Goldmedal PVT Ltd.
Transcript of Goldmedal PVT Ltd.
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1.1 HISTORY OF ELECTRICAL INDUSTRY:
Electricity is one of the most necessary items of living. Today we
cannot imagine anything without electricity. It is required to perform
day-today activities. Electricity is useful in lighting, fan, computers,
train etc. It is important and so important are the conductors. The
Conductors are those which allow current to pass through them.
These are the points which regulate the flow of electricity. These are
also called electrical equipments and accessories or electrical
products.
ORIGIN OF ELECTRICAL INDUSTRY:
The starting point of electrical industries is the great invention of
electrical bulb in 1!" by Thomas #lva Edison. This invention made
the world to $now the power of electricity, and these helped for the
invention of many other electrical items li$e fans, lightings, wires and
cables, meters and so on. Electrical industry is one of the most
developed industry and many new inventions are yet in the induction
stage. %eneral Electrical &%E' is the largest manufacturer of
electrical items and #nchor is the largest manufacturer of switches in
the world.
1.2.1 ELECTRICAL INDUSTRY IN INDIA:
(irst electric industry in India was )I*+)#* E+ECT*IC
C/#0 /2T.+T3. Electricity is one of the most necessary items
of living. Today we cannot imagine anything without electricity. It is
required to perform day-today activities. Electricity is useful in
lighting, fan, computers, train etc. It is important and so important
are the conductors. The Conductors are those which allow currentto pass through them. These are the points which regulate the flow
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of electricity. These are also called electrical equipments and
accessories or electrical products. Electrical industry has the history
of more than 45 years in India. In 16457s the distribution of electricity
was confined to a limited area. nly big cities have the power plants
and the level of electrical mar$ets. In 164" seeing big opportunities
in this mar$et, (inole8 group started the wire coil production and
gained mar$et by introducing multi stand cables for house wiring. #t
the beginning only single copper wire was used for transmission of
current which was changed in modern stage to leaded copper wire.
0ow there are different varieties of wire coils and other materials
available relating to electricity and more than 955 firms and
companies producing wire coils with different names.
:hen electricity was first introduced in India, the blac$ coloured
tumbler switch with porcelain base dominated the Indian premises.
This was during 16457s and 16"57s when electricity was reaching
different parts of the country. There e8isted a high degree of
dissatisfaction about these switches, as they were hard to operate
and lac$ed in aesthetics. These tumbler switches were installed on
wooden surface mounting bo8 and wiring was done with the help of
batten strips &/atti'.It also offers you the fle8ibility of adding or
removing functions to adapt to your changing needs. (or e8ample,
you could easily replace a "# with a 1"# switch or replace one two
modular soc$et with two single modular switches.
The latest trend in modular switches is that of a smooth scoreless
appearance. ome companies are even offering a complete range
of wiring solutions that include switches; truc$ing and 23I &2oice
3ata Image' structured cabling system. %radually the Indian switch
mar$et is upgrading to modular switches.In additions to switches and
wire coils, there are a number of items which helps in the smooth
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running and efficient usage of electricity and power. The big names
in Indian mar$et if electrical products manufacturer are growth in the
year ?511 from @an Amar. It has registered a growth of 14 percent in
?515-?511 &4.!9 percent in ?556-?515'. #s compared to the same
period for the year ?554-5".
The well conceived #/3*/ programme and passing of Electricity
#ct ?559 have provided a ray of hope to the industry. #lmost all
sectors of electrical industry are indicating growth. /roduct li$e
meter shows technology shift, as there is more demand for static
meter than conventional electromagnetic meter.
The general buoyancy in the Indian Economy would then create a
demand for electrical products through growth of general industrial
and economic development. (rom the e8periences of the past few
years, it can be confidently said that the Indian industry has faced
the critical challenges well and survived in the most difficult times. In
current favourable mar$et scenario today, the electrical industry can
certainly loo$ forward for growth.
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1.2.3. GROWTH OF ELECTRICAL INDUSTRY IN A.P :
#fter the evolution of electrical industry in #ndhra /radesh, the
business of electrical goods has increased at a very fast pace. The
electrical mar$et has developed a lot in the past 14 years. /reviously
there were no advertisements and promotion media available. The
only media then available was personal selling. The sales
representative of the company used to go to the firms in cities and
villages and collect the payments and orders. But now with the
advent of modern technology, distribution of electrical goods has
become easier. Today companies invest a fair amount of time and
money on advertisement and thus this promotes the growth of
electrical industry.
Industrial sector registered a growth of 6."> in the first eight months
of the current year pril-0ovember' ?556-15, against 4.9> in the
corresponding period of last year. anufacturing sector recorded a
growth of .!> in #pril-0ovember ?556-15, against .?> in the
corresponding period of last year. The mining and electricity sector
posted growth rates of .9> and ".1> respectively during pril-
0ovember' ?556-15 compared to 9.> and ?.> register during the
corresponding period last year.
1.3. PRESENT POSITION OF ELECTRICAL INDUSTRY:
The domestic mar$et in India is itself large, and one must firstly
satisfy this mar$et with products that meet international quality
standards. :ith increasing globaliDation, every international player is
now operating in India, providing goods and services complying with
international quality. nce we deliver high quality products and
services within the domestic mar$et, accessing the international
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mar$et for e8ports should not pose a serious challenge. The
ElectricalElectronics Industry in India is growing to its full potential in
the coming years and no doubt that India will soon come to be
recogniDed for quality products and services which in turn, will bringthis industry to a position of true leadership.
Indian electrical industry has grown because of governmentFs thrust
on it and also due to overall economic growth. It has also reached a
stage where the industry has demonstrated its capabilities. The
industry has seen a growth of ?5> and should continue at the same
level for the ne8t few years.
1.4. PROBLEMS FACED BY THE ELECTRICAL INDUSTRIES :
Increase in price due to entry of new players in mar$et.
Increase in manufacturing capacity by some original
manufactures.
/rofitability and margin of the companies are adversely affected.
/oor distribution networ$ in rural and semi urban areas.
+ow awareness of consumer electronics products in rural India.
Increases in access to internet information.
#vailability of wide range of choices.
Consumers have become quite smart.
They want the products which are easy to handle.
%ood in quality and low price.
They want guarantee for the product they buy.
They want the product which can be used for long years.
They does not end on the sale of the product but continues till theend of guarantee period.
