A PROJECT REPORT

STUDY OF INTERNATIONAL MARKETING

STRATEGIES AND CUSTOMER
SATISFACTION
WITH SPECIAL REFERENCE TO
AGNEE SALES CORPORATION
SUBMITTED BY
DESHMANE SUSHEEL SANJAYRAO
PGDIB
Roll No- 10

IN PARTIAL FULFILMENT OF POST GRUADUATE

DIPLOMA IN INTERNATIONAL BUSINESS FOR THE
ACADEMIC YEAR 2023-24

NESS WADIA COLLEGE OF COMMERCE,

PUNE

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 DECLARATION

I DESHMANE SUSHEEL SANJAYRAO

Hereby declare that the project report entitled
“STUDY OF INTERNATIONAL MARKETING
STRATEGIES AND CUSTOMER SATISFACTION
WITH SPECIAL REFERENCE TO AGNEE SALES
CORPORATION” submitted in partial fulfilment of
the requirement for the award of the degree of the
Post Graduate Diploma in International Business to
“Savitribai Phule University of Pune”, India, is my
original work.

DATE: _____________ (SIGNATURE OF THE STUDENT)

PLACE: PUNE DESHMANE SUSHEEL

SANJAYRAO

ROLL NO: - 10

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 ACKNOWLEDGEMENT

I DESHMANE SUSHEEL SANJAYRAO student of P.G.D.I.B.

Ness Wadia College of Commerce (Savitribai Phule
University of Pune), express my sincere gratitude to all my
teachers for guiding me and helping me attain detailed
knowledge in the interesting domain of International
Business throughout this year. It is through this knowledge
that I could succeed in completing my detailed study.

I would firstly like to thank Principal Prof. Dr. Mrs.

__________ _____________, course coordinator Prof. Dr. Mr.
___________ and also my project guide Prof.
________________ without whose valuable guidance and
insight this project would have never been possible.

I would also like to thank all the faculty members at Ness

Wadia College of Commerce for their valuable guidance,
continuous help and support while completing the project.

It was a great and valuable experience.

(DESHMANE SUSHEEL SANJAYRAO)

P.G.D.I.B.

Ness Wadia College of Commerce Pune

Date: __________________
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 CERTIFICATE

This is to certify that DESHMANE SUSHEEL SANJAYRAO

is a student of the Post Graduate Diploma in International
Business in Ness Wadia College of Commerce for the
academic year 2023-24.

She/He has undertaken and successfully completed the

Project Report entitled “STUDY OF INTERNATIONAL
MARKETING STRATEGIES AND CUSTOMER
SATISFACTION WITH SPECIAL REFERENCE TO AGNEE
SALES CORPORATION” which is submitted in partial
fulfilment of the requirement of the award of the degree of
Post Graduate Diploma in International Business to
Savitribai Phule University of Pune, India.

This project is the record of authentic work carried out

during the academic year 2023-24.

_______________ ________________

Principal Course Coordinator

Project Guide External Examiner

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 05/03/2024

To whomsoever it may Concern

This is to certify that Mr DESHMANE SUSHEEL SANJAYRAO, a student of the

Post Graduate Diploma in International Business in Ness Wadia College of
Commerce for the academic year 2023-24 has completed
D i s s e r t a t i o n t i t l e d “A STUDY ON MARKETING STRATEGIES
AND CUSTOMER SATISFACTION OF AGNEE SALES CORPORATION”

He has completed the Project Work to our satisfaction.

Mrs. Chandni Deshmane

Director
M/S Agnee Sales Corporation

Office Address:
17 A Prashant Nagar Near Pratap Nagar, Osmanpura, Aurangabad 431 005
GSTN: 27BMRPG9699B1ZD.
Mob: +91 7588281726 Email Id: agneesales@gmail.com

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 TABLE OF CONTENTS

SL. CONTENTS PAGE

NO NO.

1 1
Executive Summary

2 CHAPTER-1 2
Introduction

3 CHAPTER-2 3
Literature Review

4 CHAPTER-3 13
Company Profile

5 CHAPTER-4 20
Research Methodology

6 CHAPTER-5 22
Data Analysis

7 CHAPTER-6 49
Findings

8 CHAPTER-7 52
References

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 LIST OF TABLES

TABLE NO. PARTICULARS PAGE NO.

Table showing the number of respondents who
typically
5.1 22
use the product
Table showing whether the smoke detectors function
5.2 properly or not 23
Table showing are fire extinguishers inspected
regularly
5.3 25
or not
Table showing the aspect of products and services
the
5.4 26
consumers are most satisfied by
Table showing the comparison of products or
services
5.5 28
offered by other companies as compared to Agnee
Sales Corporation
Table showing number of customers who have
contacted
5.6 29
customer service
Table showing the no. of customers who have
contacted
5.7 31
customer service and their complications has been
determined to their whole satisfaction
Table showing the number of customers who are
likely to
5.8 32
buy the product again
Table showing the overall superiority of firm’s sales
5.9 organization facility 35
Table showing the aspect of product or service the
5.10 customers were most disappointed by 37
Table showing the customers response whether they
will
5.11 39
recommend the product or service to colleagues or
contacts within society

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 Table showing the overall satisfaction of the
customers
5.12 41
with the product or service

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 LIST OF CHARTS

CHART NO. PARTICULARS PAGE NO.

Chart showing the number of respondents who
5.1 typically use the product 23
Chart showing whether the smoke detectors
function
5.2 24
properly or not
Chart showing are fire extinguishers
inspected
5.3 25
regularly or not
Chart showing the aspect of products or services
the
5.5 27
customers are most satisfied by
Chart showing the comparison of products and
services
5.5 29
of other companies as compared to Agnee Sales
Corporation
Chart showing the number of customers who have
5.6 contacted customer service 33
Chart showing the no. of customers who have
5.7 contacted customer service and their 32
complications
have been determined to their whole satisfaction
Chart showing the number of customers who will
buy
5.8 34
the product again
Chart showing the overall superiority of firm’s sales
5.9 organization facility 36
Chart showing the aspect of product or service the
5.10 customers were most disappointed by 38
Chart showing the responses of customers
whether they
5.11 40
will recommend the product or service to
colleagues or contacts within the society

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 Chart showing the overall satisfaction with the
product
5.12 42
or service

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 EXECUTIVE SUMMARY

The organizational study has been conducted at Agnee Sales Corporation, Aurangabad
Maharashtra. The project work mainly aims at getting exposure to the real working
environment. This project report gives detail about the industry profile, company profile,
product profile, services offered by the company, areas of operation, infrastructure
facilities, competitors, vision, mission, and quality policy.

The study helped me a lot to analyze the International marketing strategies of company
and the findings, suggestions and conclusions might help the company a lot to enhance
its business performance. The study was conducted in various Customer locations and
the data has been collected through questionnaires and interviewing the customers.

SWOT analysis has also been done to identify the opportunities and threats of the company.

Title of study is “A STUDY ON INTERNATIONAL MARKETING STRATEGIES AND

CUSTOMER SATISFACTION OF AGNEE SALES CORPORATION” at Aurangabad.

period of twelve weeks with the help of structured questionnaire and is concerned with
the collection of data, data analysis and suitable inference is made on the basis of that.
Research Methodology gives the information on the type of research, the survey, the
techniques and procedures of collecting data, sample size, sampling tool and the
limitations of the study.

The introduction part provides complete information about the statement of the
problem, objectives of the study and theoretical background of the study. The analysis
and interpretation provides information about the customer’s response in the form of
tables and graphs. It is based on the assumption that the information was accurate
collected by the customers through the questionnaire. Excel have been used for data
analysis and interpretation.

The findings and conclusions of the study are mentioned at the end keeping in mind the
objective of the study. The suggestions and recommendations based on the
observations are pointed out to undertake suitable action to implement an ideal

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marketing strategy for better enhancement of the AGNEE SALES CORPORATION
services.

