A study on sales and promotion startegies towards Excellent Biotechnologies

A STUDY ON SALES AND PROMOTION STARTEGIES TOWARDS EXCELLENT
BIOTECHNOLOGIES
AL –AMEEN INSTITUTE OF MANAGEMENT STUDIES
2014-2015 pg.1
CHAPTER 1

BIOTECHNOLOGIES
2014-2015 pg.2
CHAPTER-1
PART-A
INTRODUCTION TO COMPANY
Excellent Biotechnologies is a leading Biotech company involved in the production
of enzymes and chemicals for different sectors of industries. The company has been
formed with the primary objective to bring innovative enzymes and their related
products in wide areas of pharmaceutical, animal healthcare, Agriculture, Food &
Nutrition, Textile and in the field of Bio remediation.
We Excellent Biotechnologies take pride in our commitment to safety, to environmental
stewardship, to excellence in our manufacture of quality products, to ongoing
investment in our people, and to outstanding customer service. Throughout our rise to
prominence in the industry we have kept firmly in place these core values on which
our company was founded.
People at Excellent Biotechnologies bring years of relevant experience to the company
and having a team of experienced Chemists, Biologists, Engineers and Business
people.

BIOTECHNOLOGIES
2014-2015 pg.3
The company is flexible in its market approach to evolve efficient products that suit
each client in the ever crowding space of enzymes and their related industries. We are
committed to develop and manufacture the highest quality products that help make life
better for consumers in a multitude of ways. We consider it a privilege being a Biotech
industry, and look to the future with your great anticipation.
Established in the year 2007, we Excellent Bio Technologies, are a leader in the
innovation and manufacturing of Biotech products in wide areas of pharmaceutical,
animal healthcare, Agriculture, Food & Nutrition, Textile and in the field of Bio
remediation. In close co-operation with well-known scientists and specialists our
company is working continuously towards new technologies, developments according
to the latest inventions.
We assured that wherever you are, whatever your application, we have the
technology, the commitment and the resources to help you make it better. We take
pride in our commitment to safety, to environmental stewardship, to excellence in our
manufacture of quality enzymes and chemicals, to ongoing investment in our people,
and to outstanding customer service. Throughout our rise to prominence in the
industry we have kept firmly in place these core values on which our company was
founded.
Quality Customer satisfaction is of foremost importance that can be acquired through
maintaining and improving the quality of the enzymes and chemicals that we offer to
our clients. We have successfully survived in the market for decades because we have
never compromised with the quality of the range. Our quality experts are responsible
for checking and inspecting the products that we manufacture. Only after intense
checking the products are packaged for dispatch. From the initial stage when the
products are manufactured to the final stage of packaging, the quality managers play
an important role, ensuring no defective piece reaches the client.
Manpower our organization has employed an efficient team of professionals and
experts, which is well-versed in the respective domain. Owing to their expertise and
specialization, we have been able to undertake various requisite methods of products
with much ease. These professionals make optimum utilization of the available
resources and help in enhancing the productivity rate. Further, our experts work in

BIOTECHNOLOGIES
2014-2015 pg.4
close proximity with each other; thus, ensure harmony in the organization. With their
hard work and dedication, we have been able to make a recommendable position in
the industry.
About Us
Excellent Biotechnologies is a leader in the innovation and manufacture of Biotech
products in wide areas of pharmaceutical, animal healthcare, Agriculture, Food &
Nutrition, Textile and in the field of Bio remediation.
Custom formulation and quality nutritional supplements with many products being
available. With our full team of experts, our intention is to assist you in the development
of business. This is why we always want to cooperate with you in the definition of your
need, and your product.
Rest assured that wherever you are, whatever your application, we have the
technology, the commitment and the resources to help you make it better.
In close co-operation with well-known scientists and specialists Excellent
Biotechnologies is working continuously towards new technologies, developments
according to the latest inventions.
Factory Information
Factory Location : Bangalore
No. of Production Lines : 4
Contract Manufacturing : Buyer Label Offered
Annual Output Value : US$10 Million - US$50 Million
Research & Development
There is/are 5 - 10 People R&D Engineer(s) in the company.

BIOTECHNOLOGIES
2014-2015 pg.5
PRESENT STATUS OF THE COMPANY
With the highly competitive market there is very likelihood of prices decreasing in the
future though not substantially. Excellent Biotechnologies India's listed bio pharma
firm and maker of Bromelain, Serrati peptidase, Amylase, Pepsin, Pancreatic, aims to
more than double its revenues to US $50 Million by 2020.As no import duty is involved
in the cost of production. The absence of waiting periods disappearing of premiums
and increasing competition are all warning signs to the biotechnologies manufacturers
that a slump have reportedly scoffed at the idea and have clients there is an element
of truth in this prediction.
Due to the R&D intensive nature of the product development process, the biotech
industry has long struggled to achieve aggregate profitability. The lengthy road to
product commercialization and weak recent IPO market means that M&A is the most
viable exit strategy, and that time to exit has increased, from 6 years in 2006 to 9 years
in 2012.
Excellent Biotechnologies products is utilized in the agricultural sector to improve crop
resistance to insects thereby increasing yield and reducing the need for chemical
pesticides that cause environmental harm. Biotech can also improve the nutritional
qualities of food by producing crops that are free from toxins and allergens and
increasing vitamins content of crops to treat deficiencies.
GROWTH
The customer has always been at the centre of our business. We are always in close
and constant touch for to understand those means we must first listen. That’s how we
have created products and services to satisfy their needs, educated them, changed
their perceptions and practices, and introduced them to exciting new product concepts.
Excellent Biotechnologies India’s listed bio pharma firm and maker of Bromelain,
Serrati peptidase, Amylase, Pepsin, Pancreatic, aims to more than double its revenues
to US $50 Million by 2020.

BIOTECHNOLOGIES
2014-2015 pg.6
GROWTH OF BIOTECHNOLOGY INDUSTRIES IN INDIA
 The sector has seen high growth with a CAGR in excess of 20% and the key
drivers for growth in the biotech sector are increasing investments,
outsourcing activities, exports and the government’s focus on the sector.
 A strong pool of scientists and engineers.
 Cost-effective manufacturing capabilities.
 The setting up of national research laboratories, centres of academic
excellence in biosciences, several medical colleges, educational and training
institutes offering degrees and diplomas in biotechnology, bio-informatics and
biological sciences.
 For global companies looking to economise, outsourcing to lower cost
economies results in a cost arbitrage of more than 50%.
 Fast-developing clinical capabilities with the country becoming a popular
destination for clinical trials, contract research and manufacturing activities.
STATISTICS
 The Indian biotech industry will grow at an average growth rate of around 30%
a year and reach USD 100 Billion by 2025.
 The Indian bio-economy grew to USD 4.3 Billion at the end of 2013, up from
USD 530 Million in 2003.
 The Indian biotech industry grew by 15.1% in 2012–13, increasing the market’s
revenues from USD 3.31 Billion in 2011-12 to USD 3.81 Billion in 2012–13.
 The market size of the sector is expected to rise up to USD 11.6 Billion by 2017
due to a range of factors such as growing demand for healthcare services,
intensive R&D activities and strong government initiatives.

BIOTECHNOLOGIES
2014-2015 pg.7
 The Indian biotechnology sector is divided into five major segments — bio-
pharma, bio-services, bio-agri, bio-industrial and bio-informatics.
 The bio-pharmaceutical sector accounts for the largest share of the biotech
industry with a share of 64% in total revenues in 2013, followed by bio-services
(18%), bio-agri (14%), bio-industrial (3%) and bio-informatics (1%).
 Revenue from bio-pharma exports reached USD 2.2 Billion in 2013, accounting
for 51% of total revenues of the biotech industry.
Road Ahead
With the country offering numerous comparative advantages in terms of research and
development (R&D) facilities, knowledge, skills, and cost effectiveness, the
biotechnology industry in India has immense potential to emerge as a global key
player.
The growth in gross domestic product (GDP) over the next decade will expand the
domestic market and Indians will be able to afford healthcare products, and demand
for food commodities and energy will grow too. Presently, many countries are looking
forward to invest in the Indian biotechnology sector.
India has all the ingredients to become a global leader in affordable healthcare. If there
is an annual investment of US$ 4.019 billion to US$ 5.024 billion in the next five years,
the biotech industry can grow to US$ 100 billion by 2025, with a 25 per cent return on
investment, and set a growth rate of 30 per cent year-on-year.
With all the support, government initiatives and determination to excel, India can soon
attain global leadership in providing affordable healthcare and innovative medicines,
quality food and feed for all.

