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Internship Project as per the IP University guideline on AN ANALYSING OF MARKETING

STRATEGIES WITH REFERENCE TO GREAT AID PVT. LTD
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Internship project of marketing strategies analysis

1. PROJECT REPORT ON AN ANALYSING OF MARKETING STRATEGIES WITH REFERENCE TO GREAT AID PVT. LTD Submitted in the partial fulfillment of the degree of Bachelor of
Business Administration (2017-2018) SUBMITTED BY: NAME OF THE STUDENT – HARSHITA BANSAL ROLL NO. - Under the guidance of MS. Ruchi kalia (ASST. PROFESSOR) MS.Saina
Jain (ASST. PROFESSOR) SUBMITTED TO: Ideal Institute of Management & Technology & School of Law 16-x Karkardooma Institutional Area, Delhi-92
2. CERTIFICATE This is to certify that the project entitled “An Analysing ofmarketing strategies with reference to GreatAid Pvt. Ltd.” is bonafide work carried out by Harshita Bansal
studentof BBA (CAM), Ideal Institute of Management & Technology and School of Law during the year 2017 in Partial Fulfillment Of the requirements for the Award ofthe Degree of
BBA (CAM) under my Guidance & Direction. To the best of my Knowledge and belief the data & information presented by her in the project has not been submitted earlier. MS. RUCHI
KALIA (ASST. PROFESSOR) (SUPERVISOR) MS. SAINA JAIN ASSISTANT PROFESSOR (SUPERVISOR)
3. ACKNOWLEDGEMENT I am writing this final Project for the program of Bachelor of Business Administration on “An Analysing of marketing strategies with reference to Great Aid
Pvt. Ltd.” for Ideal Institute of Management & Technology and School of Law, Affiliated to Guru Gobind Singh Indraprastha University. It has been a great challenge but a plenty of
learning and opportunities to gain a huge amount of knowledge on the way of writing this Project report. I could not have completed my Project without the constant guidance of
Ms.Ruchikalia (Asst. Prof.) and Ms.Saina Jain(Asst. Prof.) our faculty guide, who helped me along the way and was always prepared to give me feedback and guidelines whenever I
needed it. Harshita Bansal Enroll no. -
4. TABLE OF CONTENT CH-1 INTRODUCTION…………..……………………………………………1 1.1. MARKETING ……………………………………………………………………………2
1.2. MARKETING MIX ……………………………………………………………………...3 1.3. MARKETING STRATEGY ……………………………………………………………..5 1.4. NATURE
OF MARKETING STRATEGIES ……………………………………….......6 1.5. ESSENTIALS OF MARKETING STRATEGIES ………………………………………7 1.6. TYPES OF MARKETING
STRATEGIES …………………………………………...…8 1.7. THE ROLE OF MARKETING MIX IN STRATEGY …………………………………15 1.8. OBJECTIVES OF STUDY
……………………………………………………………..15 1.9. REVIEW OF LITERATURE ………………………………………………………......15 1.10. SCOPE OF STUDY
…………………………………………………………………20 1.11. RESEARCH AND METHODOLOGY ……………………………………………..20 1.12. LIMITATION
…………………………………………………………………….....22 CH-2 COMPANY PROFILE………………………………………………………………23 2.1. ABUOT GREAT AID
GROUP…………………………………………………………24 2.2. ABOUT GREAT AID MARKETING PRIVATE LMT………………………………..25 2.3 GREAT AID MARKETING IS THE
DEALER OF…………………………………….27 2.4 CLIENTS OF THE COMPANY………………………………………………….……...31 2.5
VISION…………………………………………………………………………………..32 2.6 DEDICATION………………………………………….………………………………..32 2.7
STRATEGY……………………………………...………………………………………32 2.8 OUR BASIC PRINCIPLE……………………………………………………………….32 2.9 THE WORK
CULTURE………………………………………………………………...33 2.10 COMPITITORES…………………………………………………………...………….33 2.11 THE PRODUCTS
GREAT AID DEALS WITH………………………………………33 2.12 SWOT ANALYTIS ……………………………………………………………………42 CH-3 ANALYSIS AND
INTERPRETATION OF DATA……………………………….43 3.1. IMPACT OF DATA BASE MARKETING STRATEGY…………….………………..44 3.2 .IMPACT OF B2C MARKETING
STRATEGY………………………………………..45 3.3. IMPACT OF B2C MARKETING STRATEGY………………………………………..46 3.4 IMPACT OF TRADE SHOW MARKETING
STRATEGY…………………………....47 3.5 IMPACT OF INBOUND MARKETING STRATEGY…………………………………48 3.6 IMPACT OF OUTBOUND MARKETING
STRATEGY……………………………....49 3.7 IMPACT OF DRIP MARKETING STRATEGY……………………………………….50 3.8 MOST EFFECTIVE MARKETING STRATEGY ON SALES OF
THE COMPANY...51 3.9 FINDINGS……………………………………………………………………………….51 CH-4 CONCLUSIONS &
RECOMMENDATIONS…………………………………….52 BIBLIOGRAPHY…………………………..………………………………………………54
5. CHAPTER – 1 INTRODUCTION
6. 1.13. MARKETING Marketing is the study and management of exchange relationships. The American Marketing Association has defined marketing as "the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." Marketing is
used to create, keep and satisfy the customer. With the customer as the focus of its activities, it can be concluded that Marketing is one of the premier components of Business
Management - the other being Innovation. Marketing practice tended to be seen as a creative industry in the past, which included advertising, distribution and selling. However,
because the academic study of marketing makes extensive use of social sciences, psychology, sociology, mathematics, economics, anthropology and neuroscience, the profession
is now widely recognized as a science, allowing numerous universities to offer Master-of-Science (MSc) programs. The process of marketing is that of bringing a product to market.
As such, the steps include, broad market research; market targeting and market segmentation; determining distribution, pricing and promotion strategies; developing a
communications strategy; budgeting; and visioning long-term market development goals. Many parts of the marketing process (e.g. product design, Art direction, Brand
management, advertising, Copywriting etc.) involve use of the creative arts. Given the centrality of customer needs and wants in marketing, a rich understanding of these concepts
is essential: Needs: Something necessary for people to live a healthy, stable and safe life. When needs remain unfulfilled, there is a clear adverse outcome: a dysfunction or death.
Needs can be objective and physical, such as the need for food, water and shelter; or subjective and psychological, such as the need to belong to a family or social group and the
need for self- esteem. Wants: Something that is desired, wished for or aspired to. Wants are not essential for basic survival and are often shaped by culture. Demands: When needs
and wants are backed by the ability to pay, they have the potential to become economic demands. Marketing research, conducted for the purpose of new product development or
product improvement, is often concerned with identifying the consumer's unmet needs. Customer needs are central to market segmentation which is concerned with dividing
markets into distinct groups of buyers on the basis "distinct needs, characteristics, or behaviours who might require separate products or marketing mixes.” Needs-based
segmentation (also known as benefit segmentation) "places the customers' desires at the forefront of how a company designs and markets products or services." Although needs-
based segmentation is difficult to do in practice, has been proved to be one of the most effective ways to segment a market.
7. 1.14. MARKETING MIX The 'marketing mix (also known as the 4 Ps) is a foundation model in marketing. The marketing mix has been defined as the "set of marketing tools that
the firm uses to pursue its marketing objectives in the target". Thus the marketing mix refers to four broad levels of marketing decision, namely: product, price, promotion, and
place. The Marketing mix is a set of four decisions which needs to be taken before launching any new product. These variables are also known as the 4 P’s of marketing. These four
variables help the firm in making strategic decisions necessary for the smooth running of any product / organization. The 4 P’s are as following:- Product The first thing you need, if
you want to start a business, is a product. Therefore Product is also the first variable in the marketing mix. Product decisions are the first decisions you need to take before making
any marketing plan. A product can be divided into three parts. The core product, the augmented product and the tertiary product. Before deciding on the product component there
are some questions which you need to ask yourself. What product are you selling? What would be the quality of your product? Which features are different from the market? What is
the USP of the product? Whether the product will be branded as sub brand or completely new? What are the secondary products which can be sold along with primary (Warranty,
services) Based on these questions, several product decisions have to be made. These product decisions will in turn affect the other variables of the mix. For example – You plan on
launching a car which will have the highest quality. Thus the pricing, promotions and placing would have to be altered accordingly. Thus as long as you don’t know your product,
you cannot decide any other variable of the marketing mix. However, if the product features are not fitting in the mix, you can alter the product such that it finds a place for itself in
the marketing mix.
8. Pricing Pricing of a product depends on a lot of different variables and hence it is constantly updated. Major consideration in pricing is the costing of the product, the advertising
and marketing expenses, any price fluctuations in the market, distribution costs etc. Many of these factors can change separately. Thus the pricing has to be such that it can bear the
brunt of changes for a certain period of time. However, if all these variables change, then the pricing of a product has to be increased and decreased accordingly. Along with the
above factors, there are also other things which have to be taken in consideration when deciding on a pricing strategy. Competition can be the best example. Similarly, pricing also
affects the targeting and positioning of a product. Pricing is used for sales promotions in the form of trade discounts. Thus based on these factors there are several pricing strategies,
one of which is implemented for the marketing mix. Place Place refers to the distribution channel of a product. If a product is a consumer product, it needs to be available as far and
wide as possible. On the other hand, if the product is a Premium consumer product, it will be available only in select stores. Similarly, if the product is a business product, you need
a team which interacts with businesses and makes the product available to them. Thus the place where the product is distributed, depends on the product and pricing decisions, as
well as any STP decisions taken by a firm. Distribution has a huge effect on the profitability of a product. Consider a FMCG company which has national distribution for its product.
