Professional Documents
Culture Documents
Sales-Promotion DM
Sales-Promotion DM
Sales-Promotion DM
Submitted To
Prof. SHILPI RANA Submitted by
Shubham Kumar
Roll No.2100380700219
1
DECLARATION
I undersigned, hereby declare that the Summer Internship Project (SIP) entitled
Kalam Technical University (AKTU) is my original work and not formed the basis for the
award of any degree, diploma, associateship, fellowship or similar other titles. It has not
been submitted to any other University or Institution for the award of any degree or diploma.
(2100380700219)
5
ACKNOWLEDGEMENT
The present work is an effort to throw some light on STUDY ON SALES PRAMOTION
With deep sense of gratitude, I acknowledged the encouragement and guidance received
by my Project Guide SHILPI RANA, in his valuable guidance. He has been a constant
guiding force and source of illumination for me. He is very generous in giving me this
opportunity to work under shape. I would like to thank him for his valuable advice and
guidance.
Further I would thank all the staff members of Marketing and sales division who have been
very courteous in providing all other information about company and its product.
I am also thankful to all the respondents who spared their valuable time for filling up the
I convey my heartful affection to all those people who helped and supported me during
6
INSTITUTE OF TECHNOLOGY & SCIENCE,
GHAZIABAD
CERTIFICATE
Name Of Mentor
SHILPI RANA
7
8
Table of Contents
9
CHAPTER – 1
INTRODUCTION
“Marketing is a social and managerial process by which individuals and
groups obtain what they need and want, through creating, offering and
- Philip Kotler.
Marketing is the activity, set of institutions, and processes for creating, and
exchanging offerings that have value for customers, clients, partners, and
society at large.
customer needs into item and administration particulars and afterward thus
exertion.
• Organizations need to distinguish long and transient showcasing open doors and
exploration the chose market by estimating and gauging engaging quality of the
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given market. Having chosen the market, the organizations need to foster a
separating and situating procedure for the objective market. The showcasing
and the promoting blend. The last advance is arranging the promoting assets and
ADVERTISING MIX
• Item
• Cost
• Place
• Advancement
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PRODUCT:
including the item quality, plan, elements, marking and pressing. It manages
new item advancement, item life cycle, item blend, product offerings, marking
PRICE:
Cost is the money related worth of the item. Value manages choosing the
PLACE:
embraces to make the item open and accessible to the client. It includes
market size, channel determination and the board, stockpiling and actual
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PROMOTION:
instruments; Advertising:
DIRECT MARKETING:
possibilities.
INDIVIDUAL SELLING:
Eye to eye association with at least one forthcoming buyer to make a deal
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ADVERTISING AND PUBLICITY:
DEALS PROMOTIONS:
DEALS PROMOTION
motivating force devices, for the most part present moment, intended to
purchasers.
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targets brand switchers in light of the fact that non-clients and clients of
right instruments, foster the best program and carry out it and assess the
outcomes.
The particular destinations set for deals advancements will fluctuate with the
to convey new things and more significant level of stock, empowering off-
faithfulness of retailers and acquiring passage into new retail outlets. The
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occasional deals. Yet, in particular, deals advancement ought to be centered
• Samples:
They are offers of a trial amount of a service. It consists of inviting
cost in the hope that they will buy the product. Samples may be free or
discounted.
• Coupons:
• Rebates:
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coupons except that the price reduction occurs after the purchase and
• Price Packs:
Cents-off deals or price packs offer consumers savings by way of
reducing prices that are marked by the producer directly on the package.
• Premiums:
These are the course offered either free or at a low cost as an
• Prizes:
They are offers of chance to win something such as cash, extra classes
• Tie-in Promotions:
Tie-in promotions involve two or more brands or companies that team up
• Cross Promotions:
Cross promotions involve using one brand to advertise non-competing
brand.
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• Advertising Specialties:
These are useful articles imprinted with an advertiser’s name, given as
gifts to consumers.
