A Summer Training Project Report

On To Create Brand Loyalty & Brand Promotion of CFP Degree In PUNE

Submitted to University of Pune In Partial Fulfillment of the Requirements for Award of the Degree of

Master of Marketing Management

Submitted By
ANIL PATOLE
BHUPENDRA CHAHAL

Under Guidance of
PROF. Dr.

MAEERs MIT COLLEGE OF MANAGEMENT (MITCOM)

PUNE
1

2010-2012

Table of Content
Chapter No. Title
Declaration Certificate from company Certificate from guide Acknowledgement Project Proposal Sheet Chapter Scheme Introduction Basic theoretical concept & context Needs of the study Objective of the project Research hypothesis Statement of the problem Profile of the Organization Name & Address of the company Profile Background Branch Location Organization structure Products of company Research Design & Methodology Objective of research Research Methodology Research Design Type of Research Research Plan Sampling Design Data, Analysis and Interpretation Findings

Page No.
3 4 5 6 7 8 9 10 11 12 13 13 14 16 18 22 23 24 30 31 33 34 36 38 40 41 42-52 54

I 1.1 1.2 1.3 1.4 1.5 II 2.1 2.2 2.3 2.4 2.5 2.6 III 3.1 3.2 3.3 3.4 3.5 3.6

IV V
2

VI VII

Recommendation Conclusion Bibliography Questionnaire

56 58 61 64

DECLARATION

I, the undersigned, hereby declare that the Project Report entitled To Create Brand Loyalty & Brand Promotion Of CFP Degree In PUNE Written and submitted by me to University of Pune, in the partial fulfillment of the requirement for the award of degree of Master of Marketing Management under the Guidance of Prof Siddhrath Simpi This is my original work and the conclusions drawn therein are based on the material collected by myself.

Place:
Date:

ANIL PATOLE
(PGDBM)

College Certificate

Company Certificate

Acknowledgement
I firmly believe that any mans finest honor is that moment when he has worked his heart out in a good cause and lies exhausted on the field of battle, Victorious. It is my privilege to express my deep sense of gratitude to my project guide Prof. Dr. Bhupendra Chahal , MIT College of management for guiding me towards the successful completion of my summer project. I am very thankful to him for providing inputs for my project.I am thankful to our Respected Director Prof.Dr.Sayalee Gankar for providing all the necessary support and most important encouragement for fulfilling and conquering the goal through this project. I am also thankful to Mr. Kapil Kotwal has guided for the execution of the project. I am also thankful to Mr. PANKAJ NANDURKAR (internal guide) for their kind co-operation and support.

ANIL PATOLE

(PGDM)

Project Proposal Sheet

Project Title:To Create Brand loyalty & Brand Promotion Of CFP Degree In PUNE

Name of the Company:Infowave solutions Servicing:Business Solutions, Promotion and advertisement Company Project Head & Supervisor:Mr.Kapil Kotwal (Head) Project Duration:Two Months: - 16th May 2010 to 15th July 2010

Chapter I Introduction

 Basic Theoretical Concept and Context of the Topic:

To create an image about RAFP in customers mind. To create an image about CFP degree in the mind of customers. To understand the consumer behavior towards the CFP degree in the market. To understand the consumer behavior towards the new advertisement trends. To analysis changing market scenario of the professional degrees. To understand the psychology of various student about professional degrees . How to create a good image of a particular in the minds of the customer. To analysis the various techniques which are used by various clients and to provide them with new marketing ideas.

To understand the consumer perception towards the CFP degree.

Need for the study:

Promotion and branding of CFP degree in students mind. What kind of marketing tools will be effective to make people aware about CFP degree?

To know the student tendency towards other professional degree. To know the current market situation of different professional degree. It will help us to knowing an exact target market of CFP degree. To make a position of CFP degree on customer mind.

 Statement of the Problem: Students are predetermined that what kind of course they want to pursue in the future and such decision is also sometimes influenced by parents.

How to attract students for Certified Financial Planning professional degree. As there are number of courses available for financial field, how to present CFP as different from other and influence clients to promote their institute on CFP courses either.

To create a brand image of CFP degree and attract students for Certified Financial Planning.

Objective of the Project:

To find out different kind of marketing ways to make people aware about CFP degree.

How to increase market share of CFP degree in market. Comparison between CFP and other professional courses Identify student behavior towards CFP degree and find out the

potential/interested students for this.

For Promotion and brand loyalty of CFP course in the mind of student. To find the market share of professional degrees. To find the market share of C.A, C.S, I.C.W.A. To find out whether the students are interested to make their career in CFP degree or not.

