A

PROJECT REPORT

ON

“A STUDY ON ANALYSIS OF SALES PROMOTION AND ADVERTISING

STRATEGY”.
Submitted To

SOLAPUR UNIVERSITY, SOLAPUR

IN PARTIAL FULFILLMENT OF REQUIREMENT FOR THE AWARD

OF DEGREE IN

MASTER OF BUSINESS ADMINISTRATION

Submitted By

Miss. Yedage Swati Laxman.

Under the guidance of

Mr. A. A. Ahmad.

COLLEGE OF ENGINEERING , PANDHARPUR

MBA DEPAERTMENT

2021-2022
 CERTIFICATE

I Swati Laxman Yedage, student of MBA

Semester-III, SVERI’s College of Engineering, Pandharpur,
hereby declare that this project report on “ A STUDY ON ANALYSIS OF
SALES PROMOTION AND ADVERTISING STRATEGY WITH RESPECT
TO DIFFERENT PRODUCTS, FOR INTROSPECTIVE MARKET
RESEARCH PVT.LTD PUNE”. Has been prepared by me as a part of the
requirement of the MBA program of SOLAPUR UNIVERSITY SOLAPUR
during the academic year 2021-2022.

Mr. A. A. Ahmad Mr. K. B. Patil.

(Guide) (HOD)

Dr. B. P. RONGE.

(PRINCIPAL)
 DECLARATION

I undersigned hereby declare that, the project title “A STUDY ON ANALYSIS

OF SALES PROMOTION AND ADVERTISING STRATEGY WITH RESPECT TO
DIFFERENT PRODUCTS , FOR INTROSPECTIVE MARKET RESEARCH PVT.LTD
PUNE”, submitted in partial fulfillment of the requirement for Master of Business
Administration Course is my original work and is the outcome of the practical knowledge and
experience gained by me during the course of my summer internship.

Place: Swati Laxman Yedage.

Date:

CERTIFICATE
ACKNOWLEDGEMENT
I sincerely feel that the credit of the project work could not be narrowed down only to one
individual. This work is an integrated effort of all concerned with it, without their able co-
operation and guidance I could not have achieved its completion.

I would like to thank our respected Principal Dr. B. P. Ronge founder secretary of SVERI’s
COLLEGE OF ENGINEERING, PANDHARPUR for his encouragement.

I take this opportunity to express my sincere gratitude towards my guide Mr. A. A. AHMAD

for his valuable guidance, advise and encouragement and also all the other faculty members for

their constant assistance to me. I take this opportunity to thank the library staff for their everyday
willing help.

I am greatly indebted to all the staff members of INTROSPECTIVE MARKET

RESEARCH Pvt. Ltd. their valuable time, guidance, inspiration and all kind of help in the
successful completion of this project work.

Finally I wish to thank my parents, family members and their moral support.

Thank you.

INDEX

Chapter No. Particulars Page

No.
 Introduction of the study
1.1 Introduction
I 1.2 Objectives of the study
1.3 Scope and Limitations of the study
1.4 Research Methodology
1.5 Significance of the study
Company Profile
2.1 Introduction of organization
2.1.1 Background and Inception of the Organization
2.1.2 Ownership Pattern
II 2.1.3 Nature of the Business
2.1.4 Vision, Mission and Quality policy
2.1.5 Types of Products and Services
2.2 Market Scenario
2.2.1 Area of Operation
2.2.2 Competition Information
2.2.3 Achievements/Award if any
2.3 Various Departments in the Organization
2.4 Organization Chart
Theoretical background
 III

IV
3.1
3.2 Chapter I
Brief review of Literature
Conceptual Framework
Data analysis and interpretation
V Findings

Introduction To The
VI Suggestions OR Conclusion
Annexure
Bibliography

Study

1.1 INTRODUCTION OF STUDY:

Sales promotion:

A sales promotion is a marketing strategy in which a business uses a temporary campaign

or offer to increase interest or demand in its product or service. There are many reasons why
a business may choose to use a sales promotion, but the primary reason is to boost sales.
 Sales boosts may be needed to reach a quota as a deadline approaches, or to raise awareness
of a product. Adverting is only one element of the promotion mix, but it often considered
prominent in the overall marketing mix design. Its high visibility and pervasiveness made it
as an important social and encomia topic in Indian society. Promotion may be defined as “the
co-ordination of all seller initiated efforts to set up channels of information and persuasion to
facilitate the scale of a good or service.” Promotion is most often intended to be a supporting
component in a marketing mix. Promotion decision must be integrated and co-ordinated with
the rest of the marketing mix, particularly product/brand decisions, so that it may effectively
support an entire marketing mix strategy. The promotion mix consists of four basic elements.
They are:-

1. Advertising

2. Personal Selling

3. Sales Promotion

4. Publicity

1. Advertising is the dissemination of information by non-personal means through paid

media where the source is the sponsoring organization.

2. Personal selling is the dissemination of information by non-personal methods, like face

to face, contacts between audience and employees of the sponsoring organization. The
source of information is the sponsoring organization.

3. Sales promotion is the dissemination of information through a wide variety of activities

other than personal selling, advertising and publicity which stimulate consumer purchasing
and dealer effectiveness.

4. Publicity is the disseminating of information by personal or non-personal means and is

not directly paid by the organization and the organization is not the source.

