Professional Documents
Culture Documents
Research topic is sales of IMINT loyalty cards through HPCL outlets in Bangalore
city. To find out the sales of IMINT cards and what are the promotional activates
are used by the company with the help of questionnaire survey and interviewing
the HPCL outlet dealers and staff members .
The company should try to create product awareness among the retailers and
representative of the product. So the sense of belief in the product has to
generate. And the company should opt for a multi channel marketing system as
its serves for the benefits like increased market coverage, lower channel cost
and customized selling
Distribution is all about getting your product/service to the right people at the right
time with special consideration for profit and effectiveness. Successful marketing
does not end when a business has developed a product/service and has found
its appropriate target audience with a view to selling it at the 'right price'.
The next issue that needs to be faced is how they are going to distribute and sell
this product/service to these people-i.e. the consumers.
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1.2 THEORETICAL BACKROUND OF THE STUDY:
MARKETING CHANNEL:
they can organize their production capabilities in such a way that the products
they have developed can be seen, analyzed, debated and by select few perhaps,
but actual the actual large – scale delivery of the product to the consuming
public demand different type of effort, which create time, place and utilizes a
finished products unless the product is transported to where the gain can access
to it, stored until they are ready to it.
And eventually exchanged for product or money or services so that they can
gain possession of it. In fact, the four type of utility (form, time, place, and
possession) .are inseparable.
Channel member tend to specialize in creation function: their role are unique, at
least in part. Thus manufactures specialize in production and national promotions
while retailer specializes in merchandising, distribution
And promotion on the local level. The specialization result in significant amount
of operational independences among channel members. Each channel member
become dependent upon the other members to realize its
Organizational objectives for example; both retailer and the distributor are
independent on each other to reach the final consumer. The same is true for
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marketing of services. Marketing of independent original involved in the process
of making a product or service available for the user or consumer. From the
outset, it should be recognized that not only do marketing channel satisfy
demand by supplying product and services at the right place, quantity, quality
and price but also stimulate demand through the promotional activities of unities
constituting them.
A major focus of marketing management’s delivery, it is only through
distribution that public product can be made available for consumption.
“Marketing channel are sets of independent organization involved in the process
of making product or service available for use consumption.”
To reach the target market, the marketer uses different kinds of marketing
channel. Communication channel deliver and receive message from target
Beyond this communication are conveyed by facial expression and clothing, the
look of retail stores, and may other media. The marketer uses distribution
channel to display, sell or delivery the physical product or services the buyer or
user. They include distributor, wholesalers, retailer and agent.
CHANNEL FUCTIONS AND FLOW:
A marketing channel performs a work of moving product from dealer to
consumers. It overcomes the times, place, possession gaps that separates
product and services from those who need or want them.
It is true that “you can eliminate an intermediary but cannot eliminate its function”.
Member of making channel perform a number of keys.
1) Information: collection and dissemination of market research information l
like potential customer, competitor and other forces in the marketing
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environment.
CHANNEL OF DISTRIBUTION:
The most common routes used for bringing the products in the market from
producer to customer are as follows:
Manufacturer - consumer
Manufacturer - retailer - ultimate consumer
Manufacturer - wholesaler - retailer - consumer
Manufacturer - agent - whole seller - retailer - consumers
Manufacturer - whole seller - consumer
CHANNEL LEVELS:
Each intermediary that performs work in bringing the product and its title close to
the final buyer constitutes a channel level. Since the producers and the final
customer both perform work, they are part of every channel.
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Channel design decisions:
In design marketing channel, manufactures have to decide what is ideal, what is
feasible and what is available. A new firm typically and what is available. A new
firm typically starts as a local operation selling in the limited markets. Since it has
limited capital it not uses existing intermediaries.
If the new firm is successful it might be branch to new markets. Again the
manufacturer will tend to work through available inter mediator although doing so
might main using different types of market channel in different area
In the smaller market the firms might sell directly to retailers.
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A) product variety:
Product variety represents the assortment breach provided by the marketing
channel. Normally customer prefers a greater assortment because chances
increases customer chances of finding what he needs.
B) Service Backup:
Service Backup represent he adds on services provider by the channel.
The greater the service Backup, the greater the work provider by the channel
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Companies should search for innovative marketing channel. Sometimes a
company selects an unconventional channel because of the difficulty or cost of
working with the dominant channel. The company must search for the channel
alternatives that promises the most long – run profitable.
