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STUDENT DECLARATION

I undersign DEVASHEESH MUKHERJEE student of MBA here by declared that the research report entitled SALES PROMOTION OF ALCIRCLE is completed and submitted under the guidance of Mr. Narendra Singh (Area Manager) is my original work. The imperial finding in this report is based on the data collected by me. I have not submitted this project report to Amity International Business School, Noida or any other University for the purpose of compliance of any requirement of any examination or degree.

DATE: DEVASHEESH MUKHERJEE PLACE: En. No. A1802009626 MBA III Sem

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ACKNOWLEDGEMENT

The research on SALES PROMOTRION OF ALCIRCLE has been given to me as part of the curriculum in Bachelor Degree in Business Administration. I have tried my best to present this information as clearly as possible using basic terms that I hope will be comprehended by the widest spectrum of researchers, analysts and students for further studies. I have completed this study under the able guidance and supervision of Mr. Narendra Singh (Area Manager, Snowpack) I will be failed in my duty if I do not acknowledge the esteemed scholarly guidance, assistance and knowledge. I have received from them towards fruitful and timely completion of this work. Mere acknowledgement may not redeem the debt I owe to my parents for their direct/indirect support during the entire course of this project. I also thankful to my friend who helped me a lot in the completion of this project.

DEVASHEESH MUKHERJEE

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CHAPTER 1 INTRODUCTION
Marketing is a social and managerial process by which individuals and groups obtain what they need and want, through creating, offering and exchanging Service of value with others. Philip Kotler.

Marketing includes all those activities having to do with effecting changes in the ownership and possession of goods and services. It is that part of economics which deals with the creation of time, place and possession utilities and that phase of business activity through which human wants are satisfied, by the exchange of goods and services for some valuable consideration. American Marketing Association.

Marketing is the process of discovering and translating consumer wants into product and service specifications and then in turn helping to make it possible for more and more of consumers to enjoy more and more of these Service and services.

Marketing consists of analyzing marketing opportunities, researching and selecting target markets, designing marketing strategies, planning marketing programs and organizing, implementing and controlling marketing effort.

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Companies have to identify long and short term marketing opportunities and research the selected market by measuring and forecasting attractiveness of the given market. Having selected the market, the companies need to develop a differentiating and positioning strategy for the target market. The marketing strategy must be transformed into marketing programs by deciding on marketing expenditures and the marketing mix. The final step is organizing the marketing resources and implementing and controlling the marketing plan.

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ALUMINIUM INDUSTRY IN INDIA


Aluminium Industry in the Indian subcontinent is a highly concentrated sector with 5 prominent players catering to the majority of the countrys aluminium production. The country has been witnessing a growing demand for the metal in the domestic market accounting for an enviable growth in the sector. Truly speaking, today the aluminium production in the country is outpacing the demand. Very strangely the per capita consumption of the aluminium metal in India is less than 1kg, whereas the same is estimated at 25 to 30 kgs in US & Europe, 15 kgs in Japan, 10 kgs in Taiwan and 3 kgs in China. Despite the lower per capita demand for the metal in india, there is a heavy demand for aluminium in the domestic market on account of the metal being used in large quantities across a number of industries. Of the total volume required by the domestic market, the power industry makes use of about 44% and the consumer durables and transportation industries consume about 10-12%, while the construction and packaging sectors buy about 17%. The History of Aluminium Production in India Aluminium was discovered long back in the year 1808. However, its production could be made commercially viable only after 46 years. Several years of research in the arena could help extracting the metal from ore. Estimates reveal that aluminium is the third highly available metal in the earths crust that constitutes not less than 7.3% of the mass of earth. Following steel, aluminium is the second most used metal in the world. While the Indian economy consistently grows at a rate of 8% per annum, demand Page 5

for various metals has been consistently increasing across several sectors and industry segments. As a result of this, Indian aluminium industry is undergoing a phenomenal development. In the FY)9 alone, aluminum industry in India grew by 9%. Industrial scale production of aluminium commenced in India in the year 1938 with the commissioning of the Aluminum Corporation of India. The firm was established with a technical and financial collaboration with a Canada based firm Alcan. During the very beginning, the plant had a capacity to produce 2,500 ton of aluminium per annum. This was followed by Hindustan Aluminum Corporation (Hindalco) which was set up in the state of Uttar Pradesh in 1959, which could give an output of 20,000 ton per annum. The year 1965 saw the commissioning of Malco, a public sector enterprise which had a production capacity of 10,000 ton per annum. Following a number of such initiatives, the National Aluminium Company (NALCO) was

commissioned in the year 1987 to produce aluminium, which could produce 0.218 million tons of aluminium per year. The government of India began introducing a number of measures in 1970s to control and regulate the aluminium industry in the nation. In the Indian aluminium industry scenario, restrictions with regard to the entry of new players and price distribution control measures became highly common. The implementation of Aluminium Control Order mandated the aluminium producers to sell not less than 50% of their total volume output for the purpose of electrical usage. However, this government order was withdrawn in the year 1989, with the revoking of government decontrolling. The industry Page 6

was de-licensed in 1991, which resulted in the liberal importing of technologies and capital goods related to the aluminium industry. These measures could take up the volume of aluminium production by 12% as against the growth rate of 6% reported during the 1980. Aluminium Production and Consumption in India India has the credit of being the fifth largest producer of aluminium in the world. The country has a capacity to produce more than 2.7 million tones of aluminium per year, accounting making up about 5% of the total aluminium production on the globe. India boasts of a massive quantity of Bauxite reserve of about 3 billion tones. India enjoys the eighth position among the leading producers of primary aluminium in the world. The country has been witnessing a phenomenal growth in aluminium production over the past ten years. There was stagnation in the consumption of aluminium between the 1990s and 2002 when the consumption of the metal was estimated at 500-600 KT. However, since 2002, there has been a sharp rise in the consumption of aluminium in the nation. Chiefly, the industries that lead in the consumption of aluminium are power, infrastructure, and transportation and related firms. The Major Players in the Aluminium Production Sector Aluminium production industry in India is mainly dominated by about five firms that account for the majority of the countrys metal production including Hindustan Aluminium Company (HINDALCO), National Aluminium Company (NALCO), Bharat Aluminium Company (BALCO), MALCO and INDAL. Page 7

