A Analylitical study on the sales promotion schemes adopted by crossword ltd.

ANUJ KUMAR MARKETING

CONTENT
Introduction of the company Theoretical expects of the study Aims and Objectives Scope of the study Limitations Hypothesis Data analysis and Interpretation Suggestion Conclusion Bibliography Questionnaire

INTRODUCTION OF THE COMPANY

 Crossword ltd. Mainly deals with books, Toys, stationary, magazine, CD s, etc. Crossword was founded in 1992 by Mr R. Sriram and Ms K. Anita. First Crossword store opened on 15th October 1992 at Mahalaxmi, Mumbai. Crossword has grown to 52 stores today over 12 cities, with a mix of company owned and franchised stores. AWARDS Retailer of the Year Award 2005/2007

 Reid & Taylor Award for Best Retailer of the year 2005 Federation of Indian Publishers Award for excellence in Publishing for the year 2004 Crossword Bookstores Ltd. is a wholly owned subsidiary Company of Shopper's Stop Ltd India's leading department store chain.

THEORATICAL ASPECTS OF THE STUDY

 Sales promotion is one of the four aspects of promotional mix. Some of the technique of sales promotion are as follows; Contests Point of purchase displays Rebate(marketing) Free travel, such as free flight. Objectives of sales promotion: i. To introduce new products. ii. To attract new customers and retain the existing ones. iii. To maintain sales of seasonal products. iv. To meet the challenge of competition.

AIMS & OBJECTIVES OF THE STUDY

 To study the promotional schemes adopted by THE CROSSWORD. Ltd. . To study the different schemes adopted by THE CROSSWORD. Ltd. In the month of June , July & august,O9 Sales promotion is boosting day by day, most of the company are investing more & more in advertising their product for capturing the maximum market share. Find out the customer satisfaction level. It includes the study of sales promotion under the following three C s: Communication Co-ordination Co-operation

SCOPE OF THE STUDY

 Project work deals with the specific topic that is sales promotional schemes which helps company to attract new and old customers. Sales promotion activities are being conducted at THE CROSSWORD. Project study concerned with how company adopt new promotional activities to attract and satisfy customers. Project study deal with the various promotional schemes adopted by THE CROSSWORD. It also concerned with how they retain the interest of the customer or fulfil their needs and demand.

LIMITATION OF THE STUDY

 The result of the study is applicable to the survey area only. Time and Money is also one of the important limitations. Dull process and unwilling respondent also affect the result of the study. It is limited for 45 days so the data is not complete for the year. The promotional activity is carried out in the month of June, July, August 2009 . My relevant data is limited to Nagpur city only.

HYPOTHESIS OF THE STUDY

 THE CROSSWORD is a store basically dealing with Indian and International Books ,toys, stationary & CDROM. The store deal with maximum no. of Publisher and vendors with maximum varieties and ranges. The store assures the best quality of product at very reasonable rates. The store also provides the discount facility with which one can enjoy the shopping in more ways. The store provides the facility of Membership card which provide free exchange facility not only to the customer but its family member also. The sales promotional schemes are liked by the maximum customer.

DATA ANALYSIS & INTERPRETATION

1.Are you aware of CROSSWORD? a. Yes b. No

Aware of Crossword
70% 60% 50% 40% 30% 20% 10% 0% Yes No 66%

34% Aware of Crossword

2.If yes then what was the source of information? a. Hoardings b. Posters c. Friends d. Television
Source of Information

18%

17%

Television posters Hordings 22% 33% friends

 3. Are you satisfied with the services provided by the STORE? a. Yes b. No
Satisfaction of services of the Store

15%

Yes No

85%

 4. How would you rank the availability of the desired items? a. Good b. Bad c. Average d. Very sensitive
Availability of desired items
70% 60% 50% 40% 67% 30% 20% 22% 10% 6% 0% Good Bad Average Very Sensitive 5%

 5. What are your views about the behaviour of the employees? a. Excellent b. co-operative c. Average d. Poor
Behaviour of the Employees
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Excellent Co-operative Average Poor 41% 29% 21% 9% Behaviour of the Employees

 6. What are your views about the Library area of the store? a. Spacious b. Comfortable c. Congested d. Average
Views about Library area of the Store

8.50% 11.50% Spacious Comfortable 55% 25% Congested Average

 7. Which item you always prefer to buy from the Store? a. Fiction Books b. Non-fiction Books c. Movies & ACD s d. Stationary & Toys e. All

The Items one always prefer to buy from the Store

45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Fiction books Non-fiction books Movies & ACD's Toys & Stationary All 23% 13% 14% 8% 42%

 8. What are your views about the prices of the items provided by the store? a. Cheap b. Reasonable c. Expensive d. Average
Prices of the items provided by the store

27%

9%

Cheap Reasonable 53% Expensive Highly Expensive

 9. Which section of the store attracted you the most? a. Books b. Stationary c. Toys d. CD s
Section of the store attracted you the most
40% 35% 30% 25% 20% 15% 10% 12% 5% 0% Books Stationary Toys CD's 20% 37% 31% Section of the store attracted you the most

 10. Which section of the store needs to be rectified? a. Books b. Stationary c. Toys d. CD s
Section of the Store needs to be rectified
60% 50% 40% 30% 20% 26% 10% 0% Books Stationary Toys CD's 16% 5% Section of the Store needs to be rectified

53%

 11. Do you think that store will go longer in this city? a. Yes b. No
Will Store go longer in this city?

No

1 %

Yes

0%

20%

40%

Will Store go longer in this city?

8 %

60%

80%

100%

SUGEESTION

 Company should do the marketing survey on regular basis to find out what changes customer want in the items. To satisfy customer Queries Company must provide toll free queries. The less selling products toys, CD s, etc. should not be avoided. Company should increase the hoardings in the city. According to the analysis of the data the pricing and the feature strategy of the items, company should meet the requirements of especially middle class people.

CONCLUSION

 The CROSSWORD store has a very good brand image. It is very famous throughout in the city for its huge collection of books, music, CD s, toys, gift items, etc. Customer is getting a true value of money in the STORE. It can be concluded that CROSSWORD store has created its image in a very short period in NAGPUR.

BIBLOGRAPHY

Book Reference: Entrepreneur Magazines Business Today Marketing management Philip Kotler Marketing management by Ranjan Saxena

Internet reference: www.google.com www.crossword.co.in Email address: bookrewards@shopperstop.com

Name: -------------------------------------------------------------- Age: ---------------Address: ----------------------------------------------------------------------------------Occupation: ------------------------------------------------------------------------------Gender: Male [ ] Female [ ] 1. Are you aware of CROSSWORD? a. Yes b. No 2. If yes then what was the source of information? a. Hoardings b. Posters c. Friends d. Television

3. Are you satisfied with the services provided by the STORE? a. Yes b. No 4. How would you rank the availability of the desired items? a. Good b. Bad c. Average d. Very sensitive 5. What are your views about the behaviour of the employees? a. co-operative b. non co-operative c. dull d. attentive 6. What are your views about the interior of the STORE? a. spacious b. comfortable c. congested d. average 7. Were you satisfied with the prices of the available items? a. Yes b. No

8. What are your views about the prices of the items provided by the store? a. Cheap b. Reasonable c. Expensive d. Average 9. Which section of the store attracted you the most? a. Books b. gift items c. Toys d. CD s 10. Which section of the store needs to be rectified? a. Books b. Gift items c. Toys d. CD s

11. What is the most important factor, which should be considered by the STORE? a. Layout of the store b. Site of the store c. Available of items d. All 12. Do you think that STORE will go longer in this city? a. Yes b. No

THANK YOU