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Study on promotional activities of harsha project report

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Study on promotional activities of harsha project report BEC DOMS BAGALKOT

Study on promotional activities of harsha project report BEC DOMS BAGALKOT

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  • 1. Harsha “What You Don’t Get Elsewhere” EXECUTIVE SUMMARY INTRODUCTION TO THE PROJECTTITLE: “Study on promotional activities of Harsha”Harsha enterprises belong to Prakash Group of Industries. Prakash group was started byfive members of a family settled in Udupi. The group initially started with its entry intoTimber business and gradually they diversified to different sectors like electric, plastic,engineering etc. At present Prakash group has successfully been in manufacturing,trading and retailing.Name of the company: HARSHAPROBLEM DEFINATIONTitle of project: “Study on promotional activities of Harsha”OBJECTIVES OF STUDY:i) To know the different medias that Harsha can use for its promotional activitiesii) To know the media through which the consumers were aware about Harshaiii) To know what measures that Harsha has to take in satisfying its customersiv) To know why consumers prefer Harsha for shopping BABASAB PATIL 1
  • 2. Harsha “What You Don’t Get Elsewhere”BENEFITSBenefit to the company: With this study, the organization (HARSHA) will be benefited in terms oflearning-1) HARSHA can know about the requirement of the promotional activities.2) Learn more about how to improve their activity.3) Study the changes in the market conditions.Benefit to academics:It will help me in understanding-  The market for the consumer and electronic goods in Hubli city.  Companies Decision Making Process for selection of media.  Companies’ choices of service offered to consumers.  To understand how Harsha makes decision while choosing different media for advertising.  The experience gained during this study will provide as a tool, which can be applied in any future undertakings of similar nature.Findings:  81 people were aware about Harsha with the help of their Family & Friends and 37 got aware from News paper & 32 from Banner  51 people go to Harsha because they get quality products and 37 people say they go because of discounts and 20 because of the service provided by Harsha  From the survey on 150 respondents 62 people say they are dissatisfied and 45 people say satisfied from the discounts. BABASAB PATIL 2
  • 3. Harsha “What You Don’t Get Elsewhere”  59 people say that they are satisfied with the service what Harsha is giving and 55 people say they are dissatisfied with the service provided by Harsha.  Out of the survey made on 150 people 58 people say they are satisfied by the price what Harsha charges to the consumers & 53 people say they are dissatisfied with the price of Harsha.  Out of the survey made on 150 respondents 65 people say they are dissatisfied with the products range what Harsha is having and 45 people say they are satisfied with the product range what Harsha is having.  Out of the survey made from 150 respondents 65 people say Harsha has to use Mobile SMS as a source to communicate about the events and offers and 51 people say they have to show their ads in local cable television and 30 people say they have to use the source of data base of the customers and should communicate them about the offersRecommendations:  Based on the response received from the respondents the following recommendations are made for the improvement in the functioning and service conditions of HARSHA.  As most of the respondents are dissatisfied with the discounts provided by Harsha so Harsha has to look on the discount part of it and should give some more discounts compare to other players in Hubli.  The difference between satisfied and dissatisfied people in case of service of Harsha is not more so this shows that Harsha has to provide proper service to their clients.  Harsha should also have more of the product range in their outlet as most of the consumers complain about the non availability of the products so in order to cater the customers Harsha has to improve its product range. BABASAB PATIL 3
  • 4. Harsha “What You Don’t Get Elsewhere”  In order to improve its mileage in conveying the customers regarding the events carried out at Harsha they can use Mobile SMS as a new mode of communication as most of the consumers have suggested for. They can also use television as a mode in giving the advertisements.Conclusions-The study helped me gain valuable insights in Harsha and also as to the factors that whatthe consumers expect from the Harsha. This project titled “Study on promotionalactivities of Harsha” has been a knowledge gaining experience for me. By interactingwith the respondents. I have been able to understand the activities of Harsha their wayof working and their way of approaching the customers and the importance ofAdvertising, i.e. how beneficial is the advertising for any firm to communicate abouttheir offers and events to the consumers. The results of the survey proved to beencouraging. The respondents were very positive in providing the information about howHarsha has to go for promotion and why do they go for Harsha and what measuresHarsha has to take in improving the service to their customers, Though there are manycompetitors in the market for this segment, the company HARSHA is doing well bysatisfying its customers by having good relationship with them and. I offer my bestwishes for the same and hope that my work will be of some use for the companyeffectiveness.Introduction of Advertising BABASAB PATIL 4
  • 5. Harsha “What You Don’t Get Elsewhere”As it becomes more and more difficult to differentiate products by functionality and byprice, branding and imagery becomes a crucial aspect of differentiation. Advertisementscan be considered as the space where meaning is arranged so that transfers of meaningand the structure between the signifier and the signified can take place. Only in an ad canthe meaning of the cowboy be transferred to Marlboro. Constructing and developingmeaning for images is possible mainly through advertising. The signifier and thesignified are processed in an advertisement and create the image for the brand over time.Advertising plays a crucial role in creating the image of a brand since it is a directcommunication outlet. Through advertising, the brand generates its structure as well ascontent, and builds up consumer behavior those results in the purchase of that particularbrand. Brand image is more dependent on symbolic image value than the reputation ofproduct attributes. Brand equity, both arbitrary and planned, dissolves rapidly in todayscompetitive marketplace and thus requires constant support. Advertising is the key to themaintenance of the brand image. For effective answer successful branding andwidespread knowledge and acceptance, repeating the brand image is necessary.Advertising is perhaps the only medium where the fantasy and myth come together tocreate the kind of magic symbolism entails. How can you rationally explain why you area Nike person rather than a Gucci one? These are questions that should be answered withan open-minded research objective.Advertisings Role in Business, Society BABASAB PATIL 5
  • 6. Harsha “What You Don’t Get Elsewhere”Advertising has always played in immense role in our society. Without advertising, theaverage consumer would not be able to be told what to buy. They would have nothing intheir home, because no one told them to buy anything. It has become fact that advertisingaffects our daily lives everyday. "In 1915, a person could go entire weeks withoutobserving an ad. The average adult today sees some three thousand every day". Everyadvertisement should be analyzed with great detail,The consumers need to be entertained by television, newspaper, and internet has launcheda new type of advertising. Advertisers are beginning to use famous entertainers in theiradvertisements so that people pay attention to them. Almost every advertisement that isseen today has somebody that the consumer will recognize. Whether it be a movie star, acomedian, athlete, or a reality television star, the advertiser will make sure that apercentage of the viewing audience knows that person. Not only do they attract ourattention with the use of somebody famous, they also attract our trust. By seeing thisperson on television all the time and especially if you like this person, you feelcomfortable with the product almost immediately without even knowing what it is ordoes.Everyone thinks that advertising is full of lies, but its not what you think. The factspresented in advertising are almost always accurate, not because advertising people aresticklers but because their ads are very closely regulated. If you make a false claim in acommercial on network television, the FTC will catch it. Someone always blows thewhistle. The real lie in advertising - some would call it the "art" of advertising - is harderto detect. Whats false in advertising lies in the presentation of situations, values, beliefs,and cultural norms that form a backdrop for the selling message” (Chiat).Advertising has come a long way from what it used to be and has a long way to go beforewe see anything new. The advertisers have found quite a few niches where they can workfrom and still get a large quantity of consumers to purchase their products. With the help BABASAB PATIL 6
