SUMMER TRAINING REPORT ON

MARKETING STRATEGIES OF ARVATO BERTELSMANN

Submitted in partial fulfillment of the requirements For the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

To

Guru Gobind Singh Indraprastha University, Delhi

Under the Guidance of Dr. Sandeep Kumar PROFESSOR Submitted by MANSI BHARDWAJ MBA-III SEM, 2ND Shift Enroll No.:00621303912

Session 2013 14

To Whom It May Concern

I MANSI BHARDWAJ , Enrolment No. 00621303912 from MBA-III Sem, 2ND Shift of the Tecnia Institute of Advanced Studies, Delhi hereby declare that the Summer Training Report (MS-201) entitled MARKETING STRATEGIES OF ARVATO BERTELSMANN at ARVATO BERTELSMANN PVT.LTD. is an original work and the same has not been submitted to any other Institute for the award of any other degree. A presentation of the Summer Training Report was made on 19TH NOV 2013 and the suggestions as approved by the faculty were duly incorporated.

Date:

Signature of the Student

Certified that the Summer Training Report submitted in partial fulfillment of Master of Business Administration (MBA) to be awarded by G.G.S.I.P. University, Delhi by MANSI BHARDWAJ , Enrolment No. 00621303912 has been completed under my guidance and is Satisfactory.

Date:

Signature of the Guide Dr Sandeep Kumar PROFESSOR

ON COMPANYS LETTER HEAD

CERTIFICATE

This is to certify that.(Full Name of the Student), a student of Master of Business Administration (MBA), a class of 2013, Tecnia Institute of Advanced Studies, Affiliated to GGS.IP. University bearing Enrolment No..., has undertaken the Summer Internship Training at .. (Name of the Company) during .. to . under my supervision & guidance. He / She has conducted a study & completed the STR Titled .. ..

Signature of the Guide Name of the Guide: Designation: Address:

Seal of Organization Date:

Summer Training Appraisal

Students Name: Program: You are requested to provide your opinion on the following parameters. Outstanding Good Satisfactory Unsatisfactory A B C D 1. Technical knowledge gathered about the industry and the job he was involved. 2. Communication Skills: Oral / Written / Listening skills 3. Ability to work in a team 4. Ability to take initiative 5. Ability to develop a healthy long term relationship with client 6. Ability to relate theoretical learning to the practical training 7. Creativity and ability to innovate with respect to work methods & procedures 8. Ability to grasp new ideas and knowledge 9. Presentations skills 10. Documentation skills 11. Sense of Responsibility 12. Acceptability (patience, pleasing manners, the ability to instill trust, etc.) 13. His ability and willingness to put in hard work 14. In what ways do you consider the student to be valuable to the organization? Consider the students value in term of: (a) Qualification (b) Skills and abilities (c) Activities/ Roles performed 15. Punctuality

Any other comments__________________________________________________.

Assessors overall rating Assessors Name: Designation: Organization name and address: Email id: Contact No:

ACKNOWLEDGEMENT

"Accomplishment of any task necessarily depends upon the willingness and enthusiastic contribution of time and energy of many people." From the starting till the completion of this project, there are many people without whose assistance all my efforts would have been fruitless. I, therefore, acknowledge all who generously helped me by sharing their time, experience and knowledge with me without which this project would have never been accomplished. I must express my gratitude to Dr. Sandeep Kumar whose perceptive guidance, constant encouragement, constructive criticism and affection were the light of guidance during my tenure of my work. Finally, I would like to state that the project not only fulfilled an academic requirement, but would also help me in future endeavors in the years to come.

MANSI BHARDWAJ

CONTENT S No 1 2 3 4 Topic Certificate (s) Summer Training Appraisal Acknowledgement Executive Summary Chapter I:Introduction Chapter II:Company Profile Chapter III: Review of Literature Chapter IV: Research Methodology Chapter V: Data Analysis and Finding Chapter VI: Summary & Conclusions References/ Bibliography Questionnaire Page No 2-3 4 5 8 10 29 36 50 55 73 77 79

LIST OF TABLES S.NO. TOPIC PAGE NO.

5.1

RESOURCES TO SELL

56

5.2

BEST SELLING POINT

58

5.3

TARGET AUDIENCE

60

5.4

PLACE OF SELLING

61

5.5

MARKET PLAN

63

5.6

MARKETING HELPS IN

65

5.7

MEDIUM OF ADVERTISEMENT

66

5.8

MODE OF MARKETING

68

5.9

MARKETING BUDGET

70

LIST OF FIGURES S.NO. TOPIC PAGE NO.

1.1

BERTELSMANN

11

5.1

RESOURCES TO SELL

57

5.2

BEST SELLING POINT

59

5.3

TARGET AUDIENCE

60

5.4

PLACE OF SELLING

62

5.5

MARKET PLAN

64

5.6

MARKETING HELPS IN

65

5.7

MEDIUM OF ADVERTISEMENT

67

5.8

MODE OF MARKETING

69

5.9

MARKETING BUDGET

70

5.10

EFFECTIVENESS OF ADVERTISEMENT

72

Executive Summary

A hallmark of any premier business school is its willingness and ability to constantly explore and implement new ideas and practices in the field of management education. Institute constantly reorients their programs in order to keep abreast of changing development. The initial interaction between school students and industry takes place when the students undergo project is usually for knowing the process for recruitment, selection, industrial relations & training of that institution. It is often the exposure to corporate culture that a student receives, particularly true for students without prior work experience. As a part of curriculum of MBA have joined ARVATO BERTELSMANN for summer training & project. ARVATO BERTELSMANN is a service oriented Co-operative democratic institution engaged in giving the best in services to its customers. The main purpose of the study is to know the policies of the regarding marketing services, which helped me in gaining knowledge about the different working pattern of different departments of a industry.

CHAPTER 1 INTRODUCTION

10

Our Mission
We take on challenges with the goal of conquering them As an outsourcing service provider, we along with our customers are active in a business environment that is characterized by tensions and subject to constant and rapid change.

We design intelligent business processes to meet the challenges faced by our customers. Our solutions truly add value!

Thanks to our operational expertise and innovative capacity, we will continue to develop unparalleled outsourcing solutions for our customers.

As part of the Bertelsmann Group, we have solid financial backing, over 175 years of experience and many excellent references. Because of our decentralized
11

corporate structure, we are always able to operate with great flexibility and speed. We are passionate about our role as a service provider and constantly working to ensure our customers success.

Value Proposition Arvatospirit of solutions Arvatos global delivery and IT platforms, networked data centers with scalable technology capabilities, implementation experience and financial strength provide our clients with unmatched advantages delivery excellence, significant cost savings, unparalleled efficiency standards and a quicker time to market for valuable products. Service & Value Arvato offers a one-stop-shop solution. We are an end-to-end integrated business processes solution provider, specializing in Contact Center Services, Marketing Services & Supply Chain Services. Within these specialized areas, our expertise lies in delivering the entire value chain to our Client. We deliver expertise at all levels of Customer Management for organizations of all shapes and sizes. Our solutions are created to fit your business and objectives perfectly.

