PROJECT REPORT

“A STUDY ON ANALYSIS OF MARKETING

STRATEGIES”
AT
“ZIELHOCH, HYDERABAD
MASTER OF BUSINESS ADMINISTRATION

Submitted by

(Student Name)

HT NO: 21WJ1E****

Under the Guidance of

Mr. K. SANDEEP REDDY

ASSISTANT PROFESSOR

School of Management studies

GURUNANAK INSTITUTIONS TECHNICAL CAMPUS
 (Autonomous)

PAGE
CHAPTER CONTENTS
NO.
INTRODUCTION
 Objectives of the study
CHAPTER -
 Need for the study
I  Scope of the study

 Research Methodology

CHAPTER -
REVIEW OF LITERATURE
II
CHAPTER -
COMPANY PROFILE
III
CHAPTER -
THEORETICAL FRAMEWORK
IV
CHAPTER - DATA ANALYSIS &
V INTERPRETATION
 Findings
CHAPTER -
 Suggestion
VI
 Conclusion
Annexure / Questionnaire
INDEX
 Abstract

The marketing concept of building an organization around the profitable satisfaction of

customer needs has helped firms to achieve success of high growth, moderately
competitive markets.

However to be successful in market in which economic growth has leveled &

in which there exist many competitors who follows the marketing concept , a well
developed marketing strategy is required. Such a strategy considers a portfolio of
products & takes into account the anticipated moves of competitors in market.

Strategy — not operational effectiveness — distinguishes winners from losers.

In fact, strategy is more important than ever, particularly for organizations that want to
differentiate themselves from others. 'When you fail to plan, you're planning to fail,'
holds a mountain of truth which explains that without planning you can not decide what
you are trying to accomplish. It also explains difference between a marketing strategy and
a marketing plan. The minute you begin taking action -- any action -- to generate sales,
you have a marketing strategy and the action you take is your strategy.

The marketing strategy covers all the concept of marketing management such as
Market research, Market survey, advertising, sales, promotion etc.
 CHAPTER – I
INTRODUCTION
"As we spread wings to expand our capabilities and explore new horizons, the
fundamental focus remains unchanged: seek out the best technology in the world
and put it at the service of our ultimate user: our customer."

Marketing Strategy
The term "Marketing Strategy” was coined in 1953 by Neil Borden in his American
Marketing Association presidential address. However, this was actually a reformulation
of an earlier idea by his associate, James Culliton, who in 1948 described the role of the
marketing manager as a "mixer of ingredients", who sometimes follows recipes prepared
by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe
from immediately available ingredients, and at other times invents new ingredients no
one else has tried. A prominent marketer, E. Jerome McCarthy, proposed a Four P
classification in 1960, which has seen wide use.

Promotion is true that products are manufactured to satisfy the needs of the consumers..
But alone is not enough. Today the responsibility of the manufacturers does not cease
with physical production whatever may be the nature of the product. The present day
marketers are consumer oriented where it is the duty of the manufacturers to know from
where, when, how and what price the products would be available. Successful marketing
consists in offering the right product of the right price of the right place (and time) with
right promotion.
In course of time, various activities came into vogue designed particularly to help
easy sale of goods. These activities commonly known as promotional Mix. The
marketing communication Mix also called as the “Promotion Mix” consists of four major
tools.
 1. Advertising.
2. Sales Promotion
3. Publicity
4. Personal Selling

Generally marketing communication is undertaken to pass on the message of a

product or sale to the ultimate consumers. Thus, there are three elements in this process.
The purpose of advertising is motivating but to sell something a product or
service, the real objective of advertising is effective communication between producers
and consumers. In other words the ultimate purpose all advertising is “Increased
awareness” list of the following specific objectives of advertising.

The process of selling is ensured by personal selling supposed by advertising and sales
promotion. Of these three methods personal selling occupies the predominant role mainly
because of the personal element involves. It may be described as a personal source
rendered to the community in connection with marketing of goods.

It is a marketing process with which consumers are personally persuaded to by goods and
services offered by a manufacturer. The most powerful element in the promotional mix is
salesman ship, is not something very new. Even centuraries ago salesman ship was
practiced in Greece and Rome. According to Peter Drucker Cyrus Mecornie was the first
man to use modern technique of selling.

Features:
1. It helps to establish a cordial and abiding relationship between the organization and its
customers.
2. It is a creative art. It creates wants a new.
3. It is a science, in the sense that “One human mind influences another human mind”.
4. Personal selling imparts knowledge and technical assistance to the consumers.
Promotion includes all those functions, which have to do with the marketing of a product
all other activities designed to increase and expand the market. But it is clearly
distinguished from advertising and personal selling, through basic aim or all the three is
one and the same viz., to increase the volume of sales.

“Sales promotion in a specific sense refers to those sales activities that supplement both
personal selling and advertising and co-ordination ate them and help to make them
effective, such as displays, shows and expositions, demonstrations and other non
recurrent selling efforts not in the ordinary routine”.

Evaluation of Sales Promotion:

Two decades ago, there was no agreement among the marketing people that there was a
separate sales promotion function. In those days, promotion was a “share- run to gain a
short run good”.

The importance of sales promotion is modern marketing has increased mainly an account
of its ability in promoting sales and preparing the ground for future expansion. The main
objective of sales promotion is to attract the prospective buyer towards the product.

PUBLICITY
The publicity is derived as “Any form of commercially significant news about a product,
and institution, a service, or a person published I a space or radio i.e. not paid for by the
sponsor”. In short advertisement is paid form of publicity. It is to be noted here that
though the terms ’ADVERTISING ‘AND ‘Publicity’ or differences in the field of
marketing, both are used interchangeably.

The media are broadly classified into direct indirect. Direct method of advertising
refers to such methods used by the advertiser with which he could establish a direct
 contact with the prospects. Most of the media are indirect in nature EX: Free Publicity,
cinema, etc.

The Marketing Strategy

(The 4 P's of Marketing)

The major marketing management decisions can be classified in one of the following four
categories:
 Product
 Price
 Place (distribution)
 Promotion

These variables are known as the Marketing Strategy or the 4 P's of marketing. They
are the variables that marketing managers can control in order to best satisfy customers in
the target market. The Marketing Strategy is portrayed in the following diagram:
The firm attempts to generate a positive response in the target market by blending these
four Marketing Strategy variables in an optimal manner.

Product
The product is the physical product or service offered to the consumer. In the case of
physical products, it also refers to any services or conveniences that are part of the
offering.
Product decisions include aspects such as function, appearance, packaging, service,
warranty, etc.

Price
Pricing decisions should take into account profit margins and the probable pricing
response of competitors. Pricing includes not only the list price, but also discounts,
financing, and other options such as leasing.
Place
Place (or placement) decisions are those associated with channels of distribution that
serve as the means for getting the product to the target customers. The distribution system
performs transactional, logistical, and facilitating functions.
Distribution decisions include market coverage, channel member selection, logistics, and
levels of service.

Promotion
Promotion decisions are those related to communicating and selling to potential
consumers. Since these costs can be large in proportion to the product price, a break-even
analysis should be performed when making promotion decisions. It is useful to know the
value of a customer in order to determine whether additional customers are worth the cost
of acquiring them.
Promotion decisions involve advertising, public relations, media types, etc.
NEED OF THE STUDY
 The study is connected with the District.
 In the project work there's enumerate the consumer conduct as well as the
marketplace situation of the zielhoch products as well as definitely the elements
the advertising of the financial products.
 OBJECTIVES OF STUDY

 To study the promotional activities offered by Zielhoch.

 To identify the impact of sales in the market by using promotional strategies of Zielhoch.
 To study the customer’s awareness towards the after sale services offered to public.
 To know the importance reason the respondents give to each factor for Purchasing in
Zielhoch.
 To know the customer service satisfaction from the respondents..
 SCOPE OF THE STUDY:
 The area of study is considered to be in two districts.
 Those are Hyderabad and Ranga Reddy districts.
 In the present study an attempt has been made to know the actual implementation of
Communication Process as management techniques in general and some other aspects
such as awareness of the workers, effectiveness of the performance appraisal system in
particular.
 Human resource projections are valid on appraisals.
 By improving job skills, the employees have lot of scope for development and prepare
themselves for higher responsibilities.
 METHODOLOGY AND DATA BASE
a) Source of data:
1) Primary Data:
The primary data is collected through questionnaires from the customers.