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 Chapter One

1.1INTRODUCTION

Project Study provides real practical experience of the world to those candidates who
are looking forward to discovering and acquire the required understanding as well as
skill-sets needed to get engaged in a particular career field. Project Study are relatively
temporary in the natural state with the primary focus on acquiring someone at the
workplace training and grabbing what is encountered in the session hall and making use
of it to the real life. Project student most often have a manager who permits specified
duties to them and appraises the interns over all their works.

Now days the business world is a customer driven. And the customer is treated as a
King. So for a good business, they have to maintain the relation with the customer for a
longer duration of time as it is a never ending process. So customer satisfaction is very
important to keep the customers in the business pocket.

On the other hand, the strategic marketing helps in the development of products and
services with the best opportunities for generating greater revenue. And this is because
the marketing strategy starts with marketplace exploration taking into consideration the
target audiences, the competition in the market and the changes that might be there in
the distance.

Learning is the never-ending process in a person’s life. He should learn something new
every time. Learning is the important aspect in a person’s life. Knowledge is bigger than
the ocean, if we have knowledge and skills with us, we will get all capabilities. When we
are exhausting something to retain anything, it will never be misuse. Practical
knowledge is very much necessary for us at the same time. “Practice makes man
perfect” is a very famous quote said by someone. Through hypothetical information we
can get only an idea about the concept or the topic. But practical knowledge on the
other side will provide deep understanding of the concept by doing, experimenting, and
experiencing it. So, only theoretical knowledge is not enough for us. Practical knowledge
is also essential then only we can understand the full idea. Practical knowledge is very

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important along with the theoretical knowledge.

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 Chapter Two
Literature Review
2.1THEORETICAL BACKGROUND OF THE STUDY

Meaning and Definition of International Marketing

International marketing refers to the marketing of product to people or companies

outside the domestic market. Since today, business is done on global basis; you need to
learn about it. It will help you to know how to sell your products globally and grow your
business.

International marketing is a process of planning and implementing the conception,

pricing, promotion and distribution of ideas, goods and services to create exchanges
between nations that satisfy individual and organisational objectives.‘ - American
Marketing Association

The features of international marketing are:

a. Large Scale Operations: Price is a vital factor. It shows the exporter ability to sell
goods on reduced price. Large scale operations, bulk transactions, full capacity
utilization, help reduce overall cost leading to reduced price.

b. Dominance of MNCs/TNCs from Developed Countries: The international trade is

dominated by MNCs and TNCs originating from developed countries.

c. Trade Barriers: Trade barriers are planned restrictions to slow down free movement
of goods from one country to another. These are done to protect domestic industry.
There are two types of barriers; tariff and non-tariff. Tariff barriers are taxes and duties
and non-tariff are licenses and quotas.

d. Trading Blocs: Trading blocs are the associations of countries situated in a

particular region whereby they come to common understanding regarding rules and
regulations to be followed while exporting and importing goods among them; for
example, European Union (EU).

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e. International Marketing Research: The needs of people of an area differ from the
needs of the people of another area. That‘s why; marketing research should be done to
understand the needs of the people of the area.

f. Importance of Advanced Technology: Advance technology is critical today in

business. The US, Japan, Germany and others dominate international business due
advance technology only.

Importance of International Marketing

No country in the world is self-sufficient in all its domestic requirements. International

trade plays an important role in the economic development of a country.

a. Division of Labour and Specialisation: Certain countries enjoy comparative cost

advantage in the production of specific commodities due to favourable climatic
conditions, technical know-how, easy access to raw materials and efficient human
resource. Such countries produce commodities in excess of their requirements and
exchange surplus production with other countries for the commodities they are
deficient in.

b. Increases National Income and Per-capita Income: Due to division of labour and
specialisation, each country produces commodities for which it is best suited and
exports surplus production. Similarly, each country imports commodities for which it
has comparative cost disadvantage. This generates additional income and saves real
income by making available imported articles at competitive rates.

c. Facilitates Transfer of Technology: Some countries like Japan, USA, UK and

Germany are highly developed in terms of technology while most of the Afro-Asian and
South American countries are backward in technology. This directs the flow of
technology from technically advanced countries to technically backward countries of
the world.

d. Resolves Balance of Payments Crisis: Balance of payments may be defined as the

difference between the monetary value of exports and imports of a country. When the

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outflow of foreign currency exceeds the inflow, a country suffers from an unfavourable
balance of payments. In order to solve such imbalance a country needs to export.

e. Global Peace: In the age of nuclear weapons, there is a greater need of promoting
dialogue between various countries of the world. International trade may be a medium
for promoting exchange of ideas and thoughts and Thereby help promoting
international peace and friendly relations among the various Countries of the world.

f. Optimum Utilization of Resources: A country can make optimum utilization of its

natural and human resource by promoting exports.

g. Employment Opportunities: Development of exports brings about multiple

increases in employment opportunities. It also creates employment in other related
service sectors such as banking, insurance, advertising, transport, etc.

h. Research and Development: International market is highly competitive. In order to

survive cut-throat competition at international level, every firm operating at the global
level needs to undertake continuous research and development. This leads to
development of technology in countries of the world.

Marketing strategy has the primary goal of maximizing gross sales and developing a cut
- throat competitive advantage. Marketing strategy encompasses all important, short-
term, and long-term activities on- site of marketing that deal with the analysis of the
strategic initial circumstances of a company and the formulation, evaluation and
selection of market-oriented strategies and therefore, enabling to achieve the targets
and goals of the company and fulfilling its marketing objectives.

It presents a road map to acquire higher results as compared to the competitors such
as greater sales, brand recognition all over the world, higher market penetration, greater
revenues etc.

A well – designed strategic plan-

• Build consumer preference for the brand

• Maximize sales and profits
• Determines the tools that the company can use effectively and efficiently to face
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 the competition and achieve the market share.
• For customers and partners improves the marketing message effectiveness
• By focusing on the funds and assets on fascinating the precise workforces and
capitalizing only on the marketing advantages that contribute the whole
marketing targets by saving the company’s time and monetary resources.

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 • Differentiate the company from those of its rivalries by pinpointing the unique cut
-throat competitive advantage and the supportive constituents.
• Understand the firm’s long-term and short-term objectives and goals into actual
marketing procedures.

International Marketing strategy is a plan to sell products or services in a way that

delivers long-term profitable growth. It is a brand’s blueprint; it tells the brand where to
go and the best way to get there. Great brands utilize strategy to deliver products and
services that will have meaningful impact. Every brand decision emerges from the
marketing strategy and is expressed ate very moment of truth.

A requisite to advance a successful Marketing Strategy is to conduct a Situation Analysis.

1. Study the competition - Assess the brand’s relative strong point, faintness,
chances, and extortions also called as a SWOT Analysis in marketing strategy.
This will provide a space where the brand could succeed and prosper.
2. Study the product or service category - Is the brand’s product or service is
relevant in the existing market? Have there been any important transformations
in the category or to consumer behavior?
3. Evaluate the brand’s performance - What has the company learned and achieved
over time? How has it answered to marketplace problems?
4. Conduct market research–Assure connectedness of the strategy before the
substantial lifting of bringing it to market is performed.

