CHAPTER IINTRODUCTION

Introduction

The new millennium will be the most challenging era for most of the companies delivering goods and services to the customers directly through their network. In the present context customers have different option to select and buy a product. As the competition increases day by day, it will be one of the best alternatives to sell the product or services in an institutional market. An institutional market may be in simple terms defined as �large buyers (such as hotels, hospitals, schools and universities) who purchase goods and services but it is not so easy to attract the customers in the institutional marketing of the product or service. For that, an effective marketing strategy must be developed. Marketing strategy may be defined as the process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a substantial competitive advantage.

Marketing strategies serves as the fundamental factor of marketing facts designed to fill markets needs and reach marketing objectives. Plans and objectives are generally tested for measurable results.

The study has been carried out in Master Mind Technologies, Alappuzha which is one of the leading computer dealers in Alappuzha district and has many branches in the district.

Objectives of the Study

The primary objective of the study is to analyze the impact of marketing strategy in institutional sales, which is very essential in the modern business world.

The other objectives are, To analyze whether the organization is having effective strategies to sell their products on the institutional marketTo identify the factors which influences the development of strategiesTo analyze the variation in sales on adoption of different marketing strategies in the institution Significance of the Study

The major significance of the project is to collect information about impact of marketing strategies in sale of product or services in institutional market. It is significant since it is profitable to both company as well as the customers in the institution. As the company sells their product/service in bulk to the institution, they have large turnover which helps them to increase profit on the other hand while it is sold in bulk, the company gives same offers/reductions which is beneficial to the customers. There the study helps to analyze the impact created by different strategies used in sale of product in institutional market. Scope of the Study

The study helps to analyze the impact created by marketing strategies in sale of a product/service in institutional market. It helps to improve the sale of a product/service. In the view of customers, they receive certain offers/reductions on purchase of product.

Methodology of the Study

Methodology refers to various methods used by the researches right from the date of collection and various techniques and so on. The required data for the study are collected from primary data and secondary data.

Primary Data These data are those which are collected fresh and for the first time and thus happen to be original in character.Methods of collecting Primary Data,Observation MethodInterview MethodQuestionnaire Method

Secondary Data These data are those which have been already been collected by someone and this data has already been passed through a statistical process. Methods of collecting secondary data Technical and trade journals ,books ,diaries, magazinesReport prepared by research scholars, economists etc in different fieldsCompany websiteSampling Sampling is the process of selecting certain number of items from the given population. The sampling method used is convenience sampling since it can be done on the convenience of the persons associated with the study. Sample Size The sample size used in the study is 30 institutional customers of Master Mind, Alappuzha

Tools used for the Study The mathematical tools used in the study is simple percentage analysis and for graphical representation, bar diagram is used Limitations of the Study

If the managers are busy with their official programs, it may become difficult to spare their time for a detailed discussion.In order to get a detailed knowledge about an organization, the researcher must visit many institutions which are dispersed in several areas, so travelling and lack of time may become major problems faced by the researcher.Lack of experience of the researcher.

CHAPTER IIPROFILES

Industry Profile Since its invention in 1948, electronic computers have changed the way world works. It is undoubtedly one of the top ten greatest inventions of mankind. Today we cannot even think to live without computers. Originally designed for defense purposes during World War II, the machine called computer has become an indispensable part of our daily lives, and its uses are almost beyond comprehension itself. Present day computers are used to work, to play, to have fun, to shop, to study, to talk, to date and to generally do anything one can think about. Computers have replaced human beings in so many fields that it is easy to list those tasks where it has failed to replace humans till date. Thankfully computers cannot replace humans in those fields where feelings, taste, experience, judgment and creativity are required. However efforts are on to add these attributes as well to computer.