Global & Local Arvato has more than 15 years of experience in implementation and management of Contact Centers across the globe and have truly international teams that understand customer requirements. With Arvatos global network as our backbone,
12

we interact with millions of customers worldwide and combine it with expert knowledge of local markets where we operate to bring out the best in implementation efficiencies as well as inspiring high levels of response and customer value.

Innovate & Develop Arvato does not simply operate programs. We take a consultative approach to improve on legacy processes, and develop implementation methodologies that are better-faster-cheaper. We supply our supported programs with cutting-edge thought leadership, state-of-the-art technology, and fiercely dedicated staff to drive process improvement.

People and Domain Arvato does not only provide you with improved solutions and platforms, we have put together subject matter experts who constantly assist our customers in providing them with new innovative customer communication platforms and channels for any industry, product or brand with the dual objective of attracting new customers as well as making customer touch-points more accessible. Corporate Social Responsibility Sustainability is central to our business practice At Arvato we seek to provide value to not only our customers but also the society at large by utilization of our core competencies in areas where we can meaningfully and effectively help to cope with challenges in our social environment. In these efforts, we systematically focus on selected topics that stand in close relationship with our areas of business.
13

Our mission is to encourage social change. Together with partners from all sectors of society, we seek to identify challenges and problems in the community at an early stage, and develop exemplary solutions.

As a decentralized organization, Arvato firmly believes that the people on the ground, in a specific country and a specific market, know best what is good for their business and their employees as well as what is good for the society in which they build and operate their businesses. We at India, hence firmly believe that educational initiatives are of immense important to drive our growth, our economy, our country through a public-private partnership route.

Education is a big enabler towards creation of modern self-sufficient economies. We firmly believe that while education should be spread at the grassroot level but should also enable economic empowerment of under-privileged sections of the society. Hence the objective is to have people from this section contribute as skilled workers thereby making a positive contribution to the competitive advantage which India today carries as a substantial provider of high quality skilled labour-pool. Enabling young Indians towards economic independence

One of the key initiatives Arvato has undertaken in this field is setting up a Community Technology Center (CTC) in collaboration with one of our technology clients with the aim of helping underprivileged members of society gain access to electronic media. Arvato India today provides computer-based training programs covering basic to advanced level technology applications at its premises in

14

Gurgaon. The program also looks at encouraging internal skill development by way of certification and growth path towards higher training tiers. At the end of the program, each qualifying student also receives a merit Certificate.

For this endeavour, Arvato India has also teamed up with various nongovernmental organizations in the Delhi/NCR region which are involved in the areas of workforce development and learning from a long time. The initiative was successfully launched with the help of internal volunteers from Arvato India. All the trainers go through an internal selection process to ascertain their suitability as instructors.

Strategy Our solutions mean added value for you We are an outsourcing service provider like no other because we design and implement efficient, integrated service solutions that pave the way to great success for our customers, who come from many different countries and industries. Our USP: highly motivated and well qualified employees. Our foundation: a sustainable strategy. As different as our business units are, all of them are bound together by a common history, a shared perspective and a consistent strategy. Arvatos corporate strategy is made up of three pillars:

A focus on integrated service chains

15

Our customers have access to comprehensive solutions from a single source, which produces crucial added value: seamless, fully integrated process solutions.

A three-dimensional growth strategy Arvato grows in three ways: through new services, new customers and the expansion of our business activities all over the world. Arvatos DNA We refer to the things that connect us as Arvatos DNA. This is a concise and tangible term for our corporate culture. Our DNA is made up of four genes: innovation, a customer focus, performance and people.

Location Our markets are everywhere. So are we. With over 110 locations worldwide and a highly flexible infrastructure, we offer our customers a network that has developed organically and the international marketing channels of a global corporation. All of our sites benefit from our international experience. Conversely, we know how to apply the wealth of experience we have gained locally to the global context.

MARKETING SERVICES Relationship is the single bigest success story. Relationship Building , Acquisition and Retention of customers is an ongoing process and requires multiple touch points and levers to add value to your ongoing
16

customer communication process. Arvato offers an array of integrated marketing services to successfully meet all your business and marketing requirements. Our integrated approach seamlessly combines marketing talent & technology along with customer service to build long-term partnerships for you and your clients & customers.

From the very beginning, we identify the potential of customer relationships for you. High-potential customers must be cultivated through the creation of an intrinsically valuable relationship and turned into long-term clients through the use of up- and cross-selling. We have developed efficient programs that have, in the past delivered rewarding results that in turn have resulted in increase in bottom line clients.

We support both sales & marketing decisions throughout the customer lifecycle. We do this by target-group customer profiling in combination with analysis that include the development of scorecards and the automation of customer management processes. We track and measure results and work with you to understand, improving & innovate on these metric thus helping you maximize impact on your target audience, increase ROI & efficiency while lowering costs.

Tele-sales and Lead Management With an ever-growing need to increase market coverage and penetration, many leading players are extensively adopting on telesales model in their organization. Unlike field sales, managing telesales operations is found to be a completely different ball-game.

At Arvato we handle the entire requirements from recruiting the right personnel to
17

fit your needs, set up operational and reporting processes and then work in partnership with your organization to develop that team into an efficient lever which becomes a virtual extension of your sales team. Many customers also tend to leverage Arvatos experience & CRM platform capability to undertake Lead Management. We offer following service modules as a part of this service offering :

Tele Sales Programs Cross sell and up sell campaigns New customer acquisition Tele-account management Product renewals and activation campaigns Lead Management Prospecting for a product or solutions Qualifying a prospect for sales opportunity Syndication of partner or sales representative to fulfill the lead requirement

Audience Generation and Response Management Reach out to prospect attendees over phone Brief them about the event/seminar Seek their consent and feedback to participate

18

Post Event Lead Qualification Reach out to attendees to qualify their interest Identify specs of opportunity Set up an appointment with the principal organization for business discussion.

Profiling & Database Management In order to boost your potential customer base or just to check the new avenues of growth a well-structured and managed, profiling & database management system activity can give you the clear insight about future and other correlated factors which play the critical role in executing a business strategy. Arvatos data profiles management competency is designed to provide additional benefits and support to our clients & customers alike. With data management, you find valuable remuneration and an exclusive set of resources that align to your business focus and sustain all stages of your business cycle. We at Arvato offer following service modules as a part of this service offering

Data Sourcing and profiling Includes sourcing of B-2-B database using directories, association membership lists, third party data procurement. BMSI can further profile the database using

19

tele-validation model to validate existing information and adding additional fields of information as required by the customer

Data Management Under this offering, Arvato can manage the database on behalf of a customer of their partners, prospects and customers. The data management is undertaken by periodically tele-validating the information pertaining to contacts, company information and other information as desired by the customer. Usually such projects are undertaken by Arvato on a retainer basis where we keep track of key organizations & contacts with the help of Arvatos proprietary database management tool.

