Monu Project 2

BBA PROGRAMME A PROJECT REPORT ON
UNIVERSITY OF PUNE
THE STUDY OF MARKETING MIX WITH SPECIAL REFERENCE TO DESIRE INFONET SERVICES SUBMITTED BY SUMIT KUMAR TYBBA (SEM VI)
SUBMITTED TO UNIVERSITY OF PUNE AS A PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION
UNDER THE GUIDENCE OF MR. ATUL FEGADE THROUGH, INDIRA COLLEGE OF COMMERCE & SCIENCE PUNE-411033 (2009-2012)
INDIRA COLLEGE OF COMMERCE & SCIENCE 1
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DECLARATION
I, SUMIT KUMAR, hereby declare from core of my heart project report which Is needed for the partial fulfillment of my B.B.A course in INDIRA COLLEGE OF COMMERCE & SCIENCE, Will never be used for any external purpose and will never be submitted to any Organization or any institution.
Date:
SUMIT KUMAR
BBA PROGRAMME
UNIVERSITY OF PUNE
ACKNOLEDGEMENT
Indeed it gives me immense pleasure to express my sincere gratitude for the cooperation given to me by all those in completing the project report. In sincerely thanks Mr. DEV KUMAR , for giving me an opportunity for undertaking the project in DESIRE INFONET SERVICES as well as valuable support and advice received by him. I sincerely place my sincere gratitude for the valuable guidance rendered to me by PROF. ATUL FEGADE, my project guide in selecting appropriate topic for the project and its completion. I am thankful to all the employees of DESIRE INFONET SERVICES who directly or indirectly contributed to my work. Last but not least, I will never forget the path which I travelled, so I dedicate my sincere thanks to all my friends who went out their way and took pains too to help me in making this project work a grand successfully Thanks for your kind support.
SUMIT KUMAR
BBA PROGRAMME
UNIVERSITY OF PUNE
INDEX
Sr. No.
PARTICULAR
Page No.
1.
MEANING OF PROJECT
5-6
RESEARCH DESIGN 2. COMPANY PROFILE 3. 4. TEORETICAL FRAMEWORK PRESENTATION ANALYSIS & 5. INTERPRETATION OF DATA 57-77 16-23 24-56 7-15
6. 7.
FINDINGS & SUGGESTION CONCLUSION
78-80 81-82
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8.
BIBLIOGRAPHY & ANNEXURE
83-84
CHAPTER -1 MEANING OF INDIRA COLLEGE OF COMMERCE & SCIENCE PROJECT

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Before starting the project we should fully know about the meaning of project. There are seven letters in the word PROJECT each character has its own technical meaning. Planning This deal with the idea of thinking which are required for the project. Resource Their money problem will be solved and resources from which collected. Operating The procedure from which the getting job is prepared in a systematic way is known as operation. Joint effort This is directly proper to an operation is made of several person working sincerely is known as join effort. Engineering INDIRA COLLEGE OF COMMERCE & SCIENCE 6
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A well educated engineer can do this work in a better way to find to find out better result. Hence the project is as engineering function. Co-operation To make the project successfully, it is necessary for its success and completion of project. Technique It must as it gives a better shape. It is not possible to complete the project without technique. The project is a system that gives the systematic way of planning and working.
CHAPTER2 RESEARCH DESIGN

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EXECUTIVE SUMMARY
This project is done on the analysis of marketing of IT equipments & softwares of Desire infonet services mainly focused on: Introduction of Desire infonet services. Central marketing organization. Its function Branches Marketing strategies adopted by Desire infonet services.
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OBJECTIVE OF THE STUDY
To study the marketing strategies adopted by the company. To study the status (image) of the company.
To study about the products (services) of the company.
To study the elements of INDIRA COLLEGE OF COMMERCE & SCIENCE 9
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Dealing with local customers. Analysis of market growth of the company. Who are its customers & competitors? To more detail about the company. To give suggestions if any.
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SCOPE OF THE STUDY
Scope of the project is limited to the study of 7ps of marketing mix with reference to Desire infonet services. A successful market strategy must have a marketing mix as well as target market for which the marketing mix is prepared. The elements or variable that make up a marketing mix consist of seven areas:-
I.
Decisions on product (service)
II.
Decisions on price
III.
Decision on promotion
IV.
Decision on distribution
V.
Decision on people
VI.
Decision on process
VII.
Decision on physical evidence
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RESEARCH METHODOLOGY
Research means to go in detail about something. So research methodology is a way to systematically solve the problem. Research methodology also consists the logic behind the method we used in context of our research study and explain why we are using a particular method and why we are not using other. Research in common parlance refers to search of knowledge. According to Oxford Advance Learner Dictionary research is a careful investigation and inquiry especially searches for new facts. Research is an original contribution to the existing knowledge making for its advancement. It is pursuit of truth with the help of study. In short search of knowledge through objective and systematic method of finding of solution to a problem is search to a problem is search. In this project researcher wants to understand the market and the study of the Ps of market.
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MEANING OF RESEARCH METHODOLOGY:-
Research methodology is the systematic approach of identifying the problem collecting information and analyzing the information and providing alternative solution. It is a tool to measure characteristics of the market to obtain the information need for forecasting and evaluating the product and services and help the management in better decision making. The completion of this project report needed a primary as well as secondary data which was been collected during the visits in the company and the interrelation with the officials as well as the employees. The secondary data collected for the project included the details of the company profile. References from the various journals, magazines and reference books were being collected for the purpose of theoretical information. The primary data was collected by visiting the company and the discussion with the company officials and the employees especially in the production department and the quality management department.
DEFINITION:-
All progress is born in enquiry. Doubt is often better then over confidence for its lead the enquiry leads to invention. Hudson Maxim
COLLECTION OF DATA
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The task of data collection begins after a research problem has been defined and research designs process. The researcher should keep in mind two methods of data collection are used.
METHODS OF COLLECTION:It is a series of advance relevant decision that has been taken to obtain the objective of the study systematically and scientifically. It comprises of research design, sampling plan, preliminary investigation, primary data collection and finally the analysis of collect data.
PRIMARY DATA:These data are those data which are collected for the first time, & thus happen to be original in character. There are several methods for collecting primary data. Primary data are the actual information, which are received by researcher for social purpose from the actual field of study & for the first time.
SECONDARY DATA:Secondary data are those which have been collected by someone else & which have already been passed through the statistical process. Secondary data may either be published data. Usually published data are available in books magazines, reports & publication.
SOURCES OF PRIMARY DATA:-
Schedule: These are particular type o questionnaire, which is replied by the researcher himself by questions as to the informers. INDIRA COLLEGE OF COMMERCE & SCIENCE 14
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Interview: In an interview, the researchers meet people & discuss his social problems, with them & this course of discussion is gathered facts etc.
SOURCES OF SECONDARY DATA:-
Published sources: International publication U.N.O.
Reports of communities & committees: Various communities & committees of enquiry collect data that can be used by these who are investigating on the related subjects.
Semi govt. publications: Many semi- govt. publications like municipal corporation board etc. publish data pertaining to birth rate, death rate, literacy rate etc. that can be used for investigation.
Commercial research, educational institutions, universe, organizations etc.: These institutions also conduct enquiry & publishes their report through which data can be used for investigation. Newspaper, magazines & letter to editors: Newspaper & magazines also provided data for the investigation, letter to the editor (of newspaper & magazines both) are published that can be used.
Unpublished sources: Personals rewards like bibliography, diaries, letters, memories etc. form & important source of data collection for researcher. INDIRA COLLEGE OF COMMERCE & SCIENCE 15
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Official records: Most of the organization maintains records of important information, which are important source of data collection for researcher.
Other sources: Many other sources like film, radio, television, public speeches etc. are some of the important sources of information.
LIMITATIONS
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The study is bound to come with some limitation and contains which made the efficiency of the same and to some extend deviate if from its main line of thought. No stone was left unturned to make the study more precise, accurate and relevant to the objective, yet there are some limitation and general problems, which are not worthy to make study meaningful. Data collection in the company is a very time consuming process. Some information was not easily available.
It was very difficult to follow the local language that creates interaction difficulty. When conducting interview of the employees, confidential information was not given due to business policies. Due to regular work pressure to the employees the data collection for the study was effected by the lukewarm response due to busy hours.
Companys rules and regulation also became a barrier.
All employees were not found co-operative.
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CHAPTER-3 COMPANY PROFILE
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ABOUT THE COMPANY
Desire Infonet incorporated a goal set of providing high end telecom and IP Communication with dedicated Technology Support for a variety of industry verticals. Desire infonet is established by a group of young and vibrant entrepreneurs have exponentially grown skills in IP communication, VOIP, VOIT and Contact Center Solution. Our motive is to provide value for money services. Desire Infonet offering cutting edge solutions and quality trusted products to enterprises and end users. Headquarter in New Delhi (India) Desire offers world class services to customers by Sales and support Centers Located in Delhi, Kolkata, Indore, Pune and Patna. The company Desire infonet services was established in Delhi (INDIA), in 2003 by the provision of the company Act 1956, Govt. of India. In the early millennium the company is devoted to development of software and quality assurance of real time monitoring system and data management. The people behind the company are a group of techno-commercial; young dynamic and professionals have been working in the field of Information Technologies for last two years. However, over the time, the volume of their quality management and Information Technologies has grown in the field of B.P.O, K.P.O and I.P.O services and other too i.e. software development, testing, corporate training with live assignment, websites, e-books, animations an excellent level quality placement, Hardware in bulk, supply to government and public sectors, ISP setup through LAN, WAN and remote technologies, digital data management are most of our business. They are also imparting corporate training on different live projects and modules as per the latest market needs, which can look after the coming forecasts of market astrology and training guidance.
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Desire infonet services are an internationally represented company in the business of Web and Internet Solution Provider. We at Desire infonet services are engaged in various work of web enabled Information Technology sector, which are drive by the energetic, experience and leading young professionals. They are one of a leading Web Designing, Software, VoIP & Hosting Company under the banner of Desire infonet services. They offer wide range of services with a motto of bringing the world to our desktop. They have been providing specialized services in Web Designing, Web Hosting, Data Management, E-Commerce Solutions, Online Site Builders, Payment Gateway Configuration and all types of Internet Solutions, International Calling Minutes & VoIP Solutions. Professionals at Desire have versatile programming skills and vision to develop multi-tier, object oriented database applications and on line web based applications. They provide prompt and efficient customer services and keep their long list of over 2500 customers happy. Visit them at for list of website developed by them. Ensure stands ready and eager to assist us with any web based solutions, Over the years, their services have grown from website development to include website hosting, website marketing and search engine optimization, Customize Software and Application Development, IT Consultancy, Hardware and Networking solution, VoIP Solution, their clients appreciate that they can get all of their IT and Internet services under one roof. They don't have to interact with a separate supplier and company. The result is a unified strategy that is both efficient and cost-effective. The exceptional customer service that they provide never deviates regardless of the size and scope of the project at hand. They have a team of highly trained and skilled professionals that take great care in ensuring that the final product is always delivered on time every time, within budget and utilizing the finest techniques, technology and creative thinking at their disposal. The main objective of the company is to lead the Information Technology field to play by the latest technologies of IT. Their Company is a pure IT solution provider company with an international reputation for their web Design, Development, Support of web-based enterprise and marketing solutions. By getting the optimum out of their ideal mix of talent, technology & resources with complete commitment, they make it work, from concept to solution.
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THEIR KEY BUSINESS:-
1. 2. 3. 4. 5. 6. 7. 8. 9.
Customized Software Development Web Designing Website Development Web Hosting E-Commerce Merchant Account Multimedia & Animation and Search Engine optimization SEO Web Portal SMS Services INDIRA COLLEGE OF COMMERCE & SCIENCE 22
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10. 11. 12. 13.
VOIP solution International Calling Cards Call Center Setup & Solutions IT Consultancy
DESIRE INFONET SERVICES:-
PRODUCTS TRADING PRODUCTS SUPPLYING
AUDIO CODES, IBM, DELL, HP, CISCO, HP-PROCURVE, D-LINK, 3COM, ZYXEL
AUDIO CODES (VOIP), AASTRA , TYCO, D-LINK, : CISCO, JUNIPER, EXTREME, MOLEX, PANDUIT, NET4INDIA INDIRA COLLEGE OF COMMERCE & SCIENCE 23
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PRODUCTS EXPORTING
VOIP, LOGGER,EPABX, IPPBX, IP, PHONES, ROUTER SWITCHES, MODEMS, ACCESS POINTS, : PRINTERS & OTHER NETWORKING & TELECOM PRODUCTS TELECOM, NETWORKING, IT INFRASTRUCTURE, ERP, GRAMENT, EDUCATION, PAYROLL, HR, : SALES FORCE, CALL CENTER SOLUTIONS, DATA CENTER MANAGEMENT
SERVICES
Management and Planning:The people behind top management level of the company are techno commercial, young professionals and dynamic personalities. These above all are the backbone business of the company. Their own management perfectly understands the sea changes, principles and practices of management have undergone. This has happened at the speed of thought with the advent of e-commerce. People are their most priceless asset and they strive to help them realize their fullest potential for professional growth. They are encouraged to take the initiative in finding pioneering solutions. They have a vast reservoir of professional software talent with the ability to deliver high quality work.
Their Leadership
Desire in is headed by a young, enthusiastic, entrepreneur with a strong technical background. He possesses extensive experience in IT industry and has successfully implemented many large scale projects. His technical insights combined with excellent managerial skills ensure a continuous growth for the company following a unique business model.
Their Belief
They believe in utilizing technology to make things simple and easy to use. They also believe in thinking ahead and delivering products or services that can fit well with upcoming future technologies. INDIRA COLLEGE OF COMMERCE & SCIENCE 24
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Their vision
They see their selves as the worlds leading Information Technology Company providing quality solutions backed up by unbeatable customer service.
Their focus
Maximize the rewards of their diversity and delivery capabilities by providing to end solutions, which are easy to maintain and upgrade. Modular Programming approach to provide innovative and easily manageable solutions, enabling customers all over the world to benefit from our services.
Their Team
They have a committed team of professionals with experience in variety of tools and platforms. Their developers keep themselves updated with the latest technology trends. Their skilled people share a common vision of growth. They do what they believe in, and they believe in what they do. Hierarchy of team affiliates uses to perform with well coordinated approach at uppermost level of discipline and professionalism. 1. Highly Skilled Software Architects 2. Professional Software Engineers and Developers 3. Wide Visional System Analyst 4. Creative Web Graphic Designers 5. Expert Quality Assurance Analysts 6. Specialist Software Tester 7. Technical Writers 8. Network Engineers 9. SEO Specialist INDIRA COLLEGE OF COMMERCE & SCIENCE 25
BBA PROGRAMME 10. Administrative Experts 11. Business Development Managers 12. Talented and Capable Project managers
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"They aspire to develop and deliver a value system to the customer with excellent quality and cost effectiveness and with a focus on speed, this is clear vision of every team member."
SERVICE & SUPPORT EXPERTIZATION:-
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Switching and Routing VoIP and Legacy Customer care & Call center Data networks - FR, ATM, IP IVR & Intelligent Peripherals CTI & Smart Devices (Telephony+ IP ,TDM+ IP) Signaling Protocols (Analogue & Digital) Open Source : Asterisk, Free switch , Elastrix Open meeting, SugerCRM, Vtrig, FreePBX, Trixbox
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CHAPTER-4 THEORETICAL FRAMEWORK
MARKETING MIX What is marketing?

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Marketing is the process of discovering and translating consumer needs and wants into products and services, specification, creating demand for these products and services and then in turn expanding the demand. Marketing management is the analysis, planning implementation and control of programmers designed to bring about desired exchanges with target audience for the purpose of mutual or personal gain. It relies heavily on the adaption and coordination of product, price, place, promotion, people, process and physical environment for achieving effective response.
Meaning of marketing mix:-
The term marketing mix ,was introduced by Prof. N.H Borden of the Harvard business school of America it describe combination of the seven inputs which constitute the core of the company s marketing system-the product the distribution system the price structure and the promotional activity. According to Mr. Jerome McCarthy, an American expert, marketing mix is the pack of seven sets of variables, namely product variable, price variable, promotion. In market planning we use marketing information to access the situation. We have to detect specific marketing targets in the firm of market segments. For each segment of sub division of the market, we formulate a combination of number of devices or type of marketing activities that are integrated into a single marketing programmed to reach a particular target or market segment. The combination of these marketing methods or devices is known as the marketing mix.
A successful marketing strategy must have a marketing mix as well as a target market for which the marketing mix is prepared. The elements or variables that make marketing mix are seven: 1. Decision on product or services. INDIRA COLLEGE OF COMMERCE & SCIENCE 29
BBA PROGRAMME 2. Decision on price. 3. Decision on promotion. 4. Decision on distribution. 5. Decision on people or customers, 6. Decision on process. 7. Decision on physical evidence.
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It is a profitable formula of marketing operation. The marketing mix will naturally be changing according to changing marketing conditions and also with changing environmental factors (technical, social, economical and political) affecting each market. It is of course based on marketing research and marketing information. It must be fully related to customer demand, competition as well as other aforesaid environmental forces. Marketing mix is the set of controllable variables and their levels that the firm uses to influence its target market. McCarthy popularized a factor classification of these tools called the seven Ps: product, price, place, promotion, people, process and physical evidence.
Product : - What decisions related to product or service range.
Price
: - What price should be set for each product/service?
Place
: - Identification and selection of channels for distribution and deciding what level of services are appropriate thus defining the logistics involved? INDIRA COLLEGE OF COMMERCE & SCIENCE 30
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Promotion: - How to communicate with the target market and persuade the people concerned to buy?
People
: - All people that are directly or indirectly involved in the consumption Of a Service is an important part of the Extended Marketing Mix.
Process
:-
What was the process that allowed him to obtain an efficient product delivery?
Physical evidence: - The ability and environment in which the product is delivered.
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THE 7 PS OF MARKETING MIX
The 7 Ps of marketing mix are the base of any business or any firm for its successes and for making profit from the customer satisfaction. The 7Ps of marketing mix are follows: Product. Price Place Promotion People Process Physical evidence
1. Product: a. b. Packaging Labeling INDIRA COLLEGE OF COMMERCE & SCIENCE 32
BBA PROGRAMME c. d. e. f. g. h. i. Branding Trade mark Merchandising Size, decision, color, features Services Warranty Product line and range
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2. Price: a. b. c. d. e. f. 3. Place: a. b. c. d. e. 4. Promotion: a. Advertising INDIRA COLLEGE OF COMMERCE & SCIENCE 33 Distribution channels Transportation Warehousing and storage Inventory levels Positioning Pricing policies Credit terms Cost and profit Allowances and discounts Competition Terms of delivery
BBA PROGRAMME b. c. d. e. f. 5. People: a. b. c. d. 6. Process: a. b. c. Manufacturing Administrative Control Manpower Customer Marketing people Top level management Sales promotion Personal selling Public relation Publicity Direct responses
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7. Physical evidence: a. b. c. d. e. f. g. Competitors Suppliers Customers Government Society Infrastructure Surroundings
PRODUCT MIX
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The word product mix is used to describe the assortment of different product type that a company produces markets. The product line is a number of brands or related products in each product type. For each line there are a number and the number represents the length of product line and the number of different. Line represents the width of the product mix.
What is product? A product has both tangible and intangible component. Customers view products as Bundle of satisfaction rather than just physical things. Almost every things that we come across in our daily life in product-this book on marketing is product; the morning news paper is product; the TV screen in the drawing room is a product; the programme appearing on the TV screen also a product .all of them have some utility; all them cater to and satisfy some needs of some people. So in simple terms, we can define a product as a need satisfaction entity. Marketing starts with the identification on human needs and cognates with the satisfaction of those needs it is by offering something that the marketing man achieve this. And this offering is product. The job of marketing is to make product and customer need. When the products win on customer, it marks the consummation of marketing. Component product personality of: The core of the basic constitute The associated features The brand name and logo The package and label
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Product management: Consumers will buy only what suits them. As consumer, we buy different kinds of product and services to satisfy our needs. According to Alderson, w., a product is something a form markets that will satisfy a personal want or fill a business or commercial needs. 1. Core benefits: what does the product mean to the customer? For examples, a car offers the generic benefits of convenience in travelling. 2. Tangible benefits: features, color, design, quality, size, weight, durability, etc. 3. Augmented benefits: company name, brand image, credit, packaging, repair/services facilities, etc.
Factors to be consider in organizing for product management:
What do they want out of product management? What do they want their product manager to do? When do they want their product managers to do their job? How do they want them to do the jobs assigned to them? What operational guidelines will they establish? What expectations do they have for the specific contribution of product managers and production management? What general and what specific duties and responsibility will be assigned to product management? What authorities will be assigned to product managers? INDIRA COLLEGE OF COMMERCE & SCIENCE 36
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What are the number and nature product and brands? What are their product objectives? How will they measure the effectiveness of their product management?
Product classification:
PRODUCT CLASSIFICATION
Durability and tangible Goods
Consumer Goods
Industrial Goods
a) Non-durability goods b) Durability goods c) Services business
a) Consumer goods b) Shopping goods c) Specialty goods
a) Material b) Capital c) supplies & Services
d) Unsought goods
1. Durability and tangibility: INDIRA COLLEGE OF COMMERCE & SCIENCE 37
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a) Non-durable goods: Non-durable goods are tangible goods normally consumed in one or a few uses. For example-shop, salt and biscuits.
b) Durability goods: durability goods are tangible goods that can be normally be used for many years. For examples, color T.V, refrigerator, washing machines, and vacuum cleaners.
c) Services: services are intangible, inseparable, variable and perishable product. For example, airline and banking services. 2. Consumer goods:
a) Convenience goods: These are goods that the consumer usually purchases frequently, immediately and with a minimum of effort. Example includes soaps and newspaper. Convenience goods can be further classified into three categories:
1. 2. 3.
Staple goods: consumer purchase on regular basis. Impulse goods: consumer purchase without any planning or research efforts. Emergency good; consumer purchase on urgent need.
b) Shopping goods: These are goods that the customer, in the process of selection and purchase characteristically compares on such base as suitability and quality. Example; Furniture, electrical appliances, etc.
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c) Specialty good: These are goods with unique characteristics or brand identification for which a sufficient number of buyers are within to make a special purchasing effort. For example: car.
d) Unsought good: These are good the consumer does not know about or does not normally things of buying. The classic example of know but unsought good are life insurance.
3. Industrial goods:
a) Material and parts: these are goods that enter the manufactures product completely. They fall into classes: raw material and manufactured material parts.
b) Capital items: these are long lasting goods that facilitate developing and managing the finished product .they includes two groups: installation and equipments. c) Supplies and business services: these are short- lasting goods and services that facilitate developing and managing the finished product. Product positioning:
According to the journal of advertising research, product positioning refers to the brands objectives attributes in relation to other brand. It is a characteristic of the physical Product and its functional feature According to Rosser Reeves, positioning is the art of selecting, out of a number of unique selling propositioning, the one which will get you maximum sales. Asker maintains that product positioning is so central and critical that it INDIRA COLLEGE OF COMMERCE & SCIENCE 39
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should be consider at the level of a mission statement..it comes to represent the essence of a business. The four components of product positioning are as follows: o Perpetual mapping o Product benefits o Segmentation
Brand name:A brand is defined as a name, term symbol, design, or a combination of them, which is intended to identify the goods and services of one seller and to differentiate them from those of competitors. A trade mark is a brand that has been given legal protection, thus insuring its use exclusively by one seller in marketing the brand name is a major selling tool and one of the most important components of the total product personality. The brand image, developed through advertising and other promotional measures, creates strong brand awareness and loyalty among consumer. A good brand is an invaluable asset for the owner.
The package and label:The package is another important component of the total product personality, especially in consumer product. The package performs to essential roles: 1) Giving protection to the product 2) Adding to its aesthetics and sales appeal. INDIRA COLLEGE OF COMMERCE & SCIENCE 40
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Label is part and parcel of package. A label provides written information about the product labeling helps the buyer to understand the nature of product, its distinctive features, its component, its performance.
Product mix and product line:Product line and product mix are two expressions denoting the range and variety of the product of a firm. Product mix, which is a large entity, denotes the complete set of all products offered for sale by a company. The product mix is composed a several product line. A product of closely related products constitutes a product line.
Width of product mix: The width of a product mix denotes the number of product lines it carries. Length of a product: length of product line is decided by the number of items / brands in the line. Depth of product line: depth of product line denotes the total number of items under each brand in the line, in items o varieties, shades, models, pack, size, etc.
Managing brands equity:At the beginning of the chapter, we had explained the meaning of brand. Brand decisions are an integral part of product management. When marketer opts for branding his product, he intends to use the brand as an asset. His marketing and promotional programs get centered on the distinctive features of his brand. And, as a form grows, it normally creates more and more brand, committing more and INDIRA COLLEGE OF COMMERCE & SCIENCE 41
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more investment and efforts. Therefore, it brand decision so wrong, or if the brands are not managed and monitored strategically through there different growth stages, the entire growth plane of the firm will suffer a serious setback.
MAIN TASKS IN PRODUCT MANAGEMENT In simple terms product management means managing the various product lines and the overall product mix of the company. Product management is also known by the terminology, product policy. Product management raises many issues and involves many intricate. How many different product lines should be firm accommodate? How can the different lines are grouped for effective management. Within a product line should be composition like? What should be relationship among the various members? How to position these products in the market? What is the distinction the products should be endowed with? What should be brand policy? Should there be individual brands or family brands? What should be the approach to brand extension?
How to develop brand equity? Appraisal of each product line and each product/brand in the time. Decision on package. INDIRA COLLEGE OF COMMERCE & SCIENCE 42
BBA PROGRAMME Managing brand and developing brand equity. New product development. Managing the PLC of products/brands. Managing product quality.
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DECISION ON PACKAGING:-
While describing the components of the total personality of a product, he had made a brief reference to packaging. In modern day, packaging has become very important part of product management. With competition increasing, marketers are turning to innovative packaging to establish a distinctive edge. This is especially so in marketing of consumer product, like processed food, soft drinks, toiletries, cosmetics and other personal care product, in such products categories, packaging has become a powerful marketing tool. Marketers are providing value-addition to and greater benefits to consumers through packaging their attempts at increasing the main decision areas in packaging:
Packaging materials Packaging aesthetics Packaging size and convenience
1.
Package material: Changing trends from wood to paper and plastics: Over the years great deal of changes have taken place in the material used for packaging. In the earlier day, wood was the main material used. It INDIRA COLLEGE OF COMMERCE & SCIENCE 43
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has slowly given place to paper and paperboard, especially an account of the shortage in the wood suppliers. Paperboard cartons, paper bags and corrugated boards have become popular form of packaging for a variety of a product, from groceries to garments. Plastics the new packaging medium: With the growth of the petrochemical industry, a new range of packaging materials have entered marketing scene. Films of low -density and high density polyethylene (LDPE and HDPE), metalized polyester laminates and polypropylene have become the preferred packaging medium for several products. In fact, such packaging materials have to a large extended replaced the traditional medium of paper, metal and jute. More innovation in packaging: The continuous search for improved types of packaging has led to a stream of innovation. These innovations have embraced packaging material, packaging design, packaging aesthetics and packaging convenience. Also, the innovations have been brought in with a view to reducing the costs of packaging and enhancing the shelf life of the product.
2.
Packaging aesthetics: For enhancing the sales package, more and attention is now being given to package materials aesthetics. Marketing men are always in search of packaging materials, package design and package size and shapes that will enhance the sales appeal of their product .marketing men, especially in consumer product, rely heavily on package aesthetics as a powerful tool for sales appeal, brand identification and product differentiation. In some cases, packaging also facilitates merchandising. The role package aesthetics in rending the packaging as a silent salesman and in projecting the right image of the product is discussed in the chapter on marketing communications. Chapter on product differentiation, and brand management also with some of the special characteristics of a packaging INDIRA COLLEGE OF COMMERCE & SCIENCE 44
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suffice here to say that the size and shapes of the package, the materials used, the finish, the color, the labeling, etc, all influential components of the total sales appeals of the product.
PRICE MIX
Price is an important consideration in buying decision. Price also denotes quality in the consumers mind a psychological factor. For some products when many identical brands are competing with each other for consumer preference, the price may be an important influencing factor. Price is a basic vehicle for telling the consumer about the value and associated condition of a particular product.
ABOUT PRICING: Pricing is the value placed on the something of value in an exchange. Consumers exchange something of value normally purchasing power (money) for the satisfaction or ability they exact a product to provide. From a buyer perspective price is a something of value that a buyer gives up in an exchange. If the value received is not worth the value given up. Consumers may purchase a substitute product or decided not to purchase the product at all. Of the all-marketing mix variables price is probably the most flexible. Where is product, promotion and distribution efforts required expenditure by a film? The price of a product determines how much money comes into an organization. A firm must set pricing for first time when it develops a new product, when it introduces its regular product into a new distribution channel or geographical area, and when it enters bids on a new contract work. The film must decide where to position its product on quality &price. The company must set its price in relation to the value delivered and perceived by the customer.
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If the price is higher than the value received, the company will miss potential profits, if the price is higher than the received. The company has to consider many factors in selecting its pricing policy. Selecting a pricing objective Determining demand Estimating cost Analyzing competitors cost, prices and offer Selecting a pricing method Selecting the final price
The factors governing price may be divided into external factors and internal factors. The external factors are: the elasticity of supply and demand, the goodwill of the company, the external of competition of company in market, the trend of the market, the purchasing power of the buyer and the government policy toward price. The internal factors are the costs, and the management policy towards the gross margin and the sales turnover.
OBJECTIVES OF PRICING POLICY: Pricing decisions are usually considered a part of the general strategy for achieving the broadly defined goals. While setting the price, the firms aim at one or more of the following: 1. Maximization of profits for the entire product line. As Kotler has pointed out, firma set a price which would enhance the sale of entire product line rather than yield a profit on one product only. 2. Promotion of the long-range welfare of the firm, e.g., discouraging the entry of competitors.
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3. Adaptation of prices to fit he divers competitive situations faced by different product. 4. Flexibility to vary prices to meet changes in economy conditions affecting the various consumer industries. 5. Stabilization of prices and margin.
Payment period and credit terms: Auto companies and other consumer goods companies offer cash rebates to encourage purchase of the manufacturings product within a specified time period. Rebate can help clear inventories without cutting the stated list price. Instead of cutting its price, the company can offer customer low-interest financing. Sellers, especially mortgage banks and auto companies, stretch loans over longer periods and thus lower the monthly payments. Consumer often worries less about the cost (i.e. the interest rate) of a lone and more about whether they can offer the monthly payment. Warranties and services contract, companies can promote to sales by adding free or low cost warranty or service contract. The payment period for the general auto mobile or food product companies or goods companies is 15 days from the purchasing of goods or products and it may be sometime 30 days from the purchasing date.
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PLACE MIX
The marketers have the responsibility of making his product available near the place of consumption so that the consumer easily buys it. If the brand preferred by consumer is not easily available at a convenient location, he may buy some other brand. Thus a marketer has to ensure that his product is available to the target consumer whenever required. MARKETING CHANNELS: Manufacturing normally used Intermediaries for taking their products to the users. The intermediaries bear a variety of names. All such intermediaries constitute the marketing channels. The manufacturings branch offices, depots, warehouses and showrooms form part of the marketing channel. Where institutional channels like chain stores, super markets etc. are used by firm; they have to form part of marketing channels of firms. Channels play a pivotal role in marketing; they perform a number of vital distribution functions. Their importance emanates from the functions perform by them. INDIRA COLLEGE OF COMMERCE & SCIENCE 48
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Firms rely on the marketing channels for generating customer satisfaction and for achieving differentiation over competitor. Cannels are thus vital source of competitive advantage for the firm. Types of marketing intermediaries: Some-selling agent Marketer C&F agent Redistribution stockiest Stockiest /distributor /wholesaler Semi wholesaler Retailer/dealer Broker Franchisees Authorized representative Commission agent Jobbers
CHANNELS OF DISRIBUTION CHART
MANUFACTURER INDIRA COLLEGE OF COMMERCE & SCIENCE 49
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MARKETER
WHOLESALER/STOCKIEST/DISTRIBUTION
CONSUMER
CHANNELS OF DISTRIBUTION
1} Wholesale /stockiest/distribution: A wholesaler or stockiest or distributor is also a large operator but not a level comparable with a marketing or sole selling agent, in size, resources and territory of operation. The wholesaler/stockiest/distributor operates under the marketer-sole selling agent, where such an arrangement is used by the manufacturer.
2} Semi wholesaler:
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Semi-wholesaler are intermediaries who buy products either from producer or wholesalers in bulk, break the bulk and resell the goods to the retailers in assortments needs buy them. Like the wholesalers, semi wholesaler too performs the various wholesaling functions that are part of the distribution process.
3} Retailer /dealer:
Retailer sells to the house hold/ultimate consumer. They are at the bottom of the distribution hierarchy, working under a wholesaler /stockiest/distributors semi wholesaler, as the case may be. The retailers are also some time referred to as dealer or authorized representatives. The stocks they keep are operational stocks necessary for immediate sale at the retail outlet.
STEPS INVOLVED IN DESIGNING A CHANNEL SYSTEM:-
Formulating and channel objective.
BBA PROGRAMME performed.
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Analyzing the product and linking the channel design to the product characteristics. Evaluating competitors channel design.
Evaluating company resources and matching the channel design to the resources. Generating alternative designs, evaluating them and selecting the one that suits the firm best.
TASK INVOLVED IN SALES MANAGEMENT:-
personal selling objectives. budget. sales territories/salesmen. 1} Selection 2} Recruitment
Determining and achieving the forms
Formulating sales policies Structuring the sales force Deciding the size of the sales force Designing sales territories Developing sales forecasts and sales
Fixing sales quotas/target for individual
Creating the sales force:
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Managing the sales force: 1} Compensation 2} Motivating 3} Moral building 4} Sales coaching/supervision 5} Evaluating/appraisal 6} Training and development
Managing the market channels. Insuring growth and developing new accounting. Sales communication and reporting. Sales co-ordination and sales control, including sales expense control. Building the sales organization. Assisting marketing management in aspect like product mix, pricing, distribution, advertising, sales promotion. Creating and maintaining the right image for the company and its product in market.
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PROMOTION MIX
Marketing promotion is a management process through which an organization develops, presents and evaluates a series of messages to identified audience. Promotion refers to any communication activity used to inform, persuade and remind the target market about an organization, its products and its activities. Promotion a directly facilitate exchanges by communicating information about an organizations goods, services and ideas to its target markets. Promotional activities can help a company justify its existence and maintain positive, healthy relationship with various groups in the marketing environment. to make promotional efforts effectively in communication with consumers and public, firms must properly plan, implement and co-ordinate and control all communications. First, the form must obtain and use information from the marketing environment. Thus, the collection (through marketing research) and use of data are critical in successfully communicating with selected markets. INDIRA COLLEGE OF COMMERCE & SCIENCE 54
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Promotional mix has four major elements, are advertising, personal selling, sales promotion and publication. The purpose of promotion is both to communicate with buyer and to influence them. Effective promotion requires an understanding of the process of persuasion and how this process is affected by environmental factor. The potential buyer must not only receive the desired information but should also be able to comprehend the information; furthermore, the information must be sufficiently patent to motivate this buyer to react positively. To communicate with and influence customers, several promotional tools are available. Advertising is usually the visible components of promotion, but it is not the only component of promotion. The promotion mix also consist of three other distinct but inter-related activities. 1. Personal selling 2. Publicity 3. Sales promotion Tools for sales promotion: The following tools are used for sales promotion in India: 1} Prize schemes: - Prize schemes are one of the most important methods of sales promotion. A prize scheme is designed for both the public and the dealers. To make the scheme effective, it should be advertised through the package or the retailers. The latest method of advertising is the press, posters, etc. for dealers, sales competition is arranged, prizes are announced or especially offers are made if they show a substantial progress in sales.
2} free sample: Free samples are used for sales promotion of consumer goods sales of many types of fast moving consumer goods. Free sample are generally used to introduced a new product and such as assets to attract attention of prospect. They are also shown prospecting buyers when see contract are
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established with them. Under this arrangement, not only much time but it also eliminates the need for inspections or testing of goods by the buyer.
3} Catalogue: Catalogue plays a dominant role, both in advertising and sells promotions campaigns. Catalogue are largely used when a form manufacture different types of product which are distinguished by size, shape, and other features. It is form the catalogues files that one can get information required about the different products of a particular manufacturer.
The following purpose can be served by catalogue:
To get order. To make the customers aware about the specifications. To provide detail information. To solicit product sales.
4} Advertising novelties: Small, interesting, or personally useful items etc. can be used for sales promotion. To be effective an advertising novelty should meet the following requirements: I} It should be not high cost item. II} The novelty item should be usually eye-catching. III} The item should be useful.
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5} Price off: A price off is simply a reduction in the price of the product to increase sales and is very often use in introducing a new product. A reduction in price always increases sales but the use of this technique should be carefully considered in the current market situation. According to various researchers on sales promotion, price off should generally be considered:
For introducing new brands or existing brands with new user. For products/brands which are already doing better than the competing brands. In conjunction with sales activities aimed at increasing retail distribution.
PEOPLE MIX
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An essential ingredient to any service provision is the use of appropriate staff and People. Recruiting the right staff and training them appropriately in the delivery of Their service is essential if the organization wants to obtain a form of competitive advantage. Consumers make judgments and deliver perceptions of the service based on the Employees they interact with. Staff should have the appropriate interpersonal skills, Aptitude, and service knowledge all people that are directly or indirectly involved in the consumption of a service are an important part of the Extended Marketing Mix. Knowledge workers, employees, Management and consumers often add significant value to the total product or service offering to provide the service that consumers are paying for. Many British organizations aim to apply for the Investors. In People accreditation, which tells consumers that staff are taken care of by the company and they are trained to certain standards. The P of the marketing mix is people. Develop the habit of thinking in terms of the people inside and outside of your business who are responsible for every element of your sales and marketing strategy and activities. It's amazing how many entrepreneurs and businesspeople will work extremely hard to think through every element of the marketing strategy and the marketing mix, and then pay little attention to the fact that every single decision and policy has to be carried out by a specific person, in a specific way. Your ability to select, recruit, hire and retain the proper people, with the skills and abilities to do the job you need to have done, is more important than everything else put together. In his bestselling book, Good to Great, Jim Collins discovered the most important factor applied by the best companies was that they first of all "got the right people on the bus and the wrong people off the bus." Once these companies had hired the right people, the second step was to "get the right people in the right seats on the bus."To be successful in business, you must develop the habit of thinking in terms of exactly who is going to carry out each task and responsibility. In many cases, it's not possible to move forward until you can attract and put the right person into the right position. Many of the best business plans ever developed sit on shelves today because the people who created them] could not find the key people who could execute those plans. The service personnel are the people who provide building surveying service to its clients. They are important because they represent the firm and form of the companys image through their behavior and attitudes. If service personnel are cold or rude, they can undermine all the marketing done to attract customers. If INDIRA COLLEGE OF COMMERCE & SCIENCE 58
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they are friendly and warm, they can increase customers satisfaction and loyalty .Clients perceptions of the quality of the service can also be influenced by other clients. There are few ways in which companies may maintain and improve the quality of their personnel as well as their performance. There are:-
Careful selection and training of service personnel. Activate awareness towards marketing within the organization. Using practices to achieve consistent behavior from employee. Ensuring consistent physical appearance. Reducing the importance of personal contact. Careful control through an internal service personnel audit.
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PROCESS MIX
Procedure, mechanisms and flow of activities by which services are consumed (Customer management processes) are an essential element of the marketing strategy. Processes are basically systems used to assist the organization in delivering the service. Imagine one walk into Burger King and orders a Whopper Meal and gets it delivered within 2 minutes. What was the process that allowed him to obtain an efficient service delivery? Banks that send out Credit Cards automatically when their customer sold one has expired again require an efficient process to identify expiry dates and renewal. An efficient service that replaces old credit cards will foster consumer loyalty and confidence in the company.
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PHYSICAL EVIDENCE MIX

The ability and environment in which the service is delivered both tangible goods That helps to communicate and perform the service, and the intangible experience of existing customers and the ability of the business to relay that customer satisfaction to potential customers. Physical Evidence is the element of the service mix which allows the consumer again to make judgments on the organization. If one walks into a restaurant his expectations are of a clean, friendly environment. On an aircraft if one travels first class he expects enough room to be able to lie down! Physical evidence is an essential ingredient of the service mix; consumers will make perceptions based on their sight of the service provision which will have an impact on the organizations perceptual plan of the service. Physical Evidence is the element of the service mix which allows the consumer again to make judgments on the organization. If one walks into a restaurant his expectations are of a clean, friendly environment. On an aircraft if one travels first class he expects enough room to be able to lie down! Physical evidence is an essential ingredient of the service mix; consumers will make perceptions based on their sight of the service INDIRA COLLEGE OF COMMERCE & SCIENCE 61
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provision which will have an impact on the organizations perceptual plan of the service. The first two more Ps are explicit (People, Process) and the third one (Physical Evidence) is an implicit factor. Broadly defined, optimizing the marketing mix is the primary responsibility of marketing. By offering the product with the right combination of the seven Ps, marketers can improve their results and marketing effectiveness. Making small changes in the marketing mix is typically considered to be a tactical change. Making large changes in any of the seven Ps can be considered strategic.
IMPORTANCE OF MARKETING MIX
1. Marketing mix acts as a profitable formula for the marketing operations, by offering an optimum combination of all the marketing ingredients, which helps in realizing the company goals and objectives such as profit return on investment sales volume, market share etc. 2. Marketing mix brings together various elements of marketing system and it considers that balanced relations are maintained between these elements. For example, the price of a product depends upon its features, branding and INDIRA COLLEGE OF COMMERCE & SCIENCE 62
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packaging, advertisement Medias is also decided on the basis of the product and its features etc. 3. Marketing mix helps in pursuing consumer orientation by taking care of the needs and satisfaction of the customers and with this, it helps in increasing sales and earning high profits. Thus it serves as the link between the business firm and its customer. 4. The four elements of marketing mix are co-equal, interdependent and interrelated. Decisions or changes in one element usually affect the decisions or changes in other. This signifies that these elements of the product are all determined the marketing strategy. 5. Marketing mix facilities meeting the requirements of different types of customers. A through grasp of the customer is common to all the four elements, i.e. with the changes in customers needs and purchasing power, the product design, pricing, promotion and distribution, the product will also change to satisfy the requirements of the customer.
FACTORS AFFECTING MARKETING MIX
These factors are divided into two categories:1. Market factors and INDIRA COLLEGE OF COMMERCE & SCIENCE 63
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1. MARKET FACTORS:Market factors affecting the mix are such factors, over which the company has no control by which they affect the marketing activities of the company. Such factors are:A. Consumer behavior: - Consumer behavior (needs, will and preference of the consumers) affect the demand of the products. Will and preference are also affected by the change in income, fashion, social status etc. and the manager should also study these factors. B. Competition: - The marketing manager should also study the competitive condition in the market. For this purpose, he should take into account bases of competition, competitors view point towards the consumer, quality and characteristics of competitors product. C. Government control: - A marketing manager should think over the various government controls on the various marketing activities regarding the products of the company in preparing the marketing mix. D. The pattern of distribution system: - The marketing manager should consider the various forms of distribution system and the nature and the behavior of distributors before deciding upon the marketing mix of the company. He should be very careful about taking the decision in this regard considering the nature and characteristics of competitors product.
2. MARKETING FACTORS:INDIRA COLLEGE OF COMMERCE & SCIENCE 64
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Marketing factors are such factors over which the company has complete control and make them fit according to the requirement of the market. These factors include the following: A. Product planning: - Product planning is the act of making out supervising the search, screening, development and communication of new products, modification of existing lines and the discontinuance of marginal or unprofitable items. B. Brand policy: - It includes decision regarding trade mark and brand names because it influences the sale volume of the product of the company.
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CHAPTER- 5
PRESENTATION ANALYSIS & INTREPRETATION OF DATA
PRODUCT MIX
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According to PHILIP KOTLER a product is anything that can be offered in the market for attention, acquisition, use or consumption that might satisfy a bond or a need. It includes physical objectives, services, persons, place, organization and ideas. The objectives of product of the firm: Quality control of services. Quality rendering services. Performances in the market etc. The payments of the products and services are then followed according to the work allotted. 50 % of the payment is received in the advance so as to start the job and for the guarantee of the completion of the work then after the rest amount is received. The payment that is received is 100% on bank basis either in cash basis or in cheque is issued on the name of the company.
PRODUCTS AND SERVICES OFFERED BY THE COMPANY
Software development. Website development. Exporter of networking goods. Call centre setup. Data management. Manpower consulting. International calling cards. Voice input & output protocol.
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PRODUCT QUALITY POLICY
Desire infonet services is committed to provide consistent quality product and services within required delivery period to its customers through continuous improvement in their work and service to ensure entire customer satisfaction. This is achieved by setting and reviewing quality objectives for quality improvement, cost effectiveness and customer satisfaction, communicating the policy to all employees for their active participation in the improvement process.
Desires advantage (Website): 1. They design host and promotes the entire website (promotion on fortnightly / monthly / quarterly basis depending upon promotion plan chosen by the client), whereas other companies do it manually. 2. They forward you the complete search engine submission report along with the details of submission process, which is not provided by the other companies. 3. They forward us monthly / quarterly promotion status / visibility of the site with the keywords in the entire search engines if required, which are not provided by any other company. 4. They do search engine-triggering analysis considering your website objective, target market, region of focus and ROI others do not have such focused keyword analysis.
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5. They design complete internet marketing plan which may include some paid listings. Promotions also through the search engines from where the visibility is very low & that search take 3 to 6 months to list free sites. 6. They work in close association with the clients while determining the commercial visibility of the website. They take our help in determining the most saleable products & services. Then they identify basic search words. After this analysis. They improve our sites technically and start the basic search engine submission. 7. They forward us the first submission report within 60 days of promotion on demand. 8. They also take our help in designing the complete internet marketing plan and this also includes banner, link exchanges, membership of various trade specific directories, forums and industry specific search directories. 9. They also do country specific search engine placements and this could be worked out from case to case as all country search engines have different requirements.
DESIRE INFONET SERVICES has competency of delivering solutions and services in the following domains: Website designing They provide the professional web design services with the clear focus on functionality and usability. They design and develop our websites taking into consideration the target audience, their strategies and the marketing process. They use the compression software to reduce byte size of graphics to facilitate fast download of website. They have the in-depth understanding of the designing technologies. Their content and navigation move around the major aspects of designing such as:1. Information design: Hierarchy of information and arrangement of data will give the clear meaning and capability of the company and its services. INDIRA COLLEGE OF COMMERCE & SCIENCE 69
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2. Interaction design: Designing 1-3-click navigation to explore the site and provide them with appropriate meaningful navigation along the way to multiple navigational planning to insure proper interaction. 3. Sensorial design: Thus design will encompass those components that engage user senses, visual, graphic to convey meaning on many levels and reducing monotony. To drag the visitor to specific point and increase the level of confidence.
Website hosting They host the websites on windows servers with uptime guarantee of 99.98% and support wide variety of popular web technology. The server is connected worlds fastest connectivity line. They also maintain the hit list and the usage statistics online.
Search engine optimization They also pride themselves to be amongst the top search engine positioning companies as we have helped several professional sites attain top rankings on search engines through dedicated internet marketing. Through online promotion expertise, they position or professional sites using the right and relevant keywords on the search engines and ensure that top rankings are attained. Top ranking ensure heavy online traffic leading to large influx of enquiries, which has resulted into tangible business opportunity for their clients.
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Comprehensive web promotion and deep penetration in the search engine through support portals They provide comprehensive web promotion and deep penetration in the search engine through their various supporting portals. Some of them are huge information centers where they provide us listings, banners, special promotional links. Most of these portals are industry specific and have deep penetrations in the search engines. This provides additional huge gateway for our site to get visibility to correct audience.
E-commerce solutions They offer a complete e-commerce solution with catalogue, shopping cart, order management, online payment, system integration, secured transactions and processing, point management systems. They develop a system which would replicate the current physical catalogue and at the same time offer advanced technical and product information to the users of the catalogue. It would contain information on products, designs and pictures of these which can be viewed using a normal web browser.
Payment gateway solutions They offer the custom made online payment gateway solutions. They have the various options available like payment gateway with online invoicing system and payment gateway with shopping cart.
Multi user e-mail system They provide corporate messaging solutions. This includes hassle free movement of e-mails in internal office communication as well as external mailing. This includes message routing and security management also. We can use any POP3 based e-mail client such Eudora, Netscape mail, Outlook etc.
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They provide saleable and cost effective application development database design and development, intranet applications development and software integration system.
FEATURES OF THEIR SERVERS
Features of windows 2003 server Internet information server 6.0 analysis Microsoft SQL server 2000 Full FTP access for upload / download Microsoft CDO mail components Same day / immediate setup Active PERL 32 PERL with CGI bin directory 99% uptime guarantee Web based e-mail interface macromedia flash MX Real audio / video Secure server layer (SSL 3.0) INDIRA COLLEGE OF COMMERCE & SCIENCE 72
BBA PROGRAMME Microsoft NNTP news group Catch all e-mail accounts UPS power backups Microsoft FrontPage 98 / 2000 / 2002 extensions Detail statistic reports and analysis Microsoft index server VRML support ASP .NET (complete ASP) Unlimited e-mail forwarding Full antivirus protection Auto responders Macromedia shockwave Microsoft access 97 / 2000 Cold fusion studio 4.0 Password protected directories Daily data backups Now also supporting WAP.
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Features of windows 2000 server Internet information server 5.0 (IIS 5.0) Microsoft SQL server 2000 flash MX Microsoft index server INDIRA COLLEGE OF COMMERCE & SCIENCE 73
BBA PROGRAMME SSL secure server (SSL 3.0) download Microsoft access 97 / 2000 Microsoft FrontPage 2002 extension components Active server pages 2.0 (complete ASP) Java server pages (JSP) and java scripts Active Perl 32 with CGI-BIN directory Cold fusion studio 4.0 Full antivirus protection Unlimited e-mail forwarding Catch all e-mail accounts
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Web based e-mail interface for accessing e-mail anywhere Detail statistic report and analysis Macromedia shockwave VRML support Microsoft CDONTS / CDOSYS mail Auto responders Same day / immediate setup
Microsoft NNTP news group Password protected directories Daily data backups Now also supporting WAP.
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Features of LINUX server Apache web server 5.0 My SQL database Full FTP access for upload / download Control panel provided flash MX Perl CGI-BIN directory 99% uptime guarantee Web based e-mail interface Real audio / video Secure server layer (SSL 3.0) UPS power backups Microsoft FrontPage 98 /2000 / 2002 extensions Detail statistic reports and analysis Unlimited e-mail forwarding Auto responders Macromedia shockwave / macromedia Daily data backups Free search engine submission INDIRA COLLEGE OF COMMERCE & SCIENCE 75
BBA PROGRAMME Domain forwarder facility Full antivirus protection Password protected directories Raw access of log file.
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SERVER SPECIFICATION
SERVER: Intel 3.2 GHz XEON, Dual processor, 800 MHz of FSB with 2 GB registered ECCRAM 120 GB * 2 SCSI Hard disk with hardware RAID and tape drive backups. UPS power backup and diesel backup generator. Automatic daily backups. LOCATIONS: the servers are co-located at servers farm NEW DELHI. BACKBONE: On an OC3 backbone. OPERATING SYSTEM: windows 2003 / LINUX WEB SERVER: IIS / Apache.
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PRICE MIX
PRICE CONCEPT Price is the total cost of the product or services considering all the factors to organize it and above the firms profit. The firm has a target of achieving 30-35% of profit in the total sale of the IT products and services. Pricing objectives of any firm: 1. Achieving growth 2. Stabilize the market 3. Desensitize customer to price 4. Maintain price leadership
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Price is very important concept as it decides the position of a firm wherein future it will stand. The final price calculated is overcome of production, labor or service charges. So it is said that the firm stands on the profit ratio which is outcome of price.
PRICE DECISION The board of directors of the company has worked in IT industry for about 8-10 years and got the knowledge that how the pricing of every product or service should be done. They now know the right price of the product or service or how much to charge profit in that. Keeping all these skills in mind they have decided the price. Price for a product is calculated after adding the production charges, the remuneration on that VAT and service charges. But while deciding these things are also kept in mind that the prices quoted are reasonable, they can be ordered by any company or organization willing to buy, then last but not least the price should a bit less than the competitors sp as to attract more and more orders.
PRICING STRATEGY Progress of a firm in an economic way takes place only when the pricing strategies of the firm are in a right manner. How this firm makes price decision is seen above except this entire price. The firm also gives out erection and commissioning service. The profit gaining ratio is calculated after the cut off the salaries of employees, company maintenance charges etc.
PRICE LIST
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Rs. 1000/- for 1 year domain registration (.com / .net / .org / .info / .biz / .us / .name / .co.in) (Note: Web space will be provided by desire infonet services) Domain name registration for 1 year Rs. 500/- for each domain (e.g. www.yourcompany.com / .net / .org / .info / .biz / .us / .name / .co.in) For .in Domain @ Rs. 475/- only A control panel will be provided to us with the facility of user ID and password for the maintenance of our website
WEB SPACE PACKAGES
WINDOWS 2003 WEB SPACE (Amount in Rs.)
WINDOWS 2000
LINUX
(Amount in Rs.)
(Amount in Rs.)
10 MB
1,500
1,200
900
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20 MB
2,500
1,800
1,500
50 MB
4,000
3,000
2,000
100 MB
6,000
4,500
4,000
250 MB
9,000
8,000
6,000
500 MB
15,000
13,000
8,000
1 GB
20,000
18,000
10,000
2 GB
25,000
23,000
12,000
CHARGES FOR WEBSITE (Designing & development) PAGES RANGE PRICE
BBA PROGRAMME Home 1 14 19 Link 1 19 1 49
UNIVERSITY OF PUNE Rs. 2,000 Rs. 2,000(Each page Rs. 500) Rs. 4,000 Rs. 9,000 Rs. 15,000
*For Dynamic pages cost can be vary according to the requirement (E.g. Visitors counter, shopping cart, feedback form, contact form, registration form, login form, guest book etc. *cost for dynamic pages: Rs. 500/- to Rs. 1000/- each page) For flash animations and banners in each web page: Rs. 1,000 /- per banner
Database DSN Creations (MY SQL) DSN Creations (MS Access) MY SQL Database : - Rs. 2,500/: - Rs. 1,000/: - Rs. 1,200/-
Other facilities POP3 e-mails minimum 3 E-mail configuration Website uploading INDIRA COLLEGE OF COMMERCE & SCIENCE 81
BBA PROGRAMME
UNIVERSITY OF PUNE
Website promotion type (search engines like Google / Yahoo / MSN) 1. One time submission just Rs. 2,000/2. Four time submission just Rs. 4,000/3. Supported offers with the package MS FrontPage SMTP POP e-mail account Web based e-mail Catch-All e-mail Unlimited e-mail aliases Unlimited e-mail auto responders Unlimited e-mail forwarders One FTP account Macromedia Flash Change password feature
BBA PROGRAMME
UNIVERSITY OF PUNE
PLACE MIX
COMPANY BRANCHES
MEET THEM
HEAD OFFICE:B-16, S-553/554, GAUTAM COMPLEX, SCHOOL BLOCK, SHAKARPUR, NEW DELHI 110092 WEBSITE www.desireinfonet.com Email delhi@desireinfonet.com
BRANCHES:INDIRA COLLEGE OF COMMERCE & SCIENCE 83
BBA PROGRAMME (a) PUNE (b) KOLKATA (c) INDORE (d) CHANDIGARH (e) PATNA
UNIVERSITY OF PUNE
SUPPORT:desireinfonet@gmail.com
PROMOTION
Sales promotion is a key element ingredient in marketing campaigns, consists of diverse collection of intensive tools. Mostly short term designed to simulate quicker or greater purchase of particular product or services by consumer on the trade. Sales promotion method: The various sales promotion methods followed by the company for promoting product as follows1. Browser. 2. Through interview. 3. Through marketing representatives. 4. Banners. 5. Print media. 6. Mouth publicity. 7. IT professionals meet. INDIRA COLLEGE OF COMMERCE & SCIENCE 84
BBA PROGRAMME 8. Consumers meet. 9. Professionals training on new products. 10.Conduction of IT fest and competition.
UNIVERSITY OF PUNE
DISCOUNTS AND OFFERS: 1. Cash discount. 2. Free up-datation of softwares and websites. 3. Annual discount. 4. Target setting. 5. Gift items. 6. Quantity discount.
PEOPLE MIX
CLIENTS & CUSTOMERS:-
MOMENTUM INFONET SERVICES
UTTRAKHAND N.H.P.C INDIRA COLLEGE OF COMMERCE & SCIENCE 85
BBA PROGRAMME
UNIVERSITY OF PUNE
SURYANSHINFORMATICESTECHNOLOGIES
LAKHANI FOOTWEAR
DOORDARSHAN
PRIME AIR GLOBAL LTD.
TRANS AMERICAN
BBA PROGRAMME
UNIVERSITY OF PUNE
VENTURE TELE SOLUTIONS
F.C.S
JACKSON AIRLINES
K.I.P.L
PROCESS MIX
GETTING OFFFERS
PLANNING
BBA PROGRAMME DEVELOPING
UNIVERSITY OF PUNE
TESTING
DELIVER
CUSTOMERS
PHYSICAL ENVIRONMENT MIX
The appearance of the place where the services are delivered may have significant impact upon whether the service was satisfactory. They can treat the appearance of their staff and their premises in the same way that packaging can be used to create or enhance brand image. As their product is intangible, staff and premises are often the only tangible elements a customer sees. I. II. Would their staff benefit from a uniform? If customer visits their premises, is there a unique feature about the building or location they can exploit? INDIRA COLLEGE OF COMMERCE & SCIENCE 88
BBA PROGRAMME III.
UNIVERSITY OF PUNE
Alternatively can they create a brand image using distinctive dcor?
This corporate identity is especially important if they have more than one outlet. In addition, they can might consider other things that their customers can take home with them that are physical evidence of the service they provide. This could include membership cards, loyalty cards, or certificates, companies which provide gift experiences such as helicopter flights often send out videos and gift certificates in a presentation pack before the flight, and a certificate of achievement afterwards. Work environment is good in the company and hence the employees are satisfied.
BBA PROGRAMME
UNIVERSITY OF PUNE
BBA PROGRAMME
UNIVERSITY OF PUNE
FINDINGS
1. The company has more demand of its products in northern India, New Delhi & NCR. 2. The participation of web and animation unit of the company is 35-40% of total turnover. 3. The company has seen to it that the transparency is maintained at all levels and there no doubt amongst employees about the sincerity of management. 4. The employees satisfaction has been through low rate of absent. 5. The promotional schemes of company are not satisfactory. 6. The company also does promotion of their product through the pamphlets which they provide distributor to the customer at the time of visit in the industry. 7. The company also does the advertisement of their other divisions brand through the banner, magazine and other sources. 8. The company sells the product by dealer, distributers, c &f, agent, etc. 9. The company gives consideration to its regular customers and discount so that the customer will stay with the company. 10.In the company marketing starts with the identification of human needs and culminates with the satisfaction of those needs and offering something that the market required.
BBA PROGRAMME
UNIVERSITY OF PUNE
SUGGESTIONS
1. The marketing team should be more active in the company. 2. Companys promotional activities should be more complex. 3. Company should try to give market to its products and services in other part of the country. 4. Company should try to participate in exhibitions for making direct contacts with the clients and promoting its products and services. 5. The employees should try to be loyal and co-operative. 6. The company should increase the number of dealer and the distributers so that the large area may be covered. 7. The pricing structure should be set in the manner that it may be affordable to the regular customer so that ultimate customer.
BBA PROGRAMME
UNIVERSITY OF PUNE
CHAPTER-7 CONCLUSION
BBA PROGRAMME
UNIVERSITY OF PUNE
CONCLUSION
In early millennium India has become a booming IT hub, a number of multinational companies are entering in Indias IT market. A new name Desire infonet services entered in this market in the year 2006, done by a group of young IT professionals. It was a good opportunity for me to do project in this company; it was an excellent experience to working with young dynamic professionals who are devoted to make the company a global leader in IT industry. The object of project was to know understand, analyze and evaluate the whole process of marketing of IT products and services in Desire infonet services, the study had been made on that connection. The project was made over a period of 50 days. I conclude as follows: Desire infonet services tries to practice the best marketing practices to give its products and services a food market. On the basis of analysis done almost the company rates are lowest in the market. Products are with upgraded technology, marketing places are also suitable for IT industry and finally promotional activities are unsatisfactorily but should be reintroduced or modified in future.
BBA PROGRAMME
UNIVERSITY OF PUNE
Hereby, I conclude that overall system followed at Desire infonet services is satisfactorily in total, and contribution by the company in IT industry is fruitful and beneficial.
CHAPTER-8 BIBILOGRAPHY & ANNEXURE
BBA PROGRAMME
UNIVERSITY OF PUNE
BIBILOGRAPHY

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BBA PROGRAMME A PROJECT REPORT ON

INDIRA COLLEGE OF COMMERCE & SCIENCE 1

INDIRA COLLEGE OF COMMERCE & SCIENCE 2

INDIRA COLLEGE OF COMMERCE & SCIENCE 3

FINDINGS & SUGGESTION CONCLUSION

INDIRA COLLEGE OF COMMERCE & SCIENCE 4

BIBLIOGRAPHY & ANNEXURE

CHAPTER -1 MEANING OF INDIRA COLLEGE OF COMMERCE & SCIENCE PROJECT

CHAPTER2 RESEARCH DESIGN

INDIRA COLLEGE OF COMMERCE & SCIENCE 8

OBJECTIVE OF THE STUDY

To study the elements of INDIRA COLLEGE OF COMMERCE & SCIENCE 9

INDIRA COLLEGE OF COMMERCE & SCIENCE 10

SCOPE OF THE STUDY

Decisions on product (service)

Decision on physical evidence

INDIRA COLLEGE OF COMMERCE & SCIENCE 11

INDIRA COLLEGE OF COMMERCE & SCIENCE 12

MEANING OF RESEARCH METHODOLOGY:-

SOURCES OF PRIMARY DATA:-

SOURCES OF SECONDARY DATA:-

Published sources: International publication U.N.O.

Companys rules and regulation also became a barrier.

All employees were not found co-operative.

INDIRA COLLEGE OF COMMERCE & SCIENCE 17

CHAPTER-3 COMPANY PROFILE

INDIRA COLLEGE OF COMMERCE & SCIENCE 18

INDIRA COLLEGE OF COMMERCE & SCIENCE 19

ABOUT THE COMPANY

INDIRA COLLEGE OF COMMERCE & SCIENCE 20

INDIRA COLLEGE OF COMMERCE & SCIENCE 21

THEIR KEY BUSINESS:-

10. 11. 12. 13.

DESIRE INFONET SERVICES:-

PRODUCTS TRADING PRODUCTS SUPPLYING

SERVICE & SUPPORT EXPERTIZATION:-

INDIRA COLLEGE OF COMMERCE & SCIENCE 26

INDIRA COLLEGE OF COMMERCE & SCIENCE 27

CHAPTER-4 THEORETICAL FRAMEWORK

MARKETING MIX What is marketing?

Meaning of marketing mix:-

Product : - What decisions related to product or service range.

: - What price should be set for each product/service?

INDIRA COLLEGE OF COMMERCE & SCIENCE 31

THE 7 PS OF MARKETING MIX

1. Product: a. b. Packaging Labeling INDIRA COLLEGE OF COMMERCE & SCIENCE 32

7. Physical evidence: a. b. c. d. e. f. g. Competitors Suppliers Customers Government Society Infrastructure Surroundings

INDIRA COLLEGE OF COMMERCE & SCIENCE 35

Factors to be consider in organizing for product management:

Durability and tangible Goods

a) Non-durability goods b) Durability goods c) Services business

a) Consumer goods b) Shopping goods c) Specialty goods

a) Material b) Capital c) supplies & Services

1. Durability and tangibility: INDIRA COLLEGE OF COMMERCE & SCIENCE 37

INDIRA COLLEGE OF COMMERCE & SCIENCE 38

Packaging materials Packaging aesthetics Packaging size and convenience

INDIRA COLLEGE OF COMMERCE & SCIENCE 45

INDIRA COLLEGE OF COMMERCE & SCIENCE 46

INDIRA COLLEGE OF COMMERCE & SCIENCE 47

CHANNELS OF DISRIBUTION CHART

MANUFACTURER INDIRA COLLEGE OF COMMERCE & SCIENCE 49

INDIRA COLLEGE OF COMMERCE & SCIENCE 50

STEPS INVOLVED IN DESIGNING A CHANNEL SYSTEM:-