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1.5. GOVERNMENT POLICY TOWARDS ELECTRICAL INDUSTRY:
The sentiment of the industry is generally measured in terms ofresearch intensity, e8port G import capacity, e8pertise development,
infrastructure enhancement, and etc. The entire structure of the
industry is determined by the government policies G provisions
which should be conducive G optimal Indian government has
envisioned augmentation in the capacity of power generation would
be ",455 : in 1?th plan period. # blueprint for investment isdrafted for the distribution G transmission segments with an eye to
domestic electricity plan and the Integrated Energy /olicy.
Enforcement of Electricity #ct ?559, 0ational Electricity /olicy-?554
and proposal of schemes li$e the #/3*/ccelerated /ower
3evelopment and *eform /rogram' G *%%2 &*aHiv %andhi
%rameen 2idyuti$aran oHana' are meant for reducing loss that
ta$es place in transmission and distribution annually owing to
traditional G degraded lines, overloading of the 11 )2 systems,
3istribution transformers and low tension lines and understanding
the intricacy of the various factors and its impact on the demand for
electrical equipment. IEE# &Indian Electrical and Electronics
anufacturers #ssociation' opted /rivate company &/:C' /rice
water house Coopers for evaluating the power sector development
program and its impact on electrical device G equipment industry.
%overnment of India offers central support for strengthening and
elevation of transmission and distribution networ$. ?4> of the proHect
cost is provided as #dditional central plan assistance in form of
%rant to the state utilities.
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Indian %overnment $eeps on pursuing the policy of self-reliance,
laying emphasis on building up indigenous ability, is also dedicated
to development and utiliDation of indigenous capabilities. It follows
the strong policy including encouragement of entrepreneurship,
e8pansion of domestic technology by virtue of significant investment
in *G3, ta$ing in new technology, and scraping the regulatory
system. %overnment is also liberal to foreign investment and
technology collaboration in order to acquire higher technology,
ma8imiDe e8ports, and e8pand the production base.
1.6. FUTURE PROSPECT OF ELECTRICAL INDUSTRY:
The domestic mar$et in India is itself large, and one must firstly
satisfy this mar$et with products that meet international quality
standards. :ith increasing globaliDation, every international player is
now operating in India, providing goods and services complying with
international quality. nce we deliver high quality products and
services within the domestic mar$et, accessing the international
mar$et for e8ports should not pose a serious challenge. The
ElectricalElectronics Industry in India is growing to its full potential in
the coming years and no doubt that India will soon come to be
recogniDed for quality products and services which in turn, will bring
this industry to a position of true leadership. Indian electrical industryhas grown because of %overnment7s thrust on it and also due to
overall economic growth. It has also reached a stage where the
industry has demonstrated its capabilities. The industry has seen a
growth of ?5> and should continue at the same level for the ne8t
few years.
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1.7.1 MAOR COMPANIES WITH THE MAR!ET SHARES:
(inole8 pecialist in wire and cables. It holds
94> of mar$et share.
=oney well Electric is a leading manufacturer and
upplier of wiring it holds 1.?> of
mar$et share.
=avells Energy meters. It holds "1.4"> of
mar$et share.
/hillips anufacturer of lightning and luminary
items. It holds 69.9 of mar$et share.
Crompton leader of (#0 in India over a
decade. It holds 5.6? of mar$et share.
#nchor anufacturer in switches and
accessories. It holds 4!> of mar$et
hare.
1.7.2 LEADING ELECTRICAL COMPANIES:
nited tates, @apan and )orea are the top three electrical and
electronic goods manufacturing country in the world. The nited
tates of #merica is the largest producer of electronic product in the
world, contributing a total share of around ?1>. (urthermore, it
occupies the largest mar$et share with about ?6> in the globalmar$et. The world7s electrical G electronics mar$et siDe was J159.
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billion in ?55", an increase in 15."> from last year. The industrial
electronics industry siDe was J"41.9 billion, contributing around
"?.!> of the total with regard to electronics parts and components
sector, the total mar$et share was J??.! billion i.e. ?!.?> while
home electronics was 15.! billion. ony Corporation, #pple Inc.,
harp Corporation, Toshiba Corporation, atsushita Electric
Industrial co. +td., +% Electronics Inc., *oyal /hilips Electronics 0.2,
#0 Electro co., +td. #nd amsung Electronics co. +imited are
the $ey players of electrical and electronic products in the world
mar$et.
1." SWOT ANALYSIS OF ELECTRICAL INDUSTRY:
S#$%&'#():
# large area is of farmers who require specific electrical product
(or irrigation and agriculture Continuous growth development and innovation of technology
Core sector electrical industry enHoys monopoly for its mar$et
demand, since there e8ists no other substitute for electricity.
eason7s effect is not same all over India. Each electrical
product is compensated by other product. (or e8ample, fans
and coolers are used summer while heaters are used in winter Boom in distribution of electricity.
W %*+&%)):
0o uniform distribution of electricity in far end villages.
Increase in the cost of metals and raw materials
Consumers don7t want to ta$e ris$ to adopt new technology. =igh transportation cost.
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/ower intensive proHects
ost of the industries are located in the areas where raw
material is easily available. o there is no development of
bac$ward areas.
O,,-$#&/#/%):
+arge potentials to distribute mar$et within India, all parts to the
country.
nsaturated demand for infrastructure.
+iberaliDation, privatiDation and globaliDation of many sectors in
the economy.
Boom in the mar$et for electrical products.
T($%*#):
=igh input cost might blunt competitive edges.
neven demand factor.
China factor for global mar$ets.
3econtrol on the prices of metals.
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CHAPTER-2
COMPANY PROFILE
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2.1 CORPORATE PROFILE:
The world is constantly changing. #nd %+3E3#+ has $ept
pace with this change through innovation and a commitment to
quality. #t %+3E3#+, Kuality is not Hust a practice but a way of
life.
%+3E3#+ is a company that has redefined switch manufacturing
in India. :e %+3E3#+ believe in constant innovation and we are
the mar$et leaders in switches and other home electrical
accessories.
(ounded in the year 1665, we have always been in the forefront of
innovative home electrical solutions that have e8ceeded mar$et
requirements and e8pectations.
ur innovations are the result of a strong *G3 team which is further
complimented by an equally dedicated and capable product design
team. ur state-of-the-art manufacturing facilities spread across the
country ensure international quality of each and every product that
carries the %+3E3#+ logo.
ur e8cellent sales team wor$s closely with some of the country7s
leading architects, professional installers and also with our
distributors and regular dealers across India. #ll this is bac$ed by
e8ceptional customer service and an after sales team that ensures
ma8imum customer satisfaction.