Events and Campaign Management Events planned & executed by Arvato India ranges from Corporate Events, Seminars & Conferences, Product Launches, Marketing Programs to special live events. The most vital benefit of events and campaign management is the ability to breed increasingly qualified leads from initial invitation, through registration, event attendance, post-event survey and beyond. Arvatos data profiles management competency is designed to provide additional benefits and support to our clients & customers alike. With data management, you find valuable remuneration and an exclusive set of resources that align to your business focus and sustain all stages of your business cycle. Arvato India is keen on its competency of being the font for below the line marketing. Arvato strategy of solutions have always been to be a Full Service
20

Provider to the client with a very tightly controlled process to enable clients realize full potential of every spent. Service Scope for Event Management & Promotions :

Events and Campaign Management Creative design and development of marketing communication collaterals such as invites, eDMs, mailers, etc. Production and printing of backdrops, canopies, fabrication of stage etc. Logistics support including venue, travel, hotels etc. Pre and Post event material warehousing Audio-visual arrangements Coordination of support staff, ushers etc. Venue management

Brand Activation and Promotion Organizing road-shows at the catchment areas Permissions management Arrangement of ushers Printing of leaflets, distribution management We offer following service modules as a part of this service offering : End-to-end event management Exhibitions Product Launch and demos
21

 Marketing activation programs

Loyalty & Relationship Management In a dynamic business environment with ever-rising customer expectations, it is becoming imperative to continuously engage with a customer right from the stage of business prospecting, product deployment, product activation to next version adoption in a customer life cycle. In a market with ever-shrinking marketing dollars, every customer has multiple choice of vendors and service providers, who are often seen bending over backwards to win a customer. The only differentiation in the mind of a customer can be created using ones service and relationship capabilities. To help organizations achieve this objective of creating relationship and service level differentiators, Arvato services offers a variety of customer and partner relationship programs which can help you stand out of the clutter and engage your customers better. Service Scope for CRM, Loyalty and Relationship Management :

Loyalty and redemption programs These include programs meant for end-customers, partners, resellers, employees where the subject gets reward-points every time he/she achieves a pre-defined objective. Arvato supports customers in the following areas of Loyalty Management programs Program Design

22

 Member data analysis and consolidation Catalogue design and management Reward web-platform development, management, deployment and support Tele- support for member queries Catalogue item sourcing and warehousing Rewards fulfillment Printshop Support - printing, stuffing/kitting & dispatch of gifts.

Relationship Marketing Programs

These includes customer and partner connect programs where the objective is to improve product/service experience with customer at every instance of purchase and post purchase stages. The typical program support areas are : Data Consolidation of partner/customer/employees Tele-support to drive campaigns MIS, reporting and score card development Communication Design printing of welcome letters, kit design and production etc

Brand Activation and Promotion

This entails organizing consumer contact programs through roadshows, on the spot contests for data building, sampling and promotions, POS audits, store branding etc.

23

1.1 Objective of study

To understand and development of Marketing Strategies of the company To bring out the demand and supply of Softwares, mobile phones & IT sector in the market with the help of Data collected through Marketing To understand the consumer Behavior and need with respect to its investment in different marketing products To make customer aware of the different products ang services opportunities available in tha market. To analyze the data and find out the research details.

24

25

Why Arvato We Build Careers As soon as you step into Arvato, you are given an understanding of the potential career path in the organization, how the current role and process is a part of a larger value chain for the client organization, hence the criticality of your contribution as well as the possible learning you can accumulate. Regular counseling sessions are organized where you can speak to our representatives (from various teams) about your current role, opportunities with Arvato, movement towards other functional roles and what is required to be done in your current roles to move up the ladder.

Congenial Work Environment We believe that a healthy work environment leads to enhanced morale and motivation of the workforce. Our HR function works hard to see that employees remain happy, respected and engaged. All our fun at work programs, while are initiated by our HR, they are driven and managed by our employees and we happily encourage the same. The main theme which runs across all these initiatives is being participative without being intrusive.

Besides, we focus on having adequate work-life balance for all and constantly work towards it. We also provide the best of recreational facilities from an infrastructure standpoint.

Arvato Benefits

26

We celebrate our successes, small or big, with our employees. Recognition is not just confined to monetary benefits and is done at all levels for all functions as we understand that each contribution and each small initiative builds bigger bridges.

We provide comprehensive benefits to our employees designed to be competitive in our local markets and to provide our employees with adequate protection and resources needed to plan for the future.

Global Horizons Being part of a globally networked organization with operations in countries around the world provides our people the opportunity to work on global projects, interact with an international workforce, work on multiple processes and programs, understand cultures and of course travel. This is something which cannot be offered by many and take pride in offering our employees this kind of an exposure.

Managerial usefulness of study: The study highlights the problems related to distribution of ARVATO BERTELSMANN so that the company can improve the service rendered by them as a distributor. The study gives information about prospective buyers both individual as well as institutional clients. The study provides the complete information about all close competitors of ARVATO BERTELSMANN. It provides the feedback from customers regarding their problems and their perception about investing in ARVATO BERTELSMANN so that the company can improve their services.

27

Arvato India is a part of Arvato AG, the service arm of Bertelsmann AG. Bertelsmann AG is a leading international media and services enterprise with revenues of 15 billion Euros. The service arm Arvato AG is an international outsourcing service provider which contributes 5 billion Euros. Arvato India is a key node of Arvatos global network, servicing both international and domestic customers. The scope of Arvato Indias services is diverse yet integrated with its three main business units namely Contact Centre Services, Marketing Services and Supply Chain Management. Within these specialized areas, Arvato Indias expertise lies in delivering the entire value chain to their Clients.

Arvato India intends to be Indias leading integrated CRM/BPO solution provider enhancing consumer experience across various customer touch points. Arvato Indias constant endeavour is to design and implement solutions for a wide variety of business processes, tailored to the individual needs of our customers.

1.2 SCOPE OF THE STUDY Extensive survey on customer preferences will provide lot of valuable information about the brand awareness of the product and it will be easy to find out the likes and dislikes about the product.

28

For company, it will provide through knowledge about the consumer preferences in comparison with other market product and suggest valuable direction of the current market trend. It will provide lot of information about the market trend and customer preferences about the product. It will include valuable suggestions for the company, how the company can strengthen their own brand? The study of customer preferences will provide me lot of information on: How customer profile differs across the user segments? Dopes the different classes of the customers differ their preferences?

29

Chapter 2 COMPANY PROFILE

30

ARVATO BERTELSMANN PVT. LTD.

History 175 Years of Bertelsmann In 2010, Bertelsmann celebrated its 175th anniversary under the motto 175 Years of Bertelsmann The Legacy for Our Future. This motto expresses the entrepreneurial spirit and creative power that have always been key characteristics of Bertelsmann, as well as the sustainability of the company's core businesses.

