Project Samples
in M a r k e t I n g A r e a & Content Design
1. Analysis of Customer’s Buying Behavior and Preferences in the Home
Appliances Market of Haier
Introduction: The Consumer Durables Industry consists of durable goods and
appliances for domestic use such as televisions, refrigerators, air
conditioners and washing machines. Instruments such as cell phones and kitchen
appliances like microwave ovens were also included in this category. The sector
has been witnessing significant growth in recent years, helped by several
drivers such as the emerging retail boom, real estate and housing demand,
greater disposable income and an overall increase in the level of affluence of
a significant section of the population.
The industry is represented by major international and local players
such as Haier, Hitachi, LG, Samsung, Whirlpool, Godrej etc. In this
research, I have done the survey of the buying behavior and preferences of the
consumers in the Home appliances market of Haier, which are consumed by people
of all ages. After this research I came to know how people perceives these
products on the variables like price, quality, advertisement, satisfaction,
taste, packaging, brand loyalty etc. I also came to know which particular brand
is most preferred by people of different age groups. Trend of on-going changes
in their likings has been shown in the report. In this report I have tried to
explain the entire research and facts product wise.
Table of Contents:
Chapter 1: Introduction
1.1 Introduction Of The Topic
1.2 Consumer Preference
1.3 Scope Of The Study
1.4 Objectives Of The Study
1.5 Limitations Of The Study
Chapter 2: Company Profile
2.1 Introduction
2.2 History Of Haier
2.4 Global Branding Strategy
2.5 Services By Haier
2.6 Products
2.7 Recognition
2.9 Competitors Of Haier
3.1 Meaning Of Buying Behaviour
3.2 Stages Of Consumer Buying Process
3.3 Types Of Consumer Buying Behaviour
3.4 Categories That Affect Consumer Buying Behaviour
3.5 Consumer Behaviour And Preferences In FMCG Sector
3.6 Understanding The Indian Retail Consumer
Chapter 4: Research Methodology
4.1 Meaning
4.2 Survey Design
4.3 Sample Size And Design
4.4 Research Period
4.5 Research Instrument
4.6 Data Collection
4.7 Key Growth Drivers For Consumer Durables
4.8 Consumer Durables: Industry Size, Growth And Trends
5.1 Data Analysis:
5.2 Key Findings
Chapter 6: Conclusions
Chapter 7: Suggestions And Recommendations
Chapter 8: Annexure
8.1questionnaire
8.2 Bibliography
8.3 Statistical Figures
Chapter 1: Introduction
1.1 Introduction Of The Topic
1.2 Consumer Preference
1.3 Scope Of The Study
1.4 Objectives Of The Study
1.5 Limitations Of The Study
Chapter 2: Company Profile
2.1 Introduction
2.2 History Of Haier
2.4 Global Branding Strategy
2.5 Services By Haier
2.6 Products
2.7 Recognition
2.9 Competitors Of Haier
3.1 Meaning Of Buying Behaviour
3.2 Stages Of Consumer Buying Process
3.3 Types Of Consumer Buying Behaviour
3.4 Categories That Affect Consumer Buying Behaviour
3.5 Consumer Behaviour And Preferences In FMCG Sector
3.6 Understanding The Indian Retail Consumer
Chapter 4: Research Methodology
4.1 Meaning
4.2 Survey Design
4.3 Sample Size And Design
4.4 Research Period
4.5 Research Instrument
4.6 Data Collection
4.7 Key Growth Drivers For Consumer Durables
4.8 Consumer Durables: Industry Size, Growth And Trends
5.1 Data Analysis:
5.2 Key Findings
Chapter 6: Conclusions
Chapter 7: Suggestions And Recommendations
Chapter 8: Annexure
8.1questionnaire
8.2 Bibliography
8.3 Statistical Figures
2.
Tourism Marketing in India
Introduction: Tourism is a human
activity of great significance. It involves a temporary break from normal
routine to engage with experiences that contrasts with everyday life, with the
mundane. Over the years, the definition of tourism has undergone a change along
with the historical changes. According to Himziker and Krapf tourism is “the
sum of the phenomena and relationships arising from the travel and stay of
non–residents, in so far as it does not lead to permanent residence and is not
connected to any earning activity”.With the increasing growth of tourism and its associated opportunities, the concept of marketing tourism in India assumes a lot of significance.
Table of Contents of Project Report:
1. Acknowledgement
2. Declaration
3. Introduction
4. The Indian Scenario
5. Limitations of Study
6. Research Methodology
7. Role of Governments
8. Sub-Sectors of Tourism
9. Analysis and Interpretation
Charts:
- India Estimates and Forecasts
- Indian Travel & Tourism Total Demand
- Indian Market Share of South Asia Total Demand
- South Asia Travel & Tourism Total Demand
- Indian Market Share of World Total Demand
- World Travel & Tourism Total Demand
10. Hospitality
11. Ways to Market Tourism
12. Conclusion
13. Bibliography
1. Acknowledgement
2. Declaration
3. Introduction
4. The Indian Scenario
5. Limitations of Study
6. Research Methodology
7. Role of Governments
8. Sub-Sectors of Tourism
9. Analysis and Interpretation
Charts:
- India Estimates and Forecasts
- Indian Travel & Tourism Total Demand
- Indian Market Share of South Asia Total Demand
- South Asia Travel & Tourism Total Demand
- Indian Market Share of World Total Demand
- World Travel & Tourism Total Demand
10. Hospitality
11. Ways to Market Tourism
12. Conclusion
13. Bibliography
3.
A Comparative Study of Maruti and Hyundai (With
Reference to their Consumer Decision Making Cycle)
Introduction:
The automobile industry today is the most lucrative industry. Due to the increase in disposable income in both rural and urban sector and easy finance being provided by all the financial institutes, the passenger car sales have increased at the rate of 40% per annum in June 2010 – 2011 over the corresponding period in the previous year. Further competition is heating up in the sector with a host of new players coming in and other like Porsche, Bentley, Audi, and BMW all set to venture in the Indian markets. One factor that could help the companies in the marketing of their product is by knowing and creating a personality for their brands. This report attempts to answer some of the questions regarding brand personality of selected cars in India by conducting the market research. This report is categorized into parts, deals with introduction to brand personality, companies selected, product and the industry. One factor that could help the companies in the marketing of their products is buying Behaviour of the consumers. The Buying Behaviour of the customers can be studied by knowing their perceptions about the cars in the market and about the possible entrants in the market. One such technique is by knowing and creating a personality for the brands. This personality sketching will help in knowing what a customer (or a potential customer) thinks about a given brand of car and what are the possible factors guiding a possible purchase. Similarly, the idea of measuring the customer satisfaction will serve the same purpose of determining the customer perception. Thus, by measuring “the willingness of existing users of a car to recommend it to others” will help the car manufactures to chalk out the entire Customer Buying Behaviour.
The automobile industry today is the most lucrative industry. Due to the increase in disposable income in both rural and urban sector and easy finance being provided by all the financial institutes, the passenger car sales have increased at the rate of 40% per annum in June 2010 – 2011 over the corresponding period in the previous year. Further competition is heating up in the sector with a host of new players coming in and other like Porsche, Bentley, Audi, and BMW all set to venture in the Indian markets. One factor that could help the companies in the marketing of their product is by knowing and creating a personality for their brands. This report attempts to answer some of the questions regarding brand personality of selected cars in India by conducting the market research. This report is categorized into parts, deals with introduction to brand personality, companies selected, product and the industry. One factor that could help the companies in the marketing of their products is buying Behaviour of the consumers. The Buying Behaviour of the customers can be studied by knowing their perceptions about the cars in the market and about the possible entrants in the market. One such technique is by knowing and creating a personality for the brands. This personality sketching will help in knowing what a customer (or a potential customer) thinks about a given brand of car and what are the possible factors guiding a possible purchase. Similarly, the idea of measuring the customer satisfaction will serve the same purpose of determining the customer perception. Thus, by measuring “the willingness of existing users of a car to recommend it to others” will help the car manufactures to chalk out the entire Customer Buying Behaviour.
The market research
will be helpful for the new car entrant companies in India to find out the
possible gaps between the customer expectations and the present market
offerings. This way these companies will be able to find their share in the
ever – expanding Indian market price.
