SUBMISSION OF PROJECT SYNOPSIS AND GUIDE ACCEPTANCE FORM

(To be submitted to the project steering committee)

Part A: synopsis registration
I. Student details

Name Hamarbabiang Syiemlieh

Roll Number: 1408001245
Name of program: BBA
Session: Spring
Year: 2017
Semester: Semester 6th

II. Project Synopsis Details

Title: A DETAILED STUDY ON MARKETING MIX OF AN ORGANISATION

INTRODUCTION:
An organization or business needs to plan its marketing strategy in order to launch its
products in any market. Such marketing planning involves the usage of the market
information in order to assess the market conditions. The various concepts of marketing
and marketing environment. These concepts help to define the framework of a market
for the organization.
In order to arrive at the right strategy for a target market, the organization has to sub-
divide the market into various segments. This makes it easier to formulate unique
strategies for individual segments of the market. For each segment of the market, a
combination of various marketing activities can be undertaken. Such marketing activities
can be rolled into a single marketing programmed for that segment, so as to make the
marketing effective. Such an effective combination of marketing activities is termed as
the Marketing Mix.
OBJECTIVE:

To analyzed the pricing strategy of an organization with purchasing behaviour of

the organization.
To find out the difference ways to promote the product of organization.
To see the locational feasibility of the organization and weather it is convenient
for the customer.
To recognize new trend in marketing in specific area in an organization.
To understand the difference strength and weaknesses in making mix of an
organization.

STATEMENT OF THE PROBLEM:

The 'marketing mix' (also known as the four Ps) is a foundation concept 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 market". Thus the marketing mix refers to
four broad levels of marketing decision, namely: product, price, promotion, and place.
Marketing practice has been occurring for millennia, but marketing theory emerged in
the early twentieth century. The contemporary marketing mix, or the 4Ps, which has
become the dominant framework for marketing management decisions, was first
published in 1960. In services marketing, a modified and expanded marketing mix is
used, typically comprising seven Ps made up of the original 4 Ps plus process.
The important of marketing mix are as follows:
 It helps in a clean mix creation Your marketing mix should have all the Ps
compatible with each other. The price should be compatible with the placement of the
product. The product should be compatible with the promotions. In general, all the Ps
are intrinsically linked to each other. Marketing mix helps in New product
development While designing an existing product, there are any number of ideas
which can come up for a related product that can be designed by the company. The
pricing, place and promotions might be different for such a product. Nonetheless, it can
be classified as a new product and hence while designing the marketing mix, the
company can come up with good ideas for NPD as well. Marketing mix helps increase
the product portfolio Whenever you want to increase the product depth or product
line and length, you have to make minor changes to the product. In essence, you are
making minor changes in the marketing mix itself. You are making changes to the
product features, to its pricing and possible to its promotions. As a result, by altering the
marketing mix and certain features within it, you can end up with an enlarged product
portfolio. It is a guide to improve a business Physical evidence was an important P
in the service marketing mix. If a restaurant or an interior design business realizes its
important, then naturally they can act on it and improve the physical evidence of their
business thereby bringing in more business. It helps in differentiation When they
analyze the marketing mix of Competitors, there are many different ways that you can
differentiate themselves from the competitor. The competitor might have poor
promotions and by analyzing them, you can create better promotions of your own
product. Finally, it helps you in being dynamic A company which is well prepared is
also prepared when disaster strikes. During recession or during a poor business
environment, a company should be ready to respond. At such times, the company
needs to be dynamic in nature. Such a company needs to understand its product,
processes, people, promotions and all other Ps better. If it understands them, it will
respond with a better agility.
I have chosen it as my project topic in order to identify specific marketing
activities and budgets taken by an organization in practical and also I have the
inquisitiveness to gain more skills and knowledge in the particular topic.
LITERATURE REVIEW:
The origins of the four Ps can be traced to the late 1940s. The first known mention of a
mix has been attributed to a Professor of Marketing at Harvard University, Prof. James
Culliton. In 1948, Culliton published an article entitled, The Management of Marketing
Costs in which Culliton describes marketers as 'mixers of ingredients'. Some years later,
Culliton's colleague, Professor Neil Borden, published a retrospective article detailing
the early history of the marketing mix in which he claims that he was inspired by
Culliton's idea of 'mixers', and credits himself with popularizing the concept of the
'marketing mix'. According to Borden's account, he used the term, 'marketing mix'
consistently from the late 1940s. For instance, he is known to have used the term
'marketing mix' in his presidential address given to the American Marketing Association
in 1953.
Although the idea of marketers as 'mixers of ingredients' caught on, marketers could not
reach any real consensus about what elements should be included in the mix until the
1960s. The 4 Ps, in its modern form, was first proposed in 1960 by E. Jerome McCarthy
in his text-book, Basic Marketing: A Managerial Approach. McCarthy used the 4 Ps as
an organizing framework for the entire work with chapters devoted to each of the
elements, contained within a managerial approach that also included chapters
dedicated to analysis, consumer behavior, marketing research, market segmentation
and planning to round out the managerial approach. Phillip Kotler, a prolific author,
popularized the managerial approach, and with it, spread the concept of the 4 Ps.
McCarthy's 4 Ps have been widely adopted by both marketing academics and
practitioners. And the 4 Ps are Product, Price, Place and Promotion.