HINDALCO: Hindalco is the largest firm in the Indian aluminium industry holding more than 39% of market share. This is a flagship unit of the Aditya Birla Group with its aluminium plant at located at Renukoot in Uttar Pradesh. The firm manufactures a number of aluminium Service making up a market share of 42% in the primary aluminium segment, 20% in extrusions and 63% in rolled Service, while 31% of the Service are in the wheels and 44% in foils segments. Sterlite Industries is one another giant in the arena comprising two wings namely BALCO and MALCO. BALCO is a partly integrated firm, MALCO is a completely integrated producer of aluminium. Sterlite company holds a market share of about 32%. NALCO is yet another leading producer of the aluminium metal in India. Government of India has purchased a stake of about 87.15% in this firm. NALCOs aluminium refinery unit is situated at Damanjodi. In addition, the firm also has a smelter unit at Angul, Orissa. At present, NALCO is focussed on a capex project aimed at increasing the volume of its production from 345,000 tonnes to 460,000 tonnes. The list of aluminium companies in India includes Hindalco, Hindustan Zinc, Jindal Stainless, Kennametal, India, Nalco, Malco, Ratnamani Metals, Sujana Metal Service, Balco and Indal. In the past, the growth of alumina and aluminium industries was in the range of 2 to 3% per annum. However, the growth rate may remain minimal in developed countries like US, Canada, Europe and Japan. But its growth is Page 8

bound to be reasonably high in developing economies such as BRIC countries (Brazil, Russia, India and China) and Middle East. The Future of Aluminium Industry in India The per capita consumption of aluminium metal at developed countries is estimated at about 20 to 30 kg. In most countries, the bauxite reserve has got almost depleted. The scenario in India is just the opposite. While the per capita consumption of the metal is only 1.3kg, the country has a huge reserve of good quality bauxite reserve. In addition, several factors including high GDP growth rate, skilled employees, highly encouraging Government policy and the favourable trade relations of the nation with a number of developed and developing countries will ensure a bright future for the aluminium industry in the country. A study of the aluminium industry in India today reveals that most refineries will be commissioned in the subcontinent around 2020. The scenario existing suggests that India is the right place following Vietnam where aluminium industry can hope to see a bright future. All these factors indicate that there is a highly promising future for the aluminium industry in the country further stimulated by the huge global market potential that will give a thrust to the industry. Aluminium Industry in India is a highly concentrated industry with the top 5 companies constituting the majority of the country's production. With the growing demand of aluminium in India, the Indian aluminium industry is also

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growing at an enviable pace. In fact, the production of aluminium in India is currently outpacing the demand. Though India's per capita consumption of aluminium stands too low (under 1 kg) comparing to the per capita consumptions of other countries like US & Europe (range from 25 to 30 kgs), Japan (15 kgs), Taiwan (10 kgs) and China (3 kgs), the demand is growing gradually. In India, the industries that require aluminium most include power (44%), consumer durables,

transportation (10-12%), construction (17%) and packaging etc.

The Background Though the existence of Aluminium was first established in the year 1808, it took almost 46 years to make its production commercially viable. The research work of several years resulted in extracting the aluminium from the ore. Aluminium is third most available element in the earth constituting almost 7.3% by mass. Currently it is also the second most used metal in the world after steel. Due to the consistent growth of Indian economy at a rate of 8%, the demand for metals, used for various sectors, is also on the higher side. As a result, the Indian aluminium industry is also growing consistently. In FY09, the aluminium industry in India saw a growth of about 9%. The production of aluminium started in India in 1938 when the Aluminum Corporation of India's plant was commissioned. The plant which was set up with a financial and technical collaboration with Alcan, Canada had a capacity of producing 2,500 ton per annum. Hindustan Aluminum Corporation (Hindalco) was set up in UP in the year 1959; it had a capacity of producing 20,000 ton per annum. In 1965, a public sector enterprise Malco which had a Page 10

capacity of 10,000 ton per annum was commissioned; by 1987, National Aluminium Company (NALCO) was commissioned to produce aluminium. It had a capacity of producing 0.218 million ton. During the 1970s, the government started regulating and controlling the Indian aluminium industry. Restrictions in entry and price distribution controls were quite common in the Indian aluminium sector. Aluminium Control Order was implemented where the aluminium producers had to sell 50% of their Service for electrical usages. However, in 1989, the order was removed as the government decontrolling was revoked. With de-licensing of industry in 1991, the liberal import of technologies and capital goods was started. The liberalization resulted in a growth rate of 12% of the industry, comparing to the growth rate of 6% during the 1980.

Aluminium Production in India India is world's fifth largest aluminium producer with an aluminium production competence of around 2.7 million tones, accounting almost 5% of the total aluminium production in the world. India is also a huge reservoir of Bauxite with a Bauxite reserve of 3 billion tones.

The Production India lies at the eighth position in the list of leading primary aluminium producers in the world. India saw a significant growth in aluminium production in the past five years. In 2006-07, the production target of aluminium in India laid by the Ministry of Mines, Government of India was 1,153 KT, which was augmented to 1,237 KT in the next year (2007-08). Due to the growing Page 11

demand from the construction, electrical, automobiles and packaging industry, the production of aluminium also hiked up. In FY 09, the total aluminium production in India was around 1.35 tonnes.

he Consumption After a stagnant consumption of primary aluminium in India from the end of 1990s to 2002 (when the consumptions were between 500 600 KT), it started rising sharply since 2002. The consumption reached at 1,080 KT in 2006. The consumption of aluminium in India is dominated by the industries like power, infrastructure, and transportation etc.

The Major Players The Indian aluminium industry is dominated by four or five companies that constitute the majority of India's aluminium production. Following are the major players in the Indian aluminium industry:

Hindustan Aluminium Company (HINDALCO) National Aluminium Company (NALCO) Bharat Aluminium Company (BALCO) MALCO INDAL

HINDALCO: Hindalco is the biggest player in the aluminium industry in India with around 39% of market share. An Aditya Birla Group flagship company, Hindalco has its aluminium plant at Renukoot in Uttar Pradesh. It has various aluminium Service with a market share of 42% in primary aluminium, 20% in extrusions 63% in rolled Service, 31% in wheels and 44% in foils. Page 12

Sterlite Industries: The aluminium business of Sterlite Industries Limited comprises of two Indian aluminium giants BALCO and MALCO. While BALCO is a partially integrated, MALCO is a fully integrated producer of aluminium. Sterlite has got a market share of around 32%.