First computer in India Even though the world got introduced to the computer technology in late forties, India bought its first computer in 1956 for a princely sum of Rs 10 lakh. It was calledHEC-2M and was installed at Calcutta's Indian Statistical Institute. It was nothing more than a number crunching machine and was huge in size. The dimensions of this monster were 10 ft in length, 7 ft in breadth and 6 ft in height. It played a critical role in formulating annual and five-year plans by the planning commission, and in top-secret projects of India's nuclear program. Moreover, it went on to turn out India's first generation of computer professionals. It was at least ten thousand times slower in solving even simple problems than today's machines. But it set the stage for the development of computers in India.

The HEC-2M also played a pivotal role in the statistical data processing that formed the bedrock of the five-year plans. India's weather forecasting model, too, based on statistical analysis of meteorological data, was developed on it. Most importantly, the same machine was used to design the next generation of computers, including India's first indigenous computer, the 'TIFRAC' (or Tata Institute of Fundamental Research Automatic Computer), in 1962. From that point in time, today India has come a long way. Today almost every office desk in India has a PC and government�s computer policies shows its sincere efforts to reach out to every village in the country. For a nation like India which is geographically big and culturally and linguistically so varied, computer technology has proved to be a great tool of overall development. Successful efforts are made at government as well as non-government level to use this technology for the benefit of the Indian society. INSTITUTIONAL MARKETING Consumer durables and fast-moving consumer goods (FMCG) companies are now resorting to extreme hype to stand out in a fairly saturated market. Institutional marketing where companies promote their products in other organizations, companies or institutions is increasingly relying on two or three day product displays in medium to large corporate companies. A typical event, with attractive dea

ls and discounts thrown in, would give a gamut of products instant visibility especially new or dull products.An institutional market includesSchoolsCollegesHospitalsCharitiesClub���etc

Institutions today are a lot more exciting than they were decades ago! If you take a close look, you will see just how dramatic the transformation has been. Healthcare is evolving continuously. Hospitals are no longer cinder blocks, tile floors and pale green paint�they are now on the leading edge in architectural design and the services they provide. Many medical clinics have high-tech systems that enable the staff to share and/or access your medical records from anywhere in the country.

College students can choose to take classes on-site or online. They have bookstores filled with logo apparel, school supplies, electronic equipment, and gourmet coffee and food offerings. College students 40 years ago had bookstores filled with�books. Dormitories were sparse and primitive compared to residence halls today that provide refrigerators, microwaves, lounges, and private baths.

The Institutional Market Is Big and Growing

If institutions could be placed in a single SIC category, you would see that in 2005 spending in the B2i segment was $4.1 trillion�approximately one-third of GDP. Given the incredible size of the segment, you�re probably wondering why you haven�t read or heard about it. The fact of the matter is that the purpose-driven economy is invisible or obscured in government data; non-profit organizations don�t pay taxes and many of them aren�t required to file forms with the IRS.

In today�s fast-paced and highly competitive environment institutional marketing helps to cop up with the competitive situations faced by the firm and so institutional marketing is an aid to improve the sales and thereby increase the profit of the organization.

Company Profile

Master Mind believes in offering solutions, started in 1990, come a long way from distributing computer systems to offering comprehensive info tech solutions. We have complete manufacturing and testing facilities and a dedicated team of support professionals. A network of re-sellers and advertising support gives the Company high visibility and market reach. An Authorized Premier Technology Provider, the maturity of a decade in the horizon of Information Industry, focused in Hardware, Networking products, System software and system integration.

Master Mind has the certified technical prowess to diagnose, analyze and trouble shoot in the areas of Network traffic, congestion Solutions and Conferencing. Today we are suitably poised to access evolving market needs in emerging high skillset specialized areas like System optimization, Server integration, Ne

twork consultancy, Storage solutions.

Master Mind is one of the pioneers in Kerala with more than Twenty one years of experience in computer related services. Our services include hardware installation, software development and Computer related solutions.

Master Mind is  recognized as Gold Partner by Intel Corporation, OEM System Builder Partner by Microsoft Corporation, Business Partner  of DELL ,LG Electronics, Wipro, HCL Frontline Division � HCL Info systems Ltd, Tally and  authorized Dealer for Epson, Canon, Samsung, APC,i-ball, Wep  and  V-Guard.