2) Secondary Data:
The secondary data is collected from the books, journals and internet.

Data collected method:

The data is collected through close ended questionnaire.

b) Sample size:
1. The sample size of the survey (N) is 50.
2. Samples are collected customers of showroom.
3. The age limit of the customers is in between 50.
4. The customers will be randomly selected.

c) Tools & Techniques: For analyzing the data statistical tables, percentages, and bar-
diagrams will be used.

d) Further scope of study; The topic of promotional activities is vast there is further scope
of study for eg; Advertising, sales promotion etc.

e) Kind of research: The research study will be carried out in qualitative and quantitative
research approaches.

The research has to be done in very efficient way; the frame work for collecting data is
called research design.
 The statistical involves the study of a few factors in large number of cased. The contents
of research design are
i) Data collected method.
ii) Research instrument.

f) Survey approach: The survey will be conducted through close ended questionnaire. This
questionnaire will contain the multiple choice questions; each question will be given
options. The collection of data in survey follows two types they are

i) Primary data (first hand data).

ii) Secondary data (used data).

PERIOD OF THE STUDY:

Since so many years Zielhoch Hyderabad has been following the same procedure of
Communication Process for their executives and employees and for the study of my
project last one-year data has collected on Promotional Activates..
 LIMITATIONS TO THE STUDY:
 Primary data analysis only depended on the respondents.
 Process of study/survey is limited only to some customers.
 Survey will be conducted for the period of 30 days only.
 Though the customers wanted to give information they could not give as it wastes their
business time.
 The accuracy of the answers depends upon the mode of interest of respondents.
 Though the customers wanted to give information they could not, as they felt it takes
away their business time.
 The accuracy of the answers depends upon the mode of interest of respondents.
 The opinions of the sample may or may not depict the exact opinions of the total
population.
 CHAPTER – II
REVIEW OF LITERATURE
Dubey Mohit and Aarti Garg (2014)3 opine that the IT industry plays vital role among all
the industries in achieving country‟s objective of economic development. The IT sector
has been rich over the years and has emerged as a key contributor to the global economic
growth. IT sector is comprised of Software Services, Enabled Services (ITES) and
Hardware. The sector has seen steady rise in growth trajectory throughout past few years.
According to NASSCOM, the sector has shared 7 % of GDP in Indian economy. The
prime aim of this article is to analyze the growth and performance of Information
Technology in India. The study concludes that the IT sector has been revolutionary by
creating employment opportunities with multiple scopes in various domains. Indian IT
sector is one of the parts of global village and it is an instrumental way to transform
Indian people in to the social modernization.

G. V. Vijayasri (2013)4 observes the relationship of the Indian economy and Information
Technology industry along with Government promotion policies regarding IT industry.
The study shows that the IT Industry has to play major role to the industrial verticals such
as railways, airways, sea- network that have smooth functioning with IT Industry. The
paper also looks back in to the years 1992-2001 where the phenomenal growth of
industry services was marked over 50%.With the support of IT policies IT sector has
provided 2.9 million jobs directly and 8.9 million jobs indirectly to the nation. Yet, IT
sector has some challenges to face like insufficient subsidy, mistargeting and
Government scares resources of the Indian IT industry and the rapid growth of 50,000
graduate engineers are in the queue of seeking employment in IT Industry in India every
year.

The study was mainly based on pre and post crisis of the six sectors that were analyzed
on the basis of secondary data collection. The results of the study showed that the growth
of banking sector during the period of crisis was up securing all financial performances
whereas, in this study of IT sector, the sales and earning profile were considerably
improved in the study period. Wherein, Automobile companies in India slightly showed a
steep decline in their earnings. FMCG (Fast moving consumer goods) were seemed to be
not much affected by crisis while the pharmaceutical selected companies‟ growth showed
negative trends in case of EPS, Dividend yield, return on net worth and came to the
conclusion that the degree of global crisis did not shock the same of the Indian corporate
sector. Some sectors were hit by global crisis and some remained unaffected.

Economic Survey (2012-13)6 concludes that Indian IT and ITES sector have started
facing many challenges due to the rising growth of other countries in software services
for example Sri Lanka 28 %, Argentina 37%, Philippines 69%, Ukraine59%, Costa Rica
35% and Russian Federation 27% during the years 2005 to 2011 which was higher than
the world‟s top ten exporters. The big issue of outsourcing in USA and UK is that both
countries have just initiated a local workforce. India should take up opportunity through
improving a value chain software services focusing on domestic sector, raising wages in
urban BPO, moving towards rural areas for skill development and English language
training with USA, European and different countries.

Das Shyamanuja (2012)7 in “The High Momentum Verticals” analyzes the vertical-wise
trends of IT industry. Today in India the demand side of the IT sector (spending) varies in
segment to segment of the business. Manufacturing is a broad sector whereas telecom is
focused and well regulated, construction and retail are dominated by unorganized sectors;
education that is dominated by government and so on. His methodology of the study is to
compare 2012 data of IT spending and forecast in 2013 in percentage growth of IT
industry and compare the verticals among Banking, Manufacturing, Telecom,
Construction, Education, Automotive and Retail. He concludes that IT is now interwoven
with business and it is not only finding business solutions but also finding a new
opportunity for business.
Kathuria Rajat and Mansi Kedia (2012)8 trace upon the growth phase of Telecom
industry. The growth of teledensity increased with more than 75% driven by the growth
of mobile telephony. In the case of mobile telecom network, India has become the second
largest in the world after China. The research further points out the fact that, though the
process o f telecom liberalization began in the 1980s, but the real reformation transcends
in 1994 with the enactment the National Telecom Policy (NTP).Not only that
Government created its corporatized departmental monopoly like MTNL and VSNL. The
rest of monopoly managed by DoT (Department of Telecommunication) The Telecom
Regulatory Authority was eventually set up in 1997The new telecom act created the
TDSAT (Telecom Dispute Settlement and Appellate Tribunal) it was fast track disputes
settlement process .DoT was also created BSNL in 2000 for provisions for services
separately. Even at this point the country is obvious regarding the absence of strong
policy of Electronic System Design and Manufacturing (ESDM) and critical to develop in
the country. It is examined that combination of IT and telecommunications with their
convergence technology has brought numerous opportunities from different domains.
Thus, IT has come up as a sunrise sector for the country.

Natarajan Ganesh (2012)9 carries out that the all economies are passing through difficult
times but IT industry has clear opportunity of the three million people by their reinforce
skills and deliver maximum value of the industry. The financial services of JP Morgan
and Barclays companies had bad impact on worlds companies but Indian IT industry has
shown its good prospects in the area of Cloud computing, mobility, enterprises, social
media and big data.. Foundation leadership (NASSCOM) Provide strong new initiatives
in the field of IT industry in India.

Pushap Sourabh C.‟s (2012)10 Dataquest article “Embracing New Trends” brings out
how cloud computing has been emerging as a compatible infrastructure that challenges
that of the traditional infrastructure. He concludes while undergoing the HIS survey, IDC
survey, and one executive statement that cloud computing is play to disruptive role in IT
services with the maximum impact on the infrastructure space. Moreover, the overall
compound annual growth of cloud computing in five years recorded more than 30%
where as 6%
was of server market. Apple, Microsoft, Google and Amazon have adopted this new
cloud computing infrastructure in order to sell this services and it has been fueling growth
of the market. The data centre and service providers are facing challenges to the
infrastructure rigidity and technology. He ends ups stating that cloud computing and new
technology infrastructure model has enabled business environment and new technology.

Sharma, Onkar‟s (2012)11 descriptive paper points out that the IT sector had a rosy
picture of exports during 2003 to 2008, but when its exports grew at 26% (CAGR) which
was not easy way to gain during above mentioned period. Size of

IT does a matter of sector‟s growth. The global major of the IT companies exports are
steadily counterparts but domestic market has not grown as on exports as also the IT
industry reached size of $100 billion. It cannot continue to multiply at the same rate as
before. It has the paining phase of maturity and growth rates will gradually stabilize at a
reasonable level and have to develop some strategies for emerging global challenges as
US and UK are supposed to be extra cautions against India‟s outsourcing. Further he
concludes that the IT industry leapt past the $112 billion mark in 2012. At the time when
the business sentiment is bleak, Indian IT industry has emerged as a major contributor to
India‟s GDP.