2.2TYPES OF INTERNATIONAL MARKETING STRATEGY

1. Societal Marketing:
2. The planning, execution and regulator of programs to increase the
appropriateness of a social reason or exercise among the people is known as
societal marketing e.g. No Smoking campaign in Jaipur University, public
relations campaign for molding vote.
3. Amplified Marketing:
4. It is called as offering additional services by way of innovative concepts offerings
and advantage to the clients to increase their level of satisfaction e.g. free home
delivery service from supermarkets.
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5. Straight Marketing:

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6. Marketing by several advertising media that inter–linked straightly with customers,
mainly working for the customers to make a straight reply, e.g. selling catalogue,
brochures, mail- orders, tele-communication, television shopping, etc.
7. Association Marketing:
8. Marketing through constructing, upholding and enhancing strong and long-term
relationships with the clients in order to gain their faithfulness e.g. a hotel or
restaurant can maintain good relationships with customers by sending them
wishes and discount offers on their birthdays, anniversaries or any other
occasions.
9. Services Marketing:
10. It is relating the concepts, devices and techniques of marketing to services like
insurance, retailing, educational, banking, medical services etc.
11. Individual Marketing:
12. Individual marketing comprises of actions carry out to design, conserve or
modify assertiveness or performance towards general public like politicians,
sports stars, celebrities, professionals to substitute their businesses and
incomes.
13. Business Marketing:
14. The events commenced to generate, preserve and transform attitudes and
behavior of target customers headed for an organization is known as Business
marketing.
15. Place Marketing:
16. The marketing hat comprises of events commenced to design, develop or
transform the viewpoint and behavior of customers towards particular region, for
example, tourism marketing.
17. Differential Marketing:
18. A marketing strategy in which a firm determines to target divergent markets
through different strategies or proposals. For example, HUL provides divergent
varieties and qualities soaps and detergents for different market segments and
customer base.
19. Synchronic marketing:

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20. Balancing the variations in non- uniform demand for a product according to the
seasons, timings, occasions, etc. through valuable pricing, promotion and further
encouragements
e.g. heavy off-season discount on summer wears might increase its demand to certain
level.
21. Determined Marketing:

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 22. Marketing strategy in which the company highlights only one or fewer market
segments. An organization that selects a concentration strategy chooses to
target its marketing efforts on only one and particular market segment.
Consequently, only one marketing mix is expanded. For example, the
manufacturer of BMW cars has chosen to focus on the luxury segment of the
watch market.
23. De-marketing:
24. Online marketing strategy in which a company uses to reduce demand
temporarily or permanently not really to demolish demand nevertheless only to
move that. For instance, Super retail stores might not exactly offer discounts in
weekends and holidays to minimize overcrowded-marketing generally relates to
when an organization make downhearted its clients to acquire the product
created by them.

Strategic marketing helps a firm to make sure that they select the right out-turn, goods or
facilities, to fetch nearly the outcomes that the customers desire. Marketing is defined
as the process of management of ascertaining, forestalling and fulfilling customers‟
desires. The organizations satisfy the needs and wants within the limits of the
organizations‟ mission and objectives. The risk will lose the way if a company doesn’t
fulfill the needs of the customers. Organizations can have converted so focused on the
goods and services that they like manufacturing or creating, that the company
disremembers to examine whether somebody actually needs them and whether they are
the appropriate approach to satisfy the customers‟ desires. Marketing is an
approximate which allows us to put our customers‟ needs prior. By the term users it
means the people that our organization survives to benefit. These are sometimes also
called as clients, customers or beneficiaries of the company.

Marketing concepts can make the great impact that helps us to better meet the needs of
customers. The company might even want to concentrate on their services to find out
what our customers really want by segmenting our customers and conducting market
research.

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2.37 P's of marketing

Strategic marketing helps a firm to make sure that they select the accurate outputs that
is products and services to bring about the outcomes that the customers need.

Marketing is the management process of identifying, anticipating and satisfying

customers‟ needs. Charitable and the public organizations satisfy needs within the limit
of their organization’s vision, mission and objectives. Just the once the organization has
developed their marketing strategy, there is a seven Ps of marketing. It can be applied to
constantly evaluate and re-evaluate the organization.

The following are the 7 Ps of marketing: -

• Product
• Place
• Price
• Promotion

When the people talk about marketing they mean the promotion of that specified
product or service. The organization can use the marketing mix as a checklist to decide
about how the present products and services meet customers' needs or to decide about
innovative product or service.

When the organization provides services it might also understand it is convenient to think
about:

• People
• Physical evidence
• Processes

The majority of these seven P's of marketing can potentially include in the entire
operations. That means that marketing ideas should do the job into organization-wide
time-frame and implementation in an organization. It is the best idea for someone to be
held responsible for how the organization describes and fulfill the customers‟ needs
and wants.

2.4MEANING AND DEFINITION OF CUSTOMER SATISFACTION

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The satisfaction level provided by the company’s products and services as assessed by
the numerous of repeat customers is known as Customer Satisfaction.

15
Customer satisfaction is a term commonly used in marketing. It is really a
determination of how product or service supplied by a company meet or complete
customer expectation. Customer satisfaction is called as the number of customers or
percentage of totality of customers, who have experience with a company, its products
and services beyond specified.

satisfaction or else targets. It has been found in a survey that customer satisfaction
study is very useful in dealing with and evaluating the businesses.

Customer satisfaction grades might have strong sound effects within the organization.
The organization emphasizes employees on the importance of fulfilling customers‟
demands. A brand gains a positive word-of-mouth marketing when it has loyal
customers that is together free and highly productive.

Therefore, it is very important for business organizations to successfully establish and

regulate customer satisfaction. To do this a firm requires lawful and demonstrative
methods of satisfaction.

For customer satisfaction survey companies generally query customers if the

company’s product and service has fulfilled the customers‟ expectations or gone away
from expectations. A customer expectation therefore is a key feature behind their
satisfaction. When a customer has enormous expectations, but the reality originates
lower than, the customers feel disappointed and will likely rate their experience as less
significant than satisfying. This is the reason that a luxury watch such as Rolex might
achieve lesser satisfaction level than a modest even if its overall services would be
judged greater in positive terms.

2.5Significance of Customer Satisfaction

Following are the six reasons about the importance of customer satisfaction: -

1. Act as a leading measure of customers repurchases intentions and constancy: -

2. Customer satisfaction is one of the best ways to know how probably a customer
will make purchase in the time in the future. Asking customers to rate their
satisfaction level on a particular scale is a best method to know if they will turn
out to be repeat purchasers or not.
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3. The customers might be considered as the satisfied when any one of them gives
adequate ratings and later the company can carefully trust them to come back
and make replicate

17
 purchases. Customers who give the firm high rating are the potential customers of
the firm. If the score is below the expectations, it is a warning signal that a
customer is not happy and is almost to move out to that firm. There is a need to
put the customers on a customer watch list
4. and observe them so that the company can conclude why their level of
satisfaction is low. The company has to find out how satisfaction delivers plenty
of insights inside the customers.
5. Thus, customer satisfaction is considered to be one of the most important device
to measure customers repurchase intentions and customer constancy.
6. Act as a point of disparity: -
7. Customer satisfaction is considered as an important differentiator in today’s
competitive market world where the corporates strive for large number of clients
than their competitors. Industries that achieve succession in this cut-throat
competition are the ones that make customer satisfaction an important
constituent of their business strategy.
8. Imagine if the two firms offer exactly the same product, then the customers will
choose or select the product based on the product recommendation or superior
experience of the customers. Firms who offer amazing customer experiences
build up surroundings where satisfaction level is high and customer advocates
are more. Customer satisfaction Mayas well act as a point of differentiation for
new customers and the existing customers.
9. It reduces customer switch: -
10. Customer satisfaction is the benchmark which the company can utilize to
minimize client shift. The company can enforce innovative strategies in practice
to maximize the overall quality of the customer support by assessing and tracking
customer support that the firm Is offering.
11. It enhances customer lifespan expectancy:-
12. A study found that a ”fully happy customers‟ generate 2.5 times of higher
profits than a
somewhat happy customer‟. At the same time, a „fully happy customers‟
contribute 14 times greater profits than a „somewhat unhappy customers‟.

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13. Satisfaction plays a significant role in identifying out how much profit a customer
contributes for the company.