Advertising:

An advertising strategy can be defined as a step by step plan to reach your customers and to
convince them to buy your products. A well-planned advertising strategy not only conveys the
benefits of your product but will also persuade your customers to choose your product over the
outcomes of your competitors. Advertising is a method of promoting your product or service.
The purpose of advertising is to reach people who are willing to pay to buy your product and
service. And a strategy is a step by step plan to persuade your customers to choose your product
and service over the product or services of your competitors. An effective advertising strategy
gives you maximum return on investment. Therefore, it is necessary to choose the right
advertising strategy to promote your products and services. The advertising strategy that worked
for you in the past doesn’t have to also work for you at present because people change their
perception changes that cause the change in requirement. An advertising strategy can be defined
as a blueprint to help sell a given product to consumers. There are almost as many different
advertising strategies are there are products to advertise, and each company follows its own
unique strategy plans. However, all forms of advertising strategy follow a few basic principles.

Advertising strategy is an advertising plan developed by businesses to create awareness

among the customers about the product or service and motivate them to purchase the same. An
advertising strategy encompasses two components: Information and persuasion. The information
part includes informing customers about product features and benefits, price changes and is
crucial for building primary demand. Creating persuasion in your advertising strategy is
important to build brand preference or change buyer’s perceptions especially in competitive
markets.

1.2 OBJECTIVES OF STUDY:

1. To examine the sales promotion and advertising strategy.

2. To attract new customers.

 3. To stimulate consumer demand and attract prospective costumers.

4. To increase market demand and market share.

5. To create brand awareness and build goodwill.

1.3 Scope and Limitations of the study:

SCOPE:

1) This study is applicable to products of IMR.

2) It helps to know how much the customers are attracted towards advertisement and
promotional offers.
3) This study will helps to communicate a message to current customers or potentially target
new customers.
4) This study is a supplementary effort to advertising.

LIMITATIONS:

1) This study alone cannot build up brand loyalty.

2) This study is difficult to differentiate products.

3) Unavailability of data. Especially for promotional strategies of competitors.

4) A period of 4 weeks was not sufficient to cover our internship and cannot able to study in
depth of the subject.

1.4 RESEARCH METHODOLOGY:

A research methodology is an outline of how a given piece of research is carried

out. It defines the techniques or procedures that are used to identify and analyze information
regarding a specific research topic.

 RESEARCH DESIGN:
 Research design is the framework of research methods and
techniques chosen by researcher to conduct a study. The design allows researchers to
sharpen the research methods suitable for the subject matter and set up their studies for
success.

 RESEARCH DEFINITION:

The advanced learner’s Dictionary of current English lay down the meaning of research
as “a careful investigation or inquiry especially through search for new facts in any
branch of knowledge’s”.

 TYPES OF DATA:-

1. Primary data:-

Primary data means the data which is freshly gathered for specific
purpose. Primary data is purely authentic, when primary data is wrong the time it is
extremely uncertain for the study. Researcher has collected primary data from
respondent by using survey through structured questionnaire.

2. Secondary data:-

Secondary data is the data that already exists which has been collected
by some other person or organization. Secondary data has been taken though.

a) Internet

b) Prospects of company

c) Books

3. Data Collection Techniques:-

Research instruments is the tool by which researcher can do research can do research
on specific problem or objective. The most popular researcher instrument for collection
data is “questionnaire” for a particular investigation. It is simple for moiled set of
question presented to respondents for their answers. Due to this flexibility, it is most
common instrument used to collect the primary data. During the pre-testing of
questionnaire. I seen the action of respondents and suggestions required to make change
in research instrument. The questionnaire contains three types of questions:

I. Open ended question:-

It is helpful knowing what is uppermost in mind of the respondents.

It gives complete freedom to the respondent.

II. Dichotomous question:-

It has only two answers in form ‘Yes’ or ‘No’, ’True’ or ‘False’,

‘Use’ or ‘Do not use’. So the respondent is offered two or more choice.

III. Multi-choice question:-

In this, the respondent is offered two or more choice.

4. Sampling techniques:-

Sampling is a process of obtaining. The information about the entire

population by examines a part of it. The effectiveness of the research depends on the
size selected for the survey purpose.

I. Sample size:-

The population for the study is all customers in that company.

II. Sampling unit:-

It means “who is to be surveyed”. Here target population is decided and it is who

are interested to purchase “IMR products” and sampling frame is developed so that
everyone in the target population has known chance of being sampled.

III. Sample size:-

For the purpose of proper survey, there is need of perfect research

instruments to find out sample size for more accurate resulting about buying behavior
of different IMR products. The sample size is 100
1.5 SIGNIFICANCE OF STUDY:-

Advertising and promotion strategies are commonly used to introduce

new products, sell existing products, attract more customers, and increase sales in each
period. Designing good and strong sales promotion strategies is a skill that
professionals must perform. Increasing demand for a product shows that if you have a
good sales strategy, you will get more substantial results.

A sales promotion is a marketing strategy in which a business uses a

temporary campaign or offer to increase interest or demand in its product or service.
There are many reasons why a business may a business may choose to use a sales
promotion, but the primary reason is to boost sales.
 Chapter II

COMPANY
PROFILE

2.1 INTRODUCTION TO ORGANISATION:-

Introspective Market Research (IMR) is a global market research company, specialized in

using big data and advanced analytics with strategic consulting to help their clients get
acclimatize with the future market trends. Their experts at IMR help their clients gain
knowledge about the past and present market condition to gain a holistic idea about the
future. Introspective Market Research serving the industry since 1st May 2019.Introspevtive
Market Research is a visionary research company who is ready to assist their customer to
flourish their business by offering strategies for gaining success. They sell market research
reports received from other leading companies in the market research industry which offer
in-depth and trustworthy information on different topics and sectors. The IMR Founded by
the team of experts and experienced professionals in the industry. The team is focusing on
offering the empirical data collected from experts that can be the base for next few years. The
aim of the company is to offering reports from numerous sectors such as FMCG, technology,
food beverage, media, chemical, and healthcare among others.