Verma, Shweta (2012)12 discussed how the market of domestic IT services declined due
to certain factors like uncertain market conditions, continuous global economic recession
and a weakened investment climate in the country and how this down turn came up with
different opportunities to the domestic IT services to expand in the market. The core of
the IT services used to cater various verticals like telecom, IT/ITeS, manufacturing, and
BFSI. But after economic slowdown, service providers ventured in to other sectors such
as retail, education, healthcare and energy & utilities. On the other sides new areas like IT
infrastructure management, IT outsourcing, and cloud based services seemed more
profitable in terms of growth so, the sector needs to part with its traditional networking
and co-location services. It was also the time when small and medium businesses looked
forward for IT services for their better integration and the industry saw a number of
smaller deals coming from the SMBs segment.

Therefore, unlike the previous years the market had a call from small mediumbusinesses
rather than larger contracts of multi million of multi years. In case of Tier I players, such
as IBM, Zielhoch , IIFL, and HCL kept on dominating in the market contributing about
40% to the total market share with their developmental strategies like Zielhoch begged
some large projects from government for three different states . Zielhoch InfoTech
company therefore revenue were affected by above mention government to slow decision
making and delay in projects. Only IIFL (giant) has promote healthy growth in 2011 for
cloud based plant launched for small and medium business. HCL Info system and IBM‟s
growth was stalled by market slowdown. IT is a good time to re-look new strategies for
IT service providers to change as changing these market dynamics. Some new areas of IT
sector are infrastructure services, cloud, mobility and business analytics.

World Information Economy Report (2012)13 includes various software based issues in
to six chapters such as expansion of ICT in almost every field for socio economic and
global development, the linkage between software capabilities and development, regional
and global trends in the context of production, spending, trade, investment, venture
capital and employment in the software sector, trends and implications of free and open
source software (FOSS) and its‟ analysis of the market orientation of software production
in developing countries like India, Sri Lanka, and Korea, Software trend with BRIC
(Brazil, Republic of Korea, Russian Federation, India and China)countries , and policy
recommendations on how governments and their development partners should leverage
software for development and strengthen national software systems. Seeing quick
adoption and absorption of software at small and large levels in the country the report
unveils that the country has vast scope in software and hence country must go ahead with
innovation. The introduction of ICT motivates small and medium developers towards
production. The report simultaneously mentions examples of those country or groups of
countries with their first steps in software development like Nigeria's new software
strategy, Republic of Korea‟s The E-Government Frame platform, A global
UNCTAD/WISTA (Women‟s International Shipping & Trading Association) survey of
national IT/Software Associations, Sri Lanka‟s emerging Android ecosystem, Software
trends in the BRIC countries, Malaysia‟s Public Sector‟s Open Source Software
Programme, Software promotion in Argentina, Bangladesh‟s local level software to help
famers with information etc. Furthermore, the report traces upon National Software
System and Government has a pivotal role to play for National Software System by its‟
software friendly policies. For Software System, any country has to create accessible,
affordable and qualitative ICT infrastructure with qualified human resource and capitalist
only than they can link them with rest of the world. Therefore, report enlists some
policies recommendations for government such as giving proper attention to FOSS,
Prompt action for national software system, adoption of new ICT in education, promoting
international standard based skills, modifying software development strategy according to
its‟ needs, supporting legal and regulatory framework, supporting sector based either IT
or ITeS associations and clusters, meetings of developers, software SMEs‟ development
and more.

Ananth Karthik (2011)14 scrutinizes offshore activities of global corporations which

have three options. The first is open, second one is non subsidiary at an offshore location
or partner with third party service provider and thirdly it can have both subsidiary and a
partner relationship. When MNCs‟ subsidiaries dedicate work in offshore location for
their parent organization are called captives. Captive is like value chain to become center
for excellence. It is a new transformation around adopting new business model and
pioneers of the global delivery model. Indian domestic captive markets has tremendous
amount of growth from $ 3 billion in 2003 to $10.6 billion in 2009. The Market grew at
11.6 per cent over the last three years and witnessed growth of 44% in the number of
software product development. The Traditional model is outmoded model where as ROW
(rest of the world) GSM (Global Sourcing Management) as a part of captive or vender or
a hybrid model. It has been across the world. Today it is new model in emerging business
such as risk- reward, outcome- based pricing. In Open innovation network there are
numbers of universities launching its multiple research programs running under
challenging areas with MNCs.

Today‟s India has the global leadership. The country has turned in to head quarter from
running captive centers. They have their own business units and also have global
stockholders based out of head quarter; report back into them in India. Therefore, bright
future of Indian Captive market has its good impact on Indian corporate businesses. Bhat
T. P. (2011)15 exposes that how Indian emerging industries and its employment is
contributing to the nation‟s economy. He also examines the

Indian IT industry and its various segment of the industry where the industry have a large
growth potential with its global offshore market estimated to be $ 220-250 billion in IT
industry while the BPO is expected to reach $1.6 billion. The industry has worldwide
technology and its related services spending was at $1.6 trillion in 2007 and it likely to
cross $2.2 trillion in 2011.He further explained that IT industry will have phenomenal
growth in terms of employment, exports and GDP contribution. He concluded that the
growth of IT industry has a key role to play in building up India‟s service economy.

C. Rajendra Kumar and Dr.Sanjay D. Kaptan (2011)16 studied how the technological
power, market and marketing turn villages in to the Global Villages. Information
technology can provide the new linkages to the rural artisans, farmers, and rural citizens
to expand their range through the e-commerce. Farmers can sort out their agriculture
based queries through call centers, agricultural websites, online shopping advertising,
banking, and can take initiatives before unpleasant weather for their corps through
weather forecasting. There increase numbers of NGOs have launched INFOSYS and E-
choupal model to increase export. Previously traditional market used to offer farmers‟
low wages where farmers were to pay more for proceeding fees for example, the pakka
aditiya would get 10% profit, trader would get 15% and after that processing fee to pay
was Rs.139 and farmers would get Rs.100 only. E-choupal can enhance the Indian farmer
to exports more through their INFOSYS crop like coffee, frozen fruits, rice, soya beans
and peanuts, for the international business division. Moreover medical service is also
enhanced as doctors can connect any specialist from the any part of the word through
video conferencing and cure their patients and live stocks.

Gupte Abhay (2011)17 brings out that the IT Industry has brought significant change in
growth in past few decades. When globalization started, it becomes reality.
Geographically services, business story become paradigms of success we read like a best
seller. The IT outsourcing revolution contributed over 9% of incremental GDP growth. It
was the period when 20 billion job seekers from various categories like English speaking
professionals, engineering students and others were recruited direct and indirect through
various businesses. Outsourcing is possible for India at low cost and India has gained the
status as a Brand India in terms of its professionalism, expertization and innovation. At
home ground MNCs expanded rapidly and begun to set up their own subsidiaries in
India. According to NASSCOM report on „Captive in India,‟ this segment reached up to
CAGR of 22% over the last seven years and contributes 1% of India‟s GDP. Indian
captive market has risen from $3 billion in 2003 to $10.6billion in 2009. 758 captive
markets have given employment opportunity to 3.8 lakh people. India‟s government and
infrastructure has deployed several initiatives such as Tax friendly environment, state
government support and foreign equity support have pulled the sectors growth. Apart
from all success business stories, MNCs in India are facing some challenges yet like to
attract the right talent and there is a need to create awareness of their global brand in the
country locally. Along with creating opportunities to new markets, European clients
„different language, culture, norms and social front are also challenge for the country.

Goyal Alok (2011)18 offers a glimpse of a brief history of Indian IT Industry between
1950s to 1970s and early 1990s. He also focuses on matters like the changes of Game,
Average revenue per user, Inclusion through Innovation, Government‟s efforts,
Revolutionary changes. How is India ready to lead the future? He concludes that a
Software service is the capital intensive process. In an increasing digital world,
technology not only plays increasingly critical role in the way of companies‟ connection
with their clients but also the way they manage their processes internally.

