Professional Documents
Culture Documents
Bba 5th Sem Summer Training Report Repaired
Bba 5th Sem Summer Training Report Repaired
On
Sales promotion
AT
(Session 2018-2019)
Reg no 1617460039
Roll no
1
Acknowledgement
I consider myself very fortunate to get the opportunity to conduct the training approval and summer
training project as per guidelines provided by our teacher as well as whatever I have learned from
officials of TTK Prestige ltd of sales promotion of varies range of products
I am very much thankful of Mr parveen arya who provided my every bottom of the products of
their company about their information regarding their cookware products
I have gone through varies ways of getting proper information regarding my summer training report
.
Yogesh sachdeva
2
Declaration
I Yogesh BBA 3rd YEAR ( 5th SEMESTER ) of HINDU COLLEGE , SONEPAT hereby declare
that the project report entitled „A STUDY OF sales promotion is an original work and the same
has not been submitted to any other institute for the award of any degree/diploma.
Yogesh sachdeva
3
Particulars
Sr no Chapter name Page no.
1 Acknowledgement 2
2 Declaration 3
3 Introduction to the topic 5-8
Company profile
About the company
Organization chart
Mission of the company
Marketing outlook of the
company
Infrastructure and working
environment
4 Staff of the company 9-26
Research methodology of the study
5 Research design 27-29
Introduction to the study
6 Objectives of company 30-31
7 Analysis of the project 32-35
8 Conclusion 36-37
9 Recommendation and suggestion 38-40
10 Bibliography 41-42
4
5
Chapter 1
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Sales promotion
Sales promotions are those activities, other than advertising and personal selling that
stimulate market demand for a product. The basic purpose is to stimulate on the spot buying
by potential customers through short-term incentives
“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”
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
Sales Promotion Strategies. There are three types of sales promotion strategies: Push, Pull, or
a combination of the two. A push strategy involves convincing trade intermediary channel
members to "push" the product through the distribution channels to the ultimate consumer
via promotions and personal selling effort
Sales promotions can also be used to help persuade consumers to purchase new or existing
products. One way is to offer a sample. Samples can help persuade a consumer to purchase a
new product by reducing the amount of risk associated with the purchase
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Advantages of sales promotion
Creates differentiation
Creates communication opportunity
Creates word of mouth
Creates a platform to cross-sell and up sell
Creates a reason to buy
Creates a focused marketing approach
Creates greater revenue
Increased price sensitivity. Consumers wait for the promotion deals to be announced and
then purchase the product. ...
Quality image may become tarnished: ...
Merchandising support from dealers is doubtful: ...
Short-term orientation:
2. The role of sales promotion is to encourage purchase by temporarily improving the value
of a brand. However, it is part of the overall marketing mix and should tie in with advertising,
product performance and pricing. The purpose of advertising is to improve dispositions
towards a brand, while the objective of sales promotion is to translate favourable attitudes
into actual purchase. Advertising cannot normally close a sale because its impact is too far
from the point of purchase, but sales promotion can.
3. Sales promotion is often managed in isolation from other elements of marketing, because
there is the need to gain shelf space through retailer support and in this context it is referred
to as ‘the silent salesman’.
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ng which, as discussed earlier, is termed ‘above-the-line’ expenditure. We now describe and
discuss some of the more frequently used tools of sales promotion. With such variety of
techniques, we need to be sure that the planning of sales promotion is systematic, so the key
steps in planning sales promotion, along with appropriate techniques, are now discussed.
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Chapter 2
Company profile
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About the company
TTK Prestige Limited was incorporated as a private limited company on 22 October 1955 in
Madras as TT Private ltd it became a public limited company on 15 June 1988.
The company started its manufacturing unit after independence. It started manufacturing in
the year 1949 by setting up manufacturing unit near Bangalore. The company is known for its
manufacturing and innovations, be it distributing pamphlet from helicopter in the fifties or
introducing the exchange scheme.
The TTK Group has been associated with several brands in India,
including:
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ORGANIZATION CHART
MD
Furnishings) Furnishings)
Office boy
12
(Quality Control) (Production) (Product (Dispatch)
Analysis)
(Machine operators
And helpers)
13
DEPARTMENTS
The researcher encompassed the study of four departments namely Accounts and
Administration, Designing, Production and Marketing. The basis for departmentalization was
functional.
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 analyze, 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 availed 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.
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:
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Innovative designs –
The team of designers also trigger out the brain cells to create innovative designs.
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PRODUCTION DEPARTMENT
This department is headed by Mr. Prashanth. Four supervisors are in charge of four different
activities such as quality control, product analyzing, production and dispatch.
PRODUCTION HEAD
Analysis)
(Machine
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Quality Control:
This sub department is mainly concerned with the inspection of raw materials. The raw
materials are supplied mainly by four companies namely Novapan, Spacewood, Bhutan
Board and Nepal Board and Nuwood. For bulk orders, direct purchase is made from the local
companies such as Marino Ply, Greenlam, Virlam and Kalachandra.
The raw materials obtained are with respected with regard to requirements and
specifications.