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9
2.0 INTRODUCTION:
So my project is to find out the reasons for the problem and suggest
the appropriate solution to over come on this problem.
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MARKET:
According to Philip kotler a market consist of all the potential customer sharing a
particular needs or who might be willing and able to engage in exchange to
satisfy that needs or wants. The size of the market depends upon the number of
person who exhibits the needs having the interested to other, and agrees to
offer these resources in exchange for what they want.
MARKETING:
Marketing is social and managerial processes by individual and groups obtain
what they want and need through creating, offering and exchanging products.
Marketing is a process of building up bridges between the end users and the
producers of products and services.
PURPOSE:
economy is clearly the greatest advantage of secondary data. instead of printing
data - collection forms , hiring field works , transporting then through the field
work , and editing and tabulating the results , researches , alone or with some
clerical assistance , may obtain information from a published record compiled by
somebody else . Also secondary data can be quickly obtained. Another
advantage of some secondary data sources is that they provided information that
could not be obtained by the typical organization.
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2.3 Objectives:
It also gives clear idea about what are the promotional activates should
adopt for the success of product.
2.5 METHODOLOGY:
Primary data has been collected through questionnaire survey and interviewing
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the HPCL outlet dealers and its members.
Secondary data are either internal or external to the company considering their
use. Internal data are typified by summaries of sales representative report
invoices and operating statement a research manager must necessarily become
families with all material of this type that is available within the company.
2.6 SAMPLING:
SAMPLE PLAN:
The basic idea of sampling is that by selecting some of the elements among the
HPCL dealers in Bangalore city .we many draw a conclusion about the entire
dealers, sampling is useful if the population size is large.
SAMPLE TECHNIQUE:
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sample.
And characteristic of the sample is known as static:
SAMPLE UNITS: sample units of the study are HPCL outlets dealers and staff in
Bangalore city.
SAMPLE SIZE: sample size means the number of sampling units to be selected
from the dealers for the investigation .due to time and cost constraint, which is a
proportion of total population.
I have taken the sample size of 100 respondents from HPCL outlet dealers and
its staff.
SAMPLE TYPE:
the number of sample is selected on simple random sampling basis. Simple
random sampling was used in which each population element has a known and
equal chance of selection.
SAMPLE DESCRIPTION:
The respondents are mainly from hpcl outlets of entire Bangalore city. They
included dealers, staff; field work is very important step in the process of market
research.
It has carried out with in prior planning and with almost accuracy; it is carried out
very systematic manner. The field work activity involves data collection. By
contacting the respondent for this interview schedule was prepared in this study
prepared questionnaire was used for interviewing the respondent.
INSTRUMENTATION TECHNIQUES:
The structured questionnaire is the tools used to collect the data from the
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respondent, which consist of both open ended and closed ended question.
The main data collection method for descriptive study is survey method .the
principal survey options were questionnaire is the main instrument is collecting
primary data.
It consists of a set of question presented IMINT loyalty card seller for their
answers. Questionnaires consist of both open ended and close ended questions.
SOURCES OF DATA:
1) Published sources
2) Unpublished sources
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Published sources:
various governmental international and local agencies publish statistical data.
Unpublished sources:
there are various sources of unpublished data. Various books, magazines have
been used. it called as secondary data.
Descriptive research:
Descriptive research includes survey and fact findings enquire of different kinds.
The major purpose of descriptive research is the description of the
State affair, as it exits at present, the methods of research utilized in descriptive
in descriptive research survey methods of all kinds, included comparative and
correctional method.
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2.9 LIMITATION OF THE STUDY:
b) The findings of the study are on the basis of the information provided by the
respondent and may biased
d) The respondent is selected on the basis of simple random sampling .so this
survey included all the limitation of simple random sampling.
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3.1 INTRODUCTION
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Loyalty Solutions & Research Limited (LSRL),
India's first nationwide coalition loyalty and consumer rewards program, where
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leading brands Airtel, HPCL, ICICI Bank, Indian, Lifestyle & makemytrip.com
have come together.
now whatever the consumer does, the consumer always mints rewards!
Year of Establishment
History
India's first nationwide coalition loyalty and consumer rewards program.