This is technocratic market research and consulting company that provides comprehensive
and data-driven market insights. They hold the expertise in demand analysis and estimation
of multi-domain industries with encyclopedic competitive and landscape analysis. Also, they
in-depth macro-economic analysis gives a bird’s eye view of a market to our esteemed client.
Their team at Introspective Market Research focuses on result-oriented methodologies which
are based on historic and present data to produce authentic foretelling about the industry.
Introspective Market Research’s extensive studies help their clients to make a positive impact
on their business. Their customer-oriented business model firmly follows satisfactory service
through which our brand name is recognized in the market.

They are specialized in competitive benchmarking which they believe, to be a predominant

factor in market research. Their in-depth knowledge of various industries, modern
methodologies, and rich access to an authentic global database delivers syndicated and
custom research requirements. They also provide consulting services which give insightful
information and a competitive edge to the client. Their subscription-based analysis provides
quarterly updated reports which are entirely customized according to the client’s need. One-
on-one analyst assistance adds value to their dedicated services and their brand stands firmly
in the global market.

Their in-depth understanding of diverse industries, innovative methodology, and

relationships with worldwide research firms enable us to meet the specific needs of a wide
range of clients in a wide range of markets. A thorough examination is carried out to examine
the market’s ‘ins and outs,’ as well as its opportunities and weaknesses. They help their
clients devise amazing strategies for achieving their objectives. Their experts at IMR can
assist you in spotting industry trends and opportunities for future growth, ensuring that your
business venture has a bright future.

Their team at Introspective Market Research is exclusively dedicated to providing their

clients with the most accurate and insightful data possible so that they may succeed in the
 market. They hold strong work ethics to make their work purely authentic in the market
research industry. Their work ethic is a value built on dedication and hard work. The
protestant work ethic is an illustration of their conviction in the moral benefit of work and its
capacity to build character at IMR. To get high-quality data while respecting morale
boundaries, their working model incorporates reliability, initiative, and learning new abilities.

Their dedicated support team helps clients throughout the journey at IMR. They dedicated
support team at customer assistance to solve any pre-and post-sale queries. Their analyst is
dedicated to every clients and every report produced and give satisfactory justification for
clients’ demand at every step.

2.1.1 BACKGROUND AND INCEPTION OF THE ORGANIZATION:-

“Introspective Market Research” serving the industry since May 2019. In the Nine Months of
successful period IMR satisfied around 50+ customers. The IMR founded by the team of experts
and experienced professionals in the industry. The team is focusing on offering the empirical
data collected from experts that can be the base for the next few years. The aim of the company
is to offering reports from numerous sectors such as Aerospace and defense, agriculture,
automotive and transport, chemicals and materials, FMCG, electronics and semiconductors,
energy and natural resources, healthcare, food and beverages, IT and telecom, manufacturing and
construction, service sector. Today, with the clients spread across broad residential and
commercial/industrial spectrum availing their product range the company have created a
landmark. In tenure of three years firm have gone from strength to strength by adding to their
expertise gathered valuable experiences that have furthered their ratings in the industry.

The company is fortunate to have with us man power, infrastructure and technology to support us
in all their business operations. They emphasize a satisfactory customer experience by delivering
personalized service to each of their clients. They endeavor to provide reliable market insights
that are critical to their client’s success.

2.1.2 OWNERSHIP PATTERN

 Introspective Market Research private Limited is a private incorporated on 01 May
2019.It is classified as non-government company and is registered of companies, pune.
Its authorized share capital is Rs. 2,500,000 and its paid up capital is Rs. 2,500,000. It is
involved Introspective Market Research Private Limited’s annual general meeting
(AGM) was held on 20 November 2020 and as per records of Ministry of Corporate
Affairs (MCA), its balance sheet was last filed on 31st March 2020. Managing Director of
Introspective Market Research Private Limited is Ms. Swati Kalagate and Sales and
Marketing Director Mr. Akshay Patil and Technical Support Head Mr. Rohit Kalagate.
Its Email address is sales@introspectivemarketresearch.com and its registered address is
Office No.15, Vrundavan Commercial Complex, Guruganesh Nagar, DP Road, Kothrud-
411038.

 NAME OF COMPANY: “INTROSPECTIVE MARKET RESEARCH PVT

LTD.PUNE”
 ESTABLISHMENT: 2019
 OWNER: SWATI KALAGTE
 NATURE OF BUSSINESS: FRAMED RESEARCH SOLUTION
REPORTS
 HEAD OFFICE: INTROSPECTIVE MARKET RESEARCH PVT LTD.
Office No.15, Vrundavan, Commercial Complex, Guruganesh Nagar, DP
road, Kothrud-411038, Pune.
 ANNUAL TURNOVER: 2020-21 Rs. 2.6 Crore Approx.
 NUMBER OF EMPLOYEES: 15
 BRANCH: PUNE.