• Patronage Rewards:
They are cash or other awards for the regular use of company’s products
or services. They are values (in cash otherwise) that are proportional to
• Pop Promotions:
Point of purchase (Pop) includes displays and demonstrations that take
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Trade Promotion Tools
follows;
• Discounts:
It is also known as price-off or off-invoice or off-list. Discounts price cut off
• Allowances:
They are the amount offered in return for an agreement by the retailer to
otherwise.
• Free Goods:
Free goods are the extra course providers offered to middlemen who buy
Companies also offer push money and specialty advertising items to the
middlemen.
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Business Promotion Tools
Companies spend huge amount on promotions focused on
follows;
• Sales Contests.
promotion mix. To use it well, the marketer must define the sales
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INDUSTRY ANALYSIS OF-DIGITAL MARVELED
The main aim of the study is to uncover new relationship and identify any
best, it is vital to stand out in the crowd. The study was undertaken to explore
how a company or brand can ensure a store that stands out and not get lost in
the crowd.
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Digital Marveled is one consolidated program where you get an opportunity to
Soft Skills, Management Skills, Social Skills & Life Skills from Top Level
Industry Thought Leaders who have achieved mastery in their own domains.
We would love to see a life changing transformation within yourself with Digital
Marveled.
Transforming Humans
DIGITAL MARVELED is a Platform of Positivity where you get an opportunity to
learn & implement Leadership, Happiness, Thought Clarity, Failure Management,
Confidence / Public Speaking, etc. from Top Level Industry Thought Leaders who
have achieved mastery in their own domains. We would love to see a life changing
transformation within yourself with Digital Marveled.
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Program
Digital Marveled Program has been designed irrespective of age, qualification &
profession. Anyone to Everyone can do this program be it working professionals,
Executives, Managers, CXOs, Entrepreneurs, Teachers, Professors, Freelancers,
Business Owners, School Students, College Students.
Glad to share that our Youngest Digital Marveled is studying in class 7th& our Eldest
Digital Marveled is 80-Year-Old retired government officer. Yes, everyone deserves to be
living their life with growth & happiness.
Our Mentors
Meet our accomplished Mentors / Coaches who are with
you on your journey of transformation.
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DIGITAL MARVELED motto is your transformation as a human, as a professional
and as a leader. While offering our exclusive services, we consider some crucial
rules to keep our platform safe for you as well as all the important stakeholders.
These Terms apply to all your activities on the DIGITAL MARVELED website.
1. Accounts
You may not share your account login credentials with anyone else. You are
responsible for what happens with your account and DIGITAL MARVELED will
not intervene in disputes between students who have shared account login
credentials. If you suspect someone else is using your account, please
immediately contact our Support Team. We may request some information from
you to confirm that you are indeed the owner of your account.
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2. Program Enrolment and Lifetime Access
When you enroll in our Program, you get a license from us to view it via the
DIGITAL MARVELED Services and no other use. DIGITAL MARVELED is the only
licensor of record. Program is licensed, and not sold, to you. This license does not
give you any right to resell the content in any manner (including by sharing
account information with a purchaser or illegally downloading the course and
sharing it on torrent sites). Don’t try to transfer or resell the content in any way. We
grant you a lifetime access license, except when we must disable the course
because of legal or policy reasons.
Payments
When you make a payment, you agree to use a valid payment method. You agree
to pay the fees for Program that you purchase, and you authorize us to charge
your debit card or process other means of payment (Such as Paytm, Google Pay,
Phone Pe) for the fees. DIGITAL MARVELED works with third party payment
processing partners to offer you the most convenient payment methods in your
country and to keep your payment information secure. Check out our Privacy
Policy for more details.
