EXECUTIVE SUMMARY

The project is about A study on Marketing Mix of R.K. Consultancy & Contractor Testing
& Research Laboratory. The project was undertaken by me and the entire task was divided
into sub-tasks. The process started from identifying the need, then advertising the same to
prospective individuals by distribution of pamphlets, holding various activities in
residential areas etc. then individuals were surveyed.

The Every business organization reaches to the customers through their goods or services.
To
sell the products to the customers a number of activities are being performed. This is called
marketing and it is an important function. Marketing is the performance of business
activities that directs the flow of goods and services from producer to the customer. It is the
activity that directs to satisfy the human needs through exchange process. Marketing starts
with the identification of a specific need of customers and ends with satisfaction of that
need. The customer is found in the beginning and end of marketing process. In marketing a
large number of activities are performed. For easy understanding these activities are
divided
in 4 groups for products and 7 groups for services. These elements are product, price
promotion, placement for products and three additional elements for services are process,
people and physical evidence. These are called elements of marketing mix.

Most of the companies have applied various elements of promotion mix. Promotion mix
elements include advertising, publicity, sales promotion, personal selling and packaging.
Sales promotion is one of them and it is our concerned topic. In present competitive
situation most of MNCs had developed sales promotion strategy in selection of parties,
techniques and managing sales promotion techniques effectively and efficiently. This
strategy provides competitive advantage to the companies in the market to grow, stabilize
and excel in business performance. Therefore, sales promotion strategy is very significant
for companies to earn bread and butter. This attracted me to select and study this topic

The main objective of sales promotion is to increase the sales of products in short term by
influencing the behaviour of buyers. Sales promotion methods are many and these are
selected as per the target groups. For this purpose, a sales promotion strategy is to be
prepared to achieve the objectives effectively. Sales promotion strategy directs the manager
in selection of parties, methods of sales promotion, implementation of methods and
measuring effectiveness of whole efforts regarding sales promotion.

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 A STUDY ON
MARKETING MIX OF
R. K. CONSULTANCY &
CONTRACTOR

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 INTRODUCTION
“The process of ascertaining consumer needs, converting them into a product or service &
then moving the product or service to the final consumer or user to satisfy such needs &
wants of specific customer segment or segments with emphasis on profitability, ensuring
the optimum use of resources available to the organization.”
“Marketing is so basic that it can’t be considered a separate function. It is the whole
business seems from the point of view of its final results that is from the customer’s point
of view Business success is not determined by the producer but by the customer.”
According to me marketing means, push the product to the market & pull the customer
towards the business. We can say that the main aim of the marketer is to convert the want
of the customer to the need of the customer. “Thus marketing job is to convert societal
needs into profitable opportunities. Hence, Marketing occupies an important position in the
organization of a business unit. It is one of the important line activities of business
operation. It consists of the ownership of goods. Goods are not complete products until
they are in the hands of the customer. It is the process by which products are made
available to the ultimate consumers from their point of origin. It consists of all those
activities, which are meant to ensure the flow of goods & services from the producer to the
consumer. Therefore, marketing thinking must start with a crystallization of needs of
consumer segment of which the efforts will ultimately be aimed. In terms of needs, the
product or service must be developed or improved so that ultimately the product satisfies
such needs of the consumer segment involved.
Today marketer, have to take tough decisions because today’s market place is venomously
more complex. Domestic markets, at one time safe from foreign invaders are now the
happy hunting grounds of giant global corporation as well as global niche specialists.
Major strides in technology have considerably shortened time & distance. New products
are launched & astonishing pace are available worldwide in a short time.
Communicating ones media are proliferating new distribution channels & formats keep
appearing. Competitors are everywhere & hungry.

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 MEANING OF MARKETING MIX

Definition:

The marketing mix definition is simple. It is about putting the right product or a
combination thereof in the place, at the right time, and at the right price. The difficult
part is doing this well, as you need to know every aspect of your business plan.

