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STUDY OF MARKETING MIX
CHAPTER: 1
INTRODUCTION
Marketing mix:
In order to satisfy the needs of its customers a business firm must determine a
marketing mix. The marketing mix refers to the apportionment of effort, the combination, the
designing and the integration of the elements of marketing into a program or mix, which on
the basis appraisal of the market forces, will best achieve the objective of an enterprise at a
given time.
Marketing mix is a particular combination of the product, its price, the methods or
promote it, and the ways to make the product available to the customer. Based upon its
understanding of customers a company develops its marketing mix of product, price, place
and promotion. The elements of the marketing mix are intricately and sensitively related to
each other. The marketing mix is good or bad as a whole.
The essence of marketing mix is providing desired value to customers. A company
cannot possibly satisfy all the customers in a market, because their needs vary. Most
organisations do not have the capability to serve widely varying needs. An organisation has to
select customers whose needs can be matched with its capability to serve them. If it tries to
serve all customers it is sure to have some of them dissatisfied, but it an organization has
selected its customers carefully. It is possible to satisfy all of them completely.
Manager must manage these 4ps in a way that they satisfy customers needs better
than competition. Decision regarding marketing mix from a major aspect of implementation
of the marketing concepts.
INDUSTRIAL DATA:
Foundries in India
Foundries in Maharashtra
Foundries in Sangli
Foundries in Palus
OBJECTIVES OF THE STUDY:1. To study the marketing mix of Palus Engineering Industries.
2. To understand the marketing situation of Palus Engineering.
3. To study the strategies carried out to increase the sale volume of selected
company.
SCOPE OF THE STUDY:BVDU,I/M/R/D/A, SANGLI
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The marketing mix should match customer needs and also corporate resources. The target
customer has to be understood in terms of his level of need his ability and willingness to pay
a particular amount for his needs being server, the way he would like to the product to be
delivered and his most preferred method of accessing information from the company. Once
the target customer is identified and understood marketers need to understand how he chooses
between rival offerings. A company needs to understand the choice criteria that the customer
uses in evaluating offering of different companies. The marketing mix should reflect the
customers choice criteria.
The analytical scope is restricted to tabular and graphs and interpretation done by
researcher. The study will be useful for following points:
The brand awareness

Level of awareness about Palus Engi. Industry.
Demand for Palus Engi. Industry.
Quality and Quantity
Promotional activities
That will help company to analyze the present situation and marketing mix of Palus Engi.
Industry. Also company benefited by promoting its services.
LIMITATIONS OF THE STUDY:1. The study is limited to only one company i.e. Palus Engi. Industry.
2. The scope of the study finding, suggestion are depends upon the primary
and secondary data collected from the organization.
3. The study is carried out for the particular organization therefore inter firm
companies is not possible due to unavailability of the respective data of
competitors.
4. The project duration is limited.
5. Due to time constraints for carrying out the study is not possible to do in
dept analysis likes projection, comparison with competitors.
RESERACH METHODOLOGY:Research methodology may be understand as all those methods that are
used for conducting research method techniques, thus refers to the methods the
researcher used in performing research operation.
DATA COLLECTION:In order to meet the objective of the study the data was collected with
the help of primary and secondary sources. The task of data collection begins after a research
BVDU,I/M/R/D/A, SANGLI
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problems has been identified and the researcher has to decided upon the methods to used for
data collection i.e. whether to us primary method of data collection or the secondary data
collection.
The primary data are those while are collected a fresh and for first time
and thus happen to be original in character. The secondary data on the other hand, are those
which have already been collected by someone
Else and which sort of data he would be using for his study and according to that he will have
to select one or the other method of data collection.
A) PRIMARY DATA:Primary data is the first hand information which is being collected by the
researcher or assistant is called primary data. Primary data can be collected either through
observation or through direct communication with respondents in one form or another or
through personal interview in the organization.
Primary data was collected with the help of:
1. Information collected form marketing manager.
2. Through the informal discussion with organization and dealers at district level.
3. Interview method.
B) SECONDARY DATA:Secondary data means data that are already i.e. they are refer to data which
have already been collected and analysed else. These data may either published or
unpublished data.
Secondary data was based on second hand information. Once the primary data
has been put to use, the original character disappears and data becomes secondary. In this
study fact where collected from the following:
1.
2.
3.
4.
The company database.