Objectives of the Study:
1. To determine the demographic variables of the customers of different brands of cars.
2. Examine the customer perception about the cars.
3. To judge the satisfaction level of the car owners of different brands.
4. The research tracks responses at following two layers
a) Product related parameters
b) Dealer related parameters
5. To analyse the psychographic variables of the customers of different brand of the cars.
Objectives of the Study:
1. To determine the demographic variables of the customers of different brands of cars.
2. Examine the customer perception about the cars.
3. To judge the satisfaction level of the car owners of different brands.
4. The research tracks responses at following two layers
a) Product related parameters
b) Dealer related parameters
5. To analyse the psychographic variables of the customers of different brand of the cars.
Table of Contents of Project Report:
Chapter 1: Executive Summary
Chapter 2: Objectives of the Study
Chapter 3: Scope of the Study
Chapter 4: Significance of the Study
Chapter 5: Research Methodology
Chapter 6: Introduction
Chapter 7: Buying Behaviour – The Decision Making Process
Chapter 8: Pros and Cons of Decision Making Method
Chapter 9: Complex problems and Decisions
Chapter 10: Findings and Analysis
Chapter 11: Limitations
Chapter 12: Conclusions
Chapter 13: Bibliography
Chapter 1: Executive Summary
Chapter 2: Objectives of the Study
Chapter 3: Scope of the Study
Chapter 4: Significance of the Study
Chapter 5: Research Methodology
Chapter 6: Introduction
Chapter 7: Buying Behaviour – The Decision Making Process
Chapter 8: Pros and Cons of Decision Making Method
Chapter 9: Complex problems and Decisions
Chapter 10: Findings and Analysis
Chapter 11: Limitations
Chapter 12: Conclusions
Chapter 13: Bibliography
4.
A Comparative Study of ICICI Prudential &
HDFC Standard Life Insurance Company Limited
Introduction: This report will
give the "Comparative Study of ICICI Prudential & HDFC Standard Life
Insurance Company Limited"
The Objectives of this project report are:
Objective 1:
- To study the benefits of this product provided by HDFC Standard Life Insurance company.
- To know the consumer feedback.
Objective 2:
- To know the marketing strategies adopted to promote these products.
- To make the private players responsible to the investors and not to the government.
- To increase the competition in this sector so that the common people has the advantage of enjoying quality services at a reasonable cost
Objective 3:
- Insurance has a far-reaching effect in synchronizing between the various service sectors. So if this sector can grow, the prospects of the various other service sector remains to be promising.
The Objectives of this project report are:
Objective 1:
- To study the benefits of this product provided by HDFC Standard Life Insurance company.
- To know the consumer feedback.
Objective 2:
- To know the marketing strategies adopted to promote these products.
- To make the private players responsible to the investors and not to the government.
- To increase the competition in this sector so that the common people has the advantage of enjoying quality services at a reasonable cost
Objective 3:
- Insurance has a far-reaching effect in synchronizing between the various service sectors. So if this sector can grow, the prospects of the various other service sector remains to be promising.
Table of Contents
of Project Report:
1. Executive Summary
2. Introduction to the Company
- About ICICI Bank
- About Prudential
- About the Company (ICICI Prudential)
- Product Offered By ICICi Prudential
- HDFC Standard Life Insurance Company Limited
- Problem of the Organization
- Competition Information
- More products on the anvil
- Plans of ICICI Prudential and HDFC Standard Life Insurance
3. Research Methodology
- Title Justification
- Objective
- Scope of the Study
- Significance of the Study
- Research Design
- Sampling Methodology
- Limitation
1. Executive Summary
2. Introduction to the Company
- About ICICI Bank
- About Prudential
- About the Company (ICICI Prudential)
- Product Offered By ICICi Prudential
- HDFC Standard Life Insurance Company Limited
- Problem of the Organization
- Competition Information
- More products on the anvil
- Plans of ICICI Prudential and HDFC Standard Life Insurance
3. Research Methodology
- Title Justification
- Objective
- Scope of the Study
- Significance of the Study
- Research Design
- Sampling Methodology
- Limitation
4. Facts & Findings
5. Data Analysis & Data Interpretation
6. Recommendations & Conclusion
7. Bibliography
8. Annexure
- Questionnaire
5. Data Analysis & Data Interpretation
6. Recommendations & Conclusion
7. Bibliography
8. Annexure
- Questionnaire
5. A Survey of Market Potential
and Awareness of Real Juice in Comparison with Tropicana
Introduction:
Real Juice and Tropicana are two competitors in the fruit juice market. Real Juice entered the market in 1996 with five flavours namely Orange, Mango, Pine Apple, Mix, and Tomato Inspite of its early entry in the market, Real Juice has not been able to setup its leadership. Recently the company has received a lot of complaints related to its network of distribution, price offered for the product, and the market share of Tropicana is rising at a more pace that Real Juice. Thus Dabur India limited decided to investigate and solve the problem. Dabur India Limited for Dabur Food Division, decided to make a wider mass survey with the help of interpretation of the data and accordingly modify the marketing policy. A Comparison has also been made between Tropicana and Real Juice in terms of quality, affordability, availability, aroma and taste.
The purpose of this report is to present the result of my survey in the National Capital Region Of Delhi, for the market potential and level awareness of Real Juice along with to provide the suggestions to increase the market share of Real Juice in the area.
A certain criterion was developed as questionnaire, to decide what factor influence the sales of Real Juice so as to formulate a policy to be adopted and find out the loop in the existing policy.
Dabur Foods Division of the company popular for its brand Real Juice. Dabur Foods Division is chaired by a well-known young dynamic personality in the business, Mr. Amit Burman. Dabur Foods Division is chaired by a well-known young dynamic personality in the business, Mr. Amit Burman. Dabur products are available in the market through 17,00,000 retail outlets and cover almost every corner of the country. And Real Juice is available its consumers through 80,000 retail network.
Real Juice, marks its presence in the market in four sizes viz.: 200 ml, 250ml, 500 ml and one ltr. They are charging Rs. 8.00 for 200 ml. Pack and Rs.44.00 for one ltr pack. It is the only brand in the fruit juice segment that offers the widest range of flavours. They are providing different packages for different occasions.
Real Juice and Tropicana are two competitors in the fruit juice market. Real Juice entered the market in 1996 with five flavours namely Orange, Mango, Pine Apple, Mix, and Tomato Inspite of its early entry in the market, Real Juice has not been able to setup its leadership. Recently the company has received a lot of complaints related to its network of distribution, price offered for the product, and the market share of Tropicana is rising at a more pace that Real Juice. Thus Dabur India limited decided to investigate and solve the problem. Dabur India Limited for Dabur Food Division, decided to make a wider mass survey with the help of interpretation of the data and accordingly modify the marketing policy. A Comparison has also been made between Tropicana and Real Juice in terms of quality, affordability, availability, aroma and taste.
The purpose of this report is to present the result of my survey in the National Capital Region Of Delhi, for the market potential and level awareness of Real Juice along with to provide the suggestions to increase the market share of Real Juice in the area.
A certain criterion was developed as questionnaire, to decide what factor influence the sales of Real Juice so as to formulate a policy to be adopted and find out the loop in the existing policy.
Dabur Foods Division of the company popular for its brand Real Juice. Dabur Foods Division is chaired by a well-known young dynamic personality in the business, Mr. Amit Burman. Dabur Foods Division is chaired by a well-known young dynamic personality in the business, Mr. Amit Burman. Dabur products are available in the market through 17,00,000 retail outlets and cover almost every corner of the country. And Real Juice is available its consumers through 80,000 retail network.
Real Juice, marks its presence in the market in four sizes viz.: 200 ml, 250ml, 500 ml and one ltr. They are charging Rs. 8.00 for 200 ml. Pack and Rs.44.00 for one ltr pack. It is the only brand in the fruit juice segment that offers the widest range of flavours. They are providing different packages for different occasions.
Table of Contents
of Project Report:
1. PREFACE
2. EXECUTIVE SUMMARY
3. THE PRODUCT RANGE
4. COMPANY PROFILE
5. INTRODUCTION TO REAL JUICE
6. OBJECTIVE OF THE PROJECT
7. BRIEF PROBLEM AND BACKGROUND STATEMENT
8. RESEARCH METHODOLOGY
- RESEARCH DESIGN
- DATA SOURCE
- DATA COLLECTION
- SAMPLE SIZE
- SAMPLE DESIGN
- SAMPLING METHOD
1. PREFACE
2. EXECUTIVE SUMMARY
3. THE PRODUCT RANGE
4. COMPANY PROFILE
5. INTRODUCTION TO REAL JUICE
6. OBJECTIVE OF THE PROJECT
7. BRIEF PROBLEM AND BACKGROUND STATEMENT
8. RESEARCH METHODOLOGY
- RESEARCH DESIGN
- DATA SOURCE
- DATA COLLECTION
- SAMPLE SIZE
- SAMPLE DESIGN
- SAMPLING METHOD
9. LIMITATION OF THE PROJECT
10. TABULATION OF GRAPH AND ANALYSIS OF TABLES
11. SWOT ANALYSIS
12. CONCLUSION
13. SUGGESTIONS
14. BIBLIOGRAPHY
15. QUESTIONNAIRE
10. TABULATION OF GRAPH AND ANALYSIS OF TABLES
11. SWOT ANALYSIS
12. CONCLUSION
13. SUGGESTIONS
14. BIBLIOGRAPHY
15. QUESTIONNAIRE
6. Attitudes And Opinion Of Consumer
Towards LG Electronics Products
Introduction: The project report
will help you to have a clear view of the LG Electronics company. The main work
is to know the Brand Awareness among the consumers. To track the consumers
behaviour towards consumer durable goods of LG electronics.