Short company chronicle

Printer Carl Bertelsmann founded C. Bertelsmann Verlag in Gtersloh, Westphalia on July 1, 1835 to better utilize the capacity of his own book-printing business. Bertelsmanns first bestseller was a compilation of Christian songs, which served to support a religious revival movement - as did its entire publishing program. Under the founders successors the publishing company remained faithful to its religious focus, even as it began to grow significantly. Heinrich Mohn, whose father had married into the Bertelsmann family, was the one who began expanding the publishing program into fiction in the late 1920s. The department soon grew enormously. In the Nazi era Bertelsmann began to publish books about wartime experiences. The company became the armys main supplier of books. In 1944, the publishing company was closed as the result of a court case over the illegal procurement of paper stock, as well as due to of the mobilization of the entire German private sector. In March 1945, much of the publisher's premises in Gtersloh were destroyed in a bombing raid.
31

In 1947 Heinrich Mohn handed over the management of the company to his son, Reinhard, who had returned from an American prisoner of war camp the previous year. The name of Reinhard Mohn is synonymous with the rapid rise of the publisher and its development into an international media and services company. Milestones in this history include the foundation of the Lesering (Reading Circle), a forerunner of the book clubs, and during the fifties, the establishment of the music business with the Schallplattenring (Record Circle) and its own record label Ariola. In the sixties, the first step abroad was taken with the foundation of a book club in Spain, followed in the seventies and eighties by entry into the television and magazine industries. Bertelsmann expanded to the U.S. in the early 1980s and in subsequent decades not only grew to become the largest trade-book publisher in the world, but also Europes largest broadcaster and a major player in the digital world.

The entertainment network RTL Group currently unites 45 TV channels, 31 radio stations and noted production companies in one home. The groups brands and programming are very popular among viewers and have a presence on all digital platforms. The Random House publishing group comprises more than 120 editorially independent individual imprints whose titles regularly dominate the international bestseller and literary honors lists. Random House is also a leader in the biggest book markets with its e-books. The Gruner + Jahr printing and publishing company, with its more than 500 magazines and digital sites, is Europes largest magazine publisher, and Bertelsmanns Arvato division is among the worlds largest internationally networked media and communications services providers. Direct Group Bertelsmann maintains leading positions in direct

32

marketing with its media clubs, booksellers, online activities, and publishing and distribution companies.

Facts & Figures This is Arvato! The following facts and figures provide a brief overview of Arvato:

Arvato is an international outsourcing service provider. Every day, over 68,000 Arvato employees in 35 countries are at work helping our customers achieve success in the market. We design and implement solutions for a wide variety of business processes throughout integrated service chains. Our services include everything from the preparation and distribution of printed materials and digital storage media to data management, customer care, CRM services, supply chain management, digital distribution, financial services, professional and individualized IT services and the direct marketing of media. Arvato is a wholly-owned subsidiary of Bertelsmann. Business volume: 5.357 billion* Operating EBIT: 341 million* Employees worldwide: 68,325* Europes largest printing group A leading SCM and CRM service provider Serving 150 million consumers in 30 languages 200 million calls per year Service provider for 200 publishing companies
33

 Shipping 600,000 books per day Innovative financial service provider: 68 million credit checks per year and over 3.2 billion in outstanding debts processed More than 100,000 hours of digitization capacity per year Replication of more than 600 million CDs and DVDs per year More than 80 million documents processed per year More than two billion mailings per year More than 650 million shipments per year

Our Lineage Arvato- One stop everything! About Arvato AG Arvato is an internationally networked outsourcing services provider. We design intelligent business processes to help our customers meet their challenges. Our integrated solutions provide true value add for our customers. We are service providers with a passion and devote ourselves to the success of our customers.

In this day and age, services are the key to success in many business models. At Arvato, more than 60,000 employees in over 30 countries go to work each day to make business customers around the world and across a wide range of industries successful. To do so, we design and implement custom-tailored solutions for all kinds of business processes along integrated service chains. These include all services related to the manufacture and distribution of printed products and digital
34

storage media, as well as data management, customer care, CRM services, Supply Chain Management, digital distribution, financial services, qualified and individualized IT services, and direct-to-customer sales of media. About Bertelsmann AG Bertelsmann is an international media company encompassing television (RTL Group), book publishing (Random House), magazine publishing (Gruner + Jahr), media services (Arvato), and media clubs (Direct Group) in more than 50 countries. Bertelsmanns claim is to inspire people around the world with first class media and communications offerings entertainment, information and services and occupies leading positions in its respective markets. The foundation of Bertelsmann's success is a corporate culture based on partnership, entrepreneurial spirit, creativity, and corporate responsibility. The company strives to bring creative new ideas to market and create value.

In 2010, Bertelsmann celebrated its 175th anniversary under the motto 175 Years of Bertelsmann The Legacy for Our Future. This motto expresses the entrepreneurial spirit and creative power that have always been key characteristics of Bertelsmann, as well as the sustainability of the company's core businesses. Short company chronicle Printer Carl Bertelsmann founded C. Bertelsmann Verlag in Gtersloh, Westphalia on July 1, 1835 to better utilize the capacity of his own book-printing business. Bertelsmanns first bestseller was a compilation of Christian songs, which served to support a religious revival movement - as did its entire publishing program. Under the founders successors the publishing company remained faithful to its religious focus, even as it began to grow significantly. Heinrich Mohn, whose father had married into the Bertelsmann family, was the one who began expanding
35

the publishing program into fiction in the late 1920s. The department soon grew enormously. In the Nazi era Bertelsmann began to publish books about wartime experiences. The company became the armys main supplier of books. In 1944, the publishing company was closed as the result of a court case over the illegal procurement of paper stock, as well as due to of the mobilization of the entire German private sector. In March 1945, much of the publisher's premises in Gtersloh were destroyed in a bombing raid. In 1947 Heinrich Mohn handed over the management of the company to his son, Reinhard, who had returned from an American prisoner of war camp the previous year. The name of Reinhard Mohn is synonymous with the rapid rise of the publisher and its development into an international media and services company. Milestones in this history include the foundation of the Lesering (Reading Circle), a forerunner of the book clubs, and during the fifties, the establishment of the music business with the Schallplattenring (Record Circle) and its own record label Ariola. In the sixties, the first step abroad was taken with the foundation of a book club in Spain, followed in the seventies and eighties by entry into the television and magazine industries. ADDRESS OF THE OFFICE: Gurgaon 15Th Floor, Building No.8, Tower C DLF Infinity Towers, DLF Cyber City, DLF Phase2,Gurgaon122001,India Tel.:+911244699555 Fax: +91 124 2567704

36

Chapter 3 LITERATURE REVIEW

37

REVIEW ON LITERATURE
Marketing - Promotion Strategy

Promotion is the method you use to spread the word about your product or service to customers, stakeholders and the broader public. Once youve identified your target market, youll have a good idea of the best way to reach them, but most businesses use a mix of advertising, personal selling, referrals, sales promotion and public relations to promote their products or services. 1. 2. 3. 4. Advertising Selling Sales Promotion Public Relations

Sales & Marketing Promotion Strategy of Arvato Bertelsmanns Creating a sales and marketing promotions strategy requires a thorough knowledge of your companys products, competition and overall mission. Sales and marketing promotions strategists must first be able to identify which segment of the general public might be interested in purchasing products. For instance, targeting grown men when selling Barbie dolls likely wouldnt yield positive results. Sa les and marketing promotions strategists also must be creative in promoting their products.