Research Hypothesis:
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Hypothesis is a tentative conjecture explaining an observation, phenomenon or scientific problem that can be tested by further observation, investigation and/or experimentation; an assumption taken to be true for the purpose of argument or investigation; the antecedent of a conditional statement. Students are predetermined that what kind of course they want to pursue in the future and such decision is also sometimes influenced by parents. Carrier Guidance Seminar and counseling session can be used to attract the students for Certified Financial Planner degree. Awareness of the CFP degree in too less.

In this point we will also include some suggestion about the services of CFP degree which include following points-? Strategy Policy Marketing Operations Promotions.

1.6 Literature Review: A literature review is a body of text that aims to review the critical points of current knowledge and or methodological approaches on a particular topic. Literature review are secondary source, and as such, do not report any new or original experiments work Most often associated with academic oriented literature, such as these, a literature review usually precedes a research proposal and results section. Its ultimate goal is to bring the reader up to date with current literature on a topic and forms the basis for another goal, such as future research that may be needed in the area.

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A well structure literature review is characterized by a logical flow of idea, current and relevant references with consistent, appropriate referencing style, proper use of terminology, and an unbiased and comprehensive view of the previous research on the topic.

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Chapter II Profile of the Organization

Introduction About Infowave Solutions Infowave Solutions is an advertising company. Infowave Solutions deals in all advertisement & promotions media like Prints, Interactive, Events and Entertainment. Benefits:
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Target Distribution Telephonic Marketing

Internet Marketing Affordable Cost Create brand awareness without risk factor

We pride ourselves in understanding our clients needs and business model to best deliver results that impact the bottom line. Our strategies and processes are designed to help our clients dominate their competition. Profile:Infowave Solutions has a set of articulated values that were created at the inception of the organization and revisited and modified in the year 2005.The values since then have been an integral part of the working of all in Infowave Solutions. Our values are preferred practices that are employed in pursuit of our Business Direction, captured in the acronym 'COMES WIN'. It is both an invitation to excel as well as the philosophy that guides Infowave towards success. We accept as true in the value of good communication and strategic planning. We work closely with clients by implementing strong communication plan for the completion of the assigned job within the specified time frame, with an assurance of extreme visibility. We offer you the broadest array of tools and techniques to understand, develop and enhance the relationship between a consumer and a brand. We firmly believes that building brands today requires a keen understanding of its psychology, developing new channels, creating new opportunities and combining these with vibrant creativity. As a one-stop-shop for your every designing and promotional requirement providing best of creative outputs as per your requirement for better corporate image building Core Values

Brands & Businesses:Over the past 7 years, Infowave has been continually improvising, building new brands. It has created new categories and dominated markets with its core value. During this period, Infowave has progressed from being a largely industrial enterprise to a more consumer-focused entity, creating enduring value for its consumers through a wide range of solutions products and services.
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INFOWAVE INDUSTRIES LIMITED:-

Infowave business model centers on remaining focused, building and leveraging brand strength and distribution network with the sole purpose of maximizing value. As a result the entire turnover of the Company comes from customize services. Organizationally structured into three businesses as profit centers Design Elements, Veblogy, kgtopg.com, the system provides an in built incentive, which allows senior managers to identify with the success of their businesses by linking performance targets to generating growth and improving return on capital employed. Infowave understands the importance of intellectual capital. It strives to attract and retain talent from diverse disciplines and create an enabling environment that harnesses the potential of its people. Never doubt that a small group of thoughtful, committed people can change the world. Indeed, it is the only thing that ever has. - Margaret Meade INFOWAVE SOLUTIONS a team of 84 people with proven track record on their own domain is all set to create the business sense and help you achieve marketing expertise.

Background:Infowave Solutions groups history can be traced back to 2005 when Mohit V soya, started a small service business in Mumbai. Over the two years, Infowave expanded and diversified through subsidiaries. Infowave Solutions was incorporated in 2007 to take over the 9-year old IT products business of VEBLOGY. In 2010 Infowave Solutions started new venture in the field of Education with the unique and innovative idea i.e. www.kgtopg .com Branch locations:Infowave has 4 branches, located at Khar in Mumbai, Ahmadabad in Gujarat, Sangavi in Pune, and Kothrud in Pune

Infowave Solutions

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Design Element

Kgtopg.com

Veblog

INFOWAVE BUSINESS DIRECTION - 2010:We commit ourselves to improving the quality of business ventures in several parts of the India, through services in Marketing, IT, and Education sectors. With wide experience and in the pursuit of creating a new breed of marketing communication; we combine the creative skills and strategic planning of a media distribution (Releasing arm MEDIA MERCHANT). We offer services like Business Marketing & Solutions (B2B), Advertising (Print & Online), Brand Building, and Event Management &
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Print Production. We are also equipped with cutting edge technology, in-house multimedia and video production. Your global presence in a complete visual environment and better solution for your product to generate best impact is source of our inspiration. We will continue to guide and guard your business interests using our strengths. The relationship hopes to help you grow in to a Market Leader in your core business skill and surpassing your competitors in profits.