An increase in petrol rates by 10 rs will in fact bring about drastic changes in the profitability of the company. Thus supply chain and logistics decisions are considered as very
important costing decisions of the firm. The firm needs to have a full proof logistics and supply chain plan for its distribution. Promotion Promotions in the marketing mix includes
the complete integrated marketing communications which in turn includes ATL and BTL advertising as well as sales promotions. Promotions are dependent a lot on the product and
pricing decision. What is the budget for marketing and advertising? What stage is the product in? If the product is completely new in the market, it needs brand / product awareness
promotions, whereas if the product is already existing then it will need brand recall promotions. Promotions also decide the segmentation targeting and positioning of the product.
The right kind of promotions affect all the other three variables – the product, price and place. If the promotions are effective, you might have to increase distribution points, you
might get to increase the price because of the rising brand equity of the product, and the profitability might support you in launching even more products. However, the budget
required for extensive promotions is also high. Promotions is considered as marketing expenses and the same needs to be taken in consideration while deciding the costing of the
product.
9. 1.3MARKETING STRATEGY Marketing Strategy is the total and unbeatable instrumental or a plan shaped and designed specifically for attaining the marketing objectives of a
firm. A marketing mission and objectives tell us as to where we want to go and marketing strategy provides us with the grand design for reaching out there. It is a business overall
game plan for reaching people and turning them into customers of the product or service that the business provides. The marketing strategy of a company contains the company’s
value proposition, key marketing messages, information on the target customer, and other high level elements. The marketing strategy informs the marketing plan, which is a
document that lays out the types and timing of marketing activities. A company’s marketing strategy should have a longer lifespan than any individual marketing plan as the
strategy is where the value proposition and the key elements of a company’s brand reside. The marketing strategy is define as:- " Marketing strategy has mainly one aim - to cope up
with competition; there are five major and vital forces that decide the nature and intensity of competition – the threat of new entrants, bargaining power of customers, bargaining
power of suppliers, threat of substitute products and jockeying among the existing contest arts; the collective strength of these forces in the industry where his company can best
defined itself against these forces or can influence them in his favour; strategy can be viewed as building defences against competitive forces." -Michael E Porter. In the final analysis,
marketing strategy stands for competitive marketing actions that are bound to evoke a response from competition. That is why; a successful marketer needs to have a
comprehensive strategy to tackle competition at any cost. However, one cannot go to the extent of "any cost" unless one works according to a plan and that is competitive strategy
for thumping success in marketing. It is but, therefore, natural that competitive strategy has to be one that will evoke the much sought after competitive advantage. Having given
the competitive advantage, the said strategy should give a sustainable competitive edge. It warrants the thorough investigation and analyses of competition before one hope to
have a competitive advantage. Thus, competitive investigation, scanning and analysis consist of two things namely, the "long-term profit opportunity" and one's own competitive
position. A successful marketing operation is resting on a carefully thought out plan. Instead of speaking merely a plan, he should think of strategic plan. The strategic aspects of his
plan hinge on the ways to use the available resources to secure differential advantages over the competitors-and to move towards the attainment of the firm's objectives. The
strategy must reflect all aspects of the market, and above all it must be capable of anticipating the actions and reactions of competitors.
10. 1.4 NATURE OF MARKETING STRATEGIES The exact nature of strategy is self-evident from the definitions we have gone through. The nature is clearly spoken by the following
points: 1. They Are Dynamic: The concept of marketing strategy is relative as it is designed to meet the changing demands of a situation. Each situation and event needs a different
strategy that is why strategies are revised and recast very frequently to cope up with the changes in a given situation or event. 2. They Are Futuristic: A marketing strategy is forward
looking. It orients towards future. A marketing strategy is designed to bring out the organization from a ditch of regression to the path of progress for better change in the coming
times. 3. They Are Complex: A marketing strategy is a very complex plan impounding in its compound other plans or firms of plans which area must to achieve the organizational
goals. It is a compendium or complex of plans within plan to out beat the strength and vitality of others in the line. 4. They Provide Direction: Marketing strategies provide a set
direction in which human or physical resources will be allocated and deployed for achieving organizational goals in the face of changing environmental pressure, stress and strains
and constraints and restraints. 5. They Are All Covering: Marketing strategies involve the right combination of factors governing the best results. In fact, strategic planning warrants
not only the isolation of various elements of a given situation but a judicious and critical evaluation of their relative importance. 6. They Are A Link Between The Unit And The
Environment: The strategic decisions that are basically related with likely trends in the changing marketing changes in government, policies, and technological developments, and
ecological changeovers, social and cultural overtones. Then, the ever-changing environment which is external to the organization has impact on it because unit is the sub-systems
of supra-system namely environment. 7. They Are Interpretative: Marketing strategies are the interpretative plans formulated to interpret and give meaning to other plans in the
spot-light of a specific situation or situations. They demand an adjustment of plans in anticipation of the reactions of those who will be influenced. Strategic decisions are the result
of a complex and intricate process of decision making. 8. They Are Top Management Blue-Print: Marketing strategies and their formulation is the basic responsibility of top
management. It is because, it is tip management that spells out the missions, objectives and goals and the policies and strategies or the ways to reach them. Thus, top management
is not only to say to where to go but how best to go to the terminal point.
11. 1.5ESSENTIALS OF MARKETING STRATEGIES Any marketing strategy to be worth calling as successful or effective must enjoy certain extras which can be called as essentials or
requisites of it. A lot of businesses make the mistake of leaving it to the end of their budgets and business plans — just like pie is left for dessert — when in actuality it holds a lot of
weight on the success of the business. When we take a look at your own business marketing pie, here are the few most important pieces. Each on their own is great, but when you
put them all together, the results will expand your bottom line immensely (pun intended). 1) It Is Consistent: A marketing strategy to be effective is to be consistent with the overall
and specific objectives and policies and other, strategies and tactics of the marketing organization. 2) It Is Workable: Any strategy however laudable and theoretically sound is
meaningless unless it is able to meet the ever changing needs of a situation. In this business world contingency is quite common and the strategy that strikes at the head to
contribute to the progresses and prosperity of marketing organization. 3) It Is Suitable: A strategy is emergent of situations or environment. It is the subservient of changing
environment of business world. It is but natural that any strategy not suiting to the environment can impound the marketing organization in the compounds of danger, digress and
filtration 4) It Is Not Risky: Any strategy involves risks as uncertainty is certain; what is important is that the extent of the risk involved or associated with strategy is reasonably low
as compared to its pay-off or returns. It is because; a high risk strategy may threaten the survival of the marketing organization, let alone its success, if calculations go fut. 5) It Is
Resource Based: A sound strategy is one which is designed in the back ground of the available resources at its command. A strategy involves certain amount of risk which can hardly
be segregated. A strategic decision warrants commitment of right amount of resources for an anticipated or "pass through" errors in such demands of resources. 6) It Has A Time
Horizon: The statement "a stitch in time saves nine" that aptly applies to the concept of strategy. A sound strategy is time bound to be used at the nick of the hour and tick of the
opportunity. It has an appropriate time horizon. This time this is costlier than money and its horizon banks on the goals to be achieved. The time should be long enough to permit
the organization to make adjustments and maintain the consistency of a strategy.
12. 1.6TYPES OF MARKETING STRATEGIES Marketing strategies may differ depending on the unique situation of the individual business. However there are a number of ways of
categorizing some generic strategies. A brief description of the most common categorizing schemes is presented below:  Cause Marketing Finding a causes both your customers
and your company cares about can create magic for your business. This requires internal knowledge about what your organisation cares about and who they want to help in the
world. A good example of this is Toms Shoes. Instead of doing the traditional “buy one get one free” promotion, Toms built a strong customer following and reputation for giving
back by giving away a free pair of shoes to someone in need for every shoe purchase made by their customers.  Close Range Marketing (CRM) Use Wi-Fi or bluetooth to send
promotional messages of their products and services to their customers’ smartphones and tablets at close proximity. Close Range Marketing is also known as Proximity Marketing.
 Relationship Marketing Many companies focus on building relationships with their customers instead of always exclusive trying to sell them something (transactional marketing).
Customers who love your brand more will also spend more money with your brand. Many traditional retailers have found this to be true. Walgreens has seen that customers who
buy from all of their purchasing channels (store, web, mobile, etc.) buy up to six times more than the average customer that only buys in their store.  Transactional Marketing
Driving sales can be challenging, especially for retailers that have to consistently sell products in high volume to consumers. In order to stay with the demands of investors, retailers
have to encourage consumers to buy using coupons, discounts, liquidations, and sales events. High volume big-box retailers like Target are constantly running promotional events
in order to get interested consumers into their stores.  Scarcity Marketing In some markets it’s important to control how much product is available at one time. In many cases this
is done because of the difficulty of acquiring raw materials or higher quality of the product. A company may choose to make their products accessible to only a few customers. Rolls-
Royce’s release of their Chinese edition car called Phantom sold quickly. While the cost of the car was higher than most cars the scarcity drove the desire and the price.