38

Markets Marketing a product goes beyond just the obvious aspects of age group and gender. Strategists have to factor in lifestyles, income and location, as well as what is trendy. They conduct research and polls to discover what the public likes about their products, or what the public would do differently. They also need to find out why people are choosing not to buy their products.

Promotions A good sales and marketing promotions strategy involves a sure-fire method to reach its audience. This involves designing graphics to creating catchy jingles for advertising. Sales and marketing strategists push their products and services through many different venues, such as broadcast and print advertising, billboards and e-mail newsletters. Other promotions include offering discounts on products or rewards for purchasing a certain degree of service. Competition Sales and marketing promotions strategies focus must focus heavily on what the competition is doing, and how it goes about promoting its own products. Strategists have to ask if what the competition is doing is successful, and if so, why. They also need to be aware that they can, in fact, learn a lot from the competition, and if necessary, steal the competitions ideas and make it their own -much like Coke and Pepsi, or Burger King and McDonalds, all do on a regular basis.

39

Pricing When it comes to making a purchase, the first thing a customer typically observes is the cost. Its up to sales and marketing promotions strategists to figure out how much a customer is willing to pay for a product, factoring in how much it costs to manufacture the product. There is also the location factor, where prices for the same product might need to vary by region. Supply And Demand Along with knowing the many facets of pushing products and services, sales and marketing promotion strategists keep track of inventory, making sure there are enough items available to meet buyer demand. If another company is manufacturing the product, they have to make sure orders are placed and that products arrive in good condition. Where and how to store or display items may be another consideration. How to Design a Sales Promotion Strategy

For a sales promotion strategy to be successful there needs to be a plan in place. When you design a sales promotion strategy, you need to make sure that the company is getting the best return on investment and good marketing exposure in exchange for the promotional part of the strategy. If a company is using a buy one, get one free promotional strategy, then there needs to be sufficient return for the item that will be given for free to make sales promotion a success.

40

Reaching Sales Representatives Step 1 Determine if you want the sales promotion to be a short-term or long-term promotion. For a product just being introduced, you will want to use a long-term promotion to help establish the product in the sales representatives' minds. A product that is at the end of life would be a short-term promotion as you are trying to get old product off shelves. Step 2 Create a spiff-based promotion for your product that will entice sales representatives to want to push your product. The spiff can be done on a per-unit basis where every unit sold gets a bonus, or you can create a spiff based on volume where the bonus is not paid until a certain volume of sales is reached. Step 3 Develop a registration system that will require sales representatives to sign up to be part of the sales promotion. The registration will not only track sales volume for each representative, it can also be used as a contact database for future sales promotions involving sales representatives. Step 4 Create marketing material that outlines the complete program to sales representatives, gives registration information and offers sales pitch information that representatives can use when trying to sell your product. Step 5
41

Stay in touch with registered sales representatives with weekly sales pitch information updates, and updates on how each representative is performing in the promotion. This will help to stoke the competitive fires among the sales representatives and drive revenue. Promoting to Retail Customers Step 1 Focus your promotion on one product, or one family of products. If you make the promotion too broad, then retail customers may get confused and not participate. If the promotion works for one product, then you can replicate it for other products as well. Step 2 Determine which kind of retail sales promotion strategy you want to use. Some of the popular retail promotions are buy one, get one free as well as free sample, buy a product and get a free accessory or a mail-in rebate. Step 3 Create a comprehensive set of rules for the promotion and include those rules on all of the promotional material. Work with your company's legal department to ensure that the rules of your promotion are complete and effective.

42

Step 4 Develop a website where customers can register to receive promotional rewards and find out more information about the product and company. Ask customers to give their email address for future promotions. Designate a toll-free phone number where customers can call and ask for more information on the promotion. Step 5 Create a retail display that gives all of the details of the promotion to be placed in all of your retail outlets. The Impact of Advertising & Sales Promotion in Revenue While the two terms are often used interchangeably, advertising and sales promotion designate different parts of a business's marketing strategy. Advertising has to do with building brand recognition and taking measures to build long-term profitability, whereas sales promotions are shorter-term strategies that infuse immediate revenue into a business by directly affecting the price of goods or services. While both can potentially affect revenue, sales promotions have a direct connection to the amount of money your business brings in.

Increasing Value Advertising can help your business to increase its value and build its reputation. This can happen in two ways: either through the purchase of advertising space in magazines, newspapers, social media or other outlets, or through editorial coverage. Ideally, editorial coverage is the aim of many small businesses. It costs
43

you virtually nothing and can have long-lasting impact on building your firm's reputation. Essentially, this is about garnering public relations. Make contacts with your local newspaper, community organizations, and social clubs. Take part in promoting nonprofit events or sponsor a Little League team. All of these are ways to get your business's name out in the public without spending money directly on advertising. Brand Reputation Apart from these more traditional means of increase brand value, your business should also be concerned with its brand reputation. A solid brand reputation will directly affect revenue, as customers will feel safe and secure in purchasing goods and services from your company. Reputation management is about understanding the influence of customer perceptions on your business's revenue prospects. The idea here is to manage customer expectations, to respond quickly to problems or issues, and to always conduct your business in an ethical way. This concern with reputation should extend through all forms of marketing and advertising and your approach to customer service. Sales Promotions Sales promotions are meant to directly drive revenue. There are many ways to go about sales promotions, and all of them have to do with communicating an added value or incentive to your consumers. For example, you can offer a free trial of a product or service, issue coupons, offer rebates, or hold contests for free goods. All of these methods aim to get customers into your business to spend money.

44

Bringing It Together As you might have guessed, marketing, advertising and sales promotions do not exist in isolation. Businesses need a good mix of all of these methods to encourage both short- and long-term revenue and growth. The goal is to keep your business profitable and to keep a good reputation in the community and among your current and potential customers. By balancing value-increasing activities with a direct investment in advertising and sales promotions, businesses can prosper. Direct Sales Vs. Promotion Direct sales and sales promotions are two major components of the promotional element of marketing. The marketing mix outlines four critical strategic marketing elements -- product, place, price and promotion. When marketing a product, sold through specific distribution channels and at certain prices, various strategies such as advertising, direct sales and promotions are common.

Direct Sales Basics Direct sales involves person-to-person selling in which a company salesperson communicates the benefits of products and services to prospective customers. This can happen in business-to-business, trade channel or consumer markets. Direct sales is a more assertive marketing approach in which companies use salespeople to personally present persuasive messages to customers, listen to their feedback and concerns, and attempt to close the deal by responding effectively to those concerns.