Product Profile

Product range includes:Dell, HCL, IBM, Wipro, Compaq, HP, Acer and Lenovo computersHP, Epson, Canon, Samsung TVSE, Wep range of printersMicrosoft, Sify, Tally application software,Ace, Dax & D-Link ModemsBelkin, 3 Com, D-link and Compex network productsSamsung Colour Monitor, Hard Disk, and DVD R/W drivesLg, Samsung Colour Monitors, and DVD R/W drivesCreative, Altac Lancing and IBall Multimedia ProductsMicrosoft, Logitech, Iball, I Smart, Kingston, Umax, Acer, Benq peripheralsAPC, V-Guard, Wipro and I-ball Power backup devicesSecurity solutions of leading brands

Competitors Profile

Oxygen Computers ,Near Iron bridge, AlappuzhaTechcom Computers,Near Kannanvarky bridge , AlappuzhaAlpha net systems , Cherthala

CHAPTER IIITHEORITICAL FRAMEWORK

Market -The conceptA Market is one of many varieties of systems, institutions, procedures, social relations and infrastructures whereby parties engage in exchange. While parties may exchange goods and services by barter, most markets rely on sellers offering

their goods or services (including labour) in exchange for money from buyers. It can be said that a market is the process in which the prices of goods and services are established.

Marketing �The Concept Marketing is the process which creates, communicates, delivers the value to the customer, and maintains the relationship with customers. 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.

Institutional Marketing-Definition An Institutional Market consisting of schools, universities, hospitals, charities, clubs and similar organizations which buy goods and services for use in the production of their own goods and services.

Marketing strategy Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.

Developing a marketing strategy

Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are becoming shorter as the speed of change in the environment increases. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. Marketing strategy involves careful scanning of the internal and external environments. Internal environmental factors include the marketing mix, plus performance analysis and strategic constraints. External environmental factors include customer analysis, competitor analysis, target analysis, as well as evaluation of any elements of the technological, economic, cultural or political/legal environment likely to impact success. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement. Besides SWOT analysis, portfolio analyses such as the GE/McKinsey matrix or COPE analysis can be performed to determine the strategic focus. Once a thorough environmental scan is complete, a strategic plan can be constructed to identify business alternatives, establish challenging goals, determine the optimal marketing mix to attain these goals, and detail implementation. A final step in developing a marketing strategy is to create a plan to monitor progress and a set of contingencies if problems arise in the implementation of the plan.

Types of Marketing Strategy Marketing strategies may differ depending on the unique situation of the individual business. However there are a number of ways of categorizing some generic strategies. A brief description of the most common categorizing schemes is presented below:Strategies based on:Market Dominance In this scheme, firms are classified based on their market share or dominance of an industry. Typically there are four types of market dominance strategies:Leader-Market leadership is the position of a company with the largest market share or highest profitability margin in a given market for goods and services.Challenger-Market challengers are seen as those firms in an industry/market which are next, in terms of market share, to the leaders and are actively challenging the leaders for their dominant positionFollower-not all runner up companies want to challenge the market leader. The followers can learn from the leaders successes and failure and copy or improve on the leaders product and programs, usually with less investment. Niche- Marketing niche strategy looks at this characteristic which may be no more complicated than a very simple need.Porter generic strategies Michael Porter assessed strategy on the dimensions of strategic scope and strategic strength .Strategic strength refers to the breadth of market penetration while strategic strength refers to the firm�s sustainable competitive advantage. He felt three types were important:Cost leadership-Strategy used by businesses to create a low cost of operation within their niche. The use of this strategy is primarily to gain an advantage over competitors by reducing operation costs below that of others in the same industry.

Product differentiation � Development or incorporation of attributes (such as benefits, price, quality, styling, service, etc.) a product�s intended customers perceive to be different and desirable. Advertising and promotion of a product is based on its differentiating characteristics.

Market segmentation - The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customersn the targeted segment.