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 14. The profitable organizations comprehend the importance of customer lifespan
expectancy. If the company maximizes the most of the customer lifespan
expectancy, it improves the earnings on the marketing currency.
15. Customer lifespan expectancy is an inheritor of higher customer satisfaction level
and also better customer retention.
16. It reduces destructive word of mouth communication: -
17. It had been originated by McKinsey that the customers who are not happy say
between 10- 15 people about their past experience of the product or service. In
fact, 13% of unhappy customers say around 20 persons about their past
experience.
18. Customer satisfaction is tightly linked to profits and repeat purchases. Whatever
got forgotten is how the customer satisfaction adversely affects the business. It
is one thing to misplace a customer since they were not satisfied with the
particular product. It is one of different point completely to lose 20 customers
due to of few negative word of mouth communications.
19. For preventing negative word of mouth communication the company needs to
assess customer satisfaction on continuing basis. The company can identify
whether the customers are actually happy or not with the product or service by
finding changes in satisfaction level.
20. It is inexpensive to get back the existing customers than acquire new ones: -
21. It costs several times greater to obtain new customers in the company than it
takes to retain the existing customers.
22. The company needs to spend huge money to retain the customers again. The
company and its marketing group enlarge thousands of dollars getting the
attention of viewpoints, nurturing them into leads and transforming them into
sales.

2.6Importance of Customer Satisfaction

Survey Strengthen Affirmative Methods

Customer satisfaction studies requires customer’s issues about different zones adding
customer support, employee’s knowledge and understanding and effectiveness and the

20
policies,

guidelines and processes of the business. Querying the clients about the recent returns
may demonstrate the company that the clients are pleased with the company’s policy and
will have

21
repeat purchase in future because the company has back up with its products. The
company can approve return policy on its website and in advertisements or campaign
as per the result. As well as knowing from the customers how they heard about the
company can tell whether the marketing strategies are executing well as it is anticipated
or not.

Know Where to Enhance

There are particular business vendors who exercise customer satisfaction comments
once they have experienced a decrease in gross sales magnitude. Once the sponsors
have passed it may be quite delay to recover those to the organization. So the company
should survey its customers whenever business is great. The firm should ask about the
product prices as compared to its competitors. If the firm receives immense responses
that the company is much more expensive, it will have a possibility to balance pricing or
manufacturing processes to be competitive. If the company charges high price just
because it possesses a good quality product, it should assign that detail in its
advertising campaigns. Studies communicate a distinct unsatisfactory aspect such as
impolite employees, delay in distribution and a web-site that is difficult to plan and
construct. The company should make modifications before its reputation goes
company as it will reduce the destructive impact on the organization.

Obtain New Ideas

The company must acquire information about the upcoming expectations of its
customers and the guidelines to shift with the products and services it offers. To
discover what clients most expect from the company, the company has to add listed of
selected items to the study. For instance, if the company believes making available
innovative products and services or modifying its attributes of already existing range,
give its customers few alternatives and query the one which they need most likely to
spend for. Consecutively when the company study allows creating statements, its
question can be open-ended to allow customers to add any kind of linked products and
services that is a primary concern to them. Instead of striving to anticipate the upcoming
needs of the customers, offering innovative products that are in demand based on the
study might be more successful.

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Gather Product or Services Data

Until the manufacturer discovered it on its organization overview web services, it may
not know its customers‟ dissatisfaction with the company’s products or services. A huge
number of product returns may denote bad quality and the firm might not recognize that
it is really losing sales due to obstructive details dispersed about the products in case
the clients don’t put down why they do not intend to buy the products. A portion of the
customer support study should be dedicated to the certain level of satisfaction with the
company’s products and services. Reinforcing in such as pace really need a firm to
manipulate its organization process and the sort of facts and important information the
firm provide about time period or predicted dates in case the firm interprets customers
are disappointed with the decline.

Customer Retention

If the customers know that the firm cares enough to question what they like and do not
like about it, the firm may have repeat sales. Paying attention to the customer’s
responses indicates them that the firm is more than just an earnings stream. And if the
company receives reliable complaints from familiar customers, contact them to ask
forgiveness, provide compensation and explain alterations initiated as an outcome. The
firm may be able to get back its business as it has well informed about the condition
through the customer survey.

Customer satisfaction plays a very significant character inside every business unit. It is
not only the foremost indicator to evaluate client trust worthiness, identify the clients
who are dissatisfied with the product, reduce customer switches and maximize earnings
but it also acts as a key element of distinction that helps the company to attract and
acquire new customers in this competitive business world.

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 Chapter Three

Company Profile

3.1INDUSTRY PROFILE

Agnee Sales Corporation

Industry

Aurangabad, Maharashtra India

Headquarters
Number of locations All over India

Products Fire
extinguishers
Fire outfits
Fire Emigration Solutions
Fire alarm solutions
Hydrant systems
Suppression systems
Security solutions
Smoke detector
Services Firefighting training Fire System Upgradation
Refilling

Website N/A

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Agnee Sales Corporation Company is an Indian corporation headquartered in
Aurangabad India. The company compromises fire protection and security solutions
across various segments and industries by the brand name, “Agnee Sales Corporation”.

Agnee Sales Corporation Industries was founded in the year 2020 and is among the few
early entrants in the Indian fire safety market with its red colored cylindrical fire
extinguishers but later expanded its product line to furnish the further segments of fire
safety and security verticals.

Agnee Sales Corporation is one of the first company in India that has launched designer
fire extinguishers for car and home safety.

It provides 360-degree fire protection and security solutions to save lives of the people.
Today Agnee Sales Corporation has a strong presence in more than 50 foremost cities
and towns of India. The manufacturing capability enhancements technology and
systems on equivalence with the world‟s premium, with a number of proprietary
manufacturing and quality processes in place that are exclusive to Agnee Sales
Corporation.

There are more than 25 employees who manage the plant and in house Research &
Development competence.

Agnee Sales Corporation’s Projects Partition is probably the one of the best solution for
fire safety and security need. The Agnee Sales Corporation division offers design
support, engineering support and more, aiding as a single, one-stop platform along with
planning, installation and maintenance. The Agnee Sales Corporation Government and
Institutional Sales Division (GISD) are efficiently run through a dedicated team of sales
and an of qualified team, well-trained Engineers, Technicians, Designers and Project
Managers. The Vertical provides 360-degree fire safety and endways security keys to
Government and Institutional groups in India.

The arms of over 300 products are completely furnished for solving any fire protection
solutions and security requirements. Agnee Sales Corporation vertical has
responsibilities well exceeding sales. They guide and inform their clients on every phase
of fire safety, conduct thorough training carry out surveys for fire inspection to estimate

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each customer’s requirements, mount products in accordance with international rules
and regulations and maintain all that responsibly. Agnee Sales Corporation offers
complete protection against all the extortions of fire.

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Agnee Sales Corporation Company formulates the fire protection and security solutions
products in almost every part India. The company has five divisions: Fire, Detection,
Security, Home and Projects. The fire division of Agnee Sales Corporation deals with
firefighting extinguishers, fire safety training programs with audiovisual aids, live demos,
collaborating programs, and knowledge rewards for participants and fire escape
products consisting of masks to help breathe, fire resistant blankets, and gear and
signage to guide safety and keep people safe by making way to an exit. The detection
division provides for smaller organizations the stand alone smoke detectors, for
medium organizations wireless smoke detection systems and wired smoke detection
systems with conventional and analogue addressable fire alarm systems for
manufacturing plants. The Fireman systems help in the evacuation process, and the
network and graphic systems help to determine which detector is sending out the alarm.
The security divisions of Agnee Sales Corporation provide video door phones to monitor
which person is entering single and the multi- apartments units, the commercial
buildings, basics and pro security systems to protect homes against the fire attacks. It
also offers CCTV systems such as cameras and DVRs that permits the entry of
approved employees only. The Home division of Agnee Sales Corporation offers
landowners with fire extinguishers such as smoke detectors, designer extinguishers
that provide protection while merging with decoration and gas leak detectors that prefer
the smallest bit of air. The project division of Agnee Sales Corporation helps to project a
fire safety and security plans for large scale projects which include malls, hotels, and
hospitals with adequate services fluctuating from defining the technologies required to
maintaining the products mounted.

3.2PROMOTERS

The promoter of Agnee Sales Corporation is Mrs Chandni Deshmane, She is Electronics
Engineer by qualification and having 5+ Years of wide experience is industrial and
Government tendering.