Past project reports.
Sales records of the company.
Related internet links.
CHAPTER SCHEME: The researcher has following chapter scheme for his report:CHAPTER 1: Introduction
CHAPTER 2: Company Profile
CHAPTER 3: Theoretical background of the study
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CHAPTER 4: Data presentation, Analysis and Interpretation

CHAPTER 5: Findings, Suggestions and Conclusion
Bibliography
Annexure: Questionnaire
CHAPTER 2
COMPANY PROFILE
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COMPANY NAME
:-
PALUS ENGGINERING INDUSTRIES PVT.LTD

palusengg@rediffmail.com
ADRESS
:-
DR. PATANGRAO KADAM INDUSTRIAL ESTATE

PLOT NO:-43-45/71-73 TAL- PALUS,416 310,
DIST- SANGLI ,MAHARASHTRA ( INDIA )
CONTACT PERSON :-
MR. S.K.PATIL (CHAIRMAN) - MOB - 9890940154

MR. JAYSING PATIL
MR.KUBER SAWANT
RAGISTION NUMBER :-
UC9300PNI982PTCO26880
EXCISE NUMBER
AABCP2244HXM001
:-
VAT TIN NUMBER
:-
27940004960- V
CST TIN NUMBER
:-
27940004960- C
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MOB 9922913102
MOB - 9890161265
MBA-II 2015-16
SPECIALITY IN
:-
FG-260 GRADED CASTING

( FROM 10 KG TO 2.500 TONS CASTING )
(2.500 TONS IN ONE SINGLE PEACE )
COMPANY AREA
:-
MAN POWER
3122.00 sq.Mtr
:-
75 WORKER
MELTING SECTION :-
30 & 27 TWO CUPOLA WITH CHARGER
MACHIONERY :-
1)SHOT BLAST MACHINE

2) GREEN SAND MIXTURE
3) FINE SAND MIXTURE
POWER SECTION:-
1) AIR COMPRESSOR
2) GENERATOR
MOULDING SECTION :-
GREEN SAND & TWO PART MOULDING

SUITABLE MOLDING BOXS
CORE SECTION
SHOT BLAST
MACHINE
:-
:-
FETTLING SECTION :-
TOW PART CORE METHOD
MAKE PATEL FURNACE 72 SHOT BLAST

1) SWING GRINDER,
2) ELECTRIC GRINDER ,
3) POINTER ,
4) TABLE GRINDER
OTHER SECTION :-
1) SIX TONS TWO CRANE

1) TWO TONS CRANE AVAILABLE
2) PATTERN SHOP
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OUR CLIENT
:-
1) MATHER & PLATT PUMPS ,PVT LTD PUNE

2) FLOWMORE PVT. LIMITED , GHAZIABAD
3)BEST& CROMPTION ENGG. CHENNAI
4) KISHOPR PUMPS PVT.LTD-PUNE
5)SARAS TECHPART PVT.LTD.-PUNE
6) EXPERT ENGINEERING ENTERPRISE - KARANATKA
7)MANUGRAPH INDIA LIMITED- KOLHAPUR
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Product Information
1. Pump Casing
Special Features;
* High Pressure And Gravity CI Casting
Machining, Printing, Assembly, etc.
*Weight Ranges From 20kgs to 800kgs Per Piece
2. Bottom
Special Features;
* High Pressure Hydro Testing CI Casting
Machining, Printing, Assembly, etc
* Highly Accurate
* Weight Ranges From 150kgs to 2ton Per piece
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3.Impellar
Special Features;
* High Pressure And Hydro Testing CI Casting
Machining, Painting, Assembly, etc.
* Weight Ranges From 10kgs to 100kgs Per Piece.
4. Top-Bottom
Special Features;
* High Pressure And Gravity CI Casting Machining,
Panting, Assembly, etc.
* Weight Ranges From 100kgs to 150kgs Per Piece
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CHAPTER 3
THEORETICAL BACKGROUND OF THE STUDY
Introduction to the Marketing Mix