13.  Word of Mouth Marketing Word-of-mouth Marketing is the passing of information from person to person by oral communication. Customers are very excited to share with the
world the brands they love. Many consumers find meaning in sharing stories of their favourite products and services. Word of Mouth is one of the ancient ways people learned about
what to purchase. Modern marketers have learned how to create authentic word of mouth for their companies and the products they represent.  Call to Action (CTA) Marketing CTA
Marketing refers to methods of converting web traffic into leads or sales on websites using text, graphics, or other elements of web design. Conversion strategies help improve the
percentage of online visitors who become customers or who join the mailing list.  Mass Marketing Major corporations need to drive large numbers of purchasing of their products
in order to survive and grow. While mass marketing may seem like a shotgun approach to marketing this is far from the truth. Big businesses spend big money in understanding big
data–that’s a lot of bigs!) This gives them an insight to where to place media for their potential national customers who buy their products and services. Walmart is an example of an
effective mass market retailer. As the number one retailer in the world, they are very smart about their mass marketing efforts, often giving their customers a feeling of locality and
warmth.  Seasonal Marketing Seasonal events offers a great way to meet new consumers. Sometimes these events can be actual changes of weather or national holidays. For a
retailer like Hallmark, Valentine’s Day represents a large portion of their business. By tuning into the various seasons that are important to your customers you can become more
relevant in their lives.  Online Marketing As commerce has propagated to the Internet, a new form of marketing has emerged. From online banners to those annoying pop ups,
online marketers have attempted to get their customers attention any way they can. Most online strategic marketing efforts today are a mix of growth hacking strategies (A/B testing
taken to the max) and a variety of awareness tactics that drive attention. A very effective online marketer is the insurance company Geico who simply asks their users to enter their
zip code for an instant quote on a better savings.  Email Marketing As soon as customers migrated into the online world, Internet marketers have attempted to collect and organize
emails for potential prospects. Many business-to-business marketers depend on email marketing as a primary way to connect with customers. At
14. industry tradeshows, IBM consultants can often be seen exchanging email information with their prospects.  Event Marketing Creating events is a great way to drive sales.
Customers often need a reason to shop and events can often offer the perfect reason. Macy’s Thanksgiving Day Parade has become part of American culture by connecting two
events together that consumer’s love: Thanksgiving and shopping.  Offline Marketing With mass adoption of the Internet, many companies are finding new ways of integrating
offline marketing with new technologies to create more engaging customer experiences. The Coca-Cola Company has create vending machines that invite customers to hug them.
This continues to tie the Coca-Cola brand to the core emotion of happiness, but also invite customers to experience the real product offline.  Outbound Marketing Sometimes it’s
important for companies to let their potential customers know they exist. By developing a list of prospects a company can begin to reach out to their individual target groups in
order to find new customers. When Microsoft was selling their accounting software they often used outbound marketing to identify potential targets before trying to call the
companies for an in-person meeting.  Inbound Marketing Companies often have customers calling them for various reasons. This can present a great opportunity to sell customers
additional products and services they currently don’t have. When business customers call to check their balances, the business bank Chase often takes the opportunity to ask if they
are interest in a credit line, a 401 k plan, or a variety of other services the bank offers.  Newsletter Marketing A fun way to promote a business is to write a newsletter that highlights
some of the newsworthy things that have happened for the organization. The Motley Fool have been sharing their investment insights with their community for many years. These
newsletters create a sense of inclusion and participation with their members and has provided a key driver for their incredible growth.  Article Marketing In industries where
expertise is highly valued, articles can offer a powerful tool to showcase your knowledge and expertise. Some innovations are shared in the form of articles or white papers where
technical information needs to be convey to specialized buyers. Amazon.com has dedicated part of their site for white papers on technical know-how on cloud computing. This is a
very sophisticated form of marketing for specialized buyers.
15.  Tradeshow Marketing Many products have to be experienced to be bought. There are very few customers that will buy a new automobile without doing a great deal of
research and test-driving the car first. Tradeshows are industry gatherings where customers are invited to come sample all that the industry has to offer. To introduce their new lines
of products, Ford Motor Company spends a great deal of time setting up and operating heir booth at the international consumer auto shows each year. These auto trade shows give
reporters and consumers a chance to experience cars first hand.  Direct Marketing Communicate directly with customers and prospects through mail, email, texts, fliers and other
promotional material. Advertise and promote your products and services to customers using a range of digital devices including computers, smartphones, and tablets. Internet
Marketing is an essential practice in Digital Marketing. Once a target market has been clearly identified, it is possible to work in conjunction with the USPS or a professional mail
carrier that knows where your customers live. Direct marketing can be an effective way to reach consumers right where they live at home. While there is often a negative side to this
approach (consumers don’t want to be bothered with a flurry of mail), many smart companies execute direct marketing well. Catalogue retailer L.L. Bean, for example, created
direct marketing programs that their customers looks forward to receiving.  Drip Marketing Drip marketing is a communication strategy that sends, or “drips,” a pre-written set of
messages to customers or prospects over time. These messages often take the form of email marketing, although other media outlets can also be used as well.  Community
Marketing Engage an audience of existing customers in an active dialogue, speaking to the needs and wants of this particular customer group. Instead of focusing on generating the
next transaction, community marketing promotes greater loyalty and higher levels of engagement within an existing brand community. Learn how to build brand communities here.
Community marketing can also lead to word of mouth marketing.  Social Media Marketing Social media sites like Facebook and Twitter offer a unique opportunity for savvy
businesses willing to invest in customer engagement. Social media marketing is still in its infancy but is growing up rather quickly. Companies like Southwest Airlines have
departments of over 30 people whose primary responsibility is to actively engage with customers on social media.  B2B Marketing Business-to-business marketing is a marketing
practice of individuals or organizations (including commercial businesses, governments, and other institutions). It allows
16. businesses to sell products or services to other companies or organizations that in turn resell the same products or services, use them to augment their own products or
services, or use them to support their internal operations. International Business Machines is a well-known B2B marketer. IBM’s business has grown because taking a very intelligent
approach at marketing their products to other business and governments around the world.  Promotional Marketing Promotional marketing is a business marketing strategy
designed to stimulate a customer to take action towards a buying decision. Promotional marketing is a technique that includes various incentives to buy, such as: Contests: We all
enjoy winning something for free. Contests offer an attractive marketing vehicle for small business to acquire new clients and create awareness. Coupons: According to CMS, a
leading coupon processing agent, marketers issued 302 billion coupons in 2007, a 6% increase over the previous year. Over 76% of the population use coupons, according to the
Promotion Marketing Association (PMA) Coupon Council. Coupons still work and provide an affordable marketing strategy for small business. Sampling: Try before you buy. Giving
away product might appear profit-limiting, but consider how giving your customers a small taste can lead to a big purchase. Retail genius Publix supermarkets share samples of
their award-winning key lime pie not because people question the goodness of the pie but to get their customers to buy more.  B2C Marketing The ultimate goal of B2C marketing
(business-to-consumer marketing) is to convert shoppers into buyers as aggressively and consistently as possible. B2C marketers employ merchandising activities like coupons,
displays, and store fronts (both real and online) and special offers to entice the target market to buy. B2C marketing campaigns are focused on a transaction, are shorter in duration,
and need to capture the customer’s interest immediately. These campaigns often offer special deals, discounts, or vouchers that can be used both online and in the store.  Cloud
Marketing In this new form of marketing, all marketing resources and assets are brought online so customers (or affiliates) can develop, modify, use, and share them. Consider how
Amazon.com gets customers to buy digital books, movies, and televisions shows in a digital library that is accessible in the customer’s online account or on their digital device like
their Kindle Fire.  Reverse Marketing In reverse marketing, the idea is to get the customer to seek out the business rather than marketers seeking the customer. Usually, this is done
through traditional means of advertising, such as television advertisements, print magazine advertisements, and online media. While traditional marketing mainly deals with the
seller finding the right
17. set of customers and targeting them, reverse marketing focuses on the customer approaching potential sellers who may be able to offer the desired product. In 2004, Dove
launched the Dove Campaign for Real Beauty focusing on the natural beauty of women rather than advertising their product. This campaign caused their sales to soar above $1
Billion and caused Dove to re-create their brand around this strategy. Although successful, this campaign caused a lot of controversy and discussion due to what people saw as an
advertisement with a contradictory message.  Telemarketing I know what you are thinking, you hate telemarketers. You are not alone in your feelings. However, telemarketing can
play an important part of selling your products to consumers and it must not be overlooked as many companies rely on it to connect with customers. Telemarketing (sometimes
known as inside sales, or telesales in the UK and Ireland) is a method of direct marketing in which a salesperson solicits prospective customers to buy products or services, either