Innovation strategies This deals with the firm's rate of the new product development and business model innovation. It asks whether the company is on the cutting edge of technology and business innovation. There are two types:

Pioneers-An effective marketing program begins with a solid plan.  If you choose to work with Pioneer Strategies, first step will be to develop a well-thought-out strategy that clearly defines what you want to accomplish, why you want to accomplish those things, and how we can achieve your goals.

Close followers- not all runner-up companies want to challenge the market leaders. The close followers can learn from the leader�s successes and failure and copy or improve on the leader�s product and programs usually with less investment.

Growth strategies In this scheme we ask the question, �How should the firm grow?� There are a number of different ways of answering that question, but the most common gives four answers:

Horizontal integration- Horizontal integration occurs when a firm is being taken over by, or merged with, another firm which is in the same industry and in the same stage of production as the merged firm.Vertical integration- Vertically integrated companies in a supply chain are united through a common owner.Diversification- Diversification is a form of corporate strategy for a company. It seeks to increase profitability through greater sales volume obtained from new products and new markets.Intensification- Nearly all organizations that require clients or other supporters to function will engage in some form of marketing. This marketing is designed to both raise awareness of the organization, or of its products and services.

Examples of marketing strategies Some of the most common methods of marketing strategies are as follows,

Website Design-The media or method used to create the appearance of a web site can have a direct influence on its usability and visibility. The website must be attractive

Advertising-It is a form of communication used to encourage or persuade an audience (viewers, readers or listeners) to continue or take some new action.

Public Relations-It is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc.

Location Promotion- This term really refers to any way that the customer can obtain a product. The ease and options through which you can make your product available to your customers will have an effect on your sales volume.

Social Networking-The use of dedicated websites and applications to communicate informally with other users, or to find people with similar interests to oneself.

Pricing-Activities aimed at finding a product�s optimum price, typically including overall marketing objectives, consumer demand, product attributes, competitors' pricing, and market and economic trends.

Live Events-It is the application of project management to the creation and development of festivals, events and conferences.

Packaging-Practice of combining several related goods or services into a single offer. The packaging adopted by the firm must be good looking and attractive to attract customers to the product.

CHAPTER IVDATA ANALYSIS AND INTERPRETATION Data analysis refers to the computation of certain of indices or measure along with searching for patterns of relationship that exists among the data gr

oups. After collecting and analyzing the data, the researcher has to accomplish the task of drawing inferences. This has to be done very carefully, otherwise misleading conclusions may be drawn and the whole purpose of doing the research may get vitiated. It is only through interpretation that the researcher can expose relations and processes that underline his/her findings. Analysis and interpretation go by hand in hand. Hence both of them are very important as far as the researcher is concerned. Interpretation is essential for the simple reason that the usefulness and the utility of research findings lie in proper interpretation. The task of interpretation is not an easy job; rather it acquires a great skill and dexterity on the part of researcher. Interpretation is an art that one learns through practice and experience.

1. Table showing the Experience of customers with Master Mind Technologies

Years Responses percentage1-2 6 202-3 4 133-5 4 135years&above 16 54Total 30 100Source: Primary data Table 4.1

Interpretation: From the above table, it is clear that about 20%of respondents have purchase experience with Master Mind for 1-2 years. Each of 30% of respondents has purchase experience 2-3 years and 3-5 years and about 54%of the respondents have purchase experience with Master Mind Technologies for 5 years and above. Thus it is inferred that, majority of the respondents that is 54% have purchase experience with Master Mind Technologies for 5 years and above.

Graph showing the Experience of customers with Master Mind Technologies

Figure 4.1

2. Table showing the mode in which respondents came to hear about Master Mind

Opinion Responses percentageAdvertisement 10 33From friends/relatives 12 40Internet 2 7Other promotional techniques 6 20Total 30 100Source: Primary data Table 4.2

Interpretation: From the above table, it is evident that 33% of respondents opined that they came to know about Master Mind through Advertisements and 40% of respondents have the opinion that they came to know about Master Mind through friends/relatives of staffs working in the institutions. Only 7% and 20% of respondents came to know about Master Mind from internet and other promotional technique respectively. Thus we can Interpret that majority is 40% of respondents opined that they came to know about Master Mind technologies from friends/relatives of staffs working in institutions.

