A STUDY ON SALES PROMOTION ACTIVITIES OF …
[Pages:85]A STUDY ON SALES PROMOTION ACTIVITIES OF VOLKSWAGEN INDIA WITH REFERENCE TO ABRA MOTORS PVT. LTD. A PROJECT REPORT Submitted in partial fulfillment of the Requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION Submitted by NOOR ASIK AHAMED MARAIKAR REG NO:711600281 Under the guidance of DR.S.G. BALAJI MBA., M.Phil., PGDIB., Ph. D Assistant Professor Full Time- M.B.A
Measi Institute of Management (Affiliated to the University of Madras)
Chennai-600 014 JULY-2017
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MEASI INSTITUTE OF MANAGEMENT
(Affiliated to University of Madras) #87, Peters Road, Royapettah, Chennai-600 014
BONAFIDE CERTIFICATE
This is to certify that the project report titled "A STUDY ON SALES PROMOTION ACTIVITIES OF VOLKSWAGEN INDIA WITH REFERENCE TO ABRA MOTORS PVT. LTD." submitted by NOOR ASIK AHAMED MARAIKAR (Reg no:711600281) in partial fulfilment of the requirements of the Post-Graduate Degree course in Masters of Business Administration (M.B.A) for the academic year 20162017 is the original work of the above candidate.
Dr. S. G. BALAJI AHMED
PROJECT GUIDE
DR. D. NISAR DIRECTOR
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DECLARATION
I, NOOR ASIK AHAMED MARAIKAR REG NO:711600281 final year student of M.B.A Department of business Administration of MEASI INSTITUTE OF MANAGEMENT, CHENNAI would like to declare that the project entitled "A STUDY ON SALES PROMOTION ACTIVITIES OF VOLKSWAGEN INDIA WITH REFERENCE TO ABRA MOTORS PVT. LTD.", is a bonafide work done by the researcher in partial fulfilment of M.B.A Degree course affiliated to University of Madras. The research submitted is my original work and true to the best of my knowledge and belief.
Place:
Date: MARAIKAR
NOOR ASIK AHAMED
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ACKNOWLEDGEMENT
I take this opportunity to express my gratitude to all those without whom this project would not have been possible. First of all, I would like to thank Dr. D. NISAR AHMED, Director, Measi institute of management.
I am really thankful to Mr. KHALID BUHARI Managing director of ABRA Motors Pvt. Ltd. who was very helpful in securing the project, and also thankful to Mr. VINOTH KUMAR, HR Training and development ABRA Motors Pvt. Ltd. who has been very supportive throughout the project and I am grateful to Mr. ASHRAF Sales manager of ABRA Motors Pvt. Ltd., who has been very helpful to complete the assignments without any hurdle and for explaining the information needed.
Sincere thanks to my guide DR. S. G. BALAJI, Assistant professor, Measi institute of management, who encouraged and helped me from the beginning to develop the concept ideas to pursue the project in legit way, I have learnt so many things from him.
I also wish to express my gratitude and thank my family and friends who backed me throughout the project. I would like to convey my sincere thanks to those good souls who helped me to take the project to next level.
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CHAPTER
1
1.1 1.2
1.3 1.4 1.5 1.6
1.7 1.8 1.9 1.10 1.11 2 3 3.1 3.2
3.3 3.4 3.5
3.6 3.7 4 4.1 4.2 5
TABLE OF CONTENT
CONTENT
INTRODUCTION
DEFINITIONS AND CONCEPT INDUSTRY PROFILE
SCOPE OF INDUSTRY GLOBAL SCENARIO INDIAN SCENARIO SWOT ANALYSIS OF INDUSTRY FUTURE TRENDS OF INDUSTRY COMPANY PROFILE NEED FOR THE STUDY OBJECTIVE OF THE STUDY SCOPE OF THE STUDY REVIEW OF LITERATURE RESEARCH METHODOLOGY RESEARCH DESIGN SAMPLING METHODOLOGY DATA COLLECTION METHODOLOGY
PILOT STUDY HYPOTHESIS AND STATISTICAL TECHNIQUES
STATISTICAL PAKAGE USED LIMITATION OF THE STUDY DATA ANALYSIS AND INTERPRETATION
DESCRIPTIVE ANALYISIS STATISTICAL ANALYSIS SUMMARY OF FINDING, SUGGESTIONS AND
CONCLUSIONS
ANNEXURES
BIBILOGRAPHY
QUESTIONNAIRE
PAGE.NO
1
2 8
10 12 14 15
16 18 19 20 21 22 26 26 27
28 33 33
37 38 39 39 65 69
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LIST OF TABLES
S.NO 1
TABLE NUMBER
4.1.1
PARTICULARS AGE OF THE RESPONDENTS
2
4.1.2
GENDER OF THE RESPONDENTS
3
4.1.3
OCCUPATION OF THE RESPONDENTS
4
4.1.4
MARITAL STATUS OF THE RESPONDENTS
5
4.1.5
INCOME OF THE RESPONDENTS
6
4.1.6
VISIT TO SHOWROOM
7
4.1.7
CAME TO KNOW ABOUT US
8
4.1.8
EASE OF LOCATION
9
4.1.9
AMBIENCE OF LOCATION
10
4.1.10
AWARENESS EXCHANGE AND LOYALTY
PROGRAMMES
11
4.1.11
EFFECTIVE EXCHANGE AND LOYALTY
PROGRAMMES
12
4.1.12
AVAILABILITY OF DEMO CARS
13
4.1.13
SATISFACTION LEVEL THROUGH FREE
GIFTS
14
4.1.14
TEST DRIVE OFFERED
15
4.1.15
EXPERIENCE ON TEST DRIVE
16
4.1.16
ATTRACTIVENESS OF ADVERTISMENT
17
4.1.17
VISIT OUR WEBSITE
18
4.1.18
VISIT OUR SOCIAL MEDIA PAGE
19
4.1.19
WEBSITE AND SOCIAL MEDIA PAGE
20
4.1.20
ATTRACTIVENESS OF THE COMPETITION
21
4.1.21
INSURANCE POLICY FOR NEW CARS
22
4.1.22
EFFECTIVENESS OF LOYALTY
PROGRAMMES
23
4.1.23
DISCOUNT POLICY
24
4.1.24
SATISFACTION LEVEL THROUGH
EXTENDED WARRANTY
25
4.1.25
RATINGS OF ABRA MOTORS
26
4.1.26
REFERRALS
PAGE NUMBER
39
40 41 42 43 44 45 46 47 48
49
50 51
52 53 54 55 56 57 58 59 60
61 62
63 64
6
LIST OF CHARTS
S.NO TABLE NUMBER
1
4.1.1
2
4.1.2
3
4.1.3
4
4.1.4
5
4.1.5
6
4.1.6
7
4.1.7
8
4.1.8
9
4.1.9
10
4.1.10
11
4.1.11
12
4.1.12
13
4.1.13
14
4.1.14
15
4.1.15
16
4.1.16
17
4.1.17
18
4.1.18
19
4.1.19
20
4.1.20
21
4.1.21
22
4.1.22
23
4.1.23
25
4.1.25
26
4.1.26
PARTICULARS
AGE OF THE RESPONDENTS
GENDER OF THE RESPONDENTS OCCUPATION OF THE RESPONDENTS MARITAL STATUS OF THE RESPONDENTS
INCOME OF THE RESPONDENTS
VISIT TO SHOWROOM
CAME TO KNOW ABOUT US EASE OF LOCATION
AMBIENCE OF LOCATION AWARENESS EXCHANGE AND LOYALTY
PROGRAMMES EFFECTIVE EXCHANGE AND LOYALTY
PROGRAMMES AVAILABILITY OF DEMO CARS SATISFACTION LEVEL THROUGH FREE GIFTS
TEST DRIVE OFFERED EXPERIENCE ON TEST DRIVE ATTRACTIVENESS OF ADVERTISMENT
VISIT OUR WEBSITE VISIT OUR SOCIAL MEDIA PAGE WEBSITE AND SOCIAL MEDIA PAGE ATTRACTIVENESS OF THE COMPETITION INSURANCE POLICY FOR NEW CARS EFFECTIVENESS OF LOYALTY PROGRAMMES
DISCOUNT POLICY RATINGS OF ABRA MOTORS
REFERRALS
PAGE NUMBER
39
40 41 42 43
44 45 46 47 48
49
50 51 52 53 54 55 56 57 58 59 60 61 63
64
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INTRODUCTION 1.1 SALES PROMOTION
Sales promotion is the process of persuading a potential customer to buy the product. Sales promotion is designed to be used as a short-term tactic to boost sales ? it is rarely suitable as a method of building long-term customer loyalty. Some sales promotions are aimed at consumers. Others are targeted at intermediaries and at the firm's sales force.
Sales promotion is one of the five aspects of the promotional mix. (The other 4 parts of the promotional mix are advertising, personal selling, direct marketing and publicity/public relations.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates.
Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmicks by many.
Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.
Sales promotion is implemented to attract new customers, to hold present customers, to counteract competition, and to take advantage of opportunities that are revealed by market research. It is made up of activities, both outside and inside
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