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They will resources strictly follow the latest syllabus prescribed by the various
Indian boards. They providing digital education, through animated videos and my
job was sales the company will gives the leads and call to the customer and
explain about the product and convince the customer to buy the product. If
customer have interest to buy the product take address place the order.
But I have learned much more in showing my intention towards learning the
function of other departments, likes finance and operation and HR department.
In the reports I have written all my experiences good and challenges very
generously. Overall it was an exciting experience and I have learned a lot from
this internship. And I am looking forward to use this experience in my future jobs.
CHAPTER I: INTRODUCTION INTRODUCTION TO THE TOPIC 1.1
They may be used to attract new customers, to reward loyal customers and to
increase the repurchase rates of occasional users. Sales promotion usually targets
brand switchers because non-users and users of other brands do not always
notice a promotion. Sales promotions are thus also seen as a tool for breaking
down loyalty to other products.
Sales promotions also let manufacturers adjust to short term changes in supply
and demand and differences in customer segments. They also let manufacturers
to experiment by varying prices. Sales promotions also lead to greater consumer
awareness of prices. To use sales promotion, a company must set objectives,
select the right tools, develop the best program and implement it and evaluate
the results.
Objectives of Sales Promotion The specific objectives set for sales promotions will
vary with the type of the target market. For consumer promotions, objectives
include encouraging purchasing of larger sized units, building trial among non-
users and attracting switchers away from the competitor's brands.
For trade promotions, objectives may include; including retailers to carry new
items and higher level of inventory, encouraging off-seasonal buying, of-setting
competitive promotions, building brand loyalty of retailers and gaining entry into
new retail outlets. The sales force promotions help in encouraging support of a
new product or model, encouraging more prospecting and stimulating off-
seasonal sales.
Rebates are offers to refund part of the purchase price of a product to its
customers who send a proof of purchase to the manufacturer. These are like
coupons except that the price reduction occurs after the purchase and not at the
point of sale. Price Packs: Cents-off deals or price packs offer consumers savings
by way of reducing prices that are marked by the producer directly on the
package.
Premiums: These are the goods offered either free or at a low cost as an incentive
to buy a product. Premiums may be in-pack or on-pack (outside the pack). Tie-in
Promotions: Tie-in promotions involve two or more brands or companies that
team up on coupons, refunds or contests to increase their pulling powers. Cross
Promotions: Cross promotions involve using one brand to advertise non-
competing brand.
Discounts price cut off the list price on a particular quantity purchased during a
stated time. Allowances: They are the amount offered in return for an agreement
by the retailer to feature the manufacturer's products in some way; displays,
advertising or otherwise. Free Goods: Free goods are the extra merchandise
offered to middlemen who buy a specific amount of a product.
Companies also offer push money and specialty advertising items to the
middlemen. Business Promotion Tools Companies spend huge amount on
promotions focused on industrial consumers. The major business promotion
tools are as follows; · Trade Shows and Conventions. · Sales Contests.
Clearly, sales promotions play an important role in the total promotion mix. To
use it well, the marketer must define the sales promotion objectives, select the
best tools, design the sales promotion program, pretest and implement the
program and evaluate its results. 1.2 INDUSTRY PROFILE Introduction India holds
an important place in the global education industry. The country has more than
1.5
million schools with over 260 million students enrolled and about 751 universities
and 35,539 colleges. India has one of the largest higher education systems in the
world. Around 35.7 million students were enrolled in higher education in India
during 2016-17.However; there is still a lot of potential for further development in
the education system. India has become the second largest market for e-learning
after the US.
The sector is currently pegged at US$ 2 billion and is expected to reach US$ 5.7
billion by 2020. The distance education market in India is expected to grow at a
Compound Annual Growth Rate (CAGR) of around 11 per cent# during 2016-
2020. Moreover, the aim of the government to raise its current gross enrolment
ratio to 30 per cent by 2020 will also boost the growth of the distance education
in India.
