“Impact of promotional activity for selling

HFFC products”
By

(Sagar Sunil Wadile)

Under the Guidance of

(Tushar Savale Sir) (Swaraj Vase Sir)

Roll No: 64
Specialization : Marketing

DEPARTMENT OF MANAGEMENT STUDIES (MBA ), SITRC

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 Introduction 02

INTRODUCTION

This chapter explains about the background and states the objectives of the project. The
purpose of the study is to determine the impact of promotional activity for selling HFFC
products in Nashik city. Promotion is comprehensive terms, and covers the entire gamut
of advertising, publicity, public relations, personal selling and sales promotion. The HHFC
performed promotional activities like canopy, road connectors tie ups, mela’s, metro
cash and carry, paper inserts, no parking boards, broacher, etc. In the present
competitive world if any business organization has to survive it needs to keep an eye on
various forces operating in the market. More over competitors constantly try to win over
others. In this scenario, every business organization needs to monitor the changes taking
place in the market so that they are not caught. Market research is an efficiency tool in
the hands of a marketer that helps him to take changes taking place in the market.

DEPARTMENT OF MANAGEMENT STUDIES (MBA ), SITRC

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 03

• NEED FOR THE STUDY:

HOME FIRST FINANCE COMPANY INDIA PVT. LTD. is the new company in the east Mumbai region in the
housing loans segment... But now with the increasing competitors from private sector in housing loan
industry the company has failed to increase its market share. The company has made the attempt to
increase the sales through some promotional activities like advertisements through papers inserts in news
paper, No parking boards, pole boards, connectors tie-up’s. Through these promotional activities the
company wanted to capture the customers who are not aware of HFFC Company.

DEPARTMENT OF MANAGEMENT STUDIES (MBA ), SITRC

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 Company Profile 04

 COMPANY PROFILE

HFFC is a young Housing Finance Company that was co- founded in 2010 by former Chairman, Jaithirth
Rao and former Citibank Consumer Banking Head, P.S Jayakumar.

WHAT WE DO We
provide loans to low and middle-income individuals, who want to buy homes. A majority of our
customers are first time home buyers and find it challenging to deal with big financial institutions for
their home loan requirements. Loan amounts for these homes typically vary between 1 lakh to 30 lakh
Rupees.

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 05

• HOW WE ARE DIFFERENT?

It’s not what we do; it’s how we do it We make smart use of technology to create innovative
solutions that include door- step services, paperless process and easy prepayment options. Since
2010, we have sanctioned over 6000 loans. We have established tie-ups with developers like
Mahindra Life spaces, VBHC Value Homes, Poddar Developers and Maple Developers who are
focusing on building affordable homes across India. Our Head Office is in Mumbai and we have a
presence in over 25 cities across 10 States.

• Mission-
HHFC aims to serve the housing loan needs of low and middle income customers, who are unable
to avail loans from banks and HFCs due to various factors.

• Vision-
To be predominant player in affordable housing finance in India

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 Objectives 06

 OBJECTIVES OF THE STUDY:

 
•To understand the promotional activities done by HFFC company to increase sales of the
products
• To find out the effectiveness of promotional strategies of HFFC product
•To analyze the level of awareness among the public about HFFC products
• To access the promotional activities in various place mela’s, middle men, connectors.
•To conduct positive and constructive solutions & suggestions to improvise the existing
promotional activities being done by HFFC

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 Research Methodology 07

1) DATA COLLECTION METHODS USED:

Primary and secondary data collected to carry out the research work.

Primary data:
Information was collected directly from the connectors for the project work. The data
collected during the study included the data collected through questionnaire and face-to-
face interview with customers.

Sample Size – 100

Secondary data:
Secondary data includes data collection of information from websites, reviews and Internet
information about housing loans and financial industry.

DEPARTMENT OF MANAGEMENT STUDIES (MBA ), SITRC

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 Research Methodology 08

2) MEASUREMENT TECHNIQUE:

Questionnaire is a formalized instrument for collecting information directly from the

respondents. During this research questionnaire was used as tool for getting information from
the connectors in the nashik.

