consultancies about the
suitable candidates. Usually, Mr. Eugene or Mr. Rajesh or Mr. Yes udas takes the interview
of the candidates.

• Training :A selected Candidate is put on training for about 15 days. During this period, he
is not given individual project.

• Job Rotation :Job rotation is adopted by the company so that there is development of multi-
faceted skills to fill in vacancies and to cope with increasing workload. Movement is effected
in the same grade

37
THE WHOLE PROCESS AT A GLANCE

Clients come to the showroom

Initial Measurement is given

Designers design the product

Quotation is made

Negotiation is made

Color combination is chosen by the customer

50% of the amount is given as advance by the customer

Signing of the estimation form Both the company and client will keep a copy of it

Production drawing is made

↓Production department

38
 CHAPTER- 4

39
DATA ANALYSIS AND INTERPRETATION

Table No. 1

Table representing the sex of the marketing executives

Sex No. of Respondents Percentage

Male620%Female2480%Total30100%

Analysis

80% of the respondents are male.

20% of the respondents are female.

Interpretation

Majority of the marketing executive are male.

40
41
42
43
Table No. 3

Table representing the major competitors of Ferror Dek Pvt. Ltd. with regard to Home
furnishing

Analysis

Majority of the respondents i.e. 80% opines that there is no dominant player in the
market.

13% of the respondents are of the opinion that the Godrej is the major competitor.

Trident Inter wood is considered as the major competitor by 7% of the respondents.

Interpretation

Though brand names like Godrej and Trident Inter Wood came into the picture but the
fact reveals that there is no dominant player in the market. So everyone is competing with
each other.

44
45
Table No. 4

Table representing the competitor’s strength

Analysis

80% of the respondents are of the opinion that the competitor’ strength is brand image.

20% of the respondents opine that promotional activities are the strength of the
competitors.

None of the respondents feel that quality and pricing are the strength of the competitors.

Interpretation

Majority of the respondents opines that brand image is the strength of the competitors.

46
47
5. Table

Table representing the quality of the products of Ferror dek with respect to other
competitors
Analysis
Majority of the respondents i.e. 57% are of the opinion that the products are of good quality
with respect to other competitors.
43% of the respondents opine that the products are of very good quality with respect to the
other competitors.
None of the respondents are of the opinion that the products are of fair or poor quality with
respect to other competitors.
Interpretation
Majority of the respondents is of the opinion that the products are of good quality and is at
par with other competitors having brand names.

48
49
Table No. 6
Table representing kind of products sold more per month
Analysis
90% of the respondents are of the opinion that modular kitchens are sold more per month.
10% of the respondents are of the opinion that modular kitchen and wardrobes are sold more
per month.
Interpretation
Majority of the respondents is of the opinion that modular kitchen sare sold more per month.

50
51
Table No. 7

Table representing the merits of the products of Ferror dek that differentiates it from others

Analysis

33% of the respondents are of the opinion that reasonable pricing and a customized product
differentiates the products of Ferror dekfrom that of others.

24% of the respondents are of the opinion that quality is the differentiating factor.

10% of the respondents are of the opinion that finishing is the differentiating factor.

Interpretation

Reasonable pricing and customized products differentiates the products of Feror dek from
that of others.

52
53
Table No. 7
Table representing the merits of the products of Ferror dek that differentiates it from
others
Analysis
33% of the respondents are of the opinion that reasonable pricing and a customized product
differentiates the products of Ferror dekfrom that of others.
24% of the respondents are of the opinion that quality is the differentiating factor.
10% of the respondents are of the opinion that finishing is the differentiating factor.
Interpretation
Reasonable pricing and customized products differentiates the products of Feror dek from
that of others.

54
55
Table No. 8

Table representing the factors which play a major role in demand generation

Analysis

Price of the product gets the maximum of 5 rating.

Design of the product and the price of the product get the maximum of 4 rating.

Delivery of the product ordered gets the maximum of 3 ratings.

Awareness about the product gets the maximum of 2 rating.

56
Presentation about the product gets the maximum of 1 rating.
Interpretation

Price of the product plays a major role in the demand generation.

