OF

“Analysis of sale promotion strategy in retail sector”

Under the guidance of
Mrs. Sheetal Chadda
By
Amit Gandhi (5902)

GURU NANAK INSTITUTE OF MANAGEMENT, PUNJABI BAGH, NEW

DELHI
 INTRODUCTION
A comparison of the sale promotion strategy of Samsung Electronics and Croma
in the area of New Delhi and Surroundings……………

Promotion is the final element in the marketing mix. After the nature of product is
decided, its price fixed and the methods of distribution decided, the manufactures
has to take effective steps in meeting the consumers in the markets. In the present
consumer oriented markets it is the duty of manufacturers to know what is required
by the consumer. It is also their duty to make the customers know where, when,
how and at what prices the products would be available.

Sales Promotional at different levels

1. Sales promotion at Dealers Level:-

It may include various schemes some of which are discussed here.

(i) Advertising Materials:-

The advertising material prepared by the company such as store signs, banners,
shelf signs, board etc. are distributed to sub dealer for display purposes this is in
fact a method of advertising.

(ii) Store Demonstration:-

In the promises of the wholesaler or the retailer the products sales personnel will
conduct special demonstration for the company’s product. A personal
demonstration is good to introduce a new product at its peculiar advantage can be
high lightened and the consumer’s doubt clear. It can be used to restimulate an old
product. A good demonstration with a great dealer of action will draw heavy
crowds in to the store and will attract attention to the product.

(iii) Special Display and Shows:-

These are in seasonal in character but could be arranged in an elaborate manner

and for all the products of a company. Usually these are arranged along with trade
fair and exhibition. Besides effecting sales these shows impress the company’s
name generally on the public.

GURU NANAK INSTITUTE OF MANAGEMENT, PUNJABI BAGH, NEW

DELHI
Sales promotion at consumer’s level

1. Coupons (A Chit of Stated Value):-

2. Price-off-offer (Also known as bargain offer price packs) :-

3. Samples:-

4. Money Refund Offer:-

5. Trading Stamps:-

6. Buy-Back Allowance:

One of the most common types of sales promotions in B2B markets are trade
shows. A trade show is an event in which firms in a particular industry display and
demonstrates their offerings to other organizations they hope will buy them. There
are typically many different trade shows in which one organization can participate.
Using displays, brochures, and other materials, representatives at trade shows can
identify potential customers (prospects), inform customers about new and existing
products, and show them products and materials. Representatives can also get
feedback from prospects about their company’s products and materials, and
perhaps about competitors.

Companies also gather competitive information at trade shows because they can
see the products other firms are exhibiting and how they are selling them. While
approximately 75 percent of representatives attending trade shows actually buy the
product(s) they see, 93 percent of attendees are influenced by what they see at the
trade shows. However, only 20 percent of organizations follow up on leads
obtained at trade shows and only 17 percent of buyers are called upon after they
express interest in a particular company’s products.

Conventions, or meetings, with groups of professionals also provide a way for

sellers to show potential customers different products. For example, a medical
convention might be a good opportunity to display a new type of medical device.
Sales representatives and managers often attend conventions to market their
products.

In compare the sale promotion strategy we take our competitor’s products and
make comparison through consumer with our own products.

GURU NANAK INSTITUTE OF MANAGEMENT, PUNJABI BAGH, NEW

DELHI
 OBJECTIVE OF THE STUDY
 A compare the sale promotion strategy of Samsung Electronics and Croma

 Introduction of retail marketing on digital store

 Different promotional strategy used by digital stores.

 Introduction of Samsung electronics & croma

 Sales promotion Strategy adaptation by Samsung electronics

 Sales promotion Strategy adaptation by croma

 Difference of sales promotion among them

 Success rate of the promotional strategy

 Analysis of promotional strategy adaptation

 To study the effect of sales promotion.

 To make various suggestion on the improvement of digital stores

SCOPE
 The study will be beneficial in formulating sales promotional strategies of
Samsung electronics as well as Croma retail digital store.