Sampling Method:

The sample is selected based on non- probability sampling method.

Sample size:
Sample size is 100 connectors

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 Data Analysis & Interpretation 09

 Connector’s Nature of Business

GRAPH
TABLE Nature Of Business

40
Steel & Hardware Kirana Other
Cement Store

26
20
20 40 26 14

14
St e e l & c e me nt H r a dwa r e Kir a na St or e Ot he r

INTERPERTATION
 
For the promotional activities purpose we are chosen some of the retail outlet for our tie up’s called as
connectors. We targeted most of hardware following with steel and cement and kirana stores because most
of the middle income people visit the store least once in a week, were foot fall is high.
 

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 Data Analysis & Interpretation 010

 When you think of housing loans, what bank/ company comes

into your mind
GRAPH
• State bank of India
• ICICI Bank Banks
• HDFC Bank

84
• IDBI Bank
• Others (mention)____

TABLE

14
SBI ICICI BANK HDFC IDBI CAPITAL FISRT
BANK BANK COMPANY

0
SB I I CI CI B ANK H D FC B ANK I D FC B AN K CAPI T AL
FI SR T
84 14 2 0 0 COMPAN Y

INTERPERTATION
From the observation majority of the people were prefer the housing loans from the SBI bank i.e. 84%. The
perception of the people that as it was a government sector, their no extra charges or any illegal effects may not
happen. Next place is the private sector where ICICI bank as good market share when compare to other banks

DEPARTMENT OF MANAGEMENT STUDIES (MBA ), SITRC

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 Data Analysis & Interpretation 011

 Heard HFFC Company Before GRAPH

• YES
• NO
Opinion

92
TABLE
YES NO

8 92

8
YES NO
INTERPRETATION
 
According to the above graph, it’s a pathetic response from the connectors, they never heard about the HFFC
Company. 92% people said never heard before and it’s a most difficult task to the company to take market share in
Hyderabad. So HFFC must do more promotional activities to know the brand among the people.

DEPARTMENT OF MANAGEMENT STUDIES (MBA ), SITRC

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 Data Analysis & Interpretation 012

 Regular customers to the connectors

• Government employees GRAPH
• Salaried person Regular Customers
• Business man
• Builders

50
• Agents
• Real estate brokers
TABLE

12
GOVT. SALARIED BUSINESS BUILDERS AGENTS
employees EMPLOYEES MEN

3
G OV T . E mploye e s Sa la r ie d B usine ss Me n Ag e nt
4 12 50 31 3 e mploye e s

INTERPRETATION
According to the connectors response, most of the were visiting their outlet were business men with 50%
i.e. in the hardware shops, builders visiting was about 31% i.e. in granite and marble and steel cement
outlets and remaining were in the kirana stores were the footfall is high with salaried employees.

DEPARTMENT OF MANAGEMENT STUDIES (MBA ), SITRC

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 Data Analysis & Interpretation 013

 HFFC company advertisement seen in GRAPH

which prospective area. Advertisments
• Newspaper
• Poster in shops
• Magazines
• Bill boards Newspaper
18%
• Never seen
Poster in shop
14%

TABLE 68%
NEWS PPOSTERS MAGAZI BILL NEVER
PAPER IN SHOPS NES BOARDS SEEN
18 14 0 0 68 Newspaper Poster in shop Magazines Bill Boards

INTERPRETATION
According to the above pie chart most people never had seen any advertisement of the HFFC Company i.e. 68%
and few people saw the advertisement in the shop as posters and in newspapers as inserts. But 0% in magazines
and billboards because those are high budgeted so HFFC did not take those activities till now.

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 Suggestions 014

 SUGGESTIONS:

•As there is very less promotional activities about HFFC products, company should try to promote their products.
 
•The products like housing loans and business loans have a great potential to grow in the market but the
awareness is very less. So the company must take appropriate steps in order to increase the sales. And much
effort is needed to promote their products.
 