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%+3E3#+ is headquartered in umbai, the financial capital of
India.
BELIEF:
#t %+3E3#+ we believe in Kuality. This is reflected right from
the way we function as a team, to the end product that reaches our
customers. Being responsible by using the right eco friendly raw
materials, to the precision in our manufacturing processes. This is
the foundation that we have built our entire business ethics upon.
2.2 HISTORY OF GOLDMEDAL<
Enduringly reliable, a combination of style, elegance and
beauty, consistently bench-mar$ed to the most stringent standards,
aesthetically crafted, and yet created with lasting values in mind.
These are a few essential hallmar$s that distinguish %old edal in
electric field.
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r. @ograH @ain is the Chairman of %old edal. nder his leadership,
%old edal products were diversified from south base to all over the
country.
3I*ECT*< Mr. PRAVEEN JAIN
#*)ETI0% EMECTI2E<
Mr. ANIL JAIN
Mr. BHIMCHAND JAIN
%+3E3#+ is an Indian company leading the international scene
of the high quality electric and electronic equipment
manufacturers.(ounded in 1665 the Company has always been in
the vanguard of innovative solutions in line with the mar$et
requirements and has constantly improved its product range and the
technology of its production units.
The research and development of new solutions, the design and
accurate manufacture of the components, including the assembly
and the efficient sale organiDation allow the %+3E3#+ trade-
mar$ to be offered to Installers, Engineers and #rchitects, as a
functional and appropriate response to the evolving domestic and
industrial installation requirements.
The close collaboration with professional Installer and 3istributors
paves the way of wor$ing in any aspect, improving the common
effort to guarantee the best reliability of the product for the complete
satisfaction of the end Customer.
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The Company headquarters are in umbai, in the province of
aharashtra, where the %eneral anagement are located together
with the other departments< #ccounting, ales and ar$eting, *G3,
+ogistics and /roduction. #ltogether, the employees, G the sales
networ$ include, before and after-sales technical service, all highly
s$illed and trained.
2.3 VISION 0 MISSION <
VISION:
Cables, wires and switches to be the aHor Instrument of
strengthening the construction and building activities and ma$ing
them available safe to its customer available safe.
MISSION:
/rosperity through technical innovations and Customer orientation
with specific focus on Kuality and cost.
%+3 E3#+7s mission is to be leading, global, customer-
focused, innovative, and low cost provider of its services through
distribution channels of the client7s preference in mar$ets where
%+3 E3#+ can create value.
2.4 OBECTIVES:
%+3E3#+ switches and accessories are $nown for its
functionality, elegance and durability. Customer care is their core
philosophy. 3ealer satisfaction is also given equal importance.
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CORPORATE OBECTIVES:
To increase profitability of the firm.
#chieving co-ordination among various programs in the district to
optimiDe resource utiliDation.
To create value for customer with a multi approach.
To lower the cost base further.
To satisfy customer needs by providing
CORPORATE STRATEGY<
1. To increase share in e8isting mar$etable surplus.
2.To survive and grow in the emerging competitive environment
there would be more delegation of wor$ across the organiDation
calling for accountability through well-defined parameters.
3. ar$eting in the district will be intensified for better
remuneration, privatiDing beyond department level.
4. /roductivity improvement by corporate restructuring with change
in managerial system to ma$e people more system dependent
rather than individual dependent.
2.5.1 PRODUCT PROFILE OF GOLDMEDAL<
1. S/#(%)<
The switches category is divided into four types.
a'. P/*&- )/#(%) -$ -$/&*$ )/#(%)< The piano switches had
operating $nobs similar to piano buttons. These switches are
mounted with the help of two screws on the top and bottom.
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b. M/&/ -*$ )/#(%)< These switches are with some
adHustments on the surface. 3ifferent colour plates can be fitted on
the surface area. There is at least 9? colours in this series of %old
medal. This series is called gDifa
c'. I*'% )%$/%)< These are ready to use switches. There is no
need to cut the boards or use 8ylem sheets. These come in standard
siDes and number which we require.
2. W/$% -/):
a'. H-)% /$/&'< =ouse wiring cables are those which are used in
the domestic purposes that are for houses and institutions. The
house wiring consists of ulti-strand cables which consist of wires
with different nomination. There are a number of wires of same
diameter for one siDe. The category can be classified on the basis of
cross sectional areas of conductor li$e 1sq.mm, 1.4sq.mm, ?sq.mm,
?.4sqmm and sq.mm the conductor is copper.
b'. S%$8/% /$%< The service wire is referred to as the wire which
uses aluminium conductors. These are generally three wires or
seven wires in these coils but the diameter of each wire will be same
for one category and differ from other category.
C'. S9%$)/9% *9%< These cables are used in the submersible
motors. These consist of three wires of copper bunched into one,
covered with polyvinyl carbonate &/2C'.
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3. MCB *& DBS:
CB means miniature circuit brea$ers; these are helpful to stop the
e8cess flow of voltage. These are the protectors against overloads
and circuit.
3B7s are the distribution bo8es into which the CB7s are $ept. The
storing capacity will vary according to the requirements.
4. S/#( '%*$ *& ;)% U&/#):
These are placed to protect against the heavy loads and flow of
currents. These were silver cadium plated contacts, Epo8y based
powder coating confirmed to Is< 5"16"!.
5. D--$ (/%)<
3oor chimes or musical bells come under different varieties and
siDes. There are two types of door bells, one type is those which will
wor$ only in present of current called as #c bells. The other type
wor$s even in the absence of current with the help of batteries called
as #c and dc.
6. A
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)it-)at (use
" #/. 3arling witch Indicator
" #/. ast witch Indicator
" #/. :a-:ah witch Indicator
" #/ %lamour witch Indicator
3arling " #/. oc., T.2. Tel-@ac$ G Tel. et
" #/. ..Combined
1" #/. witch
" G 1" #/. oc$et
Cub G Capsule 9-I0-1
Cub G Capsule 4-I0-1
9? #/. 3elu8Cub 3./.witch
3arling )it-)it
3arling Electronic 3immer
3arling 1"# witch" G 1" oc$et with hutter
:a-:ah 1" #. witch" G 1" #. oc$et
T.2.#ntenna oc., Tel. et. Tel. @ac$ G Tel. Converter
Electronic 3immer
$irt +amp =older
Ceiling *ose, /endent =older G #daptor
9 /in /lug-Top
:a-:ah 9-I0-1 G 4-I0-13arling 9-I0-1 G 4-I0-1 hutter
3arling 9? #/. 3./.