BIOTECHNOLOGIES
2014-2015 pg.8
PART-B
About Subject
MARKET
Definition:
Philip Kotler describes market as “A market is an area for potential exchanges”.
According to Clark & Clark “A market is a centre about which or area in which the
forces leading to exchange of title of a particular product operate and towards which
the actual goods tend to travel”.
Meaning:
The term market is derived from the Latin word ‘Marcatus’ which means trade,
merchandise or plan of business. It means interaction of the buyers and sellers in the
person or through telephone, mail etc.
TYPES OF MARKET:
Market can be basically divided into two types
1) Consumer market
2) Industrial market
 Consumer market: Goods purchased for the purpose of personal consumption
are called consumer goods, and marketing of these goods is called consumer
marketing.
 Industrial market: Industrial marketing committee review board has described
marketing of industrial goods as ‘Industrial marketing consists of all activities
involved in marketing of product and service to organizations that

BIOTECHNOLOGIES
2014-2015 pg.9
use products and services in the production of consumer or industrial goods
and services, and to facilitate the operation of their enterprise’.
It includes the following:
 Marketing of industrial goods
 Marketing of consumer goods
 Marketing middle men
 Organization for in-house consumption
 Organizations for giving away as gifts/compliments
MARKETING:
Definition:
“The American Marketing Association defines marketing as the performance of
goods and services from producer to consumer business activities that direct the
flow of goods and services from producer to consumer or user.”
“Philip Kotler defines marketing as the set of human activities directed at facilitating
and consummating exchanges. The essence of marketing is exchange of products
and the transaction is to satisfy human needs and wants. All business activities
facilitating the exchange are included in marketing.
Meaning:
Marketing is a comprehensive term and it includes all resources and a set of
activities necessary to direct and facilitate the flow of goods and services from
producer to consumer in the process of distribution. Businessmen refer marketing
process as distribution process. Human efforts, finance and management constitute
the primary resources marketing.

BIOTECHNOLOGIES
2014-2015 pg.10
We have twin activities which are most significant in marketing. Marketing the product
or service, or article of trade, with demand, i.e.
 Customer needs and desires or target market.
 The transfer of ownership and possession at every stage in the flow of
goods from the primary producer to the ultimate consumer.
Marketing comprises all activities involved in the determination and satisfaction
of customer needs at a profit.
By means of marketing functions marketer can direct the firm’s response to
an ever-changing market environment and orient all parts of the business
toward the creation of a satisfied customer.
Marketing encompasses all activities of exchange conducted by producers and
middlemen in commerce for the purpose of satisfying consumer demand.
MARKETING MIX
The marketing mix principles (also known as the 4 p’s.) are used by business as tools
to assist them in pursuing their objectives. The marketing mix principles are
controllable variables, which have to be carefully managed and must meet the needs
of the defined target group. The marketing mix is a part of the organizations’ planning
process and consists of analysing the defined:

BIOTECHNOLOGIES
2014-2015 pg.11
Product:
A tangible object or an intangible service that is mass produced or manufactured on
a large scale with a specific volume of units. Intangible products are service based
like the tourism industry& the hotel industry or codes-based products like cell phone
load and credits. Typical examples of a mass produced tangible object are the motor
car and the disposable razor.
Price:
The price is the amount a customer pays for the product. It is determined by a
number of factors including market share, competition, material costs, product
identity and the customer's perceived value of the product. The business may
increase or decrease the price of product if other stores have the same product.
Place:
Place represents the location where a product can be purchased. It is often referred
to as the distribution channel. It can include any physical store as well as virtual
stores on the Internet.
Promotion:
Represents all of the communications that a marketer may use in the market place.

BIOTECHNOLOGIES
2014-2015 pg.12
Promotion has four distinct elements:
 Advertising
 Public Relations
 Personal Selling
 Direct Marketing
A certain amount of crossover occurs when promotion uses the four principal elements
together, which is common in promotion. Advertising covers any communication that
is paid for.
MARKETING FUNCTIONS:
Marketing process includes marketing functions:
Selling
Buying
Standardization and grading
Finance
Marketing information
 Selling: selling involves transfer of ownership from seller to buyer. The primary
task of marketing is to bring seller and buyer together. Selling and buying are
compliment to each other. The primary objective of the products at a profit.
Thus, selling function is vital to the success of any business organization.
 Buying: It is the first marketing function. The function of buying consists of
those activities involved in purchasing and assembling the goods in a single
ownership. It is done by all marketers the manufacturers, the whole sellers, the
retailers etc. further, the buying function is done by the consumers for their
ultimate consumption.
 Standardisation and grading: Standardisation is related to the division of
commodities into distinct standardisation is related to the division of
commodities into distinct groups. The standard is a measure of designation for

BIOTECHNOLOGIES
2014-2015 pg.13
quality. A standard is used in providing certain basic qualities and
characteristics to the goods for their use. A standard is a list of specification. It
may be based on size, colour, appearance etc.
 Finance: Finance is a most fundamental aspect of any buying and selling
transactions. Financing of customer-purchasing has become an integral part of
modern marketing. The provision of goods to the customers on credit sales is
an important device to increase the volumes of sales. Thus, at every stage of
buying and selling, finance is required.
 Marketing information: The much desired success of marketing depends on
correct and timely decision. These decisions are based on market information
or market intelligence. Marketing information includes all facts, estimates,
opinion, views, regarding the marketing weather. Hence, one should have up
to - date information, about customers, dealers and internal operations to
achieve ultimate goal.
OBJECTIVES OF MARKETING:
The objective of marketing is as follows:
1. To satisfy the needs and wants of customers.
2. To create and retain the customers.
3. To improve and upgrade the products for better customer satisfaction.
4. To determine marketing- mix that aim to satisfy the needs and wants of the
customers.
5. To give rise to competition.
6. To create employment opportunities.
7. To raise the standard of living of the people.
8. To help in economic growth of the country.

BIOTECHNOLOGIES
2014-2015 pg.14
CONCEPTS OF MARKETING:
There are six distinct concepts of marketing:
1. Exchange orientation
2. Product orientation
3. Production orientation
4. Sales orientations
5. Marketing concepts
6. Social marketing concepts
INTRODUCTION TO SALES PROMOTION STRATEGY
“SALES PROMOTION”
Sales promotion has been the fastest growing segment of promotion mix
and has become a major factor in the success of marketing in recent years
representing short term incentives to encourage purchase or sales of a product or
service. Sales promotion is another major component of promotion mix of any
company.
Sales promotion has been one of the most heavily used weapons of the producers or
manufacturers. It is counted amongst one of their most effective ways of boosting their
sales. Sales promotion has certain misconceptions attached to it.
MEANING
Sales promotion is that ‘something extra’ (2+2=5). It can arouse enthusiasm; create a
buying mood or a spark on immediate reaction from customer, dealers and the firm’s
sales person.