The basic purpose of the project is to get an inside view of the company. The main work is to know the Brand Awareness among the consumers. To track the consumers behaviour towards consumer durable goods of LG electronics.
Through the survey we basically meant to find out how much does a consumer remember the brand name, what all factor effect his purchase decision.
It also helps the company to get to know whether the exclusive showrooms effect the buying decision of the consumers or not.
The survey helps the company in setting up new showrooms, availability of finance options for consumers, advertising strategies & the pricing decisions of the products.
Finally, the market survey is being done to get an idea of how customers behave when they come out to buy electronic goods. The survey is also helpful in getting an overview of brand loyalty and product preferences of the customers.
Major Objectives:
- To know which all other electronics companies are key players.
- Features and services that influences the customer while he /she is into buying any LG products.
- Customers perception regarding the services provided by the LG Electronics.
The basic purpose of the project is to get an inside view of the company. The main work is to know the Brand Awareness among the consumers. To track the consumers behaviour towards consumer durable goods of LG electronics.
Through the survey we basically meant to find out how much does a consumer remember the brand name, what all factor effect his purchase decision.
It also helps the company to get to know whether the exclusive showrooms effect the buying decision of the consumers or not.
The survey helps the company in setting up new showrooms, availability of finance options for consumers, advertising strategies & the pricing decisions of the products.
Finally, the market survey is being done to get an idea of how customers behave when they come out to buy electronic goods. The survey is also helpful in getting an overview of brand loyalty and product preferences of the customers.
Major Objectives:
- To know which all other electronics companies are key players.
- Features and services that influences the customer while he /she is into buying any LG products.
- Customers perception regarding the services provided by the LG Electronics.
Table of Contents:
1. Introduction to the Industry
2. Introduction to the Company
3. Research Methodology
- Title
- Objectives
- Scope of the Study
- Significance of the Study
- Research Design
- Sampling Methodology
- Limitations
4. Facts and Findings
5. Data Analysis And Interpretation
6. Recommendations
7. Conclusions
8. Bibliography
9. Annexure
- Questionnaire
1. Introduction to the Industry
2. Introduction to the Company
3. Research Methodology
- Title
- Objectives
- Scope of the Study
- Significance of the Study
- Research Design
- Sampling Methodology
- Limitations
4. Facts and Findings
5. Data Analysis And Interpretation
6. Recommendations
7. Conclusions
8. Bibliography
9. Annexure
- Questionnaire
7. Brand Identity of Lux
Introduction:
The main objective of this project was to find out the brand identityof a particular brand through consumer research and compare it with what the company wants to project.
The brand chosen by me was Lux. In order to find out what is the perceived brand identity, a detailed study was undertaken which included in-depth interviews with the consumers. The sample size chosen for this study was 50, which included women of various age groups and occupations. The respondent profile according to age group and occupation is given in the chapter on research methodology.
Each respondent was interviewed with the help of a non-structured, disguised questionnaire to find out what the respondent feels about the brand.
The main findings from the study were:
1. Nourishment to the skin, and not the price, is the most important factor that people today consider while buying soap.
2. For housewives, presence of natural ingredients plays an important role while buying soap. However, although price does play an important role in the purchase decision, today more and more housewives are conscious about skin nourishment. Also, many of them buy the brand mainly because of it has been used in the family for years together.
3. In case of students in the age group 15-25, brand name, besides nourishment and natural ingredients, plays an important role. Lux has the aura of “the cine star’s soap”. This aura of aspiration and achievement makes it irresistible for them.
4. For working women, nourishment, freshness and fragrance play a vital role. They look for a soap that provides complete skin care and protects their skin from the harmful effects of pollution and dirt, as they do not have the time for a regular skin routine.
5. Presence of natural ingredients is an important factor considered while purchasing soap. Consumers today prefer natural products to those containing chemicals.
6. Lux scored high on all parameters like fragrance, lather, packaging, availability, variety and nourishment of skin. The only factors on which it did not score very high were freshness and price. Consumers think that soaps like Liril score better on freshness than Lux.
7. Brand personality of Lux: feminine, caring, dependable, pure, sensuous, serene, and mature.
8. According to the respondents, Lux is a soap for quality-conscious women, especially those belonging to the middle class. It is generally used by those who are conscious about their appearance and want to look good. It is used by those who respect the brand and have been loyal to it for years.
9. Most of the respondents feel feminine, mature and cared for on using Lux. They feel confident and also superior, as they think that they are using a premium brand.
10. Lux evokes a feeling of pride and security in the minds of the consumers. They feel that they are using the best and most trusted brand available in the market. They have a feeling of hope that by using Lux they will achieve what their favorite filmstars have – soft, glowing and beautiful skin. Since Lux is used by celebrities, who are role models for many young consumers, using Lux fulfils their aspirational needs.
The main objective of this project was to find out the brand identityof a particular brand through consumer research and compare it with what the company wants to project.
The brand chosen by me was Lux. In order to find out what is the perceived brand identity, a detailed study was undertaken which included in-depth interviews with the consumers. The sample size chosen for this study was 50, which included women of various age groups and occupations. The respondent profile according to age group and occupation is given in the chapter on research methodology.
Each respondent was interviewed with the help of a non-structured, disguised questionnaire to find out what the respondent feels about the brand.
The main findings from the study were:
1. Nourishment to the skin, and not the price, is the most important factor that people today consider while buying soap.
2. For housewives, presence of natural ingredients plays an important role while buying soap. However, although price does play an important role in the purchase decision, today more and more housewives are conscious about skin nourishment. Also, many of them buy the brand mainly because of it has been used in the family for years together.
3. In case of students in the age group 15-25, brand name, besides nourishment and natural ingredients, plays an important role. Lux has the aura of “the cine star’s soap”. This aura of aspiration and achievement makes it irresistible for them.
4. For working women, nourishment, freshness and fragrance play a vital role. They look for a soap that provides complete skin care and protects their skin from the harmful effects of pollution and dirt, as they do not have the time for a regular skin routine.
5. Presence of natural ingredients is an important factor considered while purchasing soap. Consumers today prefer natural products to those containing chemicals.
6. Lux scored high on all parameters like fragrance, lather, packaging, availability, variety and nourishment of skin. The only factors on which it did not score very high were freshness and price. Consumers think that soaps like Liril score better on freshness than Lux.
7. Brand personality of Lux: feminine, caring, dependable, pure, sensuous, serene, and mature.
8. According to the respondents, Lux is a soap for quality-conscious women, especially those belonging to the middle class. It is generally used by those who are conscious about their appearance and want to look good. It is used by those who respect the brand and have been loyal to it for years.
9. Most of the respondents feel feminine, mature and cared for on using Lux. They feel confident and also superior, as they think that they are using a premium brand.
10. Lux evokes a feeling of pride and security in the minds of the consumers. They feel that they are using the best and most trusted brand available in the market. They have a feeling of hope that by using Lux they will achieve what their favorite filmstars have – soft, glowing and beautiful skin. Since Lux is used by celebrities, who are role models for many young consumers, using Lux fulfils their aspirational needs.
Table of Contents of Project Report:
Chapter 1: Executive Summary
Chapter 2: Theoritical Perspective
2.1 What is Brand Identity?
2.1.1 Aaker's Framework
2.1.2 Kapferer's Framework
2.2 Brand Personality
2.2.1 Importance of Brand Personality
2.2.2 Definitions of Brand Personality
Chapter 3: LUX: ‘Koi Shak?’
3.1 Introduction
3.2 The Current Scenario
Chapter 4: Research Methodology
4.1 Sample Size
4.2 Methods of Data Collection
4.3 Limitations of the Study
Chapter 5: Data Presentation and Analysis
Chapter 6: Conclusions
Questionnaire
Bibliography
Chapter 1: Executive Summary
Chapter 2: Theoritical Perspective
2.1 What is Brand Identity?
2.1.1 Aaker's Framework
2.1.2 Kapferer's Framework
2.2 Brand Personality
2.2.1 Importance of Brand Personality
2.2.2 Definitions of Brand Personality
Chapter 3: LUX: ‘Koi Shak?’
3.1 Introduction
3.2 The Current Scenario
Chapter 4: Research Methodology
4.1 Sample Size
4.2 Methods of Data Collection
4.3 Limitations of the Study
Chapter 5: Data Presentation and Analysis
Chapter 6: Conclusions
Questionnaire
Bibliography
8. Brand Positioning of
Different Soaps of Hindustan Unilever Limited
Introduction:
The project will help in understanding the brand positioning of different soaps produced and marketed by Hindustan UniLever limited.
Hindustan Unilever Limited, 51.6% subsidiary of Unilever Plc, is the largest FMCG Company in the country, with a turnover of Rs118bn. The company’s business sprawls from personal and household care products to foods, beverages, specialty chemicals and animal feeds. The company has a dominating market share in most categories that it operates in such as toilet soaps, detergents, skincare, hair care, color cosmetics, etc. It is also the leading player in food products such as branded packaged tea, coffee, ice cream and other culinary products.