Jhamb Rajesh Kumar‟s (2011)19 the research article examines the growth of IT specially
the software industry in India in the period of last decade. He observes that the growth
rate of the Indian economy was at its fastest pace in the past 18 years during the financial
year ended march third that was headed by a brave performance of its manufacturing and
service sectors. The history of the Indian Economy shows that before the last decade
India was probably on the short list of the countries which had the worst economic
systems. At the time of independence the economy was predominantly agrarian.
Although after that the growth of the Indian economy covering various other sectors
made good progress. The rate of growth of Indian economy improved in the 1980s.
Information Technology essentially refers to the digital processing, storage and
communication of information of all kinds. Therefore, IT can potentially be used in every
sector of the economy. The true impact of IT on growth and productivity continues to be
a matter of debate, even in the United State, which have been the leader and largest
adapter of Software Technology. India's software industry is, of course, more robust -at
least in certain areas. While selling packaged software to consumer markets requires
economics of scale and scope, as well as marketing and customer support muscle,
project-oriented components of software development do not do so, needs to quite the
same degree. To some extent, therefore, India's software industry remains narrowly
focused. In recent years, Indian Software Industry has boomed due to rapid increase in
globalization. It has accomplished this growth by becoming an important part of the
global division of laboring software. In particular, nearly two thirds of the revenues of the
Indian software industry are from exports, with a much smaller domestic market. The
talent pool of computer engineers is easing in quantitatively as well as qualitatively.
According to NASSCOM figures, the top 25 companies providing output or export
subsidies to the software industry accounted for 58.67 percent share of software exports
revenue in 1997-98. IIFL (Tata Consultancy Services) was the first firm to agree to
export software in return for being able to import hardware. This study highlights the
contribution of Software Industry in growth of Indian economy in the last decade. Indian
Software Industry has boomed the growth rate of Indian economy.

Jindal Varun (2011)20 focuses on how early cloud computing has entered in small and
medium enterprises (SMEs) and how SMBs spent $11.9 billion in 2010 on IT and the
expenditure is expected to increase to $48.5 billion by 2015 this quick initiative clearly
predicts that Indian IT companies offering cloud computing services can exponentially
increase their revenue from the SMB segment in the coming years. Further this study
includes McKensey‟s report and other studies on IT Sector according to that report the
growing population and its demand will increase in developing countries. Mobile,
internet users increase up to five digits in 2015. Moreover BSFI and Healthcare centers
are likely to beaffected by newly adopted technology. Not only that, for the companies‟
better future on cloud computing, there is a need to focus on green IT for reducing carbon
footprint through ICT .According to Economic survey 2010-11, the GHGs reaches at 20-
25% level. This level has been reduced by IT equipment. Companies will be seen
following the green mantra of reduce, reuse, and recycle. Thus, PCs different
environmental-friendly versions for the organizations will be upgraded by ICT.

Mittal Rajiv‟s (2011)21 the survey of Indian Industry includes recent economist‟s report
on emerging market states that 70% of the growth of the world economy will be shared
by emerging markets. Asia‟s emerging economies are growing at an average annual over
10% while developed America‟s average annual GDP growth rate fell down at 1% in
2009. In period of slow down, the few emerging economies like China, India and
Indonesia have been continuous expanding their small medium business. Recently, India
has seen growth potential in SMBs (small medium businesses). Certain segments of IT
like Technology vertical and independent software vendors (ISV) businesses are
increasing their businesses across the world. Though some challenges are faced by SMBs
in India but easy availability of venture capital fund allows entrepreneurs to expand. IT-
SMBs‟ adoption of innovation and technological tools has pushed their skills.
Nayar, Vineet (2011)22 in the research article „Thinking beyond Straight lines‟,
published in The Hindu Survey of Indian Industry, opines that in 2011, there will be the
beginning of the era of the „nouveau paradigms‟ we are thinking of mass identity crises
across the worlds. After world recession we get to work on new century and reinvest in
new markets. The new world is everywhere like new business and new organizations
structures and new ideas of business becoming potentiality of existing human capital. US
market is basically down market for the exporters during that time. There, it is clearly
seen that the spending powers shift in BRIC (Brazil, Russia, India & China) countries
with their mushrooming middle class as new markets. In a report released by WEF
(World Economic Forum) opines „Women Enter the Workforce in large markets but
overtime steadily‟ with the supporting statement Gender parity is rightly required for
large professional services for initiative promotional work as we felt as if Columbus
found new world and we will discover new truths about our world.

21) Ojede Andrew and E Nafziger Wayne, (2011)23 concentrate on the factors
facilitating technological advancement of the ICT Sector in the Bangalore city itself, with
the help of survey data of NASSCOM. Bangalore is considered as an IT Hub of the
nation. The key purpose of the study is to distinguish characteristics of entrepreneurs who
are real innovators from those who are adapters or imitators using a multinomial logistic
technique on variables related to education, caste, experience and diasporic networks of
Indian software entrepreneurs to show empirically their relevance in explaining
Schumpeterian innovation theory in the Indian software industry. The conclusion of the
study indicates the more experienced entrepreneurs the less the chance of imitation.
There are Many Indian entrepreneurs known to operate businesses in multiple locations
with family and close relatives providing cheap labour and this common practice has the
advantage of reducing costs and capturing a larger market share. Such multiple
subsidiaries tend to promote technological adaptation and reduce the probability of
imitation and innovation. Moreover, having foreign experience increases the chances that
an entrepreneur will adapt or innovates technology while reducing the chance of
imitation.

Pandey Onkar (2011)24 looks in to the BPO revolution and agreed with the quick
statement of the father of BPO, Raman Roy who believed that „we are bigger than
bollywood today, though we may not be as entertaining‟. Today India has world class
outsourcing location for IT-BPO services with a share of 58% in 2011. The Industry has
grown directly and indirectly providing employment to an estimated 4.5 million people
and it has grown by more than 15 times in size in the last decade. India will still lead the
world with 37% market share as per a NASSCOM- CRISIL report.

Rai K Durgesh‟s (2011)25 study includes various counterparts of the India‟s IT sector,
illustrating pattern and structures of the IT sector like exports services verses hardware,
domestic verses exports markets, industry verticals and destinations of IT foreign trade
and how IT industry has emerged as a key contributor to country‟s economies through
employment generation and GDP (gross domestic product) growth. Not only that, IT has
brought modernization and restructuring several activities of economies in the world
including India and Taiwan. He further talks about the scope of India –Taiwan
cooperation. There will be the greater scope of bilateral trade and investment between the
two countries as India is leading destination for software services sourcing where as
Taiwan has strong manufacturing hardware segment. Taiwan is totally depended on
China for sourcing and India offers conducive investment environment. The collaboration
and cooperation between both the countries enhance their respective competencies in
global market.

S. Annapurna and S. T. Bagalalkoti (2011)26 concerned with the needs of changing

image of IT on the world map. The study further analyzes growth, features, and reasons
to update Indian IT industry. The foremost reasons of the development of IT sector is
skilled manpower due to education and its policies and the growth of this sector is
increasing due to global customers, large English speaking scientific professionals,
widening telecom power, and road facilities of the country. On the other hand the country
has certain draw backs which needs to be overcome such as declining technical
efficiency, inadequate attention in domestic market, increasing competitors, shortage of
manpower and high attrition rate those are hunting the growth of Indian IT industry.
 CHAPTER –III
INDUSTRY PROFILE
Capital market: A market where debt or equity securities are traded.
There are two kinds of players in NSE:
 Trading members
 Participants
Recognized members of NSE are called trading members who trade on behalf of
themselves and their clients. Participants include trading members and large players like
banks who take direct settlement responsibility.

Trading at NSE takes place through a fully automated screen-based trading mechanism
which adopts the principle of an order-driven market. Trading members can stay at their
offices and execute the trading, since they are linked through a communication network.

The prices at which the buyer and seller are willing to transact will appear on the screen.
When the prices match the transaction will be completed and a confirmation slip will be
printed at the office of the trading member.