Marketing is considered by many these days to be a science. Very general definitions of
marketing are as follows:
Marketing is the management process responsible for identifying, anticipating and satisfying
customer requirements profitably. Chartered Institute of Marketing
Marketing is the process of planning, and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create exchanges that satisfy individual and
organizational objectives. American Marketing Association
The Marketing Mix

The discipline of marketing is split into four umbrella categories which we call the
4ps: Price, Product, Place and Promotion (McCarthy, 1960). Service based organizations
sometimes add three other Ps: People, Process and Physical evidence to the four 4ps.
Products can be tangible or intangible. A tangible product is something you can physically
touch and feel. An intangible product can be a service for example a hair cut. All products
have a life cycle; that is from introduction, to growth, to maturity and then decline. However
it is important not to forget the gestation period of a product. For example, there might be an
opportunity to fill a niche however the gestation period to get to market might be a year, by
which time the fad will have past. A company who self aware of their products life cycle can
adapt and overcome challenges. A products life cycle can be manipulated by adjusting the
price and range. Apples iPods has enjoyed longevity by introducing a range and introducing
upgraded versions.
Price is a very important aspect of the marketing mix as it not only determines profitability,
but its positioning in relation to competitors. Price is a discipline of study in its own right but
there are some general strategies we can briefly overview. Price penetration is introducing a
product with a low price specifically for the purpose of gaining sales. This might be a strategy
for an organization introducing a new range. Price Skimming is used for introducing a
higher price and lowering it when competition becomes more prominent. This strategy is
used a lot by technology companies as early adopters/innovator demographics tend to pay
higher prices for the latest gadgets.
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There are other factors in determining price such as elasticity of demand. For instance how
many other suitable alternative are there? Carbonated colas have a greater elasticity of
demand as there are so many suitable alternatives where as the iPods had less elasticity due to
its relative uniqueness. This will impact on Price as generally speaking the greater the number
of alternatives the more competitive the price is.
Promotion is self explained and encompasses all promotional activity such as Advertising,
PR and Sales. As you study further you will learn more about the subject of marketing
communication and the strategies that evolve from that appellation. The tactics, or media
chosen, will depend on resources but also what the objective of the strategy is. For example is
the objective was to raise awareness the media chosen will focus more on mass exposure. If
the strategy is to solicit a sale then the communication channel will be more targeted.
Place also means, in this context, distribution. Intensive distribution is used for products
which might be considered for purchase as soon as they are seen. This method is what most,
if not all, Fast Moving Consumer Good (FMCG) firms use. The perception of the outlet has
not influence on the consumers decision to purchase. Exclusive distribution allows a
company to manage the intermediaries who sell their products. Car manufacturers use this
method frequently. It can give the product prestige and gives the manufacturer more control.
Selective distribution is a compromise of the extremes above. The rational for selective
distribution might be economical for example the company might focus on those outlets
which promise the greatest probability of success. It could be that the outlet skill set might
determine if its used to sell products. A good example of this would be a pharmaceutical
manufacturer that requires intermediaries to offer sound advice to end users.
3ps adage
Physical evidence is interesting when thinking about a service. If you attend a concert what
tangible material is in your possession after words? With that in mind a company can
introduce a unique/collectable ticket. Bands sell merchandise such a T-Shirts with this theory
in mind. Other attributes of physical evidence are staff uniforms and store presentation.
People can be interoperated as the employees that the consumer will come into contact with.
Pizza Hut has a programmed called customer mania which is designed with this in mind.
Its purpose is to motivate employee to be more proactive with customer needs. Some
companies train their staff to project more positive postures.
Process represents the systems in place that affects marketing activities. Some fast food
restaurants introduce a soft launch of new products so as outlets have a period of time to
address idiosyncrasies.
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Marketing strategy
An effective marketing strategy combines the 4 Ps of the marketing mix. It is designed to
meet the companys marketing objectives by providing its customers with value. The 4 Ps of
the marketing mix are related, and combine to establish the products position within its target
markets.
Weaknesses of the marketing mix