45

Pros and Cons Direct selling is more personalized and engaging than other types of marketing. Salespeople personally interact with customers face-to-face, whereas with traditional advertising, messages are delivered through media with the hope of a consumer response. Direct selling also allows the company, through its salespeople, to build effective long-term relationships with key customers. Costs of employing salespeople and the potential alienation of customers driven away by high pressure selling tactics are drawbacks. Promotion Basics A sales promotion is a form of advertising that focuses on short-term sales inducements. Sales promotions entice customers with price discounts or other price-oriented benefits. This separates promotions from brand-building advertising that focuses on the long term. Sales promotions center on the price side of the value equation, which means consumers perceive value as a comparison of price and product benefits. Sales promotions suggest a good value because of a reduced price point, but constant benefits. Tactics and Goals Coupons, off-price discounts, rebates and percent-off sales are among common sales promotion techniques. Companies use sales promotions for a variety of reasons. New companies use them to drive instant traffic. Clearing out excess inventory is another common intention. Additionally, companies use sales promotions to attract customers in hopes of also selling higher margin products. Generating immediate cash flow to cover short-term debt and expense obligations is another common and important purpose of sales promotions.

46

Sales Promotion Advantages

A sales promotion is a marketing technique that is designed to entice a customer to take a specific action such as make a purchase or request more information. A sales promotion usually occurs for a limited period of time to help create a sense of urgency. Examples of sales promotion can include coupons, free trial periods and discounts, to name a few. Sales promotions offer a number of advantages to the owner of a small business.

Luring New Customers with Price By offering a reduced price on a popular item, you can lure customers away from competitors, which may ultimately help turn them into regular shoppers. For example, if you own a small electronics store that's competing with a large retailer, offer a discounted price on a popular cell phone model for a limited time. If you serve the customers well during the purchase process, they may be willing to come back. Gaining Community Favor Create a good name for your business by staging a promotion that supports a worthy cause. For example, if your town needs a new fire engine or police car, donate a portion of customer purchases at your business to the cause. You'll be helping your community, which is a win-win for everyone and may lead to more business for you. Encourage Repeat Purchases Businesses like airlines and hotels successfully use rewards programs to encourage customer loyalty, and you can do the same for your small business. If you own a
47

coffee shop, for instance, give customers a rewards card that you hole-punch each time they make a purchase. After they make five or 10 purchases, they can redeem the card for a free cup of coffee. Entice Reluctant Consumers Giving away free products or services is a good way to get people to try them for the first time, which may lead to a purchase. If you own a deli and you've added a new sandwich to the menu, pass out small samples to each of your customers as they come in the door. If you operate a health club, offer a free trial membership or free personal training sessions to get people to give you a try. Providing Information A sales promotion can help you provide information to potential customers that aids them in making a decision. This can be beneficial for products or services that are complicated or are unfamiliar to consumers. For example, if you're a financial planner and you're attempting to gain clients in the area of retirement planning, a free seminar allows you to explain what you do and how some of your investment products work. Objectives of Sales Promotion

A sales promotion is a marketing technique usually designed to last for a relatively short time. Common sales promotion techniques can include special pricing, coupons and staging events to gain publicity. Small businesses can make use of sales promotions to achieve a number of specific business objectives.

48

Keep Existing Customers A sales promotion can be geared toward keeping existing customers, especially if a new competitor is opening nearby. For example, a barbershop owner can mail coupons to all of his existing customers to take attention away from a competitor's grand opening event. A dry cleaner could implement a referral program where he gives existing customers a discount when they refer new customers to make a purchase, which can help build customer loyalty. Inventory Clearance A special promotion can help you clear inventory to make room for seasonal or new merchandise. If you own a clothing boutique, for example, you may need to advertise a reduced price on winter clothing to make room for spring and summer fashions. The owner of a gift shop can conduct a clearance sale on Halloween merchandise to make room for Christmas products. Reaching New Market A promotion can be a way to reach a new segment of the market. For example, if you operate a health club and you've developed a fitness plan geared toward senior citizens, you can use a mailing list with addresses of those who are age 65 and older. You can then mail a coupon or special offer to this market segment. New Product Launch A sales promotion can help you introduce a new product to the marketplace. For example, if you operate a bakery and you're unveiling a new line of pastries, you can generate a promotion to get people to come to your bakery and try them. Your promotion can offer a discounted price or the addition of a free item, such as a cup of coffee.
49

Increased Brand Awareness A sales promotion can help increase awareness of your brand, which can ultimately lead to additional sales. For example, by sponsoring a charity, event such as a chicken barbecue or raffle, you can make people in the community aware of your company in a positive way, which can lead to them patronizing your business.

50

Chapter 4 RESEARCH METHODOLOGY

51

RESEARCH METHODOLOGY Descriptive research Descriptive research is to identify the cause of something that is happening. For instance, this research could be used in order to find out what age group is buying a particular brand of cola, whether a companys market share differs between geographical regions or to discover how many competitors a company has in their marketplace. However, if the research is to return useful results, whoever is conducting the research must comply with strict research requirements in order to obtain the most accurate figures/results possible 1. Primary Sources: i. ii. iii. Group discussions and Brainstorming sessions Questionnaire Interaction with sales staff of ARVATO BERTELSMANN.

2. Secondary Sources: i. Internet

Data Collection This report is based on primary as well secondary data, however primary data collection was given more importance since it is overhearing factor in attitude studies. One of the most important users of research methodology is that it

52

helps in identifying the problem, collecting, analyzing the required information data and providing an alternative solution to the problem .It also helps in collecting the vital information that is required by the top management to assist them for the better decision making both day to day decision and critical ones. Data sources: (A) Primary Data

Primary data are those, which were collected afresh & for the first time and thus happen to be original in character. However, there are many methods of collecting the primary data. All have not been used for the purpose of this project. The ones that have been used are: Face to face communication (Interviewing) Observation

(B)

Secondary Data When an investigator uses the data that has been already collected by others

is called secondary data. The secondary data could be collected from the journals, reports and various publications. The advantage of the secondary data can be economical, both in the terms of money and time spent. In this report secondary data was collected through: Company balance sheets Reports and records Flow charts and tables Websites
53

 Primary data was collected through questionnaires Sample size Sample area Sample method : : : 120 New Delhi Random sampling method

Sampling: (A) Sampling procedure: The sample was selected of them who are the customers/visitors of ARVATO BERTELSMANN. It was also collected through personal visits to persons, by formal and informal talks and through filling up the questionnaire prepared. The data has been analyzed by using mathematical/Statistical tool. (B) Sample size:

The sample size of my project is limited to 20 people only. Out of which only 10 people had invested in Tally. Other 10 people did not have invested in ARVATO BERTELSMANN. (C) Sample design: Data has been presented with the help of, pie charts etc. The following are the questionnaires that was been carried out at the time of survey. The questionnaires also shows the value of perception of customers towards ARVATO BERTELSMANN.
54