2.1.3 NATURE OF BUSSINESS:

 Manufacturer
A manufacturing is the production of goods through the use of labor, machinery, tools.
Manufacturing can either mean

2.1.4 VISION MISSION QUALITY POLICY:-

VISION:
Our vision is to be the part of the prominent market research companies and
consulting services and became the business intelligence hub and achieving the absolute
customer satisfaction by serving the customized services.

MISSION:
We want to achieve 100% customer satisfaction and provide the detailed insights
to the industries through service excellence and innovative business solutions.
2.1.5 TYPE OF PRODUCT AND SERVICES:

TYPES OF PRODUCT:

 Aerospace and defense

 Agricultural Industry
 Automotive and Transport
 Animal Nutrition
 Building and Construction
 Pharmaceuticals
 Consumer Goods
 Electronics and Semiconductors
 Food and Beverages
 Energy and Natural Resources
 Information and Communication Technology (ICT)
 Medical Devices
 Automation and Process Technology
 Biotechnology
 Chemicals and materials
 Mining, Minerals and Metals
 Healthcare
 Service Sector

SERVICES:
 Syndicate Research Reports
 Customized Research Reports
 Consulting Services
 Key Players Benchmarking
 Subscription Based Reports

2.2 MARKET SCENARIO:

2.2.1 AREA OF OPERATION:

GLOBAL MARKET:-
Global marketing is “marketing on a worldwide scale reconciling or taking commercial
advantage of global operational differences, similarities and opportunities in order to meet global
objectives”. Global marketing is also a field of study in general business management to provide
valuable products, solution and services to customers locally, nationally, internationally and
worldwide.

International marketing is the export, franchising, joint ventures or full direct entry of an
organization’s product or services into another country. This can achieved by exporting a
company’s product into another location, entry through a joint venture with another firm in the
target country, or foreign direct investment into the target country. The development of the
marketing mix for that country is then required-international marketing. It can be straightforward
as using existing marketing strategies, mix and tools for export on the one side, to a complex
relationship strategy including localization, local product offerings, pricing, production and
distribution with customized promotions, offers, websites, social media and leadership.
Internationalization and international marketing meets the needs of selected foreign countries
where a company’s value can be exported and there is inter-firm and firm learning, optimization
and efficiency in economies of scale and scope.

A firm does not need to export or enter all world markets to be considered an international
marketer. According to American Marketing Association (AMA) “International marketing is the
multinational process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create exchanges that satisfy individual and
organizations goals”.

2.2.2 COMPETITORS:
 MMR Marketing Pvt. Ltd.
 Statbyte Marketing Solutions
 Chronical Market Research
 Ample Market Research & Consulting Private Limited.
 Leadmaster Private limited
 Roushan Research International
 Ropts Private Limited.

2.2.3 ACHIEVEMENTS:

INNOVATING SINCE 2019

Introspective Market Research serving the industry since May 2019. In the Nine months of
successful period IMR satisfied with around 50+ customers.

2.3 VARIOUS DEPARTMENTS IN THE ORGANIZATION:-

 Administrative department
 Marketing department
 Research department

2.4 ORGANIZATIONAL CHART:

 Owner

CEO

GENERAL
MANAGER

BRNACH
MANAGER

MARKETING RESEARCH TEAM

MANAGER MANAGER

SALES MANAGER ASSISTANT

RESEARCHERS

ASSISTANT
SALES
 CHAPTER III
THEORETICAL
BACKGROUND
3.1 BREIF REVIEW OF LITERATURE:
Review of literature is an early step for conducting research. Review of related literature of
conducted to enable the researcher to get a clear understanding about the specific field of study.
It also helps the researcher to have an insight into the tested methods, procedures and
interpretations of similar studies conducted elsewhere. The literature review helps researcher to
remove limitations of existing work or may assist to extend prevailing study. Considerable
amount of literature is available in the present chapter an attempt has been made to study
previous researches in the field sales promotion and advertising strategy in that sector.

Kotler (2003) claims that while advertising is used as a long term technique for enhancing the
brand value, sales promotions are mostly used in order to create a short term demand for the
products, hence sales promotions are actively and increasingly used by brand managers because
of their effectiveness in some of the cases. Taking this into account, it is worthwhile for every
marketer to review such an important tool as sales promotions.

Alvarez and Casielles (2005): Promotion is a vital tool that helps the marketer to achievement
their sales target and increase the company’s profit.

Kwok and Uncles (2005): Roles of sales promotion is observed in final stages of buying.
When customer is about to finalize from the chosen choice list sales promotion may trigger the
activities.

Vecchio, Devon, Del (2006): In this report the result of the study, which examined the effective
of sales promotional offers and advertisement, is creating a huge range of difference in retail
marketing business. Promotion can also increase or decrease the preference for a brand.

Anderson (2004): Examined how the present price promotional offers impact in future
purchasing. As reported the higher price discount in present period will increase future purchase
by fresh purchaser. But it will reduce future purchases by regular purchaser.

Mela, F. Carl (1997): Reviewed the long-term impact of advertising and promotion on brand
choice of consumer’s behavior. As the study it will possible when change in promotional policies
of retailers and advertising concept of manufacturers. When the advertising will reduce and
promotional offers will increase then only customer attract through more price and promotion
over long time and easily pick the same brand.

Sethuraman, Ray (1996): Examined the discount effect between high-priced and low-priced
brands. The findings as the major national brand can sale the product without any reduce in its
price compare to other competitor brands.
Alvarez and Rodolfo (2005): Studied the sales promotion and advertising strategy. As a report
promotion is helpful to manufacturer and retailer for fulfilling their objectives. Immediate
reduction of price is major technique for influencing to select brand. Which promotions is based
on price it become have more effectiveness.

