View
90
Download
3
Category
Preview:
DESCRIPTION
Promotion- pushes and pulls strategies"Push or Pull"?Marketing theory distinguishes between two main kinds of promotional strategy - "push" and "pull".PushA “push” promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product.
Citation preview
INTRODUCTION:
Promotion- pushes and pulls strategies
"Push or Pull"?
Marketing theory distinguishes between two main kinds of promotional strategy - "push" and
"pull".
Push
A “push” promotional strategy makes use of a company's sales force and trade promotion
activities to create consumer demand for a product.
The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and
the retailers promote it to consumers.
A good example of "push" selling is mobile phones, where the major handset manufacturers such
as Nokia promote their products via retailers such as Carphone Warehouse. Personal selling and
trade promotions are often the most effective promotional tools for companies such as Nokia -
for example offering subsidies on the handsets to encourage retailers to sell higher volumes.
A "push" strategy tries to sell directly to the consumer, bypassing other distribution channels
(e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and
advertising are the most likely promotional tools.
Pull
A “pull” selling strategy is one that requires high spending on advertising and consumer
promotion to build up consumer demand for a product.
If the strategy is successful, consumers will ask their retailers for the product, the retailers will
ask the wholesalers, and the wholesalers will ask the producers.
A good example of a pull is the heavy advertising and promotion of children's’ toys – mainly on
television. Consider the recent BBC promotional campaign for its new pre-school programmer –
the Fumbles. Aimed at two to four-year-olds, 130 episodes of Fumbles have been made and are
featured everyday on digital children's channel CBeebies and BBC2.
As part of the promotional campaign, the BBC has agreed a deal with toy maker Fisher-Price to
market products based on the show, which it hopes will emulate the popularity of the Tweenies.
Under the terms of the deal, Fisher-Price will develop, manufacture and distribute a range of
Fumbles products including soft, plastic and electronic learning toys for the UK and Ireland.
In 2001, BBC Worldwide (the commercial division of the BBC) achieved sales of £90m from its
children's brands and properties last year. The demand created from broadcasting of the Fumbles
and a major advertising campaign is likely to “pull” demand from children and encourage
retailers to stock Fumbles toys in the stores for Christmas 2002.
NEED OF THE STUDY:
The business world today is a world of competition. A business cannot survive if its
products do not sell in the market. People cannot buy what they do not know about. Not only is
promotion an important tool of marketing, it’s a vital element to any organization. Thus, all
marketing activities are undertaken to increase sales. It’s important to get your name out there,
and allow people a sample of your work.
OBJECTIVE OF STUDY:
To study what promotional Strategies adopted by SUDHAKAR PLASTICS PVT LTD.
To study the level of awareness among the consumers pertaining to sales promotional
Strategies of SUDHAKAR PLASTICS PVT LTD
To assess the consumer satisfaction pertaining to sales promotional Strategies of
SUDHAKAR PLASTICS PVT LTD.
To know the perception of customers regarding SUDHAKAR PLASTICS PVT LTD.
SCOPE OF THE STUDY:
The term Sales Promotional Strategies are its broader sense includes various aspects of
advertising and promotion. The present study will aim at studying various elements which
influence the consumers towards purchasing the product. Although the elements of promotional
mix are comprehensively discussed, the study is dependent on the opinions expressed by the
respondents.
LIMITATIONS OF THE STUDY:
• Since the survey was done only in Nalgonda.So the result obtained may not be taken as
universal suggestion.
• Due to time constraints and busy schedules of the people it was difficult to interact with
them completely
• The sample size was limited.
• The existing customers did not have enough time to spare for the survey.
• Feedback from the respondents may be biased.
RESEARCH METHODOLOGY:
Research methodology describes how the research study was undertaken. This includes
the specifications of source of data, research design, and method of data collection, the sampling
method and the tools used.
SAMPLE DESIGN:
Geographical area:
The study is conducted in Nalgonda District.
Duration of project:
The duration of project work is about 45 days
Sample units:
The sampling units used by the researcher for this research, are those who are using PVC
pipes.
SAMPLE SIZE
The number of samples collected by the researcher is 100 customers
Sampling procedure / Sampling method:
The sampling method used for this study is Simple average sampling, which is selected
according to the easy and convenience of the researcher.
SOURCE OF DATA:
Primary data:
The researcher collected both by direct survey from the Customer’s through
questionnaire. The researcher used structured questionnaire.
Secondary data:
Here the researcher collected secondary data from the company profile, industry
profile and official web sites.
RESEARCH INSTRUMENT:
Research instrument used for data collecting is questionnaire and interview schedule.
Questionnaire
The questionnaire is prepared in a well-structured and non disguised form so that it is
easily understandable and answerable by everyone. The type of questions include in the
questionnaire are open-ended questions, multiple choice questions and dichotomous questions.
Interview Schedule
The interview method of collecting data involves presentation of oral-verbal stimuli and
reply in terms of oral-verbal responses. Then the responses are filled up in the questionnaire, for
further analysis.
FRAME WORK OF ANALYSIS:
STASTICAL TOOLS USED FOR ANALYSIS:
The researcher carries out analysis through various statistical tools. The statistical
analysis is useful for drawing inference from the collected information.
Simple percentage analysis
Bar diagrams
Pie charts
INDUSTRY PROFILE:
INDIAN PIPE INDUSTRY:
The Indian pipe industry....Reaping the benefits of good time
with the growing consensus that the worst of the financial crisis behind us and demand for oil &
gas products on an upward trend especially from the developing world, the need for new
exploration and production (E&P) has reinvigorated. In addition, the recent political turmoil in
the Middle East and North African (MENA) region has critically pushed the crude oil price
above US$100 per barrel benchmark leading to further interest in high cost offshore drilling
activities which is back on full scale. In North America and other parts of the world including
India, shale gas discoveries and extraction is creating a whole new market for pipes that needs to
be connected with existing network. The replacement demand market for pipes from the matured
markets has remained consistent throughout the volatile period on the back of higher
infrastructure spending. In India, the government is focused on developing pipeline network by
increasing the availability of city-based gas distribution (CGD) and is aiming to cover
approximately 200 cities by 2015. Also, with the pipeline network of India for oil & gas
transport being lower at 19,103 kms as on April 2010, (32% penetration level) it represents a
huge scope for growth for the pipe industry. As most of the Indian pipe manufacturers are
converters, the industry is highly Raw Material (RM) intensive with the RM cost accounting for
more than 70-80% of the total cost for steel and PVC pipe companies. These companies rely
heavily on imports and hence many steel pipe companies have backward integration facilities to
reduce dependency on imports and price volatility. Freight cost is another key cost component
due to higher imports and exports.