Graph showing the mode in which respondents came to hear about Master Mind Figure 4.23. Table showing the opinion of respondents on selection of Master Mind Technologies for purchase of computers.

Opinion Responses percentageGoodwill 14 47Sales promotion tool 6 20Prices 6 20Location 4 13Total 30 100

Source: Primary data Table 4.3Interpretation:

From the above table, it is clear that 47% of the respondents select the firm because of its Goodwill. Each of 20% of the respondents has the opinion that, they selected this firm because of its sales promotion tools and price. Only 13% of the respondents opined that they selected the firm because of location factors. Thus, it is clear that most of the institutions pointed that they selected this firm because of its goodwill.

Graph showing the opinion of respondents on selection of Master Mind Technologies for purchase of computers.

Figure 4.3

4. Table showing the opinion about the specialty that distinguishes master mind from other dealers in institutional market.

Opinion Responses PercentageQuality 6 20Price 6 20Service 10 33Offers provided 80 27Total 30 100 Source: Primary data Table 4.4

Interpretation:

From the above table, it is clear that each 20% of respondents opined that quality and price is the specialty that distinguishes Master Mind from other dealers.33% of respondent opined that service is the factor that distinguishes Master Mind and 27%of respondents opined that offers provided by the firm is the factor that distinguishes Master Mind from other dealers in Institutional market.

Thus, it is clear that majority of the respondents that is 33% have the opinion that service provided is the factor that distinguishes Master Mind from other dealers in Institutional marketing.

Graph showing the opinion about the specialty that distinguishes master mind from other dealers in institutional market.

Figure 4.45. Table showing the opinion of respondents on whether marketing strategy has impact on sales.

Opinion Responses PercentageYes 30 100No 0 0Total 30 100Source: Primary data Table 4.5

Interpretation:

All of the respondents opined that, �marketing strategy has impact on sales�.

Graph showing the opinion of respondents on whether marketing strategy has impact on sales.

Figure 4.5

6. Table showing the rating of marketing strategy provided by the firm.

Opinion Responses PercentageExcellent 6 20Good 16 53Average 8 27Poor 0 0Total 30 100Source: Primary data Table 4.6

Interpretation: From the above table, it is clear that 20% of respondents rate the marketing strategies provided by the firm as excellent .53% of respondents opined that the marketing strategies provided by the firm is good and 27% of respondents rate the marketing strategies provided by the firm as average and no one has the opinion that the strategies provided by the firm is poor. Thus it is clear that majority of respondents that is 53% rate the marketing strategies provided by the firm as good.

Graph showing the rating of marketing strategy provided by the firm.

Figure 4.67. Table showing the opinion of respondents about the present strategy followed by the firm in Institutional Marketing.

Opinion Responses PercentageExcellent 4 13Good 16 53Average 8 27Poor 2 7Total 30 100 Source: Primary data Table 4.7

Interpretation: From the above table, it is clear that 13% of respondents have the opinion that the present strategy followed by the firm is excellent.53% of respondents opined that the present strategy is good and both of 27% and 7% of respondents opined that the present strategy followed by the firm is average and poor respectively.

Thus we can conclude that majority of respondents have the opinion that the present strategy followed by the firm is good.

Graph showing the opinion of respondents about the present strategy followed by the firm in Institutional Marketing.

Figure 4.7

8. Table showing the opinion of respondents about competition existing in the field.

Opinion Responses PercentageYes 26 87No 4 13Total 30 100Source: Primary data Table 4.8

Interpretation: From the table, it is clear that about 87% of respondents have the opinion that there is competition in this field and only 13% of respondents opined that there is no competition in the field.

Thus, it is clear that majority of the respondents that is 87% opined that competition exist in the field.

Graph showing the opinion of respondents about competition existing in the field.

Figure 4.89. Table showing the opinion of respondents about the communication method followed by the firm.