BIOTECHNOLOGIES
2014-2015 pg.15
DEFINITION:
The American marketing association define sales promotion as ‘ those marketing
activity other than personal selling, advertising and publicity, which stimulate
consumer purchasing and dealers effectiveness such as display, showroom and
exhibition, demonstration and various non-current selling effort not in the ordinary
routine’.
The author CHARLES M EDWARDS & WILLIAM H HOWARD maintains that “sales
promotion includes every activity that contributes in any way, directly or indirectly, to
the promotion of profitable sales”.
SALES PROMOTION STRATEGY:
Sales promotion strategy is initiating, maintaining, developing and deciding the
role of the promotion components, determining the promotion budget and also
integrating and implementing the promotion strategy.
There are three types of sales promotion strategy:
 Push strategy
 Pull strategy
 Mix strategy
1. Push Strategy: In a push strategy the company is sure that its customers
want the product. The only thing lacking is the lack of push the products have
from the intermediates i.e., the wholesalers and retailers. In this the company
provides incentives to these intermediaries and asks them to push the product
by increasing its sale.
2. Pull Strategy: This strategy is quite the opposite of the push strategy discussed
above. The assumption in this strategy is that the customers either don't know
at all or not enough about the manufacturer's product features to have an

BIOTECHNOLOGIES
2014-2015 pg.16
interest in it. By adopting this strategy the producer works with the
intermediaries, especially the retailers to better present the products not only in
shelves but also improve its general outlook.
3. Mix Strategy: This kind of strategy is adopted when the company thinks that
the products need a push from both sides. Neither the intermediaries are
pushing the product of the company to the extent nor the customers know or
are interested in the product. To make this thing really happen the company
simultaneously
Launches a two prong battle. This strategy is obviously more cost bearing and
takes more time to materialize.
OBJECTIVES OF SALES PROMOTION STRATEGY
 To increase buying response by ultimate consumers.
 Meeting competition.
 To expand the markets and current position.
 Informing the buying of new products and package.
 Increasing the buying rate by present customers. Obtaining dealers outlets.
PROMOTION MIX / PROMOTION TOOLS
 Advertising
 Personal selling
 Publicity
 Sales promotion
 Public relation
1. Advertising: Advertising is any kind of paid, non-personal method of promoting
by an identified organization or individual. The characteristics like intangibility,
perishability etc. pose unique marketing challenges. For planning of promoting
strategy, proper care should be taken to accommodate basic characteristics
and their implication in the marketing efforts.

BIOTECHNOLOGIES
2014-2015 pg.17
2. Personal selling: Personal selling is essential when developing close
relationships between the buyers and sellers. It provides the basis for dialogue
and offers a focused approach with immediate feedback. Nevertheless these
benefits are not without cost as personal selling is generally more expensive
than other elements of the mix and is more difficult to turn on and off.
3. Publicity: Publicity is a special form of public relation that involves new stories
about an organization or its products or services. Like advertising, it involves
an impersonal message that reaches a mass audience through the media.
Publicity is distinguished from advertising in many ways.
4. Sales promotion: Sales promotion is used predominantly to encourage trial
and generate brand switching, although without support from other media it is
unlikely to develop brand loyalty. It is also recognised that sales promotion
activity to
Expand sales of particular products or service can be focused on staff and
intermediaries as well as potential customers.
5. Public relation: It has a wide variety of communication efforts to contribute to
generally favourable attitudes and opinions towards an organization and its
products. It does not include a specific sales message. Public relations can take
many forms, including newsletters, annual letters etc. public relations seeks to
establish and maintain mutual understanding between two organizations and
those with whom it covers into content.
STRENGTHS OF SALES PROMOTION:
 It stimulates positive attitudes towards the product.
 It gives extra incentive to the customer to make a purchase.
 It gives direct inducement to take Immediate action now rather than later.

BIOTECHNOLOGIES
2014-2015 pg.18
 It has flexibility and it can be used at any stage of a new product
introduction.
METHODS OF SALES PROMTION:
Sales promotion includes a wide variety of promotion and techniques designed
to stimulate earlier or strong market following are the improvements methods.
1) Consumer promotion tool
2) Trade promotion tool
3) Sales promotion tool
A. Consumer promotional tools:
Consumer promotions are designed to offer consumer an incentive to try a brand
for the first time, to switch back to it. A manufacturer or a retailer can offer consumer
promotion.
The main consumer-level sales promotion tools are.
i. Consumer contests with prizes
ii. Price-off deals
iii. Purchase price refunds
iv. Coupons
v. Samples
vi. Premiums or gifts
a) With-pack premium.
b) Reusable container.
c) Free-in-the-mail premium.

BIOTECHNOLOGIES
2014-2015 pg.19
d) Self-liquidating premium (item sold below its normal retail price)
vii. Rewards plan on purchases
viii. Free trials.
ix. Product warranties.
x. Cross promotions.
xi. Point-of –purchase (pop), display and demonstrations.
B. TRADE PROMOTION TOOLS:
The trade promotions help build customer traffic at the retail out let. They
improve sales/ profitability. They build up buyer- seller relationship.
Trade promotion can persuade retailers or wholesaler to carry a brand gives itself
space, promote it in advertising and push it to consumers. Shelf space is so scare
these days that manufacturers often have to offer price-offs, allowances, buy back
guarantees of free goods to retailers and wholesalers to get on the shelf and to
stay on it.
Several trade promotion tools are:
1. Discounts
2. Dealer’s gifts.
3. Dealer’s sales context.
4. Advertisements and display allowances.
5. Buying allowance.
6. Free goods on a certain quantity.
7. Retail demonstration.

BIOTECHNOLOGIES
2014-2015 pg.20
8. Price offs or off-invoice or off-list.
9. Point of purchase.
C. SALES PROMOTION TOOLS:
Many sales promotion tools are available to accomplish at the above said
objectives, the manager can take in to account the type of market, sales
promotion objectives, conditions and effectiveness of each tool.
Sales promotion includes a wide variety of promotion tools designed to
stimulate earlier or strong market response.
At the level of sales representatives, sales promotion tools are
1. Incentives: These are motivational tools linked to sales that achieve a certain
level, or cross that level. These rewards can be given for individual performance
and for special achievements.
2. Sales contest: It is a contest involving sales force or dealers to complete
amongst them to motivate them to achieve higher goals and benefit the
organization.
3. Trade shows and conventions: Trade shows help the company to reach
many prospects through their sales force. Trade shows can benefit greatly from
professional management.

BIOTECHNOLOGIES
2014-2015 pg.21
CHAPTER 2

BIOTECHNOLOGIES
2014-2015 pg.22
Title of the study:
“A STUDY ON SALES & PROMOTION STARTEGIES TOWARDS EXCELLENT
BIOTECHNOLOGIES”
Statement of the Problem:
Defining the Problem
A research in common parlance refers to a search for knowledge. One can also define
it as a scientific search for pertinent information on a specific topic. In fact it is an art
of scientific investigation.
Objectives of the study:
Sales promotion is a tool used to achieve most of the five major promotional objectives
discussed in the Promotion Decisions.
1. Building Product Awareness – Several sales promotion techniques are highly
effective in exposing customers to products for the first time and can serve as key
promotional components in the early stages of new product introduction. Additionally,
as part of the effort to build product awareness, several sales promotion techniques
possess the added advantage of capturing
2. Creating Interest – Marketers find that sales promotions are very effective in
creating interest in a product. In fact, creating interest is often considered the most
important use of sales promotion. In the retail industry an appealing sales promotions
can significantly increase customer traffic to retail outlets. Internet marketers can use
similar approaches to bolster the number of website visitors. Another important way to

BIOTECHNOLOGIES
2014-2015 pg.23
create interest is to move customers to experience a product. Several sales promotion
techniques offer the opportunity for customers to try products for free or at low cost.
3. Providing Information – Generally sales promotion techniques are designed to
move customers to some action and are rarely simply informational in nature.
However, some sales promotions do offer customers access to product information.
For instance, a promotion may allow customers to try a fee-based online service for
free for several days. This free access may include receiving product information via
email.
4. Stimulating Demand – Next to building initial product awareness, the most
important use of sales promotion is to build demand by convincing customers to make
a purchase. Special promotions, especially those that lower the cost of ownership to
the customer (e.g., price reduction), can be employed to stimulate sales.
5. Reinforcing the Brand – Once customers have made a purchase sales
promotion can be used to both encourage additional purchasing and also as a reward
for purchase loyalty (see loyalty programs below). Many companies, including airlines
and retail stores, reward good or “preferred” customers with special promotions, such
as email “special deals” and surprise price reductions at the cash register.
OPERATIONAL DEFINITION OF CONCEPTS
PROMOTION:
Promotion is the communication package in marketing which aims to exchange
information between buyers and sellers. Beyond informing, it also accomplishes the