  • 7. Harsha “What You Don’t Get Elsewhere”of psychologists, sociologists, and many other doctors that focus on how the human brainworks, it will be extremely difficult to tackle the advertisement industry as we know ittoday.BASICS OF ADVERTISING AND PROMOTIONSAdvertising and promotions is bringing a service to the attention of potential and currentcustomers. Advertising and promotions are best carried out by implementing anadvertising and promotions plan. The goals of the plan should depend very much on theoverall goals and strategies of the organization, and the results of the marketing analysis,including the positioning statement.The plan usually includes what target markets you want to reach, what features andbenefits you want to convey to them, how you will convey it to them (this is often calledyour advertising campaign), who is responsible to carry the various activities in the planand how much money is budgeted for this effort. Successful advertising depends verymuch on knowing the preferred methods and styles of communications of the targetmarkets that you want to reach with your ads. A media plan and calendar can be veryuseful, which specifies what advertising methods are used and when.For each service, carefully consider: What target markets are you trying to reach withyour ads? What would you like them to think and perceive about your products (thisshould be in terms of benefits to them, not you)? How can you get them to think andperceive that? What communications media do they see or prefer the most? Consider TV,radio, newsletters, classifieds, displays/signs, posters, word of mouth, press releases,direct mail, special events, brochures, neighborhood newsletters, etc.What media is most practical for you to use in terms of access and affordability (theamount spent on advertising is often based on the revenue expected from the product orservice, that is, the sales forecast) BABASAB PATIL 7
  • 8. Harsha “What You Don’t Get Elsewhere”You can often find out a lot about your customers preferences just by conducting somebasic market research methods. The following closely related links might be useful inpreparation for your planning.Major Methods of AdvertisingDirect mail -- Mail sent directly from you to your customers can be highly customized tosuit their nature and needs. You may want to build a mailing list of your current anddesired customers. Collect addresses from customers by noticing addresses on theirchecks, asking them to fill out information cards, etc. Keep the list online and up-to-date.Mailing lists can quickly become out-of-date. Notice mailings that get returned to you.This should be used carefully and it can incur substantial cost, you dont want to inundateyour stakeholders with information so make the most of your message.Magazines -- Magazines ads can get quite expensive. Find out if theres a magazine thatfocuses on your particular industry. If there is one, then the magazine can be very usefulbecause it already focuses on your market and potential customers. Consider placing anad or writing a short article for the magazine. Contact a reporter to introduce yourself.Reporters are often on the look out for new stories and sources from which to collectquotes.Newspapers (major) - Almost everyone reads the local, major newspaper(s). You canget your business in the newspaper by placing ads, writing a letter to the editor orworking with a reporter to get a story written about your business. Advertising can getquite expensive. Newspaper are often quite useful in giving advice about what and howto advertise. Know when to advertise -- this depends on the buying habits of yourcustomers.Posters and bulletin boards -- Posters can be very powerful when placed where yourcustomers will actually notice them. But think of how often youve actually noticedposters and bulletin boards yourself. Your best bet is to place the posters on bulletinboards and other places which your customers frequent, and always refresh your posters BABASAB PATIL 8
  • 9. Harsha “What You Don’t Get Elsewhere”With new and colorful posters that will appear new to passers by. Note that somebusinesses and municipalities have regulations about the number of size of posters thatcan be placed in their areas.Radio announcements -- A major advantage of radio ads is they are usually cheaperthan television ads, and many people still listen to the radio, for example, when in theircars. Ads are usually sold on a package basis that considers the number of ads, the lengthof ads and when they are put on the air. . A major consideration with radio ads is to getthem announced at the times that your potential customers are listening to the radio.Television ads -- Many people dont even consider television ads because of theimpression that the ads are very expensive. They are more expensive than most of majorforms of advertising. However, with the increasing number of television networks andstations, businesses might find good deals for placing commercials or other forms ofadvertisements. Television ads usually are priced with similar considerations to radio ads,that is, the number of ads, the length of ads and when they are put on the air.Yellow Pages --The Yellow Pages can be very effective advertising if your ads are well-placed in the directorys categories of services, and the name of your business isdescriptive of your services and/or your ad stands out. The phone company will offer freeadvice about placing your ad in the Yellow Pages. They usually have special packageswhere you get a business phone line along with a certain number of ads.How Advertising WorksAdvertising is simply a creative form of communication; an intimate conversation requiring aresponse, even invoking emotions from time to time which engage the consumer in themessage. It is a message, generally persuasive in nature, but not intended to be forceful orabrupt. Advertising is sometimes considered a positive institution, creating awareness aboutproducts and services, even constitutional amendments, social issues and the like; while atthe same time it is considered a shameless practice, encouraging consumers to spend moneyon goods they otherwise would not if it weren’t for the pervasive messages conveyed in BABASAB PATIL 9
  • 10. Harsha “What You Don’t Get Elsewhere”advertisements. In regard to the latter, advertising is a scapegoat for those who wish not totake responsibility for their actions. Could you imagine the incredible power of a tool thatcontrols people’s actions, or better yet their spending habits? Outlined here is howadvertising works.What is an advertisement?Is it a free key chain or tee shirt imprinted with a logo? Is it a recommendation from avaluable and respected source, a free sample of a product, or maybe a coupon? All ofthese ideas can represent a brand and create awareness about products and/or serviceshowever; this is not what advertisers do. There is a fine line between advertising andmarketing promotional materials, of which these are examples.Advertising plays a prominent role in the lives of consumers although they may not beconscious of how important a role that is. Consumers do not look forward to relaxing infront of the television in hopes to catch some of their favorite spots. They do not taketheir radios to the beach to sit around with friends and listen for exciting, catchy jingles.In fact, most consumers would admit commercials annoy them. Many consumers flipthrough channels during commercial breaks or fast-forward through them in theirpreviously recorded programming. Besides cutting into their favorite programming,many consumers believe they are deceitful in nature, although there is no substantialevidence that subliminal persuasion even exists.ADVERTISING CREATIVITYCreativity is an essential resource to survive in the market and for this reason we alwayslook for it. Companies entrust their image to advertising agencies to realize ever morecreative, innovative and amazing advertising.Among advertising agencies, VP Graphic boasts experience and professionalcompetence. It is an agency which works, thanks to its collaborators, with great passion,dynamism and efficacy. BABASAB PATIL 10
  • 11. Harsha “What You Don’t Get Elsewhere”Advertising is seduction, art and investment. VP Graphic is based on a simplephilosophy: advertising sells (a product, a brand, an idea) when it has a quality thoughtexpressed through targeted and original communication strategies.To advertise does not mean to create an instruction manual to use a product, but tocommunicate innovative and clever ideas to increase your income.Advertising must be funny, clever, unique and exciting, for this reason VP GraphicDesign places the most ambitious and creative minds at your disposal. We want to offerto you the best advertising, this is our mission.Media Selection ProcessUnderstanding The MarketTo determine which medium we should use to advertise our product we must firstunderstand our target market. This includes the following:1. Knowing who they are. Are they consumers (all consumers, or just select consumers, Fortune 100, small business, etc. If they are all consumers, or a large part of the population, we can use mass market medium such as network TV, radio or general publications (weekly newspaper). If they are Fortune 100 or small business we might use specific trade publications that target our same markets.2. Their buying process. Is the sale simple (a package of gum that is an instant decision), or complex--requiring numerous complex presentations and layers of approvals (educational or government sales).3. Who are the final decision makers, along with the primary and secondary influencers. For a sales force automation decision, the final say may be the VP of Sales. However, the primary influencers may be the sales people and sales managers (who have to use it every day), plus the IT department (who has to support it). The secondary influencers may be the president (who wants more sales), the CFO (who has to finance it), and the secretary (who has to enter weekly leads). BABASAB PATIL 11