Product Analyzing:
This sub-department is mainly concerned with targeting and scheduling. After
receiving the production design, it targets as to when the work needs to be completed
and schedules the whole process. Again, after completion of production process and
before dispatch, the product is thoroughly inspected here.
Production:
26 persons comprising of machine operators and helpers are involved in this sub-
department. It consists of five operations namely cutting, molding, edge bending, boring
and hot press and post formed.
MARKETING DEPARTMENT
This department deals with the springboard of all activities. This department is split into
two divisions – one dealing with home furnishings and the other dealing with office
furnishings.
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Mission of the company
MISSION:
The basic mission of the Company is “Quality Consumer Products at affordable prices” and
in the process delivering long-term value to all stakeholders in the Company.
VISION:
The Company’s vision is “A Prestige in every Indian Kitchen”. The Company further
envisions being a dominant global player in the Pressure Cooker category and the leading
Branded Player in the Domestic Kitchen and Kitchen Appliances segment in the Indian
Market and thus occupying a place of pride in the Indian Kitchens. This shall be achieved
through Customer Centric Processes, People Development, and Operational Excellence. The
Board of Directors may enlarge or otherwise modify the vision from time to time in line with
the economic and business climate and opportunities
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Times Ascent “Dream Companies to work for” Award / 6th Edition -
2017
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Marketing outlook of the company
Pricing
Building value at affordable prices is part of our mission at Prestige. All our products aim at
being affordable and we strive very hard to ensure that our products dominate the market.
Some of our leading products are
Pressure Cookers
Pressure Pans
Non Stick Cookware
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Induction Cook tops
Glass-top Gas Stoves
Electric Rice Cookers
And many more.
Distribution
You can buy a Prestige product at every location in India. Our sales and distribution network
strives to ensure availability of all our products across India through our very wide
distribution and dealer network.
Apart from dealers, Prestige also has our own exclusive retail stores through Prestige
Xclusive stores. We have more than 525 stores across India today. Apart from the stores,
Prestige Xclusive also has an online website where you can buy online.
Promotion
Prestige continuously educates its customers about its products and how it is advantageous to
have a Prestige product. Apart from creating awareness about the products, Prestige also
rewards customers for their trust and loyalty through our various promotions, discount offers
and programs. So keep loving Prestige and reap benefits from your most trusted brand.
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Infrastructure of the company and
working environment
Prestige sets very high standards to meet customer expectations. Every product that comes
out of our factories has to meet our core values of safety, durability, transparency, trust and
value.
To support this Prestige has built up infrastructure that meets international standards -
Prestige has a unique combination of precision engineering, design and innovation skill sets
driven by a strong sales and marketing team that delivers consistent value for all its stake
holders
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Outlets of company in India.
Our exclusive retail stores are spreading rapidly throughout India. With 545 plus stores
spread across 320 plus towns and 27 states, Prestige Xclusive has a proven time-tested
business model that has succeeded throughout the last 15 years. Locate a Prestige Xclsusive
Store now to avail the entire range of total kitchen solutions.
Varies range of products
For over six decades TTK Prestige has stood tall as the market leaders in kitchen appliances.
Our pioneering products make us the best companion for the Indian homemaker. Our product
innovation journey is focussed on the five pillars of Trust, Innovation, Smartness, Health and
Modernity. We have come a long way from the pressure cooker to over 600 products today.
Lets look at a few milestones in this product evolution journey
1949 - Pressure Cookers
Denis Papin created the pressure cooker to help housewives soften the meat. We at TTK were
inspired by his story and decided to get the innovation to India. It was when Prestige pressure
cooker was introduced into the Indian Kitchen by the TTK Group, which made cooking safe
for the users; the brand won the trust of the Indian people. Unique Indian cooking needs have
inspired Prestige to develop the Prestige Pressure Pan.
Our constant endeavour to satisfy our customers and to help them cook better has been the
main thrust at Prestige. This has helped us to retain our core value of trust with all our
customers.
1994 - Non-Stick Cookware
Cooking directly affects our overall health and fitness. Another facet of kitchens that was
gaining importance was good looking utensils. Recognising the need of the Indian consumers
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to cook healthier food with lesser oil, and also to make the cooking utensils look smarter,
Prestige released the entire a range of non-stick cookware for the Indian Kitchen.
2001 - Gas Stoves & Electrical Appliances
Our users pushed us to innovate and provide them with all their needs since they now had
established trust with the Prestige product family. Our customers desire propelled our R & D
Department to develop Gas Stoves and the entire range of Electrical Appliances like mixers,
grinders, toasters, ovens, grills and more.
2015: Pressure Cookware (Clip On)
Pressure cooking and Prestige are synonymous to Indian consumers and that's what inspires
us to push our boundaries. We realised how important a part pressure cooking was in the
daily cooking regime of the Indian homes and thus was born the idea of Clipon pressure
cookware - with a completely new universal lid interface which can make any cookware in its
series into a pressure cooker. Now you can have a common lid for a saucepan, kadai, and
handi and use the same vessels for Frying, deep frying, sauteing, cooking and pressure
cooking. It is India’s first modular pressure cooking system.