Market Size The education sector in India is poised to witness major growth in
the years to come as India will have world's largest tertiary-age population and
second largest graduate talent pipeline globally by the end of 2020. The
education market in India is currently valued at US$ 100 billion and is expected to
nearly double to US$ 180 billion by 2020.*
Currently, the school segment is valued at US$ 52 billion and contributes 52 per
cent to the education market in India, higher education contributes 15 per cent of
the market size, text-book, e-learning and allied services contribute 28 per cent
and vocational education in manufacturing and services contributes 5 per cent.
Higher education system in India has undergone rapid expansion.
Currently, India's higher education system is the largest in the world enrolling
over 70 million students while in less than two decades, India has managed to
create additional capacity for over 40 million students. It witnesses spending of
over Rs 46,200 crore (US$ 6.93 billion). Investment/Recent developments. The
total amount of Foreign Direct Investments (FDI) inflow into the education sector
in India stood at US$ 1.64 billion from April 2000 to September 2017, according
to data released by Department of Industrial Policy and Promotion (DIPP).
The education and training sector in India has witnessed some major investments
and developments in the recent past. Some of them are: · The Indian Institute of
Technology, Delhi has been ranked 145 in the Global University Employability
Ranking 2017, based on hiring by top companies. · India has signed a loan
agreement with World Bank under 'Skills Acquisition and Knowledge Awareness
for Livelihood Promotion' (SANKALP) Project to enhance institutional mechanisms
for skills development.
· Singapore is going to open its first skill development center in Assam, which will
provide vocational training to youth in the region. · Dabur India Ltd has opened a
skill development center for women in Dhekidol village in the state of Assam that
will provide rural women with improved employment and self-employment
opportunities.
· In order to boost the Skill India Mission, two new schemes, Skills Acquisition and
Knowledge Awareness for Livelihood Promotion (SANKALP) and Skill
Strengthening for Industrial Value Enhancement (STRIVE), have been approved by
the Cabinet Committee on Economic Affairs (CCEA), Government of India, with an
outlay of Rs. 6,655 crore (US$ 1.02 billion) and will be supported by the World
Bank.
· India's first Pradhan Mantri Kaushal Kendra (PMKK) for Skilling in Smart Cities
has been inaugurated by the Ministry of Skill Development and Entrepreneurship,
Government of India in partnership with New Delhi Municipal Council (NDMC)
with the purpose of increasing the pace of skilling through collaboration. · The
Government of India is working towards improving the doctor population ratio
and has added over 5,800 PG seats in government medical colleges this year,
according to Mr Ashwini Kumar Choubey, Minister of State (Health and Family
Welfare), and Government of India.
· The Government of India has signed a Financing Agreement with the World
Bank for IDA credit of US$ 125 million for the “Skills Strengthening for Industrial
Value Enhancement Operation (STRIVE) Project”. · NITI Aayog is launching the
Mentor India Campaign which will bring leaders and students together at more
than 900 Atal Tinkering Labs in India, as part of the Atal Innovation Mission.
Moreover, it has selected 1,500 additional schools across India for establishing
Atal Tinkering Labs (ATLs) under the Government of India's flagship programmer,
Atal Innovation Mission (AIM). · The Government of India will spend around Rs
20,000 crore (US$ 3.10 billion) to build six new Indian Institutes of Technology
(IITs) by March 2024, of which Rs 7,000 crore (US$ 1.08 billion) will be spent by
March 2020.
· The Government of India has approved an all-time record of over 4,000 post-
graduation (PG) medical seats to be added in various medical colleges and
hospitals for the academic session 2017-18, said Mr J P Nadda, Union Minister of
Health and Family Welfare. · The Union Cabinet chaired by the Prime Minister Shri
Narendra Modi has approved 'Pradhan Mantri Gramin Digital Saksharta Abhiyan'
(PMGDISHA) to make 60 million rural households digitally literate. The outlay for
this project is Rs 2,351.38 crore (US$ 353.70 million) to usher in digital literacy in
rural India by March, 2019.