over the phone or through a subsequent face to face or Web conferencing appointment scheduled during the call. Telemarketing can also include recorded sales pitches
programmed to be played over the phone via automatic dialling. Telemarketing has come under fire in recent years, being viewed as an annoyance by many.  Free Sample
Marketing Unlike Freebie Marketing, this is not dependent on complementary marketing, but rather consists of giving away a free sample of the product to influence the consumer
to make the purchase.  Direct Mail Marketing A channel-agnostic form of advertising that allows businesses and non-profits organizations to communicate directly with the
customer, with advertising techniques that can include text messaging, email, interactive consumer websites, online display ads, fliers, catalogue distribution, promotional letters,
and outdoor advertising. Direct marketing messages emphasize a focus on the customer, data, and accountability. Characteristics that distinguish direct marketing are: Marketing
messages are addressed directly to the customer(s). Direct marketing relies on being able to address the members of a target market. Addressability comes in a variety of forms
including email addresses, mobile phone numbers, fax numbers, and postal addresses. Direct marketing seeks to drive a specific “call to action.” For example, an advertisement
may ask the prospect to call a free phone number or click on a link to a website. Direct marketing emphasizes track able, measurable responses from customers regardless of
medium. Direct marketing is practiced by businesses of all sizes—from the smallest start-up to the leaders in the Fortune 500. A well-executed direct advertising campaign can prove
a positive return on investment by showing how many potential customers responded
18. to a clear call-to-action. General advertising eschews calls-for-action in favour of messages that try to build prospects’ emotional awareness or engagement with a brand. Even
well-designed general advertisements rarely can prove their impact on the organization’s bottom line.  Database Marketing Database Marketing is a form of direct marketing using
databases of customers or potential customers to generate personalized messages in order to promote a product or service for marketing purposes. The method of communication
can be any addressable medium, as in direct marketing. The distinction between direct marketing and database marketing stems primarily from the attention paid to the analysis of
data. Database marketing emphasizes the use of statistical techniques to develop models of customer behaviour, which are then used to select customers for communications. As a
consequence, database marketers also tend to be heavy users of data warehouses, because having a greater amount of data about customers increase the likelihood that a more
accurate model can be built. There are two main types of marketing databases: (1) consumer databases and (2) business databases. Consumer databases are primarily geared
towards companies that sell to consumers, often abbreviated as [business-to-consumer] (B2C) or BtoC. Business marketing databases are often much more advanced in the
information that they can provide. This is mainly because business databases aren’t restricted by the same privacy laws as consumer databases.  Personalized Marketing
Personalized marketing (also called personalization, and sometimes called one-to-one marketing) is an extreme form of product differentiation. Whereas product differentiation
tries to differentiate a product from competing ones, personalization tries to make a unique product offering for each customer. Nike ID is a popular brand that has developed a
strong business around this personalization marketing concept.  Cult-tural Marketing The proposition of cult marketing holds reign upon the notion that a way to convert— ahem,
excite … OK, convert—consumers is by using timeless human behavioural drives found in religious cults. Heck, fellow acolytes, nothing is more permission-, buzz- and one-to-one-
based than “a central ideology with a parallel social universe rich with customs.” Cult marketing is a bright spot in the list of new-fangled marketing templates, one that applies
timeless social-science principles in a powerful way. To the list of new-fangled marketing buzzwords, let’s add the term cult.  Brand Lover Marketing Brand Lover Marketing is a
marketing concept that is intended to replace the idea of traditional brand marketing. Brands are running out of juice and Brand Lovers are what is needed to rescue brands. But
what builds loyalty that goes beyond reason? What makes a truly great brand stand out? Brand Lovers bring brands to life. For a brand to
19. elevate itself into the “Cult Brand” category, it has to give customers a feeling of belonging while generating strong feelings of love for its customers. Creating loyalty beyond
reason requires emotional connections that generate the highest levels of love and a sense of belonging for your brand. 1.7THE ROLE OF MARKETING MIX IN STRATEGY Marketing
mix plays a crucial role while deciding the strategy of an organization. It is the first step even when a marketing plan or a business plan is being made. This is because, you’re
marketing mix decision will also affect segmentation, targeting and positioning decisions. Based on products, segmentation and targeting will be done. Based on the price,
positioning can be decided. And these decisions will likely affect the place and promotion decisions. Thus, the marketing mix strategy goes hand in hand with segmentation
targeting and positioning. The above four P’s of marketing give you an overall look at the product marketing mix. If your product is a service offering then there are 3 further P’s
taken into consideration namely – people, physical evidence and process. For the same, you can refer the Service marketing mix. 1.8OBJECTIVES OF STUDY  To gain an
understanding of the components of a marketing system of GREAT AID MARKETING PVT. LMT.  To analyse the impact of marketing strategies on the customer and the competitors
of the company.  To know about the brand position and role of the services of the company in the market. 1.9REVIEW OF LITERATURE Business organisations are constantly
seeking ways to enhance their performances in order to compete actively and aggressively in the market. Profit-seeking organisations have long recognised the importance of
creating value in the products and services they offer to the customers, all in the common objective to deliver commercial goods efficiently in order to keep
20. the current customer-base satisfied. Aside from inculcating loyalty among the members of the clients and customers of a business organisation, companies are likewise aware
of the need to widen and extend the reach of the company’s products and services to new markets in order to increase its share on clients and customers. Strategies, plans and
techniques in the areas of operations, communication and marketing, sales, supply chain, logistics, research and development, performance measurements as well as social and
corporate obligations and responsibility are continuously improved all for the benefit of the target market. Once companies become successful in these organisational and
managerial areas, sustained economic development is envisioned. This literature review aims to present a critique of existing, published literatures that analyse the relationship
between marketing strategies and the firm’s performance. Historically, marketing strategy formulation is viewed as an antecedent to performance outcomes (Lages 2000). It is the
modus operandi that allows an organization to concentrate its limited resources on the best available opportunities to increase sales and achieve a sustainable competitive
advantage (Michael Baker 2008). Marketing strategy has been a salient focus of academic inquiry since the 1980s, according to (Mavondo 2000). There are numerous definitions of
marketing strategy in the literature and such definitions reflect different perspectives (Li et al 2000). A traditional definition of marketing strategy is a plan for pursuing the firm’s
objectives or how the company is going to obtain its marketing goals with a specific market segment (Orville and Walker 2008; Theodosio, Leonidus, 2003; Kotler, Armstrong, 2009)
while Brodrechtova (2008) explains that marketing strategy is a roadmap of how a firm assigns its resource and relates to its environment and achieves corporate objective in order
to generate economic value and keep the firm ahead of its competitors. In laymen terms it is to determine the nature, strength, direction, and interaction between the marketing
mix-elements and the environmental factors in a particular situation (Li et al 2000). According to Levie (2006), the aim of the development of an organization’s marketing strategy
development is to establish, build, defend and maintain its competitive advantage. A thorough analysis of the newest scientific articles on strategic management and organisational
behaviour indicates that 71% of them analyse company performance as a dependent variable, 12% of them analyse it as an independent variable while 11% of the studies analyse
performance as a dependent as well as an independent variable (March and Sutton1997). Firm’s performance, on the other hand, is a well-established measure in marketing
literature. Wemeasure it through sales volume, profitability and market share for the current period (current firm performance), and perceived satisfaction with these measures
when considering the previous year. (Past firm performance) Four papers that are discussed in this review, discuss different strategies and their effect on a firms performance. E-
marketing Strategy and firm’s performance:- As of 31 December 2011, 2.267 billion people worldwide had access to the internet according
tohttp://www.internetworldstats.com/stats.htm.It has assumed an important channel for
21. marketing and distribution of products and services. That is, primarily, due to the cost effectiveness of the internet as well as convenience for customers when it comes to
ordering and browsing. A company can also reach out to a broader customer base at a relatively low cost. The first paper, The Relationship between E-marketing Strategy and
Performance: A Conceptual Framework in a Web Context proposes a conceptual framework that links the five factors; internal forces, the external forces, past web and firm
performances, current web (including firm performance) and the 4W’s E-marketing strategy (Web-Design, Web-Promotion, Web-Price, and Web- CRM). It basically explains that the
best strategy across situations does not exist. Performance levels result from the co- alignment among strategy and the firm’s context i.e. the internal and external forces. The
identifications of current market position in the web are an essential issue. Although many e-commerce companies collect cost and usage data about their websites, few of them
understand in any detail how well such information measures their sites performance. Since the year 2000, investors have been insisting, if not on profits, at least on objective
measures of a sites success in attracting, converting and retaining customers. McKinsey’s study (Kemmler et al., 2001) shows that while the performance of internet retailers is
improving, most media and content sites are going down. Export Marketing Strategy Determinants on Firm Export Performance:- According toCavusgil and Zou (1994), export
marketing strategy can be defined as “the means bywhich a firm respond to interplay of internal and external forces to meet the objective of the export venture”.