Two pillars - strong brand equity and a wide distribution network, characterize the fast moving consumer goods business. Brand equities are built over a period of time by technological innovations, consistent high quality, aggressive advertisement and marketing. Availability near the consumer through a wide distribution network is another crucial success factor, as products are of small value, frequently purchased daily use items. HUL is strong on both these fronts with 110 brands and a 1mn strong direct retail reach.
Competitive Position: HUL is the market leader in the detergent and soap industry. Nirma is a close competitor in detergents and has been slowly gaining ground in toilet soaps too. The other significant competitor in detergents is P&G. Despite being the global leader in this segment, has been unable to achieve a critical mass in India due to premium pricing strategy. In oral care segment, HUL has emerged as a strong No 2 player, giving stiff competition to the market leader Colgate. In the hair care segment, HUL dominates the shampoo market and is the No 2 player in hair oils. In the skin care market, besides competition from leading global players, HUL has also been losing share to south based player Cavincare Ltd. In the foods business, Tata Tea in packet tea, Nestle in coffee and culinary products, GCMMF (Amul) in ice creams, and Godrej Pillsbury in staple food are the main competitors.
The project will help in understanding the brand positioning of different soaps produced and marketed by Hindustan UniLever limited.
Hindustan Unilever Limited, 51.6% subsidiary of Unilever Plc, is the largest FMCG Company in the country, with a turnover of Rs118bn. The company’s business sprawls from personal and household care products to foods, beverages, specialty chemicals and animal feeds. The company has a dominating market share in most categories that it operates in such as toilet soaps, detergents, skincare, hair care, color cosmetics, etc. It is also the leading player in food products such as branded packaged tea, coffee, ice cream and other culinary products.
Two pillars - strong brand equity and a wide distribution network, characterize the fast moving consumer goods business. Brand equities are built over a period of time by technological innovations, consistent high quality, aggressive advertisement and marketing. Availability near the consumer through a wide distribution network is another crucial success factor, as products are of small value, frequently purchased daily use items. HUL is strong on both these fronts with 110 brands and a 1mn strong direct retail reach.
Competitive Position: HUL is the market leader in the detergent and soap industry. Nirma is a close competitor in detergents and has been slowly gaining ground in toilet soaps too. The other significant competitor in detergents is P&G. Despite being the global leader in this segment, has been unable to achieve a critical mass in India due to premium pricing strategy. In oral care segment, HUL has emerged as a strong No 2 player, giving stiff competition to the market leader Colgate. In the hair care segment, HUL dominates the shampoo market and is the No 2 player in hair oils. In the skin care market, besides competition from leading global players, HUL has also been losing share to south based player Cavincare Ltd. In the foods business, Tata Tea in packet tea, Nestle in coffee and culinary products, GCMMF (Amul) in ice creams, and Godrej Pillsbury in staple food are the main competitors.
Table of Contents
of Project Report:
- Executive summary
Chapter 1: Introduction
i. Introduction
ii. Objective of the Research
- Executive summary
Chapter 1: Introduction
i. Introduction
ii. Objective of the Research
Chapter 2: About
the Industry
i. FMCG Industry- an Introspective
ii. Inside the soap Industry
i. FMCG Industry- an Introspective
ii. Inside the soap Industry
Chapter 3:About the
Company
i. Company profile
ii. History of HUL and its Milestones
iii. SWOT Analysis
iv. Studying the soaps of HUL with the help of BCG matrix
i. Company profile
ii. History of HUL and its Milestones
iii. SWOT Analysis
iv. Studying the soaps of HUL with the help of BCG matrix
Chapter 4:Brand and
brand Positioning
i. What is brand?
ii. Brand positioning
i. What is brand?
ii. Brand positioning
Chapter 5:Research
Methodology
i. Research Design
ii. Sample methodology
iii. Sample Size
iv. Area Covered
v. Collection of Data
vi. Target people
i. Research Design
ii. Sample methodology
iii. Sample Size
iv. Area Covered
v. Collection of Data
vi. Target people
Chapter 6:Analysis
i. Presently using soap.
ii. Monthly income of Respondents
iii. The punch line of your soap
iv. Fuel consumption in metro cities
v. Five names of soaps- top of the mind recall
vi. Second most Recall
vii. Role of advertisements in buying decision
viii. Buying characteristics
ix. Price range of soaps
x. The best soap advertisements
xi. Factors influencing purchasing decisions
- Fragrance
- Skin care
- Germ Protection
- Freshness
- Price
- Availability
- Company Name
i. Presently using soap.
ii. Monthly income of Respondents
iii. The punch line of your soap
iv. Fuel consumption in metro cities
v. Five names of soaps- top of the mind recall
vi. Second most Recall
vii. Role of advertisements in buying decision
viii. Buying characteristics
ix. Price range of soaps
x. The best soap advertisements
xi. Factors influencing purchasing decisions
- Fragrance
- Skin care
- Germ Protection
- Freshness
- Price
- Availability
- Company Name
Chapter 7: Findings
- Brands of Hindustan Unilever
i. Lifebuoy
ii. Lux
iii. Breeze
iv. Liril
v. Hamam
vi. Pears
vii. Dove
viii. Rexona
- Brands of Hindustan Unilever
i. Lifebuoy
ii. Lux
iii. Breeze
iv. Liril
v. Hamam
vi. Pears
vii. Dove
viii. Rexona
Conclusion
Limitations
Bibliography
Annexure
i. Questionnaire
Limitations
Bibliography
Annexure
i. Questionnaire
9. Comparative Analysis of Adidas and
Nike (With Reference To their Marketing Strategies and Consumer Perception)
Introduction:
Adidas is a worldwide producer of sporting goods and holds a leading position in the industry. Nike is the largest seller of athletic footwear and athletic apparel in the world. Both the companies used the FIFA world cup as a powerful weapon in order to boost their sales.
Adidas is ahead of Nike in terms of marketing strategy. Adidas has exploited its home advantage at the World Cup. It narrowed the gap with Nike by purchase of Reebok ($3.8 billion) in 2005 and expects to strengthen its control over the market. Adidas strategy was to heavily invest on the events rather than sponsoring teams and players. It already signed a $350 million deal to extend its World Cup partnership with FIFA up to 2014.
With 50 percent market share of the Indian sports shoe market in 2001, Reebok India (Reebok), the Rs.950 million Indian arm of the Boston (USA)-based $3 billion fitness and sportswear giant Reebok International Ltd. had left competitors Adidas and Nike behind. Being the first of its kind to enter India, Reebok had an edge over its competitors. In 2001, its business had grown by 18 percent.
This project tries to find out that what are the various factors, which leads to a successful brand recall, the marketing strategies and consumer perception of ADIDAS and Nike.
Steps that ADIDAS and Nike take to promote sales and what are the various differentiation strategies that have been adopted to stand out of the race.
The Objectives of the Study are:
Studying the marketing strategies and consumer perception of ADIDAS and Nike.
SUB OBJECTIVE:
1. To know about ADIDAS Marketing strategy
2. Steps that ADIDAS and Nike take to promote sales
3. Consumer Perception on Adidas & Nike
4. Marketing- Mix (Four P’s): ADIDAS and Nike
Adidas is a worldwide producer of sporting goods and holds a leading position in the industry. Nike is the largest seller of athletic footwear and athletic apparel in the world. Both the companies used the FIFA world cup as a powerful weapon in order to boost their sales.
Adidas is ahead of Nike in terms of marketing strategy. Adidas has exploited its home advantage at the World Cup. It narrowed the gap with Nike by purchase of Reebok ($3.8 billion) in 2005 and expects to strengthen its control over the market. Adidas strategy was to heavily invest on the events rather than sponsoring teams and players. It already signed a $350 million deal to extend its World Cup partnership with FIFA up to 2014.
With 50 percent market share of the Indian sports shoe market in 2001, Reebok India (Reebok), the Rs.950 million Indian arm of the Boston (USA)-based $3 billion fitness and sportswear giant Reebok International Ltd. had left competitors Adidas and Nike behind. Being the first of its kind to enter India, Reebok had an edge over its competitors. In 2001, its business had grown by 18 percent.
This project tries to find out that what are the various factors, which leads to a successful brand recall, the marketing strategies and consumer perception of ADIDAS and Nike.
Steps that ADIDAS and Nike take to promote sales and what are the various differentiation strategies that have been adopted to stand out of the race.
The Objectives of the Study are:
Studying the marketing strategies and consumer perception of ADIDAS and Nike.