BIOTECHNOLOGIES
2014-2015 pg.24
task of reminding and persuading the consumers so that they respond to the product
or service being offered.
Brink and Kelly has defined promotion as “The co-ordination of all seller initiated efforts
to set up channel of information and persuasion to facilitate the sales or product
service or the acceptance of an idea”.
Components of promotion:
There are four broad promotional tools available to a marketer.
1. Advertising: This is any paid form of non-personal presentation of ideas, goods or
services by an identified sponsor in a media-mix.
2. Personal selling: personal selling is an oral presentation made to prospective
customers so as to generate sales. It is just a conversation with a purpose.
3. Publicity and public relations: It stimulates demand in a non-personal way. Public
relations maintain effective relation of the organization with different publics like
employees, customers, shareholders, suppliers, dealers, government, media and so
on. Public relations put commercially significant news in media or get a favourable
coverage on radio, television or stage. As media costs of this promotion are not paid
for by the sponsor, it is called publicity.
4. Sales promotion: sales promotion are those marketing activities excluding
advertising, personal selling and publicity which stimulate consumer purchasing,
dealer and sales person effectiveness. It is a short-term activity.

BIOTECHNOLOGIES
2014-2015 pg.25
Approach:
Promotion is a comprehensive term and covers the entire gamut of advertising,
publicity, public relations, personal selling and sales promotion
Sales promotion is thus a part of promotion and is restricted to direct inducement on
a short-term basis to consumers’ or trade to stimulate the purchases of products and
services, thus the study was intended.
 To understand the effectiveness of sales promotion measures adopted by
the company.
 To analyse consumers’ impulses towards the product.
 To identify the level of satisfaction of retailers with respect to KMF’s
promotional measures.
SALES PROMOTION:
According to American Marketing Association “sales promotion are those activities
other than personal selling, advertising and public relations, which stimulate consumer
purchasing and dealer effectiveness, such as display shows and exhibition,
demonstration and various non-recurring and various selling efforts not in the ordinary
routine”.
Sales promotion is thus a part of promotion, and it is restricted to direct inducement
on a short-term basis given to consumer on trade so as to stimulate purchases of
products and services. The direct inducements cover a whole package of coupons,
price-offs, premiums, large quantity, trading stamps, free gifts, displays, shows,
exposition and demonstrations. Sales promotion serves to fill the gap between
advertising and personal selling by co-ordination and supplementation of the efforts.

BIOTECHNOLOGIES
2014-2015 pg.26
Sales promotion operates at three levels:
I. At the level of consumers, it is called consumer promotion.
Example: Free gifts, samples, and price-offs.
II. At the level of dealers and distributors, it is called trade promotion.
Example: Free goods, display contests, dealer sales contest, push money etc.
III. At the level of sales persons, it is called sales force promotion. Example:
Sales man’s contests, bonus, and sales rallies.
LIMITATION OF THE STUDY
1. Sales promotion has temporary and short life not exceeding three months.
2. Sales promotion is only supplementary device to supplement selling efforts of others
promotion tools.
3. They are non-recurring in their use. They have seldom reused value.
4. Too much sales promotion may affect adversely the brand image, suggesting its
lack of popularity or over stocking by a company.
METHODOLOGY
The study was conducted on the bases of survey through questionnaires given to
respondents. The answers were tabulated and classified into tables and graphs in
order to achieve the objectives.
a) Source of information:
1. Primary data
2. Secondary data

BIOTECHNOLOGIES
2014-2015 pg.27
1. Primary data: may pertain to demographic and socio-economic characteristics of
the consumer’s people their awareness and knowledge and other similar aspects
Basic means of obtaining primary data are
I. Questionnaire: may be asked verbally or written and responses may be obtained in
ether forms.
II. Observation methods: is the most commonly used method especially in studies
related to behavioural science
2. Secondary data: refers to the data which have already been collected and
analysed by someone else.
Types of secondary data:
I. Internal data
II. External data
I. Internal data:
Generated and collected from variety of events and sources inside the firms premises.
II. External data:
Generated and collected from variety of events and sources outside the firms
premises.
In this study the researcher has used the primary data collected from respondents
using the instrument called questionnaire .and secondary data also collected from the
following sources Books, Websites, Magazines, and Journals.

BIOTECHNOLOGIES
2014-2015 pg.28
1. Sample units
The area’s for the generation of all the data are in Bangalore city, where the Company
is situated.
2. Plan of analysis
The data collected from the questionnaire were processed, tabulated and analysed to
avoid wrong inference certain factors like incomplete answer were eliminated.
3. Graphical representation
I. Bar –diagram
II. pie-GRAPH
a) Instrument used
A questionnaire was used to collect the data.
b) Type of questionnaire used:-
I. Open-ended:
These questions are called free answer .it refer to a question that has choices to
which the answer must conform.
II. Close-ended:
Such questions are also called fixed alternative. It refers to those questions in
which the respondent is given a limited number of alternative responses from which
he/she is to select the one that most closely matches his/her opinion or attitudes.
c) Sample size
The researcher selected sample size of 50 respondents.

BIOTECHNOLOGIES
2014-2015 pg.29
CHAPTER SCHEME
Chapter 1: The first chapter is the Introduction to the study. It provides basic
information about the study and the theoretical background of the study. It describes
in brief the various elements of marketing management.
Chapter 2: The second chapter is about, the research methodology or design of the
study. It gives an outline about the project such as the statement of the problem,
needs, its objectives, scope, sampling techniques, sampling design, and tools for
collecting data, limitations, and overview of the project.
Chapter 3: The third chapter is the Profile of organisation and respondents. It gives
a detailed description about the excellent biotechnologies company and the products
it manufactures.
Chapter 4: The fourth chapter is the Analysis of findings. It gives description about
the tabulation, interpretation, and analysis of the primary data collected by the use of
the questionnaire for the survey.
Chapter 5: The fifth chapter is the summary of findings and conclusions, about
the project undertaken.
Chapter 6: The sixth chapter is Suggestions and recommendations given by the
respondents with their opinion towards the product.
Chapter 7: The seventh chapter is Annexure. In this chapter, description of the
questionnaire is given, which was prepared to ask the respondents.
Chapter 8: In the final chapter it is the Bibliography, from where the secondary
information was gathered

BIOTECHNOLOGIES
2014-2015 pg.30
CHAPTER 3

BIOTECHNOLOGIES
2014-2015 pg.31
CHAPTER-3
Company profile
Established in the year 2007, we Excellent Biotechnologies, are a leader in the
innovation and manufacturing of Biotech products in wide areas of
pharmaceutical, animal healthcare, Agriculture, Food & Nutrition, Textile and in the
field of Bio remediation. In close co-operation with well-known scientists and
specialists our company is working continuously towards new technologies,
developments according to the latest inventions. Productivity rate. Further, our experts
work in close proximity with each other; thus, ensure harmony in the organization. With
their hard work and dedication, we have been able to make a recommendable position
in the India
Custom formulation and quality nutritional supplements with many products being
available. With our full team of experts, our intention is to assist you in the development
of business. This is why we always want to cooperate with you in the definition of your
need, and your product.
Quality Customer satisfaction is of foremost importance that can be acquired through
maintaining and improving the quality of the enzymes and chemicals that we offer to
our clients. We have successfully survived in the market for decades because we have
never compromised with the quality of the range. Our quality experts are responsible
for checking and inspecting the products that we manufacture. Only after intense
checking the products are packaged for dispatch. From the initial stage when the
products are manufactured to the final stage of packaging, the quality managers play
an important role, ensuring no defective piece reaches the client. Manpower our
organization has employed an efficient team of professionals and experts, which is
well-versed in the respective domain. Owing to their expertise and specialization, we
have been able to undertake various requisite methods of products with much ease.
These professionals make optimum utilization of the available resources and help in
enhancing the Industry.
GENERAL INTRODUCTION ABOUT THE COMPANY
Excellent Biotechnologies is worth US$ 10 Million multi-products, multi-channel
Corporation & it is a part of the Excellent Group. It has Over 30-40 employees. The
companies are a leader in the innovation and manufacturing of Biotech products in
wide areas of pharmaceutical, animal healthcare, Agriculture, Food & Nutrition, Textile
and in the field of Bio remediation. The Company is Pioneers in direct selling.