NSE has several advantages over the traditional trading exchanges. They are as follows:

 NSE brings an integrated stock market trading network across the nation.
 Investors can trade at the same price from anywhere in the country since inter-market
operations are streamlined coupled with the countrywide access to the securities.
 Delays in communication, late payments and the malpractice’s prevailing in the
traditional trading mechanism can be done away with greater operational efficiency and
informational transparency in the stock market operations, with the support of total
computerized network.

NSE Nifty
S&P CNX Nifty is a well-diversified 50 stock index accounting for 22 sectors of the
economy. It is used for a variety of purposes such as benchmarking fund portfolios, index
based derivatives and index funds.

NSE came to be owned and managed by India Index Services and Products Ltd. (IISL),
which is a joint venture between NSE and CRISIL. IISL is India's first specialized
company focused upon the index as a core product. IISL have a consulting and licensing
agreement with Standard & Poor's (S&P), who are world leaders in index services. CNX
stands for CRISIL NSE Indices. CNX ensures common branding of indices, to reflect the
identities of the promoters, i.e.NSE and CRISIL. Thus, 'C' Stands for CRISIL, 'N' stands
for NSE and X stands for Exchange or Index. The S&P prefix belongs to the US-based
Standard & Poor's Financial Information Services.

1.3 Bombay Stock Exchange

The Bombay Stock Exchange is one of the oldest stock exchanges in Asia. It was
established as "The Native Share & Stock Brokers Association" in 1875. It is the first
stock exchange in the country to obtain permanent recognition in 1956 from the
Government of India under the Securities Contracts (Regulation) Act, 1956. The
Exchange's pivotal and pre-eminent role in the development of the Indian capital market
is widely recognized and its index, SENSEX, is tracked worldwide.

SENSEX

The Stock Exchange, Mumbai (BSE) in 1986 came out with a stock index that
subsequently became the barometer of the Indian stock market.

SENSEX is not only scientifically designed but also based on globally accepted
construction and review methodology. First compiled in 1986, SENSEX is a basket of 30
constituent stocks representing a sample of large, liquid and representative companies.
The base year of SENSEX is 1978-79 and the base value is 100. The index is widely
reported in both domestic and international markets through print as well as electronic
media.

Due to is wide acceptance amongst the Indian investors; SENSEX is regarded to be the
pulse of the Indian stock market. As the oldest index in the country, it provides the time
series data over a fairly long period of time. Small wonder, the SENSEX has over the
years become one of the most prominent brands in the country.

The SENSEX captured all these events in the most judicial manner. One can identify the
booms and busts of the Indian stock market through SENSEX.

The launch of SENSEX in 1986 was later followed up in January 1989 by introduction of
BSE National Index (Base: 1983-84 = 100). It comprised of 100 stocks listed at five
major stock exchanges.

The values of all BSE indices are updated every 15 seconds during the market hours and
displayed through the BOLT system, BSE website and news wire agencies.

All BSE-indices are reviewed periodically by the “index committee” of the exchange.
COMPANY PROFILE
Why Zielhoch?
Zielhoch, headquartered in Delhi, is one of India's most reliable consulting firm. As
financial advisors, we primarily focus on providing help to all individuals who have
aspired to be financially self-sufficient.
One should not work for money; rather, one should learn how money might work for
them," is our motto. This is what we refer to as financial literacy.
We are here to provide such an opportunity for our clients so that they can realize how
money can benefit them. We create a pathway between our customers and our
knowledge. We believe that the certainties outweigh the uncertainties, and we want our
clients to be ready for such situations.

In a fast moving and increasingly complex global economy, our success depends on how
faithfully we adhere to our core principles: delivering exceptional clients services; acting
with integrity and responsibility and supporting the growth of our employees.
Our ability to maintain the basic values of providing excellent customer service,
operating with honesty and accountability, and promoting staff growth in today's fast-
paced and more complicated global world.

3 key services which Zielhoch is engaged in are :-

Personal Wealth Management
Professional Development
HR Consultants

SINCE WE HAVE 8 YEARS EXPERIENCE

By designing a well-diversified portfolio based on our customers' attitude and needs, we
aim to give superior financial literacy. In today's fast-paced and increasingly
sophisticated global world, maintaining our basic values of providing exceptional
customer service, operating with honesty and responsibility, and supporting staff growth
is vital.

Our Services
Our Essential Services At Zielhoch
WEALTH ADVISORY
ACCOUNTING
CONSULTING SERVICES

WEALTH ADVISORY
Wealth advisory is a holistic approach which helps clients in growing their wealth,
managing their liability exposure and planning their investment. Wealth management
devise strategies based on client needs to develop their overall wealth. Wealth...

ACCOUNTING
Accounting is how your business records, organizes, and understands its financial
information...
CONSULTING SERVICES
Consulting is the practice of providing all aspects of human resource management as ...

WEALTH ADVISORY
Wealth advisory is a holistic approach which helps clients in growing their wealth,
managing...
ZIELHOCH - KEY SERVICES
key services which Zielhoch is engaged in.

Personal Wealth Management

Your Expert Consultants
Wealth Mangement
90
Our Support
80
Expert Advice
70

Professional Development
We are here to Help.
Professional Network
95
Leadership Responsibilities
90
SMART goals
80
HR Consultants
Outsourcing HR?
Assist in Recruitement
95
Assist in integration of policies
90
implement suitable HR technology
85

Our Products
Housing Loans
Buying a house is one of the biggest dreams come true for most people and an
extravagant affair altogether.
Read More

Health Insurance
Health insurance is a product of insurance that covers the medical and surgical costs of an
insured person.
Read More

Mutual Funds
A mutual fund is a company that pools money from many investors and invests the
money in securities such...
Read More

Life Insurance
Life Insurance can be defined as a contract between an insurance policy holder and an
insurance company.
Read More
Real Estate
Real estate is property consisting of land and the buildings on it, along with its natural
resources...
Read More

Group Medical Aims

Group Health Insurance schemes include a group of people, usually employees or
members of an organi...
Read More

Our Services
Our Essential Services At Zielhoch

Our Products
Housing Loans
Buying a house is one of the biggest dreams come true for most people and an
extravagant affair altogether.
Read More
Health Insurance
Health insurance is a product of insurance that covers the medical and surgical costs of an
insured person.
Read More
Mutual Funds
A mutual fund is a company that pools money from many investors and invests the
money in securities such...
Read More
Life Insurance
Life Insurance can be defined as a contract between an insurance policy holder and an
insurance company.
Read More
Real Estate
Real estate is property consisting of land and the buildings on it, along with its natural
resources...
Read More
Group Medical Aims
Group Health Insurance schemes include a group of people, usually employees or
members of an organi...
Read More
Credit Card
A credit card is a thin rectangular piece of plastic or metal issued by a bank or financial
service...
Read More
Key Man Insurance
Important personal insurance is a life insurance policy purchased by the company through
the life ...
Read More
Retirement Planning
The process of determining retirement income goals, as well as the actions and decisions
needed to...
Read More
 CHAPTER - IV

THEORETICAL FRAMEWORK
Marketing Product Strategy:
The product strategy and mix in Zielhoch marketing strategy can be explained as
follows:
Zielhoch is one of the biggest companies in India with widespread services. Zielhoch
being a global IT player combines the business knowledge and industry expertise and
technical knowledge and implementation skills to ultimately design their products and
solutions to make their clients satisfied in the outmost level. Although Zielhoch being
one of the largest conglomerate in India is present in myriad of businesses spreading
across various sectors, their primary product width in their marketing mix includes
Aerospace, Automotive, Consumer goods, energy, healthcare, insurance, media, retail,
professional services, Analytics, Business processes, Cloud computing, consulting,
Information management, infrastructure services, Internet of things, product engineering
and many more. Zielhoch work on various technologies like Java, SAP, Dot Net, Agile,
Python which gives competitive advantage to their client with their services. Master Data
Management and Enterprise Data Warehouse are a few niche domains where Zielhoch is
present. Catering to today’s demand Zielhoch services forms a part of Big Data Services,
which is in highest demand.

