1.

INTRODUCTION

Solar water heating is water heated by the use of Solar energy Solar heating
systems are generally composed of solar thermal collectors, a water storage tank
or another point of usage, interconnecting pipes and a fluid system to move the
heat from the collector to the tank. This thermodynamic approach is distinct from
semiconductor photovoltaic (PV) cells that generate electricity from light; solar
water heating deals with the direct heating of liquids by the sun where no
electricity is directly generated. A solar water heating system may use electricity
for pumping the fluid, and have a reservoir or tank for heat storage and
subsequent use. The water can be heated for a wide variety of uses, including
home, business and industrial uses. Heating swimming pools, under flow heating
or energy input for space heating or cooling are common examples of solar water
heating. A solar water heating system can form part of a solar thermal cooling
system, promoting efficient temperature control of buildings or parts thereof.
During cool conditions, the same system can provide hot water. Solar heating of
buildings in temperate climates has a season-problem: In winter, when most
heating is needed, least is available from the sun. This can often be solved by
storing solar heat in the ground or in groundwater. Residential solar thermal
installations fall into two groups: passive (sometimes called "compact") and
active (sometimes called "pumped") systems. Both typically include an auxiliary
energy source (electric heating element or connection to a gas or fuel oil central
heating system) that is activated when the water in the tank falls below a
minimum temperature setting such as 55°C. Hence, hot water is always
available. The combination of solar water heating and using the back-up heat
from a wood stove chimney to heat water can enable a hot water system to work
all year round in cooler climates, without the supplemental heat requirement of a
solar water heating system being met with fossil fuels or electricity. When a solar
water heating and hot-water central heating system are used in conjunction, solar
heat will either be concentrated in a pre-heating tank that feeds into the tank
heated by the central heating, or the solar heat exchanger will replace the lower

1
heating element and the upper element will remain in place to provide for any
heating that solar cannot provide. However, the primary need for central heating
is at night and in winter when solar gain is lower. Therefore, solar water heating
for washing and bathing is often a better application than central heating because
supply and demand are better matched. In many climates, a solar hot water
system can provide up to 85% of domestic hot water energy. This can include
domestic non-electric concentrating solar thermal systems. In many northern
European countries, combined hot water and space heating systems (solar comb
systems) are used to provide 15 to 25% of home heating energy.

2
 2. OBJECTIVES OF STUDYING THE ORGANIZATION

‘‘The goodsun organization is not about providing products and services it is

essentially about providing changing benefits to the changing needs and
demands of the customer’’

We are committed to achieve customer satisfaction by providing superior

products and assured service through quality management system in a continual
improvement.

Customer needs and wants.

Quality Objective

Implementing the highest quality standards to manufacture world-class water

heater and allied products

Understanding the changing customer needs to develop new products and

services

Selection of superior raw materials, using advanced manufacturing practices and

following stringent quality controls

To appropriate the importance employees by seeking their participation and

encouraging to achieve the goal

OBJECTIVES

a) To study the various Marketing strategies adopted in Goodsun industries

pvt ltd.
b) To find the sales promotional effectiveness in Goodsun industries pvt ltd.
c) To compare the effectiveness of various kinds of sales promotional
activities.
d) To find the appropriate method of promoting Goodsun products.

3
SCOPE OF THE STUDY

a) Through this the company can know how much they were able to attract
their customers by their sales promotional strategies.
b) And they will be also having a better understanding on whether public
gives more attractive ads and reach out to people or private gives more
attractive ads and reach out to people.

LIMITATIONS

There are some limitations in conducting the study on the Marketing activities of
Goodsun industries pvt ltd. The limitations are as follows:

a) The study is conducted only with 100 samples from various geographical
locations.
b) The survey conducted is based on Engineers through questionnaire and it
was very difficult in collecting samples.

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 3. OVERVIEW OF THE ORGANIZATION

Goodsun is a Coimbatore based company specializing in the manufacturing of

Solar Water Heaters. Established in the year 1992, Goodsun has grown in
stature and today command a strong presence in the industry. Goodsun is, in
fact, the largest selling brand in India with over 20000 installations and counting.
An ongoing R & D effort ensures new product development, material research
and manufacturing process to provide customers with products that measure up
to their demands. Our customers personally know our commitment to excellence.
We look forward to helping you meet your energy needs with solar, the only
clean renewable fuel.
The GOODSUN range of Solar Water Heaters has helped thousands of home
owners and businesses to enjoy the benefits of the solar water heater. It has
earned a reputation of high performance with durable design while assuring
trouble free maintenance with maximum savings.

 Lower utility costs today, no future utility cost increases

 Provides additional hot water storage capacity for your home or business
 Green, clean, environmentally friendly energy source
 Very low to no operating maintenance expense
 Maintain regular hot water supply during electric utility outages

BRANCHES:

Tamil Nadu: 98420 25704

Kerala: 9249530190

Pondicherry: 9842243043.

Andhra Pradesh: 9246372298.

Karnataka: (0)9842230194.

International: +91-98422 30194.

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3.1 BRIEF HISTORY

Goodsun is a Coimbatore based company specializing in the manufacturing of

Solar Water Heaters. Established in the year 1992, Goodsun has grown in
stature and today command a strong presence in the industry. Goodsun is, in
fact, the largest selling brand in India with over 20000 installations and counting.

Year of Establishment: 1992

Nature of Business : Manufacturer, Wholesaler

Major Markets : Indian Subcontinent, East Asia, Middle East and

South East Asia

Solar water heating is an important application of solar energy. The areas of

application include:

● Individual residential and apartment buildings;

● Restaurants and canteens;
● Guest houses, lodges, hotels and hostels;
● Hospitals and nursing homes
● Boiler feed water for commercial and industrial applications;
● Pharmaceutical, chemical and fertilizer industries;
● Textile industry;
● Food processing industry

ISI Approved & Certified International Systems - ISO 9001

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3.2 NATURE OF THE ORGANIZATION

The goodsun is manufacturing of Solar Water Heaters Hot water heated by the
sun is used in many ways. While perhaps best known in a residential setting to
provide hot domestic water, solar hot water also has industrial applications, e.g.
to generate electricity Designs suitable for hot climates can be much simpler and
cheaper, and can be considered an technology.

'Goodsun' Solar Water Heating Systems, Domestic & Industrial Models Special
Design For Hard Water Applications.

Over 12000 Installations.

ISI Marked - ISO Certified.

