SUMMER TRAINING REPORT

PROMOTIONAL STRATEGIES AT SAVANTMINDS ZIRAKPUR

SUBMITTED IN PARTIAL FULFILLMENT FOR AWARD OF

DEGREE

In

MASTERS OF BUSINESS ADMINISTRATION

2017-2019

By

SUBHAM
17MBA0234

MBA DEPARTMENT
GOVT.P.G. COLLEGE, UNA
(HIMACHAL PRADESH)
OCTOBER 2018

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 PREFACE

For the completion of the MBA it has been mandatory to obtain an industrial Training in
Marketing. This training session really help me in gathering knowledge of importance of
Marketing for the development of an organization.

This report is prepared during training is life’s greatest treasure as it is full of experience,
observation and knowledge. The training held was very gainful as it looks us close to real life
.This period provide a chance to give theoretical knowledge a practical result.

This report is the result of 45 days training that I have taken at savant mind technologies
zirakpur. It has been very educative and fruitful experience for me for it has given me an insight
into some practical experience.

I wish this great organization success so it may flourish and serve and have achieved many goals.

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 ACKNOWLEDGEMENT

I am highly indebted to the management Of savant mind to undertake me as training in their

organization. Would like to thank you specially Mr Puneet Sharma (Marketing manager) for
providing me an opportunity to undertake training at SAVANTMINDS TECHONOLOGIES

I wish to express my gratitude toward official of marketing department for permitting me to

work under their guidance and cooperation .I has no word to express my gratitude to profound
interest taken by them at every stage of the project. Their encouragement and support made my
target easily achievable.

I am heartily thanking my project report In charge Dr. Sonika faculty Govt. P.G .College Una
.Whose encouragement .guidance and support from the initial to the final level enabled me to
develop on understanding of the subject. I am grateful for her contribution towards the execution
of my project.

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 CERTIFICATE FROM THE CANDIDATE

I Subham student of MBA 3rd semester Roll NO 17MBA0234 do hereby

certify that the Summer Training Report titled” PROMOTIONAL STRATEGIES” IN
SAVANT MIND AT “ZIRAKPUR” is a bonafide work carried out by me.

Signature of the candidate:

Name: SUBHAM
Branch: UNA

Univ. Roll No.17MBA0234

DATE:
PLACE:

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 CERTIFICATE FROM THE GUIDE

This is to certify that the Summer Training Report work titled “promotional
strategies” is a Bonafide work carried out by subham Univ. Roll No.
17MBA0234 a candidate for the MBA 3rd semester examination of the MBA
Department, Govt. P.G College, Una (Himachal Pradesh) under my
guidance and direction

SIGNATURE OF CORDINATOR

NAME: DAVINDER ATLAS

SIGNATURE OF GUIDE

Dr. SONIKA

DESIGNATION: ASTT.PROFFESSOR

NAME OF THE ORGANIZATION:

ADDRESS:

DATE:

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 INDEX OF CONTENT
Preface I

Acknowledgment II

Certificate III

Declaration IV

Chapter No. Contents Page No.

Chapter- 1 Introduction

Chapter -2 Company profile

Chapter -3 Research Methodology

Chapter -4 On The Job Training

Chapter -5 Findings

Chapter -6 Recommendations / Conclusions

Chapter 7 Limitations

Bibliography

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 CHAPTER 1
INTRODUCTION

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 Topic of the study

Promotion strategies of the company

Meaning – Promotion refer to any type of marketing communication used to inform or persuade
target audience of the relative merits of a product, service , brand or issue. The aim of promotion
is to increase awareness, create interest, generate sales or create brand loyalty it is one of the
basic element of marketing mix which include the four p’s product price place promotion.

Promotion is also one of the elements in the promotional mix or promotional plan these are
advertising sales, personal selling and also include event marketing. A promotional plan specific
show much attention to pay to each element of the promotion mix and what promotion of the
budget should be allocated to each segment.

Marketing is the bridge between the product and the customer. A marketer uses the four P's --
product, price, place, and promotion -- to communicate with the consumer. Promotion is a
combination of all forms of communication to the customer, including advertising and public
relations.

