synopsis sample

1. A
SYNOPSIS
ON
“A Study of Promotion Mix Adopted in B2B Industry”
Submitted in the partial fulfillment of the requirement
For the award of degree of
MASTER OF BUSINESS ADMINISTRATION (MBA)
To
AMITY UNIVERSITY HARYANA
SUBMITTED TO: - SUBMITTED BY:-
Ms. Geeta Ravish Chirag Mangla
Assistance Professor MBA-G (4th
sem.)
(A50001914025)
AMITY BUSINESS SCHOOL,
(2014-2016)

2. PERFORMA FOR APPROVAL OF PROJECT PROPOSAL
Name of the Student : Chirag Mangla
Class Roll No. : A50001914025
Institute’s Name : Amity Business School
Title of the project : A Study of Promotion Mix Adopted in B2B
Industry
Subject Area : Marketing
Name and Designation of : Ms. Geeta Ravish
the Supervisor –
Signature of the Supervisor Signature of the Student
Signature of the Director
Date:-

3. SYNOPSIS APPROVED NOT APPROVED
Comments/Suggestion for reformulating the project:-
Authorised Signatory
Date:

4. CHAPTER : 1
INTRODUCTION

5. Introduction
Promotional mix in business-to-business (B2B) marketing differ from those of business-
to-consumer (B2C) brands due to the specific needs and variables comprising the
industrial business market. Since B2B customers are other companies and organizations,
B2B brands avoid mass market broadcasts. Likewise, they generally use communication
channels aimed at specific industries and business audiences. B2B companies also ensure
their brands are represented at industry events where potential customers meet B2B
sellers. Extensive research and budget analysis are conducted to determine if specific
promotional elements will achieve short-term or long-term marketing goals and
contribute to the financial performance of the organization.
B2b industry in India:
A type of commerce transaction that exists between businesses, such as those involving a
manufacturer and wholesaler, or a wholesaler and a retailer. Business to business refers to
business that is conducted between companies, rather than between a company and
individual consumers. This is in contrast to business to consumer (B2C) and business to
government (B2G). A typical supply chain involves multiple business to business
transactions, as companies purchase components and other raw materials for use in its
manufacturing processes. The finished product can then be sold to individuals via
business to consumer transactions.
The overall volume of B2B (Business-to-Business) transactions is much higher than the
volume of B2C transactions. The primary reason for this is that in a typical supply
chain there will be many B2B transactions involving sub components or raw materials,
and only one B2C transaction, specifically sale of the finished product to the end
customer. For example, an automobile manufacturer makes several B2B transactions
such as buying tires, glass for windscreens, and rubber hoses for its vehicles. The final
transaction, a finished vehicle sold to the consumer, is a single (B2C) transaction.
B2B is also used in the context of communication and collaboration. Many businesses are
now using social media to connect with their consumers (B2C); however, they are now
using similar tools within the business so employees can connect with one another. When
communication is taking place amongst employees, this can be referred to as "B2B"
communication

6. Meaning of Promotion
According to the American Marketing Association, promotion is the personal or
Impersonal process of assisting and/or persuading a prospecting customer to buy a
product or service or act favourably upon that has commercial significance to the seller.
Method of Promotion
1. Public Relation
Public relation mean developing good relation with various stakeholders by obtaining
favourable publicity, building up a good corporate image, and handling unfavourable
rumours, stories and events. Public relations are used to promote products, people, places,
ideas, activities and organisations.
2. Advertising
The main characteristics of advertising are as follow:-
• Public Presentation:-
Advertising is a highly public mode of communication.
• Pervasiveness:-
Advertising is a pervasive medium. It permits the seller to repeat the message several
times. It also allows the buyer to receive and compare the messages of various
competitiors.
• Amplified Expressiveness:-
Advertising provides scope to dramatize the product through the artful use of print,
sound, colour.
3. Personal Selling
The distinctive benefits of personal selling are as follow:-
• Personal:-
Personal selling involves an alive and interactive relationship. Each party can observe the
needs and characteristics of the other closely and make immediate adjustment.
• Cultivation:-
Personal selling allows cultivation of deep personal relationship.
• Response:-
Personal selling makes the buyer feel under some obligation to listen and respond.
4. Sales promotion

7. The distinctive benefits of sales promotion are as follow:-
• Communication:-
Sales promotion tools gain attention and usually provide information that may lead the
consumer to the product.
• Incentive:-
Sales promotion contains some concession that provides value to the consumer.
• Invitation:-
Sales promotion includes an invitation to engage in the transaction now.
5. Publicity
The distinctive qualities of publicity are as follow:-
• High credibility:-
News stories and features are more authentic and credible to readers than ads.
• Ability to catch buyers off guard:-
Publicity can reach people who prefer to avoid sales people and ads

8. CHAPTER : 2
SIGNIFICANCE AND AIMS &
OBJECTIVES OF THE STUDY

9. SIGNIFICANCE OF STUDY
The most important purpose that a promotion mix serves is that it sets a business apart
from its competitors. No business will ever need to run any promotions if there wasn’t any
competition. You have to stay ahead of your competitors (link is external) in order for
customers to keep doing business with you. If there is a company that sells similar
products or services to yours, you can only make customers buy from you if you have a
special promotion going on. Of course, it is also equally important to spread the word
about promotion to the people by using several advertising and marketing methods. The
purpose of studying this research topic is to identify the communication gaps that exist in
B2B industry at promotional part. Promotion mix is necessary for any organization to
sustain in heavy competition. Through various promotion strategies a company can
differentiate itself in comparison to other competitors.

10. Aims and Objectives
The aims and objectives of this project report can be described with following aspects:
1. To know about B2B industry in India.
2. To study the promotion mix strategies adopted by B2B companies.

11. CHAPTER : 3
RESEARCH METHODOLOGY

12. RESEARCH SCOPE & METHODOLOGY
Research design- Descriptive Research.
Method of data collection-
Secondary mehod-
Sources for secondary data collection- internet, brochures, books, journals, newspapers
Limitations- time
.