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Airtel – exclusive telecom partner
Airtel comes to you from Bharti Airtel Limited - a part of the biggest private
integrated telecom conglomerate, Bharti Enterprises. Bharti provides a range of
telecom services that include cellular, basic, internet and national long distance.
Bharti also manufactures and exports telephone terminals and cordless phones.
apart from being the largest manufacturer of telephone instruments in India, it is
also the first company to export its products to the USA.
Bharti is the leading cellular service provider, with an all India footprint covering
all 23 telecom circles of the country. it has over 23 million satisfied customers.
Airtel mobile customers can now start earning points on their i-mint card for
usage related to their prepaid and postpaid connections.
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if you are an Airtel mobile postpaid customer, you earn points on your monthly
billing (this month’s charges) and if you are an Airtel mobile prepaid customer,
you earn points on the retail price of the recharges done on your mobile phone.
in both cases, you earn 2 points for every Rs. 100 of bill value for postpaid and
recharge value for prepaid.
HPCL’s launch of India’s first branded diesel product - “Turbojet” was met with a
high level of success. the petrol variant “Power” has topped the charts in brand
recall amongst customers. in addition, the endeavor to provide maximum
customer delight, prompted the launch of India’s first e-fuel station, aimed at
providing premium quality products to our esteemed customers.
HPCL PROMOTION
Terms & Conditions:
swipe2drive :
1. the double reward points offer is open for all i-mint card members purchasing
fuel at select HPCL Retail Outlets in Mumbai, Vashi, Delhi NCR, Bangalore and
Hyderabad cities during promo period.
3. the i-mint card members will be eligible for double reward points on first–cum-
first serve basis upto a maximum issue of 20,00,000 points by HPCL during the
promo period. a lucky draw will be held for eligible i-mint card members who
complete two transactions for a minimum value of Rs. 100/- during the promo
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period to award the prize of one (1) car.
4. cash in lieu of prize/points will not be offered. prize/reward points are not
transferable.
5. prize will be awarded after due verification by HPCL officials and the winner
will be informed by post. the identity of the winner will be verified by i-mint card
details and photo identity.
6. the award of points will be limited to a maximum fuel purchase of Rs. 5000/-
per month and 2 transactions per day.
now earn 1 i-mint point on every Rs. 200 spent on your ICICI Bank debit
card purchases.
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spans 73 destinations. having set the standards for civil aviation in India since its
inception in 1953, it has many firsts to its credit, including introduction of the wide
bodied A300 aircraft on the domestic network, the fly-by-wire A320, domestic
shuttle service, walk in flights and easy fares. the Indian logo emblazoned on the
tails of all its aircraft has become synonymous with service, efficiency and
reliability.
Indian flies more than 8.8 million people annually to 55 destinations within India
and 18 internationally, from Oman, UAE, Qatar, Kuwait and Bahrain in the West
to Thailand, Singapore, Malaysia in the east, and Sri Lanka, Mayanmar,
Pakistan, Afghanistan, Nepal, Bangladesh and Maldives in the South Asian sub-
continent.
now, every time you fly Indian, you can earn i-mint points in-addition to frequent
flyer points. just remember to quote your i-mint card number at the time of
booking your tickets or while checking-in. i-mint points will get credited to your
account, upon travel.
flying with Indian becomes even more rewarding, now you can earn 6 i-mint
points with every Rs.100 you spend.
with i-mint, shopping at Lifestyle has become more rewarding than ever.
because with every purchase you make worth Rs.100, you get 2 i-mint
points, which can be redeemed for a host of exciting products and
services.
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• lowest airfares across all airlines
• booking hotel online from over 1500 properties ranging from 2 star to 7 star
• thousands of holiday options to choose from within India or internationally
• multiple payment options. pay by credit card, cash-on-delivery or ITZ cash
• 24/7 customer service
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you can mint points across thousands of member outlets—from malls to
multiplexes, stores to supermarkets, coffee shops to bookshops, restaurants
to restobars; while filling petrol, paying your mobile bill, doing your banking
and more.
To ensure that the offers and services are relevant LSRL may solicit
information from the members from time to time. This is solely for the purpose
of making the program more and more meaningful. We are committed to
protecting the privacy of our members and their transactions.
This section explains how company protect and use customer information in
safe, secure and responsible manner.