The marketer must choose which is the best form of promotion for the target audience, so he or
she will develop a marketing plan.

Marketing Plan

A business must have a marketing plan in order to produce, communicate, and sell products and
services. Using research on segments of the target audience, a marketing plan is written. Once
the plan has been developed, a budget is set for the promotional campaign.

Promotion

Promotion is when a business decides which forms of communication it wants to use in their
marketing plan. Research is done that details market research, segmentation, and budget. Large
companies might choose to do a national campaign, especially if the brand is already familiar to
the consumer. Smaller businesses, with fewer resources, might use direct selling until they have
a larger budget for advertising.

The first step for the marketer is to develop a marketing communications strategy. The strategy
will define the consumer, the best way to reach them, and what the message should be. This
process is called the marketing mix. The process goes through the following steps:

1. Segmentation
2. Targeting
3. Positioning

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4. Messaging

1. Segmentation

By dividing consumers into segments, the marketer is better able to meet consumer needs, and
increase positive response. During the promotion process, the marketing team will decide which
segments to target, and why. Market research will be able to ascertain all of this information for
the team.

Once the target audience has been identified, they should be further segmented. The marketing
team should know their age, gender, buying patterns, as well as income. This information can
also be ascertained during the research period. The most typically used research methods are:

 Sales Analysis
 Buying Patterns and History
 Questionnaires
 Online statistics, including Social Media
 Focus groups
 Interviews
 Hiring a Market Research Firm

Once the audience has been clearly defined, it is time to get their attention.

2. Targeting

Targeting is the best way to communicate with the chosen segments. The marketer will want to
ensure the best possible customer response. The marketing plan must detail how to target the
intended audience, and define any marketing objectives.

Marketing Communications
Advertising is just one method of marketing communications, which is the umbrella for many
methods.

TYPES OF ADVERTISING – MASS MEDIA

 Outdoor Ads

 Business Directories

 Magazines and/or Newspapers

 Television and/or Movies

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  Radio

 Infomercials

SALES PROMOTION

 Coupons

 Discounts

 Referral Programs

 Loyalty Incentives

PUBLIC RELATIONS – How to use the media

 Media Introductions

 PR Events

 News/Media Releases

PERSONAL SELLING
 Salesmen

 Showrooms

 Exhibitions

 Trade shows

DIRECT MARKETING
 Mail Order Catalogues

 Bulk Mailers

 E-mail

 Telemarketing

 Point of Sale Displays and Signs

 Packaging

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DIGITAL MARKETING – The Internet is here to stay!

 Company Websites

 Social Media - Facebook or Twitter

 Blogging

 Mobile Phone Promotions

 YouTube

Every one of these promotional avenues has intense competition, so it is imperative the marketer
choose their promotional avenue carefully. Remember, a television ad buy is different now than
it was 20 years ago. Now we have hundreds of channels, all of which sell advertising. With the
addition of streaming television and digital recorders, consumers can skip commercials or fast-
forward through them.

Because of this, companies are finding newer ways to promote their businesses. There are new
media channels, such as online choices, which add to the choices a company has to choose from.
This is why segmentation is so important. The marketer doesn't want to choose a promotional
avenue if their target audience doesn't use that method. For example, a product geared towards
elderly women shouldn't be promoted on Twitter, since elderly women are not big users of the
site.

The better the target, the better the response. Normal response rates are less than 1 percent for a
general mass mailing promotion. Think about that! What a waste of a promotion. But if the target
is well defined, it gives the marketer a better chance at reaching the customer.

Integrated Marketing Communications

Ok, you have targeted your general audience, and then what do you do? The marketer must guide
the consumer through the buying process. This involves knowing the stages each consumer goes
through when deciding to purchase a product, and designing a promotion that will capture the
attention of the customer.

Once the marketer has decided on the method of promotion, he must decide which approach to
take. If multiple methods are used, it is essential all methods work together to give a single
message. A funny television commercial and a somber radio ad won't work together and would
be a terrible way to define a brand. So the overall approach must consider each media method
and ensure they all work together to promote the brand.