Factory Made Modular Tanks Up to 2000 Liters, Solar Collections As Per

International Standards.

Commitment to Service

the Goodsun distribution network provides you with exemplary product

knowledge, installation and after-sales service. We also have a team dedicated
to supporting its distributors to ensure quality service. We are known for our
quick response and our skilled technicians are always on hand to ensure that you
get the best out of the product.

As part of our commitment to the customer we offer two free services during the
first two years. We also offer you a choice of two maintenance contracts that
suits your requirements. We are also equipped with a mobile service van to
ensure that service is prompt and efficient. All genuine spare parts are available
with us.

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3.3 BUSINESS VOLUME

Import substitute and first of its kinds available in India

● Exclusive Design for Hard water application to protect Solar Collector against
Scale formation.
● Operates on thermos phonic principle.
● No motors and control instruments.
● All stainless steel construction (316 grade, Original SALEM)
● Simple and intelligent design.
● Larger heat transfer area.
● Minimum maintenance after longer operative period.
● Internally and externally grooved for better efficiency.
● Cross flow and vertical flow tubes ensures maximum heat transfer.
● Hydraulically and pneumatically tested.
● Safest to operate and simplest to maintain

INDIA’S FIRST & ONLY ONE

1. 304 Grade SS construction. (Genuine and Certified Salem Stainless Steel)

2. Automatic tank rolling System ensures smooth tank formation without any
damage to the SS sheet
3. TIG welded with automatic Mechanism to ensure uniform welding.
4. Internal and External Grooves for Extra strength
5. Deep drawn dished ends (SS)
6. Flanged Man hole for safety and easy maintenance
7. High density fire resistant thermal insulation (100 Kg/m3)
8. Aluminum foil protection against erosion for SS tank
9. Positive and negative pressure relief valves
10. SS drain valve
3.4 PRODUCT LINE

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Goodsun is a Coimbatore based company specializing in the manufacturing of
Solar Water Heaters. Goodsun is, in fact, the largest selling brand in India with
over 20000 installations and counting.

 Solar street light

 Solar water heaters
 Solar power fencing systems by goodsun

Solar Street light

the system is designed for outdoor application in un-electrified remote areas and
This system is an ideal application for campus and village street lighting

The system is provided with battery storage backup sufficient to operate the light
for 10-11 hours daily. The system is provided with automatic ON/OFF time switch
for dusk to dawn operation and overcharge / deep discharge prevention cut-off
with LED indicators.
The solar street light system comprise of

 74 Wp Solar PV Module
 12 V, 75 Ah Tubular plate battery with battery box
 5 meter mild steel lamp post above ground level with weather proof paint
and mounting hardware.

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The SPV modules are reported to have a service life of 15-20 years. Tubular
Batteries with the solar street lighting system require lower maintenance; have
longer life and give better performance as compared to pasted plate batteries
used earlier.

The systems electronic provide for over-charge and over-discharge cut-off

essential for preventing battery and luminaries damages.

Special type solar street lights can also be supplied on request.

Now, have a look at a few product features.

Highest Efficiency Solar PV Module:

GOODSUN Solar Modules are approved as per requirement of MNES, India and
also confirms to the requirement of Electrical Protection.

Field Adjustable Solar Panel Mount can be rotated around 360 with respect to
vertical plane and be tilted from 15 with respect to Horizontal plane to obtain
maximum light facing the sun.

Lighting Fixture:- Aesthetically designed outdoor light made of UV Plastic /

Aluminum body.

Electronics:- It comes with a very high efficiency electronics consisting of a

modified sine wave high frequency inverter and charge controller with PWM
(Pulse width Modulation) technology & temperature Compensation for proper
charging of the battery irrespective of ambient conditions. The electronics is also
provided with protections like over charge protection, Deep Discharge protection,
Open circuit & short circuit protection.

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Battery:- Battery used is low maintenance Tubular battery specifically designed
for solar applications. The battery provides uninterrupted power for dusk to dawn
operation of the light with 3 days autonomy.

Battery enclosure:- A vented, acid proof, corrosion resistant Galvanized metallic

battery box is provided. The battery enclosure also has a locking facility to lock
the box.

Models:- Solar Street Lighting systems can be designed and produced for
specific customer requirements based on parameters like; number of lights in the
same pole, different wattages of bulbs and different Hours of operation (4,6,8,10
& 12 Hours) with timer based circuits.

Solar water heaters

Goodsun offers Solar Water Heaters in a wide range of capacities for

commercial, industrial, and residential applications. These products appeal to
those who are concerned about the environment. In contrast to other forms of
energy, solar is clean, safe and freely offered by the sun.

For homeowners - Goodsun Solar Water Heaters provide an economical solution

11
to your hot water and space heating needs. These high-performance systems
are efficient and reliable. They're designed for ease of use and low maintenance.
Attractively priced, they allow you to reduce your conventional energy costs.

12
For property developers and building owners - Goodsun Solar Water Heaters are
engineered to perform in demanding commercial and industrial applications.
When used to supplement conventional forms of water or space heating, they
generate immediate savings in operating costs. Solar systems require little
maintenance; they also result in higher property values.

Solar power fencing systems

GOODSUN Solar fences are the first line of defense, at the perimeter. It serves
as a deterrent to would-be intruders, who climb the primary barrier, the
compound wall. All other home security devices serve only as detection devices.
When intruders touch the electric fence, they will gets a shock which is safe, but
is an unforgettable experience.

13
Solar fencing is emerging as one of the best methods for protection of crops and
property from domestic and wild animal damages. The fence comprises of
several strands of galvanized iron (GI) wires drawn along the perimeter. A high
voltage electrical pulse is transmitted through the wires. Any animal/human.
Being touching the wires gets a sharp, short, painful but safe shock. The animals
hesitate to come in contact with the fence again. The fencing thus becomes a
psychological but active barrier and the animal/human being will not generally
attempt to negotiate the fence again.
The electrical impulse is generated by an energizer. The energizer produces high
voltage impulses of approximately 8 vs. once in every 0.9 to 1.2 seconds. The
impulse lasts for approximately 300 millionths of a second to 0.1 second and has
a current of up to 10 am. The current supply is generally available from 12 V
battery charged by solar power supply system.

14
Advantages Of The Electric Power Fencing Over The Conventional
Methods

 Solar fencing is easy to install and installation cost is low.

