SUMMER TRAINING REPORT

ON
"SALES PROMOTION"
MAKHIJA TRADING COMPANY

In partial fulfilment for the Degree of

BACHELOR OF BUSINESS ADMINISTRATION
Under MDU, Rohtak
Session (2021- 2024)
Submitted by:
Vivek
Class Roll No. : 21/BBA/77
Registration No:2116271125
University Roll No:
BBA 5th Sem.

VAISH COLLEGE OF ENGINEERING, ROHTAK

MAHARSHI DAYANAND UNIVERSITY, ROHTAK

1
 DECLARATION
I hereby declare that, the project entitled
-Promotional Technique used by MAKHIJA TRADING CO. assigned to me
for the partial fulfilment of BBA degree From Vaish college of Engineering
Maharishi Dayanand, Rohtak. The work is originally completed by me and the
information provided in the study is authentic to the best of my knowledge. This
study has not been submitted to any other institution or university for the award
of any other degree.

(Signature of the candidate)

Vivek

2
 ACKNOWLEDGEMENT

Gratitude is the hardest of emotions to express and one of often

does not find adequate words to convey what one feels and they
try to express it”
I am immensely indebted to Vaish College of Engineering MDU,
ROHTAK (HARYANA), for has illuming observation,encourage
suggestion and constructive criticism, which have helped me the
completing this project successfully.
There are several other people who also deserve much more than
mere acknowledgement as their exemplary help. I also
acknowledgement with deep sense of gratitude and wholehearted
and cooperation intended to me by them.

Vivek

3
GSTIN 06AMPPN4821P1ZE

MAKHIJA TRADING CO.

Railway Road, Ghanta Ghar, Bhiwani ,127021
9728244072
Nishantmakhija1992@gmail.com

TO WHOM IT MAY CONCERN

This is to certify that VIVEK student of BBA 5th sem. from Vaish
college of engineering. Rohtak has successfully completed 4 weeks
online summer training in our organization from 20th June, 2023 to
20 July, 2023

During this period of his training with us he had exposed to different

and was found diligent hardworking and inquisitive.

We wish him all success in his future life.

NISHANT MAKHIJA

(PROPRIETOR)

4
 Particulars
Sr no Chapter name Page no.

1 Acknowledgement 3
2 Declaration
2
3 Introduction to the topic
6-9
Company profile
 About the company
 Organization chart
 Mission of the company
 Marketing outlook of the 10-21
company
 Infrastructure and working
environment
4  Staff of the company
Research methodology of the study
5  Research design 22-24
Introduction to the study
6  Objectives of company 25,26
7 Analysis of the project
27-30
8 Conclusion 31,32
9 Recommendation and suggestion 36,37
10 Bibliography 33,35

5
 Chapter 1

Introduction to the topic

6
 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

Introduction to the topic

“Marketing is a social and managerial process by which individuals and s 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

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 promotion purpose

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

Objectives of sales promotion

The objectives of a sales promotion is to increase consumer demand, stimulate market

demand, to get potential buyers to heed a call to action, increase the size of purchases and
improve product availability using media and non-media marketing communications.

7
 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

Disadvantages of Sales Promotion

 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:

Scope and objectives of sales promotion

1. As consumers have developed a resistance to advertising, the use of sales promotion has
increased. There is scope for a variety of activities with sales promotion and companies seek
to create a promotion that singles it out from competitors. Advertising is partly restricted by
the media that can be used.

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’.

4. Collectively, these tools of sales promotion are often referred to as ‘below-the-line

promotion’ which contrasts to advertise

8
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.

9
 Chapter 2

Company profile

10
 About the company

MAKHIJA TRADING CO was incorporated as a private limited company on 22 October 1971 in

Bhiwani as makhija trading co 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 BHIWANI
. The company is known for its
manufacturing and innovations, be it distributing pamphlet from helicopter in the fifties or
ihe exchange scheme. Type your text

The MAKHIJA TRADING CO has been associated with several brands in

INDIA including:

 MAKHIJA TRADING COChitra Heart Valves

 Fryums

11
 ORGANIZATION CHART

MD

Head Accounts Head Head Head Head

And Marketing Designing Marketing Production

Administration (Home (Office

Furnishings) Furnishings)

2 Executives 8 Marketing 8 Designers 2 Marketing

And an Executives Executives

Office boy

Supervisor Supervisor Supervisor Supervisor

12
(Quality Control) (Production) (Product (Dispatch)

Analysis)

2 Pe rsons 8 Persons 2 Persons 1 Person

(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.

ACCOUNTS AND ADMINISTRATION DEPARTMENT

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

 Setting the normal design –

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

 Setting the production design –

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

14
 Innovative designs –
The team of designers also trigger out the brain cells to create innovative designs.

15
 PRODUCTION DEPARTMENT

This department is headed by Mr. Nishant. Four supervisors are in charge of four different
activities such as quality control, product analyzing, production and dispatch.

PRODUCTION HEAD

Supervisor Supervisor Supervisor Supervisor

(Quality Control) (Product (Production) (Dispatch)

Analysis)

2 Perso ns 2 Persons 8 Persons 1 Person

(Machine

16
 Quality Control:
This sub department is mainly concerned with the inspection of raw materials. The raw
Material is arranged by from the local market or delhi markets and from the bangalore
and from different states a well.