SUB OBJECTIVE:
1. To know about ADIDAS Marketing strategy
2. Steps that ADIDAS and Nike take to promote sales
3. Consumer Perception on Adidas & Nike
4. Marketing- Mix (Four P’s): ADIDAS and Nike
Table of Contents of Project Report:
1. Introduction
2. Objective of the project
3. Research methodology
4. Indian Footwear Industry
5. Introduction & Co. profile (Adidas)
6. Introduction & Co. profile (Nike)
7. Co. Profile Reebok
8. Adidas Range of Product in India
9. Nike Range of Product in India
9. Marketing Strategy Adidas
- SWOT Adidas
- Marketing Strategy Nike
- Shoes In Sports
- Online Business (Shoe Industry)
10. Data Analysis and Findings
11. Conclusion
12. Bibliography
1. Introduction
2. Objective of the project
3. Research methodology
4. Indian Footwear Industry
5. Introduction & Co. profile (Adidas)
6. Introduction & Co. profile (Nike)
7. Co. Profile Reebok
8. Adidas Range of Product in India
9. Nike Range of Product in India
9. Marketing Strategy Adidas
- SWOT Adidas
- Marketing Strategy Nike
- Shoes In Sports
- Online Business (Shoe Industry)
10. Data Analysis and Findings
11. Conclusion
12. Bibliography
10. Consumer
Perception towards Online Shopping in India
Introduction:
India has more than 100 million internet users out of which one half opt for online purchases and the number is rising sharply every year. The growth in the number of online shoppers is greater than the growth in Internet users, indicating that more Internet users are becoming comfortable to shop online. The capability of purchasing without leaving your place is of great interest to many consumers. Not only does online shopping offer really good deals, but also brings optimum convenience to the consumers. Moreover, the use of Internet tools for price searching and comparison provides an additional advantage in consumers’ final decision, as they can purchase their desired products in the lowest available price. This project focuses on the understanding of perception of online purchase in India. For this purpose the data from 100 respondents was collected in the form of questionnaires.
With nearly half of the Indian population being young and net savvy, there has been an extra ordinary rise in the numbers of online shoppers. The recent growth in the mall culture in the country has in fact made consumers more aware about different options and encouraged them to search and eventually purchase online. India has more than 100 million internet users out of which one half opt for online purchases and the number is rising sharply every year. The growth in the number of online shoppers is greater than the growth in Internet users, indicating that more Internet users are becoming comfortable to shop online. Until recently, the consumers generally visit online to reserve hotel rooms and buy air, rail or movie tickets, books and gadgets and gizmos, but now more and more offline product like clothes - saris, kurtis, T-shirts - shoes, and designer lingerie, consumer durables are being purchased online. At present the market is estimated at Rs.46000 crore and is growing at 100 percent per year. The two most commonly cited reasons for online shopping have been convenience and price. The capability of purchasing without leaving your place is of great interest to many consumers. Not only does online shopping offer really good deals, but also brings optimum convenience to the consumers. Moreover, the use of Internet tools for price searching and comparison provides an additional advantage in consumers’ final decision, as they can purchase their desired products in the lowest available price .On the contrary, privacy and security have been the great concerns, resulting many people to browse the Internet for informational matters than for buying online.
Research Objectives:
1. To Understand the online shopping theoretical background
2. To review the existing literature on the give topic
3. To analyze the Indian Consumers’ online shopping perception
India has more than 100 million internet users out of which one half opt for online purchases and the number is rising sharply every year. The growth in the number of online shoppers is greater than the growth in Internet users, indicating that more Internet users are becoming comfortable to shop online. The capability of purchasing without leaving your place is of great interest to many consumers. Not only does online shopping offer really good deals, but also brings optimum convenience to the consumers. Moreover, the use of Internet tools for price searching and comparison provides an additional advantage in consumers’ final decision, as they can purchase their desired products in the lowest available price. This project focuses on the understanding of perception of online purchase in India. For this purpose the data from 100 respondents was collected in the form of questionnaires.
With nearly half of the Indian population being young and net savvy, there has been an extra ordinary rise in the numbers of online shoppers. The recent growth in the mall culture in the country has in fact made consumers more aware about different options and encouraged them to search and eventually purchase online. India has more than 100 million internet users out of which one half opt for online purchases and the number is rising sharply every year. The growth in the number of online shoppers is greater than the growth in Internet users, indicating that more Internet users are becoming comfortable to shop online. Until recently, the consumers generally visit online to reserve hotel rooms and buy air, rail or movie tickets, books and gadgets and gizmos, but now more and more offline product like clothes - saris, kurtis, T-shirts - shoes, and designer lingerie, consumer durables are being purchased online. At present the market is estimated at Rs.46000 crore and is growing at 100 percent per year. The two most commonly cited reasons for online shopping have been convenience and price. The capability of purchasing without leaving your place is of great interest to many consumers. Not only does online shopping offer really good deals, but also brings optimum convenience to the consumers. Moreover, the use of Internet tools for price searching and comparison provides an additional advantage in consumers’ final decision, as they can purchase their desired products in the lowest available price .On the contrary, privacy and security have been the great concerns, resulting many people to browse the Internet for informational matters than for buying online.
Research Objectives:
1. To Understand the online shopping theoretical background
2. To review the existing literature on the give topic
3. To analyze the Indian Consumers’ online shopping perception
Table of Contents of Project Report:
CHAPTER 1: INTRODUCTION
CHAPTER 2: THEORETICAL BACKGROUND
- History
- Customers
- Logistics
- Payment
- Shopping cart systems
- Online shopping
- Design
- Information load
- Consumer needs and expectations
- User interface
- Market share
- Advantages
- Disadvantages
- Product suitability
CHAPTER 3: ONLINE SHOPPING IN INDIA
CHAPTER 4: REVIEW OF LITERATURE
CHAPTER 5: RESEARCH METHODOLOGY
- Sample size
- Data Source
- Hypotheses
- Objectives of the Study
CHAPTER 6: DATA ANAYSIS
- Graphical Analysis
- Results of factor analysis
FINDINGS
RECOMMENDATIONS
LIMITATIONS
CONCLUSION
BIBLIOGRAPHY
ANNEXURE
CHAPTER 1: INTRODUCTION
CHAPTER 2: THEORETICAL BACKGROUND
- History
- Customers
- Logistics
- Payment
- Shopping cart systems
- Online shopping
- Design
- Information load
- Consumer needs and expectations
- User interface
- Market share
- Advantages
- Disadvantages
- Product suitability
CHAPTER 3: ONLINE SHOPPING IN INDIA
CHAPTER 4: REVIEW OF LITERATURE
CHAPTER 5: RESEARCH METHODOLOGY
- Sample size
- Data Source
- Hypotheses
- Objectives of the Study
CHAPTER 6: DATA ANAYSIS
- Graphical Analysis
- Results of factor analysis
FINDINGS
RECOMMENDATIONS
LIMITATIONS
CONCLUSION
BIBLIOGRAPHY
ANNEXURE
11. Dabur Marketing
Scenario
Introduction:
Indian Economy has undergone a radical transformation in the last three decades. The discoveries and invention in various fields of life is perhaps be the reasons for this transformation. The marketing strategy in India which was practiced in the olden days has either been changed or been refined so as to adjust with this dynamic world.
If we consider the early years of development of our economy. It is observed that the producer’s consumers as well as production and consumption is becoming more and more complex and specialized.
The concept of giving more customer satisfaction has been changed.
The present emphasis is one matters of providing a complete ‘Pleasure’ or ‘delight’ to the customers every walk of life.
In the light of the present marketing scenario, through this project “With the change of policies in Budget 2003-2004, How Dabur can increase its market share in food Products” emphasis on marketing.
The objectives of the study:
1. To study the impact of Budget Policies on Marketing Strategy of Dabur Foods.
2. To study the Consumer, Buying behaviour.
3. To study the problems faced by Dabur.
Indian Economy has undergone a radical transformation in the last three decades. The discoveries and invention in various fields of life is perhaps be the reasons for this transformation. The marketing strategy in India which was practiced in the olden days has either been changed or been refined so as to adjust with this dynamic world.
If we consider the early years of development of our economy. It is observed that the producer’s consumers as well as production and consumption is becoming more and more complex and specialized.
The concept of giving more customer satisfaction has been changed.
The present emphasis is one matters of providing a complete ‘Pleasure’ or ‘delight’ to the customers every walk of life.
In the light of the present marketing scenario, through this project “With the change of policies in Budget 2003-2004, How Dabur can increase its market share in food Products” emphasis on marketing.
The objectives of the study:
1. To study the impact of Budget Policies on Marketing Strategy of Dabur Foods.
2. To study the Consumer, Buying behaviour.
3. To study the problems faced by Dabur.
Table of Contents of Project Report:
1. Preface
2. Theoritical Concept
3. Dabur India Limited
4. Objective of the Study
5. Company Profile
6. Dabur Group
7. Company Philosophy
8. Financial Report
9. Research Methodology
10. Marketing Strategy for Dabur Foods
11. Marketing Strategies of Dabur Foods Ltd.
12. Presentation of Data
13. Consumers Analysis
15. Retailers Analysis
16. SWOT Analysis
17. Findings
18. Limitations
19. Recommendations
20. Conclusions
21. Bibliography
1. Preface
2. Theoritical Concept
3. Dabur India Limited
4. Objective of the Study
5. Company Profile
6. Dabur Group
7. Company Philosophy
8. Financial Report
9. Research Methodology
10. Marketing Strategy for Dabur Foods
11. Marketing Strategies of Dabur Foods Ltd.
12. Presentation of Data
13. Consumers Analysis
15. Retailers Analysis
16. SWOT Analysis
17. Findings
18. Limitations
19. Recommendations
20. Conclusions
21. Bibliography
12. How LG
Refrigerator Models Utilize Different Sales Promotion Tools During Off Season’s
and Opinions of Refrigerator Utilizes about these Sales Promotion Tools
Introduction:
A common concern among many retailers is whether a manufacturer-initiated sales promotion will affect sales of their regular-priced items in the store. Evidence has been mixed at the aggregate level, with studies showing a mildly positive effect at best. However, there is also some evidence of heterogeneity in these findings, such that some shoppers respond very positively to sales promotions, resulting in significant cross-category effects. This controversy has led to a greater interest among retailers in designing targeted promotions to increase store sales.