· Prime Minister Mr Narendra Modi launched the Skill India initiative - 'Kaushal
Bharat, Kushal Bharat'. Under this initiative, the government has set itself a target
of training 400 million citizens by 2022 that would enable them to find jobs. The
initiatives launched include various programmers like: Pradhan Mantri Kaushal
Vikas Yojana (PMKVY), National Policy for Skill Development and
Entrepreneurship 2015, Skill Loan scheme, and the National Skill Development
Mission. · PMKVY is the flagship program under the Skill India Initiative.
The Union Government plans to set up skill development centers across India
with an investment of Rs 12,000 crore (US$ 1.8 billion) to create job opportunities
for 10 million individuals by 2020 under PMKVY, as per Mr Bandaru Dattatreya,
Minister of Labor and Employment. · National Policy for Skill Development and
Entrepreneurship 2015 is India's first integrated program to develop skill and
promote entrepreneurship simultaneously.
The Union Government plans to provide Rs 7,000 crore (US$ 1.05 billion) to states
to spend on skill development, and thereby accelerate the ambitious task of
skilling 500 million Indians by 2022, and encourage creation of an ecosystem of
entrepreneurs. · The National Skill Development Mission has created an elaborate
skilling eco-system and imparted training to 7.6
million youth since its launch in 2015 and the government now plans to set up
1,500 Multi Skill Training Institutes across the country. Road Ahead In 2030, it is
estimated that India's higher education will: · Adopt transformative and
innovative approaches in Higher education. · Have an augmented Gross
Enrolment Ratio (GER) of 50 per cent · Reduce state-wise, gender based and
social disparity in GER to 5 per cent.
· Emerge as a single largest provider of global talent, with one in four graduates
in the world being a product of the Indian higher education system. · Be among
the top 5 countries in the world in terms of research output with an annual R&D
spent of US$ 140 billion. · Have more than 20 universities among the global top
200.
The prices are very competitive, because as the company own manufacturer it is
able to provide the products at very less price than the other company. As
Globalshiksha company not providing schools but they are concentrating only
parents so this may cause the company. · Bargaining power of customers: As the
alternatives are more for the customers, buying power of customers is also high.
Customers have choice of many offline store and books stalls options, distributers
more credit support causes the pricing system of globalshiksh. · Bargaining
power of Suppliers: As Globalshiksha have both online and telemarketing they
have own manufacture industry, It is having a control over the market as it is
proving valuable services to the customers. · Industry Rivalry: It is all about how
the companies market its products successfully.
There is no direct competition from any company to the Globalshiksh, Other new
educational startup company are the major competition for the company.
CHAPTER 2: COMPANY PROFILE COMPANY PROFILE 2.1 HISTORY Global Shiksha
India Private Limited is a Private incorporated on 10 January 2011. It is classified
as Non-govt Company and is registered at 'Registrar of Companies, Bangalore'.
Its authorized share capital is Rs. 72,300.000 and its paid up capital is Rs.
4,266,700. It is involved in Business activities n.e.c.
Global Shiksha India Private Limited's Annual General Meeting (AGM) was last
held on 28 September 2017 and as per records from Ministry of Corporate Affairs
(MCA), its balance sheet was last filed on 31 March 2017. Directors of Global
Shiksha India Private Limited are Chander Prakash, Amit Kumar Global Shiksha
India Private Limited's Corporate Identification Number is (CIN)
U74900KA2011PTC056577 and its registration number is 56577.Its Email address
is chander.prakash@globalshiksha.com and its registered address is Suvbhavan,
1st floor, Above Axiss Dental Care, Opp Just Bake, HAL 3rd Stage, Jeevan Bima
Nagar, Bengaluru, Karnataka 560075.
We, at Global Shiksha, understand and share the parent's perspective. We are
passionate about providing the best possible education resources and products
to your children. We are backed by Accel Partners, one of the premier VC firms in
the world. Global Shiksha India Pvt. Ltd.
was founded by Chander Prakash Garg, an IIT alumnus, in 2011. Currently, Global
Shiksha is one of India's fastest growing education companies. We are the
educational partner for over 2000 schools in India. Many of these schools are
actively using our educational products, ICT resources. Our educational products
are designed by industry's best subject matter experts.