THE EARLY HISTORY OF PVC PIPE
“Many of you have expressed a curiosity about the historical development of PVC pipe. In
response to your requests, we provide you with this brief early history of PVC pipe and fittings.
PVC was discovered as early as 1835, but the first definite report of the polymerization of vinyl
chloride did not come until about 35 years later. At that time, the material was reported to be an
off-white solid that could be heated to 130 degrees C without degradation.
PVC remained a laboratory curiosity for many years, probably because of its intractable nature.
The polymer was inert to most chemicals and very tough (strong). These properties eventually
led scientists to consider PVC for applications where durability and toughness were desirable.
In 1912 the first industrial developments were initiated in Germany. Throughout the 1920’s,
attempts were made to use PVC copolymers that easier to process than PVC. These early
attempts were only marginally successful.
By 1932, the first tubes made from a PVC copolymer were produced. Nearly three years later the
first PVC pipes were produced using a roll mill and hydraulic extruder. This two step process
involved melting the PVC powder on a roll mill and rolling the sheet produced up to a billet. The
PVC could then be processed in a discontinuously working ram extruder to make pipe. This
process was adapted from that used for celluloid and was really ill-fitted for PVC. As a result,
the products were often of dubious quality.
Never-the-less, these early PVC pipes were deemed suitable for drinking water supply piping
and waste water piping because of their chemical resistance, lack of taste or odor and smooth
interior surface. From 1936 to 1939 over 400 residences were installed with PVC drinking water
and waste pipelines in central Germany.
PVC PIPE MANUFACTURING AND TESTING
PVC pipe and its many applications can be better evaluated and appreciated with an
understanding of the technology behind the product. Through research, development, and
experience, the technology in the PVC pipe industry has advanced and matured. PVC pipe
manufacturers must exert a continuing effort to insure that engineers, contractors, operators, and
users possess a complete understanding of advantages and limitations of the product. In this
interest, manufacturing processes, standard specifications, quality control and test requirements,
packaging, and shipping are reviewed.
MANUFACTURING PROCESSES
The technology of PVC pipe manufacturing processes is extensive and involved. It can be traced
from oil or gas wells through petrochemical plants to the PVC compounding operations and
finally to the automated extrusion, molding, and fabrication operations before a finished PVC
product is ready for testing, inspection, and delivery.
As defined in Chapter II, PVC pipe is produced from a blend of materials whose major
ingredient is polyvinyl chloride. Other ingredients, which may be compounded with the PVC
resin, include stabilizers, pigments, lubricants, processing aids, and functional additives. Each
ingredient is used to impart specific processing characteristics or enhance specific finished
product properties. For instance, functional additives maybe used to increase the modulus of
elasticity of the PVC material. The proportions of these minor ingredients will vary from
compound to compound. The formulations, which stipulate the proportions and actual
ingredients used in given PVC pipe compounds, are developed to provide specific properties.
dictated by application. As described in Chapter II, properties for PVC compounds are
established in ASTM D 1784, D 3915, or D 4396.
BRIEF INFORMATION ABOUT PVC PIPES
Polyvinyl chloride (PVC) piping is the most widely used plastic piping material PVC
piping systems are:
Cost Effective.
Easy to install and Handle.
Provide long service life.
Environmentally sound.
PVC pipes are manufactured by extrusion in a variety of sizes and dimensions they
generally sold in 10’ and 20’ length. PVC pipes are available in both solid boll and cellular core
construction. Cellular core construction involves the simultaneous extrusion of at least three
layers of material into the pipe wall, a solid outer layer, a cellular core intermediate layer and a
solid inner layer level. PVC pipe is made to confirm to various ASTM standards for both
pressure and non pressure applications.
HOW TO MAKE PVC PIPE?
A polyvinyl chloride (PVC) is made from a plastic and vinyl combination material. The
pipes are durable, hard to damage and long lasting. A PVC pipe dose not rust, Rot or rare over
time. For that reason PVC piping is mostly used in water system, underground wiring and Sewer
lines.
HISTORY OF PVC
Polyvinyl Chloride commonly abbreviated as PVC, is a thermoplastic polymer. It is a vinyl
polmer constructed of repeating vinyl groups (ethenyls) having one of their hydrogens replaced
with a chloride group.
Polyvinyl chloride is third most widely produced plastic, after polyethylene and
polypropylene. PVC is widely used in construction because it is cheap, durable, and easy to
assemble. PVC Production is expected to exceed 40 million tons by 2016.
It can be made softer and more flexible by the addition of plasticizers the most widely
used being phthalates. In this form, it is used in clothing and upholstery, and to make flexible
hoses and tubing, flooring, to roofing membranes, and electrical cable insulation. It is also
commonly used in figurines and in inflatable products such as waterbeds, pool toys, and
inflatable structures.
INVENTION OF PVC PIPES ?
Polyvinyl chloride (PVC) was first developed in 1925 by B.F. Good Rice, Dr. Waldo;
these two people invented a method for bounding metal and rubber. After blending materials
together we able to create strong and flexible material in the late 1930’s PVC were found to have
great shock absorbing abilities. This discovery lead to the creation of long lasting PVC pipes. In
the early 1936’s PVC pipes were installed for drinking water. Because of the durable nature of
the PVC pipes.PVC pipes were put in general use in the mid 1950’s. Over the next few decades
improvements in the composition and manufacturing process of PVC pipes made it a common
choice for new residential buildings.
The manufacturing of PVC pipes had a greater impact on its use. The original methods of
making PVC pipe was to melt a powdered form of PVC and they role it this method was
cumbersome and expensive it gave rise to the ram extruder method in which the melted PVC is
pushed through a mole to give it a uniform shape. New types flexible plastics were developed in
the 1960’s that increase flexibility.
COMPANY PROFILE:
SUDHAKAR Group of Industries situated at Suryapet, Andhra Pradesh, INDIA, playing
a significant role in PVC & HDPE pipe sector. SUDHAKAR Group established in 1971 with a
product range to manufacture Electrical Conduits. Over the years the group emerged as a
potential leader in Rigid PVC Pipes & HDPE pipes and fittings and also made its foray into
different piping system solutions. Promoted by a visionary entrepreneur, this group has played a
pioneer role in the field of PVC & HDPE piping products.