 It has a low maintenance cost.
 The system has a very long life.
 It can be designed to control the target species.
 It is portable and reliable.
 The system has recognized international standard.
 The system is eco-friendly.
 It has low maintenance cost.
 The system is safe and effective. Control is achieved by psychological
means.

4. ORGANIZATIONAL STRUCTURE

An organizational structure is a mainly hierarchical concept of subordination of

entities that collaborate and contribute to serve one common aim. Organizations
are a variant of clustered entities. An organization can be structured in many

15
different ways and styles, depending on their objectives and ambience. The
structure of an organization will determine the modes in which it operates and
performs.

Organizational structure allows the expressed allocation of responsibilities for

different functions and processes to different entities such as the branch,
department, workgroup and individual. Individuals in an organizational structure
are normally hired under time-limited work contracts or work orders, or under
permanent employment contracts or program orders. The set organizational
structure may not coincide with facts, evolving in operational action. Such
divergence decreases performance, when growing. E.g. a wrong organizational
structure may hamper cooperation and thus hinder the completion of orders in
due time and within limits of resources and budgets.

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17
Functional structure

Employees within the functional divisions of an organization tend to perform a

specialized set of tasks, for instance the engineering department would be
staffed only with software engineers. This leads to operational efficiencies within
that group. However it could also lead to a lack of communication between the
functional groups within an organization, making the organization slow and
inflexible. Moreover, efficiencies can further be realized as functional
organizations integrate their activities vertically so that products are sold and
distributed quickly and at low cost. But not only beneficial for organization but
also for employees faiths.

Divisional structure

Also called a "product structure", the divisional structure groups each

organizational function into divisions. Each division within a divisional structure
contains all the necessary resources and functions within it. Divisions can be
categorized from different points of view. There can be made a distinction on
geographical basis (a US division and an EU division) or on product/service basis
(different products for different customers: households or companies). Another
example, an automobile company with a divisional structure might have one
division for SUVs, another division for subcompact cars, and another division for
sedans. Each division would have its own sales, engineering and marketing
departments.

Matrix structure

The matrix structure groups employees by both function and product. This
structure can combine the best of both separate structures. A matrix organization
frequently uses teams of employees to accomplish work, in order to take
advantage of the strengths,

18
Weak/Functional Matrix: A project manager with only limited authority is
assigned to oversee the cross- functional aspects of the project. The functional
managers maintain control over their resources and project areas.

 Balanced/Functional Matrix: A project manager is assigned to oversee

the project. Power is shared equally between the project manager and the
functional managers. It brings the best aspects of functional and projectile
organizations. However, this is the most difficult system to maintain as the
sharing power is delicate proposition.
 Strong/Project Matrix: A project manager is primarily responsible for the
project. Functional managers provide technical expertise and assign
resources as needed.

Organizational circle: moving back to flat The flat structure is common in

entrepreneurial start-ups, university spin offs or small companies in general. As
the company grows, however, it becomes more complex and hierarchical, which
leads to an expanded structure, with more levels and departments Goodsun is
one of the numerous large organizations that successfully developed the matrix
structure supporting their focused strategy. Its design combines functional and
product based divisions, with employees reporting to two heads. Creating a team
spirit

The company empowers employees to make their own decisions and train them
to develop both hard and soft skills. That makes goodsun one of the best at
customer service. In general, over the last decade, it has become increasingly
clear that through the forces of globalization, competition and more demanding
customers, the structure of many companies has become flatter, less
hierarchical, more fluid and even virtual.

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Team

One of the newest organizational structures developed in the 20th century is

team. In small businesses, the team structure can define the entire organization.
Teams can be both horizontal and vertical. While an organization is constituted
as a set of people who synergize individual competencies to achieve newer
dimensions, the quality of organizational structure revolves around the
competencies of teams in totality.

Network

Another modern structure is network. While business giants risk becoming too
clumsy to proactive (such as), act and react efficiently, the new network
organizations contract out any business function that can be done better or more
cheaply. In essence, managers in network structures spend most of their time
coordinating and controlling external relations, usually by electronic means.

H&M is outsourcing its clothing to a network of 700 suppliers, more than two-
thirds of which are based in low-cost Asian countries. Not owning any factories,
H&M can be more flexible than many other retailers in lowering its costs, which
aligns with its low-cost strategy.

Virtual

A special form of boundary less organization is virtual. It works in a network of

external alliances, using the Internet. This means while the core of the
organization can be small but still the company can operate globally is a market
leader in its niche. According to Anderson, because of the unlimited shelf space
of the Web, the cost of reaching niche goods is falling dramatically. Although
none sell in huge numbers, there are so many niche products that collectively
they make a significant profit, and that is what made highly innovative
Amazon.com so successful

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4.1 MAIN OFFICES

Coimbatore-Head Office

Branch office:

1. Chennai

2. Hyderabad

3. Delhi

4. Pondicherry

5. Cochin

6. Madurai

7. Salem

8. Trichy

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4.2 MARKETING OPERATIONS

Marketing Operations is a relatively new discipline within the Corporate

Marketing function. Its existence was first recognized 15 years ago by research
firms such as IDC and Sirius Decisions. Early adopters were high tech
companies such as Cisco Systems, Symantec, and Adobe. Today, hundreds of
companies across a variety of industries staff a Marketing Operations role within
the Corporate Marketing function.:

IDC: The purpose of the Marketing Operations function is both to increase

marketing efficiency and to build a foundation for excellence by reinforcing
marketing with processes, technology, metrics, and best practices. Marketing
operations enables an organization to run the marketing function as a fully
accountable business. Marketing operations is about performance, financial
management, strategic planning, marketing resource, and skills assessment and
management. Marketing operations is responsible for the capture and
dissemination of marketing information to the enterprise, be it performance
metrics, data or strategy/planning and initiatives and budgets, as well as the
systems and processes that help generate this information in a systematic,
predictable fashion. It drives both visibility into – and productivity for – the
marketing organization, which in turn benefits the functions that work with
marketing on a regular basis.

MarketingProfs: 5Ts = Total Strategy, Techniques and Processes, Tracking and

Predictive Modeling, Technology, Talent.

Development – what products will need to be marketed in the coming year

Sales – what revenue must be achieved and what coverage model that has to be
enabled

Finance – what are the budget constraints?

22
Throughout this process, which typically lasts for several months, Marketing
Operations interfaces with the other functions, manages a timeline for Marketing
input and deliverables, and helps build the final document – the Marketing annual
plan. The budgeting component of this exercise can happen from the top down,
bottom-up, or some combination of both.