VISION

The Agnee Sales Corporation Industries Limited generally emphasis on being a single of
the country's top rated Fire Fighting Company through great service, usage of top-quality
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firefighting products and virtually all importantly ensuring the protection of the Human
existence by providing them complete security
from fire.

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MISSION

Agnee Sales Corporation is a manufacturing company dedicated to defending life and

property of people from fire 24 *7 hours.

The company manufactures quality tested open fire suppression products. Their
products and systems are allocated through a network of concerned professionals who
will be the front line of the fire suppression sector. They are a top origin of continual
improvement and innovation in the market. The company search for strategic
conglomerates to enhance experience and expertise in order to better address the
client's necessities.

They conduct business in accordance with ethical values. We strive to maintain a

friendly, fair, and creative environment that respects the ideas, hard work, self- worth
and dignity of every employee and customer.

The company conducts business in compliance with ethical values. All of them strive to
maintain a friendly, rational, and imaginative environment that esteems the ideas, hard
work, self- worth and pride of every employee and client.

QUALITY POLICY

A Quality Management Scheme helps the business to build up quantifiable quality

objectives to generate the best products in the marketplace. The product that complies
completely with the customers‟ requirements. Products that meet the three key phases
of the Quality Policy: Quality, Customer Delight and Repetitive Development. Only after
going through this pathway, a product obtains the Agnee Sales Corporation label. A
label that ensures quality as well as protects lives.

3.3PRODUCTS OF AGNEE SALES CORPORATION

The main products of Agnee Sales Corporation are: -

 Fire extinguishers

 Fire outfits

 Fire Departure solutions

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 Fire alarm solutions

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  Hydrant systems

 Suppression systems

 Smoke detectors

 Control Panel

 Cable less Smoke Diagnosis equipment

 Wired Conventional & Addressable Alarm equipment

 Escape Signage

 Video DoorwayCellphones and Motion Sensing Devices

 CCTV DVR

 CCTV Cameras

 CQRS Equipment

 Water spray Hydrant Equipment

 Water sprays CAFS (nine & fiftyliters).

 Outer limitsDefense– Detectors

3.4SERVICES

Agnee Sales Corporation provides the following four types of services:-

Annual maintenance contract – Because there is no room for error in life and death
situation. Agnee Sales Corporation‟s Exhaustive Agnee Sales Corporation Care
Productcontains of a group of trained andexpert persons, who ensures thattheir very
own lifesaving products are executing optimally. The company does this through
regular inspections and updates on entire the devices. A report is sent to the customers
four times a year sothat the customers can recognize the status of their products.
Overall, Agnee Sales Corporation care unit sees that the client equipment is ready to
perform when he need it the utmost.

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Up gradation-In Agnee Sales Corporation, new developments in firefighting technology
are taking place. A Agnee Sales Corporation extinguisher, not like any other off-the-shelf
product is a life saving device. The extinguisher body is co stored at high pressure with
its content and has been under constant strain. The inner tube, valves, rotors, nozzle
and gauge have worn downcan lost efficiency. The company can no longer offer a 100%
guarantee that this equipment will do its job to high standards evenafter 5 years. That
means if a fire breaks out, the extinguisher could underperform. Leaving vulnerable at
just the time customer needs protection the most .So the company recommend theup
gradation of the product.

Training – It teaches everything about the fire and trains us how to fight with it. It is
primarily very important to understand thathow the fire grows and spreads and what are
its many forms to fight a fire successfully . The Operation Agnee Sales Corporation Fire
Safety Training Program addresses all the possible lines of protection resistance to the
threat of fire. The systemconsist of seven key fire safety training segments and is
depending on material accumulated from several prominent industry authorities
and their personal research over years. Refilling –Agnee Sales Corporation
provides the service of refilling the fire extinguishers when they are empty or even
partially used because it will be useless in any fire situation. A fire extinguisher is a
reflexive product that needs to be in a ready condition at each and every point of time.
Because a fire can unlikely happen at any point of time. When the fire extinguisher has
been used either partially or fully, the customer needs to go for an authorized Agnee
Sales Corporation refill.

3.5SWOT ANALYSIS

STRENGTH: -

• The company has the presence in more than 300 cities and towns.
• The company provides more than 400 products to its customers to tackle
with the fire solution and security need.
• It is among India‟s one of the top fire safety and security company.
• The only company that provides 360 degree solutions for fire safety and security.

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 • The company has the tie-ups with foremost corporations crosswise the world to
enhance its product innovation and technology know-how.
• The Agnee Sales Corporation products are sold within every 61 seconds.

WEAKNESSES: -

• Most of the employees are not trained properly as to how to use and handle the products.
• Lack of adequate financial resources.
• The company has the shortages of critical staff.
• The products prices are very expensive.
• Most of the customers are not much aware about the Agnee Sales Corporation products.

OPPORTUNITIES: -

• Increase number of branches in a new geographical location.

• Can be a great contributor to corporate social responsibility.
• Maintaining good communication and developing trust among all the
stakeholders such as customers, dealers, employees and the press.
• Network improvement among other fire departments.
• Advancement through improved and upgraded technology.

THREATS: -

• A large competitor can wipe away the market place by a small change.
• Advancements in machinery might transform the market further than the ability to adapt.
• High price products may also be considered as a threat.

3.6FUTURE GROWTH AND PROSPECTS

• To acquire more than 3000 new customers in a month by providing more

innovative products to the customers with superior quality.
• To mark its presence in more than 300 cities and towns which is uncovered.
• Collaboration of technology with more foreign partners like Hochiki and Visonic.
• Manufacturing products by means of world’s greatest cutting-edge technology
• To be in the list of world’s most firefighting company in the coming years.

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 Chapter Four

Research

Methodology

4.1 STATEMENT OF THE PROBLEM

Agnee Sales Corporation is a prominent enterprise in industrial Sales and Services.

From the last 5 years the company is providing services in the market. The company
provides a basket of products to the clients. The company is providing various types of
fire extinguishers which work for different types of fire by taking the help of research
and development. But still, there is a need to understand the strategies of the marketing
channel and the sources of information for the clients. The resolution of client
satisfaction study is to measure satisfaction level of customers with the service quality
of a company and to identify short falls.

4.2 OBJECTIVES OF THE STUDY

 To explore the company’s target audience of their products and services.

 To study the marketing strategies of fire and security systems.

 To know about the company’s sales and distribution of the products.

 To measure the present demand of company’s product in the prevailing products.

 To rate the customer satisfaction level of fire and security system for home.

4.3NEED OF THE STUDY

The need of the study is to build a brand image and loyalty of the customers, to keep
customers informing about the Agnee Sales Corporation products and services. The
study focuses to increase positive word of mouth communication, to recall the existing
customers in the organization as well as attaining new customers, to increase the
customer repurchase intentions and trustworthiness, to improve products and services
that meet the desires of the target market, to reach the target customers, enhance
customer base and eventually increase lowest line and to understand the needs and
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wants of the customers.

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2.4 SCOPE OF THE STUDY

The study is conducted for two months in Agnee Sales Corporation Aurangabad. The
scope of the study is to comprehend the customer behavior and purchasing form of
diverse products. This study also includes the brand awareness and responsiveness
level of Agnee Sales Corporation products among the target customers and methods to
increase the brand remembrance on the top of the attention of the customers. The core
objective of the study is to comprehend the marketing tactics at Agnee Sales
Corporation Company to make it extra effective and proficient and to provide
satisfaction to the
customers.

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 Chapter Five

Data

Analysis

5.1Analysis and Interpretation of the data collected with relevant tables and graphs.

Table:5.1 Table showing the number of respondents who typically use the product.

SL. NO. OPINION RESPONDENTS PERCENTAGE

1) Once in a year 15 50%

2-3 times a year or

2) less often 5 16.66%

3) Once in two years 10 33.34%

TOTAL 30 100%

Sources: Questionnaire

Analysis

The above table shows that 50% of respondents use the product once in a year, 16.66%
once in two years and 33.34 % use the product two to three times a year or less often.

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Chart No.5.1 Chart Showing the number of respondents who typically use the product.