NALCO: It is also one of the leading aluminium producers in India. Government of India has a stake of 87.15% in this company. Its aluminium refinery is located at Damanjodi. It also has a smelter located at Angul, Orissa. Currently, NALCO is concentrating on a capex programme to increase its production from 345,000 tonnes to 460,000 tonnes.

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COMPANY PROFILE
Alcircle is the leading comprehensive aluminium b2b portal company. Alcircle (www.alcircle.com) is a global commerce gateway focused exclusively business needs of the aluminium industry. This pioneering initiative provide a community portal where players from various sectors of aluminium industry can converge, converse & collaborate. The online forum embodies our shared vision of a value added platform design to yield a vast, yet accessible, wealth of data, intelligence and interactive resources.

The key to the success of commercial and industrial operations depends significantly on the performance of its decision making mechanism. A decision maker needs authenticated information to perform. For this, the information is required to be current, correct and complete to be available to the decision maker at the right time and in the right format. The advent of internet and wireless telephony systems have been game changers in terms of how information, both at social and business levels, is accessed, processed, and utilized. Satellite communication and global networking of information sources has not only increased, the speed with which information gets shared worldwide but has also helped developing a level operational field for mangers operating in developed and developing economies.

However, information explosion has also brought in its own share of problems for the practicing commercial and industrial managers. While the speed of accessing information has gone up manifolds, the complexity of sorting out of useful information from a plethora of available news and information, has Page 15

presented a unique set of problems for the present day business decision makers. The <.Com> revolution of 1990s attempted to address the problem by developing customized information processing and sharing platforms. Starting with E-mail and retail B2C, the specific industrial and commercial segments also started to build up their exclusiveinformation and Decision Support systems on the strength high performance network systems of general and industry specific portals.

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Some major functions performed by alcircle: Finding news about worldwide aluminium industry. Provide Market updates to industry users. Promotes the industry events. Trade leads with create and provide the business directories. Contribute and share wealth of information from the aluminium industry in all over the world. Access manufacturer. Provide a platform for buyers and sellers by a combined market to expand the business. Some major benefits of alcircle: Conduct and grow your business through e-commerce. Get exposure to the worlds leading aluminium business. Locate new business associate through our large sector-specific directory of industry participants. Leverage business intelligence.(pro-actively analyze news, monitor trends & intelligently evaluate price data) Publish business inquiries to local & international suppliers. Access new leads via buyers-suppliers discovery programs.

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Enhance revenue through online access to new business opportunities. Profit from direct advertising and promotional activities. Gain exposure to the right buyers at the right time and reduce your cost of sales and marketing. Search and locate suppliers and buyers of your Service. Share and collaborate on business and trade opportunities. Locate local logistic providers. Customize, organize and save with your personal planner.

The parents company of alcircle is JIWANRAM SHEODUTTRAI GROUP. Mr. Kamal Prakash the Director of the group. Business Entities: Unimark International Jiwanram Sheoduttrai industries Pvt. ltd. Unimark Metallurgical Pvt.Ltd. Uniseven Engineering & infrastructure Pvt.Ltd. Hidro-Uni water Solution Pvt.Ltd Nrendra & Narendra (Engineers)Pvt.Ltd.

Alcircle Pte.Ltd Page 18

Alcircle is the Singapore based company. (India-Singapore-USA) Aluminum Circle is the brainchild of Aluminum Industry veterans. It is an outcome of the need to provide a platform to bring industry players together, facilitate information sharing relevant to industry and promote commerce. Our mission is to provide an environment that literally provides relevant information on finger click.The Global aluminium industry information ecosystem of news , data and knowledge covering the entire operational range of Bauxite, Alumina, Primary and secondary Aluminium and the wide spectrum of its downstream industry segments ,has somehow lagged behind in utilizing the potential of web based information systems. Despite being the second most commonly used metal , its global information management system has lagged behind that of iron and steel even some of the lesser important metals. Though , there are quite a few of organizational, regional and national industry portals in use, the industry has been missing a global portal that would address to its exclusive commercial and knowledge related information and decision support needs.

The management team comprises the following: Mr. Satish (Sam) Manaktala Sam is an International Consultant to the aluminum industry with extensive experience in China, Russia, India, USA, Eastern Europe, UK, Africa and various other parts of the world. He is a former Vice President of Kaiser Aluminum responsible for global technology sales and international business development.

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He has extensive knowledge of the global aluminum industry in terms of technology, business development and business processes. He has provided outsourcing support for all aspects of the aluminum industry including; bauxite, alumina, primary production and downstream fabrication.

Mr. O.S. Chaudhary He is a graduate of Birla Institute Of Technology & Science Pilani. He worked as Vice President, Senior Vice President, Joint President and retired as Executive President of HINDALCO, a major aluminum producer in India. Under his guidance HINDALCO executed a major strategic expansion plan to increase capacity from 24000 Tons to 350,000 Tons. He is an expert in Conceptualization and Feasibility of Green Field Project, Sourcing of Technologies / Equipments, Budgeting & Risk Analysis. He is a Sr. Associate of AMIE since last 25 years. He is a Light Metal Committee Member since last 20 years. Mr. Kamal Prakash: Managing Director, International trade & development Mr. Rajiv Goyal: Director (technical) Mr. B.S. Pani: Director (Operations) Mr.Amit Surana: Manager (Commercial) Mr. Bhanu prakash Tiwari Page 20

Manager (marketing) Mr. Debangan Bhattacharya Manager (technical) Mrs. Beethika Biswas Content Head Mr. Pawan Gupta & Mr. Snehasis Sahoo Operations Executive

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Alcircle Deals with Raw Materials & Consumables Plant Machineries & Industry Services Testing measuring Bauxite smelter alumina clacined alumina Cryolite Aluminium Sulphate aluminium chloride aluminium hydroxide aluminium oxide limestone carbon Soda ash Refractory material Rare -earth materials slag others Anode Carbon Cathode Industrial Furnace grade Ladles Technology Equipments Casting machines Rolling equipment Billet & Slab Casting Extrusion equipment Foundry and diecasting equipment Testing and measurement tool Systems Robotics & Automation Safety equipment Cooling Systems Others Media Support Event Managers Standerdization & Certification Logistics Support Others technology Engineering Projects Consultants Marketing Systems & IT Scrap Processing and Primary Ingot Slabs Sow Billets Wire rod T Bars Master Alloys shapes others Smelter Service