This document includes information about:
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information;
Limiting access to sensitive information;
INFORMATION COLLECTED :
LSRL collect and use various types of information to service customer accounts,
save customer time and money, better respond to customer needs, and manage
risk. Customer information shall be collected under the following categories:
INFORMATION STORAGE :
LSRL may occasionally share its information with trusted third party data
processors to organise, process, clean & analyse its data to help them better
understand the trends and segments within their member base.
They shall use this information solely with the purpose of enhancing the value of
the program for the member base and to better tailor our offers to your specific
interests. All such third parties shall be under Non Disclosure agreements and
strictly bound to maintain the confidentiality of the information shared.
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They intend to share data with their sponsors & advertisers in aggregate form,
but they will ensure that the Program is designed to make sure customers are not
identified personally to advertisers unless they make the choice to share their
Personal Identification Information directly with them.
Hence the advertisers shall be made aware of the segments and trends in the
database and can then route their customised messages through LSRL
channels.
Occasionally, customer may want to avail of services or offers that, by the very
terms, will require us to forward Information to the advertiser or partner so that
they can provide the service to you. Your permission for the same shall be
sought and we will require that these third parties comply with the Non disclosure
policies set forth in agreements with them.
LSRL reserve the right to release information to local, state, or central law
enforcement officials when they believe in good faith that the law requires it, or
when required to, by order of a Court or authorised administrative agency.
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problem that may have occurred with their account or with an offer in which they
may have participated.
LSRL may use this information to learn more about customer participation in the
Program and make it more relevant to their interests.
INFORMATION PRACTICES :
Aggregate Data:
LSRL do not provide any of customer PII to its advertisers. Because LSRL
contact customers on their behalf, they do not have access to customer PII
unless customer make the choice to share it with them.
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Because email is an integral part of the Program, customer sign up to receive
email targeted to their interests at the time of enrolment. If they later decide their
wish to cease participation in this portion of the Program, they may do so at any
time by visiting Update Account Info and turning the email off. opting not to
receive email does not exempt them from receiving administrative emails, that
include but are not limited to, notices about vital program and membership status
changes or alterations to LSRLs Terms of Service.
When customer log on to the I-mint website or use the I-mint card at a I-mint
Merchant, the server automatically recognizes them by their encrypted Member
ID.
This information may be added to their personal profile and used to target them
with offers and advertisements that are most relevant to their interests.
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LSRL recommend that customer take the following precautions to guard against
the disclosure and unauthorized use of their account and personal information:
LSRL have strict procedures that their employees abide by to meet this
objective. While some procedures are required by Central, state or RBI
regulations,
3.6 Presence:-
In the following cities LSRL sale their product:
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a) Bangalore
b) Mumbai
c) Hyderabad
d) Chennai
e) Delhi
Outlet service:
There outlet service of IMINT is in different form.
ICICI bank
HPCL outlets
Lifestyle
Indian
Make my trip.com
Airtel
0100090000037800000002001c00000000000400000003010800050000000b020000000005000000
0c02c30a8c12040000002e0118001c000000fb021000070000000000bc02000000000102022253797
374656d000a8c120000bbfb0000ac5d110004ee833908f09a030c020000040000002d010000040000
00020101001c000000fb0238ff0000000000009001000000000440001254696d6573204e657720526
f6d616e0000000000000000000000000000000000040000002d010100050000000902000000020d0
00000320ab800000001000400000000008e12be0a20005b00040000002d010000030000000000
IMINT loyalty card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Visibility:
Visibility involves all promotion strategies some of the poster,
barrower, pamphlets, outlet advertisement.
The terms and conditions explain the nature and scope of the relationship
between Loyalty Solutions & Research Limited “LSRL” (as owner and
management for the program) and a member of i-mint. the terms and conditions
cover limitations and exclusions on the liability of LSRL, i-mint and the i-mint
merchants.
1 definitions
“affiliate” means and includes any company (a) which is the holding or
subsidiary company of LSRL or (b) a person under the control of or under
common control with LSRL, or (c) any person, in 50% or more of the voting
securities of which LSRL has a direct or beneficial interest or control.
“control” together with grammatical variations when used with respect to any
person, means the power to direct the management and policies of such person,
directly or indirectly, whether through the ownership of the vote carrying
securities, by contract or otherwise howsoever.