Interpretation

From the above graph it can be interpreted that fire safety and security is a need for all
the people. So most of the respondents prefer to use the fire extinguishers product once
in a year.

Table 5.2 showing whether the smoke detectors function properly or not

SL.NO. OPINION RESPONDENTS PERCENTAGE

Yes 24 80%

1)

No 6 20%

2)

TOTAL 30 100%

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Sources: Questionnaire

Analysis:

From the above table we can understand that80% of the respondents stated that the
smoke detectors function properly and the remaining 20% had few minor problems with
the product.

Chart 5.2 showing whether the smoke detectors function properly or not

RESPONDE

20

Ye
s

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Interpretation:

Since, the majority of respondents have given feedback that the smoke detectors
purchased from Agnee Sales Corporation are working properly as per the expectations.
So it can be interpreted that the quality of Smoke Detectors at Agnee Sales Corporation
are up to the level.

SL.NO. OPINION RESPONDENTS PERCENTAGE

1) Yes 27 90%

2) No 3 10%

TOTAL 30 100%

Table 5.3 showing are fire extinguishers inspected regularly or not.

Analysis:

In the above table, 90% of the respondents have stated that the fire extinguishers are
inspected regularly and the remaining 10% are not
inspected regularly.

Chart 5.3 showing are fire extinguishers inspected regularly or not.

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Interpretation:

Since the majority of respondents have given feedback that the fire extinguishers
purchased from Agnee Sales Corporation are inspected regularly. So we can interpret
that the Agnee Sales Corporation is providing better services to its customers.

Table 5.4 showing the aspect the products or services the consumers are most satisfied by

SL. NO. OPINION RESPONDENTS PERCENTAGE

1) Quality 12 40%

2) Price 2 6.67%

3) Performance 3 10%

4) Customer service 5 16.67%

5) Timeliness 3 10%

6) All of the above 5 16.67%

TOTAL 30 100%

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Analysis:

From the above table 40% of respondents were satisfied with the product quality, 6.67%

with the price, 10% with the performance, and 16.67% with the customer service 10%
with timeliness and 16.66% with all of the above.

Chart 5.4 showing the aspect of products or services the customers are most satisfied
by.

Interpretation:

From the above chart, it can be interpreted that the quality of Agnee Sales Corporation
product is better as compared to its price and timeliness. So we can say that many of
the respondents are satisfied with the quality of the Agnee Sales Corporation goods as
compared to its price, performance, customer service and timeliness.

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Table 5.5 showing the comparison of products or services offered by other companies as
compared to Agnee Sales Corporation Company

SL. NO. OPINION RESPONDENTS PERCENTAGE

1) Much Better 18 60%

2) Somewhat better 6 20%

3) Neutral 2 6.66%

4) Much better 0 0%

5) Don’t know 4 13.34%

TOTAL 30 100%

Analysis:

The above table shows that 60% of the respondents feel the Agnee Sales Corporation
products much better as compared to other companies, 20% feel somewhat better,
6.66% feel about the same, and about 13.34% don’t have any knowledge.

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Chart 5.5 showing the comparison of products and services of other companies as
compared to Agnee Sales Corporation

Company.

Interpretation:

Since the services provided by the Agnee Sales Corporation are up to the level of
customer satisfaction. So we can interpret that the majority of customers feel much
better about the services provided by the Agnee Sales Corporation as
compared to other companies.

Table 5.6 showing number of customers who have contacted customer service?

SL. NO. OPINION RESPONDENTS PERCENTAGE

1) Yes 26 86.67%

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 2) No 4 13.33%

TOTAL 30 100%

Analysis:

The above table shows that about 86.67% of the respondents have contacted customer
service and the remaining 13.33% of respondents have never.

Chart 5.6 showing the number of customers who have contacted customer service.

Interpretation:

From the above graph we can interpret that the services provided by the Agnee Sales
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Corporation is up to the level and according to the customers‟ expectations. So the
majority of customers has contacted customer service and is satisfied with the same.

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Table 5.7 showing the no. of customers who have contacted customer service and their
complications has been determined to their whole satisfaction.

SL. NO. OPINION RESPONDENTS PERCENTAGE

1) By the company 22 73.33%

Someone outside the

2) company 5 16.67%

Problem was not

3) resolved 3 10%

TOTAL 30 100%

Analysis:

The above table shows that 73.33% of the customers‟ problems have been resolved by
the company, 16.67% of the customers have resolved their problems outside the
company and the remaining 10% of the customers‟ problems has not been resolved.

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Chart 5.7 showing the no. of customers who have contacted customer service and their

complications have been determined to their whole satisfaction.

RESPOND

10
16.67

By the
73.33
Someone outside the
company

Interpretation:

Since the services are provided by the Agnee Sales Corporation Company but still most
of the customers prefer to go outside the company for customer service because of the
inconvenience and inadequate time.

Table 5.8 showing the number of customers who are likely to buy the product again.

SL. NO. OPINION RESPONDENTS PERCENTAGE

1) Definitely will buy 16 53.33%

2) Probably will buy 6 20%

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 Might or might not

3) buy 5 16.67%

4) Probably will not buy 3 10%

Definitely will not

5) buy 0 0%

TOTAL 30 100%

Analysis

The above table shows that 53.33% of the respondents feel that they will definitely buy
the product again, 20% feel that probably they will buy, 16.67% feel they might or might
not buy, 10% feel probably they will not buy.

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Chart 5.8 showing the number of customers who will buy the product again.

Interpretation:
Since the fire safety and security products provided by the Agnee Sales Corporation are
up to the level of customer expectations. So, most of the customers feel that they will
definitely repurchase the Agnee Sales Corporation products because of the product
quality and services provided to the customers. The customers may also make
repurchase as per the product requirement.

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Table 5.9 showing the overall superiority of firm’s sales organization facility.

SL. NO. OPINION RESPONDENTS PERCENTAGE

1) Excellent 4 13.34%

2) Very good 18 60%

3) Good 5 16.66%

4) Fair 3 10%

5) Poor 0 0%

TOTAL 30 100%

Analysis:

The above table shows that 13.34% of the respondents feel the superiority of firm‟s
sales organization facility is excellent, 60% of respondents feel very good, 16.66% of
respondents feel good, and the remaining 10% of respondents feel that it is average.

Chart 5.9 showing the overall superiority of firm’s sales organization facility.

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Interpretation:

The customers feel fully satisfied if the company provides adequate after sales services
to them. So from the above graph it can interpret that the majority of the respondents
feel the overall superiority of firm’s sales organization’s facility is very good. So it can be
inferred that the customers feel the Agnee Sales Corporation sales service is up to the
level and as per the customers‟ expectations.

SL. NO. OPINION RESPONDENTS PERCENTAGE

1) Price 15 50%

2) Quality 2 6.67%

3) Performance 3 10%

4) Timeliness 3 10%

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5) Customer service 2 6.67%

6) None of the above 5 16.66%

TOTAL 30 100%

Table 5.10 showing the aspect of product or service the customers were most disappointed
by.

Analysis:

The above table says that 50% of respondents feel disappointed with the price, 6.67% of
respondents with the quality, 10% of respondents with the performance, 10% of
respondents with the timeliness,6.67% of the respondents with the customer service and
the remaining 16.66% with none of these.

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Chart 5.10 showing the aspect of product or service the customers were most
disappointed by.

Interpretation:

Since the price plays an important role at the time of purchase of any product. From the
above graph, it can be interpreted that most of the customers are disappointed with the
price of the Agnee Sales Corporation products because the products are too expensive.
Since the quality and performance of the company’s products are quite good so the
price is very high.

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Table 5.11 showing the customers response whether they will recommend the product
or service to colleagues or contacts within society.

SL. NO. OPINION RESPONDENTS PERCENTAGE

1) Definitely 14 46.67%

2) Probably 6 20%

3) Not sure 5 16.66%

4) Probably not 3 10%

5) Definitely not 2 6.67%

TOTAL 30 100%

Analysis:

Of the total respondents, 46.67% of respondents will definitely recommend the product
or service to their colleagues or contacts within society, 20% of respondents will
probably, 16.66% of respondents are not sure, 10% of respondents will probably not and
the remaining 6.67% of respondents will definitely not.