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Carbon Release agents lubricants Hardners Alloying elements Fuel &

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Remelt/ Service

Secondary

Semi Service

Finished End Users

Remelting ingots remelting slabs/sow remelting billets Hardners & Master Alloys other

Extruded Service Rolled Service Foundry & die casting Strips Forged Parts Surface treatment Doors & windows Packaging elements kitchen elements others

Enginnering Transport Building Architecture Packaging Electricals Chemicals Capital goods Others

&

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Information about aluminum Bauxite

Bauxite is a naturally occurring, heterogeneous material composed primarily of one or more aluminum hydroxide minerals, plus various mixtures of silica, iron oxide, titania, aluminosilicate. Bauxites are typically classified according to their intended commercial application: abrasive, cement, chemical, metallurgical, refractory, etc. The bulk of world bauxite production (approximately 85%) is used as feed for the manufacture of alumina via a wet chemical caustic leach method commonly known as the Bayer process.

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Alumina

The alumina produced from Bayer process is in turn employed as the feedstock for the production of aluminum metal by the electrolytic reduction of alumina in a molten bath of natural or synthetic cryolite (Na3AlF6), the Hall-Heroult process. The synthetically produced aluminum oxide (Al2O3) is a white or nearly colourless crystalline substance that is used as a starting material for the smelting of aluminum metal. It also serves as the raw material for a broad range of advanced ceramic Service and as an active agent in chemical processing. Annual world production of alumina is approximately 45 million tonnes, over 90% of which is used in the manufacture of aluminium metal.[3]. The major uses of speciality aluminium oxides are in refractories, ceramics, and polishing and abrasive applications.

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Primary Aluminium

With a share of nearly 8%, Aluminum is the most abundant metal in the earth's crust. The properties, which make aluminum a valuable material, are its lightweight, strength, recyclability, corrosion resistance, durability, ductility, formability and conductivity. Due to these unique combinations of properties, the major areas of uses of aluminum are in the automobile & transportation industries, construction, packaging, power and consumer product sectors.

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Secondary Aluminium

Harnessing one of its prime properties e.g. recyclability, aluminum has been recycled since the days it was first commercially produced. Recycling is an essential part of the aluminum industry and makes sense economically, technically and ecologically. Worldwide the future of scrap recycling certainly looks promising, especially with the expected growth of aluminum packaging industry in South America, Europe and Asia.

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Fabricated Service / Downstream Aluminium

Driven by the wide applications growing demand downstream activities are increasingly potential global focus. Aluminum from primary industry is processed in downstream for further value - addition to produce end-product like extrusions rolled, fabrications and finished items especially for automobile & transportation, construction, packaging, power and consumer Service industries.

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Marketing Mix
Marketing mix is the set of marketing tools that a firm uses to pursue its marketing objectives in the target market. McCarthy has popularized a four factor classification of marketing tools known as the 4Ps of the marketing mix. They are: Product Price Place Promotion

Product:
Product stands for the firms tangible offer to the market, including the product quality, design, features, branding and packing. It deals with new product development, product life cycle, product mix, product lines, branding and associated services to a product. From the customers point of view, it helps in satisfying the customers needs and wants.

Price:
Price is the monetary value of the product. Price deals with selecting the pricing objectives, setting the price, discounts, allowances, payment policies and credit terms. It is very important to the customers as it decides the cost the customer has to pay to gain the product value.

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Place:
This marketing tool stands for the various activities the company undertakes to make the product accessible and available to the customer. It involves market size, channel selection and management, storage and physical distribution with the ultimate purpose of efficiently supplying the companys offer to the target market. To the customer, this marketing tool refers to convenience.

Promotion:
Promotion stands for various activities the company undertakes to communicate and promote its Service to the target market. It involves communication programs i.e. direct marketing, advertising, sales promotions, public relations and motivation of sales force. To the customer this tool provides knowledge and information.

The Promotion Mix of a company includes the following tools;

Advertising:
It is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.

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Direct Marketing:
It refers to the use of mail, telephone and other non-personal contact tools to communicate with or solicit a response from specific customers and prospects.

Personal Selling:
Face to face interaction with one or more prospective purchasers for the purpose of making a sale refers to personal selling.

Public Relations and Publicity:


It refers to the variety of programs designed to promote and or protect a companys image or its individual Service.

Sales Promotions:
The short-term incentive to encourage trial or purchase of a product or service refers to sales promotion. Whereas advertising offers a reason to buy; sales promotion offers an incentive to buy. Since sales promotion directly push up the sales, increasing number of companies are undertaking sales promotion activities.

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Sales Promotion
Sales promotion refers to the short-term incentives to encourage sales of a product or service. It consists of a diverse collection of incentive tools, mostly short-term, designed to stimulate quicker and greater purchase of Service or services by consumers.

Purpose of Sales Promotion


Sales promotion tools vary in their specific objectives. They may be used to attract new customers, to reward loyal customers and to increase the repurchase rates of occasional users. Sales promotion usually targets brand switchers because non-users and users of other brands do not always notice a promotion. Sales promotions are thus also seen as a tool for breaking down loyalty to other Service. Sales promotions also let manufacturers adjust to short term changes in supply and demand and differences in customer segments. They also let manufacturers to experiment by varying prices. Sales promotions also lead to greater consumer awareness of prices. To use sales promotion, a company must set objectives, select the right tools, develop the best program and implement it and evaluate the results.

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Objectives of Sales Promotion


The specific objectives set for sales promotions will vary with the type of the target market. For consumer promotions, objectives include encouraging purchasing of larger sized units, building trial among non-users and attracting switchers away from the competitors brands. For trade promotions, objectives may include; including retailers to carry new items and higher level of inventory, encouraging off-seasonal buying, of-setting competitive

promotions, building brand loyalty of retailers and gaining entry into new retail outlets. The sales force promotions help in encouraging support of a new product or model, encouraging more prospecting and stimulating off-seasonal sales. But most importantly, sales promotion should be focused on consumer relationship building.

