Sales promotion and customer oveview

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  • 1. 1 A PROJECT REPORT ON SALES PROMOTION AND CUSTOMER OVEVIEW FOR LECTROTEK SYSTEMS PVT. LTD., PUNE SUBMITTED TO UNIVERSITY OF PUNE IN PARTIAL FULFILMENT OF TWO YEARS FULL TIME COURSE MASTERS IN BUSINESS ADMINISTRATION(MBA) SUBMITTED BY SARANG. V . GAIKWAD (BATCH 2005-07) VISHWAKARMA INSTITUTE OF MANAGEMENT, PUNE-48
  • 2. 2 ACKNOWLEDGEMENT A project can never attain its final destination without the support encouragement and motivation of the individuals who are related to the one who undertakes the project work. At the onset of this project I will like to express my deep gratitude to my guide Mr.Gurmeet Anand (Projects and Marketing Manager , Lectrotek Systems Pvt.Ltd) for assisting me in the project work and providing me complete freedom and facilities required for the completion of this project. At the same time I will like to thank every one in the quality control department for helping me to understand the technicalities associated with the products of the company which provided me extra confidence while explaining and convincing the customers about the products. Similarly I will take an opportunity to thank my internal project guide and director of our esteemed institute Dr. Sharad Joshi for his invaluable inputs and guidance for this project work.. And finally I thank my friends and all those who have directly or indirectly contributed in the successful completion of this project work. Sarang V Gaikwad MBA(II),VIM
  • 3. 3 CONTENTS Sr. No. Topic Page No. 1. EXECUTIVE SUMMARY 1 2. OBJECTIVE AND SCOPE OF PROJECT 2 3. COMPANY PROFILE 3 4. THEORITICAL BACKGROUND 14 5. RESEARCH METHODOLOGY 26 6. RATIO ANALYSIS AND PRESENTATION 27 7. CONCLUSION 45 8. BIBLIOGRAPHY 46 9. ANNEXURE 1 47 10. ANNEXURE 2 48
  • 4. 4 EXECUTIVE SUMMARY The project titled SALES PROMOTION AND CUSTOMER FEEDBACK REGARDING PRICE , AFTER SALES SERVICE AND NEW PRODUCT LAUNCH for the company LECTROTEK SYSTEMS PVT. LTD. PUNE was undertaken with a prime motive to understand the actual process involved in the sales promotion activity, carried out for industrial products Sales promotion was carried out for instrumentation products of the company which are basically instrumentation products utilized for efficiently sensing indicating scanning and controlling various process variables like temperature pressure steam flow etc. These products are basically used in process industries such as sugar industry, rubber molding industry, plastic industry, forging industry , cement industry , pharmacy industry etc. This project was chosen with an intention to unrevealed sales promotion carried out for industrial products and also since it is the area of interest for making a carrier in industrial marketing i.e. business to business marketing. The company Lectrotek syst.pvt. ltd. was specifically chosen since it is into manufacturing and marketing of instrumentation products. Another reason for selecting this company is that it has huge and diversified customer base in pune for its products providing good scope for the study. The location chosen for the study was restricted to the companies within pune and surrounding pune aswell as some part of vidharba MIDC.Around 47 companies were visited in the above mentioned area . The project was carried out in two stages with reference to the primary and secondary objectives. And for each stage a different methodology was adopted. The actual sales and promotion was done by mostly visiting the companies and interacting with either maintenance/electrical/instrumentation/projects manager with reference to products and then a detailed sales report was prepared on the basis of this interaction. Other sales promotional techniques such as sending emails,letters,cataloges of the product was also carried out. In the second stage a feedback was taken from the customers regarding the price offered by the company for the products , whether they are satisfied with the after sales service provided by the company to its existing company and finally their opinion about the variety of newly launched highly customized products of the company . And after this feedback for each of the above mentioned three parameters each was analyzed individually to earn some productive results for the company. And finally various sales promotional tools were studied . And it was found that majority of the existing and prospective customers were satisfied with the price offered by the company for its products. After sales service was found to be a bit problem issue for the company upon which the company needs to improve to gain competitive advantage. And the existing aswell as the prospective customers have given a very overwhelming response to the newly launched products of the company and for this the R and D department needs to be congratulated.