By being innovative and quality conscious, SUDHAKAR Group distinguished itself from other
organizations as a company having an inbuilt culture of High Customer Care.
SUDHAKAR has now progressed from strength to strength, and has bagged many
prestigious awards, millions of happy and satisfied customers and attained leadership in this field
of PVC & HDPE Pipes & Fittings. Nationwide dealership network and service back up facilities,
dedicated sales force and timely delivery makes SUDHAKAR more closely to customers.
SUDHAKAR has commitment in manufacturing high quality uPVC pipes & fittings for
Potable water supply, SWR pipes & Fittings, uPVC Electrical Conduits & Fittings, uPVC Blue
Threaded Casing pipes, uPVC Under Ground Drainage piping systems, Lead free UPVC
Plumbing system as per ASTM standards, CPVC piping systems, HDPE pipes, Telecom Ducts,
Micro Irrigation Systems, Water Storage Tanks, Soft PVC pipe etc. Our mission is to achieve
sustainable and profitable growth through innovation, world class products and services of
exceptional value to our customers and to be as a Solution provider for all types of piping
systems.
Shri. Meela Satyanarayana – Founder
Shri. Meela Satyanarayana, the founder of the group is a freedom fighter, teacher turned
businessman and industrialist. His contribution to the plastics industry especially in the Southern
India is acclaimed by many organizations. President of Andhra Pradesh Plastic Manufacturers
Association in 1984, Joint Secretary of All India PVC Pipes Manufacturers Association, New
Delhi in 1985. He is the first entrepreneur to start a PVC pipe manufacturing unit in Andhra
Pradesh. Municipal Chairperson of Suryapet for the Period 1989 – 92, and present term 2006-
2010, Chairmen and Founder of the Sudha Co-Operative Urban Bank Ltd. Suryapet, Andhra
Pradesh. He is recipient of many awards such as
"Bharata Ratna Makshagundam Vishveshwaraiah Memorial Small Scale Entrepreneur
Award"
"Vijayaratna", "HMA Small Scale Entreprenuer Award"
Best Industrialist Award. Govt of Andhra Pradesh, India.
Shri. Meela Satyanarayana is a self made Industrialist and is a good manager. His valuable
suggestions and advices to the boards of all companies will always enhance the managerial
capabilities of the Boards.
BOARD OF DIRECTORS
Founder: SHRI. M. SATYANARAYANA
MANAGING DIRECTORMr. Vikas
EXECUTIVE DIRECTORMr.K.C. SRIVASATAVA.
MR. RAJASHEKHARMARKETING MANAGER
Other Members
Mr. S Padmanabham.
Mr.M.Ravi Kumar.
Mr. B. SHIVA.
SudhakarpolymersLtd.
Sudhakar polymers Ltd.closely held public limited company incorporated in the year 1995-96 to
manufacture 10000 Metric tons of PVC pipes and 2000 Metric tons of PVC fittings for various
applications such as pressure pipes and fittings, non pressure pipes and fittings for Soil and
Waste discharges. A major Govt. Supplier to Andhra Pradesh Panchayat Raj department and
other bodies. The present capacity of the unit is to manufacture 10000 Metric tons of the Rigid
PVC pipes of various dia meters for various applications, 2000 Metric Tons of Rigid PVC
fittings for agriculture and sanitary applications. The company manufactures 40mm to 400mm
Rigid PVC pipes for Irrigation, water supply, Casing, and Sanitary purpose. Apart from them it
manufactures Rigid PVC Blue threaded pipes for Casing application. The company is located
near the Industrial Estate of Serape town and the total area of the firm is nearly Ac. 6.20. The
firm has full equipped laboratory for testing the Rigid PVC pipes confirming to IS: 4985:2000,
IS: 12818 and IS: 13592 and fabricated PVC fittings confirming to IS: 10124.
PRODUCTS:
We are manufacturing of -SWR Pipes & Fittings -Rigid PVC Pipes & Fittings -Rigid
PVC Plumbing Pipes -UPVC SWR Pipes & Fittings -UPVC Casing Pipes -UPVC Blue
Threaded Pipes -PVC Electrical Conduits & Fittings -HDPE Pipes & Fittings -Drip
Irrigation Systems -Sprinkler Irrigation Systems -PP- R Piping System -Telecom Ducts -
Blue Casing Pipes and Drip
Electrical pipes & Fittings
Water pipes & Fittings
SWR Pipes & Fittings
Casing Pipes
HDPE Pipes
Micro Irrigation
PP-Random Piping
uPVC Plumbing
CPVC Plumbing
Water Storage Tanks
Soft PVC Pipe
Drainage Piping
uPVC Ducts & Accessories
Pre Lubricated HDPE
PRODUCTS OF SUDHAKAR
CASING PIPES:
SUDHAKAR Manufacture PVC casing pipes for shallow and medium wells as per the
bureau of Indian standards specification is: 12818 with latest amendments.
These pipes are manufactured and supplied in two variants. The pipes have male and
female trapezoidal thread ends for jointing.
These pipes have high impact and compressive strengths and hence are best suited for all
soils. Light weight and thread joints ease the jointing and installation very quickly and
effectively.
Casing pipes for shallow wells (CS pipes): the casing pipes are suitable for tube wells
with depth up to 80 meter.
Casing pipes for medium wells (cm pipes): the casing pipes are suitable for tube wells
depth from 80 to 250 meter.
ELECTRICAL PIPES & FITTINGS
Non conductor of electricity and prevent electrical shocks.
High mechanical strength for buried and open application.
Non corrosive in nature and are immune to chemical and galvanic corrosion.
Do not support combustion and are self extinguishing.
Light weight to handle, install and transport.
Smooth inner surface for easy wiring. Flexibility for long radius bending long lasting life.
HDPE PIPES
SUDHAKAR HDPE potable water supply pipes are manufactured in accordance with
bureau of India standards specifications is 4984 with latest amendments in the range of 20mm to
315mm in different pressure classes. The pipe is manufactured with virgin pe-63, pe-80
requirements. The smaller diameter pipes are supplied in coils ranging from 25 meters to 500
meters as per customers requirements. The larger diameter pipes are supplied in the standard
lengths of 3 / 6 / 12 meter as per customer’s requirements.