22. The growing of global trade and sales activity in the world has increasingly accentuated the importance of exporting for firms and countries alike. Globalization process, global
market competition and the subsequent performance difficulties encouraged by exporters cause the increasing interest in this subject (Sousa et al., 2008). Exporting is a
fundamental strategy in ensuring firm’s survival or growth, and firms may achieve competitive advantage in international markets with a positive influence on current and future
export performance (Navarro et al., 2009) and so, many companies have allocated a more attention and resources in order to export their products to foreign markets (Julian,
O’Cass, 2003; Julian, O’Cass, 2002a; Lages, 2003; Navarro et al., 2009). Marketingstrategy is one of the major elements of export performance and one of the key factors impacting
export performance (Cavusgil, Zou 1994; Thirkell, Dau, 1998; Lee, Griffith, 2004; Brodrechtova, 2008; Salavou, Halikias, 2008). Researches on the significance of the marketing
showed a strong association between export marketing strategy and export performance; a positive and direct impact of marketing strategy on export performance of the firms in
question (Mohamad et al., 2009; Mavrogiannis et al., 2008; Lages, lages, 2003; Julian, O’Cass, 2003; Leonidus et al., 2002; Cavusgil,Zou, 1994). Salavou and Halikias (2008), in their
study, also found that the majority of exporter companies that obtained higher profitability, was due to their marketing-based strategies. In contrast, researchers such as Julian,
(2003); Julian and O’Cass, (2003) concluded that export marketing strategies had no effect onto export performance. Also in the research by Abdul Adis and Md.Sidin,(2010) revealed
that there were no direct or significant relationship between export marketing strategy(concluding product adaption, promotion adaption, distribution strategy, design strategy,
price competitiveness, support to foreign distributer, target market specification) and export performance of Malaysian wooden furniture industry. In brief, although a few studies
mention there is not any relationship, most of researchers concluded that marketing strategy had significant positive effects on export performance and it was an important part of
studies that had been evaluated many times previously. Impact of marketing strategies on profitability of SME’s:- Mazzarol (2000) observed that “at the commencement of the new
millennium, small businesses are being heralded as the engine of economic growth, the incubator of innovation, and the solution to decades of persistent unemployment the
fulfilment of the enormous potential of the sector has been a consistent theme since the commencement of industrial revolution”. In both developing and developed countries,
promoting small and medium-sized enterprises (SMEs) is one of the most viable strategies for achieving national development goals such as economic development, strengthening
the industrial base and local production structure (Hallberg, 2000). Most of the academic literature and empirical studies relating to organizational behaviour in SMEs are based
upon data gathered in developed countries. Previous research outcomes ought to be cross-validated and put into another perspective when studying SMEs in a developing country
(Liargovas, 1998). There appears to be little doubt that small businesses do make a large net contribution to the creation of new jobs compared with large businesses (Birch 1979).
23. Marketing is a contentious issue among both academics and practitioners when it comes to SME’s (Gilmore et al., 2001; Siu and Liu, 2005; Chiliya et al., 2009). Marketing theory
development in SMEs has been somewhat limited and often relies on the application of classical marketing models to smaller businesses (Chaston and Mangles, 2002). Empirical
support for the relationship between the marketing strategy and financial performance of a business has been provided by a number of studies. The majority of these studies have
been based on the Profit Impact of Marketing Strategy and have focused on company performance in USA (Faria and Wellington, 2005; Kyle, 2004).Various studies by Shim et al.,
(2004), O’Neill et al. (2002) and Patterson and Smith (2001) have suggested that overall business performance is influenced by the marketing strategy. However, the results of the
aforementioned studies are inconclusive. According to Chiliya et al., (2009), taking the South African context, Cant and Brink (1999) studied the marketing perceptions of grocery
shop owners whilst Martins (2000) studied the retail strategies based on the income and expenditure patterns of consumers. According to Chiliya et al., (2009), study revealed
important shortcomings in the marketing knowledge and practises of SME’s (Small and medium enterprises) owners/managers in Mdantsane, East London making what few
strategies implemented as a failure. However, this is not the case inother countries; prime examples being the United Kingdom, Philippine, Australia (Mazzarol. T., 2000; Mitra J., and
H. Matlay, 2000), Srilanka (R. Gajanayake 2010), China (Shigang Yan., and David A. S. Chew 2011), Egypt (Amira Kazem., and Beatrice vanderHeijden 2006) while Holland, Germany
and France were included in this category with the help of Covin, J.G., and Slevin, D.P.’s (1991) rather detailed paper. The fact, according to various researches, that SMEs appear to
be more efficient users of capital is suggestive but not conclusive evidence in this respect. And, on the contrary, some studies show that small firms are less capital-efficient than
medium or large units. Conclusion:- Although strategies provide a firm with a plan of action, the struggle does not end there. A constant strife to implement the best strategy
available, tweak it or integrate two or more strategies together, are some of the things that need to be done. For all this to be viable the firm needs to have a dedicated working unit.
The marketers, the strategy makers as well as the manager, before implementing or introducing new methods/strategies, need to remember what is truly important for the long
term benefit of the firm; the idea and needs of their customers. Amongst various strategies, this paper will concentrate on the three discussed above, briefly. All of them are viable,
provided some minor amendments are made to suit the region and the firm. Bigger firms can use, what influence they have over the region, and convince governments to be more
accommodating towards some portions of a certain strategy. An example of this could be the strict regulation enforced by some countries on clothing made of animal skin.
However, some of the big corporations still have their license for making such
24. cloth wear. The market for such items is small and so they have to cater to every customer. With some countries not allowing them an inch of leniency, the company has no
option but to resort to alternate/illegal means to satisfy their customers. Pertaining to new strategies further research could be under taken with regards to firm’s reactive behaviour
as suggested by Lages and Montgomery (2004) which will help to achieve deeper understanding in firm and customer behaviour which, in turn, will help to implement marketing
strategies to the new age. 1.10SCOPE OF STUDY With the help of this study I am able to know that the company’s scope encompasses three dimensions—the target customer or
offering, geographic location and competitors. Through the study I came to know about how the company promotes its products, what are the activities that are performed to
survive in this competitive environment. 1.11 RESEARCH AND METHODOLOGY Research comprises "creative work undertaken on a systematic basis to increase the stock of
knowledge, including knowledge of humans, culture and society, and the use of this stock of knowledge to devise new applications." It is used to establish or confirm facts, reaffirm
the results of previous work, solve new or existing problems, support theorems, or develop new theories. A research project may also be an expansion on past work in the field.
Methodology is the systematic, theoretical analysis of the methods applied to a field of study. It comprises the theoretical analysis of the body of methods and principles associated
with a branch of knowledge. Typically, it encompasses concepts such as paradigm, theoretical model, phases and quantitative or qualitative techniques. A methodology does not
set out to provide solutions - it is, therefore, not the same as a method. Instead, a methodology offers the theoretical underpinning for understanding which method, set of
methods, or best practices can be applied to specific case, for example, to calculate a specific result. Research design specifies the methods and procedures for conducting a
particular study. A research design is the arrangement of conditions for collection and analysis of the data in a manner that aims to combine relevance to their search purpose with
economy in procedure. Research design is broadly classified into three types as:  Exploratory Research Design  Descriptive Research Design
25.  Causal Research Design I have used Descriptive research Descriptive Research Design Descriptive research studies are those studies which are concerned with described the
characteristics of particular individual. In descriptive as well as in diagnostic studies, the researcher must be able to define clearly, what he wants to measure and must find
adequate methods for measuring it along with a clear cut definition of population he want to study. Since the aim is to obtain complete and accurate information in the said studies,
the procedure to be used must be carefully planned. The research design must make enough provision for protection against bias and must maximize reliability, with due concern
for the economical completion of the research study. Data are of two type:-  Primary Data  Secondary Data I have used Secondary Data Secondary Data Secondary data means
data that are already available i.e.: they refer to the data which have already been collected and analysed by someone else. Usually published data are available in: Various
publications of the central, state/local governments or foreign governments, technical and trade journals etc. The secondary data involved in this project has been gathered from
the medical journals, literatures and internet. LIMITATION In undertaking this study, a number of problems were faced. Thus the study has several limitations. The limitations are: 
As a student, in the research field, I have no past practical experience of data collection, data processing, data analysing, integrating and presenting. So I can’t obtain much
information.  Due to the time limitation I could not gather more information to justify exact conditions.  They do not reveal their much information due to misapplication of their
data.
26. CHAPTER – 2 Company Profile
27. 2.1 ABUOT GREAT AID GROUP Great Aid Group has four companies having different activities in different fields. The companies are: Great Aid Marketing (P) Ltd Great Aid
Technical Services (P) Ltd
28. Great Aid Healthcare (P) Ltd. Great Aid Projects (P) Ltd. The first two companies namely – Great Aid Marketing (P) Ltd and Great Aid Technical Services (P) Ltd are dealing with
Medical Health Care Items since inception. The said company was established in the year 1989. Coming back to the Medical companies of Great Aid Group we mention further that –
Great Aid Marketing (P) Ltd, Great Aid Technical Services (P) Ltd and Great Aid Healthcare (P) Ltd are the dealers of: I. M/s. Agfa Healthcare India (P) Ltd II. M/s. GE Healthcare (P) Ltd
III. M/s Wipro GE Healthcare (P) Ltd Great Aid Marketing (P) Ltd is taking care of Government business and Great Aid Technical Services (P) Ltd is taking care of Private Business,
excluding drug related items, particularly where M/s. Agfa Healthcare India (P) Ltd is concerned. Business of equipment’s& instruments are carried out by M/s Great Aid Healthcare
(P) Ltd. We are the No.1 dealer of M/s. Agfa Healthcare India (P) Ltd. We are presently looking after Delhi, NCR and Western UP, Haryana (Panipat, Sonipat, Karnal, Hissar, Rohtakand
Sirsa). We are an “ISO 9001 and 2008” quality management system approved company. The laid down norms are adhered strictly and our companies sticks to the business ethics.