BIOTECHNOLOGIES
2014-2015 pg.32
GROWTH OF THE COMPANY
Established in the year 2007 Excellent Biotechnologies started exporting their product
to the other countries. Their main markets were Western Europe, Eastern Europe,
Southern Europe, Eastern Asia, Northern Europe, and mid-east with total annual sale
US$10 Million - US$50 Million.
Main Markets Total Revenue (%)
Western Europe 20.00%
Eastern Europe 20.00%
Southern Europe 20.00%
Eastern Asia 15.00%
Northern Europe 15.00%
Mid-East 10.00%
Total Annual Sales Volume: US$10 Million - US$50 Million
Export Percentage: 81% - 90%
Excellent Biotechnologies India’s listed bio pharma firm and maker of Bromelain,
Serrati peptidase, Amylase, Pepsin, Pancreatic, aims to more than double its revenues
to US $50 Million by 2020.

BIOTECHNOLOGIES
2014-2015 pg.33
TYPES OF PRODUCT
INDIVIDUAL ENZYMES:
1. Phytase
Phytase is an enzyme that can break down the undigestible phytic acid (phytate) part
found in grains and oil seeds and thus release digestible phosphorus, calcium and
other nutrients.
2. Protease
A protease (also termed peptidase or proteinase) breaks down proteins. A protease is
any enzyme that conducts proteolysis, that is, begins protein catabolism by hydrolysis
of the peptide bonds that link amino acids together in the polypeptide chain forming
the protein
3. Lipase
Lipase Lipases perform essential roles in the digestion, transport and processing of
dietary lipids (e.g. triglycerides, fats, oils)
4. Cellulase
Catalyze the cellulolysis (or hydrolysis) of cellulose
5. Xylanase
Xylanase is the name given to a class of enzymes which degrade the linear
polysaccharide beta-1, 4-xylan into xylose.
6. B-Glucanse
An enzyme that breaks glucan
7. B-Manganese
Manganese is an enzyme that breaks down mannans. Mannans are mannose-
containing polysaccharides found in plants.

BIOTECHNOLOGIES
2014-2015 pg.34
Probiotics
1. Bacillus subtilis
2. Bifidobacterium bifidum
3. Bifidobacterium infantis
4. Bifidobacterium longum
5. Clostridium butyricum
6. Enterococcus thermophilus
7. Lactobacillus acidophilus
8. Lactobacillus casei
Feed Supplements
1. Mannon Oligosaccharide: Mannan-oligosaccharides (MOS) are widely used in
animal feed to encourage gastrointestinal health and performance. They are normally
obtained from the yeast cell walls of Saccharomyces cerevisiae.
2. AD3EC Liquid Oral Liquid
3. Vitamin AB2D3K Feed Premix
4. B – complex powder
5. Choline chloride (Silica and Cereal based)
6. Vitamin E and Selenium Premix
7. Mineral mixture
8. Toxin binder
9. Vitamin Mineral Feed premix
PHARMACEUTICAL

BIOTECHNOLOGIES
2014-2015 pg.35
Probiotics
1. Bifidobacterium infantis
2. Bifidobacterium longum
3. Lactobacillus acidophilus
4. Lactobacillus casei
5. Lactobacillus lactis
6. Lactobacillus plantarum
7. Lactobacillus reuterii
8. Lactobacillus rhamnosus
9. Lactobacillus Sporogenes
10.Saccharomyces boulardi
Enzymes
1. Bacterial Alpha Amylase
2. Bromelain
3. Fungal Lipase
4. Fungal Proteases
5. Hemicellulose
6. Papain
7. Pepsin
8. Serrati peptidase
LEATHER ENZYMES
1. Degreasing Enzyme: Lipase enzyme which is used to remove grease from the
animal skin and hides
2. Dehairing enzyme: It’s an alkaline protease enzyme used for unhairing from hides
and skin.

BIOTECHNOLOGIES
2014-2015 pg.36
TEXTILE ENZYMES
1. Catalase enzyme: for removal of Hydrogen peroxide after the bleaching
2. Protease: An alkaline protease to remove protein from wool
3. Amylase: High and low temperature alpha amylase for Desizing.
EFFLUENT TREATMENT
We are one of the leading manufacturers and suppliers of effluent treatment enzymes
for industries like, Textile, Paper & Pulp industries, Chemical, food and pharmaceutical
industries.
ORGANISATIONAL GRAPH
The sole proprietor is an unincorporated business with one owner who pays personal
income tax on profits from the business. With little government regulation, they are the
simplest business to set up or take apart, making them popular among individual self-
contractors or business owners.

BIOTECHNOLOGIES
2014-2015 pg.37
As the Excellent Biotechnologies is a sole proprietorship company there is a single
owner for that.
Mr Sheik Ahamed, Director-Administration of the company with 30-40 employees in
it.
COMPETITORS
1. Biotecnika info labs Pvt Ltd
2. Polyclone Bio services

BIOTECHNOLOGIES
2014-2015 pg.38
CHAPTER-4

BIOTECHNOLOGIES
2014-2015 pg.39
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
This chapter deals with the analysis and interpretation of the Data collection. The most
important step in an effective research is analysing and interpretation of the data
collected and presenting it in a logical and sequential manner. This will make its user
easier to understand.
MEANING AND DEFINITION OF ANALYSIS:
Analysis refers to a critical examination of the assembled and grouped data for
studying the characteristics of the object under study and for determining the patterns
of relationship among the variables relating to it.
According To “METCALF AND TITARD”-
Analysis is a process of evaluating the relationship between component parts of a
financial statement to obtain a better understanding of a firm’s position and
performance.
MEANING AND DEFINITION OF INTERPRETATION:
Interpretation means “Explaining the meaning and significance of the data so
simplified”.
According to “C. WILLIAM EMORY”-“Interpretation is concerned with relationships
within the collected data, partially overlapping analysis. Interpretation also extends
beyond the data of the study to include the results of other research, theory and
hypothesis”.

BIOTECHNOLOGIES
2014-2015 pg.40
TABLE 1
SHOWING THE AWARENESS LEVEL TOWARDS EXCELLENT
BIOTECHNOLOGIES
SL.NO PARTICULARS NO. OF
RESPONDENTS
PERCENTAGE
1. YES 80 80%
2. NO 20 20%
TOTAL 100 100%
Analysis:
It is observed that 80% of the respondents are aware of Excellent
Biotechnologies .And 20% of the respondents are not aware of the
Excellent Biotechnologies.

BIOTECHNOLOGIES
2014-2015 pg.41
GRAPH 1
SHOWING BRAND AWERNESS LEVEL THROUGH EXCELLENT
BIOTECHNOLOGIES
Inference:
Majority of respondents are aware of Excellent Biotechnologies.
80%
20%
YES NO

BIOTECHNOLOGIES
2014-2015 pg.42
TABLE 2
SHOWING THE LEVELOF THE PEOPLE USING EXCELLENT
BIOTECHNOLOGIES PRODUCTS
RESPONDENTS
PERCENTAGE
1. YES 80 80%
2. NO 20 0%
TOTAL 100 100%
Analysis:
It is observed that 80% of the respondents are using Excellent
Biotechnologies products. And 20% of the respondents are not using the
Excellent Biotechnologies products.