When you make a purchase, you agree not to use an invalid or unauthorized
payment method. We reserve the right to disable access to our Program, for which
we have not received adequate payment
Refunds
If the Program you purchased is not what you were expecting, you can request,
within 3 days of your purchase of the course, that DIGITAL MARVELED apply a
refund to your account. We reserve the right to apply your refund as a refund credit
or a refund to your original payment method, at our discretion, depending on
capabilities of our payment processing partners, the platform from which you
purchased your course and other factors. No refund is due to you if you request it
after the 3-day guarantee time limit has passed. Digital Marveled also reserves the
right to refund students beyond the 3-day limit in cases of suspected or confirmed
account fraud.
At our discretion, if we believe you are abusing our refund policy, such as if you’ve
consumed a significant portion of a course that you want to refund or if you’ve
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previously refunded a course, we reserve the right to deny your refund, ban your
account, and/or restrict all future use of the Services. If we ban your account or
disable your access to the Program due to your violation of these Terms, you will
not be eligible to receive a refund.
Most refunds are returned via the original payment method. Please note that
certain restrictions may apply for refunds. For more information, please see below:
Our website, our existing or future applications, databases, and the content our
collaborators submit or provide through our Services are and will remain the
exclusive property of DIGITAL MARVELED and its licensors. Our platforms and
services are protected by copyright, trademark, and other laws. Nothing gives you
a right to use the DIGITAL MARVELED name or any of the DIGITAL MARVELED
trademarks, logos, domain names, and other distinctive brand features. Any
feedback, comments, or suggestions you may provide regarding DIGITAL
MARVELED or the Services is entirely voluntary and we will be free to use such
feedback, comments, or suggestions as we see fit and without any obligation to
you.
You may not do any of the following while accessing or using the DIGITAL
MARVELED platform and Services:
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in any way use the Services to send altered, deceptive, or false source-identifying
information (such as sending email communications falsely appearing as DIGITAL
MARVELED); or interfere with, or disrupt, (or attempt to do so), the access of any
user, host, or network, including, without limitation, sending a virus, overloading,
flooding, spamming, or mail-bombing the platforms or services, or in any other
manner interfering with or creating an undue burden on the Services.
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Objectives of the Study
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Scope of the Study
MARVELED Pvt. Ltd, Shital Vihar Sector 62A, Noida, Uttar Pradesh 201020
The prospect of the education sector in India seems positive. The Indian
education industry has awakened to interesting times! The last ten years have
instead, they look for theme learning, i.e., lifestyle living. Realizing the
tremendous market potential and to make the most of it, the study was
undertaken.
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Limitations of the Study
2. The study was conducted under the assumption that the information
3. The analysis and suggestion are given only with respect to marketing
given.
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CHAPTER - 2
REASEARCH METHOLOGY
organization.
In order to fund out the market realities, the researcher visited the
With a view to understand the crunch of the matter and to find out
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questionnaire.
questionnaire method. The questionnaire has been designed with both open
ended and closed ended questions. Apart from this, the research instrument
Primary Data:
the marketing executives of the company. Data was also obtained from the
Secondary Data:
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SOURCES OF DATA
Questionnaire Newsletter
Observation Journals
Interviews Magazines
Visits to other Newspapers
Companies Information Books
Through Departmental heads Websites
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CHAPTER – 3
COMPANY PROFILE
SYSTEM LIMITED). He is
of projects.
It was a modest beginning for DIGITAL MARVELED with a more orders for
grew; it started expanding into diverse activities. It is only a year old but the
company has shown excellent growth since inception and is growing at a rapid
pace.
spaces to derive maximum utility value for every course solution. The
board, MDF board with post form finish, MDF with veneer finish and MDF with
PVC foil membrane, 2mm PVC edge banded shutter etc. The whole range of
DIGITAL MARVELED, what makes it to truly stand apart is the quality of the
distinctive as the customers are. Every single COURCE that is learn out of the
DIGITAL MARVELED ensures its customers that the customers will find
home.