Vyas, H. Preeta (2005): Examined the consumer preferences with effect of sales promotion. As
on study the promotional offer which is better, which promotional offers immediate incentive
offering of price-cut nature and it is likely available to all consumer segment.

Janiszewski, Cunha, Chris and Mcrus (2004): Studied on analysis of the price discount on the
attractiveness of the product. The price discounts are analyzed that only when the customer will
receive the most weight of the product discount. Price discount is depending upon each different
product.

Raghubir, Priya (2005): Examined the consumer response for the promotional offers of “free
gift with purchase” as the study this joint bundle offer compared with “buy one get one free”
promotional offers, consumers are very less to pay for free product offer. In this same way when
given free product on purchase of bundle product. Consumers are very less to pay for purchase
of alone product.

Shor, L. Oliver and Mikhael, Richand (2003): Examined the analysis of digital coupons on
advertising strategy. As results providing a digital coupons and it is price reduction given more
positive effect on consumer perception than traditional couponing.

Jacob, Alain, D. Astous and Isabelle (2002): Examined the consumer reaction for premium
based sales promotional offers. According to study, consumer level will appreciation, when there
is relatively available lower quality of goods for purchase. When the value of offer is specified.
When the interest in buying in premium.

Francis and Padgett (1995): Examined the relationship between promotion purchasing and
regular purchasing. The study shows positive relationship between promotional purchase and
regular purchase. The promotional offer is involving for access the customer towards product.
Three fourth of regular customers make purchase more on regular price.

Huber, Orlmeyer and Joel, Gwen (1991): Examined the negative impact of promotional
offers on brand experience. As on study when consumer had negative impact on purchased
brands on discount offers than customers go to buy brands on regular price.

Jan-Benedict (2002): Examined the competitors react to others advertising attacks and price
promotional offers. As on study competitors react to others it is a nature of business. The
competitors actually react to other competitors in same way. If gives promotional offers from
one side and competitors also gives promotional offers to customers. If attack with advertising
from one side and competitors also attack with advertising. Whatever argues is there that will
carry some few long-run of reaction.

Mary, P. Conchar (2005): Studied the analysis of promotional and advertising spending on
firm. As on study is a going positive relationship between promotional and advertising spending
on firm. It is expected to rising shareholders wealth and earning future cash flows.

Batra (1995): Examined the analysis of advertisement an sale. As on advertisement influences

on short term sales and also market share.

Lefferly and Goldsmith (2002): Examined the analysis of websites advertisement on

consumer response. As on study the website advertising is helpful to create understanding,
Product selection, reviewing and changing customer attitude and influence the customer
perception towards particular brand.
3.2 THEORETICAL BACKGROUND OF THE STUDY:

ADVERTISEMENT:
Advertisement as a tool of communication, but mostly as a marketing tool is subject to many
theories and explanatory and normative models. The word ‘Advertisement comes from the Latin
word of Advert ere’ which helps to understand minds of people towards products.

Advertisement is helps to transfer the business promotional information to present and

prospective customer. It generally provides information about firm, place of availability and
quality of product. Advertisement is more important for seller in modern and large-scale
production, without advertisement and promotional activity they cannot push product for sales
effectively in competitive marketing. Advertisements and promotional activity break for personal
selling. Advertisement and promotional activity is concentrating on modern world and
considering competition and adopt modern technology through find customer fashion and taste
and promote product effectively in the market.

FEATURES OF ADVERTISEMENT AND SALES PROMOTIONS:

Advertisement reaches the information to masses through mass communication. Advertisement
and sales promotional offers are a non-personal communication because it is concentrating on
targeted audience not only individually.

Information:

Advertisement provides details information about the product and benefits to the buyers.

Suggestive:

The advertisement should be capable to provide proper suggestions to customers.

Profit Maximization:

Advertisement is indirect income to the organization.

Non-personal presentation:

Advertisement is not going to meet in individually goal of the employee but it can observe the
customers personal appeal.

Consumer choice:

Advertisement is totally based on consumer choice. It is also influence the customers for buying
goods as per consumer preference like budget and choice. Right choice of product makes happy
to customers.
Art, Science and profession:

Advertisement is based on the creativity of the art and science.

Element of marketing mix:

Advertisement is a one of the major tool of four promotional mixes. Advertisements are
indirectly contributing to sell goods and services.

IMPORTANCE OF ADVERTISEMENT:

Promotion of sales:

Advertisement is promoting of sale of product through informing people about particular product
details. Advertisement is helpful to earn new customers in national and international level.

Introduction of new market:

Advertising helpful to introduce new product, whoever introduce new product in market they
need to aware about product to people. Without advertisement nobody cannot introduce new
product. Advertisements are quickly aware particular product.

Creation of public image:

Advertisement is building the value of the advertiser. It is trying to fulfill customer needs
through informing character of product. In this way it increases this values and goodwill. It is
necessary to every business for fight against competitors.

Mass production:

Advertisement providing large scale production. It supports to promote large scale production.
Because business organization knows, with the help of advertisement easily promote large-scale
business. Mass production is helpful to reduce the cost of production of product.

Research:

Advertisement is involving for development and research activity. Advertising had the
competitive activity in marketing. Every business tried to differentiate of it is product compare to
competitors and tried to give substitution in product though advertisement these are all possible.
Every business needed to conduct research and development in market. If it is not conduct it will
go out from the market.