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Chart 5.11 showing the responses of customers whether they will recommend the
product or service to colleagues or contacts within the society.

Interpretation:

From the above graph we can interpret that the majority of the customers will
recommend the Agnee Sales Corporation products to their colleagues or contacts in the
society. Since the customers feel happy and satisfied with the company’s products and
services.

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Table 5.12 showing the overall satisfaction of the customers with the product or service.

SL. NO. OPINION RESPONDENTS PERCENTAGE

1) Highly satisfied 3 10%

2) Satisfied 21 70%

3) Neutral 3 10%

4) Highly dissatisfied 0 0%

5) Dissatisfied 3 10%

TOTAL 30 100%

Analysis

From the above table, it can be said that 10% of the respondents are highly satisfied with
the overall company’s product or service, 70% of respondents feel satisfied, and only 10%
of respondents feel dissatisfied with the product.

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Chart 5.12 showing the overall satisfaction of the customers with the product or service.

Interpretation:

Since the majority of customers feel that the products and services provided by the
Agnee Sales Corporation Company is up to the level and as per the customers‟
expectations. So it can be interpreted that the maximum of the respondents are overall
happy with the Company’s products and services.

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5.2ANALYSIS AND INTERPRETATIONFOR MARKETING STRATEGY OF
AGNEE SALES CORPORATION COMPANY

1. Who is your target audience?

A target market is the first constituent of the marketing strategy. It is a group of

customers towards which the company decides to put all its marketing efforts and
provide products or services to the customers as per the demand of the market segment.
It is a group of people to which the marketers try to persuade and listen to it.

The Agnee Sales Corporation Company mainly focuses on the malls, hotels, hospitals,
educational institutions, offices, and the customers who are having apartments,
bungalows, villas and residential areas. It provides fire and safety solutions to all the
branches of McDonalds, KFCs, and many other restaurants in Bangalore.

It offers its products to hospitals such as Manipal hospital near Domlur.

It also offers its fire safety solutions to the malls like Pheonix mall, Orion mall,
Central mall, Mantri mall etc.

The main focus of Agnee Sales Corporation is to provide its customers the freedom to
live their lives without any fear.

2. Where would the prospective customers buy the product or service from?

Agnee Sales Corporation sells their products directly to the customers. Since they are
direct sellers, they don‟t have any dealers in the market. Direct Selling includes selling
the products to the customers directly to their homes or at their jobs, personal contacts,
demonstrations or through online sales.

Being direct sellers, they manage a team of individuals that extents out many new
customers every month.

The customers can buy the product by calling the Agnee Sales Corporation on their toll-
free help line numbers or they call SMS FIRE to 53030. They can also email at
enquiry@Agnee Sales Corporation.in.

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The customers can also buy certain selected Agnee Sales Corporation products on this
website in the “online shop”.

3. When where and how they would consume the product?

Agnee Sales Corporation products are meant for the purpose of fire safety and security. It
provides several solutions for fire protection. Agnee Sales Corporation products are
used by the people in case of any fire emergency at any premise which can be very
dangerous for human life.

Agnee Sales Corporation fire extinguishers are used according to the classes of fire.
There are six classes of fire: Class A fire contain Combustible solid like wood, papers,
clothes etc. Class B fires includes flammable liquids like petrol, kerosene, diesel etc.
Class C fires contain Flammable gases like LPG, CNG, PNG, etc. Class D fires contain
metal fires, Class E fires contains electrical fires such as short circuits; Class F contains
cooking oil fires.

The consumers can use fire extinguishers according to the type of fire and the
instructions given on it. Agnee Sales Corporation also trains their clients how to use the
fire extinguishers in case of fire situation.

It was also found from the study that the Agnee Sales Corporation also takes care of the
setting up and preservation of the product. The company also provides services to the
customers from time to time and keep it upgrading.

4. What is the best price quoted for the product?

Agnee Sales Corporation offers different prices for different product varieties. It offers
11% discount on every product in online purchase. Suppose if the product price is
Rs.8000, the customers can get it at Rs.7120. It also offers product warranty for five
years and free shipping for the orders above Rs.1000 across India.

5. What is the main purpose or utility of the product?

Product utility means what a product does, for what it is meant for. The customer gets
the utility of a product only when he feels satisfied with the use of product or service.

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From the study it was found that main purpose of the Agnee Sales Corporation is to
provide fire safety and security solutions to its customers at the time of emergency.

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Agnee Sales Corporation believes to give its customers freedom to live their lives happily
without any fear.When it comes to fire safety and security, we need the help of expert
professionals because emergency situations vary from premise to premise. Agnee
Sales Corporation provides a 360- degree solution for the complete protection from
homes, cars, office buildings to malls, complexes, hotels and hospitals.

6. How does the company promote or advertise its products?

Advertising refers to the bringing attention of the potential customer towards a

particular product or service. Advertising varies from product to product and is done
with the help of company brochures, e-mails, personal contacts, etc.

Promotion refers to keep the products or services in the mind of the potential
customers and creating demand for the product. It involves advertising, publicity,
newspapers, media, public relations, personal selling, direct marketing etc.

From the study it was found that Agnee Sales Corporation has its Facebook page to
create the awareness of its products but it is not used by the customers because of the
lack of product promotion. It has posted its videos in YouTube which shows the product
demonstrations and creates awareness about the fire hazards.

The biggest promoter of Agnee Sales Corporation Company is just dial

7. Do the company sell products or services through online or through sales representatives?

Online selling is the process of selling the products or services through electronic media
such as internet or other networks. Online selling is a considerable way to increase the
business in today‟s competitive world and it is increasing year after year.

From the study it was found that Agnee Sales Corporation sells their products directly to
the customers. They don’t has any dealers in the market. It sells its products through
online shopping websites such as Naaptol.com, alibaba.com, indiamart.com.

It also sells its products through just dial by connecting buyers and sellers and provides
adequate information to the customers about the product. So it covers a large group of
audience through just dial which increase the sales as well as profit of the company.

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As just dial is one of the sources to create awareness of the product to the customers
and it also reduce the gap between the buyers and sellers. So it is one of the largest
promoters of the Agnee Sales Corporation.

8. Where does the company distribute the product or service?

Agnee Sales Corporation has a very strong distribution system that has devoted
distribution verticals to a large extent and meets the needs of customers in different
segments with different requirements and risks. It has a distribution network with 10
branches and has its presence all over India in 30 cities managed by trained
professionals. It distributes its products and services to the malls, hospitals, hotels, and
educational institutions, customers living in residential areas,

9. Does the brand clearly communicate what you are intending to convey the value you
want to deliver?

Yes, the brand clearly communicates what the company is intending to convey the value
it wants to deliver. As Agnee Sales Corporation is meant for fire safety and security
solutions and it provides a good quality products and services to its customers. Agnee
Sales Corporation offers more than 400 fire safety and security products to its
customers so that the people can live their lives peacefully without any fire fear.

10. Does the brand effectively differentiate itself from every other competitor in the
marketplace?

Yes, the Agnee Sales Corporation brand effectively differentiates itself from every other
competitor in the market place. Agnee Sales Corporation is India‟s one of the top
firefighting company which provides several solutions to fight with the fire and offers
360 degree fire safety and solutions. The products of Agnee Sales Corporation are of a
greater quality as compared to its competitors and it has its presence in over 300 cities
and towns.

11. What is the future transformations planned for this brand?

The future transformations for Agnee Sales Corporation is

• To target the new customer segment,

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• Come up with different product variety and new product versions,
• Increase in the number of customer base.

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 5.3Testing of Hypothesis:

H0: There is no association between product recommendation and product repurchase by

the customers.

H1: There is an association between product recommendation and product repurchase by

the customers.