SUDHAKAR HDPE TELECOM DUCTS:
SUDHAKAR permanently lubricated HDPE ducts are best suitable for telecom
application. These pipes are manufactured as per departments of telecommunication
specifications and are supplied in different colors. The sizes are available in 25mm, 32mm,
40mm and 50mm with inner lubrication layer and are supplied with and without rope. These
pipes are used for carrying and casing for optical fiber cable.
FEATURES & ADVANTAGES OF HDPE PIPES:
Light weight and easy to handle.
Tough and flexible.
Inert material and resistant to chemicals.
Durable.
Smooth finish.
PP- RANDOM PIPING
New generation hygienic plumbing system made up of polypropylene random co-
polymer to cater the growing needs of the Indian construction industry. The system is suitable for
higher pressures and higher temperature. The systems are the best alternative for the
conventional, non-hygienic metallic piping systems.
SUDHAKAR PP-RC pipes are available from 20mm to 110mm in different pressure classes
manufactured in accordance with din 8077 and din 8078 specifications. The fittings are
manufactured in accordance with din 16962 and are available in all sizes and shapes.
SUDHAKAR Group of Industries are having well equipped quality testing equipment in their
labs as per the ISI standards for testing of all pipes. The high quality performance is attained with
experienced and qualified staff and skilled workers. SUDHAKAR polymers Itd posses and iso:
9001: 2000 quality systems certifications for manufactures and supply of rigid PVC pipes and
fittings for irrigation, agriculture, industrial, domestic and sanitary applications.
APPLICATION AREAS:
Hot and Cold water plumbing system in construction industry.
Chemical and pharmaceutical industries.
Food and beverages industries.
WATER PIPES & FITTINGS
SUDHAKAR UPVC potable water pipes are manufactured in accordance with bureau of
India standard specifications is 4985: 2000 in the range of 16mm to 400mm in different pressure
classes. The pipes are manufactured with plain socket (selfit) and grooved socket (ringtite). The
selfit pipes are joined with solvent Pipe. The rightite pipes are joind with high quality epdm
rubber ring.
SUDHAKAR SELFIT UPVC PIPES:
SUDHAKAR “Selfit” upvc potable water supply pipes are available in the range of
16mm to 400mm. these pipes available in 2.5kgf/sq. Cm., 6kgf/sq. Cm., 8kgf/sq. Cm., 10kgf/sq.
Cm., 12kgf/sq. Cm., pressure classes. The pipes are manufactured with plain socket (selfit) and
are joined with high quality SUDHAKAR solvent Pipe. The pipes are supplied with socket and
spigot ends avoiding the number of joints. The pipes are joined with solvent Pipe resulting in a
leak proof welded joint.
SERVICES
SUDHAKAR engaged in Design, Execution and Installation of Micro Irrigation projects, Potable
water supply projects, Under Ground Drainage systems. Sudhakar has executed the following
projects in Andhra Pradesh.
Micro Irrigation projects under APMIP scheme in various districts of Andhra Pradesh
Rural water supply scheme of about 100 kms in Nalgonda Dist., Andhra Pradesh
Rural Water supply scheme in Kurnool and Medak Districts
Municipal water supply scheme in Suryapet Municipality under Public Health and
Engineering
Lift Irrigation Scheme in Miryalguda, Nalgonda Dist., A.P.
Lift Irrigation Scheme in Anantapur District
REVIEW OF LITERATURE:
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."
For business to consumer marketing, it is "the process by which companies create value
for customers and build strong customer relationships, in order to capture value from customers
in return". For business to business marketing it is creating value, solutions, and relationships
either short term or long term with a company or brand. It generates the strategy that underlies
sales techniques, business communication, and business developments. It is an integrated process
through which companies build strong customer relationships and create value for their
customers and for themselves.
Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the
customer as the focus of its activities, marketing management is one of the major components of
business management. Marketing evolved to meet the stasis in developing new markets caused
by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing
strategies requires businesses to shift their focus from production to the perceived needs and
wants of their customers as the means of staying profitable.
The term marketing concept holds that achieving organizational goals depends on knowing the
needs and wants of target markets and delivering the desired satisfactions. It proposes that in
order to satisfy its organizational objectives, an organization should anticipate the needs and
wants of consumers and satisfy these more effectively than competitors.
The term developed from an original meaning which referred literally to going to a market to buy
or sell goods or services. Seen from a systems point of view, sales process engineering marketing
is "a set of processes that are interconnected and interdependent with other functions, whose
methods can be improved using a variety of relatively new approaches."
Introduction to Marketing
Marketing is an important socio-economic activity with history of many centuries. It is an
essential activity for the satisfaction of human wants and for also raising social welfare.
Production is the base of marketing. It supplements production activities by distributing goods
and services.
Marketing links producers and consumers together for mutual benefits. It facilitates transfer of
ownership of goods and services to consumers. Production will be meaningless if goods
produced are not supplied to consumers through appropriate marketing mechanism.
Marketing activities are conducted through the medium of money. They are conducted regularly
throughout the world. Modern marketing is global in character. Everyone participates in
marketing activities for the satisfaction of needs / wants.
Promotion- pushes and pulls strategies
"Push or Pull"?
Marketing theory distinguishes between two main kinds of promotional strategy - "push" and
"pull".
Push
A “push” promotional strategy makes use of a company's sales force and trade promotion
activities to create consumer demand for a product.
The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and
the retailers promote it to consumers.
A good example of "push" selling is mobile phones, where the major handset manufacturers such
as Nokia promote their products via retailers such as Carphone Warehouse. Personal selling and
trade promotions are often the most effective promotional tools for companies such as Nokia -
for example offering subsidies on the handsets to encourage retailers to sell higher volumes.
A "push" strategy tries to sell directly to the consumer, bypassing other distribution channels
(e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and
advertising are the most likely promotional tools.
Pull
A “pull” selling strategy is one that requires high spending on advertising and consumer
promotion to build up consumer demand for a product.
If the strategy is successful, consumers will ask their retailers for the product, the retailers will
ask the wholesalers, and the wholesalers will ask the producers.
A good example of a pull is the heavy advertising and promotion of children's’ toys – mainly on
television. Consider the recent BBC promotional campaign for its new pre-school programmer –
the Fumbles. Aimed at two to four-year-olds, 130 episodes of Fumbles have been made and are
featured everyday on digital children's channel CBeebies and BBC2.