Marketing Mix :( 4Ps OF MARKETING)

Marketing mix is a by-product of customer oriented marketing approach. After identifying

the market & gathering the basic information about it, the next step in the direction of
market programming is to decide upon the instruments & the strategy for meeting the
needs of the customers & challenges of rival sellers.

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 According to W.J. Stanton, “ Marketing mix is a combination of four elements such as
product, pricing structure, distribution system & promotional activities used to satisfy the
needs of an organization’s target market & at the same time achieves its marketing
objectives. Every business enterprise has to determine its marketing-mix for the
satisfaction of the needs of the customers. Marketing mix represents a blending of decision
in four areas product, pricing, promotion & physical distribution. These elements are inter-
related, because decision in one area usually affects action in the others.
Marketing mix is marketing manager’s instrument for the attainment of marketing
goals. It is composed of four ingredients, i.e., (i) product (ii) price (iii) promotional
activities (iv) distribution. These elements constitute the core of marketing system of a
firm. A marketing manager implements his strategies & policies through these instruments.
Marketing mix represents a blending of four elements namely product, price, promotion
& distribution. Determination of marketing mix is an important decision which the
marketing manager has to take. The basic purpose of marketing mix is to satisfy the needs
& wants of the customer in most effective manner. As the needs of customers & the
environmental factors change, marketing mix is also changed.

Marketing Mix 4C’s

1. Marketing Mix – Product

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A product is an item that is built or produced to satisfy the needs of a certain group of
people. The product can be intangible or tangible as it can be in the form of services or
goods.

In developing the right product, you have to answer the following questions:

 What does the client want from the service or product?

 How will the customer use it?
 Where will the client use it?
 What features must the product have to meet the client’s needs?
 Are there any necessary features that you missed out?
 Are you creating features that are not needed by the client?

2. Marketing Mix – Price

The price of the product is basically the amount that a customer pays for to enjoy it. Price
is a very important component of the marketing mix definition.
It is also a very important component of a marketing plan as it determines your firm’s
profit and survival. Adjusting the price of the product has a big impact on the entire
marketing strategy as well as greatly affecting the sales and demand of the product.
hen setting the product price, marketers should consider the perceived value that the
product offers. There are three major pricing strategies, and these are:

 Market penetration pricing

 Market skimming pricing
 Neutral pricing

3. Marketing Mix – Place

Placement or distribution is a very important part of the product mix definition. You have
to position and distribute the product in a place that is accessible to potential buyers.

This comes with a deep understanding of your target market. Understand them inside out
and you will discover the most efficient positioning and distribution channels that directly
speak with your market.

There are many distribution strategies, including:

 Intensive distribution

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  Exclusive distribution
 Selective distribution
 Franchising

4. Marketing Mix – Promotion

It involves disseminating information about a product, product line, brand, or company. It
is one of the four key aspects of the marketing mix. (The other three elements are product
management, pricing, and distribution.) Promotion is generally sub-divided into two parts:
i. Above the line promotion:
Promotion in the media (e.g. TV, radio, newspapers, Internet andMobile Phones) in
which the advertiser pays an advertising agency to place the ad.
ii. Below the line promotion:
All other promotion. Much of this is intended to be subtle enough that the consumer
is unaware that promotion is taking place. E.g. sponsorship, product placement,
endorsements, sales promotion, merchandising, direct mail, personal selling, public
relations, trade shows The specification of these four variables creates a promotional mix
or promotional plan. A promotional mix specifies how much attention to pay to each of the
four subcategories, and how much money to budget for each. A promotional plan can have
a wide range of objectives, including: sales increases, new product acceptance, creation of
brand equity, positioning, competitive retaliations, or creation of a corporate image. An
example of a fully integrated, long-term, large-scale promotion are and Pepsi Stuff.
 Sales Organization
 Public Relations
 Advertising
 Sales Promotion

Sale Promotion:
 Sales promotion is one of the 5 aspects of promotional mix. (The other four parts of
the promotional mix are advertising, personal selling, direct marketing and
publicity/public relations.) Media and non-media marketing communication are
employed for a predetermined, limited time to increase consumer demand, stimulate
market demand or improve product availability. Examples:

1. Under the crown (UTC)

2. Refilling.

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 3. Point of purchase displays
4. Rebates etc.