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• It builds up a technical drawing, which has detailed records for every
LEARNING FACILITIES:
course includes:
b) Develop skills and ability to perform and learn new thoughts and
ideas for making decision and lead any work or any small or big
work.
Develop ideas.
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Learn how to take lead.
level and in this leadership program we learn new thoughts ideas and so many
• BETTER PERFORMANCE:
This is an online course which gives you better result you can study
leadership program.
and sizes.
coated colour.
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Various heights and lengths of partitions are available.
• Pedestals
• Discussion tables
• Conference tables
• Training tables
Managing Projects:
Though developing a leadership development program is a good idea,
value added services are provided to give customer solution and thus projects
are undertaken.
projects include:
• Student services
• Study material
• Project co-ordination
• False-ceiling
• Networking
• Development work.
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Some of its Clients are:
2. Apollo Munich.
3. BAJAJ Allianz.
4. E-MEDITEK.
6. FUTURE GENERALI.
7. ICICI Lombard.
9. RELIGARE.
10.ADITYA BIRLA.
11HDFC ERGO.
ORGANIZATION CHART
MD
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2 Executives 8 Marketing 8 Designers 2 Marketing
And an Executives Executives
Teaching
Employee Strength –
A total of 178 personnel is employed and working for the company.
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DEPARTMENTS
This department is broadly concerned with the acquisition and use of funds
by the company. It also analyses, plan and control the company’s financial
care of. It includes maintenance of showroom and a look into the requirements
availed by the employees. Apart from all these, it also takes into account the
installation part at the customer site after the dispatch of the product. In a
nutshell this department deals with the trouble shooting of any problem.
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DESIGNING DEPARTMENT
him. The team of designer tailor makes the products according to the needs of
the customers. Two aspects namely affordability and aesthetics are focused
When the deal is finalized and after receiving 100% of the amount from
the customer, the designers make the production design. This design
• Innovative designs –
The team of designers also trigger out the brain cells to create
innovative designs.
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PRODUCTION DEPARTMENT
This department is headed by MR. PANKAJ MEHATA. Four supervisors
PRODUCTION HEAD
And helpers)
• Quality Control:
raw mind. The raw mind is supplied mainly by four companies namely Nova
pan, Spicewood, Bhutan Board and Nepal Board and Unwood. For bulk
orders, direct purchase is made from the local companies such as Marino Ply,
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• Course Analyzing:
• COURSE TEACHING:
post formed.
I. Operation: Cutting
Machine Used No. of Person Involved
1. BEAMSAW 5 persons:
2 operators
3 helpers
2. PANELSAW
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1. THROUGH EDGE 3 persons:
BENDING 1 operator
2 helpers
V. Operation:
Machine Used No. of Person Involved
1. TEACHING 3 operators
* Important Note:
• Dispatch:
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MARKETING DEPARTMENT
department is split into two divisions – one dealing with home furnishings
About Course:
executives assist him. Let us discuss the 4P’s of marketing mix with regard to
the company.
1. Course:
2. Place:
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The corporate office and showrooms are situated at New BEL Road,
3. Price:
The products are customized so the price also doffers accordingly. The
1000. Promotion:
The Company has classroom of its own. The classroom is opened for
all the seven days of a week from 9 a.m. to 9 p.m. Paper insertion are
Company also participates in exhibitions. The recent one is, being the
Office Furnishings:
him.
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The products dealt with are – modular workstations, filing storage units,
pedestals, keyboard and CPU trolleys, conference tables, training tables and
Other than that, there is no major change with regard to place, price and
promotion.
HR ASPECTS
the embryonic stage but the HR aspects are taken care of by Mr. Eugene
Joseph.