  • 5. 5 OBJECTIVES OF THE PROJECT The project was undertaken with a prime objective to understand the practical aspects of sales promotion carried out for the industrial products. This project has primary and some secondary objectives which are coated as under. Primary Objectives: To study the actual sales promotion techniques carried out by industrial product manufacturers. Understanding the actual market scenario for process control / instrumentation devices Secondary Objectives: To take customer feedback on three different parameters regarding price of the products belonging to different categories regarding the after sales services provided to the existing customers Regarding the views of customers on the newly launched products the company SCOPE The scope of project was among the companies within and surrounding pune at the same time industrial area of vidharba around total 47 companies were interacted in the process of due completion of this project and complete product range of the categories of the company products were duly considered for this study providing a holistic approach
  • 6. 6 COMPANY AND PRODUCT PROFILE (LECTROTEK SYSTEM PVT. LTD.) LECTROTEK SYSTEMS is located in the Pune, in Western India. The city combines a high degree of industrialization and is ranked among the top three cities in India preferred for employment. This is because it provides a highly professional approach, high productivity, a salubrious climate and combined with a multi cultural cosmopolitan ethos. Of late the city is host to many top Indian and global infotech giants and instrumentation companies. Lectrotek was founded in 1970, as a proprietary concern by Mr.N.Ramakrishna, and incorporated into a private limited company in 1986. The company was setup to manufacture electronic process control instruments which were in their infancy when the company was born . Over the years the company s activities have grown to now include the following: Design, development, manufacture and marketing of Industrial Process Control Instruments and Systems. Software development for industrial control and process management. Consultancy Services and Turnkey Projects for Industrial Process Control & Automation. Static Energy Meters & Energy Management Systems, Energy Audit System "Test House" for testing and calibration. The company also represents international principals in INDIA, the following: MONITEK TECHNOLOGIES INC, USA for Liquid Monitoring Instruments
  • 7. 7 NOVATECH CONTROLS (AUSTRALIA) PVT LTD. for In-situ Oxygen Analyzers Mr. N. Ramakrishna a first founded Lectrotek Systems Pvt. Ltd., generation technocrat-entrepreneur, in 1970. For over 3 decades now, the company has been designing, manufacturing and supplying Process Measurement and Control Products and Industrial Automation Software to the core sector industries. The company has come a long way since then is now one of the top Indian vendors in the following automation areas: Process measurement - Temperature, Pressure, Level etc. Control room indication products Indicators, PID Controllers Scanners Electrical measurement products AC Power-series Transducers Electrical Energy Meters kWh, TOD, Maximum Demand, Trivector etc. Software/hardware and SCADA Projects Industrial/Process Automation SCADA systems for Energy Generation and Distribution Networks The people behind Mr. N. Ramakrishna, who is the Chairman-cum-Managing Director of the company, founded Lectrotek Systems Pvt. Ltd. He also spearheads the Research and Development activities of the company and is actively hands-on involved in all aspects of product and systems designed, developed and commercialized by the company. He developed India s first indigenous Electronic PID Controller, the first Microprocessor- based Single Loop Controller and under him, the company installed the pioneering PC- based industrial automation software LECTROPOSS. Mr. N. Ramakrishna is an M.E.(Electronics) and has been an active member of ISA, IEEE and other technical institutions. He also heads Pune Institute of Computer Technology; a prestigious Engineering College affiliated to the University of Poona, and offering Graduate and Post-Graduate Degree courses in Computer Technology, Electronics, Instrumentation and
  • 8. 8 Advanced Computing. Over 1000 of the PICT alumni are holding responsible and critical positions in Software Companies in the Silicon Valley, American and elsewhere. Thrust areas Level 2 and 3 Supervisory Control Software Web-enabled Industrial Networking and Data Communication Energy Management SCADA Systems in Generation/Distribution Networks In-house skill-sets available All engineering disciplines Computer sciences Data Communication, Real Time Computing, Computer Graphics, Algorithm Development, statistical and Mathematical Modeling etc. Systems and Control Engineering Multiple Hardware/Software Platform skills Lectrotek Systems has staff strength of around 75 employees. Lectrotek Systems has a good team of Engineers, highly qualified and widely experienced in their respective fields of specialization. The engineers have specialized in microprocessor applications, analog and digital circuit designs, quality control, field commissioning and services. Research and Development All products are a result of in-house R & D developments. The company has a Research & Development which is recognized by the Department of science and Technology, Govt of India. This is staffed with highly qualified and experienced engineers. The facilities are equipped with prototype test labs, test & measuring equipments, walk-in chambers, environmental chambers etc. from renowned sources such as Tenney, Rotek, Yokogawa, H-P etc. The company has a well equipped technical library and subscribes to the leading technical magazines & journals for keeping abreast of latest developments in its areas of interest.