BIOTECHNOLOGIES
2014-2015 pg.43
GRAPH 2
SHOWING THE LEVEL OF THE PEOPLE USING EXCELLENT
Inference:
Majority of respondents are using of Excellent Biotechnologies products.
0 10 20 30 40 50 60 70 80 90
YES
NO

BIOTECHNOLOGIES
2014-2015 pg.44
TABLE 3
SHOWING THE MEDIA BY WHICH THE CUSTOMERS GOT AWARE
OF
EXCELLENT BIOTECHNOLOGIES
RESPONDENTS
PERCENTAGE
1. PRINT & ELECTRONIC
MEDIA
40 40%
2. DEMO OR DISPLAY 10 10%
3. FAMILY & FRIENDS 50 50%
4. OTHER MEDIA 00 00%
TOTAL 100 100%
Analysis:
It is observed that 40% of the respondents are aware of Excellent
Biotechnologies through print and electronic media.10% from demo and
display.50% from family & friends. And 00% from other media.

BIOTECHNOLOGIES
2014-2015 pg.45
GRAPH 3
SHOWING THE MEDIA BY WHICH THE CUSTOMERS GOT AWARE
OF EXCELLENT BIOTECHNOLOGIES
Inference:
Majority of the respondents are aware of Excellent Biotechnologies
through family & friends. And least from other media.
40%
10%
50%
0%
0%
10%
20%
30%
40%
50%
60%
PRINT & ELECTRONIC
MEDIA
DEMO OR DISPLAY FAMILY & FRIENDS OTHER MEDIA

BIOTECHNOLOGIES
2014-2015 pg.46
TABLE 4
SHOWING THE LEVEL OF BRAND AWARENESS ENSURE THE
BRANDING OF EXCELLENT BIOTECHNOLOGIES TO THE
RESPONDANTS
RESPONDENTS
PERCENTAGE
1. EXCELLENT 25 25%
2. GOOD 20 20%
3. SATISFIED 55 55%
4. NOT SATISFIED 00 00%
TOTAL 100 100%
Analysis:
It is observed that 25% of the respondents say excellent about the brand
awareness level. And 20% of the respondents say good. And 55% say
satisfied.

BIOTECHNOLOGIES
2014-2015 pg.47
GRAPH 4
SHOWING THE LEVEL OF BRAND AWARENESS ENSURE THE
BRANDING OF EXCELLENT BIOTECHNOLOGIES TO THE
RESPONDANTS
Inference:
Majority of the respondents are satisfied with the brand awareness.
25%
20%
55%
0%
0%
10%
20%
30%
40%
50%
60%
EXCELLENT GOOD SATISFIED NOT SATISFIED

BIOTECHNOLOGIES
2014-2015 pg.48
TABLE 5
SHOWING THE LEVEL OF THE RESPONDANTS SUGGESTING THE
EFFECTIVE WAY OF PROMOTING THE PRODUCTS OF EXCELLENT
BIOTECHNOLOGIES
RESPONDENTS
PERCENTAGE
1. ONLINE ADS 45 45%
2. MEDIA 15 15%
3. PAPER ADS 30 30%
4. OTHERS 10 10%
TOTAL 100 100%
Analysis:
It is observed that 45% of the respondents suggest online ads. And 15%
of the respondents suggest to media. And 30% suggest paper ads. And
10% says others.

BIOTECHNOLOGIES
2014-2015 pg.49
GRAPH 5
SHOWING THE LEVEL OF THE RESPONDANTS SUGGESTING THE
EFFECTIVE WAY OF PROMOTING THE PRODUCTS OF EXCELLENT
BIOTECHNOLOGIES
Inference:
Majority of the respondents suggest to the online ads and very less to
other.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
ONLINE ADS MEDIA PAPER ADS OTHERS
45%
15%
30%
10%

BIOTECHNOLOGIES
2014-2015 pg.50
TABLE 6
SHOWING THE SUGGESIONS OF THE RESPONDENTS THAT BY
DOING PROMOTION WHAT WOULD INCREASE
RESPONDENTS
PERCENTAGE
1. REDUCTION IN PRICE 20 20%
2. IMPROVED
EFFECTIVENESS
35 35%
3. COMPOSITION 25 25%
4. GOOD
ADVERTISEMRNTS
20 20%
TOTAL 100 100%
Analysis:
It is observed that 20% of respondents suggest that reduction of the
price. And 35% says to improved effectiveness. And 25% says to the
composition of the product.

BIOTECHNOLOGIES
2014-2015 pg.51
GRAPH 6
SHOWING THE SUGGESIONS OF THE RESPONDENTS THAT BY
DOING PROMOTION WHAT WOULD INCREASE
Inference:
Majority of the respondents suggest to reduce the price of the product
and less suggest for good advertisements.
0%
5%
10%
15%
20%
25%
30%
35%
REDUCTION IN PRICE IMPROVED
EFFECTIVENESS
COMPOSITION GOOD
ADVERTISEMENTS
20%
35%
25%
20%

BIOTECHNOLOGIES
2014-2015 pg.52
TABLE 7
SHOWING THE FACTORS WHICH INFLUENCE THE RESPONDENTS
TO BUY EXCELLENT BIOTECHNOLOGIES PRODUCTS
RESPONDENTS
PERCENTAGE
1. PRICE 35 35%
2. BRAND NAME 20 20%
3. QUALITY 20 20%
4. EFFECTIVENESS 25 25%
TOTAL 100 100%
Analysis:
It is observed that 35% of respondents Says the price influence them to
buy the product. And 20% says that brand name. And 20% says the
quality of the product influences them to buy Excellent Biotechnologies
product.

BIOTECHNOLOGIES
2014-2015 pg.53
GRAPH 7
SHOWING THE FACTORS WHICH INFLUENCE THE RESPONDENTS
TO BUY EXCELLENT BIOTECHNOLOGIES PRODUCTS
Inference:
Majority of the people say that price of the product influence them to buy
the product.
0% 5% 10% 15% 20% 25% 30% 35%
PRICE
BRAND NAME
QUALITY
EFFECTIVENESS
35%
20%
20%
25%

BIOTECHNOLOGIES
2014-2015 pg.54
TABLE 8
SHOWING THE LEVEL OF THE FEATURES OF EXCELLENT
RESPONDENTS
PERCENTAGE
1. PRICE 15 15%
2. EFFECTIVENESS 40 40%
3. QUALITY 25 25%
4. COMPOSITION 20 20%
TOTAL 100 100%
Analysis:
It is observed that 55% of respondents says the price is the best feature
of the product. And 20% says composition of the product. And 25% says
that quality of the Excellent Biotechnologies products.

BIOTECHNOLOGIES
2014-2015 pg.55
GRAPH 8
SHOWING THE LEVEL OF THE FEATURES OF EXCELLENT
Inference:
Majority of the people say that price of the product is the best feature.
And effectiveness acts very less as a feature.
55%
0%
25%
20%
PRICE EFFECTIVENES QUALITY COMPOSITION

BIOTECHNOLOGIES
2014-2015 pg.56
TABLE 9
SHOWING THE LEVEL OF INFLUENCE THROUGH THE BRAND
NAME
RESPONDENTS
PERCENTAGE
1. YES 100 100%
2. NO 00 00%
TOTAL 100 100%
Analysis:
It is observed that all the respondents say that the brand name
influences them to buy the product.

BIOTECHNOLOGIES
2014-2015 pg.57
GRAPH 9
SHOWING THE LEVEL OF INFLUENCE THROUGH THE BRAND
NAME
Inference:
All the respondents are influenced by the brand name.
0% 20% 40% 60% 80% 100%
YES
NO

BIOTECHNOLOGIES
2014-2015 pg.58
TABLE 10
SHOWING THE LEVEL OF SATISFACTION OF THE RESPONDENTS
THOUGH THE QUALITY OF THE PRODUCT
RESPONDENTS
PERCENTAGE
1. YES 100 100%
2. NO 00 00%
TOTAL 100 100%
Analysis:
It is observed that all the respondents are satisfied with the quality of the
product.

BIOTECHNOLOGIES
2014-2015 pg.59
GRAPH 10
SHOWING THE LEVEL OF SATISFACTION OF THE RESPONDENTS
THOUGH THE QUALITY OF THE PRODUCT
Inference:
All the respondents are satisfied through the quality of the product.
0%
20%
40%
60%
80%
100%
YES NO
100%
0%

BIOTECHNOLOGIES
2014-2015 pg.60
TABLE 11
SHOWING THE LEVEL OF RATING TO EXCELLENT
BIOTECHNOLOGIES
RESPONDENTS
PERCENTAGE
1. EXCELLENT 45 45%
2. VERY GOOD 15 15%
3. SATISFACTORY 30 30%
4. AVERAGE 10 10%
TOTAL 100 100%
Analysis:
It is observed that 40% of respondents rates as Excellent. And 15% says
very well. And 30% says satisfactory. And 10% says average.

BIOTECHNOLOGIES
2014-2015 pg.61
GRAPH 11
SHOWING THE LEVEL OF RATING TO EXCELLENT
BIOTECHNOLOGIES
Inference:
Majority of the respondent’s rate as Excellent. And less for Average.
45%
15%
30%
10%
EXCELLENT
VERY GOOD
SATISFACTORY
AVERAGE

BIOTECHNOLOGIES
2014-2015 pg.62
TABLE 12
SHOWING THE REPLY OF THE RESPONDENTS THAT THERE IS
ANY COMPITATOR OR NOT
SL.NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE
1. YES 40 40%
2. NO 60 60%
TOTAL 100 100%
Analysis:
It is observed that 40% of respondents say that there are competitors for
Excellent Biotechnologies. And 60% respondents say there is no
competitor for Excellent Biotechnologies.

BIOTECHNOLOGIES
2014-2015 pg.63
GRAPH 12
SHOWING THE REPLY OF THE RESPONDENTS THAT THERE IS
ANY COMPITATOR OR NOT
Inference:
Majority of the respondents say there is no competitor or Excellent
Biotechnologies.
0
10
20
30
40
50
60
YES
NO

BIOTECHNOLOGIES
2014-2015 pg.64
TABLE 13
SHOWING THE RATING OF THE ROLE OF ADVERTAISMENT IN
DEVELOPING A PRODUCT
RESPONDENTS
PERCENTAGE
1. YES 95 95%
2. NO 05 05%
TOTAL 100 100%
Analysis:
It is observed that 95% of respondents say yes that ads play an
important role in developing a product. And 5% say it is not.

BIOTECHNOLOGIES
2014-2015 pg.65
GRAPH 13
SHOWING THE RATING OF THE ROLE OF ADVERTAISMENT IN
DEVELOPING A PRODUCT
Inference:
Majority of the people say that ads play an important role in developing a
product.
95%
5%
YES
NO

BIOTECHNOLOGIES
2014-2015 pg.66
TABLE 14
SHOWING THE WILLINGNESS TO BUY EXCELLENT
RESPONDENTS
PERCENTAGE
1. YES 80 80%
2. NO 20 20%
TOTAL 100 100%
Analysis:
It is observed that 80% of respondents say yes to buy Excellent
Biotechnologies products. And 20% say no.

BIOTECHNOLOGIES
2014-2015 pg.67
GRAPH 14
SHOWING THE WILLINGNESS TO BUY EXCELLENT
Inference:
Majority of the people say that they will buy Excellent Biotechnologies
products. And least of them say NO.
0%
20%
40%
60%
80%
YES NO

BIOTECHNOLOGIES
2014-2015 pg.68
TABLE 15
SHOWING THE LEVEL OF OPINION OF THE RESPONDANTS
RESPONDENTS
PERCENTAGE
1. GOOD 30 30%
2. EXCELLENT 10 10%
3. SATISFACTORY 60 60%
4. POOR 00 00%
TOTAL 100 100%
Analysis:
It is observed that 30% of respondents rates Excellent Biotechnologies
as Good. And 10% says very Excellent. And 60% says satisfactory. And
00% says poor.

BIOTECHNOLOGIES
2014-2015 pg.69
GRAPH 15
SHOWING THE LEVEL OF OPINION OF THE RESPONDANTS
Inference:
Majority of the people opinion is satisfactory and less in poor.
0%
10%
20%
30%
40%
50%
60%
70%
GOOD EXCELLENT SATISFACTORY POOR

BIOTECHNOLOGIES
2014-2015 pg.70
TABLE 16
SHOWING THE BEST SOURCE THAT CREATES AWEARNESS OF A
PRODUCT
SL.NO PARTICULARS NO.OF
RESPONDENTS
PERCENTAGE
1. NEWSPAPERS 30 30%
2. ONLINE ADS 45 45%
3. TELEVISION 15 15%
4. OTHERS 10 10%
TOTAL 100 100%
Analysis:
It is observed that 45% of respondent’s online ads is the best sources of
creating awareness of a product. And 30% says newspapers. And 10%
says others.

BIOTECHNOLOGIES
2014-2015 pg.71
GRAPH 16
SHOWING THE BEST SOURCE THAT CREATES AWEARNESS OF A
PRODUCT
Inference:
Majority number of the people says that online ads and newspapers are
good sources of brand awareness.
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
NEWSPAPER
ONLINE ADS
TELEVISION
OTHERS
30%
45%
15%
10%

BIOTECHNOLOGIES
2014-2015 pg.72
TABLE 17
SHOWING THE LEVEL OF RESPONDANTS THINK THAT
EXCELLENT BIOTECHNOLOGIESIS CONCENTRATING ON HIS
SALES AND PROMOTIONAL ACTIVITY
RESPONDENTS
PERCENTAGE
1. YES 90 90%
2. NO 10 10%
TOTAL 100 100%
Analysis:
It is observed that 90% of respondents thinks that Excellent
Biotechnologies is concentrating on its sales and promotional activities,
and 10% thinks that is not.

BIOTECHNOLOGIES
2014-2015 pg.73
GRAPH 17
SHOWING THE LEVEL OF RESPONDANTS THINK THAT
EXCELLENT BIOTECHNOLOGIES IS CONCENTRATING ON HIS
SALES AND PROMOTIONAL ACTIVITY
Inference:
Majority of the people says that Excellent Biotechnologies is
concentrating on its sales and promotional activities.
YES NO

BIOTECHNOLOGIES
2014-2015 pg.74
TABLE 18
SHOWING THE NUMBER OF PEOPLE WHO KNOW THE BRAND
NAME OF THE EXCELLENT BIOTECHNOLOGIES PRODUCTS
RESPONDENTS
PERCENTAGE
1. YES 50 50%
2. NO 50 50%
TOTAL 100 100%
Analysis:
It is observed that 50% of the respondents know the brand name of
Excellent Biotechnologies products. And 50% of the respondents don’t
know the brand name of Excellent Biotechnologies products.

BIOTECHNOLOGIES
2014-2015 pg.75
GRAPH 18
SHOWING THE NUMBER OF PEOPLE WHO KNOW THE BRAND
NAME OF THE EXCELLENT BIOTECHNOLOGIES PRODUCTS
Inference:
Majority of the respondents know the brand name of Excellent
Biotechnologies products and vice versa.
50%50%
0 0
YES
NO

BIOTECHNOLOGIES
2014-2015 pg.76
TABLE 19
SHOWING THAT TO WHOME DO THE RESPONDENT SUGGEST TO
PURCHASE OF THE EXCELLENT BIOTECHNOLOGIES PRODUCT
RESPONDENTS
PERCENTAGE
1. SMALL SCALE
INDUSTRIES
50 50%
2. FRIENDS 15 15%
3. CO-WORKERS 15 15%
4. OTHERS 20 20%
TOTAL 100 100%
Analysis:
It is observed that 50% of respondents suggest the other small scale
industries to buy the Excellent biotechnologies product. And 15% will
suggest to their friends, and 15% will suggest to their co-workers, and
20% will suggest to others.

