PROMOTIONAL STRATEGY KVR BAJAJ, KOTTAKKAL Project Report Submitted in partial fulfilment of the requirement for thaward of the

Degree of Master of Commerce Submitted By Ajisha V.P.M. (Reg. No: CUALCOM001) Under the Guidance of Prof. Dr B. Johnson Associate Professor

INTRODUCTION TO THE STUDY In the modern era of business, every firm is facing a cut throat competition. Promotion strategies, up to a greater extend will helping to face the competition. Promotion is one of the market mix elements. The specification of five promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity. A promotional mix specifies how much attention to pay to each of the five 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. Fundamentally, however there are three basic objectives of promotion. These are:

 To present information to consumers as well as others. To increase demand. To differentiate a product. There are different ways to promote a product in different areas of media. Promoters use internet advertisement, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an incentive like discounts, free items, or a contest. This is to increase the sales of a given product. The term "promotion" is usually an "in" expression used internally by the marketing company, but not normally to the public or the market - phrases like "special offer" are more common. Here the project deals with the STUDY OF PROMOTIONAL STRATEGY WITH SPECIAL REFERENCE TO KVR BAJAJ, KOTTAKKAL.

STATEMENT OF THE PROBLEM In any industry promotional strategy is essential tool for marketing the product especially in automobile industry. There are many forms of promotional strategies like personal selling, advertising, sales promotion, direct marketing, and publicity. There are different ways to promote a product in different areas of media. Promoters use internet advertisement, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is a incentives like discount, free items or contest. This is to increase the sale of a given product. How the promotional strategy influences the customers? Promotional strategy is effective, or not?

Objectives of the study

To measure the influence of various promotional elements among the customers To identify the best tool of KVR Bajaj promotional strategy To know how the promotional strategy has affected two wheeler dealers.

significance of the study The study helps to know the impact of promotional strategy. And it reveals the role of different elements of promotional strategies which influence the customers purchase decision. Customers awareness about various promotional strategies is also studied. The study will help the company to select appropriate tools regarding the effectiveness of promotions on sale to attract the customers.

RESEARCH DESIGN Research design is the arrangement of conditions for the collections and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. Descriptive research includes survey and fact finding enquiries of different kinds. The major purpose of descriptive research is a description of the state of affairs as it exists at present.

Data sources Secondary data Secondary data will be collected from books journals and internet Primary data

Primary data are collecting through field observation and structure questionnaire survey method.

Population of the study All the two wheeler users in Kottakkal Municipality Sample size: 100 Data collection tools: questionnaire Data analysis tools: Percentage analysis, ratio analysis and average. Data presentation tools: Table, diagrams, chart.

List of study variables

Nature of business Business policy After sale service Brand equity Corporate image Competitive relations Advertisement Personal selling Direct marketing

Chapterization
Chapter 1 introduction Introduction to the study, statement of the study, objectives of the study, significance, scope, limitations and research methodology. Chapter 2: industry profile and company profile This chapter includes company profile, its objectives, functions, area of operations, authorization structure etc. Chapter 3: Theoretical framework of promotional strategy This chapter provides detail picture regarding the promotional strategy of the company

Chapter 4 : Data analysis and interpretation In this chapter the collected data has been classified and tabulated for analysis. This is done by using tables and charts Chapter 5 : conclusion In the concluding section of the study the findings of the study are revealed and recommendations are made to the company for further improvement of its promotional strategy.

Limitations of the study Area of study is limited to Kottakkal Municipality. There are chances of bias in the data collected from the respondents.

Findings Advertisement is the mean through which maximum number of customers ( 38 out of 100) Came to know about KVR BAJAJ
KOTTAKKAL.

Promotional and discount schemes at KVR BAJAJ considered more satisfaction by 48% of the customers. 68% of the respondents are satisfied with the dealer service

 54 % of the respondents prefer PULSAR as their bike KVR Bajaj is more efficiently using flex board as a means of promotion when compared to other dealers 44 % of the respondents are satisfied with the discount sales / gift offered by KVR BAJAJ compared to other competitors The competitors are equally involved in environment.

Suggestions The company should concentrate on promotional tools like personal selling, test drives.it may help to give better result in business Create more awareness to public about the product through different modes like exhibitions and trade fares The contents in magazine should be very less. The company must try to improve the contents in advertisements. The company should concentrate on good mileage bikes.

Conclusion Promotion is one of the four elements in the marketing mix. Promotion is a major part of whole marketing pie. Its main object is to move forward a product. The project entitled study of promotional strategy carried out by KVR BAJAJ, KOTTAKAL was undertaken with a view to study the various promotional strategy.Advertising,personal selling,sales promotin,public relation,publicity are the main promotional tools used by the KVR. It is clear that promotional strategy plays an vital role in purchasing decision of customers.

When company increases their promotional activities, it will influence the buying Behaviour of customers and try to increase promotional activities for getting better results. .

Thank You