Design of the product plays an important role in demand generation.

Delivery time of the product ordered can make a little difference in demand generation

57
58
59
60
61
Table No. 11

Table representing the percentage of discounts given on repeat purchase

Analysis

66% of the respondents are of the opinion that 2-5% discount Is given on repeat purchase.

17% of the respondents opine that 6-10% of discount is given on repeat purchase.

17% of the respondents are of the opinion that no discount is give non repeat purchase.

Interpretation

Majority of the respondents are of the opinion that 2-5% discount is given on repeat purchase.

62
63
Table No. 12

Table representing the way of marketing of the products

Analysis

100% of the respondents are of the opinion that the marketing of products are through direct
marketing.

Interpretation

The products are marketed through direct marketing and dealers and retailers are not involved
in the marketing process

64
65
Table 13
Table representing the target consumers
Analysis

90% the target customers are from upper class.

10% of the target customers are from middle class.

Interpretation

The target consumers are the upper class and the middle class

66
67
No. 14Table
Table representing the kind of incentives received by the employee

Analysis

100% of the respondents are of the opinion that no incentives are given at present.
Interpretation

Interpretation

No incentives are given to the marketing personnel at present.

68
69
70
71
72
11. Modular kitchens are sold more per month. So, this area needs greater focus

.12. Reasonable pricing, customized products, quality and finishing contributes in

differentiating the products of the organization from that of the others.

13. Apart from price of the product, design and delivery time of the product ordered play a
crucial role in triggering out demand generation of the product.

14. Discount is given on repeat purchase.

15. The company does not adhere to stringent norm while giving discount on repeat purchase.

16. The target consumers are the elite and upper middle class.

17. No incentives are given by the company to its marketing personnel at present.

73
CONCLUSION

“No man has the right to dictate what other men should perceive, create or produce, but all
should be encouraged to reveal themselves, their perceptions and emotions and builds
confidence in their creative spirit!”

This inspiring thought of Ansell Adams is well appreciated by new style marketing
organizations which understand that “boxes and lines” structure can’t drive value in fast
moving environments. No doubt, Ferror Dek Pvt. Ltd.is one of them because they believe in
teamwork. Today, the need of the Indian consumer evolves beyond “roti, kapada aur makaan”.
The game in the new-breed furniture industry is no longer furnishing. It is about “home
dressing”. To capture opportunities continually, the company must have a continual flow of
ideas. Transforming a pipeline full of ideas into a value –generating portfolio of products and
services is hard. Herein, lays the importance of co-ordination. A home is not just a living space
but one’s statement of individuality to the world. Big or small, it’s all about adding own touch
to one’s home to make It unique – a perfect blend of form and function. With the ever
increasing number of house-hold items, a highly dynamic and always on the move job profiles,
it is crucial for people to employ efficient storage spaces that are affordable to purchase. The
modular kitchen of today is the epitome of

functionality and multi-purpose aspects. With the rise in income and the infiltration of western
luxury goods have created a cultural shift toward materialism and consumerism. Ferror Dek
with its unique strength provides customer solution that offers the perfect balance of quality
and economy. In today’s crowded market place, where products and services are touting
themselves to be the best, it is vital to stand out in the crowd. From the various channels of
advertising, point of sale displays and how the employee are relating to the customers. It is
important for Ferror Dek Pvt. Ltd. To establish and reinforce an unmistakable brand and
corporate identity in all channels of fickle minded consumers. Herein, lays the importance of
the Japanese proverb which says –
“Thinking without action is a daydream and action without thinking is a nightmare”.

74
 CHAPTER-6

75
RECOMMENDATION AND SUGGESTIONS

This chapter lists the various recommendations and suggestions with respect to the findings
and in congruence with the objectives of the study.
Recommendations:
1. It’s overwhelming to find out that the organization works in a systematic manner. A blend
of co-ordination will definitely enhance the performance of the company.