Our resources strictly follow the latest syllabi prescribed by the various Indian
boards. They are prepared with great care to ensure that children develop in-
depth conceptual understanding in all subjects while having fun. Vision &
Mission We have a vision that every Indian child has access to high quality
educational products and resources by 2020.
Passion: We are passionate about enabling every child to availing good quality
education in India. 2. Honesty and Integrity: These two values are the foundation
of who we are and what we do. Conformity to ethics is essential to us. 3. Impact:
We strive to create an impact in the society, and thus, measurable result-oriented
approach defines our work.
This might mean door to door sales, direct mails or telemarketing. Online sales is
a perfect example of a zero level channel marketing. ORGANIZATION CHART
Company Product Life Cycle:- Introduction growth maturity decline Sales 2011-12
2013-14 1215-16 2017-18 Time Introduction:- In the stage of the Globalshiksha
sales volumes and sales growth are small. A product will also normally be subject
to little or no competition.
The primary goal in the introduction stage is to establish a market and build
consumer demand for the product. Some of the considerations in the
introduction stage include: · Product development: the introduction stage
Globalshiksha concentrate on research and development of the basic technology
and product concept, determining the product features and quality level.
This is the stage during which the market as a whole makes the most profit. A
company's primary objective at this point is to defend market share while
maximizing profit. Some considerations for the mature product market include: ·
Product differentiation: increased competition in the mature product market
means that a company must find ways to differentiate its product from that of
competitors. Strong branding is one way to do this. · Pricing: prices may be
reduced because of increased competition.
Firms in the market should be careful not to start a price war. · Distribution:
distribution intensifies and incentives may be offered to encourage preference to
be given over competing products. · Promotion: promotion will focus on
emphasizing product differences and creating/maintaining a strong brand.
Decline:- The last stage decline Globalshiksha process going on the product
enters into decline when sales and profits start to fall. The market for that
product shrinks which reduces the amount of profit available to the firms in the
industry. A decline might occur because the market has become saturated, the
product has become obsolete, or customer tastes have changed.
Channels that are no longer profitable are phased out. · Promotion: Expenditure
on promotion is reduced for products subject to the Harvest and Divest
strategies. CHAPTER 3: LITERATURE REVIEW LITERATURE REVIEW ON SALES
PROMOTIONS Sales promotion has become an integral part of the promotion
schemes of both manufacturers and retailers of durable as well as non-durable
consumer goods. It consumes a very significant portion of the promotional
expenses of marketers.
Price promotions allow buyers to make some savings of money where as non-
price promotions like premium add value to the offer. Point-of-Purchase
promotions like feature advertisements and displays lead to impulse buying. The
dynamic nature of sales promotion has inspired many researchers to turn their
attention to study the various issues related to this element of promotion mix.
Taking this into account, it is worthwhile for every marketer to review such an
important tool as sales promotions. Diamond and Cambell (1989), together with
Lowengart (2002) propose the definition of a sales promotion, characterizing it as
short term stimulations of purchase or sales of a products or service.
To add, Lowengart (2002), after the analysis of many sources suggest more
comprehensive definition, describing it as a number of tactical (but not strategic)
tools developed as a part of strategic marketing framework, with the aim of
adding a value to the products of services to attain a specified marketing
objectives. Although varied within different groups and targeted markets, sales
promotions is proved to be an effective tool in increasing the sales, in addition to
the relative ease of measuring this effectiveness (Kwok and Uncles 2005, Brookins
2009, Odunlami and Ogunsiji, 2011).
However, Uva (2000) and Lichtenstein (1997) give notice about the dangers
related to the decreased perceived value if the sales promotions are improperly
targeted, Uva also notices that the most +effective implementation of sales
promotion can be done providing the superior product quality and value, but
which has a sign of low product awareness, implying the fact that it can be a
good tool during the introduction of a new product.
Kotler (2003) notes that sales promotions can be used as an alternative for
increasingly costly advertising campaigns, while Philip Jones (1990) notes that
there are the dangers of the prices promotions related to the dramatic decrease
in profits as the result of improperly developed tactics of sales promotions. To
add, Low and Mohr (2000) claims that brands with higher spending on
advertising, comparing to sales promotions, usually have more positive customer
attitudes, higher value of brand and higher market share.