The strength of the company is its trained, qualified and dedicated staff. In sales and marketing alone we have around 30 staff and in total around 42 staff. The other companies
namely – Great Aid Projects (P) Ltd is dealing with Coal based Power Plants. Great Aid Projects (GAP) was incorporated in the year 2003. GAP deals with all Government, Central
Government, State Government and Public Sector Undertaking of the Thermal Power Plant Business. The specialization of GAP is in arrangement of joint venture, technology
transfer collaboration, marketing strategies and sale of equipment etc. 2.2 ABOUT GREAT AID MARKETING PRIVATE LMT Great Aid Marketing Private Limited was registered at
Registrar of Companies Delhi on 01 March, 1989 and is categorised as Company limited by Shares and a Non-government company.
29. Great Aid Marketing Private Limited's Corporate Identification Number (CIN) is U74899DL1989PTC035289 and Registration Number is 035289. Great Aid Marketing Private
Limited registered address on file is 301-302 ANAND CHEMBERS25/34 EAST PATEL NAGAR NEW DELHI DL 110008 IN, - , Delhi, . Great Aid Marketing Private Limited currently have 2
Active Directors / Partners: Natarajan Ramamurthi, Ramamurthy Mani, and there are no other Active Directors / Partners in the company except these 2 officials. Great Aid Marketing
Private Limited is involved in Business Services Activity and currently company is in Active Status. Our broad expertise in medical imaging and information technologies, medical
diagnostics, patient monitoring systems, drug discovery, performance improvement and performance solutions services help our customers to deliver better care to more people
around the world at a lower cost. In addition, we partner with healthcare leaders, striving to leverage the global policy change necessary to implement a successful shift to
sustainable healthcare systems. Our "healthy magi nation" vision for the future invites the world to join us on our journey as we continuously develop innovations focused on
reducing costs, increasing access and improving quality around the world. COMPANY DETAILS CIN U74899DL1989PTC035289 Company Name GREAT AID MARKETING PRIVATE
LIMITED Company Status Active RoC RoC-Delhi Registration Number 35289 Company Category Company limited by Shares Company Sub Category Non-government company Class
of Company Private Date of Incorporation 01 March 1989
30. Activity Other Business Activities 2.3 GREAT AID MARKETING IS THE DEALER OF  M/S. AGFA HEALTHCARE INDIA (P) LTD  Company Profile Agfa Healthcare offers its customers
an extensive portfolio of solutions, including radiology information systems (RIS), picture archiving and communications systems (PACS), cardiology information and image
management systems, solutions for reporting, enterprise scheduling, decision support, and data storage as well as digital radiography, computed radiography, print solutions, film,
and associated products. IT solutions developed and implemented by Agfa Healthcare work across departmental disciplines to integrate information and streamline the workflows
and operations of hospitals, imaging centers, and other healthcare facilities, enabling a more effective and efficient healthcare offering. Imaging systems developed and
implemented by Agfa Healthcare capture, process, and manage diagnostic images from a multitude of sources within and beyond the healthcare enterprise, integrating these into a
variety of workflows and systems. These systems are designed to bring vital information to medical practitioners regardless of their location.  Products and Services Computed
Radiography, Direct Radiography, Dry Printing Solutions, Radiology Information Systems, Picture Archival and Communication System.  Achievements
31. Successful launch of entry level CR 10- X, CR 30-Xm for mammography applications and DR Systems. Agfa Health- Care’s enterprise level PACS systems enhanced productivity
and improved workflow at hospitals like Hinduja Mumbai and SCTIMST Trivandrum with very high uptime. Agfa Healthcare has over a century of healthcare experience related to
medical imaging and has been an active player on the healthcare IT market since the early 1990’s. Agfa HealthCare has sales offices and representatives in over 100 markets
worldwide.  USP Agfa HealthCare is a global leader in the fast growing market of integrated IT and imaging systems, offering healthcare facilities a seamless flow of information
and a 360° view of patient care. The company has a unique, holistic approach, enabling it to provide in-depth clinical know-how and fully integrated hospital-wide solutions. These
specialized solutions integrate IT and imaging systems for Radiology, Cardiology, Mammography and Orthopedics. Agfa Healthcare’s DR Services offers additional services to ensure
the reliability and functionality of Agfa Healthcare’s Direct Radiography solutions – providing peace of mind for radiologists, their staff and their patients.  Turnover Euro 1.177
billion  M/s. GE Healthcare (P) Ltd GE Healthcare provides transformational medical technologies and services that are shaping a new age of patient care.
32. Our broad expertise in medical imaging and information technologies, medical diagnostics, patient monitoring systems, drug discovery, biopharmaceutical manufacturing
technologies, performance improvement and performance solutions services help our customers to deliver better care to more people around the world at a lower cost. In addition,
we partner with healthcare leaders, striving to leverage the global policy change necessary to implement a successful shift to sustainable healthcare systems. Our "healthy
imagination" vision for the future invites the world to join us on our journey as we continuously develop innovations focused on reducing costs, increasing access and improving
quality around the world. Headquartered in the United Kingdom, GE Healthcare is a unit of General Electric Company (NYSE: GE). Worldwide, GE Healthcare employees are
committed to serving healthcare professionals and their patients in more than 100 countries. GE Healthcare provides transformational medical technologies and services that are
shaping a new age of patient care. Our broad expertise in medical imaging and information technologies, medical diagnostics, patient monitoring systems, drug discovery,
biopharmaceutical manufacturing technologies, performance improvement and performance solutions services help our customers to deliver better care to more people around
the world at a lower cost. In addition, we partner with healthcare leaders, striving to leverage the global policy change necessary to implement a successful shift to sustainable
healthcare systems. Our "healthy imagination" vision for the future invites the world to join us on our journey as we continuously develop innovations focused on reducing costs,
increasing access and improving quality around the world. Headquartered in the United Kingdom, GE Healthcare is a unit of General Electric Company (NYSE: GE). Worldwide, GE
Healthcare employees are committed to serving healthcare professionals and their patients in more than 100 countries. Healthcare provides essential healthcare technologies to
developed and emerging markets and has expertise in medical imaging, software and information technology (IT), patient monitoring and diagnostics, drug discovery,
biopharmaceutical manufacturing technologies and performance improvement solutions. Products and services are sold worldwide primarily to hospitals, medical facilities,
pharmaceutical and biotechnology companies, and to the life science research market.  Healthcare Systems ± provides a wide range of technologies and services that include
diagnostic imaging and clinical systems. Diagnostic imaging systems such as X-ray, digital mammography, computed tomography (CT), magnetic resonance (MR), surgical and
interventional imaging and molecular imaging technologies allow clinicians to see inside the human body more clearly. Clinical systems such as ultrasound, electrocardiography
(ECG), bone densitometry, patient monitoring, incubators and infant warmers, respiratory care, and anesthesia management that enable clinicians to provide better care for
patients every day - from wellness screening to advanced diagnostics to life-saving treatment. Healthcare systems also offers product
33. services that include remote diagnostic and repair services for medical equipment manufactured by GE and by others.  Life Sciences ± delivers products and services for drug
discovery, biopharmaceutical manufacturing and cellular technologies, so scientists and specialists discover new ways to predict, diagnose and treat disease. It also researches,
manufactures and markets innovative imaging agents used during medical scanning procedures to highlight organs, tissue and functions inside the human body, to aid physicians
in the early detection, diagnosis and management of disease through advanced in-vivo diagnostics.  Healthcare IT ± provides IT solutions including enterprise and departmental
Information Technology products, Picture Archiving System (PACS), Radiology Information System (RIS), Cardiovascular Information System (CVIS), revenue cycle management and
practice applications, to help customers streamline healthcare costs and improve the quality of care.  M/s Wipro GE Healthcare (P) Ltd Wipro GE Healthcare Pvt. Ltd. manufactures
and markets medical equipment’s. The company was incorporated in 1990 and is based in Bengaluru, India. Wipro GE Healthcare Pvt. Ltd. operates as a subsidiary of GE Healthcare
Limited. Wipro GE Healthcare Pvt. Ltd. manufactures and markets medical equipment. The Company offers medical imaging, information technology, medical diagnostics, patient
monitoring systems, and biopharmaceutical manufacturing technology. Wipro GE Healthcare serves customers throughout the world
34. 2.4 CLIENTS OF THE COMPANY GOVERNMENT CLIENT:-  The medical Director MDNY  The Medical officer VC(store)  The Medical store  The Medical Superintendent SH 
The Medical Superintendent ESIC  The Medical Superintendent Aruna Asaf  The Medical Superintendent ESI Hospital  The Medical Superintendent GBP  The Medical
Superintendent LNJP  The Medical Superintendent RML  The Medical Suptt. (Sushruta Truma Centre)  And many more… PRIVATE COMPANY CLIENTS:-  Arogya Noida  City X
Ray  Columbia Asia – GZD, Gurgaon  Dharmshila Hospital  East Delhi Focus  Express Meditech, Bansal Hospital (Group)  Focus Green Park  Fortis Hospital  Ganesh MRI
Centre  Ganga Ram Hospital
35.  LAL Path Lab (Group)  National MRI, Punjabi Bagh  Paras Hospital – Gurgaon  RG Stone  Sant Parmanad Hospital  Saral  Star Imaging/ Janta X Ray  Vinayak Hospital
 And many more… 2.5 VISION To be the world’s premier trading health care company 2.6 DEDICATION To employees, customers, suppliers and the public 2.7 STRATEGY Value
Based Management is our integral philosophy, directed towards maximizing long-term cash flow and shareholder value through:  Focus on the Company's core profitable
segments to build up our position as one of the leading pharmaceutical companies;  Investments in information technology to improve planning and control of operation; 
Increased investments in Human Resources Training & Development to upgrade and broaden the skill base of the organization in consonance with changing needs. 2.8 OUR BASIC
PRINCIPLE Respect people: Our people are our strength
36. 2.9 THE WORK CULTURE Great aid is an equal opportunity employer and provides a congenial and professional work environment for all its employees, with great emphasis on
teamwork. We stimulate innovation, encourage calculated risk taking and accept mistakes as a part of the learning process. We encourage experiential learning, and believe in clear
delegation of authority and acceptance of personal accountability. We value the involvement of our colleagues in bringing the best to our organization in a spirit of understanding,
trust and appreciation of cultural differences. We are open to discussing alternative views and build on constructive feedback. 2.10 COMPITITORES  Define Health care limited 
Triveni Medical System Pvt. Ltd.  RDM Mediaids Limited  BVM Meditech Pvt. Ltd.  Peso Medicare Pvt. Ltd.  Medicad Healthcare (P) Ltd.  Befna Healthcare Private Ltd. 