Vision:-

Board of Directors

To provide solutions and services that exceeds our clients expectations by increasing their productivity, profitability, and competitive advantage. Mission:Become a global organization and add value to our clients and alliances worldwide with our solutions.

Managing Director

HR

Marketing Project Head

Operations Project head Veblogy

IT

Values:-

Project head
employees).

Our core values are driven by our respect for our Partners in progress (clients and

kgtopg.com Regional Manager

Design Elements Regional Manager

Regional Manager

Organization Structure of Infowave solution:

Manager

Manager BDM

Manager

Executive BDE
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Vendor

Executive Trainee

Executive

Our Practice Areas:-

* IWS Prints * IWS Interactive

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* IWS Events * IWS Entertainments Prints: Corporate Identity Business Card & Office Stationery Product Catalogue & Brochure Corporate Presentation Illustration / Sketches Calendars, diaries & collaterals Corporate gifting Personalized T-shirt / BAG Personalized Mugs/ Mouse Pads Invites & Corporate gifting Posters & Banners

Interactive: Business Marketing & Solutions (B2B) Online Brand Positioning-Media Planning & Buying Search Engine Optimization Search Engine Marketing (Lead Generation) Web Sites -E-commerce -Marketing Web Sites -Database Driven -Flash Animated Website Maintenance & Management Site Tracking & Analytics Customized Content Management Bulk Mail Campaign & Online Newsletters

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Events: Exhibition stands 3d Walk through animations Exhibit / Panel / Signage systems Retail shops Banner stands Commercial interiors POP (Point of Purchase) POS (Point Of Sale) OOH

Entertainment: Events & Seminar Studio Work Digital Activation Electronic Advertisements

About the kgtopg.com: www.kgtopg.com the aim of this portal is to become a one-stop destination for anyone seeking information on Indian Education; in the process spreading far and wide the numerous opportunities available to the Indian students already pursuing education in India and to those Indian students who wish to pursue education abroad. Kg to pg.com is well known and wide range for solid and reliable educational information specially for student. The Brand of Infowave Solution and a unique, user friendly Indian Education web portal. The initiative of young and ignited professional entrepreneurs with recent experiences and thus understanding the educational system. The active platform for parents, teachers & education service providers.

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Aim:

Become a one-stop destination for anyone seeking information on Education. The process spreading far and wide the numerous opportunities available to the Indian students already pursuing education in India and to those Indian students who wish to pursue education abroad.

Major titles of the portal: Education modes: Accompanies varieties of modes such as Correspondence Courses, Distance Education & Vocational. Also provide the Part-Time Education such as Night College/School for the purpose to fulfill the Job Holders Aim. The Online Education gives better help to the person who is unable to give time for the Part-Time Education.

Services: Interactive Forum Day Care centers Tutorials Classes Book stores Schools and colleges Student Accommodation Health and fitness clubs Sports club Sports shops Food and Beverage Uniforms and bags

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Classes: Art Of Living Advertising & Media Others School Classes 10th& 12thClasses Overseas Education Competitive Classes Arts, Law Commerce Management Science Engineering Computer-IT Hobby Sports Yoga & Aerobic Music Dance Language Job Training

Latest Updates: Education Loans: Connect with various consultants who can assist in choice of college/university and application process, complete information on all types of education loans with various interest rates. Study Abroad: Continuous scrolling information is seen on the site with the latest updates in the field of education

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Kg to pg.com is: Overall knowledge of co-curricular classes and its future prospects. Platform to get aware of number of colleges available for particular courses. Guide to entrance exams for respective courses/colleges. Awareness for new market oriented professional courses. In-depth, up-to-date information through continuous research and discussions with students, alumni and admissions offices. Non-academic skills important to your success Packages of kg to pg.com: Corporate packages: BASIC BRONZE SILVER GOLD PLATINIUM GENUINE RIDERS,BOOSTER

ABOUT US (4 LINES) CONTACT (ADDRESS, PHONE NUMBERS) LOGO & IMAGE 1 PACKAGE COST Rs.2000/-

ABOUT US (8 LINES)
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CONTACT (ADDRESS, PHONE NUMBERS). LOGO & IMAGE 1 SEND INQUIRY BY MAIL PACKAGE COST Rs.3500/-

ABOUT US (8 LINES) CONTACT (ADDRESS, PHONE NUMBERS). LOGO & IMAGE 1+1 SEND INQUIRY BY MAIL SEND INQUIRY BY SMS (LIMITED) LOCATION MAP PACKAGE COST Rs.4500/-

ABOUT US (10 LINES) CONTACT (ADDRESS, PHONE NUMBERS). LOGO & IMAGE 1+3 SEND INQUIRY BY MAIL SEND INQUIRY BY SMS NEWS, UPDATE (6) LOCATION MAP PACKAGE COST Rs.5500/24