Therefore the appeal of using the sales of promotions related to the increase of
the advertising costs can be disputable in some of the cases, as many academic
sources suggest. According to Srinivasan and Anderson (1998), and also d'Astous
and Landreville (2003), there are several main objectives for implementing sales
promotions, which were revealed in their researches.
Anderson (2009) also notes that the best tools during the introduction of the
sales of a new product or product line are discounted or free accessories and
discounts towards a purchase of the already popular product providing the
customer purchases the new products or disseminating pricing coupons - all of
them are evidently increasing the sales of new products (Kalish 1985, Infosino
1986). Anderson (2009), together with Taylor et al.
(2004), state that implementing sales promotions can help establish the high level
of brand loyalty for the customers mainly oriented on the prices, and also
increase the brand loyalty of the customers who tend not to have any
preferences regarding the brand choice. However this statement is actively
challenged and disputed by Mela et. al.
(1997) who notices that sales promotions increase the prices sensitivity of non-
loyal and low-loyal customers, deteriorating brand equity in the long run, while
Lichtenstein (1993) also reveals that the price is considered as indirect measure of
the standards of the products' quality perceived by the customers, thus
decreased costs would mean deteriorated quality. To add, Yoo et. al.
(2000) summarizes the previous researches and concludes that sales promotions
and especially prices promotions are decreasing the value and equity of a brand,
despite of the well-defined and known short term benefits to both consumer and
producer. Also, one of the reasons for employing sales promotions is boosting
volumes of sales via motivating supply chain, in spite of the fact that the results
can be unprofitable in some of the cases (Abraham and Lodish 1990).
However, this method can lead to bullwhip effect - extremely volatile demand
patterns as the result of improperly managed sales promotions (Mentzer et
al.2001, Disney and Towill 2003). The previous part of the review has
demonstrated that there is a separation of the sales promotion on three main
types according to their targets.
This is done with the aim of increasing the sales and usage, in addition to it
frequency, to enhance the sales of unwanted products or products during the
off-peak. Cengage (2002), Alvarez and Casielles (2005), together with Kwok and
Uncles (2005) suggest that there is plenty of techniques, from coupons and
samples, to rebates, loyalty cards and bargain packs.
Thus there is a higher level of loses as the result of price promotions which are
done at the price of certain profit loss, and also possible negative influence on
brand value, therefore it should be managed accurately, as Sethuraman and Tellis
(1991) notices. Another tool is implementing coupons, more versatile way of
offering discounts, for example giving them on pack for the purpose of
enhancing the repeat purchases, cut-out coupons as an integral part of an ad, or
offering internet coupon (Volk 2007).
The main emphasis is usually done on encouraging the redemption rate, or, in
other words, the share of the customers who are using these coupons (Gupta
1988, Chandon et al. 2000). The difficulties in using coupons, according to
Chandon and Volk, are related to the management of the level of stock in case of
sudden increase of the purchase and the fact that the products would be bought
without coupon anyway.
All this leads to the conclusion that coupon promotions should be mainly used
for offering new products or selling the unwanted goods. Trade promotions, also
often referred as the sales force promotions are implemented to encourage the
further reselling and supporting the retailers in sailing the products to receive
good shelf space, increase the network of distribution and also enforce the sale
of unwanted products, in addition to some other benefits (Neslin et al. 1995,
University of Dayton 2007, Drypen.in 2010).
The authors suggest that the methods of trade promotions include the
promotion allowances, sales contests, aiding in merchandise, cooperating in the
advertisement of reseller and using special price deals. To add, sales force
promotions are therefore created in order to motivate the selling personnel to
increase their efforts and market the products more effective, and this can be
done by the appropriate system of rewards and bonuses, sales aids in
competition, in addition to arranging meetings with the sellers of the products
(Schuler and Jackson 1987, Low and Mohr 2000, Chapman 2010).