  • 12. Harsha “What You Don’t Get Elsewhere”The percentage weight of influence of each person in the decision chain helps determinewhich medium and publications we may target. The VP of Sales may travel. TheRegional Sales Manager may be trying to move up (so Success Magazine may work).The IT department may need integration support (so CRM magazine may work), etc.I typically create a matrix showing the key decision and influencers within the marketand have the most market--knowledgeable internal team members (product managers,sales managers, PR, etc.) come to a consensus as to which percentage weight we shouldassign to each group. This process is subjective, but usually yields fairly accurateresults--when the numbers come in.4. Where they buy. If the target buys from retail, we may use “Run of Press” ads (co- op ads with the retailers). If the target buys from VARs or Integrators, we may use VARBusiness to recruit more VARs (who in turn may use direct response mail to reach the targets). If they buy on-line--we may run direct response ads with an on-line or 800# call to action.5. How they buy. If the customer buys on terms, our ads may mention financing options (cars, delayed payment).6. What the competition is doing. We might use services such as AdScope to compile a 12-month history of our competitor’s campaigns so we can see their media targets and either apply a blocking campaign, were we match (and counter) a competitor’s campaign, or use a separatist campaign, where we fish in a different pond entirely (assuming we know the market better than they do--which should be the case). Or we may choose to do some of both.7. What has worked for us in the past (which media and ad format generated the most revenue?). This is one of the most difficult steps since most companies do not capture this information. If nothing is in place, then you must extrapolate the data from whatever sources you have. You must also fix this problem immediately and setup a complete tracking system--or you will not have the managerial information you need to determine which medium is working best (TV, Radio, Publications (and which of BABASAB PATIL 12
  • 13. Harsha “What You Don’t Get Elsewhere” the publications is working best)--i.e., are you fishing in the right pond, nor will you knowwhich ad format and message is working best (do you have the right bait). See the latersection within advertising on Tracking & ROI to see how to set this up.Understanding your customer and being able to answer each of the previous questions isthe hard part. Finding media that targets our same prospect is actually the easy part.Selecting The Correct MediaThe next step is to determine which medium type (TV, Radio, Display Ads) will reachyour desired targets and generate the greatest ROI. It may be multiple types--if so, youshould put a % weight value on each and consider your budget accordingly.In the high-tech market (aside from consumer electronics (PlayStations, Dell, etc.)), themost widely used advertising medium is print. Within the print medium, the mostcommon for high-tech is trade publications (rather than the general business andconsumer publications like Newsweek, Fortune, Popular Mechanics, Southern Living,etc.). Trade publications might include PC Magazine (general market), NetworkComputing (corporate networking), Video maker (highly vertical video market), Gaming(obvious), etc.The key is to find the right publication (the pond) that contains the most of your preferredtarget (type of fish).Fortunately, there are several publications that can help you determine the demographicsof various media and publications. For example, the Nielson Rating can tell you theaudience demographics and ratings for specific network and cable stations and specifictelevision shows. Other services like those from IAG Research can measure theperformance of every ad. However, they often only measure recall within the channel, bybrand, and the fit (how well it was integrated into the show). Based on these criteria, they BABASAB PATIL 13
  • 14. Harsha “What You Don’t Get Elsewhere”rate as “most effective” those ads (brands) that are recalled by the most people. However,a more important indicator is not the recall scores, but the ads that actually sell and causea change in brand preference.You can find a fairly comprehensive on-line listing of TV, radio, newspapers, on-line,and trade magazines at Media Post. Registration is free and they even include a free on-line media scheduling tool.If you are moving into a new market and don’t know the most popular trade publications,then you will have to use media books (Bacon’s is again helpful), internet resources, gethelp from alliances, and clients (ask what they read), or from a media buying company. Ifyou are fairly certain of the publications you want to use, you can go to their web site (orcall for a media kit) and get rates, demographics, circulation, frequency, etc.If you talk to a rep, be cautions not to place too much merit when they say they cater toyour market (I’ve had some sales reps try to sell me placement in a publication that wasclearly not aimed at my target). The Editor in Chief understands the publication’s targetbest since he/she must create content to appease that audience. This is one of the reason’sI usually get PRs assistance in the media selection--they know who covers your space bythe type and number of articles produced for your desired target. The PR group also hasthe editorial schedule that helps identify the target audience.Media Schedule for All CampaignsOnce you have identified your target publications, and have a rough idea of cost (you canestimate by using the rate card, you can establish a media schedule. This is a chart thatshows which publications you will use, along with the projected run dates. I typicallysetup the schedules within a spreadsheet.When determining the media schedule, you have decided if you will have an ongoingcampaign throughout the year, or if you only have the budget to advertise during thelaunch (and perhaps periodically thereafter). The ultimate decision is the ongoing return--I let the ROI determine the continued investment). BABASAB PATIL 14
  • 15. Harsha “What You Don’t Get Elsewhere”I typically get the greatest returns during the launch and diminishing returns thereafter(and these will require an ongoing promotion to bring a positive direct response return).If the later returns still meet your minimum ROI requirements, and you have the budget,then you should continue the investment.ImpressionsWith all of my combined campaigns, I typically try to achieve the minimum number of“impressions” (exposure to your ads, direct mail, pr, etc.) to get a prospect to buy. It hasbeen my experience that it typically takes 5-7 impressions before a prospect buys. Thefirst time they are aware of your product. The second they take note. The third they maydecide to find out more. The fourth they may decide to get it. The 5th time they mayactually write down the phone number or URL and the 6th time on they might actuallycall or visit the web site to place the order. If not available on-line, it may take a fewmore impressions for them to get out of their chair and go to the store to buy it, or toremember to get it when in the store.Different products have different conversion cycles, as do different campaigns.Sometimes you may have a hot promotion that pulls on the 2nd impression, other timesnothing works. It is important to measure the response from each promotion (pr, directresponse, ads, etc.) so you know which is creating the greatest impact and positive return.How To Negotiate - Print AdsIf you do not have an ad agency or a media buying service, and you have a relativelystraight-forward trade publication campaign, you will need to know how to negotiateyour media placements. Even if you do let someone else negotiate your media buying,you should still know the process and how much you should typically be paying, ifanything, so you can estimate for your budgets. I would highly recommend sending yourdesignated media buyer (usually the ad manager or Director of Marketing/Marcom) to theMedia Buying Academy. If not, then at least order the videos or tapes (they are similar to BABASAB PATIL 15
  • 16. Harsha “What You Don’t Get Elsewhere”the cost of one seminar and can be re-used to train additional folks). Regardless,following are a few basic tips to negotiate print ads:1. Don’t go by the rate card. Buying advertising is like buying a car. As such, there are multiple terms, options, time frames and sale techniques--of which you need to counter to negotiate, not just “buy” your medium. As such, this is not the position for the timid negotiator, unless you have a tiger behind the person talking to the ad reps that is making the final decisions.2. Negotiate magazine position and page position. As part of your negotiation you need to try and get within the first third of the magazine, since the readership is higher. The exception is if you are going for a front or back cover, or wish to have your ad next to an editorial that is reviewing your product category. You also need to negotiate left or right hand positioning on the page (right hand ads typically pull more).3. Negotiate research. Magazines conduct regular readership campaigns to find out what their constituents would like to see. Sometimes you can get some of your own research questions addressed--a cheap way for you to get quantitative research at no additional cost. They also run advertising awareness research campaigns. You need to negotiate some coverage in both of these as part of your placement.4. Negotiate web site adjuncts. Most publications nowadays have a web component of their printed publication. You want banner ads and coverage for their on-line constituents also- -especially if they may be adding their on-line readership to their overall posted circulation.5. Negotiate use of their mailing lists. The reason you are selecting a specific trade publication is because they have already found your desired target audience. You can often gain access to their list for your direct mail efforts. This saves you the cost of purchasing lists, and the chances of having the correct targets are very high.6. Negotiate free ad space in special editions. Some publications have an annual special issue--see if you can have this included for free.7. Negotiate more color. Some publications charge less for two color than four. Use the two color rate card and then ask for the extra colors as part of the buy. BABASAB PATIL 16
  • 17. Harsha “What You Don’t Get Elsewhere”8. Require approval to close. Like I mentioned earlier, if you are not a tiger, or even if you are, you should let the sales rep know that you don’t have the final decision--and then not let them talk directly to the person who does. This is a technique that theywill often use when you make special request...you can turn the table and use the sameapproach. I always told my “battle hardened” ad manager that my initial answer wasalways going to be NO. This allowed them to say, my boss says no, and wants...9. Negotiate toward the best rate on the rate card, even for a short campaign. For example, if they have a 24 time rate, but you are only running a 3 month campaign, you already know what they are willing to go down to (based on volume). This should be an easy target.10. Negotiate an escape clause. If they want a long-term commitment for the better rates, then ask for an escape clause (ask regardless). This means that you can cancel the remaining ads if the publication doesn’t pull, or if the product slips or is canceled, or if your budget gets kills (especially during the 4th quarter at a large public company) without paying a short rate. By the way, one well--respected media buyer said you can always cancel a campaign. They won’t back charge you the higher rate and risk you not advertising again. He says the best words are, “We won’t be able to pay for this.” Nobody wants to get tied up trying to collect the uncollectable.11. Base your value on the LPP. Sales reps will try to use cost per thousand (CPM) to establish value. This helps you to know the potential reach, but the % of the total reach that matches your profile and their influence within the buying process is the most important factor. This is why I prefer to use the cost per lead per publication (LPP). This ratio will cut through all the chaff and tell you immediately if you are “fishing in a stocked pond” or if you’re not fishing where your buyers swim. When the sales rep brags about his CPM, counter with your revised % of his circulation that even meets your need. Then counter than his CPM, based on your actual target, is way to high--and use another publications rates of CPM/actual target to reduce the price. BABASAB PATIL 17
  • 18. Harsha “What You Don’t Get Elsewhere”12. Re-negotiate based on CPM rate for the best LPP within your group of publications. For example, when deciding which pubs to keep and which to drop, you will do an analysis to get the cost per lead per publication. If there’s is borderline, you can ask them to match the pricing that you need to keep them--or they are out. And then do the same with your other pubs--those that will give you the revised pricing that will put them in your “keep ‘em” pile you keep, those that don’t get cut.13. Make sure the editorial matches the readership. If the sales rep uses CPM, and their editorial content for your target is only 10% of the publication, then re-quote the CPM in those terms and go from there.14. Contract for no rate changes. Some contracts say the publication can change the rate at anytime with a 30 day notice. Include a clause that says your rates are guarantee during the length of the contract.15. Don’t always buy on “specials” but buy what you need, when you need it (but save the “specials” to hit them up with them later if you decide to invest in the publication later).16. Don’t be embarrassed to make ridiculous request at any stage of the negotiation. The only way I can afford to buy from you is if your rate is $ ____. The worse they can say is no--and you may get some terrific deals.17. See if there are any alliance ad deals. When launching Netscape, Microsoft had a campaign where they subsidized your campaign if your put, “Works with Microsoft Windows” prominently within your ad (the ad reps discretion). As a result, we got seven Ziff Davis publications...for less than 1/2 the price of one! It was nice that our ad rep told us about these deals--you need to ask. In addition, see if there are affiliate or co-op programs with Intel, Microsoft and others for publishing compatibility with their applications. You can also see if you can split the ad cost with an alliance and develop your campaign jointly (works best for products that require another to work (i.e., a modem to use AOL, etc.).18. Negotiate the payment due terms. Some pubs require money up front, others allow you to pay afterwards--this is obviously better, or worse, depending on your budget. For example, I may run out of money for the 4th quarter, so I asked to be billed the BABASAB PATIL 18
  • 19. Harsha “What You Don’t Get Elsewhere” beginning of the first quarter. It is somewhat risky for the pubs if you don’t get the budget...but it may be the only way to fit them in. Other times you may have budget to spend now, and you can pre-bill, if you get a discount (of course).19. Take into account seasonal ad buying. Some publications may offer discounts during certain times of the year (it helps them solidify their ongoing business if they have commitments in advance).20. Negotiate editorial coverage. Some publications like PC Magazine typically have a Chinese wall between sales and editorial. However, with other publications it may be the actual editor in chief that is soliciting ad space (I’ve had it happen within multiple smaller and hungry trade publications). In these cases, you can actually “buy press” with your placement. It is not worded as such, but these publications will commit to reviewing your product (first looks and complete reviews) if you commit to advertise. If they will do it, we can double our number of impressions by taking advantage of their “financial connections” (some editors realize - no ads, no paycheck).21. Negotiate “spot” ads. Sometimes there is a review within the editorial schedule that covers your category, but it is during a period you are black. You can negotiate that it is included free, or at least at the previous rate, even if it is disconnected to your regular campaign.22. Negotiate with the VP of Sales, and bypass your local and regional reps. This is especially important when you want to combine the total number of ads from all of your divisions. For example, I was targeting a publication that already featured ads from several of my companies other divisions. I first contacted each of the divisions to find out their rates (they were different), found the best, and then contacted the VP of Sales to negotiate a “group” rate for all our divisions that took into account our joint buying power.23. Consider using a media auction. Some sites like MediaBids will offer services similar to on-line travel buying. Check it out to see if it works for you.24. Deduct the agency fee--as your final negotiation. After everything is done and negotiated to your best ability, deduct the 15% fee that would usually be paid to an agency. Why not , they would have negotiated with an agency, and still had to pay the BABASAB PATIL 19
  • 20. Harsha “What You Don’t Get Elsewhere” 15%. There’s no reason you shouldn’t keep it since you are the acting agency. I’ve never had this denied- -they’ve been shocked, but it was never turned down.There are obviously many more points to negotiate (especially when purchasing radio,TV, web and other types of medium), but this is a good list to start from.Advertising GuidelinesNow that you have selected the media, setup a schedule, and purchased your space; it istime to design an ad that sells product. This section will only review print ads, but someof the concepts (especially the persuasive format) are still applicable to other ad types.I categorized ads into two types, those that sell, and those that don’t--I don’t care forthose that don’t. Some ad agencies justify non-selling ads by suggesting that their artsydesigns help build the brand. I say, fine--selling ads also build the brand--in fact, they doso much quicker (if someone buys your product...poof--they’re branded!). I also run fromagencies that cite the awards they’ve won for their ads--I hire them to help me sellproduct, not win awards. It is important to note that these ad awards are usually given bypeers who admire the design--even though the ad may not pull a single lead. This is not tosay that selling ads should not look good, but their primary purpose is to sell--either atangible product or intangible company image (brand). BABASAB PATIL 20
  • 21. Harsha “What You Don’t Get Elsewhere” COMPANY PROFILEINTRODUCTIONHarsha enterprises belong to Prakash Group of Industries. Prakash group was started byfive members of a family settled in Udupi. The group initially started with its entry intoTimber business and gradually they diversified to different sectors like electric, plastic,engineering etc. At present Prakash group has successfully been in manufacturing,trading and retailing.The Prakash Group major areas of operation are: Prakash Timber- Manufacturing of products from timber. Prakash Industries- Comprise of a unit into business of switch boards. Prakash Engineering company- Wholesale distribution of engineering appliances. Prakash Electric Co. - Into Wholesale distribution of electric appliances. Prakash Bakelite and Plastic- Switches and lightening business. Asha Engineering Co. – It is into manufacturing of TV trolleys and is also into manufacturing of wooden furniture. Prakash Business Solution – This is a division of the group into software and mainly providing business solution. BABASAB PATIL 21
  • 22. Harsha “What You Don’t Get Elsewhere” ORIGIN OF HARSHA Harsha is a part of Prakash electric company private Limited. They retail mainlyconsumer durables include mainly White goods- TV, Refrigerator, washing Machine, AirCoolers, Music Systems etc. The home appliances include cookers, mixers, Grinders,Microwave Ovens, Crockery and cutlery etc. The 9th of March 1987 happens to be themile stone day to Prakash electric company as it inaugurated its first retail outlet in Udupiunder the name of “HARSHA” with a showroom of 2700 sq. ft. area. To date the chain ofoutlet has been expanded to five showroom covering different areas of Karnataka state. The showroom has been situated in different cities over the years with differingshowroom space.The following list indicates where and when the showroom has been situated over theyears. PLACE YEAR OF STARTUP AREA Udupi 9th March 1987 2700 Sq. Ft. Mangalore 15th May 1992 3500 Sq Ft. Mangalore 29th May 1998 1500 Sq. Ft. (Super Shop) Shimoga 12th October 1998 3500 Sq. Ft. Hubli 15th May 2001 4000 Sq. Ft. Puttur 12th July 2003 5000 Sq. Ft. BABASAB PATIL 22