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“LSRL” shall mean Loyalty Solutions & Research Limited and such expression
shall, unless it be repugnant to the subject or context thereof, include its
successors, assigns, representatives and transferees.
“customer” for this program means customers of LSRL and customers of group
companies of LSRL or any other person as may be decided by LSRL from time
to time.
0100090000037800000002001c00000000000400000003010800050000000b02
00000000050000000c02c30a8c12040000002e0118001c000000fb02100007000
0000000bc02000000000102022253797374656d000a8c120000bbfb0000ac5d1
10004ee833908f09a030c020000040000002d01000004000000020101001c0000
00fb0238ff0000000000009001000000000440001254696d6573204e657720526f
6d616e0000000000000000000000000000000000040000002d01010005000000
0902000000020d000000320ab800000001000400000000008e12be0a20005b00
040000002d010000030000000000
i-mint means the i-mint customer rewards program, managed and operated by
LSRL offering benefits, facilities or arrangements to members by reason of their
membership into the program, whereby certain i-mint points are accumulated on
every earn activity made by members within i-mint network & such i-mint points
may be used by the member for redemption through the i-mint rewards catalog.
i-mint membership account means the account where the member’s i-mint
points will be accumulated.
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“primary member” is the member who owns the i-mint membership account and
controls all redemptions on it as well. card held by the primary member is known
as the ‘primary card’.
i-mint card means a i-mint customer rewards program card. this card shall be
the property of LSRL where a unique membership id is given to every member.
i-mint point is the unit currency for the program. members’ are awarded i-mint
points for earn activities within the network.
i-mint merchant means any or all of the present or future entities, merchants,
shops, departmental stores, airlines, hotels, restaurants, car rental companies
and other participating establishments, whether with online or offline presence, in
agreement with LSRL, where members can accumulate i-mint points for
purchase of goods and services.
i-mint network :means all the i-mint merchants and LSRL for the time being
taken as a whole.
“earn activity” means any activity, which results in accruing of i-mint points to a
member .
i-mint rewards catalog means the periodical rewards catalog issued by LSRL
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for this program containing the particulars or rewards currently available in the
program and the number of i-mint points required for them.
i-mint rewards means the rewards issued by LSRL as enlisted in the i-mint
rewards catalog and/or as communicated from time to time.
3.8 REWARDS :
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• women's travel companion consisting of moisturizer, face wash, cleansers
and perfume. (1,000 points)
• prevention is better than cure. whole body check-up voucher worth Rs.
5,250. valid in all participating Apollo hospitals. (13,200 points )
Service:
The key to competitive success may lie in adding valued services and improving
their quality. The main service differentiators are ordering ease, delivery,
installation, customer training, customer consulting, and maintenance & repair .
Ordering ease: - It refers to how easy it is for the customer to place an order
with the company.
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Customer consulting: It refers to data, information systems and advising
services that the seller to buyers
Maintenance & repairs: It describes the service program for helping customers
keep purchased in good working order.
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Table 1
Response Frequency
1000 44
>1000 15
<2000 26
<3000 15
INTERPRETATION:
44 the respondents feel that 1000 customers walk in to hpcl outlets per day
15 respondents feel that >1000 customers walk in to outlet/ day.
26 respondents feel that <2000 customers walk in to outlet/ day and
15 respondents feel that <3000 customers walk in to outlet/ day.
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INFERENCE:
According to the above table most of the outlets having 1000 customers/day.
Graph1
N u m b e r o f c u s to m e r s v is itin g th e
H P C L o u le t p e r d a y
60
40
Frequency
F re q u e n c y
20
0
1 0 0 0 > 1 0 0 0> 2 0 0 0 > 3 0 0 0
R e sp o n se
40
Table2
Response Frequency
2 Wheelers 50
3 wheelers 5
4 wheelers 30
Others 10
INTERPRETATION:
INFERENCE:
According to the above table 2 wheeler customers are more in hpcl outlets.
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Graph 2
0100090000037800000002001c00000000000400000003010800
050000000b0200000000050000000c02c30a8c12040000002e0118001c000000f
b021000070000000000bc02000000000102022253797374656d000a8c120000b
bfb0000ac5d110004ee833908f09a030c020000040000002d0100000400000002
0101001c000000fb0238ff0000000000009001000000000440001254696d657320
4e657720526f6d616e0000000000000000000000000000000000040000002d010
100050000000902000000020d000000320ab800000001000400000000008e12b
e0a20005b00040000002d010000030000000000
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Table 3
Response Frequency
All of them 15
Most of them 32
Few of them 44
None 9
INTERPRETATION:
15 respondents feel that all customer will prefer IMINT service.