This article examines the effects of sales promotions on the size and composition of the overall market basket of the consumer. It highlights the importance of taking into account consumers’ shopping orientation, that is, whether they are focused on saving money and being responsible shoppers or on acquiring things and getting value from their shopping. These orientations may be inherent to consumers or induced by a variety of external cues. Specifically, the authors find that two important design variables for promotions—namely, the framing of the savings message and the expiration date restriction—could have influences on the efficacy of the promotion. These cues not only serve to reinforce or attenuate shoppers’ inherent shopping orientations but also act independently of such orientations in guiding shopping behavior. Shoppers who experience compatibility between a given cue and their shopping orientation or among multiple cues are more likely to add no promoted items to their baskets. Furthermore, brands in the store may activate different orientations. Well-known brands, representing safe choices, are consistent with an orientation of being responsible, whereas less familiar brands, representing a need for variety, are consistent with an orientation of acquisition and value.
A common concern among many retailers is whether a manufacturer-initiated sales promotion will affect sales of their regular-priced items in the store. Evidence has been mixed at the aggregate level, with studies showing a mildly positive effect at best. However, there is also some evidence of heterogeneity in these findings, such that some shoppers respond very positively to sales promotions, resulting in significant cross-category effects. This controversy has led to a greater interest among retailers in designing targeted promotions to increase store sales.
This article examines the effects of sales promotions on the size and composition of the overall market basket of the consumer. It highlights the importance of taking into account consumers’ shopping orientation, that is, whether they are focused on saving money and being responsible shoppers or on acquiring things and getting value from their shopping. These orientations may be inherent to consumers or induced by a variety of external cues. Specifically, the authors find that two important design variables for promotions—namely, the framing of the savings message and the expiration date restriction—could have influences on the efficacy of the promotion. These cues not only serve to reinforce or attenuate shoppers’ inherent shopping orientations but also act independently of such orientations in guiding shopping behavior. Shoppers who experience compatibility between a given cue and their shopping orientation or among multiple cues are more likely to add no promoted items to their baskets. Furthermore, brands in the store may activate different orientations. Well-known brands, representing safe choices, are consistent with an orientation of being responsible, whereas less familiar brands, representing a need for variety, are consistent with an orientation of acquisition and value.
This research
highlights the importance of consistency between the orientations that
customers bring into the store or those induced by positioning strategies that
retailers use to differentiate themselves and the price promotional strategies
that retailers use. The authors suggest that retailers such as Wal-Mart, which
use everyday-low-pricing strategies to ensure savings, can benefit from using
temporary price offers with more immediate expiration dates and savings
messages framed as “Save $X.” In contrast, stores such as Costco and Trader
Joe’s activate acquisitive goals by their unusual store layout and unique
items, and the findings of this study indicate that such stores may benefit
from using “buy-one-get-one-free” offers with longer expiration dates. The
findings also suggest that in recessionary economic times, when people are
strongly focused on being responsible and saving money, brands should advertise
to promote brand loyalty, representing the safe choice, rather than using trade
promotions to convince consumers to switch, which represents a need for
variety.
Objectives of the Study:
1. To study the impact of off-season sales promotion on consumer behaviour.
2. To identify the promotional offer benefits during off-season.
3. To find out how people are aware of the offers.
4. To find the customer level of satisfaction.
5. To estimate the perception of the customers toward the various offers provided during off season.
Objectives of the Study:
1. To study the impact of off-season sales promotion on consumer behaviour.
2. To identify the promotional offer benefits during off-season.
3. To find out how people are aware of the offers.
4. To find the customer level of satisfaction.
5. To estimate the perception of the customers toward the various offers provided during off season.
Table of Contents
of Project Report:
Chapter 1: Introduction
1.1. Meaning of Project
1.2. Scope of the Study
1.3. Objectives of the Study
1.4. Executive Summary
1.5. Literature Review
Chapter 1: Introduction
1.1. Meaning of Project
1.2. Scope of the Study
1.3. Objectives of the Study
1.4. Executive Summary
1.5. Literature Review
Chapter 2: LG –
Company Profile
1.1. History of LG
1.2. Vision of LG
1.3. Brand Identity
1.4. Facts and Figures
1.5. Awards
1.6. Social Responsibility
1.1. History of LG
1.2. Vision of LG
1.3. Brand Identity
1.4. Facts and Figures
1.5. Awards
1.6. Social Responsibility
Chapter 3: Sales
Promotion
1.1. Meaning of Sales Promotion
1.2. Objectives of Sales Promotion
1.3. Tools of Sales Promotion
1.4. Importance of Sales Promotion
1.5. Growth of Sales Promotion
1.6. Types of Sales Promotion
1.7. Advantages of Sales Promotion
1.8. Disadvantages of Sales Promotion
1.9. Reasons for growth of Sales Promotion
1.10. Pull Strategy for Sales Promotion
1.11. Push Strategy for Sales Promotion
1.12. Sales promotion budget and techniques used to allocate funds
1.1. Meaning of Sales Promotion
1.2. Objectives of Sales Promotion
1.3. Tools of Sales Promotion
1.4. Importance of Sales Promotion
1.5. Growth of Sales Promotion
1.6. Types of Sales Promotion
1.7. Advantages of Sales Promotion
1.8. Disadvantages of Sales Promotion
1.9. Reasons for growth of Sales Promotion
1.10. Pull Strategy for Sales Promotion
1.11. Push Strategy for Sales Promotion
1.12. Sales promotion budget and techniques used to allocate funds
Chapter 4: Research
Methodology
Chapter 5: Findings
and Analysis
Chapter 6: Findings
Chapter 7: Hypothesis
Chapter 8:
Recommendations
Chapter 9:
Limitations of the study
Chapter 10:
Conclusion
Chapter 11:
Bibliography
Chapter 12: Annexures
13. Identification of Market
Share and Strategies for Sony Ericsson (Distribution and Sales Promotion)
Introduction:
Sony Ericsson Mobile Communications is a global provider of mobile multimedia devices, including feature-rich phones, accessories and PC cards. The products combine powerful technology with innovative applications for mobile imaging, music, communications and entertainment. The net result is that Sony Ericsson is an enticing brand that creates compelling business opportunities for mobile operators and desirable, fun products for end users.
Sony Ericsson Mobile Communications was established in 2001 by telecommunications leader Ericsson and consumer electronics powerhouse Sony Corporation. The company is owned equally by Ericsson and Sony and announced its first joint products in March 2002.
Sony Ericsson products have universal appeal and are different in the key areas of imaging, music, design and applications. The company has launched products that make best use of the major mobile communications technologies, such as the 2G and 3G platforms, while enhancing its offerings to entry level markets.
Sony Ericsson, a 50:50 joint venture of Sony Corporation and Telefonaktiebolaget LM Ericsson, was established in October 2001.
Our vision is to become THE communication entertainment brand. We inspire people to do more than just communicate. We enable everyone to create and participate in entertainment experiences. Experiences that blur the lines between communication and entertainment.
Sony Ericsson's press room section contains recent press releases, the press release archive and the photo library with images of mobile phones and accessories.
Sony Ericsson uses two different channels for the distribution of its handset: It is the only company that has two national distributors in India. During early 2006, Ingram Micro had been appointed the national distributor of Sony Ericsson, along with Salora International Ltd.
Major Objective:
- To identify the market shares and strategies (distribution and sales promotion) implied by the Sony Ericsson and its major competitors in GSM mobile handset market in Delhi
Minor Objective:
- To identify the region wise and category wise distribution of sales of the major GSM handset brands in Delhi
- To segregate the retailers studied into various sales categories and to analyse their characteristics.
- To identify the distribution and sales promotion strategies being implied by the brands under study in Delhi.
- To analyse the effect of change in distribution strategy of Sony Ericsson mobile phones in Delhi.
- To analyse the present and future of the GSM handset industry in India.
Sony Ericsson Mobile Communications is a global provider of mobile multimedia devices, including feature-rich phones, accessories and PC cards. The products combine powerful technology with innovative applications for mobile imaging, music, communications and entertainment. The net result is that Sony Ericsson is an enticing brand that creates compelling business opportunities for mobile operators and desirable, fun products for end users.