As part of the promotional campaign, the BBC has agreed a deal with toy maker Fisher-Price to
market products based on the show, which it hopes will emulate the popularity of the Tweenies.
Under the terms of the deal, Fisher-Price will develop, manufacture and distribute a range of
Fumbles products including soft, plastic and electronic learning toys for the UK and Ireland.
In 2001, BBC Worldwide (the commercial division of the BBC) achieved sales of £90m from its
children's brands and properties last year. The demand created from broadcasting of the Fumbles
and a major advertising campaign is likely to “pull” demand from children and encourage
retailers to stock Fumbles toys in the stores for Christmas 2002.
Customer is the most important person in the whole marketing process. He is the cause and
purpose of all marketing activities. According to Prof. Drucker, the first function of marketing
is to create a customer or market. All marketing activities are for meeting the needs of customers
and for raising social welfare. Marketing itself is a "need-satisfying process". It facilitates
physical distribution and creates four types of utilities viz., Form Place, Time and Possession.
Types of
promotion Explanation
Advertising: Any non personal paid form of communication using any form of mass media.
Public
relations
Involves developing positive relationships with the organization media public. The
art of good public relations is not only to obtain favorable publicity within the
media, but it is also involves being able to handle successfully negative attention.
Sales
promotion:
Commonly used to obtain an increase in sales short term. Could involve using
money off coupons or special offers.
Personal
selling:Selling a product service one to one
Direct Mail
Is the sending of publicity material to a named person within an organization
Direct mail allows an organization to use their resources more effectively by
allowing them to send publicity material to a named person within their target
segment. By personalizing advertising, response rates increase thus increasing the
chance of improving sales. Listed below are links to organization whose business
involves direct mail.
Internet
Marketing
Promoting and selling your services online using various forms of online marketing
techniques such as banner advertisements, videos or social media.
Sponsorship
Where you pay an organization to use your brand or logo. This organization usually
has a high profile so that you know that your brand will be seen by a large audience.
Most common use of sponsorship is with sporting events. The 2012 Olympics being
held in London is being sponsored by a number of organizations such as
McDonalds and Coca-Cola as the event will attract a worldwide audience that will
run into hundreds of millions.
STAGES AND PROMOTION STRATEGIES EMPLOYED.
Introduction
When a product is new the organizations objective will be to inform the target audience of its
entry. Television, radio, magazine, coupons etc may be used to push the product through the
introduction stage of the lifecycle. Push and Pull Strategies will be used at this crucial stage.
Growth
As the product becomes accepted by the target market the organisation at this stage of the
lifecycle the organization works on the strategy of further increasing brand awareness to
encourage loyalty.
Maturity
At this stage with increased competition the organization take persuasive tactics to encourage the
consumers to purchase their product over their rivals. Any differential advantage will be clearly
communicated to the target audience to inform of their benefit over their competitors.
Decline
As the product reaches the decline stage the organization will use the strategy of reminding
people of the product to slow the inevitable
Internet Promotion
The development of the World Wide Web has changed the business environment forever. Dot
com fever has taken the industry and stock markets by storm. The e-commerce revolution
promises to deliver a more efficient way of conducting business. Shoppers can now purchase
from the comfort of their home 24 hours a day 7 days a week.
Owning a website is a now a crucial ingredient to the marketing mix strategy of an organization.
Consumers can now obtain instant information on products or services to aid them in their
crucial purchase decision. Sony Japan took pre-orders of their popular Playstaion 2 console over
the net, which topped a 1 million after a few days, European football stars are now issuing press
releases over the web with the sites registered under their own names. Hit rates are phenomenal.
Promotion & advertising strategy
Promotion is one of the key elements of the marketing mix, and deals with any one or two-way
communication that takes place with the consumer. This article concentrates is a high level
introduction to developing a promotional strategy for your business focusing on advertising and
other 'pull' tactics.
Developing a promotional strategy
Deciding on a marketing communications strategy is one of the primary roles of the marketing
manager and this process involves some key decisions about how who the customer is, how to
contact the consumer them, and what the message should be. These questions can be answered
using a three stage process, which is equally relevant for all elements of the marketing mix:
Segmentation – dividing the marketing into distinct groups
Targeting – deciding which of these groups to communicate with, and how to talk to
them
Positioning – how the product or brand should be perceived by the target groups
Messaging - delivering a specific message in order to influence the target groups
1. Segmentation
Dividing potential customers into discrete groups is vital if you want to increase the success rate
of any communications message. If you don't know who you are talking to, it's unlikely you will
get much of a response. Who are the potential customers? How many sub-groups should you
divide them into? How do these groups differ? Hopefully, most of this information will be
readily available from your market research.
Once you have an idea of the customer, you should further drill down to explore them in more
detail.
What are their media consumption habits? What are their expectations and aspirations? What are
their priorities? How much disposable income do they have? What are their buying habits? Are
they likely to have children? How many holidays to they take a year? How much money do they
give to charity? How can you help them?
This information can be obtained in a variety of ways, from commissioning a specialist market
research agency, to examining sales patterns or social media interactions.
Commonly used market research methods include:
Sales analysis and buying patterns
Questionnaires
Desk research
Website statistics, especially social media
Focus groups
Face-to-face interviews
Specialist market research companies
Once you have built up an accurate picture of your customer, it's time to get their attention…
2. Targeting
For the purposes of advertising, targeting is the process of communicating with the right
segment(s) and ensuring the best possible response rate. The methods you use to target your
audience must relate to your marketing plan objectives - are you trying to generate awareness of
a new product, or attract business away from a competitor?
Methods of marketing communications
Advertising is just one element of the marketing communication arsenal, which can be divided
into the following areas:
Advertising – a mass media approach to promotion
Outdoor
Business directories
Magazines / newspapers
TV / cinema
Radio
Newsagent windows
Sales promotion - price / money related communications
Coupons
Discounts
Competitions
Loyalty incentives
Public relations - using the press to your advantage
Press launches
PR events
Press releases
Personal selling – one to one communication with a potential buyer
Salesmen
Experiential marketing
Dealer or showroom sales activities
Exhibitions
Trade shows
Direct marketing - taking the message directly to the consumer
Mail order catalogues
Bulk mail
Personalised letters
Telemarketing
Point of sale displays
Packaging design
Digital marketing – new channels are emerging constantly
Company websites
Social media applications such as Facebook or Twitter
Blogging
Mobile phone promotions using technology such as Bluetooth
YouTube
E-commerce
Deciding which media channel to use
In nature, evolution occurs most rapidly when competition for resources is intense. The same
process is now occurring with promotional media. All traditional media channels are now
saturated, and competition for consumer attention is intense. At the same time, the impact of any
one medium is becoming diluted. There are many more TV and radio channels, consumer have
the ability to skip adverts and free information is now much more accessible. As a result,
companies are becoming increasingly innovative in their approach to communications and a host
of new media channels have emerged. As a result, media choice is becoming a tricky task, which
is why detailed segmentation is so important - it's no use starting a Twitter campaign if none of
your target market is regular users of the site.