Sometimes the executive team and/or Finance provide numbers within which
each function must plan. Sometimes the executive team and/or Finance will ask
each function what they believe they need for the coming year. And sometimes
both happen creating a tug-of-war scenario that must be worked out before
agreement can be reached on the budget for the coming year market.

Marketing Operations professionals are increasingly expected to develop and

optimize marketing-related processes such as the budgeting and planning
process; the lead management process; the process for integrating newly
acquired companies; and the process for creating, reviewing, and distributing a
marketing asset Process.

Data

‘Database marketing’ is the term used for the marketing techniques that are
aimed at leveraging data to deliver more highly personalized, relevant
campaigns. The Direct Marketing Association (DMA) sponsors an annual
conference called The National Center for Database Marketing focused on just
this topic.Database marketing emphasizes the use of statistical techniques to
develop models of customer behavior, which are then used to select customers
for communications. As a consequence, database marketers also tend to be
heavy users of data warehouses, because having a greater amount of quality
data about customers increases the likelihood that a more accurate model can
be built. data attributes accurate name, address, company, title, firm graphic,
demographic and preference information to the contact record for a customer or
prospective customer. Obtaining.

23
A comprehensive effort involves the following steps:

Evaluating the condition of the existing marketing data

Conducting a ‘spring cleaning’ process to separate out duplicate data, dummy

data (e.g. Santa Claus), and incomplete data, Establishing a process to conduct
routine cleansing of incoming and existing data, Putting in place a process to
augment data with new lists or purchased firm graphic or demographic data,
Installing a database or data mart in which to store all marketing contact data

It is good practice to measure the quality of the data before implementing these
steps, and then measuring again when done, and every quarter thereafter. Some
relevant metrics include: the number of duplicates, email bounce-backs,
percentage of dummy data, response rates, etc..

A related subject—and an area that requires a separate effort—is information

privacy or data privacy. Data privacy refers to the legal issues that surround the
capture, use, storage, and sharing of personally identifiable information. This has
long been an issue for healthcare and financial services companies. It is now a
concern across all industries. Typically, Marketing Operations is the function
responsible for marketing performance measurement, strategic planning and
budgeting, process development, professional development, and marketing
systems and data. This work either connects closely to, or includes, demand
generation. It also involves the alignment of Marketing with Sales, Business
Units, and Finance. Marketing Operational professionals are not classical
marketers. Instead of coming from PR or branding backgrounds, they typically
come from Finance, IT, Sales Operations and other analytical or process-
oriented roles

24
 5. STRUCTURE OF MARKETING DEPARTMENT

Marketing Management is a business discipline which is focused on the practical

application of marketing techniques and the management of a firm's marketing
resources and activities. Rapidly emerging forces of globalization have
compelled firms to market beyond the borders of their home country making
international marketing highly significant and an integral part of a firm's marketing
strategy. Marketing managers are often responsible for influencing the level,
timing, and composition of customer demand accepted definition of the term. In
part, this is because the role of a marketing manager can vary significantly based
on a business' size, corporate culture, and industry context. For example, in a
large consumer products company, the marketing manager may act as the
overall general manager of his or her assigned product to create an effective,

25
cost-efficient marketing management strategy; firms must possess a detailed,
objective understanding of their own business and the market in which they
operate. In analyzing these issues, the discipline of marketing management often
overlaps with the related discipline of strategic planning.

Structure

Traditionally, marketing analysis was structured into three areas: customer

analysis, company analysis, and Competitor analysis (so-called "3Cs" analysis).
More recently, it has become fashionable in some marketing circles to divide
these further into certain five "Cs": Customer analysis, Company analysis,
Collaborator analysis, Competitor analysis, and analysis of the industry Context.

 Monopolistic competition, also called competitive market, where there are

a small number of dependent firms which each have a very large
proportion of the market share and products from different companies are
different.
 Oligopoly, in which a market is dominated by a large number of firms
which own more than 40% of the market share.
 Oligopoly, a market, where many sellers can be present but meet only a
few buyers.
 Monopoly, where there is only one provider of a product or service.
 Natural monopoly, a monopoly in which economies of scale cause
efficiency to increase continuously with the size of the firm. A firm is a
natural monopoly if it is able to serve the entire market demand at a lower
cost than any combination of two or more smaller, more specialized firms.
 Monophony, when there is only one buyer in a market.

In company analysis, marketers focus on understanding the company's cost

structure and cost position relative to competitors, as well as working to identify a
firm's core competencies and other competitively distinct company resources.

26
Marketing managers may also work with the accounting department to analyze
the profits the firm is generating from various product lines and customer
accounts. The company may also conduct periodic brand audits to assess the
strength of its brands and sources of brand equity.

The firm's collaborators may also be profiled, which may include various
suppliers, distributors and other channel partners, joint venture partners, and
others. An analysis of complementary products may also be performed if such
products exist.

Marketing management employs various tools from economics and competitive

strategy to analyze the industry context in which the firm operates. These include
Porters five forces, analysis of strategic groups of competitors, value chain
analysis and others.

5.1 NUMBAR OF EMPLOYEES WORKING IN THE MARKETING

DEPARTMENT

In our Marketing department 12 Employee working in GOODSUN

27
 6. FUNCTION OF MARKETING DEPARTMENT

Marketing is defined as the process of determining the needs and wants of

Consumers and being able to deliver products that satisfy those needs and
wants. Marketing includes all of the activities necessary to move a product from
the producer to the consumer. Think of marketing as a bridge From the
producer to the consumer

Marketing starts with market research, a learning process in which marketers get
to know everything they can about the needs and wants of consumers, and it
ends when somebody buys something. Many companies feel that services
provided to customers after the purchase also are an important part of marketing.
All of these enterprises -- production, advertising, transportation,
Processing, packaging, and selling -- are included in the marketing process.

THE NINE FUNCTIONS OF MARKETING

Buying - people have the opportunity to buy products that they want.
Selling - producers function within a free market to sell products to consumers.
Financing - banks and other financial institutions provide money for the
production and marketing of products.
Storage - products must be stored and protect end until they are needed. This
function is especially important for perishable products such as fruits and
vegetables.
Transportation -products must be physically relocated to the locations where
Consumers can buy them. Transportation includes rail road, ship, airplane, truck,
and telecommunications for non-tangible products such as market information.
Processing - processing involves turning a raw product, like wheat; into
something the consumer can use
Risk-Taking - insurance companies provide coverage to protect producers and
marketers from loss due to fire, theft, or natural disasters.

