i

A STUDY ON ADVERTISEMENT AND SALES PROMOTION IN KSE LTD, IRINJALAKUDA

INTERNSHIP TRAINING REPORT Submitted by

AFSAL AZIZ Register No: 098001112003

In partial fulfillment for the award of the degree Of

MASTER OF BUSINESS ADMINISTRATION

IN DEPARTMENT OF MANAGAMENT STUDIES

MAHARAJA ENGINEERING COLLEGE AVINASHI641 654.

AUGUST- 2010

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MAHARAJA ENGINEERING COLLEGE AVINASHI 641654

DEPARTMENT OF MANAGEMENT STUDIES

INTERNSHIP TRAINING REPORT PHASE 1

AUGUST 2010

This is to certify that the Internship training work A STUDY ON ADVERTISEMENT AND SALES PROMOTION IN
KSE LTD, IRINJALAKUDA

Is the bonafide record of Internship training work done by AFSAL AZIZ Register No: 098001112003
Of M.B.A during the year 2010 2011

________________
Project Guide

________________
Head of the Department

Submitted for the project viva-voce examination held on_______________ ____________________ Internal Examiner ________________ External Examiner

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DECLARATION
I affirm that the project work titled, A STUDY ON ADVERTISEMENT AND
SALES PROMOTION IN KSE LTD, IRINJALAKUDA being submitted in partial

fulfillment for the award of MBA is the original work carried out by me. It has not formed the part of any other project work submitted for award of any degree or diploma, either in this or any other university.

(Signature of the Candidate) AFSAL AZIZ Register No: 098001112003

I certify that the declaration made by the candidate is true.

(Signature of the guide)

Mr. S. KUMAR MBA, M.Phil, M.I.S.T.E

Head of the Department Department of Management Studies.

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ACKNOWLEDGEMENT

First and foremost I would like to give my wholehearted and sincere thanks to the ALMIGHTY GOD for helping me throughout this project. I express my gratitude to Thiru. K. PARAMASIVAM B.Sc., Chairman of Maharaja Institutions and Mr.P.SATHIYAMOORTHY BE., MBA, M.S., Correspondent of Maharaja Institutions, who gave me this wonderful opportunity to take up the project. I wish to express my sincere thanks to Principal Dr.N.KUPPUSAMY ME., Ph.D., FIE., who permitted me to do the project. With great pleasure I remember and thank my beloved Lecturer Mr.S.KUMAR, M.B.A, M.Phil, M.I.S.T.E, Head of the Department, Department of Management Studies for the support rendered for all the stages of my project work. Words cant express my heart full gratitude to faculty guide

Mr.S.KUMAR, M.B.A.,M.Phil., M.I.S.T.E, for his valuable guidance and advice to complete the project work in proper manner and also in time. I acknowledge my sincere gratitude to Mr. JOHNY, The Personnel Manager KSE LTD, IRINJALAKUDA, for necessary arrangement for this work. I wish to express my hearty thanks to my parents, sister, my friends and all my well wishers, who have been greatest success of inspiration of every stage of my project work.

(AFSAL AZIZ)

TABLE OF CONTENTS
CHAPTER NO Abstract List of tables List of figures Introduction 1.1 About the study 1 6 8 12 1.2 About the industry 1.3 About the company 1.4 Review of literature Main theme of the project 2.1 Objectives of the study 14 15 16 19 2.2 Scope and limitation of the study 2.3 Research Methodology 2.4 Analysis and Interpretation DESCRIPTION PAGE NO

vi vii ix

Findings, Recommendation & Conclusion

3.1 Findings 3.2 Recommendations 3.3 Conclusion Appendix References

68 69 70

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ABSTRACT The main focus of the study is to analyze and study the advertisement and sales promotion techniques of the company producing variety of products. This study emphasizes on various advertisement and sales promotion methods and Medias that are undertaken by the company. Primary data collection was done through structured questionnaire. Secondary data was collected from company records and internet. The research design used in the study was descriptive research design. The major purpose of description research designs, as it exits at present. Convenience sampling method was followed. Statistical tools applied are simple percentage analysis and weighted average method. Recommendations were provided for improved advertisement and sales promotional methods of the organization. It also includes suggestions to make the advertisement and sales promotion techniques effective. Conclusions were drawn based on the analysis of data collected from the customers who uses the products of the company.

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LIST OF TABLES

TABLE NO. 2.4.1. 2.4.2. 2.4.3. 2.4.4. 2.4.5. 2.4.6. 2.4.7. 2.4.8. 2.4.9. 2.4.10. 2.4.11. 2.4.12. 2.4.14.

TITLE Age of respondents Gender of respondents Educational Qualification Status of respondents Income of respondents Effectiveness of advertising Selection of advertising media Strength of marketing department Advertising Increasing sales Company providing proper advertising Satisfaction towards advertising Effectiveness of television Effectiveness of flux boards

PAGE NO. 19 21 23 25 27 29 31 33 35 37 39 41 45

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2.4.15.

Effectiveness of radio

47

2.4.16.

Sales promotional effectiveness

49

2.4.17.

Sales promotion resulting in sales

51

2.4.18. 2.4.19. 2.4.20. 2.4.21. 2.4.22. 2.4.23. 2.4.24.

Opinion towards sales promotion Selection of proper sales promotion method Effectiveness of CRM Effectiveness of free gifts Effectiveness of vouchers and coupons Effectiveness of discounted prices Weighted average tabulation

53 55 57 59 61 63 65

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LIST OF FIGURES

FIGURE NO. 2.4.1. 2.4.2. 2.4.3. 2.4.4. 2.4.5. 2.4.6. 2.4.7. 2.4.8. 2.4.9. 2.4.10. 2.4.11. 2.4.12. 2.4.13. 2.4.14. 2.4.15. Age of respondents Gender of respondents Educational Qualification Status of respondents Income of respondents Effectiveness of advertising Selection of advertising media Strength of marketing department Advertising Increasing sales Company providing proper advertising Satisfaction towards advertising Effectiveness of television Effectiveness of newspaper Effectiveness of flux boards Effectiveness of radio TITLE

PAGE NO. 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48

2.4.16.

Sales promotional effectiveness

50

2.4.17.

Sales promotion resulting in sales

52

2.4.18. 2.4.19. 2.4.20. 2.4.21. 2.4.22. 2.4.23.

Opinion towards sales promotion Selection of proper sales promotion method Effectiveness of CRM Effectiveness of free gifts Effectiveness of vouchers and coupons Effectiveness of discounted prices

54 56 58 60 62 64