Highly targeted communications often lead to better results. You can usually expect a response
rate of less than 1% for a relatively generic mass mailing. However, personal letters to a handful
of your most loyal customers would lead to a dramatically increased rate of return. When
deciding which media to use consider the reach, frequency, media impact and what you can
expect for your budget but most of all, ensure your target customer will see the message in the
first place. Media choice is a matter of compromise between volumes of people versus the
personalization of the message.
Ensuring your message reflects the stages of the purchasing funnel
Once you have made the audience aware of your brand, work doesn't stop there. The customer
needs to be guided through the purchasing process. This means identifying the key stages in the
customer journey and ensuring communications messages are personalized and relevant.
Integrated marketing communications
Once you have decided which media channel to concentrate on, the next step is to ensure an
integrated approach is taken. Regardless of whether you are promoting a new product or raising
awareness, it's important that all ads across all media work together towards a common goal by
using similar messaging and 'look and feel'. An integrated approach can dramatically increase the
effectiveness of any campaign and will help create your brand image.
Getting the best response
To get the best response from your target market, you need ensuring the message is relevant and
clear – once you've managed to gain the valuable attention of your customer the last thing you
want is for them to be confused about what you're saying. Determine the objectives of the advert
and ensure these aims are addressed clearly. Think about the next steps you would like the
audience to take, whether this is visiting a website, ringing a number, or being able to recall your
brand when they are next in the shops.
3. Positioning
Positioning is the process of developing an image for your company or product. This can be
achieved partially through branding, but it's important to realise that all elements of the
marketing mix combine to provide the full picture. You must ensure that all areas of your
business live up to expectations in order to successfully position yourself in the way you hope.
Positioning also considers the competition, and you need to explain why you are unique in the
marketplace and better than the other products on the shelf.
Branding and messaging
Branding is a powerful tool for positioning your product. Branding is used on almost all
customer facing elements of a product, from the packaging design to the style of writing used on
posters. Every communication a customer received adds up to form a mental picture of your
brand and can influence the price they are willing to pay for your products. This ability to charge
more due to the positioning of your product is known as 'brand equity'. Your branding also needs
to consider your unique selling points (USPs) and ensure these are easily recognized through
your messaging – is your product the best value, longest lasting, sweetest smelling or fastest?
Corporate identity
A corporate identity is a useful tool to ensure that your branding is used in a consistent way
throughout the company. This detailed document runs through almost every conceivable
customer touch point and provides guidance on the presentation and style which should be used.
This could include use of logos, colors, tag lines, uniform and the type of coffee to serve guests.
A CI guide is particularly useful if any creative work it outsourced to agencies or freelancers or
if you have many offices worldwide. The most powerful brands can be identified by many
elements of their communications material, not just a by their logo or slogan and this is due to
successful implementation of a recognizable corporate identity. Recognition is a key part of any
purchase decision so a corporate identity should for a core element of your advertising strategy.
4. Development of the advertising message
Once you have determined the positioning for your brand, it's time to develop the message in
order to influence your target groups. Advertising objectives should be directly linked to your
marketing plan, and tend to fit into the following generic categories:
Inform - raising awareness of your brand & products, establishing a competitive
advantage
Persuade - generating an instant response (usually driving sales)
Remind - to maintain interest and enthusiasm for a product or service
It's a documented fact that creative, well branded, distinctive advertising generates the best
results so ensure you use the best possible creative team you can get your hands on, and give
them a detailed brief. Remember that a message will only be successful if it appeals to the target
audience, so constantly refer back to the customer and tailor the ads to them.
Occupation:
( ) Employee ( ) Business ( ) Student ( ) Others
TABLE:
Occupation No. Of respondents Customer response%
Employees 30 30%
Business 50 50%
Students 10 10%
Others 10 10%
Total 100 100%
CHART:
0%5%
10%15%20%25%30%35%40%45%50%
30%
50%
10% 10%
employees
business
student
others
INTERPRETATION:
The above table represent that the employee respondents are in the study having 30%, the business
respondents are having 50%, the others are 10%, Remaing are Students 05%.
1. Which brand do you prefer for PVC Pipes?
a) Sudhakar PVC b) Sadguru PVC
c) Nandi PVC d) others (specify)
TABLE:S.No Criteria No. of respondents % of respondents
1. Sudhakar PVC 70 70%
2. Sadguru PVC 15 15%
3. Nandi PVC 10 15%
4. others
(specify)
05 05%
Total 100 100%
CHART:
0%
10%
20%
30%
40%
50%
60%
70%
70%
15%10% 5%
Sudhakar PVC
Sadguru PVC
Nandi PVC
others
INTERPRETAION:
The above table shows that the number of respondents are given preference to Sudhakar PVC is
70%, next preference given to Sadguru PVC is 15%, next preference to Nandi PVC is 10%
remaining are followed by others a is 5%.
2. How do you come to know about Sudhakar PVC?
a) Friends and relatives b) outdoor advertisements
b) c) e-media d) advertisements
TABLE:
About Sudhakar No. Of respondents Customer response%
Friends and relatives 25 25%
Outdoor advertisements 10 10%
E-media 25 25%
advertisements 40 40%
Total 100 100%
CHART:
0%5%
10%15%20%25%30%35%40%45%
25%
10%
25%
40%
Response
% of respondents
INTERPRETATION:
The above chart indicates, customers knew Sudhakar PVC from friends and relatives and e-
media and ads. Outdoor advertisements are less. Company should focus on outdoor ads.