  • 23. Harsha “What You Don’t Get Elsewhere” HARSHA “What you don’t Get else where” Harsha deals with household consumer durables. The Store provides mostof the household products. They have a wide range of products lines with variety ofbranches in each product line. The customers have to do their choice of different brandswhich enables them to make comparison among several brands and select the one whichsuits them. Within 4000 Sq. Ft. of area the customers can get durables like Mixer,Grinder, Washing Machine, Refrigerators, Television, Music Systems, Fans, luggage,Microwave Ovens and Mobile hand sets. Harsha also provides to its customer a variety ofcrockery and cutlery, dish washer, jars.VISION OF HARSHA To become India’s respected consumer durable retail outlets.OBJECTIVE OF HARSHA To deliver Quality products that gives value for money and excellent service thatsatisfies and delights the customer totally.PRINCIPLES HARSHA PRACTICE BABASAB PATIL 23
  • 24. Harsha “What You Don’t Get Elsewhere” Every individual must be respected. Every customer should be given the best possible service. MAXIMS HARSHA FOLLOWS Give the world the best you have, the best will come back to you. Before you say “I cannot” say “I will try” then give it your best. If we keep our customers happy, they will keep us in business. Quality always scores let us keep ours high. Once our customers, always our customer. Keep learning new ideas, make work interesting. ORGANISATION CHART Managing Director Board of Directors Showroom ManagerCommercial Material Sales Service Delivery Executive Executive Supervisor Engineer Section Assistant Assistant Driver Counter Supervisor BABASAB PATIL 24
  • 25. Harsha “What You Don’t Get Elsewhere” Outdoor Indoor Engineer Engineer Delivery Boy A Brief Introduction of function carried by personnelManaging Director The function of the Managing Director is to look after all the financial aspects ofthe branch at the center and taking decision based on the proposal submitted by differentbranches. Making arrangement for payments to the parties and banking accounts arehandled by them.Marketing Advertisement 1) Agency Preparation of the hoarding, Banners, brochure and others aspects arehanded over to the agency who are engaged in preparing the Banners or hoardings. Theyprepare an rough copy and submit it to the marketing department for the approval, thedepartment analyze it if approved or any changes needed suggesting the agency andplaces the order. 2) Press BABASAB PATIL 25
  • 26. Harsha “What You Don’t Get Elsewhere” The advertisement is also given in the local newspaper by the way ofdistributing the pamphlet inside the newspaper. 3) Management Information System 4) Broadcasting in Radio and Advertisement in Local ChannelsCosting1) Feedback from respective CountersAbout the Discounts, Offers and Promotional tools are decided based on getting thefeedback from the counters, mailing it to the center at Udupi. The costing departmenttakes decision on the discounts or offers to be given based on the feedback and takingcare that it does not effect the margin.2) Decision about prices:a. Prices are mailed to the costing at the center quoted by the company.b. Negotiation on the prices quoted by conducting meeting. c. The decided prices are mailed back to the respective branches. ServiceOutdoor Service are Provided1) Companies People The calls made by the customer are registered by the outlet recording the problem faced by the customer on use of the product. The branch registers the problem and contacts the company, provide information about the problem.2) Showroom PersonnelHuman Resource DevelopmentRecruitmentTraining BABASAB PATIL 26
  • 27. Harsha “What You Don’t Get Elsewhere”1) In House training2) Outside house TrainingDeputationSalary- Provident fund These function are handled by the HRD Department Materials Stock Inventory Categories in Products1) TV Portablea) Doomb) FlatEconomy20 inches doom21 inches doom and flat25 inches flat29 inches doom and flat29 and above wide screenProjection43 to 54 inches BABASAB PATIL 27
  • 28. Harsha “What You Don’t Get Elsewhere”Plasma32 to 57 inchesSimi Flat29 to 542) Fridge Direct cool (Single Door) Frost Free (Double Door)3) Washing Machine Automatic Simi Automatic Automatic1) Front Loading2) Top Loading 4) Microwave OvenSolo GrillMicro Wave and GrillMicro Grill and convection 5) Audio BABASAB PATIL 28
  • 29. Harsha “What You Don’t Get Elsewhere”Low Ended Walkman and Stereo VCD and DVD (Stand Alone) Mini Micro Systems High Ended1) Home Theater2) Mini System. 6) Mobiles1) Black and White2) Color Display3) Video Camera Mobile 7) Grinders1) Regular2) Tilting3) Table Top 8) Mixers1) Only Mixer2) Juicer, Mixer Grinder3) Food Processor BABASAB PATIL 29
  • 30. Harsha “What You Don’t Get Elsewhere” Events carried out at HARSHA Some major events in more advertisement and sales promotion activity are carriedout in Harsha are as follows.Harshotsava This is the anniversary celebration carried out at various branches every yearduring which the existing and potential customers are invited and special arrangementsare made through attractive schemes and discounts besides the shopping activity otherentertainment activities are organized through various contests and games. This event isconducted for six days.Monsoon Magic BABASAB PATIL 30
  • 31. Harsha “What You Don’t Get Elsewhere” This is an effort to move items like refrigerators and coolers etc for instanceduring summer time there is more demand for these and hence to boost up the sales thecompany provides special offers and discounts especially in the month of May.Deepavali Bazzar This is the special promotional effort of the company during Deepavali festival.Happy Times This includes the Christmas and New year time and here again the companycoupled by good discounts provides attractive schemes.Apart from the above• Exchange Offer• Loan Mela• Stalls and ExhibitionsHow this unit is different form others:“What you do not get elsewhere is found in Harsha” Harsha is into retailing activity ofconsumer durables like TV, refrigerators, washing machines, air coolers, etc. and majorhome appliances like cookers, mixers, grinders, microwave oven, crockery cutlery etc.Harsha provides some exchange offers to provide the customer a good service.• There is a wide range of products available in Harsha.• Readability.• There are many choices of all different companies and different brands.• The main thing is Harsha provides equal liberty to all range of products.• Initial and proper guidance will be provided to customers.• There is a friendly atmosphere in this unit. BABASAB PATIL 31
  • 32. Harsha “What You Don’t Get Elsewhere”There are four Counters in Harsha. They are : 1. First Counter : It includes cookers, mixers, hot box, other crockery items, etc (Prashanth K) 2. Second counter :It includes mobiles, calculators, Wall clocks, iron box, fans etc. (Arvind P) 3. Third Counter :It includes music systems, televisions, radio and VCDs, etc. (Arun K. B.) 4. Fourth Counter :It includes fridge, washing machines, and air coolers. (Prashanth Amin) BABASAB PATIL 32
  • 33. Harsha “What You Don’t Get Elsewhere”Pricing Policy of the Harsha:Harsha policies are proactive with respect to the corporate level. That is the ethics, valuesare same across the branches and the entire corporate culture can be reflected from asingle branch. However as far as the pricing policy is concerned the company adoptsmore of reactive policy that is the price and discount is market driven as per the localmarket condition. This can be justified on the account of the fact that there are numerousdealers present in the local market for instance in Hubli there are more than 26 playerslike Kandkurs, GTL, Vaman Home Appliances, Om Appliances, etc. so these act asmajor determinants to set up the price. Another major determinant of pricing policy is thecustomer perception and anticipation which certainly varies across the geographicalregion as the living standard, acceptance level, priorities and spending pattern will varythroughout. Any decisions relating to increase or decrease in prices in Harsha is decided bythe Head office, i.e. Prakash Electric Pvt. Ltd. Co. It will provide minimum discounts onroutine days.Harsha Prices its products at three forms, i.e.:1. Fixed discount on the Product : This is the discount which is fixed and is specified by the head office. This part infact constant across the branches.2. Regular Day Discount : This is basically the market driven part of the discount which is an against thelocal market conditions.3. Festival or Seasonal Discount: This is special discount or offers which are given during festivals like Diwali,Christmas, etc. Other than cash discounts Harsha also offers certain attractive gifts, etc. Thechoice is left up to the customer as to whether or not he or she is interested in cashdiscount, gifts or combination of both. BABASAB PATIL 33