Objectives of Sale Promotion

1. Simulating business user or household for demand products

2. Improving the market performance of middle men and sales people.
3. To attract new customer.
4. To increase impulse selling.
5. To encourage greater use by existing customers.
6. Superior Merchandizing.
7. Increase stocks & sales push.
8. Better product knowledge (as a spin off).
9. Better shelf-space at retail stores.
10. Immediate results.

Factors affecting of Sales Promotion:

Internal Factors:
 Promotion is accepted by top management as effective sales tools.
 Now a day’s top level manager relies and accepts that sales promotion affects sales
it will increase the sales volume.
 Product managers are qualified to use sales promotions tools product manager relies
the importance of sales promotions hence they practice sales promotion tools
effectively.
 It is the duty product manager to increase the sales volume and this attracts the sales
promotions tools to achieve the aimed objective.

External Factors:
 There is wide spread use of branding promotional activities are essential as they ar
more practical than advertising.

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  Competitor have become promotional-minded there is cut-throat competition and
the market is flooded with numerous products hence promotional activities are
essential.
 During the period of inflation & recession the consumer are more deal oriented and
the promotional technique facilitate sales.
 The present stage of trade demands more deals from manufacturers.

Types of Sales promotion

Sales techniques
The sale can be made through:
1. Direct Sales, involving person to person contact
Buying Facilitation Method
2. Pro-forma sales
3. Agency-based
a) Sales agents (real estate, manufacturing)
b) Sales Outsourcing through direct branded representation
c) Transaction sales
d) Consultative sales
e) Complex sales
f) Consignment

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 g) Telemarketing or telesales
h) Retail or consumer
4. Door-to-door or traveling salesman
5. Request for Proposal is an invitation for suppliers, through a bidding process,
to submit a proposal on a specific product or service. An RFP is usually part of a complex
sales process, also known as enterprise sales.
6. Business-to-business — Business-to-business sales are much more relationship
based owing to the lack of emotional attachment to the products in question.
Industrial/Professional Sales is selling from one business to another

Sales and marketing relationship

Marketing plays a very important part in sales. If the marketing
department generates a potential customers list, it can be beneficial for sales. The
marketing department's goal is to bring people to the sales team using promotional
techniques.
Advertising
Sales promotion
Publicity
Public Relations.

In most large corporations, the marketing department is structured in a similar

fashion to the sales department and the managers of these teams must coordinate
efforts in order to drive profits and business success. Driving more customers
"through the door" gives the sales department a better chance by ratio of selling their
product to the consumer.

Marketing Mix 7P’s

The 7Ps model is a marketing model that modifies the 4Ps model. The 7Ps is generally
used in the service industries.

Here is the expansions from the 4Ps to the 7Ps marketing model:

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Marketing Planning for Success

Abstract
A successful laboratory outreach marketing program can fill spare capacity, reduce unit
costs, and improve overall laboratory service levels in addition to contributing important
new net income. Yet, meaningful success usually results from careful plannng and
implementation. A market-oriented focus is a prerequisite when conducting a situation
analysis, defining the marketing opportunity, strategy, and program. Furthermore, the best
planning is worthless if the implementation process is not a success.

Importance role for RKCC

The quality of building material used to construct any kind of structure plays a determining
role in maintaining its durability. High quality building material ensures safety of the
building and enhances its resistance against adverse climatic changes. Therefore, testing of
building material, prior to its usage in construction, becomes of grave importance for
construction material manufacturers.

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Why there is a Need for Building Material Testing Labs?

1.Acquiring Certifications
Building material manufacturers require certifications from regulatory bodies in order to
bring their product into the market for sale. Construction material testing labs provide
manufacturers a platform to conduct quick, transparent and authentic checking procedures
that allows them to acquire certifications from concerned authorities.