Sales Promotion Tools


Many tools can be used to accomplish sales promotion objectives. Descriptions of the main promotional tools are as follows;

Consumer Promotion Tools


The main consumer promotion tools are as follows;

Samples:
They are offers of a trial amount of a product. It consists of inviting prospective purchasers to try the product without cost or at a lower cost in the hope that they will buy the product. Samples may be free or discounted. Page 34

Coupons:
Coupons are certificates that give buyers a saving when they purchase a specified product. Coupons can be mailed, placed in advertisements or included with other Service.

Rebates:
Rebate is also known as cash refund offers. Rebates are offers to refund part of the purchase price of a product to its customers who send a proof of purchase to the manufacturer. These are like coupons except that the price reduction occurs after the purchase and not at the point of sale.

Price Packs:
Cents-off deals or price packs offer consumers savings by way of reducing prices that are marked by the producer directly on the package.

Premiums:
These are the goods offered either free or at a low cost as an incentive to buy a product. Premiums may be in-pack or on-pack (outside the pack).

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Prizes:
They are offers of chance to win something such as cash, trips or goods by luck or through extra efforts. Contests of talent and sweepstakes or draws the most popular prize offering promotions.

Tie-in Promotions:
Tie-in promotions involve two or more brands or companies that team up on coupons, refunds or contests to increase their pulling powers.

Cross Promotions:
Cross promotions involve using one brand to advertise non-competing brand.

Advertising Specialties:
These are useful articles imprinted with an advertisers name, given as gifts to consumers.

Patronage Rewards:
They are cash or other awards for the regular use of companys Service or services. They are values (in cash otherwise) that are proportional to ones patronage of a certain vendor or a group of vendors. They aim at building brand loyalty.

PoP Promotions:

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Point of purchase (PoP) includes displays and demonstrations that take place at the point of purchase or sale.

Trade Promotion Tools


More money is spent by companies on trade promotion (58%) than on consumer promotions (42%). The major trade promotion tools are as follows;

Discounts:
It is also known as price-off or off-invoice or off-list. Discounts price cut off the list price on a particular quantity purchased during a stated time.

Allowances:
They are the amount offered in return for an agreement by the retailer to feature the manufacturers Service in some way; displays, advertising or otherwise.

Free Goods:
Free goods are the extra merchandise offered to middlemen who buy a specific amount of a product. Companies also offer push money and specialty advertising items to the middlemen.

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Business Promotion Tools


Companies spend huge amount on promotions focused on industrial consumers. The major business promotion tools are as follows;

Trade Shows and Conventions. Sales Contests.

Clearly, sales promotions play an important role in the total promotion mix. To use it well, the marketer must define the sales promotion objectives, select the best tools, design the sales promotion program, pretest and implement the program and evaluate its results.

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CHAPTER - 2 REASEARCH DESIGN


Title of the Study
The title of the study is A STUDY ON SALES PROMOTION OF ALUMINUM SERVICES AT Alcircle Pvt. Ltd..

Statement of the Problem


The project is mainly undertaken to study the sales promotional strategies at Alcircle Pvt. Ltd.. The intention of the study is to find what attributes needs further improvement in order to make the product more preferable in the market.

The main aim of the study is to uncover new relationship and identify any problem that may arise in future. Hence, exploratory research is been conducted. Exploratory research as its name implies endeavors of exploring the possibility of doing research on a subject where due to lack of existing knowledge framing and testing the hypotheses is difficult. In todays crowed marketplace where Service and services are touting themselves to be the best, it is vital to stand out in the crowd. The study was undertaken to explore

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how a company or brand can ensure a store that stands out and not get lost in the crowd.

Objectives of the Study


1. To study the various promotional strategy adopted by Alcircle Pvt. Ltd.. 2. To find out the footage of Alcircle Pvt. Ltd.. With respect to other players
in the market.

3. To observe and understand the practice followed by Alcircle Pvt. Ltd.. 4. To find out the communication linkages and de-linkages in the
organization.

5. To study the activities of each and every department of the organization.

Scope of the Study


This project was undertaken for a specific period in Alcircle Pvt. Ltd. It is an exercise that is well planned into the curriculum giving the researcher a valuable opportunity to understand the working dynamics of the organization and to experiment and exhibit the recently acquired management and administration skills.

The prospect of the Aluminium sector in India seems positive. The Indian Aluminium industry has awakened to interesting times! The last ten years have seen changes in the shop windows of Aluminium retailers. Consumers Page 40

today no longer look for mere practicality in Aluminium, instead, they look for theme furnishing, i.e. lifestyle living. Realizing the tremendous market potential and to make the most of it, the study was undertaken.

Limitations of the Study


Every study is bound by limitations and as such this is no exceptions.

1. Change is Constant rule of nature. Hence, the study undertaken may not hold good for longer duration.

2. The study was conducted under the assumption that the information given by the respondents is authentic.

3. The analysis and suggestion are given only with respect to marketing aspects as technical suggestion with respect to the product could not be given.

4. Confidential matters were not disclosed by the company.

5. There were time constraints.

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Methodology of the Study


A variety of methods of study have been adopted by the researcher to fulfill the objectives of the study.

In order to have a better grasp of the study, the researcher chose to become a keen observer, studying the various aspects of the organization.

To have a broader perspective of the study, the researcher attended the Lifestyle Exhibition at Palace Grounds wherein the Service of Alcircle Pvt. Ltd.. were displayed.

In order to fund out the market realities, the researcher visited the showrooms of certain companies having almost similar product profile as that of Alcircle Pvt. Ltd.. With a view to understand the crunch of the matter and to find out the ground realities, the researcher formed a schedule specifically for the set of respondents. The researcher met the respondents personally, interviewed them and made them to fill the

questionnaire.

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The researcher has done the research in the following manner;


a) Type of the research undertaken is analytical. b) Technique used is random sampling. c) Sample size taken is 30. d) Sources of data used include both primary as well as secondary data. e) Tool used for the research is questionnaire. f) Plan of analysis are tables and graphs.

Data Collection Methods


In this study, the foremost data collection instrument used is the questionnaire method. The questionnaire has been designed with both open ended and closed ended questions. Apart from this, the research instrument consists of primary and secondary data collected for the study.

Primary Data:
Here first hand information is obtained by distributing printed questionnaire to the marketing executives of the company. Data was also obtained from the observation and interview technique adopted by the researcher. Moreover, information was disseminated by the departmental heads.