3. Positioning
Positioning is the process of defining an image for the company, or developing the "brand."
Positioning is key to this process, but all aspects of the marketing mix help define the brand. To

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position a business successfully, the company must meet or exceed all expectations and look
good in the eyes of the consumer.

Positioning will also take competitors into account, and will give the company an opportunity to
set itself apart from other similar products.

Branding

Branding is a central theme in promotions, and key to positioning a product. Branding is a part of
all aspects of a product -- from its packaging to its website. The more consistent the branding,
the more likely the customer will remember the brand.

Having a successful brand means a customer will pay more than for brands it doesn't know or
trust. This trust is referred to as "brand equity" and is incredibly valuable to the marketer. It is
also essential the brand take into account all unique selling points (USPs), as these are the easily
recognized parts of a message.

If possible, using corporate identity is a great way to promote a product, especially if it is used
consistently. Think of the Kellogg's logo. You see the logo on a new box of cereal, and since you
are familiar with the brand, you are more likely to trust it. This is the ideal situation.

Types of promotional strategies used by company

Direct mails
The company send emails to its existing clients and give them information regarding the product
and find new customers and sent the mails and tell them regarding the products and their benefits

Face to face communication

Face to face strategy means meeting people personally and gives them all the information
regarding the products. Company send their marketing executives in the market and these
executives make interaction with many wholesalers and retailers and tell them regarding the
product

GTM strategy
Go to market strategy is an action plan that specifies how a company will reach target audience
and achieve competitive advantage. The purpose of GTM is to provide a blueprint for delivering
a product or service to the end customer taking in to account such factors as pricing and
distribution .it is like a business plan. The company use this strategy and gain competitive
advantage

Phone calls

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Company makes phone calls to company clients to know the respond of the customers and find
new customers and tell them about the benefits of the products

Referral programmes
This type of marketing strategy rely on your existing customer to bring new ones you offer your
customer a discount or some other incentive for referring paying customers to your business

Branded promotional gifts

Giving away functional branded gifts can be more effective promotional move than handling out
simple business cards giving different products to your customers which are use full to them

After sale service

Contacting customers by telephone or through the mail after a sale is a promotional strategy that
t first while leaving the door open for a promotional opportunity. Skilled sales people makes
survey call to customers and gather information that can be later be used for marketing it is very
helpful technique

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CHAPTER 2
COMPANY
PROFILE

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Introduction to the company
The company is registered in 2016 The regional office is in Delhi and head office is in Zirakpur
(Punjab) initially they are dealing in online Software’s like HTML, JAVA; WEB
DEVELOPMENT, IELTS now they are also do marketing of two different firms one is pensol
and other one is luman lubricants the company help these firms to promote their product in the
market and increase the demand of their products and increase their product sales and profit the
company is started by two directors

Company’s logo

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These are the services provide by company

1. Define distributor targets.

2. Premium product targets.

3. Operations process

4. Inventory Management

5. Business development programme

6. Business health reports

7. Sales growth

8. Sales support

9. New distributor’s appointments

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These are the services provided by company:

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Turnaround C&F
1. Implementation of order to cash
2. Process building
3. Better inventory management
4. Strong infrastructure
5. Establish safety process
6. Reduce capital cost for petrol.

CURRENT BUSINESS REACH 240 KL

Linking pin Inventory logistic order purchasing

Between management

Company

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And distributor

Proposed business reach

HIMACHAL PUNJAB HARYANA

CHANDIGARH

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Channel development
1New Distributor development/Replacing of non-performer distributors
2 Business health reports for distributors (Monthly, Quarterly, Half yearly &Yearly)
3 Comparative analysis reports for distributors
4 Target setting for distributors
5 Sales volume growths for pensol
6 Better control on overall selling/distribution
7 Scaling up key segments
8 Product/Market analyses (STP, SWOT/BCG/ANSOFF)

Segment Development
1 We will work over segment development for Pensol
2 Coolants business (Volumetric business)
3 CNG oils business (Potential market)
4 Business health reports (Segment Wise)
5 Focused market approach

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Toll Blending Facilitator
1 We can approach small players for toll blending
2 OEM’s for blending
3 Parts& Filters manufacturers for blending
4 Big aspiring distributors who want to sell their brand name.
5 Incremental Revenue growth

Enabler as toll distributor

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VISION OF SAVANT MIND
“To be the best and leading marketing firm”

MISSION OF SAVANT MIND

1 The mission statement of savant minds is to provide result oriented advertising public relation
and marketing designed to meet their clients’ objective by providing strong marketing concepts
and excelling at customer service

2 we desire to measure success for our clients through awareness increased sales or other criteria
mutually agreed upon between the agency and the clients

3 To our clients we offer healthy enjoyable and healthy work atmosphere

OBJECTIVES OF COMPANY:
1 Build brand awareness.