2.Ensure the Quality of Product

Manufacturing building material requires quality and strength, since a bad quality building
material can prove to be fairly life-threatening. This prompts the manufacturers to test the
quality of building material to ensure it is safe for use and will ensure a strong structure for
many years to come. Testing labs come across as great help in this regard.

3.Cost-Effective
Putting in place an entire set-up for testing of building material can turn out to be capital-
intensive. In-house testing of building material can cause you a severe financial setback.
Testing labs on the other hand do the job for you, after paying a reasonable sum without
requiring you to invest in a testing apparatus and other equipment.

4.Expert Testing Procedures

Building material testing labs bear years of industry experience and are ideally suited for
the job. They leverage the power of technology and are experts at blending innovation with
expertise that allows them to deliver results in the quickest turnaround time possible with
high level of accuracy and transparency. Furthermore, testing labs operate in accordance
with the guidelines stipulated by governing authorities that is another great advantage of
acquiring services of these labs.

If you have read this far, you probably now understand the importance of building
material testing lab. Therefore, if you are having a hard time in ensuring the quality
of your construction material, these testing labs are the right solution for you.

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 COMPANY PROFILE

We are a leading Geotechnical Engineering, Material, Survey and Non-Destructive testing

consultant for Buildings, Bridges, Roads & Highways and other Civil Engineering
structures and WE are ISO 9001:2008 accredited laboratory with all the latest modern
equipments as well as Empaneled Geo-tech Consultant in MPPWD by the govt. of (M.P.)
R.K. Consultancy & Contractor Material Testing & Research Laboratory
(RKCCMT&RL) was founded in 2014 by Er Ravindra Tomar M.Tech. (Honour's) in Geo-
Technical Engineering from Govt. Engineering College, Jabalpur and having drich
experience in the field of civil engineering and knowledge about material testing of
different materials.

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QUALITY POLICY

To provide high quality and timely testing of material required for the construction of
highway, bridges dames, canals, buildings, airfield and other civil engineering structure
RKMT&RL management's commited to maintain high standard and implement latest
technology by continues learning to provide best services to our client. As per the quality
policy of this laboratory all the test and services are always carried out in accordance with
Indian standard IS CODE, ASTM, AASHTO and BIS method, and our client's
requirements. RKMT&RL has ensured that instruments apparatus are calibrated all
specified time intervals with national standards certificates.

SERVICES

RKCCMT&RL is providing accurate reliable and reproducible test results and designing
consultancy services to our customers concerning with the Civil Engineering work.
Our experts provide advice and reports & returns to the clients on the matters pertaining to
the civil engineering work.

Geotechnical Services
Drilling and sampling :-

 Excavating Trial Pits

 Auger boring
 Percussive Drilling
 Core Drilling
 Collecting Disturbed and Undisturbed samples
Foundation recommendations :-

 Shallow Foundations
 Deep foundations
Field Testing

 Standard Penetration Test

 Dynamic Cone Penetration Test

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  Plate Load test
 Permeability Test
 Electric Resistivity Test
 Field CBR Test
 Vertical pile load test
 Lateral Load Test
 Pile Integrity Test
 Dynamic Pile load test
 Bridge load testing

Concrete Technology
Non Destructive Testing:-

 Ultrasonic Pulse Velocity Tesing

 Mechanical Sclerometer Test ( N Type Proceq Rebound Hammer)
 Pile Integrity Testing
 Rebar Location
 Half Cell Potentiometer Test ( Profometer Scanning)
Other :-

 Collection Of Fieid Samples For Marshal Stability Test & Stability And Flow Value
By Standard & Modified Marshal Test Equipment
 Collection Of Samples By Core Cutter From Concrete Pavements.
Chemical Tesing :-

 STEEL -Chemical Tesing

 Hydraulic Cement (Chemical Tesing)
 Gypsum And Plaster Of Paris (Chemical Tesing)
 Coarse And Fine Aggregate (Chemical Tesing)
 Soil Tesing (Chemical)
 Concrete Tesing (Chemical)

Laboratory Testing

NABL Test Scope

Soil :-

 Natural moisture Content

 Mechanical Analysis ( Sieve and Hydrometer)

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  Atterberg’s limits
 Shrinkage Limit
 Field Density /bulk density
 Free Swell Index
 Swell Pressure
 Direct Shear Test
 Triaxial Shear Test
 Consolidation test
 Proctor Compaction
 California Bearing Ratio
 Lab Permeability test

Building Material
AGGREGATE:-

 Aggregate impact value / Los angles abrasion value.