28
6.1 MARKETING STRATEGY
Marketing strategy is a process that can allow an organization to concentrate its
limited resources on the greatest opportunities to increase sales and achieve a
sustainable competitive advantage. A marketing strategy should be centered on
the key concept that customer satisfaction is the main goal.

If the company has obtained an adequate understanding of the customer base

and its own competitive position in the industry, marketing managers are able to
make their own key strategic decisions and develop a marketing strategy
designed to maximize the revenues and profit of the firm. The selected strategy
may aim for any of a variety of specific objectives, including optimizing short-term
unit margins, revenue growth, market share, long-term profitability, or other
goals.

To achieve the desired objectives, marketers typically identify one or more target
customer segments which they intend to pursue. Customer segments are often
selected as targets because they score highly on two dimensions: 1) The
segment is attractive to serve because it is large, growing, makes frequent
purchases, is not price sensitive (i.e. is willing to pay high prices), or other
factors; and 2) The company has the resources and capabilities to compete for
the segment's business, can meet their needs better than the competition, and
can do so profitably. In fact, a commonly cited definition of marketing is simply
"meeting needs profitably."

Marketing strategy is a method of focusing an organization's energies and

resources on a course of action which can lead to increased sales and
dominance of a targeted market niche. A marketing strategy combines product
development, promotion, distribution, pricing, relationship management and other
elements; identifies the firm's marketing goals, and explains how they will be
achieved, ideally within a stated timeframe.

29
 Marketing strategy determines the choice of target market segments,
positioning, marketing mix, and allocation of resources. It is most effective when
it is an integral component of overall firm strategy, defining how the organization
will successfully engage customers, prospects, and competitors in the market
arena. Corporate strategies, corporate missions, and corporate goals. As the
customer constitutes the source of a company's revenue, marketing strategy is
closely linked with sales.

Tactics and actions

A marketing strategy can serve as the foundation of a marketing plan. A

marketing plan contains a set of specific actions required to successfully
implement a marketing strategy. For example: "Use a low cost product to attract
consumers. Once our organization, via our low cost product, has established a
relationship with consumers, our organization will sell additional, higher-margin
products and services that enhance the consumer's interaction with the low-cost
product or service." A strategy consists of a well thought out series of tactics to
make a marketing plan more effective.. Plans and objectives are generally tested
for measurable results.

Similarly, the various strands of the strategy , which might include advertising,
channel marketing, internet marketing, promotion and public relations can be
orchestrated. Many companies cascade a strategy throughout an organization,
by creating strategy tactics that then become strategy goals for the next level or
group. Each one group is expected to take that strategy goal and develop a set
of tactics to achieve that goal. This is why it is important to make each strategy
goal measurable. Marketing strategies are dynamic and interactive. They are
partially planned and partially unplanned. See strategy dynamics. Marketing
strategies may differ depending on the unique situation of the individual
business. However there are a number of ways of categorizing some generic
strategies. A brief description of the most common categorizing schemes is
presented below:

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Strategies based on market dominance - In this scheme, firms are classified
based on their market share or dominance of an industry. Typically there are four
types of market dominance strategies:

Leader
Challenger
Follower
Niche

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

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

Strategic models

Marketing participants often employ strategic models and tools to analyze

marketing decisions. When beginning a strategic analysis, the 3Cs can be
employed to get a broad understanding of the strategic environment. An Anoff
Matrix is also often used to convey an organization's strategic positioning of their
marketing mix. The 4Ps can then be utilized to form a marketing plan to pursue a
defined strategy.There are a many companies especially those in the Consumer
Package Goods (CPG) market that adopt the theory of running their business
centered on Consumer, Shopper & Retailer needs. Their Marketing departments
spend quality time looking for "Growth Opportunities" in their categories by
identifying relevant insights (both mindsets and behaviors) on their target
Consumers, Shoppers and retail partners. These Growth Opportunities emerge
from changes in market trends, segment dynamics changing and also internal
brand or operational business challenges.

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Real-life marketing

Real-life marketing primarily revolves around the application of a great deal of

common-sense; dealing with a limited number of factors, in an environment of
imperfect information and limited resources complicated by uncertainty and tight
timescales. Use of classical marketing techniques, in these circumstances, is
inevitably partial and uneven.

Thus, for example, many new products will emerge from irrational processes and
the rational development process may be used (if at all) to screen out the worst
non-runners. The design of the advertising, and the packaging, will be the output
of the creative minds employed; which management will then screen, often by
'gut-reaction', to ensure that it is reasonable.

For most of their time, marketing managers use intuition and experience to
analyze and handle the complex, and unique, situations being faced; without
easy reference to theory. This will often be 'flying by the seat of the pants', or
'gut-reaction'; where the overall strategy, coupled with the knowledge of the
customer which has been absorbed almost by a process of osmosis, will
determine the quality of the marketing employed.

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6.2 PRODUCT PLANNING, DEVELOPMENT & MANAGEMENTS

Product planning
Identifying new product candidates
Gathering market requirements
Determine business-case and feasibility
Scoping and defining new products at high level
Evangelizing new products within the company
Building product roadmaps, particularly Technology roadmaps
Working to a critical path and ensuring all products are produced on schedule
Ensuring products are within price margins and up to spec
Product Life Cycle considerations
Product differentiation
Detailed Product planning

Idea generating and source

Customers
Employee
Competitors
Need formal program: R&D
Any source of idea is good

Idea screening
In manufacturing industries,1 to 5000 new raw material ideas is common
In auto, 1 to 20 new cars concept is made to prototype
Social issues:
Customer welfare
Safety

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Concept development & testing
Concept development
Concept testing
Concept analysis- examine consumer perception and acceptability

Marketing strategy
To introduce product in market
Target market size, structure, behavior
Consider views of retailers and wholesaler

Product development (can go hand-in-hand with business analysis)

Products tests (physical proto-type or virtual, product ranking)
Risky (performance results)
Consumer marketing testing
Business goods marketing testing
Prototype products and marketing strategy

Business analysis
Estimating total sales
Estimating costs and profits
If found viable go to development stage

Test marketing
Standard test markets
Controlled test markets
Simulated test markets
Something, line extensions are not tested
Commercialization
Timing
Geographic strategy

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6.3 PRICING STRATEGY

Price is the only element in the marketing mix that produces; all others represent
costs
Profit oriented:
To achieve a target return-a firm may price its products to achieve a
target return-a specified percentage return on its investment. They add an
amount to the cost of the products,
Called a markup, to cover anticipated operating cost and provide a desired profit
Maximize profit: the goal of the firm is profit maximization.