  • 9. 9 Marketing Marketing & distribution of the company s products is done through an application oriented marketing sales force headquarter at Pune and having a network of Regional Offices, Resident Engineers and Dealers/Representatives all over India. LECTROTEK SYSTEMS promotes its products at major exhibitions in related fields of industrial instrumentation/automation/chemical engineering/furnace like WISITEX, CHEMTECH, HEAT TREAT-MENT SHOW, ISA SHOW symposia and on- site demonstrations. The company exports its products mainly by inclusion with primary exporter projects, OEMs etc. Export markets & potential is being explored by seeking distributors in major Asian (Middle East & South East) and European markets. The company has also exhibited its products at Interkama, ISA Show, INPRO etc. Marketing N/W: Western India Mumbai, Ankleshwar, Vadodara, Nashik etc Southern India Hyderabad, Chennai, Bangalore, Visakhapatnam, Belgaum, Cochin Northern India New Delhi, Chandigarh, Meerut, Faridabad, Singrauli etc. Eastern India Kolkata, Jamshedpur, Bhubaneshwar, Rourkela, Gawahati etc Central India Bhopal, Raipur, Indore etc Projects Complete turnkey instrumentation services from consultancy, the company through an in-house Projects & Systems Department undertakes design and manufacture to final erection and commissioning. Board of Directors
  • 10. 10 Mr.N.Ramakrishna Chairman cum Managing Director Mrs.N.Subhalaxmi Director Mr.R.S.Kothavale Director Mrs. Mansi Kurlekar Bankers State Bank of India, Pune - 411003. Bank of Maharashtra, Pune - 411037. The Cosmos Co-Op.Bank Ltd.- 411009 PRODUCT INFORMATION Lectrotek is basically into manufacturing of process control electronic devices mostly used in process industries . These devices can be broadly classified into five broad categories as follows, 1) Process measurement devices 2) Signal conditioning devices 3) Panel indication devices 4) Scanning and logging devices 5) Electrical metering devices 1) Process measurement devices This category of products includes, A)Temperature sensors: They are used to sense the process temperature, many times under extreme working conditions where other sensing devices fail to operate. Temperature sensors are available in the form of RTD S(platinum resistance detectors) called pt-100RTD and THERMOCOUPES having the range as,
  • 11. 11 Pt100- -200 to 600 Degrees Celsius Thermocouples- 0 to 1600 Degrees Celsius B) Temperature transmitters: They are used to convert low level sensor signals from RTD and thermocouple to high level .Temp.transmitters are available in following types 1) DYNA-IS Local Display Transmitter. 2) DYNA-TT Miniature Transmitter. 3) 782F Rack/DIN-Rail Transmitters 4) NEW LAUNCH: DYNA-SM UNIVERSAL TRANSMITTER c) Pressure and vaccum transmitters: As the name suggest they are used to transmit the process variables which are in the form of pressure and vaccum to the indicating and control devices and they are available in the following types depending upon the range of process variable, 1) 790s Piezo Pressure Transmitters High pressure ranges 1 to 4000 Bars Low pressure ranges 0.01 to 1 Bar 2) 790 LVDT Pressure Transmitter Works on LVDT principle Local display LCD indicator 3) NEW LAUNCH: 790s Options Compound pressure ranges Remote capillary sealed diaphragms 4) 792 P/I Converters 3-15 psi/0.2-1 kg/cm2 air input 4-20mA DC power supply 2) signal conditioning devices: The signal conditioning devices are available in the following types again depending upon the type of function as,
  • 12. 12 A) Final control converters: 1) 760 Electro pneumatic Converters They are used to operate final control elements such as pneumatic control valves as per control signal from electronic controllers/systems. 2)755 Electronic Thyristor controllers They are used to control electrical heater loads with 4-20mA or pulse inputs from PID controllers/systems. B) Manual loaders and positioners: They are used to interface final element with electronic control systems they are available in following types. 1) Tempra-AM Auto-Manual Loaders 2) Tempra-VP-Electrical valve positioner 3) Ltron-AML Auto-Manual Loaders C) Electrical parameter Transducers: They are used to convert one form of parameter(process variable) into another equivalent parameter. They are available into following types depending upon parameter conversion, 1) ELTRAN-Series Transducers 2) ELTRAN-CTI Current Transducers 3) ELTRAN-VTI Voltage Transducers 4) ELTRAN-PTW Power Transducers 5) ELTRAN-PTV Frequency Transducers 6) ELTRAN-FTI Reactive Transducers 7) ELTRAN-PTF PF Transducers D) Signal isolators/distributors: They are used to isolate the system against the unknown and untimely fluctuations in the current or voltages. Signal distributors are used to distribute single i/p signal into more than one o/p signals. They are available in the following types.
  • 13. 13 1) ELTRAN-DTI Isolators/Repeaters 2) NEW LAUNCH- ELTRAN-DCI Isolators 3) Panel indicator Are used for common panel indications and alarm/on-off control purposes, these accept inputs from temp.sensors or process transmitters with the following ranges. Pt-100 --- -200 to +600 Degree Celsius Thermocouples 0 to 1600 Degree Celsius They are available in following types A) Panel indicators and controllers 1)151 3 ½ Digit Indicators. This type of indicator is capable of only indicating the actual value of process parameter and does not facilitate the control of any process parameter. 2)157 3 ½ Digit On-Off Controller. This type of indicator is capable of indicating the actual value of process parameter and also facilitates the control of any process parameter which is already set at a particular value. B)Universal indicators and on- off controllers: They are similar to 151/157 series but are universal type i.e. any input(rtd or thermocouple) can be field selected depending upon the requirement and the availability of input to the system. They are available in following two types NEW LAUNCH- LTRON- Indicator/controller 1) LTRON-40 Indicator/controller