Secondary Data:
Here the information is obtained from the brochure of Alcircle, books, websites, newsletter, journals, magazines, newspapers, etc.

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SOURCES OF DATA

Primary Data Data

Secondary

Questionnaire Observation Interviews Visits to other Companies Information Through Departmental heads

Newsletter Journals Magazines Newspapers Books Websites

Architectural services Civil construction Project co-ordination False-ceiling Networking Electrical work.

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Some of of our companies are:


Unimark International Jiwanram Sheoduttrai industries Pvt. ltd. Unimark Metallurgical Pvt.Ltd. Uniseven Engineering & infrastructure Pvt.Ltd. Hidro-Uni water Solution Pvt.Ltd Nrendra & Narendra (Engineers)Pvt.Ltd.

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HR ASPECTS

Though the company does not have a separate HR Department as it is in the embryonic stage but the HR aspects are taken care of by Mr. Eugene Joseph.

Leave Facility :
All employees are entitled to 12 days of casual leave and 2 days of sick leave (monthly). In case of a long leave, say a week or more than that, one needs to inform it before 10- 12 days. In case of emergency, a prior intimation before 2 days is sufficient. One can also avail the facility of working on holidays and taking leave on the week days.

Recruitment :
The Company spells out its requirements to the consultancies about the suitable candidates. Usually, Mr. Eugene or Mr. Rajesh or Mr. Yesudas takes the interview of the candidates.

Training :
A selected candidate is put on training for about 15 days. During this period, he is not given individual project.

Job Rotation :
Job rotation is adopted by the company so that there is development of multi-faceted skills to fill in vacancies and to cope with increasing work load. Movement is effected in the same grade Page 46

THE WHOLE PROCESS AT A GLANCE


Clients come to the showroom

Initial Measurement is given

Designers design the product

Quotation is made

Negotiation is made

Color combination is chosen by the customer

50% of the amount is given as advance by the customer

Signing of the estimation form Both the company and client will keep a copy of it

Production drawing is made

Production department

Delivery and installation

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SWOT Analysis
Strength Customized services Reasonable price Quality Opportunity Growth of Aluminium industry seems positive Huge potential Weakness A new entrant in the market

Threats A lot many players are existing in the market

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CHAPTER- 4 DATA ANALYSIS AND INTERPRETATION

Table No. 1
Table representing the sex of the marketing executives
Sex Male Female Total No. of Respondents 6 24 30 Percentage 20% 80% 100%

Analysis
80% of the respondents are male. 20% of the respondents are female.

Interpretation
Majority of the marketing executive are male.

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Graph 1 Sex of the Marketing Executives

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Table No. 2
Table representing the pricing of Service
Prices High Reasonable Competitive Low Total No. of Respondents 16 14 30 Percentage 54% 46% 100%

Analysis
54% of the respondents are of the opinion that the Service are reasonable. 46% of the respondents are of the opinion that the prices of the Service are competitive. None of the respondents feel that the prices of the Service are either high or low.

Interpretation
Majority of the respondents opine that the prices of the Service are reasonable. The prices of the Service are reasonable though they are competitive.

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Graph 2 Pricing of Service

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Table No. 3 Table representing the competitors strength


Strength Quality Brand Image Pricing Promotional Activities Total No. of Respondents 24 6 30 Percentage 80 20 100

Analysis
80% of the respondents are of the opinion that the competitors strength is brand image. 20% of the respondents opine that promotional activities are the strength of the competitors. None of the respondents feel that quality and pricing are the strength of the competitors.

Interpretation
Majority of the respondents opines that brand image is the strength of the competitors.

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Graph 4 The Competitors Strength

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Table No. 5 Table representing the quality of the Service of Alcircle with respect to other competitors
Rating Good Very good Fair Poor Total No. of Respondents 17 13 30 Percentage 57 43 100

Analysis
Majority of the respondents i.e. 57% are of the opinion that the Service are of good quality with respect to other competitors. 43% of the respondents opine that the Service are of very good quality with respect to the other competitors. None of the respondents are of the opinion that the Service are of fair or poor quality with respect to other competitors.

Interpretation
Majority of the respondents is of the opinion that the Service are of good quality and is at par with other competitors having brand names.

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Graph 5 Quality of the Service of Alcircle with respect to other competitors

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Table No. 6 Table representing the merits of the Service of Alcircle that differentiates it from others
Merits Reasonable price Quality Customized product Finishing Total No. of Respondents 10 7 10 3 30 Percentage 33 24 33 10 100

Analysis
33% of the respondents are of the opinion that reasonable pricing and a customized product differentiates the Service of Alcircle from that of others. 24% of the respondents are of the opinion that quality is the differentiating factor. 10% of the respondents are of the opinion that finishing is the differentiating factor.

Interpretation
Reasonable pricing and customized Service differentiates the Service of Alcircle from that of others.

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In fact, all the merits such as reasonable pricing, customized Service, quality and finishing contributes in differentiating the Service from others.

Graph 7 Merits that differentiates the Service of Alcircle Pvt. Ltd..

12 10 10

10

7 Reasonable price Quality Custom ized products

Finishing

0 No. of Respondents

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Table No. 8 Table representing the factors which play a major role in demand generation
Factors 5 Price of the product Awareness about the product Delivery of the product ordered Presentation about the product Design of the product 4 3 1 0 1 4 3 1 0 2 3 Ratings 3 0 0 5 0 4 2 1 4 1 3 0 1 1 1 2 4 1

5 - Very important, 4 - Important, 3 - Makes little difference, 2 - Not important, 1 Does not make any difference.

Analysis
Price of the product gets the maximum of 5 rating. Design of the product and the price of the product get the maximum of 4 rating. Delivery of the product ordered gets the maximum of 3 ratings. Awareness about the product gets the maximum of 2 rating.

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Presentation about the product gets the maximum of 1 rating.

Interpretation
Price of the product plays a major role in the demand generation. Design of the product plays an important role in demand generation. Delivery time of the product ordered can make a little difference in demand generation.