Sony Ericsson Mobile Communications was established in 2001 by telecommunications leader Ericsson and consumer electronics powerhouse Sony Corporation. The company is owned equally by Ericsson and Sony and announced its first joint products in March 2002.
Sony Ericsson products have universal appeal and are different in the key areas of imaging, music, design and applications. The company has launched products that make best use of the major mobile communications technologies, such as the 2G and 3G platforms, while enhancing its offerings to entry level markets.
Sony Ericsson, a 50:50 joint venture of Sony Corporation and Telefonaktiebolaget LM Ericsson, was established in October 2001.
Our vision is to become THE communication entertainment brand. We inspire people to do more than just communicate. We enable everyone to create and participate in entertainment experiences. Experiences that blur the lines between communication and entertainment.
Sony Ericsson's press room section contains recent press releases, the press release archive and the photo library with images of mobile phones and accessories.
Sony Ericsson uses two different channels for the distribution of its handset: It is the only company that has two national distributors in India. During early 2006, Ingram Micro had been appointed the national distributor of Sony Ericsson, along with Salora International Ltd.
Major Objective:
- To identify the market shares and strategies (distribution and sales promotion) implied by the Sony Ericsson and its major competitors in GSM mobile handset market in Delhi
Minor Objective:
- To identify the region wise and category wise distribution of sales of the major GSM handset brands in Delhi
- To segregate the retailers studied into various sales categories and to analyse their characteristics.
- To identify the distribution and sales promotion strategies being implied by the brands under study in Delhi.
- To analyse the effect of change in distribution strategy of Sony Ericsson mobile phones in Delhi.
- To analyse the present and future of the GSM handset industry in India.
Table of Contents of Project Report:
List of Tables
List of Figures
Chapter 1
- Background
- Conceptual Framework
- Literature Review
- Rational of study
- Objectives
- Organization of the study
Chapter 2
- Scope of the Study
- Target
- Respondents
- Hypothesis
- Sources of Data
- Questionnaire Design
- Reliability and Validity
- Sampling
- Procedure for data Collection
Chapter 3
- Data Presentation
- Market Share of Various Brands
- Sales of GSM Phones in Various Price Ranges
- Sales in each Price Category
- Price wise Distribution for Each Brand:
- Sales of GSM Phones in Various Regions
- Share of Various Brands in Different Regions
- Analysis of Retailers in Delhi
- Interval of Stock Replenishment by Retailers
- Sales of Different Brands for different Categories of Retailers
- Type of Retailers for Various Brands
- Type of Retailers in Various Regions
- Supply of BTL Material in Retailer Categories
Chapter 4
- Strategies of Various Brands
- BTL Material Supply
- Evaluation of Distribution Strategy of Sony Ericsson
- Indian GSM Handset Industry (Present and Future)
Chapter 5:Hypothesis testing
- Nokia
- Sony Ericsson
- Motorola
- Samsung
- LG
- BenQ-Siemens
Chapter 6
- Major Findings
Suggestions for Improvement
Limitations
Annexure
Questionnaire
Reference
List of Tables
List of Figures
Chapter 1
- Background
- Conceptual Framework
- Literature Review
- Rational of study
- Objectives
- Organization of the study
Chapter 2
- Scope of the Study
- Target
- Respondents
- Hypothesis
- Sources of Data
- Questionnaire Design
- Reliability and Validity
- Sampling
- Procedure for data Collection
Chapter 3
- Data Presentation
- Market Share of Various Brands
- Sales of GSM Phones in Various Price Ranges
- Sales in each Price Category
- Price wise Distribution for Each Brand:
- Sales of GSM Phones in Various Regions
- Share of Various Brands in Different Regions
- Analysis of Retailers in Delhi
- Interval of Stock Replenishment by Retailers
- Sales of Different Brands for different Categories of Retailers
- Type of Retailers for Various Brands
- Type of Retailers in Various Regions
- Supply of BTL Material in Retailer Categories
Chapter 4
- Strategies of Various Brands
- BTL Material Supply
- Evaluation of Distribution Strategy of Sony Ericsson
- Indian GSM Handset Industry (Present and Future)
Chapter 5:Hypothesis testing
- Nokia
- Sony Ericsson
- Motorola
- Samsung
- LG
- BenQ-Siemens
Chapter 6
- Major Findings
Suggestions for Improvement
Limitations
Annexure
Questionnaire
Reference
14. Market Penetration Analysis
of Kent Water Purifiers
Introduction:
Come monsoons, and the fear of water-borne diseases breaking out runs high in both urban and rural areas. Safe drinking water, thus, becomes a priority and this is a cue for the Rs 600-crore domestic water purification industry to step up its operations.
Not surprisingly, various companies involved in water purification and water treatment are aggressively marketing their products. But, in spite of the tremendous potential for expansion and growth, the water purification industry has not had an easy time, partly because a water purifier is still not considered a consumer durable and partly because of issues of pricing, low margins and technology.
The big operators in this segment are market leader Eureka Forbes, a joint venture between Forbes Gokak (part of the Shapoorji Pallonji group), and Electrolux AB of Sweden, Ion Exchange, Permionics India, Softel Machines and Sintex Industries. Besides, there are a number of local and regional players in the unorganized sector. As much as 75 per cent of the market is accounted for by Eureka Forbes with its brand AquaGuard. The rest of the players are fighting for the remaining 25 per cent of the market.
The differentiating factor among various brands is the kind of technology being used. Up to now, the ultra violet or the UV technology, used by companies like Eureka Forbes, Sintex Industries and a several other smaller players, has been the dominant technology. However, ultra filtration membrane technology and reverse osmosis are now being used increasingly.
Research Design:
The research is primarily both exploratory as well as descriptive in nature. The sources of information are both primary and secondary. Data which is collected through direct interviews and by raising questionnaires.
Exploratory/descriptive/experimental Research etc
Secondary data: secondary data that is already available and published, it could be internal and external source of data.
Come monsoons, and the fear of water-borne diseases breaking out runs high in both urban and rural areas. Safe drinking water, thus, becomes a priority and this is a cue for the Rs 600-crore domestic water purification industry to step up its operations.
Not surprisingly, various companies involved in water purification and water treatment are aggressively marketing their products. But, in spite of the tremendous potential for expansion and growth, the water purification industry has not had an easy time, partly because a water purifier is still not considered a consumer durable and partly because of issues of pricing, low margins and technology.
The big operators in this segment are market leader Eureka Forbes, a joint venture between Forbes Gokak (part of the Shapoorji Pallonji group), and Electrolux AB of Sweden, Ion Exchange, Permionics India, Softel Machines and Sintex Industries. Besides, there are a number of local and regional players in the unorganized sector. As much as 75 per cent of the market is accounted for by Eureka Forbes with its brand AquaGuard. The rest of the players are fighting for the remaining 25 per cent of the market.
The differentiating factor among various brands is the kind of technology being used. Up to now, the ultra violet or the UV technology, used by companies like Eureka Forbes, Sintex Industries and a several other smaller players, has been the dominant technology. However, ultra filtration membrane technology and reverse osmosis are now being used increasingly.
Research Design:
The research is primarily both exploratory as well as descriptive in nature. The sources of information are both primary and secondary. Data which is collected through direct interviews and by raising questionnaires.
Exploratory/descriptive/experimental Research etc
Secondary data: secondary data that is already available and published, it could be internal and external source of data.
Table of Contents of Project Report:
1. Introduction to the Industry
2. Introduction to the Company
3. Research methodology
a. Title justification
b. Objective
c. Scope of the Study
d. Significance of the study
e. Research Design
f. Sampling Methodology
g. Limitation
4. Facts & Findings
5. Data Analysis and Interpretation
6. Bibliography
7. Annexure (Questionnaire)
1. Introduction to the Industry
2. Introduction to the Company
3. Research methodology
a. Title justification
b. Objective
c. Scope of the Study
d. Significance of the study
e. Research Design
f. Sampling Methodology
g. Limitation
4. Facts & Findings
5. Data Analysis and Interpretation
6. Bibliography
7. Annexure (Questionnaire)
15. Market Survey of
Uninterrupted Power Supply (UPS)
Introduction:
In recent years, the electronics industry has developed a variety of power protection devices to shield data and equipment from power related damage. These devices fall into five distinct categories, each having different capabilities and limitations offering a different level of protection. This project deals specifically with UPS (Uninterrupted Power Supply). You have three different types of UPS.
What is a UPS?
An uninterruptible power supply (UPS) is basically a battery with sophisticated electronic control circuitry which switches to battery power when the mains power fails. So power to the computer or other equipment stays powered up without a break; work can continue uninterrupted and data is not lost. To use a UPS, simply plug it into the mains, then plug the computer or other devices into the UPS.
In the event of long power cuts, the UPS warns when the battery charge is nearly exhausted to allow work to be saved and systems shut down. Auto-shutdown software is included for unattended protection of servers. Most users can expect to get 15 to 30 minutes of battery power - long enough to work right through many power cuts. Extra battery packs are available to give longer run times and if you absolutely must keep going, generators can be specified too.
Why buy a UPS?