32 respondents feel that most of them will prefer IMINT service
.44 respondents feel that very few customers will prefer IMINT service and 9
respondents feel that nobody will prefer IMINT service.
INFERENCE:
According to the above table very few customers are using the IMINT service.
43
Graph 3
Frequency
All of them
Most of them
Few of them
None
44
Table 4
Response Frequency
Yes 80
No 10
INTERPRETATION:
80 respondents feel that they are having swipe machine and 20 respondents
feel that they don’t have the swipe machine
INFERENCE:
From the above table most of the hpcl outlets have the swipe machine for
IMINT loyalty cards.
45
Graph 4
0100090000037800000002001c00000000000400000003010800050000000b02
00000000050000000c02c30a8c12040000002e0118001c000000fb02100007000
0000000bc02000000000102022253797374656d000a8c120000bbfb0000ac5d1
10004ee833908f09a030c020000040000002d01000004000000020101001c0000
00fb0238ff0000000000009001000000000440001254696d6573204e657720526f
6d616e0000000000000000000000000000000000040000002d01010005000000
0902000000020d000000320ab800000001000400000000008e12be0a20005b00
040000002d010000030000000000
46
Table 5
Response Frequency
Card 44
cash 56
INTERPRETATION:
44 respondents feel that they are having 44% of card customers and 56
respondents feel that they are having 56% cash customers.
INFERENCE:
From the above table most of the hpcl outlets have more cash customers
than card customers..
47
Graph 5
0100090000037800000002001c0000000000040000000301080005
0000000b0200000000050000000c02c30a8c12040000002e0118001c000000fb0
21000070000000000bc02000000000102022253797374656d000a8c120000bbfb
0000ac5d110004ee833908f09a030c020000040000002d0100000400000002010
7%
1001c000000fb0238ff0000000000009001000000000440001254696d6573204e6
57720526f6d616e0000000000000000000000000000000000040000002d010100
050000000902000000020d000000320ab800000001000400000000008e12be0a
12%
20005b00040000002d010000030000000000
48
Table 6
Response Frequency
>25 40
>50 20
>75 17
>(100) 23
INTERPRETATION:
40 respondents feel that >25 customers will use the service in a day. 20
respondents feel that >50 customers will use the service in a day .
17 respondents feel that >75customers will use the service in a day.
And 23 respondents feel that >100customers will use the service in a day.
INFERENCE:
According to the above table very few customers are using the IMINT service in a
day.
Graph 6
49
0100090000037800000002001c00000000000400000003010800050000000b02
00000000050000000c02c30a8c12040000002e0118001c000000fb02100007000
0000000bc02000000000102022253797374656d000a8c120000bbfb0000ac5d1
10004ee833908f09a030c020000040000002d01000004000000020101001c0000
00fb0238ff0000000000009001000000000440001254696d6573204e657720526f
6d616e0000000000000000000000000000000000040000002d01010005000000
0902000000020d000000320ab800000001000400000000008e12be0a20005b00
17%
040000002d010000030000000000
Table 7
50
7) Do you think the number of customers walking into your outlet will
increase because of you promoting I-MINT cards?
Response Frequency
Yes 66
No 34
INTEPRETATION:
INFERENCE:
According to the above table the number of customers will increase due to the
imint card service.
51
Graph 7
response
Yes
No
Table 8
Response Frequency
Positive 55
52
negative 22
Neutral 15
None 8
INTERPRETATION:
INFERENCE:
Most of the respondents have the positive feedback towards the sales of IMINT
loyalty cards.
Graph 8
53
0100090000037800000002001c0000000000040000000301080005
0000000b0200000000050000000c02c30a8c12040000002e0118001c000000fb0
21000070000000000bc02000000000102022253797374656d000a8c120000bbfb
0000ac5d110004ee833908f09a030c020000040000002d0100000400000002010
1001c000000fb0238ff0000000000009001000000000440001254696d6573204e6
57720526f6d616e0000000000000000000000000000000000040000002d010100
050000000902000000020d000000320ab800000001000400000000008e12be0a
20005b00040000002d010000030000000000
Table 9
Response Frequency
Yes 68
No 32
54
INTERPRETATION:
68 respondents feel that they are converting customers into IMINT card users
and 32 respondents says that because of time constraint they are not trying to
convert customers into IMINT card users.