Zielhoch Price/Pricing Strategy:

Below is the pricing strategy in Zielhoch marketing strategy:
Zielhoch products and services pricing policies in its marketing mix is as widespread as
its offerings. Zielhoch manufactures various consumer goods like LED Bulbs,
emergency lights, iron, incandescent lights in the retail segment. Such products are priced
in nominal range. The above referred products are primarily catering to the B2C segment
just like in Fast Moving Consumer Goods market. In the B2B segment, which caters to
the largest market for Zielhoch primarily includes Information Technology and Services.
Price effectiveness is a major concern in such a segment where competition in the market
decides the price. For IT service projects like SAP Implementation and services, JAVA
development, Zielhoch quotes price of projects which tends to be lower than MNCs like
Accenture, Oracle, Capgemini but higher than those quoted by national players like
Infosys, Tech Mahindra, Cognizant Technologies Solutions.

Zielhoch Place & Distribution Strategy:

Following is the distribution strategy of Zielhoch :
Zielhoch is one of the leading companies with a huge geographic reach. Products of
FMCG sector pertaining to the consumer goods are easily available in any retail store
across India. Zielhoch has a vast distribution and retail network both in rural and in the
urban area. This helps them to leverage the benefit for making greater sales and earn
revenues. Zielhoch offices are located across all major cities in India and also in the
offshore areas. The sales persons can be easily reached out by any customer or business
enterprise to make arrangements of future deals. Also, due to the outsourcing of
technology or services across various continents it has become very easy to reach out to
Zielhoch about any project.

The place of the project is not a matter of concern for BPO and ITES companies such as
Zielhoch .

Zielhoch Promotion & Advertising Strategy:

The promotional and advertising strategy in the Zielhoch marketing strategy is as
follows:
Zielhoch spends good amount of their revenues on promotional activities. These
promotions in its marketing mix primarily includes advertisements on Television for the
consumer durable goods. Billboards and placards are also sometimes put up at strategic
locations. Zielhoch takes part in a lot of corporate social responsibility projects in order
to increase their goodwill and makes their presence felt in the industry. Project Zielhoch
Cares focuses on key problems faced by communities like rehabilitation due to natural
calamities, especially in the state of Odisha. Zielhoch take up activities like teaching in
government school at rural areas where the quality of teaching is very bad. They also
undertake in skill development especially for the engineering graduates. This indirectly
benefits the industry and the country as a whole.

Since this is a service marketing brand, here are the other three Ps to make it the 7Ps
marketing mix of Zielhoch .

Process:
A blend of expertise and experience helps Zielhoch make a smooth process so as to
make customer satisfied as per its promises. From winning a bet on a project to blueprint
of a project to final implementation of it and go live with support every step is itself
further subdivided into further many steps which enable Zielhoch roll out any project
very easily and comfortably. Zielhoch makes sure that both its employees and customers
do not face any issues while using its services. This is achieved only by maintaining high
standards and ensuring step by step processes are met out.

People:
Zielhoch focuses a lot on its people i.e. customers & employees. The Information
Service industry is choked up by fierce competition; due to the presence of both national
players and various Multi National Organizations playing with the outsourcing
advantage. Thus, in order to be ahead in the competition Zielhoch ensures that they are
able to tap onto the best of the talent in the Information Technology industry. It recruits
from top engineering and management colleges across India otherwise lateral hiring from
top human resource consultancy services. Thus, ensuring the quality of work is never
compromised. This becomes a great advantage for Zielhoch as being a highly-coveted
organization to work for, they are easily able to attract quality talent.
Physical Evidence:
The presence of being in all major Selective Economic Zones across India, is itself a
testimonial to Zielhoch presence across India. Its onshore and offshore offices work in
collaboration with each other to provide the best quality of projects being executed
simultaneously at different locations across the globe. This is because the work in
Information technology sector is not affected due to location as in other industries. Being
one of the greater players of IT in the world, Zielhoch offices are primarily concentrated
in major cities and metropolis. Zielhoch physical evidence is also found from its website
where it lists out every detail based on which a prospective customer can make a decision
whether to approach them for a project or not. Hence, this considers Zielhoch marketing
mix.
.
I remember, a few years ago, digital marketing was mainly a website-related activity; a mere adjunct
to a company’s marketing efforts. Today, I would say it includes all activities that provide information
to consumers via digital tools, never mind the channel. In case of CG companies, it could be a
YouTube video about a new product or a mobile app that offers in-store discounts, or a second screen
medium related to the television ad running during your favorite show.
I find that the changing business, technology and consumer landscape is impacting digital marketing,
and I see companies veering towards four new strategies. One is greater marketing-IT alignment.
Businesses are realizing that a close linkage between marketing and IT is a must for digital market
success. So a loyalty card is no longer just a discount tool for marketing, but an opportunity to collect
and analyze huge data chunks of consumer and shopper behaviors and preferences across all channels.

I also find more brands leveraging digital to enhance consumer experience. ‘Engage, engage and
engage’ seems to be their refrain. They are drawing out an integrated strategy and working to arrive at
the best combination of mobile apps, social media pages and other digital tools to have an ongoing,
meaningful, two-way conversation with the consumer, enriching their shopping journey. Another
development, I see, is the retailer figuring prominently in the brand’s scheme of digital. CG
companies are using their own data to help retailers in product placement, promotion and pricing. In
other words, digital is enabling traditional marketing.
There is one more kind of alignment that CG companies are working on. Until now, most companies
were operating in data silos. Now, I see attempts to integrate data across functions, from product
innovation to manufacturing, supply chain and logistics to marketing. Some have even set up a
separate Business Intelligence (BI) department with representatives from all functions. I see this as a
game changer not only for marketing, but for the entire business.

Now, digital marketing means huge investments, and I’m particularly interested in how brands
apportion their digital marketing dollars. The Zielhoch -Forbes’s study of CG companies threw some
light on the matter: big data integration into the business, social media marketing, shopping and
consumer insights, and mobile and customer experience topped the investments table.

I read another survey report that says digital marketing constituted 28.5% of the total marketing
budget in 2013. But what really excited me was the Forbes study finding that 78% of CG companies
expect their digital marketing spend to increase next year with 15% expecting a significant jump. I
believe that with the Internet of things (IoT) and other technological advancements, budgets will shoot
up even further in the years to come.

Today I see different brands at different places in their digital transformation journey. A few have
truly transformed while many have made considerable progress. Some are active and incrementally
testing and advancing. A few however are uncertain and cautious, still looking for digital marketing
opportunities. Where are you in your digital journey? And how do you plan to take your digital
marketing efforts to the next level

Marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable
competitive advantage. A marketing strategy should be centered around the key concept
that customer satisfaction is the main goal.

Marketing Strategies: A marketing strategy serves as the foundation of a marketing

plan. A marketing plan contains a list of specific actions required to successfully
implement a specific marketing strategy. An example of marketing strategy is as follows:
"Use a low cost product to attract consumers. Once our organization, via our low cost
product, has established a relationship with consumers, our organization will sell
additional, higher-margin products and services that enhance the consumer's interaction
with the low-cost product or service."

A strategy is different than a tactic. While it is possible to write a tactical marketing plan
without a sound, well-considered strategy, it is not recommended. Without a sound
marketing strategy, a marketing plan has no foundation. Marketing strategies serve as
the fundamental underpinning of marketing plans designed to reach marketing objectives.
It is important that these objectives have measurable results.

A good marketing strategy should integrate an organization's marketing goals, policies,

and action sequences (tactics) into a cohesive whole. The objective of a marketing
strategy is to provide a foundation from which a tactical plan is developed. This allows
the organization to carry out its mission effectively and efficiently.
One used the following techniques to device the Marketing Strategy for the
product/service:
Segmentation
Targeting
Positioning

Segmentation
Market segmentation is the process in marketing of grouping a market (i.e. customers)
into smaller subgroups. This is not something that is arbitrarily imposed on society: it is
derived from the recognition that the total market is often made up of submarkets (called
'segments'). These segments are homogeneous within (i.e. people in the segment are
similar to each other in their attitudes about certain variables). Because of this intra-group
similarity, they are likely to respond somewhat similarly to a given marketing strategy.
That is, they are likely to have similar feeling and ideas about a marketing mix comprised
of a given product or service, sold at a given price, distributed in a certain way, and
promoted in a certain way.