3arling $irt +amp =older
*oter =older(.(.#daptor
9 /in /lug-Top
? /in top, ale (emale, ulti-/lug, Iron Connector, Transformer G0ight +amp
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1"# urface /ilot witch, oc$et, *ound oc$et G Top
" #/. umo witch Indicator
" #/. umo Cap witch Indicator
(le8 Bo8
Tube-+ight tarter
Bell /ush, BuDDer G 3ing 3ong Bell
Cuc$oo Bird G /arrot Chime
" #/. umo oc$et
umo )it-)at (use
1" #. umo witch " G 1"#. ni. oc$et
umo Elec. 3immer
umo $irt +amp =older
Electronic usical Bell
urface ounting @unction Bo8
%old edal /2C Insulated Cables G :ires... Cables that provide
e8tra measure of safety. The complete wiring system.
%old edal witch %ears... The perfect power control.
%old edal (use nits... Connecting safety to electricity.
%old edal Change ver witches... The perfect power control.
2.5.2 PRICING<
EC0IT 3E(I0E N/rice as the e8change value of a product
or services always e8pressed in money.N To the buyers price is a
pac$age of e8pectation and satisfaction. /rice is not only the
obHective criteria for the consumers for comparing alternative items
and ma$ing the final choice.
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IMPORTANT OF PRICE IN GOLDMEDAL:
THE PRICING OBECTIVES:
/rofit riented<
To achieve a target return on investment,
To ma8imiDe /rofits.
To reduce wastage.
ales /romotion<
In mar$et shares.
aintaining mar$et %rowth in sales
%rowth shares.
2.5.3 PROMOTIONAL ACTIVITES<
ales promotion 14>
/ersonal selling >
/ublicity 1">
#dvertising "4>
THE PROMOTION EFFORTS UNDERTA!EN ARE:
/lacing billboards on the roadsides and wall paintings.
placing stalls in the e8hibition in order to attract customers
%iving gift items li$e bags, caps, t-shirts, $ey chains etc to
dealers to encourage them to increase their performance in
distributing the goods. The gifts are also given to consumers to
increase their buying.
ther methods are discounts, cash discounts, schemes and free
samples to customers.
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ome more methods li$e advertising the brand during the
meeting of builders, electricians and contractors are also ta$en.
2.5.4 PLACE OF GOLDMEDAL PVT LTD
DEFINITION:
# distribution channel consists of the set of people and firms
involved in the transfer title; product moves from producer to ultimate
consumer or business use.N
CHANNELS 0 MODE:
The companyFs mar$eting territory at present comprises the state of
#ndhra /radesh, rissa, adhya /radesh, Tamil 0adu, )erala.
THE DISTRIBUTION CHANNELS ARE::
1. Trade
mall &retail' 3ealers.
Company 3epot.
Consignment ales.
?. 0on-Trade- 3irect consumers
Institutions.
Builders.
%overnment.
MODES OF DELIVERY:
3elivery from the /lant at umbai.
3elivery from the depot 2iHayawada.
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TYPES OF DISTRIBUTION CHANNELS:
1. #uthoriDed dealer networ$.
?. Casual dealers.
9. Consignment sales.
. Builders and Institution.
4. uppliers to %overnment, 3epartment.
2.6 AWARDS AND PRI>ES:
Thursday, #pril , ?515
%oldmedal :ins ?nd /riDe for Best tall - #gainO
The %oldmedal tall &0o. ' won the ?nd priDe for best stall at the
Inside utside ega how ?515 held in (ebruary. The first priDe
went to a landscaping company &tall 0o. 9?' while the third priDe
went to #nchor switches.
The %oldmedal tall saw a record number of visitors - something
that was not a surprise after the response we saw at Elecrama ?515.
:hat was heartening about this, however, was that while Elecrama
catered to the business class, the visitors at Inside utside belonged
to a totally different category< interior designers, architects, the
house owner, and other end consumers. :hile the biggest hit were
the emorio switches, which almost everyone was $een on having
in their homes, the remote switches and systems got as manypeople enquiring about them. #lmost everyone wanted to $now how
much it would cost to have something li$e that in their homesoffices
- which showed that given the right price there will be enough ta$ers
for these products. #s we had priced these at really affordable rates,
we had a healthy number of orders right at the stall.
This is Hust the beginning for the Curve range. %oldmedal will beparticipating in many more events to e8hibit this range of odular
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switches and =ome #utomation ystems. nfortunately we canFt
reveal the dates right here. )eep reading this blog for updates.
%+3E3#+ awarded the ?515 (orce of Ideas #ward for
trategic.
%+3E3#+ was awarded 1st in @IT &@ain International Trade
rganisation' ?511
%+3E3#+ was awarded 9rd priDe in E+ECTIC# ?515.
INTERNATIONAL CERTIFICATIONS:
ur constant care in terms of quality and design has seen us pic$ up
several national and international accolades.
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T2
&TechnischerPberwachungs-
2erein'
/roof that
%+3E3#+
sets the
highest
standards in
design and
quality.
II &Bureau of Indian
tandards'
The great care %+3E3#+ devotes to manage and control the
business process - from design to production, from administration to
logistics has awarded us the Kuality ystem Certification I
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% 3+#* /2T +T3.
N%+3 E3#+... B+ ( T*TN
uperior Kuality... ne Commitment... ne 0ame
:e at %old edal driven by sense of commitment and creativity,
strive to better our product ranges from time to time thereby creating
an unforgettable impression in the minds of those who have used
our products. :ith a very strong dealership networ$ spanning the
entire country, %old edal is within your reach. ee our product
range....... you will not settle for anything else.
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2.7 ORGANISATIONAL STRUCTURE OF GOLDMEDAL
CHAIR MAN
MANAGING DIRECTOR
DIRECTOR
FINANCE
DEPARTMENT
PRODUCTION
DEPARTMENT
HUMAN
RESOURCE
DEPARTMENT
MARKETING
DEPARTMENT
FINANCE
MANAGER
PRODUCTION
MANAGER
HUMAN
RESOURCE
MANAGER
MARKETING
MANAGER
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CHAPTER-3
RESEARCH
METHODOLOGY
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3.1 NEED FOR THE STUDY:
Every business organiDation does promotion in one sense
or the other. /romotion is one area which needs continuous reviews,
appraisal and formation of appropriate strategies, according to the
promotion trends and economic conditions.