INFERENCE:
From the above table most of the dealers are converting customers into IMINT
card users.
55
Graph 9
0100090000037800000002001c00000000000400000003010800050000000b02
00000000050000000c02c30a8c12040000002e0118001c000000fb02100007000
0000000bc02000000000102022253797374656d000a8c120000bbfb0000ac5d1
10004ee833908f09a030c020000040000002d01000004000000020101001c0000
00fb0238ff0000000000009001000000000440001254696d6573204e657720526f
6d616e0000000000000000000000000000000000040000002d01010005000000
0902000000020d000000320ab800000001000400000000008e12be0a20005b00
040000002d010000030000000000
Table 10
56
Response Frequency
>50 56
>100 20
>200 14
Not interested 10
INTERPRETATION:
56 respondents feel that they will sell less than 50 cards in a month. 20
respondents feel that they will sell less than 100 cards in a month.14
respondents feel that they will sell less than 200 cards in a month . and 10
respondents are not interested in selling the IMINT cards.
INFERENCE:
The above analysis shows that dealers are interested in selling the IMINT cards
Graph 10
57
60
50
>50
40
>100
30
>200
20
Not interested
10
0
Frequency
Table 11
Response Frequency
Watch out arch 4
Road show 38
Merchandise 46
All 12
58
INTERPRETATION:
According to the above table 38 respondents feel that road show is better.
46 respondents suggest the merchandise. 4 respondents says watch out arch
should use and 4 respondents feels that all the above activities should use.
INFERENCE:
Most of the dealers suggest the merchandise promotional activity is better for
the promotion of IMINT loyalty cards.
Graph 11
59
50
40
Watch out arch
30 Road show
20 Merchandise
All
10
0
Frequency
Table 12
60
Response Frequency
TV 42
Radio 36
Magazine 8
News paper 14
INTERPRETATION:
According to the above table 42 respondents feel that TV is better. 36
respondents feels radio advertisement is good. 8 respondents feel that giving ads
in magazine is good and 14 respondents says news papers are best sources for
advertisement.
INFERENCE:
Most of the dealers feel that TV is the most effective form of advertisement.
Graph 12
61
45
40
35
TV
30
25 Radio
20 Magazine
15
News paper
10
5
0
Frequency
Table 13
13) which is the main feature that a customer looks for while buying IMINT
card?
Response Frequency
Quick service 18
Price 12
Benefits 52
All 18
INTERPRETATION:
62
According to the above table 18 respondents feel that customers looks quick
service. 12 respondents feels customers looks price while buying IMINT. 52
respondents says customers looks for benefits and 18 respondents says
customers looks all i.e quick service, price and benefits.
INFERENCE:
From the above analysis the customers looks for the benefits of the product while
purchasing .
Graph 13
63
features prefered by customers to
purchase I-MINT cards
Quick service
Price
Benefits
All
Table 14
Response Frequency
Excellent 21
Very good 36
64
Average 27
Poor 16
INTERPRETATION:
According to the above table 21 respondents feel that promotion of IMINT card
is Excellent, 36 respondents says very good. 27 respondents feel that the
promotion of IMINT cards is Average and 16 respondents says it promotion of
this product is poor.
INFERENCE:
From the above analysis the promotion of IMINT loyalty cards is very good. But
still awareness has to be created by conducting certain programs in colleges,
road shows and promote the product,
Graph 14
0100090000037800000002001c000000000004000000030108000
65
Table 15
15) Do you know the benefits/rewards of IMINT loyalty card? (for staff)
Response Frequency
Yes 27
no 73
66
INTERPRETATION:
According to the above table respondents feel that they are not aware of IMINT
card benefits/rewards . 27 respondents says they are aware of IMINT card
benefits/rewards
INFERENCE:
According to the table the HPCL outlet staff has not aware of IMINT loyalty card
benefits and rewards.
Graph 15
67
Frequency
Yes
no
68
FINDINGS:
The HPCL outlet staff members are not aware of the product.