Education of people:
Advertisement is improving knowledge of people about new products, uses and conditions.
Advertisement helpful to change people lifestyle, attitude and buying behaviors and help to give
it up old habits and it is increasing standard of living of society.

AIDA MODEL:
AIDA is a tool for ensuring the writing, copy and grabs attention. The four steps of tools are
needed to attract the customers, visit the website and buy the product.

ATTENTION INTEREST

DESIRE ACTION

AIDA Model

Attention:
In a media needs to attract filled world and grab the attention of people through a power full
worlds and power full picture catch readers and influence to read and wait for what say next.

Interest:
It is one of the challenging levels in AIDA model. After got the attention of readers we should
engage more with the readers and try to understand to them of particular message. Taking the
benefit of readers and catching reader’s attention.

Desire:
In AIDA model interest and desire is a hand in hand after building the readers interest, there need
to help them for better understand and how you help them in better in way as per the readers
personal needs and wants.

Action:
Finally should be clear about readers what action should take for readers and make a request to
them for getting action.

SALES PROMOTION:
Sales promotions are a marketing communication tool for stimulating revenue or providing
incentives or extra value to distributers, sales staff, or customer over a short period. Sales
promotion activities include special offers, displays, demonstrations, and other nonrecurring
selling efforts that aren’t part of the ordinary routine. As an additional incentive to buy, these can
be directed at consumers, retailers and other distribution partners, or the manufacturer’s own
sales force.

Companies use many different forms of media to communicate about sales promotions, such as
printed materials like posters, coupons, direct mail pieces and billboards; radio and television
ads; digital media like Text messages, Email Marketing, Websites and Social media, Affiliate
marketing, Search Engine Optimization (SEO), Pay Per Click(PPC) and so forth.

Companies use sales promotions to increase demands for their products and services, improve
product availability among distribution channel partners, and to coordinate selling, advertising,
and public relations. A successful sales promotion tries to prompt a target segment to show
interest in the product or service, try it, and ideally buy it and become loyal customers. Making a
promotion is an excellent way to reach a new audience, reach the media, build customer loyalty,
dispose of stock, disseminate new products and increase sales. This is a strategy that has been
used for decades and which, when well planned and implemented, can produce very positive
results in the short, medium, long term. However, and since each business has its particulars,
promotional actions that make sense to the brand should be implemented.

Types of sales promotion:

Samples:

They are offers of a trial amount of a product. It consists of inviting prospective purchasers to try
the product without cost or a lower cost in the hope that they will buy product. Samples may be
free or discounted.

Coupons:

Coupons are certificates that give buyers a saving when they purchase a specified product.
Coupons can be mailed, placed in advertisements or included with other products.

Rebates:

Rebate is also known as cash refund offers. Rebates are offers to refund part of the purchase
price of a product to its customer 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 consumer 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 low cost as an incentive to buy a product. Premiums
may be in- pack or on-pack (outside the pack).

Prizes:

They are offers of chance to win something such as cash, trips or goods-by luck or through extra
efforts. Contests of talent and sweepstakes or draws the most popular prize offering promotions.

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 their one brand to advertise non-competing brand.
 Chapter IV
DATA ANALYSIS
AND
INTERPRETATION

Data analysis and Interpretation

Table no.01: Respondents divided on gender
Sr. No. Particulars No.of respondents Percentage of
respondents
1 Male 61 61%
2 Female 39 39%
3 Total 100 100%

Analysis: As per survey out of 100 respondents, there are 61 male respondents and 39 female
respondents.

70

61
60

50

39
40

30

20

10

0
1 2

Interpretation: For this survey among 100 respondents both male and female are equally
respondent.

Table no.2: Respondents divided on age group

Sr. No Particulars No. of Respondents Percentage of
Respondents
1 Within 25 30 30%
2 25 to 40 42 42%
3 40 to 50 19 19%
4 Above 50 9 9%
5 Total 100 100%

Analysis: As on survey 30 percent of the responders are within 25 years age group, 42 percent of
the responders are between 25-40 age groups, 19 percent of the respondents are between 40-50
age group and 9 percent of the responders are above 50 age group.

No.of Respondents
45 42
40

35
30
30

25
19
20

15

10 9

0
Within 25 25 to 40 40 to 50 Above 50

Interpretation: The survey taken from different age group of customers, most of the customers
are between 25-40 age group.

Table no.3: Respondents divided on occupation:

 Sr. No Particulars No. of Respondents Percentage of
Respondents
1 Student 6 6%
2 Professional 60 60%
3 Housewife 4 4%
4 Employee 30 30%
5 Total 100 100%

Analysis: Among the respondents there are 6 percent student, 60 percent professional, 4 percent
housewife and 30 percent Employee.

No.of Respondents
70
60
60

50

40 No.of Respondents
30
30

20

10 6 4

0
Student Proffessional Housewife Employee

Interpretation: In this survey Professional and Employee are more responded than Students
and Housewife.

Table No. 4: Respondents divided on frequently visit on IMR

Sr. No Particulars No. of Respondents Percentage of
respondents
1 Yes 79 71%
2 No 21 21%
3 Total 100 100%

Analysis: One thing we understand from this survey, 79 percent of the respondents are
frequently visitors and 21 percent are less frequently visitors.

No.of Respondents
80
71
70

60

50
No.of Respondents
40

30
21
20

10

0
Yes No

Interpretation: As on survey 79 percent customers are frequently visitors.