1 2 3 4 5 8

Satisfied customers of ARVATO BERTELSMANN Perception about the brand name Buying behavior of customer to ARVATO BERTELSMANN Preference of customers to ARVATO BERTELSMANN Reasons to prefer ARVATO BERTELSMANN awareness of the brand name in market

55

Chapter 5 DATA ANALYSIS

56

DATA ANALYSIS
1. Does ARVATO BERTELSMANN has enough resources to sell their products? (a) Strongly Agree (b) Agree (c) Disagree (d) Strongly Disagree

TABLE OF RESOURCES TO SELL

. Condition Frequency Percentage Valid Percentage Cumulative Percentage

Strongly Agree

30

30

30

30

Agree

34

34

34

34

Disagree

26

26

26

26

Strongly disagree

10

10

10

10

57

Resources To Sell
10%
30% 26% Strongly Agree Agree Disagree Strongly Disagree 34%

The survey showed that 30% of the people who were surveyed strongly agree to the option that ARVATO BERTELSMANN possess relevant resources to sell out their products that is construction of housing societies and complexes to the relevant customers, where as 34% and 26% respectively came to a conclusion of agreeing and disagreeing the fact and fixtures. Whereas 10% strongly disagreed with the point and thought that the company has to improvise in the certain areas so that the selling of the product may increase as per the yearly targets.

58

2.

What according to you is the products best selling point? (a) Cheap (b) Quality (c) Easy availability (d) Others TABLE OF BEST SELLING POINT

. Condition Frequency Percentage Valid Percentage Cumulative Percentage

Cheap

20

20

20

20

Quality

32

32

32

32

Easy availability

30

30

30

30

Others

18

18

18

18

59

Best Selling Point

18% 20%

Cheap Quality Easy availability

30%

32%

Others

ARVATO BERTELSMANN being a relatively new company in the market and having high competition, the respondents agreed to a certain level that the easy availability and quality of the construction is the main and leading beat selling point. A cumulative of 62% (30% and 32%) respectively agreed to the same, where as a healthy percentage of 38% came to the decision that the price and various other factors were the main selling point of the product. 3. What is the target audience for ARVATO BERTELSMANN ?
(a) High income group (b) Middle Income Group

(c) lower Income Group (d) All

60

TABLE OF TARGET AUDIENCE

. Condition Frequency Percentage Valid Percentage Cumulative Percentage

High income group Midlle income group Lower income group All

18

18

18

18

40

40

40

40

28

28

28

28

14

14

14

14

Target Audience
14% 28% 40% 18% High Income Group Middle Income Group Lower Income Group All

61

In the questionnaire the main question was the target audience of ARVATO BERTELSMANN Being a firm it is very important for the company to set their preferences in regard to target audience. The respondents agreed to the point that the company should focus more on the Middle income group people because the segment of the housing societies that the company deals in can be easily sold to middle income group. Nearly 40% of the respondents agreed to that point. 28% respondents also agreed to the fact that lower income group can also be targeted as know they have the power of housing loan schemes from various banks. 14% favoured the high income group people to be the target audience keeping in mind the business of the company of building complexes.

4.

Where does ARVATO BERTELSMANN sells their products? (a) In a business premise (b) Through Agents (c) Online (d) through business sources

TABLE OF PLACE OF SELLING

Condition Frequency Percentage Valid Percentage Cumulative Percentage

In a business pemises Through agents

30

30

30

30

45

45

45

45

Online

10

10

10

10

62

Through business sources

15

15

15

15

Place Of Selling

15% 30% 10%

In a Business Premise Through Agents Online Through Business Sources

45%

According to the respondents the main place of selling for ARVATO BERTELSMANN is within their business premises. 30% agreed to the point that the main business is generated within the premises this is because the purchasers visit the company so as to view the flats and complexes and main collaborations regarding the construction of various sites for roads is done within the company. The company also sells the products through the agents on the commission basis. This helps them to obtain good volume of sales because more often the customers goes to agents and property dealers to buy property, which in turn have link with the company, 45% selling is done through these dealers. With the growing use of internet for various purchases the company had also started online procedures for sales through internet.
63

5.

What Does the Marketing plan of ARVATO BERTELSMANN covers? (a) Internet (b) Advertising (e) Public Relation (c) Sales Promotion (d) Direct Marketing

TABLE OF MARKET PLAN

Condition Frequency Percentage Valid Percentage Cumulative Percentage

internet

13

13

13

13

Advertisement

28

28

28

28

Sales promotion

21

21

21

21

Online marketing Public relations

29

29

29

29

64

Market Plan
9%

13%

Internet Advertisement Sales Promotion Direct marketing Public Relations

29%

28%

21%

The main aims of the marketing plan that ARVATO BERTELSMANN has is to advertise their product in the market and to do direct marketing at the same time. 28% and 29% of the respondents agreed to the same point. Then main focus is on sales promotion of the products, later comes the use of internet to advertise and market the product so as to grow public relations with more and more customers which in turn will be a great help increasing the turnover of the company.

6.

How can marketing help increase in sale for ARVATO BERTELSMANN ? (a) Increase in profit (b) Increasing customer knowledge
65

(c) Building a brand name (d) no use

TABLE OF HOW MARKETING HELPS IN

Condition Frequency Percentage Valid Percentage Cumulative Percentage

Increase in profit

Increasing customer knowledge Building a brand name No use

38

38

38

38

23

23

23

23

31

31

31

31

Marketing Helps in
Increase In Profit

8% 38% 31%
Increasing Customer's Knowledge
Building a Brand Name

23%
No Use

Marketing has a core aim of increasing the sale of the company. According to a large number of respondents (38%) marketing will help the company to increase

66

sale which will result in increasing the profit of the company which can be further used for expansion of the business. More over ARVATO BERTELSMANN being a new brand in the market has to also understand the importance of building a potential and sustainable brand name in the market. Marketing will contribute in the cause according to 31% of the respondents. Marketing and proper advertisement will also make the customers aware of the upcoming projects and will provide them with the knowledge.