 Gradation.
 Water absorption.
 Elongation & Flakiness index.
 10% fines value.
SAND:-

 Fineness modulus
 Gradation
 Deleterious constituents
 Silt content
CEMENT:-

 Physical testing i.e. initial and final setting time.

 Compressive strength of cement
 Mix design of concrete, high performance concrete with plasticizer admixture.
 Compressive strength test of concrete cube / core
BITUMEN & BITUMINOUS MIXES:-

 Job mix formula for bituminous macadam, Dense Bituminous macadam, Semi sense
bituminous concrete.
 Ductility, Softening point, Penetration test, Flash and fire point, Viscosity of paving
bitumen Emulsion, Viscosity, Residue test

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  Collection of field samples for Marshal Stability test & Stability and flow value by
Standard & Modified Marshal test equipment
BRICKS:-

 Compressive strength
 Water absorption
 Efflorescence
 Dimension

ANALYSIS & TESTING OF VARIETY OF MATERIALS

MNT&RL provides status of the expertise services, for quality assurance of Raw materials. Besides this, the
expertise of Analytical services division works as a support for dictatorial authorities as well the consumers.
The methods adopted are of International standards.

QUALIFIED AND EXPERIENCED HUMAN RESOURCES.

We provide customized testing services to meet the unique requirements of all of our customers across the
country.

WIDE RANGE OF SOPHISTICATED INSTRUMENTATION.

We offer testing services specifically designed to satisfy our clients.

PRECISE, ACCURATE AND PROMPT RESULTS.

Determine the quality of building material they are using for construction.

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L A B O R AT O RY T E S T I N G
Soil Testing

Determination of :-
 Index Properties
 Mechanical Properties
 CBR
 Permeability
 Chemical Properties

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 OBJECTIVE OF STUDY
 To know the sales promotion tools used by R.K. Consultancy and Contractor.

 To know about the impact of sales promotion strategy of R.K. Consultancy and
Contractor.

 To find out the best promotional tool preferred by the retailers.

 To do the a SWOT analysis the strength & weakness of R.K. Consultancy and
Contractor.

 On the basis of study, to summarize the findings and give suggestions for further
improvement in sales promotion strategy practices and its contribution in
achieving objectives of sales promotion.

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 Research Methodology

RESEARCH DESIGN

The present investigation is descriptive type of study undertaken to estimate

the product strategy of RKCC. The present study identifies views of customers &
analysis of RKCC.

Develop the Research plan

A plan was developed how to collect the required information i.e. whom to contact for
gathering the relevant data. Data is the foundation of all research .It is the raw material for
any research functions. Therefore, it requires great care to select the sources of data. Data
or facts may be obtained from several sources. Data sources can either be secondary.

Secondary Data Sources

For this research I have opted for secondary data collection methed.The
secondary data was collected from the company manuals, Internet, handbooks, and
management books and are edited to suite the purpose.

Reporting and conclusions and recommendations:

This is the most vital part of the work undertaken. After collection and
analysis of data, it was recorded in form as prescribed. The major part of the report
is the findings also include charts and diagram etc, and the report also mentions the
limitations of the project undertaken. The conclusions have been drawn out of the
findings and various recommendations have been given in the end of the report.

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 SWOT Analysis
SWOT stands for:
1. Strengths
2. Weaknesses
3. Opportunities
4. Threats

SWOT OF MARKETING MIX

•One of the most useful and essential tools for any business.
•SWOT start with internal aspects of the business and more traditional method
•SWOT analysis should be used by all businesses, and also by all levels and
product/business activity groups within its organization.