ABOUT US (15 LINES) CONTACT (ADDRESS, PHONE NUMBERS) LOGO & IMAGE, PHOTOS 1+5, DESIGN BY US SEND INQUIRY BY MAIL SEND INQUIRY BY SMS NEWS, UPDATE (1x12 BY PHONE OR MAIL) FLASH LOCATION MAP HOURS OPERATION PACKAGE COST Rs.7500/-

ABOUT US (30 LINES) CONTACT (ADDRESS, PHONE NUMBERS) LOGO & IMAGE, PHOTOS 1+10, DESIGN BY US SEND INQUIRY BY MAIL SEND INQUIRY BY SMS NEWS, UPDATE (1x12 BY PHONE OR MAIL) FLASH VEDIO (40 SEC) ADD VIA SMS (3000 YEARLY) LOCATION MAP HOURS OPERATION
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PACKAGE COST Rs.10999/-

Riders, Booster: Text Per line Rs.200/Per News or Update Rs.500/Updates for 1 year (1x12) Rs.5000/IAMGE OR PHOTO Rs.500/Flash per 10 sec Rs.500/Video per 10 sec 1000/Aid by SMS (1000) Rs.500/Aid by Mail (1000) Rs.800/

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About RAFP (ROHANS ACADEMY OF FINANCIAL PLANNING)

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ROHANS ACADEMY OF FINANCIAL PLAANING is one of the premier institutes for financial degree and which is situated in Pune. It provides one of the well recognized professional degree course named as CFP (CERTIFIED FINANCIAL PLANNER). It is established by ROHAN R KULKARI in partnership with ROHAN SHAH in the year 2010 And since from then they were providing a professional degree course in the field of finance ROHAN KULKARI is a marketing head in RAFP.

About FPSB (Financial and planning standard board) India

Financial Planning Standards Board India is a PublicPrivate Enterprise and a Professional Standards Setting body for Financial Planners in India. FPSB India proactively guides the development and promotion of standards for Financial Planning professionals to benefit and protect the public in the country. FPSB India closely works with all the stakeholders viz. the Government, the Regulators, the Industries/Associations, the Corporate, the Media and the General Public to achieve its objectives. Financial Planning Standards Board India is a Public Private Enterprise and a Professional Standards Setting body that proactively guides the development and promotion of standards for Financial Planning professionals to benefit and protect the public in the country. FPSB India closely works with all the stakeholders viz. the Government, the Regulators, the Industries/Associations, the Corporate, the Media and the General Public to achieve its objectives. It is a Professional Membership & Certification organization-part of leading Global Confederation established by prominent financial service corporations with an objective to professionalize the concept of Financial Planning in India. FPSB India is based on voluntary Self Regulatory Mechanism, which is reflected by virtue of its Code of Ethics & Rules of Professional Conduct, which is mandated for all its members. The creation of Financial Planning Standards Board India represents commitment to the emergence of Financial Planning as a respected profession in India and globally, and will strengthen our ability to educate the public about the Financial Planning process and about the professionalism of Financial Planners who have committed to competent and ethical behavior in India. Consistent with development in other countries FPSB India will attempt to ensure that Financial Planning Certificates in India meet Competency and Ethics standards which are based on a platform of Education, Examination, Experience and Ethics requirements (the 4Es). Financial Planning Standards Board India is marks licensing authority for the CFP marks in India, through an Affiliate Agreement with FPSB Limited. The other peer countries are Australia, Austria, Brazil, Canada, China, Chinese Taipei, France, Germany, Hong Kong, Indonesia, Ireland, Japan, Malaysia, New Zealand, Republic of Korea, Singapore, South Africa, Switzerland, Thailand, The Netherlands, United Kingdom and United States. As a professional voluntary Self-Regulatory Organization, FPSB India promotes and maintains voluntary standards of professionalism including Education, Examination, work Experience and Ethics requirements and will continue to co-operate the Government, Regulators and other agencies to appropriately, effectively and uniformly regulate personal Financial Planning practitioners. Our stewardship of financial and human resources will be
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characterized by fiduciary responsibility. Our members, volunteers and our staff will uphold the same attributes and principles. FPSB India expects of its own Certificates integrity, objectivity, competency, fairness, confidentiality, professionalism and diligence in the performance of our mission.

There is a crying need to establish professional Financial Planning standards, inculcate financial literacy, and create suitable redressal mechanism for the investors in India, so that not only they can make responsible use of credit & money but can make informed financial decision that affect their family and future. Leading personal financial services establishments all over the world have been concerned about these issues as well: as this not only impacts the

businesses of the corporations but also the credibility of the institutions - as it is largely a function of the professionalism demonstrated by its associates vis--vis their investors. Globally many leading personal financial services firms are coming together and attempting to professionalize the business of Financial Planning, and setting standards in the discipline. Currently in over 23 countries over 200 leading financial firms have joined hands towards this objective. In India Financial Planning Standards Board India has been set up to achieve the same. FPSB India is currently promoted by 50 leading Financial Services Organizations from the industry.