2. Quality clubbed with reasonable pricing and quick delivery made the product of the company
stand apart. The marketing campaign should focus on this aspect and made according to its
line.
3. The strength of the company is its customized products. This very fact must be highlighted
in the marketing campaign.
4. As the products are reasonably priced, the ambit of the target consumers should be stretched
so that middle class consumers also fit into it.
5.The company must stick to a norm while giving discounts on repeat purchase. This will
certainly help in sales promotion in order to create repeat purchase.
6.In order to have a rapid market access, the company can included e, if not retailers at the
moment.

7.The company should focus the marketing strategies on Modular kitchens in the home
furnishing arena as it is moving in the market rapidly.

8.The company can introduce some reward schemes so that a person is benefited after the full
fillment and over achievement of the target. This is predominantly done to motivate the sales
force and enhance their performance.

9.Other than emphasis on design, craftsmanship and product quality, the company’s unique
strength also lies in its capability as a fully –integrated furniture manufacturer. This fact should
be highlighted during the advertisement campaigns.

10.The need of the hour is aggressive marketing.

76
.

1. Everyone is aware of the growth in wealth and change in lifestyle among Bangalore’s novae
riche. So the marketing campaign should be designed to woo the customers.

2. The company should explore all possible ways in order to aggressively sell its products. So,
the company can register itself in Furniture coin as it is India’s biggest online B2B plan with
largest virtual furniture directory.

3. The construction industry is in boom. In order to tap the potential market the Company can
advertise in a magazine named ‘Builders Grid’. This will help in showcasing the products of
the magazine. This can add an extra spice to sales.

4. Feng Shui items are gaining prominence right at the moment. Feng Shui describes the wood
personality as one possessing good decision making skills, idealism, imagination, compassion
and the ability to create change. The fact can help in emotional marketing of the product and
also combat competition from Godrej whose modular kitchens are made of steel.

5. In today’s crowed market place in order to increase the size of the pie the Company can adopt
innovative promotional strategies. One of them an be suggested as ‘Dream House’ road shows.
It will help in creating and reinforcing the Company’s identity in the minds of the consumer.

77
6. In order to be extra ordinary, the Company has to walk the extra mile. A method named
‘Experimental Marketing’ can be adopted by the Company wherein the prospective consumers
can be invited to visit the showroom and touch and feel the products.

7. Since the competition is intense, so there should be some value addition so as to make the
Company stand apart in the market. One such way is to improvise the customer service.

8. Consumer is the king in the market. This fact should be deeply rooted in the minds of the
employees. The Company can adopt some ways to listen to the customer’s feedback which
should be noted in writing so that it will help in continual improvement and make the company
to be in the right track always. Moreover, a sense of involvement will be felt by the customers
whish can give the company a cutting edge..

78
 QUESTIONNAIRE

1. NAME :

2. ADDRESS:

3. SEX:

a. Male
b. Female

79
 1.
1) How are you priced

?a) High
b) Reasonable

c) Competitive

d) Low

2) Who is your major competitor?

3) What is your competitor’s strength? / What makes you ahead of him?

a) Quality
b) Brand image
c) Pricing
d) Promotional activities

4) With respect to other competitors how do you rate yourself in terms of quality?

a) Good
b) Very good
c) Fair
d) Poor

80
5) Which products are sold more per week/per month?

6) What specific merits do you think will differentiate your products from others?

a) Reasonable price
b) Quality
c) Customized products
d) Finishing

7) How important do you feel that the following factors play a major role in demand generation
on a scale of 1-5?
a) Price of the product
b) Awareness about the product
c) Delivery time of the product ordered
d) Presentation of the product
e) Design of the product

5- Very important
4- Important
3- Makes little differences
2- Not important
1- Does not make any difference

81
8) How do you promote your products?

a) Paper insertion
b) Telemarketing
c) Display stalls
d) Participating in Exhibition
e) Direct mail
f) Presentations
g) Showrooms
h) All of the above

9) A) Do you give any discount on repeat purchase?

a) Yes
b) No

B) If yes how much discount do you give?

a) 2-5%
b) 6-10%
c) 11-15%
d) 16-20%
e) None

10) How are you marketing your products?

a) Direct marketing
b) Retailers
c) Dealer
d) All the above

THANK YOU

82