Sales oriented:
Increase sales volume: this pricing goal is to achieve rapid growth in the
industry or to discourage others firms from entering a market.
Increase market share: companies for large market share in order to drive
doen production cost, reach economic of scale, or to project a dominance
appearance. They accept small profit margins and their costs.

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Status Quo oriented:
Stabilize price and meeting competition: a firm maintains its current
standing in the market, and therefore, seeks to avoid competition.
Price stabilize often is the goal in industries where (a) the products is
highly standardized (e.g. steel) and (b) one large firm, acts as a leader in setting
prices for smaller firms.
A price cut by any one firm is likely to matched by all other to remain
competitive.

6.4 DISTRIBUTION STRATEGY

Partner with Goodsun and Become a Successful Solar Distributor

Distributors and Dealers gain the sales advantage of a trouble-free, immediately

available line of solar options with strong consumer appeal. Sales efforts benefit
from ongoing product education, technical training and sales literature. Once
installed, the systems require little maintenance and receive strong manufacturer
support against defects. Customers are assured of quality products that meet
their needs for today and tomorrow. Our future is only as prosperous as our
Distributor. We offer the tools you need to grow and prosper as a reputable
Distributor for both commercial and residential systems.. If you are serious about
becoming a Goodsun Distributor, do get in touch and we can talk business.

Channels

Distribution channels may not be restricted to physical products alone. They may
be just as important for moving a service from producer to consumer in certain
sectors, since both direct and indirect channels may be used. Hotels, for
example, may sell their services (typically rooms) directly or through travel
agents, tour operators, airlines, tourist boards, centralized reservation systems.
There have also been some innovations in the distribution of services.

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There has also been some evidence of service integration, with services linking
together, particularly in the travel and tourism sectors. For example, links now
exist between airlines, hotels and car rental services. In addition, there has been
a significant increase in retail outlets for the service sector. Outlets such as
estate agencies and building society offices are crowding out traditional grocers
from major shopping areas.

Managerial concerns

The channel decision is very important. In theory at least, there is a form of trade-
off: the cost of using intermediaries to achieve wider distribution is supposedly
lower. Indeed, most consumer goods manufacturers could never justify the cost
of selling direct to their consumers, except by mail order. Many suppliers seem to
assume that once their product has been sold into the channel, into the
beginning of the distribution chain, their job is finished. Yet that distribution chain
is merely assuming a part of the supplier's responsibility; and, if they have any
aspirations to be market-oriented, their job should really be extended to
managing all the processes involved in that chain, until the product or service
arrives with the end-user. Channel membership

 Channel motivation
 Monitoring and managing channels

Type of marketing channel

1. Intensive distribution - Where the majority of resellers stock the 'product'

(with convenience products, for example, and particularly the brand
leaders in consumer goods markets) price competition may be evident.
2. Selective distribution - This is the normal pattern (in both consumer and
industrial markets) where 'suitable' resellers stock the product.
3. Exclusive distribution - Only specially selected resellers.

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Channel motivation

It is difficult enough to motivate direct employees to provide the necessary sales

and service support. Motivating the owners and employees of the independent
organizations in a distribution chain requires even greater effort. There are many
devices for achieving such motivation. Perhaps the most usual is `incentive': the
supplier offers a better margin, to tempt the owners in the channel to push the
product rather than its competitors; or compensation is offered to the distributors'
sales personnel.

Monitoring and managing channels

In much the same way that the organization's own sales and distribution activities
need to be monitored and managed, so will those of the distribution chain. In
practice, many organizations use a mix of different channels; in particular, they
may complement a direct sales force, calling on the larger accounts, with agents,
covering the smaller customers and prospects. These channels show marketing
strategies of an organization. Effective management of distribution channel
requires making and implementing decision in these areas.

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6.5 PROMOTIONAL STRATEGY

Promotion is one of the four elements of marketing mix (product, price,

promotion, distribution). It is the communication link between sellers and buyers
for the purpose of influencing informing, or persuading a potential buyer's
purchasing decision.

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A successful product or service means nothing unless the benefit of such a
service can be communicated clearly to the target market. An organizations
promotional strategy can consist of:

Advertising: Is any non personal paid form of communication using any form of
mass media?

Public relations: Involves developing positive relationships with the organization

media public. The art of good public relations is not only to obtain favorable
publicity within the media, but it is also involves being able to handle successfully
negative attention.

Sales promotion: Commonly used to obtain an increase in sales short term.

Could involve using money off coupons or special offers.

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7. CRITICAL ANALYSIS OF THE TTHEORITICAL CONCEPTS

Critical Analysis

An organization’s success is influenced by factors operating in its internal

and external environments; an organization can increase its success by adopting
which manipulate these factors but also forecast change, so that it can taken
advantage of change within the environments in which it operates

Critical analysis, in its broadest sense has been described as "purposeful

reflective judgment concerning what to believe or what to do." The list of core
critical thinking skills includes interpretation, analysis, inference, evaluation,
explanation and meta-cognition. There is a reasonable level of consensus among
experts that an individual or group engaged in strong critical thinking gives due
consideration to the evidence, the context of judgment, the relevant criteria for
making the judgment well, the applicable methods or techniques for forming the
judgment, and the applicable theoretical constructs for understanding the
problem and the question at hand. In addition to possessing strong critical
thinking skills, one must be disposed to engage problems and decisions using
those skills.

Critical thinking employs not only logic but broad intellectual criteria such
as clarity, credibility, accuracy, precision, relevance, depth, breadth,
significance and fairness.