About CFPCM History On January 1, 2000, members of the Institute of Certified Financial Planners (ICFP) and the International Association for Financial Planning (IAFP) took a step forward, combining forces to create the Financial Planning Association (FPA). FPA is the leadership and advocacy organization connecting those who provide, support and benefit from professional financial planning. In 2001, September 11 created a challenging environment for the entire world. Stemming directly from the terrorist attacks on the United States, FPA created its National Planning Support Center on October 8, 2001. The Support Center's immediate focus was to offer pro bono financial planning assistance to families, individuals and businesses directly affected by the attacks. Since then, with generous assistance from the Foundation for Financial Planning, the Support Center has expanded its public service to disaster-related victims and military personnel. With the National Planning Support Center in place, FPA realized the need to expand its
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resources to the broader public. A new consumer Web site was created to help individuals learn about the value of financial planning. It offers interactive tools including educational seminars, literature, audio casts, checklists, an e-mail hotline, a financial planner search service and more.

Advantage of CFP

Enhanced career and employment opportunities with Financial Services companies. Your Services are sought by banks, distribution houses, AMC, insurance Companies, equity broking and Financial Planning firms.

Personal satisfaction of achieving the Financial Planning professions highest standard and met the global benchmark. Satisfied clients who appreciate the comprehensive approach to Financial Planning and extend long term relationship and referrals. Your expertise and credibility as a qualified professional is instantly communicated. More revenue streams by increasing your product and service offering to your clients. Enhanced Social Status by joining the league of professionals. Recognition in more than 23 countries across the world. Your credentials demonstrate trust among the financial consumers. You have met the global benchmark for competency, ethics & professional practice standards to provide comprehensive Financial Planning services. You join the global league of the best Financial Planning professionals.

CFP Certification is a mark of excellence: CERTIFIED FINANCIAL PLANNERCM Certification is a mark of excellence granted to individuals who meet the stringent standards of education, examination, experience and ethics. It is the most prestigious and internationally accepted Financial Planning qualification recognized and respected by the global financial community. The CFPCM Certification wins trust and presents opportunities worldwide. In this era of super specialization, the Professional Certification CERTIFIED FINANCIAL PLANNERCM Certification, gears career aspirants and existing financial intermediaries for giving
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comprehensive financial advisory services to individuals and make a satisfying career in the financial services industry. FPSB India is the principal licensing body that awards CFP CM Certification in India through an agreement with FPSB Limited. CFPCM Certification is the highest level of Certification worldwide in the field of Financial Planning with over 100000 CFPCM Certificants and widely respected by consumers, professionals & industry. Education is an integral component of the CFPCM Certification Program and any candidate aspiring to become CFPCM Certificants has to register himself with any of the FPSB Indias Authorized Education Providers. However, certain candidates having specified qualifications and work experience have an option of applying through Challenge Status pathway wherein they can challenge the CFPCM Certification Education Programme. CFPCM Certification worldwide is awarded by FPSB Affiliates to competent & qualifying candidates fulfilling the 4 E Criteria of CFPCM Certification as below: 4E Criteria for Initial Certification Continuous Education Once Certified, CFPCM Certificant must fulfill the Continuing Education (CE) requirement to stay current on Financial Planning strategies, products and trends affecting their clients. CE plays a vital role in the CFPCM Certificants pursuit of ongoing professional competence. This demonstrates to the public that the candidate has kept himself /herself abreast of developments in the Financial Planning field. Authorization to use CFPCM Marks A candidate fulfilling the rigorous initial & ongoing CFPCM Certification criteria and after paying the Annual CFPCM Certification Fees is authorized by FPSB India to use CFPCM, CERTIFIED FINANCIAL PLANNERCM & CFPCM flame logo collectively known as CFPCM Marks in his/her publishing material and communications. To maintain the legitimacy of use of CFPCM Marks FPSB India publishes the list of CFPCM Certificants on its Website Directory. Consumers are advised to cross-check the authenticity of the Financial Planner claiming to be a CFPCM Certificant by referring to FPSB India website directory.

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Chapter III Research Design and Methodology

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Objective of the Research:Objective is the main theme of research, in which is my job is based. Research is a good planning of strategy, policy and formulation of procedure to compete in the market. The objective of the project should be very precise; it should neither be very broad nor be very narrow. Research methodology: Market can be define as The systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and service- American marketing Association (AMA). Market research is an organized use of sample survey, polls focus group and other techniques of new products, opening of new markets, measurement of advertising effectiveness and knowledge of business competitors are among the basic aim of market research. Research design: Following are the descriptions of the type of design used for search:1) The degree to which the research question has been crystallized. The study may be

either exploratory or formal. This research is formal in nature. 2) The method of data collection: In this project mode of data collection is questionnaire, observational, and communicational based.