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Graph 8 Factors playing a major role in demand generation

4 Price of the product

Awarenessabout the product Delivery of the product ordered

Presentation about the product Design of the product

1 1

0 1

00

0 2

0 3

0 4

0 5

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Table No. 9 Table representing the promotion of the Service of Alcircle Pvt. Ltd..
Promotions Paper insertion Telemarketing Display stalls Participating in exhibition Direct mail Presentations Showrooms Total No. of Respondents 7 10 10 3 30 Percentage 24 33 33 10 100

Analysis
24% of the respondents are of the opinion that paper insertions are used as promotion of the product. 33% of the respondents opine that telemarketing is the means of promotion of the Service. 33% of the respondents feel that participating in exhibition has promoted the product. 10% of the respondents are of the opinion that showrooms are used as promotion of the product.

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Interpretation
The company adopts a variety of promotional methods such as paper insertion, telemarketing, display stalls, participating in exhibition, direct mail, presentations and showrooms.

Graph 9 Methods of promoting the Service

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Table No. 10 Table representing the discount if given on repeat purchase


Discounts Given Yes No Total No. of Respondents 27 3 30 Percentage 90 10 100

Analysis
90% of the respondents are of the opinion that the discount is given on repeat purchase. 10% of the respondents are of the opinion that discounts are not given on repeat purchase.

Interpretation
Majority of the respondents is of the opinion that discounts are given on repeat purchase.

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Graph 10 Discounts given on repeat purchase

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Table No. 11 Table representing the percentage of discounts given on repeat purchase
Percentage of Discount 2 5% 6 10% 11 15% 16 20% None Total No. of Respondent 20 5 5 30 Percentage 66 17 17 100

Analysis
66% of the respondents are of the opinion that 2-5% discount is given on repeat purchase. 17% of the respondents opine that 6-10% of discount is given on repeat purchase. 17% of the respondents are of the opinion that no discount is given on repeat purchase.

Interpretation
Majority of the respondents are of the opinion that 2-5% discount is given on repeat purchase. Page 66

The company does not adhere to any stringent norm while giving discount on repeat purchase as there is difference of opinion among the respondents.

Graph 11 Percentage of discount given on repeat purchase

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Table No. 13 Table representing the target consumers


Target Upper class Middle class Lower class Total No. of Respondents 27 3 30 Percentage 90 10 100%

Analysis
90% the target customers are from upper class. 10% of the target customers are from middle class.

Interpretation
The target consumers are the upper class and the middle class.

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Graph 13 The target consumers

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Table No. 14 Table representing the kind of incentives received by the employee
Kind of incentives Commission Schemes Free gifts Recognition Nothing at present Total No. of Respondents 17 13 30 Percentage 57 43 100

Analysis
100% of the respondents are of the opinion that no incentives are given at present.

Interpretation
No incentives are given to the marketing personnel at present.

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Graph 14 Kind of incentives received by the marketing personnel

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CHAPTER 5 SUMMARY OF FINDINGS AND CONCLISION

A Summary of Findings:
The finding can be grouped together into two broad categories such as;

Specific Findings:
This is pertaining to the objectives of the study.

General Findings:
This is with regard to the market dynamics and visits made by the researcher to companies having almost similar Service profile.

Specific Findings:
1. The company adopts a variety of promotional methods such as paper insertion, telemarketing, display stalls, participating in exhibitions, direct mail, presentations and showrooms.

2. Though brand names like Hindalco and Jindal steel came into the picture but the fact reveals that there is no dominant player in the market. So every player is vying with each other to capture a larger pie in the markets. Page 73

3. Transparency is maintained at the levels of the organization.

4. The activities carried out by each and every department of the organization is systematic.

General Findings:
1. Foreign companies can invest up to 100% in most of the manufacturing industries in India, including Aluminium.

2. With the vast array of modular option available in market, the consumer isnt really strapped for choice.

3. Italian manufacturers have now entered the Indian markets. Moreover, Aluminium made from Hindalco and nalco which is available in the rich in india is flooded in the Indian market. In a nutshell, this means to say that the competition is very intense.

4. Many branded companies outsource the Service because of which the delivery time of the product ordered is stretched. In this respect, Alcircle has an added advantage.

5. With respect to the foil, Alcircle offers a wide range of colors. This gives it an edge over the others.

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6. Quality never comes cheap. This is true but at the same time, it is also true that quality can come at a reasonable price. With regard to the quality, Service of Alcircle are at par with the other players having brand names and at the same time the Service are reasonable priced.

7. With regard to Aluminum product, most of the companies have standardized Service but the Service of Alcircle are customized. This can be rightly marked as the strength of the company.

8. Majority of the marketing executives are male.

9. The prices of the Service are reasonable though they are competitive.

10. The Service are of good quality and are at par with other competitors having brand names.

11. Modular kitchens are sold more per month. So, this area needs greater focus.

12. Reasonable pricing, customized Service, quality and finishing contributes in differentiating the Service of the organization from that of the others.

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13. Apart from price of the product, design and delivery time of the product ordered play a crucial role in triggering out demand generation of the product.

14. Discount is given on repeat purchase.

15. The company does not adhere to stringent norm while giving discount on repeat purchase.

16. The target consumers are the elite and upper middle class.

17. No incentives are given by the company to its marketing personnel at present.

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CONCLUSION
No man has the right to dictate what other men should perceive, create or produce, but all should be encouraged to reveal themselves, their perceptions and emotions and builds confidence in their creative spirit!

This inspiring thought of Ansell Adams is well appreciated by new style marketing organizations which understand that boxes and lines structures cant drive value in fast moving environments. No doubt, Alcircle Pvt. Ltd.. is one of them because they believe in teamwork. Today, the need of the Indian consumer evolves beyond roti, kapada aur makaan. The game in the newbreed Aluminium industry is no longer furnishing. It is about Aluminum product dressing. To capture opportunities continually, the company must have a continual flow of ideas. Transforming a pipeline full of ideas into a value generating portfolio of Service and services is hard. Herein, lays the importance of co-ordination.

A Aluminum product is not just a living space but ones statement of individuality to the world. Big or small, its all about adding own touch to ones Aluminum product to make it unique a perfect blend of form and function. With the ever increasing number of house-hold items, a highly dynamic and always on the move job profiles, it is crucial for people to employ efficient storage spaces that are affordable to purchase. The modular kitchen of today is the epitome of functionality and multi-purpose aspects. With the rise in income and the infiltration of western luxury goods have created a cultural Page 77

shift towards materialism and consumerism. Alcircle with its unique strength provides customer solution that offers the perfect balance of quality and economy.