• Leave Facility:
sick leave (monthly). In case of a long leave, say a week or more than that,
intimation before 2 days is sufficient. One can also avail the facility of
• Recruitment:
The Company spells out its requirements to the consultancies about
the suitable candidates. Usually, Mr. Eugene or Mr. Rajesh or Mr. Yesudas
• Training:
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A selected candidate is put on training for about 15 days. During
• Job Rotation:
Job rotation is adopted by the company so that there is development
↓
Initial course is given
↓
Designers design the course
↓
Quotation is made
↓
Negotiation is made
↓
Course combination is chosen by the customer
↓
50% of the amount is given as advance by the customer
↓
Signing of the estimation form
Both the company and client will keep a copy of it
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Course drawing is made
↓
Course department
↓
Teaching and transformation
SWOT Analysis
Strength Weakness
growing at a rapid pace. All these contribute for the company’s future
expansion plan.
Cochin.
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CHAPTER- 4
Table No. 1
Analysis
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Interpretation
Graph 1
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Table No. 2
reasonable.
46% of the respondents are of the opinion that the prices of the
None of the respondents feel that the prices of the course are
Interpretation
Majority of the respondents opine that the prices of the course are
reasonable.
competitive.
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Graph 2
Pricing of Course
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Table No. 3
13% of the respondents are of the opinion that the Apollois the
major competitor.
respondents.
Interpretation
Though brand names like Apollo and Others came into the picture
but the fact reveals that there is no dominant player in the market.
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Graph 3
Major Competitors
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Table No. 4
None of the respondents feel that quality and pricing are the
Interpretation
Majority of the respondents opines that brand image is the strength
of the competitors.
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Graph 4 The Competitor’s
Strength
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Table No. 5
Majority of the respondents i.e., 57% are of the opinion that the
43% of the respondents opine that the products are of very good
None of the respondents are of the opinion that the products are of
Interpretation
Majority of the respondents is of the opinion that the products are of
names.
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Graph 5
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Table No. 6
10% of the respondents are of the opinion that modular kitchen and
Interpretation
Majority of the respondents is of the opinion that modular kitchens
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Graph 6
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Table No. 7
33% of the respondents are of the opinion that reasonable pricing and a
from that of
others.
differentiating factor.
differentiating factor.
Interpretation
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Graph 7
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Table No. 8
5 4 3 2 1
Price of the Course 4 3 0 1 1
difference.
Analysis
Design of the product and the price of the product get the maximum
of 4 rating.
Interpretation
generation.
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Graph 8
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Table No. 9
24% of the respondents are of the opinion that paper insertions are
10% of the respondents are of the opinion that showrooms are used
Interpretation
The company adopts a variety of promotional methods such as paper
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Graph 9
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Table No. 10
90% of the respondents are of the opinion that the discount is given
on repeat purchase.
10% of the respondents are of the opinion that discounts are not
Interpretation
Majority of the respondents is of the opinion that discounts are given
on repeat purchase.
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Graph 10 Discounts given on
repeat purchase
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Table No. 11
repeat purchase.
on repeat purchase.
Interpretation
The company does not adhere to any stringent norm while giving
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Graph 11
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Table No. 12
Interpretation
The courses are marketed through direct marketing and dealers and
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Table No. 13
Interpretation
The target consumers are the upper class and the middle class.
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Table No. 14
given at present.
Interpretation
No incentives are given to the marketing personnel at present.
Graph 14
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CHAPTER – 5
SUMMARY OF FINDINGS
A Summary of Findings:
The finding can be grouped together into two broad categories such as;
Specific Findings:
General Findings:
This is with regard to the market dynamics and visits made by the
Specific Findings:
2. Though brand names like Godrej and Trident Inter Wood came into
the picture but the fact reveals that there is no dominant player in the
market. So, every player is vying with each other to capture a larger
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3. Transparency is maintained at the levels of the organization.
organization is systematic.
General Findings:
2. With the vast array of modular option available in market, the consumer
furniture made from Asian Teak Wood which is available in the rich rain
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5. With respect to the foil, Digital Marveled offers a wide range of course.
6. “Quality never comes cheap”. This is true but at the same time, it is also
true that quality can come at a reasonable price. With regard to the
players having brand names and at the same time the products are
reasonable priced.
customized.