The study of promotion mi8 helps to $now how the product
is promoted to sell it. :hich way of promotion is effective in
promoting the product. Every business organiDation need to do
promotion for selling its product.
3.2 OBECTIVES OF THE STUDY:
The main obHective for the study is
1.To have an overview on %oldmedal /vt ltd
?. To $now whether promotional activities are successful in
attracting the customers.
9. To $now the cost incurred by the company to sell the
products.
. To $now the effective way of promotion.
4. nderstand the maHor elements of the promotion mi8.
". nderstand the role of promotion in the mar$eting mi8
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3.3 METHODOLOGY:
3.3.1. S-$%) -; *#*:
# research wor$ is carried out on the management of
%oldmedal. The information is collected through questionnaire. The
research methodology consists of two sources.
They are<
1. /rimary data
?. econdary data
1. PRIMARY DATA:
The primary data was collected by me through direct
contact and interaction with the management of the firm. (or this
purpose, I have used Kuestionnaire as an instrument to collect the
primary data i.e. to $now about the impact of all the elements of
promotion mi8
2. SECONDARY DATA:
3ata which has already collected for some other
purpose and which can be used for are necessity is $nown as
secondary data. The data collected from the companyFs records,business wee$lies, magaDines, internet etc., is $nown as secondary
data.
3.3.2. DATA COLLECTION METHODS ADOPTED:
The method of data collection was called T*CT*E3
/E*0#+ I0TE*2IE:. The tool of data collection isquestionnaire.
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?UESTIONNAIRE:
# series of question were prepared with due consideration
to relevant venture $eeping in the mind the respondents time and
efforts. #ll care was given to see that question was simple, brief and
to the point. The entire questionnaire was designed with multiple
choices for facilitating easy selection of options by respondents.
INTERVIEW<
The other method adopted for collecting data was by
interviewing the managers and mar$eting members of the company to
$now about the impact of promotion G even the different element of
promotion mi8.
3.3.3 SAMPLING DETAILS:
ampling area<
The survey was conducted in 2iHayawada city of #ndhra /radesh.
ampling siDe<
The research is based on the data received from ?5 members &including
managers and 1" mar$eting members'.
ampling unit<The managers and mar$eting members of %oldmedal /vt +td in
2iHayawada are ta$en as a sampling unit
ampling technique<
The nature of sampling for the study is simple random sampling
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3.3.4 DATA ANALYSIS METHODS:
The following are the methods used for analysis during the
period of my study<
a. /ercentage method
b. %raphical method
*. PERCENTAGE METHOD:
It refer to a special $ind of ratio, percentage are used in
ma$ing comparison between two or more series of data.
/ercentages are used to determine relationship between the series
of data. (inding the relative difference becomes easier through
percentage. It is e8pressed as
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3.5 SCOPE OF THE STUDY:
The scope of study is confined to 2iHayawada. The scope of study is
1. To $now about the impact of promotion mi8 elements.
?. To $now about the effective way of promotion.
9. To $now the problems in promotion of the product.
. To $now which elements of promotion mi8 plays a vital role.
3.6 LIMITATIONS OF THE STUDY:
1. # period of 4 days is in no way enough to carry out a
proper research and come out with proper results.
?. The area of my study was restricted up to 2iHayawada city
only.
9. It has been assumed that whatever response was obtained
from the respondents were true and best to their $nowledge.
. Confidential management by the management is another
limitation.
4. It is very difficult to get assistance from managers during the
proHect time as they are busy, they do not give much time to
interact.
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CHAPTER 4
PROMOTION MIX AT
GOLDMEDAL PVT LTD
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%oldmedal /vt +td mainly depends on the elements
advertisement and sales promotion to promote their product. The
company started its campaign of promotion in urban areas and now
due to its effective promotional campaign it had created goodreputation and goodwill in the mar$et. It is well $nown in the mar$et
for its uniqueness of switches and accessories. The following are the
elements of promotion mi8 used by %oldmedal /vt +td.
4.1 A8%$#/)/&':
%oldmedal mainly depends on advertisement of its
product for its promotion. It believes in giving advertising in the
newspaper during festivals. Brouchers are distributed while
introducing of new product saying about the product. It advertises its
product through in store display which can be seen in the stores of
wholesalers and retailers selling %oldmedal product. The company
even advertise its product banner ads but in small proportion only.
4.2 ,%$)-&* )%/&':
%oldmedal depends very less on personal selling of itsproduct for its promotion as it has a very high demand of its product
and doesn7t require following personal selling to sell its product. In
the start of its operations in the mar$et the company use to follow
personal selling to ma$e the people aware of the company and its
product through sales representatives and mar$eting intermediaries.
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4.3 S*%) P$--#/-&:
%oldmedal in the start to create demand of its product in
the mar$et it used sales promotion as a tool to promote the product
to the consumers and mar$eting intermediaries. The company
strongly believed in promoting its product through trade shows li$e
Elecrama and @IT, the company showcased its product in those
e8hibitions and got a great response from the consumers who came
to watch the e8hibition and was appreciated for its wor$ and efforts.The company also ta$e part in electrical e8hibitions and ma$e the
people $now more and more about its product. The company even
provide discount coupons in its product to encourage the retailers to
sell the products, it uses coupon system li$e writing certain about of
money on coupons and when the electrician uses the switches and
other product they collect the coupons and show to retailers andcollect the amount written on the coupons. The company provide
free gifts li$e caps, bags to its distributors and retailers for selling its
products.
4.4 P9/ R%*#/-&):
The company maintain its public relations with the people
through magaDines and reports to the public giving information about
the product, it new launches etc. It even give its new launch
information to the people through television, it conduct seminars,
speeches for its distributors and retailers. The company even target
the electricians and conduct seminar for them ma$ing them $now
about the product and its uniqueness.
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The company gets promotion by its corporate image, it has a
very good image in the electrical mar$et and so this image helps the
company for the promotion of its product, even sponsorship helps
the company to promote the company name, the company believes
in sponsorship in college events li$e Bemus, agnova etc and in
religion events. o by sponsorship even the company ma$e its
promotion.