BIOTECHNOLOGIES
2014-2015 pg.77
GRAPH 19
SHOWING THAT TO WHOME DO THE RESPONDENT SUGGEST TO
PURCHSE THE EXCELLENT BIOTECHNOLOGIES PRODUCTS
Inference:
Majority of the people says that they will suggest Excellent
Biotechnologies products to the other small scale industries and less to
others.
50%
15%
15%
20%
SMALL SCALE INDUSTRIES
FRIENDS
CO-WORKERS
OTHERS

BIOTECHNOLOGIES
2014-2015 pg.78
CHAPTER 5

BIOTECHNOLOGIES
2014-2015 pg.79
1. Majority of respondents are aware of Excellent Biotechnologies.
2. Majority of respondents are using of Excellent Biotechnologies products.
3. Majority of the respondents are aware of Excellent Biotechnologies through online
ads. And least from other media.
4. Majority of the respondents are convinced with the products of Excellent
Biotechnologies.
5. Majority of the respondents suggest to the paper ads and very less to other.
6. Majority of the respondents suggest to reduce the price of the product and less
suggest for good ads.
7. Majority of the people say that effectiveness of the product influence them to buy
the product and less say that they buy for only the brand name.
8. Majority of the people say that effectiveness and composition of the products is the
best feature. And price acts very less as a feature.
9. All the respondents are influenced by the brand name.
10. All the respondents are satisfied through the quality of the product.

BIOTECHNOLOGIES
2014-2015 pg.80
From the above findings it is clear that Excellent Biotechnologies Company limited
has a very positive brand image in the minds of the consumers. The study has
confirmed that Excellent Biotechnologies is one of the preferred companies in
manufacturing, production of enzymes and chemicals for different sectors of industries
industry.
Customers are the integral part of the marketing. If the manufacturer concentrates
more on creating the brand image, the customers will be very much aware of the brand
or the products of the company. A customer who is aware of the brand plays a vital
role in promoting the brand/product of the organization.
The company has a successful advertising campaign that has also added to its growth
and acceptance. Although Excellent Biotechnologies competitors may offer similar
features, the consumers are aware that Excellent Biotechnologies is superior in quality
and effectiveness. Thus to conclude it can be said that Excellent Biotechnologies have
a clear edge over its rivals and future prospects of the company are bright.

BIOTECHNOLOGIES
2014-2015 pg.81
CHAPTER-6

BIOTECHNOLOGIES
2014-2015 pg.82
RECOMMENDATIONS:
 In order to take advantage of the competitive industries, the company should
improve sales promotion strategy.
 High quality of sales promotion result to a high customer satisfaction.
 The company should endeavour to send their porters and on regular training
for them to develop the right and new techniques.
 Rapid growth of the global market enables them to improve the quality of
sales promotion.
 The company should use all the various types of promotional tools in creating
awareness about the product.
 Sales promotion is not a onetime affair, for better results the organization
should do the sales promotion in frequent intervals.
SUGGESTIONS:
 The Products should be affordable by all small and large firms.
 The services should more better.
 Concentrate on the brand awareness.
 The advertisement should give complete information.
 More concentrate on advertisement.
 Get a Good celebrity as brand ambassador.
 Increase in quality of the product.
 Improve the effectiveness and composition of the product.

BIOTECHNOLOGIES
2014-2015 pg.83
CHAPTER-7

BIOTECHNOLOGIES
2014-2015 pg.84
QUESTIONNAIRE
RESPECTED SIR/MADAM
I MUNEER M D, PURSUING FINAL YEAR BBM IN AL-AMEEN INSTITUTE OF
MANAGEMENT STUDIES, AFFILIATED TO BANGALORE UNIVERSITY. AS A
PART OF CURRICULUM I NEED TO SURVEY ON “A STUDY ON SALES &
PROMOTION STRATEGY TOWARDS EXCELLENT BIOTECHNOLOGIES”. SO I
KINDLY REQUEST YOU TO FILL IN THE FOLLWING QUESTIONNAIRE, I ASSURE
YOU THAT INFORMATION FURNISHED BY YOU WILL BE KEPT CONFIDENTIAL.
THANKING YOU,
MUNEER M D
PERSONAL DETAILS
NAME :
CONTACT NUMBER :
E-mail ID :
GENDER : Male [ ] Female [ ]
AGE :
18-30 [ ] 30-40 [ ]
40-50 [ ] 50 & Above [ ]
OCCUPATION :
Employee [ ] Student [ ]
Housewife [ ] others [ ]

BIOTECHNOLOGIES
2014-2015 pg.85
1. Are You Aware Of Excellent Biotechnologies?
A) Yes [ ] B) No [ ]
2. Are you using Excellent Biotechnologies products?
A) Yes [ ] B) No [ ]
3. By Which Source Of Media You Came To Know About This Brand?
A) Print/Electronic Media [ ] B) Demo or Display [ ]
C) Family & Friends [ ] D) Others (Specify) [ ]
4. How Does the Brand awareness ensure the Branding of Excellent Biotechnology?
A) Excellent [ ] B) Good [ ]
C) Satisfied [ ] D) Not Satisfied [ ]
5. Which Media According To You Will Be More Effective For Promotion Of Excellent
Biotechnology?
A) Media [ ] B) Online [ ]
C) Paper Advertisements [ ] D) Others [ ]
6. By Doing Promotion What The Excellent Biotechnologies Would Increase?
A) Reduction in Price [ ] B) Effectiveness [ ]
C) Good Advertisements [ ] D) Composition [ ]

BIOTECHNOLOGIES
2014-2015 pg.86
7. What Are The Factors To Purchase Excellent Biotechnologies Products?
A) Price [ ] B) Effectiveness [ ]
C) Brand Name [ ] D) Quality [ ]
8. Which Is The Best Feature Of Excellent Biotechnologies Products?
A) Price [ ] B) Composition [ ]
C) Quality [ ] D) Effectiveness [ ]
9. Does The Brand Name Influence Your Purchase?
A) Yes [ ] B) No [ ]
10. Are You Satisfied With The Quality Of Excellent Biotechnologies Products?
A) Yes [ ] B) No [ ]
11. How Do You Rate Excellent Biotechnologies products?
A) Excellent [ ] B) Very Good [ ]
C) Satisfactory [ ] D) Average [ ]

BIOTECHNOLOGIES
2014-2015 pg.87
12. Do You Find Any Competitor To Excellent Biotechnologies?
A) Yes [ ] B) No [ ]
(Mention)____________________________
13. Does Advertisement Play An Important Role In Developing A Brand?
A) Yes [ ] B) No [ ]
14. Would You Like To Buy the Excellent Biotechnologies NEW products?
A) Yes [ ] B) No [ ]
15. Your Opinion of Excellent Biotechnologies Product?
A) Good [ ] B) Excellent [ ]
C) Satisfactory [ ] D) Poor [ ]
16. What Is The Best Source That Creates Awareness Of A New Product?
A) Newspaper [ ] B) Online ads [ ]
C) Television [ ] D) Others [ ]
17. Do You Think Excellent Biotechnologies Is Concentrating On His Sales &
Promotional Activity?
A) Yes [ ] B) No [ ]

BIOTECHNOLOGIES
2014-2015 pg.88
18. Do You Know the Brand name Of Excellent Biotechnologies?
A) Yes [ ] B) No [ ]
19. For whom you would like to suggest the Purchase of Excellent Biotechnologies
products?
A) Small Scale Industries [ ] B) Friends [ ]
C) Workers [ ] D) Others [ ]
20. Suggestions, If Any
……………………………………………………………………………………
……………………………………………………………………………………
…………………………………………………………………………………...
………………………………….
Thank You, Signature

BIOTECHNOLOGIES
2014-2015 pg.89
CHAPTER-8

BIOTECHNOLOGIES
2014-2015 pg.90
Websites:-
 www.google.com
 www.excellentbiotechnologies.com
 www.excellentbiotechnologies.com/alibaba
 www.makeinindia.com/biotechnology
Referred Books:-
 Ogilvy on Advertising David Ogilvy
 Book of Case studies FCB Ulka
 Lateral thinking Edward de Bono
 Advertising Principles and Practice Wells, Burnett and Moriarty

BIOTECHNOLOGIES
2014-2015 pg.91

A study on sales and promotion startegies towards Excellent Biotechnologies

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (20)

Similar to A study on sales and promotion startegies towards Excellent Biotechnologies

Similar to A study on sales and promotion startegies towards Excellent Biotechnologies (20)

Recently uploaded

Recently uploaded (20)

A study on sales and promotion startegies towards Excellent Biotechnologies