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3) The topical scale-breadth and depth of the study: - May be casual or statistical. This

research consists of statistical study. This is designed for breath rather than depth of studies. The attempt to capture populations characteristics by making inferences from a sample characteristic. 4) The research environment: - May be either actual or artificial. These are called field condition or laboratory. This is field study. 5) The time dimension: the research may be cross sectional or casual in nature, cross sectional study is carried out at once and represent the snapshot of one point in time. The research is cross sectional in nature.

Research Design
Qualitative/ Descriptive

Quantitative
Historical Experiments Survey Questionnaire Interview & Observation

Type of research: The quality of research project depends, among the other things, upon the suitability of the selected for it. Hence care should be taken in selecting the appropriate method of research for any project. There are basically 5 types of research.
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1) Pure Research: - pure research is undertaken for sake of knowledge without any

intention to apply it in practice. It is not necessarily problem oriented. It aims at extension of knowledge. It may lead to either discovery of a new theory or refinement of existing theory.
2) Applied Research: - Applied Research is carried on to find solution to a real life

problem requiring an action or policy decision. It is thus problem oriented and action directed.
3) Exploratory Research: - Exploratory research is preliminary study of an unfamiliar

problem about which the researcher has little or no knowledge. It is similar to doctors initial investigation of a patient suffering from an unfamiliar malady for getting some clues for getting some clues for identifying it.
4) Descriptive Research: - Descriptive study is a fact-findings investigation with

adequate interpretation. It is the simplest type of research. It is more specific than an exploratory study, as it has focus on particular aspects or dimensions of the problem studied. A descriptive study aims at identifying the various characteristics of a community or problem under study, but it does not deal with the testing of hypothesis. Analytical research: It is primary concerned with testing hypothesis and specifying and interpreting the relationship. Initially a descriptive research was undertaken to gain insights into the general nature of the research problems and objectives, the possible decisions, alternatives and the relevant variables that need to be considered while designing the questionnaires. Along the lines of this descriptive research the questionnaire was designed. With the help of the questionnaire the survey was conducted within Pune.

Developing Research Plan:35

The research plan is the main body or you can call the blue print in which we carry the research. The research plans consist of data sources, research approaches, research instruments, sampling plan and contact methods. Data Source:To determine the appropriate data for research mainly two kinds of data was collected namely primary & secondary data as explained below:

Primary Data:Primary data are those, which were collected afresh & for the first time and thus happen to be original in character. However, there are many methods of collecting the primary data; all have not been used for the purpose of this project. The ones that have been used are: Questionnaire Informal Interviews Observation

Secondary Data:Secondary data is collected from previous researches and literature to fill in the respective project. The secondary data was collected through:

Text Books Articles Journals Websites

Research Approach:Primary data can be collected in several different ways these methods of collecting primary data are called research approaches. Research approaches are of following types: Observational research

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Focus group research Survey research Experimental research. Behavioral data research For this project the Survey research method was adopted. Research Instruments:The two main research instruments in collecting primary data are: A. personnel Interview B. Questionnaire A) Personnel Interview: It is one of the important sources to collect primary data. Through personnel interview interviewer can ask question according to research requirement. Data which is collect by personnel interview is more reliable than other sources.

B) Questionnaire: Questionnaires consist of a set of questions presented to the respondent for their answer. Because of its flexibility the questionnaire is by far the most common instrument used to gather primary data. Questionnaire needs to be carefully developed and tested before they are actually used on a large scale.

QUESTIONNAIRES ARE OF TWO TYPES: A) Open ended questionnaire It consists of open ended questions that allow the respondent to answer in their own words. Such questionnaires revel more because they do not constraint respondent's answers.

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B) Closed ended questionnaire This questionnaire consists of questions that pre-specified all the possible answers, tabulation and interpretation of such Questionnaires are easier as compare to open ended questionnaire.

Sampling Design:The term sampling is a process that group of elements of the population specifically selected for the study, so as to find out something about the population from which it is taken.some characteristics of good sample design are as follows: 1. It must result into a truly representative sample. 2. It must result into a sample with minimum sampling error. 3. It must be feasible with context to the amount of funds available for the research study. 4. It must be such that systematic bias can be controlled in a better manner. 5. It must be such that the result of sample study can be applied in general with reasonable confidence. 6. Sampling design helps in saving time and money. 7. Sampling design may enables accurate measurements as sample study is conducted by experts and experienced trainees in general.

Sampling Process Unit of Analysis List or Procedure

Target Population Population of Interest

Sampling frame List or Rule Defining the Population

Method of Selectio

Actual Population to Which Generalization Assss Are Made Defined/ Listed by 38 Sampling Frame

Generali zation

Target Sample
Response Rate

List of Target Sample

Sample The People Actually Studied Sampling plan:-

It includes all the information about universe, sample size, sample unit, sampling method, sampling procedure, and contact method, sampling frame, data processing and place of information.