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CHAPTER 4
PROMOTION MIX
AT
GOLDMEDAL PVT LTD
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1. :hich is the best way of advertising the productR
a. 0ewspaper b. Television
c. Brochures d. Banners
R%),-&)%) N-. -;
R%),-&%)
P%$%*'% -;
$%),-&%)
0ewspaper " 95>Television 5>Brouchers ? 15>Banners ?5>
Total 2@ 1@@
Interpretation:
Among 20 marketing officials, 40 e!"ressed that tele#ision is the best
$a% of ad#ertising the "roduct $hile 30 e!"ressed that ne$s"a"er is the
best $a% of ad#ertising $hile 20 of them sa% banners is best $a% of
ad#ertising and 10 sa% brouchers is the best $a% of ad#ertising&
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2. Best newspaper to be used for advertisingR
a. The =indu b. 3eccan chronicle
c. Times of India
Responses No. of
respondents
Percentage of
respondents
The Hindu 7 3!
De""#n Ch$%ni"&e 7 3!
Ti'es %( Indi# ) 3*!
Total 20 100%
Interpretation:Among the marketing officials, 35 sa%s 'he (indu and )eccan *hronicle
is the best ne$s"a"er $hich can be used for ad#ertising $hile 30 sa%s
'imes of +ndia is the best ne$s"a"er for ad#ertising&
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3. 3o you thin$ famous personality helps in advertising the product
effectivelyR
a& es b& -o
RESPONSES NO.OF
RESPONDENTS
Percentage of
Respondents
+es ,2 )*!
N% - *!
Totals 20 1@@
Interpretation:
Among 20 marketing officials, 60 of officials sa% that "ersonalit% hel"s in
ad#ertising the "roduct and 40 of them no that "ersonalit% doesn.t hel" in
ad#ertising the "roduct&
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. :hich way of advertising from internet you preferR
a. :eb banner b. /op-ups/op-under
c. fficial websites
RESPONSES NO.OF
RESPONDENTS
Percentage of
Respondents
/e0 0#nne$s ) 3*!
P%1u1sP%1unde$ 2!
O((i"i#& 4e0 sites 5 !
Totals 20 1@@
Interpretation:
Among 20 marketing officials, 45 of them e!"ressed that official $eb
sites is best $a% of ad#ertising in internet, $hile 30 of them e!"ressed
that /eb banners are best of ad#ertising in internet and other 20 said "o"
u"s"o" under is best for ad#ertising in internet&
5& /hi"h is 0est 4#6 %( 1e$s%n#& se&&in the 1$%du"t8
a& ales "resentations b& +ntermediar% sales "eo"le
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c& 'elemarketing
RESPONSES NO.OF
RESPONDENTS
Percentage of
Respondents
S#&es 1$esent#ti%ns - *!
Inte$'edi#$6 s#&es
1e%1&e
7 3!
Te&e'#$9etin 2!
Totals 20 1@@
Interpretation:
Among 20 marketing officials, 40 of them sa% sales "resentation is best
for "romoting the "roduct, 35 sa%s intermediar% "eo"le are best for
"romoting the "roduct and 25 sa%s that telemarketing is best for
"romoting the "roduct&
). D%es 1e$s%n#& se&&in he&1s in '#int#inin $eu$ "%''uni"#ti%n 4ith
1$esent "ust%'e$s8
#. +es 0. N%
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RESPONSES NO.OF
RESPONDENTS
Percentage of
Respondents
+es ,3 )!
N% 7 3!
Totals 20 1@@
Interpretation:
Among 20 marketing officials, 65 of them sa% %es for "ersonal selling
hel"ing in regular communication $ith "resent customers $hile 35 of
them don.t agree $ith it and sa% no to it&
7. D%es 1e$s%n#& se&&in 1$%"ess he&1s the "%'1#n6 t% in(%$' the "h#nes
in the 1$%du"t &ine t% the "ust%'e$s8
#. +es 0. N%
RESPONSES NO.OF Percentage of
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RESPONDENTS Respondents
+es ,) -*!
N% 2*!
Totals 20 1@@
Interpretation:
Among 20 marketing officials, 80 of them sa% %es that "ersonal selling
hel"s in informing customers about the changes in the "roduct $hile on the
other hand 20 of them sa%s no to it&
-. D%es 1e$s%n#& se&&in he&1s in $e'%:in the d%u0ts ($%' the 'inds %( the
"ust%'e$s8
#. +es 0. N%
RESPONSES NO.OF
RESPONDENTS
Percentage of
Respondents
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C%ntests 3 ,!
F$ee i(ts ,, !
Totals 20 1@@
Interpretation:
Among 20 marketing officials, 55 of officials sa%s free gifts is the best
$a% of sales "romotion, 30 of them sa%s cou"ons are best $a% of sales
"romotion and the other 15 sa%s contests are best $a% of sales "romotion
of the "roduct&
15. ales promotion should be targeted toR
a. ar$eting intermediateries b. 3irect
consumers
c. Both
RESPONSES NO.OF
RESPONDENTS
Percentage of
Respondents
M#$9etin 5 !
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Inte$'edi#te$ies
Di$e"t "%nsu'e$s 2!
B%th ) 3*!
Totals 20 1@@
Interpretation:
Among 20 marketing officials, 45 of them sa%s that sales "romotion
should be targeted to marketing intermediateries, $hile 30 sa%s its should
be targeted to both marketing intermediateries and consumers and the other
25 of them sa%s it should be targeted to direct consumers onl%&
11. :hat $ind of incentives should the company mostly offer to itsdistributor7s n dealersR
a. (ree gifts b. =oliday pac$ages
c. 3iscounts
RESPONSES NO.OF
RESPONDENTS
Percentage of
RespondentsF$ee i(ts ) 3*!
H%&id#6 1#"9#es - *!
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Dis"%unts ) 3*!
Totals 20 1@@
Interpretation:
Among 20 marketing officials, 40 of them sa% holida% "ackages should
be mostl% offered to distributors and dealers $hile 30 of them sa%
discounts and free gifts should be mostl% offered to distributors and dealers&
,2. D% 6%u thin9 ($e;uent&6 use %( s#&es 1$%'%ti%n '#6 h#:e ne#ti:e
i'1#"t %n i'#e %( the "%'1#n68
#. +es 0. N%
RESPONSES NO.OF
RESPONDENTS
Percentage of
Respondents
+es ,- 5*!
N% 2 ,*!