 The study will help these digital stores to understand their competitor’s
strategies.

GURU NANAK INSTITUTE OF MANAGEMENT, PUNJABI BAGH, NEW

DELHI
 Research Methodology

“Research is the systematic design, collection, analysis and reporting of data and
findings relevant to a specific situation or problem”. The objective of this section is
to describe the research procedure and methods that have been adopted for the
achievement of the project objectives.

a. Research Design:

A research design is the arrangement of conditions for collection and analysis of

data in a manner that aims to combine relevance to the research purpose with
economy in procedure. My research is comparative in nature.

b. Method of Data collection: In order to study the consumer perception

regarding the uses of Samsung electronics sale promotion strategy with respect to
other companies in New Delhi both primary and secondary data will be collected.

 The study proposed to collect Primary data through questionnaire using

survey method. So as to give a precise, accurate, realistic and relevant
data.
 The secondary data as it has always been important for the completion of
any report provides a reliable, suitable, equate and specific knowledge.
The data will collect from various magazines, fact sheets newspapers and
GURU NANAK INSTITUTE OF MANAGEMENT, PUNJABI BAGH, NEW
DELHI
 websites published by the company.

c. Sampling Technique: The study proposed to use convenience sampling.

d. Sample Area: In order to make a sale promotion study the consumer perception
as well as professionals workers of Samsung electronics/croma sale promotion
strategy with respect to its competitor, the data for the study has been collected
through a survey of professional’s workers & people of New Delhi.

Sources of Data

The nature of the data that has been used in the project under study is both primary
and secondary in nature.

Primary data

Questionnaire, interview method with the concerned persons will be used to collect
the primary data.

Secondary data

Offer documents, news papers, magazines published from time to time and Internet
and company URLs.

GURU NANAK INSTITUTE OF MANAGEMENT, PUNJABI BAGH, NEW

DELHI
 TENTATIVE CHAPTER PLAN
1. PREFACE

2. ACKNOWLEDGEMENT

3. EXECUTIVE SUMMARY

4. INTRODUCTION

5. OBJECTIVE OF THE STUDY

6. RESEARCH METHODOLOGY

6.1 research design

6.2 method of data collection

6.3 Sample techniques

6.4 Sample area

7. ANALYSIS AND INTERPRETATION OF PRIMARY DATA

8. RESULTS AND FINDINGS

9. SUGGESTIONS

10. LIMITATIONS

11. CONCLUSION

12. LIST OF TABLES AND FLOW CHARTS

13. BIBLIOGRAPHY

GURU NANAK INSTITUTE OF MANAGEMENT, PUNJABI BAGH, NEW

DELHI
 QUESTIONNAIRE FOR MARKETER

I am a student of Guru Nanak Institute of Management, New Delhi, pursuing PGDM in

Marketing. I am conducting a research on “Analysis of sale promotion in retail sector”.

Information in the questionnaire will be:

 Used for academic purposes only

 Kept strictly confidential

1. Who are your target consumers?

a) Elite class and upper middle class

b) Middle class
c) Lower middle class
d) Corporate

2. Do you give any discount on repeat purchase?

a) Yes
b) No

3. If yes, how much discount do you give?

a) 2-5%
b) 6-10%
c) 11-15%
d) 16-20%
e) None

4. How do companies decide on their promotion budget?

a) Affordable Method
b) Percentage of Sales Method
c) Competitive Parity Method

GURU NANAK INSTITUTE OF MANAGEMENT, PUNJABI BAGH, NEW

DELHI
 d) Objective and Task Method

5. Who is your major competitor?

…………………………………………………………………………………………

6. What is your competitor’s strength? / What makes you ahead of him?

a) Quality
b) Brand image
c) Pricing
d) Promotional activities

7. With respect to other competitors how do you rate yourself in terms of sale promotion?

a) Good
b) Very good
c) Fair
d) Poor

8. What specific merits do you think will differentiate your sale promotional activates from
others?

a) Telemarketing
b) Display stalls
c) Participating in Exhibition
d) Direct mail
e) Presentations

9. How important do you feel that the following factors play a major role in demand
generation on a scale of 1-4?
1 2 3 4
a) Price of the product
b) Awareness about the product
c) Delivery time of the product ordered
d) Presentation of the product
e) Design of the product
f) Promotion of the product

• (4- Very important, 3- Important, 2- Average, 1- Not important.)