RESEARCH METHODOLOGY:
Research methodology is the process of systematic investigation of any management
problem it deals with research design, data collection method, sampling plan, sampling
method. Research means a scientific and systematic search for pertinent information
on a specific topic. Research is a careful investigation or inquiry especially through
search for new facts in any branch of knowledge. Research comprises defining and
making deductions and reaching conclusions, and at last
DATA COLLECTION METHOD:
Primary Data:
Primary Data is known as data collected for the first time through field survey. Such
data are collected with specific set objectives. Primary data always reveals the cross
section picture of anything studies. This is needed in research to study the effect or
impact any policy.
Primary data collected through-
1. Questionnaire: Comprehensive structure questionnaire was designed for
collecting the data. The questionnaire was designed for the manager and
executives working at the middle and top level of management.
2. Direct interview: The required information for the present research has been
acquired through direct interview of the officials working at the top
management the study has been conducted objectively.
Secondary Data:
Secondary Data refers to the information or facts already collected. Such data are
collected with the objective of understanding the past of any variable data collected and
reported by some source is accessed and used for the objectives of the study. The
secondary data were collected from:
Magazine
Books
Journals
Record maintained by HR department
Company website etc

Tools for analyzing:

Techniques for Planning Human Resource Needs Business adopt various tools and
methodologies for forecasts. These multivariate techniques are based on quantitative
aspects of measurement.

1. Work Study Technique: It deals with techniques of method study and work
measurement, which are employed to ensure the best possible use of human,
machine and material resources in carrying out a specified activity.
2. Ratio-trend Analysis: Under this method the ratio between production/ sales level
and direct operatives; ratio between direct operatives and other personnels is
calculated. This ratio is calculated for a number of years based on the past
records of the organization.
3. Chart: Statistical data can be presented in the graphical form (or charts), which
are classified as: Pie chart, bar chart, histogram, frequency polygon and ogive
curve.
4. Pareto Diagram: it is name after the Italian philosopher Pareto. It is a special
type of vertical bar diagram that display the relative frequency of various
categories of problem or event.
5. Statistical and Mathematical Models

SAMPLING:
An integral component of a research design is the sampling plan. Specifically, it
addresses these questions:-

Whom to survey ( The sample unit)

How many to survey (The sample Size)
 How to select them (the sampling Procedure)

METHOD OF SAMPLING:
Probability sampling is also known as random sampling or chance
sampling. Under this sampling design every individual in the organization
has an equal chance, or probability, of being chosen as a sample.
Non probability sampling is also known as deliberate sampling.
Purposeful and judgmental sampling. Non-probability sampling is that
which does not provide every individual in the organization with a known
chance of being included in the sample.
SAMPLING FRAME:
The list of the companies was taken from the yellow pages, which served as the frame
for the purpose of the study. This provided the complete list and companies were taken
into consideration from the same.
SAMPLING SIZE:
Due to time and resource constraint the sampling size is taken as 100 for the survey
from the total population 700 employees.
III. Guide Details:

Name of the guide: VIVIENE R KHARKONGOR

Guide Registration No: MBA Ml 0003
Designation: MGT FACUTLY
Affiliation: MBA
Qualification: MBA (HR)
Total Experience: 4
Communication Address: C/o S. Kharkongor, SURVEY OF INDIA, BARIK 793001
Contact No: 9856362867
E-mail ID: vivieneroselinek@yahoo.com

Area of
Name of the PG Year of passing Institution/university
specialization
MBA

Does the guide has more than of experience: Yes

I Dr./Mr./Mrs./Ms. VIVIENE R KHARKONGOR here by confirm my willingness to guide

Mr./Ms. Hamarbabiang Syiemlieh Roll No. 1408001245 attached to learning center
(code) 02791, SIX SIGMA EDUCOM, whose project title is Performance Appraisal
during the spring session of 2017 (year). I agree to submit the project status/ internal
assessment marks to the university.

(Signature of the guide)

DECLARATION

I hereby declare that this project synopsis is an original work carried by me and will not
be submitted to any other university for fulfillment of any course of study.

Place: Shillong, Meghalaya (Signature of the student)

Date: