INTRODUCTION

INTRODUCTION TO THE TOPIC

Door to door marketing is oral communication with potential buyers of a product

with the intention of making a sale. The door to door marketing may focus initially
on developing a relationship with the potential buyer, but will ultimately end with
an attempt to "close the sale"

Door to door marketing is one of the oldest forms of promotion. It involves the use
of a sales force to support a push strategy (encouraging intermediaries to buy the
product) or a pull strategy (where the role of the sales force may be limited to
supporting retailers and providing after sales service).

Door-to-door is a canvassing technique that is generally used

for sales, marketing, advertising, or campaigning, in which the person or persons
walk from the door of one house to the door of another, trying to sell or advertise a
product or service to the general public or gather. People who use this sales
approach are often called travelling salesmen, or the archaic name drummer, to
"drum up" business. A variant of this involves cold calling first, when another sales
representative attempts to gain agreement that a salesperson should visit.

Door-to-door marketing is a technique in which a salesperson walks from the door

of one house to the door of another trying to promote& present a product or service
to the general public. A variant of this involves cold calling first, when another
sales representative attempts to gain agreement that a sales person should visit.

Door-to-door selling is usually conducted in the afternoon hours, when the

majority of people are at home. Door to door sales were once a novel concept in
India. Today wary citizens hang boards on their front gates asking salesmen to
keep away. But door to door system can work because it cuts out middleman.
Many of these sales people are under 30 yrs old and come from humble
backgrounds. They pocket a commission based salary, and they tirelessly cover the
cities, street-by-street and home by home demonstrating and selling products that
were unheard earlier.

The home appliances Eureka Forbes (joint venture between the Shapoorji Pallonji
Group’s Forbes &Company Ltd. based in Mumbai and Electrolux of Sweden in the
year 1982) introduced door to door salesmen to the country back in 1982, starting
off with vacuum cleaners following with other products and now Eureka Forbes
has captured about 75% of domestic water purifier appliance market.

There are few more players in the sales market basically in the Insurance sector out
of those one of the major player is Life Insurance Corporation of India (LIC) the
Life Insurance Corporation of India has a huge net work of agents-sales team.
Then these agents are allocated the territories and the agents have to visit the
customers at their doorstep.

Unfortunately, door to door marketing is widely misunderstood. For instance,

many customers think sales people possess traits that include being manipulative,
arrogant, aggressive and greedy. While many marketers believe salespeople can
build strong brands. The interactive nature of door to door marketing also makes it
the most effective promotional method for building relationships with customers,
particularly in the B to B market.

Our economy has shifted from a "manufacturing oriented" economy to a

"marketing-oriented` economy. Today the sale force requires more knowledge and
professional skills. The modern salesperson must not only be skilful in selling their
product or service but must also be able to show the individual customer how to
use and possibly refilling the product or service. Door to door marketing has a vital
role in pushing sales of company’s products. It is the only method available to
market some specific products and services.

The meaning of door to door marketing may be understood well with the help of
the following definitions:
1. According to Richard Bushkirk, “Door to door marketing consists of
contracting prospective buyers of product personally.”

2. In the words of Mahoney and Slone, “Door to door marketing is the personal
communication between a sales person and a potential customer or group of
customers.”

In this way, door to door marketing is a personal, interpersonal and oral

communication between the seller and the prospective customer, in which the
seller persuades his customer to purchase the product, through his sale dialogue
and presentation, which depends upon social behaviour.

The basic features of salesmanship are as follows:

a. Salesmanship involves persuasion of customers

b. Salesmanship involves winning buyer’s confidence

c. Salesmanship involves providing information

d. Salesmanship aims at mutual benefit

Advantages

There are some advantages to door to door marketing campaigns. Typically, door
to door marketing campaigns request responses from potential customers, making
the results trackable and allowing companies to quickly determine if the campaign
is successful. Door to door marketing campaigns are also beneficial to test
consumer responses with a small campaign before scaling up and launching a full,
expensive campaign. This method of marketing also builds brand loyalty as some
customers enjoy receiving information on deals and discounts, and easily become
repeat customers.
Disadvantages

Door to door marketing also carries disadvantages. One of the main disadvantages
of door to door marketing is the demand from consumers to end unsolicited contact
from companies. Consumers do not appreciate privacy intrusion or the sheer mass
of communication, referred to as spam or junk mail, received on a daily basis.
Other disadvantages include generating poor quality leads and failing to bring a
high number of repeat customers.
COMPANY PROFILE
 COMPANY PROFILE

Orange City D2d Services Private Limited is a Private incorporated on 23 March

2016. It is classified as Non-govt company and is registered at Registrar of
Companies, Mumbai. Its authorized share capital is Rs. 100,000 and its paid up
capital is Rs. 100,000. It is inolved in Business activities n.e.c.

Orange City D2d Services Private Limited's Annual General Meeting (AGM) was
last held on N/A and as per records from Ministry of Corporate Affairs (MCA), its
balance sheet was last filed on N/A.

Directors of Orange City D2d Services Private Limited are Toshal Amdhare
Deorao and Komal Deorao Amdhare.

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STATEMENT OF PROBLEM
 STATEMENT OF PROBLEM

Door to door marketing which is one of promotional tool that any firm or company
can adopt in the marketing of its product whether in the consumer market or
industrial market, is a vital promotional to instrument in the marketing. This has
resulted into various selling positions taking by salesperson at different retail out
lets for the product. These options are either as order takers (counter salespersons)
or order (missionary salespersons).

The market for this product tissue D2D Service has attracted the combinations of
the marketing promotional mix which include advertising, sales promotion, Door
to door marketing, publicity and pubic relations. Of these promotional mix, Door
to door marketing strategy seems to be the most vital promotion tool that is being
used taking cognizance of the products position within the product life cycle. Thus,
in every retail outlets where the product brand is salespersons are seen performing
various selling function either in order takers, order getters etc.

Some striking questions one needs to ask taking cognizance of other factors that
may bear on the performance of a product, what impact does Door to door
marketing bear on the marketing of tissues, does it have any positive impact on the
sales volume and profitability of the product brand?
OBJECTIVES OF THE STUDY
 OBJECTIVES OF THE STUDY

 To study the marketing strategy by Door to Door.

 To know the Product Strategy by Door to Door.
 To know the Segmentation strategy various brand of Door to Door.
 To Study the Market Share of Door to Door.
 To study the market share of the company.
 To study the selling strategies adopted by Orage City D2D Service.
SCOPE OF THE STUDY
 SCOPE OF THE STUDY

 To know the importance of Door to Door marketing applied by company to

the market share.
 To study the effect of porn and corns of the company that effect on sales and
consumers behavior.
 To study various technology adopted by the company and future
requirement of implementation in technology that satisfied the customer
needs.
RESEARCH METHODOLOGY
 RESEARCH METHODOLOGY

Marketing is an essential aspect of every business organization, if it is to be

successful. Good marketing managers are referred to as those who have fair and
are able to take decisions based on their instincts and gut feeling in other word, this
are person who are clearly tried to understand to particular industry, there product
offering, their competitor, there customer and above all how to use marketing
communication to successfully sell as product. But the continuously changing
marketing environment involve a great amount of uncertainty, risk and above all
substantial marketing expenditure.

Most marketer are for removed from their ultimate customer the torch bear
who will be the ultimate decision maker to determine the success or failure of the
product. Yet these managers must be knowledgeable and well informed about their
market, customer and competitor so as to make good marketing decision. This is
where the concept of the marketing research facilities by providing information to
aid the decision making process.

At the end of the day, for the marketing decision makers, marketing research
is group of method and technique to provide relevant information that can support
analysis and decision to do with the creation and management of marketing
communication.

Area of work:-

The research was carried out in the areas of Nagpur region which includes-
Itwari Buldi, Cotton Market, Darampeth, Dhantoli, Khamla, Wardhaman Nagar
etc..
Sampling Methods and Techniques:-

Sampling is an essential part of market research. Process Tool & Techniques

included in the study of the data collection is divided on the basis of the sampling
technique.

Sampling is the selection of suitable sample from the population. The survey
can be conduct into two ways the data can be gathered from which represented the
population in all responses.

There are various Sampling Techniques which select a sample.

1) Cluster Sampling
2) Convenience Sampling
3) Random Sampling
4) Purposive Sampling
5) Quota Sampling

In the study of door to door marketing, by analyzing the effectiveness of door to

door marketing system the sampling method used was Random sampling.

According to the study the random sampling is required in the survey of area
because there are lots of consumers available.

Sample Size:

The sample size of this research is 50. It was analysed that this sample size
will be enough for the study.
Data Collection

Primary Data:-

To collect primary data from area of work which involved the tools & techniques
in the study of data collection. A questionnaire is prepared which involved
question related to objectives covered in the study and the answers of all the
questionnaire was studied.

Secondary Data:-

To collect secondary data from the newspaper, Books, Internet sources are the
major contributors in the secondary data collection.
REVIEW OF LITERATURE
 REVIEW OF LITERATURE

According to Marvin A. Jolson A prime difference between in-store and in-home

buying is that the former method allows the consumer to buy at his own
convenience at the seller's establishment. Often the consumer's written response to
a magazine advertisement or direct mail circularization results in the surprise visit
of the salesman who often arrives without having telephoned for an appointment.

According to Philip Kotler (2009), direct marketing is the use of consumer direct
channels to reach and deliver the goods & services to customers without using
marketing middleman. Direct marketers can use a number of different channels to
reach individual prospects and customers: direct mail,

According to Wells, Moriarity & Burnett, Consumer promotions is of little use if

the productisn’t available where the consumer can find it. So here again the
Marketing Mix –Place, comes into picture which communicates that for making
the product available to the consumer sellers has to reach to the door step of the
consumer.

According to Norton Paley, Sales people should be trained in strategic planning

and the techniques of thinking like strategists. In today’s selling environment,
people are expected to go beyond just writing the order. They should be equipped
to gather market intelligence with special emphasis oninterpreting competitor’s
activities.

According to the Pearson Education, Inc (2010) sales people manage their time as
10% on active selling, 10% Prospecting, 14% problem solving, 17% personal
downtime, 18% travel time, and 31% administration. Presentation is the most
crucial part of the selling process wherein the salesperson tells the story of the
product, its benefits and how the product can solve the problems of the customer.
Therefore this attempt has been made to understand and analyze the available
literature to study the Door to door marketing and its impact on consumers in
Mumbai, which is undoubtedly a unique contribution in the field of marketing.

Zeithaml (1988) defines value as the consumer’s overall assessment of the utility
of a product, based on the perceptions of what is received and what is given. He
conjectures that there must be different stages involved in developing a new
product, such as need identification, product development, product testing, and
finally product launch. Price strategies must be adopted according to the needs of
the customers because what we are producing is meant for the doing it for
customers. Branding strategies are meant to enhance the market share of products.
It is the name and mark which can increase profits by enhancing the perception of
quality. Patki, V.V. (1988), in his article “Rural Marketing”, discusses the
problems of selling life insurance in the rural areas and gives many suggestions to
penetrate the rural market. The suggestions are participation in village fairs, using
audiovisual methods, and explaining the merits of the life insurance to the
villagers, etc. Krirubashni, B. (1991) attempts to know the level of awareness,
preference and influencing factors pertaining to policy holdings and the test of the
relationship between the influencing factors and policy holdings. The study reveals
that the majority of the respondents are aware of the endowment assurance policy
and rank it as number one. The study also reveals that there is significant
relationship between personal factors and policy holdings.
DATA ANALYSIS & INTERPRETATION
 DATA ANALYSIS & INTERPRETATION

1) Have you ever bought the tissue D2D Service from market?

Agree Percentage
Yes 92%
No 8%
Total 100%

Yes
No

92

INTERPRETATION:-

From Figure 1 it can be interpreted that out of 50 respondents 92% agreered

the use tissues and only 8% respondents don’t use the tissues at all.
 2) Which quality of tissue do u prefer?

Agree Percentage
Soft Tissues 60%
Hard Tissue 40%
Total 100%

40
Soft Tissues
Hard Tissues
60

INTERPRETATION:-

From the 50 respondents surveyed 60% use soft tissues for their use, and
40% use hard tissues.
 3) How often do you use tissue D2D Service?

Agree Percentage
Daily 5%
2 – 3 in a week 42%
2 – 3 Times a month 43%
Once a month 10%
Total 100%

10 5

Daily
2 - 3 in a week
42 2 - 3 Times a month
Once a month
43

INTERPRETATION:-

Only 5% respondents use the tissues daily, 42% use 2-3 times in a week,
43% use 2-3 times a month and 10% use tissues once a month.
 4) How do you feel about the quality of our product

Quality Percentage
Very Soft 1%
Soft 78%
Moderate 17%
Hard 4%
Total 100%

1
4

17

Very Soft
Soft
Moderate
Hard

78

INTERPRETATION:-

From the diagram only 1% feels that the product is very soft, 78% feels the
product soft, 17% feels moderate, and 4% feels hard about the product.
 5) Are you satisfied with the services provided to you by our sales personal

Satisfied Percentage
Yes 75%
No 25%
Total 100%

25

Yes
No

75

INTERPRETATION:-

Out of 50 respondents 75% said yes and 25% said no for the services
provided to them.
 6) What do you think about the price of our product

Satisfied Percentage
Expensive 22%
Affordable 77%
Cheap 1%
Total 100%

22

Expensive
Affordable
Cheap

77

INTERPRETATION:-

22% respondents finds the product expensive, 77% finds it affordable, and
only 1% finds it cheap.
 7) Which size you mostly prefer to use?

Prefer Percentage
Small (22cms*22cms) 14%
Medium 55%
(27cms*27cms)
Large (33cms*333cms) 27%
Extra large 4%
(40cms*40cms)
Total 100%

4
14

27
Small
Medium
Large
Extra Large

55

INTERPRETATION:-

In the above diagram 14% respondents said they prefer small size tissues,
55% said they prefer medium size tissues, 27% said they prefer large tissues, only
4% prefer extra large tissues.
 8) Do you prefer this type of product to be sold at you door steps

Prefer Percentage
Yes 55%
No 45%
Total 100%

45
Yes
No
55

INTERPRETATION:-

In this diagram it is clearly shown that 55% of the respondents prefer door to
door marketing of tissues and 45% will not prefer.
 9) Which type of tissue D2D Service do you prefer

Prefer Percentage
Printed 22%
Plain 78%
Total 100%

22

Printed
Plain

78

INTERPRETATION:-

From the above pie diagram it is clear that only 22% people prefer printed
tissues for their use and 78% use plain tissues for their use.
 10) You prefer tissue D2D Service in

Prefer Percentage
1 Ply 55%
2 Ply 32%
3 Ply 13%
Total 100%

13

1 Ply
2 Ply
32 55 3 Ply

INTERPRETATION:-

Out of 50 respondents 55% said they will prefer 1ply tissue, 32% said they
will prefer 2 ply tissues and rest 13% said they will prefer 3 ply tissues.
FINDINGS & CONCLUSION
 FINDINGS AND CONCLUSIONS

Promotion by door to door marketing is expensive and a lot of time and money is
required to do it, but for a specific product such as, new products and expensive
products, door to door marketing is an effective way to reach any potential
customer.

Most important is also the personal power of the person who is marketing,
knowledge of the product, have good attitude information, they are the cutting
edge of door to door marketing, which will produce profits and a good corporate
image.

After analysing the data collected it was found that the door to door marketing is
liked by 60% of the customers, and 40% of the customers said they don’t want the
sales personal to come at their door steps.

Door to door marketing is done mainly to make the customers aware about the new
products that the company’s launch.
SUGGESTION
 SUGGESTIONS

1. Door to Door Company are very expensive hence company should give
some concession in rates so that maximum people could purchase their
Orage City D2D Service.

2. Company should focus more on other advertising media so that maximum

customer should know about the product.

3. Company should give some concession in price, festival gifts so that he

may get motivated to sale more Orage City D2D Service which will
increase the sales.

4. Company’s sales executive and officers should make monthly visit to

retailer’s shop.

5. Company should give more focus on guarantee and warrantee facilities so

that customers could get attracted toward the product.
LIMITATIONS
 LIMITATIONS

 Due to lack of time, I could not cover all over Nagpur so that my study was
restricted to Urban Nagpur only.

 Some time Co-operation from respondents was missing.

 Most of the time respondents were not interested to answer the question,
taking it as ordinary matter of the company.

 Most of the times respondents were biased and having shortage of time.
BIBLIOGRAPHY
 BIBLIOGRAPHY

BOOKS:

 Research Methodology Suja Nair

 Marketing Management Philip kotler
 Research Methodology CR. Kothari
 Marketing Management Bilab S. Bose
 Marketing Management (6th Edition) Kotler

SITES:

 www.google.com
 www.doortodoor.com
 www.slider.com
 www.orangecityD2Dservices.com

Company broachers
News papers
Magazines
ANNEXURE
 ANNEXURE

1) Have you ever bought the tissue D2D Service from market?
 Yes
 No

2) Which quality of tissue do u prefer?

 Soft Tissues
 Hard Tissue
3) How often do you use tissue D2D Service?
 Daily
 2 – 3 in a week
 2 – 3 Times a month
 Once a month
4) How do you feel about the quality of our product
 Very Soft
 Soft
 Moderate
 Hard
5) Are you satisfied with the services provided to you by our sales personal
 Yes
 No
6) What do you think about the price of our product
 Expensive
 Affordable
 Cheap
7) Which size you mostly prefer to use?
 Small (22cms*22cms)
 Medium (27cms*27cms)
  Large (33cms*333cms)
 Extra large (40cms*40cms)

8) Do you prefer this type of product to be sold at you doorsteps.

 Yes
 No
9) Which type of tissue D2D Service do you prefer.
 Printed
 Plain
10) You prefer tissue D2D Service in
 1 Ply
 2 Ply
 3 Ply