Table No-5: Reason for your visit:

 Sr. No Particulars No. of Respondents Percentage of
Respondents
1 Promotional offers 38 38%
2 Discount offers 32 32%
3 Range of items 25 25%
4 Other 5 5%
5 Total 100 100%

Analysis: Among the respondents of 38 percent of customers visit IMR influenced by

promotional offers, 32 percent of customers influenced by discount offers, 25 percent
influenced by range of items, 5 percent of customers visit by their other reasons.

No.of Respondents
40 38
35
32
30
25
25
No.of Respondents
20

15

10
5
5

0
Promotional of - Discount offers Range of items Others
fers

Interpretation: As per survey more customer visit IMR influenced by promotional offers than
other.

Table No-6: Respondents come to know about IMR

Sr. No. Particulars No. of Respondents Percentage of
Respondent
1 Through Advertisement 40 40%
2 Through Friends & Relatives 28 28%
3 Through 22 22%
Hoardings/Newspaper
4 Other 10 10%
5 Total 100 100%

Analysis: From this survey out of 100 percent respondents there are 40 percent customers
come to IMR influenced through advertisement, 28 percent through friends and relatives, 22
percent through hoardings/newspapers, 10 percent of customer come to IMR influenced other
media.

No. of Respondents
45
40
35
30
25
20 40
15 28
10 22
No. of Respondents
5 10
0
t s s rs
en tive per he
m pa t
se ela O
rti /r ws
v e
n ds /n
e
Ad fri
e
ngs
h di
o ug ug
h
ar
r o ho
Th Th
r
gh
r ou
Th

Interpretation: As per survey more customer come to IMR influenced by advertisement and
through friends and relatives than through hoardings/newspapers.

Table No-7: Rate the attractiveness of advertisement of IMR

Sr. no. Particulars No. of Respondents Percentage of
Respondents
1 Very Attractive 17 17%
2 Attractive 75 75%
3 Less Attractive 6 6%
4 Not at All Attractive 2 2%
5 Total 100 100%

Analysis: From this survey out of 100 percent respondents there are 17 percent customers are
very attractive by the advertisement provided by the IMR, 75 percent are attractive, 6 percent
are less attractive and 2 percent are not at all attractive.

No. of Respondents
80

70

60

50
No. of Respondents
40
75
30

20

10 17
6 2
0
Very Attractive Attractive Less Attractive Not at All attractive

Interpretation: As per survey we can understand most of the customer are attractive towards
the advertisement provided by IMR.

Table No-8: Advertisement of IMR attracts you to purchase items from IMR.
Sr. NO. Particulars No. of respondents Percentage of
Respondents
1 Yes 70 70%
2 No 30 30%
3 Total 100 100%

Analysis: From this survey out of 100 percent respondents the 70 percent of customer are
attracts to purchase product from IMR influenced by advertisement and 30 percent of customer
are not attracted by the advertisement.

No. of Respondents
80

70

60

50
No. of Respondents
40
70
30

20
30
10

0
Yes No

Interpretation: As on survey most of the customers are attracted by advertisement for

purchasing product from IMR.

Table No-9: The most attractive visual elements in IMR advertisement

Sr. No. Particulars No. of Respondents Percentage of
respondents
1 The color 10 10%
2 The font 15 15%
3 The image 10 10%
4 The design 40 40%
5 Other 25 25%
6 Total 100 100%

Analysis: From this survey out of 100 percent respondents there are 10 percent customer like
the color in IMR during advertisement, 15 percent of customer like the font, 10 percent
customer like the image, 40 percent customer like the design and 25 percent customer like
others.

No.of Respondents
45
40
35
30
25 No.of Respondents

20 40
15
25
10
15
5 10 10
0
The color The font The image The design Others

Interpretation: As on survey more customer are attracted by the design and others visual
elements of IMR advertisement.

Table no-10: Table showing which type of promotional activities attracts customers.
Sr. No. Particulars No. of Respondents Percentage of
Respondents
1 Discounts 15 15%
2 Extra offers 20 20%
3 1+1 offers 50 50%
4 Advertisement 15 15%
5 Total 100 100%

Analysis: From this survey 15 percent respondents attracts by discount, 20 percent attracts by
the extra offers,50 percent attracts by the 1+1 offers and 15 percent customer attract by the
advertisement promotional activity.

No. of Respondents
60

50

40

30
50
20

10 20
15 15

0
Discounts Extra offers 1+1 offers Advertisement

Interpretation: As per survey we can understand that most of the customer attracted by 1+1
offer and extra offers than discounts and advertisements.

Table No- 11: Rate the customer schemes of the company.

Sr. No Particulars No. of Respondents Percentage of
 Respondents
1 Good 60 60%
2 Average 30 30%
3 Poor 10 10%
4 Total 100 100%

Analysis: Based on survey among 100 respondents, 60 percent rate good about the customer
schemes, 30 percent rate average and 10 percent rate poor about the customer schemes of the
company.

No. of Respondents
70

60

50

40

30

20

10

0
Good Average Poor

Interpretation: As per survey it is found that more customers felt good about the customer
schemes of the company.

Table No-12: Table showing whether help in easy to buy in IMR.

Sr. No. Particulars No. of Respondents Percentage of
 Respondents
1 Yes 100 100%
2 No 0 0%
3 Total 100 100%

Analysis: From this survey out of 100 respondents, 100 percent of customer has responded
display helps to buy.

No. of Respondents
120

100

80
No. of Respondents
60
100
40

20

0 0
Yes No

Interpretation: As per survey it is found that display helps all customers in easy to buy in IMR.