The four Ps of the marketing mix have a number of weaknesses in that they omit or
underemphasize some important marketing activities. For example, services are not explicitly
mentioned, although they can be categorized as products (that is, service products). As well,
other important marketing activities (such as packaging) are not specifically addressed but are
placed within one of the four P groups.
Another key problem is that the four Ps focus on the sellers view of the market. The buyers
view should be marketings main concern.
The four Ps as the four Cs

The four Ps of the marketing mix can be reinterpreted as the four Cs. They put the customers
interests (the buyer) ahead of the marketers interests (the seller).
Customer solutions, not products: Customers want to buy value or a solution to their
problems.
Customer cost, not price: Customers want to know the total cost of acquiring, using
and disposing of a product.
Convenience, not place: Customers want products and services to be as convenient to
purchase as possible.
Communication, not promotion: Customers want two-way communication with the
companies that make the product.
Definition of 'Marketing Mix'
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Definition: The marketing mix refers to the set of actions, or tactics, that a company uses to
promote its brand or product in the market. The 4Ps make up a typical marketing mix - Price,
Product, Promotion and Place. However, nowadays, the marketing mix increasingly includes
several other Ps like Packaging, Positioning, People and even Politics as vital mix elements.
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CHAPTER 4
DATA PRESENTATION, ANALYSIS AND INTERPRITATION
1. Which of the following influenced the customer to buy Palus Engineering Industry?
Table No. 1:OPTION
RESPONDENTS
PERCENTAGE
Price
17
34%
Quality
17
34%
Quantity
16
32%
Total
50
100%
Chart No. 1:-
32%
34%
Price
Quality
Quantity
34%
Interpretation:The interpretation is based on three main elements of company shows in graph. The
first interpretation is quality, the customers are more satisfied with the quality of product.
Then the customers are shows satisfy with the price and quantity. The middle class people
are both i.e. price and quantity are the major part of the product.
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The above table shows that 34% customers are satisfied with price and quality, and
32% customers are satisfied with quantity. The reason behind this is that the company
provides good quality products to customers.
2. When do you get the delivery after booking the order?

Table No. 2:PARTICULAR
Within specific time
Delay in specific time
Total
CUSTOMER
40
10
50
PERCENTAGE
80%
20%
100%
Chart No. 2:-
20%
Within specific time
Delay in specific time

80%
Interpretation:The above graph shows that the casting, and the delivary of the product plays
The above table shows that the 80% customer said that they get delivery within specified
time & 20% customer said that delay in specified time.
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3) what is your opinion about our companys quality products as compared to other
companies?
Table No. 3:OPINION
Better
Good
Average
Total
CUSTOMER
25
15
10
50
PERCENTAGE
50%
30%
20%
100%
Chart no. :-3
OPINION ABOUT QUALITY PRODUCT
20%
Better
50%
Good
Average
30%
Interpretation:The opinion about quality product shows that the companys product is better than the
other products and the quality plays an important role in customers opinions to products
purchase. And the companies focus on quality and atomization of the product.
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The above table shows that 50% customers said that the quality of products was better
and 30% provide the quality was good. The reason behind that company mainly focuses
on quality.
4) Any complaints from customer about the products?
Table No.:-4
OPINION
Yes
No
Total
CUSTOMER
5
45
50
PERCENTAGE
10%
90%
100%
Chart no. :-4
COMPLANTS ABOUT PRODUCTS