Opinion Responses PercentageYes 28 93No 2 7Total 30 100Source: Primary data Table 4.9

Interpretation: Majority of respondents that is 93% have the opinion that the communication method followed by the firm is effective.

Graph showing the opinion of respondents about the communication method followed by the firm.

Figure 4.9

10. Table showing the opinion of respondents about the firm�s customer relationship.

Opinion Responses PercentageExcellent 4 13Good 10 33Average 10 33Poor 6 20Total 30 100Source: Primary data Table 4.10

Interpretation: From the above table, it is clear that 14% of respondents have the opinion that the firm�s customer relationship is excellent. Each of 33% of respondents opined that the firm�s customer relationship is good and average and 20% of respondents opined that the firm�s customer relationship is poor. Thus it is clear that equal no: of respondents are of the opinion that the firm�s customer relationship is good and average.

Graph showing the opinion of respondents about the firm�s customer relationship.

Figure 4.10

11. Table showing the opinion of respondents on the essential elements of institutional marketing.

Opinion Responses PercentagePrice 4 13Quality 8 27Timely Delivery 8 27Services provided 10 33Total 30 100Source: Primary data Table 4.11

Interpretation: From the above table it is clear that 13% of respondents have the opinion that price is the essential element in institutional marketing .Each of 27% of

respondents opined that quality staff and timely delivery are the essential element in institutional marketing and 13% of respondents are of the opinion that services provided is the essential element on Institutional marketing.

Thus it is clear that majority of the respondents opined that services provided is the essential element in institutional marketing.

Graph showing the opinion of respondents on the essential elements of institutional marketing.

Figure 4.112. Table showing the opinion of respondents about the price of products sold by master mind.

Opinion Responses PercentageExcellent 4 13Good 10 33Average 16 53Poor 0 0Total 30 100Source: Primary data Table 4.12

Interpretation: From the above table, it is clear that 13% of respondents have the opinion that the price of products sold by Master Mind is excellent.54% of respondents opined that the price of products sold is good and 33% opined that the price is average and there is no respondents of the opinion that the price of products sold by Master Mind is poor.

Thus it is clear that the majority of the respondents have the opinion that the price of products sold by Master Mind is good.

Graph showing the opinion of respondents about the price of products sold by master mind.

Figure 4.1213. Table showing the opinion of respondents about the Quality of products sold by Master Mind in institutional market.

Opinion Responses PercentageExcellent 6 20Good 16 53Average 6 20Poor 2 7Total 30 100Source: Primary data

Table 4.13

Interpretation: From the above table 20% of respondents opined the quality of products sold in institutional market is excellent.53% have the opinion that the quality of products sold is good and 20% opined that the quality of products sold is average. Only 7% of respondents is of the opinion that is quality of product sold in institutional market is poor.

Thus it is clear that the majority that is 53% of respondents have the opinion that the quality of products sold in institutional market is good.

Graph showing the opinion of respondents about the Quality of products sold by Master Mind in institutional market.

Figure 4.1314. Table showing the opinion of respondents about the variation in sale/purchase on adoption of different strategies.

Opinion Responses PercentageYes 22 73No 8 27Total 30 100Source: Primary data Table 4.14

Interpretation: From the above table, we can see that 73% of respondents have the opinion that there is variation in sale/purchase on adoption of different strategies and only 27% of respondents opined that there is no variation in sale or purchase on adoption of different strategies.

Thus we can conclude that the majority of respondents have the opinion that there is variation in sale/ purchase on adoption of different strategies.

Graph showing the opinion of respondents about the variation in sale/purchase on adoption of different strategies.

Figure 4.14

15. Table showing the opinion of respondents about the adequacy of current facilities provided by the firm.

Opinion Responses PercentageYes 24 80No 6 20Total 30 100Source: Primary data

Table 4.15

Interpretation: About 80% of respondents have the opinion that current facilities provided by the firm is adequate .Only 20% of respondents opined that the current facilities provided by the firm are not adequate. Thus, it is clear that the majority of the respondents that is 80% have the opinion that the current facility provided by the firm is adequate.

