CHAPTER-I

Introduction

 Marketing is the science of meeting the needs of a

customer by providing valuable products to customers by
utilizing the expertise of the organization, at same time, to
achieve organizational goals. According to the American
Marketing Association.
 Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large.
Classical marketing is often described in terms
of the four “P’s, which are:

 Product – what goods or services are offered to customers

 Promotion – how the producer communicates the value of
its products
 Price – the value of the exchange between the customer
and producer
 Placement – how the product is delivered to the customer.
 A complete analysis of these categories is often called
the Marketing Mix. More detail on these categories can be
found in the later entry on the Marketing Plan.
Aspects of Marketing

 Advertising.
 Branding
 Copywriting.
 Customer relationship management (CRM).
 Direct marketing.
 Event planning.
 Graphic design.
Functions of Marketing

 Researching
 Buying
 Product development and management
 Production
 Promotion
 Standardization and grading
 Pricing
 Distribution
 Risk bearing
 Financing
 After sales-service
NEED FOR THE STUDY

 To analyzing the existing situations of the company. In

that the study gives the clear cut picture to company
regarding marketing. In such a competition in order to
sustain and grow and to market the products at a profit the
company should have marketing system. Any firm should
study the needs and wants of its customer and should then
make necessary modifications fonts product range. It
should determine the pricing strategies for its product
basing on the prices of competitors; income level of target
group etc.., Hence an attempt is made to study the
marketing management of proper industry with special
reference to WANBURY LIMITED, ILLINDERPARRU.
SCOPE OF THE STUDY

 The scope of the project is to study the marketing mix of

WANBURY LIMITED. The study is being done on various
ranges of products of company and the price ranges of them. It
also focused on promotional activities undertaken by company
to become a successful business house in the industry. The
scope of the study is also spread to understand the positioning
strategies adopted by the company at different times if the
business cycle. Its focus is the creation of long-term value, and
not just short-term profits, for the company and all it works
with. The scope of marketing can thus be defined according to
its constituencies, how long-term value can be created for and
with them and the benefits of doing so.
OBJECTIVES OF THE STUDY

 To Study Performance of Marketing Mix in WANBURY LIMITED.

 To analyze the 4 P’s model in Market.
 To examine the various products and services provided by the company.
 To know investors experience on brand of WANBURY LIMITED.
 To study what other services customers expect from the company.
 To discuss the marketing activities in relation with marketing mix of
WANBURY LIMITED.
 To identity the various problems related to marketing activities and
provide suggestions for improvement.
METHODOLOGY OF THE STUDY

 Primary Data
 Secondary Data
LIMITATIONS OF THE STUDY

 Studies based on the given information by the

departmental heads of the company are biased.
 Time spent in terms of data collection was less as most of
the time we are busy to complete our target
 Non availability of related people.
 Awareness level about the company is very low among the
clients.
 Sample size is small so sampling error may be committed.