The positive habits of mind which characterize a person strongly disposed

toward critical thinking include a courageous desire to follow reason and
evidence wherever they may lead, open-mindedness, foresight attention to the
possible consequences of choices, a systematic approach to problem solving,
inquisitiveness, fair-mindedness and maturity of judgment, and confidence in
reasoning. In reflective problem solving and thoughtful decision making using

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critical thinking one considers evidence,(like investigating evidence) the context
of judgment, the relevant criteria for making the judgment well, the applicable
methods or techniques for forming the judgment, and the applicable theoretical
constructs for understanding the problem and the question at hand."Critical" as
used in the expression "critical thinking" connotes the importance or centrality of
the thinking to an issue, question or problem of concern. “Critical” in this context
does not mean “disapproved” or “negative.” There are many positive and useful
uses of critical thinking, for example formulating a workable solution to a complex
personal problem, deliberating as a group about what course of action to take, or
analyzing the assumptions and the quality of the methods used in scientifically
arriving at a reasonable level of confidence about a given hypothesis. Using
strong critical thinking we might evaluate an argument, for example, as worthy of
acceptance because it is valid and based on true premises. Upon reflection, a
speaker may be evaluated as a credible source of knowledge on a given topic

The need for a push behind creativity is particularly stark in the advertising and
marketing agency market, which relies on selling its ideas to multiple businesses.
As clients cut their budgets, keeping staff motivated and taking a positive
approach to the competitive market can be a challenge.

PEST & Micro environmental factors

The following type of forces influencing an organization’s operating
environments:

Pest factors- These are external forces which the organization does not have
direct control over these factors. PEST is an acronym and each letter represents
a type of factor (Political, Environments Social and Technological)
Micro environment factors- These are internal factors, which the organization can
control.Critical analysis is used to identifying the external forces affecting an
organization

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Political
The first elements of a critical analysis are a study of political factors.
Political influence organization in many ways. Political factors can create
advantage and opportunities for organization. Conversely type can place
obligation and duties on organization. Political include the following types of
instruments:

 Legislation such as the minimum wage or anti discriminination laws.

 Voluntary codes and practices
 Market regulations
 Trade agreements, tariff
 Tax levies and tax breaks

Economical
The second element of PEST analysis involves a study of economic
factors. All business are affecting by national economic factors. National and
global interest rate and fiscal policy will be set around economic conditions. The
climate of the economy dictates how consumer, suppliers and other
organizational stakeholders such as suppliers and credit behave within society.

A successful organization will respond to economic condition and stakeholder

behavior

Social
The third aspects of critical focus its attention on forces within society
such as family, friends, colleagues, neighbors and the media. Social forces affect
our attitudes, interest and opinion these forces shape who we are as people, the
way we behave and ultimately what we purchase.

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Technological
 Technological infrastructure such as the internet and other information
exchange systems including telephone
 Technological systems incorporating a multitude of software which help
them manage their business
 Technological hardware such as mobile phones, laptops desktop which
transmit and record information

Technology has created a society which expects instant results. This

technological revolution has increased the rates at which information is exchange
between stakeholders. A faster exchange of information can benefit businesses
they are able to reach quickly it change within their operating environments

Marketing in the twenty-century

Change is it occurring at an accelerating rate; today is not like yesterday, and
tomorrow will be different from today. Continuing today’s strategy is risky; so is
turning to a new strategy. Therefore, tomorrows successful companies will have
to need three certainties:
 Global forces
 Technology
Current trends
 Online marketing
 Online advertising
 Online trafficking
Online marketing methods
a. Behavior marketing
b. Cause marketing CRM marketing
c. Display advertising
d. E-mail marketing
e. Interactive advertising

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7.1 SUCESSAND FAILURE OF DIFFERENT PRODUCTS OF THE
ORGANIZATION IN THE MARKET ALONG WITH REASION

Conventional Water Heaters Use Energy

According to mechanical engineers at the University of Wisconsin’s Solar Energy
Laboratory, an average four-person household with an electric water heater
needs about 6,400 kilowatt hours of electricity per year to heat their water.
Assuming the electricity is generated by a typical power plant with an efficiency
of around 30 percent, it means that the average electric water heater is
responsible for about eight tons of carbon dioxide (CO2) annually, which is
almost double that emitted by a typical modern automobile. The same family of
four using either a natural gas or oil-fired water heater will contribute about two
tons of CO2 emissions annually in heating their water.

Conventional Water Heaters Pollute Surprising as it may seem, analysts believe

that the annual total CO2 produced by residential water heaters throughout North
America is roughly equal to that produced by all of the cars and light trucks
driving around the continent.

Another way of looking at it is: If half of all households used solar water heaters,
the reduction in CO2 emissions would be the same as doubling the fuel-
efficiency of all cars.

Solar Water Heaters Gaining Popularity Having half of all households use solar
water heaters might not be such a tall order. According to the Environmental and
Energy Study Institute (EESI), there are 1.5 million solar water heaters already in
use in U.S. homes and businesses. Solar water heater systems can work in any
climate and EESI estimates that 40 percent of all U.S. homes have sufficient
access to sunlight such that 29 million additional solar water heaters could be
installed right now.

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Solar Water Heaters: The Economical Choice Another great reason to switch to a
solar water heater is financial. The system must be certified by the Solar Rating
and Certification Corporation. This is very exciting. It's something that has been
much anticipated by the industry. Not only the California Center for Sustainable
Energy but also for solar water heating installers, and solar water heating
manufacturers and then of course, like you said, folks who are looking to install
this type of technology. This is going to be hopefully the financial push or kick
that will help them be able to afford these systems.

A lot of people think a solar water heating system replaces your current
conventional fuel water heating system, and actually it works in conjunction with
whatever water heater you have.. It's a flat plate collector. And this is what will go
on the roof. This one collector will literally heat the water needs for about two
people in the home. So there's plenty of space on the roof if you did want to
install a solar electric system as well. And the way that the system works is ...
Again, this is on the roof. You'll see it's a dark surface that will be absorbing the
heat from the sun. It's covered with a glass plate. So sort of like your car on a hot
day, it has a greenhouse effect, the heat is trapped inside, and that’s also how
this collector works. So it traps the heat underneath the surface and we can't see
this, but underneath this surface are small copper pipes that contain water or a
heat transfer fluid.

FAILURE

Solar hot water heaters need sunlight to work. While you can store the heat and
create closed loop systems that protect the system from freezing, the use of solar
hot water heaters really makes sense if you have full sun exposure and are
willing to moderate your usage. It also may cost more to install a domestic solar
hot water system. These can run on 12v oe 11v for the pump, or you could go
passive- there are many different types and options. Check Home Power mag.