Graph showing the opinion of respondents about the adequacy of current facilities provided by the firm.

Figure 4.15

16. Table showing the opinion of respondents about whether evolutions of internet help this industry.

Opinion Responses PercentageYes 24 80No 6 20Total 30 100Source: Primary data Table 4.16

Interpretation: From the table we can interpret that 80% of respondents opined that evolution of internet has helped this industry a lot and 20% of respondents have the opinion that the internet does not play any role in this field. Thus we can conclude that majority that is 80% of respondents is of the opinion that the internet has influence in this field.

Graph showing the opinion of respondents about whether evolutions of internet help this industry.

Figure 4.16

17. Table showing the opinion of respondents about the additional services provided by the firm.

Opinion Responses PercentageExcellent 6 20Good 14 47Average 10 33Poor 0 0Total 30 100Source: Primary data Table 4.17

Interpretation: From the table, it is clear that 20% of respondents have the opinion that the additional service provided by the firm is excellent. Each of 47% and 30% of respondents opined that an additional service provided by the firm is good and average respectively. No respondents opined that the services provided by the firm are poor.

From this, we can conclude that majority of respondents have the opinion that the additional service provided by the firm is good.

Graph showing the opinion of respondents about the additional services provided by the firm.

Figure 4.1718. Table showing the rating of respondents about the services provided by the firm.

Opinion Responses PercentageExcellent 6 20Good 14 47Average 10 33Poor 0 0Total 30 100Source: Primary data Table 4.18

Interpretation: From the above table, we can see that majority of respondents that is 47% opined that the services provided by the firm is good.33% of respondents opined that the services provided by the firm is average and only 20% of respondents have the opinion that the services provided by the firm is excellent.

Thus it is clear that majority of respondents that is 47% have the opinion that the service provided by the firm is good.

Graph showing the rating of respondents about the services provided by the firm.

Figure 4.18

19. Table showing the opinion of respondents about the best suited strategy for master mind.

Opinion Responses PercentageLow Cost 8 27Extended Warranty 8 27Gift Voucher 2 6Quality Staff 12 40Total 30 100Source: Primary data Table 4.19

Interpretation: From the above table it is clear that each of 27% of respondents have the opinion that low cost and extended warranty is the best suited strategy for master mind .40% of respondents opined that quality staff is the best suited strategy for Master Mind. Only 7% of respondent have the opinion that gift voucher is the best suited strategy for Master Mind.

Thus, it is evident that majority of respondents that is 40% have the opinion that quality staff is the best suited strategy for Master Mind.

Graph showing the opinion of respondents about the best suited strategy for master mind.

Figure 4.1920. Table showing the opinion of respondents about the best suited strategy in institutional market.

Opinion Responses PercentageCatalog 4 14Social Media Marketing 4 13Store Appearance 4 13Customer Relationship 18 60Total 30 100Source: Primary data Table 4.20Interpretation: From the above table, it is clear that equal no of respondents that is 14% opined that catalogs and social media marketing is the best suited strategy in institutional marketing .Only 13% of respondents opined that store appearance is the suited strategy in institutional marketing and majority that is 60% of respondents are of the opinion that customer relationship is the best suited strategy in institutional marketing.

From this it is clear that majority of the respondents that is 60% is of the opinion that customer relationship is the best suited strategy in institutional marketing.

Graph showing the opinion of respondents about the best suited strategy in institutional market.

Figure 4.20

CHAPTER VFINDINGS, SUGGESTIONS & CONCLUSIONS

Findings

Majority of the respondents are customers of Master Mind for 5 years and above.Majority of respondents responded that service provided is the factors that distinguish Master Mind from other dealers in Institutional market.100% of respondents responded that marketing strategy has impact on sale.Majority of respondents rated the marketing strategies provided by the firm as good.Majority of the respondents have the opinion that the firm�s customer relationship is average.Most of the respondents responded that service provided is the most essential element in institutional marketing.About 80% of respondents have the opinion that there is variation in sale/purchase on adoption of different strategies.Majority of the respondents have the opinion that the current facility provided by the firm is adequate.40% of respondents are not satisfied with the quality of staffs of the firmMost of the respondents is of the opinion that customer relationship is the best suited strategy in Institutional marketing.