Universe- Commerce Students Of Pune Region

Sample size- 300

Sample Unit- Individual

Sampling procedure - Judgment and Convenience Sampling as met personally.

Contact method- Personal.

Data processing-

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Measurement unit- data will be analyzed because of feedback from all the units in the universe. The collected data was depicted in the form of graphical charts in MS Excel. Inferences were drawn and the suggestions were given.

Sampling MethodsThere are mainly two sampling methods. I) ii) Probability Sampling Non-Probability Sampling

I) Probability Sampling: In probability sampling method each unit of the population has the equal chance of being selected in the sample. This method is sub-divided into following: Simple random sampling Stratified random sampling Cluster (area) sampling

ii) Non-probability: In non-probability sampling researcher himself decide the basis of sample selection, unlike the probability sampling in this method every unit of population does not have the equal chance of being selected. This method is sub-divided in following types:
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Convenience sampling

Judgment sampling Quota sampling

Place of Information: Colleges Banks Coaching Class

Stock Broking Company

Limitation No method is 100 % perfect, every method have its own advantages and limitation. The limitation felt by me during the work are as follows: Time factor was affecting the research study, though I tried to collect the maximum information in the minimum time slot. I couldnt get enough time to interact with the some people as they were busy with their schedule. Some respondent were unwilling to answer my questions. They were hesitating to put their opinions. They had a fear of being scolded by their immediate line officials if they give their opinions.

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Chapter IV Data Presentation, Analysis and Interpretation

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DATA PRESENTATION AND ANALYSIS In this chapter researcher analyze and interpretation of data which is collected through primary and secondary methods. In whole process various activities are involved like- editing data, handling blank response, coding data, categorizing data, creating data file and programming. Way of data presentation & analysis: By Table o Frequency Table o Response Table o Contingency Table o Statistical Table o Time series Table By Graph
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 By Chart o Pie Chart o Line Chart o Bar Chart o Column Chart And for feeing a data following statistics are there: Frequencies Mean Standard Deviation Coefficient of variation and ANOVA Q.1 Which course are you pursuing right now? B.COM M.B.A Serial no 1 2 3 4 Course B.COM M.COM M.B.A OTHER M.COM OTHER No of students 105 53 77 65 percentage 21% 26% 27% 35%

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Interpretation: out of total respondent 35% are of B.COM,26%are of M.B.A,21% are of M.COM and 18% are of other course.

Q.2 are you pursuing any professional degree, if yes mark suitable options I.C.W.A C.S Serial no 1 2 C.A OTHERS Options Yes No No of students 208 92 Percentage 69% 31%

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Interpretation: out of total respondents 69% student are pursuing the professional degree and 31% are not pursuing any professional degree.

Serial no 1 2 3 4

Professional No of students degrees I.C.W.A C.A C.S OTHER 69 103 22 14

Percentage 49% 33% 11% 7%

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Interpretation: out of the 69% student who are pursuing professional degree,58% of student pursuing C.A degree,27% student pursuing I.C.W.A degree ,9% student are pursuing C.S degree and 6%of the student pursuing other professional degree.

Q.3 Are you aware of CFP degree, if yes go to question no 5 or else continue. YES Serial no 1 2 options YES NO NO No of students 43 257 Percentage 14% 86%

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Interpretation: out of total students 86% of the student do not know about the CFP degree and only 14% of student know about the CFP degree.

Q.4 Would you like to opt for professional degree if

YES yes NO i. ii. iii.

It can be completed in 5 months. It has only multiple choice questions. It has no negative marking.

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iv. v.

It is recognized in 23 countries across the globe. Result declared on same date of the examination. Separate degree after completing every individual module. Percentage saying yes yes 203 189 163 242 245 248 NO 54 68 94 15 12 9 79% 73% 63% 94% 95% 96% Per. saying no 21% 27% 47% 6% 5% 4%

vi.

Question number i. ii. iii. iv. v. vi.

Interpretation: Out of 84% students who do not know about CFP degree have attend this question .Out of 84% ,79% students would like to opt professional degree which can be completed in 5 months ,21% do not like to opt this professional degree which can be completed in 5 months.

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Out of 84% students, 73 % students like to opt professional degree which has only multiple choice questions and 27 % student would not like to opt professional degree which has multiple choice questions. Out of 84% students, 63 % students like to opt professional degree which has no negative marking and 37 % students do not like to opt professional degree which has no negative marking. Out of 84% students, 94% students like to opt professional degree which is recognized in 23 countries and 6% students do not like to opt professional degree which is recognized in 23 countries. Out of 84% students, 95% students like to opt professional degree which will declare result on the same day of the examination and 5%students do not like to opt professional degree which will declare result on same day of the examination Out of 84% students, 96% students like to opt professional degree which will give separate degree after clearing each module and 4% students do not like to opt professional degree which will give separate degree after clearing each module.