  • 34. Harsha “What You Don’t Get Elsewhere”Quality policy:1. Give the world the best you have and the best will come back to you.2. Before you say “I cannot” say “I will try”, then give it your best.3. If we keep out customers happy, they will keep us in business.4. Quality always scores, lets keep ours high.5. Once our customers; always our customers.6. Keep learning new ideas, make work interesting.7. Every businessman is a customer of some other businessman, so treat the customers the way you are treated.The satisfaction of customers is considered as one of the main keys in the bunch of keysused by the consumer durable retail company to succeed. As the durable product ispurchased as a symbol of prestige for some and for some others it is a self-entertainmentmeans. The performance of the product to be prescribed level of standard will bringsatisfaction to the customers, and they will feel the value for their money. The consumerdurable retail outlet has to be effective in providing value for money for its customers. Itis important for a retail outlet to know the satisfaction of its customers.Recruitment Policy in Harsha: Ninety five percent (95%) of people are recruited from their mother town, i.e.Udupi. Fist advertisements for job offers are given in local newspapers in Udupi. Theselections are done on the basis of qualification and experience. All the workers workinghere are either graduates, diploma holders or MBAs in HRD. Each worker is givenminimum 1 month training and maximum 1 year training on job. Length of the trainingperiod is based on the performance of the candidate. After the training period thecandidate is appointed in any of the Harsha branches. BABASAB PATIL 34
  • 35. Harsha “What You Don’t Get Elsewhere”Training is also given by various companies for which Harsha is the dealer, i.e. throughcompany service executives. Special training is given particularly on technical aspects.There is also a special Human Resource Development Training by M. R. Madhav, who isa famous HRD consultant. He will visit once in a year to different companies likePrakash Electric Company. There are around 21 workers in Harsha Unit. Each worker will be provided by thecompensation and there is no commission basis. Each worker will be entertained by manybenefits like ESI i.e. Employees State Insurance and bonus. Bonus will be given to theworkers once in a year i.e. during Diwali. Quantitative targets are fixed counterwise aswell as productwise. Each counter is controlled by different supervisors. The productevaluation is mainly done objectively i.e. quantitatively supported by some degree ofsubjective evaluation, there is however no reward and no penalty system in case the salesperson crosses the target or Is below the target.Functional Departments of the OrganizationPurchase and Distribution Department: The material manager does the procurement of various products centrally atUdupi Central Warehouse. He is provided feedback from various branches by theirrespective showroom manager and the material manager who in turn are giveninformation regarding the requirement of various products, models, etc. Based on the meeting between the branch officers and top level managementmonthly planning for procurement and sales is done branchwise. The branch materialmanager sends weekly indent to the Central Warehouse as per the requirement andlikewise the material is dispatched from Udupi to various branches. The company hasvehicles for the transportation purpose. At local level the delivery is done by customerwhich aims at a very prompt and safe delivery at a reasonable. In case of Hubli, for localdelivery they charge about Rs. 75 and to Dharwad and all they charge about Rs. 150. BABASAB PATIL 35
  • 36. Harsha “What You Don’t Get Elsewhere” They can also procure the product of any model form the other branch in case it isnot available at Central Warehouse or if extra is available in some other showroom. In case the distributors are located locally then the material manager can procureit from the local distributor, the billing is however done in the name of CentralWarehouse, as in the case of Hubli, the material manager purchases the products ofKenstar, Videocon, Onida from the local company branches. Since the branch offices of these are located at Hubli these company products arealso transported to Central Warehouse if they are required and are sent in the samevehicle which comes to delivery the products to the Hubli branch. The products ofcompanies like Samsung, Philips, Whirlpool, etc. the billing again is done in the name ofCentral Warehouse. Prakash Electrical is the distributor for various companies like Kenstar, Maharaja,Johnson, Prestige, etc. it is also the dealer for the products of the Prakash EngineeringCompany which also markets the products of Asha Industries. Prakash Bakelite and othercompany products belonging to Prakash Group of Industries.Stories Department and inventory management As during the monthly meeting the decision is taken with respect to the purchaseand sales, similarly that time only the planning with regards to stock and inventory is alsodone. Usually it is seen that a stock for a minimum of 30 days is kept in the godown if ashowroom and the level of stock is based on the demand anticipation of various branchesfor instance during the anniversary celebrations, i.e. Harshotsava time the branch where itis celebrated naturally is allotted with more stock than others where there is ordinaryroutine days. Similarly the demand also depends on the season. In summer season, thedemand for fan, cooler fridge will increase. So there will be more stock of these productskept as against winter when the demand for these is quite sleek. The material managercontrols the entire stores management. BABASAB PATIL 36
  • 37. Harsha “What You Don’t Get Elsewhere”Personnel Department It is obvious that for the sound functioning of any organization prime policies isrequired besides other strengths i.e. every organization must have a proper humanresource policy. Similarly, it is the case with Harsha wherein it is seen that there isstreamline or rather uniformity with respect to its policies across the branches. The recruitment process is unbiased and quite transparent and a minimumqualification is required for any post, for instance a graduate is required for salesexecutive post. After personal interview. The eligible candidates are subjected to awritten or rather screening test. After the recruitment of eligible candidates, the recruitedcandidates are usually placed in old showrooms like Udupi and Mangalore for thepurpose of training, so that they can get acquainted with the corporate culture.Advertisement and Sales promotion at Harsha The advertisement activities are carried out at showroom level or rather locallevel. Local level means there is a limit of Rs. 1000 spent by Harsha at the time of specialoffers for the purpose of advertisement. It is more than Rs. 10000, the head office willbear the expenses, i.e. Central Office has an advertising agency named percept India Ltd.Located in Bangalore. The advertisements for various branches are designed by thePercept India Ltd. & Spring Art Work implement on the designs framed by the PerceptIndia. For advertisement Harsha uses different medias like newspapers, banners,hoardings, cables, so that they can compete with their competitors and bring moreawareness about Harsha in the customer. BABASAB PATIL 37
  • 38. Harsha “What You Don’t Get Elsewhere”Medias used by Harsha for advertisement purposes are :News paper :Samyukta Karnataka, Vijaya Karnataka, Udayavani, Times of India, etc.Hoadings :This comprises of one of the major medium for the advertisements, there are nearly 45hoadings in and around Hubli of Harsha and at present there is stiff competition betweenlocal players like Vaman, Kandkur and Harsha with respect to hoading advertisements.The advertisement activities are intensified during festivals like Diwali and Christmasand during anniversary time i.e. at the time of Harshotsava because Harsha offers somespecial discount at that time and they want to attract more customers.Terms and Conditions:Goods once sold will not be taken back.Prices are inclusive of sales tax and other stationery levies.Subject to Udupi Jurisdiction.Stock Levels :Minimum Stock level 65 LakhsMaximum Stock level 120 LakhsAverage Stock level 85 LakhsMinimum delivery period 2.3 daysMaximum delivery period 1 monthAverage delivery period 15 days BABASAB PATIL 38
  • 39. Harsha “What You Don’t Get Elsewhere”Advertisement Budget:The advertisement budget is allocated to the branches by the Central office i.e. Udupi inconsent with the feedback provided by the branches. On the average 2 % of the salesrevenue is allotted for the advertisement. Hubli branch being relatively new was allotted ahigher advertisement budget which amounts to nearly 5.7 lakhs. The advertisement spentduring Harshotsava was to the extent of 25-30 lakhs by three branches i.e. Udupi,Mangalore, and Shimoga. As per Hubli is concerned they will spend more amount to giveadvertisement in cable and newspapers. Various celebrities are used for the advertisement. These include actress VinayaPrasad and Ruchita Prasad. The inauguration ceremony was conducted in the presence ofseveral big shots of Hubli like M. R. Sankeshwar (M. P), M. R. Satish Shetty, OscarFerandes (Ex M. P) and other known people were also invited specially those belongingto South canara side. During major events like Harshotsava, Happy times, Monsoon Magic, Deepawali,the advertisement and sales promotion activities are more.Harshotsava:This is the anniversary celebration carried out at various branches once in a year andduring this the existing and the potential customers are invited and special arrangementsare made during this celebration. This includes attractive schemes and discounts. Besides.This, the shopping activity is meshed with the element of fun by means of organizingvarious contests, games, etc. for the customers. BABASAB PATIL 39
  • 40. Harsha “What You Don’t Get Elsewhere”Monsoon Magic:This is an effort to move the items like fridge, air coolers, etc. for instance duringsummer time there is more demand and for these items and hence to boost up the sales,the company provided special offers and discount specially in the month of May.Deepavali Bazaar :This is the special promotional efforts of the company during Diwali.Happy times:This includes the Christmas and New Year time and here again the company provides agood discount and attractive schemes. Apart from the above mentioned time there are also other facilities like exchangeoffer, which helps the customer to get a new item in exchange if the old item and themain thing is they provide exchange offers to those who have not purchased the itemform that unit.Project Investment and other overheads The unit invests to tally 10 crores per year. Detailed list of overheads incurred permonth are as follows:Rent 1,00,000 p.mElectricity Bill13,000 p.m (approx)Phone Bill 5,000 p.m (approx)Refreshment 18,000 p.mFood 15,000 p.mPostage, Printing and Stationery 1,00,000 p.m 2,51,000 P.m BABASAB PATIL 40