2 Target new customers and new market

3 Enhance customers Relationship

PURPOSE OF SAVANT MIND:

To promote your brand so that it can be visible more and more audience in limited period of time
and promote those firms who want to enter in lubricant market

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Values of the Company:

1 We are here to serve our clients – Our commitment to our clients is deeply ingrained in
our corporate culture

2 We get to know your business _- We keep abreast of what’s going on in your business
and ours so we can deliver the best marketing solution possible

3 We are passionate about what we do – We never lose sight of matters most our
relationships with the client we only succeed when our clients succeeds

4 We are creative but smart too – We produce clever work but always keep of each
campaign top on mind

5 We do the right things – We recommended tactics that make sense even it means less
money in our pocket

6 We are result oriented - Pure and simple that’s what we and our clients care about most
the bottom line cool award winning creative is great – but tangible result are even better we
strive for both

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Company do marketing of these products

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CHAPTER 3
Research
Methodology

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3.1 RESEARCH METHODOLOGY

The study of conducting research is Research Methodology. The word research is composed of
two syllables “Re” and “Search”. “Re” is the prefix meaning ‘Again or over again or a new’ and
“search” is the latter meaning ‘to examine closely and carefully ‘or’ to test and try.

Together they from a careful systematic patient study and investigation in some field of
knowledge had undertaken to establish principles/ policies.

Research can also define as:

1) Search for knowledge.

2) Systematic and scientific search for getting relevant on any specific topic.
3) Scientific enquiry in to a subject.
4) Research is a movement from the unknown to the known.

3.2 Need of the Study: Promotion is also one of the elements in the promotional mix or
promotional plan these are advertising sales, personal selling and also include event marketing.
A promotional plan specifies how much attention to pay to each element of the promotion mix
and what promotion of the budget should be allocated to each segment.

The research is basically an exploratory research, where it is aimed to explain various

promotional strategies in Marketing.
In this report I have mentioned all the promotional strategies followed by the Savant Mind
Company to attract the customers.

3.3 OBJECTIVES OF THE STUDY

1. To study various Promotional Strategies adopted by Savant Mind Company.

3.4 SCOPE OF THE STUDY: The scope of the study refers to the parameters under which
the study will be operating. The problem you seek to resolve will fit within certain parameters.
The scope of present study is Savant Mind technology PVT, Lim, Zirakpur.

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 3.5 RESEARCH DESIGN: A research design is a framework or blueprint for conducting the
research project. It details the procedures necessary for obtaining the information needed to
structure or solve research problems. In simple words it is the general plan of how you will go
about your research. More explicitly, the design decisions happen to be in respect of:

 What is the study about?

 Why is the study being made?
 Where will the study be carried out?
 What type of data is required?
 Where can the required data be found?
 What periods of time will the study include?
 What will be the sample design?
 What techniques of data collection will be used?
 How will the data be analyzed?
 In what style will the report be prepared?

For the present study, a descriptive research design is opted. Descriptive research is used to
describe characteristics of a population or phenomenon being studied.

3.6 SAMPLE DESIGN:

3.6.1: UNIVERSE: A population is the group that you want to study for your investigation, and
about which you will make a conclusion. It refers to all the eligible respondents of a particular

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research around the world. Present study is conducted in the Marketing department of Savant
Mind Company

3.6.2 DATA COLLECTION METHOD: Data Collection is an important aspect of any type of
research study. Inaccurate data collection can impact the results of a study and ultimately lead to
invalid results. The present study incorporates the collection of and secondary data for an in
depth investigation.