3. What is your opinion about the advertisements of Sudhakar PVC?
a) Excellent b) Very good c) Good d) Average ( )
TABLE:
CHART:
0%5%
10%15%20%25%30%35%40%45%50%
10%
25%
45%
20%
excellent
very good
good
average
Advertisements No. Of respondents Customer response%
Excellent 10 10%
Very Good 25 25%
Good 45 45%
Average 20 20%
TOTAL 100 100%
INTERPRETATION:
The following table shows that the numbers of respondents are feeling the advertisement of
Sudhakar PVC average is 20%, very good is 25%, good is 45%, and excellence is 10%.
4. Which is the most effective medium for promoting the product?
a) Advertisement b) Sales promotion c) public relation & publicity
d) Personal selling e) Internet.
TABLE:
S.N
o
Criteria No. of
respondents
% of respondents
1. Advertisement 25 25%
2. Sales promotion 45 45%
3. public relation & publicity 15 15%
4. Personal selling 10 10%
5. Internet 5 5%
Total 100 100
CHART:
0%5%
10%15%20%25%30%35%40%45%50%
25%
45%
15%10%
5%
AdvertisementSales promotionpublic relation & publicityPersonal selling Internet
INTERPRETAION:
The above table shows that the numbers of respondents are given preference to Sales promotion
is 45%, next preference given to Advertisement is 25%, next preference to public relation &
Publicity is 15% remaining are followed by Personal selling and Internet is 10%,
5%.respectively.
5. Are you aware of the offers/schemes conducted by Sudhakar PVC pipes?
a. Yes b. No c. Not Right Now
TABLE:S.No Criteria No. of respondents % of respondents
1. Yes 55 55%
2. No 30 30%
3. Not Right Now 15 15%
Total 100 100%
CHART:
Yes55%No
30%
Not Right Now15%
Response
YesNoNot Right Now
INTERPRETAION:
The above table shows that the numbers of respondents are aware of offers/schemes conducted
by forever soap yes is 55%, no is 30% and not right now is 15%.
6. Did Sudhakar PVC pipes conduct any Road shows?
a. yes b. no
TABLE:
S.No Criteria No. of respondents % of respondents
1. Yes 62 62%
2. No 38 38%
Total 100 100%
CHART:
YES62%
NO38%
Response
YESNO
INTERPRETAION:
The above table shows that the numbers of respondents are said that 62% is yes and 38% is no.
7. How would you choose your preference on the following promotional schemes?
a) Price off b) Discount coupons
c) Cash refund d) Prizes
TABLE:
S.No Criteria No. of respondents % of respondents
1. Price off 20 20%
2. Discount
coupons
30 30%
3. Contents 10 10%
4. scratch card 10 10%
5. Cash refund 20 20%
6. Prizes 10 10%
Total 100 100%
CHART:
Price o
ff
Discount c
oupons
Contents
scratc
h card
Cash re
fund
Priz
es0%
10%20%30% 20%
30%
10% 10%20%
10%
Preference
Preference
INTERPRETAION:
The above table shows that the number of respondents are given preference to Discount coupons
is 30%, next preference given to Price off, Cash refund is 20%, next preference to Contents,
scratch card, Prizes are10% respectively.
8. Do you think that Sales Promotional Strategies that are adopted by sudhakar PVC pipes are
according To the Consumer Perceptions?
a. yes b. no c. can’t say
TABLE:S.No Criteria No. of respondents % of respondents
1. Yes 50 50%
2. No 30 30%
3. Not Right Now 20 20%
Total 100 100%
CHART:
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
50%30% 20%
Yes
No
Not Right Now
INTERPRETAION:
The above table shows that the numbers of respondents are think that Sales Promotional
Activities that are adopted by forever soap are according To the Consumer Perceptions is 50%,
no is 30% and not right now is 20%.
9. Do you think that Sales Promotional Activities has power to influence Sales happening?
a. yes b. no c. can’t say
TABLE:S.No Criteria No. of respondents % of respondents
1. Yes 65 65%
2. No 25 25%
3. Not Right Now 10 10%
Total 100 100%
CHART:
0%
10%
20%
30%
40%
50%
60%
70%
65%
25%
10%
Yes
No
Not Right Now
Series4
INTERPRETAION:
The above table shows that the numbers of respondents are think that Sales Promotional
Activities has power to influence Sales happening is 65%, no is 25% and not right now is 10%.
10. Does Sales Promotion Activities of Sudhakar PVC pipes are better than others?
a. yes b. no
TABLE:S.No Criteria No. of respondents % of respondents
1. YES 64 64%
2. NO 36 36%
Total 100 100%
GRAPH:
YES64%
NO36%
Response
YESNO
INTERPRETATION:
The above table shows that the numbers of respondents are think that Sales Promotional
Activities of Forever are better than others yes is 64%, no is 36%.
11. How is the sales promotion scheme communicated to you?
a) Through sales representative b) Through print media
c) Through e-media d) Through company stall
TABLE:
S.N
o
Criteria No. of respondents % of respondents
1. Through sales representative 20 20%
2. Through print media 20 20%
3. Through e-media 45 45%
4. Through company stall 15 15%
Total 100 100
CHART:
0%10%20%30%40%50%
20% 20%
45%
15%
Chart Title
Through sales representa-tive
Through print media
Through e-media
Through company stall
INTERPRETATION:
The above table shows that the numbers of respondents are think that the sales promotion
scheme communicated by through sales representative is 20 %, through print media is 20%,
Through e-media is 45%, Through company stall is 15%.
12) How do you rate the sales promotional offers given by Sudhakar PVC?
( )
a) Average b) good c) excellent d) poor e) bad
TABLE:
Sales promotional offers No of respondents Customer response%
Average 32 32%
Good 34 34%
Excellent 16 16%
Poor 10 10%
Bad 8 8%
Total 100 100%
GRAPH:
0%
5%
10%
15%
20%
25%
30%
35%
32%34%
16%10% 8%
average good
excellent poor
bad
INTERPRETATION:
The following table shows the number of respondents are feeling the sales promotional offers
given by of Sudhakar PVC good is 34%, average is 32%, excellent is 16%, poor is 10%, bad is
8%.
13. How do you rate forever on following parameters?
Satisfied, Dissatisfied
a) Price-----
b) Distribution Network-----
c) Quality-------
d) Advertising------
e) Promotional schemes-------
TABLE:S.No Criteria Satisfied % of Dissatisfied % of Total
respondents respondents1. Price 70 70% 30 30% 100
2. Distribution Network
65 65% 35 35% 100
3. Quality 80 80% 20 20% 100
4. Advertising 75 75% 25 25% 100
5 Promotional schemes
70 70% 30 30% 100
CHART:
Price Distribution Network
Quality Advertising Promotional schemes
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
70%65%
80%75%
70%
30%35%
20%25%
30%SatisfiedDisSatisfied
INTERPRETATION: The above table shows that the most number of respondents are satisfied
with factors like Price, Distribution Network, Quality , Advertising , Promotional schemes,.