The literature review that was done has revealed that sales promotions have an
array of reasons and arguments for their employing. Sales promotions are proved
to be a solid support of the tradition media advertising, however, the certain ratio
of the budgets allocated to advertisement on the one hand, and sales
promotions one the other are disputable.
But, it is undisputable that it actively encourages the increase of short term sales,
it also gives an additional incentive to purchase if the customer is not sure about
the choice. It also a convenient tool for measuring own effectiveness. But, it is
worthwhile to mentions that the majority of these benefits do not continue for a
long time, especially if the promotional campaign is over.
To add, sales promotions often harm the value of brand and image of a
company, as many sources suggest. To conclude, this literature review was very
useful for comprehending the issue of sales promotion. However, the topic of the
research could be more specific in order to make it less descriptive and more
engaged in comparing and contrasting different academic articles and
researches. REFERENCES Alvarez B.A. and Casielles R.V., 2005.
Impact of Sales Promotions on When, What, and How Much to Buy, Journal of
Marketing Research, 25(4): 342-355; Infosino W., 1986. Forecasting New Product
Sales from Likelihood of Purchase Ratings, Marketing Science, 5(4): 372-384;
Kalish S., 1985. A New Product Adoption Model with Price, Advertising, and
Uncertainty, Management Science, 31(12):1569-1585; Kotler, P., 2003.
and Schneider L., 1995. The Effects of Retailer and Consumer Response on
Optimal Manufacturer Advertising and Trade Promotion Strategies, Stone
Management Science 41(5):749-766; Odunlami B.I. and Ogunsiji A., 2011.
New Products, Sales Promotions and Firm Value, With Application to the
Automobile Industry, Accessed from:
<http://www.anderson.ucla.edu/faculty/dominique.hanssens/content/npi030922.
pdf>[Accessed on 17 December 2011]; Sethuraman R. and Tellis G., 1991. An
Analysis of the Tradeoff between Advertising and Price Discounting, Journal of
Marketing Research, 28(2): 160-174; Schuler R. and Jackson S.,
and Goodwin S., 2004. The importance of brand equity to customer loyalty,
Journal of Product & Brand Management, 13(4): 217 - 227; University of Dayton,
2007. Business-Oriented Sales Promotions, Accessed from:
<http://campus.udayton.edu/~jrs/promo/notes/Trade
%20Promotion.pdf>[Accessed on 17 December 2011]; Uva W., 2000. Develop a
Successful Promotion Program Accessed from:
<http://hortmgt.dyson.cornell.edu/pdf/smart_marketing/uva%2012-
00.pdf>[Accessed on 17 December 2011]; Volk J., 2007. Coupons And Sales
Promotions, Accessed from: <http://www.jonathanvolk.com/internet-
marketing/coupons-and-sales-promotions.html>[Accessed on 17 December
2011]; Wise Geek, 2011. What Is a Price Discount?, Accessed from:
<http://www.wisegeek.com/what-is-a-price-discount.htm>price-discount.htm
<http://www.wisegeek.com/what-is-a-price-discount.htm>[Accessed on 17
December 2011]; Yoo, B., Donthu, N. and Lee, S., 2000.
Statement of the Problem:- The project is mainly undertaken to study the sales
promotional strategies at GLOBAL SHIKSHA PVT.LTD. The intention of the study is
to find what attributes needs further improvement in order to make the product
more preferable in the market. The main aim of the study is to uncover new
relationship and identify any problem that may arise in future. Hence, exploratory
research is been conducted.
The study was undertaken to explore how a company or brand can ensure a store
that stands out and not get lost in the crowd. 4.3 Objectives of the Study · To
study the various promotional strategy adopted by Globalshiksha pvt ltd. · To find
out the footage of Globalshiksha pvt ltd with respect to other players in the
market.
Suvbhavan, 1st floor , Above Axiss Dental Care, Opp Just Bake, HAL 3rd Stage,
Jeevan Bima Nagar, Bengaluru It is an exercise that is well planned into the
curriculum giving the researcher a valuable opportunity to understand the
working dynamics of the organization and to experiment and exhibit the recently
acquired management and administration skills. The prospect of the educational
sector in India seems positive.