Totals 20 1@@
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Interpretation:
Among 20 marketing officials, 90 of them sa%s that freuent use of sales"romotion ha#e negati#e im"act on the image of the com"an% and 10
sa%s no to it&
,3. /h#t 4i&& 6%u 1$e(e$ (%$ 1$%'%tin 6%u$ 1$%du"t (%$ 1u0&i" $eti%n8
#. T< 0. P$int 'edi#
". R#di%
RESPONSES NO.OF
RESPONDENTS
Percentage of
Respondents
Te&e:isi%n ) 3*!
P$int 'edi# ,2 )*!
R#di% 2 ,*!
Totals 20 1@@
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Interpretation:
Among 20 marketing officials, 60 sa%s that "rint media is best for
maintaining "ublic relation, $hile 30 sa%s tele#ision and the other 10
sa%s that radio hel"s more in maintaining "ublic relation&
,. Sh%u&d the$e 0e #n6 se1#$#te de1#$t'ent est#0&ished (%$ the 1u$1%se %(
"#$$6in %ut 1u0&i"it68
#. +es 0. N%
RESPONSES NO.OF
RESPONDENTS
Percentage of
Respondents
+es ,2 )*!
N% - *!
Totals 20 1@@
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Interpretation:
Among 20 marketing officials, 60 of them sa% that %es there should be a
se"arate de"artment for carring out "ublicit% and 40 of them no to it&
,. /hi"h is the '%st e=1ensi:e 4#6 %( 1$%'%ti%n8
#. Ad:e$tisin 0. Pe$s%n#& se&&in
". S#&es 1$%'%ti%n
RESPONSES NO.OF
RESPONDENTS
Percentage of
Respondents
Ad:e$tisin ,, !
Pe$s%n#& se&&in 2!
S#&es 1$%'%ti%n 2*!
Totals 20 1@@
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Interpretation:
Among 20 marketing officials, 55 of them sa% ad#ertising is the
e!"ensi#e $a% of "romotion, 25 of them sa%s "ersonal selling is the
e!"ensi#e $a% of "romotion and 20 sa%s sales "romotion is the e!"ensi#e
$a% of "romotion&
,). /h#t d% 6%u thin9 4hi"h is the '%st e((e"ti:e 4#6 %( 1$%'%ti%n8
#. Ad:e$tisin 0. Pe$s%n#& se&&in
". S#&es 1$%'%ti%n d. Pu0&i"it6
RESPONSES NO.OF
RESPONDENTS
Percentage of
Respondents
Ad:e$tisin - *!
Pe$s%n#& se&&in 3 ,!
S#&es 1$%'%ti%n 2*!
Pu0&i"it6 2!
Totals 20 1@@
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Interpretation:
Among 20 marketing officials, 40 of officials sa% ad#ertising is the most
effecti#e $a% of "romotion, $hile 25 of them sa%s "ublicit% is most
effecti#e $a% of "romotion, 20 sa%s sales "romotion is the effecti#e $a%
of "romotion and other 15 sa%s "ersonal selling is effecti#e $a% of
"romotion&
,7. D% 6%u thin9 1$%'%ti%n 0$in 0$#nd n#'e t% the "%'1#n68
#. +es 0. N%
RESPONSES NO.OF
RESPONDENTS
Percentage of
Respondents
+es ,) -*!
N% 2*!
Totals 20 1@@
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Interpretation:
Among 20 marketing officials, 80 sa%s %es "romotion bring brand name
to the com"an% on the other hand 20 sa%s no it doesn.t&
,-. D% 6%u thin9 1$%'%ti%ns he&1s in 0$inin #4#$eness %( the 1$%du"t8
#. +es 0. N%
RESPONSES NO.OF
RESPONDENTS
Percentage of
Respondents
+es ,- 5*!
N% 2 ,*!
Totals 20 1@@
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Interpretation:
Among 20 marketing officials, 90 of officials sa% that "romotion brings
a$areness of the "roduct to the "eo"le and 10 sa%s no to it&
,5. D% 1$%'%ti%n 0$in 0$#nd &%6#&t6 #'%n the "ust%'e$s8
#. +es 0. N%
RESPONSES NO.OF
RESPONDENTS
Percentage of
Respondents
+es , 7*!
N% ) 3*!
Totals 20 1@@
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Interpretation:
Among 20 marketing officials, 70 of them sa% %es "romotion brings
brand lo%alt% among the customers $hile 30 of them sa% no to it&
2*. Sh%u&d the "%'1#n6 1$%:ide #n6 1$%'%ti%n#& s"he'es t% the
dist$i0ut%$s (%$ 1$%'%tin the 1$%du"t8
#. +es 0. N%
RESPONSES NO.OF
RESPONDENTS
Percentage of
Respondents
+es , 7*!
N% ) 3*!
Totals 20 1@@
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Interpretation:
Among 20 marketing officials, 90 of officials sa% %es image of thecom"an% hel"s in "romoting the "roduct and 10 of officials sa% no
com"an% image doesn.t hel" in "romoting the "roduct&
22. Is s1%ns%$shi1 he&1(u& in 1$%'%tin 6%u$ "%'1#n6 1$%du"t8
#. +es 0. N%
RESPONSES NO.OF
RESPONDENTS
Percentage of
Respondents
+es , 7!
N% 2!
Totals 20 1@@
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Interpretation:
Among 20 marketing officials, 75 of them sa% %es s"onsorshi" hel"s in
"romotion of the "roduct $hile on the other hand 25 of them sa% no
s"onsorshi" doesn.t hel" in an% "romotion of the "roduct&
23. D% 6%u thin9 1$%'%ti%n %( the 1$%du"t in"$e#se the s#&es %( the
1$%du"t8
#. +es 0. N%
RESPONSES NO.OF
RESPONDENTS
Percentage of
Respondents
+es 2* ,**!
N% * *!
Totals 20 1@@
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Interpretation:
All the 20 marketing officials i&e& 100 agree that "romotion hel"s in
increasing the sales of the "roduct&
2. D% 6%u thin9 e&&in he&1s in 1$%'%tin the 1$%du"t8
#. +es 0. N%
RESPONSES NO.OF
RESPONDENTS
Percentage of
Respondents
+es , 7!
N% 2!