  • 41. Harsha “What You Don’t Get Elsewhere” INTRODUCTION TO THE PROJECTTITLE:Study on promotional activities of HarshaHarsha enterprises belong to Prakash Group of Industries. Prakash group was started byfive members of a family settled in Udupi. The group initially started with its entry intoTimber business and gradually they diversified to different sectors like electric, plastic,engineering etc. At present Prakash group has successfully been in manufacturing,trading and retailing.Name of the company: HARSHAPROBLEM DEFINATION:Title of project: Study on promotional activities of HarshaOBJECTIVES OF STUDY:i) To know the different medias that Harsha can use for its promotional activitiesii) To know the media through which the consumers were aware about Harshaiii) To know what measures that Harsha has to take in satisfying its customersiv) To know why consumers prefer Harsha for shoppingBENEFITSBenefit to the company:With this study, the organization (HARSHA) will be benefited in terms of learning-1) HARSHA can know about the requirement of the promotional activities.2) Learn more about how to improve their activity. BABASAB PATIL 41
  • 42. Harsha “What You Don’t Get Elsewhere”3) Study the changes in the market conditions.Benefit to academics:1. It will help me in understanding-2. The market for the consumer and electronic goods in Hubli city.3. Companies Decision Making Process for selection of media.4. Companies’ choices of service offered to consumers.5. To understand how Harsha makes decision while choosing different media for advertising. The experience gained during this study will provide as a tool, which can be appliedin any future undertakings of similar nature.SCOPE OF STUDY:Only Hubli city of Karnataka is covered for this project.A time frame of only 16 weeksA survey was conducted only to 150 Respondents.METODOLOGYSample of 150 respondents are considered for the research. A well-designedquestionnaire is administered to the respondents along with personal interviews forcollecting information in line with the objectives.TYPE OF RESEARCH:Descriptive Research.DATA COLLECTION METHOD:Primary data: A personal interview method with help of a questionnaire has been used forcollecting primary data. BABASAB PATIL 42
  • 43. Harsha “What You Don’t Get Elsewhere”Secondary data:Company website.Company Documents.DATA COLLECTION METHOD:Primary data:Primary data are the data that are collected to help solve a problem or taken advantage ofan opportunity on which decision must be taken. The main method of collecting primarydata is survey method, there are different types of survey techniques for example personalinterview, mail survey, Internet survey and telephone survey.For this project a personal interview method with the help of a questionnaire has beenused for collecting primary data so as to To know how the consumers were aware about Harsha To know the factors they look in for the service provided by Harsha To give the possible suggestions and recommendations.Secondary data:Secondary data are data that were developed for some purpose other then helping to solvethe problem at hand. After identifying and defining the research problem and determiningspecific information required solving the problem, the researcher’s task is to look for thetype and sources of data, which may yield the desired results. Secondary data in thisresearch references made by the researcher with the other published sources. The presentresearch will not be complete without the complete reference to the relevant secondarydata. BABASAB PATIL 43
  • 44. Harsha “What You Don’t Get Elsewhere”The sources of secondary data including the following Internet www.google.com www.wikipedia,com Various reference text books Marketing- Lamb, Hair, Mc Daniel Principles of marketing- Kotler Information from company personnel’ Prashanr (Branch Manager) Deepak (Sales Executive)SAMPLING UNIT IndividualsSAMPLE SIZE: In the present study, 150 samples are taken for understanding the “Study on promotional activities of Harsha”.SAMPLING METHOD:The method used for survey was Non-Probability, Convenience Sampling method. BABASAB PATIL 44
  • 45. Harsha “What You Don’t Get Elsewhere”Rationale:The purpose of the study is to find out “How Harsha has to go about the promotionalactivities in order to get more mileage in making the consumers aware about its eventsand also the measures what Harsha can take in improving its promotional activitiesHence the study has been entitled as “Study on promotional activities ofHarsha”In conducting the study prominent numbers of individuals have been interviewed througha structured questionnaire. By the way of personnel interview, The study was conductedover a period of Four months and the information gathered as per the requirement of thecompany. The information was tabulated and then the validity of data was checked andanalyzed BABASAB PATIL 45
  • 46. Harsha “What You Don’t Get Elsewhere” RESULTS and FINDINGS Keeping in view of the objectives, the data so collected from varioussources and were analyzed with the help of appropriate techniques. Theresults of the study are presented as below1) How did you come to know about Harsha? a) News Paper b) Banner c) Family & Friends1) How did you come to know about Harsha? Frequency Percent Valid Cumulative Percent Percent News 37 24.7 24.7 24.7 Paper Banner 32 21.3 21.3 46.0Family & 81 54.0 54.0 100.0 Friends Total 150 100.0 100.0 BABASAB PATIL 46
  • 47. Harsha “What You Don’t Get Elsewhere” 1) How did you come to know about Harsha? 100 80 81 60 40 37 32 Frequency 20 0 New s Paper Banner Family & Friends 1) How did you come to know about Harsha?Inference: From the above result we find that out of the survey made on 150 samples 81people were aware about Harsha with the help of their Family & Friends and 37 gotaware from News paper & 32 from Banner BABASAB PATIL 47
  • 48. Harsha “What You Don’t Get Elsewhere” 4) Why do you go to Harsha for Shopping? a) Events carried out at Harsha b) Discounts c) Service d) Others4) Why do you go to Harsha for Shopping? Frequency Percent Valid Cumulative Percent Percent Events 15 10.0 10.0 10.0 carried out at Harsha Discounts 37 24.7 24.7 34.7 Service 20 13.3 13.3 48.0 Others 4 2.7 2.7 50.7 Quality 51 34.0 34.0 84.7 Product Brand 23 15.3 15.3 100.0 Image Total 150 100.0 100.0 BABASAB PATIL 48
  • 49. Harsha “What You Don’t Get Elsewhere” 4) Why do you go to Harsha for Shopping? 60 50 51 40 37 30 20 23 20 Frequency 15 10 0 4 Events carried out a Service Quality Product Discounts Others Brand image 4) Why do you go to Harsha for Shopping?Inference: From the above result we find that 51 people go to Harsha because they getquality products and 37 people say they go because of discounts and 20 because of theservice provided by Harsha .this shows that most of the people go to Harsha because theyget quality products in Harsha BABASAB PATIL 49
  • 50. Harsha “What You Don’t Get Elsewhere”5) Mark your satisfaction level for the following features. Highly Highly Features Satisfied Neutral Dissatisfied Satisfied Dissatisfied Discounts Service Price Product Range5) A Discount Frequency Percent Valid Cumulative Percent Percent Highly 7 4.7 4.7 4.7 Satisfied Satisfied 45 30.0 30.0 34.7 Neutral 33 22.0 22.0 56.7 Dissatisfied 62 41.3 41.3 98.0 Highly 3 2.0 2.0 100.0 Dissatisfied Total 150 100.0 100.0 BABASAB PATIL 50
  • 51. Harsha “What You Don’t Get Elsewhere” 5) A Discount 70 60 62 50 45 40 30 33 20 Frequency 10 7 0 Highly satisfied Neutral Highly Dissatisfied Satisfied Dissatisfied 5) A DiscountInference: From the above result we find that in case of discounts provided by Harsha mostof the people are dissatisfied from the survey on 150 respondents 62 people say they aredissatisfied and 45 people say satisfied from the discounts. This shows that Harsha has tothink on improving the discounts what they give to consumers. BABASAB PATIL 51
  • 52. Harsha “What You Don’t Get Elsewhere”5) B Service Frequency Percent Valid Cumulative Percent Percent Highly 20 13.3 13.3 13.3 Satisfied Satisfied 59 39.3 39.3 52.7 Neutral 16 10.7 10.7 63.3Dissatisfied 55 36.7 36.7 100.0 Total 150 100.0 100.0 5) B Service 70 60 59 55 50 40 30 20 20 Frequency 16 10 0 Highly satisfied Satisfied Neutral Dissatisfied 5) B ServiceInference: From the above result we find that 59 people say that they are satisfied with theservice what Harsha is giving and 55 people say they are dissatisfied with the serviceprovided by Harsha this shows that there is no much difference between satisfied peopleand dissatisfied people so Harsha has to look on improving the service provided by them. BABASAB PATIL 52
  • 53. Harsha “What You Don’t Get Elsewhere”5) C Price Frequency Percent Valid Cumulative Percent Percent Highly 6 4.0 4.0 4.0 Satisfied Satisfied 58 38.7 38.7 42.7 Neutral 32 21.3 21.3 64.0Dissatisfied 53 35.3 35.3 99.3 Highly 1 .7 .7 100.0Dissatisfied Total 150 100.0 100.0 5) C Price 70 60 58 50 53 40 30 32 20 Frequency 10 0 6 Highly satisfied Neutral Highly Dissatisfied Satisfied Dissatisfied 5) C PriceInference: From the above result we find that out of the survey made on 150 people 58people say they are satisfied by the price what Harsha charges to the consumers & 53people say they are dissatisfied with the price of Harsha. BABASAB PATIL 53
  • 54. Harsha “What You Don’t Get Elsewhere”5) D Product Range Frequency Percent Valid Cumulative Percent Percent Highly 19 12.7 12.7 12.7 Satisfied Satisfied 45 30.0 30.0 42.7 Neutral 6 4.0 4.0 46.7Dissatisfied 65 43.3 43.3 90.0 Highly 15 10.0 10.0 100.0Dissatisfied Total 150 100.0 100.0 5) D Product Range 70 65 60 50 45 40 30 20 Frequency 19 15 10 0 6 Highly satisfied Neutral Highly Dissatisfied Satisfied Dissatisfied 5) D Product RangeInference: From the above result we find that out of the survey made on 150 respondents 65people say they are dissatisfied with the products range what Harsha is having and 45people say they are satisfied with the product range what Harsha is having. This showsthat there are more dissatisfied people from Harsha BABASAB PATIL 54