Anaecon India Health Care Pvt. Ltd.  Lifelinx Surgimed Pvt. Ltd.  Aakaar Medical Technologies Pvt. Ltd.  Venus Medsys Private Limited  And many more…. 2.11 THE PRODUCTS
GREAT AID DEALS WITH The GREAT AID MARKETING PVT. LTD. is the trading company which deals with the radiology products, X-Ray accessories, X-Ray films, etc. RADIOLOGY
PRODUCTS
37.  Computed Radiography system CR Systems. An affordable, compact, table top imaging CR system designed for small hospitals, clinics and specialty practices. The models of
computed radiography are as follow  CR 30 XM1 CR 30-X is a highly versatile digitizer. It offers an ideal solution for any private and decentralized CR environment. CR 30-X can
handle general radiology and dental applications. The CR 30-X makes no compromises in image quality: it reads imaging plates at the high resolution of 10 pixels/mm for all image
plate sizes.CR 30-X is available in combination with NX, Agfa’s image identification and quality control tool, for the most efficient and optimized radiology workflow. Installing the CR
30-X can be done in a single day. With the special LED technology in the erasure unit, no additional electricity is required, so standard electrical outlets are sufficient. No preliminary
electrical work means a lower set-up cost and simpler installation. With its modular, component-based design, it offers faster, easier and more cost- effective maintenance. With its
table-top size, the CR 30-X digitizer can be placed easily at any location. It works with dedicated cassettes and was designed with ease of use in mind, for optimal handling, comfort
and maintenance. When combined with the optionally available universal X-ray shielding, the CR 30-X can be used inside the X-ray room.CR 30-X uses dedicated cassettes with an
embedded memory that stores the data entered during identification. The built-in antenna card identifies the data by no-touch radiofrequency tagging. ID data and images are
linked from the beginning throughout the entire electronic processing system.  Agfa Drystar 5500 Dry Imager
38. The Drystar 5500 is a dry-process, BNV printer, using the direct thermal printing principle to establish continuous-tone images with medical diagnostic image quality. The
printer has two film input trays and each can accept any of five sizes of film, 8x10, 10x12, 11x14, 14x14, and 14x17. Film may be loaded in full daylight. The printer is a network-only
printer. The resolution of both the Drystar 4500 and 5500 is 506 dpi. The print head in the Drystar 5500 is 14 inches wide (compared to 10 inches in the 4500), which with constant
resolution means more pixels per line for the 5500. The film for the Drystar 5500, DT2 BIC, allows for faster printing (up to 180 films per minute for the largest size film) than the TMI
B/C used with the Drystar 4500. The Drystar 5500 is a free-standing printer used to print diagnosticimages on transparent film for viewing on a standard view box. It may be used in
any situation in which a hard copy of an image generated by a medical imaging device is required or desirable.The technological characteristics of the Drystar 5500 are qualitatively
identical to those of the predicate device, the Drystar 4500. The Drystar 5500 and its DT2 film represent enhancements of the same basic design.  CR 35 X CR 35-X is a highly
versatile digitizer. It offers an ideal solution for any decentralized CR environment. In combination with the application-specific plates and cassettes, CR 35-X supports a broad range
of applications:  General radiography  Orthopaedics - Extremities  Dental  Paediatrics CR 35-X is also a perfect complement to existing centralized CR systems.CR 35-X reads
imaging plates at a standard resolution of 6 pixels/mm. The high resolution mode of 10 pixels/mm is available for all image plate sizes. The maximum resolution mode of 20
pixels/mm is available for dedicated 18 x 24 cm and 24 x 30 cm extremities cassettes and plates. The small CR 35-X footprint allows it to be placed easily at any location. Designed
with ease of use in mind, it requires only a standard wall outlet. Together with a universal X-ray
39. shielding, optionally available, the CR 35-X can be used inside the X-ray room. In combination with a mobile kit, it is also fit for mobile use (vans, ships, military, etc.).CR is
compatible with all existing X-ray systems, allowing X-ray departments to go digital without significant additional investments and workflow adaptations.  CR 10 X The table-top
CR 10-X digitizer is based on proven Agfa HealthCare technology, with a modular yet robust design offering affordability without compromising on image quality. Versatile, this
computed radiography (CR) digitizer can handle a broad range of digital radiography applications including those for veterinary use. The total cost of ownership remains low, thanks
to its ease of installation, maintenance and use, making it an affordable way to move from an analog to digital. With the CR 10-X, animal hospitals and veterinary practices can take
advantage of the convenient and fast workflow offered by digital radiography. The CR 10-X works in conjunction with NX, Agfa HealthCare’s image identification and quality control
tool, for a highly efficient and optimized radiology workflow. It comes with Agfa HealthCare’s gold-standard MUSICA2 software, which provides consistent image quality and high
contrast detail for both computed and direct radiography (DR). This software analyses an image and automatically applies the appropriate image enhancement parameters,
independent of the exam type. Just as we have adapted the software for specialties like pediatric and neonatal care, we have also customized it for veterinary needs, to optimize
images for both large and small animals. The CR 10-X reads imaging plates at the high resolution of 10 pixels/mm (100 μm pixel pitch). The dedicated cassettes are inserted
horizontally, which prevents dust and dirt from being introduced during normal operation. Installing the CR 10-X is fast and easy. Special LED technology in the erasure unit means
low power consumption. With its ‘one screwdriver’ concept and modular, component-based design, maintenance is faster, easier and more cost-effective, as well. Consequently, set
up costs are lower and installation simpler. The CR 10-X is fully DICOM-compliant, to easily integrate with other solution elements; we recommend combining it with Agfa
HealthCare’s SE software suite, tailored especially for veterinary practices, for a complete softcopy solution, or with the DRYSTAR 5302 imager for a hardcopy solution.
40.  DX D 100 with Wireless Detector In ICUs, emergency rooms and operating theatres, bedside examinations are an important part of the care process. Agfa healthcare’s new DX-D
100 wireless mobile system can easily be moved and operated by a single person, and has a cable-free detector panel that reduces the risk of infection, facilitates faster patient
handling and increases comfort of use for both patient and operator. The result is improved efficiency of bedside imaging and streamlined workflow through full integration with
your RIS/paCS capabilities. Immediate access to images via Wi- Fi, where supported; information transfer at the touch of a finger; a solution built on the proven technologies of Agfa
healthcare – the DX-D 100 system maximizes the benefits of technology. The DX-D 100 system’s compact, mobile solution is a fully motorized, heavy duty solution designed to cope
with challenging imaging tasks – with secondary controls on the system’s arm allowing positional refinements to be made without the need to return to the main console. This
enables it to be operated by just one person and allows you to stay with your patient at all times. The wireless capability of this mobile solution provides excellent flexibility,
improving your overall workflow. In addition, with no trailing cable, it is a more hygienic solution, ideally suited for use in the ICU, paediatrics and neonatal areas.Image transfer and
network printing is a simple and straightforward task. Images can be sent directly to your PACS, and/or imager immediately, in DICOM format, using either your Wi-Fi connection or
wired network capabilities.  Digital radiography system Digital radiography is a form of X-ray imaging, where digital X-ray sensors are used instead of traditional photographic film.
Advantages include time efficiency through bypassing chemical processing and the ability to digitally transfer and enhance images. Also, less radiation can be used to produce an
image of similar contrast to conventional radiography. Instead of X-ray film, digital radiography uses a digital image capture device. This gives advantages of immediate image
preview and availability; elimination of costly film processing steps; a wider dynamic range, which makes it more forgiving for over- and under-exposure; as well as the ability to
apply special image processing techniques that enhance overall display quality of the image.
41.  C-Arm A mobile C-arm is a medical imaging device that is based on X-ray technology and can be used flexibly in various ORs within a clinic. The name is derived from the C-
shaped arm used to connect the X-ray source and X-ray detector to one an other-Arm is a medical imaging device that is based on X-ray technology and can be used flexibly in
various ORs within a clinic. The name is derived from the C-shaped arm used to connect the X-ray source and X-ray detector to one another. C-Arm comprises a generator called as X-
Ray source and an image intensifier of flat panel detector. It is often used in surgery, orthopaedics, traumatology, vascular surgery and cardiology for intra-operative imaging. The
device provides high-resolution X-ray images in real time, allowing the surgeon to monitor progress at any point during the surgery.  Ultra sound machine An ultrasound machine
makes images so that organs inside the body can be examined. The machine sends out high-frequency sound waves, which reflect off body structures. A computer receives the
waves and uses them to create a picture. An ultrasound machine makes images so that organs inside the body can be examined. The machine sends out high-frequency sound
waves, which reflect off body structures. A computer receives the waves and uses them to create a picture. Unlike with an x-ray or CT scan, this test does not use ionizing radiation.