Market segmentation is widely defined as being a complex process consisting in two

main phases:
- identification of broad, large markets
- segmentation of these markets in order to select the most appropriate target markets and
develop Marketing mixes accordingly.
Everyone within the Marketing world knows and speaks of segmentation yet not many
truly understand its underlying mechanics, thus failure is just around the corner. What
causes this? It has been documented that most marketers fail the segmentation exam and
start with a narrow mind and a bunch of misconceptions such as "all teenagers are eels",
"all elderly women buy the same cosmetics brands" and so on. There are many
dimensions to be considered, and uncovering them is certainly an exercise of creativity.

Identify and name the broad market

you have to have figured out by this moment what broad market your business aims at. If
your company is already on a market, this can be a starting point; more options are
available for a new business but resources would normally be a little limited.
The biggest challenge is to find the right balance for your business: use your experience,
knowledge and common sense to estimate if the market you have just identified earlier is
not too narrow or too broad for you.

Identify and make an inventory of potential customers' needs this step pushes the
creativity challenge even farther, since it can be compared to a brainstorming session.

What you have to figure out is what needs the consumers from the broad market
identified earlier might have. The more possible needs you can come up with, the better.
Got yourself stuck in this stage of segmentation? Try to put yourself into the shoes of
your potential customers: why would they buy your product, what could possibly trigger
a buying decision? Answering these questions can help you list most needs of potential
customers on a given product market.

Formulate narrower markets

Try to form sub-markets around what you would call your "typical customer", then
aggregate similar people into this segment, on the condition to be able to satisfy their
needs using the same Marketing mix. Start building a column with dimensions of the
major need you try to cover: this will make it easier for you to decide if a given person
should be included in the first segment or you should form a new segment. Also create a
list of people-related features, demographics included, for each narrow market you form
– a further step will ask you to name them.

There is no exact formula on how to form narrow markets: use your best judgment and
experience. Do not avoid asking opinions even from non-Marketing professionals, as
different people can have different opinions and you can usually count on at least those
items most people agree on.

Identify the determining dimensions Carefully review the list resulted form the
previous step. You should have by now a list of need dimensions for each market
segment: try to identify those that carry a determining power.
Reviewing the needs and attitudes of those you included within each market segment can
help you figure out the determining dimensions.

Name possible segment markets You have identified the determining dimensions of
your market segments, now review them one by one and give them an appropriate name.
A good way of naming these markets is to rely on the most important determining
dimension.
Evaluate the behavior of market segments
Once you are done naming each market segment, allow time to consider what other
aspects you know about them. It is important for a marketer to understand market
behavior and what triggers it. You might notice that, while most segments have similar
needs, they're still different needs: understanding the difference and acting upon it is the
key to achieve success using competitive offerings.

Estimate the size of each market segment

Each segment identified, named and studied during the previous stages should finally be
given an estimate size, even if, for lack of data, it is only a rough estimate.

Positioning
Simply, positioning is how your target market defines you in relation to your
competitors.
A good position is:
1. What makes you unique
2. This is considered a benefit by your target market
Both of these conditions are necessary for a good positioning. So what if you are the
only red-haired singer who only knows how to play a G minor chord? Does your target
market consider this a good thing?
Positioning is important because you are competing with all the noise out there
competing for your potential fans attention. If you can stand out with a unique benefit,
you have a chance at getting their attention.
It is important to understand your product from the customers point of view relative to
the competition.

Environment
In order to begin positioning a product, two questions need to be answered:
1. What is our marketing environment?
 2. What is our competitive advantage?
The marketing environment is the external environment. Some things to consider:
 How is the market now satisfying the need your software satisfies?
 What are the switching costs for potential users for your market?
 What are the positions of the competition?
The competitive advantage is an internal question. What do you have that gives you
advantage over your competitors. Some things to consider:
 Is your company small and flexibility?
 Do you offer low cost and high quality?
 Does your product offer unique benefits?
 Are you the first on the market with this product (First mover advantage)?
Positioning Strategies
There are seven positioning strategies that can be pursued:
Product Attributes: What is the specific product attributes?
Benefits: What are the benefits to the customers?
Usage Occasions: When / how can the product be used?
Users: Identify a class of users.
Against a Competitor: Positioned directly against a competitor.
Away from a Competitor: Positioned away from competitor.
Product Classes: Compared to different classes of products.

Targeting
Target Marketing involves breaking a market into segments and then concentrating
your marketing efforts on one or a few key segments.
Target marketing can be the key to a small business’s success.
The beauty of target marketing is that it makes the promotion, pricing and distribution of
your products and/or services easier and more cost-effective. Target marketing provides a
focus to all of your marketing activities.
So if, for instance, I open a catering business offering catering services in the client’s
home, instead of advertising with a newspaper insert that goes out to everyone, I could
target my market with a direct mail campaign that went only to particular residents.
While market segmentation can be done in many ways, depending on how you want to
slice up the pie, three of the most common types are:
 Geographic segmentation – based on location such as home addresses;
 Demographic segmentation – based on measurable statistics, such as age or
income;
 Psychographic segmentation – based on lifestyle preferences, such as being urban
dwellers or pet lovers.

Key part of the general corporate strategy

A marketing strategy is a written plan which combines product development, promotion,
distribution, and pricing approach, identifies the firm's marketing goals, and explains how
they will be achieved within a stated timeframe. Marketing strategy determines the
choice of target market segment, positioning, marketing mix, and allocation of resources.
It is most effective when it is an integral component of firm strategy, defining how the
organization will successfully engage customers, prospects, and competitors in the
market arena. Corporate strategies, corporate missions, and corporate goals. As the
customer constitutes the source of a company's revenue, marketing strategy is closely
linked with sales. A key component of marketing strategy is often to keep marketing in
line with a company's overarching mission statement.

Tactics and actions

A marketing strategy can serve as the foundation of a marketing plan. A marketing plan
contains a set of specific actions required to successfully implement a marketing strategy.
For example: "Use a low cost product to attract consumers. Once our organization, via
our low cost product, has established a relationship with consumers, our organization will
sell additional, higher-margin products and services that enhance the consumer's
interaction with the low-cost product or service."
A strategy consists of a well thought out series of tactics to make a marketing plan more
effective. Marketing strategies serve as the fundamental underpinning of marketing plans
designed to fill market needs and reach marketing objectives. Plans and objectives are
generally tested for measurable results.
A marketing strategy often integrates an organization's marketing goals, policies, and
action sequences (tactics) into a cohesive whole. Similarly, the various strands of the
strategy , which might include advertising, channel marketing, internet marketing,
promotion and public relations can be orchestrated. Many companies cascade a strategy
throughout an organization, by creating strategy tactics that then become strategy goals
for the next level or group. Each one group is expected to take that strategy goal and
develop a set of tactics to achieve that goal. This is why it is important to make each
strategy goal measurable.
Marketing strategies are dynamic and interactive. They are partially planned and partially
unplanned.

Types of strategies
Marketing strategies may differ depending on the unique situation of the individual
business. However there are a number of ways of categorizing some generic strategies. A
brief description of the most common categorizing schemes is presented below:

Strategies based on market dominance - In this scheme, firms are classified

based on their market share or dominance of an industry. Typically there are three types
of market dominance strategies:
o Leader
o Challenger
o Follower

Market dominance is a measure of the strength of a brand, product, service, or firm,

relative to competitive offerings. There is often a geographic element to the competitive
landscape. In defining market dominance, you must see to what extent a product, brand,
or firm controls a product category in a given geographic area
.

Calculating
There are several ways of calculating market dominance. The most direct is market
shareThis is the percentage of the total market serviced by a firm or brand. A declining
scale of market shares is common in most industries: that is, if the industry leader has say
50% share, the next largest might have 25% share, the next 12% share, the next 6% share,
and all remaining firms combined might have 7% share.

Market share is not a perfect proxy of market dominance. The influences of customers,
suppliers, competitors in related industries, and government regulations must be taken
into account. Although there are no hard and fast rules governing the relationship
between market share and market dominance, the following are general criteria:

 A company, brand, product, or service that has a combined market share

exceeding 60% most probably has market power and market dominance.
 A market share of over 35% but less than 60%, held by one brand, product or
service, is an indicator of market strength but not necessarily dominance.
 A market share of less than 35%, held by one brand, product or service, is not an
indicator of strength or dominance and will not raise anti-combines concerns of
government regulators.