Totals 20 1@@
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Interpretation:
Among 20 marketing officials, 75 of them sa%s %es labelling hel"s in
"romotion of the "roduct $hile the other 25 sa%s no it doesn.t hel" in
"romoting the "roduct&
2. 3o you thin$ attending trade fairs helps in promoting the
company7s productR
a. es b. 0o
RESPONSES NO.OF
RESPONDENTS
Percentage of
Respondents
+es ,2 )*!
N% - *!
Totals 20 1@@
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Interpretation:
Among 20 marketing officials, 60 agree that attending trade fairs hel"s in
"romoting the "roduct and 40 of them sa% no to it&
CHAPTER 6
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FINDINGS
&
SUGGESTIONS
SUGGESTIONS
1. BEST WAY OF ADVERTISING THE PRODUT :
+t $as found that tele#ision ha#e great influence on consumer as it
seems to be the best $a% of ad#ertising "roduct than ne$s"a"er, broucher
and banner&
!. BEST NEWSPAPER FOR ADVERTISING :
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+t $as found that both 'he (indu and )eccan chronicle ha#e eual
influence on ad#ertisement through ne$s"a"er than 'imes of +ndia
ne$s"a"er&
3. PERSONA"ITY IN ADVERTISING THE PRODUT :
+t $as found that "ersonalit% in ad#ertising the "roduct has great
influence on consumer to attract to$ards the "roduct&
#. BEST WAY OF ADVERTISING FRO$ INTERNET:
+t has been obser#ed that com"an% ado"t mostl% official $eb site
rather than $eb site as it has a great influence on consumer than "o"
u"s"o" under and $eb banner&
%. BEST WAY OF PERSONA" SE""ING:
+t $as found that sales "resentation is best $a% of selling the
"roduct ne!t to that is intermediar% sales "eo"le $hich also influence on
consumers and ne!t to it is telemarketing&
&. REGU"AR O$$UNIATION WITH THE HE"P OF
PERSONA" SE""ING :
+t $as found that "ersonal selling ha#e influence in maintaining
regular communication $ith "resent consumers&
'. PERSONA" SE""ING HE"PS IN INF"UENING THE
HANGES IN THE PRODUT:
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+t $as obser#ed that "ersonal selling "rocess ha#e great influence
on the com"an% to inform the changes in the "roduct line to the
consumers&
(. PERSONA" SE""ING HE"PS IN "EARING DOUBTS
ABOUT THE PRODUT:
+t $as obser#ed that "ersonal selling "rocess hel" to remo#e the
doubts from the mind of the consumers relating the com"an% "roduct and
ser#ices&
). BEST WAY OF SA"ES PRO$OTION OF THE PRODUT:
+t $as obser#ed that free gifts ha#e great influence in sales
"romotion than cou"ons and contest offer&
1*. SA"ES PRO$OTION:
+t is obser#ed that sales "romotion is mostl% targeted to marketing
intermediaries than direct consumers&
11. INENTIVES FOR DISTRIBUTORS AND DEA"ERS:
+t is obser#ed that com"an% mostl% offer holida% "ackages to its
distributors and dealers than free gifts and discounts&
1!. FRE+UENT USE OF SA"ES PRO$OTION AND ITS
NEGATIVE I$PAT:
+t has been obser#ed that com"an% agree that freuentl% use of
sales "romotion ha#e a negati#e im"act on com"an% image&
13. $AINTAINING PUB"I RE"ATION:
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+t has been obser#ed that mostl% use "rint media for "romoting
"roduct for "ublic relation rather tele#ision and radio&
1#. SEPARATE DEPART$ENT FOR ARRING OUT
PUB"I RE"ATION:
+t has been obser#ed that maorit% sa% that there should be se"arate
de"artment for "ublicit%, some sa% no because the% feel that $h% to
kee" se"arate de"artment for "ublicit% as it can be made b%
"romotional strategies&
1%. E,PENSIVE WAY OF PRO$OTION:
+t is obser#ed that ad#ertising is most e!"ensi#e for "romotion
rather than "ersonal selling and sales "romotion&
1&. EFFETIVE WAY OF PRO$OTION:
+t is obser#ed that ad#ertising is the most effecti#e $a% of
"romotion than "ersonal selling, sales "romotion and "ublicit%&
1'. PRO$TION BRINGS BRAND NA$E TO THE
O$PANY:
+t is obser#ed that most of the managers sa%s "romotion bring
brand name to com"an%& /hile some sa%s it doesn.t effect on com"an%
brand name, as ualit% of good "ro#ided b% com"an% bring brand name
of com"an% not b% "romotion&
1(. PRO$OTION BRING AWARENESS ABOUT THE
PRODUT:
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+t is obser#ed that "romotion hel"s in bringing a$areness of the
"roduct but some res"ondent sa%s no as the% think it all de"end on
consumer ho$ much the% are interested to kno$ about the "roduct&
1). PRO$OTION BRINGS "OYA"TY TO THE
ONSU$ERS:
+t is obser#ed that "romotion bring lo%alt% in consumers but some
managers sa% no because the% feel that lo%alt% de"end on it ser#ices
and "roduct not on "romotion&
!*. PRO$OTIONA" SHE$E FOR PRO$OTING THE
PRODUT:
+t has been obser#ed that mostl% com"an% "ro#ide "romotional
schemes to the distributors for "romoting the "roduct&
!1. I$AGE OF THE O$PANY IN PRO$OTING THE
PRODUT:
+t is obser#ed that image of the com"an% hel"s in "romotion of the
"roduct and some sa% it doesn.t effect as the% feel "romotion is not
influenced b% com"an% name and it all de"end on "romotion "olic%&
!!. SPONSORSHIP HE"PS IN PRO$OTION:
+t is obser#ed that s"onsorshi" hel"s in "romoting com"an% and
some of them sa%s no as the% state that s"onsorshi" al$a%s doesn.t hel"
in "romoting com"an%.s "roduct&
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!3. PRO$OTION HE"PS IN INREASING THE SA"ES OF
THE PRODUT:
+t is obser#ed that "romotion of the "roduct increases the sales of
the com"an% as the consumer gets to kno$ about the com"an%.s
"roduct and ser#ices&
!#. "ABE""ING HE"PS IN PRO$OTING THE PRODUT:
+t is obser#ed that labelling hel"s in "romoting of the "roduct as
the consumer find the labelling
!%. ATTENDING FAIR TRADE HE"PS IN PRO$OTION OF
THE PRODUT:
SUGGESTIONS
1. BEST WAY OF ADVERTISING THE PRODUT :
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