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Electric hot water systems come in two flavors; tank and tankless. For electric
tank systems, the cost of heating water with electricity can be quite large. These
tank heaters store hot water and are using electricity just to keep the tank warm.
Tank less water heaters or "on demand" water heaters (both gas and electric)
are fantastic! They are the least expensive to operate, and fairly simple to install.
The electric tank less heater requires no exhaust ducting and is perfect for under
the counter usage or with larger units can heat the water for an entire home. The
tank less design never runs out of water! These are perfect for solar installations
that may encounter weeks of cloudy weather. The units are more expensive than
tank heaters, and usually require 220v service (if electric).

7.2 MAJOR COMPETITORS OF THE ORGANIZATION

Prosun India pvt Ltd

Sidco, 195, Rmt Bungalow Road,
Sai Nagar,
Coimbatore – 09629618888

Shree sai Services

28, Shoba Nagar
II, K.R.Puram,
Coimbatore – 09894778192

Aadhi Solar water heater

148, Salem complex,
Avinashi road,
Peelamedu,
Coimbatore

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7.3 FUTURE PROSPECTS OF THE ORGANIZATION

According to India's building materials first network reporter has learned that in
2010 the development of solar energy industry will continue the trend continue in
2009, a substantial cut in national planning the acquisition price, the price of solar
energy systems will continue to fall in order to maintain the rate of basic pay,
solar manufacturing footprint will continue to towards low production cost regions.

In the transfer of manufacturing operations to Asia, the European Department of

solar power plant will focus on the development of the downstream modules and
systems, brand management, in the country rolled out a new subsidy program,
the emerging PV markets will increase in Europe and Japan increasingly
competitive markets mature PV , the new market with new entrants the industry
the opportunity to cut into the system development.
There supervisor of the size of the market expansion of solar energy industry
vertical integration model is not the only way, and the industry to assess existing
resources can not take into account the size of the industry chain in the market of
the enlarged capital, professional and operational characteristics of different
problems, started to take the professional division of labor strategy to replace the
vertically integrated business model.
Thus, when the market scale, specialized division of labor trends in shape, it will
speed up the strategic cooperation and the entire industry, and conduct. Taiwan's
solar cell industries in the short-term technical advantage, the formation of the
solar energy industry complement each other and the mainland.
The Goodsun power industry should be in the technology and brand
management efforts of the two continuing to competing in cross-strait relations,
the solar energy industry occupies an indispensable position, to work together.

48
Solar power is currently prohibitive due to high initial costs of deployment. To
spawn a thriving solar market, the technology needs to be competitively cheaper
— i.e. attaining cost parity with fossil or nuclear energy. India is heavily
dependent on coal and foreign oil — a phenomenon likely to continue until non-
fossil / renewable energy technology becomes economically viable in the
country. The cost of production ranges from Rs 15 to Rs 30 per unit compared to
around Rs 5 to Rs 8 per unit for conventional thermal energy Lack of electricity
infrastructure is one of the main hurdles in the development of rural India. India's
grid system is considerably under-developed, with major sections of its populace
still surviving off-grid. As of 2004 there are about 80,000 unelectrified villages in
the country. Of these villages, 18,000 could not be electrified through extension
of the conventional grid.

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8. SHORT-FALL/WEAKNESSES OF MARKETING DEPARTMENT
Marketing is the part of the company that gets the corporate message to the
public and also creates the company's image to customers and competitors. It is
important to constantly evaluate the strengths and weaknesses of a marketing
group to ensure marketing dollars are being spent wisely and that the company is
getting the exposure it needs to properly compete in their industry.

SWOT Evaluation
 When evaluating the strengths and weaknesses of any marketing approach, it
is a good idea to use a SWOT evaluation to pinpoint areas in need of
improvement. SWOT is an acronym for strengths, weaknesses, opportunities and
threats; it is used throughout the marketing industry to evaluate the effectiveness
of a marketing plan or department.
In the SWOT exercise, the strengths and weaknesses are internal parts of the
company while opportunities and threats are based on customers and
competition. A SWOT exercise is an interesting tool to use, but marketing experts
warn against basing too much on the results of a SWOT analysis that was
performed in-house. To truly understand how the various elements of a
marketing campaign can succeed or fail, it is important to have a SWOT analysis
done by a qualified third-party and then use that SWOT analysis as part of a
guide to improving the perceived weaknesses in the marketing department.
Laws and Patents
 Several external factors have an effect on the success or failure of a marketing
group that need to be kept in mind at all times. A marketing group needs to keep
track of changes in the law that may affect the company's ability to be
competitive; it is also important to keep track of the patents that allow the
company to own the exclusive rights to certain technologies and procedures. A
loss of patent rights to a technology could be a devastating failure for a company.
Basics
 To understand strengths and weaknesses in a marketing program or
department, it is important to first understand some of the most basic strengths

50
and weaknesses to any business. Strengths to a business can be things such as
the location of the business, the process used for quality control of products or
shipping and the ability for the company to remain on the cutting edge of new
technology. Weaknesses of any organization could be a lack of expertise in
critical areas of product development either through a loss of important
employees or poorly planned growth of the company, a lack of a qualified
marketing department and a poor public perception of the company and its
products.
Opportunities
 Marketing is supposed to drive demand and react to changes in the market.
Successful marketing is able to capitalize on a gap in the company's industry left
by either a competitor going out of business or by a competitor's corporate
changes, the marketing opportunities offered by the continued expansion of the
Internet and helping customers to understand how new and popular technologies
are utilized by your company's products.
Internal Factors

 There are several corporate factors that can help to enhance a marketing
department or hinder the progress of the marketing group. Budget cuts are the
biggest negative impact a company can have on its marketing group; in many
cases, the marketing budget is one of the first budgets to be cut when an
economic crisis hits. It is also important to consider whether your marketing staff
has the experience to create a successful program and also whether you have
sufficient staff to carry out all of the tasks assigned to the marketing group.

9. CONCLUSION

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 After doing a survey on company’s marketing strategy activities to find out
whether it has been effective or not I came to conclusion that company has to
introduce some more innovative ads from the point of view of the customers so
that they can have better understanding of essentials of each and every product
of the company. The company should be concentrating more rather than
concentrating on their offers has not been that much effective so that they have
to introduce some innovative measures to improve that problem and the
newspaper ads also has not been that much effective .

In short even though people know more about the company and their
products, the company’s sales promotional strategies and marketing strategy has
been not much effective but if the company improves their marketing strategies
that will help in companies’ sales.

BIBLIOGRABHY

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Marketing management, Philip kotler, www.prenhall.com/kotler

Business marketing management, James C. Anderson, James A. Narus

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