The test is done in the ultrasound or radiology department. You will lie down for the test. A clear, water-based gel is applied to the skin on the area to be examined. The gel helps
with the transmission of the sound waves. A handheld probe called a transducer is moved over the area being examined. You may need to change position so that other areas can
be examined.
42.  X-Ray machine X-rays are highly penetrating, ionizing radiation, therefore X-ray machines are used to take pictures of dense tissues such as bones and teeth. This is because
bones absorb the radiation more than the less dense soft tissue. X-rays from a source pass through the body and onto a photographic cassette. An X-ray machine produces a
controlled beam of radiation, which is used to create an image of the inside of your body. This beam is directed at the area being examined. After passing through the body, the
beam falls on a piece of film or a special plate where it casts a type of shadow. Different tissues in the body block or absorb the radiation differently. Dense tissue, such as bone,
blocks most of the radiation and appears white on the film. Soft tissue, such as muscle, blocks less radiation and appears darker on the film. Often multiple images are taken from
different angles so a more complete view of the area is available. The images obtained during X-ray exams may be viewed on film or put through a process called “digitizing” so that
they can be viewed on a computer screen.  ECG machine Electrocardiography (ECG or EKG[a]) is the process of recording the electrical activity of the heart over a period of time
using electrodes placed on the skin. These electrodes detect the tiny electrical changes on the skin that arise from the heart muscle's electro physiologic pattern of depolarizing and
repolarizing during each heartbeat. It is a very commonly performed cardiology test. In a conventional 12-lead ECG, ten electrodes are placed on the patient's limbs and on the
surface of the chest. The overall magnitude of the heart's electrical potential is then measured from twelve different angles ("leads") and is recorded over a period of time (usually
43. ten seconds). In this way, the overall magnitude and direction of the heart's electrical depolarization is captured at each moment throughout the cardiac cycle. The graph of
voltage versus time produced by this non-invasive medical procedure is referred to as an electrocardiogram. X-RAY ACCESSORIES  Lead Aprons A lead apron or leaded apron is a
type of protective clothing that acts as a radiation shield. It is constructed of a thin rubber exterior and an interior of lead in the shape of a hospital apron. The purpose of the lead
apron is to reduce exposure of a hospital patient to x-rays to vital organs that are potentially exposed to ionizing radiation during medical imaging that uses x-rays (radiography,
fluoroscopy, computed tomography).  Protective Lead Gloves Radiation resistant gloves are often used to offset the risk of scatter beam radiation exposure during fluoroscopy,
cardiac cath lab and electrophysiology lab procedures. Each time an image is captured, the x-ray travels through the body making contact with internal structures. Multiple images
are necessary for the success of these procedures, however the negative effects of scatter beam radiation exposure to the physicians and assistants can be offset by use of radiation
44. gloves. Our sterile radiation protection gloves are specially designed to permit the maintenance of dexterity during surgical procedures. These radiation gloves are offered
sterile, by the pair in a full range of sizes, including half-sizes. We urge you not to discount the importance of the use of lead gloves for protection from harmful repeat exposure.  X-
Ray Films X-ray films for general radiography consist of an emulsion-gelatin containing radiation sensitive silver halide crystals, such as silver bromide or silver chloride, and a
flexible, transparent, blue-tinted base. X-ray film displays the radiographic image and consists of emulsion (single or double) of silver halide (AgBr is most common) which when
exposed to light, produces silver ion (Ag+) and electron. The electrons get attached to the sensitivity specks and attract the silver ion. Subsequently, the silver ions attach and
clumps of metallic silver (black) are formed. An emulsion coating both sides of the film contains ting silver halide crystals that are sensitive to such things as visible light X-rays,
gamma rays, heat, moisture and pressure. X-ray film should not be used if outdated as it may fog and markedly compromise its diagnostic usefulness. Layers  base: cellulose
triacetate or polyester  substratum: an adhesive layer containing gelatin and solvents that bind emulsion and base  emulsion: silver halide and gelatin, with some hardening
agents  protective layer: gelatin The total thickness of the film is about 0.25 mm. Types of X-Ray films are following:-  screen type films: faster when used with intensifying screen
conventional and orthochromatic (green sensitivge)  direct exposure type: used for dental exposures
45. 2.12 SWOT ANALYTIS  Strengths  Global strength and recognition o 5th in fortune 500 list, operating in more than 160 countries  Excellent management o Proven leadership
and business model o Confident investor- raising capital  Diverse product range o Long term o Short term o Financial services o Spreading the risk of failure in every market and
not just one  Weaknesses  Company size/ acquisition restriction o E.g. Great Aid planned acquisition of Honeywell International, a diversified technology company, specializing in
aerospace products, was rejected by the EU  Energy Segment o Underperforming, no signs of near future recovery  Flexibility o Large and diverse businesses might overstretch
the company and reduce reaction times to shifts in targeted markets  Opportunities  Research and Development o Immense capital allows Great Aid to contribute a lot R&D for
product development and improvement  Merger between NBC and Vivendi o Further opportunities in the media business  Improved customer services o Adopted a new
customer focus initiative  Threats  Competition o Constant change in technology heats up competition o Very diverse- tough to be the best in all industry
46. CHAPTER-3 ANALYSIS AND INTERPRETATION OF DATA
47. Impact of Data Base Marketing Strategy YEAR SALES 2014 9500000 2015 9350000 2016 9400000
48. Impact of B2C marketing strategy YEAR SALES 2014 9100000 2015 9300000 2106 9600000
49. Impact of Event Marketing Strategy YEAR SALES 2014 6480000 2015 6450000 2016 6300000
50. Impact of Trade show Marketing Strategy YEAR SALES 2014 7100000 2015 7200000 2016 7230000
51. Impact of Inbound Marketing Strategy YEAR SALES 2014 8430000 2015 8500000 2016 8540000
52. Impact of Outbound Marketing Strategy YEAR SALES 2014 8940000 2015 9000000 2016 8860000
53. Impact of Drip Marketing Strategy YEAR SALES 2014 7560000 2015 7600000 2016 7500000
54. Most Effective Impact of Marketing Strategy on Sales of the Company STRATEGIES LESS EFFECTIVE AVERAGE EFFECTIVE EFFCTIVE MORE EFFECTIVE MOST EFFECTIVE DATA
BASE B2C EVENT TRAD SHOW INBOUND OUTBOUND DRIP Findings From the research we conducted as well as the analysis we made, we were able to determine Great Aid
marketing strategy and to also find out that their marketing strategies lead the organization towards their corporate vision of leading trading services globally. We can see that
different marketing strategy have different effect on the sales of the company. The data base marketing strategy having good impact on sale whereas B2C marketing strategy is most
effective on the sale of the company. Event marketing strategy is not more effective as the sales decreases through this strategy whereas Tradeshow have effective impact on the
sale of the company.
55. Chapter-4 Conclusions & Recommendations
56. 4.1 CONCLUSION Great Aid is a trading company with a bold vision of becoming a world leader in integrated facility services. In its effort to achieving this vision, it has made
progress in acquiring a large market share in the facility service industry. This growth has been as a result of the company’s marketing strategies which has brought it expansion and
financial stability. The right marketing strategies for a company would be based on a number of factors such as size of the company, economic, political, social etc. and most
importantly on what the company vision is. However, our findings indicate that Great Aid’s marketing strategies has brought about growth and expansion of the organization and is
helping to propel it towards its vision. If properly analysed and interpretated, marketing strategies provide valuable insight into company performance. I have studied that how
company do promotion activity to sell their product. How to collect information of the customer and competitors. Through information we can know about that the customer is
using our machine or not, if not which company machine he/she is using, when the machine get obsolete so that next time we can approach them and sell our products. 4.2
Recommendations  The company should increase advertisement so that more hospitals or private clinic know about them.  They should give correct information of new product
to customer at correct time.  They should reduce the cost of management.  They should recover its money from defaulters in a limited time.  They should conduct event more
properly.  They should ready for the competitors.  To increase the net profit at higher rate, carefully designed risk management systems and increasingly higher aspiration levels
of customer services should be taken.
57. Bibliography  Arora MN, 2017. Cost and management accounting  Chabra TN  Gupta CB  Kotter BN  http://researchleap.com/exploring-the-value-and-process-of-
marketing-strategy- review-of-literature/  http://www.greataid.com/en/top/great-aid-group/about-us/  https://www.zaubacorp.com/company/GREAT-AID-MARKETING-PRIVATE-
LIMITED/U74899DL1989PTC035289  http://www.investopedia.com/terms/m/marketing-strategy.asp  https://www.accessdata.fda.gov/cdrh_docs/pdf2/k023287.pdf
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Apr 30, 2019 • 14 likes • 11,139 views

Internship Project as per the IP University guideline on AN ANALYSING OF MARKETING

MBA Marketing SIP

MBA Marketing - Final

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