Suggestions

The firm must give proper training to the staffs and sales persons to improve their quality.The firm must consider decreasing the price and increase the quality of products sold in Institutional market.The firm can start a 24 hours complaint cell in which customers can register their complaints anytime.In order to increase the popularity of Master Mind, the firm must improve its advertisements through Medias such as T.V, Radio, and Newspaper etc.Customer relationship must be improved since most of the respondent�s rate customer relationship as an essential factor in Institutional marketing.

Conclusion

The project on �Impact of marketing strategies in Institutional Sales� with special reference to sale of computer in Master Mind technologies was focused to find out the impact of Marketing strategies on sale and came to a conclusion that marketing strategies adopted by the firm influence the institutional customers a lot to purchase products from the firm. From the study it was understood that customer relationship is the most influencing factor in Institutional Marketing.

It also helped the researcher to gain knowledge about the various marketing strategies used in Institutional marketing and understand the best suited strategy which must be adopted in Institutional Marketing. By this study the researcher got a clear idea about institutional marketing and strategies used in Institutional Sales

APPENDIX

QUESTIONNAIRE

PERSONAL DETAILS

Name :Sex :Name of institution :Address of institution:Work Experience :

1. How long you have been a customer of Master Mind Technologies?

1-2 years 2-3years 3-5years 5years and above

2. How do you came to hear about Master Mind?

Advertisement from Friends/Relatives Internet Other Promotional techniques

3. Why do you select this firm for purchase of computer?

Goodwill Sales Promotional Tools Prices Location Others (please specify) _______________________________

4. What specialty distinguishes products sold by Master Mind from other dealers in Institutional Market?

Quality Price Services Offers provided

5. Do you have the opinion that Marketing Strategy has impact on sales?

Yes No

6. How do you rate the Marketing Strategies provided by the firm?

Very good Good Average Poor

7. What do you think about the present strategy followed by the firm in Institutional Marketing?

Very good Good Average Poor

8. Is there any competition in this field?

Yes No

9. Does the company have effective communication methods?

Yes No

10. How do you rate the firm�s customer relationship?

Very good Good Average Poor

11. Which is the most essential in Institutional Marketing?

Price Quality Timely Delivery Services Provided

12. What is your opinion about the price of products sold by Master Mind in Institutional Market?

Very good Good Average Poor

13. What is your opinion about the quality of products sold by Master Mind in Institutional Market?

Very good Good Average Poor

14. Whether there is any variation in sale/purchase on adoption of different Strategies?

Yes No

15. Are the current facilities adequate when compared to its competitors?

Yes No

16. Does the evolution of internet help this industry?

Yes No

17. Are you satisfied with the additional services provided by the firm?

Very good Good Average Poor

18. How do you rate the services provided by the firm?

Very good Good Average Poor

19. According to you what is the best suited strategy for Master Mind?

Low cost extended warranty Gift vouchers Quality staff

Others (please specify) ____________________________________

20. In your opinion, what is the best strategy which can be adopted in Institutional Marketing?

Catalogs Social Media Marketing Store Appearance Customer Relationship

Others (please specify) ____________________________________

21. Do you have any suggestions to improve the sale in Institutional Market? (Please specify)______________________________________________

BIBLIOGRAPHY

BOOKS

Biplab S Bose , Handbook of Marketing Management ,Pearson education, 9th edition Philip Kotler and Armstrong , Principles of Marketing The millennium,9th edition J Peter Paul, Marketing Management , Universal book stall,newdelhi, 5th edition

INTERNET SITEShttp://en.wikipedia.org/wiki/Marketing_strategyhttp://www.studymarketing.org/http://www.businessdictionary.com/definition/institutional-market.htmlhttp://www.bmww.com/institution.html