10. How much do you promote your products? (In %)

0–20 21–40 41–60 61–80 81-100
a) Paper insertion
b) Telemarketing
c) Display stalls

GURU NANAK INSTITUTE OF MANAGEMENT, PUNJABI BAGH, NEW

DELHI
 d) Participating in Exhibition
e) Direct mail
f) Presentations
g) Showrooms

COMPANY INFORMATION
Name of the company:-……………………………………………………………..
Address:-……………………………………………………………………………
Contact person name and Designation:-…………………..………………………..
Contact Information:-……………………………………………………………
THANK YOU YOUR ADVICE.

QUESTIONNAIRE

I am a student of Guru Nanak Institute of Management, New Delhi, pursuing PGDM in

Marketing. I am conducting a research on “Analysis of sale promotion in retail sector”.

Information in the questionnaire will be:

 Used for academic purposes only

 Kept strictly confidential

PERSONAL DETAILS

Name: _____________________________________________

Email address: _______________________________________

Gender:

• Male • Female

Age group:

• 13-19 • 20-30 • 30-40 • 40-50 • 50 and Above

Occupation:

• Service .Business • Housewife • Student .Others

(Please Specify) _______________

1. Which digital store prefers for purchasing electronics products?

a) Samsung electronics

b) Croma

GURU NANAK INSTITUTE OF MANAGEMENT, PUNJABI BAGH, NEW

DELHI
 c) Any other

Specify: …………………….

2. Why are you select that digital store? Due to:

a) Product quality

b) Brand image

c) Pricing

d) Promotional activities

3. How did you get to know about Samsung electronics / croma?

a) Advertising

b) Family information

c) Friend’s recommendation

d) Dealer’s recommendation

4. How do you make a purchase decision? On the basis of:

a) Advertising

b) Public relation and publicity

c) Sale force

d) Direct marketing

e) Sale promotion

5. Have you ever got any discount of electronic product?

a) Yes

b) No

6. What is the image of Samsung electronics / croma in your mind?

a) Economical

b) Durable

c) Safe product

d) Warranty and guaranty they offer

GURU NANAK INSTITUTE OF MANAGEMENT, PUNJABI BAGH, NEW

DELHI
 7. What is the promotional factors effect, when you plan to buy an electronics product?

a) Advertising

b) Sale promotion

c) Public relation and publicity

d) Sale force

e) Direct marketing

8. Which various scheme of sale promotion strategies attract you more?

a) Coupon

b) Price off offer

c) Sample

d) Money refund offer

e) Buy back allowance

9. Please rate the various schemes on following attributes, on the scale of 1 to 4 (4= very
effective, 3= effective, 2= average, 1= not effective)

1 2 3 4

a) Coupon

b) Price off offer

c) Samples

d) Money refund offer

e) Prize

10. Any suggestion to improve sale promotional strategies for digital store.

………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………

GURU NANAK INSTITUTE OF MANAGEMENT, PUNJABI BAGH, NEW

DELHI
 THANK YOU FOR YOUR SUPPORT.

BIBLIOGRAPHY

BOOK:

MARKETING MANAGEMENT , 13 TH EDITION

BY: PHILIP KOTLAR AND KEVIN LANE KELLER

GURU NANAK INSTITUTE OF MANAGEMENT, PUNJABI BAGH, NEW

DELHI
WEBSITES:

www.google.com

www.wikipedia.com

www.samsung.com

www.croma.co

GURU NANAK INSTITUTE OF MANAGEMENT, PUNJABI BAGH, NEW

DELHI