Some respondents are Dissatisfied with factors.
14. Do you recommend Sudhakar PVC to others?
a) Yes b) No
TABLE:
Recommend No. Of respondents Customer response%
Yes 96 96%
No 4 4%
Yes 96%
No 4%
Yes
No
TOTAL 100 100%
GRAPH;
INTERPRETATION:
The above graph indicates that majority of people happy to recommend Sudhakar PVC to others.
15. Which brand do you think is the market leader in PVC Pipes?
a) Sudhakar PVC b) Sadguru PVC
c) Nandi PVC d) others
TABLE:
S.No Criteria No. of respondents % of respondents
1. Sudhakar PVC 65 65%
2. Sadguru PVC 15 15%
3. Nandi PVC 15 15%
4. others
(specify)
05 05%
Total 100 100%
GRAPH:
0%5%
10%15%20%25%30%35%40%45%50%
50%
20%25%
5%
Sudhakar PVC
Sadguru PVC
Nandi PVC
others
INTERPRETAION:
The above table shows that the number of respondents are given preference to Sudhakar PVC is
50%, next preference given to Nandi PVC is 25%, next preference to Sadguru PVC is 15%
remaining are followed by others a is 05%.
16. What is the overall rating you give to Sudhakar PVC Pipes?
a) Best brand b) good brand c) average brand d) poor brand
TABLE:
GRAPH:
0%5%
10%15%20%25%30%35%40%45%
45%
30%
20%
5%
best brandgood brand average brandpoor brand
INTERPRETATION:
The following table shows the numbers of respondents are feeling Sudhakar PVC as a overall
brand good brand is 33, best brand is 45, average brand is 20, poor brand is 2.
FINDINGS:
70% of respondents is given preference to Sudhakar PVC is Best
Overall As Brand No. Of respondents Customer response%
Best brand 45 45%
Good brand 30 30%
Average brand 20 20%
Poor brand 05 05%
TOTAL 100 100%
40% of respondents are given preference to Brand value is best influenced factors.
45% of respondents are given preference to Sales promotion in effective medium.
62% of customers say Sudhakar PVC conducting road shows.
55% customers to aware of the offers/schemes.
The major promotional factor which influenced the customers to choose Discount
coupons.
64% customers say best Sales Promotion Activities conducting Sudhakar PVC better than
others.
According to customers electronic media are consider to be more effective to promote
forever soap.
At overall, most of the dealers rated Sudhakar PVC pipes as Good.
SUGGETIONS:
Promotional activities should be improved like discounts, gifts, prizes etc.
To create awareness among the customers. The company needs to improve
advertisements.
The company should give advertisements through Telugu media, posters, televisions,
hoardings etc.
The company have to directly consultant the painters and retailers and also need to
motivate painters through incentives.
It is advised to stability the Brand name and increase the Quality of the
pipes to attract the middle and lower middle class people.
Change in the perception of the Customers towards Sudhakar PVC.
It is advised to increase promotional schemes to attract more number of
people free contests of the Soap should be carried out effectively.
CONCLUSIONS:
Sales Promotional strategies are an important function of any Organization in today’s Market.
Sales Promotion deals with various promotion techniques for improving the Sales and Brand
awareness of Sudhakar PVC.
Knowing the importance of the Sales Promotions in to-days Market, I want to conclude by
saying that the Sudhakar PVC should carry out the various programs for increasing the Sales of
Sudhakar PVC in the Market.
QUESTIONNAIRE
Name:
Occupation:
1. Which brand do you prefer for PVC Pipes?
a) Sudhakar PVC b) Sadguru PVC
c) Nandi PVC d) others (specify)
2. How do you come to know about Sudhakar PVC?
a) Friends and relatives b)outdoor advertisements c) e-media
advertisements
3. What is your opinion about the advertisements of Sudhakar PVC?
a) Excellent b) Very good
c) Good d) Average
4. Which is the most effective medium for promoting the product?
a) Advertisement b) Sales promotion
c) public relation & publicity d) Personal selling
e) Internet.
5. Are you aware of the offers/schemes conducted by Sudhakar PVC pipes?
a. yes b. no c. not right now
6. Did Sudhakar PVC pipes conduct any Road shows?
a. yes b. no
7. How would you choose your preference on the following promotional schemes?
a) Price off b) Discount coupons
c) Cash refund d) Prizes
8. Do you think that Sales Promotional Strategies that are adopted by sudhakar PVC pipes
are according To the Consumer Perceptions?
a. yes b. no c. can’t say
9 .Do you think that Sales Promotional Activities has power to influence Sales happening?
a. yes b. no c. can’t say
10. Does Sales Promotion Activities of Sudhakar PVC pipes are better than others?
a. yes b. no
11. How is the sales promotion scheme communicated to you?
a) Through sales representative
b) Through print media
c) Through e-media
d) Through company stall
12. How do you rate the sales promotional offers given by Sudhakar PVC?
a) Average b) good
c) excellent d) poor e) bad
13. How do you rate Sudhakar pvc pipes on following parameters?
Satisfied, Dissatisfied
a) Price-----
b) Distribution Network-----
c) Quality-------
d) Advertising------
e) Promotional schemes-------
14. Do you recommend Sudhakar PVC to others?
a) Yes b) No
15. Which brand do you think is the market leader in PVC Pipes?
a) Sudhakar PVC b) Sadguru PVC
c) Nandi PVC d) others
16. What is the overall rating you give to Sudhakar PVC Pipes?
a) Best brand b) good brand
c) average brand d) poor brand
BIBLIOGRAPHY:
SEARCH ENGINES:
www.google.co.in
www.learnmarketing.net
www.altavista.com
WEBSITES:
www.Sudhakar pvc group.com
BOOKS:
PRINCIPLES OF MARKETING : - Philip Kotler
RESEARCH METHODOLOGY : - Donald S Tull & Hawkins
ADVERTISING COMMUNICATIONS
AND PROMOTION MANAGEMENT : - Mc. Graw Hill
Recommended