9. The prices of the products are reasonable though they are competitive.
10. The products are of good quality and are at par with other competitors
11. Modular kitchens are sold more per month. So, this area needs greater
focus.
of the others.
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13. Apart from price of the product, design and delivery time of the product
product.
15. The company does not adhere to stringent norm while giving discount
on repeat purchase.
16. The target consumers are the elite and upper middle class.
present.
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CHAPTER – 6
CONCLUSION
“No man has the right to dictate what other men should perceive, create or
Pvt. Ltd. is one of them because they believe in teamwork. Today, the need of
the Indian consumer evolves beyond “roti, kapada aur makaan”. The game in
importance of co-ordination.
A home is not just a living space but one’s statement of individuality to the
world. Big or small, it’s all about adding own touch to one’s home to make it
number of house-hold items, a highly dynamic and always on the move job
profiles, it is crucial for people to employ efficient storage spaces that are
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functionality and multi-purpose aspects. With the rise in income and the
materialism and consumerism. Ferror Dek with its unique strength provides
customer solution that offers the perfect balance of quality and economy.
In today’s crowded market place, where products and services are touting
themselves to be the best, it is vital to stand out in the crowd. From the
various channels of advertising, point of sale displays and how the employees
are relating to the customers. It is important for Ferror Dek Pvt. Ltd. to
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CHAPTER – 7
respect to the findings and in congruence with the objectives of the study.
Recommendations:
2. Quality clubbed with reasonable pricing and quick delivery made the
3. The strength of the company is its customized products. This very fact
4. As the products are reasonably priced, the ambit of the target consumers
should be stretched so that middle class consumers also fit into it.
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5. The company must stick to a norm while giving discounts on repeat
repeat purchase.
benefited after the fulfilment and over achievement of the target. This is
performance.
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Suggestions:
1. Everyone is aware of the growth in wealth and change in lifestyle among
sell its products. So, the company can register itself in Furniture.co.in
directory.
will help in showcasing the products of the magazine. This can add an
4. Feng Shu items are gaining prominence right at the moment. Feng Shui
create change. The fact can help in emotional marketing of the product
and also combat competition from Godrej whose modular kitchens are
made of steel.
5. In today’s crowed market place in order to increase the size of the pie,
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can be suggested as ‘Dream House’ road shows. It will help in creating
6. In order to be extra ordinary, the Company has to walk the extra mile. A
so as to make the Company stand apart in the market. One such way is
8. Consumer is the king in the market. This fact should be deeply rooted in
the minds of the employees. The Company can adopt some ways to
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BIBLIOGRAPHY
Books:
Websites:
www.Digital Marveled.in
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APPENDICES AND ANNEXURES
QUESTIONNAIRE
1) Name:
2) Address:
3) Designation:
4) Sex:
a) Male
b) Female
a) High
b) Reasonable
c) Competitive
d) Low
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7) Who is your major competitor?
him?
a) Quality
b) Brand image
c) Pricing
d) Promotional activities
of quality?
a) Good
b) Very good
c) Fair
d) Poor
11) What specific merits do you think will differentiate your products
from others?
a) Reasonable price
b) Quality
c) Customized products
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d) Finishing
12) How important do you feel that the following factors play a major
5- Very important
4- Important
3- Makes little
differences 2- Not
important
products?
a) Paper insertion
b) Telemarketing
c) Display stalls
d) Participating in Exhibition
e) Direct mail
f) Presentations
g) Showrooms
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14) A) Do you give any discount on repeat purchase?
a) Yes
b) No
a) 2-5%
b) 6-10%
c) 11-15%
d) 16-20%
e) None
a) Direct marketing
b) Retailers
c) Dealers
a) College students
b) School students
c) Working person
d) Corporate
a) Commission
b) Schemes
c) Free gifts
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d) Recognition
e) Nothing at present
THANK YOU!
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