  • 55. Harsha “What You Don’t Get Elsewhere”7) According to you what should be the other media / media vehicle through whichHarsha has to do the promotion activity?a) Television b) Mobile SMSc) Radio d) Customer Data Base7) According to you what should be the other media / media vehicle through whichHarsha has to do the promotion activity? Frequency Percent Valid Cumulative Percent Percent Television 51 34.0 34.0 34.0Mobile SMS 65 43.3 43.3 77.3 Radio 4 2.7 2.7 80.0 Customer 30 20.0 20.0 100.0 Data Base Total 150 100.0 100.0 BABASAB PATIL 55
  • 56. Harsha “What You Don’t Get Elsewhere” which other media Harsha has to choose 70 65 60 50 51 40 30 30 20 Frequency 10 0 4 Television Mobile SMS Radio Customer Data BaseInference: From the above result we find that out of the survey made from 150 respondents65 people say Harsha has to use Mobile SMS as a source to communicate about theevents and offers and 51 people say they have to show their ads in local cable televisionand 30 people say they have to use the source of data base of the customers and shouldcommunicate them about the offers BABASAB PATIL 56
  • 57. Harsha “What You Don’t Get Elsewhere”6). ). Rank the following parameters when you choose Harsha Consumers and Electronics (Rank‘1’ for most important parameter and Rank ‘2’ for Important ‘3’ for Neutral, ‘4’ Least Important, ‘5’ Never consider,). No. Parameter Rank 1 Price 2 Quality 3 Availability of Products 4 Warranty Offered by the company 5 Brand Name 6 After sales ServicePrice Frequency Percent Valid Cumulative Percent Percent Very 55 36.7 36.7 36.7Important Importan 21 14.0 14.0 50.7 t Neutral 16 10.7 10.7 61.3 Least 26 17.3 17.3 78.7Important Never 32 21.3 21.3 100.0 Consider Total 150 100.0 100.0 BABASAB PATIL 57
  • 58. Harsha “What You Don’t Get Elsewhere” Price 60 55 50 40 30 32 26 20 21 Frequency 16 10 0 very important Netrual Never Consider important List important PriceInference: From the above result we find that 55 people give more importance for price and21 people consider it important and 32 people donot consider price when the go forHarsha for shopping. BABASAB PATIL 58
  • 59. Harsha “What You Don’t Get Elsewhere”Quality Frequency Percent Valid Cumulative Percent Percent Very 67 44.7 44.7 44.7ImportantImportant 65 43.3 43.3 88.0 Netrual 18 12.0 12.0 100.0 Total 150 100.0 100.0 Quality Netrual 12.0% very important 44.7% important 43.3%Inference: BABASAB PATIL 59
  • 60. Harsha “What You Don’t Get Elsewhere” From the above result we find that 45% people give very importance to qualityand 44% consider it importantAvailability of Products Frequency Percent Valid Cumulative Percent Percent Very 37 24.7 24.7 24.7Important Importan 44 29.3 29.3 54.0 t Neutral 28 18.7 18.7 72.7 Least 18 12.0 12.0 84.7Important Never 23 15.3 15.3 100.0 Consider Total 150 100.0 100.0 BABASAB PATIL 60
  • 61. Harsha “What You Don’t Get Elsewhere” 50 44 40 37 30 28 23 20 18 Count 10 very important Netrual Never Consider important List important Aveilability of ProductsInference: From the above result we find that 44 people give importance for availability ofproducts and 37 people give more importance.Warranty Frequency Percent Valid Cumulative Percent Percent Very 52 34.7 34.7 34.7ImportantImportant 48 32.0 32.0 66.7 Netrual 10 6.7 6.7 73.3 Least 21 14.0 14.0 87.3Important Never 19 12.7 12.7 100.0 Consider Total 150 100.0 100.0 BABASAB PATIL 61
  • 62. Harsha “What You Don’t Get Elsewhere” Warrenty Never Consider 12.7% very important List important 34.7% 14.0% Netrual 6.7% important 32.0%Inference: From the above result we find that 35% people give more importance forwarranty and 32% people give importance for warranty and 14% people give leastimportance for warrentyBrand Name Frequency Percent Valid Cumulative Percent Percent Very 29 19.3 19.3 19.3ImportantImportant 34 22.7 22.7 42.0 Neutral 25 16.7 16.7 58.7 Least 24 16.0 16.0 74.7Important Never 38 25.3 25.3 100.0 Consider Total 150 100.0 100.0 BABASAB PATIL 62
  • 63. Harsha “What You Don’t Get Elsewhere” 40 38 34 30 29 25 24 Count 20 very important Netrual Never Consider important List important Brand NameInference: From the above result we find that 38 people never consider for brand name whenthey go for purchasing of products and 34 people say brand name is important for themat the time of purchaseAfter sales service Frequency Percent Valid Cumulative Percent Percent Very 71 47.3 47.3 47.3ImportantImportant 39 26.0 26.0 73.3 Neutral 20 13.3 13.3 86.7 Least 11 7.3 7.3 94.0Important Never 9 6.0 6.0 100.0 Consider Total 150 100.0 100.0 BABASAB PATIL 63
  • 64. Harsha “What You Don’t Get Elsewhere” After sales service Never Consider 6.0% List important 7.3% Netrual 13.3% very important 47.3% important 26.0%Inference: From the above result we find that 47% people give very importance for aftersales service and 26% people give importance for service this analysis shows that peoplegive more importance for the service provided by the companyFindings:  81 people were aware about Harsha with the help of their Family & Friends and 37 got aware from News paper & 32 from Banner  51 people go to Harsha because they get quality products and 37 people say they go because of discounts and 20 because of the service provided by Harsha  From the survey on 150 respondents 62 people say they are dissatisfied and 45 people say satisfied from the discounts.  59 people say that they are satisfied with the service what Harsha is giving and 55 people say they are dissatisfied with the service provided by Harsha. BABASAB PATIL 64
  • 65. Harsha “What You Don’t Get Elsewhere” Out of the survey made on 150 people 58 people say they are satisfied by the price what Harsha charges to the consumers & 53 people say they are dissatisfied with the price of Harsha. Out of the survey made on 150 respondents 65 people say they are dissatisfied with the products range what Harsha is having and 45 people say they are satisfied with the product range what Harsha is having. Out of the survey made from 150 respondents 65 people say Harsha has to use Mobile SMS as a source to communicate about the events and offers and 51 people say they have to show their ads in local cable television and 30 people say they have to use the source of data base of the customers and should communicate them about the offers we find that 55 people give more importance for price and 21 people consider it important and 32 people donot consider price when the go for Harsha for shopping. we find that 45% people give very importance to quality and 44% consider it important we find that 44 people give importance for availability of products and 37 people give more importance. we find that 35% people give more importance for warranty and 32% people give importance for warranty and 14% people give least importance for warrenty we find that 38 people never consider for brand name when they go for purchasing of products and 34 people say brand name is important for them at the time of purchase we find that 47% people give very importance for after sales service and 26% people give importance for service this analysis shows that people give more importance for the service provided by the company BABASAB PATIL 65
  • 66. Harsha “What You Don’t Get Elsewhere”Recommendations:  Based on the response received from the respondents the following recommendations are made for the improvement in the functioning and service conditions of HARSHA.  As most of the respondents are dissatisfied with the discounts provided by Harsha so Harsha has to look on the discount part of it and should give some more discounts compare to other players in Hubli.  The difference between satisfied and dissatisfied people in case of service of Harsha is not more so this shows that Harsha has to provide proper service to their clients.  Harsha should also have more of the product range in their outlet as most of the consumers complain about the non availability of the products so in order to cater the customers Harsha has to improve its product range.  In order to improve its mileage in conveying the customers regarding the events carried out at Harsha they can use Mobile SMS as a new mode of communication as most of the consumers have suggested for. They can also use television as a mode in giving the advertisementsLIMITATIONS1. The survey was restricted to Hubli city.2. The period for the research was not enough to study in depth.3. Where the sample size was limited, i.e. 150 respondents.4. Analysis of the data generated from questionnaire is done on the assumption that the respondents have divulged correct information that may not be so with all respondentsConclusions- BABASAB PATIL 66
  • 67. Harsha “What You Don’t Get Elsewhere”The study helped me gain valuable insights in Harsha and also as to the factors that whatthe consumers expect from the Harsha. This project titled “Study on promotionalactivities of Harsha” has been a knowledge gaining experience for me. By interactingwith the respondents. I have been able to understand the activities of Harsha their wayof working and their way of approaching the customers and the importance ofAdvertising, i.e. how beneficial is the advertising for any firm to communicate abouttheir offers and events to the consumers. The results of the survey proved to beencouraging. The respondents were very positive in providing the information about howHarsha has to go for promotion and why do they go for Harsha and what measuresHarsha has to take in improving the service to their customers, Though there are manycompetitors in the market for this segment, the company HARSHA is doing well bysatisfying its customers by having good relationship with them and. I offer my bestwishes for the same and hope that my work will be of some use for the companyeffectiveness. BABASAB PATIL 67

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