Table No-13: Table showing whether the Sales Promotion activities help to visit IMR again.
Sr. No. Particulars No. of Respondents Percentage of
 Respondents
1 100 100 100%
2 0 0 0%
3 100 100 100%

Analysis: Based on survey out of 100 percent respondents, 100 percent replies yes that the sales
promotion activity helps them to visit again in IMR.

No. of Respondents
120

100

80
No. of Respondents
60
100
40

20

0 0
Yes No

Interpretation: As on survey we understand that sales promotion activities helps the entire
customer to visit IMR again.

Table No-14: Table showing whether you would like to recommend IMR to your friends
and relatives.
Sr. No. Particulars No. of Respondents Percentage of
Respondents
1 Definitely 94 94%
2 Not sure 6 6%
3 Definitely No 0 0%
4 Total 100 100%

Analysis: Among the 100 respondents there are 94 percent customer recommend IMR to his
friends and relatives and 6 percent of the customer not sure for recommend IMR to their friends
and relatives.

No. of Respondents
100
90
80
70
60
50
40
30
20
10
0
Definitely Not sure Definitely No

Interpretation: As per survey maximum customer said definitely recommend IMR to his friends
and relatives, because of the offers and quality of products provided by IMR.
 Chapter V

FINDINGS

5.1 Findings:
 As per survey males are responded more than females.
 As per survey most of the customers come for buying products between 25-40 age
groups.
 From the survey it is found that the most of the customers come for buying in IMR are
professional 60 percent, student 6 percent, and house wife 4 percent and employee 30
percent.
 It is found that 79 percent of the customers visit IMR frequently.
 As on survey most of the customers come to IMR getting influenced by promotional
offers, discounts and the range of the products available.
 Maximum customers come to know about IMR through advertisement and through
friends and relatives.
 Based on survey 75 percent customer felt attractive about the advertisement provided by
IMR.
 IMR advertisement also helpful as effectively influences to visit and helps to recognize
IMR.
 As per customer survey most attracted visual elements are the image and the design at
advertisement.
 Most of the customers are satisfied about the quality of the product as per the
advertisement.
 From the survey it is found that the displays are helpful for customer to buy easily.
 As on survey we can understand that the promotional activities also help them to visit
IMR again.
 Based on survey most of the customers influences by promotional offers and discounts.
 As per survey out of 100 percent respondents 70 percent customer said IMR offers attract
and induced them to purchase.
 As per survey it is found that more customers felt good about the customer schemes of
the company.
 Chapter VI
SUGGESTIONS
AND
CONCLUSION
 SUGGETIONS

 As the advertisement and promotional offers attract customer in large number so they
should concentrate more in future as per customer needs and wants.
 Now competitors also increasing and they also providing more promotional offers so
IMR has to increase more promotional offers.
 IMR should increase the duration of the promotional offers.
 CONCLUSION
The advertisement creates a great impact on customer mind about IMR.
Advertisement strategy and promotional offers directly effect on customers. Company
generally conducts advertisement for facing the competition. The advertising activity is
the one of the major leading activity compare to others. It is directly influence on
customer.
The promotional offers helpful to company for increasing the short-term
sales and also customers walk towards IMR promotional offers. Customers need to be
made aware of the productive usages of these products if IMR wants to target these
untapped market segments of the customers. Also IMR need to modify their advertising
strategies in order to educate the target audience about the product. Hence IMR will be
able to win a major between the competitors.

ANNEEXURE
Questionnaire:

I. Demographic profile of the respondents:

Name:

Address:

Age:

Qualification:

Email ID:

1) Gender:
a) Male( )
b) Female( )

2) Mention your age group:

a) within 25
b) 25 to 40
c) 40 to 50
d) Above 50

3) Your occupation:
a) Student
b) Professional
c) Housewife
d) Employee

II Opinion of the respondent:

4) Do you frequently visit IMR?

a) Yes
b) No
5) Reason for your visit?
a) Promotional offers
b) Discount offers
c) Range of items
d) Others

6) How do you come to know about IMR?

a) Through advertisement
b) Through friends/relatives
c) Through hoardings/newspapers
d) Others

7) Rate the attractiveness of the advertisement of IMR?

a) Very attractive
b) Attractive
c) Less attractive
d) Not at all attractive

8) Does the advertisement of IMR attracts you to purchase products from IMR?

a) Yes
b) No

9) Which is the most attractive visual elements in IMR advertisement?

a) The color
b) The font
c) The design
d) The image
e) Other

10) Which type of promotional strategies attracts customers?

a) Discounts
b) Extra offers
c) 1+1 offer
d) Advertisement

11) How do you rate the customer schemes of the company?

a) Good
b) Average
c) Poor

12) Do you think the due to displays it is easy to buy products in IMR?
a) Yes
b) No

13) Does the sales promotion activities of IMR made you to visit again?
a) Yes
b) No

14) Would you like to recommend IMR to your friends/relatives?

a) Definitely
b) Not sure
c) Definitely no

15) Would you like to share your opinion, suggestions, comment any improvement on sales
promotion and advertisement of IMR?
BIBLIOGRAPHY
BIBLIOGRAPHY

BOOKS:

Marketing Management: Philip Kotler.

Sales and Distribution Management: Dr. Matin Khan

Research Methodology: Philip Kotler.

WEBSITES:

WWW.marketresearch.com

WWW.introspectivemarketresearch.com

WWW.google.com