7. of

What is the best medium for the advertisement according to your point view? (a) Local Newspapers (b) Hoardings (e) Internet (c) Radio (d) Campaigns

TABLE OF MEDIUM OF ADVERTISEMENT

Condition Frequency Percentage Valid Percentage Cumulative Percentage

Local newspaper

34

34

34

34

Hoardings

18

18

18

18

67

Radio

23

23

23

23

Campaign

18

18

18

18

Internet

Medium Of Advertisement
7% 18% 34%

Local Newspaper Hoardings Radio Campaigns

23%

18%

Internet

ARVATO BERTELSMANN according to the respondents should advertise the product through local news papers. 34% agreed to it. The reason being easy penetration of newspapers amongst the people in the society, a very large percentage of people read newspapers on daily basis and this can be a core means of advertising the product. Radio in the present day has become very popular amongst the people, with easy access in every house and cars it has grown as a very strong medium of advertisement, 23% of the respondents also share the same
68

view. 18% each agreed to the point that hoardings and campaigns can also be used as effective means of advertisement. 8. What according to you can be other modes of marketing that can be

used by ARVATO BERTELSMANN . (a) Direct Mail (b) Brand Marketing (c) Social Media Marketing (d) Mobile Web Marketing

TABLE OF MODE OF MARKETING

Condition Frequency Percentage Valid Percentage Cumulative Percentage

Direct mail

16

16

16

16

Brand marketing

33

33

33

33

Social media marketing Mobile web marketing

39

39

39

39

12

12

12

12

69

Mode Of Marketing
Direct Mail 12% 16% Brand Marketing Social Media Marketing Mobile Web Marketing

39%

33%

Ways of marketing is another important segment of marketing. The various modes can be direct mail, brand marketing, social media marketing and mobile web marketing. 39% of the respondents agreed to the point that social media marketing can be a perfect way of marketing. Whereas 33% approved that brand marketing can be used as the mode, which states that the company should use its brand name for marketing the product. A cumulative of 28% agreed that direct mail and mobile web marketing that is marketing through SMS and cold calling can also turn as an effective way of marketing. 9. How much according to you ARVATO BERTELSMANN is willing and realistically able to spend on advertisement? (a) 0 to 10% of Revenue (b) 10% to 20% of Revenue (c) 20% to 30% of Revenue (d) 30% to 40% of Revenue

70

TABLE OF MARKETING BUDGET

Condition Frequency Percentage Valid Percentage Cumulative Percentage

0 to 10 % revenue 10 to 20 % revenue 20 to 30% revenue 30 to 40% revenue

15

15

15

15

25

25

25

25

48

48

48

48

12

12

12

12

Marketing Budget
0 to 10% Of Revenue 10% to 20% Of Revenue 25% 48% 20% to 30% Of Revenue 30% to 40% Of Revenue

12%

15%

71

Every company has to decide a budget for marketing. A proper budget helps in effectiveness of the marketing schedule. 48% of the respondents agreed to the point that ARVATO BERTELSMANN should invest about 20% to 30% of their revenue in marketing because being a new company they need to build a brand name and to do that it takes a lot of funds and resources. While 25% people have a view that a little less amount can also do the needful. 10. What according to you is the impression of the advertisement by ARVATO BERTELSMANN ? (a) Funny (b) Interesting (c) Informative (d) Boring

TABLE OF EFFECTIVENESS OF ADVERTISEMENT

Condition Frequency Percentage Valid Percentage Cumulative Percentage

Funny

18

18

18

18

Interesting

33

33

33

33

Informative

42

42

42

42

boring

72

Effectiveness of the Advertisement

7%

18%

Funny Interesting Informative

42% 33%

Boring

When the respondents were questioned regarding the effectiveness of the current advertisement, 42% of them said that the advertisement is informative and provides knowledge about the product. 33% agreed that the advertisement was interested enough to pay attention on the advertisement. On the other hand 18% and 7% respondents respectively replied the advertisement was funny and boaring.

73

Chapter 6 SUMMARY AND CONCLUSION

74

SUMMARY

The survey showed that 30% of the people who were surveyed strongly agree to the option that ARVATO BERTELSMANN possess relevant resources to sell out their products that is construction of housing societies and complexes to the relevant customers Relatively new company in the market and having high competition, the respondents agreed to a certain level that the easy availability and quality of the construction is the main and leading beat selling point. Being a firm it is very important for the company to set their preferences in regard to target audience. Then main focus is on sales promotion of the products, later comes the use of internet to advertise and market the product so as to grow public relations with more and more customers which in turn will be a great help increasing the turnover of the company. Marketing and proper advertisement will also make the customers aware of the upcoming projects and will provide them with the knowledge. ARVATO BERTELSMANN is entering the market and therefore has to necessarily preparing the entire costing with an intention to provide the best goodwill. I have seen the attitude and style of the working of this companys people is very good and target oriented. They are full of zeal to work for the organization which is a good sign for the development of the company.

75

 Even in this recession period when most of the companies are struggling to survive this company is one of those strong companies which is not only stable but making huge profits.

76

CONCLUSION

The investment objective of the Portfolio is to generate long term capital appreciation from a portfolio of equity and equity linked instruments. The investment portfolio for equity and equity linked instruments is primarily drawn from the banks in the BSE 30- Index. As observed, the portfolio is undiversified as the ARVATO BERTELSMANN included are from a single sectors viz. Banking. Thus the risk can not be diversified to a large extent. Moreover it is also observed that the returns from the Portfolio are on the tracks. Initially for some period the Portfolio did not give as good returns as the Index i.e. BSE 30 but after sometime the returns generated by the fund outperformed the Index Returns. After that a very heavy fall in the return of index as well as

77

References and Bibliography

78

BIBLIOGRAPHY

WEBSITES: www.Arvato bertelsmann.com http://en.wikipedia.org/wiki/ Arvato bertelsmann http://en.wikipedia.org/wiki/ Arvato bertelsmann http://www.salespromo.co.uk/article/40 http://en.wikipedia.org/wiki/ Arvato bertelsmann http://en.wikipedia.org/wiki/ Arvato bertelsmann Arvato bertelsmann notebooks catalogue

NEWSPAPERS & MAGAZINES:

Times of India Hindustan Times India Today Business Today

79

QUESTIONAIRE

80

QUESTIONNAIRE

1.

Do ARVATO BERTELSMANN has enough resources to sell their products? (a) Strongly Agree (b) Agree (c) Disagree (d) Strongly Disagree

2.

What according to you is the products best selling point? (b) Cheap (b) Quality (c) Easy availability (d) Others

3.

What is the target audience for ARVATO BERTELSMANN?

(c) High income group (d) Middle Income Group

(c) lower Income Group (d) All

4.

Where does ARVATO BERTELSMANN sells their products? (a) In a business premise (b) Through Agents (c) Online (d) through business sources

5.

What Does the Marketing plan of ARVATO BERTELSMANN covers?

81

(a) Internet (b) Advertising (e) Public Relations

(c) Sales Promotion (d) Direct Marketing

6.How can marketing help increase in sale for ARVATO BERTELSMANN? (c) Increase in profit (d) Increasing customer knowledge (c) Building a brand name (d) no use

7. view?

What is the best medium for the advertisement according to your point of

(a) Local Newspapers (b) Hoardings

(c) Radio (d) Campaigns (e) Internet

8.

What according to you can be other modes of marketing that can be used by ARVATO BERTELSMANN . (a) Direct Mail (b) Brand Marketing (c) Social Media Marketing (d) Mobile Web Marketing

9.

How much according to you ARVATO BERTELSMANN are willing and realistically able to spend on advertisement? (a) 0 to 10% of Revenue
82

(c) 20% to 30% of Revenue

(b) 10% to 20% of Revenue

(d) 30% to 40% of Revenue

10.

What according to you is the impression of the advertisement by ARVATO BERTELSMANN ? (a) Funny (b) Interesting (c) Informative (d) Boring

83