Market shares within an industry might not exhibit a declining scale. There could be only
two firms in a duopolistic market, each with 50% share; or there could be three firms in
the industry each with 33% share; or 100 firms each with 1% share. The concentration
ratio of an industry is used as an indicator of the relative size of leading firms in relation
to the industry as a whole. One commonly used concentration ratio is the four-firm
concentration ratio, which consists of the combined market share of the four largest
firms, as a percentage, in the total industry. The higher the concentration ratio, the greater
the market power of the leading firms.

Porter generic strategies - strategy on the dimensions of strategic scope and

strategic strength. Strategic scope refers to the market penetration while strategic strength
refers to the firm’s sustainable competitive advantage. The generic strategy framework
(porter 1984) comprises two alternatives each with two alternative scopes. These are
Differentiation and low-cost leadership each with a dimension of Focus-broad or narrow.
o Product differentiation
o Market segmentation

Innovation strategies - This deals with the firm's rate of the new product
development and business model innovation. It asks whether the company is on the
cutting edge of technology and business innovation. There are three types:
o Pioneers
o Close followers
o Late followers

CHAPTER – V
DATA ANALYSIS AND INTERPRETATION

Table No.-1
Customer Product Preference

No. Of Customer Percentage

Product
ZIELHOCH 22 44
IIFL 15 30
 MOTILAL 03 06
ANGIL ONE 05 10
OTHER 03 06

WIPRO
TCS
INFOSYS
HCL
OTHER

Interpretation: From the above graph it is clear,44% of the total customer uses
Zielhoch product,30% uses IIFL Product,10% uses ANGIL ONE product,10% uses
MOTILAL product,6% uses other.
Table No.-2
Image Sort By Customer about Zielhoch Product

Remark No. of Customer Percentage

Excellent 25 50
Good 13 26
Average 08 16
Poor 04 08
 No. of Customer

Excellent
Good
Average
Poor

Interpretation:
50% of the total customer says image of ZIELHOCH is excellent,26% says good,16%
says average,8% says poor.

Table No.-3
Attribute Prefered by Customer

Attributes No.of Customer Percentage

Packaging 08 16
Price 18 36
Quality 20 40
Others 04 08

40

35

30

25

20 No.of Customer
Percentage
15

10

0
Packaging Price Quality Others

Interpretation:
40% of the total customer preferred quality, 36% preferred price, 16%preferred
packaging and 08% preferred other attributes.

Table No.-4
Customer satisfaction about product
Remark No. Of customer Percentage
Strongly Satisfied 25 50
Satisfied 20 40
Not Satisfied 02 04
Can’t Say 03 06

50
45
40
35
30
25 No. Of customer
20 Percentage
15
10
5
0
Strongly Sat- Satisfied Not Satisfied Can’t Say
isfied

Interpretation:
50% of the total customer are strongly satisfied,40% are satisfied 4%are not satisfied,6%
of the total customer can’t say about their satisfaction.

Table No.-5
Customer Satisfaction about Supply facility
 Remark No. Of customer Percentage
Strongly Satisfied 20 40
Satisfied 18 36
Not Satisfied 08 16
Can’t Say 04 08

40

35

30

25

20 No. Of customer
Percentage
15

10

0
Strongly Sat- Satisfied Not Satisfied Can’t Say
isfied

Interpretation:
40% of the total customer are strongly satisfied about supply facility of ZIELHOCH ,
36% are satisfied,16% are not satisfied,8% of the total customer can’t say about their
satiafaction.
Table No.-6

Customer satiafaction about promotinal activity

Remark No. Of customer Percentage

Strongly Satisfied 28 56
Satisfied 12 24
Not Satisfied 03 06
Can’t Say 07 14

60

50

40

30 No. Of customer
Percentage
20

10

0
Strongly Sat- Satisfied Not Satisfied Can’t Say
isfied

Interpratation:
56% of the total customer are strongly satisfied with the promotional activity of
ZIELHOCH , 24% are satisfied, 6% are not satisfied,14% the total customer can’t say
about the promotional activity.
 CHAPTE – VI
FINDINGS
 The company is advertisement is fair and is reaching to all people.
 The advertisement is difficult to understand.
 Zielhoch Products is not concentrating on the promotional activities for the customers
and for the Zielhoch .
 The company is not concentrating on other types of advertising media.
 The package design is not communicative and eye catching, so package design and color
have to blend harmoniously to make the package communication effective.
 The company is not conducting road shows so as to get awareness in the public about the
product and services.
 Improve the marketing personnel and they should give full knowledge to the customers
and Zielhoch .
 Zielhoch Products must improve their personnel selling direct contacting customers to
give awareness of their products.
SUGGESTIONS / RECOMMENDATION

I. More emphasis should be given to the advertisements and more seminars

should be organized.
II. They should organize various types of promotional activities.
III. They should survey what products their competitors offer today and will offer
tomorrow.
IV. They should study what product their customer need today and will need
tomorrow.
V. They should analyze what their competitors are doing to win their high value
customer.
CONCLUSION
Marketing effectiveness can be achieved by employing a superior
marketing strategy. By positioning the product or brand correctly, the product/brand will
be more successful in the market than competitors’ products/brands. Even with the best
strategy, marketers must execute their programs properly to achieve extraordinary results.

Making and using a marketing strategy has a strong positive impact on

profitability. This is because firms that employ a marketing strategy tend to focus on their
customers and markets, integrate their marketing responses and work out in advance
where their profits will come from.
A strategy consists of a well thought out series of tactics to make a marketing plan more
effective.

Strategy without tactics is the slowest route to victory. Tactics without strategy is
the noise before defeat.

STABLE STRATEGY + FLEXIBLE TACTICS= VICTORY

BIBLIOGRAPHY

 www.Zielhoch .com
 www.Zielhoch .in
 www.Zielhoch .co.in
 www.scribd.com
 www.managementparadise.com
 www.wikipedea.com

Books:

 Kotler Philips, Marketing Management Analysis, Planning Implementations &

Control Edition, 1998. Prentice Hall of India Ltd. New Delhi.
 Zielhoch Magazine; Technology Change 2014; Delhi
 RD Sharma Marketing Management; Strategies Page 402; Arya Publications

Magazines Journals & Newspaper:

 "Zielhoch : From a vegetable oil maker to an IT major". NDTV Profit. Retrieved 15

November 2013.
 Annual Report 2014-15". Zielhoch Limited. Retrieved 21 April2015
 "Zielhoch Ltd. - Company Information". The New York Times. Retrieved 17
November 2013.
 "Top 100 Companies by Market Capitalization BSE".
 "Zielhoch falls 12% as stock adjusts to demerger". The Hindu. 12 April 2013.
Retrieved 17 November 2013.
 "Zielhoch to demerge non-IT businesses". Business Standard. 1 November 2012.
Retrieved 17 November 2013.
 "AzimPremji says son Rishad will never be CEO of Zielhoch ". Indian Express. 23
January 2013. Retrieved 16 November 2013.
 "Zielhoch buys Canadian firm Atco I-Tek for $195 million". The Times of India. 18
July 2014.
  Questionnaire

TO CUSTOMER:-

Name:

Phone No.:

Fax No.:

 Which product do you use?

1) ZIELHOCH 2) ANGIL ONE 3) IIFL 4) MOTILAL 5) OTHERS

 What sort of image do you have regarding our products?

1) Excellent 2) Good 3) Average 4) Poor

 Which attribute do you like most in our product?

1) Packaging 2) Quality 3) Price 4) Others

 Are you satisfied with the quality of the product?

1) Strongly satisfied 2) Satisfied 3) Not satisfied 4) Can’t say

 Are you satisfied with the supply facility of ZIELHOCH

1) Strongly satisfied 2) Satisfied 3)Not Satisfied 4) Can’t Say

 Are you satisfied with promotional activity of ZIELHOCH

1) Strongly Satisfied 2) Satisfied 3) Not Satisfied 4) Can’t say

 What changes you want us to work on?

1) Packaging 2) Price 3) Quality 4) Advertising