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:
8 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.

17
 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:
Company further
envisions being a dominant global player in the kitchen accessories 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

Awards of the company

Corporate & Brand Awards

Customer Satisfaction has been at the heart of all our initiatives at Prestige and
the smiles that we receive from our customers has been the fuel that keeps us
going. The awards collected by the brand are a reflection of the strong bond we
share with our customers.
 Retail Excellence Award 2012 - 2017
 Reader’s Digest Trusted Brand Award 2012 - 2015

18
 Marketing outlook of the company

IN this company they are committed to our mission of providing quality consumer products at
affordable prices. All products also fully subscribe to MAKHIJA TRADING CO 's core philosophy
of trust, transparency, and knowledge. Our customers trust our products, hence we remain the
product of choice and have been voted the Good Brand continuously since the many years.
Our Market Efforts focus on the following;
Products
Indian consumer needs are changing as India continues to evolve in her journey. As the
Indian woman steps out of the kitchen and the men share the cooking responsibilities, the
expectations from kitchen utensils and appliances also evolved. Some of the innovations for
the modern Indian consumer are;

 Microchef (Microwave Pressure Cooker)

 Hobtops (India's First Convertible Gas Stove)
 Induction Cook-tops with Power Saver Technology and Indian Menu Options
 Gas Stoves with Schott glass
 Omega Deluxe Granite Cookware
 Clipon Pressure Cookware

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

19
  Induction Cook tops
 Glass-top Gas Stoves
 Electric Rice Cookers
 And many more.

Total Kitchen Solutions

Our focus is to be India’s first Total Kitchen solution provider through:

 A range of innovative products encompassing all aspects of the Indian Kitchen

 A range of unique services that maximizes value to customer

Distribution
You can buy a makhija company product at local nearby cities stores. Our sales and
distribiun strives to ensure availability of all our products from our local stores
distribution and dealer network.

Promotion
This continuously educates its customers about its products and how it is advantageous to
have a this company product. Apart from creating awareness about the products, IT also
rewards customers for their trust and loyalty through our various promotions, discount offers
and programs. So keep loving MAKHIJA TRADING CO and reap benefits from your most
trusted brand

20
 Infrastructure of the company and
working environment

Our company 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 it has built up infrastructure that meets required standards -

 Over 35 employees.

 2 dedicated Research and Development center.

 BIS certified company for Indian Product Standards.

They have 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

21
 CHAPTER 3

THE RESEARCH

METHODOLOGY

22
 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

I have chosen exploratory research design.

Data collection

The data for this research has been collected both from primary source as well as secondary
sources.

Primary source

1. Direct observation: I collected the data for this research by direct

observation method. I made visits to retailer outlets in different

areas, which provided me clear understanding and view about the
shops. the most common techniques are Self administered
,surveys, interviews, field observation, and experiments

2. Questionnaire method: The questionnaire is the main instrument

for collecting data in survey research. Basically, it is a set of standardized questions,

often called items, which follow a fixed scheme in order

23
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.

24
 Chapter 4

Introduction to the study

25
Primary objectives

The primary objective of marketing research depends upon many things like interviews,
observation, discussion and questionnaires s 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

Scope of the study

1. The study covers all retailers of various areas in order to understand their business
strategies.

2. MAKHIJA TRADING COltd products with various range of products has achieved rank in local mark

3. To understand the competitor strategies to tackle them systematically.

4. Healthy relations between manufacturers and retailers

Limitation and challenges

1. Questionnaire were lengthy because of shortage of time of customers .

2. Sometimes faced negative attitude of retailers .
3. Retailers were too busy due to larger availability of customers .
4. Its was not and tough for me to work on field and further prepare all these on excel sheet

26
 Chapter 5

Data analysis

27
Table representing the no of satisfied with the services of this company

Sex No. of Respondents Percentage

Yes 6 20%

No 24 80%

Total 30 100%

Analysis

 80% of the respondents are no

 20% of the respondents are yes
Table representing the pricing of products

Prices No. of Respondents Percentage

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.

28
Table representing the major competitors of MAKHIJA TRADING CO. Ltd.
with regard to

Bajaj ltd

Major Competitor No. of Respondents Percentage

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

Strength No. of Respondents Percentage

Quality ─ ─

Brand Image 24 80

Pricing ─ ─

Promotional Activities 6 20

29
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.

30
 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

31
moving environments. No doubt, MAKHIJA TRADING CO. Ltd. is one of them because they
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. MAKHIJA TRADING COwith its unique strength provides customer solution
the perfect balance of quality and economy.

32
 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

33
 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.Everyo ne is aware of the growth in wealth and change in lifestyle among BHIWANI’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

34
 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

35
 CHAPTER 8

BIBLIOGRAPHY

36
 BIBLIOGRAPHY

 Tidy Form. Formats: Microsoft Office and PDF. ...

 Vertex42. Formats: mainly Excel, but also Word, OpenOffice.org, and Google Sheets. ...
 Office.com Templates. ...
 SlideHunter. ...
 Project Management Docs. ..

BROCHURES

MAGAZINES AND JOURNALS

Books name:

Business research method by FC SHARMA

37