69
Most of the dealers are not happy with overall promotion activities of the
company in relation to the product. starting when product is launched it was
very good .
Some of the dealers feel that there is less advertising support provided by
the company.
There are mainly two reasons for decreasing sales of IMINT loyalty cards.
a) Lack of awareness
b) Less advertisement
I found that majority of the respondent are not aware of IMINT card benefits
/ rewards.
It was found that some dealers feel that difficult to convince the customers
in order to sell the product.
Most of the outlets does not have any kind of cut outs, advertisement
banners, posters for IMINT loyalty cards.
Suggestions :
a) The distribution network of the product i.e. the number of outlets for selling
the IMINT cards has to be increased. this ensures more visibility of the
product.
70
b) The company management should try and create product awareness
among the HPCL outlet dealers and staff members. the sense of belief in
the product has to be generated ,
c) The company should opt for a multichannel marketing system .as it service
for the benefit like increased market converge , lower channel cost and
customized selling .
d) company should appoint a sales person to sell the IMINT cards in HPCL
outlets. It helps to increase the sales.
e) Company should use different form of promotional activities like road show,
merchandise which helps in creating the product image.
f) Should give the awareness of the product through TV, news paper,
Magazines, Radio continuously.
g) Regular retailer / dealer representative meet should be organized to obtain
feedback from them. This would help the company formulated strategies
more suitable to the requirement of the market.
h) The quality, long use, reliability, image, reference have been top five
attribute in influencing the brand preference. So the company should
maintain and improve the brand image with the attributes of these factors.
i) The company should improve their quality of service for IMINT loyalty cards.
j) Customer relationship must be maintained
Conclusions :
71
should understand its customer and satisfy, delight them in such way that it will
create a long term relationship between customer and company , a company can
considered such when all its customer are satisfied and happy .
The study deals with the sales towards IMINT loyalty cards
product of LSRL. The study helped to understand what are the different
promotional activates using by dealers and the company.
ANNEXURES
Bibliography
72
BOOKS :
INTERNET
Websites:
Company profile: www.imintpoints.com
Product profile : www.imintpoints.com
Company broachers:
QUESTIONNAIRE:
73
Respected Sir:
This project is undertake as a part of of our curriculum and also fulfilling the the
university requirements. Request you to co-operate and fill the questionnaires
given below:
Name:……………………………………………………………….
Address:……………………………………………………………
Phone number…………………………………………………….
Email ID:……………………………………………………………
74
None ( ) Few ( ) Most of them ( ) All of them ( )
Yes ( ) No ( )
Cash…………. Card……………..
6) If you have, then how many customers use this service in a day?
7) Do you think the number of customer walking in your outlet will increase,
because of you promoting I_MINT loyalty cards?
Yes ( ) No ( )
Yes ( ) No ( )
10) How many cards will you sell in a month?
75
11) What type of promotional activity would you suggest?
Merchandise ( ) All ( )
TV ( ) Radio ( )
13) Which is the main feature that a customer looks for while buying I_MINT
Card?
Average ( ) Poor ( )
ACKNOWLEDGEMENT:
76
management studies for intending their support is celebrating this project
guide LSRL) for his valuable guidance and support. Words are inadequate to
successfully.
I also thank the entire staff of the company for providing information and
Joseph for his valuable suggestion and constant encouragement, which was
but not least. I take this opportunity to thank each and every one of the
CONTENTS
Page number
CHAPTER 1 INTRODUCTION 1
1.1 introduction to research topic 02
1.2 theoretical background of the study 03
1.3 need and importance of the study 09
77
CHAPTER 2 RESEARCH DESIGN 10
No Content Pg no
78
4.3 Which type of customers are more 47
No Content Pg no
79
4.3 Which type of customers are more 48
EXECUTIVE SUMMERY:
of the study is sales of IMINT loyalty cards through hpcl outlets. The
main objective of the study is the total sales of IMINT loyalty cards
80
and its effectiveness. Marketing channel is an asset of interdepended
available.
user. The marketer also use services channel to carry out potential
layer.
The starting point of this study provided secondary data. The first
members
81
for their answer. Due to cost constrain sample size of this study was
taken as 100 respondents. From the study ,the current dealers are
cards product of ICICI. The study helped to understand what are the
the product has to generate. And the company should opt for a multi
channel marketing system as its serves for the benefits like increased
82
83