10%
Yes
No
90%
Interpretation:The company with good quality and minimum price as a compare to the other products of
different companies so that customers complaints about the companys product is 10% is a
good sign of the products.
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The above table shows that the 10% customers had complaints about products and 90% had
no complaints.
5) How do you rate our approach to quality management to ensure complete customer
satisfaction?
Table no:- 5
OPINION
Excellent
Good
Satisfactory
Poor
Total
Chart no:-5
CUSTOMERS
30
10
5
5
50
PERCENTAGE
60%
20%
10%
10%
100%
CUSTOMERS SATISFACTION
30%
50%
Excellent
Good
Satisfactory
10%
5%
5%
Poor
Total
Interpretation:- From the above chart 60% customer think id to quality management to
ensure complaint customer satisfaction is excellent 20% customer think is good, 10%
customer is satisfaction & another 10% customer is poor.
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6) How do you rate our professionalism in dealing with you?

Table no.:- 6
OPINION
Excellent
Good
Satisfactory
Poor
Total
CUSTOMERS
20
15
10
5
50
PERCENTAGE
40%
30%
20%
10%
100%
Chart no:-6
professionalism
10%
20%
40%
Excellent
Good
Satisfactory
Poor
30%
Interpretation:The company facilities good with customers the deliveries are within day of booking order.
So the customers are satisfy with the company.
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The above table shows that the 40% customers said that professionalism was excellent while
30% said that it was good.
7) Was the customer service representative friendly?

Table No.:-7
CUSTOMER SERVICE
CUSTOMER
PERCENTAGE
FRIENDLY
Yes
No
Total
35
15
50
70%
30%
100%
Chart no:-7
CUSTOMER SERVICE FRIENDLY
30%
Yes
No
70%
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Interpretation:The customers service is friendly the attributes of the products such as price, quality, quantity,
packaging are making customer service friendly. And the quality control department also
make customer service friendly.
The above table shows that 70% customers satisfied with company service representative.
8) Did they solve your problem?

Table No.:8
OPINION
Yes
No
Total
CUSTOMER
35
15
50
PERCENTAGE
70%
30%
100%
Chart no:-8
SOLVE YOUR PROBLEMS
30%
Yes
No
70%
Interpretation:BVDU,I/M/R/D/A, SANGLI
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The company sales person is solving the problems of the customer related to the delivery,
quality and price of the products. And the above graph shows that the maximum customers
are solve their problems.
From above table it can be said that 70% customers satisfied with service representative
while 30% not satisfied.
9) How likely are you to use/ purchase PRODUCT again?

Table no.:-9
OPINION
Definitely
Probably
Might or might not
Never used
Total
Chart no:-9
CUSTOMER
30
10
5
5
50
PERSENTAGE
60%
20%
10%
10%
100%
USE /PURCHASE [PRODUCT]

10%
Definitely
10%
Probably
20%
60%
Might or might not

Never used
Interpretation:The company products maximum customer says that they are willing to purchase the
products again. It shows that the companies product are fulfil the customers requirements.
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From above table it is clear that 60% customers definitely purchase the product again. While
on the other hand only 10% said that they never use the product.
CHAPTER-5
FINDINGS AND OBSERVATION
1) Palus engineering different types of ci-casting product in various business area