The Indian educational product industry has awakened to interesting times! The
last five years have seen changing in educational product. Consumers today look
for digital education, instead, realizing the tremendous market potential and to
make the most of it, the study was undertaken. 4.5 Limitations of the Study Every
study is bound by limitations and as such this is no exceptions. · “Change is
Constant” rule of nature.
Hence, the study undertaken may not hold good for longer duration. · The study
was conducted under the assumption that the information given by the
respondents is authentic. · The analysis and suggestion are given only with
respect to marketing aspects as technical suggestion with respect to the product
could not be given.
· Confidential matters were not disclosed by the company. · There were time
constraints. 4.6 Methodology of the Study A variety of methods of study have
been adopted by the researcher to fulfill the objectives of the study. · In order to
have a better grasp of the study, the researcher chose to become a keen
observer, studying the various aspects of the organization.
c) Sample size taken is 30. d) Sources of data used include both primary as well as
secondary data. e) Tool used for the research is questionnaire. f) Plan of analysis
are tables and graphs. 4.7 Data Collection Methods In this study, the foremost
data collection instrument used is the questionnaire method. The questionnaire
has been designed with both open ended and closed ended questions.
Apart from this, the research instrument consists of primary and secondary data
collected for the study. Primary Data: Here first-hand information is obtained by
distributing printed questionnaire to the marketing executives of the company.
Data was also obtained from the observation and interview technique adopted by
the researcher. Moreover, information was disseminated by the departmental
heads.
Secondary Data: Here the information is obtained from the brochure of, books,
websites, newsletter, journals, magazines, newspapers, etc. SOURCES OF DATA
Primary Data Secondary Data Questionnaire Newsletter Observation Journals
Interviews Magazines Visits to other Newspapers Companies Information Books
Through Departmental heads Websites CHAPTER 5: DATA ANALYSIS AND
INTERPRETATION TABLE NO 1 Table responding the sex of the marketing
executives Sex No.
Interpretation Through brand name like smartlearning and Edurite came into the
picture but the fact that there is no dominate player in the market. So everyone is
competing with each other. GRAPH 3 Major competitors TABLE NO 4 Table
representing the competitor's strengths Strengths No of respondents
Percentages Quality 24 80% Brand image _ _ Pricing _ _ Promotional activities 6
20% Total 30 100% Analysis 80% of the respondent's opinion that the
competitor's strengths is Quality.
None of respondents are of the opinion that the products are of fair or poor
quality with respect to the other competitors. Interpretation majority of
respondents is of the of the opinion that the product are of good quality with the
respect to the other competitors. Interpretation Majority of the respondents is of
the opinion that the products are of good quality and is at par with other
competitors having brand names.
GRAPH .5 Quality of the product of gobalshiksha pvt.ltd with respect to the other
competitors. TABLE NO 6 The table representing kind of the product sold more
per month. Product No of respondents Percentages Worksheet 9 30% Animated
videos 21 70% Total 30 100% Analysis 30% of the respondents are of the opinion
that worksheets are sold mire per months. 70% of the respondents are of the
opinion that worksheets are sold mire per months.
10% of the respondents are of the opinion that finishing is the differentiating
factor. Interpretation Reasonable pricing and customized products differentiates
the product ofGlobalshikshafrom that of others. In fact all the merits such as
reasonable pricing, customized product quality and finishing combination in
differentiating the product from others.
Design of the product and the price of the product get the maximum of 6 ratings.
Delivery of the product ordered gets the maximum of 3 ratings. Promotion a but
the product gets the maximum of 1 ratings. Interpretation Price of the product
plays a major role In the demand generation Quality of the product plays an
important role in demand generation.
Delivery time of the product ordered can make a tittle difference in demand
generation. GRAPH 8 Factor playing a major role in demand generation TABLE
NO 9 Table representing the promotion of the product of globalshiksh pvt. Ltd
Promotions No of respondents Percentage Paper insertion 2 6.7% Telemarketing
20 66.7% Online marketing 3 10% Books stall 5 16.6% Total 30 100% Analysis 6.7
% of the respondents are of the opinion that paper insertions are used as
promotion of the product. 66.7% of the respondent's opinion that telemarketing
is the means of promotion of the products. 10% of the respondent's opinion that
online marketing gas promoted the product. 16.6% of the respondents feel that
participating in books stalls has promoted the product.