  • 14. 14 2) LTRON-48 Indicator/controller C) Universal flow totalizes/batcher: They are used to measure the flow of process variable at a given instant of time , over a specified interval or total flow of process variable for complete shift of production. The model available is , LTRON-BT flow totalizer/batcher. D) Digital bar graph indicators: They are used to get an overall trend from the bargraphas well as exact PV/alarm info from the digital display. They are available in following models, NEW LAUNCH Ltron series: 1) LTRON-V Digital bargraph indicator 2) LTRON-2B Digital bargraph indicator 3) Flameproof indicators, scanners and panel indicators 4) Scanning and Logging devices: These devices are basically used to scan the value of process variable at different physically different locations for example to measure the temperature at different places on the electrical motor winding etc. Model in this category are as under, NEW LAUNCH : A) Uniscan Temperature/Process Scanners Universal input They are suitable to scan the temperature at various points and with the different field selectable inputs. B)Digital temperature scanners:
  • 15. 15 They are suitable for motor protection winding and bearing temperature monitoring/tripping. distillation column,boiler,reactor etc.temperature monitoring. Model available is, LECTRONIC 881 digital temperature scanners. C)Universal single loop controllers: They are available in following forms 1)Single loop controllers micro GENINE-plus 2)Universal input controller UTRON 3)Time-set point programmer micro GENINE-p 4)Ramp profile controllers micrGENINE- PC D)Gas flow computer Genie-COMP They are used for gases and steam flow compensation and also 3 selectable alarms and totalizer relay are available in it. 5) Electrical Metering Devices: They are used in process industry to measure aswell as control the energy flow in the firm .They are available in following forms, A) Energy meters smps 2000 B) NEW LUNCH: Load manager ENERGY MASTER C) Energy/process management D) SCADA EMS-SCADA and LECTROPOSS E) 3 in 1 DC Calibrators UniHandy. Major competitors of the company: Some of the major competitors of the company in the field of process control devices industry are as mentioned below, 1. OMRON 2. NISHO
  • 16. 16 3. SIMENS 4. ESD 5. HONEYWELL 6. THERMAX Theoretical background Promotion is term taken from Latin (Promovere) where it means moving from one end to another. In marketing, promotion means all those tools that a marketer uses to take his products from factory to the customer and hence involves advertising, sales promotion, personal selling and public relations. Communication with prospective and present customers. It is called as integrated marketing communication. Integrated Marketing Communication: IMC is a way of looking at the whole marketing process from view point of customer. IMC consists of:
  • 17. 17 Advertising: Any Paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor. Sales Promotion: A variety of short term incentives to encourage trial or purchase of a product or service. Public Relation & Publicity: Programs designed to promote or protect a company s image or individual products. Personal Selling: Integrated Marketing Communication Advertising Sales Promotion Public Relation & Publicity Personal Selling Direct & Interactive Marketing
  • 18. 18 Face to face interaction with prospective purchaser for the purpose of making presentations, answering questions, and procuring orders. Direct and Interactive Marketing: Use of mail, telephone, fax, e-mail, or internet to communicate directly with or solicit response or dialogue from specific customer or prospects. SALES PROMOTION: In marketing, sales promotion is one of the five aspects of promotion. The other four parts of the promotional mix are advertising, personal selling, publicity/public relations, and direct &interactive marketing. Sales promotions are non-personal promotional efforts that are designed to have an immediate impact on sales. Sales promotion is media and non-media marketing communications employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include: coupons discounts and sales contests point of purchase displays rebates Whereas advertising gives a reason to buy, Sales promotion offers an incentive to buy. Sales promotion can be directed at either the customer, own sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. For example: Samples, coupons, cash refunds, price offs, prizes etc. Sales promotions targeted at retailers and wholesalers are called trade sales promotions. For example: Prices offs, advertising allowances, and free goods etc. Sales promotions targeted at company s own sales force are called as sales-force promotion. For example: Trade shows, conventions, contests for sales representatives and specialty advertisements. PURPOSE OF SALES PROMOTION:
  • 19. 19 Sales-promotion tools vary in their specific objectives. Though some common objectives are: Stimulate consumer trial To reward loyal customers To increase the repurchase rate of occasional buyers To attract brand switchers Enables manufacturers to adjust to short term variation in supply and demand Promote greater consumer price awareness Trade Sales Promotion Techniques include: Trade Allowances: short term incentive offered to induce a retailer to stock up on a product. Dealer Loader: An incentive given to induce a retailer to purchase and display a product. Trade Contest: A contest to reward retailers that sell the most product Point-of-purchase displays: Extra sales tools given to retailers to boost sales Training Programs: dealer employees are trained in selling the product Push Money: also known as spiffs. An extra commission paid to retailer employees to push products. TYPES OF SALES PROMOTION FOR INDUSTRIAL PRODUCTS The above mentioned theory is a general approach for sales and promotion Now being more specific the sales promotion techniques or tools for industrial products will be discussed .The most significant sales promotion activities for many industrial marketers are as follows, 1. Trade show exhibits:
  • 20. 20 Are basically used to meet potential customers, discover new product applications, introduce new products, demonstrate non portable equipments, aid and attract new dealers, and match competitive efforts. 2. Catalogues: Catalogs are another important components of promotional strategy for a number of industrial marketers. The catalogs serve the purpose of producing orders, developing recognition, generating request for information, stimulating invitations to bid and getting marketers product specification adopted by as many firms as possible While designing the catalogue the marketers take into account who are its principal users and what type of information they hope to be present in the catalogues. 3. Samples: Samples are especially useful in promoting new products, as well as being a general aid to the salesman. Due to their expense, the distribution of samples needs to be well planned . 4. Letters: Letters are also a useful sales promotion activity if properly composed and properly timed. If not , they may have a negative effect. It is probably advisable to place to place responsibility for promotional letters in a specialized unit, although almost every division and department of a business usually participates by supplying information to the unit. 5. Promotional novelties: They are secondary means of sales promotion but are often effective as continuing reminders of the marketer and his products. Both promotional novelties and entertainment can be useful in smoothing the process of market development as well as negotiations with customers. 6. Public relations:
  • 21. 21 Essence of public relations is proper conduct of a firm s relationship with the various subgroups which compose its general public. This requires thorough study of the way in which the company s operations affects each of these groups and a comprehensive program for responding in a positive way to each of them. Sales promotion for industrial products implemented at Lectrotek: 1. Letters. 2. Catalogues. 3. Public relations. 4. E-mails
  • 22. 22 SALES PROMOTION REPORTS Introduction: Under this chapter sales promotion report is made in tabular form for the companies visited during this study and tabulated under the fields named name of the company , person contacted and his post in the organization along with the phone number and comment on interaction. Here the sales promotion is done mainly by explaining the product to the concerned person who is mostly maintenance engg. / manager or the project manager of the concerned organization with the help of the product catalogue. The product catalogue is very comprehensive and is capable to give an exact explanation of complete product range of the company . Companies visited are mostly small to medium scale companies and also some of the large scale companies are also visited during the course of completion of the company. The interaction part of this report throws light on the customer interaction after the product range is explained to them and thus gives an idea about whether he will be the prospective customer of the company that is whether he is convinced enough to give an enquiry call to the company for any of the products explained to him. Then in the next step company will send a quotation for the products in which the interacted person has shown interest ,then some price negotiations may take and finally the company will release a purchase order for the products. Here it should be noted that the interaction given by the prospective customer or the existing customer has focused on their response to the complete range of products or individual products.
  • 23. 23 SR. NO COMPANY NAME PERSON CONTACTED AND PH. NO COMMENT ON INTERACTION 1 Vasantdada Sugar institute MR. R.B.Chikhle Head Instrumentation Engg. PH- (020)26902100,26902244 - positive response to new products - demanded for demo of the products 2 Serum Institute Mr. Rahul Bhalgad Instrumentation Manager Serum Institute. - positive response to controllers and sensors - may be the prospective customer 3 Gitz Foods Pvt. Ltd. Mr R.Kaul Maintenance Manager -positive response to sensors -put up enquiry for sensors 4 Spica Elastic Pvt. Ltd . Mr.Jagdish Kirad Head Purchase Dept. PH-(020)26870051 Mob-9326048729 -positive response to controllers and sensors -may be the prospective customers 5 Indian Cable Pvt. Ltd. Mr. M Kale Head Purchase Dept. -positive response to all products but demanded for introduction letter -may be prospective customers 6 Siddhart Soya Product Pvt. Ltd.,Akola(Vidharbh) Mr. Deepak Agarwal Manager (Electrical) PH-(0724)2259011/12 -positive response to sensors - put up an enquiry for sensors and controllers
  • 24. 24 7 Prime Tools Engineering Pvt. Ltd. Mr. Kishor Borate Maintenance PH: 2792510 -positive response to controllers -may be the prospective customers 8 B.K. oil mill Pvt. Ltd., Akola MR Shankar .B. Gurbani MD (0724)2258902,2258839 -positive response to thermocouples -may be the prospective customers 9 Genius Rubber Industries Pvt. Ltd. Mr. L. M .Bhosale Maintenance PH: (020)6614963/27490173 -positive response to scanners and thermocouples -may be the prospective customers 10 Sutatti Enterprises Pvt. Ltd. Mr.A.Sheikh Incharge Power Coating Section PH- (020)26870274,66023939. -positive response to sensors and controllers -may be the prospective customers 11 Kwality Bakery Pvt. Ltd. Mr. B.K. Sharma Incharge Maintenance Dept. PH:(020)26870664 -positive response to thermocouples and -may be the prospective customers 12 Arun Enterprises Pvt. Ltd. MR. Chanrashekhar Maintenance PH:(020)2742007/56307706 -positive response to sensors -may be the prospective customers
  • 25. 25 13 Pravin Masale Pvt. Ltd Mr.Joshi, Maintenance Dept. PH:(020)268720 -positive response to controllers and scanners -may be the prospective customers 14 Leben Lab. Pvt. Ltd. Mr.A.B.Sharma, Maint. Engineer PH: (0724)2258393 -positive response to controllers and sensors -may be the prospective customers 15 Ronilo pharma Pvt. Ltd. Jayant V.Rao GM(Prod and Planning) Mob:9372508505 -positive response to controllers -may be the prospective customers 16 Bharat Forge Mr. Pradeep Pathak Associate VP Forge Modernization Div PH-(020)26702777 -positive response to sensors , controllers scanners and indicators 17 Century ENKA Pvt. Ltd. Mr. V Behre Maintenance Dept. -positive response to controllers and indicators -may be the prospective customers 18 Vikas plastic industries Pvt. Ltd. Mr. S Munshi Maintenance Eng. -negative response to products - may not be the prospective customers
  • 26. 26 19 Kirti Chemicals Pvt. Ltd. Mr. R Kothari Maintenance Engg. -negative response to controllers -may not be the prospective customers 20 Shikre const eqpt Pvt. Ltd. Mr. R Joshi Maintenance. Engg. -positive response to controllers , sensors scanners -may be the prospective customers 21 BEHRE Electronics Pvt. Ltd.,Amravati. Mr Behere ,Propritor, Behre Electronics. -positive response to controllers, scanners, indicators -may be the prospective customers 22 Galaxy Plastics Pvt.Ltd. Mr. M.B.Redasani Ment.Manager PH(0724)2450930 -negative response to controllers -may not be the prospective customers 23 Niru plastics Pvt. Ltd. MR.B.L.KARADI (020 ) 26981038 -positive response to controllers, sensors , indicators -may be the prospective customers 24 GAK industries Pvt. Ltd. MR. KUMAR GUPCHUP (020 ) 25432839 -negative response to controllers, scanners, indicators -may not be the prospective customers
  • 27. 27 25 Kirloskar Pneumatic Pvt.Ltd Mr. Pradeep Pathak Associate VP Forge Modernization Div PH-(020)26702777 -positive response to sensors , controllers , indicators - likely to put up enquiry for these products 26 Grip plastics Pvt. Ltd. MR. Deshmukh Maintenance (020 ) 27123037 / 56111608 -negaive response to controllers -may not be the prospective customers 27 Tata Honeywell Pvt.Ltd Mr Deshpande Projects Manager -positive response to controllers, scanners -may be the prospective customers 28 Pune polymers Pvt. Ltd. Mr.SANJAY GUPTA Maintenance (020 ) 26684472 -negative response to controllers -may not be the prospective customers 29 Auto spark Pvt. Ltd. MR.ANIL ZOPE Maintenance (020 ) 770065 -positive response to indicators , sensors -may be the prospective customers 30 Plast-o-forms Pvt. Ltd. MR. RAJAN V. T. PROP PHL: (020 ) 27120041 / 27119795 -positive response to controllers -may be the prospective customers
  • 28. 28 31 Kalyani Steels Pvt. Ltd Mr.Rahul Utpat Consultant Procurement services (20)24231573/4/5 -positive response to controllers , scanners , indicators -may put up enquiry for these products 32 Champion UPS Pvt.Ltd Mr. Sanjay Pandit Maintenance -positive response to all products -may be the prospective customers 33 Pradip plastic moulders Pvt. Ltd. MR.SUNDEEP LAKHANI Maintenance (020 ) 27471217 / 30963070 -negative response to controllers -may not be the prospective customers 34 Sahas auto componenets Pvt. Ltd. MR.RAKESH NAIR Proprietor. (020 ) 27119448 -negative response to controllers -may not be the prospective customers 35 Kirloskar Pneumatics Mr. Kulkarni RND Dept. Kirloskar Pneumatic -positive response to controllers, scanners, flow tantalizers. -may be the prospective customers 36 Alkyl-Amines Pvt. Ltd Mr. Joshi Projects Manager Alkyl-Amines -positive response to controllers and current transducers -may be the prospective customers 37 Miju components Pvt. Ltd. MR.IMRAN NABAB Maintenance (020 ) 22934104 -negative response to controllers -may not be the prospective customers
  • 29. 29 38 New Uttam rubber industries Pvt. Ltd. Mr. Pathak Maintenance (020 ) 24479273 -positive response to controllers , sensors , indicators -may be the prospective customers 39 Hirkesh rubber products Pvt. Ltd. MR.K.C. MUNOT Proprietor (020 ) 27474907 -negative response to controllers -may not be the prospective customers 40 NSS polymers Pvt. Ltd. Mr. SUNIL AYACHIT Proprietor (020 ) 334768 -positive response to controllers , indicators -may be the prospective customers 41 NIKY polymers Pvt. Ltd. Mr. F. P. ISLAMPURKAR Maintenance (020 ) 5384516/ 5291826 -positive response to controllers , sensors -may be the prospective customers 42 Ajay Biotech Pvt. Ltd Mr. Sane Maintenance PH 020)5436216/5466389 -positive response to controllers , sensors , indicators -may be the prospective customers 43 Gayatri Polymer Pvt.Ltd Mr. R.Chitale Maintenance engg. -negative response to controllers -may not be the prospective customers 44 RM Electronics Pvt. Ltd Mr Desoza Maintenance Engg. RM Electronics -positive response to indicators , controllers -may be the prospective customers
  • 30. 30 ANALYSIS OF SALES PROMOTION REPORTS Sales promotion reports are analyzed on the basis of interaction with the persons contacted to find how many of them have given a positive response to the products of the company, how many of them have given negative response to the products of the company, and how many of them can be the prospective customers of the company 1. Companies given positive response . 2. Companies given negative response. 3. Companies that can be prospective customers of the company. Now from the above sales promotion report we can justify these interactions as follows, It was found that, Remark No. of companies Total(%) Companies given positive response . 33 75 Companies given negative response and can be prospective customers 11 25 Total 44 100 Interpretations: Almost 75% of the companies(33) visited have given positive response to the products offered by the company and are likely to be the prospective customers of the company And almost 25% of the companies(11) visited have given negative response to the products offered by the company
  • 31. 31 CUSTOMER OVERVIEW Under this chapter a cautious attempt is made to take a customer overview of the company. As clear by now Lectrotek systems deals in industrial products and hence its customers are various industries mostly process industries. This chapter resembles the second part of our study as explained in the executive summary. To make the customer overview more focused and concrete the company wanted to concentrate on three key issues which are directly associated with the companies CRM(customer relationship management) and functionality of the companies product range .These key issues on which customer feedback is taken are as stated below, 1. Price of the product(existing and prospective customers) 2. After sales service for the products(existing customers) 3. New product introduced in the market(both existing and potential customers) In this study an attempt is made to take feedback of the customers on the above mentioned parameters and then these feedbacks are separately analyzed to reach some sort of concrete conclusion. The major reason for company showing concern for these issues is that company wants to know whether their product price is competitive, whether the customers are satisfied with the after sales service , and their opinion on the new product to find the acceptability level of their newly launched products. All the companies visited during the course of the project are represented along with their comments or feedbacks on the above said parameters. It is taken to the notice that under this study a common customer overview is taken for all the specified products i.e. each product is not treated separately for price , after sales service , and new products.