In todays crowded market place, where Service and services are touting themselves to be the best, it is vital to stand out in the crowd. From the various channels of advertising, point of sale displays and how the employees are relating to the customers. It is important for Alcircle Pvt. Ltd.. to establish and reinforce an unmistakable brand and corporate identity in all channels of fickle minded consumers. Herein, lays the importance of the Japanese proverb which says Thinking without action is a daydream and action without thinking is a nightmare.

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CHAPTER 6 RECOMMENDATIONS AND SUGGESTIONS


This chapter lists the various recommendations and suggestions with respect to the findings and in congruence with the objectives of the study.

Recommendations:
1. Its overwhelming to find out that the organization works in a systematic manner. A blend of co-ordination will definitely enhance the performance of the company.

2. Quality clubbed with reasonable pricing and quick delivery made the product of the company stand apart. The marketing campaign should focus on this aspect and made according to its line.

3. The strength of the company is its customized Service. This very fact must be highlighted in the marketing campaign.

4. As the Service are reasonably priced, the ambit of the target consumers should be stretched so that middle class consumers also fit into it.

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5. The company must stick to a norm while giving discounts on repeat purchase. This will certainly help in sales promotion in order to create repeat purchase.

6. In order to have a rapid market access, the company can include dealers, if not retailers at the moment.

7. The company should focus the marketing strategies on Modular kitchens in the Aluminum product furnishing arena as it is moving in the market rapidly.

8. The company can introduce some reward schemes so that a person is benefited after the fulfillment and over achievement of the target. This is predominantly done to motivate the sales force and enhance their performance.

9. Other than emphasis on design, craftsmanship and product quality, the companys unique strength also lies in its capability as a fully integrated Aluminium manufacturer. This fact should be highlighted during the advertisement campaigns.

10. The need of the hour is aggressive marketing.

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Suggestions:
1. Everyone is aware of the growth in wealth and change in lifestyle among Bangalores novae riche. So the marketing campaign should be designed to woo the customers.

2. The company should explore all possible ways in order to aggressively sell its Service. So, the company can register itself in Aluminium.co.in as it is Indias biggest online B2B plan with largest virtual Aluminium directory.

3. The construction industry is in boom. In order to tap the potential market, the Company can advertise in a magazine named Builders Grid. This will help in showcasing the Service of the magazine. This can add an extra spice to sales.

4. In todays crowed market place in order to increase the size of the pie, the Company can adopt innovative promotional strategies. One of them can be suggested as Dream House road shows. It will help in creating and reinforcing the Companys identity in the minds of the consumer.

5. In order to be extra ordinary, the Company has to walk the extra mile. A method named Experimental Marketing can be adopted by the Company wherein the prospective consumers can be invited to visit the showroom and touch and feel the Service. Page 81

6. Since the competition is intense, so there should be some value addition so as to make the Company stand apart in the market. One such way is to improvise the customer service.

7. Consumer is the king in the market. This fact should be deeply rooted in the minds of the employees. The Company can adopt some ways to listen to the customers feedback which should be noted in writing so that it will help in continual improvement and make the company to be in the right track always. Moreover, a sense of involvement will be felt by the customers whish can give the company a cutting edge.

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APPENDICES AND ANNEXURES


A copy of the questionnaire, some eye sizzlers showcasing the Service of the company and paper insertion are enclosed herewith.

QUESTIONNAIRE
1) Name:

2) Address:

3) Designation:

4) Sex: a) Male b) Female

5) Type of Service dealing with a) Aluminum product furnishing b) Office furnishing

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6) How are you priced? a) High b) Reasonable c) Competitive d) Low

7) Who is your major competitor?

8) What is your competitors strength? / What makes you ahead of him? a) Quality b) Brand image c) Pricing d) Promotional activities

9) With respect to other competitors how do you rate yourself in terms of quality? a) Good b) Very good c) Fair d) Poor

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10)Which Service are sold more per week/per month?

11)What specific merits do you think will differentiate your Service from others? a) Reasonable price b) Quality c) Customized Service d) Finishing

12)How important do you feel that the following factors play a major role in demand generation on a scale of 1-5? a) Price of the product b) Awareness about the product c) Delivery time of the product ordered d) Presentation of the product e) Design of the product

5- Very important 4- Important 3- Makes little differences 2- Not important 1- Does not make any difference

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13)How do you promote your Service? a) Paper insertion b) Telemarketing c) Display stalls d) Participating in Exhibition e) Direct mail f) Presentations g) Showrooms h) All of the above

14)A) Do you give any discount on repeat purchase? a) Yes b) No B) If yes how much discount do you give? a) 2-5% b) 6-10% c) 11-15% d) 16-20% e) None

15)How are you marketing your Service? a) Direct marketing b) Retailers c) Dealers d) All the above Page 86

16)Who are your target consumers? a) Elite class and upper middle class b) Middle class c) Lower middle class d) Corporate

17)What kind of incentives are you getting? a) Commission b) Schemes c) Free gifts d) Recognition e) Nothing at present

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THANK YOU!

BIBLIOGRAPHY
The Bibliography of the study proudly present to you the books referred. They are:

Sl. No.

Name of the Author Geoffrey Lancaster and David Jobber Charles M. Futrell

Title of the Book Selling and Sales Management Fundamental s of Selling

Name of the Publisher Macmillon India Ltd McGrow Hill

Edition of the Book/ Year of Publication Third edition/ 1997 Ninth edition/ 2004

S.A. Sherlekar Philip Kotler and Gary Armstorng P.N. Reddy, P.C. Tripathi and Appannaih

Marketing Management Principle of Marketing Essentials of Management

Himalaya Publishing House Prentice Hall India Himalaya Publishing House

Thirteenth edition/ 2005 Eleventh edition/ 2005 Tenth edition/ 2000

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Reference Made:
1. Aluminium Economics, July 2012 issue. It is a quarterly newsletter.

2. Aluminium Today, the weekly business newspaper of the Aluminium industry.

3. An article of Experiential Marketing on Economic Times dated 11th September, 2011.

4. Journal on Emotional Marketing published by ICFAI University Press, September 2011 issue.

Websites Referred:
1. www.alcircle.com 2. www.indianfoline.com 3. www.queszel.com 4. www.instakitchen.com 5. www.attitude.in 6. www.tridentinterwood.com 7. www.Aluminium.co.in

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