2016: Clean Home Solutions
‘Chasing new frontiers’ is our guiding principle at Prestige. Conquering the Indian Kitchen
prompted us to widen our horizons and thus, Prestige took its plunge into the Cleaning
Solutions Business. Prestige has launched cleaning solutions products under the brand
“CleanHome”.
24
Staff of the company
Board of Directors
25
R. Srinivasan(Director)
Mr. R. Srinivasan is B.E. (Hons.) and is an independent professional having vast industrial
experience and is also a Management Consultant. He has been on the Board of the Company
since 2000.
Arun Thiagarajan(Director)
Mr. Arun Thiagarajan holds a Masters in Electrical Engineering and a degree in Business
Administration. He has held senior positions in ABB, Wipro and HP. He has been on the
Board of TTK Prestige Limited since 2005.
Dileep Krishnaswamy(Director)
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K Shankaran(Director & Secretary)
Mr. Shankaran is a qualified Cost and Management Accountant and Company Secretary. He
has been the whole time Secretary of the Company since 1990. He has been on the Board of
TTK Prestige Limited since 1993.
Dr. TT Mukund(director)
Dr. T.T. Mukund is presently Reader National Centre for Biological Services, Bengaluru. He
graduated from Cornell University, USA and did Ph.D. (Physics) at Massachusetts Institute
of Technology, Cambridge, MA.
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CHAPTER 3
THE RESEARCH
METHODOLOGY
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The Research Methodology of Sales Promotion
Research methodology is a systematic way to solve the research problem. it may be
understood as science of studying how research is done scientifically. In this we study the
various steps that are generally adopted by a researcher in studying his research problem
along with logic behind them.
RESEARCH DESIGN
RESEARCH design specifies the method and procedure for conducting a particular study. A
research design is the arrangement of conditions for collection and analysis of data in a
manner that aim to combine to the relevance to the research purpose with the economy in
procedure. Research design is broadly classified in to three parts
Exploratory research
Descriptive research
Casual research design
Data collection
The data for this research has been collected both from primary source as well as secondary
sources.
Primary source
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to collect individual data about one or more specific topics.
Sometimes questionnaires are confused with interviews
Secondary sources:
The secondary source of data is available in company already which helps me to get
information about products and which is published the data was lead which provided
me the areas and locations in the form of beat plan which guided me to the targeted
markets.
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Chapter 4
31
Primary objectives
The primary objective of marketing research depends upon many things like interviews,
observation, discussion and questionnaires groups to gain customers for providing new
product and services. ...
Secondary objectives
Secondary objectives are 'back up' objectives; things you'd like to accomplish if you don't
achieve your primary objective or things you'd like to accomplish in addition to achieving
the primary objective. They are the little extras; the nice-to-haves
1. The study covers all retailers of various areas in order to understand their business
strategies.
2. ttk prestige ltd products with various range of products has achieved rank in Asia
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Chapter 5
Data analysis
33
Table representing the no of satisfied with the services of TTK prestige ltd
Yes 6 20%
No 24 80%
Total 30 100%
Analysis
High ─ ─
Reasonable 16 54%
Competitive 14 46%
Low ─ ─
Total 30 100%
Analysis
54% of the respondents are of the opinion that the products are reasonable.
46% of the respondents are of the opinion that the prices of the products are
competitive.
None of the respondents feel that the prices of the products are either high or low.
Interpretation
Majority of the respondents opine that the prices of the products are reasonable.
The prices of the products are reasonable though they are competitive.
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Table representing the major competitors of TTK prestige . Ltd. with
regard to
Bajaj ltd
No dominant player 24 80
Havells ltd 4 13
Bajaj ltd 2 7
Total 30 100
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 bajaj ltd is the major
competitor.
Trident Inter wood is considered as the major competitor by 7% of the
respondents.
Interpretation
Though brand names like havells and bajaj came into the picture but the fact
reveals that there is no dominant player in the market. So everyone is competing
with each other.
Table representing the competitor’s strength
Quality ─ ─
Brand Image 24 80
Pricing ─ ─
Promotional Activities 6 20
35
Total 30 100
Analysis
80% of the respondents are of the opinion that the competitor’s 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.
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CHAPTER 6
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” structures can’t drive value in fast
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moving environments. No doubt, TTK PRESTIGE . 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 towards materialism and
consumerism.TTK PRESTIGE with its unique strength provides customer solution that offers
the perfect balance of quality and economy.
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CHAPTER 7
RECOMMENDATIONS
AND SUGGESTIONS
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
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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 include dealers, 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
fulfillment 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.
Suggestions:
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.co.in 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
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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 can be suggested as ‘Dream
House’ road shows. It will help in creating and reinforcing the Company’s identity in
the minds of the consumer.
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
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CHAPTER 8
BIBLIOGRAPHY
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BIBLIOGRAPHY
BROCHURES
Website name:
www.ttkprestige.com
Books name:
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