  • 32. 32 Customer overview on various parameters COMPANY NAME PRICE AFTER SALES SERVICE NEW PRODUCT 1 Vasantdada Sugar institute Price offered is EXCELLENT After sales service is AVERAGE New products are OUTSTANDING 2 Serum Institute Price offered is AVERAGE After sales service is AVERAGE New products are OUTSTANDING 3 Gitz Foods Pvt. Ltd. Price offered is GOOD After sales service is AVERAGE New products are OUTSTANDING 4 Spica Elastic Pvt. Ltd . Price offered is GOOD --------- New products are OUTSTANDING 5 Indian Cable Pvt. Ltd. Price offered is GOOD ---------- New products are OUTSTANDING 6 Siddhart Soya Product Pvt. Ltd. Price offered is GOOD After sales service is GOOD New products are EXCELLENT 7 Prime Tools Engineering Pvt. Ltd. Price offered is ECELLENT ----------- New products are EXCELLENT 8 B.K oil mill Pvt. Ltd. Price offered is GOOD After sales service is GOOD New products are OUTSTANDING 9 Genius Rubber Industries Pvt. Ltd. Price offered is EXCELLENT ------------ New products are EXCELLENT
  • 33. 33 10 Sutatti Enterprises Pvt. Ltd. Price offered Is GOOD ------------ New products are OUTSTANDING 11 Kwality Bakery Pvt. Ltd. Price offered is GOOD ------------- New products are OUTSTANDING 12 Arun Enterprises Pvt. Ltd. Price offered is GOOD -------------- New products are EXCELLENT 13 Pravin Masale Pvt. Ltd Price offered is GOOD After sales service is AVERAGE New products are OUTSTANDING 14 Leben Lab. Pvt. Ltd. Price offered is GOOD After sales service is AVERAGE New products are OUTSTANDING 15 Ronilo pharma Pvt. Ltd. Price offered is GOOD ---------------- New products are OUTSTANDING 16 Bharat Forge Price offered is EXCELLENT After sales service is GOOD New products are OUTSTANDING 17 Century ENKA Pvt. Ltd. Price offered is GOOD After sales service is GOOD New products are EXCELLENT 18 Vikas plastic industries Pvt. Ltd. Price offered is AVEREGE ------------- New products are EXCELLENT 19 Kirti Chemicals Pvt. Ltd. Price offered is GOOD ------------- New products are EXCELLENT 20 Shikre const eqpt Pvt. Ltd. Price offered is GOOD After sales service is GOOD New products are OUTSTANDING
  • 34. 34 21 BEHRE Electronics Pvt. Ltd. Price offered is GOOD After sales service is GOOD New products are OUTSTANDING 22 Price offered is AVERAGE --------------- New products are EXCELLENT 23 Niru plastics Pvt. Ltd. Price offered is AVERAGE After sales service is AVERAGE New products are EXCELLENT 24 GAK industries Pvt. Ltd. Price offered is AVERAGE After sales service is AVERAGE New products are EXCELLENT 25 Kirloskar Pneumatic Pvt.Ltd Price offered is EXCELLENT After sales service is AVERAGE New products are OUTSTANDING 26 Grip plastics Pvt. Ltd. Price offered is GOOD ---------------- New products are OUTSTANDING 27 Tata Honeywell Pvt.Ltd Price offered is EXCELLENT --------------- New products are OUTSTANDING 28 Pune polymers Pvt. Ltd. Price offered is GOOD After sales service is GOOD New products are OUTSTANDING 29 Auto spark Pvt. Ltd. Price offered is GOOD After sales service is AVERAGE New products are OUTSTANDING 30 Plast-o-forms Pvt. Ltd. Price offered is GOOD --------------- New products are OUTSTANDING 31 Sudarshan Chemicals Pvt. Ltd Price offered is EXCELLENT After sales service is AVERAGE New products are OUTSTANDING 32 Champion UPS Pvt.Ltd Price offered is EXCELLENT After sales service is AVERAGE New products are OUTSTANDING 33 Pradip plastic moulders Pvt. Ltd. Price offered is GOOD --------------- New products are EXCELLENT 34 Sahas auto componenets Pvt. Ltd. Price offered is AVERAGE --------------- New products are EXCELLENT
  • 35. 35 35 Kirloskar Pneumatics Price offered is EXCELLENT After sales service is AVERAGE New products are OUTSTANDING 36 Alkyl-Amines Pvt. Ltd Price offered is EXCELLENT After sales service is AVERAGE New products are OUTSTANDING 37 Miju components Pvt. Ltd. Price offered is GOOD After sales service is AVERAGE New products are EXCELLENT 38 New Uttam rubber industries Pvt. Ltd. Price offered is AVERAGE After sales service is GOOD New products are EXCELLENT 39 Hirkesh rubber products Pvt. Ltd. Price offered is GOOD After sales service is GOOD New products are EXCELLENT 40 NSS polymers Pvt. Ltd. Price offered IS GOOD --------------- New products are EXCELLENT 41 NIKY polymers Pvt. Ltd. Price offered is GOOD After sales service is AVERAGE New products are EXCELLENT 42 Ajay Biotech Pvt. Ltd Price offered is EXCELLENT --------------- New products are OUTSTANDING 43 Gayatri Polymer Pvt.Ltd Price offered is GOOD -------------- New products are EXCELLENT 44 RM Electronics Pvt. Ltd Price offered is EXCELLENT After sales service is GOOD New products are OUTSTANDING