(Q11) product recommendation * (Q8) product repurchase Cross tabulation

(Q8) product repurchase Total

Definitely will Probably will Might or Probably will

buy buy might not buy not buy

Definitely 9 3 1 1 14

Probably 3 1 1 1 6

(Q11)product Not sure 2 2 1 0 5

recommendation
Probably Not 0 0 2 1 3

Definitely Not 2 0 0 0 2

Total- 16 6 5 3 30

54
 Chi-Square Tests

Value Df Asymp. Sig. (2-sided)

Pearson Chi-Square 13.301a 12 .348

Likelihood Ratio 14.132 12 .292

Linear-by-Linear 1.041 1 .308

Association

N of Valid Cases 30

a. 19 cells (95.0%) have expected count less than 5. The minimum expected count is .20.

Result:

The above said hypothesis was tested by using chi-square test with the help of
statistical package SPSS-20; it was tested with 5% level of significance. The above
tables show the cross tabulation and chi-square results. In table 4.14 the p value is 0.
348 which is greater than 0.05, therefore there is an evidence to accept the null
hypothesis. Hence there is no significance difference between the product
recommendation and product repurchase by the customers.

55
 Chapter
Six
6.1FINDINGS Findings

• From the study, it is found that almost 50% of respondents use the product at
least once in a year.
• About 80% of respondents stated that the smoke detector purchased from
Agnee Sales Corporation function properly, only 20% of respondents has
stated no for that.
• The majority of respondents have stated that the fire extinguishers are
inspected regularly.
• It was found from the study that around 40% of the respondents were satisfied
with the product quality, 16.67% with the customer service and only 5.34% with
the price.
• The majority of respondents feel that the Agnee Sales Corporation fire safety and
security products are much better as compared to other companies.
• From the study it was found that 86.67% of respondents have contacted
customer service and the remaining 13.33% of respondents have never.
• It was found from the study that 73.33% of the respondents‟ problems have
been resolved by the company, 16.67% of respondents from outside the
company and the remaining 10% of respondents‟ problems has not been
resolved.
• 53.33% of respondents feel that they will definitely buy the product again from
Agnee Sales Corporation and 20% feel probably they will buy.
• 13.34% of respondents feel the superiority of sales organization‟s facility is
excellent, 60% of respondents feel it very good.
• From the study it was found that around 50% of respondents feel disappointed
with the product price, 6.67% with the quality, 10% with the performance, 10%
with timeliness and 6.67% of respondents with the customer service.
• 46.67% of respondents will recommend the product or service of Agnee
Sales Corporation to their colleagues or contacts, 16.66% of

56
 respondents are not sure.
• The study shows that the majority of respondents are satisfied with the
Agnee Sales Corporation overall products and services, only few are
dissatisfied.

57
6.2SUGGESTIONS

• Advertisement & marketing activities are important to make the fast movement
and to increase sales volume. So the company should concentrate more on
advertisements, especially TV ads to inform and educate customers about the
product and its use. It also helps to create goodwill for the company and
increases customer loyalty.
• The company needs to provide various promotional schemes to attract more
and more customers. The promotional activity is one of the important parts of
marketing strategy which help a company to increase its sales by attracting new
customers in the market and face the competition effectively.
• The firm should give proper training to the employees about the use of products
and services to deal with the customers. Because it will help them to
communicate effectively with the customers about the product use so that the
customers can feel the need to buy it and thus increase the sales. So the sales
people must possess an effective communication skill.
• The company must focus on the price because the Agnee Sales Corporation
products are highly expensive as compared to its competitors. The customer’s
willingness to buy a product depends on price so it is considered as one of the
most important factor for any business.
• The company must offer strong incentives on purchase for attracting customers‟
attention by offering those coupons or premiums as it helps a company to retain
the loyal customers as well as attract new customers.
• The company can also promote and draw customers‟ attention by interacting
with them through blogs. It is a free and easy way to relate with the customers
and also gives the customers a clear image about the company.
• The company must try to come up with new product versions. The company can
develop its products by introducing new products in the existing market as the
product
development is considered as an important part of any company’s growth strategy.

58
6.3CONCLUSIONS
• Now days the business world is a customer driven and the customer is treated as
a King for every businessman. So for a good business, they have to maintain the
relation with the customers for a longer duration of time as it is a never ending
process. So customer satisfaction is very important to keep the customers in the
business pocket. From the study it is found that Agnee Sales Corporation works
very hard to deliver finest quality and better services to its customers. The
company considers its customers and business very important and is really
working hard to deliver the customers best.
• On the other hand, the marketing strategies of Agnee Sales Corporation are
overall good as compared to other competitors in the market. The company
needs to focus more on pricing strategy keeping in mind the quality of product to
attract more customers. It can come up with new product versions by introducing
new products in the existing market which will again add a competitive
advantage to the company. An effective marketing strategy helps to generate
products and services with the best probabilities for generating greater revenue.
It is because the marketing strategy begins with marketplace exploration taking
into concern the target customers, competition in the market and the changes
that might be there.
• So from the study it is concluded that Agnee Sales Corporation Company follows
better marketing strategies as well as it provides level of satisfaction to the
customers by providing them quality products and services.

59
 Chapter Seven
References

• Reference books:
• Panda, T.K. “Creating Customer Lifetime value through effective CRM in Sales
industry”. Journal of Service research.2(2/0, (2003):157-171

• Khalifa, M. V Liu.” Satisfaction with Internet –based Service.” Journal of the

Association for Information Systems.”(2003). 4 No. 5, 206-232

• Marone M and S Lunsford, “Strategies that wins sales; Best practice of the world‟s
Leading Organization” Deadborn Trade Publishing Akapaln Professional
Company, 2005.

• Kotler, Philip (1967). Marketing Management: Analysis, Planning and

Control. Englewood Cliffs, N.J.. Prentice-Hall

• Company Brochures

• Company’s feedback forms

• Websites:

www.google.com

www.researchgate.net

www.ukessays.com
60
ANNEXURES

Customer Satisfaction

Questionnaire Name:-

Age:- Gender:- Occupation:-

1. How often do you typically use the product?

• Once a year

• 2-3 times a year or less often

• Once in 2 years

2. Do the smoke detectors function properly?

• Yes

• No

3. Are fire extinguishers inspected regularly?

• Yes

• No

4. What aspect of the product/service are you most satisfied by?

• Quality

• Price

• Performance

61
• Customer service

• Timeliness

• All of the above

5. Thinking of similar products/services offered by other companies, how would you

compare the product/service offered by our company?

• Much better

• Somewhat better

• Neutral

• Much worse

• Don‟t know

6. Have you ever contacted customer service?

• Yes

• No

7. If you contacted (Company) customer service, have all resolved to your

complete satisfaction?

• Yes

• No

8. Based on your experience with the product, how likely are you to buy the product again?

• Definitely will buy

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• Probably will buy

• Might or might not

• buy Probably will not

• buy Will not buy

9. Overall, the superiority of firm’s sales organization’s facility is

• Excellent

• Very Good

• Good

• Fair

• Poor

10. What aspect of the product/service were you most disappointed by?

• Price

• Quality

• Performance

• Customer service

• Timeliness

• None of the above

11. Would you recommend your product/service to colleagues or contacts within your
society?
• Definitely

• Probably

• Not sure
63
64
• Probably not

• Definitely not

12. Overall, how satisfied are you with the product or service?

• Highly satisfied

• Satisfied

• Neutral

• Dissatisfied

• Highly dissatisfied

Marketing Strategy Questionnaire

1. Who is your target audience?

2. Where would the prospective customer buy the product or service from?

3. When, where and how they would consume it?

4. What is the best price quoted for the product?

5. What is the main purpose or utility of the product?

6. How do you promote and advertise this product?

7. Do you sell your goods or services through online or through sales representatives?

8. Where do you distribute your product or service?

9. Does the brand clearly communicate what you are intending to convey the
value you deliver?

10. Does this brand effectively differentiate itself from every other competitor in the
market place?

11. What is the future transformations planned for this brand?

65