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 CHAPTER 4
On The Job Training
Experience

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I attended my six weeks training at savant minds technology Private limited
Zirakpur and learnt following things:

1. Emails
During my training company give me the opportunity to send some mails to the company clients
and gathered some information like how customer respond to particular brand and find new
clients and tell them what services we could provide them.

Business advisory
Business advisory services tackle all aspect of business like marketing the product and services
better and more widely embarking on research and development activities to improving the
operation.

Business advisors
Business advisors are experienced and independent experts able to offer hands on practical help
and support in specific business area.

These are some business advisory services provided by company

 Marketing
 Business management
 Research and development
 Business start-up

Business advisory services are provided with the aim to support undertaking identifies strengths
and overcoming weakness in specified area.

2 Market research
Market research is one the main factor used in maintaining competitiveness over competitors.
Market research provide information to identify and analyse the market need market size and
competition

3 GTM Strategies

Go to market strategy is an action plan that specifies how a company will reach target audience
and achieve competitive advantage. The purpose of GTM is to provide a blueprint for delivering
a product or service to the end customer taking in to account such factors as pricing and

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distribution .it is like a business plan. The company use this strategy and gain competitive
advantage

4 Pricing packaging and placing

Company also give suggestions like what price is suitable for your product which packaging is
beneficial and which place is suitable to sell your products

5 Marketing and brand placing in the market

Savant mind also help other company to make brand position in the market and do marketing of
their products

6 Face to face interaction with customers

During my training session company also give me the opportunity to go in the market with their
marketing executives I learned so much experience when I am interacting with these
shopkeepers.

7. There were some retail and wholesale outlets where I went and did
promotion for the products of the company like:
 Popular car accessories
 Brother auto repair
 Singh autos
 United autos centre
 Royal Enfield workshops

8. How luman automotive kick-start their business in lubricant market?

 Savant mind do market research for one company named luman automotive system
private limited
 The luman is firstly dealing in car filters and lights
 The company want to expand its business in lubricant market
 Savant mind consultant makes research regarding in this field and gathered all
information

9. Market research regarding product

 The company firstly tell about how to produce lubricant which vendor is best for
purchase of raw material like mixtures.
 Which packing is best for the product?

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10. Market research regarding pricing

Price of the product/service depends upon following factors:

1 Cost of Production
2 Profit margins
3 Competitor’s price
The company make pricing policy regarding these three aspects they make comparative analysis
of competitors and suggest them which margin is best for your product and which price is
suitable for your product

11. Marketing research regarding place

The company make market research regarding which place is suitable to sell product tell them
about retailers and wholesalers where they can sell their product

12. Marketing research regarding promotion

The company make market research regarding promotional activities like which strategy is
suitable for your product and attract more and customers

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CHAPTER 5
Findings

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Findings
1. The formal way to write an email to convince the customers.

2. Business advisory services are provided with the aim to support undertaking identifies
strengths and overcoming weakness in specified area.

3. How a luman automotive company enters in to lubricant market.

4. What is the importance of GTM Strategy in marketing.

5. How to Interact with customers

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 CHAPTER 6
Recommendations /
Conclusions

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Recommendations
1. The company should adopt more promotional strategies like online contests
2. They have to promote their products with online marketing
3. They should also focus on the automobile garages and talk to the mechanics.
4. They can also advertise their product in car and bike agencies.
5. They should also promote the services by putting hoardings in the market nearby
automobile showrooms, petrol pumps etc.

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Conclusion
After completion of my internship training at Savant minds I conclude that the has to increase
the number of promotional strategies in order to have better presence in the market it can choose
marketing on televisions and the ads should be designed attractively. It should also do
promotions on internet with attractive ads. Finally we conclude the study that savant mind has to
improve and increase their promotional strategies in order to increase their market share

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CHAPTER 7

Limitations

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Limitations

 Time constraint posed the major difficulty in completion of research.

 Superiors were less cooperative and did not reveal the documents relevant to the study.
 A survey could have been conducted to know the customer satisfaction but due to time
constraint, I was not able to carry out the survey.

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BIBLIOGRAPHY

 www.universalclass.com
 www.smallbusineschron.com

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