Q.5 Reasons for not pursuing CFP degree? No awareness. No time. You are pursuing any other professional degree. Other reasons.
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serial no 1 2 3

No of students No awareness. 149 No time. 36 You are pursuing any other professional 96 degree.

reasons

Percentage 49 12 32

Other reasons.

19

Interpretation: out of total students, 49% students do not pursue CFP degree because there is no awareness,32% students do not pursue CFP degree because they are pursuing any other professional degree ,12%students do not pursue CFP degree because they have no time and 7%students do not pursue CFP degree because of other reasons .

Q.6 Comparing CFP with other professional degree give stars to it.

Serial no 1
51

No of stars 1 star

No of students 25

Percentage 8%

2 3 4 5

2 star 3 star 4 star 5 star

57 75 101 42

19% 25% 34% 14%

Interpretation: out of total students, 34% students have given 4 stars to CFP degree with comparing other degrees,25%student have given 3 stars to CFP degree with comparing other degrees,19% student have given 2 stars to CFP degree with comparing other degrees,14%students have given 5 stars to CFP degree with comparing other degree and 8% students have given 1 star to CFP degree with comparing other degrees.

Q.7

would you like to make your career in CFP? Yes NO options YES NO No of students 271 29 Percentage 90 10

Serial no 1 2

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Interpretation: out of total students, 90% of students like to make their career in CFP degree and 10% of students are not interested to make their career in CFP degree.

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Chapter IV Finding

Finding: On the basis of information gathered by the means of questionnaire filled by the college, coaching classes, mans par lour, ladies par lour, and various institute etc. the following conclusion can be drawn: Professional degree has capture large market share of the commerce field students. C.A degree has the highest market share of all professional degree. C.A degree is at boom stage. 85% of students do not know about CFP degree.

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The features of CFP degree are highly attractive and 80% of the students have positive responds towards these features. CFP degree is at growth stage in the product cycle, so it will be in boom stage in few years. The main reason why students do not want to pursue the CFP degree is that there is no awareness at all. As the CFP degree has good and different features it will have good brand image in the mind of students. 90% of the students are interested to make their career in CFP degree.

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Chapter V Recommendation

Recommendation As we all know that when an organization sets up for doing business in this competitive market, it has to make some future plan and objectives. It has to analyze the market condition and consumer taste and preference. An organization forecasts the demand for various products so that right decisions could be made at the right time and maximum profit could be made by the organization. For demand
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forecasting, an organization analyses every situation which is related to its business like competitors strength and weakness, their products, their strategy, and customer needs, satisfaction level, taste and preference and so on. Intensive marketing strategy is to implemented. High promotional activities are required.

According to the current market situation most of the customers are attracted by new advertisement trends, so various types of tools adopted for advertisements likea. Banner b. Hording c. Radio advertisement d. TV and Internet advertisement

We should try to target on mind of the parents.

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Chapter - VI Conclusion

Conclusion

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After completing a project the conclusion is that, if CFP degree has a good advertisement in market it will gain its market share. We should use a better strategy as compare to its competitors. We should try to target students by targeting their parents as they are the decision makers. CFP degree has very attracting features, now it is in growth stage at it will gain market in future. As we know that commerce students are now moving from accounting to mutual funds, equity and banking sectors so the market share of the CFP degree will increase.

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Bibliography

Bibliography:

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Books:
1. Kotler Philip (2001) Marketing Management 11th Edition Prentice Hall India Private

Limited, New Delhi.

2. Kothari C.R. (2004) Research Methodology (2nd Edition) New age

International Publishers, New Delhi. 3. Infowave Solutions Product guide.

Web-site:
1. 2. 3.

www.google.com www.kgtopg.com www.infowavesolutions.in

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Appendix Questionnaire

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Market Survey
Name _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Phone no._ _ ____________ _ address_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ Mail Id _ _ ________________

Q. 1 Which course are you pursuing right now? B.com MBA M.com Others

Q. 2 Are you pursuing any professional degree if yes than mark the suitable options? ICWA CS CA OTHERS

Q.3 Are you aware about CFP degree if yes then go to question no 5 or else continue? YES NO

Q.4 Would you like to opt for professional degree if

It can be completed in 5 months. It has only multiple choice questions. It has no negative marking.
YES NO

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It is recognized in 23 countries across the globe. Result declared on same date of the examination. Separate degree after completing every individual module.

Q.5 Reasons for not doing CFP? No awareness. No time. You are pursuing any other professional degree. Other reasons Q.6 Comparing CFP with other professional degree give stars to it.

Q.7

would you like to make your career in CFP? Yes NO

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