  • 36. 36 ANALYSIS OF CUSTOMER FEEDBACK The feedbacks given by the customers on the various parameters is separately analyzed separately as below, 1) PRICE OF THE PRODUCTS: Out of the 44 companies visited it was found that , Remark Frequency Percentage(%) GOOD 23 52 EXCELLENT 15 27 AVERAGE 7 15 Total 44 100% The above information can be graphically represented as follows, Customer feedback on price GOOD EXCELLENT AVERAGE Interpretations: It can be clearly interpreted from the chart and the table that 52% of the total companies visited (44) have remarked the price as GOOD, 27% of the total companies visited have marked the price of as EXCELLENT and only 10% companies have remarked the price as AVERAGE.
  • 37. 37 2) AFTER SALES SERVICE: Here it should be noticed that only logically only those companies are considered who are already the customers of the company i.e. they are already using one or more product of the companies product. Remark Frequency Percentage(%) GOOD 15 60 AVERAGE 10 40 Total 25 100% Customer feedback on after sales service GOOD AVERAGE INTERPRITATION: It can be interpreted from the above table and graph that 60% of the total companies visited(here 25) have remarked the after sales service of the company as GOOD AND rest of them have marked this parameter as AVERAGE.
  • 38. 38 3) NEW PRODUCTS LAUNCHED IN THE MARKET : Out of the total 44 companies visited the response of the existing and the prospective customers for the newly launched products can be analyzed as follows, Remark Frequency Percentage(%) OUTSTANDING 26 59 EXCELLENT 18 41 Total 44 100% Customer feedback on new products OUTSTANDING EXCELLENT INTERPTITATON: It is evident from the above table and graph that both the existing and the prospective customer have given very positive feedback to the newly launched products of the company and thus 59% of them have remarked the products as OUTSATANDING and rest of 41% have remarked the products as EXCELLENT.
  • 39. 39 LIMITATIONS Some of the major drawbacks that were faced during the course of this study were as follows , 1. Due to time constraints only industries pertaining to pune and surrounding pune were considered for sales promotion and to take a customer overview 2. The persons contacted were mostly the instrumentation engineers/maintenance engineers/project managers and they had limited time to listen to the product being explained to them 3. Again due to time limitations of the person contacted it was a bit difficult to understand the actual process of their industry for better explanation of the product to their process. 4. Other limitation of this study was that since the company do not possess a strong brand in this sector some of the prospective customers were reluctant to accept the products compared to its competitors counterpart.
  • 40. 40 CONCLUSION As the project is completed in two phases i.e. primary and secondary the conclusion is written in correspondence to this I) Primary Stage : The market scenario for process / instrumentation devices is motivating since it can be observed that such products have huge demand and application as majority of the companies visited have shown positive response to these products Thus sales promotion can be one of the efficient tool for boosting the sales fo the company II) Secondary Stage : Majority of the customers are satisfied with the price offered by the company for its products Most of the customers are also satisfied with the after sales service provided by the company for its products And almost all the companies visited are satisfied with the newly launched products and the features possessed by these products.
  • 41. 41 RECOMMENDATIONS The company does not possess a strong brand for the process / instrumentation devices in the market although they have a very good product range , which acts as a competitive advantage for its competitors. So company should focus on building a strong brand can . Although the overall after sales service of the company for its products is proved to be good , still 40% of them are not satisfied with the same which is a big concern for the company so it should develop a mechanism to improve the after sales service of the company Company should take efforts for the sales promotion by participating in more and more trade fairs , publicizing its products in various trade journals and magazines Also CRM should be implemented in efficient and effective way as it was observed that some of the companies visited admitted that company lacked in maintaining consistent contact with them.
  • 42. 42 Bibliography BOOKS: - Industrial Marketing by Hill,Alexander Marketing Management by Rajan Saxena Marketing Management by Philip Kotler -11th Edition INTERNET: - www.lectrotek.com www.salesdestination.com
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