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STRENGTHS

Are factors, or core competencies, which will help make use of opportunities, contribute to
the achievements objectives and lessen the impact of threats or remove them completely.
•For a factor to be considered a strength, the business must ‘do better it’ than its
competitors. .
 A new, innovative product or service..
 Quality processes and procedures.
 Any other aspect of your business that adds value to your product or service

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WEAKNESSES

For a factor to be considered a weaknesses, the business must ‘do it less well’ than its
competitors in an area that is important to its customers, or to the efficient running of the
business.

Factors that can be considered as weaknesses are:

 Lack of patent protection
 Poor reputation among customers
 Weak brand name
 High cost of raw material
 Lack of access to key distribution channel

OPPORTUNITIES

Opportunities are factors that will:

1.Allow you to reduce cost or gain control over your inputs.
2.Allow you to improve your processes
3.Allow you to increase the volume and variety of your outputs.

Examples of such Opportunities include:

 Better technology
 Identification of new market segments.
 Acquisition and merger

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  Collaboration
 Loosening of regulations
 Removal of international trade barriers.

THREATS

Threats are external conditions which could do damage to the business performance.
Changes in external environment also may presents threats to the firms.
Examples of such Threats include:
 Natural disasters reducing supplies
 Increased competition for supply materials
 New regulations
 Changes in the taste or needs of your markets.
 Increased trade barriers.

DATA ANALYSIS

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 AND

INTERPRETATION

25
 Data Analysis

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1. Nature of Outlets

The survey revealed that about 90% of the total outlets are non seasonal,
that means the services of RK Construction throughout the year is being
provided from non seasonal and rest 10% outlets are seasonal.

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2.Type of outlets:

From the above figure it is clear that out of 20 outlets, 9 Outlets are exclusively R K
Construction , another 5 outlets are of mixed type & the rest 6 outlets are exclusively
RKC counters.

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4. Knowing About Scheme And Promotion

From this figure it is clear that most of the clients get information about the
promotional schemes from the salesman of the company. Rests of the outlets get
information by SMS, Customer executives or any other sources of information.

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5.TYPES OF SCHEMES

The above figure shows that the regular promotional scheme is very much popular
because the clients want permanent income throughout the year. They also like
various promotional schemes such as UTC .Incentive based scheme is not much
popular because in this scheme some target is given to the owners.

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1. PROMOTIONAL SCHEME RECEIVED BYOUTLETS

UTC, Refilling & Scratch card Scheme is most popular & known scheme received
by maximum outlets .Gift and Discount /Rebate schemes are not received by
maximum outlets because they have some conditions to be fulfilled for getting it.

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8.Promotional tools Available at different outlets

From the analysis it is observed that RK Constructions provides various types of

promotional tools to their clients. Signboards to maximum outlets but, the supply of
Racks and POS Display is not so significant though they can increase sales volume.

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10. Promotional expenses throughout the year

During summer (Mar-June) the demand is high so R.K.

Constructions reduces the promotional expenses and at rest of the period
promotional expenses is high due to low market demand. During the
winter season (Nov-Feb) promotional expenses is maximum.

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11. Factors affecting sales growth

From the above survey it is clear that sales promotion activity such
as high margin, more schemes & heavy advt. has a large impact on sales
growth.

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FINDINGS AND SUGGESTIONS

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 FINDINGS

1. The most basic objective of any sales promotions is to provide extra value that
encourages purchase.
2. Short term sales increase is required to reduce inventory. Promotions like price-
off or bonus pack gives large & immediate benefit.
3. Trade promotions are designed to gain distribution and shelf space.
4. Sales promotion can be measured objectively to judge their success.
5. R.K. Consultancy and Contractor gives various promotional tools and profitable
schemes to the customers that increase their sales volume.
6. Promotional expenditures ultimately increase sales volume.