If you have ever lost data or wasted time during a power cut the reasons will be more than obvious to you. But if you have been lucky so far, or if you feel you cannot justify spending the money on a UPS, here we will find some additional reasons why now is a better time than ever to buy a UPS.
Objectives of the Study:
- To study the need of Uninterrupted Power Supply.
- To study the working of different types of Uninterrupted Power Supply.
- To carry out a survey to judge the factors to which the customers give more importance while buying a UPS.
- To conduct a market survey in Noida to find out the various types & brands of UPS available in the market and based on the market survey a comparative will be drawn on the selected brands of UPS covering all technical specifications and price variation.
In recent years, the electronics industry has developed a variety of power protection devices to shield data and equipment from power related damage. These devices fall into five distinct categories, each having different capabilities and limitations offering a different level of protection. This project deals specifically with UPS (Uninterrupted Power Supply). You have three different types of UPS.
What is a UPS?
An uninterruptible power supply (UPS) is basically a battery with sophisticated electronic control circuitry which switches to battery power when the mains power fails. So power to the computer or other equipment stays powered up without a break; work can continue uninterrupted and data is not lost. To use a UPS, simply plug it into the mains, then plug the computer or other devices into the UPS.
In the event of long power cuts, the UPS warns when the battery charge is nearly exhausted to allow work to be saved and systems shut down. Auto-shutdown software is included for unattended protection of servers. Most users can expect to get 15 to 30 minutes of battery power - long enough to work right through many power cuts. Extra battery packs are available to give longer run times and if you absolutely must keep going, generators can be specified too.
Why buy a UPS?
If you have ever lost data or wasted time during a power cut the reasons will be more than obvious to you. But if you have been lucky so far, or if you feel you cannot justify spending the money on a UPS, here we will find some additional reasons why now is a better time than ever to buy a UPS.
Objectives of the Study:
- To study the need of Uninterrupted Power Supply.
- To study the working of different types of Uninterrupted Power Supply.
- To carry out a survey to judge the factors to which the customers give more importance while buying a UPS.
- To conduct a market survey in Noida to find out the various types & brands of UPS available in the market and based on the market survey a comparative will be drawn on the selected brands of UPS covering all technical specifications and price variation.
Table of Contents of Project Report:
1. Introduction- Ups
- General
- What is A Ups?
- Why buy A Ups?
2. Objectives
3. Limitations
4. Research Methodology
5. Introduction- Electric Power
- History of Ups
- How Does Ups Functions
- Necessity of Ups
- Benefits of A Ups
- Types of Ups Systems
- Charateristics Of Ups
- The Price of Power
- Purchasing An Ups
- Models of Ups
6. Brief Company Profile- Microtek
- Products
- Technical Specifications
- Microtek In News
7. Bibliography
8. Questionnaire
1. Introduction- Ups
- General
- What is A Ups?
- Why buy A Ups?
2. Objectives
3. Limitations
4. Research Methodology
5. Introduction- Electric Power
- History of Ups
- How Does Ups Functions
- Necessity of Ups
- Benefits of A Ups
- Types of Ups Systems
- Charateristics Of Ups
- The Price of Power
- Purchasing An Ups
- Models of Ups
6. Brief Company Profile- Microtek
- Products
- Technical Specifications
- Microtek In News
7. Bibliography
8. Questionnaire
16. Customer
Satisfaction Big Bazaar
Customer
Satisfaction is very necessary practice in marketing because with the help of
this, a marketer can know his customer’s attitudes about their products. By
taking customer feedback the marketer can make necessary improvement in his
product according to the requirements of the customers.
Nowadays,
it becomes a common practice that every company is taking the customers
feedbacks from any of the methods like through websites or e-mails.
Big
bazaar ‘Isse Sasta Aur Acha Kahin
Nahin’ is the
hypermarket discount store initiative of the company (Pantaloon) commissioned
to address the discount & bargain-hunting tendency of the Indian shopper.Firstly Big Bazaar was set up across 50,000 Sq. ft. in Kolkatta. Driven by the resounding success of the concept, four Big Bazaars were rolled out across 2,00,000 Sq. ft. in Hyderabad, Bangalore, & Mumbai.
Contents
Industry Profile
Company Profile
· Background
· Growth
· Pioneering
· Brands
· Concept & Evolution
· Retail space
· Business Division
§ Big Bazaar
§ Food Bazaar
· Pantaloon Performance Drivers
· Vision
· Rewards & Recognition
Unit Profile
Project undertaken
Preface
Research Design
· Population
· Sampling Procedure
· Sampling Unit
· Sample Size
· Data collection Method
· Limitations
Data Analysis
Conclusion
Recommendations
Annexure
· Questionnaire
· Bibliography
Company Profile
· Background
· Growth
· Pioneering
· Brands
· Concept & Evolution
· Retail space
· Business Division
§ Big Bazaar
§ Food Bazaar
· Pantaloon Performance Drivers
· Vision
· Rewards & Recognition
Unit Profile
Project undertaken
Preface
Research Design
· Population
· Sampling Procedure
· Sampling Unit
· Sample Size
· Data collection Method
· Limitations
Data Analysis
Conclusion
Recommendations
Annexure
· Questionnaire
· Bibliography
17. Advertising
and Sales Promotion Techniques Used By Retail Businesses With Special Reference
To Big Bazaar
Introduction: SPSS as the statistical
tool is being used to measure the effect. Advertising and Sales promotion is
indispensable part of any Retail business. They help to entice the customers
from local retailer of unorganized system to the big retail companies of
organized system .In organized retail system sales promotion and advertising is
even far more important because they need a big force to drag them into these
giant retail stores. Big Bazaar has been using these promotional techniques
since its establishment that helps it in maintaining as well as increasing its
sales. It mainly counts on it sales promotion techniques and advertising that
have always been unique. In the project “Advertising and Sales promotion
techniques used by Retail Businesses with special reference to Big Bazaar “We
have tried to study all the big advertising and sales promotion campaigns of
Big Bazaar. Apart from the study part, We have tried to find whether
Advertising and Sales promotion of Big Bazaar really influences the sales of
Big Bazaar, taking it as hypothesis of my study we started up with research.
The main objectives of the project are:
- To find out the influence of Advertising and Sales promotion on the sales of the Big Bazaar
- To find the most effective tool of Sales promotion technique to entice customers used by Retail businesses.
- To study various advertising and sales promotion techniques used by Big Bazaar.
- To find out the influence of Advertising and Sales promotion on the sales of Big Bazaar.
- To find the effectiveness of the Brand recall and Recognition of Big Bazaar.
- To find out the ranking of Big Bazaar with its relative competitors as per the customers.
- To find certain new techniques that Big Bazaar can adopt to improve its services
The main objectives of the project are:
- To find out the influence of Advertising and Sales promotion on the sales of the Big Bazaar
- To find the most effective tool of Sales promotion technique to entice customers used by Retail businesses.
- To study various advertising and sales promotion techniques used by Big Bazaar.
- To find out the influence of Advertising and Sales promotion on the sales of Big Bazaar.
- To find the effectiveness of the Brand recall and Recognition of Big Bazaar.
- To find out the ranking of Big Bazaar with its relative competitors as per the customers.
- To find certain new techniques that Big Bazaar can adopt to improve its services
Table of Contents of Project Report:
1. Executive Summary
2. Introduction
2.1 Retail Industry in India
2.2 Big Bazaar
2.3 Glimpses of few Advertising and Sales Promotion Campaigns of Big Bazaar
3. Literature Review
3.1 What is Retailing?
3.2 Types of Retailing
3.3 Retail Formats
3.4 Retail Industry: An Overview
3.5 Government policy for Retail sector in India
3.6 Evolution of Indian Retail
3.7 Traditional Retail Formats
3.8 Life Cycle of Retail Formats
3.9 Emerging Trends in Indian Retail Industry
3.10 Latest Developments in Retail
3.11 Major players enter the Indian Retail Sector
4. Research Objectives
5. Research Methodology
6. Data Analysis
7. Findings
8. Recommendations
9. Limitations
10. Professional and Personal Limitations while doing the study
11. Conclusion
12. Bibliography
13. Annexure
1. Executive Summary
2. Introduction
2.1 Retail Industry in India
2.2 Big Bazaar
2.3 Glimpses of few Advertising and Sales Promotion Campaigns of Big Bazaar
3. Literature Review
3.1 What is Retailing?
3.2 Types of Retailing
3.3 Retail Formats
3.4 Retail Industry: An Overview
3.5 Government policy for Retail sector in India
3.6 Evolution of Indian Retail
3.7 Traditional Retail Formats
3.8 Life Cycle of Retail Formats
3.9 Emerging Trends in Indian Retail Industry
3.10 Latest Developments in Retail
3.11 Major players enter the Indian Retail Sector
4. Research Objectives
5. Research Methodology
6. Data Analysis
7. Findings
8. Recommendations
9. Limitations
10. Professional and Personal Limitations while doing the study
11. Conclusion
12. Bibliography
13. Annexure