Interpretation The product are marketing through direct marketing and dealers
and retailers are not involved in the marketing process. GRAPH 11 The way of
marketing of the product TABLE NO 12 Table representing the target consumer
Target No. of respondents Percentage Upper class 27 90% Middle class 3 10
Lower class - 0% Total 30 100% Analysis 90% of the consumer are from upper
class 10% of the consumer are from middle class Interpretation The target
consumer are the upper and middle class.
So every player is vying with each other to capture a larger pie in the markets. 3.
Transparency is maintained at the levels of the organization. 4. The products are
marketed through direct marketing and dealers are not involved in the marketing
process so far. 5. The activities carried out by each and every department of the
organization is systematic. General Findings: 1.
4. With respect to the foil, Globalshiksha offers a wide range of products . This
gives it an edge over the others. 5. “Quality never comes cheap”. This is true but
at the same time, it is also true that quality can come at a reasonable price. With
regard to the quality, products of Globalshiksha are at par with the other players
having brand names and at the same time the products are reasonable priced.
10. Animated videos are sold more per month. So, this area needs greater focus.
11. Reasonable pricing, customized products, quality and finishing contributes in
differentiating the products of the organization from that of the others. 12. Apart
from price of the product, design and delivery time of the product ordered play a
crucial role in triggering out demand generation of the product. 13.
Discount is given on repeat purchase. 14. The company does not adhere to
stringent norm while giving discount on repeat purchase. 15. The target
consumers are the elite and upper middle class. 16. No incentives are given by
the company to its marketing personnel at present. CHAPTER 7:
RECOMMENDATIONS AND CONCLUSION RECOMMENDATIONS AND
SUGGESTIONS This chapter lists the various recommendations and suggestions
with respect to the findings and in congruence with the objectives of the study.
Recommendations: 1) It's overwhelming to find out that the organization works
in a systematic manner.
This very fact must be highlighted in the marketing campaign. 4) As the products
are reasonably priced, the ambit of the target consumers should be stretched so
that middle class consumers also fit into it. 5) The company must stick to a norm
while giving discounts on repeat purchase. This will certainly help in sales
promotion in order to create repeat purchase.
6) In order to have a rapid market access, the company can include dealers, if not
retailers at the moment. 7) The company should focus the marketing strategies
on digital education in the education as it is moving in the market rapidly. 8) The
company can introduce some reward schemes so that a person is benefited after
the fulfillment and over achievement of the target.
This is predominantly done to motivate the sales force and enhance their
performance. 9) Other than emphasis on design, and product quality, the
company's unique strength also lies in its capability as a fully - integrated
educational product manufacturer. This fact should be highlighted during the
advertisement campaigns. 10) The need of the hour is aggressive marketing.
Suggestions: 1.
In order to tap the potential market, the Company can advertise in a top books
stalls. This will help in showcasing the products of the book stalls . This can add
an extra spice to sales. 4. In today's crowed market place in order to increase the
size of the pie, the Company can adopt innovative promotional strategies. One of
them can be suggested as 'YouTube'. It will help in creating and reinforcing the
Company's identity in the minds of the consumer. 5.
In order to be extra ordinary, the Company has to walk the extra mile. A method
named 'Experimental Marketing' can be adopted by the Company wherein the
prospective consumers can be invited to visit the showroom and touch and feel
the products. 6. Since the competition is intense, so there should be some value
addition so as to make the Company stand apart in the market.
One such way is to improvise the customer service. 7. Consumer is the king in the
market. This fact should be deeply rooted in the minds of the employees. The
Company can adopt some ways to listen to the customer's feedback which
should be noted in writing so that it will help in continual improvement and make
the company to be in the right track always. Moreover, a sense of involvement
will be felt by the customers whish can give the company a cutting edge.
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