7. Recruitment at an officer and managerial level is not done effectively.

8. Many people in the organization today are in the wrong jobs and as a result, they
are not utilizing their full potential.
9. Hiring people based on personal connections when the person is qualified for the
job.
10.Most recruitment that involves managers is done during discussions at lunch
hour, at social clubs or during the coffee break time.
11. Inadequate recruitment procedures resulted in a number of staff not being
sufficiently qualified either for the positions they hold or their grades levels,
especially in management positions.
12.Psychometric test is not conducted during the selection process.
13.Confusion in the designation and level to the employees even after permanent
status for employment is given.
14.Proper training is not given to the recruitment team and manager.
15.Reaching few prospects due to internal recruitment, internet advertising most of
the time.

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 RECCOMMENDATION AND SUGGESTIONS

1. Company should give knowledge to the customer about the promotional Scheme
so that they can better understand the importance of promotional activities.
2. There should be a regular meeting between Customer & company about the
implementation of sales promotion.
3. Company should adopt the promotional activities properly and not in a trial and
error method.
4. Company should arrange training or Seminar programs for customers to make
them aware about the company’s services and enhance their testing ability.
5. Hire the people with strong skills match, company fit and job match.
6. For retaining employees the quality of quick assimilation into the new culture
should be preferred in selection criteria.
7. Because everyone has different personalities, potentiality and different value
systems, so there are some differences in what motivates people. Treating
employees on the basis of their motivating factor helps in job-satisfaction of the
employees.
8. The employees want to feel like they are part of the decision making process.
They want to feel like their opinion counts. Therefore after every quarter of the
year a questionnaire related to improvement areas in organization and suggestions
should be filled by employee. The best and applicable suggestion should be
awarded.
9. “Suggestion scheme” apart from questionnaires should also be encouraged. The
company should encourage its employees to participate or suggest in the area of
work simplification, improvement in quality standards, safety and health,
improving customer relation, employee motivational schemes
10.Search more sources of selection.

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 LIMITATION OF THE STUDY

To carry out the research study the following limitations were expected and faced
during the

research study:

1. The Company doesn’t declare all the data & the internal data are kept confidential.

2. Since the data collected by the secondary source so accuracy is questionable.

3. Salesmen, customers, dealers and retailers were reluctant or hesitant to share data.

4. Management may not like to share their views on the topic.

5. Time, cost and location factors become major difficulties in completion of research

6. Sample size may not be exact representative of the universe. There is possibility of
some error to a limited extent.

7. Lack of secondary data Collection of the recent brochures, in house journals, etc of

the company was relevant to a little extent. But most of the necessary information is

not available in the company 1. Availability of secondary data from sales records of

the companies were difficult.

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 CONCLUSION

SALES PROMOTION is a promise made to the consumers & retailer by the

company. Sales promotion, not only has Functional and Mental dimensions but also

Social and Spiritual dimensions. The challenge in front of Indian organizations today

is to first understand and then satisfy the needs of the customers. The needs of the

customers today are experiences and not just the products. The Indian Organizations

have to concentrate on delivering the experiences to the customers leading to

satisfaction and association with all the dimensions of the brand. These experiences

can be delivered by involving the customer in the supply chain which demands

improvement from the organization in terms of training the employees and aligning

the culture to deliver value to the

customers. The participation of the customers can be ensured by using novel

methods of communication and branding. The Profit and Sustainability of Indian

Brands will depend on how efficiently and quickly the organization can adapt to

these new demands of the customers.

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 BIBLIOGRAPHY

BOOKS:

1. Saxena, Ranjan, ‘Marketing Management’, TATA McGRAW HILL, New Delhi,

Third Edition.
2. Kotler, Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha,‘Marketing
Management’, PEARSON Prentice Hall, New Delhi, Twelfth Edition.
3. Ramaswamy, V. S., S Namakumari, ‘Marketing Management’,
MACMILLAN INDIA LTD., Third Edition.
4.C.R.Kothari, Business Research methodology , New age publication.
5. Bryman, Alan, Emma Bell, ‘business research method’, OXFORD, second
Edition.

MAGAZINES, JOURNALS & NEWS PAPERS

1. Business world.
3. Economics Times.

Websites:
www.rkconsultancycontractor.com/ www.rkcc.in

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