that the casting .This company applies the product differentiation strategy.
2) It is observed that companys position of sales and recommendation to
increase market share is very good.
3) Companys reputation about the products quality, pricing, distribution and
promotion, marketing strategies, customer relationship and satisfaction, sales
strategy, market strategy, production and expert analysis, turnover is good.
4) It is found that company applies the anticipation of new technology and
marketing mix strategy.
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CHAPTER-6
SUGGESSTION AND CONCLUSION
SUGGESSTION:1) Company position of sale and turnover, market share , is very good but company can
try to increase market share in global market and concentrating on planning and
implementing the definite goals and action plans.
2) Company can try to improve and planning for future growth drivers that are the higher
GDP growth, disposable income, try to continuous improvement, sales and marketing
activities.
CONCLUSION:1) Company applies product differentiation strategy, order execution, sales activities,
marketing mix strategies, anticipation of new technology, CRM; from this it is
conclude the companys position of sales, turnover and market share is very good.
2) Organization has to make more advertisement through pamphlet distribution in
local newspaper and TV advertisement through the local channel.
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3) In this competitive era, company should look forward toward the consumer
satisfaction because ultimately the consumer who will get the benefit and that will
help the company in increasing its market share.
ANNUXURE- I
QUESTIONNAIRE
Name: .............
Address: ............
Contact No....
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1) Which of the following are influenced the customer to palus engineering industries
product?
a) Price
b) Quality
c) Quantity
2) When do you get the delivery after booking the order?
a) Within the specific time
b) Delay in specific time
3) What is opinion about our company quality products as compared to other
companies?
a) Good
b) Better
c) Average
4) Any complaints of customers about the products?
a) Yes
b) No
5) How do you rate our approach to quality management to ensure complete customer
satisfaction?
a) Excellent
b) Good
c) Satisfactory
d) Poor
6) How do you rate our professionalism in dealing with you?
a) Excellent
b) Good
c) Satisfactory
d) Poor
7) Was the customer service representative friendly?
a) Yes
b) No
8) Did they solve your problem?
a) Yes
b) No
9) How likely are you to use/purchase [PRODUCT] again?
a) Definitely
b) Probably
c) Might or might not
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d) Never used
BIBLIOGRAPHY
Book referred:
Marketing management : Kotler Phillip (eveventh edition)publish by Ashok K.
Ghose, Prentice hall of India, and New Delhi(2007)
Other references:
Company Manuals
Product Bouchers
Website:
www.google.com
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MBA-II 2015-16

STUDY OF MARKETING MIX

SCOPE OF THE STUDY:BVDU,I/M/R/D/A, SANGLI

The brand awareness

The company database.

CHAPTER 4: Data presentation, Analysis and Interpretation

PALUS ENGGINERING INDUSTRIES PVT.LTD

DR. PATANGRAO KADAM INDUSTRIAL ESTATE

MR. S.K.PATIL (CHAIRMAN) - MOB - 9890940154

VAT TIN NUMBER

CST TIN NUMBER

FG-260 GRADED CASTING

30 & 27 TWO CUPOLA WITH CHARGER

1)SHOT BLAST MACHINE

GREEN SAND & TWO PART MOULDING

TOW PART CORE METHOD

MAKE PATEL FURNACE 72 SHOT BLAST

1) SIX TONS TWO CRANE

1) MATHER & PLATT PUMPS ,PVT LTD PUNE

Introduction to the Marketing Mix

The Marketing Mix

Weaknesses of the marketing mix

The four Ps as the four Cs

Definition of 'Marketing Mix'

Table No. 1:OPTION

Chart No. 1:-

2. When do you get the delivery after booking the order?

Chart No. 2:-

Within specific time

Delay in specific time

Chart no. :-3

OPINION ABOUT QUALITY PRODUCT

4) Any complaints from customer about the products?

Chart no. :-4

COMPLANTS ABOUT PRODUCTS

6) How do you rate our professionalism in dealing with you?

7) Was the customer service representative friendly?

CUSTOMER SERVICE FRIENDLY

8) Did they solve your problem?

SOLVE YOUR PROBLEMS

9) How likely are you to use/ purchase PRODUCT again?

USE /PURCHASE [PRODUCT]

Might or might not

1) Palus engineering different types of ci-casting product in various business area

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