•During the study I came to know that the availability of the housing loan product have very tough competition
in the market. Connectors says, they learnt about the product mainly through posters, newspaper inserts and
melas. And posters, newspaper inserts were more informatory. So the efforts of the company are going in a right
direction. But only suggestion is to increase the frequency television ads and ad boards
 
•The connectors expect good incentive. And get motivates to bring prospecting customers. Most of the
connectors say interest rates is the major reason for not being more sales. So the company should make an
attempt to make them understand the value for money what they get from HFFC Company. 

DEPARTMENT OF MANAGEMENT STUDIES (MBA ), SITRC

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 Findings 15

 Findings of the study:

 
•HFFC Company is very poor in the promotional activities. Only 8% of the people were aware of
the HFFC Company which is very bad figure for the company and it is very difficult task to grad the
market share. Most of the people were not all familiar with the company products like
 
•The learning about the products is happened by postures in shops 30% and paper inserts 12%. 36
% of the respondents have observed the advertisements of HFFC Company
 
•Among 36 respondents who have observed the advertisements, 11respondents (38%) feel that
the advertisements were informatory.
 
•Among 11 respondents who felt the advertisements were informatory 58 felt posters, 34% says
newspapers inserts’, 8% felt melas.
 

DEPARTMENT OF MANAGEMENT STUDIES (MBA ), SITRC

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 Conclusion 16

 CONCLUSIONS
 
•After analyzing the data of the study I conclude that the HFFC Company is in the bottom level of the
market with 8% of awareness and the promotional activities need to make more frequently in order to
increase the selling products. Newspaper inserts, posters, pole boards, no parking boards and mela
campaigns were felt less informatory to about 15%, 16% and 10% respectively. Second and third
importance was given to availability by 32% and promotional activities (11%) are not major factors which
prevents them for not being the customers.

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 List of Questionnaire 17

1. When you think of housing loans, what bank/company comes into your mind?
• State bank of India
• ICICI Bank
• HDFC Bank
• IDBI Bank
• Capital first company
• Others (mention)___

2. Have you heard of our HFFC Company?

• Yes
• No

3. How familiar are you with our financial products/services such as housing loans, business loans etc..,?
• extremely familiar
• very familiar
• moderately familiar
• slightly familiar
• not at all familiar

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 List of Questionnaire 18

4. Who are your regular customers?

• Government employees
• Salaried person
• Business man
• Builders
• Agents
• Real estate brokers
 
5. Where have you seen our company advertisement?
• Newspaper
• Poster in shops
• Magazines
• Bill boards
• Never seen
 

DEPARTMENT OF MANAGEMENT STUDIES (MBA ), SITRC

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 List of Questionnaire 19

6. Do you agree that people are quite familiar with our company?
• Strongly agree
• Agree
• Neither agree nor disagree
• Disagree
• Strongly disagree

7. Which company do you recommend for housing loans for your customers?
HFFC Company
• SBI
• ICICI Bank
• HDFC Bank
• Others(mention)____

8. What do you think the draw backs of HFFC product/services?

• High interest rate
• Lack of awareness among people
• Poor promotional activities
• Unreliable

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 List of Questionnaire 20

9. Which attributes/characteristics of our HFFC financial product/service do you like?

• Without IT returns
• Ease of loans
• Post loans services
• Clarity of information
• Loan to high risky ventures/individuals

  • No hidden cost
 
10. Are you satisfied by the amount of incentive being given by our HFFC Company?
• Highly satisfied
  • Satisfied
• Neither satisfied nor dissatisfied
• Not satisfied
• Highly dissatisfied

11. Do you think HFFC Company is efficient in promotional activities for HFFC brand?
Extremely efficient
Not at all efficient
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 VAP Certification 21

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 Bibliography 22

 BOOKS-
 
• MKTG- Charles W. Lamb (Author), Joe F. Hair (Author), Carl McDaniel (Author)
• Principles of Marketing: A South Asian Perspective (English) 13th Edition- Author: Philip Kotler , Prafulla Y
Agnihotri , Ehsan Ul Haque

 Websites-
 
• www.google.com
• www.googlescholars.com
• www.homefirstindia.com
• www.mbaprojects.com
• www.slideshare.com
• www.marketing91.com
• www.wikipedia.org
 

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Thank You..